D1
Launch sequence & languages
- Business plan
- Japanese + English at launch.
- Project record
- Europe-first in British English (6 Jul).
- Decision needed
- Confirm Europe-first (§Launch Plan).
01 · Overview
What we're building.
A WordPress + WooCommerce ecommerce website hosted on Luup infrastructure as a single stack with the affiliate engine. WooCommerce was chosen specifically because hosted platforms cannot support CBD payment processing.
The website is the public sales channel for all Genaris products and the destination for every purchase — organic, referral, or affiliate-driven. App stores cannot carry CBD sales, so the website is the transactional core of the entire model.
A clean boundary
Where the website ends and Luup Elevate begins.
The Website (this engagement)
- Public storefront & guest checkout
- Customer accounts & reorders
- Compliance display, age gates, CoA transparency
- Referral capture & attribution passing
- GEN:REWARDS at checkout
Luup Elevate (separate workstream)
- Affiliate onboarding & KYC
- Commission calculation & tiers
- Downlines, missions, academy, passport
- Payouts (incl. NOW Payments / TiC Bank)
- App delivery model (native/PWA discussion lives here)
The website never calculates a commission. It captures attribution, hands it to the platform, and keeps the record auditable.
02 · Scope
What's included.
Six feature areas make up the delivery. Each carries a defined acceptance surface, and everything outside them is called out below.
01
Storefront
Custom Genaris-branded theme, mobile-first. Home, Shop, six System pages (THINK · RESTORE · DEFEND · FLOW · MOVE · RADIATE), product pages, Learn hub, About/Our Science, affiliate recruitment pages, Rewards, Support, Legal.
02
Commerce
Guest checkout (no account needed to buy) · optional customer accounts · dual pricing (retail RRP / affiliates & preferred at RRP−10%) · EUR & GBP with EU OSS VAT and UK VAT · GEN:REWARDS v1 (points, welcome gift, second-order credit) · fulfilment routing (EU hub; UK via Fusion/Royal Mail).
03
Compliance engine
Per-country product availability by category · THC thresholds per market · age gates with country thresholds · injected disclaimers · shipping-country re-validation · admin-editable rules with audit trail · fail-closed (no validated ruleset, no sales).
04
Batch transparency
Every bottle's QR resolves to its batch Certificate of Analysis (HPLC, heavy metals, solvents, microbiology) — public, no login. A compliance duty treated as the brand's biggest trust asset.
05
Affiliate integration
Referral links & coupon attribution · order/payment/refund events to the Luup engine and Everflow · organic vs attributed orders distinguishable and auditable · join CTAs route to Elevate.
06
Quality
WCAG 2.2 AA accessibility · GDPR consent · hardened WordPress with PCI-minimised payments · load-tested · full QA matrix (country × currency × payment), compliance scenarios, linguistic QA, security testing.
Explicitly out of scope
- The Luup Elevate platform itself (built separately) — including affiliate onboarding, commissions, downlines, missions, academy, passport, payouts.
- The native-app-vs-PWA discussion for affiliates. That lives in the Elevate workstream.
- Subscribe-and-save at launch (see Decision 6). The architecture doesn't preclude it; it just isn't a launch feature.
- Migration of any legacy payment methods, subscribers or coupons from an existing site or platform.
- The pet product category. Pending regulatory input; not in Phase 1.
- Taiwan and Korea as sales markets. Korea explicitly excluded; Taiwan out of scope.
- Brand identity creation, product photography, long-form copywriting and legal drafting — Genaris supplies these.
- Paid marketing, influencer outreach and campaign execution. The site enables them; it doesn't run them.
- Custom hardware, POS, wholesale portal, B2B ordering.
- Multi-warehouse inventory management beyond the two-hub routing (EU hub + UK via Fusion/Royal Mail).
03 · Launch plan
Two phases, one build.
A single WooCommerce codebase, extended into a market-native Japanese site once regulatory approvals land. Not one deliverable stretched into two.
Phase 1
UK & Europe
British English. The launch product set (5–6 CBD oil SKUs confirmed ready). EUR/GBP, EU OSS VAT + UK VAT.
Phase 2
Japan
A Japanese site built for the Japanese market, not a translation. Follows as products clear Ministry of Health approval (~8 weeks per product). JPY + consumption tax, Japanese address conventions (postal-code-first, auto-populated), expanded trust & certification content in Japanese, native-speaker review workflow, APPI privacy compliance.
The business plan described a Japanese + English launch; the sequence was revised to Europe-first on 6 July due to Japanese regulatory timelines — recorded as Decision 1 below.
04 · Decisions
Eight decisions that unlock delivery.
Where the source documents disagree, we don't guess — we ask. Each item below needs a written resolution at sign-off; several move the launch date.
D2
Launch date
- Business plan
- Trading from 15 October 2026.
- Project record
- Kickoff targeted first week of September.
- Decision needed
- Confirm the governing date; Luup plans against it and the dependencies.
D3
Commission structure
- Business plan
- Up to ten levels; Commission Plan: nine generations.
- Project record
- Contract specifies four tiers.
- Decision needed
- Confirm the contracted structure; website copy reflects only that.
D4
Payments
- Business plan
- Three providers incl. crypto, "4% confirmed offers".
- Project record
- No PSP contracted or evidenced; per-market selection possible.
- Decision needed
- Evidence PSP contract(s); crypto rails are payout-side (platform), not checkout.
D5
Native apps
- Business plan
- Native iOS + Android affiliate apps.
- Project record
- PWA-only confirmed for Elevate.
- Decision needed
- Written confirmation in the platform workstream; noted here because it shapes expectations.
D6
Japan subscriptions
Commercial impact- Business plan
- Subscribe-and-save "shortly after launch".
- Project record
- The Japan budget models subscription revenue from month one.
- Decision needed
- Subscriptions in Japan Phase 2 scope, or Japan launches without and the budget re-phases.
D7
Launch catalogue
- Business plan
- Full six-system range incl. partner products.
- Project record
- 5–6 oil SKUs ready.
- Decision needed
- Confirm the Phase 1 product list.
D8
EU languages at launch
- Business plan
- "European launch" implies multiple EU languages.
- Project record
- British English is the confirmed Phase 1 language. No other EU language has a signed content pipeline or native reviewer.
- Decision needed
- Confirm English-only for Phase 1, or name each additional EU language plus its translator, native reviewer, and legal reviewer. Every added language extends the launch date.
05 · Dependencies
What we need from Genaris.
The launch date currently sits in these items.
- 01
Payment provider
Blocks launch dateContracted CBD-capable card PSP (Luup supplies selection criteria incl. recurring billing). The single largest dependency on the launch date.
- 02
Product catalogue
SKUs, descriptions, variants, pricing, imagery, data sheets, batch CoAs.
- 03
Brand kit
Completeness unconfirmed; if incomplete, design is quoted separately.
- 04
Legal content
Terms, Privacy, Shipping, Refunds.
- 05
Compliance rulings
Signed off by counsel.
- 06
Commercial confirmations
Market list, attribution policy, commission messaging.
06 · Checklist
The full requirements checklist.
Seventy-plus requirements, each tagged with its source and status. Filter by section or status.
Sources
BP: Business Plan & IM v4.22 · CP: Commission Plan v1.2 · PB: Playbook (Jul 2026) · M1: Kickoff meeting, 6 Jul · M2: Requirements check-in, 10 Jul · TR: Project board · JB: Japan budget
Specification v2.1 · 15 July 2026
| # | Requirement | Source | Status | Owner |
|---|---|---|---|---|
| 1.1 | Built on WordPress and WooCommerce — open-source, no platform lock-in, and proven for CBD commerce. Platform & infrastructure | BP, M1 | Confirmed | Luup |
| 1.2 | Luup hosts the site on its own servers, sitting next to the affiliate platform so the two systems talk to each other directly. Platform & infrastructure | BP | Confirmed | Luup |
| 1.3 | Changes are built and tested in safe environments before anything reaches the live site. Platform & infrastructure | — | Confirmed | Luup |
| 1.4 | Pages load fast worldwide through caching and a content delivery network. Platform & infrastructure | — | Confirmed | Luup |
| 1.5 | Caching is smart enough not to show the wrong country's rules — a shopper in Germany never sees the UK version of a product. Platform & infrastructure | M2 | Confirmed | Luup |
| 1.6 | Multiple languages are supported from day one — not bolted on later. Platform & infrastructure | BP, M1 | Confirmed | Luup |
| 1.7 | The site is hardened against attacks, with a firewall and two-factor login for administrators. Platform & infrastructure | — | Confirmed | Luup |
| 1.8 | Daily backups with tested restores; 99.9% uptime target. Platform & infrastructure | — | Confirmed | Luup |
| 2.1 | Custom design built to the Genaris brand kit, designed mobile-first. Storefront & content | TR | TBC | Genaris→Luup |
| 2.2 | Home page tells the brand story, showcases the six systems, shows trust signals, and offers a clear entry point for affiliates. Storefront & content | PB | Confirmed | Luup |
| 2.3 | A dedicated landing page for each of the six wellness systems. Storefront & content | PB | Confirmed | Luup |
| 2.4 | Shoppers can filter the shop by system, format (oil, capsule, etc.) and strength. Storefront & content | PB | Confirmed | Luup |
| 2.5 | Each product page shows price, cannabinoid content, concentration, and whether it's THC-legal in the shopper's country. Storefront & content | BP, M2 | Confirmed | Luup |
| 2.6 | Every product page links to that batch's lab certificate; scanning the QR code on the bottle takes you to the same public record. Storefront & content | BP | Confirmed | Luup |
| 2.7 | Downloadable product info sheet tailored to each market. Storefront & content | M2 | TBC | Genaris→Luup |
| 2.8 | Legally-required disclaimers appear automatically based on the shopper's country — no manual page edits. Storefront & content | M2 | Confirmed | Luup |
| 2.9 | An education hub with articles that pass a legal-safety check before publishing. Storefront & content | BP | Confirmed | Luup |
| 2.10 | About and Our Science pages telling the founder and product story. Storefront & content | PB | Confirmed | Luup |
| 2.11 | Affiliate sign-up pages hand off cleanly to the Elevate affiliate platform. Storefront & content | BP | Confirmed | Luup |
| 2.12 | A page that explains the rewards programme in plain language. Storefront & content | BP | Confirmed | Luup |
| 2.13 | Help centre, FAQ, and a contact page. Storefront & content | TR | Confirmed | Luup |
| 2.14 | Legal pages (terms, privacy, returns) using text supplied by Genaris's counsel. Storefront & content | TR | TBC | Genaris→Luup |
| 2.15 | Wireframes are reviewed and approved before any visual design work begins. Storefront & content | M1 | Confirmed | Both |
| 2.16 | Cookie and consent banner tuned per country — GDPR for EU, PECR for UK — with no dark patterns. Storefront & content | M2 | Confirmed | Luup |
| 2.17 | 404, 500, and 'temporarily unavailable in your country' pages are on-brand — not scary browser defaults. Storefront & content | TR | Confirmed | Luup |
| 3.1 | Shoppers can check out without creating an account. Commerce | BP | Confirmed | Luup |
| 3.2 | Shoppers can optionally create an account to save details and see order history. Commerce | M2 | Confirmed | Luup |
| 3.3 | Every product has two prices: the retail price and the 10% affiliate price. Commerce | CP | Confirmed | Luup |
| 3.4 | Affiliates get the 10% discount by signing in — not by anyone typing in a coupon code. Commerce | CP, M2 | Assumed | Luup |
| 3.5 | The site sells in Euros and Pounds at launch; Japanese Yen is added in Phase 2. Commerce | M1 | Confirmed | Luup |
| 3.6 | Tax is calculated correctly for every EU country and the UK at launch; Japan tax added in Phase 2. Commerce | BP, M1 | TBC | Both |
| 3.7 | Card payments are processed by a specialist that accepts CBD, possibly a different one per market. Commerce | BP, M1 | TBC | Genaris→Luup |
| 3.8 | The chosen card processor must support saved cards, so subscriptions can be added later. Commerce | JB, BP | Confirmed | Luup |
| 3.9 | PayPal is offered as a payment option in markets where PayPal's rules allow CBD. Commerce | M2 | Assumed | Luup |
| 3.10 | If a card payment provider drops CBD without warning, we can switch to a backup provider without the site going dark. Commerce | M2 | Confirmed | Luup |
| 3.11 | Version 1 of the GEN:REWARDS loyalty programme runs on the site. Commerce | BP | Confirmed | Both |
| 3.12 | There is one authoritative record of every reward point earned and spent, held by Luup's platform. Commerce | — | Assumed | Luup |
| 3.13 | Orders are routed to the correct warehouse and shoppers get tracking notifications. Commerce | BP | Confirmed | Both |
| 3.14 | Live stock levels are shown on the storefront so shoppers don't buy sold-out items. Commerce | TR | Assumed | Luup |
| 3.15 | When an order is refunded, the affiliate commission for that order is automatically reversed. Commerce | CP, M2 | Confirmed | Luup |
| 3.16 | For every order we can prove whether an affiliate sent that shopper — no guessing, no double-counting. Commerce | BP | Confirmed | Luup |
| 3.18 | Shopping in Euros and paying in Euros — no surprise currency conversion at the payment step. Commerce | M2 | Confirmed | Luup |
| 3.17 | The technical setup leaves the door open to add subscribe-and-save later, without a rebuild. Commerce | BP, JB | Confirmed | Luup |
| 4.1 | One central country-rules table the compliance team can edit, with a full history of every change. Compliance | M2 | Confirmed | Luup |
| 4.2 | If we haven't confirmed a country is legally cleared, that country simply can't buy — the site never guesses in Genaris's favour. Compliance | M2 | Confirmed | Luup |
| 4.3 | Availability is set per country and per product category — so non-CBD lines stay on sale even where CBD is restricted. Compliance | M2, PB | Confirmed | Luup |
| 4.4 | Products above a market's legal THC limit are blocked from sale in that market automatically. Compliance | BP | Confirmed | Luup |
| 4.5 | Age verification at the door, with the minimum age set per country. Compliance | M2 | Confirmed | Both |
| 4.6 | The shipping address is re-checked at checkout with clear messaging if the destination isn't allowed. Compliance | M2 | Confirmed | Luup |
| 4.7 | Anyone can scan the QR on a bottle and see that batch's lab certificate — no login, no forms, no barrier. Compliance | BP | Confirmed | Luup |
| 4.8 | Straightforward tool for the team to upload a new lab certificate whenever a batch is released. Compliance | BP | Confirmed | Luup |
| 4.9 | Editorial checklist plus legal review per market, so nothing on the site makes a claim it shouldn't. Compliance | BP | Confirmed | Both |
| 4.10 | Genaris's legal counsel signs off the launch ruleset before go-live. Compliance | M2 | TBC | Genaris |
| 4.11 | GDPR consent handling and a working process for shoppers to request or delete their data. Compliance | — | Confirmed | Luup |
| 4.12 | Korea is explicitly excluded at launch; Taiwan is out of scope for this project. Compliance | M1 | Confirmed | n/a |
| 5.1 | When a shopper arrives via an affiliate link, that referral is remembered and attached to the eventual order. Affiliate & attribution | CP | Confirmed | Luup |
| 5.2 | Affiliates can also be credited when a shopper uses their unique discount code at checkout. Affiliate & attribution | CP | Confirmed | Luup |
| 5.3 | Every order is sent to Luup's attribution engine and to Everflow, so both systems agree on who earned what. Affiliate & attribution | M2 | Confirmed | Luup |
| 5.4 | The rules for attribution — how long a referral lasts, who wins if two affiliates claim the same shopper — need to be agreed in writing. Affiliate & attribution | TR | TBC | Genaris |
| 5.5 | Genaris confirms which reports affiliates will see inside Everflow. Affiliate & attribution | TR | TBC | Genaris |
| 5.6 | Any wording about affiliate earnings on the site sticks strictly to the contracted commission structure. Affiliate & attribution | M2 | TBC | Genaris→Luup |
| 5.7 | Present the influencer commission tiers (C/B/A/S, 20–28%) publicly only if those tiers are contractually confirmed. Affiliate & attribution | BP, CP | TBC | Genaris→Luup |
| 5.8 | Commission calculation, affiliate ID checks (KYC), and payouts live in the Elevate platform — not on the shop website. Affiliate & attribution | BP, M2 | Confirmed | Luup |
| 5.9 | If a shopper follows an affiliate link then abandons cart and comes back a week later, the affiliate still gets credit — inside the agreed cookie window. Affiliate & attribution | M2 | TBC | Genaris |
| 6.1 | The Japanese site is built for the Japanese market — not a translated copy of the European one. Japan Phase 2 | M1 | Confirmed | Luup |
| 6.2 | Every piece of Japanese copy is translated, proofread by a native speaker, then reviewed by the Tokyo team. Japan Phase 2 | M1 | Confirmed | Both |
| 6.3 | Extra trust and certification content specifically for Japanese shoppers. Japan Phase 2 | TR | Confirmed | Luup |
| 6.4 | Address entry starts with the postcode and auto-fills the rest, as Japanese shoppers expect. Japan Phase 2 | M1 | Confirmed | Luup |
| 6.5 | Prices in Japanese Yen with Japanese consumption tax calculated correctly. Japan Phase 2 | M1 | TBC | Both |
| 6.6 | Only products approved by Japan's Ministry of Health are on sale in Japan. Japan Phase 2 | M1 | TBC | Genaris |
| 6.7 | Integrated with the Japanese warehouse and customs partner for delivery and imports. Japan Phase 2 | M2 | TBC | Genaris→Luup |
| 6.8 | Fully compliant with Japan's APPI privacy law. Japan Phase 2 | — | Confirmed | Luup |
| 6.9 | Mobile experience tested with Japanese users before go-live — Japan is a mobile-first market. Japan Phase 2 | TR | Confirmed | Luup |
| 6.10 | Decision needed: are subscriptions live on day one in Japan, or added shortly after? Japan Phase 2 | JB vs BP | TBC | Genaris |
| 7.1 | The site meets WCAG 2.2 AA accessibility standards — usable by shoppers with disabilities. Non-functional & QA | — | Confirmed | Luup |
| 7.2 | Search engines correctly index every language version with structured product data. Non-functional & QA | — | Confirmed | Luup |
| 7.3 | Google Analytics is only turned on for shoppers who consent — no covert tracking. Non-functional & QA | — | Confirmed | Luup |
| 7.4 | The site is load-tested before launch to prove it holds up under a launch-day traffic spike. Non-functional & QA | — | Confirmed | Luup |
| 7.5 | Structured checkout testing across every country, currency, and payment method combination. Non-functional & QA | — | Confirmed | Luup |
| 7.6 | Compliance scenarios are tested — wrong country, underage shopper, blocked product all behave correctly. Non-functional & QA | — | Confirmed | Luup |
| 7.7 | Independent security scan and penetration test before launch. Non-functional & QA | — | Confirmed | Luup |
| 7.8 | Before launch we place real test orders through affiliate links and confirm the sale, the commission credit, and the refund all land in the right places. Non-functional & QA | — | Confirmed | Luup |
| 7.9 | Every language version is proofread by a native speaker before it goes live. Non-functional & QA | M1 | Confirmed | Both |
| 8.1 | Different staff roles (admin, content, compliance, support) see and edit only what they should. Admin & operations | M2 | Confirmed | Luup |
| 8.2 | Every change to a country's compliance rules is logged with who changed it, when, and why. Admin & operations | M2 | Confirmed | Luup |
| 8.3 | A written playbook for turning on a new country — legal checks, tax setup, content, launch checklist. Admin & operations | M2 | Confirmed | Luup |
| 8.4 | If a country needs to be switched off — a legal ruling, a supply issue — an admin can do it in minutes. Admin & operations | M2 | Confirmed | Luup |
| 8.5 | Training for the Genaris team on running the site day-to-day. Admin & operations | — | Confirmed | Luup |
| 8.6 | One clear runbook the on-call person can follow at 2am when a payment provider goes down or a country ruling changes overnight. Admin & operations | M2 | Confirmed | Luup |
Source key: BP Business Plan v4.22 · CP Commission Plan v1.2 · PB Playbook · M1 Kickoff 6 Jul · M2 Requirements check-in 10 Jul · TR Project board · JB Japan budget.
07 · Assumptions
What has to be true for this to work.
Every plan rests on assumptions. Making them explicit means neither side is surprised when one moves.
- A01
Content is client-supplied on schedule
Product copy, imagery, data sheets, batch CoAs and legal text arrive on the agreed dates. Late content shifts the launch date, not the scope.
- A02
One CBD-capable card provider is contracted in time
Luup selects, Genaris contracts. Without a signed provider the site cannot go live in a Phase 1 market — no workaround absorbs that gap.
- A03
Counsel signs off on the launch rules per market
The country matrix is only as trustworthy as the legal review behind it. We ship what counsel has cleared.
- A04
The affiliate platform exposes the identity & attribution APIs
Elevate provides sign-in, coupon lookup and order-event ingestion. Timelines here move if that contract slips.
- A05
Phase 1 launches in British English only
Any other EU language is added scope. See Decision 8.
- A06
Japan follows product approvals, not the calendar
MoH approvals set the Phase 2 date — roughly eight weeks per product. Nothing on the website can compress that.
- A07
Payments are card-first at checkout
Crypto rails, where discussed, belong to affiliate payouts on the platform — not to shopper checkout.
- A08
Site scale within the launch envelope
Traffic and catalogue depth stay within the sizing agreed with hosting. A campaign spike beyond that is a capacity conversation, not a defect.
Assumptions become invalid the moment a party flags it in writing. When one moves, we re-price or re-schedule the affected work — we do not silently absorb it.
08 · Sign-off
Acceptance & sign-off.
Signature confirms the scope, the Europe-first sequence with Japan as Phase 2, the exclusions above, and the recorded resolutions of Decisions D1–D8. A confirmation email is sent to each signer and copied to max@luup.com.
Source documents
- BPBusiness Plan v4.22 — 20 Jun 2026
- CPCommission Plan v1.2 — 4 Jul 2026
- PBGenaris Playbook — 12 Jun 2026
- M1Kickoff minutes — 6 Jul 2026
- M2Requirements check-in minutes — 10 Jul 2026
- TRProject board (Linear) — live
- JBJapan launch budget — 28 Jun 2026
Version history
| Version | Date | Changes |
|---|---|---|
| v2.1 | 15 Jul 2026 | Added Decision D8 (EU languages), Assumptions section, expanded exclusions list, new checklist rows 2.16, 2.17, 3.18, 5.9, 8.6, interactive sign-off flow. |
| v2.0 | 11 Jul 2026 | First sign-off draft after requirements check-in: seven decisions surfaced, checklist consolidated, Europe-first sequence recorded. |
| v1.0 | 6 Jul 2026 | Kickoff draft — scope skeleton, Phase 1/Phase 2 split proposed. |
Luup·Confidential·July 2026·v2.1