The design is great. Even though I don't have a brick and mortar store, it kinda makes me want to buy one, inexplicably. I wonder how many other things you can sell like this, an all-in-one box, that doesn't smell cheap, like a 10-in-1 games CD? The best thing I can think of right now is 'gardening in a box'. I wonder what 'startup in a box' looks like.
Depends what you mean by startup. If you mean some kind of infinitely replicable business (e.g. a cleaning company with subcontractors doing the cleaning) then it contains: a specific and workable business plan, a domain name, a list of potential customers/sources of the same, a company registration, a cheap mobile phone, some web hosting with an open source/simple tool set up to run the business – fuck, I just realised I invented franchising.
If you mean a scalable software business (of the sort HN usually means when they refer to a startup) the problem is that execution >>> ideas, and so no-one would sell such a box for less than it was worth, unless they were desperate. Then they'd sell part of it to a VC ;-)