EASY DAY — Investor Deck & Field Activation Plan

Executive Summary — 00

The one-page brief

A clean kratom shot for the American working class.

The product

2 oz kratom-forward shot

American made, lab-tested kratom. No 7-OH. No synthetics. $5.99 retail.

The buyer

Blue-collar daily buyer

Frequency + repeat + identity. Worth $600–$1,200 per year.

The channel

~6,500 pre-educated doors

C-store + smoke shop across FL, NJ, PA, IL, KY.

The ask

$3.5M · 12 months

FL selling by Sept 1. 1,500+ accounts by Q2 2027.

Category — U.S. kratom-shot TAM

2025

$2.1B

2034

$4.6B

9.1% CAGR · Easy Day plays for share of a doubling category.

Revenue path

$23.4M

ARR ceiling · 100% door win

$4.2M

Realistic Year 1

Own the shelf Feel Free just vacated. Earned Easy Relief for the people who keep America moving.

Part 1 / The Market Thesis — 01

Easy Day targets the American working-class economy.

Daily Frequency

Buys every day — beverages, nicotine, snacks, functional shots. Routine is the retail engine.

High Repeat

Same stops, same products, again and again. Repeat is the default.

Identity Loyalty

Doesn't just buy the brand. Wears it, drives it, defends it.

Frequency + Repeat + Identity = CPG gold.

Part 1 / The Market Thesis — 02

The backdrop: labor is up, the channel is built.

Trades — new hires needed

2026

349K

2027

456K

ABC workforce forecast · retirements, infrastructure, AI datacenter buildout.

Energy-drink category

2025

$22B

2034

$45B

Daily functional-shot habit already trained on Bubba.

Retail footprint at Easy Day’s cooler

C-stores (US)

151,975

Smoke shops (US)

18,000

C-store bev/beer/nic mix

73%

Smoke-shop visits / day

1+ / day

The habit is trained. The shelf is open. We plug in.

Part 1 / The Market Thesis — 03

Estimated Model, Not a Forecast

What one buyer is worth.

Single shots @ $5.99

$575

2 / week · yr

$862

3 / week · yr

$1,150

4 / week · yr

Subscription upside

$720

12-pack / mo · yr

$1,200

24-pack / mo · yr

Every field rep signs one retail door — but earns a lifetime of $600–$1,200 buyers.

Part 1 / The Market Thesis — 04

We don’t chase coastal wellness. We take the trust gap.

Category map · trust × blue-collar relevance

High trustLow trustBlue-collarCoastal

Feel Free

Kin Euphorics

Leilo

Mitra9

TRU Kava

Easy Day

Head-to-head vs Feel Free

Code	Wellness-coded	Blue-collar American-coded
Position	Category leader	Cleaner challenger
Formula	Kratom + 7-OH blends	Lab-tested kratom. No 7-OH. No synthetics.
Promise	Abstract "feel better"	Earned relief after real work
Lane	Influencer wellness	Retail, field, motorsports & outdoors
Model	Product-first	Movement-first

Feel Free owns awareness. Easy Day owns the trust gap.

Part 1 / The Market Thesis — 05

Two brands built billion-dollar identity plays. So can we.

Proof 01 · Bass Pro

250M+

Annual visitors — Bass Pro & Cabela’s

Lesson: don’t just sell a product. Build belonging.

Proof 02 · Black Rifle Coffee

$395M+

Expected 2025 revenue · $20M+ adj. EBITDA

Veteran + community-first, not paid ads. Community became distribution.

Community can become distribution. Identity can become retention.

Part 1 / The Market Thesis — 06

Meet “Bubba.” A profile, not a caricature.

Where he lives — six pre-educated clusters

Southeast
TX + Gulf
Midwest
Mountain West
Inland CA
Industrial Corridors

How his day runs

5:00 AM

Wake & Fuel

6 AM – 3 PM

On the Job

Midday

The Stop

After Work

Still On

Weekend

Earned It

Easy Day is the bridge between hard work and relief.

Part 1 / The Market Thesis — 07

From energy to relief.

Before Work — Push Through

Coffee · energy · nicotine · breakfast

During Work — Stay In It

Water · hydration · energy · snack

After Work — Take It Off

Smoke shop · gas station · beer alt · relaxation · This is Easy Day.

Investor framing: energy drinks built the daily functional-beverage habit. Shots built the premium small-format price point. Easy Day sits at the intersection — small format, high margin, high frequency, built for repeat purchase.

Part 1 / The Market Thesis — 08

America does not run on trends.

It runs on workers, drivers, builders, welders, mechanics, linemen, warehouse crews, first responders, veterans, tradesmen, and the people who show up before the sun comes up. Easy Day was built for them. Not another wellness shot. Not another smoke-shop product. Not another trend.

Earned Easy Relief. Built for blue-collar America.

Part 2 / The Field Activation Plan — Cover

Field Marketing Activation Playbook

EASY DAYS.

Take it easy. Take it often.

The kratom-forward functional shot. American made. Nothing to hide.

Mission in one line: own the shelf Feel Free just vacated.

Part 2 / The Field Activation Plan — 01

The opportunity in one page.

What we do

Functional botanical shot. American made, lab-tested, nothing to hide.

Who it's for

Tradespeople, drivers, hospitality, veterans, gig workers. Every collar.

Format

2 oz kratom-forward shot. $5.99. Public COA portal.

The wedge

~6,500 doors across FL, NJ, PA, IL & KY already buy the category.

Door funnel · Year 1

Pre-educated doors

~6,500

ARR ceiling · 100% win

$23.4M

Realistic Year 1

$4.2M

30% door conversion × 60% velocity ramp · 6,500 × $3,600 ARR ceiling.

Part 2 / The Field Activation Plan — 02

Six brands built the category. None own the clean-kratom lane.

$2.1B

U.S. kratom-shot TAM · 2025

$4.6B

By 2034

9.1%

CAGR

Brand	Positioning	Price	Channel presence
Easy Day	Clean kratom, blue-collar earned relief — lab-tested, no 7-OH, no synthetics	$5.99 / 2 oz	C-store, smoke shop, field & motorsports
Feel Free	Wellness-coded leader, kratom-associated	$8–12	Smoke, natural, DTC, influencer
Leilo	Calm-in-a-can, mainstream	$3–4 RTD	Grocery, c-store, DTC
Kin Euphorics	Coastal social tonic	Premium RTD	Natural grocery, bars, DTC
Mitra9	Kratom-forward seltzer & shot	Mid-premium	Smoke & vape, DTC
TRU Kava	Purist kava for enthusiasts	Premium	DTC, kava bars, natural

Part 2 / The Field Activation Plan — 03

Team & hiring — org, phasing, footprint.

Org chart

President of Field Sales

Marketing P&L

Media, growth, field, revenue.

Digital Pillar

DTC, paid, lifecycle.

Brand Pillar

Guards brand assets.

Advisor Board

One operator per channel: c-store · liquor · natural · smoke & vape · DSD.

Phase 1 footprint

Field Marketing Managers

Markets

1 + 2

Pres. + 2 Coast Directors

60%

Doors carried by FL & NEPA

Hiring phases

Jul–Sept 2026Phase 1Ships Florida: ~8 W-2 + 15 1099 hires.
Oct–Dec 2026Phase 2Adds the Northeast: 3 more FMMs, 9 more reps.
2027Phase 3Adds Illinois, Kentucky and District Managers.

Part 2 / The Field Activation Plan — 04

Rollout: 5 states, 4 channels, one conversation.

Phase 1 · Q1

FL & NEPA

~4,000 doors · 5 FMMs · Palm Beach HQ

Phase 2 · Q2–Q3

NJ, PA, IL & KY

~2,500 doors · one FMM each

300+

Year 1 activations

SEPT

FL launch

OCT

Northeast launch

1,500+

Accounts · 40%+ reorder

Part 2 / The Field Activation Plan — 05

First 90 days. Three 30-day sprints.

Day 0

Green-light

Day 30

Foundation

Day 60

Build

Day 90

FL Launch

Days 0–30

Foundation

Budget approval, regulatory & label review, brand ID, lab testing, FL door-list build, hiring.

Days 31–60

Build

Fleet wrapped and delivered, POS kit shipped, FL team onboarded, DTC site live.

Days 61–90

Launch

Sept 1: FL selling live, sampling and sell-in. NJ & PA hiring green-lit for Oct 1.

Part 2 / The Field Activation Plan — 06

Fleet, POS & merch — the physical footprint.

Fleet · 6 wrapped vehicles

Orange · matte black

Flagship truck + regional heroes rotated to top-performing reps. The fleet doubles as comp-plan incentive and mobile media.

Lane 01

POS & Signage

Displays and signage to own the shelf.

Lane 02

Wearables & Swag

Build cultural gravity.

Lane 03

Dealer Loaders

Close the in-store sales call.

Part 2 / The Field Activation Plan — 07

Compensation — mechanic & pay bands.

Four-part mechanic

Base pay

Door commission

Reorder commission

Vehicle / perk tier

Hybrid W-2 + 1099. Benchmarked against premium-beverage field orgs.

Pay bands (illustrative)

Role	Comp	Phased
President of Field Sales	$180–220K base + bonus	Day 0
Coast Director (x2)	$120–150K base + override	Phase 1–2
Field Marketing Manager (x10)	$70–90K + door & reorder	Phased Y1
Field Rep (1099)	$45–60K OTE, commission-weighted	Phase 1–3
Brand Ambassador (1099)	$25–35 / hr	Event calendar

Part 2 / The Field Activation Plan — 08

The ask: green-light $3.5M.

$3.5M · 12 months · use of funds

People$2.4M
Activation & trade$820K
Capex · fleet & buildout$280K

FL selling by September 1. First 12 months cover 6 vehicles and ~13 W-2 + 30 1099 roles phased in, targeting 1,500+ accounts by Q2 2027.

$3.1–3.5M

Year 1 field costs

$3.27–3.79M

All-in with fleet

Assumed Year-1 door conversion · 6,500 pre-educated doors

Take it easy. Take it often.

Appendix — Sources & Citations

Every number, cited

Sources.

All third-party figures are cited to their publisher. Internal figures are labeled as Easy Day model estimates — not forecasts, guarantees, or offers of securities.

Category & TAM

$2.1B → $4.6B U.S. kratom-shot TAM; 9.1% CAGR (2025–2034)
Global Market Insights — U.S. Kratom / Botanical Shot Market Report, 2025
$22B → $45B energy-drink category (2025–2034)
Grand View Research — Energy Drinks Market Analysis, 2025

Retail footprint

151,975 U.S. convenience stores
NACS / NielsenIQ Convenience Industry Store Count, 2025
~18,000 U.S. smoke shops
IBISWorld — Tobacco & E-Cigarette Stores in the US, 2025
73% c-store sales in beverages, beer & nicotine
NACS State of the Industry Report, 2025
1+ smoke-shop visit per customer per day
IBISWorld tobacco specialty retail visit data, 2025

Workforce & demand

349K → 456K trades new-hire need (2026–2027)
Associated Builders & Contractors (ABC) 2026 Workforce Forecast
Infrastructure & AI datacenter buildout demand
McKinsey & Company — U.S. Skilled Trades Outlook, 2025

Proof points

250M+ annual visitors — Bass Pro & Cabela's
Bass Pro Shops corporate fact sheet, 2024
$395M+ 2025 revenue · $20M+ adj. EBITDA — BRC Inc.
BRC Inc. (Black Rifle Coffee) investor filings, 2025

Consumer value model

$575 / $862 / $1,150 annual single-shot LTV
Easy Day internal model · $5.99 SRP × 2–4 units / wk × 48 wks
$720 / $1,200 subscription LTV (12 / 24-pack monthly)
Easy Day internal model · wholesale case × 12 mo

Door funnel & Year 1

~6,500 pre-educated doors across FL, NJ, PA, IL, KY
Easy Day proprietary door list · distributor & retailer scan data
$23.4M ARR ceiling (100% door win)
6,500 doors × $3,600 ARR ceiling per door · Easy Day model
$4.2M realistic Year 1
30% door conversion × 60% velocity ramp · Easy Day model
1,500+ accounts by Q2 2027 · 40%+ reorder
Easy Day rollout plan · benchmarked vs premium-bev launches

Team, comp & budget

Pay bands (Pres, Directors, FMM, Rep, BA)
Benchmarked vs Red Bull, Celsius & C4 field-org comp data, 2024–25
$3.5M Year 1 ask · $2.4M people / $820K activation / $280K capex
Easy Day 12-month operating budget · internal
6 wrapped vehicles · $3.27–3.79M all-in
Easy Day fleet quotes · Ford / RAM upfit + wrap vendors, 2026

Figures current as of 2025–2026 publication dates. Categorical growth data reflects publisher forecasts and is subject to revision.

EASY DAY — The kava-forward functional shot. Investor deck and field activation plan.