# Duty Free Professor: Launch Phase ### Proposal, 1 September 2026. Delivery: Friday 18 September, one week before Cannes. ## The choice in one line Three ways to arrive at Cannes. **A** puts the site live, branded and readable by search engines. **B** adds the page structure that makes it findable, which is what the SEO review asked for. **C** adds the product range, the awards intelligence and the first revenue surfaces. | | **A. Go Live** | **B. Go Live and Get Found** | **C. The Full Launch** | |---|---|---|---| | | **$5,000** | **$8,500** *(recommended)* | **$11,000** | | Logo, colours and Professor fonts | yes | yes | yes | | Sixteen airports live, fresh collection and quality review | yes | yes | yes | | Product pages written into the HTML for search and AI crawlers | yes | yes | yes | | Production environment, backups, monitoring | yes | yes | yes | | Quality, performance and accessibility pass | yes | yes | yes | | Written site structure proposal for Mark | no | yes | yes | | Airport pages | no | yes | yes | | Brand pages and browsable brands | no | leading brands | extended | | Mega menu | no | yes | yes | | Your articles published across the site | no | yes | yes | | Featured savings and exclusives given prominence | no | yes | yes | | Two further product types, around twenty products each | no | no | yes | | Awards selection strategy and implementation | no | no | yes | | Email capture for subscribers | no | no | yes | | Sponsor banner positions with your creative | no | no | yes | Everything absent from your chosen option stays on the roadmap and can be scoped later. Nothing is lost, only sequenced. --- ## What the workstreams mean **Brand alignment.** The Duty Free Professor logo across the site, the navy from the logo carried through the palette, and typography matched to the other Professor properties. This is alignment, not a redesign. **Crawlable pages.** Every page's content written into the HTML itself, so search engines and AI assistants read prices, headings and tables without running the application. In A this covers product pages; in B and C it covers the brand, airport and category pages too, because those pages exist. **Site structure proposal.** A written proposal covering how brands, product types, sizes and airports relate as pages and URLs, issued for Mark's review before anything is built. This is the decision that determines whether the site grows to thousands of useful pages or thousands of thin ones. **Airport pages.** A page per airport carrying its pricing, exclusives and editorial, for the airports we collect. **Brand pages and browsable brands.** Landing pages per brand showing that brand's products across every airport we price, with a browsing path from brand to product to size. **Coverage.** Sixteen airports activated and public: Dubai, Heathrow, New York JFK, Hong Kong, Buenos Aires, Zurich, Barcelona, Madrid, Athens, Toronto, Mexico City, Dublin and Cork, Montreal, Bogota, Panama City and San Salvador. A full fresh collection with quality review before launch. **Awards selection.** A written strategy for which award to feature when a product has several, how the traveller's chosen airports influence that choice, how each competition's most recent result is shown without repeating older ones, and what appears in the structured data. Then implementation. **Editorial.** Your supplied articles integrated and published, with images, so the site reads as a publication rather than a database. **Revenue surfaces.** Visitors can subscribe and those addresses are collected and exportable. Sponsor positions are designed into the templates with your creative in place. **Production environment.** A live home for the site: hosting, domain, certificates, backups, monitoring, and a deployment process so updates are routine rather than risky. --- ## Timeline | Date | Milestone | |---|---| | Fri 4 Sep | Design direction shown for approval. Structure proposal issued for Mark (B and C). | | Fri 11 Sep | Production environment live. Brand alignment complete. Sixteen airports public. Crawlable pages in place. | | Fri 18 Sep | **Delivery** of everything in the chosen option, with a walkthrough. | | 19 to 26 Sep | Buffer week: your review, corrections, final content. | | 27 Sep to 1 Oct | TFWA Cannes. | --- ## What I need from you, and when Each item feeds work that cannot start without it. Anything late moves into the buffer week or out of this phase. | By | What | Needed for | |---|---|---| | Wed 3 Sep | Logo files in vector form, plus any alternate versions | All | | Wed 3 Sep | The Professor brand fonts including the web licence, or written confirmation of which fonts to use | All | | Wed 3 Sep | Confirmation of the chosen option, so the work can be sequenced | All | | Fri 5 Sep | Priority brands and airports to build pages for first | B, C | | Fri 5 Sep | Written brief for what belongs on a brand page | B, C | | Mon 8 Sep | Comments on the structure proposal. Silence past this date is taken as approval | B, C | | Mon 8 Sep | All articles, final text with images. Hard cut-off for launch inclusion | B, C | | Mon 8 Sep | The domain to launch on | All | | Mon 8 Sep | Which two product types to add, and the email platform to use | C | | Fri 12 Sep | Sponsor creative and what is being advertised at launch | C | | Fri 12 Sep | Official product images obtained from brands, if that route is used | All | | Within 2 working days | Approval or comments at each milestone | All | --- ## Not in this phase, in any option Traveller accounts and logins, saved searches and price alerts, the full newsletter system, the administration area for self-publishing, the price history tracker, the interactive map, the store partner portal, consumer price submissions, paid producer listings, full category expansion, automated scheduled collection, and a complete visual redesign. All remain on the roadmap. --- ## Add-ons, available with any option - **Paris Charles de Gaulle collection:** $950. A new collector, adding Paris to the live airports. - **Seoul Incheon collection:** $950. A new collector for the Shilla store. - **Singapore Changi collection:** $1,900. Requires a browser-based reading step, which is new capability, then the collector. - **Automated scheduled collection:** $2,200. Prices refresh on a schedule with alerts when a source degrades, instead of collections started by hand. --- ## Investment and terms Payment: 50% to begin, 50% on delivery. **Operations from launch: $250 per month.** Production hosting, price collection across all live airports, data quality monitoring, backups, security updates, and up to two hours of support or minor changes each month. This replaces the $50 development arrangement once the production environment is live. Larger changes are quoted separately. **Changes.** Anything not listed in your chosen option is a change of scope. New requests during the phase are welcome and will be quoted and scheduled rather than absorbed, so the delivery date stays safe for both of us.