Clabi Hairline
Proposal — Clabi Hairline Nigeria

A new store, built without the faults of the old one.

This is not a repair job on the site you have. It is a new website, built from the ground up so the problems below cannot exist on it — running alongside your current Shopify until it is stable, then taking over from it. This is the call of 11 September put on paper so you and your partner can read the same thing at the same time.

Fee ₦1,500,000 — one-off Scope New store + Academy, three-year infrastructure To begin 85% upfront Valid 14 days
01 — The agreement

One number, one scope, no monthly retainer

We started at ₦1,700,000. You held at ₦1,500,000 and explained why. I agreed on the call. That is the number in this document and it does not move.

₦1,500,000
One-off. Not monthly, not a retainer.
₦1,275,000
85% upfront to begin work
3 years
Hosting & infrastructure covered
₦0
Monthly Shopify bill, once you move across

The ₦200,000, said plainly

I priced this at ₦1,700,000 and I came down to meet you. I am not pretending that gap does not exist, and I am not going to raise it again mid-project or bury it in an invoice.

It is held, not owed. If international sales grow the way we both think they will, we revisit it then — as a conversation, not a bill. If they do not, you never hear about it again.

02 — Context

What this costs, against what you already spend

You told me your current agency runs at ₦1,485,000 a month. I want to be fair about this rather than clever — that budget is largely media buying and ad management, which is a different job from mine. But the scale is worth seeing side by side once.

Your current agencyThis project
Cost₦1,485,000 per month₦1,500,000 once
What it buysMeta ads, strategy direction, content reviews, ad optimisation, Klaviyo, multi-platform advertisingA new store for those ads to point at — checkout, product pages, Google presence, the Academy, three years of infrastructure
Stops when you stop payingYesNo — the asset is yours
Recurring after delivery₦1,485,000/mo₦0 required — and the Shopify bill ends

Why I am not asking you to cancel anything

I am not here to replace your ads agency and I am not asking you to pause a single campaign. They are driving traffic. That part is working.

The problem has never been the traffic. It is that the traffic arrives somewhere it cannot buy from. Every naira you have spent on ads has been pointed at a store that could not take a foreign card and had nothing written under the product. Give those same ads somewhere that can take the money, and the budget you are already spending starts working for the first time.

03 — The stack

Priced separately, this is ₦5,310,000 of work

I told you on the call it was over five million and you asked me to show my working. Here it is. These are what each piece costs when bought on its own — from me or from anybody else.

DeliverableBought on its own
New store build — checkout, catalogue, navigation, multi-currency₦1,450,000
56 product descriptions written from scratch₦560,000
Academy landing page & automated enrolment₦800,000
Three years hosting & infrastructure₦900,000
Quarterly SEO strategy reviews — four sessions₦600,000
Migration & tested redirect map₦450,000
Loyalty system & merchandising₦300,000
Google Business Profile & local search setup₦250,000
Total, bought piece by piece₦5,310,000
What you are paying₦1,500,000

Why it is not ₦5,310,000

Because it is one project, done by one person, in one pass. Eight separate suppliers means eight discovery calls, eight handovers and eight people blaming each other when the checkout breaks. Doing it together is genuinely cheaper to deliver, and I am passing that on rather than pocketing it.

It is not cheaper because it is less. Every line above is in section 05, in full.

04 — The maths

Three wigs. That is the whole project.

I am not going to forecast your revenue. But the arithmetic on what it takes to pay this back is short enough to do in your head, so here it is.

2.2
Units at ₦680,000 to cover the entire ₦1,500,000
6
Academy places at ₦250,000 to cover it instead
30 days
How long your current ad budget takes to spend this much
0
Orders the store has taken so far

The number I keep coming back to

You are spending ₦1,485,000 every month on advertising pointed at a store that cannot take a foreign card. That is roughly this entire project fee, spent again every thirty days, on traffic that arrives somewhere it cannot buy from.

Three wigs pay for this. One month of your ad budget pays for it. And unlike the ad budget, you only pay it once.

What I am not claiming

That you will sell three wigs because of me, or that a number here is a promise. I do not know what you will sell and neither does anybody who tells you they do. What I am saying is narrower and I will stand behind it: right now she cannot pay you at all. Everything above is what changes once she can.

05 — Scope

What ₦1,500,000 covers

Six workstreams. Everything below is included at the agreed price — there is no line here that becomes an extra later. Read it as a specification for what is being built, not a list of repairs.

A

Checkout & payments — so she can actually pay you

  • Guest checkout as the default. No sign-in wall, because one is never built
  • Multi-currency configured so a buyer in London sees pounds, not naira
  • International card acceptance tested end to end, not assumed
  • Payment marks, delivery terms and returns shown where she can see them before she commits
  • A live test order placed from a foreign card before we call it done — you will watch it land
B

The 56 products — so there is something to read

  • All 56 descriptions written from scratch: length, texture, lace, density, origin, care, delivery
  • Clean product URLs on the new site, with every old Shopify URL redirected to its correct new page — nothing lost in the move
  • Browse by length, texture, lace size, cap type and price — not by colour names only
  • A search bar that returns products
  • Homepage and collection titles rewritten for what buyers actually type
C

Being found — Google, local, and AI answers

  • Google Business Profile created, verified and populated — vendors with no website are currently outranking you on this alone
  • Structured data so your products can appear properly in search and be cited by AI assistants
  • Review collection built into the flow, including the 50% class-discount incentive we discussed
  • Quarterly SEO strategy review — four sessions across the year, measured against a baseline taken in week one
D

The Academy — automated enrolment

  • A dedicated Academy landing page, built to the design standard we discussed on the call
  • Your 30+ existing video reviews given a proper home on the page
  • Direct payment integration — she adds the class to cart and pays like any other product
  • Automatic access on payment. No DMs, no manual adding, no chasing
  • Full flow detailed in section 06
E

Keeping them buying

  • Loyalty system — points on purchase, redeemable against future orders
  • Bundles and frequently-bought-together on the product pages
  • WhatsApp intent buttons — "Ask about this wig", "Check my delivery", "Book a revamp" — each pre-filled so you know what she wants before you reply
F

The new platform, and getting off the Shopify bill

  • A new website built from the ground up — not a patch on the existing store. Every fault in section 08 is designed out rather than repaired
  • Three years of hosting and infrastructure covered within this fee
  • Your current Shopify and Klaviyo keep running, untouched, while the new site is built. Nothing is switched off on a promise
  • When the new site is proven stable, we migrate: catalogue, customers, and a tested redirect for every old URL
  • Only then does the Shopify subscription get cancelled — and the monthly bill stops for good
06 — The Academy

She pays, and she is in. You do nothing.

This was the part you lit up about on the call, so here it is in full. Today a student pays and then waits for you to notice and add her by hand. That is a job. After this, it is not.

Today

She asks about a class→ You reply by DM→ You send account details→ She pays — or goes quiet→ You add her manually→ You do this every single time

After

She adds the class to cart→ She pays on the site→ Thank-you page, instantly→ Auto access to the Telegram community→ Course videos released to her→ Access closes automatically at 90 days

The detail behind that

Delivery. Your course videos stay where they already are — pre-stored and organised. Payment triggers the thank-you page, which carries her access link. Nothing is emailed manually and nothing sits in your inbox waiting for you.

Access control. Links rotate and disable automatically on a 90-day cycle. A student who paid for a three-month class gets three months. When it ends, it ends — without you having to remember, and without an awkward conversation.

Reviews. You said students would not leave reviews. They will if there is a reason to: a 50% discount on their next class, offered automatically once they complete. Your 30+ existing video reviews go on the page from day one, alongside Instagram links to past student work.

What this is worth. At ₦250,000 a place, the enrolment flow does not need to fill many classes before it has paid for the whole project.

07 — Boundaries

What is not in this price

I would rather you read this now than discover it in month two. These are real exclusions, and each one has an honest reason.

A full student dashboard with individual encrypted logins

Higher tier

Personalised logins per student, restricted and encrypted to stop content being shared, is the ₦2,200,000–₦2,500,000 build we discussed. It is genuinely more work and I am not going to pretend otherwise. What you are getting instead is a landing page with direct payment and automated access — which does the selling job without the dashboard.

When to add it: once class volume makes content-sharing a real cost rather than a worry.

Meta ads and media buying

Your agency

Your existing agency handles this and I am not touching it. No campaign is paused, no budget is moved. Ad spend itself is separate from this fee and always was.

Klaviyo email marketing

Stays as-is

As you asked — Klaviyo and your current Shopify setup stay live and untouched until the new platform is fully stable. Migrating email flows mid-build is how people lose lists.

Product photography and video

Add-on

Shooting the collection on real models is the single biggest trust lever on a ₦680,000 unit, but it is a production cost, not a build cost. Priced separately whenever you want it.

08 — The case

The faults the new site does not inherit

These are from the audit of your live store. I am not listing them to sell you a repair — I am listing them because each one is a decision the new build makes differently from day one. You can check every one on your own phone in about two minutes, and you should, before you pay anybody anything.

The store sells in naira, to Nigeria, only — while your buyers are abroad

Critical

A customer in London or Houston reaches your checkout and cannot complete a purchase in her own currency, on her own card. This is the single reason the store has taken no order. The new site is built multi-currency and international-card-ready before a single product goes on it.

Nobody can buy without creating an account and passing two codes

Critical

A sign-in wall between a willing buyer and a ₦680,000 purchase. Every extra step costs you orders, and this is several. The new site has no account wall at all — she can buy as a guest on her first visit.

44 of your 56 products have a completely empty description

Critical

Your ₦580,000 wig has a photograph and nothing else. No length, no texture, no density, no origin, no care. Google cannot rank an empty page and a buyer spending half a million naira will not gamble on one. No product goes onto the new site without its description written.

33 product URLs name a different product than the page they land on

Critical

Confusing for a buyer, actively damaging for search. The new site is built with correct URLs from the start, and every old one redirects to the right new page when we move across.

No Google Business Profile — while vendors with no website outrank you

High

A local search for hair in Lagos returns suppliers operating from a listing alone. You have a real brand, a real address and a real catalogue, and you are invisible to that search. This is free to fix and nobody has fixed it.

Not one payment logo anywhere on the site

High

Competitors at a fraction of your price point show Visa, Mastercard and Paystack marks under a "Guaranteed Safe Checkout" heading. A ₦60,000 wig is given more reassurance than your ₦1.9m one.

The out-of-stock problem is not showing up today

Verified clear

You paid to have this fixed and it appears to have held. I am telling you this because a proposal that finds only disasters is a proposal that is selling you something.

09 — How it runs

The order of work

The new site is built quietly in the background while your current store keeps trading. Nothing is cut over until it is proven. Timings are indicative and run from access handover, not from signature.

Day 1–2

Access and baseline

  • Handover of Shopify, domain, payment gateway, GA4, Search Console, Instagram — through proper invites, never over WhatsApp
  • Google Business Profile submitted immediately; verification takes days and there is no reason to wait for the site
  • A baseline report taken, so every later number is measured against something real
Week 2–6

The new site gets built

  • Built correctly from the ground up: guest checkout, multi-currency and international cards are foundations, not additions
  • All 56 product descriptions written and loaded — no product goes on without one
  • Clean URLs, and navigation by length, texture, lace, cap and price
  • Payment, delivery and returns reassurance designed into the page rather than bolted on
  • Your current store keeps trading throughout. Nothing about this is visible to your customers yet
Week 4–7

The Academy

  • Landing page built on the new site, reviews and student work in place
  • Payment, thank-you page and Telegram access automated end to end
  • 90-day access rotation configured and tested on a dummy enrolment before a real student touches it
Week 7–8

Migration and cutover

  • Catalogue and customer data moved across
  • A redirect written and tested for every old Shopify URL, so no link and no search equity is thrown away
  • The two sites run side by side until the new one is proven — then the domain points at it
  • Loyalty and bundles live; Google profile populated with first reviews collected
  • Walkthrough recorded so your team can run it without me. Balance due
After

The Shopify subscription gets cancelled

  • Only once the new site has been trading stably — never on a promised date
  • That monthly bill stops, permanently, and does not come back
Quarterly

Strategy reviews

  • Four sessions across the year: what moved, what did not, what to point the ad budget at next
10 — Your side

What I need from you, and when

Every timeline in section 09 assumes these arrive. None of them cost you money. All of them cost you the project date if they are late, so I would rather put them on paper now than raise them as excuses in week five.

Day 1

Access, through proper invites

  • Shopify, domain registrar, payment gateway, GA4, Search Console, Instagram, and the Telegram group used for the Academy
  • Sent as collaborator invites to my own login — never your password over WhatsApp. If I ever ask you for a password, something has gone wrong
  • Without registrar access I cannot move the domain at cutover, and everything else stalls behind it
Week 1

The facts about your 56 products

  • Length, texture, lace type, cap size, density, origin and current price — a spreadsheet or a voice note, whichever is faster for you
  • I write all 56 descriptions. I cannot invent the specifications, and a description with a wrong cap size is worse than an empty one
  • This is the single item most likely to hold up the build, because it is the one only you can answer
Week 1—2

Photographs

  • Your existing product images, at the largest size you have them — originals, not screenshots or WhatsApp forwards
  • New photography is not in this price. It is the add-on in section 07 if you want it, and it is the one add-on I would actually argue for
  • If a product has no usable image, it does not go on the new site. I will tell you which ones those are rather than quietly publishing a grey box
Week 3—4

Academy material

  • Course outline, what a student actually gets, duration, and the price you are charging
  • Reviews, testimonials and student work — photos or screenshots, whatever you have
  • Admin rights on the Telegram group, so enrolment can be automated into it
Throughout

Decisions inside three working days

  • When I send something for approval, I need a yes, a no, or a specific change within three working days
  • One of you is the decision-maker. You and your partner read this together, then tell me which of you I am confirming things with. Two people approving separately is how an eight-week build becomes fourteen
  • Silence is not approval. I will not publish anything on the assumption that you meant yes

What happens if these slip

The date moves. The price does not. I am not going to invoice you for waiting, and I am not going to pretend a delay on your side is a delay on mine — I will tell you the new date in writing the week it happens, and you will not find out at the end.

11 — Proof

You have not worked with me before

You are being asked for ₦1,275,000 by somebody you met on Instagram. That is a real risk and I am not going to talk you out of feeling it. What I can do is point at the things you can verify yourself, today, without taking my word for any of it.

I audited your store before you paid me anything

Already done

Everything in section 08 was found before this proposal existed, on my own time, on your live site. Every single finding has a screenshot behind it and can be checked on your own phone in about two minutes. Open your store on a foreign card. Try to check out as a guest. Open any three products and read the descriptions.

If I had padded that list with things that were not true, you would have caught me before you paid. That was deliberate.
Google Maps local results for "clabi hairline" in Lagos
Searching your own brand name in Lagos. Hairline Luxury, hairlinepro and LuchiHairline all hold map positions with reviews attached. Several of them have no website at all. You are not on this map, because there is no Google Business Profile to put you there — which is why that is day one of the work, not week six.
Google AI Overview answering a wig pricing question, citing other brands
Google answering “how much is an original wig?” before any website gets a click. It is citing Best Wig Outlet, Wig Studio and a YouTube channel. This is where buying decisions are now being made, and it is built entirely out of pages that have something written on them. Yours have nothing written on them.

Every account ends up in your name, not mine

Your leverage

Domain, hosting, Google profile, analytics, payment gateway — all registered to you. If this goes badly, or you simply want somebody else, you change one password and nothing breaks. I do not hold your domain, so I have no way to hold you.

The usual way an agency keeps a client is by owning something they need. I would rather you stayed because the work is good.

The 15% is held back until you have seen it working

Your leverage

₦225,000 is not due until handover and walkthrough. Nothing is cut over to the new site until it is proven and you have said go. Your current store keeps trading the entire time, so there is no point in this project where you are without a shop.

What I am not going to do here

I am not going to show you a wall of logos, a screenshot of a revenue dashboard that could belong to anybody, or a five-star review I wrote the brief for. You have been sold to before — by Shopify, by an ads agency, by whoever built the site you have now — and every one of them had a portfolio.

The audit is the portfolio. It is work I did on your business, for free, before asking for anything, and you can check every line of it.

12 — Terms

How payment works

WhenWhatAmount
To begin85% upfront — work starts on receipt₦1,275,000
On deliveryRemaining 15%, after handover and walkthrough₦225,000
TotalOne-off. No retainer, no monthly fee.₦1,500,000

Ownership

Every account stays in your name. Domain, hosting, Shopify, Google profile, analytics — all of it registered to you, not to me. If you ever want to work with somebody else, you change one password and nothing breaks. I have seen too many businesses held hostage by an agency that owned their domain.

What I will not promise

I will not promise you a ranking position, a traffic number, or a revenue figure. Nobody can, and anyone who does is selling you something.

What I will promise: every change is tested on the live site after it ships, every number in every report is measured rather than forecast, and you keep full ownership of every account we touch.

13 — Questions

The things you have not asked me yet

These are the questions that normally come up after somebody has read a proposal twice and started looking for the catch. I would rather answer them here than have them sit in your head while you decide.

Why not just fix the site I already have?

Because the faults are not bugs somebody forgot to fix. A store that cannot take a foreign card, forces an account before checkout, and has 44 products with nothing written on them is not a site with problems — it is a site built without anyone asking how a woman in London actually pays for a wig.

Repairing all of that costs close to what building it properly costs, and at the end of it you are still renting Shopify every month and still living with decisions somebody else made. You build it once, correctly, and move across when it is proven.

What happens to my current store while you build?

Nothing. It keeps trading exactly as it is, untouched, for the entire build. Your Klaviyo flows keep running. Your ads keep pointing where they point.

There is no day in this project where you do not have a shop. The new site is built quietly alongside, and it only becomes your store on the day you say so.

What if I get to the end and I do not like it?

You see it before anything is cut over. The site is built, you walk through it, and the switch only happens on your go-ahead. Revisions within the agreed scope are included — I am not going to nickel you for changing your mind about a colour.

The ₦225,000 balance is not due until after that walkthrough. If it is not right, it is not handed over, and it is not paid for.

What if it runs past eight weeks?

Then it runs past eight weeks and it costs you nothing extra. The timings in section 09 are indicative and run from access handover, not from the day you pay.

If the delay is mine, that is my problem to absorb. If it is because approvals or product details are sitting with you, the date moves — I will tell you in writing the week it happens rather than letting you find out at the end.

Do I have to cancel my Shopify subscription?

Not until the new site has been live and stable and taking orders. Cancelling early to save one month is how people end up with no shop at all.

You cancel it yourself, from your own account, when you are satisfied — not on my say-so and not on a promise.

What about my ads agency and my Klaviyo?

They stay. Media buying is not in this price and is not something I am trying to take off anybody. Klaviyo stays live and untouched — migrating email flows mid-build is how people lose their list.

What changes is what the ads are pointing at. The same spend against a store that can take a foreign card is a different piece of arithmetic entirely.

Who owns everything when this is finished?

You do. Domain, hosting, Google Business Profile, analytics, payment gateway — every account registered in your name, not mine.

If you ever want to work with somebody else, you change one password and nothing breaks. I have seen too many businesses held hostage by an agency that quietly owned their domain.

What happens after the three years of hosting run out?

You renew it directly, at whatever it costs then, in your own name — or you ask me to quote for it. There is no automatic renewal, no card on file, and nothing switches off without warning.

Three years is covered in the ₦1,500,000. It is not a trial that converts into a subscription.

Can I pay less than 85% upfront?

The 85% is what makes this a one-off number instead of a retainer. It covers the hosting, infrastructure and tooling that get bought at the start rather than drawn down monthly.

That is the term, and it is why there is no monthly fee attached to any of this. The price is held for fourteen days.

What if I want more pages or more products later?

Quoted separately, as a piece of work, when you want it. There is no retainer and no bundle you have to be inside to get my attention.

The four quarterly strategy reviews in section 05 are already included for the first year, so there is a scheduled point to raise this without it costing anything.

14 — Next

Three things, and we start

You

Read this with your partner

  • That was the one thing you said you needed to do before confirming. Take the time — it is a fourteen-day price, not a today price.
You

Send the 85%

  • ₦1,275,000. Work begins the day it lands, starting with the Google profile so verification is already running.
You

Send your WhatsApp number

  • So we move off Instagram and coordinate properly from there.

One last thing

You have spent real money already — on Shopify, on ads, on a stockout fix — and none of it has produced an order. That is not because the money was wasted or the people were bad. It is because all of it was pointed at a store that could not take a foreign card and had nothing written on it.

This is why I am building you a new store rather than patching that one. Those faults are not bugs somebody forgot to fix — they are what you get when a store is put together without anyone asking how a woman in London actually pays for a wig. You do not repair that. You build it properly once, move across when it is proven, and stop paying rent on the version that never worked.