MS

Morgan Select

Verified marketplace MVP

DashboardAdmin
Blueprint

Commercial strategy, IA, flows, and data model

This route turns the original build brief into an internal operating view. It shows why the product is positioned this way and what matters next if the concept becomes a real startup.

Wedge

Launch as the premium Morgan-specific marketplace where credibility is visible and lead quality is better than generic classifieds.

  • Free browsing for consumers keeps top-of-funnel simple.
  • Paid inventory and profile products monetize the professional side first.
  • Verification, moderation, and concierge support create real differentiation.

Information Architecture

The product is split into a discovery layer for buyers and an operator layer for sellers and internal moderation.

  • Discovery: home, horses, stallions, professionals, pricing.
  • Operator: dashboard, admin moderation, launch blueprint.
  • Every route reinforces trust, conversion, or subscription value.

Launch Motion

Win one region and one professional cluster first, then expand inventory density and event partnerships.

  • Start with 20 to 40 high-quality listings across the Northeast and Mid-Atlantic.
  • Recruit 10 to 15 breeders/trainers as charter subscribers with white-glove onboarding.
  • Use featured listings and concierge placements as the first proof of commercial value.
Core flows

The MVP is organized around three high-value journeys

Each of these flows directly supports either monetization or trust.

Buyer discovery to shortlist

A serious buyer can filter, compare, and request introductions in under ten minutes.

  1. 1Browse verified horses with price, discipline, pedigree, and trust cues visible above the fold.
  2. 2Filter by budget, region, and discipline, then save or compare up to three listings.
  3. 3Submit a qualified inquiry that captures timing, budget, and intended use.

Seller onboarding to conversion

A breeder or trainer sees why the subscription pays for itself before finishing setup.

  1. 1Choose a plan, submit listing assets, and receive quality-control feedback.
  2. 2Publish a verified horse or stallion page with a branded professional profile.
  3. 3Manage inquiries in a seller dashboard that exposes hot leads and response expectations.

Admin trust workflow

Moderators can protect the marketplace without slowing strong sellers down.

  1. 1Review pending documents, identity checks, and pedigree claims in a single queue.
  2. 2Assign listing trust states such as identity checked, provisional, or performance verified.
  3. 3Escalate suspicious activity fast while premium inventory stays conversion-ready.
Schema

Data model priorities

The schema is intentionally prepared for future official data integrations while remaining launchable with manual verification and seeded seller data.

profiles

People and business entities that own listings, stallions, or professional pages.

idaccount_typedisplay_namebiolocationdisciplinesverification_stateresponse_time_sla

horse_listings

Core sale and lease inventory with structured pedigree, price, and trust metadata.

idprofile_idhorse_nameregistration_numberpricediscipline_tagspedigree_jsonverification_statemedia_statuslisting_status

stallion_profiles

Breeding pages with terms, traits, book status, and inquiry routing.

idprofile_idstanding_atstud_feeshipping_optionstraitsoffspring_highlightsbooking_capacity

buyer_inquiries

Qualified leads tied to a horse, stallion, or professional with conversion context.

idtarget_idtarget_typebudget_bandtimelinediscipline_interestlead_scorepipeline_stageassigned_to

subscriptions_and_addons

Recurring plans, featured placements, verification packs, and concierge fees.

idprofile_idplan_namebilling_intervallisting_quotafeatured_creditsstatusrenewal_date

Launch checklist

  • Recruit charter farms and trainers from one high-density region first.
  • Offer concierge onboarding for the first 25 premium listings so quality is unmistakable.
  • Publish buyer guides and verification rules before trying to scale volume.
  • Measure close rate and repeat subscriptions before expanding into a mobile app.

Success metrics

  • Featured listing sell-through rate
  • Median inquiry response time
  • Qualified lead to visit conversion
  • Breeder and trainer subscription retention
  • Concierge revenue per quarter