Public roadmap

One city, proven — then everything after that.

This is the public version of our phased plan. It's a working document: the city, the category and the numbers get revised as we validate them in the field. What doesn't change is the sequence — nothing scales until the loop underneath it is proven.

See what's live today

The four phases

We are here: Phase 0 → 1

Phase 0 · This week

Validate

Choose a launch city with real delivery density
Pick one starting category — not "everything"
Interview 10–15 potential customers before sourcing
Shortlist 5–10 suppliers and request samples
Sketch unit economics on paper before spending

Phase 1 · First 90 days

MVP launch

Register the business, get insured, sort local permits
Launch on off-the-shelf storefront tools — no custom build
Finalize the first 50–100 vetted SKUs
Fulfill from a small space; hand-pick and pack
First e-bike deliveries, carrier bridge beyond the zone

Phase 2 · Months 4–12

Regional scale

Grow the catalog, then add a second category on demand data
Add a second fulfillment node in a nearby city
Formalize courier contracting, paid above local minimums
Launch a loyalty/subscription option for recurring revenue
Publish sustainability KPIs openly

Phase 3 · Year 2+

Marketplace expansion

Open to third-party sellers, same vetting checklist
Invest in proprietary routing/inventory tech
Build a small network of micro-fulfillment centers
Pursue B Corp / Climate Neutral certification
Automate only once volume genuinely requires it

What has to be true before we scale

Four numbers decide whether Phase 2 happens on schedule or gets delayed while we fix the loop:

Delivery cost per order — does it leave real margin after courier fees, or is delivery eating the whole gross?
Customer retention — are people placing a second and third order, especially on recurring household items?
Carbon savings vs. standard shipping — is the measured saving meaningful once packaging production is counted honestly?
Catalog sell-through — is most of the curated catalog actually moving, or is half of it dead weight?

Rule of thumb we hold ourselves to: don't scale fulfillment or fleet size until gross margin per order is reliably positive across at least 100 orders.

What we're deliberately not doing yet

Deferring the expensive things is the strategy, not a limitation we're apologizing for:

No warehouse lease while a small shared space still works
No owned delivery fleet or delivery employees before volume justifies converting a variable cost into a fixed one
No custom software — storefront, inventory and routing all run on off-the-shelf tools
No paid advertising at scale before the loop is proven
No second city, and no marketplace sellers, until the first zone is genuinely working

Amazon added robotics after reaching massive scale, not before. The order of operations matters more than the ambition.

Why we publish this at all

Most storefronts don't show you their operating plan. We do because the sustainability claims only mean something if you can see the constraints behind them — why the catalog is small, why we don't deliver everywhere, why prices sit where they do. A roadmap you can hold us to is worth more than a badge in the footer.

The first 90 days aren't about looking like Amazon.

They're about proving that one eco-safe delivery loop, in one city, makes money.