Getting The Flatpack found on ChatGPT
Triangulated NZ search volume per category, July 2026. We have left bedroom furniture out of the model: at roughly 2% of sales it is not where you are pointed. Focus is mattresses and bed frames, with toppers and headboards folded in. GKP + Ahrefs + SEMrush
You started in 2019 as Otago students who could not find a decent, affordable bed that shipped flat and went together fast. Six years and 15,000-plus beds later you are a genuine NZ brand, doubling revenue two years running toward roughly $9M, with a 4.8 out of 5 rating across 569 reviews on your hero frame alone. The foundations are good. This is growth on a proven base, not a rescue.
| Channel | Conversion rate | Order value | Read |
|---|---|---|---|
| Email (Klaviyo) | 3.44% | ~$1,100 | Best, but retention only, not new customers |
| Organic search | 2.15% | ~$1,100 | Highest-value new-customer channel, under-fed |
| Google paid | 1.63% | ~$1,100 | Works, but rented and stops when you stop paying |
| Paid social | lower | ~$1,100 | High spend, low conversion |
Your Shopify attribution. Average order value sits around $1,100 (a mattress around $800 to $900, a bed frame $600 to $700, often bought together). Shopify
Non-branded category search is 96% of your impressions but only 48% of your clicks. You own your name and rank across the category, but sitting at position 8 to 20 converts almost none of that visibility into visits. AI already sends you buyers too: your analytics show an AI Assistant channel driving 19 orders and around $2,000 last quarter, with nothing optimised for it. GSC + GA4
Mattresses is a high-research, long-consideration purchase. Buyers do not know what makes a good mattress, the market is deliberately confusing, and they ask the same questions in two places now, a search box and an AI chat. Most of the demand is low difficulty.
| Term | Searches / mo (NZ) | Difficulty | AI Overview live? |
|---|---|---|---|
| mattress topper nz | 3,600 | Low (0) | - |
| bed frames nz | 2,900 | Low (1) | - |
| bed base nz | 2,900 | Low (1) | - |
| headboards nz | 2,900 | Low (0) | - |
| mattress nz | 1,900 | Mid (26) | - |
| foam mattress nz | 1,900 | Low (10) | - |
| queen mattress nz | 1,600 | Low (15) | - |
| best mattress nz | 590 | Low (0) | Yes |
Triangulated across Google Keyword Planner, Ahrefs and SEMrush (median of three), NZ. We triangulate because Ahrefs alone undercounts NZ terms badly. AI Overviews already fire on buying-decision terms like "best mattress nz", live proof the AI layer answers these now. GKP + Ahrefs + SEMrush
The validated core (34,800) grows to a full category of about 83,000 searches a month once you add the long tail, which is unusually deep for mattresses given how much people research. Strip out ads, shopping carousels, AI Overviews and pure-research queries, and roughly one search in five survives as a winnable organic click, a pool of about 16,500 a month. AI prompts (another ~7,000 to 14,000 a month) are counted separately so nothing is double-counted. Modelled
We mined 70 real questions Kiwis ask AI engines about your category, from Google's "People Also Ask", Reddit threads with hundreds of comments, and review language. The pattern is stark.
| Prompt cluster | Cited today | Flatpack? |
|---|---|---|
| Flat-pack bed frames | The Flatpack, Mocka, Target | Wins |
| Best mattress / mattress-in-a-box NZ | Ecosa, TSB Living, nzbeds, MoneyHub | Absent |
| Mattress buying (firmness, "do I need a base") | Ecosa, Consumer, review sites | Absent |
| Comparison & "best value" round-ups | Review sites, Reddit, listicles | Absent |
| Student / first-flat beds | Wise Move, The Warehouse, Stuff | Absent |
Everything here is anchored to your validated 2.15% organic conversion and roughly $1,100 order value. Share and market size are directional at plus or minus 40%. The engine has two parts: organic taking a bigger share of the 16,500-click pool, and AI search, modelled as a separate column so nothing double-counts.
Modelled organic run-rate over the engagement and beyond. Foundations land in the first six months (the flatter stretch), then content and authority compound. Hover any point on the live version for the phase and figure. This is why search and AI are a 6 to 12 month play, not a switch you flip, and why owning the system matters: it does not switch off. Modelled, directional
Chain: clicks = share x 16,500 pool; orders = clicks x 2.15% conversion; revenue = orders x $1,100. Your "today" row reconciles with your actual non-branded organic revenue, so the ladder sits on solid ground. GA4 + GSC Modelled share
| Case | Organic new | + AI search new | Combined / yr | Combined / mo | With repeat (x1.15) |
|---|---|---|---|---|---|
| Conservative | +$285,000 | +$140,000 | +$425,000 | ~$35,000 | ~$490,000 |
| Mid | +$480,000 | +$255,000 | +$735,000 | ~$61,000 | ~$845,000 |
| High | +$610,000 | +$400,000 | +$1.01M | ~$84,000 | ~$1.16M |
AI search is modelled from your existing AI Assistant orders (already ~$92K a year unoptimised), lifted as you break into the mattress answers you are absent from. Repeat multiplier is a modest 1.15x, matched to your ~8% repeat rate and growing referrals, to validate against your Shopify data. It is upside, not the headline. Modelled, plus or minus 40%
| Brand | Organic visits / mo | Keywords | Top-3 | DR | Read |
|---|---|---|---|---|---|
| Mocka | ~136,000 | 6,648 | 2,108 | 47 | Broad furniture leader, the long-horizon ceiling |
| Ecosa | ~42,800 | 2,678 | 767 | 30 | Owns mattresses, the nearer target |
| Sleepyhead | ~5,600 | 899 | 410 | 32 | Legacy brand, mostly branded traffic |
| The Flatpack | ~8,500 | 479 | 168 | 21 | Strong on bed frames, thin on mattresses |
Ahrefs, NZ, July 2026, estimated organic traffic. Ecosa is the brand to catch in mattresses, on beatable content. Ahrefs Site Explorer
Our honest sequencing: the first six months build the technical and content foundations that get you cited on your own answers and lift you from page two to the top three. Authority, the digital PR, review-site placements and Reddit presence, is the engine that runs alongside and then compounds for years after. It is a core focus we are building deep, done-for-you capability in specifically for Shopify brands, and it is where most of the long-term share-of-voice sits.
We score every brand out of 100 against our AEO Maturity Model: four pillars (Technical, Content, Authority, Measurement), each out of 25. Certified is 80 out of 100, Professional on all four, the standard we build clients to. You are at 50 today, with strong bones and a clear climb.
Here is what sits behind the score. It is content, authority and a few schema fixes, not a rebuild.
| Finding | Status | Fix |
|---|---|---|
| AI crawlers welcomed (GPTBot, ClaudeBot, Perplexity) | Strong, all allowed | Done |
| Product schema + reviews (4.8 / 569) | Valid and strong | Add GTINs |
| Organization / WebSite schema | Missing | Hours |
| Mobile Core Web Vitals | Failing (Lighthouse 54) | Weeks |
| Content engine (blog) | You have none yet | The main build |
| Authority (DR 21, 331 referring domains) | Base present, unmanaged | The long game |
| AI-visibility measurement | None yet | Baseline + tracking |
The single highest-leverage foundation fix is content: you have no blog and no buying guides, which is why you are invisible in mattresses. Building that engine is what turns the citation gaps above into revenue.
A done-for-you AI and Search transformation over six months. We build and run the whole thing on our side, so there is no platform subscription to learn and nothing for your small team to maintain. Over the six months your presence goes from winning bed frames to competing hard for mattresses.
Fix Core Web Vitals, add Organization schema and GTINs, tidy the sitemap, filter the student traffic out of measurement, and baseline your organic and AI visibility. Calibrate to your voice and positioning: mid-market affordable, not cheap.
Stand up the blog and buying-guide engine aimed at the mattress questions you are absent from, and lift your ranking pages from page two into the top three. Around 100 pieces sized to your catalogue over the six months. By day 90 you are AI-certified at 80 out of 100.
Turn on the authority engine: review-site placements, comparison round-ups, and a real Reddit presence in the mattress conversation, measured against your baseline. By month six you are transformed: cited across mattresses and bed frames, organic climbing.
Search volumes triangulated across Google Keyword Planner, Ahrefs and SEMrush (NZ), July 2026. Conversion rate, order value and organic revenue from your Google Analytics, Search Console and Shopify. Competitor footprints from Ahrefs Site Explorer, estimated. Revenue figures are directional and not a guarantee of results. Pricing is set out separately in the proposal.