The Offer: "Risk-Free Range Trial"
What the buyer gets:
Buy 5 cases → Get 1 case FREE + full support package
| Component | Value | Cost to You |
|---|---|---|
| 5 cases of ProKulture (120 bottles, mixed flavours) | €225.00 | €225.00 |
| 1 bonus case FREE (24 bottles, their choice of flavour) | €45.00 | ~€25 COGS |
| Printed POS counter card | €10 value | €2 print cost |
| 30 sample cups for in-store tasting | €5 value | ~€3 |
| Social media feature on @prokulturekombucha | Priceless | Free |
| Listed on "Find Us" page on prokulture.com | Ongoing | Free |
| Dedicated WhatsApp support line | Ongoing | Free |
| Total perceived value | €285+ | |
| They pay | €225.00 | |
| Effective discount | 20% |
The Hormozi Stack Analysis
Dream Outcome
The buyer wants a product that:
- Sells consistently without them having to push it
- Delivers strong margin (30%+)
- Attracts health-conscious customers who spend more
- Fills a gap in their drinks offering
- Requires zero maintenance (ambient = no fridge babysitting)
ProKulture delivers all five.
Perceived Likelihood of Achievement
- "We're in 150+ Aldi stores" → proven consumer demand
- "Great Taste and Blas na hEireann winner" → taste validated by experts
- "Certified organic" → meets the highest ingredient standard
- "We'll feature you on our social media" → free marketing for their venue
- "Here are three stockists you can call" → social proof from peers
Time Delay
- Delivery within 3-5 days of order — they see the product fast
- Counter card arrives with the order — instant merchandising
- Social media feature within 1 week — visible ROI fast
- Reorder call in 2 weeks — we check in before they run out
Effort & Sacrifice
- Minimum order: 5 cases — not 10, not 20. Manageable.
- No fridge space needed — ambient shelf-stable eliminates the #1 barrier
- We deliver — no collection required
- Mixed flavours by default — no agonising over what to order
- 30-day payment terms — cash flow friendly
Offer Variations by Channel
Indie Cafe / Deli (5-case trial)
- Buy 5 cases, get 1 free
- Counter card + sample cups
- Social media feature
- Free delivery (Dublin/Kildare)
- Investment: €225.00 for 144 bottles
Hotel / Restaurant (10-case launch)
- Buy 10 cases, get 2 free
- Counter card + table talkers (x10)
- Bar menu card design (digital)
- Staff tasting session (Barry visits, walks the team through the range)
- Social media feature + story collaboration
- Investment: €450.00 for 288 bottles
Health Food Store (8-case range)
- Buy 8 cases (2 per flavour), get 1 free
- Shelf talker POS (printed)
- "New In Store" social media post
- Monthly check-in visit
- Investment: €360.00 for 216 bottles
Gym / Yoga Studio (3-case starter)
- Buy 3 cases, get 6 free bottles (quarter case)
- Countertop display stand (acrylic, tabletop size)
- "Post-Class Kombucha" poster (A4 digital)
- Social media feature tagging the studio
- Investment: €135.00 for 78 bottles
The Guarantee
"If it doesn't sell, we'll buy it back."
Full buyback guarantee on first orders: If a new stockist orders ProKulture and it genuinely doesn't move within 60 days, we will credit the unsold stock against a future order or refund 100%.
Why this works:
- Removes all risk from the buyer's decision
- Signals confidence in the product
- In practice, almost nobody takes you up on it — kombucha that tastes good and costs €3.29 sells
How to present it:
"Look, I'm confident this will sell for you. But if you're on the fence — we offer a full buyback on your first order. If it doesn't move in 60 days, we'll credit every unsold bottle against your next order. Or if you're done, we'll take it back, no questions. You literally cannot lose money trying this."
Upsell Path
Once a stockist is ordering regularly (2+ cases/week), introduce:
Upsell 1: Branded Fridge / Cooler
- "When you're doing 3+ cases a week, we can loan you a branded countertop cooler (ProKulture green). Drives impulse sales. No cost — just keep stocking."
- Trigger: 12+ cases/month for 2 consecutive months
Upsell 2: Exclusive Flavour Access
- "We're developing seasonal flavours. Our top 20 stockists get exclusive early access — 2 weeks before anyone else."
- Trigger: 8+ cases/month, 3+ months as a stockist
Upsell 3: Event Partnership
- "We'll co-host a tasting event at your venue — bring the product, do the pour, tag you on social. You get foot traffic, we get exposure."
- Trigger: Premium venues with social media presence, engaged community
Upsell 4: Office / Corporate Supply
- "Your office customers might want a standing order for their workplace. We can set up a recurring delivery direct to their office, and you get the referral credit."
- Trigger: Stockist is in a business district or co-working hub
Pricing Table: Full Range
| Product | Case Size | Wholesale/Bottle | Case Price | RRP/Bottle | Retailer Margin |
|---|---|---|---|---|---|
| Blood Orange & Turmeric | 24 x 330ml | €1.88 | €45.00 | €3.00-€3.50 | 30-38% |
| Ginger & Lemongrass | 24 x 330ml | €1.88 | €45.00 | €3.00-€3.50 | 30-38% |
| Pink Grapefruit | 24 x 330ml | €1.88 | €45.00 | €3.00-€3.50 | 30-38% |
| Wild Berry | 24 x 330ml | €1.88 | €45.00 | €3.00-€3.50 | 30-38% |
| Mixed Case (6 of each) | 24 x 330ml | €1.88 | €45.00 | €3.00-€3.50 | 30-38% |
Volume discounts (quarterly review):
| Monthly Volume | Discount |
|---|---|
| 10-19 cases/month | Standard pricing |
| 20-49 cases/month | 3% discount (€1.82/bottle) |
| 50+ cases/month | 5% discount (€1.79/bottle) + free delivery nationwide |
The Close
After presenting the offer, use one of these:
Assumptive Close
"So would you like to start with a mixed case spread, or do you already know which flavours your customers would go for?"
Takeaway Close
"I should mention — the free case offer is for first orders this month. We've got limited capacity and we're onboarding about 5 new stockists a week right now."
Social Proof Close
"The Silken Thomas in Kildare Town started with exactly this trial order. They're now doing 4 cases a week. Happy to connect you with their manager if you want a reference."
Risk Reversal Close
"The buyback guarantee means you literally can't lose money on this. Try it for 60 days — if it doesn't sell, I take it back. What's the worst that happens?"
Rules of the Offer
- Never discount below €1.88/bottle for indie. The free case IS the discount.
- Always bring samples. Product sells itself once tasted.
- The offer expires. Create urgency — "first orders this month" or "while launch stock lasts."
- Every stockist gets the social media feature. This costs you nothing and they love it.
- Follow up within 48 hours of delivery. The gap between "product arrives" and "product is displayed" is where deals die.
- Photograph everything. Every delivery, every display, every fridge shot. This is your sales toolkit for the next prospect.