Concept prototype
TruHerd, about twelve months from now
A working sketch of the platform and marketplace, built around the one asset nobody else in the category has: an animal record complete enough to sell from.
The idea fits in two sentences. Nobody creates a listing — they flip a switch on a record they already keep. And every buyer becomes a records user the moment the animal's history lands in their account, which makes each sale seed the next seller.
The best way through is the guided walk — eight stops, buyer's side first, then the seller's. A walk bar at the bottom of every screen keeps you on the path, and a Notes button in the top ribbon explains each screen's reasoning when you want it.
The eight stops
The walk, in order
Find an animal
A browse page a search engine can reach — photography-first, with verification state and CWD genetics on the card, before the click.
The listing
Pedigree pulled from the record, documents on file, history table, escrow terms beside the price. Reserve, not Add to Cart.
The seller
A reputation page where the numbers are computed from records, not claimed — the storefront that makes clean records worth keeping.
How buying works
Deposit held by Stripe, a stated window, completion, and every term visible before payment.
The handover
The animal's full history arrives in the buyer's new account — the moat, the growth loop, and the moment a buyer becomes next year's seller.
The ranch dashboard
The seller's side: a working operation where the marketplace is one panel among vaccinations and transfers.
The animal record
Six tabs, with fractional ownership, semen rights and offspring rights on one screen — the feature no competitor models.
Listing an animal
A switch, three decisions and a preview — supply as a by-product of the records subscription. The walk ends at the two paths.
Ground rules
What this prototype is careful about
- It never claims the product does this today. The What's real page maps every screen to what ships now versus what would be built.
- It doesn't solve supply and doesn't pretend to. It shows why supply gets easier when listing is a feature of records — the recruiting is still phone calls and ranch visits.
- Everything is sample data. Every ranch, animal, person, price and certificate is invented, and the photography is AI-generated sample imagery.