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Product Catalogue
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Health & Wellbeing
Clue — Cycle Tracking
Clue doesn't have a public API for third-party integrations. Options: (1) share a manual export CSV periodically, or (2) replace this section with something else. Tell Anton what you'd like here.
Sleep & Recovery
Oura Ring or Apple Health integration coming when ready. API token needed.
💊 Wholyme Products — Personal Use Reminders
Ideas for this tab: cycle tracking (manual), energy / mood log, supplement reminders, skin condition tracker.
Let Anton know what metrics matter most and we'll build it.
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Goals & Notes
🎯 2026 Strategic Focus
Build a profitable, conservative £10-20M business generating £2-3M for Celine. Not trying to be £100M. Break-even at £67K/month revenue. First consistent profitability target: Oct-27 (with all 5 channel wins).
📈 Path to Profitability — 5 Wins
1. Sprouts US (~400 stores) — DECIDE THIS WEEK — Nov-26 launch, +£5-11K/mo
2. NGVC / Grove US (Alpine) — submission in progress — Mar-27, +£6-12K/mo
3. SpaceNK UK (80+ stores) — pitch buyer NOW — May-27, +£3-8K/mo
4. Waitrose UK (500+ stores) — START OUTREACH NOW (12-18mo lead) — Oct-27, +£8-14K/mo
5. Amazon + D2C organic — ongoing — +£2-3K/mo
With all 5 wins: first profitable Oct-27.
2. NGVC / Grove US (Alpine) — submission in progress — Mar-27, +£6-12K/mo
3. SpaceNK UK (80+ stores) — pitch buyer NOW — May-27, +£3-8K/mo
4. Waitrose UK (500+ stores) — START OUTREACH NOW (12-18mo lead) — Oct-27, +£8-14K/mo
5. Amazon + D2C organic — ongoing — +£2-3K/mo
With all 5 wins: first profitable Oct-27.
📦 Revenue Channels
D2C (WooCommerce) · Amazon UK (via Omny) · CLF / Whole Foods UK · Boots UK (336 stores, NPD launching May-26) · Erewhon US (12 CA stores) · Pod Foods US · Conditional: Sprouts · NGVC · SpaceNK · Waitrose
💰 Funding Position
~£14K cash on hand (May 2026). Alexander facility: £1.1M available (£100K on original + £1M new). Total available: ~£1.114M. Monthly burn: ~£61K. Runway: 21.5 months. Fully funded through to profitability.
🚀 Near-term Priorities
· Boots launch 25 May — NPD delivered 29 Apr ✓ (3,212 units shipped)
· Sprouts free fill decision — Tom Woodland (Alpine) waiting
· SpaceNK UK pitch — draft buyer email this week
· Waitrose outreach — start now, 12-18mo lead time
· Erewhon LA store training tour — May 26-29
· Newtopia Now Denver — Aug 18-20 (Stand 418, New Product Spotlight)
· Sprouts free fill decision — Tom Woodland (Alpine) waiting
· SpaceNK UK pitch — draft buyer email this week
· Waitrose outreach — start now, 12-18mo lead time
· Erewhon LA store training tour — May 26-29
· Newtopia Now Denver — Aug 18-20 (Stand 418, New Product Spotlight)
📊 Forecast Model
Canonical forecast: "Wholyme Forecast 2026–2028 — Final" (Google Drive, Anton Bot Files). 4 tabs: Assumptions (all levers in one place) · Revenue Forecast (channel detail) · P&L + Cash (5 scenarios, net profit, cash draws) · What It Takes (scenarios to Oct-27 profitability). Updated 21 April 2026.
🛍 Retail Highlights
Boots: £53,056 confirmed PO (updated from £38,729). 336 stores existing + 203 tray stores for patches. Full shelf expansion May 2026. Whole Foods UK: Rebecca Brown covering (all-store verbal confirmation). Pod Foods US: active, Scott handling Stripe setup.
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