Arlem The Label: March 2026 Relaunch Strategy

@NickBrooks-ks3lspecsFeb 23, 2026

arlem

From Handmade to Scaled - The Complete Playbook

Document Version: 3.0 (Supplier-Integrated Edition) Created: December 12, 2025 Updated: January 8, 2026 Relaunch Target: March 15, 2026 Prepared for: Nick & Emily Brooks

Section	Priority	What’s New in v3.0
Executive Summary	Read First	Updated with supplier strategy
The Big Picture	Strategic	New production model
Supplier Strategy	Critical	NEW - Ollko & Julie Zhu
Competitor Intelligence	Strategic	NEW - Stealth strategy
Product Strategy	Core	Statement cushion launch
Financial Projections	Planning	Updated COGS & margins
90-Day Relaunch Plan	Execution	Updated with supplier timeline
Channel Strategy	Tactical	SEO, Instagram, Email
Risk Assessment	Critical	Updated risks
Quick Reference	Daily Use	Action checklists

Executive Summary

The Transformation

Metric	Before (2024)	After (2026)	Change
Production	Emily handmade	Ollko/Julie manufactured	Scaled
COGS per unit	$140 AUD	$93-118 AUD	-17 to 34%
Gross margin	63%	69-76%	+6-13pp
Capacity	~180 units/year	5,000+ units/year	27x
Revenue target	$35K/year	$125K/year	3.5x
Competitor threat	Unknown	Low (niche owned)	Validated

The Strategic Breakthrough

Discovery: Ollko Textiles (Shenzhen) is ilovelinen.com.au’s supplier.

This changes everything:

Access to identical fabric quality as established competitor
Proven manufacturing for Australian premium market
Can match or exceed competitor quality at lower COGS
Neither ilovelinen nor selah+stone sell bedhead cushions - you own an uncontested niche

Key Decisions Made

Decision	Choice	Rationale
Primary supplier	Ollko (Michelle Li)	ilovelinen quality, bedding expansion possible
Insert supplier	Julie Zhu (high volume)	30% cheaper than Ollko at scale
Production model	Manufacturer-made	Emily designs, Ollko produces
New product	Statement cushion (ruffled edge)	Unique differentiator competitors can’t copy
Competitor strategy	Stealth mode	Build niche dominance before they notice

The Numbers at a Glance

Metric	Current	2026 Target	Path to Get There
Monthly revenue	$0	$8,000-10,000	20-25 units/month
Annual revenue	Dormant	$100,000-125,000	Supplier-enabled scale
Gross margin	63%	72% (blended)	New COGS structure
Profit per unit	$239	$275 (blended)	Supplier + price optimisation
Email list	0	1,500+	Lead capture
SEO position	#7.8	#1-3	Content velocity

Immediate Actions (This Week)

Priority	Action	Owner	Why Now
1	Approve Julie insert sample when arrives	Emily	Quality gate before bulk order
2	Approve Ollko cover sample when arrives	Emily	Quality gate before bulk order
3	Place Julie insert order (100 pcs, sea freight)	Nick	50-60 day lead time for March
4	Finalise statement cushion colourways	Emily	Order with cover batch
5	Begin Instagram reactivation (post “we’re back”)	Emily	Algorithm recovery takes 4-6 weeks

The Big Picture

What Arlem Was (2022-2024)

A handmade bedhead cushion business:

Emily made every cushion by hand in Adelaide
COGS: $140-150 per unit
Capacity: ~15 units/month maximum
Revenue: ~$12,500 total over 2 years
Paused: August 2024 due to pregnancy

What Arlem Becomes (2026+)

A designer-led bedroom styling brand:

Emily designs, Ollko manufactures
COGS: $93-118 per unit
Capacity: 500+ units/month possible
Revenue target: $100-125K Year 1
Launch: Statement cushion with ruffled edge (unique to market)

The Production Transition

2024 MODEL (HANDMADE)
├── Emily sources fabric locally ($50)
├── Emily sources fill locally ($40)
├── Emily sews cover (~2 hours)
├── Emily assembles insert (~1 hour)
├── Emily packs and ships
└── COGS: $140/unit, Capacity: 180/year

2026 MODEL (MANUFACTURED)
├── Ollko produces covers ($32-36 USD)
├── Julie produces inserts ($10.76 USD)
├── Air/sea freight to Australia
├── Emily QCs, packs, ships
└── COGS: $93-118/unit, Capacity: 5,000+/year

Why This Works

Factor	Evidence
Quality maintained	Ollko supplies ilovelinen.com.au (established brand)
Customers don’t ask	0 of 145 DM conversations mentioned “handmade” specifically
Brand is Emily	Interior designer credentials, design eye, curation
Competitors absent	Neither ilovelinen nor selah+stone sell bedhead cushions
Margin improves	63% → 72% gross margin on average
Scale enables growth	Can pursue $125K+ revenue without burnout

Supplier Strategy

The Supplier Landscape

Ollko Textiles (Primary - Covers)

Attribute	Detail
Contact	Michelle Li
Location	Shenzhen, China
Notable client	ilovelinen.com.au (confirmed)
Products	Linen covers, bedding, cushions
Response time	Excellent (same-day)

Pricing (USD):

Product	30 pcs	100 pcs
Linen cover (195x65)	$36.00	$32.40
Statement cover (ruffled)	~$40.00	TBC
Insert	-	$15.00 (MOQ 100)

Shipping (USD):

Method	30 pcs	100 pcs
Air (7-10 days)	$170	$525
Sea (30-40 days)	$55	$104

Why Ollko:

Proven quality (supplies established Australian brand)
Can do statement cushion with ruffled edge
Path to bedding expansion (duvet covers, sheets)
Excellent communication

Julie Zhu / Hefei Charming (Secondary - Inserts)

Attribute	Detail
Contact	Julie Zhu
Location	Anhui Province, China
Products	Cushion inserts, microfiber products
Response time	Good (several hours)

Pricing (USD):

Product	100 pcs
Insert (195x65, 4kg, 300TC)	$10.76
Shipping (sea, DDP)	$1,628 total

Why Julie:

30% cheaper than Ollko for inserts
High quality (original microfiber, not recycled)
Bulk stock (100 units = 6+ months supply)

Recommended Supplier Mix

For March 2026 Relaunch:

Component	Supplier	Qty	Reason
Covers	Ollko	40	Quality proven, air freight for speed
Statement covers	Ollko	10-15	Unique product
Inserts	Julie	100	Cheaper, sea freight (order NOW)

Initial Order Plan

Phase 1: Samples (Complete)

Supplier	Order	Status	Cost
Ollko	3x cover samples, 1x statement	Waiting for shipping	$102 USD
Julie	1x insert sample	Waiting for shipping	$72 USD

Phase 2: Production Order (After Sample Approval)

Order 1: Julie Inserts (Place by Jan 15)

Item	Qty	Unit	Total USD	Total AUD
Inserts (195x65, 4kg, 300TC)	100	$10.76	$1,076	$1,679
Sea freight (DDP)	1	$1,628	$1,628	$2,540
TOTAL			$2,704	$4,218

Arrival: Late March/Early April (50-60 days)

Order 2: Ollko Covers (Place by Jan 20)

Item	Qty	Unit	Total USD	Total AUD
Linen covers (175gsm, mixed colours)	30	$36	$1,080	$1,685
Statement covers (2-3 combos)	15	$40	$600	$936
Air freight	1	$200	$200	$312
TOTAL			$1,880	$2,933

Arrival: Early-Mid February (15 days production + 10 days shipping)

Total Initial Investment

Category	AUD
Inserts (100 pcs)	$4,218
Covers (45 pcs)	$2,933
TOTAL	$7,151

Inventory outcome: 45 complete cushions for launch + 55 spare inserts for restocking.

Competitor Intelligence

The Strategic Revelation

Neither ilovelinen.com.au nor selah+stone sell bedhead cushions.

This is your unfair advantage:

Competitor	Bedhead Cushions	What They Sell
ilovelinen.com.au	ZERO	Sheets, duvet covers, pillowcases, clothing
selah+stone	ZERO	Quilted blankets, sheets, duvet covers
ARLEM	100% focus	Bedhead cushions, statement cushions

Why This Matters

No direct competition - You own the niche
Same supplier - You can match ilovelinen quality
Different products - No price comparison pressure
SEO dominance - They’re not targeting your keywords
Stealth entry possible - Build quietly before they notice

Competitor Profiles

ilovelinen.com.au

Attribute	Detail
Founded	2012
Scale	1M+ parcels shipped globally
Supplier	Ollko Textiles (confirmed)
Products	Full bedding range (100+ SKUs)
Bedhead cushions	None
Threat level	Low (different products)

What they do well:

Massive product range
Bundle builder tool
Strong brand recognition
International shipping

What they don’t do:

Bedhead cushions
Interior design content
Custom sizing
Statement products

selah+stone

Attribute	Detail
Positioning	“Pure luxury linen” + emotional story
Price point	Premium ($300-620)
Products	Quilted blankets, sheets, duvet covers
Bedhead cushions	None
Threat level	Low (different positioning)

Stealth Strategy

Phase 1: Build Quietly (Q1-Q2 2026)

Focus 100% on bedhead cushions
Don’t follow competitors on social media
Use different colourways than ilovelinen
Build SEO moat for “bedhead cushion” keywords

Phase 2: Differentiate (Q3-Q4 2026)

Launch statement cushion (unique product)
Position as “bedroom styling” not “linen brand”
Target B2B (stylists, designers)
Expand colour range they don’t stock

Phase 3: Consider Expansion (2027+)

Adjacent products (throws, Euro cushions)
Bedding only when bedhead cushions at scale
Lead with Emily’s design expertise

Key Principle: Let ilovelinen and selah+stone fight over bedding. You dominate the niche they’ve ignored.

Product Strategy

Product Portfolio (2026)

Hero Product: Linen Bedhead Cushion

Attribute	Detail
Status	Proven (60% of historical sales)
Colours	Natural, Stone
Sizes	Double, Queen, King
Price	$379-399
COGS (new)	$93-118
Gross margin	69-76%

Growth Product: Boucle Bedhead Cushion

Attribute	Detail
Status	Underperforming (SEO gap)
Colours	Ecru, Ivory
Opportunity	678 impressions/month for “boucle bed head”
Action	Create dedicated boucle content

NEW: Statement Bedhead Cushion

Attribute	Detail
Status	NEW product launch Q2 2026
Unique feature	Contrasting 5cm ruffled edge
Why unique	No competitor offers this
Target launch	April 2026

Colourway Options (from Ollko):

Combo	Main Body	Ruffle	Vibe
Coastal Classic	Natural Gingham (#59)	Solid Natural (#62)	Hamptons
Modern Earth	Stone	Charcoal	Minimal
Garden Room	Natural	Sage	Organic

Pricing:

Size	Standard	Statement	Premium
Double	$379	$399	+$20
Queen	$389	$429	+$40
King	$399	$479	+$80

Archive: Velvet Bedhead Cushion

Metric	Value	Decision
Sales	0 in 19 months	Archive
Google clicks	66	Not converting
Action	Remove from navigation	Focus energy elsewhere

Size Performance

Size	Historical Orders	%	Strategy
Queen	15	50%	Default recommendation
King	10	33%	Feature for AOV lift
Double	5	17%	Entry point

Pricing Strategy

Position	Competitor	Price	Your Position
Budget	Pillow Talk	$89-129	Below you
Mid-market	Temple & Webster	$199-279	Below you
Premium-accessible	ARLEM	$379-399	You are here
Premium	GlamSwag	$410-450	Above you
Luxury	Zenn Design	$549-599	Above you

Recommendation: Maintain current pricing. Strong gross margin, competitive position. Consider $20-30 increase after statement cushion proves premium positioning.

Financial Projections

COGS Transformation

Current vs New COGS

Component	Handmade (2024)	Ollko Model	Julie+Ollko Model
Insert	$52.00	$23.40	$16.78
Cover	$50.00	$56.16	$50.54
Shipping (allocated)	-	$8.84	$27.02
Shipping box	$8.00	$8.00	$8.00
Prepaid AU shipping	$30.00	$30.00	$30.00
TOTAL COGS	$140.00	$126.40	$132.34

Note: At 100+ volume with sea freight for both, COGS drops to ~$93 AUD

Margin Analysis

Model	COGS	Price	Gross Profit	Margin
Old (Handmade)	$140	$379	$239	63.1%
Ollko Only	$126	$379	$253	66.8%
Split (Julie+Ollko)	$132	$379	$247	65.2%
Optimised (Sea Both)	$93	$379	$286	75.5%
Statement Cushion	$144	$429	$285	66.4%

Revenue Projections

2026 Targets (Moderate Scenario):

Quarter	Units	Revenue	Gross Profit	Notes
Q1 (Mar)	15	$5,685	$3,700	Soft launch
Q2	45	$17,055	$11,100	Statement launch
Q3	75	$28,425	$18,500	Growth
Q4	100	$37,900	$24,600	Scale
YEAR 1	235	$89,065	$57,900	65% margin

2026 Targets (Optimistic Scenario):

Metric	Value
Year 1 Units	320
Year 1 Revenue	$121,280
Year 1 Gross Profit	$85,700
Average margin	71%

Break-Even Analysis

Cost Type	Monthly	Annual
Shopify	$29	$348
Domain/hosting	$5	$60
Email (Klaviyo)	$30	$360
Misc supplies	$50	$600
Fixed costs	$114	$1,368

Break-even: At $247 gross profit per unit, need <1 sale/month to cover fixed costs.

P&L Forecast (2026)

2026 PROJECTED P&L
═══════════════════════════════════════════════════════════

REVENUE
  Standard Cushions (180 × $379)           $68,220
  Statement Cushions (55 × $429)           $23,595
                                          ──────────
  TOTAL REVENUE                            $91,815

COST OF GOODS SOLD
  Standard (180 × $115 avg)                $20,700
  Statement (55 × $144)                     $7,920
                                          ──────────
  TOTAL COGS                               $28,620

                                          ──────────
GROSS PROFIT                               $63,195    68.8%

OPERATING EXPENSES
  Payment Processing (3%)                   $2,754
  Shopify Subscription                        $348
  Email Marketing (Klaviyo)                   $360
  Packaging/Labels                            $600
  Shipping Supplies                           $400
  Photography/Content                         $500
  Misc                                        $500
                                          ──────────
  TOTAL OPERATING EXPENSES                  $5,462

                                          ──────────
OPERATING PROFIT                           $57,733    62.9%

Emily's Effective Hourly Rate:
  If 10 hrs/week × 52 weeks = 520 hours
  $57,733 ÷ 520 = $111/hour
═══════════════════════════════════════════════════════════

90-Day Relaunch Plan

Overview Timeline

JANUARY 2026 (PRE-LAUNCH)
├── Week 1 (Jan 6-12)
│   ├── Receive/approve samples from Julie and Ollko
│   ├── Finalise statement cushion colourways
│   └── Begin Instagram reactivation
│
├── Week 2 (Jan 13-19)
│   ├── ORDER: Julie inserts (100 pcs, sea freight)
│   ├── Negotiate Ollko cover pricing/timeline
│   └── Set up email capture on website
│
├── Week 3 (Jan 20-26)
│   ├── ORDER: Ollko covers (45 pcs, air freight)
│   ├── Create "What is a Bedhead Cushion" guide
│   └── Continue Instagram recovery
│
└── Week 4 (Jan 27-31)
    ├── Rewrite all meta descriptions
    ├── Request Google re-indexing
    └── Film content with S5II

FEBRUARY 2026 (PREPARATION)
├── Week 1 (Feb 3-9)
│   ├── Ollko covers production completes
│   ├── Create boucle SEO content
│   └── Set up email welcome sequence
│
├── Week 2 (Feb 10-16)
│   ├── RECEIVE: Ollko covers (air freight)
│   ├── QC covers, photograph products
│   └── Build email list (target: 100 subscribers)
│
├── Week 3 (Feb 17-23)
│   ├── Assemble first batch with existing AU inserts
│   ├── Create launch content
│   └── Prepare launch email
│
└── Week 4 (Feb 24-28)
    ├── Soft launch prep complete
    ├── Enable cart (quiet)
    └── Final website checks

MARCH 2026 (LAUNCH)
├── Week 1 (Mar 3-9)
│   ├── SOFT LAUNCH to email list
│   ├── First orders ship
│   └── Monitor/fix any issues
│
├── Week 2 (Mar 10-16)
│   ├── PUBLIC LAUNCH (March 15)
│   ├── Instagram launch announcement
│   └── Google Shopping verification
│
├── Week 3 (Mar 17-23)
│   ├── RECEIVE: Julie inserts (sea freight)
│   ├── Full inventory available
│   └── Monitor sales/feedback
│
└── Week 4 (Mar 24-31)
    ├── First month review
    ├── Adjust if needed
    └── Plan statement cushion launch

Week-by-Week Detail

January Week 1 (Jan 6-12)

Day	Priority	Action	Owner
Mon	1	Review samples when arrive (Julie + Ollko)	Emily
Mon	2	Post Instagram “thinking of you” story	Emily
Tue	1	Approve/reject sample quality	Emily
Tue	2	Finalise statement cushion colourways	Emily
Wed	1	Post Instagram reel (behind-the-scenes)	Emily
Thu	1	Set up email capture popup on website	Nick
Fri	1	Post Instagram (Arlo content)	Emily
Sat	-	Rest	-
Sun	1	Plan next week’s content	Emily

January Week 2 (Jan 13-19)

Day	Priority	Action	Owner
Mon	1	ORDER: Julie inserts (100 pcs)	Nick
Mon	2	Post Instagram	Emily
Tue	1	Confirm Julie order details	Nick
Wed	1	Negotiate Ollko bulk pricing	Nick
Wed	2	Post Instagram	Emily
Thu	1	Start writing “What is a Bedhead Cushion” guide	Nick
Fri	1	Post Instagram	Emily
Fri	2	Create email signup incentive (10% off)	Nick

Critical: Chinese New Year may affect suppliers late Jan. Order by Jan 15 to avoid delays.

January Week 3 (Jan 20-26)

Day	Priority	Action	Owner
Mon	1	ORDER: Ollko covers (45 pcs)	Nick
Mon	2	Post Instagram	Emily
Tue	1	Confirm Ollko production timeline	Nick
Wed	1	Complete bedhead cushion guide	Nick
Wed	2	Post Instagram	Emily
Thu	1	Rewrite homepage meta description	Nick
Fri	1	Post Instagram	Emily
Fri	2	Rewrite product page meta descriptions	Nick

February Week 1-2 (Covers Arrive)

Date	Milestone	Action
Feb 3-7	Ollko production completes	Monitor shipping
Feb 10-14	Covers arrive (air freight)	QC every cover
Feb 10-14	Product photography	Shoot all colours
Feb 14	Email list target	100 subscribers

February Week 3-4 (Pre-Launch)

Date	Milestone	Action
Feb 17-21	Assemble first batch	Use existing AU inserts
Feb 21-28	Launch content ready	Photos, copy, emails
Feb 28	Cart enabled (quiet)	No announcement yet

March Week 1 (Soft Launch)

Day	Priority	Action	Owner
Mon	1	SOFT LAUNCH - Email list only	Both
Mon	2	Monitor orders, respond quickly	Emily
Tue	1	Ship first orders	Emily
Wed	1	Follow up with first customers	Emily
Thu	1	Fix any issues found	Nick
Fri	1	Prepare public launch	Both

March Week 2 (Public Launch)

Day	Priority	Action	Owner
Mon	1	Prepare Instagram launch post	Emily
Tue	1	Final website check	Nick
Wed	1	PUBLIC LAUNCH (March 15)	Both
Wed	2	Instagram launch announcement	Emily
Wed	3	Google Shopping verification	Nick
Thu	1	Monitor traffic/orders	Both
Fri	1	Respond to inquiries	Emily

March Week 3-4 (Post-Launch)

Date	Milestone	Action
Mar 17-21	Julie inserts arrive (sea)	Full inventory
Mar 21-31	First month review	Analyse results
Mar 31	Statement cushion planning	Prepare Q2 launch

Channel Strategy

Google Search (Primary Channel)

Current Position

Keyword	Position	Clicks/mo	Action
bedhead cushion	7.8	51	Defend/improve
headboard cushion	12.7	27	Optimise
bedhead pillow	9.1	26	Optimise
boucle bed head	52	1	Create content

SEO Action Plan

Priority	Action	Impact	Timeline
1	Rewrite all meta descriptions	+2% CTR	Week 3 Jan
2	Create “What is a Bedhead Cushion” guide	+50 clicks/mo	Week 3-4 Jan
3	Create Boucle content	+30 clicks/mo	Week 1 Feb
4	Add FAQ schema	Featured snippets	Week 2 Feb
5	Internal linking structure	Authority flow	Week 3 Feb

Target Keywords

Own (Defend):

bedhead cushion
linen bedhead cushion
bedhead cushion australia

Capture (Attack):

boucle bedhead
statement bedhead cushion
bedroom styling tips

Avoid (Competitor Territory):

french linen bedding
linen duvet cover
linen sheets australia

Instagram (Secondary Channel)

Recovery Plan

Week	Expected Reach	Target Actions
1	100-200	Post daily, stories 2x
2	200-400	Engage 15 accounts/day
3	400-800	Post 4x/week, Reels focus
4	800-1,500	Approaching normal
6	1,500-2,500	Recovered

Content Strategy

Type	Frequency	Purpose
Reels	2/week	Reach, algorithm
Carousels	1/week	Education, saves
Stories	Daily	Engagement, connection
Behind-scenes	1/week	Trust, personality

Hashtag Strategy

Use:

#bedheadcushion #bedroomstyling #bedroomdesign
#bedroominspo #interiordesigntips #australianhomes
#linenlove #coastalbedroom #bedroomgoals

Avoid:

#linenbedding #linensheets #frenchlinen
(Competitor territory)

Email Marketing (Build)

Setup Checklist

Welcome Sequence

Email	Timing	Content
1	Immediate	Welcome + 10% code + brand story
2	Day 3	“What is a bedhead cushion?” education
3	Day 7	Social proof + bestseller

Abandoned Cart

Email	Timing	Content
1	1 hour	“Did you forget something?”
2	24 hours	Product benefits
3	72 hours	Final reminder

Growth Targets

Month	Subscribers	How
Feb	100	Website popup
Mar	300	Launch campaign
Jun	600	Content upgrades
Dec	1,500	Consistent growth

Risk Assessment

Critical Risks

Risk 1: Supplier Quality Issues

Probability: 20% Impact: High

Mitigation:

Sample approval before bulk order
QC checklist for every shipment
Build relationship (repeat orders)
Backup supplier (Aureta - no MOQ)

Response if occurs:

Immediately pull affected stock
Contact supplier for resolution
Use backup supplier for urgent orders
Maintain some Emily-made stock for emergencies

Risk 2: Shipping Delays (Chinese New Year)

Probability: 40% Impact: Medium

Mitigation:

Order inserts by Jan 15 (before CNY)
Air freight covers for speed
Use existing AU inserts for launch
Buffer stock planning

Risk 3: Instagram Doesn’t Recover

Probability: 20% Impact: Medium

Mitigation:

Diversify to Pinterest, SEO, email
Consider paid promotion ($50-100)
Focus on Reels (highest reach)
Engage heavily (15 comments/day)

Contingency: Shift to Pinterest + SEO content if no recovery by Month 3.

Risk 4: Competitors Notice and Copy

Probability: 10% (Year 1) Impact: Low-Medium

Mitigation:

Build SEO moat (6-12 months to replicate)
Statement cushion is unique product
Emily’s credentials can’t be copied
Customer relationships + reviews

Response if occurs:

Double down on statement cushions
Launch new colourways
Emphasise designer positioning
Compete on expertise, not product

Risk 5: Capacity Overwhelm

Probability: 30% Impact: High

Mitigation:

Set hard boundaries (X hours/week)
Batch content creation
Supplier handles production
Nick handles tech/admin

Contingency: Maintenance mode - minimum posting, respond to orders only.

Risk Summary

Risk	Probability	Impact	Mitigation Quality
Supplier quality	20%	High	Strong
Shipping delays	40%	Medium	Strong
Instagram recovery	20%	Medium	Medium
Competitor response	10%	Low-Med	Strong
Capacity overwhelm	30%	High	Medium

Quick Reference

Key Contacts

Supplier	Contact	Platform	For
Ollko	Michelle Li	Alibaba	Covers, bedding
Julie Zhu	Julie Zhu	Alibaba	Inserts
Aureta	Nova	WhatsApp	Emergency/samples

Key Numbers

Metric	Value
COGS (blended)	$115 AUD
Price (standard)	$379 AUD
Price (statement)	$429 AUD
Gross margin	69-72%
Break-even	<1 sale/month
Target Y1	235 units, $89K revenue

Order Deadlines

Order	Deadline	Why
Julie inserts	Jan 15	60-day lead time, CNY risk
Ollko covers	Jan 20	25-day lead time
Statement samples	Feb 1	Q2 launch planning

Weekly Checklist

Every Week:

Every Month:

Success Metrics

Metric	Mar	Jun	Sep	Dec
Monthly orders	5	15	25	30
Revenue	$1,900	$5,700	$9,500	$11,400
Email list	150	600	1,000	1,500
SEO position	#6	#4	#2	#1-2
Instagram reach	1,500	3,000	5,000	8,000

Appendix A: SWOT Analysis

Strengths

Strength	Evidence	Strategic Value
Proven product-market fit	49 orders, $12,500 revenue	Foundation exists
Strong SEO foundation	Position 7.8, 40+ monthly clicks	Free traffic
Qualified Instagram audience	87% AU, 76% female, 25-54	Perfect demographic
Interior designer founder	Emily’s credentials	Expertise positioning
NEW: Supplier relationship	Ollko (ilovelinen’s supplier)	Quality + scale
NEW: Uncontested niche	Competitors don’t sell bedhead cushions	Market ownership
NEW: Improved margins	63% → 72% gross margin	Profitability

Weaknesses

Weakness	Risk Level	Mitigation
16-month dormancy	High	90-day relaunch plan
Instagram algorithm penalty	High	4-6 week recovery
Velvet product failure	Medium	Archive
No email list	Medium	Build during launch
NEW: Supplier dependency	Medium	Backup suppliers
NEW: Sea freight lead times	Medium	Order ahead

Opportunities

Opportunity	Potential	Effort
Boucle trend 2025-2026	+30% boucle sales	Medium
NEW: Statement cushion	Unique product	Medium
NEW: Bedding expansion (2027+)	+$50K revenue	High
Email marketing	Repeat purchases	Medium
B2B/trade program	Bulk orders	High
Pinterest channel	New traffic	Low

Threats

Threat	Likelihood	Mitigation
Competitor content improvement	Medium	Content velocity
Google algorithm changes	Medium	Diversify channels
NEW: ilovelinen notices	Low	Stealth strategy
Supply chain disruption	Low	Backup suppliers
Burnout	High	Realistic targets

Appendix B: Supplier Comparison

Criteria	Ollko	Julie Zhu	Aureta
Products	Covers, bedding	Inserts	Full cushion
Cover price (USD)	$32-36	$24	Included
Insert price (USD)	$15	$10.76	Included
MOQ covers	30	TBC	1
MOQ inserts	100	100	1
Air freight (30 pc)	$170	$62	$297
Sea freight (100 pc)	$104	$1,628	Unknown
Quality proof	ilovelinen client	Videos	None yet
Communication	Excellent	Good	Slower
Best for	Covers, expansion	Bulk inserts	Emergencies

Appendix C: Product Specifications

Linen Bedhead Cushion

Specification	Detail
Dimensions	140×65 (D), 155×65 (Q), 195×65 (K)
Cover fabric	175gsm or 245gsm French flax linen
Insert fill	3.5-4kg polyester hollow fibre
Insert casing	300TC cotton
Zipper	YKK invisible, bottom placement
Finish	French seam or overlocked

Statement Bedhead Cushion

Specification	Detail
Dimensions	Same as standard
Unique feature	5cm contrasting ruffled edge
Main fabric	175gsm linen (body)
Ruffle fabric	175gsm linen (contrast colour)
Construction	Ruffled edge sewn into seam

Document Control:

Version	Date	Author	Changes
1.0	Dec 12, 2025	Nick + Claude	Initial analysis
2.0	Dec 15, 2025	Nick + Claude	Comprehensive edition
3.0	Jan 8, 2026	Nick + Claude	Supplier integration, competitor stealth strategy, updated financials

“Same quality as ilovelinen. Products they don’t make. A niche they’ve ignored. This is how you win.”