A growth partnership proposal
Something Good
Is Popping.
Turning Poppy's existing customer love into recurring revenue, deeper loyalty, and a monthly experience worth looking forward to.
A six-month strategic partnership to bring a premium popcorn club from concept to launch, and build the foundation for sustainable growth.
Prepared for Poppy Handcrafted PopcornBy Julie Ball
The ingredients are already there.
Poppy already has something incredibly valuable: customers who love the product and come back for more. A thoughtfully designed subscription club can deepen those relationships and add a new recurring‑revenue channel.
Poppy today
Here is where Poppy's direct-to-consumer business stands right now. These are the numbers a club would build on.
The opportunity isn't simply to sell more popcorn. It's to give customers a reason to belong.
More than a subscription. A club people look forward to.
Three full-size bags. Unexpected flavors. Something new to discover. A membership customers enjoy receiving, and love giving.
The Surprise
Three full-size bags of Poppy popcorn delivered monthly, featuring a rotating selection of flavors.
The Discovery
First tastes, limited releases, and unexpected combinations.
The Experience
Monthly themes, tasting cards, and stories that bring each delivery to life.
The Belonging
Member-only experiences, flavor voting, and a sense of community.
The Delight
Milestone surprises and occasional bonus gifts that reward loyalty.
The Giftability
Prepaid gifting for holidays, birthdays, and celebrations all year.
Imagine opening your first box.
Three surprise flavors built around a monthly theme, a welcome note, and a tasting flight to guide you through. A little something to look forward to next month.
A short note from Poppy and what to look for in this month's box.
Taste in order, from mild to bold.
- 1White CheddarCreamy and mellow, with a touch of sea salt.
- 2Pimento CheeseSharp cheddar with a tangy, classic pimento bite.
- 3Jalapeño CheddarCheesy up front, with a spicy finish.
An illustrative cheese-assortment mockup. Flavors, tasting notes, and pairings are examples only, and real club flavors would rotate. Cards, extras, and packaging details are concepts, not final decisions.
A new way to grow customer love
Predictable revenue
A recurring purchase relationship that can become a meaningful growth channel.
Stronger loyalty
More reasons for customers to stay connected with Poppy.
Giftable experiences
A memorable gifting option for the holidays and all year.
Customer insights
Learn more about flavor preferences, engagement, and subscriber behavior.
Long-term growth
A foundation for retention, lifetime value, and future membership opportunities.
Every gift introduces Poppy to someone new.
When the club is positioned as a gift, each membership can reach beyond the person who signs up. Every box becomes a first taste of Poppy for a friend, a coworker, or a family member.
A buyer gives the club
Birthdays, holidays, thank‑yous. A gift makes the club easy to share.
A friend opens the box
Surprise flavors, a tasting flight, and a welcome note make a memorable first impression.
A new fan discovers Poppy
They have a reason to visit, reorder, or join the club for themselves.
Let's see what pops.
What could a popcorn club mean for Poppy's recurring revenue? Even a small percentage of Poppy's existing customer base could create a meaningful opportunity. Explore a few illustrative scenarios below.
Reference customer base: 10,500 DTC customers
These are illustrative scenarios, not forecasts or guaranteed results. Yearly revenue assumes the selected number of active members stays constant for 12 months. Actual revenue will depend on launch timing, customer adoption, renewals, cancellations, and other factors. Figures represent gross revenue before product, shipping, fulfillment, and other costs.
From big idea to sustainable growth.
Launching the club is only part of the equation. The first six months build the foundation, bring the experience to market, learn from real subscriber behavior, and turn those insights into a stronger recurring‑revenue channel.
Build
- Offer and pricing strategy
- Unit economics
- Membership experience and gifting
- Technology and subscriber journey
- Launch planning
Launch
- Positioning and messaging direction
- Audience strategy
- Marketing priorities
- Cross-team coordination
- Launch monitoring
Learn
- First renewals, churn, and skips
- Subscriber feedback
- Gifting performance
- Operational friction
Optimize
- Retention and experience improvements
- Testing and offer refinements
- Future gifting opportunities
- Next-stage growth planning
Phases overlap by design. Launch timing depends on Poppy's internal resources, technology readiness, product decisions, and implementation progress, and no launch date is guaranteed. At the end of six months, we'll review performance and priorities and decide the right structure for the next phase.
The right level of partnership.
Both options bring the same strategic expertise through the six-month journey. The difference is how involved I am in leading the work. Your team executes. I can advise it, or lead it.
Strategic Advisor
For a team with the capacity to manage the initiative and keep it moving, with an experienced partner guiding the key decisions.
- Offer, pricing, and unit economics guidance
- Membership experience and gifting strategy
- Technology and customer journey recommendations
- Launch, retention, and renewal strategy
- KPI framework and performance reviews
Working deliverables
Club Strategy Blueprint, Launch Roadmap, Subscriber Experience Framework, and Performance Scorecard.
Collaboration
Two strategy meetings a month (one may be in person), plus direct access to me by message in an app like Slack or Voxer, with a reply within one business day.
Best for: a team that can lead execution and wants expert strategic guidance throughout.
Fractional Growth Lead
For a team that wants an experienced growth leader guiding the initiative from concept to optimization, without adding a full-time leadership role.
Everything in Strategic Advisor, plus
- I lead the Build, Launch, Learn, Optimize process
- I own roadmap direction, milestones, and decision points
- I align ecommerce, marketing, creative, and operations
- I flag blockers and recommend solutions
- I lead launch results and first-renewal reviews
Collaboration
Weekly leadership meetings (up to two a month in person), plus priority direct access by message, typically answered the same business day.
Best for: a team that wants dedicated strategic leadership to keep everything aligned and moving.
Strategic Advisor: Your team leads. I advise.
Fractional Growth Lead: I lead. Your team executes.
Close enough to collaborate. Already a Poppy superfan.
I am a loyal Poppy customer and a true superfan, so I see the brand the way your members will. Paired with my subscription industry experience, that gives me a real head start on designing a club people love.
Local and flexible
As a fellow Western North Carolina business, I'm excited to work alongside the Poppy team in person, especially for kickoff, strategy workshops, and key planning sessions. Virtual meetings fill in whenever schedules call for it.
- In-person meetings are part of the regular cadence, not extra
- All meetings are mutually scheduled
Between meetings, you'll have direct access to me by message in an app that works for you, like Slack, Voxer, or Poppy's project management tool, so decisions keep moving. Quick questions get quick answers.
Clear roles
Strategy, recommendations, and reviews come from me. Hands-on implementation stays with Poppy's team and existing partners, including:
- Shopify and Recharge development
- Klaviyo email and SMS production
- Design, copywriting, and content
- Paid advertising
- Customer service, fulfillment, and shipping
- Day-to-day task management
My role is strategic: setting direction, sharpening decisions, and guiding the work, while your team brings it to life.
Let's build something worth belonging to.
Poppy has the product, the audience, and the brand personality to create something special. I'd love to help make that vision happen.
Two options, each starting with a six-month initial engagement.
- Choose the option that best fits Poppy's needs.
- We have a coffee chat to talk through scope, timing, and any questions.
- We confirm the details and set a kickoff date.
Why I'm excited about this.
I've spent years working at the intersection of subscriptions, marketing, and customer experience. What excites me most about this opportunity is the chance to bring those worlds together for a brand I genuinely love.
Poppy already creates products people get excited about. I'd love to help create a membership experience that inspires that same excitement month after month.
With gratitude, Julie Ball