Concept

Compete head on with the super market chains. I understand its a Red Ocean. Therefore, the aisles will be divided on the basis of Protein, carbs, fats and cheat meals.

It is understandable that it will limit the number of products we have on the shelves, therefore we will also sell courses on how to farm different products, like avocados, apples as well as how to raise and butcher cattle. Thus creating The Long Tail.

Launch plan

Step 1: Creating buzz

This will be done by building a movement. The goal is to source suppliers as well as customers, before the launch.

Platform Concept

The platform will be a game for students who have just finished their A levels and are considering taking a gap year. The game involves finishing 7 quests. The winner gets 100,000 GBP. The entry fee is 100 GBP. This will enable the brand to be profitable from day 1.

Quest 1: Finish a Tough Mudder.

Quest 2: Hiking Pen Y Fan.

Quest 3: Surfing in New Quay.

Quest 4: Farming and digital marketing at Derbyshire.

Quest 5: Daygame in London.

Quest 6: Amateur MMA at a local gym.

Quest 7: Write and submit a business plan.

Platform Design

The platform is an LLM. The quests will be revealed to each team only after the previous quest is completed. The platform will be colour coded in Black & Green because the founder likes that combo.

Platform Outcome

What the players get?

Quest 1: Players will learn the importance of team work.
Quest 2: Along with team work, they will learn how to leverage the network to organize a trip together with the team.
Quest 3: They will learn about the life beyond the corporate world.
Quest 4: They will learn to respect the people who put food on the table.
Quest 5: They will learn that they have options.
Quest 6: They will overcome the fear of fighting.
Quest 7: They will learn to articulate their ideas into a plan of action they can execute once they finish university.

Implicit: Stories, friendships and connections.

Winner gets 100,000 GBP.

What we get?
1. The game is Pay for Play. We need at least 1000 participants to recover the prize money. 10,000 and we are golden. Even after paying for the platform building charges, net positive cash flow will be achieved at 10,000 user base.

2. The players will be acutely aware of how the food supply chain works. They will understand how the producers get a very tiny % of retail sale price.

3. Farmers will respect the players because they are fighters and ethical citizens because they tried to help them. Farmers will also respect the platform because it made it possible.

4. We get (hopefully) 10,000 ideas (data).

5. Consumer-led story telling.

Step 2: Kiosk launch

Kiosk will sell very limited physical items:

Protein: Beef, lamb, pork, fish and poultry
Carbs: White rice, flour, bread
Fats: Avocados, Olive oil, Ghee, Butter
Essentials & others: Milk, fruits, nuts
Ready to eat: Huel

Pilot project Location:

Bath

Why?

The above mentioned city has a low crime rate and has a high-trust culture. It will be easier to sell expensive but ethically sourced food there. Once a buzz is created online, we can scale towards the masses.

Step 3 – Simultaneously re-creating buzz

We would also need to crowd source courses. The platform originally created will need a second season to do that.

Platform second season concept –
Quest 1: Find a farmer and build a course in collaboration with him/her.
Quest 2: Source distribution for the course from the TWPS (The White Pack Store).

Step 4 – Scaling

We might not actually need large scale super markets. A chain of kiosks might work just fine. But just in case, here is a slightly larger version of the Kiosk that sells both physical and digital products-

Locations –

Bath
Istanbul
Bangkok
Zurich
Reykjavik
Tallinn
Vlinius
Riga
Helsinki
Oslo
Stockholm

Conclusion

Thus, in the following 4 steps, we would have a circular global business –

Step 1: Creating a platform will create buzz and if we get at least 10,000 paying subscribers, we will source the money for step 2.

Step 2: We will launch Kiosks in high trust countries where consumers can afford expensive grocery items.

Step 3: Crowd sourcing courses and giving distribution to course creators.

Step 4: Scaling a slightly larger version of the kiosks across Europe and Asia.