Nebullam's 2021 recap and 2022 outlook
a note to the current and future Nebullam team
2021 welcomed new team members, new business models, new visions, more clarity, and the finest execution Nebullam has embraced to date.
At the end of 2020, the Nebullam team was 5 people. This year, we’ve grown to 12 people. Thank you to Danen, Jack, Nick, Huey, Karen, Annie, Robbie, Lawrence, Eric, Henrik, and Dave. Because of your leadership, vision, and execution, your efforts will compound Nebullam’s success into 2022 and beyond.
In 2020, we delivered more than 2,800 pounds of healthier food. This year, we’re celebrating having delivered more than 10,000 pounds of heathier food.
At the end of 2020, our Average Order Value (AOV) was $14. Wrapping up this year, our AOV is nearing $20.
At the end of 2020, our churn rate was 13.3%. Wrapping up this year, our churn rate remains near 5%.
We ended 2020 with 50 subscribers. We’re ending 2021 with 300 subscribers. That’s 500% growth in 1 year—incredible.
Thank you for every moment of ruthless prioritization and focus. It’s why we’ll succeed. It’s why our 2022 will also see 500% subscriber growth.
What’s to come in 2022
We all know that our new model is working. We all know that what we’ve built here in Ames, a college town of 60,000 people, will work 10x better in hundreds of locations throughout the United States. Now is the time we begin to prove it.
By the end of 2022, we will have launched Nebullam Farms in 3 additional locations. That is averaging almost 1 new Nebullam Farm per 100 days.
By the end of 2022, the Nebullam team will have grown past 20 people. Remember that we are not a family, but a team. A team going after a championship. A team whose mission is to create access to reliable and local food, year-round. A team whose vision is to replace the produce aisle with indoor farms that sell healthier food, direct-to-communities. We will continue to only hire A players who are mission and vision driven. We must continue to value a diverse set of experiences which have translated to both soft and technical skill sets. We must remain relentless. We must remain impatient.
2022 Timelines and Milestones
Begin delivering to Iowa City and Coralville areas
Implement clearer definitions and metrics for everyone’s roles (wear fewer hats)
Search for and identify Nebullam Farm 2 space
Kickoff fundraising of $2 million seed round
END OF Q1 TARGETS: 400 subscribers, $22 AOV
Post for key positions at Nebullam Farm 2 (Farm Manager, Production Lead)
Post for key positions at Nebullam HQ (front-end software engineer, back-end software engineer, mechanical engineer)
Launch Nebullam Farm 2
Search for and identify Nebullam Farm 3 space
END OF Q2 TARGETS: 600 subscribers, $24 AOV
Post for key positions at Nebullam Farm 3 (Farm Manager, Production Lead)
Post for key positions at Nebullam HQ (customer success)
Launch Nebullam Farm 3
Search for and identify Nebullam Farm 4 space
END OF Q3 TARGETS: 900 subscribers, $26 AOV
Post for key positions at Nebullam Farm 4 (Farm Manager, Production Lead)
Search for and identify Nebullam Farm 5, 6, and 7 space
Launch Nebullam Farm 4
END OF Q4 TARGETS: 1,500 subscribers, $30 AOV
To growing what people want,