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. The full keyword, prompt and cluster research behind every number here lives in The data tab. 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 | Sales / yr | Orders | Conversion | Order value | Read |
|---|---|---|---|---|---|
| Google (paid) | $3,231,277 | 2,962 | 1.63% | $1,091 | Your biggest engine, but rented; stops when you stop paying |
| Klaviyo (email) | $1,143,356 | 1,009 | 3.44% | $1,133 | Best converter, but retention, not new customers |
| Google Search (organic) | $937,692 | 812 | 1.77% | $1,155 | Your best acquisition channel after paid, and under-fed |
| Facebook (paid) | $904,627 | 804 | 0.18% | $1,125 | Huge sessions, weakest conversion |
| Direct | $338,807 | 352 | 0.31% | $963 | Your brand strength showing up |
| Instagram (paid) | $238,934 | 211 | 0.12% | $1,132 | High spend, low conversion |
| Bing (organic) | $123,857 | 98 | 5.33% | $1,264 | Small but the most efficient channel in the store |
| ChatGPT | $21,325 | 20 | 1.7–3.1% | ~$1,066 | A brand-new channel, zero optimisation yet |
Your Shopify attribution, last 12 months, last non-direct-click model, NZD. The organic engines combined (Google, Bing, DuckDuckGo, Yahoo) earn roughly $1.15M a year, second only to Google paid, on an order value steady around $1,100 across channels. Shopify attribution
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. GSC
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, and who fixes each piece. 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 |
| Agentic commerce (UCP) live | Ahead of most peers | 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, guides, FAQ) | You have none yet | The main build |
| AI-visibility measurement | None yet | Baseline + monthly panel |
The single highest-leverage build 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 below into revenue.
| Source | What it provides |
|---|---|
| Keyword volumes, triangulated | Google Keyword Planner, SEMrush and Ahrefs, taken as the median of three, plus keyword difficulty. Single tools undercount NZ badly, so we never rely on one. |
| Head-term anchors | Every AI prompt is anchored to the real, measurable keyword volumes of the search terms that sit underneath it. The anchor is the floor of what the prompt is worth, so nothing in the model rests on a guess. |
| Query fan-out uplift | One AI prompt triggers many hidden sub-searches inside the engine, and roughly 95% of those carry zero traditional keyword volume. We apply a conservative 1.3 to 1.6x uplift to the anchor rather than guessing top-down, which is why our estimates are floors, not inflation. |
| AI answer verification | Which questions already trigger a Google AI Overview or AI answer, verified in the live NZ results, and which brands get named. Every "AI live" flag in this document and the workbook is observed, not predicted. |
| Citation tracking | A fixed panel of your priority category questions, run monthly across ChatGPT, Claude, Perplexity and Google AI Overviews, logging exactly which brands get named. The panel is confirmed with you at kick-off and the baseline is taken in week one, so every month is measured against day zero. |
| Your own ground truth | Search Console, GA4 and your Shopify attribution, including the ChatGPT channel already visible in your store. Every modelled figure reconciles back to these actuals. |
Measurement runs in our own platform, built specifically for Shopify brands, so the dashboard, the data and the method are yours to keep, not rented from a third-party tool. The full research behind every table here is in The data tab. Method
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. The demand is large, the difficulty is mostly low, and the AI layer is already answering.
| Term | Searches / mo (NZ) | Your rank now | AI Overview live? |
|---|---|---|---|
| mattress topper nz | 3,600 | Page 2+ | - |
| bed frames nz | 2,900 | 7 | - |
| bed base nz | 2,900 | 11 | - |
| headboards nz | 2,900 | 9 | - |
| mattress nz | 1,900 | 3 | - |
| queen mattress nz | 1,600 | Page 2+ | - |
| mattress in a box nz | 320 | 5 | - |
| best mattress nz | 590 | Page 2+ | Yes |
Search volume triangulated across Google Keyword Planner, Ahrefs and SEMrush (median of three), NZ. Your rank is your current average Google position from Search Console. The pattern: decent on the generic terms, page two or worse on the growth terms (toppers, queen, "best mattress"), and even your strong spots leave clicks on the table (position 3 on "mattress nz" at under 3% click-through, with shopping and AI answers taking the rest). The full 53-term triangulation is in The data tab. GKP + Ahrefs + SEMrush GSC
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 built a library of 130 real questions Kiwis ask AI engines about your category, from Google's "People Also Ask", Reddit threads with hundreds of comments, review language and the head-term intent map. Here is a sample, with roughly how often each comes up a month.
| Real question | Cluster | Est. monthly volume |
|---|---|---|
| What is the best mattress in a box in NZ? | Mattress choice | ~900 |
| What is the best affordable mattress in NZ? | Mattress choice | ~700 |
| Is a mattress in a box actually any good? | MIB education | ~600 |
| What is the best mattress for back pain in NZ? | Firmness | ~450 |
| What is the difference between a double and a queen bed? | Sizes & fit | ~450 |
| Are mattress toppers worth it, or should I buy a new mattress? | Toppers | ~400 |
| Do I really need a bed base, or will slats do? | Bed bases | ~300 |
| How do I furnish my first flat on a student budget? | Student / first flat | ~350 |
A sample of the 130-question library, all of it in The data tab with per-question volume, priority and ownability. Volumes are directional floors (head-term anchor plus fan-out uplift). 122 of the 130 are questions you can uniquely or credibly own. Directional
And here is who the AI answers name today, cluster by cluster, versus where you show up.
| 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 |
The same demand, grouped into the territories a plan executes against, each scored on how much of it you can realistically own. Priority weighs demand, whether AI is live, and whether you can win it uniquely.
| Territory | Coverage today | Demand | AI | Priority /5 | What we build |
|---|---|---|---|---|---|
| Mattress choice & best-of | Products only, no guides | High | Yes | 5 | The comparison and best-of hub: best mattress in a box NZ, the NZ-owned angle, price-band guides, honest Ecosa comparisons. The single biggest win. |
| Mattress-in-a-box education | None | Med + AI | Yes | 5 | The doubt-and-how-to set (expansion, downsides, durability, returns). Un-owned PAA territory; the fastest citation wins in the category. |
| Firmness & comfort | None | Med + AI | Yes | 5 | The firmness guide, sleep-position and back-pain content. Fixes the confusing-market problem in your honest voice. |
| Sizes & fit | None | Med + AI | Yes | 4 | The definitive NZ bed-size chart, room-fit and couple-sizing guides. Citable tables AI loves. |
| Bed frames & flat-pack | Strong (the beachhead) | High | Yes | 4 | Defend and extend: strength and weight ratings, the no-creak story, flat-pack vs traditional, storage beds. |
| Bed bases & slats | Products only | Med + AI | Yes | 4 | The do-I-need-a-base answer set and compatibility guides; routes the Reddit debate to your range. |
| Toppers | New category, no content | High | Yes | 4 | Topper-vs-replace decision content on the biggest head term (3,600/mo); launch content for the new range. |
| Student & first flat | Student page + sub-brand | Med + AI | Yes | 4 | The first-flat furnishing hub: checklists, budgets, moving guides. Your origin story and perfect ICP, currently answered by removal companies. |
| Headboards | New category, no content | Med | Yes | 3 | Attach and compatibility how-tos plus the renter angle for the new range. |
| Care, trial & lifespan | Sparse (assembly only) | Med + AI | Yes | 3 | Care, warranty-in-plain-English, disposal and trial mechanics. Trust content that closes the online-buying doubt. |
Priority is a 1 to 5 score, where 5 means lead with it now; it is not a count of pieces. Content requirement: roughly 50 to 70 pieces to own the core (mattress choice, mattress-in-a-box education, firmness and sizes), and 100 to 150 over the six months for full category coverage. Unlike most brands we audit, this is almost all net-new: your blog is empty, so every guide is a new asset, tightly interlinked with your collection and product pages. The full cluster maths is in The data tab. Cluster model
Every figure here is anchored to your own numbers: your organic conversion (2.15% in GA4 over the last 90 days, 1.77% on your Shopify attribution over 12 months, we model on the GA4 figure with the student-traffic caveat noted above), your roughly $1,100 order value, and a baseline of about $570,000 a year of non-branded organic revenue. Share and market size are directional at plus or minus 40%. The engine has two parts that compound together: organic taking a bigger share of the winnable pool, and AI search, where ChatGPT already sends you orders.
One curve, one case: this is the mid case arriving. Roughly ~10% of the new revenue is live by month 3 (foundations), ~35% by month 6 (certified, content shipping), ~70% by month 9, and all of it by month 12, where the curve ends at $1.31M, exactly the mid-case run-rate in the table below (your ~$570K baseline plus $735K new). It keeps compounding past the engagement, and it does not switch off. Hover any point on the live version for the phase and figure. Modelled, directional
| Case | Organic + AI new / yr | With repeat (×1.15) | New / mo | Run-rate (baseline + new) |
|---|---|---|---|---|
| Conservative | +$425,000 | ~$490,000 | ~$35,000 | ~$995,000 |
| Mid | +$735,000 | ~$845,000 | ~$61,000 | ~$1.31M |
| High | +$1.01M | ~$1.16M | ~$84,000 | ~$1.58M |
Roughly two-thirds of each case is organic search (the climb in the curve above) and one-third is AI search, modelled from the AI traffic already converting in your store (ChatGPT alone: ~$21K and 20 orders in the last 12 months on your Shopify attribution) as you break into the mattress answers you are absent from. The repeat multiplier is a modest 1.15x, matched to your ~8% repeat rate and growing referrals. Run-rate is simply your ~$570K non-branded organic baseline plus the new revenue. 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 foundations and content phases 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.
A done-for-you AI and Search transformation over six months, built and run on our side so there is nothing for your team to learn or maintain. It moves through three phases: foundations (Core Web Vitals, schema and GTINs, the student-traffic measurement fix, your baseline), owning your territories (the mattress hubs, the education pair and around 100 to 150 pieces across the six months, with content production starting as soon as everything is calibrated to your voice and positioning, mid-market affordable, not cheap), and authority and compounding (the review-site placements, round-ups and Reddit presence AI trusts). We move into each phase as your site is ready for it rather than on a stopwatch. Behind it, we are building the platform you will own, exclusively for Shopify brands: an early version is only weeks away, and by the end of your six months it is a comprehensive system your team can log into and run. Everything is yours to keep: the foundations, the content, the links and your AI-Ready certification.
The full breakdown, deliverables, your time commitment and pricing live in The offer tab.
Traffic, orders, revenue and rankings are from The Flatpack's own Google Analytics, Search Console and Shopify (attribution last 12 months, last non-direct-click model; GA4 last 90 days), online store only, excluding the separate student business where noted. Search volumes triangulated across Google Keyword Planner, Ahrefs and SEMrush (NZ), July 2026. Competitor footprints and Domain Ratings from Ahrefs Site Explorer, estimated. AEO score from our AEO Maturity Model against a live crawl. Revenue figures are directional, modelled from your own conversion and order value, and are not a guarantee of results. Pricing is set out separately.