Only Farmers

Part 1 of 3

Clarity.

First, be clear: the opportunity, the market, the money and who it is for.

01Summary02Market overview03Commercial strategy04Consumer

big fish® Strategy HQ · 01

The opportunity in one sentence. And the answer we don't yet have.

Connecting people with farms. Connecting farmers with each other. — the working idea from the brief. The sections below are the template; the strategy is written into them with AI.

How this page works

This is the template. The strategy is written into it, section by section, with AI from the brief you gave when you created the site.

Every section below says what it will hold. Nothing here is about a specific brand yet. When the draft is done, each grey explanation is replaced by the real thing, and anything we don’t know is marked as a gap rather than filled with guesses.

The decision gate

The one question that decides whether this brand should exist, as a customer would say it.

The central opportunity Not yet supplied

The market we are really in and why we can win a share of it.

Working direction Not yet supplied

The route we are backing for now, and what we set aside.

Commercial ambition Not yet supplied

Success in twelve months, in the founders' own words.

02 · Category, culture and competition

What market are we really in, and what is changing in it?

Category map, signals, competitors.

The organising thought Not yet supplied

One line naming the real market and the differentiator inside it.

Market map Not yet supplied

  • The segments around us and where we sit. One line each.

Signals — and what they do not prove Not yet supplied

  • Numbers and trends from supplied research, each with its caveat.

Competitive set Not yet supplied

  • Brands to displace: format, positioning, price, benchmark. One per line.

SWOT Not yet supplied

  • Strengths, weaknesses, opportunities, threats — one line each.

03 · How this makes money

How does this become a business, not a product?

Routes, scale, investment case.

Routes considered Not yet supplied

  • Two or three routes, the working lead marked.

Financial objectives Not yet supplied

Top line, bottom line, growth rate and the period, from the founders. Nothing invented.

Scale illustration — not a forecast Not yet supplied

Back-of-envelope arithmetic, labelled as such.

Levers of growth and critical foundations Not yet supplied

  • What moves revenue; what must be in place first.

Investment case in one line Not yet supplied

What we ask anyone to fund, and the evidence that must exist first.

04 · Who it is for

Who buys it first, and why would they buy it twice?

Audiences, clarity, research.

Priority audience Not yet supplied

The first people to win, by need and occasion.

Secondary and emerging audiences Not yet supplied

  • Hypotheses, marked as such.

Non-negotiable clarity Not yet supplied

The plain truth the brand must state so nobody is misled.

Research needed Not yet supplied

  • Three to five questions testing must answer before launch.

Part 2 of 3

Focus.

Then decide where to focus: what the brand stands for, the brief, the route to market and the second purchase.

05Brand06Creative brief07Marketing08Repeat & retention

05 · The developing strategic platform

What does the brand stand for, and how does it say it?

Positioning, territories, language.

Working positioning Not yet supplied

Consumer problem · brand benefit · belief · reason to believe.

Territories considered Not yet supplied

  • Lead, test, hold.

Language we can explore Not yet supplied

  • Words and claims safe today.

Language that needs evidence Not yet supplied

  • Words and claims that wait for proof.

06 · The brief

What must the work make people feel and do?

The creative brief.

Who made it? · What is it? · Why buy it? Not yet supplied

  • Three answers, a sentence each. Gaps marked.

We are · We are not Not yet supplied

  • Three words each side.

We will always · We will never Not yet supplied

  • The promises that keep the work honest.

Judge every piece of work on one question Not yet supplied

The single criterion.

07 · Going to market

How do people discover, desire and decide?

Launch, content, partnerships, loyalty.

Discover Not yet supplied

How the first thousand people find and try it.

Desire Not yet supplied

What makes it irresistible to look at and talk about.

Decide Not yet supplied

Partnerships, channels, moments. Ideas marked as hypotheses until tested.

08 · The second purchase

What brings people back?

Repeat mechanics.

Mechanics to test Not yet supplied

  • Formats, routines, rewards, reminders.

Open questions Not yet supplied

  • Decided by evidence, later.

Part 3 of 3

Effort.

Then put in the effort: what must be true behind the brand, the roadmap, the documents and the record.

09Operations10Key milestones11Key documents12Contact reports

09 · What must be true behind the brand

Can we make it, supply it and sell it at a margin worth having?

Product, supply, economics.

Product Not yet supplied

Recipe, format, nutrition, shelf life.

Supply and production Not yet supplied

Source, capacity, partner, QA.

Economics Not yet supplied

Cost of goods, margin, logistics, contribution.

10 · A proof-led roadmap

What do we prove, in what order, and who owns it?

The roadmap.

Roadmap Not yet supplied

One line per step: when | what | action | owner | proof.

11 · One source. Clear status.

What exists, what is needed, and where does it live?

Documents.

Current Not yet supplied

  • Documents that exist, with links.

Needed Not yet supplied

  • Documents to produce, with an owner.

Live Not yet supplied

  • Dashboards and data we watch.

12 · Keep the memory. Mark the gaps.

What was decided, by whom, and what is still open?

Contact reports and the big fish view.

Contact reports Not yet supplied

  • Date · subject · decisions · actions · open questions, newest first.

Open questions Not yet supplied

  • What nobody has answered yet.

The big fish® view · Thirty-second version

Why this brand should exist, what must be true, what we would not do.Back to summary ↑

Clarity.

Focus.

Effort.

A big fish® working strategy for Only Farmers. Be clear on the problem, decide where to focus, then put in the effort.

Updated 2 November 2026 · Private working document