Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

Most snacks come with ingredients you can’t pronounce - like they expect you to have a science degree just to eat. At The Whole Truth, we make snacks that don’t lie. No jargon. No added sugar. No shady stuff. Just food made with ingredients your grandmother can pronounce - and your body can trust. Over 500,000+ Indians are already biting into our protein bars, chocolates, nut butters, and breakfast cereals - made with nothing to hide, and everything to love. Unlike most packaged foods that hide behind tiny labels and big claims, we believe honesty belongs front and center. That’s why we show you everything that goes into our products - right on the front of the pack. Make the switch to truly honest food - visit thewholetruthfoods.com and discover snacks that are as real as they are delicious.

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them.

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use an ICP prioritization table)

ICP 1 and ICP 2 have high business potential

ICP 2 edges out due to higher frequency and broader TAM.

ICP 3 (Creators) has good distribution potential (UGC, word-of-mouth), but low appetite to pay - might be better as a secondary amplification lever than a core monetization ICP.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

For health-conscious individuals and parents who are frustrated by misleading food labels and hidden ingredients, The Whole Truth Foods is a clean-label snack brand that delivers genuinely honest, delicious, and nutritious food made only with real, transparent ingredients.

(Let's begin by doing a basic competitor analysis in a tabular format, considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Trends

• Label-conscious consumption: Users now read labels before buying, especially millennials & parents.
• Rise of D2C brands: Consumer trust shifting to independent, transparent D2C brands over legacy FMCG.
• Health-first snacking: Functional snacks like protein bars, gut-health cereals, and sugar-free chocolates are booming.
• Gifting health: Clean food products are now popular for corporate and festive gifting.

Tailwinds

• FSSAI tightening packaged food regulations → favors clean-label brands
• Urbanization & time poverty → demand for healthy “grab-and-go” options
• COVID-triggered awareness → immunity, sugar consumption, and ingredients now top of mind

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

TAM:

We assume urban health-conscious Indian consumers aged 20-45 buying clean snacks.

• Est. users: 20 million (urban India, health-conscious spenders)
• Est. ARPU: ₹3,000/year (avg. 2–3 orders × ₹800–1,200 per order)
• TAM = 20,000,000 × ₹3,000 = ₹60,000 Cr / $7.2B

Let’s assume the whole truth focuses primarily on Tier 1 & 2 cities, digitally native users (40% of TAM):

SAM = ₹60,000 Cr × 40% = ₹24,000 Cr / $2.88B

Let’s assume the whole truth aims for 1% market share in the next 2–3 years:

SOM = ₹24,000 Cr × 1% = ₹240 Cr / $28.8M

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

​

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Keywords:

Best protein bar in India

Healthy snacks for kids

Sugar free chocolate

Post workout food

Healthy D2C brands

While TWT has strong content around product transparency and ingredient honesty, there's an opportunity to create content targeting specific use-cases and lifestyle needs of your ICPs.

Content Opportunities:

• For ICP 1: Articles on "Top 5 Natural Protein Bars for Post-Workout Recovery"
• For ICP 2: Guides like "Healthy and Tasty Snacks for Your Child's Tiffin"
• For ICP 3: Blog posts on "Why Clean Label Matters: Understanding Food Transparency"

Content Loop

(Keep it simple and get the basics right)

​

Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

A. Educational Loop

Hook: "Ever wondered what's really in your protein bar?"
Content Creator: TWT's content team and nutrition experts
Distribution Channel: Blog posts, YouTube videos, newsletter

Flow Diagram:

User encounters educational content-> User gains valuable insights and shares content->New users discover TWT through shared content-> Loop continues as more users engage and share

B. User-Generated Content (UGC) Loop

Hook: "Share your #NoBS snack story!"
Content Creator: Customers and brand advocates
Distribution Channel: Instagram, Twitter, TWT's "Love Wall"

Flow Diagram:

Customer shares personal experience with TWT products-> TWT features user stories on official channels->Community engagement increases->Encourages more customers to share their storiesFlora Fountain

C. Influencer Collaboration Loop

Hook: "Discover the truth about your favorite snacks!"
Content Creator: Influencers aligned with TWT's values
Distribution Channel: Influencers' social media platforms

Flow Diagram:

Influencer creates content highlighting TWT's transparency-> Followers engage and share content->Increased brand awareness and trust->More influencers join the movement

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Industry Benchmark: A healthy LTV:CAC ratio is typically 3:1, meaning for every ₹1 spent on acquiring a customer, you earn ₹3 over their lifetime.

Step 1: Average order value = Rs 500

Average purchase per customer 4 time/ year

Customer Life time= 2 years

LTV= 500* 4*2 = Rs 4000

Target CAC= LTV /3 = Rs 1333

Step 2:

Selected ICP: Health-Conscious Parents (Ages 30–45)

Step 3:

• Meta (Facebook & Instagram): Ideal for targeting parents with engaging visuals and stories.
• Google Search Ads: Captures high-intent users searching for healthy snacks.
• YouTube: Effective for storytelling and demonstrating product benefits.

Step 4:

"Looking for snacks that are as honest as your parenting? The Whole Truth Foods offers clean-label, nutritious options your kids will love—and you can trust."

Value Proposition:

• 100% clean-label ingredients
• No added sugars or preservatives
• Delicious taste approved by kids

(Understand, where does organic intent for your product begins?)

​

Step 1 → Identify complementary products used by your ICP
Step 2 → Use the selection framework and compare the potential integrations it in a tabular form.

Customer Journey:

1. Discover
   → User sees “Recommended Snack: The Whole Truth Bar” in their meal tracker or diet plan section of the HealthifyMe app.
2. Engage
   → User taps “Learn More” to view nutrition facts, ingredients, and a quick intro to why it’s clean-label.
3. Consider
   → User reads a short brand story or watches a 15-sec video on “Why clean snacks matter”.
4. Purchase
   → User taps “Buy Now” → redirected to:
5. • An in-app checkout (ideal), OR
   • TWT’s mobile site/product page with the selected item preloaded.
6. Confirm & Pay
   → User completes purchase in 2–3 quick steps.
7. Follow-Up
   → After a few days, user gets:
8. • A thank-you message via HealthifyMe
   • A push notification reminding them to reorder
   • Option to add TWT product to future meal plans

Clicking “Learn more” shows macro breakdown + brand story.

“Buy Now” links to the product page or opens an embedded cart.

​

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

​

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​

When to ask for referrals:

• After a successful order delivery
• When a customer leaves a 5-star review
• When someone shares UGC (user-generated content)
• After they reorder or subscribe

What makes TWT referral-worthy?

• 100% clean-label food
• No added sugar — truly honest ingredients
• Guilt-free snacks for kids & adults
• Great unboxing and taste experience

What will users get when they refer?

• ₹100 off their next order (cash-back)
• Free limited-edition bar after 5 referrals
• Early access to new product drops (access)
• Leaderboard rewards (gamification)

Trigger referral request when users:

• Leave a positive review
• Share on Instagram tagging @TWT
• Receive their 2nd order
• Complete the post-purchase experience (AHA moment)

Where should users see the referral option?

• Thank You page after purchase
• Inside the My Account section
• Order confirmation email
• WhatsApp reorder reminder
• In-app push notification or banner

How referrals get shared:

• Click “Refer & Earn” → generates unique link/code
• Auto-share options: WhatsApp, Instagram DMs, Email
• Sample message:
  “I snack smart with The Whole Truth — clean ingredients, no added sugar! Use my link and get ₹100 off your first order.”

Simple dashboard inside user account:

• “Your Referral Summary”
• # People you invited
• # Successful orders
• Rewards unlocked
• CTA: "Send more invites"

Key elements on the referral landing page:

• Headline: “Get ₹100 Off Clean, Honest Snacks”
• Sub-headline: “Your friend sent you real food with real ingredients.”
• Product visuals + UGC reviews
• CTA: “Claim Your Discount”
• Tiered Rewards:
  • 1 referral → ₹100
  • 3 referrals → Free product
  • 10 referrals → Surprise gift box
• Reminder Nudges:
  • Email/WhatsApp when close to next tier
  • Celebrate referral milestones

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!