Proposal · RFP v2.1
Partner questions
Chrysal Website 2027 · Extended draft · 19 October 2026
RFP chapter 21
Eleven questions. Our choices, made concrete.
The original partner questions from the RFP, with our approach, concrete deliverables and a possible application for Chrysal.
Our choice
We turn customer challenges and desired outcomes into usable entry points and connect them with knowledge, evidence and solutions. Products remain directly findable. The launch uses a limited number of strong content types and reusable components, so that integrated propositions can become visible without immediately building a customer portal, complex personalisation or a new AI interface. A Sea Freight story can, for example, show the connection between expertise, evidence and services, with a local next step. Chrysal validates the content. See chapters 4, 5 and 15.
Approach
We start with customer challenges rather than product categories and choose a limited number of content types for launch.
Elaboration
In the strategic session, we determine which challenges take priority. For each challenge, we connect knowledge, evidence, a solution and a local next step in reusable components.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A freight shipper is looking for ways to keep flowers fresh for longer during sea transport. A Sea Freight page connects the challenge with a knowledge article, a practical case study, the appropriate solution and contact with the local specialist.
Possible elaboration
One challenge template applied to approximately five themes for launch; a portal, personalisation and AI remain choices for later.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
The domain is an attribute of content and solutions, not a separate technical website. A new domain receives its own overview pages, knowledge, evidence and contact routes within the same model. Only genuinely new functional requirements require additional development. This allows a potted plant proposition to be published on a small scale first and grow later. For selected fruit applications, we establish the same source and validation requirements. See chapters 3, 5 and 9.
Approach
We start with what already works for flower care: current content, search behaviour, customer journeys and local contact routes. In the strategic session, we determine which elements are also usable for potted plants and selected fruit applications, and where a domain raises genuinely different questions. This way, we build on existing knowledge rather than designing three separate websites.
Elaboration
We create independent content types for knowledge, solutions and evidence. Each item is given attributes such as domain, target audience, application, language and market. These attributes drive overviews and related content; a knowledge article can therefore fit more than one domain without duplication. For each domain, we translate the persona, customer journey and measurement plan into navigation, content and CTAs. Flower care retains its direct product routes, while new domains can initially start with a targeted knowledge and solution route. The editorial team reuses templates and components. We assess and estimate new functional requirements, such as specific filters or transactions, separately.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
Suppose Chrysal wants to introduce a potted plant proposition. A retailer is looking for information about quality during transport and display. Using existing building blocks, the editorial team creates a domain overview, a substantiated knowledge article and, if evidence is available, a validated practical case study. The route ends with a relevant local specialist. In flower care, the existing product and knowledge routes remain intact. The same structure can be used later for a selected fruit application, but only with claims, content and availability approved by Chrysal.
Possible elaboration
One possible page structure is: ‘Potted plants’ → customer challenge → explanation of the application → available supporting evidence → appropriate solution → local contact. We document this in a content model, an expansion checklist and a design example. In the measurement plan, we can track, for example, knowledge use and contact intent by domain. Targets are established with Chrysal; the numbers of pages, markets and additional features follow the chosen scope. The foundation supports growth, but does not automatically deliver future domain content.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
We use separate content types and explicit relationships, supplemented by a managed taxonomy. A study can be found independently and substantiate multiple solutions. A knowledge article can refer to different routes without becoming part of a single product category. The editorial team selects the most important relationships; additional suggestions are bounded by application, currency and local availability. See chapter 5.
Approach
We use independent content types that are linked to each other through managed relationships and a fixed taxonomy.
Elaboration
Research, knowledge, products, services and propositions exist independently of one another. The editorial team selects core relationships; additional suggestions follow application, recency and availability.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A study into vase life substantiates both a retail solution and a knowledge article for bouquet makers, without duplicating it.
Possible elaboration
Content model with relationship rules and templates in which one source appears across multiple routes.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
We design a digital translation of the brand and page structures that make storytelling easy. Imagery, language and visual hierarchy provide room for craftsmanship and human involvement. The editorial team uses approved patterns and components and can create new stories independently with them. A new customer case therefore requires content choices and publication, while maintaining brand consistency. See chapters 6 and 10.
Approach
We translate the brand into a digital design system with fixed patterns for storytelling.
Elaboration
Imagery, language, motion and hierarchy are defined in components. Editors combine approved blocks; deviations remain design work.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A new customer case study is built from an introduction, challenge, animation of the process, result and contact block, without a designer.
Possible elaboration
Component library, page patterns and editorial guidelines.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
WordPress with the block editor and a managed component library is our recommendation. Editors can assemble pages, manage media and adapt local variants. Design settings and permissions safeguard quality. In a demonstration using Chrysal content, we show which tasks can be performed independently and which extension requires a developer. Training with a specific publication task assesses the result. See chapters 10 and 14.
Approach
We recommend WordPress with a managed block editor and a custom component library.
Elaboration
Permissions and design settings safeguard consistency. A demonstration with real Chrysal content shows what can be done independently.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A local marketer updates a country page and publishes an event after preview and approval, within the brand guidelines.
Possible elaboration
Configured CMS, permissions matrix and training with concrete publishing tasks.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
It means that reliable Chrysal knowledge is available for the questions on which professionals seek help and that answers are traceable to expertise and evidence. We combine crawlability, clear entities, internal relationships, source attribution and relevant distribution. A fixed panel of fifty prompts tracks mentions, source citations and accuracy under recorded test conditions. We combine those outcomes with search data and user behaviour and use them to prioritise content gaps. We do not guarantee a position in AI answers. See chapter 7.
Approach
We define GEO as the demonstrable, traceable presence of Chrysal knowledge in AI answers.
Elaboration
Crawlability, entities, source attribution and internal relationships are configured and measured using a fixed prompt panel alongside search and behavioural data.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
For the question ‘how do I extend the vase life of roses’, we measure whether Chrysal is mentioned and cited correctly, and fill gaps with a substantiated article.
Possible elaboration
GEO baseline with fifty prompts, a measurement protocol and a prioritised content backlog, without a ranking guarantee.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
We first record performance and the most important content, assess what must be retained and create a complete transition mapping. URLs, metadata, sources, documents and language relationships are included. Before go-live, we test indexability and redirects; afterwards, we monitor intensively for two weeks and fix migration errors. The GEO sample provides additional insight into discoverability and correct interpretation. No migration can rule out all fluctuations; our approach makes causes visible sooner. See chapter 12.
Approach
We record performance and valuable content before migration.
Elaboration
Complete URL mapping, metadata, documents and language relationships; test crawls before go-live and two weeks of monitoring afterwards.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A frequently visited PDF about treatment gets a new knowledge page with a redirect, retention of downloads and an indexing check.
Possible elaboration
Inventory, redirect mapping, test crawl and monitoring report.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
At launch, the emphasis is on discoverable, approved knowledge and a good search function. We first investigate the existing assistant Lily. A new AI solution only gets a role at launch if the problem, quality, owner and costs are clear. Our preference is to get the second brain in order first and then test a bounded RAG pilot, with source references and human escalation. See chapter 8.
Approach
At launch, we opt for good conventional search functionality and approved knowledge.
Elaboration
First, we investigate assistant Lily; an AI pilot follows only with a clear problem, owner, quality and costs.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A grower is looking for treatment advice; filters by crop and application lead to the right document. Later, a source-grounded pilot can use the same knowledge.
Possible elaboration
Search configuration, Lily investigation and a go/no-go framework for a RAG pilot.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
We protect the customer journeys, brand translation, content architecture, independent editing, necessary languages and markets, search, contact, accessibility, privacy, measurement and migration. We first reduce the implementation volume or postpone additional functions. Advanced AI, personalisation, extensive integrations and commerce then move to a separate phase. Chrysal explicitly decides which content and markets follow later based on business value and migration risk. See chapters 15 and 16.
Approach
We protect the foundation and reduce implementation volume first.
Elaboration
Customer journeys, brand, architecture, editorial work, measurement and migration remain; AI, personalisation and commerce are deferred.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
Under budget pressure, we start with three priority markets; additional markets follow on the same foundation.
Possible elaboration
Prioritised backlog and phased plan with explicit decisions.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
The availability of subject-matter experts, translators and local decision-makers partly determines feasibility. We also test the assumption that more local websites or more technology automatically deliver better customer service. For each deviation, we ask which need it addresses and who maintains the content. Early assessment, one product owner, clear approval and explicit scope decisions limit the risk of delays and uncontrolled growth. See chapters 18, 20 and 24.
Approach
We make risks and assumptions visible from discovery onwards.
Elaboration
We explicitly plan the availability of experts, translators and decision-makers; new requests receive an impact assessment.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A market requests its own website. We assess which need this addresses and whether a local variant within the platform is sufficient.
Possible elaboration
Risk and decision register, one product owner and a change procedure.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
Our choice
We separate brand and knowledge content from transaction data and connect them with stable identifiers. A regional webshop can connect using WooCommerce or an existing commerce platform. For a limited webshop, a shared setup is possible; with different entities, stock, pricing rules or management, a separate environment may be more suitable. We determine the product range, currencies, VAT, payment, shipping, privacy and interfaces in advance. The architecture prevents the entire content platform from having to be rebuilt; the shop does, however, remain a separate implementation with its own costs and tests. See chapters 9, 13 and 16.
Approach
We separate brand and knowledge content from transaction data.
Elaboration
Stable identifiers connect content to WooCommerce or an existing commerce platform; choices about currency, VAT and payment are established in advance.
Example for illustration
Hypothetical example · not a confirmed Chrysal case, result or scope agreement.
A regional shop displays products with links to the same knowledge pages, while stock and prices come from the shop system.
Possible elaboration
Architecture advice and an optional, separately estimated shop implementation.
This elaboration is also illustrative. Content, quantities and implementation will be determined with Chrysal within the chosen scope.
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