Racine Business Plan

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4 of 10 sections have begun filling

The Lived Business Plan

Racine, as it's actually being built

Ten sections, each filled by what the cases above actually prove — not written in advance.

1 · The thesis — why Racine, why now, why Romane

Captures the problem, the wedge, the timing, and the founder's distinctive right to solve it.

A wager that provenance is structural, not decorative — and a founder whose decade inside a scale manufacturer taught her exactly what a label doesn't say.

2 · Who it's for — customer segments

Captures the specific buyers who value provenance over lowest price — and who it deliberately doesn't serve.

This section fills as real customers start to define who Racine is actually for.

3 · The value proposition — what Racine offers, why they switch

Captures the provenance/trust/craftsmanship value, mapped to real customer jobs, pains, and gains (VPC).

This section fills as the offer gets tested against what customers actually want.

4 · How it reaches them — channels & relationships

Captures discovery, purchase, fulfilment, and how trust/loyalty are built and kept.

This section fills as Racine's first real channels and customer relationships take shape.

5 · The producer network & operations — partnerships, resources, activities

Captures the artisan-producer relationships (the moat), the strategic resources, and the differentiating work — producer discovery, quality verification, curation, storytelling.

The producers are the moat — inherited through one relationship, and run for fifteen years from the far side of a phone.

6 · The economic engine — revenue, cost, unit economics

Captures how money comes in, the major costs, and whether the per-customer/per-unit economics actually work.

This section fills once real pricing and unit economics have been tested, not modelled.

7 · What's proven so far — evidence & traction

Captures the real customer/product/behavioural proof accumulated to date.

A real B2B traction curve, one paying customer at a time — and the reorder data that revealed what was actually driving it.

8 · The team — founder-market fit & gaps

Captures why this founder discovered and can build this, complementary capabilities, honest gaps, and the hiring plan.

This section fills as Racine's team takes real shape — who joins, and why.

9 · The ask, ownership & return logic — milestones, capital, cap table, scale

Captures what must be proven next, the capital to reach it, the financial logic behind it, who owns and controls the upside, and an honest account of what Racine could become.

This section fills as Racine reaches its first raise — follow the path.

10 · What could break it — risks & disconfirming evidence

Captures the few assumptions that could actually kill the company.

Racine's value is real. Whether its position can hold that value under pressure is the question the plan doesn't dodge.

That's the whole plan, as it stands today. Subscribe to see it fill in.