1. Product & Brand Brief
_Everything here is verified against the live product. Use it as the single source of truth — if you need a claim that isn't here, ask before publishing it._
1.1 What Breadwinner is
A grocery receipt intelligence service for Botswana. A shopper photographs a till slip; Breadwinner reads it and turns it into insight, savings and points.
It is a web app — it opens in the phone browser at app.breadwinner.deals. No app store, no download, no card to sign up.
The job it does for the customer
| Customer's problem | What Breadwinner does |
|---|---|
| "I don't know where my grocery money actually goes" | Breaks every slip into spending by category, top items, and habits over time |
| "I think I'm overpaying, but I can't prove it" | Compares each item against what other shoppers paid, item by item |
| "Which shop is cheaper for my basket?" | Compares the shopper's latest basket against community prices |
| "Prices keep moving and I don't notice" | Price-change alerts on the items they buy |
| "Saving feels like a chore" | Points, weekly streaks and referrals make it a habit |
1.2 How it works (the flow to show in creative)
- Sign up with email or phone → verify by email or SMS (their choice).
- Snap the slip — one photo, roughly ten seconds.
- The app reads it — store, date, total, and line items with unit costs.
- Insight lands — what you spent, what you overpaid, where it's cheaper.
- Habit forms — points, streaks, and a nudge to scan the next one.
The activation moment is step 3–4: the first upload. Everything in the campaign
should drive toward that, not toward signup.
1.3 Pricing (exact, verified)
| Free | Premium | |
|---|---|---|
| Price | P0 | P29 / month or P249 / year (annual saves 29%) |
| Receipt uploads | 10 per month | Unlimited |
| Insights history | 7 days | 90 days |
| Spending dashboard, categories, top items | ✅ | ✅ |
| Points, streaks, referrals | ✅ | ✅ |
| Smart Savings (per-item overpayment report) | — | ✅ |
| Basket vs community comparison | — | ✅ |
| Category drill-down | — | ✅ |
| Platform-wide price trends | — | ✅ |
| Payment | — | EFT or Orange Money, activated by the team |
Extra uploads without Premium: the team can issue upload-credit codes (a coupon code by email that adds extra uploads on top of the free allowance). Useful for launch giveaways and for rewarding engaged free users.
1.4 Rewards mechanics (exact, verified)
| Action | Reward |
|---|---|
| First receipt upload | +50 points (welcome bonus) |
| Every receipt upload | +10 points |
| Referral's first upload | +25 points to the referrer |
| 2-week upload streak | +20 points |
| 4-week upload streak | +50 points |
| 8-week upload streak | +100 points |
Points accumulate against the account and appear on the in-app leaderboard. The streak structure is the strongest retention hook we have — 8 weeks of habit is the goal the content should aspire to.
1.5 Trust & privacy (use this, it's a differentiator)
- Users explicitly control consent: data use, WhatsApp contact, anonymised use, and
market-wide insight participation are separate opt-ins.
- Receipts are private to the user; only the team reviews a receipt when the user
reports an issue with it.
- Insights are shown to the user about their own spending; community comparisons are
aggregate.
Do: talk about control and privacy in plain language. Don't: claim "bank-level security", "we never share data" or anything absolute — say what's true: you choose what's shared.
1.6 Market context
The Botswana grocery market is dominated by a handful of chains — Choppies, SPAR, Pick n Pay, Sefalana and Checkers all appear in our receipt data — and shoppers routinely split a monthly shop across two or three of them without knowing which one is actually cheaper for their basket. That's the wedge: not "groceries are expensive" (everyone knows that), but "you can't tell which shop is cheaper for what you buy until you measure it."
⚠️ Claims discipline. Do not publish market-size, inflation or "average household
spends PX" figures unless finance signs them off. We have a better play: **publish our
own measured data** (see document 3, pillar 4) — it's accurate, ownable and
unmatched.
1.7 Audiences
| Segment | Who they are | What they want | Hook that lands |
|---|---|---|---|
| The Household Manager (primary) | 25–45, does the family shop, often mother of the household | To stretch the grocery money without cutting what the family eats | "You don't need a bigger budget. You need to know which shop is cheaper for what you actually buy." |
| The Young Earner | 20–30, first time managing own money, Gaborone-based, mobile-first, TikTok-native | To feel in control and not be ripped off | "R29 a month less than you think… actually here's what you're already overpaying." |
| The Data Nerd / Side-hustler | 25–40, curious about prices and arbitrage, spreading word in group chats | To be the person who knows things | "We publish what a grocery basket costs in Gaborone every month." |
| The Points Collector | 18–35, gamification-motivated, shares referrals | Status and free rewards | "8 weeks of slips = 100 bonus points. Lead the board." |
1.8 Positioning
For Botswana household shoppers who don't know which shop is cheapest for what
they actually buy, Breadwinner is a receipt-scanning app that measures your real
grocery spend and shows what you overpaid, item by item. Unlike loyalty schemes
and price-comparison sites, it works from your own till slip — so the answer is
about your basket, not an average shopper's.
Messaging ladder
| Level | Message |
|---|---|
| Headline promise | Know what your groceries actually cost — and stop overpaying. |
| Proof | One photo of your slip reveals the items you overpaid for versus other shoppers. |
| Mechanism | Receipt → item-by-item comparison against community prices. |
| Reward | Points, streaks and referrals while you save. |
| Reassurance | Free to use, no card. 10 receipts a month, forever free. |
Objection handling (for comment replies and FAQ copy)
| Objection | Response |
|---|---|
| "Is it free?" | Yes — 10 receipts a month free, forever. No card to sign up. |
| "What do you do with my data?" | You choose. You control separate permissions for usage, WhatsApp, anonymised insight and market-wide participation. |
| "I shop at one shop only." | Then you'll see whether one shop is enough — and what your basket costs elsewhere, so you can decide. |
| "I don't have time." | One photo, about ten seconds. That's the whole commitment. |
| "Will it work on my phone?" | It's a website, so it works in your phone's browser. Nothing to install. |
1.9 Voice & tone
Plain, warm, confident. Never preachy about money.
- Use Dumela as a light touch of warmth — the product already greets users with it.
Don't sprinkle Setswana words decoratively.
- Short sentences. Concrete numbers. Pula, not "$" or "R".
- Talk about "your basket", "your slip", "your shop" — second person, specific.
- Never shame spending. The tone is "let's see what's really happening", not *"you're
wasting money"*.
- Avoid fintech jargon: no "financial wellness", "optimise your spend", "leverage",
"ecosystem".
Do: "One photo. You'll see what you overpaid for." Don't: "Unlock AI-driven financial wellness through receipt digitisation."
1.10 Visual identity
The current product identity is an emerald wordmark on white (and a full dark mode).
| Token | Value | Use |
|---|---|---|
| Primary brand | Emerald #059669 | Buttons, wordmark, key accents |
| Positive/savings | Emerald tints | Savings numbers, "you saved" moments |
| Alert/attention | Amber | Approaching limits, review states |
| Text | Near-black #1F2937 on white | Body copy |
| Surfaces | White cards, soft rounded corners, subtle borders | UI language |
Style that matches the product: clean, generous white space, rounded cards, one number given prominence per screen, emerald used sparingly for emphasis.
Logo files must be supplied by Breadwinner (see pack README, asset 11) — the rest of the palette above is safe to design against today.
Photography direction: real Botswana slips, real trolleys, real hands — not stock smiles. The slip itself is the hero image: an ordinary piece of paper that turns out to be worth money.