FoodFlow Home — Vision v1.0 (P2-2) — Prism main line
Stage: VISION — Ben gate. Honors gate-decisions.md (two doors · jungohub · Ravit-with-approval) and research.md. Status: PENDING BEN APPROVAL.
Purpose
Give FoodFlow — a live product with no public front door — a homepage that does three jobs: explain (what FoodFlow is, in one viewport), rank (own the empty Hebrew search territory for nutrition software + meal planning), convert (signups into food.jungohub.com from both personas).
The two doors (CD decision — equal personas)
One shared promise, then immediate segmentation in the first viewport:
Shared promise (he): "מתכננים. מבשלים. מצליחים." — המקום שבו תוכניות תזונה באמת קורות. (en): "Where meal plans actually happen."
| 🚪 Door 1 — לתזונאיות ומאמנים | 🚪 Door 2 — לבשלנים ביתיים | |
|---|---|---|
| Promise | "הפסיקו לשלוח PDF. תנו ללקוחות תוכנית שחיה אצלם בכיס." | "השבוע מתוכנן, רשימת הקניות מוכנה." |
| Journey | digital plan delivery → client portal → templates marketplace | weekly planner → auto shopping list → AI recipe import → household sharing |
| CTA | נסי חינם · ראי איך זה עובד (dual CTA) | התחילו לתכנן חינם |
| Voice | professional: simple, organized, time-saving | action: "Today's meal is ready" |
Each door leads to a persona-complete section sequence on the same page (progressive disclosure), so neither message dilutes the other.
Audience
- Israeli nutritionists/dietitians/trainers (Hebrew searches, B2B journeys).
- Israeli home cooks (meal planning / shopping list / recipes intent).
- Secondary: English-speaking equivalents (full /en/ experience, hreflang-paired).
Emotional goals
Warm, appetizing, organized-relief — "סוף סוף מסודר". Trustworthy enough for a professional to put her name on, friendly enough for a Tuesday-evening home cook. Never: clinical-cold, startup-generic, or anything echoing the portfolio's dark/film world (divergence rule).
Positioning on the page
- Category claim (SEO + authority): פלטפורמת התזונה והמתכונים הראשונה שנבנתה בעברית — Hebrew-first as the uncopyable moat (true today, unlike grocery integration).
- "Shopify for nutritionists" reserved for door-1 storytelling, not the shared hero.
Hard requirements (carry into SPEC)
- Bilingual complete: he (primary, RTL) + en (LTR), hreflang correct, zero RTL bugs.
- SEO/AI-SEO first-class: JSON-LD (Organization, SoftwareApplication, FAQ), per-route meta, target-keyword coverage for the Hebrew clusters in research §4.
- Honesty constraints of research §5 are binding copy rules.
- Conversion: every scroll depth offers a path into food.jungohub.com.
- Factory standards: Lighthouse ≥95 all categories, mobile-first, budgets in CI.
- Ravit social proof: by name with a short quote — release-gated on her written approval
(placeholder marked
unconfirmeduntil then).
Success metrics
| Dimension | Signal |
|---|---|
| SEO | indexed + ranking signals for the Hebrew clusters; AI-citable (structured-data complete) |
| Conversion | clicks into food.jungohub.com signup from both doors (measure separately) |
| Craft | Lighthouse ≥95 ×4; RTL audit clean on every breakpoint |
| Completeness | both languages 100% — no "English coming soon" |
Out of scope (v1)
Programmatic recipe SEO (phase 2 — marketplace index pages), blog, pricing page (app handles it), comparison pages ("Practice Better alternative" — backlog), trainer-specific door.