6.7 KiB
| project | type | status | path | tags | created | updated | |||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| offsite-full-summary | session-notes | active | Business/Planning |
|
2026-04-20 | 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)
- Progress Over Perfection — You don't need to do this perfectly, just consistently.
- Functional, Repeatable Cooking — Food has to work in real life, not just look good.
- Systems Over Willpower — You need structure, not more discipline.
- 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:
- eCookbooks (2 launches — spring and fall)
- Membership (free + tier one paid — winter launch)
- 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