Part One · Diagnosis · Section 01
The business and the objective
The stated ambition is to dominate the category.
charteryacht.com is a luxury yacht broker. It arranges charters of luxury yachts and earns commission on the charters it brokers.
The client has set no revenue target and no market-position target. The stated ambition is to dominate the category.
Becoming the broker Australians think of first when they charter a yacht.
This document defines dominance as leadership of brand demand in the Australian market: becoming the broker Australians think of first when they charter a yacht. The definition is chosen because the evidence shows the position is open. The category holds almost no brand demand today (Section 3), so the place of the name people reach for belongs to no one.
Three measures stand in for the absent revenue target, each of which can be baselined through Ahrefs.
Proxy 01
Branded search
Share of category branded search, the number of people searching for a broker by name.
Proxy 02
Traffic share
Share of organic and direct traffic across the competitive set.
Proxy 03
AI citations
Share of citations across AI answer engines.