A 6-gate migration QA sprint we own end-to-end during the first 30 days: canonical lock, GSC Change of Address, internal-link rewrite (Better Search Replace on wp_posts, wp_postmeta, wp_options), anchor-text refresh on referring sites, schema and Open Graph swap, and a parallel update of GMB, Instagram, brand-stockist directories, invoices, and packing slips. 5 to 8 days OO time. EUR 5,000 to EUR 15,000 implied saving versus hiring a migration specialist. His to keep either way: clean canonicals, a healthy 301 chain, full Yoast schema migration, and zero equity loss are durable assets even if no retainer signs. Was Donal's idea originally, so positioning is collaborative, not finding-of-fault.
The end of the day-30 sprint is not "now sign the bigger retainer". It is: "We have stabilised the migration. Equity carried over cleanly. Here is what month 2 builds on top: brand pages, polynucleotide cluster, ASAI posture, chatbot pilot. EUR 3 to 5k a month for 12 months. Or you keep the migrated site and we shake hands. Your call."
Loss aversion does the rest. Harvinder has watched OO drive his .ie consolidation through to a clean state. Walking away means handing the next 11 months of compounding work to either his own time, Filler Boutique catching up, or a generic agency that does not know the catalogue.
Cost EUR 2 to 3.5k OO marginal - Time 5 to 8 days - James-friendly because nothing is invoiced before the QA artefacts ship.
Each wedge scored on six dimensions, max 30. Cost (to OFAB, inverted - 5 = self-fund or zero), Time to first wow (5 = under 7 days), Wow factor (5 = industry-disrupting), Commitment-bridge (5 = pay-per-result or trial), Margin to OO (5 = above 70%), Risk to lead (5 = bounded financial only). His to keep verdict = whether the wedge produces a durable asset OFAB owns after the engagement ends. Scoring is opinionated, not arithmetic. The locked pick is W1 because of the combination of dimensions, not because the total beats every other row.
| # | Wedge | Cost /5 | Time /5 | Wow /5 | Bridge /5 | Margin /5 | Risk /5 | His to keep verdict | /30 |
|---|---|---|---|---|---|---|---|---|---|
| W1 | Free Migration QA Package - 30-day 6-gate sprint LOCKED | 5 | 5 | 4 | 5 | 4 | 5 | Yes - clean 301 chain, GSC migration, schema swap, all his | 28 |
| W2 | 30-day clinic-intake chatbot pilot on one of his chosen clinics | 4 | 4 | 5 | 4 | 3 | 4 | Yes - reference deployment OFAB shows other clinic clients | 24 |
| W3 | Practitioner training portal MVP (Notion + Loom + LMS gating) | 3 | 3 | 4 | 3 | 4 | 5 | Yes - retention asset OFAB owns long after engagement | 22 |
| W4 | Free 5-pillar blog launch (3 cornerstone posts live in 14 days) | 4 | 3 | 3 | 3 | 4 | 5 | Yes - 3 cornerstone posts on his domain, his content | 22 |
| W5 | Trade-press placement starter (Aesthetics Journal IE ghost-pitch) | 4 | 4 | 3 | 3 | 3 | 5 | Partial - article reusable, placement is uncertain | 22 |
| W6 | 5-design landing page concepts (parallel mockups) | 4 | 4 | 3 | 3 | 3 | 5 | Yes - 5 mockups in his Drive, Figma-portable | 22 |
| W7 | 12-page core website rebuild (B2B-procurement UX, gating, MOQ) | 2 | 2 | 5 | 2 | 5 | 3 | Yes - new site is the asset, but big chunk of retainer scope | 19 |
| W8 | ASAI 7th compliance audit + remediation kit | 4 | 4 | 4 | 3 | 3 | 5 | Yes - compliance posture page + complaint-defence templates | 23 |
| W9 | IMC CPD content series Issue 0 (one accredited piece) | 4 | 3 | 3 | 3 | 3 | 5 | Partial - article ghost-written, CPD accreditation is a path not a guarantee | 21 |
| W10 | AI ranking probe + monthly scoreboard (200-cell matrix tracker) | 4 | 4 | 4 | 4 | 3 | 5 | Yes - public dashboard URL on his subdomain, framework portable | 24 |
| W11 | Filler Boutique vs OFAB head-to-head AI comparison page | 5 | 5 | 5 | 4 | 3 | 4 | Yes - comparison page on his domain, every cell cited | 26 |
| W12 | B2B procurement UX redesign (gating, MOQ, VAT, quote flow) | 2 | 2 | 4 | 2 | 5 | 3 | Yes - new procurement UX is durable, but heavy build | 18 |
| W13 | 22-clinic-chain partnership map (Sisu, Therapie, Avoca, Eden, Ailesbury) | 4 | 3 | 4 | 3 | 5 | 4 | Yes - named-target list plus draft outreach pitches | 23 |
| W14 | Polynucleotide category land-grab (Cluster 3 hub + spokes) | 3 | 3 | 4 | 3 | 4 | 5 | Yes - hub + 8 spoke pages live on his domain | 22 |
| W15 | Performance-locked first 90 days (escrow refund clause) | 5 | 5 | 4 | 5 | 2 | 5 | Partial - contract clause is his even if he picks another agency | 26 |
| W16 | AI-Citation Live Scoreboard (public URL with target line) | 4 | 4 | 4 | 4 | 3 | 4 | Yes - live URL on ofab.ie subdomain, framework drafted | 23 |
Cost inverted (5 = OO eats it, 1 = high six-figure for OFAB). Time inverted (5 = under 7 days). Wow = unique on first sight. Bridge = how cleanly the wedge sets up retainer yes. Margin = OO 12-month revenue lift potential. Risk inverted (5 = safest for OFAB, 1 = reputational exposure). Locked pick W1 wins on the combination, not on the absolute total. W11 (Filler Boutique reveal) and W15 (escrow clause) are the standouts to surface as second-instrument plays during the call.
Several non-locked wedges score equal or higher on individual dimensions. Reading these is the exit path if Donal, Tomas, or John want to call audible on Friday or after.
Strongest Wow score in the matrix at 5. Ships a live AI chatbot deployed on one of Harvinder's chosen clinic clients' websites, demonstrating the integrated-stack moat against Filler Boutique and Healthxchange in one move. The reason it is not the lead: it depends on a clinic Harvinder picks. If James is in the room and balks at the "free for one of your clients" framing, the wedge stalls. Better as the second-instrument play surfaced inside the W1 sprint, not as the lead. Right call when: Harvinder names a chosen clinic in the first 15 minutes and James is positively nodding.
Direct counter to Aesthetic Source's training-led moat and aligned to Persona 3 (new-grad practitioner) acquisition strategy. Builds a long-term retention asset OFAB owns. The reason it is not the lead: 10 to 15 days for an MVP and the Notion-plus-Loom-plus-LMS production work needs Harvinder's input on which training videos to film first. James asks "why are we paying for training videos before we are paying ourselves" and the wedge is a hard sell. Better as months 2-3 of the retainer once W1 has shipped a visible win. Right call when: Harvinder mentions Aesthetic Source by name as a competitor he watches.
3 cornerstone posts live in 14 days from the Cluster 1 (Becoming an Aesthetic Clinic in Ireland) hub-and-spoke plan that already exists at blog-plan/topical-cluster-strategy.md. Highest Risk score (5, fully bounded) and the asset is fully his. The reason it is not the lead: blog launches are common deliverables and do not differentiate OO from any content agency. The pillar plan is the differentiator, and it is already drafted, so leading with the launch hides the strategic depth. Pair with W1 as the second-month deliverable. Right call when: Harvinder explicitly says "I want content moving by end of month".
One ghost-written article pitched to Aesthetics Journal IE plus Cosmetic News editorial contacts. Demonstrates OO's ability to produce trade-press-quality content and lifts Harvinder's authority surface. The reason it is not the lead: press placement is uncertain. The article is reusable as cluster spoke regardless, but framing the wedge around an outcome we cannot guarantee is risky for a James-heavy room. Better as a soft-offer inside the retainer's first 60 days. Right call when: Harvinder talks about being quoted in industry press in the past or wanting a public byline.
5 Figma-portable mockups Harvinder owns regardless of retainer outcome. Useful for B2B-procurement UX exploration without committing to a build. The reason it is not the lead: it is a design exercise, not a wedge with revenue or trust outcomes. Harvinder's ecom-fluency means he can spin up his own landing pages; he is not blocked on design. Better as an asset bundled into the W7 12-page rebuild scope when that conversation happens. Right call when: Harvinder reveals he hates the current site visually and wants to see directions before committing.
Margin score 5 because the rebuild is the largest single workstream OO can execute. Brand-led PDP rebuild, B2B procurement UX, gating implementation, MOQ display, VAT logic, quote flow. The reason it is not the lead: 30 to 60 days delivery, requires Harvinder's cataloguing input, and James reads "rebuild" as "scope creep". Better as the headline scope of the retainer once the W1 migration QA has shipped and Harvinder is comfortable with OO's pace. Right call when: Harvinder says "the site needs to look completely different by end of year".
Per WAVE-B-SYNTHESIS Finding 4, ASAI 7th edition makes the practitioner-only soft-gate a regulatory necessity. A compliance audit + posture page + complaint-defence templates is high-trust signalling and turns regulatory diligence into a marketing asset. The reason it is not the lead: it sits adjacent to the migration rather than on the critical path. The migration QA stabilises the platform; the ASAI audit then layers on top. Pair both inside the Trust Stack. Right call when: Harvinder or James surfaces an ASAI complaint they have already received.
One IMC-CPD-aligned piece ghost-written for Harvinder, paired with a path-to-accreditation memo. Counter to Healthxchange Academy's 200-plus-article moat as a structural defence layer. The reason it is not the lead: CPD accreditation is a 6 to 12-month regulatory liaison process, and a single piece without accreditation reads as content marketing in scrubs. The full Cluster 5 hub (Practitioner Education and CPD) wins; one issue does not. Park to month 3. Right call when: Harvinder mentions wanting to compete with Healthxchange on training.
Public 200-cell matrix tracker on a subdomain (probe.ofab.ie or ai-scoreboard.ofab.ie). Tracks ChatGPT, Perplexity, Google AI Overviews, and Gemini citations across 50 IE-aesthetic queries monthly. Highest Bridge score among standalone wedges at 4 because outcomes are publicly verifiable. The reason it is not the lead: scoreboards measure outcomes, they do not produce them. A board with no entries on day 7 looks empty. Pair with W11 (Filler Boutique reveal) so the scoreboard immediately surfaces a competitor gap. Right call when: Harvinder previously hired an SEO agency and felt blind on what was being measured.
The single highest-Wow play in the deck. Per WAVE-B-SYNTHESIS Finding 1, Filler Boutique matches OFAB on same-day Dublin AND brand catalogue overlap; they are cited 24 times in the AI matrix to OFAB's 0-1. A live comparison page surfaces the parity threat Harvinder did not name himself. The reason it is not the lead: the reveal is best done as the call-room moment ("we did our homework"), not as a freebie offered up front. The page lives inside the retainer scope as a content-cluster cornerstone, not as the wedge that opens the door. Right call when: Harvinder asks "who else are you seeing in this market".
Practitioner-only gating, trade-only price hiding, MOQ display logic, trade-account VAT, bulk-order flow. Highest Margin score in the matrix tied at 5 because procurement UX is the durable conversion lever for B2B aesthetic supply. The reason it is not the lead: it is 30 to 45 days of build, requires Harvinder's WooCommerce + B2BKing decisions, and reads as "site rebuild" to James. Better delivered in months 2-3 of the retainer once the platform is stable post-migration. Right call when: Harvinder reveals procurement-pain on the call (clinics asking for MOQ, VAT errors, gated-pricing requests).
Per WAVE-B-SYNTHESIS Finding 5, IE chain consolidation opens 3 to 8 sleeping accounts worth EUR 500k to EUR 2m+ each annually. Sisu, Therapie, Avoca, Eden Medical, Ailesbury are named multi-site IE clinic chains that none of OFAB's three Harvinder-validated competitors target directly except Healthxchange (UK-corporate-heritage). One chain win transforms OFAB's revenue profile. The reason it is not the lead: chain-procurement cycles are 3 to 6 months and conversion sits with Harvinder + James, not with OO. Better as a research deliverable that lands in the retainer's first month. Right call when: Harvinder mentions chain conversations he has had previously and asks how to structure a group-account framework.
Per WAVE-B-SYNTHESIS Finding 2, the bio-stimulator and polynucleotide category is growing 25 to 40 percent year-on-year while volumising HA fillers plateau. Cluster 3 (Skin Boosters and Bio-Stimulators) is the highest-velocity content cluster. The land-grab window is 2026-2027. The reason it is not the lead: it is a content-cluster build, not a wedge. The hub-plus-8-spokes structure takes 30 to 45 days and produces compounding traffic, not day-7 wow. Better as the headline content commitment of the retainer's first 90 days. Right call when: Harvinder reveals polynucleotide enquiries are climbing and he wants to own the category positioning.
Strongest Bridge score and equal-highest Cost-to-OFAB score (zero cash at risk). Removes the trust gap to near-zero by binding OO's fee to month-3 outcomes. The reason it is not the lead: it is a contract clause, not a deliverable. Harvinder cannot show James a working thing on day 7 if all OO has shipped is escrow language. Wins as a confidence stiffener inside a stack. The James-flips-on-commitments risk (per WAVE-B-SYNTHESIS Risk 1) makes this the single highest-leverage James-pleaser if the W1 migration QA is not enough on its own. Right call when: James talks about the previous Rosevel-era retainer he killed mid-2025 and the room turns to risk.
Per audit-v2 Phase 6, OFAB shows up nowhere in current ChatGPT, Perplexity, Google AI Overviews, or Gemini answers about IE aesthetic supply. The space is empty. A public scoreboard with a target line ("triple citation rate inside 12 weeks") and an exit-if-missed clause is the most publicly-falsifiable trust signal OO can hand him. The reason it is not the lead: like W10, it measures outcomes rather than producing them. Pair with W11 so the board surfaces the Filler Boutique gap on day one. Right call when: Harvinder is data-led and explicitly asks how progress will be measured.
Cost: roughly EUR 4 to 6k OO marginal. Time: 30 days for W1, 7 days parallel for W8 audit + posture page, escrow clause same week.
What it signals: "We stabilise the migration, audit your ASAI 7th compliance, and bind our fee to month-3 outcomes. James, this is the lowest-risk version of working with us." Strongest possible trust opener for a co-owner who killed the previous retainer.
When this hybrid wins: James opens the call by referencing the Rosevel-era retainer or surfaces cashflow caution inside the first 10 minutes. The room goes from optimism to caution. We pull the Trust Stack instead of just W1.
Cost: roughly EUR 6 to 9k OO marginal. Time: 10 to 15 days for W3 MVP, 3 to 5 days for W9, 3 days for W11.
What it signals: "Ireland's sophisticated B2B aesthetic supplier deserves a training-led moat, founder-attributed CPD content, and a public head-to-head against the competitor you did not name. We see you as the founder who can own this category." Plays to Harvinder's ecom-consultancy ambition and his publicly visible YouTube + LinkedIn footprint.
When this hybrid wins: Harvinder talks more about category authority and his ecom-consultancy than about migration mechanics. The buying trigger is founder-ego, not operator-pain. Lead with the Founder Stack.
Cost: roughly EUR 5 to 8k OO marginal. Time: 14 days for W13 research + outreach pack, 30-45 days for W14 cluster build, 5 days for W6 mockups.
What it signals: "There are 22 named IE chains worth EUR 500k to EUR 2m each annually that nobody is targeting. Polynucleotides are growing 25 to 40 percent year-on-year while HA volumising plateaus. Here are 5 landing-page concepts to convert chain procurement leads when they land." High-margin chain-account focus.
When this hybrid wins: Harvinder reveals he has had chain conversations before and asks how OO would structure a group-account framework. The buying trigger is revenue ambition, not platform stability.
Cost: roughly EUR 8 to 12k OO marginal. Time: 14 days for W2 chatbot pilot, 14 days parallel for W4 blog launch, 30 to 60 days for W7 rebuild.
What it signals: "Chatbot pilot for one of your clinic clients, 3 cornerstone posts on your domain, and a 12-page core website rebuild. Pure operator-pragmatic, no founder-ego, no compliance theatre." Speaks to Harvinder's ecom-fluency and James's want-to-see-things-shipped instinct.
When this hybrid wins: Harvinder is in tactical mode on Friday (revenue, conversion rate, site UX) and explicitly does not want a personal-brand build. Some founders prefer this. Show OO read the room and ship the operator stack.
Cost: roughly EUR 3 to 5k OO marginal. Time: 30 days for W1, 14 days parallel for W4 blog launch, 5 days for W10 scoreboard scaffold.
What it signals: "Cheapest version of the relationship that still ships a high-trust foundation: migration QA, 3 cornerstone posts live, monthly AI-citation scoreboard public on your subdomain. Cost is not the blocker. Trust is. Here is the cheapest version of trust we can hand you and it is still better than anything else in your inbox."
When this hybrid wins: James voices budget caution and the EUR 3 to 5k a month soft anchor lands hard. Pivot to the Bargain Wedge to keep the close on the table. Ladder back to bigger scopes in month 2 once the migration ships clean.
Cost: roughly EUR 10 to 15k OO marginal. Time: 14 to 30 days for the four parallel workstreams.
What it signals: "Migration QA, training portal MVP, Filler Boutique reveal page, and the 22-clinic-chain partnership map all delivered in 30 days, all his to keep. We are betting our quarter on you." Most aggressive entry possible without writing a literal cheque.
When this hybrid wins: Harvinder is bigger than the audit suggests. He drops a number on existing clinic-account revenue that surprises us. James is unexpectedly bullish (or absent). Match his ambition with ours.
Same W1 deliverable, five different narratives Tomas can choose between in the room based on what Harvinder and James surface in the first 8 minutes of Friday's call. The wedge does not change. The story does. Pick the one that lands cleanest with what they reveal early.
Frame: "We have already started the migration QA on the .ie consolidation you asked us about. The retainer question is just whether we keep going."
"Harvinder, before we get into anything else - we have already pulled your sitemap, mapped the 301 chain on ofabaestheticswholesale.ie, and started a Better Search Replace dry-run on the WordPress database. We are about 30 percent into the migration QA you and I discussed back in January. The retainer question on this call is whether you want us to keep going past day 30. Sound fair?"
Why it works: Removes the "agency wants my money" framing entirely. Loss-aversion built in from minute one. Useful when James is in the room and reading body language for "is this another retainer pitch".
Frame: "We built one for you. Here is what it found. Now you decide what to do with that."
"Harvinder, James - we ran a free 6-gate migration audit on the .ie consolidation. It found 3 specific gates that are not yet locked: GSC change-of-address, internal-link rewrites, and brand-stockist directory updates. We will hand you the audit, the remediation checklist, and a 7-day fix plan. No charge. After that, the retainer is your call."
Why it works: "Free diagnostic" is the universal warm-lead opener. Useful when Harvinder is comparison-shopping and needs OO to look immediately differentiated against generic SEO agencies.
Frame: "Ireland needs a sophisticated B2B aesthetic supplier brand and you are the only ecom-fluent founder positioned to own it."
"Harvinder, the IE aesthetic supply category is going to be defined in the next 18 months by whichever founder owns the integrated-stack story first - chatbot for clinics, training portal for practitioners, AI-aware brand pages, ASAI-compliant procurement UX. You are uniquely positioned. Your YouTube channel and ecom-consultancy footprint give you the founder-led credibility nobody at Filler Boutique or John Bannon Pharma can match. The migration QA is the foundation. Everything else builds on it."
Why it works: Speaks to the medtech-to-cannabis-equivalent arc Harvinder is most proud of in B2B aesthetic supply. Useful when Harvinder talks more about category authority, ecom consultancy, or his other client brands than about OFAB site mechanics.
Frame: "Procurement-pro speaks to procurement-pro. Here is the technical floor we will own first."
"James, you and Harvinder run a same-day Dublin trade supplier shipping injectables to IMC-registered prescribers. We work with operators not consumers. The migration QA is the operator's-first move: 6 gates, every one verifiable, every one delivered with screenshots and logs you can show your accountant. The first invoice clears only when gate 6 ships clean. After that we talk about month 2."
Why it works: Mirrors James's procurement instincts back at him. Useful when James is in pragmatic-co-owner mode and is allergic to agency theatre. Removes the "marketing fluff" frame that killed the Rosevel-era retainer.
Frame: "Botched migrations lose 30 to 60 percent equity. Day 30 you see the migration ship clean. Then we talk."
"Harvinder, James - today is not a sales call. Today is so we can ask the right questions to scope the migration QA correctly. In 30 days we ship the .ie consolidation with all 6 gates locked: clean canonicals, GSC change-of-address verified, internal links rewritten, anchor refresh on referring sites, schema migrated, brand-stockist directories updated. You will see it live, on a real domain, with the GSC console showing the change. After that you tell us whether to keep going. If you walk, you keep what we built. The whole conversation is about whether the second 30 days makes sense, not the first 30."
Why it works: This is the framing that survives a James-heavy room cleanest. Cleanest possible discovery-to-close arc. Default for Friday unless Harvinder or James surface something that pulls a different angle. Tomas opens with this.
Every non-obvious insight from the audit, market dive, founder deep-dive, competitor mega-table, and OOB ideas catalogue that should not be lost in the build. Tomas and John can use any of these as proof points on Friday. None of them require new research.
FIRST 10 MINUTES OF FRIDAY 9 MAY 12:00 MADRID CALL | +-- Harvinder warm + James present + engaged | | | +-- Default route | | | | | +-- Lead: W1 (locked) under Angle 5 (Loss-Aversion Reveal) | | +-- Tease: W2 chatbot pilot in 32-42 min demo block | | +-- Reveal: W11 Filler Boutique 60-sec moment in audit walkthrough | | +-- Outcome: Day 30 sprint booked, retainer scope defined for month 2 | | | +-- James surfaces Rosevel-era retainer kill or cashflow caution | | | | | +-- Pivot: Trust Stack (W1 + W8 + W15) | | +-- Frame: Angle 4 (Operator's Audit) - James-direct | | +-- Lock: escrow refund clause in SOW within 24h | | | +-- Harvinder talks category authority + ecom consultancy more than ofab.ie | | | | | +-- Pivot: Founder Stack (W3 + W9 + W11) | | +-- Frame: Angle 3 (Founder Legitimiser) | | +-- Cross-sell hook: refer-channel framework for his other ecom clients | | | +-- Harvinder names a chosen clinic for the chatbot pilot | | | +-- Pivot: Operator Stack (W2 + W4 + W7) within 30-day frame | +-- Frame: "Reference deployment your other clients can see" | +-- James voices budget caution + EUR 3 to 5k anchor lands hard | | | +-- Pivot to Bargain Wedge | | | +-- W1 + W4 + W10 at roughly EUR 3 to 5k OO marginal cost | +-- Frame: "Cheapest version of high-trust foundation" | +-- Ladder back to bigger scopes in month 2 follow-up | +-- Harvinder reveals chain conversations + asks about group-account framework | | | +-- Pivot to Land-Grab Stack | | | +-- W13 + W14 + W6 across 30 to 45 days | +-- Frame: "22 named IE chains worth EUR 500k to EUR 2m each annually" | +-- Lock month-1 chain-research deliverable in SOW | +-- Harvinder bigger than the audit suggests + James unexpectedly bullish | | | +-- Pivot to Big Dawg Wedge | | | +-- W1 + W3 + W11 + W13 in 30 days | +-- Frame: "We are betting our quarter on you" | +-- Red flags (call audible) | +-- Already retained another IE SEO agency he is pleased with -> sell migration QA only as one-off +-- Asks for guaranteed AI ranking outcomes -> reframe to "increased likelihood of citation" per Rule 05 +-- James pushes for Ollie scope inside OFAB call -> defer firmly per Rule 02 and friday-call-pack posture +-- Migration is already complete and clean -> pivot to W4 + W14 (blog launch + polynucleotide cluster) as 30-day kickoff
Tightened from oob-ideas-v2-supplement and audit-v2 Section 1A. If Friday closes, this is the schedule that runs Monday 12 May to Sunday 18 May. Owner is Donal unless flagged otherwise. The full 30-day sprint extends through end of week 4; days 8-30 follow the same pattern with the 4th and 5th gates rolling out across weeks 2-4.
| Day | Deliverable | Owner | Acceptance check |
|---|---|---|---|
| Day 1 Mon 12 May |
Pre-flight inventory: pull current sitemap from ofabaestheticswholesale.ie, verify ofab.ie zone ownership, confirm GSC access on both domains, snapshot top 50 URLs by impressions, snapshot internal-link graph via Screaming Frog crawl. Get GSC + WP-admin access from Harvinder. | Donal | Crawl complete. Top 50 URLs documented. Both GSC properties accessible. WP-admin access confirmed. |
| Day 2 | Gate 1 - Canonical lock + 301 chain. Audit current redirect rules. Push single-hop 301 from each ofabaestheticswholesale.ie URL to its exact-equivalent ofab.ie slug. Server-level (.htaccess or Cloudflare rules), not meta refresh, not JavaScript. Test 20 sample URLs with curl. | Donal | 20 sampled URLs return 301 single-hop. Zero meta-refresh redirects. Zero redirect chains. |
| Day 3 | Gate 2 - GSC property migration. Add ofab.ie domain property if absent. Run Change of Address tool in GSC after Day 2 redirects verified. Submit ofab.ie sitemap. Inspect 5 high-impression URLs to confirm redirect crawl is being processed. | Donal | Change of Address completed in GSC. ofab.ie sitemap submitted. 5 URLs show "Crawled - currently indexed" or similar in inspection tool. |
| Day 4 | Gate 3 - Internal-link rewrite. Run Better Search Replace on wp_posts, wp_postmeta, wp_options, and any custom WooCommerce tables. Replace ofabaestheticswholesale.ie with ofab.ie at the database level. Backup database before, post-run verify on 30 random posts. | Donal | Database backup complete. Better Search Replace log shows greater than 0 replacements across 4 tables. 30 random posts spot-checked, all internal links point at ofab.ie. |
| Day 5 | Gate 4 - Anchor-text refresh on referring sites. Pull backlinks via Ahrefs or DataForSEO. Identify top 20 high-DR referrers. Draft outreach emails to each (brand-stockist pages, directory listings, IBSA, Mastelli, Marllor, Professional Derma) requesting anchor + target update from .com long-domain to .ie short-domain. | Donal | Top 20 referrers identified. 20 outreach emails drafted in Donal's Drive ready for Harvinder to send from his @ofab.ie address. |
| Day 6 | Gate 5 - Schema and Open Graph refresh. Update WordPress general settings site URL to ofab.ie. Verify Yoast Organization schema, sameAs links (Instagram, LinkedIn, GMB), Open Graph URLs, Twitter cards. Test JSON-LD output with Google Rich Results test on 5 URLs. | Donal | Site URL updated. Yoast schema regenerated. 5 URLs pass Rich Results test with ofab.ie canonicals. sameAs links all point at active social profiles. |
| Day 7 Sun 18 May |
Gate 6 setup + week 1 review call. Update GMB primary URL, Instagram bio link, LinkedIn company page URL, brand-stockist directories (Safety in Beauty Ireland, IAPN supplier list), email signatures, invoice templates, packing-slip URLs. Live week-1 review call with Harvinder + James walking through GSC change-of-address screenshot, Better Search Replace log, schema test results, redirect-test outputs. | Donal + Harvinder + James | GMB + Instagram + LinkedIn updated. Brand-stockist directories pinged. Review call held; Harvinder + James confirm visible artefacts. Week 2 scope locked. |
Pre-flight before Friday: Tomas confirms the EUR 3 to 5k a month soft-anchor frame. John backs the relationship layer (Harvinder rapport, James trust-building). Donal stays available for tech cameos but does not lead. The wedge concept is teased in pricing block (22-32 min); not shipped before close. The 7-day timer starts Monday 12 May only if Friday lands.
Wedge Vault v1 - Built 2026-05-08 - Internal-only - For Friday 9 May 12:00 Madrid Close + Mon 12 May Sprint Kickoff.
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