Anitone Shopify Blueprint
Executive Summary
Strategic blueprint for transforming Anitone’s digital presence through a dedicated Shopify subdomain and comprehensive main site overhaul, leveraging 20+ years of veterinary expertise and unique fermentation technology.
Key Objectives
- Launch conversion-optimized ecommerce platform
- Address adoption barriers through strategic content
- Implement 2026 AEO best practices
- Create species-specific customer journeys
- Establish subscription revenue model
Compliance Notes
Critical - From Andrew Robinson (2026-01-24)
- DO NOT include FeedSafe accreditation - pending new audit at NSW facility
- DO NOT include ACO Certified Organic - pending new audit at NSW facility
- NO new ingredient or health claims without APVMA verification
- Existing claims from current anitone.com.au are approved for use
Approved Claims
- 60+ minerals and trace elements
- Bio-fermented liquid supplement
- 20+ years market presence
- Natural, organic ingredients
- Suitable for all animals
- Australian made and owned
Legal Constraint: Do not reference the original developer by name in any materials. This is a legal requirement during re-onboarding.
Product Architecture
SKU Hierarchy
| Size | SKU | Price (AUD) | Target Market | Status |
|---|
| 250ml | ANITONE-250 | $19.70 | Trial size, pets | ✅ Live |
| 500ml | ANITONE-500 | TBD | Regular pet use | Pending pricing |
| 1L | ANITONE-1L | $28.45 | Single horse, hobby farms | ✅ Live |
| 5L | ANITONE-5L | $89.00 | Small herds | ✅ Live |
| 10L | ANITONE-10L | TBD | Medium operations | Pending pricing |
| 20L | ANITONE-20L | $246.00 | Commercial use | ✅ Live |
| 200L | Special Order | Wholesale | Large commercial | Not for public store |
Collection Organization
By Species:
| Collection | Handle | Key Benefits |
|---|
| Horse Supplements | horse-supplements | Coat gloss, calmness, appetite, mineral balance |
| Cattle Supplements | cattle-supplements | Weaning stress, improved FCR, drought support |
| Sheep & Alpaca | sheep-alpaca-supplements | Fiber quality, breeding success, drought resilience |
| Pet Supplements | pet-supplements | Skin/coat health, energy, raw diet complement |
| Poultry Supplements | poultry-supplements | Egg production, feather condition, immune support |
| Goat Supplements | goat-supplements | High mineral requirements, breeding success |
| Pig Supplements | pig-supplements | Appetite stimulant, immune support |
| Camel Supplements | camel-supplements | Racing performance, original target market |
Implementation Status
Completed
| Item | Date | Details |
|---|
| Shopify store created | 2026-01-23 | Dev store with Horizon theme |
| Main product with variants | 2026-01-24 | 6 sizes with SKUs |
| Product images uploaded | 2026-01-24 | 4 images from WordPress |
| Collections created | 2026-01-24 | 9 collections total |
| Pages created | 2026-01-24 | About, Dosage Guide, Contact |
| AEO files created | 2026-01-24 | llms.txt, robots.txt, Schema.org |
| SEO metadata applied | 2026-01-24 | All collections optimized |
| WordPress site scraped | 2026-01-24 | 76 URLs mapped via Firecrawl |
In Progress
- Priority 3: Store Configuration (domain, shipping, payments)
Pending
- Priority 4: Go Live (final review, password removal, launch)
Deferred
| Item | Reason |
|---|
| Subscription strategy (ReCharge) | Focus on core store first |
| Dosing calculator widget | Backend ready, frontend deferred |
| Stockist finder integration | 140+ stockists - complex migration |
Technical Infrastructure
Shopify Configuration
| Item | Value |
|---|
| Theme | Trade (B2B optimized) |
| API Version | 2026-01 |
| Store Domain | fxzm6i-en.myshopify.com |
Essential Apps (Phase 1)
| Category | App |
|---|
| Reviews | Judge.me (free tier) |
| SEO | TinyIMG (image optimization) |
Future Apps
| Category | App |
|---|
| Subscriptions | ReCharge (deferred) |
| Dosing Calculator | Custom Xano integration |
| Analytics | Triple Whale (after launch) |
Full Technical Stack
| Layer | Platform |
|---|
| Backend | Xano (PostgreSQL, Metadata API) |
| Frontend Sales | Shopify (primary) or Webflow + WooCommerce |
| Frontend Operations | Bubble (Server-Driven UI) |
| Accounting | Xero |
| Payments | Stripe |
| Fulfillment | Starshipit |
| Marketing | MailerLite |
| Development | Cursor / Opus 4.5 |
| Knowledge | Mintlify + MCP Server |
| Task Sync | ClickUp via MCP |
Priority: Low ongoing maintenance/subscription costs.
Venture OS Integration
| Table | ID | Purpose |
|---|
| ar_product | 216 | Master product catalog |
| ar_product_variant | 214 | SKU-level variants |
| ar_product_category | 215 | Categorization |
| ar_integration_config | 228 | Shopify API credentials |
| ar_integration_log | 227 | API call audit trail |
AEO/GEO Optimization
llms.txt Structure
- Location:
shop.anitone.com.au/llms.txt
- Sections: Brand overview, product specs, benefits, dosing guidelines
Schema Markup
- Product schema with offers and BuyAction
- Organization schema with founder, location, contact
- FAQPage schema (future)
AI Crawler Access
User-agent: GPTBot
Allow: /
User-agent: ClaudeBot
Allow: /
User-agent: PerplexityBot
Allow: /
Conversion Optimization
Addressing Adoption Barriers
| Barrier | Strategy | Messaging |
|---|
| Smell objection | Proactive addressing | ”Natural fermentation smell indicates quality” |
| Price perception | Cost-per-dose emphasis | ”From just $0.18 per day for sheep” |
| Dosing confusion | Interactive calculator | Species-specific charts and tables |
Trust Signals
Approved:
- 20+ years market presence
- Australian made and owned
- 60+ minerals and trace elements
- Bio-fermented for superior absorption
DO NOT USE:
- ACO Certified Organic Allowed Input (pending audit)
- FeedSafe accredited manufacturer (pending audit)
- Original developer name (legal constraint)
Success Metrics
E-commerce KPIs
| Metric | Target |
|---|
| Conversion Rate | 2.5% overall, 4% returning |
| AOV | 85initial,120 with upsells |
| LTV | $350 per customer over 12 months |
| Subscription Adoption | 35% within 3 months |
| Metric | Target |
|---|
| Featured Snippets | 20 snippets for animal supplement queries |
