You love what you do.It just isn't sustainable.
You've opened the Gait.Let's build what's behind it.
You've got the relationships. We both know what this industry needs.
Let's build something beautiful.
Here is an idea.
You keep the part that only you can do. We take the part that is eating your nights. What we sell is one website, built the same way every time, into an industry that already knows your name.
You sell
Your name, your judgement, and the conversations this industry already trusts you in.
We build
One productised website, delivered to the same standard on the fiftieth as on the first.
Both stay
Support through the season on both sides. Nobody builds it and disappears.
Become the name this industry says without thinking about it.
You've earned your reputation. It is time to fully claim it.
Eight things you already hear
None of this will be news to you. It is written down because it is the market, and because a product should answer the objection before it walks into the room.
These quotes are composites, drawn from how breeders, agents, mare owners and stud staff talk about this across New Zealand and Australia. Roles, regions and dates are there for texture. Nobody is named. You will recognise every one of them.
Invisible outside the old network
Nominations still ride on agents and long relationships. New syndicates and overseas buyers never hear the stallion's name if the farm cannot be found.
If you're not on a phone at midnight when someone's googling sires, you don't exist.
Stallion pages that cannot sell
Mare owners compare fee, terms, video and progeny in one sitting. A page that makes them ring up for the basics has already lost the enquiry.
I am not ringing three farms on a Tuesday to ask what the fee is. If it isn't on the page, I've moved on.
Season chaos with no digital desk
Breeding season lives in spreadsheets and inboxes. Staff burn hours. Mares slip. The farm looks unprofessional even when the horses are anything but.
October is me, a spreadsheet, and three versions of the booking list. We lost a mare because the confirmation sat in the wrong inbox.
Buyers who will never visit
Asia, the Middle East and cross Tasman money all decide from a screen. A thin site with no clear way to nominate filters that money straight back out.
My Hong Kong client won't fly out for a look. We send him a PDF from 2021. He doesn't call.
Cost squeeze, marketing cut first
When margins tighten the website gets paused. The big farms keep spending. Everyone else goes quiet and quietly loses share of mind.
The website is always on the nice to haves list. Then we wonder why the book is thinner in September.
Social noise with no home base
Posts travel and then vanish. Without somewhere durable to land, social is expensive theatre. You know this one better than anybody.
Someone asks for the fee in the comments and the thread dies. Instagram is not a catalogue.
Trust, welfare and social licence
Younger owners ask how the farm runs, not only who won. Silence online reads as something to hide, whether or not there is anything to hide.
Syndicate partners asked what happens to the horses that don't make it. I had a good answer in my head and nothing on the website.
Data that never becomes a relationship
Client lists live on personal phones. When the bloodstock person leaves, the book leaves with them. Knowing everybody is not a business case.
When our bloodstock person left, half the client list left with their phone.
This is not a website. It is the commercial front gate.
You bring the trust and the conversations. We bring the machine that builds, launches and looks after the same thing over and over without the quality moving. That is the only way this gets bigger than the number of hours you have.
Pick a problem. See what changes.
The same eight frustrations, this time with what a farm lives with today, what it lives with after, and what we actually put in place to move it.
Invisible outside the old network
Word of mouth thins out as the old guard retires. Buyers search first now. A farm that cannot be found and cannot be shared is not in the race.
Today
Reach stops at the people already in somebody's pocket.
The farm is known by the people who have always known it, and invisible to everyone arriving next.
After the build
One link opens the gate, at any hour, from anywhere.
Search finds the stud, the phone renders it properly, and the link survives being forwarded four times.
What we put in place
Pages built to be found
Structured so mare owners reach the stud by sire, region and service, not only through an agent's memory.
A link that travels well
Fast on a phone, with a clean preview when someone drops it into WhatsApp at midnight.
Stallion pages that cannot sell
Mare owners compare in one sitting. If the fee, the terms, the video and a way to nominate are not on the page, the page is decoration.
Today
Fee buried, photos tired, and the only route is contact us.
Every question costs the buyer a phone call, so most of them never bother asking.
After the build
Fee on the page, terms in plain words, one button to nominate.
The page answers the whole comparison, then takes the booking while the interest is still hot.
What we put in place
Pages built to close
Live fee and terms, progeny the office can update, short video, and a nomination form that arrives with the mare details already attached.
Fresh winners, not hope
Content the office changes itself mid season, so the page never looks abandoned in the middle of a book.
Season chaos with no digital desk
October should not live on a whiteboard and three spreadsheets. The horses are professional. The desk should be too.
Today
Confirmations scatter and mares slip through the cracks.
Bookings arrive by text, email and phone call, and whoever saw it last owns it.
After the build
One path in, the right person on it, status you can see.
Every enquiry lands in the same place with the same information already attached.
What we put in place
Nomination capture that routes itself
Forms go to the right person by stallion or enquiry type, complete on arrival.
Fewer six in the morning phone calls
Clear status and document paths, so clients stop hunting contracts in old email threads.
Buyers who will never visit
Serious money decides from a hotel room on the other side of the world. If the site is thin, that money leaves without anyone noticing it was ever there.
Today
A PDF from three years ago and a phone number.
The agent sends what exists, the buyer draws their own conclusion, and the thread goes quiet.
After the build
The farm travels without the plane ticket.
Strong media, clear terms, and a short path to enquire that works from any time zone.
What we put in place
Written for people who will never walk the paddock
Clear agent paths by market, and copy that does not assume anyone knows where Cambridge is.
Mobile first, every time
Fast pages and a short enquiry, so interest out of Asia does not time out waiting for a callback.
Cost squeeze, marketing cut first
When margins tighten the shopfront is the first thing paused. Visibility drops quietly, and getting it back costs more than the pause ever saved.
Today
Six months quiet, two seasons to climb back.
Attention was rented, so when the spend stops the attention stops with it.
After the build
A base that keeps working while the ad spend flexes.
The asset is owned, so a tight year costs momentum rather than the whole position.
What we put in place
Own the story instead of renting it
One home for fees, results and the farm pitch, so nothing is rebuilt from zero each season.
Proof the board can read
Enquiry tracking, so the site argues for itself as infrastructure rather than a line item.
Social noise with no home base
Likes are not nominations. You have spent years making feeds work for these people. The missing half is somewhere for that attention to land.
Today
Good content pointed at nothing.
The post does its job, the question gets asked in the comments, and the answer never arrives.
After the build
Every post has somewhere serious to send people.
Social becomes the megaphone and the page does the selling, which is what it was always meant to be.
What we put in place
A catalogue that does not scroll away
Progeny, terms, farm story and contact paths on pages the stud owns, not in an algorithm's memory.
One design system per farm
So the social you already make and the site it points at look like the same business.
Trust, welfare and social licence
Younger owners and syndicates ask how the farm runs, not only who won. Having a good answer is not the same as having it findable.
Today
Reads like a sales ring and nothing else.
The care is real and completely invisible, so the question keeps getting asked in person.
After the build
How the horses are raised sits beside the black type.
The position is on the record, so the first conversation starts from trust rather than suspicion.
What we put in place
A calm, clear farm story
Room for welfare, people and how horses are bred and raised, without it turning into a press release.
Answered before it is asked
Syndicate partners find the position themselves, which is worth more than being told it.
Data that never becomes a relationship
When the bloodstock person leaves, half the book leaves with their phone. Knowing everybody is not something a farm can put on a balance sheet.
Today
The client list is somebody's contacts app.
Every new sire launches to whoever the current staff happen to remember.
After the build
Lists, enquiries and history stay with the farm.
The relationship belongs to the business, so a new sire launches to a real audience.
What we put in place
Capture that outlives the staff
Forms, email and a light CRM, so client history survives a resignation.
Feedback the board can read
Which pages convert, which markets browse, which campaigns bring mares. Marketing stops being gut feel.
One story in. A month of content out.
This is the part that makes five to ten a month possible. A farm gives you one thing that happened. You approve it once, at the start. Everything after that runs without you.
Built once per farm as a design system, so everything that comes out of it already looks like that farm. Twelve months can be scheduled in a single sitting. The only thing that needs you is the tick at the front, and that is a scroll and a click.
The difference, in the only place it counts
This is the comparison a stud principal makes in about four seconds, on a phone, usually while doing something else.
What most of them have
What we build
The offer, in two sizes
One quality bar, two buyers. You sell both through relationships you already have. We build both to the same standard, so neither of them turns into a late night.
Standing at Out The Gait Creative
The Build
- Service fee
- Premium
- Support
- Full season
- Scarcity
- Limited
Set high enough that both of us have real skin in the game.
Build, launch, and care right through breeding season. Not a handover.
Only as many farms a year as we can genuinely look after.
What the farm gets
- Farm home, stallion roster, and deep stallion pages built to close
- Fee, terms, progeny and media the office edits without a developer
- Nomination and enquiry forms routed to the right person
- Mobile first, search ready, and clean to share with agents and buyers
- Analytics and enquiry tracking the board can actually read
- Season launch support and ongoing care
The Package
Your idea, and I think it is the right one. A small equine business, a good site, social behind it, and a price that does not need a board meeting. This tier only works if the build is genuinely productised, so the tenth one costs us what the first one did. That part is our problem to solve, not yours.
- Price
- ?????
- Terms
- Site and social
- Volume
- Five to ten
Still to be set. Low enough to be an easy yes, high enough to survive the volume.
A website plus the content system that keeps feeding it, from one brief.
Per month, which is only possible because you are not the one building them.
Where the price should sit
The two tiers are not the same decision, so they should not carry the same number. A small equine business is buying a tidy shopfront and mostly wants it to be easy. A commercial breeding farm is deciding where next season's nominations come from, and pricing that like a shopfront tells them it is a shopfront sized decision.
Holding the top tier high is not about margin for its own sake. It is about what the money buys on our side of the deal.
It protects your name
This industry is small and it talks. Cheap work follows you around for years, and you have spent too long building the opposite reputation to risk it.
It funds the support
A real price pays for somebody answering the phone in October, not just somebody building the thing in June.
It filters the buyer
It sorts farms who want a commercial asset from farms who want a favour, before either of you spends a season finding out.
It leaves room
Margin covers content help, revisions and the peaks, so none of that quietly gets absorbed by you at one in the morning.
How this works, and why it does not break the way the last one did
You have handed work to people you could not see before and watched it come back wrong. The problem was not the talent. It was that nobody in the middle owned the outcome.
You
Front of house, and that does not change. You sell, you hold the client relationship, you keep the brand loud and human.
What you stop doing is the building, the chasing and the third round of revisions.
Us
An account manager sits between you and the build. You brief one person, once. They own the outcome, they translate for the team, and they come back to you when something needs a decision, not when something needs explaining again.
Behind them sits the build, the hosting, the quality bar and the support.
The farm
Pays for a front gate that works, and gets a team rather than one person's inbox.
Stays supported through the season instead of being handed a login and wished well.
What it looks like when it is working
The point of this is not more revenue at the same cost to you. It is better revenue, earned differently.
The business runs without your hands in it
Work moves while you are on a plane, out on the farm, or asleep. Nothing waits for you to open a laptop at midnight to keep a client happy.
Revenue stops being hours
A repeatable product with a published price is worth more than a retainer with a vague scope, and it is far easier to sell the second time.
You own the category
Nobody else in this industry has both the relationships and the delivery. Together that is a very short list, and at the moment it is empty.
You have done the hard part already.
Earning a place in this industry is the bit nobody can shortcut, and you have it. Turning that into something that runs without you is a build problem, and build problems are ours.
You open the gate. We build what's behind it, and we stay for the season rather than the launch. If this reads right to you, the next conversation is a short one: which farms we go to first, and what we charge them.
Prepared for Paxton Kirkbride by Yoonet · July 2026