Work backwards from animals to the customer base you must build and keep. Set your throughput, how you split the meat across channels, how much each customer buys, and your churn & conversion — it recalculates live.
To hold your base steady against churn — this is your marketing engine's annual job.
The acquisition funnel is built on assumptions no Swedish source publishes.
| Question | Why it matters | Where the answer comes from |
|---|---|---|
| What churn do comparable Swedish meat-box schemes actually see?Blocking | The model assumes ~30% a year, which sets the whole replacement-signup workload. No public figure for this exists. | Ask operators directly — Gårdssällskapet, Hagshultskossorna and similar will often say. Otherwise measure your own from month one. |
| What share of REKO customers convert to a subscription?Important | REKO is the plan's cheapest acquisition channel, but its value depends entirely on this conversion rate. | Measurable in your first two REKO seasons: count buyers, then count how many take a standing order. |
| How much meat does a household actually take per year?Important | The 8–9 households per animal figure sets the customer count. Freezer space, not appetite, is often the real limit. | Your own order data after one season; ask existing box sellers what their average customer consumes. |
| Will 3–5 restaurant accounts take the premium cuts reliably?Important | Restaurants are the answer to carcass balance, but they are seasonal, price-sensitive and slow to pay. | Talk to three Stockholm restaurants now; ask what they pay, what volume, and on what payment terms. |
How it works. Total meat = animals × saleable kg. Each channel's kg ÷ how much a customer of that type buys = customers needed. Steady-state sign-ups = active households × churn (you must replace lapsed customers to stay flat; growth needs more). Leads = sign-ups ÷ conversion, where a "lead" is an engaged prospect (newsletter sign-up, REKO inquiry, market visitor), not a random impression. Stockholm household base ~1,000,000 (greater Stockholm). Planning tool — round generously and build a buffer.