Pitch design notes¶
Reference notes for visual treatment when pitch.md is formatted into a slide deck or design-treated document.
Color palette¶
- Primary: deep green (#2D5A27), representing growth and sustainability
- Secondary: fresh green (#4CAF50), for energy and innovation
- Accent: gold (#FFC107), for prosperity and value creation
- Neutral: clean grays for text and backgrounds
Typography¶
- Headers: modern sans-serif (Montserrat or Poppins)
- Body: clean and readable (Open Sans or Lato)
- Data: monospace for numbers and code (Roboto Mono)
Suggested visuals by section¶
Title / hero¶
Hero image of diverse farmers and gardeners with fresh produce. Clean modern typography with green accent colors. Short subtitle that emphasizes the mission, with a key word in a different color.
The problem¶
Split-screen showing abundance (gardens, kitchen tables piled with produce) versus waste (dumpsters, compost piles). Infographic for the 40% food waste statistic. Optional map highlighting underserved local food regions.
Why now¶
Trend convergence diagram showing real food movement, blockchain maturity, post-pandemic resilience, climate urgency, and impact investing as overlapping circles or vertical timelines all reaching a peak in the same window.
What we're building¶
Mobile app mockups on phones and tablets, showing a listing flow, a trust-path discovery view, and a settlement screen. Network diagram of connected users with trust links visualized as colored paths.
How it works (Maria/James/Sarah narrative)¶
Flow diagram with character illustrations of Maria, James, and Sarah, with arrows showing the trust connection through Sarah and the transaction flowing along it. Side-by-side comparison of traditional supply chain (long, lossy) versus trust-based commerce (short, direct).
Token model¶
Two-token system diagram showing FOAF (governance and staking) and RHEO (operational utility) and how they relate. Visualization of vFOAF versus rFOAF with timelock and reward differences shown clearly. User journey showing "borrow utility through trust path, never need to buy."
Status and credibility¶
Timeline showing 2018 contract deployment, 2022-2024 MVP development, 2025 mutual credit and routing built into backend, 2026 Crawford Bay soft launch and forward roadmap. Screenshots from the live app. Etherscan screenshot showing the verified contract.
Market opportunity¶
Three-tier pyramid or stacked layout showing immediate (U.S. real food), scale (global food networks), and future (trust-based commerce). Key statistics rendered as large bold numbers with light supporting text. Geographic heat maps optional.
Roadmap¶
Horizontal timeline with phase markers and milestone callouts. Color-coded by phase. Geographic expansion suggested through map elements where appropriate.
The team¶
Photos of the founder and any confirmed team members or advisors. Roles shown as cards with brief responsibility descriptions. Visual emphasis on lean structure (the four-five circles around the founder, not a sprawling org chart).
The ask¶
Allocation pie chart showing the $300K split: team, marketing, legal/foundation, smart contracts, infra, contingency. Before/after capability snapshot showing what the funding unlocks.
Vision¶
Three-phase progression visualization: community → regional → global. Globe element with overlapping community-scale networks. "From garden surplus to global food sovereignty" framing as a connecting thread.
Closing¶
Founder photo or team shot. QR codes for the demo, the docs, and the contract address. Clean contact layout with clear next-steps.
General principles¶
- Avoid stock crypto imagery (Bitcoin logos, hooded hackers, blockchain abstractions). The visual language should be food, community, and trust.
- Photography over illustration where possible. Real people, real produce, real settings.
- When charts are needed, prefer simple bar/line/pie over fancy isometric infographics.
- Keep text density per slide low. The verbal pitch fills in detail; the slide reinforces.