Problem
Physical consumer brands don't have their own channel with whom they buy. Billions of packages leave the factories every year and have changed media: the brand pays increasingly dearly to third-party platforms to reach a consumer who already has their product in hand. After the cashier, the relationship dies. The brand doesn't know who bought it, where, for how much, nor can it talk to that person again without paying tolls to big techs and retailers. On the other hand, the consumer is alone in the table and at home: questions about allergens, uses, prices, authenticity, and no brand is present at the time of the decision. Hackthepack solves both sides with a layer of intelligence on the barcode that already exists: any package becomes a direct channel, with HackA responding on time and the brand gaining a relationship and primary data without an app, without a work and without reprinting.
Solution
With a layer of intelligence over the code that every package already has. On the consumer side: he points the camera at the barcode or accesses hacka.me and falls into a conversation with HackA, the AI platform trained in the DNA of each brand. It answers any questions, compares, saves purchase notes, remembers history and seeks benefits, free of charge and without an app. On the brand side: a CMS where it activates its EANs, uploads content and rules, and the channel goes live in minutes, without reprinting the package and without work. Behind it, the integration with GS1 Brazil connects more than 100 millions of products, and each scan becomes primary data: what they ask, where and when. The brand has its own channel and consumer intelligence; the consumer gets an expert in their pocket. SaaS revenue per active product.
Business model
B2B SaaS model: monthly subscription per active product, with a public price on a descending scale by volume, of R$ 1.790 per product per month for an EAN up to R$ 299 in the range of hundreds of products, and an enterprise regime of over a thousand. Everything included in any track: the product Foundation, HackA trained in the brand's DNA, one million monthly scans, setup zero and channel on the air at 24 hours. Excess scans charged per use and expansions on demand, such as Research Mode, Adaptive Mode and Arcade, increase the ticket without increasing the purchase cost. The commercial gateway is the pilot of 75 days that are converted into an annual contract. Expected average ticket in the current phase: a typical consumer goods account with around ten products, which represents about R$ 8.900 a month, at the house of R$ 107 thousand a year, before expansions; enterprise accounts with large portfolios multiply that amount. The margin is high by design, own infrastructure, and decreasing marginal cost per product.
Market
Our market is measured in activatable products, not in a report slide. In Brazil, the GS1 base already connects more than 100 millions of products on the platform: it is the immediate addressable market. In the world, according to GS1 itself, the barcode is present in more than 100 countries and more than are scanned 10 billions of times a day; the global migration to 2D QR with GS1 Digital Link until 2027 transforms each of these products into a potential channel, and our architecture is already born from that pattern. The amount disputed by this channel is not new: it is the reallocation of the media budget that consumer brands already spend renting third-party audiences. Our math is bottom-up and conservative: on the enterprise level of our price ladder, R$ 1 A billion ARR corresponds to about 167 a thousand active products, approximately 0,15% from the already connected base in Brazil. The market doesn't have to be convinced that it exists: it's already printed on each package.
Competitors
Direct competition in the category does not yet exist: we treat this as category creation, Direct-to-the-Pack. The environment has three fronts. First, connected packaging and traceability platforms, such as Digimarc, Scantrust and SharpEnd, focused on one-off campaigns or authentication, without permanent conversational intelligence or universal layer over the GS1 catalog. Second, CX tools and branded chatbots, which respond on the website or WhatsApp, but don't live in the physical product or at the time of the decision. Third, the real competitor by the budget: the media pays in big techs and retail media, where the brand rents an audience that could be theirs. Our structural difference: we use the barcode that already exists in 100 millions of products, without apps and without reprints, and we deliver a permanent channel with our own AI, HackA, and primary brand data.
Competitive differentiation
The differential is structural, not feature. First, the door: we use the barcode that every package already has, integrated with the GS1 base with more than 100 millions of products. Connected packaging competitors require proprietary QR, reprint, or tag; we entered without changing anything and ready for the GS1 Digital Link of 2027. Second, intelligence: HackA is a permanent conversational AI, trained in the DNA of each brand, from the first scan to the repurchase. Campaign tools die with promotion; apps like Yuka and Deslabeling evaluate the product, but they don't belong to the brand or return channel or data to it. Third, the model: zero app and zero login for the consumer, channel live in minutes via CMS, SaaS revenue per active product, and primary data that remains with the brand. The real barrier: proprietary Web3D infrastructure, contract with GS1, and the scanning habit being created now, with HackA public and average sessions of almost ten minutes.
Entry barrier
The barrier has four layers that reinforce each other. Infrastructure: HackA's Web3D platform and engine are proprietary, built in-house over seventeen months, not assembled on a third-party tool. Access: the contract with GS1 Brazil connects the layer to more than 100 millions of products and positions us as official code amplifiers at the global turnaround for Digital Link in 2027; whoever arrives later disputes that position with the clock against the clock. Data: each scan enriches a live dossier per product and feeds the platform's consumer intelligence; it's a cumulative asset, the sooner you start, the more impossible it is to reach it. And habit: the gesture of scanning the package to talk is now being created, with the public HackA, average sessions of almost ten minutes and the HackA brand being born as a synonym for the category. New entrants would need to replicate all four layers at the same time, while our base of products, data, and brands is only growing.
Traction
Yes, public and organic traction. HackA has been on the air open to the public since 06 From August 2026, with zero paid media. Panel of 27 In August, three weeks of operation: 5.900 organic scans, 19.298 views, 1.098 single devices and average session of 09:46, almost ten minutes of conversation per visitor, a multiple of the typical digital media dwell time. In terms of infrastructure, the contract with GS1 Brazil has been signed, connecting the platform to more than 100 millions of products. In the commercial, seven complete brand windows built awaiting disclosure authorization, advanced negotiation with a large national retail chain, and a funnel named after 21 consumer goods accounts, with pilots from 75 days in negotiation. Ecosystem recognition: second place in the ProXxima award 2026 and second place in the Florianópolis stage of the Startup World Cup, in addition to spontaneous editorial coverage in business and marketing vehicles.