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Business/Planning/offsite-full-summary.md
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Business/Planning/offsite-full-summary.md
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---
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project: offsite-full-summary
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type: session-notes
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status: active
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path: Business/Planning
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tags:
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- pbs
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- branding
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- sunnies
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- content
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- revenue
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- business-model
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- monetization
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created: 2026-04-20
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updated: 2026-04-22
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---
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# PBS Off-Site Planning — Full Summary
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## Day 1: Problem & Positioning
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### Vision (Locked In)
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Plant Based Southerner becomes a household name.
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### Mission (Locked In)
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To provide guidance that empowers people to live a whole food plant-based
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lifestyle.
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Note: Mission is intentionally broad. Marketing and content target a
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specific audience segment.
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### Core Problem (Locked In)
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It's not a knowledge problem — it's an execution problem. They know how
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they want to eat, but they can't make it work consistently within the
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constraints of real life (time, energy, family, decisions).
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### Core Belief (Anchor Statement)
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"Most people don't fail because they don't know what to eat — they fail
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because it doesn't work in real life."
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Everything PBS does should reinforce this.
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### Core Audience (Locked In)
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Busy women feeding families who want to eat a whole food plant-based diet
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but struggle to do it consistently in their daily lives.
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Key traits:
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- Time-constrained
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- Health-motivated
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- Already believe in plant-based
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- Managing family dynamics
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- Struggling with consistency
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### Positioning (Locked In)
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Whole food plant-based eating made practical for busy women feeding their
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families. We focus on helping them make it actually work in real life — not
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just teaching what to eat.
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### Differentiation
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- Focus on execution, not information
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- Integrate real life constraints (time, family, energy)
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- Combine practical cooking, simple systems, and realistic expectations
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- Teach how to make it work, not just what to do
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### Value Proposition (Locked In)
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PBS equips busy women with a repeatable system to consistently feed their
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families a whole food plant-based diet — reducing daily decision-making and
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making healthy eating sustainable in real life.
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In plain terms: less overwhelm, less decision fatigue, more consistency,
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real-life sustainability.
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### Messaging Pillars (4 Pillars)
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1. Progress Over Perfection — You don't need to do this perfectly, just
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consistently.
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2. Functional, Repeatable Cooking — Food has to work in real life, not just
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look good.
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3. Systems Over Willpower — You need structure, not more discipline.
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4. Real Life Is the Standard — If it doesn't work on your busiest day, it
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doesn't work.
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### Education Approach
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- Weave the "why" into the "how" rather than leading with the health case
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- Show substitutions in context (no dairy, no oil, no meat as options
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within familiar dishes)
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- Avoid preachy or pushy tone
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### Key Discussion: Mission vs. Revenue Tension
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- Travis raised concern that revenue goals could drive decisions that
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compromise education quality
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- Root concern: neither are corporate people, and there's a fear that
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making money dilutes authenticity
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- Resolution: revenue streams should reinforce the mission — teach and sell
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under one umbrella by being intentional about which streams to pursue
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---
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## Day 2: Business Model & Revenue Streams
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### Business Model (Locked In)
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Product-based business with content driving the marketing.
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- Primary products: Cookbooks, courses, membership (higher value)
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- Secondary products: Merchandise, meal plans (lower value / nice-to-have)
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- Passive/secondary income: Sponsorships, affiliate links, advertising
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- Content is the marketing engine, not the core business
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### Current Assets
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- Instagram: ~13,000 followers, Reels 2x/week, Stories daily
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- Pinterest: ~9,000 monthly views, drives significant website traffic
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- YouTube: ~1 video/month
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- Email list: ~80 subscribers (from Instagram via free guide)
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- Free guide: 25 weeknight meals, 5-email funnel sequence, 25-45% open rate
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- eCookbook: Plant Based Made Simple ($9.99 early / $12.99 public), 10-15
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early sales
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- Website: plantbasedsoutherner.com (WordPress on Linode)
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- TikTok and Pinterest: present but not heavily utilized
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### 12-Month Revenue Roadmap
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APRIL-MAY 2026
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- eCookbook hard launch (6-week push starting late April)
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- Activate affiliate link promotion (organic integration)
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- Begin sponsorship/partnership outreach
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JUNE-AUGUST 2026
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- Continue ebook sales and affiliate promotion
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- Execute sponsorship deals
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- Monitor sales data and audience feedback
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- Begin planning second ebook
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SEPTEMBER-OCTOBER 2026
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- Launch second eCookbook
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- Continue affiliate and sponsorship streams
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- Prepare membership infrastructure (Travis coding)
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NOVEMBER-DECEMBER 2026
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- Launch free membership tier
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- Launch tier one paid membership
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- Holiday push on ebooks
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JANUARY-APRIL 2027
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- Optimize membership conversion and retention
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- Continue all active streams
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- Monitor YouTube growth toward monetization threshold
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- Plan phase two (courses, expanded membership — 18-24 months out)
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### Revenue Streams (All 12 Months)
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Primary:
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1. eCookbooks (2 launches — spring and fall)
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2. Membership (free + tier one paid — winter launch)
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3. Courses (18+ months out)
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Secondary:
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4. Downloadable meal plans
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5. Merchandise (towels, aprons, plushies, t-shirts)
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6. Affiliate links (organic, ongoing)
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7. Sponsorships and partnerships
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Future:
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8. YouTube monetization (once threshold met)
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9. Digital products (templates, guides)
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10. Community add-ons (coaching, challenges, live demos)
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---
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## Day 3: Go-to-Market & Metrics
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### Go-to-Market Strategy
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Channels:
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- Instagram and Pinterest (double down — proven channels)
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- YouTube (grow as third channel)
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Product Ecosystem (Discover → Try → Buy → Belong → Transform):
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- Free content (Instagram, Pinterest, YouTube) attracts audience
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- Free guide (25 weeknight meals) captures email
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- eCookbook converts to first purchase
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- Free membership builds community
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- Paid membership deepens engagement
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- Courses transform long-term (future)
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### Launch Plan: eCookbook (Now)
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- Soft launch: happening now
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- Hard launch: 6-week push starting late April
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- Channels: Instagram (special launch content + regular cadence) and email
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(dedicated promo + regular newsletter)
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### Key Metrics
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Travis's north star: Audience growth (Instagram followers, email list,
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YouTube subscribers)
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Jenny's north star: $1,000-$3,000/month in revenue within the next year
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6-Week Launch Targets:
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- 1,500 new Instagram followers
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- 100 ebook sales
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### Ownership
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- Travis: Tech and business
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- Jenny: Products, marketing, and content
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---
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## Next Steps
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- [ ] Execute 6-week eCookbook hard launch
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- [ ] Activate affiliate link promotion
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- [ ] Begin sponsorship/partnership outreach
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- [ ] Define second ebook topic and timeline
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- [ ] Design membership structure (free vs. paid tier features and pricing)
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- [ ] Create sponsorship media kit
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- [ ] Set up tracking for ebook sales and affiliate performance
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- [ ] Define downloadable meal plan structure and pricing
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...sent from Jenny & Travis
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