A read of the iShoes web business

Raava

Prepared for Fujian Footwear · 13 August 2026 · Melbourne (AEST)

Every number here came out of your own systems.You can open any of them yourself, in the room.

Your own website · sales, twelve months at a time · marketplaces taken out

About a quarter of it went. It has come back. It took two years.

Marketplaces back on, late 2025 Your own store recovered alongside them

Refunds stay in these totals. Your Analytics screen removes them and reads 5% to 12% lower.

Your Shopify admin, Analytics, sales over time, one year at a time. 12 August 2026.

School shoes · share of their own year · your own website

School shoes take a quarter to a third of their year in January.

School shoes, last twelve months A$19,468 Up 27.6% on the year before.

January's share of that year 26.0% to 35.3% Each of the four complete years 2022 to 2025.The violet arc outside the ring.

January has been the biggest month five years running.

Problem · Solution · Expected result

Problem A quarter to a third of the school shoe year lands in January. The pages and the article that sell it have to be ready before December. Miss it and the next one is a year away.

Solution Fix the five school shoe pages, then publish the school shoe article. About a third of each month's articles are written for January. Our time: inside months 1 and 2, not costed on its own. Your choice: start now, or start after January.

Expected result The school shoe pages read correctly and the article is live. When: before December, counted from the day you say go. How sure: January's share is measured. A lift on it is not.

Your Shopify admin, Analytics, school shoe sales by month. Pulled 11 August 2026.

Your own website · share of what it sold · twelve months to 11 August 2026

Close to a third of what your website sells is one brand.

Wilde

29%

Aerocushion

16%

Zola

12%

Soft Tread

10%

Just Bee

9%

Wilde School

9%

Wilde, last twelve months A$60,782 Up 58% on the year before.

Six brands are about 86% of what your own website sells today.

Nineteen brands sell on your website.

Problem · Solution · Expected result

Problem Close to a third of what your website sells is one brand. Six brands are about 86% of it. If Wilde slows, your website slows with it.

Solution Month 2 takes the same workflows to Just Bee and Panda Slippers, once connected. Each gets what Wilde is getting: a page, correct words, its own emails. Our time: month 2 of the ninety days, not costed on its own. Your choice: which account gets connected first.

Expected result Both sibling brands carrying their own pages and their own words. When: month 2, subject to the accounts connecting. How sure: we can build it. Nobody can promise what it sells.

Your Shopify admin, Analytics, sales by vendor, last twelve months. Pulled 11 August 2026.

The page that holds every Wilde product

All 159 sit on one page. The SEO setup is not indexing it.

Every link into it comes from the Wilde pages themselves.

People who arrived from Google 3 In the sixteen months to 28 July 2026.

Times Google showed the page 101 Open this in your own Search Console in a minute.

Problem · Solution · Expected result

Problem All 159 Wilde styles sit on one page. The page exists, but the SEO setup is not indexing it. Google sent it three people in sixteen months.

Solution Give the page a title and a description naming the brand. Put it in your main menu, so people and Google reach it. Our time: about 2 hours for the menu entry. Your choice: one Wilde entry, or one for every brand you carry.

Expected result The page is one tap from your own menu. When: month 1. How sure: the link is a fact. What Google does with it is not.

Your Google Search Console, pages, that address. Sixteen months to 28 July 2026.

Your homepage, opened on a phone

The Wilde School button goes to a page that is not there.

Wilde School

Your homepage

Tap

Nothing there

Wilde School, last twelve months A$18,605 On your own website, off 32 styles.More sales per style than any of your nineteen brands.

This button shows on phones only About two thirds of your orders are placed on a phone Those 32 styles are live and selling elsewhere On a computer that row is correct

In the same row, your Wilde logo lands on Panda slippers.

Problem · Solution · Expected result

Problem Your homepage sends phone customers to a page that is not there. About two thirds of your orders are placed on a phone. Those 32 styles have no page of their own to land on.

Solution Build the Wilde School page, then point the button at it. Point the Wilde logo at Wilde, not at Panda slippers. Our time: about 3.5 hours for both. Your choice: build the page now, or point the button at Wilde today.

Expected result The button lands on a page that sells those 32 styles. When: month 1. How sure: open it on your phone. It loads or it does not.

Open your own homepage on a phone and tap Wilde School. 13 August 2026.

The pages that sell your school shoes

Five of them describe women's boots.

Five school shoe pages

A customer reading one of these pages is reading about something else.

Your school shoes are sold on these pages.

A step that was never in the process, not a decision anyone made.

Problem · Solution · Expected result

Problem Five of the pages that sell your school shoes describe women's boots. A customer reading one of them is reading about something else. These are the pages January arrives on.

Solution Rewrite the five so each describes the shoes on it. Add one read before anything goes live. That step never existed. Our time: about 4 hours, the same work as the 21 pages. Your choice: rewrite the five first, or all 21 together.

Expected result Each school shoe page describes school shoes. When: month 1. How sure: open the page and read it. That is the check.

Your own school shoe pages, opened and read one at a time. 11 August 2026.

Your own advertising spend · 2025 actual · January to September, nine months

The iShoes advertising budget is going to the brand that already has one.

Week one measures what the shared spend costs the brands beside it. If it costs more than it earns, Just Bee is deprioritised on iShoes. Deprioritised, not removed. The products stay on the storefront and keep selling. The offset from freed spend is not measured yet. That is what week one is for.

Just Bee's budget is 3.07 times the iShoes budget. Just Bee sells A$18,964 on your own website. That is real revenue Zola and Cabello turn over about A$36,900, roughly a sixth of the store Zola is the only top-six brand shrinking, at about 8% down year on year

Problem · Solution · Expected result

Problem Your own advertising budget is shared with a brand that funds its own. Zola and Cabello get none of it and sold about A$36,900. What the sharing costs the brands beside it is not measured.

Solution Week one measures how much of your spend serves Just Bee. If it costs more than it earns, Just Bee is deprioritised, never removed. Our time: needs your advertising accounts, so it is not costed here. Your choice: measure first, or leave the budget where it is.

Expected result A written figure for what the shared spend costs the brands beside it. When: month 1 measures. Month 2 decides. How sure: not measured yet. That is what week one is for.

Your own budget workbook, "Meta + Google - Budget Planning (Fujian Only).xlsx".One tab per brand. The 2025 actual columns. October to December are empty.Your Shopify admin, Analytics, sales by vendor, last twelve months. 14 August 2026.

Your brand and category pages

21 of 33 carry a block of text about a different page.

Pages carrying text about another page

21 of 33

Every one of them is a page a customer can open today. A page like this is caught by reading it once before it goes live That read was never a step in the process, so nobody owned it

The heading on all four Soft Tread pages Shop Zola Shoes Online A customer on a Soft Tread page is being sold a different brand.

Problem · Solution · Expected result

Problem 21 of your 33 brand and category pages describe a different page. All four Soft Tread pages carry a Zola heading. Every one is a page a customer can open today.

Solution Rewrite the 21 so each page describes itself. Add one person reading each page before it goes live. Our time: about 4 hours to fix what is live. Your choice: fix the 21 now, or first stop the tool writing them.

Expected result 33 of 33 pages describe what is on them. When: months 1 and 2. How sure: countable. Open any page and read its heading.

Open a Soft Tread page on your own shop and read its heading. 11 August 2026.

Finished articles sitting in your admin

120 of them. 40,478 words. Live last September. Gone today.

The copper one is School Shoes 101, finished in April 2023, live through last September. Its address comes back not-found today.

Twenty-nine you already own and can use now No step in the process watched for them going off

Usable now, in dark 29 Ready to work on your site.

Old sale copy, in pale 87 Not worth publishing. This is the answer to "so publish them".

Problem · Solution · Expected result

Problem 120 finished articles sit in your admin, live through last September, switched off today. 29 are usable now, including the one written for school shoes. The search visibility they held went with them.

Solution Read and rank the 29, then revive them: products tagged, images in, links in place. Then publish on a weekly rhythm, each one read by a person before it goes live. Our time: roughly 22 hours to get the usable ones live. Your choice: revive all 29, or the school shoe ones first.

Expected result The 29 are live, working, and findable again. When: from month 1, about four a month. How sure: publishing is countable. What each article earns is not.

The Wayback Machine holds them live in September 2025. Your Search Console dates the switch-off.

Your email · your Omnisend account · last twelve months

Your automatic emails earn nearly as much, from a fraction of the sends.

Emails sent

Campaigns · 994,739

Automatic · 6,296

What those emails brought in

Campaigns · A$27,134.16

Automatic · A$20,407.68

Each pair drawn to its own scale, from zero

Six thousand emails brought in nearly as much as a million. Counted a second way, on your own Google Analytics rather than Omnisend's: automatic email still brings in at least four times more per visit

Your last 14 campaigns used no customer group Three sends a week, to the whole list, every time A customer group is a set of your customers who share something

Problem · Solution · Expected result

Problem Your best earning emails go to almost nobody. Your last 14 campaigns went to the whole list, three times a week. Nothing in those sends tells one customer apart from another.

Solution Send to the customer groups you already have, not the whole list. Retime the after-purchase email so it arrives in the first six weeks. Our time: about 10 hours in month 1. Your choice: fix the timing first, or the groups first.

Expected result Every send goes to a group, and the after-purchase email arrives on time. When: month 1 by hand. Month 2 fortnightly, on the groups. How sure: the sends are countable. What they earn is not promised.

Your Omnisend account, Automations and Campaigns, last twelve months. Read 11 August 2026.

Ninety days from the day you say go

Ninety days of work. January is still after it.

Month 1 · StabiliseFixes, catalogue, server. Run by hand

Month 2 · ReplicateJust Bee and Panda, once connected

Month 3 · SystematiseDay 90: the agent OS app

The day you say go

Ninety days later

The same ninety days, begun a month later

Aug Sep Oct Nov Dec

January · School shoes

Your own calendar, from the day you say go. Drawn to scale from August 2026.

What happens next

One working session, and you keep the record either way.

What you get The ninety days above, in the order the money arrives. The full plan itemised in the proposal, plus one live page, plan.html, on any screen. Any number in this deck, opened in your own systems while you watch.

What to bring Your Shopify admin, your Google Analytics, your Omnisend login. And your marketing coordinator.

What you keep The written record. Every figure here, with the system it came from. Yours whether or not you go ahead.

What we will not do Approval creates a draft in Omnisend. A person at iShoes presses send. Your list and your customers stay with your team.

Nothing here is a commitment, and nothing here expires. Raava, Melbourne, 16 August 2026.