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!)

Ever read a food label and still have no idea what you’re eating?
At The Whole Truth, we make snacks that wear their ingredients proudly on the front, not hidden in fine print.
Built for health-conscious Indians tired of “healthy” foods full of lies, our clean-label bars, cereals, and nut butters contain zero added sugar and no shady stuff — just food your grandma would recognize.
Over 500,000+ customers trust us, with 70% reorder rates and rave reviews across India.
Join the clean snacking revolution at thewholetruthfoods.com — where honesty tastes as good as it sounds.

(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)

The rise in lifestyle disorders like obesity and diabetes, especially among urban millennials and Gen Z, has triggered a shift towards mindful snacking. However, most packaged food options in India—even those marketed as "healthy"—are still laden with hidden sugars, artificial preservatives, and unclear labeling. The problem is twofold: lack of transparency in food labeling and untrustworthy health claims by mainstream FMCG brands.

The Whole Truth solves this by offering 100% clean-label, transparently marketed snacks with zero added sugar, no preservatives, and a radically honest brand voice. Yet, the broader market still struggles with consumer awareness about ingredient literacy—this is both a challenge and an opportunity.

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

Emerging Trends

• Ingredient Transparency: 76% of Indian millennials read nutritional labels before purchase (Source: Nielsen).
• Digital-First Food Discovery: Platforms like Instagram and YouTube are primary discovery points for D2C brands.
• Mindful Snacking: Growth of protein-rich, low-sugar, and functional snacks (gut health, immunity, energy boost).
• Personalization & Gifting: Health-conscious gifting, especially for festive and corporate use cases.

Tailwinds Supporting Growth

• FSSAI Regulations: New front-of-pack labeling to penalize high-sugar/fat content—boosts trust in clean brands.
• COVID Legacy: Permanent shift toward immunity-supporting foods post-pandemic.
• Urban Time Poverty: On-the-go nutrition needs for working professionals.
• Women’s Wellness: Increased focus on PCOS, metabolism, and hormone balance—demand for cleaner diets.

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

Key Pain Points:

• Distrust in FMCG: “Healthy” labels still contain hidden sugars and artificial ingredients.
• Information Overload: Consumers feel overwhelmed comparing nutritional labels.
• Snacking Guilt: Users want indulgent-yet-healthy snacking alternatives without compromising taste.
• Need for Transparency: Clear, honest, visual-first storytelling builds trust and loyalty.

User Persona Example:

Priya, 32, HR professional, Mumbai
Fitness-focused, shops D2C monthly, follows health influencers, scans labels for sugars and preservatives. Feels "cheated" by legacy brands.

Strategic Recommendations

• Leverage UGC to Show Ingredient Simplicity: Showcase real-user videos decoding labels, comparing products.
• Build a ‘Label Literacy’ Campaign: Educate users on how to read and interpret nutrition info to build trust.
• Micro-Segment Marketing: Target parents vs fitness enthusiasts with tailored messaging.
• Health Gifting Bundles: Create festive and corporate SKU sets for rapid user acquisition and higher AOVs.

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: Define the LTV:CAC Ratio

We begin by validating paid acquisition viability:

• Avg. Order Value (AOV) = ₹500
• Purchase Frequency = 4/year
• Customer Lifetime = 2 years
• Lifetime Value (LTV) = ₹500 × 4 × 2 = ₹4,000

Healthy CAC target = LTV / 3 = ₹1,333

This confirms that our business can profitably sustain paid acquisition channels.

Step 2: Define the ICP – Health-Conscious Parents (Age 30–45)

Characteristics:

• Primarily moms and dads living in Tier 1 & Tier 2 cities.
• Shop online for groceries and snacks.
• Care deeply about ingredient quality, label transparency, and child wellness.
• Follow influencers in nutrition, parenting, and clean eating.

✅ This ICP segment already shows strong product-market fit: they form a large portion of TWT’s repeat buyer base for nut butters, cereals, and protein snacks.

Step 3: Select Channels (With Rationale)

Step 4: Align With PMF

Our highest retention and NPS scores come from parents buying for kids.

• We already have testimonials from parents saying:
  “I can finally send snacks in my kid’s lunchbox without guilt.”
• This segment buys across multiple categories (cereal, nut butters, chocolate), increasing LTV.
• PMF for this group is validated by reorder behavior & organic UGC (user-generated content).

Step 5: Define & Customize Creative Strategy

Core Value Proposition:

“Clean-label snacks made for real parents, real kids, and real trust.”

Step 6: Sample Ad Creative Concepts

Success metric

ICP alignment

(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.

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

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

​Expanded KPI Metrics & Impact Expectations

Add Pilot Testing & Feedback Loop

Before a full launch:

• Run a 30-day test with 5,000 HealthifyMe users
• Track funnel: CTR → ATC → conversion → reorder
• Run survey after purchase: “What made you buy?” “What would you improve?”

Use insights to:

• Optimize snack placement in different user journeys
• Test copy variants ("gut-healthy" vs "clean protein")

(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)​

​Referral Strategy Overview

When to Ask for Referrals:

• Right after successful delivery via email & WhatsApp
• After a 5-star review (trigger in-app banner and push)
• When a user shares UGC tagging @TWT on Instagram
• After reorder or subscription activation (user = high intent)
• Post-AHA moment in order confirmation flow

Why Users Refer Us (Brag-Worthy Element)

• 100% clean-label food with no added sugar
• Guilt-free, truly honest snacks
• Great taste, minimal ingredients
• Strong unboxing and brand storytelling

What Users Earn (Referral Rewards System)

Gamification Layer:
Introduce a Leaderboard during festive seasons (top referrers win a snack hamper or branded tote).

Referral Trigger & Sharing Flow

User flow:

1. User clicks "Refer & Earn" inside "My Account" or after order confirmation
2. Sees benefit summary:
   “Give ₹100, Get ₹100 – clean snacks, no shady stuff”
3. Clicks “Generate My Link”

   Auto-generates unique referral code and pre-filled message

4. Picks a channel:
5. • WhatsApp: Opens chat with message auto-filled
   • Instagram DM: Copies message to clipboard with CTA
   • Email: Opens default app with subject/body prefilled

Sample Message:

"I snack clean with @thewholetruthfoods — zero sugar, real ingredients. Use my link for ₹100 off your first order. Trust me, your taste buds and body will thank you! [Your Referral Link] 🍫💪"

📈 Referral Dashboard (Inside Account)

Dashboard Title: “Your Referral Summary”
Live metrics + CTA panel:

• 👥 Invited Friends: 8
• ✅ Successful Orders: 5
• 🏆 Rewards Earned: ₹200 off + 1 Free Bar
• 🔓 2 referrals away from a Surprise Snack Box

Action Button:
"Send More Invites" → Opens quick share panel again
Progress Tracker Bar: Tiered reward progress clearly visualized

Referral Landing Page (Non-User View)

What Your Friend Sees When They Click:

Continuous Engagement & Nudge Loop

• Email Reminders:
• • “You’re 1 referral away from a Free Bar!”
  • “5 friends used your link! Here’s your ₹100 off + reward unlocked.”
• Milestone Celebrations:
• • Visual badge/unlock when rewards are claimed
• Limited Time Tiers:
• • Weekend-only boost: “Every referral gets you 2X ₹100!”

​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!