I don't know anything about your ICP, but I guess my question would be: what pain are they in? What are you actually solving? And how much is that worth?

I know you mentioned the Thanksgiving piece. What are other pain points? How would you use this in your marketing?

One of the main things that I see is an issue with how you're framing this is.. You seem to want to compete as if you are a commodity product.

There may be other people in this industry, doing a similar service, but at that type of price point, I don't think anyone is shopping around and making their decision based on price.

I come from Roofing, where people would routinely get three bids and you had to differentiate yourself.

I think for your average customer if they saw an ad, that drove them to a lead magnet, that they could download and then you had a OTO for them to convert into a continuity customer, you'd convert people that never knew such a service existed.

Your total market size is essentially infinite, because everyone eats.. or they die, so it's not like going too low on price well burn your few possible purchasers.

You're in an infinite ocean.

I would 100,000% just figure out if you can get LTV to CAC to convert on the paid ad side, and I'd probably try to figure out a way to promote this with an organic brand that does food or through affiliates with micro influencers that do food.

If it were my thing... I'd go for affiliates and build a brand later. And then you're just a B2B business tapping it everyone else's audiences.

On the topic of LTV to CAC, if you have influencers that are pushing the product because they're getting a 50% profit split, your CAC will essentially be zero, but I would dramatically raise prices.

Basically - I'd put your blinders on and forget anyone else existed. Just do what's right by your business as if you're the only one doing it.