Cryotherapy Platform Build

Discovery Summary & Recommended Project Scope

1. Executive Summary

The project is not just a marketing website. Based on the discovery call, the real opportunity is to build a sales, education, ecommerce, CRM, training, and referral platform for a high-ticket cryotherapy hardware business.

The business sells manufactured cryotherapy devices through a consultative sales process. Prospects typically come in through inbound leads, speak with Christian or a sales rep, move into a demo, purchase the product, and then receive required training before the product can be fully used or shipped. The website needs to support both direct purchase and sales-led conversion, but the main priority is getting qualified buyers into a consultation or demo flow.

The first version should focus on the highest-leverage pieces:

High-converting website
Use-case-specific landing pages
Qualified lead capture
Demo/consultation booking
Direct purchase path
Training-required post-purchase flow
Basic CRM/admin dashboard
Inventory foundation
Customer education portal foundation
Referral/distributor tracking foundation

The correct approach is to build this in phases rather than trying to build the entire final platform at once.

2. Business Overview

The company manufactures and sells cryotherapy hardware.

The sales process is currently consultative:

A potential customer reaches out.
Christian or a sales rep speaks with them.
The prospect usually moves into a demo.
The prospect purchases.
The customer receives training.
The business provides ongoing post-sale support.

This is not a simple low-ticket ecommerce product. The sale is involved because customers are spending a meaningful amount of money and need to trust that they are buying from a credible company, not a generic or scammy vendor.

The business also wants to expand beyond its current primary market into new verticals, including:

Equine
High school sports teams
College teams
Pro athletes
Chiropractors
Recovery/wellness businesses
Other human performance or therapeutic use cases

3. Primary Business Goal

The platform should help the company generate and convert qualified buyers.

The website should guide users toward one of three actions:

Book a consultation or demo
Submit a qualified lead form
Purchase directly and enter the required onboarding/training flow

The most important goal is not just traffic. It is qualified conversion.

The website should help prospects understand:

What the product does
Why it matters
How it applies to their specific use case
How they can use it safely
How it can help their business
Why this company is more trustworthy than competitors

4. Core Product Strategy

The platform should be built around one central idea:

Education-led conversion

The biggest challenge is not simply showing the product. The biggest challenge is helping prospects understand how the product applies to them.

Christian repeatedly emphasized that customers often do not connect the dots on their own. The website should do that for them.

For example, an equine customer may initially think they only want to treat horses. But the stronger business case may be that the same device can support both equine and human use, allowing them to also treat owners, jockeys, trainers, and people around the horse business.

That kind of educational sales logic should be built directly into the website experience.

5. Recommended Version One

5.1 High-Converting Homepage

The homepage should clearly explain:

What the product is
Who it is for
What problem it solves
Why it is different
Why the company is credible
What use cases it supports
How training works
How to book a demo
How to buy directly

The homepage should have a premium, high-tech feel. The direction should be closer to Apple, Nike, and modern product companies than generic medical-device or therapy websites.

The primary call to action should be:

Book a Demo

Secondary call to action:

View Product

The homepage should avoid generic claims like “reduce inflammation” or “increase blood flow” without deeper context. Those claims are common in the market and do not differentiate the company enough.

The stronger angle is:

Understand the science, learn the use case, and see how this product can become valuable in your business.

5.2 Use-Case Landing Pages

The site should include separate landing pages for different customer segments.

Recommended initial landing pages:

Equine
Human recovery
Chiropractors
Sports teams
Wellness/recovery businesses

Each page should use the same core science but adapt the messaging to the specific audience.

Each landing page should answer:

Who this is for
What problem they have
How the product helps
What outcomes matter to them
How they can use it in their business
What training/support is included
Why this device is better than alternatives
How to book a demo or request more information

This structure will also work well for paid ads because each ad can send users to a page tailored to their exact use case.

5.3 Interactive Lead Qualification Form

The current contact form should not be a generic name/email/message form.

It should be more “alive” and help route prospects based on who they are and what they need.

Recommended fields:

Name
Email
Phone number
Business type
Primary use case
Are you using this for animals, humans, or both?
Are you starting a new business or adding this to an existing business?
Are you interested in buying, booking a demo, or learning more?
Timeline
Budget range or purchase readiness
Notes/questions

The goal is to capture information that helps the sales team sell better before the first call.

The form should also be able to route users to more relevant content.

Example:

If a user selects “Equine,” they should be shown equine-specific information, videos, case studies, and calls to action.

If a user selects “Chiropractor,” they should be directed to content explaining how the product fits into a clinic or patient recovery context.

5.4 Demo / Consultation Booking Flow

The main conversion path should be a demo or consultation.

The booking flow should be simple:

User clicks “Book Demo” or “Schedule Consultation”
User completes a qualification form
User selects a time through Calendly or a similar scheduling tool
Sales team receives the lead details
Lead is stored in the CRM/admin dashboard
Sales rep follows up

This should become the primary sales workflow for the website.

5.5 Direct Purchase Flow

The site should allow direct purchase, but the purchase flow needs guardrails.

Because customers need training before product use/shipping/warranty activation, the purchase flow should not be a standard ecommerce checkout where the product is simply shipped immediately.

Recommended flow:

Customer purchases or places a deposit.
Customer receives confirmation.
Confirmation page explains that training is required.
Customer is prompted to book training/onboarding.
Admin sees the order as “Training Required.”
After training is complete, admin marks the order as approved for fulfillment.
Product can then be shipped or warranty can begin.

This protects the business and reinforces the importance of correct product usage.

5.6 Basic CRM / Admin Dashboard

Christian currently uses HubSpot as a basic CRM but wants something simpler and more tailored.

The CRM should be built around the actual sales process, not overloaded with unnecessary features.

Recommended CRM objects:

Leads
Customers
Orders
Products
Sales reps
Training sessions
Referrals
Distributors

Recommended lead fields:

Name
Email
Phone
Business type
Use case
Source
Assigned rep
Status
Notes
Last contacted date
Next follow-up date
Demo scheduled
Purchase status
Training status
Revenue generated

Recommended lead statuses:

New Lead
Contacted
Demo Scheduled
Demo Completed
Proposal Sent
Payment Pending
Purchased
Training Required
Training Complete
Fulfillment Approved
Shipped
Closed Won
Closed Lost

The admin dashboard should give the team a simple view of:

New leads
Follow-up tasks
Scheduled demos
Purchases
Customers requiring training
Inventory status
Revenue attribution
Referral/distributor activity

5.7 Email Follow-Up System

A lightweight email sequence system would be valuable, especially for sales reps.

Recommended functionality:

Email templates
First-name personalization
Manual follow-up reminders
Automated follow-up sequences
Daily activity list for reps
Lead follow-up queue
Basic email tracking if feasible
Status updates when a lead responds or does not respond

This does not need to be a full HubSpot replacement at first. It should simply support the sales team’s real workflow.

5.8 Inventory Tracking

Inventory management is currently informal and needs to become more structured.

Version one should include basic inventory tracking.

Recommended inventory fields:

Product model
SKU
Units available
Units sold
Units reserved
Units pending shipment
Units in production
Status
Notes

The goal is to prevent the business from relying on memory, spreadsheets, or manual assumptions as sales volume increases.

5.9 Customer Training Portal

Training is a major part of the business and should eventually become part of the platform.

The customer portal should support:

Customer login
Purchased product/model
Training videos
Safety guides
Product documentation
Therapy education
FAQs
Support requests
Training completion status

The portal can start as a simple resource library and later evolve into a more advanced training/support system.

This will reduce repetitive support work and give customers a better post-purchase experience.

5.10 Referral and Distributor Foundation

Referral rates are already strong, and there is interest from people who want to become distributors.

This should be treated as a serious growth channel.

The first version can include the foundation for:

Referral links
Referral source tracking
Referred lead attribution
Distributor profiles
Distributor lead tracking
Admin visibility into referral performance

The full compensation/accounting system can be added later, but the database should be designed from the beginning to support referrals and distributors.

6. Design Direction

The desired visual direction is:

Premium
High-tech
Slick
Clean
Modern
Video-forward
Educational
Trustworthy
More Apple/Nike than generic medical sales page

The site should not feel like a stock template.

The current market has a credibility problem. Many competitors appear to rely on exaggerated claims, hype, or infomercial-style messaging.

The new platform should differentiate through:

Better education
Cleaner design
More credible claims
Stronger product storytelling
Better use-case explanations
Short-form video
Clearer calls to action
More premium product presentation

7. Content Strategy

The biggest content challenge is education.

The platform should help prospects understand the product without overwhelming them.

8. Lead Magnet Strategy

A downloadable case study or guide could work well for lead capture.

Example lead magnets:

Equine Cryotherapy Business Case Study
How to Add Cryotherapy to an Equine Business
Cryotherapy for Human and Equine Recovery
Recovery Business Starter Guide
Sports Recovery Use Case Guide

Lead magnet flow:

User clicks download.
User enters name, email, phone, and business type.
User receives the asset.
Lead is added to CRM.
Sales rep follows up.
Lead enters an email sequence.

This is especially useful for paid ad traffic because not every visitor will be ready to book a demo immediately.

9. Recommended Phased Build

Phase 1: Core Website and Lead Capture

Goal: Launch a polished, conversion-focused website that supports pre-sales and demo booking.

Included:

Homepage
Product overview
Core messaging
Primary lead form
Demo/consultation CTA
Basic use-case sections
Mobile responsive design
Analytics setup
Initial SEO structure
Basic backend for lead capture

Phase 2: Use-Case Landing Pages and Education

Goal: Create audience-specific pages for ads, SEO, and targeted sales.

Included:

Equine page
Human recovery page
Chiropractor/clinic page
Sports/team page
Video sections
Case study download flow
More advanced qualification forms

Phase 3: Ecommerce and Training Gate

Goal: Allow purchase or deposit while requiring training before fulfillment.

Included:

Product checkout
Stripe or Shopify integration
Deposit/payment option
Order confirmation
Training-required status
Training booking flow
Admin order management
Fulfillment approval workflow

Phase 4: CRM and Sales Operations

Goal: Replace unnecessary CRM complexity with a simple internal sales system.

Included:

Lead dashboard
Pipeline stages
Rep assignment
Notes
Follow-up tracking
Demo tracking
Purchase status
Training status
Basic reporting
Email template foundation

Phase 5: Customer Portal, Referral, and Distributor System

Goal: Improve post-sale support and build referral/distributor infrastructure.

Included:

Customer login
Training library
Product-specific resources
Support request flow
Referral tracking
Distributor profiles
Distributor lead tracking
Admin reporting

10. Recommended Initial Scope

The initial $10,000 build should stay focused.

Recommended version-one scope:

High-converting homepage
Product/use-case messaging
Demo/consultation booking flow
Qualified lead form
Direct purchase or deposit path
Basic admin dashboard
Basic CRM lead tracking
Stripe or Shopify decision
Training-required purchase logic
Inventory foundation
Responsive design
Analytics setup
CMS/content editing foundation if feasible

This is the right amount of scope for the first build.

The customer portal, distributor portal, advanced CRM, advanced email sequencing, and deeper automation can be added later unless they are absolutely required for launch.

11. Budget Direction

The agreed direction from the call was:

Initial build: $10,000

This should cover the core platform foundation.

The cleanest payment structure would be:

50% upfront
50% before launch

Optional:

Monthly retainer after launch for ongoing support, updates, hosting oversight, new features, content changes, and technical maintenance.

Suggested retainer options:

$1,000/month: light maintenance and small updates
$2,500/month: active iteration, support, feature improvements
$5,000/month: ongoing product development and growth support

The retainer should be separate from the initial build.

12. Important Scope Warning

This project can easily expand beyond $10,000 if not controlled.

The following features should be treated as either phase-two items or separately scoped add-ons:

Full custom CRM
Full customer portal
Distributor portal
Referral commission tracking
Advanced inventory management
Automated email sequencing
Deep Shopify customization
Complex Stripe billing
AI chatbot
AI agent workflows
Hardware software
Native device software
Advanced analytics dashboards
Full content management system
Video library with permissions
Support ticketing system

The first build should create the foundation, not attempt to recreate Shopify, HubSpot, Kajabi, Stripe, and a distributor portal all at once.

13. Key Product Decisions Needed

Before build starts, the following decisions should be confirmed.

Ecommerce Platform

Decision needed:

Shopify
Custom Stripe checkout
Hybrid approach

Recommendation:

If the business needs standard ecommerce, Shopify may be faster. If the business needs a custom sales/training/CRM flow, Stripe plus a custom backend may be cleaner.

Payment Model

Decision needed:

Full payment
Deposit
Invoice
Custom quote
Financing
Sales-rep-assisted checkout

Training Requirement

Decision needed:

Is training required before shipment?
Is training required before warranty activation?
Who marks training complete?
What happens if a customer pays but does not book training?

User Accounts

Decision needed:

Do customers need accounts in version one?
Do sales reps need accounts in version one?
Do distributors need accounts in version one?

Admin Dashboard

Decision needed:

What does admin absolutely need on day one?
What can wait?

14. Open Questions

What is the final company name?
What is the final product name?
How many product models will be sold at launch?
Will pricing be public?
Will customers pay in full or place deposits?
Should checkout happen through Shopify or Stripe?
What must happen before a product can ship?
What exactly defines training as complete?
Who approves fulfillment after training?
What customer data needs to be collected?
What does the sales team need to see inside the CRM?
How many sales reps will use the system?
Will reps need assigned leads?
Will reps need email templates?
Do customers need a login immediately?
Do distributors need a login immediately?
What referral tracking is required for launch?
What inventory tracking is required for launch?
What brand assets are ready?
Are there product renders or photos available?
What videos are ready?
What competitor websites should be reviewed?
What websites match the desired style?
What analytics/ad platforms need to be installed?
What is the target launch date for the first version?

15. Materials Needed Before Build

Christian should provide:

Logo
Brand colors
Product photos
Product renders or 3D mockups
Product specs
Pricing details
Existing copy, if any
Existing videos
Competitor websites
Design reference websites
Current website examples
Target customer segments
Product model information
Training requirements
Checkout/payment preference
Any existing sales scripts or case studies

16. Recommended Build Stack

A strong default stack would be:

Next.js for the website and app
Supabase for database, auth, file storage, and admin data
Stripe for payments/deposits
Resend for transactional emails
Vercel for hosting
Tailwind/shadcn for UI
Optional CMS layer for editable content

If Shopify is preferred, the build could use:

Shopify for ecommerce
Next.js frontend if a custom frontend is needed
Shopify admin for product/order management
Custom backend only where needed for CRM, training, and referral workflows

The main decision is whether the business wants a standard ecommerce foundation or a custom sales platform foundation.

17. Final Recommendation

The right move is to build this as a phased platform.

Do not start with the customer portal, distributor portal, full CRM, and advanced automation all at once.

Start with the core revenue engine:

Homepage
Use-case messaging
Demo booking
Qualified lead capture
Purchase/deposit path
Training-required flow
Basic CRM/admin dashboard

That will give the business something useful quickly while laying the foundation for the larger system.

The long-term vision is strong, but the first version should be focused on helping Christian sell more units, capture better leads, educate prospects, and manage the sales process more cleanly.