13.10.2023

Short Version here

– long version further below –

Dear investor,

I’m excited to tell you more about the Alan Frei Company (AFC). After selling Amorana last year, I’ll now build a new company in the Direct-to-Consumer (D2C) sector. I’ve been heavily engaged with the American D2C market in recent months and am fascinated by how content-driven D2C startups are challenging established "giants".

One of the most notable examples is the case of Gatorade vs. Prime Energy. Prime Energy, a company just 2 years old, recently ousted Gatorade as the official drink sponsor of FC Barcelona. This didn't come out of nowhere. Founders Logan Paul and KSI have built a loyal following over the years through their content on platforms like Youtube, Instagram, and TikTok, which they are now monetizing.

Such companies are independent of traditional media and serve as my blueprint for the next company, the Alan Frei Company (AFC). At AFC, we focus on the exciting topic of life hacking. In addition to life hacking and optimization content, which performs very well on social media and is a personal passion of mine, we are launching various gadgets and products for entrepreneurs and life hackers. We have already designed a Business Travel Bag System consisting of an optimized backpack, including a toiletry bag and a tech pouch, as well as various apparel. We also have prototypes for pants with radiation protection that feel like sweatpants but look like dress pants, and an all-weather jacket that can store a laptop. Think Muji.com meets Zegna.com. I'm deliberately starting with these niche topics and will test the mass market with food and beverages or living over the years.

Although I could finance the setup of AFC myself, I want to give interesting people like you the opportunity to participate. The idea behind it is: A meaningful exchange with my investors.

For you, it’s essential to know that there won't be a quick flip. Instead, I will work on the AFC for the next 15 to 20 years. Initially, I will focus on building content and community. Only after that do I expect significant sales.

If you’re interested in investing, you can purchase AFC shares at this link: https://www.alanfrei.com/investor

My idea is that as an AFC investor, you’ll get early access to events, products, and content in the future, making you a part of the AFC community.

I’d be delighted if you became part of the Alan Frei Company.

Alan

Long VersioN

Based on my experience as the founder of Amorana, I came to understand the immense potential of a company with a strong brand. The underlying principle is that a strong brand faces less competition, which in turn allows for higher margins in the long run.

With Amorana, we built a first-generation internet consumer brand. So, how does one build a next-generation consumer brand today? I'm firmly convinced that it's not through traditional advertising mediums like billboards or TV. Instead, the next wave of big consumer brands will arise from a symbiosis of social media, captivating content, and a leading figure propelling the brand.

This is not just a hunch; it's a trend that's rapidly gaining traction in the U.S. An interesting example is MrBeast, currently the world's biggest YouTube channel. Behind it is Jimmy Donaldson, who could have sold his channel for a billion dollars. Instead, he chose to monetize his vast subscriber base creatively. With products like chocolates and merchandise, he has shown how a brand of the future is built.

Similarly, Logan Paul's Prime Energy has become the fastest-growing drink of the past decade. This success is powered by the enormous influence of social media. Besides FC Barcelona, Prime Energy recently became a sponsor of FC Bayern.

Regarding AFC, I aim to apply these insights and build a brand with engaging content, smart products, and a vibrant community. Let me elaborate further:

Content

The next generation of direct-to-consumer brands will emerge from a blend of content and social media. Often, these brands are built upon "internet personalities" like MrBeast, Gary Vee, or Logan Paul.

Therefore, I'll be publishing entertaining and educational content initially tied to my persona across all social media platforms. It's important for me to create content that I'm genuinely passionate about, ensuring it remains authentic. I'll start this content in Swiss German to grasp the processes and establish a solid, authentic follower base. In about a year, I'll expand the content to English. The content I produce includes topics related to startups (how to start a business and interviews with startups), life hacks, how-to videos (especially about traveling), and content about my Olympic journey.

With the Olympic content, I can quickly go international in English, including the Philippine market.

For a concrete idea of what the optimization content might look like, you can check out Ali Abdaal.

Community

Through my content, I address founders, entrepreneurs, and generally people interested in self-optimization. Many of these individuals already attend my A3F conferences. I'm also exploring how to represent this community online.

Products

I draw inspiration from brands such as Muji, Prime Energy, and MrBeast Brands. Attached, you'll find photos of my prototypes. Soon, I'll be launching an all-season jacket with so many pockets that almost all hand luggage can comfortably fit inside :)

I'm also working on what might be the most comfortable yet stylish suit pants, featuring radiation protection for the genital area and anti-theft pockets. There's also my travel backpack, which can be converted into a briefcase within seconds, optimized for passing through airport security swiftly. Even the accompanying toiletry bag has been optimized.

What's exciting is that through tokenizing the shares, I can make customers co-owners. Let's say a customer buys a product. In the future, they'll receive shares, e.g., amounting to 10% of the purchase price. I believe this will be a game-changer in the D2C industry. AFC would be the first D2C company to utilize this model.

I'll further clarify why financing through tokenization makes a lot of sense and how it greatly simplifies many aspects. I have tokenized AFC through Aktionariat. As a result, shares are tradable from day 1, given sufficient liquidity – just like on the stock exchange. There will no longer be traditional financing rounds, which will greatly simplify the process. This means no more time-consuming negotiations and endless contracts. The entire share registry and every transaction are transparently recorded on the blockchain. Hence, buying and trading become incredibly easy.

You can buy as many shares as you want – there’s no minimum quantity. You can also purchase more shares at a later time or sell your shares when you need cash. To buy shares, please visit https://www.alanfrei.com/investor. Payment can be made simply via bank transfer or cryptocurrencies, and then you'll receive your shares/tokens.

It's crucial to understand that the tokens are tied to your shares and vice versa. This means you are a standard shareholder with all rights according to Swiss law. Due to the binding of tokens to shares, shares are easily tradable. All transactions are recorded in real-time on the blockchain. In Switzerland, already 40 companies operate this way (more info can be found on Aktionariat.com).

All funds raised are allocated to the Alan Frei Company and are utilized for their specific purpose.

Investment and Price of a Share

There's no minimum amount you need to invest. This means you can purchase as many shares as you'd like. Currently, a share is traded at approximately CHF 1.12 (the price consistently rises with purchases). The price is determined by supply and demand. When a share is bought, the price increases by CHF 0.0000035. If one is sold, it decreases by CHF 0.0000035. I'm fully committed to this venture. I don't take on any board mandates and don't work with other companies. My goal is to establish a global brand over the next 15 years. Consequently, I expect the share price to significantly rise over time due to increased demand. Nevertheless, this is an investment that carries risk, and there are no guarantees. Please think it through carefully and only invest what you can comfortably afford to lose.

Exit Scenarios

There will be several ways for you to get a return on your investment:

1. Sell Tokens – Since the company's tokens are already tradable, you can sell them whenever there's liquidity. To do this, you list your shares via the Aktionariat app at your desired price. Subsequently, they will be purchased by a buyer or the company itself when liquidity is available. We hold around 10% of the raised capital in the liquidity pool to ensure that shares can be sold whenever possible.

2. Dividends – As a shareholder, you will receive dividends in the future.

3. Stock Buyback – We plan to use our profits to actively buy back shares.

4. IPO – There's a possibility that the company may be introduced to a larger audience and eventually go public.

My idea is that, as an investor, you'll have early access to events and content in the future, and that by being an AFC investor, you'll become part of the community.

Buy Shares

You can purchase AFC shares here.

If you don't already have a shareholder app, you'll be prompted to download it during the process. It's super easy. What's crucial is that you keep your seed phrase safe. In the app, click "Connect" at the bottom center, then click on "Edit" under "This Device", and then "Back up secret seed phrase". Write down these words in the order they appear and store them safely.

Alternatively, you can also order a hardware wallet. That's what I did.

Lastly, make sure to register your shares, so I can send you updates and invitations.

That's it.

Welcome to the Alan Frei Company :) Please let me know if you run into any issues during the process.

I hope I was able to provide you with an insight into where AFC is headed. My complete focus is now on content production and scaling to further grow my community. That's why I've decided not to create a pitch deck and not to hold financing meetings, but to invest all my time in the development of content and products.