The only way to keep making an impact as a vegan business owner is by building a sustainable business model. It’s OK to charge a fair price for what you offer, whether it’s a vegan service or plant-based products. Charging appropriately ensures you can continue to do the work you love and amplify the change you’re striving for.

If you want to create an offer which sells you need to think of it as an idea as needed and effective as a painkiller. In vegan terms: your business offer has to be as sought after as a B12 supplement, something that every vegan needs.

Understanding your Ideal Customer Avatar (ICA) drives everything you create for your vegan business — your strategy, your pricing, your positioning, and your offerings.