ASF — Commercial Proposition Model

Matt’s diagram · Story & Strategy Workshop · 18 August 2026

The Caterer Calculation
Reduction
10% fewer meal loadings
× Unit cost
Cost per sealed meal $X
= Saving (margin, not revenue)
Margin saved on wasted meals

Gate question
Is saving > cost of ASF?
Yes → caterer commits

Airline layer
Caterer passes cost through
+ ASF dashboard fee on top
Airline sees same 10% saving proof
Timeline to prove it
Nov → Written formula (words, not numbers)
SATS → Real numbers. Hypothesis tested.
Proven → Commercial model locked
Not proven → Pivot on proposition
Layers — inside out
Product core (4 components)
Commercial sell (airline / caterer)
Financial benefits to each party
Brand promise & ASF consultancy