Sample Brief — See What You Get

Payload HQ

This is a real example of what Ghost Cofounder discovers about a business in 90 seconds. Your brief will be this detailed too.

Business Summary

Payload HQ is a B2B SaaS platform for e-commerce operations teams. It automates order routing, inventory sync, and returns processing across Shopify, Amazon, and wholesale channels. Founded in 2022, they serve 80+ mid-market brands doing $5M-$50M GMV annually. MRR is approximately $47,000. The product is sticky but growth has plateaued at roughly 3 new customers per month since Q3 last year.

Products & Services

→Order routing automation — rules-based fulfillment logic across 3PL and in-house warehouses ($299-$799/mo)

→Inventory sync — real-time inventory across Shopify, Amazon, and wholesale portals ($199-$499/mo)

→Returns management — automated RMA creation, carrier selection, and restocking ($149-$399/mo)

→Enterprise bundles — all three modules plus white-glove onboarding ($999-$2,499/mo)

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Ideal Customer Profile

Director of Operations or VP of Fulfillment at e-commerce brands doing $5M-$50M annually. They have outgrown spreadsheets and manual Shopify workflows but are not ready for a full ERP. They are evaluating 2-3 point solutions and will switch if onboarding is under 2 weeks. Pain point is 'I am spending 30% of my week fixing order exceptions.'

Pricing Model

Monthly SaaS. Three standalone modules ($149-$799/mo each) or bundled plans at $999-$2,499/mo. Annual contracts at 15% discount. Average contract value is $588/mo. No usage-based pricing — flat fee regardless of order volume.

Brand Voice

Operational and direct. Speaks to practitioners, not executives. Uses real e-commerce terminology (3PL, SKU rationalization, RMA, pick-and-pack). Avoids buzzwords. Newsletter has an 'ops nerd' voice that resonates with their ICP.

Sample phrases

“stop losing 30% of your week to order exceptions”

“built by ops people for ops people”

“your warehouse doesn't care about your roadmap”

Content Gaps

Topics this business should be publishing about:

1.No comparison pages against direct competitors (Shipbob WMS, Linnworks, Skubana) — these rank for high-intent 'alternative to' searches

2.No ROI calculator — buyers need to justify $600/mo to their CFO and you give them nothing to work with

3.No case studies with specific metrics — testimonials exist but have no before/after numbers

4.Pricing page has no FAQ — every competitor has one; absence creates friction at the decision stage

5.No content targeting 'Shopify 3PL integration' or 'Amazon multi-channel fulfillment' — high-volume, mid-funnel keywords

6.Blog inactive since November — 4 months of zero content while competitors publish 2-3x/week

Competitive Landscape

Linnworkslinnworks.com

Dominant in the UK market, expanding US presence. Strong SEO footprint — ranking for 1,200+ inventory management keywords. Running aggressive Google Ads on 'order management software'. Their pricing is opaque (demo required) which you can exploit with transparent pricing.

Skubana (Extensiv)extensiv.com

Rebranded from Skubana. Strong brand recognition in the 3PL space. Heavy content marketing — 40+ blog posts in last 6 months. Weak on e-commerce native integrations which is your opening.

ShipBob WMSshipbob.com

Bundled fulfillment + software. Customers who want software-only resent being pushed into ShipBob's fulfillment network. This is your clearest displacement opportunity.

Pipe17pipe17.com

Direct competitor, similar price point. Weaker on returns automation. Smaller content operation — 8 blog posts total. They are not investing in SEO which leaves the category keywords open.

Social Profiles Found

twitterlinkedin

Quick Wins Identified

1Build an ROI calculator (time saved x hourly rate x exceptions per week). Your buyers need to justify $600/mo to a CFO. Give them the math. This is a conversion tool, not a feature — ship it this week.

2Create a 'Payload HQ vs Linnworks' comparison page targeting 'Linnworks alternative' — this keyword gets 880 searches/month and your competitor's page is weak. You can rank in 60-90 days.

3Reactivate the blog with one post per week minimum. Topic 1: 'How to reduce order exceptions by 40% in 30 days.' This targets your buyer's exact pain point and competes with no existing content.

4Add 3 case studies with real metrics to the homepage. Format: 'Company X reduced order exceptions from 200/week to 12/week in 45 days.' Specificity converts. Generic testimonials do not.

5Set up a drip email sequence for trial users who do not activate in 72 hours. Currently you have no re-engagement flow. Industry average recovery is 15-20% with a 3-touch sequence.

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First Task

Full competitive analysis on Linnworks and Pipe17. Map their keyword rankings, content topics, backlink profile, and paid ad keywords. Your cofounder will identify the 10 highest-value content gaps that are uncontested and can rank within 90 days — and draft the first two posts tonight.

This took 90 seconds to generate.

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Pricing Blog