Our Mission
The Type+ mission was to help people live healthier, happier lives. We did this by providing exceptional quality, nutritionally balanced food that was tailored to the individual's body type, lifestyle, and goals.
Too often people want to be healthy but do not have the time to prepare quality food that supports their goals, whether it be weight loss, muscle gain, or simply feeling good. Type+ made their lives easier by providing the right food in the right quantities.
Our Progress
In June 2020, mid-lock down, we quit our corporate jobs and within six months had taken the idea to reality, launching Type+ in January 2021.
The concept proved successful with Type+ growing steadily over the next 2.5 years. However, to scale Type+ and make it sustainable, significant investment was required.
There were many considerations within this and the decision was made to be proud of the success achieved, take the learnings, and move on, closing Type+ down.
Our Learnings
These learnings are for product-based start-ups which will have a very different set of challenges to service-based start-ups.
- Solve a very specific and acute problem. As the analogy goes; sell pain-killers not vitamins. People won't forget to take pain-killers.
- When you think you have a target market, find a 10% target market within it. Once you've done that, do it again. It is far better to start narrow and expand than it is to start broad and contract.
- MOQs are high and thus expensive, and once you've committed there are no iterations.
- Avoid 'founders burn', when you have unnecessary expenditure. It's far better to go with an MVP that you've done yourself than using expensive specialised contractors. If wanting help, use sites like Fivrr.
- Hone your people-filter quickly. When working with influencers, they will nearly always want product for free. Some will be genuine and others will not. Be wary of the latter, but don't let them turn you into Scrooge.
- Have a co-founder. Doing a start-up solo is hard work, and 1+1 definitely = >2 in this game.
We are immensely proud of everything Type+ achieved and grateful to all our customers and supporters along the way. Sic itur ad astra.