Big Dog Energy — Implementation Plan

How this plan is structured

One phase per working session. Each phase is scoped to be finished in a single sitting rather than picked at across a week.
Phases 1–3 are desk-based. No photography, no styling, no creative decisions — they build momentum and deliver visible results before any production work starts.
Phase 4 should not be split. The reference session is set up once and shot in one pass; splitting it across days costs consistency in the resulting imagery.
Time estimates are guides. Shipping a task at good-enough beats holding it for perfect — everything here is revisable once live.

Review what's already configured

Shopify admin · assessment only, nothing built

30 min

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Three set products and five collars are already configured in the store but not yet released. Much of Phase 7 may already exist. Assess what's there before building anything new.

Filter Products by Unpublished and record what the three set products and five collars actually are.10 minnames, prices and image counts captured for all eight Make a call on each of the eight: release, rework or retire. Record the decision without acting on it yet.10 mineight products, eight decisions Rewrite the Dog Collars collection description. It currently carries lead copy — "A soft padded dog leash with strong nylon…"3 mindescription describes collars Confirm the Cap — Big Dog Energy price. Listed at $15 against $39 for the rest of the cap range.2 minprice corrected or confirmed intentional Assess the harness draft asset. All five harness pages currently run a working draft file as their second image. Decide whether it holds until Phase 6 or comes down now.5 mina documented keep-or-replace decision

Complete the lead product pages

Copywriting · write once, apply five times

60 min

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The five lead pages currently carry a price, one image and a buy button with no description. Closing this gap requires no photography and delivers five sellable pages in an hour — the highest return per hour in the whole plan.

Write one lead description, following the structure of the harness page: opening hook, use case, feature bullets, materials, care. 150–200 words.35 minone approved description drafted Apply it across all five lead pages, adjusting only the colour name.15 minall five pages carry copy Add the stated lead length in centimetres to each page. It's a common pre-purchase question and appears nowhere on the site.5 minlength stated on all five Add a three-question FAQ block to each lead page, matching the format used on the harness page.10 minFAQ live on all five

Structural fixes

Navigation and settings · no creative work

45 min

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Small configuration changes that consolidate search authority and surface products that are currently hard to find.

Redirect /collections/dogs to /collections/shop-all-dogs via Online Store → Navigation → URL Redirects.5 min/dogs resolves to Hound Gear Redirect /collections/humans to /collections/human-gear.5 min/humans resolves to Human Gear Add Shop All Walking Gear to the Shop menu. At 30 products it's the widest catalogue on the site and currently has no menu entry.5 minappears in the Shop dropdown Add the Puffer Jacket Size Guide to the footer, matching the harness guide.3 minboth size guides in the footer Resolve the empty blog. /blogs/news resolves with no articles — either unlink it or publish a first post.5 minno empty blog reachable from the site Surface the Personalisation add-on. It currently appears only within the Harness collection. Add it to Hound Gear.5 minvisible in at least two collections Decide on the free-shipping threshold. Harness and lead together come to $93 against a $99 threshold. Either lower it to $89 or hold it and let the $124 kit carry the basket.10 mina decision recorded either way

Reference photography session

One setup, one pass · complete in a single session

90 min

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Everything downstream depends on these frames. Clean packshots already exist for all 31 products, so this session only covers what can't be generated accurately without a reference — group layouts, macro texture and interior views. Roughly 17 frames.

Shot list — 17 frames, in order

Harness and matched lead together — flat, top down. Two colourways.
Complete kit group — bag, harness and lead together, flat, top down.
Human set group — cap, bag and bottle together, flat, top down.
Macro: harness buckle with reflective stitching in the same frame.
Macro: cap embroidery — close enough to read thread texture. Two slogans.
Macro: lead padded handle, side on so the thickness reads.
Macro: bag hardware — zip pull and clip.
Bag open with contents — poop bag roll fed through the dispenser, treats, keys, phone.
Bag with treat pouch detached, sitting alongside.
Bottle with base cup detached, cup filled, straw folded down.
Harness colourway grid — all five fanned, flat, top down.
Lead colourway grid — all five coiled together.
Bottle colourway grid — all five in a row.
Cap worn, front on, slogan legible. Reference only.

Set up: white sheet or seamless paper near a window, no direct sun, camera at highest quality setting.10 minsurface set, before handling any product Shoot frames 1–3 — the three group layouts.25 minfour group frames captured Shoot frames 4–7 — the macros. Closer than feels natural.20 minfive macro frames captured Shoot frames 8–10 — bag interior, treat pouch, bottle with cup.15 minthree frames captured Shoot frames 11–14 — colourway grids and the worn cap.20 minfour frames captured, session complete File everything into one folder, named by shot. No editing or culling at this stage.10 min17 named files in a single folder

Image production

Four sessions · batched by shot type, not by product

4 × 45 min

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Run each prompt across every colourway before moving to the next. Batching by shot type rather than by product keeps the output visually consistent and is materially faster than switching between prompts for each item.

Session A — establish the anchors. Generate one recurring dog and one recurring model to carry through every lifestyle image from here on.45 minan approved dog and model reference, saved for reuse Session B — harnesses. Prompts 01–04 across the five colourways: on-dog profile, scale trio, detail macro and personalisation close-up.45 minfull harness set generated Session C — remaining range. Prompts 05–09: lead in hand, cap on model, bottle demonstration, bag interior, puffer reversibility.45 minat least one lifestyle image per product type Session D — set heroes. One hero image for each of the three bundles, built from the Phase 4 group frames.45 minthree set hero images ready to upload

Upload, label and standardise

Mechanical · work through one product type at a time

90 min

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Repetitive but valuable. Completing one product type before moving to the next avoids errors and makes the remaining work easy to measure.

Export everything to WebP, 3:4, 2500px, using the existing filename convention.20 minone folder of correctly named, correctly sized files Upload harness imagery and retire the draft asset across all five colourways.15 minno working-draft file live anywhere on the site Upload the remaining imagery, one product type at a time: leads, caps, bottles, bags, puffers.30 minevery product carries at least four images Apply consistent image ordering across every product page: hero, in use, scale, detail, colourways.15 minthe first two images are the same type on every page Write alt text using a single pattern — "Big Dog Energy [product] in [colour], [context]" — working through one type at a time.30 minno image on the site has an empty alt attribute Convert the cap and puffer PNG files to WebP. These are currently the heaviest product pages on mobile.10 minno PNG files remaining on product pages

Launch the sets

The revenue phase · copy already written

90 min

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The Walking Sets & Bundles collection is live and linked but has no products in it, so every visitor who clicks through reaches a dead end. All page copy is supplied in the review — this phase is assembly, not authoring.

Build The Everyday Walk Set — harness and matched lead, $79 against an RRP of $93.30 minlive with hero image, copy, five colourways and XS–XL sizing Build The Complete Walk Kit — harness, lead and crossbody bag, $124 against an RRP of $147.25 minlive, with independent bag colour selection Build The Hot Girl Walkies Set — cap, bag and bottle, $129 against an RRP of $152.25 minlive, with all three colours selectable independently Add Walking Sets & Bundles to the Shop menu, positioned above Hound Gear.5 minthe collection is reachable from the navigation and populated Sync set inventory to component stock so a set cannot oversell a colourway.10 minout-of-stock colours disappear from the set selector

Activate cross-sell

Connects the sets to the traffic already on site

45 min

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The sets exist, but customers browsing individual products still have no route to them. This phase closes that loop.

Add a "buy as a set — save $14" prompt to all five harness pages and all five lead pages.20 mina visible set link across ten product pages Add a "completes the set" module to bag, cap and bottle pages, pointing to the Hot Girl Walkies Set.15 mincross-links live across the Human Gear range Enable customer photo reviews. 29 reviews exist on the harness with no accompanying imagery.10 minthe review widget accepts photo uploads

If time is limited, start here

Phase 1 — thirty minutes to establish whether the sets are already built and simply need releasing.
Phase 2 — the lead copy. Five products move from incomplete to fully merchandised in an hour, with no production dependency.
Phase 7, first task — publish The Everyday Walk Set. It's the one item on this plan that adds revenue rather than protecting it.

Deliberately out of scope for this phase

Each of these is worth doing. None belongs in this delivery window — they either depend on work above or would dilute focus before the core range is complete.

The blog. Content marketing is a sustained programme, not a task. Unlink it for now and plan it separately.
Releasing the five collars. They require their own copy and imagery — effectively a second Phase 2 and Phase 4. Best sequenced once the sets are trading.
New products or colourways. With 31 products averaging 2.35 images each, depth returns more than width at this stage.
Homepage redesign. The homepage performs its job; the product pages are where the opportunity sits.
The Winter Walk Set. A strong seasonal concept, but a fourth set. Establish three first.
The full 113-image library. The priority list above covers roughly 40 images across the highest-traffic pages. The remainder is refinement.