If you wanted to by a cynic, it means a plan for building a business stressing limited selection, above-market prices, poor quality service etc. In the context of this thread, I suspect it means a plan whereby a yeshivish guy with limited academic and business credentials, not a lot of money but willing to work hard can build a small business and possibly obtain some outside financing along the way. If you open the classified section of Jewish week, hamodia, yatid, etc, you will see a gazillion businesses advertising themselves as “heimeshe” with no coherent theme or common attributes.
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