01
Three typical players to decide what to sell, and how
Lucas, 19, wears out his boots fast and counts every franc. Sarah kits out her children. Marc, 42, avoids flashy designs. Their needs guided the choice of products, prices and style.
Academic project · 2025
PrimeKick
Visit the website
I created PrimeKick, a football equipment brand, and the online shop that sells it: a WooCommerce site where you can actually place an order.
- Setting
- E-commerce course, HEIG-VD
- Duration
- About one semester
- Team
- Solo project
In brief
Challenge
Build a complete online shop, then run it like a real business, from products to payment and marketing.
What I did
I did everything on my own: the strategy, the logo, the WooCommerce site, thirty product pages, SEO, social media and the newsletter.
Result
- 5.9/6final grade
Context
Setting
E-commerce course, second year of the Media Engineering bachelor at HEIG-VD, where each student creates and runs their own online shop.
Starting point
Specialist shops such as 11teamsports and Unisport rely on Nike and Adidas, at high prices. Generalists like Ochsner Sport have the name recognition, but little football expertise. No one was really aiming at demanding players who still watch the price.
Constraints
The brief called for a real online shop, including:
- three sales channels: own-brand products, Amazon affiliation and print on demand, about ten products each;
- WordPress and WooCommerce, with a free, fast, mobile-friendly theme;
- payment by PayPal and bank transfer;
- SEO, Google Analytics, three social networks, a newsletter and a CHF 3,000 advertising plan;
- generative AI for content, product pages and SEO;
- a “fictional site” notice on every page.
Affordable performance: the technical quality of premium brands, without the price barrier.
Process
- Strategy
- Visual identity
- Mockups
- Product pages
- Content
- Marketing
- Analytics
Decisions
02
Clean lettering, brought to life by a warm gradient
A logo with clean lettering, easy to read on a shirt as on a screen. After several colour trials, I chose a yellow-to-orange gradient that evokes the energy of the pitch.
03
A clear role for each of the three ways to sell
Own-brand products carry performance. Partner products, sold through affiliation, bring technology with no stock to manage. Merchandise keeps the brand alive off the pitch.
04
Affordable prices for performance gear
I set each price from my experience as a player, well below the big brands, without giving up on quality. Players get gear designed for performance, at an accessible price.
05
Content designed to be found on Google
As the brief required, AI wrote the product pages and five blog posts. I then reworked each text to search engine guidelines, so that all thirty pages could be found.
06
A 10% discount for joining the newsletter
When visitors arrive, a pop-up offers the newsletter with 10% off. The code comes in the welcome e-mail, and the form stays available in the footer.
Deliverables
The website
The website on mobile
An order, start to finish
Placing an order
Three ways to sell
The blog
Visual identity
Newsletter
Result
Excellent work, very consistent and well finished.
Assessment
The work meets or exceeds expectations on 20 of the 22 criteria in the grading grid, from strategy to payment and SEO.
- 5.9/6final grade
Delivered
A working shop: thirty products across three sales channels, payment by PayPal and bank transfer, a newsletter, three social networks and visitor tracking.
Visit the website (new tab)To try it, place an order and choose bank transfer: no real payment is ever requested.
What I learned
Absorbed by the site, I set the report aside, and justifying my choices afterwards turned out to be hard: I now document each step as I go. I also learned to write precise requests for AI.
Sacha Loskov · sacha@loskov.ch · +41 78 651 60 00 · loskov.ch
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