Anex × Frontleft · Proposal
A clear picture of where your direct-to-consumer operation stands today, and a prioritised plan to get it to where you want it in 2027. Yours to keep, whether or not we work together afterwards.
Where you are
What the audit covers
The ten areas are the Frontleft Ecommerce OS, the operating system we install and run for clients on a retainer. The audit scores your operation against it.
The audit
Your ecommerce operation scored 0–10 across ten areas, each score backed by evidence from your data, your team and your partners.
Per area: what is working, what is leaking money or time, and what is missing. Written for decision-makers, with the detail behind it for the team.
Every recommendation ranked by value and effort, sequenced by what depends on what, with an owner and the number it should move. Format below.
Four illustrative entries. The findings below are examples of the format, not conclusions about Anex. The real findings, priorities and deliverables come from the audit.
Ad budget is spent in Czech Republic and Slovakia with no traction, while Germany and France move. There is no defined ceiling on what a customer may cost in any market.
Money is leaving today without a return signal, and you need a rule for where the growth budget goes before any market is scaled.
A customer acquisition cost ceiling per market tied to contribution margin, a pause-or-re-approach decision for CZ and SK, and a brief for the media buyers built on it.
Add-to-cart rate on the hero product page is low relative to the rest of the catalogue, and the page carries a large share of paid traffic. With that much traffic landing on one page, changes should be tested before they are implemented, not guessed.
Small gains on the highest-traffic page compound across every market and every ad euro spent, and the traffic to test against is already there.
An A/B testing programme for this part of the funnel: hypotheses, test sequence, and success criteria. We direct the programme; where execution needs specific expertise, we identify who on the team can do it or evaluate options for external help.
Performance is tracked by hand in a Google Sheet across markets, products and sources. The admin dashboard is incomplete, so numbers arrive late and depend on manual updates.
Almost every other decision on this roadmap needs numbers you trust and see daily. With several launches coming, manual tracking will not hold.
A specification for an automated daily report by market, product and channel, briefed to the developers; a monthly ecommerce P&L built with finance; and a standardised weekly reporting meeting chaired by Matthias, where every stakeholder joins with the KPIs and areas they are asked to report on.
Email is a sign-up pop-up with three welcome sequences; campaigns go mostly to B2B. Return customer rate is low. The catalogue is expanding into car seats, home and activity categories, but nothing yet brings a stroller buyer back for them.
A stroller is one purchase, but the wider range makes lifetime value real for the first time, and email is the cheapest way to capture it.
A lifecycle map from newborn onward across the catalogue, and a flow-by-flow brief for building it in Klaviyo.
In the roadmap itself, every item also carries an owner, what it depends on, the number it should move, and an effort estimate.
Around four to five weeks end to end, depending on access and availability for interviews.
Access, interviews, data pull, platform and product-data review, AI-visibility tests.
Ten areas scored with evidence.
Scorecard, findings and roadmap presented live to leadership. Questions answered in the room.
Run the roadmap with your team, or take it further with us in the senior seat.
Market-by-market deep dives, if wanted later, are scoped separately.
Invoiced on confirmation and settled before kick-off, so we can begin with full focus from day one. Covers everything in this proposal. No retainer decision is needed to start.
If we both decide to take this further
Matthias takes the senior seat in your ecommerce operation and runs the roadmap through your team, your partners and the Frontleft Ecommerce OS. The retainer is outcome-based: we agree the roadmap and its milestones together, then work to hit them.
Development work is outside the retainer. Your current development partner stays your default. If you ever want work done by our development arm, we scope and quote it separately; there is no obligation to use it.
The team
Three people are on this from day one. The others join when the audit findings call for them.
Your senior counterpart throughout. EY-trained accountant, eight years leading ecommerce for DTC and retail brands. Runs the audit, presents the readout, takes the senior seat on the retainer.
Audit and retainer12 years in digital. Deep expertise in CRO, email marketing and customer journey strategy. Identifies the UX opportunities the new platform should unlock.
Audit and retainerRuns the timeline, access, interviews and follow-ups.
Audit and retainerStanford graduate, 20+ years in marketing, digital and business strategy. Vistage Chair. Has worked on some of Malta's largest digital projects and consulted brands across Europe and the US.
As needed16 years across globally recognised brands. Deep expertise in custom software and ecommerce, with a significant body of work in ecommerce builds, migrations and integrations. Brought in when the platform area needs deeper technical review.
As needed17 years leading complex technology projects. Coordinates development across teams and ensures systems are built to scale. Brought in when roadmap items involve development coordination.
As neededA wider team of experienced developers assisting wherever required. Development work is scoped separately when required.
As neededNext step
Questions before then: reply to this email or message Matthias directly at matthias@frontleft.io.