A 12-slide diagnostic on where Ireland's same-day Dublin trade supplier stands today, what's invisible to AI engines, and what the next 90 days look like.
Prepared for Harvinder Bhogal | by Online Optimisers | Donal Murray
Five validated keywords. Zero AI citations. Two domains in transition. One real and undisclosed competitor.
Filler Boutique offers same-day Dublin dispatch and overlapping brand catalogue. They rank where you don't. They are the most direct named-but-undisclosed threat.
| Competitor | Same-day Dublin | Trust gate | Pillar content | AI citations (of 200) | Founder visibility |
|---|---|---|---|---|---|
| OFAB (today) | Yes | Open | 0 pillars | 0-1 | Latent |
| Rosevel | No (next-day) | Soft | Basic blog | 38 | Medium |
| Healthxchange | No (UK origin) | Hard gate | Academy (200+) | 36 | Low-medium |
| Filler Boutique UNDISCLOSED | Yes | Soft | Medium | 24 | None |
| Derma Direct | No | Soft | None | 5 | None |
| John Bannon Pharma | No | Hard (pharmacy) | None | 3 | Corporate |
Probabilistic citation share, measured across ChatGPT, Perplexity, Google AI Overviews, and Claude on 50 buying-intent queries. 200 cells total.
Citation framing is probabilistic per ASAI 7th and AI ranking standards. Outcomes framed as "increased likelihood of citation", not "ranked number 1". Live retest in this call.
Organic content depth, ASAI-compliant marketing, manufacturer partnerships, and practitioner education. Not separate workstreams - one integrated 90-day plan.
The 5-cluster, 59-page hub-and-spoke pillar engine targeting your validated head terms plus 50 long-tails. Per topical-cluster-strategy.md.
Practitioner-only soft-gate, ASAI 7th compliance posture page, plain-English regulatory content for Cluster 1.
Brand-stockist citations from IBSA, Mastelli, Marllor, Across, Teoxane, Professional Derma. Real authority signal.
Members-only training portal counter to Aesthetic Source. Tied to IMC and IAPN CPD.
Free 30-day sprint owning the ofabaestheticswholesale.ie -> ofab.ie 301 swap. Canonicals, sitemaps, GSC Change of Address, internal-link rewrites, schema rollout (Product, FAQPage, MedicalWebPage), B2BKing soft-gate, founder bio + trust hub published.
Cluster 1 pillar live + 4 spokes. Cluster 5 pillar live + 3 spokes. Cluster 3 (bio-stimulators) pillar live + 4 spokes. Brand-stockist outreach to IBSA, Mastelli, Professional Derma, Marllor. First trade-press placement (Aesthetics Journal IE).
Practitioner training portal MVP scoped + first 5 modules. Clinic-intake chatbot pilot live for 1 chosen clinic. AI ranking probe re-run, target 5-10 of 200 cells citing OFAB. 3-5 named clinic case studies published.
Five KPIs reported monthly. Plus one big quarterly metric.
Today: 0-1/200 cells
90 days: 5-10/200
180 days: 15-25/200
Today: baseline (TBC at GSC access)
90 days: +30% sessions
180 days: +80%
Today: 0 (open catalogue)
90 days: 80-150 verified
180 days: 200+
Today: ~60 (estimate)
90 days: +30 (pillars + spokes + brand pages)
180 days: +60
Today: <50 (estimate)
90 days: +20
180 days: +50
Average revenue per verified clinic.
Behavioural lock-in measured by re-order velocity and tier-graduation rate.
A B2B aesthetic-supplier value-add neither Healthxchange, Rosevel, nor Filler Boutique offers. Free 30-day pilot for one of your chosen clinics on signing.
Tier 1.5 retainer pricing. Mid-market for IE B2B medical-supply clients. Not the cheapest. Not Healthxchange-tier premium. Right-sized for OFAB's stage and trajectory.
Migration QA + technical foundation + 1 pillar per quarter + brand-stockist outreach + monthly reporting + chatbot pilot.
Tier 1 plus accelerated content cadence (2 pillars per quarter), training portal MVP, full PR sequence, AI tooling stack expansion.
Tier 2 plus group-account framework, chain-account direct outbound, quarterly clinic roundtables, full sustainability and ESG report, masterclass MVP.
Migration, content, schema, backlinks, training portal, AI ranking probes, chatbot evolution, manufacturer outreach. None of these are one-off projects. They compound month-over-month.
If at month 12 OFAB has built internal capability, we can pivot to a quarterly-advisory model. Retainer is not a forever-lock-in; it's the right model for the next 12 months specifically.
The other-ecom-client freebie is the test bed. As your other ecom clients see results, the retainer relationship deepens via referral. That doesn't work as a project.
Retainer is monthly, predictable, easy to budget. No EUR 50k year-1 project lump-sum. The number scales with clear quarterly milestones.
If we sign today, here's what's free in the first 30 days. Then in months 2-3, the training MVP scopes and ships. All inside the standard retainer rate.
Six-gate migration sprint covering canonical lock, GSC Change of Address, internal-link rewrites, anchor-text refresh, schema and Open Graph updates, brand-side citation refresh.
Implied value: EUR 5,000-EUR 15,000 saved.
Members-only portal with first 5 modules. CPD-aligned. New-grad acquisition lever. Counter to Aesthetic Source moat.
Implied value: EUR 8,000-EUR 12,000 build cost.
No verbal yes. No "send me a proposal next week". A clean trigger so you and know exactly what's signed and when.
Donal sends the Stripe link during the call. First month invoice paid before close. Migration QA starts Monday morning.
SOW + first invoice via DocuSign within 24 hours of the call. Signed by Monday EOD. Migration QA starts Tuesday.
Proposal sent Sunday night, sitting in inbox Monday morning, 48-hour expiry. Live followup Wednesday.
Online Optimisers | Ireland's lean local SEO + AI ranking agency | Donal Murray | 9 May 2026