Afterdark Archive

Winners

Supplier truth (internal data vs claims)

Social

Experiments

Paid tests

Store health & learning

{
 "days_live": 93,
 "orders": 1646
}

Inventory

Customer feedback (sample)

Shopify readiness

{
 "evidence_families": [
  "content",
  "customers",
  "economics",
  "orders",
  "products",
  "social",
  "suppliers"
 ],
 "evidence_families_met": [
  "content",
  "customers",
  "economics",
  "orders",
  "products",
  "social",
  "suppliers"
 ],
 "requirements_met": 13,
 "requirements_total": 13,
 "status": "READY"
}

Shopify plan skeleton

{
 "about_page": "Afterdark Archive started as a y2k shoulder bags edit that customers kept coming back to. Every piece is chosen on what buyers actually said: material, strap, hardware. We only sell what we have shipped hundreds of times.",
 "brand_story": "Afterdark Archive started as a y2k shoulder bags edit that customers kept coming back to. Every piece is chosen on what buyers actually said: material, strap, hardware. We only sell what we have shipped hundreds of times.",
 "brand_strategy": {
  "archetype": "PERSONA_STORE",
  "owned_assets": [
   "domain",
   "email list",
   "Instagram audience",
   "customer data",
   "creative library"
  ],
  "positioning": "mid",
  "promise": "2000s bags for after dark",
  "proof": [
   "material",
   "strap",
   "hardware"
  ],
  "voice": "clear and friendly"
 },
 "bundle_strategy": [
  {
   "bundle": "Black studded Y2K shoulder bag + Small pink Y2K flap shoulder bag",
   "logic": "hero + entry-price pairing at 12% off lifts AOV without discounting the hero alone",
   "price": 69.43
  },
  {
   "bundle": "Silver metallic Y2K mini shoulder bag + Small pink Y2K flap shoulder bag",
   "logic": "hero + entry-price pairing at 12% off lifts AOV without discounting the hero alone",
   "price": 65.91
  },
  {
   "bundle": "Brown buckle Y2K shoulder bag + Small pink Y2K flap shoulder bag",
   "logic": "hero + entry-price pairing at 12% off lifts AOV without discounting the hero alone",
   "price": 65.91
  }
 ],
 "collection_structure": [
  {
   "collection": "Bestsellers",
   "products": [
    "Black studded Y2K shoulder bag",
    "Silver metallic Y2K mini shoulder bag",
    "Brown buckle Y2K shoulder bag",
    "Black distressed Y2K shoulder bag",
    "Black Y2K shoulder bag chain hardware"
   ]
  },
  {
   "collection": "Core",
   "products": [
    "Burgundy Y2K shoulder bag",
    "Beige compact Y2K shoulder bag",
    "Blue denim Y2K shoulder bag",
    "Small pink Y2K flap shoulder bag",
    "White buckle Y2K shoulder bag",
    "Grey croc Y2K shoulder bag",
    "Black quilted Y2K chain bag",
    "Test product 04 Y2K bag"
   ]
  },
  {
   "collection": "New \u0026 Limited",
   "products": [
    "Green suede Y2K shoulder bag"
   ]
  },
  {
   "collection": "Bundles",
   "products": [
    "Black studded Y2K shoulder bag + Small pink Y2K flap shoulder bag",
    "Silver metallic Y2K mini shoulder bag + Small pink Y2K flap shoulder bag",
    "Brown buckle Y2K shoulder bag + Small pink Y2K flap shoulder bag"
   ]
  }
 ],
 "core_collection": [
  {
   "break_even_cac": 11.43,
   "contribution_before_ads": 11.43,
   "name": "Burgundy Y2K shoulder bag",
   "orders": 102,
   "product_id": "prod_ada_04",
   "review_score": 4.7,
   "selling_price": 35.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 81.7,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 15.04,
   "contribution_before_ads": 15.04,
   "name": "Beige compact Y2K shoulder bag",
   "orders": 76,
   "product_id": "prod_ada_07",
   "review_score": 4.6,
   "selling_price": 39.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 79.8,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 13.38,
   "contribution_before_ads": 13.38,
   "name": "Blue denim Y2K shoulder bag",
   "orders": 45,
   "product_id": "prod_ada_12",
   "review_score": 4.4,
   "selling_price": 35.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 73.1,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 10.64,
   "contribution_before_ads": 10.64,
   "name": "Small pink Y2K flap shoulder bag",
   "orders": 62,
   "product_id": "prod_ada_08",
   "review_score": 4.5,
   "selling_price": 34.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 72.5,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 14.17,
   "contribution_before_ads": 14.17,
   "name": "White buckle Y2K shoulder bag",
   "orders": 42,
   "product_id": "prod_ada_10",
   "review_score": 4.5,
   "selling_price": 38.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 72.2,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 15.48,
   "contribution_before_ads": 15.48,
   "name": "Grey croc Y2K shoulder bag",
   "orders": 56,
   "product_id": "prod_ada_09",
   "review_score": 4.4,
   "selling_price": 42.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 74.6,
   "winner_status": "MATURE"
  },
  {
   "break_even_cac": 16.01,
   "contribution_before_ads": 16.01,
   "name": "Black quilted Y2K chain bag",
   "orders": 25,
   "product_id": "prod_ada_15",
   "review_score": 4.4,
   "selling_price": 44.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 69.6,
   "winner_status": "PROMISING"
  },
  {
   "break_even_cac": 11.6,
   "contribution_before_ads": 11.6,
   "name": "Test product 04 Y2K bag",
   "orders": 12,
   "product_id": "prod_ada_19",
   "review_score": 4.1,
   "selling_price": 36.95,
   "why": "stable, profitable, well reviewed",
   "winner_score": 68.2,
   "winner_status": "PROMISING"
  }
 ],
 "cross_sell": [
  {
   "break_even_cac": 22.81,
   "contribution_before_ads": 22.81,
   "name": "Brown oversized Y2K shoulder tote",
   "orders": 94,
   "product_id": "prod_ada_05",
   "review_score": 4.6,
   "selling_price": 48.95,
   "why": "complementary sub-category",
   "winner_score": 80.8,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 13.19,
   "contribution_before_ads": 13.19,
   "name": "Purple rhinestone Y2K mini bag",
   "orders": 35,
   "product_id": "prod_ada_13",
   "review_score": 4.2,
   "selling_price": 38.95,
   "why": "complementary sub-category",
   "winner_score": 66.6,
   "winner_status": "PROMISING"
  },
  {
   "concept_name": "Black chain y2k shoulder bag",
   "score": 86.2,
   "why": "expansion candidate sharing winning attributes"
  },
  {
   "concept_name": "Black metal hardware y2k shoulder bag",
   "score": 85.6,
   "why": "expansion candidate sharing winning attributes"
  },
  {
   "concept_name": "Black y2k shoulder bag",
   "score": 84.9,
   "why": "expansion candidate sharing winning attributes"
  }
 ],
 "domain_ideas": [
  "afterdarkarchive.com",
  "afterdark-archive.co",
  "shopafterdarkarchive.com"
 ],
 "economics_summary": {
  "avg_break_even_cac": 13.85,
  "avg_contribution_before_ads": 13.85,
  "hero_avg_contribution": 15.04,
  "products_selected": 14
 },
 "email_capture_strategy": [
  "10% first-order pop-up after 8s or 40% scroll",
  "back-in-stock alerts on hero products",
  "post-purchase flow: care tips day 3, review request day 12, cross-sell day 21"
 ],
 "faq": [
  {
   "a": "4-5 days (p50-p90 of 1646 shipments)",
   "q": "How long does delivery take?"
  },
  {
   "a": "Stated per product; we only list supplier-verified materials.",
   "q": "What is it made of?"
  },
  {
   "a": "14-day returns on unused items; see Returns.",
   "q": "Can I return it?"
  },
  {
   "a": "Photos are unedited phone-camera shots in daylight; see reviews for customer photos.",
   "q": "Is the colour accurate?"
  },
  {
   "a": "Some customers mentioned strap; we now state it clearly on each product page.",
   "q": "Any known issues with strap?"
  },
  {
   "a": "Some customers mentioned as described; we now state it clearly on each product page.",
   "q": "Any known issues with as described?"
  }
 ],
 "hero_products": [
  {
   "break_even_cac": 17.34,
   "contribution_before_ads": 17.34,
   "name": "Black studded Y2K shoulder bag",
   "orders": 242,
   "product_id": "prod_ada_00",
   "review_score": 4.9,
   "selling_price": 43.95,
   "why": "proven winner: strongest sales, reviews and contribution",
   "winner_score": 90.2,
   "winner_status": "HERO_PRODUCT"
  },
  {
   "break_even_cac": 14.69,
   "contribution_before_ads": 14.69,
   "name": "Silver metallic Y2K mini shoulder bag",
   "orders": 199,
   "product_id": "prod_ada_01",
   "review_score": 4.8,
   "selling_price": 39.95,
   "why": "proven winner: strongest sales, reviews and contribution",
   "winner_score": 89.8,
   "winner_status": "HERO_PRODUCT"
  },
  {
   "break_even_cac": 15.04,
   "contribution_before_ads": 15.04,
   "name": "Brown buckle Y2K shoulder bag",
   "orders": 172,
   "product_id": "prod_ada_02",
   "review_score": 4.8,
   "selling_price": 39.95,
   "why": "proven winner: strongest sales, reviews and contribution",
   "winner_score": 88.2,
   "winner_status": "HERO_PRODUCT"
  },
  {
   "break_even_cac": 12.31,
   "contribution_before_ads": 12.31,
   "name": "Black distressed Y2K shoulder bag",
   "orders": 152,
   "product_id": "prod_ada_03",
   "review_score": 4.7,
   "selling_price": 36.95,
   "why": "proven winner: strongest sales, reviews and contribution",
   "winner_score": 84.8,
   "winner_status": "WINNER"
  },
  {
   "break_even_cac": 15.84,
   "contribution_before_ads": 15.84,
   "name": "Black Y2K shoulder bag chain hardware",
   "orders": 95,
   "product_id": "prod_ada_06",
   "review_score": 4.8,
   "selling_price": 44.95,
   "why": "proven winner: strongest sales, reviews and contribution",
   "winner_score": 83.3,
   "winner_status": "WINNER"
  }
 ],
 "homepage_structure": [
  "hero: best-selling product on a person, one line promise, CTA \u0027shop bestsellers\u0027",
  "bestsellers row (hero products)",
  "social proof: review count + customer photos",
  "shop by collection",
  "what fits / how it wears (UGC reel embed)",
  "shipping + returns strip",
  "email capture (10% first order)"
 ],
 "launch_campaign": [
  {
   "action": "announce on Instagram: \u0027we have our own store\u0027 + launch bundle",
   "goal": "SHOPIFY_CLICK",
   "week": 1
  },
  {
   "action": "email existing marketplace customers (where permitted) with launch code",
   "goal": "SALE",
   "week": 1
  },
  {
   "action": "UGC reels of hero products with UTM links",
   "goal": "PRODUCT_DISCOVERY",
   "week": 2
  },
  {
   "action": "first paid test on proven organic hooks (only hooks with organic evidence)",
   "goal": "SALE",
   "week": 3
  }
 ],
 "navigation": [
  "Bestsellers",
  "New",
  "shoulder bag",
  "Bundles",
  "About",
  "Shipping \u0026 Returns"
 ],
 "product_page_structure": [
  "gallery per image playbook (hero worn, detail, size reference, worn)",
  "price + bundle offer",
  "delivery promise from actuals: 4-5 days (p50-p90 of 1646 shipments)",
  "material + measurements (supplier-verified only)",
  "reviews with photos",
  "\u0027what fits\u0027 / fit notes",
  "cross-sell row",
  "FAQ accordion"
 ],
 "reasoning": [
  "5 hero products = proven winners with reviews \u003e= 4.3",
  "8 core, 1 supporting selected on contribution \u003e $5 and non-declining status",
  "23 marketplace products left out (testing / declining / unprofitable)",
  "delivery promise taken from shipment actuals, not supplier claims"
 ],
 "returns_page": "14-day returns on unused items in original packaging. Refund within 5 days of receipt. Damaged or wrong items are replaced free.",
 "shipping_page": "Orders dispatch within 1-2 business days. Delivery: 4-5 days (p50-p90 of 1646 shipments). Tracked. No delivery time is promised that our shipment history does not support.",
 "store_name": "Afterdark Archive",
 "supporting_collection": [
  {
   "break_even_cac": 10.99,
   "contribution_before_ads": 10.99,
   "name": "Green suede Y2K shoulder bag",
   "orders": 40,
   "product_id": "prod_ada_11",
   "review_score": 4.3,
   "selling_price": 35.95,
   "why": "completes the range (new colour / feature)",
   "winner_score": 66.8,
   "winner_status": "PROMISING"
  }
 ],
 "trust_messaging": [
  "\u0027{orders} orders shipped\u0027 counter (real)",
  "customer photo reviews",
  "stated dispatch + tracked delivery",
  "clear returns",
  "material and measurements per product"
 ],
 "upsell": [
  {
   "bundle": "Black studded Y2K shoulder bag + Small pink Y2K flap shoulder bag",
   "contribution_before_ads": 18.51,
   "discount": "12%",
   "price": 69.43
  },
  {
   "bundle": "Silver metallic Y2K mini shoulder bag + Small pink Y2K flap shoulder bag",
   "contribution_before_ads": 16.34,
   "discount": "12%",
   "price": 65.91
  },
  {
   "bundle": "Brown buckle Y2K shoulder bag + Small pink Y2K flap shoulder bag",
   "contribution_before_ads": 16.69,
   "discount": "12%",
   "price": 65.91
  }
 ],
 "upsell_strategy": [
  "cart: add the entry-price product at -15%",
  "post-purchase: second colourway of the purchased product",
  "free shipping threshold at 1.6x AOV"
 ]
}

Brand kit

{
 "note": "generated in Milestone 2",
 "store_name": "Afterdark Archive",
 "tagline": "2000s bags for after dark",
 "tone": "confident, playful, night-out"
}