From what i understand, the project is a combination of digital marketing + web development. For start, you need multiple social media account (fb, ig, twitter etc) and a survey form (can be self hosted or can use 3rd party provider). a system that can collect email database. Maybe can follow [!] model.
IMO, the website (atleast a simple 1 page website must be prepared simultaneously to make sure that people can look up for this brand online for some legitimacy
The overall budget can be higher because as for now, i can only made an estimation based on limited info that i have. a very interesting business i might add and i love to see you guys in person to discuss more about this.