Confidential Proposal
01 — Ven Agency

A-Class
Kitchens

Website Build, Paid Media & National Launch Strategy — April 2026. A phased engagement covering e-commerce platform, tech stack, SEO foundations, paid media strategy, and pre-launch marketing ecosystem — engineered for a July 2027 showroom opening across five Australian cities.

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02 — The Situation

A new brand.
One shot at launch.

The gap between IKEA flat-pack and luxury German kitchens is wide open. A-Class Kitchens fills it — but only with the right digital foundation, built well before the doors open.
03
03 — Context

The opportunity
is the problem.

Hacker Kitchens identified three structural barriers stopping them from capturing volume: high price perception, a 13-week lead time, and an inability to service developers who won't pay until product is on-site. A-Class Kitchens solves all three — entry-level German quality, stocked locally, delivered in 2–4 weeks. But a simplified showroom model demands a heavyweight digital presence to replace the expert staff and do the customer education online.

"The simplified showroom model necessitates a strong digital presence and extensive online education for customers."

— Scoping meeting, 25 March 2026
Five cities launch simultaneously in July 2027 — Melbourne, Sydney, Brisbane, Perth, and Adelaide. The website isn't just a marketing tool. It's the showroom experience. Customers browse, configure, and pay on tablets in-store. Every dollar of brand credibility runs through this platform.
04
04 — At A Glance

The numbers behind
this project.

5
Cities at Launch
5
Project Phases
310
Total Hours
32
Store Target (AU)
$4.5M
Revenue Target/Store
4 wks
Delivery Turnaround
March 2027
July 2027 — Showroom Opening
Custom CMS + Preorder E-Commerce
05
05 — Project Scope

Five phases.
One national launch.

Phase 01

Pre-Launch Foundation

  • Brand awareness landing page with lead capture
  • Interest register & pre-signup campaign setup
  • 5-email EDM welcome & nurture sequence
  • Organic social account setup & content calendar
  • Brand position strategy & messaging framework
35 hrs
Phase 02

E-Commerce Website Build

  • Custom CMS with preorder/deposit checkout flow
  • Product catalogue: ranges, finishes, colours
  • 5-city location & showroom pages
  • Kitchen configurator (Phase 1 — simplified)
  • Tablet-optimised in-store purchase order flow
  • Installer directory, gallery, USPs, FAQ, testimonials
  • Delivery fee structure + full mobile/tablet QA
180 hrs
Phase 03

Tech Stack & Integrations

  • CRM setup with lead routing by city/showroom
  • Inventory management system (Ven recommended)
  • Stripe payment gateway + deposit workflow
  • Xero accounting integration
  • Order notification workflow to warehouse
40 hrs
Phase 04

Marketing Foundations — Strategy & Setup

  • Technical SEO setup, location pages & keyword architecture
  • 5-city location landing pages + suburb cluster targeting
  • Content structure for finish/range/feature pages
  • Meta & Google Ads account structure + 3-phase campaign strategy
  • Awareness campaigns: Instagram + Google Display pre-launch
  • Google Search campaigns by city (brand + category keywords)
  • Retargeting audiences from EDM list for preorder launch
  • Conversion tracking: GA4, Meta Pixel, Google Tag
  • Google Search Console + Analytics configuration
55 hrs
Phase 05 — Ongoing

Digital Marketing Retainer

  • Awareness phase management — Meta/Instagram from 6+ months out
  • Pre-launch sprint — Meta + Google Ads scaled across 5 states (3 months out)
  • Full national retainer — Meta, Google, SEO post-launch
  • Ad creative packages — static, carousel, and video options
  • EDM nurture sequence management + list health
  • Monthly cross-channel performance reporting
  • Audience management, retargeting + lookalike builds
Costs: To Be Scoped
06
06 — Effort Distribution

Hours by phase.

The bulk of effort sits in the website — the platform does the job a showroom full of designers would normally do. Marketing foundations cover both SEO and paid media setup as a single integrated phase.

E-Commerce Website
180 hrs
Marketing Foundations
55 hrs
Tech Stack & Integrations
40 hrs
Pre-Launch Foundation
35 hrs
07
07 — Detailed Breakdown

What we're building.

Phase Key Deliverables Hours
Pre-Launch Foundation Brand landing page, interest register, 5-email EDM nurture sequence, social account setup, content calendar, messaging framework 35
E-Commerce Website Build Custom CMS + preorder/deposit checkout, product catalogue, 5-city location pages, kitchen configurator (Phase 1), tablet-optimised in-store flow, installer directory, gallery, FAQ, testimonials, full QA 180
Tech Stack & Integrations CRM with city-based lead routing, inventory management system, Stripe payment gateway + deposit workflow, Xero integration, warehouse order notification system 40
Marketing Foundations — Strategy & Setup Technical SEO, 5-city location pages + suburb clusters, keyword architecture, content structure, Meta + Google Ads account setup, 3-phase campaign strategy, awareness + retargeting audiences, Google Search campaigns (5 cities), GA4 + Meta Pixel + Google Tag tracking, Search Console + Analytics 55
Total Project Investment (excl. GST) — 310 hours × $180/hr $55,800
08
08 — Why It Matters

What you get on
the other side.

🏠
The Website Is the Showroom
Customers walk in, pick up a tablet, and buy. The platform handles product browsing, configuration, and payment — freeing your staff to focus on sales, not design consultations.
🎯
A Warm Audience on Day One
Pre-launch Meta awareness ads and Google Display run from April 2026. By launch, you're retargeting a list that's already been nurtured for 11 months — not starting cold with an exorbitant budget.
🔍
Google Where Intent Is High
Search campaigns by city capture people actively looking for kitchens. Category keywords ("buy kitchen Melbourne", "flat pack alternative") + brand terms across all 5 cities from day one.
🚀
Built to Scale to 32 Stores
Campaign structure, audience pools, and tracking are built for national expansion. Adding new cities means duplicating a proven template — not starting from scratch each time.
09
09 — Investment

Pre-launch
investment.

Estimated Project Investment (excl. GST)
$55,800
310 hours × $180/hr — initial estimate
Scope To Be Finalised
This covers the pre-launch build across phases 01–05 — foundation, e-commerce website, tech stack, SEO, and paid media setup. These figures are initial estimates based on the scoping conversation to date. Final investment will be confirmed once the full scope and deliverables are properly defined. Payment structured by phase. All figures exclusive of GST. Ongoing costs are detailed on the following slide.
$55,800 + GST
Staged by Phase
Preliminary — Scope TBC
10
10 — Ongoing Monthly

After launch.
Estimated ongoing costs.

Important — Please Read
All figures on this slide are initial estimates only. The full scope, deliverables, and pricing for ongoing services will be properly defined and agreed in a separate scoping session before any work commences. Nothing here constitutes a formal quote.
Part A — Website & Hosting

Monthly Website Costs

$99
Hosting
Per month + GST
$249
Priority Maintenance
Per month + GST
What's included
  • Managed WordPress hosting (fast, secure, AU-based)
  • Plugin & core updates, security patches
  • Priority support — fixes within 1 business day
  • Monthly uptime monitoring & backups
  • Analytics & conversion tracking maintenance
One-Off Setup
EDM Sequence — Design, Develop & Setup
14 hrs — full nurture automation, built once, runs permanently
Est. $2,520 + GST
Recurring Monthly $348/mo + GST
Part B — Marketing Retainer
Tier 1 — Awareness
6+ Months Pre-Launch
From Jan 2027
from $1,800/mo
+ GST management
  • Meta/Instagram brand awareness campaigns
  • Audience building + EDM list growth
  • Estimated media spend: $3–6K/mo
Tier 2 — Pre-Launch Sprint
3 Months to Launch — 5 States
Apr 2027 – Jun 2027
est. from $9,000/mo
+ GST management
  • Meta Ads: est. $3,600/mo — 5-state campaign management
  • Google Ads: est. $3,600/mo — city-by-city Search
  • SEO: est. $1,800/mo — content + technical
  • Retargeting warm audiences from Tier 1 list
  • Estimated media spend: $10–20K/mo
Tier 3 — Full National
Post-Launch — All 5 States
Jul 2027 onwards
est. from $10,800/mo
+ GST management
  • Meta Ads: est. $3,600–5,400/mo — awareness, retargeting, lookalikes
  • Google Ads: est. $3,600/mo — brand + category + competitor terms
  • SEO: est. $3,600/mo — national content & link building
  • EDM management + monthly performance reporting
  • Estimated media spend: $20–35K/mo
Creative Add-On — Estimated (all tiers)
Essentials
Static ads + carousel + copy
$1,500/mo + GST
Full Creative
Video + static + copy + landing pages
$3,500/mo + GST
Media spend is in addition to management. Based on 15% of turnover target — finalised once per-store revenue targets are locked. Billboards client-managed.
All comms. excl. GST
Estimated Quarterly Spend Overview — Indicative Only
Period Phase Mgmt / mo Est. Media Spend Hosting + Maint.
Oct – Dec 2026 Pre-Launch Setup — Brand Warming Begins — — —
Jan – Mar 2027 Tier 1 — Awareness (landing page, EDM, Meta) ~$1,800 $3–6K/mo —
Apr – Jun 2027 Tier 2 — Pre-Launch Sprint (5 states) ~$9,000 $10–20K/mo $348/mo
Jul 2027+ Tier 3 — Full National (showrooms open) ~$10,800+ $20–35K/mo $348/mo
All figures are estimates only. Management fees excl. GST. Media spend is separate and paid directly. Creative add-ons, EDM setup, and any additional services are not included above. Final scope to be confirmed.
11
11 — Timeline & Next Steps

9 months
to launch day.

From brand warming through to five simultaneous showroom openings. Note: this timeline is preliminary and subject to change — final milestones will be confirmed once scope is fully defined.

Oct – Dec 2026
Pre-Launch Foundation — Brand Warming Begins
Landing page live. EDM sequence built and running. Brand identity locked. Organic social presence established on Instagram. Market awareness begins 8–9 months before showrooms open.
Dec 2026 / Jan 2027
Paid Media Launches to Landing Page — Tier 1 Begins
Meta & Google Ads accounts structured. Instagram awareness campaigns go live driving traffic to landing page. EDM list building begins. Tier 1 management retainer commences (~$1,800/mo + est. $3–6K media spend).
Jan – Mar 2027
Website Build + Tech Stack + Marketing Foundations
Full e-commerce platform built. CRM, inventory, and payment gateway integrations wired up. Tablet-optimised in-store flow tested. SEO foundations and location pages built. Conversion tracking verified across GA4, Meta Pixel, and Google Tag.
Apr – Jun 2027
Site Goes Live — Tier 2 Pre-Launch Sprint — 5 States
Full e-commerce site launches. Preorders open. Google Search campaigns go live city by city. Meta retargeting fires to warm EDM list. Tier 2 sprint across all 5 states (~$9,000/mo + est. $10–20K media spend).
Jul 2027
Showrooms Open — Full National — Tier 3
Melbourne, Sydney, Brisbane, Perth, Adelaide open simultaneously. In-store tablet experience live. Full funnel running: billboard brand + Google Search intent + Meta retargeting + EDM nurture. Tier 3 national (~$10,800+/mo + est. $20–35K media spend).

Next Steps

  1. 1

    Review this overview. Walk through the phases and estimates with your team. We're available to present this live and answer any questions from Charbel and Clem.

  2. 2

    Resolve the open items. Deposit model, CRM preference, payment gateway, ad platform, and margin data — these answers let us properly scope the project.

  3. 3

    Develop the full scope. We'll work together to define deliverables in detail, confirm what's in and out, and produce a formal scope document with accurate costings.

  4. 4

    Agree on a phased plan. Once scope is confirmed, we'll set a realistic timeline and phase sequence. The milestones shown here are preliminary and will be updated accordingly.

  5. ✉

    Contact: james@ven.com.au