Food as medicine

I am diagnosed with a life-long condition. I look at years of a medicated life. It is time to let food be my medicine. 

Let’s give the sick food plans they can stick to. Where they make one single decision: On – or off. A freedom of NO choice plans made by people who know better. And with individual feedback loop and adjustment.

One and only

We don’t need to make universal solutions fit for everyone. We can choose our own customers.

Not in sickness. But in health.

We don’t run out of business if we eradicate sickness. We still have a business model if people get healthier.

Test market

Build. Test. Learn. A small market with high adoption of new technologies and treatments make us attractive playing fields for those on a global mission.

Health is food

You are what you eat. What you eat could easily eat your health.

Pill or will

I would rather take the pill to fix whats wrong than put in the work to stay healthy every day.

Habit fight

Lifestyle change is hard. Even if you know what you should do, actually changing habits and enduring it is a tough fight.

Health sacrifice?

To get and stay healthy, you have to do and eat things you don’t like. This may not be true. How can we turn it around?

Healthy people don't care?

Patient’s interest is judged without patients nor next-of-kins. Do we get what makes us healthy or only what takes away symptoms?

Pill monopoly?

Only Pharma can develop and sell drugs? Nothing stops us from developing nor offering non-prescription treatments or preemptive measures.


Home delivery of trusted brands. Grows business of restaurants without growing cost base. Flexibility and customer paid independent operators: Anyone can be a Foodora biker.

Restaurant Chef

Make variety from a few ingredients. Know how to surprise customers every time. Run a smooth supply chain that delivers top quality in each serving. 


Perfectly serving every time. Standardizing yet offer more variety. System designed around Unit-of-One. Customer direct, cutting middlemen. Flagship experience stores.

Food as medicine


Life comes to a halt for 249 Norwegians diagnosed with Crohn’s disease each year. As for their 15,000 peers, they now look forward to a life of tough medication; time consuming grocery shopping; hundreds of dollars of added monthly expenses; and a demotivating diet. The same applies to 250,000 others with food related chronic diseases (5% of population).


FLO aims to cure diagnosed chronic disease with 7 days a week home delivered full variety meals you can trust to be the best for your condition. FLO is convenient, saves time, and serves a savory food experience – every day.


FLO signs customers ‘on’ or ‘off’ to full week meal plan aimed at curing the diagnosed disease and improves life quality more variety and a better food experience than its customers are used to from before the diagnosis. FLO is a chefs’ best meals business, not an ingredient delivery and works closely with its engaged customers to consistently and reliably improve the healing properties and experience.

Entry market

FLO starts with the recently diagnosed Crohn’s disease in the metropolitan area. FLO takes responsibility of the $200 weekly per person food spend and relieves customers of hazzle and uncertainty. FLO starts as a ‘restaurant kitchen’ operation and tests partnership with well established food home delivery services.

Democratize Health:

Food as medicine

Customer + Promise

Right customer: 29 interviews (13 diagnosed individuals and the rest nutritionists, medical experts and chefs).

Right promise: Severe uncertainty, inconvenience, expensive and uncomfortable medication use proved
to be preferred solved through diet if convenient and efficacious.

Product + Delivery

Right product: Home delivered prepared full-week meal plans so far the claimed preferred offering.

Right delivery model: Every day fresh delivery (maybe one per weekend) looks like the preferred model. Density of customers will be important (area by area introduction).

Revenue Model

Right revenue model: An on/off subscription with a low risk trail period (week) for approximately the same price as customer pays to do it herself today.

Is this your Moonwalk?

As a Moonwalk company, this startup is developed in 100 days stages from conception to growth. We are now approaching stage 3 of 4. Want to join us?

Apply now
100 Days Challenge & 100 Days Startup Project

Stage 1: Fall 2017

We now understand the Challenge – how to Democratize Medicine – better than anyone; we aligned our Approach; and framed our Constraints. 

Key Insights: We surfaced our Unfair Advantages, uncovered the Big Pains of our stakeholders; flipped the Domain Orthodoxies; and got inspired by Industry Disruptors.

Moonshots: We charted missions from our insights that can salvage pains of billions.

Startup Projects: We crafted and ranked a portfolio of startup projects that each solve parts of the challenge.

Stage 2: Spring 2018

Design & Prove Customer & Promise.
Design & Prove Product & Deliverability.
Design & Prove Revenue Model.

Join us for 7 weekends on-site in Oslo or online. Be a Customer Developer, Product Developer, or Revenue Model Developer.

100 Days Startup Pilot

Stage 3 of 4 starts September 2018. Apply now.

Minimum Viable Product: Prototype that works to unsupported showcase the customer experience.

Minimum Viable Market: Close to home first 10 customers (pre-sales).

Minimum Viable Team: Two to three people to cover Customer Promise/Sales and Product Development/Delivery and Revenue Model.

Minimum Viable Investment: Just Operating Expenses (time/prototype cost) of kr 600,000 ($75,000).

Are you a Customer Developer? A Product Developer? A Revenue Model Developer? Work for mix of shares and salary. 

Apply now
100 Days Startup Launch

Stage 4 of 4 starts February 2019. Apply now.

Launch version 1 of this startup.

Perfect Marketing & Sales: Find the keys to systematically attract and retain customers. 

Perfect Product & Delivery: Find the keys to systematically develop and deliver the product (service).

Perfect Revenue Model: Find the keys to systematically develop and operate the revenue model.

Minimum Viable Investment: Just Launch and Operating Expenses (time/product cost) of kr 1,000,000 ($125,000).

Are you a Customer Developer? A Product Developer? A Revenue Model Developer? Work for mix of shares and salary. 

Apply now