Business Model

SZN is built as a premium repeat-purchase CPG D2C business.

• paid acquisition (meta, tiktok)
• seeded creators (on-brand with company mission)
• ambassador program (founding ambassadors)
• content investment (world class content)
• retention systems (subscription)

Pricing & revenue streams

Our pricing strategy is designed to lower the barrier for trial while incentivizing the "Lock-in" volume:

• Trial single: 109 SEK + Shipping (entry point for the curious)
• The mix-pack: 279 SEK + Shipping (3 SKUs to ensure the customer finds their "hero" flavor)
• The lock-in 5-pack: 449 SEK + Free shipping + 10% discount (primary volume driver / subscription anchor)

The Unit Economics: "Day 1 Profitability"

We do not "burn to earn." Our high gross margins combined with a zero-overhead structure in the UAE ensure that SZN is cash-flow positive from the first phase of operations.

• AOV (Average Order Value): Projected at 279–300 SEK. By launching with 3 SKUs, we naturally push the customer toward the mix-pack or the 5-pack, increasing the basket value from the first click.
• CAC (Customer Acquisition Cost): In Phase 1, CAC is driven by targeted seeding. Rather than "spray and pray" mass marketing, we focus on high-depth interactions, explaining the value proposition to 1 "obsessed" individual rather than 10 "curious" ones. In Phase 2, Ambassador commissions (10–20% of generated sales) are integrated directly into our margin calculation, maintaining a sustainable CAC as we scale.
• Payback Period: Due to our margin structure, CAC is fully recouped by the second purchase.

LTV & Retention: Building "super-users"

We define our success by the creation of super-users - consumers who integrate SZN into their daily high-performance ritual.

• Target LTV: Based on a conservative consumption of 1 can per week (or one 5-pack per month), a core user generates ~5,400 SEK in yearly revenue.
• Retention Targets: Following CPG industry standards, we target a 20% retention rate from first-time trial to repeat purchaser (current industry standard 25-40%)
• Churn Management: Our KPI is to maintain monthly churn below 5% for our core subscriber base. We achieve this through:
• Subscription models: Offering discounts and free shipping to lock in behavior.
• Tactical re-engagement: Automated "win-back" flows triggered if a customer hasn't reordered within their typical cycle (e.g., "Did you quit on the Lock-in lifestyle?").
• Flavor rotation: Using 3 SKUs to prevent "flavor fatigue" and turn curious testers into dedicated brand advocates.

Core KPI: The first 1,000

Our immediate milestone is securing 1,000 super-users. Individuals who strongly identify with the brand ethos and SZN products. This core community will serve as the organic launchpad for our Phase 2 Ambassador expansion and eventually, our Phase 3 Retail entry.