Beachhead hypotheses
Do not discard B2G. Avoid the hardest B2G first unless access is unusually warm.
| Beachhead | Pain | WTP | Sales cycle | Bootstrap fit | Current stance |
|---|---|---|---|---|---|
| Private workplace canteens | High | Medium | Medium | High | Validate first |
| B2B lunch/catering operators | High | Medium-high | Low-medium | High | Validate first |
| Pleje / elderly meals | Very high | Medium-high | Medium-long | Medium | B2G strategic track |
| Municipal central kitchens | Very high | High | Long | Low-medium | Later or warm pilot |
| Daycare | Medium | Low-medium | Long if municipal | Medium | Interview, avoid single-site sales |
| Hospitals/regions | Very high | High | Very long | Low | Learn from, avoid first |
Private wedge
Best for fast learning and paid pilots: canteens and lunch/catering operators with 100–500 recurring diners, visible waste/cost pressure, and manual workflow fragments.
B2G wedge
Best for strategic relevance and mission fit: pleje, municipal madservice, and institutional kitchens where nutrition, special diets, documentation, waste, and staffing pressure are bundled.