As we wind down our campaign, last week we shared the Top 10 Reasons to Invest in Provenance. We mentioned a testimonial on how our service is improving our customer's day-to-day life as well as explored our low customer acquisition costs (CAC) and high lifetime value (LTV). 

Today we wanted to give you a more in-depth look into our client base. Our business serves an incredibly valuable customer segment - the modern time-pressed and health-conscious human. They understand the importance of nutrition and struggle to prioritize it on their own. This segment is primarily female, between the ages of 35-55, with a high household income ($200k+). Both married and single, with kids and without, we've found the common thread is their desire to balance their busy life with their wellness goals.

Two personas of our clients that represent about 75% of our orders are the Frequent Detoxer and the Recurring Orderer. And the best part - they have so much crossover! We've found our detoxers turn into recurring orderers and vice versa. Let's dive in deeper.

Customer Segment: The Recurring Orderer
Average Spend: $240 per order

Meet Marie - NYC publicist, mom of two under the age of 6, and long-time Provenance client. Marie knows how important self-care is to maintaining her health and regularly orders our Daily Essentials program.

Why She Orders: “Mentally and physically I feel better when I eat nutritiously. One critical aspect of maintaining nutrition in my diet relates to managing Type 1 diabetes. Part of controlling my blood sugars depends on the amount of carbohydrates I consume, so having the right balance (and low number) of carbs — along with protein, good fats and vegetables — is very important. With small children, much of our household’s meal planning and preparation goes towards their food, so having the convenience of meal delivery from Provenance is tremendously helpful for me.”

Her Biggest Challenges: “Planning and preparation. With family, work, and social engagements, not to mention my own personal health and wellness routine, thinking ahead to plan my meals for the week is key to prioritizing my health.”

Why She Chooses Provenance: “I tried a handful of meal preparation services over the years. Provenance was the freshest and most satisfying. I really find they have the best ingredients and are consistently delicious. I also love that I get to choose which meals I want on which days.”

Customer Segment: The Frequent Detoxer
Average Spend: $400 per order

Meet Leslie - Long-time client, former CMO of a fintech VC and venture builder, and on-the-side yogi and wellness coach. Leslie orders our Provenance Detox program frequently.

Why She Orders: “To reset and get back into my normal plant-based eating routine after periods of over indulgence and stress.”

Her Biggest Challenge: “Business trips are a deadly combination of airplane (and airport) food, hotel minibars, room service, and lots of eating out.”

Why She Chooses Provenance: “Because it reminds me what I really need in terms of nutrition. Honestly, part of what makes the detox so easy is how beautiful all the food looks. I never feel deprived; instead, I feel like I’m indulging in a gorgeous meal, homemade with love. Which is was the Provenance Detox *really* is, if you ask me. “

Another segment that’s picked up steam this year is a tier of clients that are a bit more price sensitive with less discretionary spending. They order 1-5 times per year as a 'treat' for themselves. Similar to the "frequent detoxer" their motivation is usually to help reset or kickstart a new routine. This customer segment which we call an "Occasional Orderer" is a beginner when it comes to eating healthy and requires a lower price point before placing an order. With the launch of the Feel Good Fix this year, we continue to capture a greater share of this segment with over $18,000 in sales last month, representing 92% in month to month growth since the spring!

We hope this helps interested investors understand our business opportunity. In addition to the business being undervalued (as Caroll explains), our team is laser focused on our target customer audience, runs a lean operation, and has positioned ourselves for serious growth. We are ready to hit the ground running once our campaign closes with our launch in LA!

Are you ready to join us as an investor? 

With only 2 weeks remaining until the end of our campaign, there’s no time left to remain on the sidelines. Jump on board today!