Orisha purpose and strategic path

The north star for all funnel, copy, and product decisions.

Mission

Make it easy to run a profitable market garden farm in 40 hours/week.

Vehicle: the 40hr Farmer Playbook

A playbook that converts existing farms into 40hr farms. Strategy:

1. Share the playbook through a coaching program (current phase).
2. Work alongside farmers to surface real-life obstacles.
3. Improve the playbook from those learnings.
4. Automate the playbook with technology so it scales beyond 1:1 support.

The coaching program is the current delivery and learning loop. The long-term product is an increasingly automated playbook.

Playbook uncertainty

Both dimensions are still being figured out:

• Content: what's in the playbook, i.e. the right practices.
• Delivery: format, onboarding, coaching vs. self-serve.

The program is the live learning loop for both.

Guillaume's role

Find the best path to the 40hr Farmer Playbook. Concretely: design the farmer's experience end-to-end, communication (landing page, emails, coaching) and automation tools.

How to apply

• Every copy, design, or product decision should serve the mission: farmers getting to 40hr/week profitably.
• Prioritize farmer results over marketing polish. Results are the flywheel that improves the playbook.
• When in doubt, the program exists to learn from farmers, not just to sell to them.
• Guillaume owns experience design. Those decisions are his call; support with drafts and options.