The Plan
Where is Sourmilk on its journey?
Since we’ve sold 8,000+ tubs directly by hand (the “drug deal” method), it means we have a strong product–market fit. And with our product slowly launching into grocery stores, we’re entering the early scaling phase.
North Star Metric:
We’re in the early scaling stage, which means our North Star metric is going to be the revenue growth.
GOAL: $12M ARR in next 12 months.
Growth Equation:
The Core Lever:
From both experience and the growth model, it’s clear, the primary lever that will have the greatest impact on our North Star metric is velocity – the number of units sold per store.
Acquisition Channels:
Our North Star Metric (NSM): Reach $12M ARR within the next 12 months.
To get there, we need to be in 200 grocery stores by Month 12, with an average velocity of 1,000 tubs per store per month.
Assuming an average purchase frequency of 4 tubs per customer per month, that means we’ll need around 50,000 core customers ~ roughly 250 loyal customers per store to sustain growth.
Job To Be Done (JTBD): Acquire 50,000 customers who buy Sourmilk consistently.
Here are 7 acquisition channels I’ve identified to get there.
We’ll later prioritize them using key parameters like cost, effort, flexibility, feedback loop, scale, and impact on velocity.
Here’s the Miro board that breaks down every acquisition channel in short:
“The best is yet to come.”