The BigShop example set
BigShop Marketplace is a fictional UK department store chain, own-brand fashion, homeware and an acclaimed food hall, 45 stores across the UK, with a small and growing presence in Germany. We measured it exactly the way we measure any client, then produced the full set of deliverables. BigShop is invented; the methodology, the scoring, the structure and the recommendations are precisely what you receive.
One brand, four documents: the free Exec Brief, the in-depth Standard Report, the execution-ready Delivery Doc, and the multi-country Combined Report. Together they walk the whole K&C process: Focus. Measure. Plan. Deliver. Repeat.
1 · Exec Brief
The free way in. A one-day snapshot that places BigShop on the 5-band scale, names who's winning the conversation, and gives one thing to do today.
Paid cycle · Depth2 · Standard Report
The depth deliverable from a full measurement cycle. Headline band, 12-pillar breakdown, competitor benchmark and twelve prioritised recommendations.
Companion · Execution3 · Delivery Doc
The companion that turns the report into work. Every recommendation broken into what to do, why it works and how you know it's done.
International · Multi-country4 · Combined Report
For businesses in more than one market. Reads countries together, here the UK and Germany, with one deduplicated cross-market plan.
The Exec Brief is the honest taster. It's a single-snapshot read, one day, around 600 AI responses across ChatGPT, Google AI Overviews and Perplexity, that tells you which band you sit in, who's owning the conversation in your category, and the one thing you could do today. It deliberately isn't the full picture. It's a real, structured read of where you stand right now, with no strings, so you can decide whether the full measurement is worth it. Most clients start here.
Your AVS band (no vanity number), the category leader and where you sit against them, the split across the three engines, one citation receipt so you can see it's real, and one do-it-today recommendation. For BigShop, that read is Cited, third in the UK behind John Lewis and Marks & Spencer.
Where it fits
The Exec Brief is the front door. If the snapshot is interesting, the next step is a full measurement cycle, which produces the Standard Report below.
The Standard Report is the document you plan a year of work around. It comes out of a full measurement cycle, 6,000+ AI responses across a seven-day window, not a single snapshot. It gives you the headline band and score, the full 12-pillar breakdown of how you're doing and why, your competitor benchmark, the source domains AI actually cites in your category, and twelve recommendations ordered by likely impact. It's written by a person, for a person: a brief you can act on, not a dashboard you have to learn.
Where it fits
The Standard Report is the measurement and the plan. Every paid engagement delivers one, paired with the Delivery Doc below so the plan is ready to action.
A report nobody can action is just a nice PDF. The Delivery Doc is the fix. It takes every recommendation in the Standard Report and breaks it down into what to do, why it works for AI citation, the exact steps to deliver it, what a good result looks like and how you know it's done, plus the reusable content playbooks your team writes from. Hand it to whoever's doing the work, in-house or agency, and they can get on with it without needing the strategy explained first. It's all in there.
Where it fits
The Delivery Doc ships alongside every Standard Report. It's the difference between knowing what to do and being able to do it.
When you sell in more than one market, you need to see them together. The Combined Report reads two or more countries side by side, in this example, the UK and Germany, with per-market positions, a deduplicated recommendation map so you're not running two separate programmes by accident, and a single effort-against-impact running order across both. It sits on top of the country-level Standard Reports, not instead of them, so partners and clients can see the whole multi-market picture in one place.
Where it fits
The Combined Report is the international layer. Single-market clients won't need it; multi-country engagements get it on top of each country's Standard Report and Delivery Doc.
How the four fit together
The Exec Brief is the free snapshot that gets the conversation started. A paid cycle then produces the Standard Report (the measurement and the plan) and its Delivery Doc (the execution-ready companion). If you operate in more than one country, the Combined Report reads them all together on top. Same brand, same numbers, carried cleanly through the whole set. Focus. Measure. Plan. Deliver. Repeat.
Want this for your business?
BigShop is a fictional example, but the format, the methodology and the recommendations are exactly what you'll receive. Start with a free Exec Brief and see where you actually stand.
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