Captain Andrew,

Here’s a run down of the proposed main page of the site, along with the “why.”

The first thing we’re trying to do is fix the “10 second curse.” Within the first 10 seconds, a user needs to know what you do, why it benefits them, and how they can take action. If that doesn’t happen, you lose up to 75% of your traffic in the first 10 seconds, because they don’t understand what you’re about.

This is what I’ve created to accomplish those three objectives.

For this section, I had to make the design decision not to show the full ship right away, because it just doesn’t work with header text. However, we’re using some amazing full ship shots just below the header.

(Note, there will be a menu above this, which we’ll construct once the design is approved).


The color scheme is based on the four classic elements, per your request.

Note that the header image is intentionally slightly blurred to bring emphasis to the text. It’s also overlayed subtly with the orange, also to make the header pop.

After that…we need to sell the experience.

This section sells the details of the experience. Note that we’re staying image and text light…with lots of negative space.

That doesn’t mean that we don’t do a lot of writing in other places (we will)…but this is still within the first minute of someone visiting the site.

Here we learn that A). This is a premium experience and B). What to expect out on the water.


Let me know what you think of these sections, and the rest of the site will click together pretty smoothly. I need to get your thoughts here, however, so I don’t create bad design errors throughout the rest of the site. Make the changes early, then complete the build out.

Now, let’s turn our attention to the shirts.

Here’s what I don’t know:

  1. I’ve never been in the retail/gift industry, so it’s tough for me to give much advise on clothing design, which shares little with web design.

  2. I don’t know the target demo purchaser. (I’ll connect the dots on this below).

  3. I don’t know the margins (although multi color shirts have a thinner margin than a single color print), or what you’ve got to commit to buying in order to do this.

  4. I don’t know your Kenosha retail network to sell them locally.

Here’s what I do know:

  1. It’s tough to just put out a product and have it sell off of organic posts. I do run retail ad campaigns, and a user often needs to see something 3-4 times, at $0.30-$1.25/click to make a purchase. So the per cost marketing on the shirt could squeeze the margins even thinner.

  2. It’s got to be tougher to sell product when people are months removed than as an impulse buy at the point of sale.

  3. I think you’ve got something here, but I don’t know that this is the right moment to launch a secondary product. It looks to be something that could cost you money in the short term. You could purchase the same shirts in April and start immediately making cash.