Strategic Growth Partnership Proposal
Performance. Nurture. Brand.
Convert Demand
Build a profitable, scalable acquisition engine — capturing customers actively searching for floor repair and maintenance solutions at the exact moment of intent
Nurture Customers
Monetise the customer acquisition Floor Fix Pro has already paid for — increasing lifetime value and diversifying products purchased across the growing range
Build the Brand
Create demand instead of only capturing it — establishing Floor Fix Pro as the trusted, go-to brand for fixing, repairing and maintaining floors
A predictable, profitable and scalable customer growth engine. Build the conversion engine. Monetise the customer. Build the brand. Then scale.
The Opportunity
Floor Fix Pro has built a growing portfolio of innovative products that solve expensive and disruptive flooring problems in a simpler, faster and more affordable way — with meaningful demand already established across the UK and international markets.
The Bigger Ambition
- A recognisable product family covering floor repair, maintenance and everyday care
- Category ownership — the trusted, go-to brand for fixing, repairing and maintaining floors
- Meaningful revenue across Google, Amazon and direct-to-consumer
- A brand that combines innovative repair products with high-quality floor-care products
- A platform capable of international scale
The Marketing Must Match the Ambition
The ambition is bigger than growing sales of individual products.
It is to establish Floor Fix Pro as the trusted, go-to brand for fixing, repairing and maintaining floors — owning the category rather than competing product by product.
Our role is to help build the marketing system that supports that ambition.
The Challenge
Floor Fix Pro has significant growth potential — but the current marketing model creates several constraints that must be addressed
The wider opportunity is to create profitable demand across a much broader proportion of the Floor Fix Pro portfolio. That requires addressing five compounding challenges.
Revenue is Too Concentrated
A large proportion of direct website performance is currently driven by a small number of products. The objective should not simply be to sell more existing hero products — it should be to build a scalable acquisition model capable of profitably selling the entire Floor Fix Pro ecosystem.
Marketing Activity Needs to Become More Joined Up
Google Ads, Merchant Center, Analytics, Shopify, paid social, Amazon and other channels all contain different parts of the customer journey. Greater commercial clarity is needed across the entire system — understanding what is driving revenue, which products are profitable and where conversion is being lost.
Search Captures Demand — But Does Not Create All of It
Many Floor Fix Pro products solve problems that customers may not realise have a simple solution. A customer can live with a squeaky floor or loose tile for months before searching for help. A purely search-led strategy will always have limitations.
The Product Story Needs to Build Trust
Many Floor Fix Pro products offer an unusually strong value proposition. A relatively inexpensive product can potentially prevent a much larger and more disruptive repair. That means the product has to be demonstrated properly — creative must educate, demonstrate, build credibility and reduce scepticism.
The Direct-to-Consumer Brand Should Become Increasingly Valuable
Amazon and other marketplaces can continue to play a role in the wider commercial strategy. However, the long-term value sits in building a stronger direct relationship — growing direct website sales, first-party customer data, repeat purchasing and customer lifetime value.
The Objective
Our objective is to help Floor Fix Pro build a predictable, profitable and scalable customer growth engine
Profitable Acquisition
Increase return on advertising investment and give Floor Fix Pro the confidence to scale advertising spend when the economics justify it
Portfolio Diversification
Diversify revenue across the wider product portfolio — reducing reliance on individual products or platforms and increasing contribution across the full range
DTC Growth
Increase direct-to-consumer sales, build first-party customer data, grow average order value and increase customer lifetime value
Brand Leadership
Build greater brand awareness and trust — creating demand for products customers may not yet know exist and supporting the ambition of category ownership
One growth engine capable of increasing ROAS, diversifying revenue, monetising customers already acquired, supporting UK and international growth, and ultimately building Floor Fix Pro into a recognised, category-leading brand.
The Floor Fix Pro Growth Funnel
The strategy is built across three connected phases — from the bottom upwards, building from conversion before investing in brand
The principle is simple: Conversion first. Nurture next. Brand when the foundations are ready to scale. Before substantially increasing top-of-funnel investment, we want confidence that the machinery underneath it converts efficiently.
Conversion
Build a Profitable, Scalable Acquisition Engine
Phase One is the commercial foundation of the partnership, beginning in September 2026 and running across September, October, November and December. The objective is to use these four months to audit, validate, rebuild, test, optimise, diversify and scale.
Performance & Tracking Audit
Google Ads, Merchant Center, GA4, Shopify, conversion tracking, campaign architecture, product segmentation, attribution, geographic performance and product-level ROAS — reviewed in full to establish a clean commercial baseline
Google Ads
Campaigns structured around individual products, product families, customer problems, search intent, geography and profitability — capturing high-intent demand while improving control over where budget is allocated
Paid Social & Remarketing
Website visitors, product viewers, cart abandoners and previous purchasers retargeted through Meta — continuing the conversation rather than treating every Google click as a single opportunity to convert
Performance Content
A dedicated Floor Fix Pro Content Day with the Alleyoop creative team — real products solving real problems, combining education, demonstration, trust and sales into compelling performance creative
Initial Performance & Tracking Audit
We will begin with a comprehensive review of the existing performance ecosystem. The objective is to establish a clean commercial baseline — so that when we make decisions around investment, we can trust the data behind them.
What We Will Audit
- Google Ads and campaign architecture
- Google Merchant Center and product segmentation
- Google Analytics / GA4 and attribution
- Shopify and conversion tracking
- Shopping and Performance Max structure
- Geographic performance — UK vs international
- Product-level ROAS and keyword performance
- Audience strategy and retargeting opportunities
- Landing-page performance and reporting
The Questions We Need to Answer
What is working?
What is not working?
Which products can scale?
Which markets can scale?
What return is required to justify increasing spend?
Once the data can be trusted, we can make better decisions around investment. The audit is not simply a report — it is the foundation every subsequent recommendation is built upon.
Google Ads
Google will remain a core part of the conversion strategy. The objective is to capture high-intent demand while improving control over where budget is allocated — moving away from algorithms concentrating budget around the easiest-selling product.
Campaign Structure
- Individual products
- Product families
- Customer problems and solution categories
- Search intent
- Geography
- New vs returning customers
- UK and international markets
- Profitability rather than revenue alone
Profitable Diversification
The goal is not diversification for diversification's sake.
Where a product can profitably scale, we scale it. Where it cannot, we understand why before committing more budget.
Every additional campaign should be able to demonstrate it is generating an acceptable commercial return before further investment is allocated.
Paid Social & Remarketing
Google captures high-intent demand. Paid social gives us the opportunity to continue the conversation after that initial interaction — allowing Floor Fix Pro to remain visible after the initial website visit and giving the business multiple opportunities to convert the same customer.
Audience Architecture
Website visitors, product viewers, cart abandoners, previous purchasers, Google-generated traffic, first-party customer data, lookalike audiences and product-specific audiences — all built into a structured retargeting ecosystem across Meta.
The Remarketing Sequence
A customer searches today, visits the website and leaves. They can then see a product demonstration, a testimonial, a use-case video, a before-and-after, a product comparison, then a reminder. Multiple touchpoints rather than a single visit opportunity.
The Combined Effect
That is a materially stronger ecosystem than treating every Google click as a single opportunity to convert. The initial strategy explicitly combines PPC with social remarketing before moving further up the funnel.
Product Diversification
One of the most important commercial objectives of Phase One — Floor Fix Pro should not behave online like a one-product company when the ambition is to become a category brand
What We Will Report
Revenue by product
ROAS by product
Acquisition cost by product
New-customer acquisition
Geographic performance
Cross-product purchasing and average order value
What Success Looks Like
Over time, success means seeing more products contributing meaningful revenue rather than the business becoming increasingly dependent upon a small number of hero SKUs.
The commercial ambition is to build an entire floor-care category. The reporting infrastructure must reflect that ambition from day one.
Content That Proves the Product
Floor Fix Pro is exceptionally well suited to performance creative. The products are visual, demonstrable, problem-led, educational and satisfying to watch — capable of delivering strong before-and-after content that proves the value of the product rather than simply advertising it.
Content Concepts
- Problem to solution demonstrations
- Five-minute fixes
- Before and after
- Product explainers and correct product selection
- Tradesperson reactions
- Customer testimonials
- Myths and misconceptions
- Founder-led content
- Side-by-side comparisons
- Short-form social and remarketing creative
The Floor Fix Pro Content Day
We propose an initial dedicated content day with the Alleyoop creative team.
Rather than relying on synthetic or generic advertising content, we want to show real products solving real problems.
Content should simultaneously educate, demonstrate, build trust and sell.
Nurture
Monetise the Customer Acquisition Floor Fix Pro Has Already Paid For
Phase One improves how efficiently Floor Fix Pro acquires customers. Phase Two improves how valuable those customers become. As the product range continues to expand, Floor Fix Pro increasingly becomes a multi-product ecosystem — and that changes the economics of everything.
From One Transaction
Someone who buys a repair product today is a single transaction. One customer. One purchase.
Towards a Relationship
That same customer may subsequently need grout, adhesives, maintenance products, cleaning products, complementary tools or new products as they launch.
The Opportunity
Move from one customer, one transaction — towards one customer, multiple Floor Fix Pro purchases over time.
Klaviyo & CRM
We propose building the nurture ecosystem through Klaviyo — creating automated communication that increases the value of every customer Floor Fix Pro acquires.
Customer Journeys
Automated communication based on customer behaviour and purchase history — delivering the right message at the right time without manual intervention.
Cross-Selling & Product Discovery
Introducing complementary Floor Fix Pro products and solutions customers may not yet know exist — growing the number of products each customer purchases over their lifetime.
Cart & Browse Abandonment
Recovering high-intent customers who fail to complete checkout and re-engaging visitors who have viewed particular products or solutions without purchasing.
Repeat Purchase & Segmentation
Creating reorder opportunities where products are naturally replenishable and building more relevant messaging for different customer types — new buyers, repeat purchasers and high-value segments.
The Commercial Effect
Phase Two changes the economics of customer acquisition
If a customer is valued only against their first transaction, the business may significantly underestimate what that customer is actually worth. Phase Two corrects that — and creates a powerful positive cycle.
Higher Customer Lifetime Value
Higher Allowable Acquisition Cost
Greater Ability to Scale Acquisition
More Customers
More CRM Revenue
This flywheel allows Floor Fix Pro to make increasingly confident decisions around how aggressively it can acquire new customers — because the downstream value of those customers is better understood and better captured.
Brand
Create Demand Instead of Only Capturing It
Once the conversion and nurture systems are operating effectively, the next opportunity is to feed substantially more people into them. This is where brand activity becomes important.
Performance Marketing Asks
Who is actively looking for a solution today?
It answers existing demand — capturing customers who are already searching for what Floor Fix Pro sells.
Brand Marketing Asks
Who has the problem that Floor Fix Pro can solve?
That second audience is significantly larger. Many customers do not yet know a simple, affordable solution exists — and they will never search for it until they do.
Media Opportunities
Alleyoop can plan and manage campaigns across a broad range of brand channels. The exact media mix should be driven by audience, geography, commercial objective, product, budget, existing customer data, performance benchmarks and measurement opportunity.
Audio & Broadcast
Radio, digital audio and podcast environments — reaching audiences in attentive, high-trust contexts and driving awareness at moments when customers are receptive.
TV & Video
Television and video formats capable of demonstrating Floor Fix Pro products at scale — delivering the product-story narrative to a mass audience.
Outdoor & Press
Out-of-home, programmatic media and press — building sustained brand visibility in geographies and environments that align with the Floor Fix Pro target audience.
The objective is not simply to buy reach. It is to create measurable demand — every significant media recommendation will have a clear hypothesis and a clear method of evaluating whether the investment created commercial value.
Test Before We Scale
Phase Three should be introduced progressively — rather than immediately committing to large national campaigns
How We Will Test
Regional campaigns and defined geographic test markets
Specific audience environments and shorter campaign periods
Test and control comparisons
Tracking geographic sales uplift
Comparing campaign regions against national performance
The Philosophy
Test. Measure. Prove. Scale.
Every meaningful brand investment should have a clear hypothesis and a clear method of evaluating whether the investment created commercial value.
This ensures that when we do scale brand activity, we do so with confidence — not on faith.
Building the Floor Fix Pro Brand
Performance media drives transactions. Brand creates preference. As the market becomes more competitive, that preference becomes increasingly valuable.
The long-term objective is not simply to advertise individual products. It is to make Floor Fix Pro the brand customers actively choose when they have a floor problem to solve.
Floor problem = Floor Fix Pro.
The brand association customers make instinctively — before they even begin searching
Value Across Every Channel
Direct-to-consumer, Amazon, retail, wholesale, trade and international — brand strength amplifies performance across every route to market
A Platform for Growth
New product launches, future distribution opportunities and international expansion all become easier and more valuable when the brand is trusted and recognised
The Wider Growth Ecosystem
Alleyoop will lead the core growth strategy — operating as Floor Fix Pro's outsourced marketing department
Where specialist expertise is required, Alleyoop will bring in the right partners rather than attempt to deliver every discipline in-house. Alleyoop maintains responsibility for strategy, commercial objectives, measurement, performance, coordination, reporting and partner management.
SEO — Peak Visibility
Problem-led organic search, product-led search, technical SEO, educational content, search architecture, authority building and international SEO. Alleyoop would manage the relationship and ensure SEO supports the wider commercial strategy.
UGC & Influencer — Fluencers Group
Creator-led content that is authentic, product-appropriate, credible, demonstration-led, measurable, commercially accountable and repurposable across paid media. Fluencers Group provides specialist capability while Alleyoop manages strategic integration.
How We Will Work Together
The relationship should operate like an extension of the Floor Fix Pro team
Day-to-Day Communication
A dedicated WhatsApp group will provide direct, reactive communication between Floor Fix Pro and the Alleyoop account team. The client services team will coordinate internally and ensure feedback, actions and requests are distributed to the relevant specialists.
Weekly / Bi-Weekly Performance Calls
Regular calls covering current performance, wins, challenges, tests, creative, budgets, product priorities, upcoming activity and immediate actions — keeping both teams aligned and focused on commercial outcomes.
Monthly Reporting
Focused on commercial performance rather than marketing activity for its own sake — covering spend, revenue, ROAS, CPA, conversion rate, revenue by product, geographic performance, AOV, CLV, CRM contribution and priorities for the following month.
Quarterly Business Reviews
Every quarter, senior stakeholders from both teams step back from day-to-day performance to review commercial outcomes, market opportunities, growth priorities and investment requirements — ensuring the strategy continually evolves with the business.
Quarterly Business Review
Den Farmer · Finn McKay · Jak Carlin alongside the wider account team
Every quarter, we step out of the day-to-day performance activity and review the wider business. The QBR ensures the strategy continually evolves with the business.
What We Will Review
- Previous-quarter objectives 1.
- Commercial performance 2.
- What worked 3.
- What did not work 4.
- Product performance 5.
- Customer behaviour 6.
- Market opportunities 7.
- Growth priorities 8.
- Investment requirements 9.
- Objectives for the next 90 days 10.
Strategic Oversight
Den Farmer — Media strategy and partnership oversight
Finn McKay — Commercial and strategic oversight
Jak Carlin — Commercial and strategic oversight
Supported by specialist teams across client services, Google Ads, Meta, performance marketing, CRM, creative, tracking and media.
Investment
Phase One: Performance Marketing Management
Management Fee
£3,000 + VAT per month — includes management of advertising spend up to £20,000 per month across the agreed performance channels
Content Day
£2,500 + VAT one-off — content planning, creative concepts, on-location filming, editing and a full edited asset library for ongoing use
Phase Two: CRM / Klaviyo
Scope and investment agreed once the initial discovery work has been completed — priced against the real database size, segments and commercial opportunity
Phase Three: Media
TV, radio, outdoor, podcast, audio and brand campaigns planned and costed individually around audience, geography, channel, reach and commercial objective
Fee Structure
A simple, transparent commercial model — rather than charging a percentage of media spend, our fee increases in defined tiers
This means Alleyoop only earns more when we are successfully managing more. The model avoids creating an incentive simply to increase media spend for the sake of increasing agency fees.
Rollout Roadmap
A phased approach — building the foundations before scaling the investment
September 2026
Audit, Tracking & Transition
Establish the foundation — complete the audit, validate tracking, review product-level profitability, agree the transition plan and establish reporting
October 2026
Build & Launch
Restructure campaigns, launch paid social remarketing, build audiences, test new creative, begin deliberate product diversification
November 2026
Optimise & Scale
Increase spend behind profitable campaigns, improve ROAS, test additional products, expand successful audiences, identify genuine scale opportunities
December 2026
Prove the Model
Assess the first full phase, establish the QBR, and plan Phase Two based on acquisition costs, ROAS, product profitability and scalable markets
Early 2027 Onwards
Early 2027 — Phase Two: Nurture
Once Phase One is established, we begin building the next layer of the ecosystem:
- Klaviyo and email automation
- Abandoned-cart and browse abandonment journeys
- Post-purchase and cross-selling journeys
- Customer segmentation and product education
- Repeat purchase and new product launches
- Average order value and lifetime value growth
2027 — Phase Three: Brand
Phase Three begins when conversion and nurture systems are ready to absorb substantially more demand:
- Radio, podcasts, TV, outdoor, digital audio
- Press, PR and influencer activity
- Regional and national campaigns
- International brand activity
The sequence remains: Prove conversion. Improve lifetime value. Create more demand. Scale.
What Success Looks Like
This partnership will be judged by commercial outcomes
Profitable Acquisition
More profitable customer acquisition, higher return on advertising investment and greater confidence to scale spend — with the economics clearly understood before increasing commitment.
Portfolio & Revenue Diversification
More products generating meaningful revenue, less dependence on one hero product, stronger direct-to-consumer sales and reduced reliance on individual platforms.
Customer Value
Higher average order value, higher customer lifetime value and more revenue from existing customers — turning acquisition spend into a compounding long-term asset.
Brand Leadership
Greater brand awareness, greater customer trust, a joined-up marketing strategy and a measurable route into brand investment — building Floor Fix Pro into the brand people think of when they need to put a floor right.
Floor Fix Pro × Alleyoop
There is a significantly bigger opportunity here than simply changing PPC agencies.
Floor Fix Pro Focuses On
Building great products. Improving those products. Running the business. Managing the operational challenges created by growth.
Alleyoop Focuses On
Creating demand. Capturing demand. Converting demand. Nurturing customers. Building the brand. Measuring the economics. Finding the next growth opportunity.
Build the conversion engine. Monetise the customer. Build the brand. Then scale.
Floor Fix Pro × Alleyoop