Proposal
Partnership proposal · August 2026

Turning fifteen years of craft into demand you can see.

A strategy, website and channel roadmap for CYP Wheels: handbuilt carbon rims and racing wheels, designed and assembled in Switzerland.

Prepared for
CYP Wheels
For Davide Coato
By Pauline Ventura, PBV Agency, Amsterdam
Recap of our conversation
What I heard from you

A specialist product, held back by visibility

You design your own rims
Your own shapes and materials, not standard parts rebranded. A product nobody else sells, and wheels that stay current for years instead of being restyled every season.
Rims are the core, complete wheels are the shop window
Rims are high margin, simple to ship and need no assembly on your side, and they go to shops. Complete wheels go direct to riders.
The service is the difference
Direct contact with you, two days to a week turnaround, duties prepaid across Europe. The big brands cannot copy that.
People find you through other riders
Word of mouth between friends and customers, with social a distant second. Until six years ago it was the pro teams you equipped. The website has been live four months and almost no order starts there.
Discipline, not fear, about budget
You would rather start small and prove it than spend CHF 1,500 a month bidding against brands with far deeper pockets. I agree.
What I bring

Evidence before instinct

15+ years across sport, luxury and lifestyle
Brand and performance marketing for international brands, now applied to a niche where craft and expertise are the product.
Strategy and execution, one roof
Channels, website and content thought through as one system, not three separate quotes from three separate suppliers.
Honest about what works
If paid search is not the right first move for CYP Wheels, I will tell you before you spend the money rather than after.
The opportunity
Where I think the opportunity sits

Your buyers know what they want. Finding you is hard, and finding the details is harder.

Riders who care about internal width, spoke count and rim depth do not respond to banner advertising. They search for specifics, they read forums, and they ask a rider they trust. And when they do land on your site, the answers they came for are not there, even though you have already written them down.

Selling rims to shops looks like the strongest near-term opportunity
Rims are high margin, cheap to ship and need no assembly, and the shops and wheelbuilders who buy them are a finite list rather than an audience you rent. Phase 1 tests how big that list really is across the markets worth going after first.
There is an opportunity on long tail keywords
On Google Ads you cannot outbid the big brands on a broad term like carbon wheels. The precise searches your buyers make, such as internal width or hookless compatibility, are cheaper to win and closer to a purchase.
The product pages do not yet tell the story
Nothing on the site explains what separates one rim from another, so a buyer cannot judge the technology they are paying for. Other brands in your category are already winning on exactly that.
Your expertise is already written down, just not where people look
Your catalogue gives every rim its ERD, internal width, hole count, weight tolerance and spoke tension, plus the three year warranty and the 35% crash replacement. That is exactly what a buyer searches for, and almost none of it is on the website. In technical niches the brands that publish what they know become the ones people trust and buy from.
These are hypotheses, not conclusions. Phase 1 tests each one against real search demand, margins, market size and what your competitors are already doing.
Growth roadmap
The roadmap

Three phases, one direction

Phase 01 · up to 6 weeks
Strategy and roadmap
Who buys, where they look, which channels deserve your time and your money, and a prioritised 90 day plan. Everything else builds on this.
Phase 02 · 4 weeks
Website and search
A user experience, content and search review of the site you already have, written as a brief your web agency can execute on the monthly service you already pay for.
Phase 03 · optional, à la carte
Ongoing support
Nothing to decide now. Once the strategy is delivered we can talk about help with content, social media posting, outreach, channel guidance or campaigns. Chosen and quoted piece by piece.
Later chapters: once the base is set there are plenty of directions we can explore together, chosen around your time, your budget and what you actually enjoy doing. A dealer programme for selected shops, a referral or loyalty scheme for the riders who already come back, email to your existing customers, paid campaigns once the tracking justifies them. The phases are modular: start with Phase 1 and stop there if that is enough.
Phase 1 · Strategy and roadmap
Phase 01 · Strategy and roadmap

Decide where to play before you spend

Up to 6 weeks from kick-off
What is included
Buyer analysis
Riders and shops treated as two different buyers, including the riders who build their own wheels, and what each needs to see before trusting an unfamiliar brand.
Competitor benchmark
Four brands you name, taken apart: positioning, pricing, channels and where the gaps are.
Positioning and messaging
The two or three things CYP Wheels says everywhere: designed not rebranded, built to last, reachable in a day.
Channel strategy, tested against demand
Search volume, market size and margin weighed for each option, online and offline: technical content, the shop evenings and group rides your buyers turn up to, the trade fairs, and a way to make the word of mouth you already earn work harder.
A check on what you are actually measuring
Whether your analytics record the things that matter: which products get looked at, what people do before they write to you, and where the orders you already get really come from.
A prioritised 90 day plan
A short list in the order it should happen, with the effort and the cost written against each line.
What you get
📄
A strategy document
Buyers, competitors, positioning and channels in one place, written so you can act on it alone.
📋
A prioritised 90 day plan
A short list in order, with the effort and the cost written against each line.
💬
A messaging sheet
One page of ready to reuse wording for your site, your emails and your posts.
🎥
A 90 minute working session
We walk through everything together, recorded so you can come back to it.
Available on top: a market and language assessment, covering which markets to push first, what each one would cost you, and how much of the site and which campaigns would need translating.
Phase 2 · Website and search
Phase 02 · Website and search

Turn the site you have into a site that sells

4 weeks, running from Phase 1 delivery

The site brings visits and almost no orders. Closing that gap means working on three things at once: how easily someone moves through the site, whether the products explain themselves well enough to justify the price, and whether the right people find them at all.

What is included
User experience review
How someone moves from landing to checkout: navigation, comparing one product against another, and how rims are presented to shops without getting in the way of riders buying complete wheels.
Product content and editorial plan
What each rim, hub and spoke page must explain so a buyer can judge the technology, plus the guides that answer the questions they arrive with. Much of this already exists in your catalogue and simply needs to reach the site, benchmarked against the reference sites in your category.
Search and AI visibility
The technical queries your buyers actually type, in the markets and languages Phase 1 prioritises, mapped to pages you have or should add.
Trust and social proof
Reviews from the customers who already come back, the three year warranty, the 35% crash replacement, the repair service and the real lead times. All of it true, none of it visible.
An implementation brief for your web agency
Every fix ranked and written as instructions they can execute on the monthly service you already pay for.
What you get
🔍
A website and experience review
Page by page, every fix ranked by impact against effort, so you know what to do first.
📖
A product content and editorial plan
What every product page must explain to justify its price, plus the guides worth writing.
🗺
A keyword and page map
Which question each page answers, which pages are missing, and what to build first.
🛠
An implementation brief
Written so your web agency can execute it directly, on the service you already pay for. No second invoice.
Available on top: copywriting for up to five agreed priority pages, and a review of the finished work once your agency has built it.
Phase 3 · Ongoing support
Phase 03 · Ongoing support

Keep the plan moving, on your terms

À la carte, once the strategy is delivered

Nothing to decide now, and no package to sign up to. Once the strategy is delivered we talk about what you actually want help with, and you take only that. The list below is what is available: each piece is quoted on its own.

What it could include
Content planning
A calendar and briefs for the month: what to shoot, what to write and when to post it.
Social media posting
If you would rather have it off your plate, I schedule and publish rather than only planning.
Shop outreach planning and list building
A qualified list of shops and wheelbuilders with contacts, the dealer pitch and the message templates.
Channel guidance
Where to show up and how, including the technical communities, so the few hours you have go to the right places.
Performance review and recommendations
What moved, what did not, and what to change next month, based on the numbers.
Paid campaigns, when the numbers justify them
Google or Meta set up and managed, once we can see where a budget would actually pay back rather than guessing.
Proper measurement, once there is traffic to read
Conversion tracking, a funnel you can follow and a dashboard worth opening. Worth building when the numbers are big enough to tell you something.
What you could get
📅
A content calendar with briefs
What to shoot, what to write and when to post it, ready to hand to your photographer.
👤
An outreach list and templates
Named shops and wheelbuilders with contacts, plus messages you can send yourself.
📞
One monthly call
What moved, what did not, and what we do next month.
📈
A short written recap
Two pages, the numbers that matter and the recommendations that follow from them.
📣
Campaign management, if activated
Google or Meta campaigns built, managed and reported on as part of the month.
Nothing is bundled: you pick the pieces you want and each one is quoted separately, so you never pay for something you are not using. Any media budget is paid directly by CYP Wheels.
Investment
Investment

Three phases, priced separately

Phase 01
Strategy and roadmap
CHF 2,900
Up to 6 weeks from kick-off
Buyer and competitor analysis
Positioning and messaging
Channel strategy, tested against demand
Prioritised 90 day plan
Available on top
Market and language assessment+ CHF 900
Phase 02
Website and search
CHF 2,900
4 weeks, after Phase 1
User experience review
Product content and editorial plan
Keyword and page map
Implementation brief for your agency
Available on top
Page copy, up to five priority pages+ CHF 900
Review of the finished build+ CHF 900
Phase 03 · optional
Ongoing support
À la carte
Priced once we know what you actually need, after Phase 1
Content planning
Social media posting, if you want it
Shop outreach planning and list building
Channel guidance and performance review
Paid campaigns, if and when activated
Measurement and dashboard, once there is data
Booked together
Phase 1 and Phase 2 as one project
The strategy and the website work run back to back, with one kick-off and one invoice schedule.
CHF 5,800
CHF 5,400
Invoiced from the Netherlands in Swiss francs, without Dutch VAT, payable within 14 days. Phases 1 and 2 are invoiced 50% at kick-off and 50% on delivery; anything taken from Phase 3 is quoted and invoiced separately. Two revision rounds included on every deliverable. Not included in any phase: media budget, translation, photo and video production, website development and third party tools, all arranged and paid directly by CYP Wheels.
Timeline
Indicative timeline

The full journey, at a deliberate pace

Milestone Meeting / check-in Work phase Your web agency
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
Kick-off
✍️
Analytics and catalogue review
Buyer and competitor analysis
Check-in: first findings
💬
Channel strategy and 90 day plan
Phase 1 delivered, working session
🎉
Website and search review
Shop outreach can begin
Check-in: walk through the brief
💬
Brief handed to your web agency
▶
Fixes implemented (your agency)
À la carte support, if you want it
Kick-off
Week 1
Analytics and catalogue review
Weeks 1 to 2
Buyer and competitor analysis
Weeks 2 to 4
Check-in: first findings
Week 4
Channel strategy and 90 day plan
Weeks 4 to 6
Phase 1 delivered, working session
Week 6
Website and search review
Weeks 6 to 9
Shop outreach can begin
From week 6, in parallel
Check-in: walk through the brief
Week 9
Brief handed to your web agency
Week 10
Fixes implemented (your agency)
Weeks 10 to 14, in parallel
À la carte support, if you want it
From week 11
Phases are modular and can run one at a time. Outreach to shops can begin as soon as Phase 1 delivers the list, in parallel with the website work, so the plan does not wait on the site. This can all move faster: the pace depends mostly on how quickly your answers and approvals come back.
How we work
How we work

Simple, honest, modular

💬
Communication
Email and WhatsApp, with calls when a decision needs a conversation. Fast answers, and always from someone who knows your account.
🧩
Pick and choose
Each phase stands on its own. Take one, take all three, or stop after Phase 1: no hard feelings either way.
🤝
Your agency stays your agency
I brief, they build. No attempt to replace the people already looking after your website, and no hidden margin on their work.
📅
Approval flows
Shared Google Docs, clear deadlines, two revision rounds on every deliverable.
🌱
It starts from you
CYP Wheels stays your brand. Sixteen years of knowledge is the raw material: I organise it and put it where buyers are looking.
🔑
You own everything
Strategy, briefs, keyword lists, calendars and accounts are delivered to you and belong to CYP Wheels.
Let's begin
Next steps

Two small steps to get going

1
Tell me which phases you want, and we confirm the scope together.
2
Kick off with a short questionnaire by email and a call, plus a list of the documents to hand over.
One honest note
Search compounds over months. Outreach can start conversations now.
If Phase 1 confirms the shop channel, those conversations can begin as soon as we have the list, in parallel with the website work. Search and content are worth doing, but they pay back slowly. I would rather set that expectation now than after you have signed.
Take what is useful, leave what is not. The roadmap is yours either way.
About PBV Agency
Why PBV

A boutique agency
for brands with a soul

15+ years of marketing expertise
Across luxury, fashion, hospitality, sport and lifestyle.
Senior attention, start to finish
You work with me on the strategy, and I bring in specialists when the work calls for it.
Strategy and execution, under one roof
From the channel plan to the post that goes out on Tuesday.
Amsterdam-based, European mindset
Working across Switzerland, Italy, France and the Netherlands.
A trusted network, when you need it
Designers, developers and creators, briefed and coordinated by me.
Get in touch
Email
pauline@pbvagency.com
Website
pbvagency.com
Based in
Amsterdam, the Netherlands
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