Go-to-Market

Phase 1: D2C proof

Phase 1 is designed to ensure SZN can acquire and retain customers profitably through D2C

Core GTM points:

• seeding micro-influencers & workplaces aligned with company mission
• world class content production, SEO & socials
• disciplined paid testing
• retention optimization

The purpose of this phase is not broad awareness, but rather to define the brand, identify what converts, what retains, and what scales - before actually setting out to do just that.

Aprox ⅓ of our stock will be dedicated to sampling/seeding and product placement within establishments that align with the brand ethos.

Distributing product focused content in CPG/FMCG dedicated social channels and using AI agents dedicated to SEO.

Phase 2: Ambassador scale

Once D2C is working, SZN moves into a more structured ambassador model.

Each priority market gets one or two founding ambassador(s):

• close operating relationship with the brand
• clear commercial accountability
• largest creator/influencer in that market within our persona-group

The ambassador program is built market by market where the objective is local credibility, controlled rollout, and repeatable market-entry playbooks.

Ambassadors are contracted on exclusive deals, where they obtain a set % of all sales generated in their region. This creates a sense of ownership while also allowing for full affiliate-marketing transparency without the use of discount codes (cheap/sell-out look) or long URLs that aren't compatible with modern day media.

Ambassadors with the "lock-in" / high-energy mentality and especially the podcast-format are the preferred options, as this aligns with the brand ethos and the format allows for a more in-depth description of the functionality of the products - increased alertness, premium packaging, flavor, brand etc.

A few examples of potential ambassadors:

• Oskar Westerlin (NO)
• Casper Drømme (DK)
• Framgångspodden / Killrådet (SE)
• Zaprojektuj Swoje Życie (PL)
• On the Way to New Work (DACH)
• The Diary Of A CEO (UK)

Phase 3: Retail entry

Once D2C and the ambassador model is fully operational and profitable, SZN moves into a retail phase.

We enter retail only from a position of strength.

Phase 3 is the transition from a high-margin niche leader to a global category captain, scaling from 8 digit revenue to 9.

• Market maturity: We anticipate a 3-4 year window where the pouch format becomes a standardized consumer behavior globally, particularly in the U.S. market.
• Strategic partnerships: We do not enter retail alone. We'll aim to leverage a "big-distro" partnership (e.g., Altria, Coca-Cola, or specialized regional giants) to ensure immediate shelf-velocity and massive distribution scale.
• Data-driven entry: By the time we hit the shelves, we'll have years of D2C data and a battle-tested community. We won't be fighting for "trial" at the POS; we are fulfilling a pre-existing demand built through phases 1 and 2.
• Capital efficiency: This phase is about high-volume execution. We remain lean on internal operations while utilizing our partners "boots on the ground" to own the physical market.