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 services on demand, such as Custom Search and Arcade, increase the ticket without increasing the purchase cost. The commercial gateway is the paid pilot of 75 days, which 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
The channel we are competing for already has a budget: brands spend around US$ 200 billions a year in retail media alone in the world, according to WARC for 2026, growing above 10% per year, paying to reach those who already have the product in hand. It is this money that packaging, as its own channel, starts to dispute. The physical door also already exists: according to GS1, the barcode is in more than 100 countries and more than are scanned 10 billions of times a day, and the global migration to 2D QR with GS1 Digital Link up to 2027 transforms each product into a potential channel. In Brazil, the GS1 base connects more than 100 millions of products on the platform: it is the immediate addressable market. Our math is bottom-up: with an average ticket of R$ 500 per product per month on an enterprise basis, R$ 1 A billion ARR corresponds to about 167 a thousand active products, approximately 0,17% from the already connected base in Brazil.
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 21 September: 6.500 scans, 17.100 views, 2.600 sessions, 735 users and average session of 09:44, almost ten minutes of conversation per visitor. Retention: 21,8% of the users come back in 7 days and 28% upon 30 days, and 40,5% of the return readings are on the same product, a sign of real use and not of curiosity. 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 showcases of real brands built as a demonstration of sale and ongoing negotiation with a large pharmacy chain. Pre-recipe: commercial port is the paid pilot of 75 days. Ecosystem recognition: second place in the ProXxima award 2026 and second place in the Florianópolis stage of the Startup World Cup.