What this is. One card per proposed action — the problem, the evidence behind it, the effort, the expected effect, what it depends on, and a decision control. Pick Approve / Change / Drop / Defer for each lever, add a note if you like, then hit “Email my decisions” at the bottom.
The anchor is August. Availability is the most urgent, time-critical theme — the relaunch is planned around the August restock (Granatapfel bag-in-box early August; Sellerie back now; rolling restock thereafter). Everything else is sequenced behind getting the bestsellers back in stock.
Availability — do first (the August anchor)
H1 — Stock relaunch — get the bestsellers and the entry Saftkur back in stock ✓ Done
Fred needed
65 active variants are out of stock, incl. the 3-day entry Saftkur, Fireball 300ml, and Granatapfel BiB.
Effort
Medium
Expected effect
Restoring availability lifts conversion back toward the 2025 baseline (GA4-directional 4–6%) and away from the spring-2026 OOS-depressed state.
Our analysis (from the inventory). Of ~58 active OOS variants: ~33 are B2B (14 wholesale + 19 contract manufacturing for Factor/HelloFresh, which run on their own supply/SLAs) and ~23 are B2C retail (the conversion-critical set: 3 Saftkuren incl. the 3-day entry, the Fireball 300ml line, Granatapfel BiB). The conversion lever is the B2C retail set - prioritise those for the August relaunch; the contract-B2B lines are tracked separately with their own ETAs and should not block the B2C relaunch.
jj Done to possible extent. Quantities are at minimum, so we don't order some products. Granatapfel BiB asap (starting August).
▸ Evidence & detail
Evidence
65 active OOS variants; CR dip aligned with OOS, supported; producer ETA / August anchor, issue #8
Depends on
August anchor: Granatapfel bag-in-box early August 2026; Sellerie bag-in-box back now; rolling restock thereafter; Producer ETA (bottling-machine repair); 300ml maxi-shots de-prioritised (on-demand/B2B only)
The 65 OOS variants, split by channel (active products, snapshot 2026-06-10)
N1 — Relaunch campaign as the bracket over stock + B2B + email Deferred
Fred needed
The most time-critical lever: a coordinated relaunch campaign tying stock, B2B and email around the August anchor.
Effort
Large
Expected effect
Concentrates the recovery into one timed moment (August) instead of scattered fixes — the highest-leverage single play.
The campaign itself is not yet specced - needs scoping with/by Fred. Two open points:
▸ Evidence & detail
Evidence
OOS depresses CR now; relaunch bracket = most time-critical; back-in-stock flow live and sending
Depends on
August anchor (H1 stock); the back-in-stock flow; coordinated email + B2B
Email works (17.4% of B2C revenue) but reach is tiny: 3,514 of 34,965 B2C profiles (10%) are on the newsletter list.
Effort
Medium
Expected effect
Halts subscriber decay (~44/month), grows the reachable list, and makes email attribution visible again (UTM fix) so remedy effects can be measured.
Status: UTM tagging. Green-lit 2026-06-16 (issue #8, Q5). Fred setting up UTM tagging now - in progress, not yet confirmed done. The Meta pixel fix was also green-lit in the same answer and is in progress. The rest of H9 (stop churn / win new subscribers) still needs scoping.
jj Tagging is done by Fred (that sub-part is closed); the engagement/churn/new-subscriber work is open.
fred Only ~3,500 active subscribers — the 34,965 profiles are all buyers since 2014, some never engaged. Find an engagement scheme + newsletter/communication topics that improve engagement.
▸ Evidence & detail
Evidence
channel works, reach gap = import artifact, issue #8; 34,965 profiles vs 3,514 newsletter; 29 email sessions vs 17,692 flow mails — UTM loss
Depends on
Klaviyo UI access (build); double-opt-in obligation; no re-permission on legacy 30k
Reachable vs total B2C profiles (34,965 total = 10% subscribed)
N2 — Make new-customer acquisition the measurable primary goal
Ready
First-order B2C cohorts fell 1,528 (2023) to 233 (2026 YTD) - the hole is new-customer acquisition, not retention.
Effort
Medium
Expected effect
Sets new-customer count as the headline KPI so remedy work is judged on acquisition, not just traffic.
fred No social-ads budget — the website must generate higher traffic and especially better conversion. Part of the traffic comes from blogs, and blog articles may not be product-related enough.
B2B capability content (N10); separate channel — B2B accounts are email-unsubscribed; Sampling-order mechanics (per Fred's sign-off email)
N10 — B2B capability content / landing pages
Proposed
Make I-DO/antidote B2B capabilities visible: white-label, HPP expertise, supply-chain, route-to-market.
Effort
Medium
Expected effect
Turns latent B2B capability into a visible, pitchable surface; feeds the N5 onboarding LP.
Landing-page breakdown + a question sheet for Fred - how deep should the B2B capability pages go?
fred Consolidate all capability content on one page; also explain why I·DO differs from other juice producers (pasteurized products — see /pages/rohkostqualitaet) and from direct competition: low MOQ, high fresh quality, organic by nature.
OPEN: legal/consent question for B2B direct mail; best-before / inventory data source; separate channel
Remaining-stock to B2B offer (proposed automation)
N13 — Semi-automated B2B lead hunting & qualification Proposed — to validate
Proposed
A semi-automated B2B lead pipeline (outreach + PR) feeding the new B2B funnel (N5).
Effort
Large
Expected effect
A repeatable B2B lead pipeline feeding N5; reduces manual prospecting; PR/inbound compounds over time.
Our proposal. Scraper / OSINT lead-gen into a qualified list - a semi-automated pipeline that finds and qualifies B2B prospects (retailers, gyms, offices, hospitality) and feeds them into the N5 B2B onboarding funnel. Cold outreach + PR compound on top, but the repeatable engine is the scraper/qualifier.
jj High prioritisation. Meeting with Fred to handover and onboard skill.
▸ Evidence & detail
Evidence
N2 acquisition hole; N5 B2B onboarding LP as the intake
Depends on
N5 B2B onboarding LP as the intake destination; Tooling choice (scraper/OSINT vs. PR-driven vs. partner network); GDPR/consent for outbound prospecting
Overlays block the mobile experience (theme popups/cookies, Shopify Inbox hand, Klaviyo signup form - not DealEasy per Fred) - rework int…
Effort
Medium
Expected effect
A single, clear, unobtrusive popup/offer/cookie structure that no longer blocks navigation; better mobile conversion.
Our proposal. Consolidate to one coherent structure: cookie/consent banner sequences first; Klaviyo owns the newsletter/discount popup; the Shopify Inbox 'Hilfe' hand is repositioned or load-delayed; theme-own popups are reduced; DealEasy in-product offers stay as-is (not observed blocking). Nothing blocks the mobile menu; click-outside-to-dismiss on all overlays. Success metric: PDP view-to-add-to-cart rate (currently ~24%).
fred DealEasy was not observed blocking the menu — the issue is the theme (popup & cookies), the Shopify Inbox 'Hilfe' hand, the Klaviyo NL signup form, and some Loox features (already deactivated).
▸ Evidence & detail
Evidence
Fred: 'too many pop-up pages appearing especially on mobile which are blocking a few things'
Depends on
Decide which overlay owns which use (Klaviyo signup vs. theme popups vs. Inbox chat); Cookie/consent sequencing
N17 — Theme upgrade to Be Yours 9.1 + GitOps for the live theme Proposed — to validate
Ready
The live theme runs Be Yours 8.6.0; the current release is 9.1.0 (June 2026), three versions ahead. The newer versions ship things we oth…
Effort
Large
Expected effect
A current, faster theme base; part of the JSON-LD work comes native; potential cancellation of the SuperSpeed subscription (and possibly SearchPie overlap) if Lighthouse parity is proven; live theme under GitOps so drift becomes visible and rollback trivial.
fred Approved in session (Julien + Fred, 2026-07-02). Couplings: H6 partially ships native on 9.x (ProductGroup JSON-LD); N14 overlay rework builds once on the 9.1 base; N12 visual refresh rides the 9.0 redesign; H7/H8/H5 are theme-agnostic and run in parallel; SuperSpeed (and possibly SearchPie) subscription cut only after Lighthouse parity proof.
▸ Evidence & detail
Evidence
9.1.0, 2026-06-02; 9.0 major redesign; 8.7 perf; drift vs 05-07 snapshot
Depends on
Add vanilla Be Yours 9.1 to the store (theme-store 'add latest version' - one admin click, Fred); Fresh live-theme pull (drift since 2026-06-24), then vanilla 9.1 as one commit on the dev branch; Port on dev, commit by commit: settings mapping (8.6 keys != 9.x keys), templates/content, SparkLayer, France contexts, still-needed opti2 assets (dual-scroll is native since 8.5), decision-page section FIRST (preview link stays identical); Wave-1 theme-code work (JSON-LD rest, overlay rework) lands once, on the 9.1 base; Lighthouse A/B: live-with-SuperSpeed vs dev-without, before any subscription cut; Release: branch off dev -> connect as NEW theme -> Fred publishes it (dev theme itself is never published; live under GitOps from then on; old live theme kept as rollback); QA before publish: header line-wrap fix (9.1 header rework), vendor-v4.js remnant decision (superspeed bundle line survived the updater; opti2 components may depend on it), then Lighthouse A/B - goal: cut SuperSpeed entirely
SEO & content — the mid-term track
H3 — Limit the /en locale so it stops being served to German visitors
Ready
The /en locale is published and globally routed but mostly served to DE visitors - a shadow locale that doesn't convert.
Effort
Small
Expected effect
Cleaner locale routing; removes a duplicate-content / wrong-language surface for DE users.
▸ Evidence & detail
Evidence
/en published + globally routed, authoritative; j: /en served to DE at 365d
/en is published and globally routed via domain localisation.
At 365d it is largely served to DE visitors - a shadow locale that does not convert EN demand.
Fix is a Markets / domain-localisation setting change (operator click), not a content build.
H4 — Fix the dead DPD shipping tiers and clean up broken redirects
Ready
Three DPD shipping tiers carry EUR 5,000 thresholds (likely a EUR 50 decimal error) so they never fire; plus broken redirects.
Effort
Small
Expected effect
Correct shipping thresholds at cart; fewer dead-end 404s losing intent.
fred Will add a FedEx express shipment option in the coming days.
▸ Evidence & detail
Evidence
the three DPD tiers carry €5,000/€5,120/€5,200 thresholds — almost certainly €50/€51.20/€52 decimal errors, so they never fire; DPD tiers + redirect hygiene
Depends on
Delivery Profiles + URL redirects (operator)
H5 — Build a /rabatt discount landing page
Ready
A '20% Rabatt' promo strip exists but /pages/rabatt is a 404; the DealEasy volume mechanic has no landing surface.
Effort
Medium
Expected effect
Captures discount/gutschein search intent on a real page; explains the volume mechanic so it can convert.
What should the /rabatt page actually present? (content not yet decided)
jj Newsletter signup discount is active, just needs to be added from Klaviyo. We also need to rework popup/popover structure for Klaviyo, cookie, offers - structure needs to be clear and unobtrusive. Regarding deals/rabatt page - also the free gifts?
fred OK to consolidate all informative promotions on one page — loyalty program, free shipping, NL discount, low-shelf-life products (DealEasy). The NL signup form + discount is already managed from Klaviyo.
Inventory of antidote.* service accounts + Quanticfy/TQF settings
N8 — Season playbook Q4→Jan (the Saftkur peak) Deferred
Proposed
The Saftkur peak is seasonal (Q4-Jan) but there's no timed playbook tying content, stock and email to the curve.
Effort
Medium
Expected effect
A repeatable, timed Q4→Jan campaign so the highest-intent season is not improvised.
▸ Evidence & detail
Evidence
season curve; season playbook Q4→Jan
Depends on
Stock secured for the season; content + email scheduled
N12 — Visual & creative refresh — heroes and product imagery Proposed — to validate
Proposed
Visual/creative refresh + full theme design review on the 9.1 base (imagery, fonts, grids, layout, spacing).
Effort
Medium
Expected effect
Immediate look-and-feel lift on heroes + PDPs; higher CTR/brand pull from social and SEO. Extensible later to motion/GIFs once the stills are in place.
fred Session 2026-07-02 (Julien + Fred): scope extended to a full theme design review on the 9.1 base - product/hero imagery PLUS font choices, grids, overall look & feel, structure/layout/spacing improvements. Specifics get specced in the redesign spec itself; N12 is the container.
▸ Evidence & detail
Evidence
the content sidequest proves an AI-image pipeline reliably produces clean product images + person/faceless heroes — assets are no longer a constraint; conversion is healthy → this is upstream brand/reach, not a conversion fix
Depends on
Asset production via the content-sidequest AI-image pipeline (product images are the stable, easy case; person/faceless heroes within reach). Not gated on stock — runs in parallel, but sequenced behind the August availability focus.
Hero: before → after
Product: before → after
Measurement & exploratory
H2 — B2B win-back for accounts ranked 2–5 (optional, operator-coupled)
Fred needed
B2B accounts ranked 2-5 are all zero in 2026 - the broad B2B base collapsed and needs an operator sort.
Effort
Medium
Expected effect
Directional recovery of the broad B2B base; kept optional because B2B causality is operator-domain and coupled to B2B SKU availability.
jj Needs a specific filter. Maybe not a 'marketing email' but a personal email by Fred, simple non-HTML. September campaign for HoReCa customers 'direct order'. Align with B2B offer page strategy. B2B test package for order?
fred Also target independent bio retail stores; vary message & product focus per customer profile (e.g. hotel → bag-in-box or shots instead of coffee).
▸ Evidence & detail
Evidence
top-1 B2B = 94% of 2026 B2B; ranks 2–5 zero; two businesses, one shop
Depends on
B2B SKU availability (stock); Operator sort of who churned and why
N3 — Evaluate a subscription / replenishment offer (assess existing Seal app first)
Proposed
Seal Subscriptions is installed but never configured (0 selling plans) - assess it first, then decide the subscription offer.
Effort
Large
Expected effect
Recurring revenue from existing repeat buyers; scoped as assess-existing-app first, invest decision second.
fred Assess the subscription app already set up in Shopify (Seal Subscriptions) first. [jj verify 2026-07-02: install CONFIRMED via app enumeration; 0 selling plan groups and no live-theme app embed - installed but never configured.]
▸ Evidence & detail
Evidence
Seal Subscriptions installed; legacy read_apps token; 07-02; repeat share rising
Depends on
Assess Seal Subscriptions config (app UI access via Fred or admin); Subscription offer/investment decision after the assessment
N7 — GA4 evaluation as the remedy measurement baseline (done via Block B) ✓ Done
Delivered
GA4 baseline, funnel and channel-mix are in hand (Block B) - this lever is largely delivered; keep using it.
Effort
Small
Expected effect
A directional conversion baseline (2025 CR 4–6%) and funnel against which every remedy can be measured.
▸ Evidence & detail
Evidence
demand-series, funnel, landing, channel-mix; ERLEDIGT durch Block B
