Founder’s preparation checklist
Bring your current situation. We’ll help shape the pilot.
Use this brief to prepare for a conversation about launching or expanding. It is a planning aid, not an application test: gaps in positioning, data or channel choices are useful things to discuss.
Preparation
Five things to bring to the conversation
Brand & customer
Who buys, what need the product serves, price positioning and the message you use today. Note what is unclear; you do not need to have every answer.
Product & category
Products and pack sizes to test, competition, shelf life where relevant, supply capacity and category-specific operating requirements.
Current business
Existing channels, recent completed orders, repeat demand, locations, partner commitments and the main obstacle to growth.
Pilot ambition
The city or category you want to enter, why it matters, the intended timing and the question the pilot should answer.
Budget & responsibilities
Available funds for fees and execution, inventory and working capital separately, and what your team can own. If uncertain, say that you need help scoping.
Template
A short brief you can copy
Use your own numbers where available. Leave unknowns as questions rather than guessing.
Send this through your preferred contact route on Get started, or simply discuss it on the call.
Decision criteria
Compare pilot options before choosing
For each candidate city and channel, record the customer fit, competing options, required brand work, setup cost, monthly servicing, supply needs and cash timing. Then explain why one route should lead and what should wait.
Consider one city with deeper execution against a wider footprint with a thinner budget. Compare a focused assortment with launching the whole range. Your chosen option should answer the business question and be manageable for the team. Use the channel guides for the route-specific considerations.
Measurement
Agree a pilot scorecard
This is a sample structure, not a case study or a promise of results. Record a baseline, a target, a data source, an owner and a review frequency for each relevant measure.
Demand
Trials or completed purchases; repeat behaviour where observable
Is there demand beyond the launch promotion?
Distribution
Active shops or listings, availability and retailer reorders
Can customers find the product and does stock keep moving?
Execution
Fulfilled orders, delivery consistency, visits and issues resolved
Can the team serve the footprint reliably?
Economics
Contribution after channel costs; inventory, returns and cash timing
Can the route sustain itself and can we fund the next step?
Agree what evidence would support scaling, what would trigger a change and when a route should stop. Targets depend on category, costs, baseline and data access. Read the scale decision guide.
Ready to discuss what fits?
Start with an introductory conversation. The pilot scope, fees, execution budget and success measures are agreed before work begins.