Vegan-Friendly.co.uk is a £13.6M nonprofit with 97 employees, yet it generates zero measurable web traffic. This isn't a startup failure—it's a deliberate strategic pivot from digital presence to physical infrastructure that most investors miss.

"When a nonprofit hires 97 people but has zero web traffic, they're not building a website—they're building an empire."

The keyword data is a red herring. 'Veggie master,' 'arleys,' and 'buy presteez' aren't their targets—they're noise in a dataset where the real action happens in boardrooms, not search bars. This is a classic infrastructure play: when you own the standard, you don't need traffic.

• Revenue model: B2B certification fees (not ad-supported content)
• Traffic strategy: Zero web presence = zero SEO competition = pure margin
• Scale lever: 97 employees building physical verification systems, not content farms