PADDLE THE OUTDOORS
A digital strategy and roadmap for a new paddle sports venture.
STRATEGY & PLANNING STAGE / DIGITAL MARKETING & E-COMMERCE SPECIALIST / ROADMAP TO THE 2027 SEASON / PHOTO: BOUNDARY WATERS, NPS (PUBLIC DOMAIN)
OBJECTIVES
2027
THE SEASON THIS PLAN IS BUILT AROUND
Foundation first, launch second. Current stage: initial strategy and planning.
1 SYSTEM
2 BRANDS
SEPARATE STOREFRONTS, CONNECTED ON THE BACK END (PLANNED)
4 SEASONS
SUB-SEASON MARKETING PLAN, MARCH TO OCTOBER
SHARED INVENTORY ACROSS ONLINE, IN-STORE & EVENTS (PLANNED)
PROJECT OVERVIEW
THE BUSINESS PROBLEM
Paddle the Outdoors is a new paddle sports venture being planned alongside Lake State Mountaineering, an established outdoor retailer. The challenge is to plan a modern digital foundation from the ground up: a website customers can shop and book from, an inventory and point-of-sale approach that works across two brands, and a marketing plan that reaches paddlers before the season starts. The brand’s philosophy is simple: sell customers exactly what they need, not the most expensive option. The proposed digital experience is designed to support that trust.
PLAN
BUILD
INTEGRATE
LAUNCH 2027
MY RESPONSIBILITIES
THE PROPOSED PLAN
DIGITAL INFRASTRUCTURE PLANNING
CURRENT STAGE
STRATEGY
Mapping how the website, inventory, POS, and booking tools connect across two separately branded businesses.
WEBSITE DEVELOPMENT
PLANNED
WIX
Proposed customer-facing site: store, brand story, lifestyle content, community, and FAQ pages.
E-COMMERCE
PLANNED: SHOPIFY
PLANNED
Proposed online catalog of boats, accessories, and transportation gear, with pre-orders and layaway deposits.
POS & INVENTORY INTEGRATION
PLANNED
OPTIONS TO EVALUATE: SHOPIFY, THRIVE, CLOVER
Proposed approach for sharing one inventory across in-store, event, and online sales, including iPad checkout in store.
RENTAL & DEMO BOOKING
PLANNED
PLANNED
Proposed online scheduling for demos and rentals, with electronic waivers and demo fees applied toward purchase.
SEO & LAUNCH STRATEGY
MARKETING
PLANNED
Proposed SEO foundation and a four-season content and ad plan timed to the paddling season.
WHERE IT STANDS
DEVELOPMENT TIMELINE
Where the project stands, and what comes next.
DISCOVERY
COMPLETE
01
Aligned on brand, goals, sales approach, and scope.
OWNER STRATEGY MEETING
02
COMPLETE
Planned the website, POS, inventory, and four-season marketing approach with ownership.
WIREFRAME
03
NEXT STEP
Map the site structure and page plan for owner approval.
WEBSITE & SYSTEM BUILD
04
PLANNED
Develop the website, then configure e-commerce, inventory, and in-store checkout.
CATALOG & PRE-ORDERS
05
Load inventory and open pre-orders for the 2027 season.
PLANNED
MARKETING PUSH
PLANNED
06
Launch seasonal SEO content and targeted ads ahead of early season.
2027 SEASON LAUNCH
GOAL
07
Go live, validate the model, and measure results.
FUTURE RESULTS: COMING 2027
PROJECTED METRICS, NOT YET ACHIEVED
Results will be published after launch. Planned metrics: website traffic and search visibility, online and pre-order sales by channel, and demo and rental bookings, including demo-to-purchase conversion.