---
project: offsite-full-summary
type: session-notes
status: active
path: Business/Planning
tags:
  - pbs
  - branding
  - sunnies
  - content
  - revenue
  - business-model
  - monetization
created: 2026-04-20
updated: 2026-04-22
---
# PBS Off-Site Planning — Full Summary

## Day 1: Problem & Positioning

### Vision (Locked In)

Plant Based Southerner becomes a household name.

### Mission (Locked In)

To provide guidance that empowers people to live a whole food plant-based
lifestyle.

Note: Mission is intentionally broad. Marketing and content target a
specific audience segment.

### Core Problem (Locked In)

It's not a knowledge problem — it's an execution problem. They know how
they want to eat, but they can't make it work consistently within the
constraints of real life (time, energy, family, decisions).

### Core Belief (Anchor Statement)

"Most people don't fail because they don't know what to eat — they fail
because it doesn't work in real life."

Everything PBS does should reinforce this.

### Core Audience (Locked In)

Busy women feeding families who want to eat a whole food plant-based diet
but struggle to do it consistently in their daily lives.

Key traits:
- Time-constrained
- Health-motivated
- Already believe in plant-based
- Managing family dynamics
- Struggling with consistency

### Positioning (Locked In)

Whole food plant-based eating made practical for busy women feeding their
families. We focus on helping them make it actually work in real life — not
just teaching what to eat.

### Differentiation

- Focus on execution, not information
- Integrate real life constraints (time, family, energy)
- Combine practical cooking, simple systems, and realistic expectations
- Teach how to make it work, not just what to do

### Value Proposition (Locked In)

PBS equips busy women with a repeatable system to consistently feed their
families a whole food plant-based diet — reducing daily decision-making and
making healthy eating sustainable in real life.

In plain terms: less overwhelm, less decision fatigue, more consistency,
real-life sustainability.

### Messaging Pillars (4 Pillars)

1. Progress Over Perfection — You don't need to do this perfectly, just
consistently.
2. Functional, Repeatable Cooking — Food has to work in real life, not just
look good.
3. Systems Over Willpower — You need structure, not more discipline.
4. Real Life Is the Standard — If it doesn't work on your busiest day, it
doesn't work.

### Education Approach

- Weave the "why" into the "how" rather than leading with the health case
- Show substitutions in context (no dairy, no oil, no meat as options
within familiar dishes)
- Avoid preachy or pushy tone

### Key Discussion: Mission vs. Revenue Tension

- Travis raised concern that revenue goals could drive decisions that
compromise education quality
- Root concern: neither are corporate people, and there's a fear that
making money dilutes authenticity
- Resolution: revenue streams should reinforce the mission — teach and sell
under one umbrella by being intentional about which streams to pursue
---
## Day 2: Business Model & Revenue Streams

### Business Model (Locked In)

Product-based business with content driving the marketing.

- Primary products: Cookbooks, courses, membership (higher value)
- Secondary products: Merchandise, meal plans (lower value / nice-to-have)
- Passive/secondary income: Sponsorships, affiliate links, advertising
- Content is the marketing engine, not the core business

### Current Assets

- Instagram: ~13,000 followers, Reels 2x/week, Stories daily
- Pinterest: ~9,000 monthly views, drives significant website traffic
- YouTube: ~1 video/month
- Email list: ~80 subscribers (from Instagram via free guide)
- Free guide: 25 weeknight meals, 5-email funnel sequence, 25-45% open rate
- eCookbook: Plant Based Made Simple ($9.99 early / $12.99 public), 10-15
early sales
- Website: plantbasedsoutherner.com (WordPress on Linode)
- TikTok and Pinterest: present but not heavily utilized

### 12-Month Revenue Roadmap

APRIL-MAY 2026
- eCookbook hard launch (6-week push starting late April)
- Activate affiliate link promotion (organic integration)
- Begin sponsorship/partnership outreach

JUNE-AUGUST 2026
- Continue ebook sales and affiliate promotion
- Execute sponsorship deals
- Monitor sales data and audience feedback
- Begin planning second ebook

SEPTEMBER-OCTOBER 2026
- Launch second eCookbook
- Continue affiliate and sponsorship streams
- Prepare membership infrastructure (Travis coding)

NOVEMBER-DECEMBER 2026
- Launch free membership tier
- Launch tier one paid membership
- Holiday push on ebooks

JANUARY-APRIL 2027
- Optimize membership conversion and retention
- Continue all active streams
- Monitor YouTube growth toward monetization threshold
- Plan phase two (courses, expanded membership — 18-24 months out)

### Revenue Streams (All 12 Months)

Primary:
1. eCookbooks (2 launches — spring and fall)
2. Membership (free + tier one paid — winter launch)
3. Courses (18+ months out)

Secondary:
4. Downloadable meal plans
5. Merchandise (towels, aprons, plushies, t-shirts)
6. Affiliate links (organic, ongoing)
7. Sponsorships and partnerships

Future:
8. YouTube monetization (once threshold met)
9. Digital products (templates, guides)
10. Community add-ons (coaching, challenges, live demos)
---
## Day 3: Go-to-Market & Metrics

### Go-to-Market Strategy

Channels:
- Instagram and Pinterest (double down — proven channels)
- YouTube (grow as third channel)

Product Ecosystem (Discover → Try → Buy → Belong → Transform):
- Free content (Instagram, Pinterest, YouTube) attracts audience
- Free guide (25 weeknight meals) captures email
- eCookbook converts to first purchase
- Free membership builds community
- Paid membership deepens engagement
- Courses transform long-term (future)

### Launch Plan: eCookbook (Now)

- Soft launch: happening now
- Hard launch: 6-week push starting late April
- Channels: Instagram (special launch content + regular cadence) and email
(dedicated promo + regular newsletter)

### Key Metrics

Travis's north star: Audience growth (Instagram followers, email list,
YouTube subscribers)

Jenny's north star: $1,000-$3,000/month in revenue within the next year

6-Week Launch Targets:
- 1,500 new Instagram followers
- 100 ebook sales

### Ownership

- Travis: Tech and business
- Jenny: Products, marketing, and content
---
## Next Steps

- [ ] Execute 6-week eCookbook hard launch
- [ ] Activate affiliate link promotion
- [ ] Begin sponsorship/partnership outreach
- [ ] Define second ebook topic and timeline
- [ ] Design membership structure (free vs. paid tier features and pricing)
- [ ] Create sponsorship media kit
- [ ] Set up tracking for ebook sales and affiliate performance
- [ ] Define downloadable meal plan structure and pricing

...sent from Jenny & Travis