Website Design & Development Proposal
Confidence, brewed daily.
A complete website strategy to launch Dolly's Cup of Ambition — a Shopify storefront for the do'ers, dreamers, and everyone rising to meet the day.
Prepared For
Cup of Ambition
Created By
Happy Web Co.
Launch Target
9/29/26
Platform
Shopify
01 / Project Overview
Background & Goals
The Opportunity
Dolly Parton is bringing her signature warmth and grit to the coffee aisle with Cup of Ambition — a brand for the dreamers and do'ers rising to meet the day. The launch spans grocery retail nationwide alongside a direct-to-consumer Shopify storefront at cupofambition.com.
The website is the brand's hub — where fans discover the product line (Whole Bean, Ground, K-Cups), subscribe for recurring delivery, shop merch, and connect with Dolly's story.
Primary Goal
Launch a scalable Shopify storefront that anchors the DTC business and supports the retail rollout with brand storytelling and email/SMS capture.
Target Audience
Dolly fans, morning-ritual coffee drinkers, and gifters looking for a brand with heart. Skewed female 25–65, nationwide.
Key Differentiator
It's coffee with a mission — every bag carries Dolly's message of confidence and hustle. Not a commodity; a daily uplift.
02 / Site Architecture
Information Architecture
Top Navigation
- AboutDolly's story, brand mission, ingredient sourcing
- Whole BeansPLP with roast filters and origin stories
- Ground CoffeePLP for pre-ground bags across roast levels
- K-CupsPLP with pack sizes and variety options
- SubscriptionPlan builder — recurring delivery via SNOW
- MerchExternal link to branded merch storefront
- Shop AllFull catalog view
Footer
- Find In StoreRetailer locator by ZIP
- PressMedia coverage and press kit downloads
- Contact UsSupport form and routing
- Email SignupNewsletter + SMS opt-in
- Social IconsInstagram, Facebook, TikTok, YouTube
- Privacy PolicyLegal, terms, accessibility statement
Proposed Site Map
03 / Design Direction
Visual Identity
Warm & Confident
Denim, cream, and Dolly's signature pinks — approachable but never sleepy.
Editorial Craft
Libre Baskerville headlines with IBM Plex Sans for structure. Premium, readable.
Rise & Shine
Motion, texture, and 'brewed daily' energy across every page — coffee that shows up for you.
Color Palette
Typography
Primary — Headers & Logo
Baskerville Bold
Aa Bb Cc — 1234567890
Secondary — Headline Accents
IBM Plex Sans Bold
Aa Bb Cc — 1234567890
Secondary — Body Copy
IBM Plex Sans
Aa Bb Cc — 1234567890
Highlight — Quotes & Accents
Yellowtail
Aa Bb Cc — 1234567890
04 / Features
Core Functionality
A focused feature set for launch, with room to grow as the brand scales.
Product Catalog
Whole Bean, Ground, and K-Cup PLPs with roast filters, origin storytelling, and rich product pages.
Shopify Cart & Checkout
Native Shopify cart, express checkout (Shop Pay, Apple Pay), and Shopify Payments.
Subscription
Recurring delivery plan builder powered by SNOW — cadence, roast, and pack-size configurable.
Email + SMS Capture
Homepage signup module wired into Klaviyo for first-drop announcements and lifecycle flows.
Find In Store
Retailer locator (Walmart, Target, Kroger, etc.) with ZIP search and store-level availability.
Merch Storefront Link
Featured merch on home + external link to full merch storefront. Cross-sell modules on PDPs.
Press & Content Hub
Press page with logos, coverage, and downloadable press kit. Optional editorial blog module.
Homepage Rotator
Video + photo hero rotator to showcase Dolly moments, product drops, and seasonal campaigns.
Gifting & Bundles
Curated gift bundles and holiday-ready bundle builder for Q4 selling moments.
05 / Timeline
Project Roadmap
An 8-week engagement from kickoff to launch.
Discovery & Design
- Kickoff & brand deep-dive
- Content strategy & copy plan
- Wireframes & IA
- Visual design concepts
- Design review & approval
Shopify Build
- Theme scaffolding & tokens
- Custom PDP + PLP templates
- Subscription (SNOW) integration
- Klaviyo + email/SMS
- Merch cross-sell + retailer locator
Content & QA
- Product content load
- Photography & video import
- Cross-browser + device QA
- SEO & schema
- Performance & accessibility pass
Launch
- Final stakeholder review
- DNS + redirects
- Go-live deployment
- Post-launch monitoring
- Handoff + training
Disclaimer: This timeline is based on the assumption that all required content, imagery, branding assets, feedback, and approvals are provided according to the project schedule.
Performance Guarantee
The site will ship with a Google PageSpeed Insights score of 90+ across Performance, Accessibility, SEO, and Best Practices. It will also pass Core Web Vitals Assessment.
06 / Future Considerations
Post-Launch Roadmap
Ideas to grow the storefront after launch as the brand scales.
Editorial Blog
Morning rituals, recipes, and Dolly-approved playlists. Drive organic search and email content.
Loyalty & Rewards
Points for purchase, referrals, and reviews. Exclusive perks for subscribers.
Store Locator v2
Real-time availability by SKU, powered by retailer inventory feeds.
07 / Investment
Project Investment
Complete Shopify design & development
Ongoing Support
Monthly Retainer (Optional)
$300/mo
Up to 3 hours of updates, adjustments, or maintenance
On-Demand
$150/hr
Pay-as-you-go for ad-hoc updates and enhancements.
08 / Next Steps
Ready to pour the first cup?
We're ready to bring Cup of Ambition online in time for launch. Here's what's next:
Review & Feedback
Share thoughts, questions, or requested revisions to this proposal.
Kickoff Call
Align on goals, timeline, and start the discovery phase.
Design Sprint
Wireframes and visual concepts based on the brand toolkit.
© 2026 · Website Proposal for Cup of Ambition