Overarching business goals - financial targets Social change goals, what issue and theory of change 3. Business model choice, idea proof/validation Option A: Consumer Subscription / Behavior-Change Platform Offer: Personalized “planet-health” meal plans + shopping list + micro-nudges (e.g., swap high-emission/ultra-processed items for nutrient-dense, lower-carbon alternatives) delivered via app/WhatsApp/email. Revenue: Direct subscription; premium tiers (e.g., coaching, integration with local suppliers). Value to planet: Quantified carbon + biodiversity impact of diet shifts; gamified reductions. Health impact: Tailored to NCD risk profile (BMI, dietary deficiencies) with evidence-based recommendations. Leverage: Existing food retailers for affiliate fulfillment or discounted bundles. Sources: planetary-health diet frameworks, cost advantage of sustainable diets, behavior-change efficacy. Option C: Community-Supported Planetary Nutrition Hub Offer: Localized supply (e.g., plant-forward boxes from regenerative farms) bundled with education (digital + in-person), cooking demos, and social accountability for diet shifts. → Zebra app community Revenue mix: Tiered customer payments, donor/subsidy for high-need households, branded partner sponsorship (food brands subsidize “impact shares”). Social cross-subsidy: Paying eco-conscious consumers fund discounted access for high-NCD-risk groups. Ecosystem beneficiary alignment: Support regenerative producers, reduce food waste via circular logistics. later
Option D: Ingredient/Recipe Reformulation Accelerator for Brands
Offer: Consultancy+tooling that helps food brands reformulate products to score better on combined health+planetary metrics (e.g., reduce ultra-processed content, lower GHG footprint, increase nutrient density) and co-market “verified” shifts to conscious consumers. Payers: Food brands seeking differentiation or regulatory/ESG alignment. Ancillary: Certification / label that feeds into Option A/B consumer-facing channels. TL;DR:
Your revised “healthy resilient regenerative food movement” with open-source commons + paid cohorts/consulting maps tightly onto Business-As-Unusual concepts. Core alignments: stewardship not extraction, Zebras (profit + purpose), small/right-scale replication, emergent community design, reciprocity/commoning, soul-making productivity, bioregionalism, post-growth framing, and decelerated “launch with care.” Below is a structured mapping, plus tensions to watch and concrete tweaks to keep fidelity.
1. Direct concept alignment
Stewardship over mastery
What you’re doing: Building local Shift Makers, requiring give-back (Reciprocity Compact / Steward Shares), vetting sponsors, and embedding ecological feedback. Source alignment: Moves from “value extraction” to “nature as stakeholder” and “from mastery to stewardship.” Zebras (profitable + improves society)
Paid cohorts/consulting provide sustainable revenue while the open commons ensures societal benefit; local makers benefit economically without sacrificing purpose. Source: “Zebra companies are both black and white: they are profitable and improve society.” Small is beautiful / Right-scale / Post-growth
Your model: Right-sized cohorts (e.g., “Fermentation Shop 101”) and local enterprises; avoids unicorn-scale pressure by focusing on local impact, craftsmanship, and sustainable income. Source: “Human scale… Small = Beautiful,” “Post-Growth” economy, “Right-Scale,” and “Enoughness.” Emergent Community Design & Commoning
Your implementation: Open-source commons as container, peer-to-peer learning, cohort pods, contribution-for-access, localized adaptation with feedback loops. Source: Free rules for community (motivation, fulfillment, interaction) and commoning as active practice. Reciprocity / Mutual Aid
Mechanism: Steward Shares, give-back requirements, subsidized scholarships tied to contribution rather than charity. Source: “Reciprocity Flow,” “Mutual Aid isn’t charity,” and the emphasis on balanced giving/receiving. Soul-Making Productivity & Deceleration
Cohorts framed as craft and embodied learning (not hustle), with intentional pacing, reflective practice, and “launch with purpose” over growth hacking. Source: “Soul-Making Productivity,” “Downshifting,” “Journey Love,” “Pause Before Action.” Bioregioning / Local interdependence
Local adaptation of kits, context-specific cohorts, ecological stewardship councils reflect bioregional organizing rather than abstract global scaling. Source: “Bioregioning offers an alternative organising principle… decisions made in best interests of the bioregion.” Humane, humanized governance (organizers not managers)
Your structure: Peer verification panels, cohort alumni as mentors, shared stewardship, transparent compact—flattened power, emergent leadership. Source: “Managers → Organizers,” self-management, decentralized decision-making. 2. Tensions / Risks vs the guide’s ideals (and fixes)
3. Enhancements to deepen alignment
Eudaimonic success metrics in cohorts: measure participant flourishing (skill mastery, sense of purpose) not just business KPIs. Fun-Ops / Journey Love: Build micro rituals into cohort process to make learning enjoyable, e.g., “craft reflection sessions.” Mycelium Management metaphor for your network: decentralized support, deep-rooted local nodes sharing nutrients (knowledge, stewardship shares). Endineering for cohort graduates: Encourage thinking about the “ending” of their offerings—how products/services are taken back, replenished, or responsibly retired. 4. Quick alignment checklist to keep the fidelity
Is each paid cohort framed as practice for stewardship, not just revenue generation? Are community contributions visibly balanced with what is taken (Reciprocity Compact + Steward Shares)? Do onboarding + governance docs reject “command & control” in favor of organizer language? Are scale decisions evaluated against “right-scale”/“small is beautiful” criteria before expanding cohorts or territory? Is revenue used to seed the commons maintenance fund first to avoid resource starvation? (implied in steward-subsidy hybrid model) Do local adaptations feed back into the shared playbook (emergent design) and get recognized? 5. Summary sentence
You’ve rebuilt the original idea into a Zebra-style, bioregionally rooted, emergent commons that funds itself via purpose-driven paid cohorts and consulting, while embedding stewardship, reciprocity, soul-making, and human-scale governance—directly reflecting and extending the Business-As-Unusual playbook.
TL;DR:
Pivot to a Healthy Resilient Regenerative Food Movement with a dual layer: free/open-source core + premium paid cohorts/consulting. Paid offerings teach people to launch local mission-aligned micro-enterprises (e.g., Catering 101, Fermentation Shop 101, Foraging Excursions) and offer expert consults (nutrition, tech, product). Structure: “open commons” → funnel → paid cohort → ongoing support/credential. Key components, business mechanics, and next steps below.
1. Revised high-level model
A. Core (free / open-source commons)
Toolbox: editable “Shift Kits,” local adaptation playbooks, Reciprocity Compact, Steward Share system, templates for launching a local micro-enterprise, basic educational content (intro videos/guides on regenerative food, diet-shifting, local sourcing, minimal viable offerings). Community registry: list of active local makers, stories, peer support. Visibility/soft credential: active contributors earn public recognition (e.g., “Local Steward” spotlight) that feeds into their credibility for the paid layer. B. Premium paid layer
Two categories:
Cohorts / Courses (group-based, priced):
Skill-to-business modules teaching how to build specific local social enterprises: Catering 101: regenerative menu design, cost-effective sourcing, waste-zero prep, community-accountability catering, pricing for impact + profit, basic licensing. Fermentation Products Shop 101: product development, provenance storytelling, shelf-life basics, safe small-scale production, packaging/brand (artisan), local distribution, hybrid revenue mixes. Foraging Excursions 101: ethical wild-harvest guiding, safety/legal, local ecosystem integration, experience design, monetization (tours + value-added products). Other verticals: e.g., “Community Nutrition Coaching,” “Waste-to-Soil Microservices,” “Local Preservation Collective.” Format: cohort-based (small group, fixed duration ~4–6 weeks), hands-on assignments, peer feedback, live Q&A, a mini-launch project, and optional “steward endorsement” if they meet contribution criteria. Paid Consultations / Clinics:
One-on-one or small-group expert sessions on: Product technology (e.g., scaling home fermentation safely, low-cost cold chain hacks). Medical nutrition tailoring (diet shifts for NCD risk, vulnerable populations). Business design (pricing, hybrid subsidy models, local partner structuring). Community-building / reciprocity mechanics (implementing Steward Shares locally). Can be packaged as hourly blocks, “startup surgery” days, or retainers for early chapters. 2. Value ladder & funnel
Entry (free): Download a basic Shift Kit, join free community, contribute (earn visibility). Tripwire / low-cost offer: Short micro-course or “mini-bootstrap workshop” (€25–€75) like “Launch Your First Pop-Up Fermentation Table” with template + feedback. Core cohort: Deep dive cohort (€300–€1,200 depending on vertical/region/expert involvement) with practical launch deliverable. Advanced upsell: Premium consulting, one-on-one advisory, “accelerator” bundle (cohort + post-launch mentoring + connector intro). Community/steward subscription: Optional recurrent access to ongoing peer clinics, updates, and early access to new vertical cohorts. 3. Positioning & differentiation
Open-source feeder: Paid participants get a “practice license” to use and adapt core commons resources, and they’re expected to give back (teach a free mini-session locally, document their adaptation) — feeds reciprocity. “Launch with purpose” credentials: Completion earns a lightweight badge or “Shift Maker Starter” credential they can show to partners/funders; layered with community endorsement. Hyper-local craft + health framing: Unlike generic business courses, each cohort weaves in regenerative sourcing, nutrition resilience, and local ecosystem respect (bioregion adaptation baked into curriculum). Peer accountability built in: Cohort members form mini mastermind pods to launch together or cross-promote. 4. Revenue mechanics
Cohort fees: Tiered pricing (early-bird, standard, scholarship/sliding for high-need local actors funded by steward subsidies). Consulting: Time-based (e.g., €120–€250/hour depending on expert) or packaged “Startup Surgery” days. Add-ons: Certified “Launch Pack” physical kits (provenance-branded starter boxes) sold via cohort participants with a royalty back to the commons. Cross-subsidies: Use part of cohort revenue to fund scholarships/free slots for contributors and to seed new chapters. Recurring access: Subscription for continued community support, advanced mini-updates, and invitation to mentor future cohorts (creates upward mobility in Steward Share system). 5. Curriculum & cohort structure (example “Fermentation Shop 101”)
Week 1: Purpose + Local Context
Why fermented foods matter for health+resilience. Mapping local ingredients & waste streams. Defining your niche (pickles, probiotic condiments, bartering bundles). Week 2: Product & Process
Safe small-batch fermentation (basic microbiology in plain language). Sourcing + provenance stories. Packaging that’s repairable/reusable (artisan design). Week 3: Business Mechanics
Pricing for mission + margin. Hybrid revenue: direct sales, subscription jars, teaching, community-supported pre-orders. Legal basics and food safety disclaimers (simple templates). Week 4: Launch & Feedback
Soft launch plan (pop-up, local partner, online pre-order). Storytelling and provenance marketing (integrated with commons’ platform). Contribution back: run a free community demo or publish adaptation. Optional follow-up:
1:1 clinic to iterate, mentorship, cohort alumni peer review. 6. Operational backbone
Platform: Lightweight LMS or even Notion/Sheet + Zoom for cohorts; shared Git-like repo for open resources. Scheduling: Fixed cohort cycles advertised in advance, limited seats to maintain quality. Application: Short intake (values alignment + commitment to give back) to filter fit. Credentialing: Digital badge + optional printable “Launch Toolkit Certificate.” Steward integration: Cohort graduates invited to become mentors, earn extra Steward Shares for onboarding new cohorts. 7. Marketing / acquisition
Leverage stories from free contributors as proof-of-concept (case studies). Offer “starter scholarships” to early local stewards in each region to seed word-of-mouth. Referral incentive: graduates get discount on future cohort if they bring in a new paying participant or mentor a free session. Partner with local regenerative food producers to co-host modules (co-branding, cross-promotion). Publish “mini success” showcases: “How Lina launched her pop-up regenerative catering with €500 and a cohort.” 8. Risk / guardrails
Mission drift: Cohort curriculum must require alignment statement; paid content tied to values compact. Perceived paywall vs access: Always keep a clear free path and explicit “give-back” alternative to paid cohorts. Quality dilution: Cap cohort size, use peer/reviewer feedback, and require real deliverables. Competitor leakage: Open-source core exists, but the structured guided cohort with live interaction, credential, and network is differentiated (don’t give the “done-for-you” playbook away for free). 9. Immediate next steps
Define 2 pilot paid cohorts (pick highest-leverage verticals, e.g., Fermentation Shop & Catering). Draft cohort curriculum outlines, pricing tiers, scholarship rules, and application form. Build a simple landing + intake page explaining free commons vs paid cohorts and give-back expectation. Recruit first expert facilitators/consultants and 5–8 beta participants (offer early-bird discount + steward incentive). Create the “Launch Pack” artifacts: cohort welcome kit, contribution-back templates, digital badge. Run pilot, collect structured outcomes (stories + mini case studies), refine, and use those as marketing for next cohort batch. Do you want me to build the actual cohort curriculum + onboarding pack in canvas now, or draft the outreach sequence and pricing sheet next?
4. Marketing strategy - a marketing strategy is an integrated, research-based plan that aligns target segments, value proposition, positioning, and resource allocation with overarching business goals to build sustainable advantage.
goal of marketing strategy is to earn a sustainable competitive advantage that yields long-run profits
Market segmentation
breaking the broad population into distinct groups based on shared characteristics/needs we can divide segmetns based on this criterias:
Impact potential (mission alignment)
Revenue/funding feasibility
Size & growth of segment
Reachability / cost-to-serve
Competitive / differentiation space
Strategic fit with current capabilities
Health risk / need: High NCD/obesity risk, nutrition-insecure vs. low-risk. Values/motivations: Climate-conscious vs. health-first vs. cost-sensitive vs. convenience seekers Readiness/adoption stage: Early adopters (identity-driven) vs. passive habitual eaters. Ability/willingness to pay: Subsidy-needed (low-income high-need) vs. premium seekers (affluent health/planet identity). Channel/influencer access: Employer/clinic-mediated vs. direct-to-consumer digital vs. community hub attendees. map what others are doing their strengths/weaknesses—relative to those segments. Competitive analysis: for each segment, inventory current players/offers: Who’s already offering planetary-health diet coaching? (Option A competitors) Which community nutrition hubs exist locally? Which employers have wellness programs tied to diet? What do food brands claim on health+planet credentials? Gap & opportunity identification:
Segment A (low-income families): few tailored, affordable, community-integrated solutions → opportunity. Segment B (identity-driven): crowded on “healthy” but weak on transparent dual health+planet metrics → differentiation angle.
Target segments (Targeting)
which customers a firm will serve, which segment(s) have best fit: impact × viability.
concerned about their diet quality/healthiness customer insights (needs, demographics, behaviors) needs, desires, and aspirations of the target audience. customer expectations Value proposition
+ company’s own competencies Аня Ч фуд технолог. нутришинал полиси, видение, ресерч Аня А маркетинг, бизнес (?), финансы, комьюнити, суппорт, клиентский экспериенс, проектный менеджмент (?), нетворкинг, куча инфы структуризация подружка Нутришин Медицина why they should buy
Customer Job: What are they trying to achieve? Pains: Barriers/frictions
Product
pilot – align suitability, usefulness, and demand into product later wen we aggregate a lot of data and community, we can just ask people to participate in consumer research studies for brands/producers, reatailers Data-as-impact asset: Package anonymized aggregate diet shift data for municipal planners or health insurers as a low-friction revenue stream. Embedded micro-subsidy tokens: Let eco-conscious payers directly sponsor a “diet upgrade” token redeemed by high-need households (visible impact linkage builds loyalty). API for brands: Expose a lightweight API that scores user-chosen recipes/products on health+planet axis; brands can embed badge widgets, driving viral awareness.
Pilot design (for top 2 segments)
Pilot 1: Eco-conscious early adopters (paid subscriber)
Hypothesis: They will pay €X/month for education, personalized receipes, with quantified “planet+health” impact if identity badges Intervention: 4-week personalized plan + weekly feedback + impact dashboard. Metrics: sign-up conversion, retention (week 2+), self-reported diet quality (e.g., adapted Healthy Eating Index), perceived identity alignment, carbon-footprint reduction estimate. Pilot 2: High-need low-income households (subsidized via grant/partner)
Hypothesis: Providing affordable nutrient-dense meal kits + basic education increases dietary quality score and reduces self-reported barriers. Intervention: twice-weekly subsidized box + 2 group sessions + SMS tips. Metrics: pre/post diet screening, satisfaction, uptake rate, drop-off, incremental cost per unit improvement in diet quality. the core product (unique benefit) → AI based on competence, knowledge, expertise? community, academy for resilient local slow food practices, sharing and exchanging knowledge, experiences plus courses to start social businesses - fermentation classes, fermentation products shop, zero waste envrionmentally friendly catering, vegan subscription based kitchen-takeout delivery service, foraging excursions and master-classes. kits that we might share how to produce too, but for a small contribution or something plus additionally paid events/consultations/calls the tangible product (features, quality, design, packaging, options) community in reddit? in discord? an online forum like vas3k? firstly free of course, then mayber wee need to shift augmented product (service layer like delivery, installation, after-sales service)
• Price Skimming: Begin with a high price, gradually lowering it over time.
• Competition-Based Pricing: Set prices above or below competitors' rates → courses maybe, and maybe
• Premium Pricing: Attach a high price, emphasizing product quality.
• Value-Based Pricing: Determine price based on perceived customer value.
• Cost-Plus Pricing: Set price based on production cost plus markup.
Place, distribution
for us
for out customers
− most appropriate places/distribution channels to sell products.
− product's accessibility and visibility
websites, catalogues, social media, trade shows, and brick-and-mortar stores
Brand Positioning
how we can create defensible advantage/build sustainable advantage
Promotion (Marketing Communications)
Key messages to communicate that positioning conveying a product's value creating brand awareness and loyalty, influencing purchasing decisions. Promotion can communicate trendiness
Resource allocation/Resource deployment
Performance system
Raising customer lifetime value, ? brand is part of culture CAC : LTV ratio (ideal ≥ 3:1) () Brand equity valuations (Interbrand method combines financials, role-of-brand, strength) () Net Promoter Score (NPS) gauges advocacy and word-of-mouth potential () Marketing-mix-modeling ROI isolates incremental sales impact of spend () Limitations:
Companies that perform well financially may simply have more resources to invest in great marketing (reverse causality), rather than the marketing strategy causing the performance. One recent study found that higher profitability (ROA) actually had a significant effect on shaping a firm’s marketing strategy, rather than the strategy driving profitability Moreover, superior marketing often coincides with other strengths (quality products, good management), so isolating its unique impact is hard. The business environment also plays a role: for example, a well-designed strategy might still falter due to a recession or disruptive competitor. 4. Marketing tactics
Маркетинг + маркетинговые коммуникации «Здоровое питание для себя и планеты, сообщество-курс»