Ok, I have to be frank here. Chilk is not the only thing I want to do. I am going to tell you my story, my dream and my enterprise for the generation. Of course me and my team have to stay humble and firmly plant our feet on the ground and walk the walk. This is why we are starting small, just the Chill Milk tea first.
However, we have ambitions, so here we go: Climate change, inequalities, ethics, all can be addressed by changing consumer behavior. And we want to be the spearhead leading the charge. In 10 years, we would have built a complete CPG universe (think the Marvel Cinematic Universe but consumable goods, from foods to cosmetics to fashion, the entire consumption cycle). All our products will be tied in with climate change awareness, locally sourcing preference, and ethically produced. And the local-ness from sourcing to logistics to sales, also promote opportunities in communities and redirect global flow of capital into the hands of the people working on the fields. And one of the main way to achieve a dispersed-model of evangelizing our CPG universe is through what we call the "Caravan". It will be a low-cost food-truck franchise that would allow franchisee's to actually modify the menu items to adapt to their situational and cultural needs, while all still connected and shared with the same Chilk CPG Universe. We are very well on track to develop our first caravan and should come out April 22nd, only days till launch, so I am definitely very excited about it. By the year's end, we should have at least three running, and lay out the groundwork to go bigger.
Once we have the franchises network established, we will develop the world's first all-electric, food truck, with hot swappable electric appliances. A typical food truck has a fuel mileage of only 9mpg, that is pretty trash. And as the electric vehicle sector is rapidly maturing, with both the costly upfront R&D and infrastructures already paid for by Tesla, Ford and the likes. We are actually in a perfect spot to do it low cost, to make our electric food truck. This is a vastly under-serviced sector, and with our caravan already running round, and our franchise network spread, we will be perfectly suited to disrupt this market. "Introducing the World's first all-electric food truck. Now come with energy efficient all-electric appliances." I can already imagine the taglines.
Better yet, we will be developing our own digital tokens technologies to source verify and completely share the supply-chain information with customers. This digital token (the ChilKoin, if you may) will also act as our ICO vehicle and transform us into a DAO, which we may transform how we manage the corporation in a transparent and low-cost, low-latency way.
There is an old Chinese saying "人生四大件，衣食住行" (The four most important thing in life, Clothing, Eating, Housing, Traveling). I am confident that if we can execute the difficult beginning well, and keep up the good works throughout the franchise and electric caravan. Then we will be in the position to leverage crowd-sourced designs from our DAO to tackle the fashion problem. And our electric food truck experience will allow us to compete in the mobility sector by focusing on heavy duty vehicles. And of course, we started off as a "food & beverage company" (although not really reflective of our end goals, but certainly who we are during the time being), we can tackle the food problem. And lastly, by strategically invest into low-income communities and student communities as part of a HR pipeline, we can tackle housing with our unique spin on housing co-operatives.
From the get go, we decide to begin our dream with food & beverage because culinary is not just sustenance, it is also one's culture and identity. By tapping early into this identity, we can evoke the deepest emotions and through this connection with customers' emotions, we can build on with our dream higher and better.
We will be remembered as the foodiest, the prettiest, and the most viral tech company in the world. Or the techiest food company, fashion company, mobility company and media company (whichever way to look at it).
I know this is quite an ambitious dream. Well, at least we can always aim high while solidly plant our feet on the ground, and take solid steps.
Boba Milk teas should be a simple delight, tasty, fresh, healthy and always the comfort spot of our cravings. But it's not.
All the milk teas, or bobas, or whatever you call it the comfort drinks, are full of sugar, artificial flavorings, artificial colorings, and heavily uses animal dairy. In fact, that boba tea craving is one of the trashiest sugary junk in the world. Thinking about Brown Sugar Swirl Thai Tea milk tea with Oreo cream top in the afternoon and Purple Ube Taro pudding in the evening? That is more than 2000 calories of pure overload😱😱😱.n
Here is where we come in. Chilk is the ultimate boba milk tea and comfort drinks and snacks. Chilk is dairy-free (no more suffering cow mom and crying calfs being separated for milk and less methane and CO2 emissions). Chilk is 0 added sugar (so now we can enjoy 2 cups, 3 cups, wow 4 cups a day🤯🤟🤩). Chilk is ultra-low calorie (no that sixteenth iteration of new TikTok diet trend? Don’t worry fam, we gotchu covered). Chilk is locally sourced (Monsanto or your local farmers? I think we are on the same page here). Chilk is fresh and healthy (we try to use fresh and real produces, 🍌🍓🥥, tea 🇨🇳🇹🇭🇯🇵, coffee🇨🇴🇧🇷, you name it). Chilk is environmentally conscious (we team up with sustainable business partners to engineer from our cups to straws, to everything we do). Chilk is change (from hiring students in needs and partner with rehab centers, from our very goal to build the world first high-traction low-cost mobile boba caravan franchise), we want to bring 1, tasty and healthy snacks and drinks to consumer. 2, environment to the table, literally. 3, entrepreneurial opportunities to under-serviced communities.
Of course, we are a startup business ourselves. We want to make sure our business is solid. After all, only first through our successful business, can our social mission be truly sustained and impactful. Good news is that the boba tea market is growing very rapidly in the US. And there are many draft wind that can carry us even higher ––– the changing consumer habit that emphasis more on ethical sourcing, the growing adoption of dairy-free products, just to name a few.
We believe, right now is the best time to invest in a breakout brand such as us, to change the world of how people eat, how people drink, and how people think about CPG for the new generations to come.
Chilk has a strong affinity metrics that we truly scratched that itch for so long that our customers hasn’t been fulfilled.
From athletes to lactose intolerant folks, Chilk provides everyone with a unique value. This is why we are receiving raving reviews. In fact because we are committed to our customers, the customers in turn become our best brand ambassadors and advocates.
The short term objective for Chilk is to launch our first caravan with high traction around college campuses and saturate key farmers markets in Los Angeles. This will allow us to build a formidable local community and recognition. This is the important first step to generate “street-cred” for the modern consumers to believe in the products and the passion. Then, we will combine the street-cred we have with our own YouTube studio that we call the Chill Studio. This is location in DTLA converted industrial warehouse (come visit our cooking shown at 1548 S Central Ave, Los Angele). We chose YouTube because it has by far the highest engagement rate, and we believe by creating authentic contents, we can standout from the noise of other CPG brands just simply posting yet another angle shot of their products. The old way is dying and the new way is all about content creation and customer engagement. From the internet fame and the street-cred, we will then be in a fantastic position to capitalize the exposure we expect to receive from the UN Hult Prize grand showcase event. And we are planing to launch a Reg CF equity round precisely to line up with the UN showcase. The end goal for 2022 is to raise enough funding to convert our street-cred and internet fame to mass retail relationships with both traditional retailers and e-commerce.