C.E.A Smith

Your Game Plan

From two products in development to a shop that is ready to sell

Here is everything I would do for Essentielle, week by week, and what it costs. Month one builds the brand, the website, the shop and your audience while your stock is being made. Month two starts the week your stock arrives, and is about selling it.

Prepared forRachel Jerard, Essentielle
Prepared byRichard, C.E.A Smith
DateOctober 2026

What you told me

  1. Two products to start: an in-shower breast oil and a breast night cream, both made to remind women to check their breasts.
  2. Same clean base as the oils you love, with peptides for firming and a pear and freesia scent that needs its own name.
  3. A natural deodorant next, then a full body oil and body lotion in more scents.
  4. New Zealand and Australia first, with a first goal of 100 units a week.
  5. A clean, simple look, like the site you sent me.

The Game Plan

Week by week

Month 1Starts when you say go

Build the brand, the shop and the audience

  1. Week 1

    Your brand

    We build
    • Your logo, in a clean style that is your own
    • A shortlist of names for your fragrance
    • Your colours and fonts, set once and used everywhere
    • Logo files your bottle designer can use straight away
    Social
    Instagram and Facebook pages set up with your logo, bio and look
    From you
    Pick your logo and fragrance name
  2. Week 2

    Your launch page

    We build
    • A launch page on your own domain: your story, the two products, and why checking matters
    • Your disclaimer, worded clearly on every product
    • A "be the first to know" list, so people are waiting for launch day
    Social
    First posts go out: who you are, why you started, and the self-check message
    From you
    Read the page and tell me anything to change
  3. Week 3

    Your website and shop

    We build
    • The full website: product pages, ingredients, how to use, and questions answered
    • Checkout with card and Apple Pay, paid straight into your own account
    • Shipping to New Zealand and Australia, with GST worked out for you
    • Discount codes ready for launch
    Social
    Three posts a week, plus a short video each week
    From you
    Set up a Stripe account for card payments (I will walk you through it)
  4. Week 4

    Tested and ready

    We build
    • The shop tested end to end with a real order and a refund
    • Your own login to see orders, mark them as sent, and change products and stock
    • A walkthrough with you so you are comfortable running it
    Social
    Launch countdown planned and ready to go
    From you
    Try the login and place a test order
Month 2Starts the week your stock arrives

Launch and sell

  1. Week 5

    Photos and setup

    We build
    • Product photos with your real bottles, for the shop, posts and ads
    • Meta ad account set up, with sales tracking on your website
    Social
    Teaser posts with the real product
    From you
    Send a few bottles for the photos
  2. Week 6

    The shop opens

    We build
    • Shop goes live
    • Launch email to everyone on your waiting list
    • Meta ads start in New Zealand
    Social
    Launch week posts
    From you
    Pack and send your first orders
  3. Week 7

    Learn and adjust

    We build
    • I read the first week of sales and ads, keep what works and change what does not
    • Ads extend to Australia
    Social
    Posts based on what customers respond to
    From you
    Tell me what customers are saying
  4. Week 8

    Your first report

    We build
    • A plain English report: sales, what each sale cost in ads, and what to do next
    • A plan for the deodorant launch and the warehouse question
    Social
    Next month's content planned
    From you
    A 20 minute catch-up with me

Social media

An example month

Three posts a week on Instagram and Facebook, plus a short video each week, planned around your launch.

Example monthExample only

    Example month

    Show the example month, then pick a day.

    Your questions

    Do you do social media?

    Yes. Three posts a week on Instagram and Facebook, plus a short video each week, planned around your launch. It starts in week one, so you have an audience before there is anything to buy.

    Should I use a warehouse in Australia?

    Not at the start. I would send orders from New Zealand first, either yourself or through a New Zealand packing company. Once Australian orders are steady, move some stock to an Australian warehouse so Australians get faster, cheaper delivery. Your shop already handles stock in more than one place, so that change is simple when it comes.

    Can I add products later?

    Yes. The deodorant, new scents and a full body range are all just new products in your login. Nothing needs rebuilding.

    Worth checking

    Before your bottles print

    • Check that the name Essentielle is free to use as a trademark in New Zealand and Australia. The searches are free on the IPONZ and IP Australia websites.
    • Have the label and product wording checked against the cosmetic advertising rules in both countries, especially anything about breasts and health. Your disclaimer is the right idea, and I will write the website around it: a reminder to check, never a claim to detect or prevent anything.
    • Keep other brand names out of anything public: labels, posts and the website. Your logo and fragrance name will be your own.
    Your disclaimer

    These products do not prevent breast cancer. These products are to remind women to self check their breasts regularly.

    What it costs

    All prices plus GST.

    One-off

    Website and shop$1,499
    Logo and brand$199

    Monthly

    Website, shop and hosting care$149 a monthHosting, security, backups, order emails and small changes
    Social media$399 a monthThree posts a week on Instagram and Facebook, plus a short video each week
    Meta ads, from launch$499 a monthSetting up, running and improving your ads. No setup fee. Your ad budget is separate and you choose it.
    • A 20% deposit starts month one. The rest of the one-off cost is due when the shop is ready.
    • Card fees are charged to you directly by Stripe, the payment provider. There is no monthly shop platform fee on top.
    • Ads only start once your stock has arrived, so you never pay for ads before you can sell.

    Ready when you are

    Reply to my email or call me on the number below, and we start with your logo.

    03 567 1600 info@ceasmith.com

    Richard, C.E.A Smith