🥇First Principles Thinking🙇🏻: Marketing & Distribution (Refined)

Purpose

We want to increase brand distribution and have product distribution there to follow.

This blog post is disorganized compared to the typical post. It's just a collection of thoughts. Hope to go back through and refine down the road

Keys

1. Stay True to Brand
2. Good Food
3. Be interesting
4. Cross Business Exposure
5. More user generated content opportunities

1️⃣ Stay True to Brand

What is our brand?

• fun, genuine, good vibes, reliable, youthful, pleasant, quality food

Uniques

• Brothers
• Local
• Young
• High quality and popular Mexican food
• Open Set-up (transparency)

2️⃣ Good Food

Great food presents more opportunity. The best way to get people talking about you is to have them try your food. This creates word of mouth marketing and initiates the positive feedback loop as long as we can grow into the demand. (social currency)👇🏻

I think the food needs to taste great and eye catching. Tuckeditos taste great, but don't really attract people by their appearance. "You eat with your eyes". Visual appearance can sometimes trick customers into thinking the food tastes better than it does.

Great looking food attracts customers, great tasting food keeps them!

If both the presentation and taste/quality are great then you will be great.

How to Hit Visually

• Inside out taco - cheese on griddle, tortilla on top, then more cheese, then toppings
• Spicy oil (would make tortilla red)
• Great tacos. Overflowing with meat and cheese, great produce with bright colors.
• Make it simple, colorful, and tasty. Use quality ingredients.

Equipment for Visual Appeal

• Nice camera for better pictures
• Al pastor spit next to the taco cart. This would be a spectacle.
• Carne asada on charcoal grill
• Tortillas made fresh on-site

3️⃣ Be More Interesting

Becoming more interesting means becoming the topic of conversation,

...sooo what are people talking about? I'll relate all to the chart in the image at the top of the section.

👨🏻‍💻Things in Common (triggers/social currency)

How can we find a way to relate our business to these things?

• books
• tv shows - memes
• movies
• sports
• music

🤪 Things out of the ordinary. (Public)

• Our taco cart and tent set-up is part of our brand and is definitely interesting to people. It sticks out in a world of food trucks
• Only show in town
• Absurd video

🤌🏻😘 Great Food (Social currency)

• Mexican food expanding in popularity. Show people very good food
• Tuckedito vs chipotle memes/pictures (triggers)
• Great products
• People have no choice but to talk about you. (social currency)

🎥🌄 Document a Journey (Emotion/stories)

which is worth documenting?

• Opening a storefront?
• Research trip so S0-Cal
• Guerilla marketing idea -

🙋🏻‍♂️ Solution to a Problem (Practical value/Social currency)

• Small party (15-45) catering - advertise via videos and word of mouth. Have menus to hand out.
• Food truck excel file.

👨🏻‍🏫 College Campus Kiosk (Public/practical value/social currency)

• Have students manage business for class credits. Can meet with them once a week. They'll keep the books, do financial projections, do marketing and marketing research, write blog posts to recap what they've learned.

🤠🌮 Pictures of people with the food (Public)

• Catering promo video
• Good vibes group

❤️‍🔥 Our Interesting Passions

• Hanging with Friends/Family - make everything feel laid back like that
• Bitcoin - How could we incorporate bitcoin? Maybe start using lightning as a payment method and then like some sort of meet up group? How will we handle taxes?
• Learning - College kiosk idea,
• Meditation -  
• Music - Crazy chester, open mic nights?,
• Reading -
• Economics - teach the economics of a small business,

Make people feel they have Tuckedito in common

Video Content (for any of the above)

• Brotherly disagreements
• Table top Tuckedito Tuesdays (or any day really) “spice up your winter without leaving your house”.
• Scarcity: post how dates are filling up. Email campaign
• Love your leftovers
• Taco a day (post on instagram with emojis as voting)
• Show improvements - (tacos from then and now and emphasize how hard your working an experimenting, set up from then and now)

Tagline (triggers)

1. 😘Love your leftovers ♻️ 🤗🌮
2. 🤠Great Vibes🤙🏻 (food provides this). For a Store: Take your time or take your taquitos: Great Vibes Happy Hour club (invite a friend, get a taquito)
3. 🤔 Thinking about Tacos 🌮? Think TUCKEDito🤠  (find our cart, we'll have tacos)
4. What's your lunch lookin like?
5. how do you tuckin-in?
6. tuck in with Tuckedito

4️⃣ Cross Business exposure

1. Pop ups at new places
2. Talk to more people
3. Make more connections with businesses.

Events

• Golf courses (menu on 9 & 18 tee. Call and order for pickup)
• Corporate lunches
• Self hosted/combined events

Physical

• Advertise on local coffee shop coffee cups
• Yard signs on street corners “spice up your Tuesday
• stamps with colin logo for packaging  (more photo ops)
• Signorama for decal for griddle with colins logo

5️⃣ User Generated Content Opportunities

• How do we ask?
• Interesting food items gather more pictures.
• Brotherly disagreements
• revamp newsletter
• promotions
• social media following is a self-reinforcing feedback loop - more followers more people are likely to follow you. As well as participate and purchase/book

We will need to be able to scale to the distribution channels we've created with our marketing. If we cannot do this to a sufficient extent we will lose many potential customers.

🛣 Possible Avenues

• Catering (Pick-up/Drop-off)
• Taco stands  
• Kiosks: markets, college campuses, stadiums
• Farmers markets
• Table Top Tuckedito

🤑 Spend to Scale

To expand we will need to spend some money. Effective capital allocation is an essential part of running a business.

People

• How many people needed?
• Experience/Requirements?
• Availability
• What "type" of person?

Kitchen Space

• production needed
• storage necessary  (cold & dry)

Equipment

• Kitchen equipment
• "on-site" equipment.
• POS: card readers, tablets, cash boxes, registers, etc.

Vehicles

• not much needs to be said.

Packaging

• not that big of a deal, but good to think about.

🚀 Scaling into Avenues

This section will list what we will need to spend on, to scale into each avenue we have listed. Once demand gets to a certain point

We can determine what's the best way to go by looking at profitably, ease of hiring, adaptability, overhead. Maybe we will need to start a scoring chart to rank each.

In another post I'll look at the possible revenue of each of these avenues and determine what they cost and how/if we can afford them.

📥 Catering (Pick-up/Drop off)

Taco kits, hot catering trays, etc.

Chick-fil-a nugget trays are out, TUCKEDito taquito trays are in!

People

To drop off hot catering more people would be necessary. The people would correspond to the demand. If we're getting 1 request per day, probably don't need to hire people for this. If we're getting 15-20 then we'll need to hire multiple people to meet the demand.

Experience: People in this role would be kitchen employees. To drop off you'd essentially be a delivery driver.

Amount: Depends on demand. Probably just a normal kitchen staff.

Availability: part-time, weekends

What "type" of person: Timely, eager to learn, pleasant, positive, polite.

Kitchen Space

We will need more refrigerator space for sure. A better, more obvious location would also be beneficial. Also, storage for a lot of packaging.

Do we currently have capacity? Probably not

Equipment

• dedicated refrigerator space.

POS: in store system or simple card reader for drop-off

Vehicles

• delivery drivers could use their own
• rented delivery van?

Packaging

• Branded catering boxes
• plastic containers
• tinfoil trays
• sauce cups
• stamped paper bags
• stickers for containers

🌮 Taco Stands

Targeting golf courses, private parties, corporate catering, tailgates, promo events, after wedding snack etc. All of these would be prepaid.

People

Experience: A more experienced person or 2 would be necessary. This role will involve more decision making resulting in a bit more pressure

Amount: *will vary with experience of employees involved

• Golf courses (1)
• Private Parties/Corporate/Tailgates/Promo events: (1) 1-25 people, (2) 25-100, (3) 100-200, (4-5) 200+

Availability:

What "type" of person:

Kitchen Space

• This will be coordinated with demand.

Storage: taco carts, food warmers, generators, coolers, tables

Equipment

Kitchen Equipment: Steam pans, sauce containers, salad bar containers

On-site Equipment: taco carts, food warmers, generators, coolers, tables

POS: all prepaid so would just want a card reader just in case.

Vehicles

• transporting taco cart. Maybe a rented van with a magnet on it?

Packaging

• Branded packaging
• Deli sheets, paper boats, sauce containers, napkins, forks, knives.

🏟 Kiosks: Markets, College, Stadiums

(explain the benefit to college of accepting small business. Could take on interns to help manage financials, etc. Have them write blog articles.)

People

Amount: Depends on size and traffic of kiosk. I think maybe 3-5 working at a time and 3 shifts worth of employees so maybe 9-15 people total.

Experience: We will try to simplify the process for stuff like this so that college students can be hired.

Availability: 20 hours a week

What "type" of person: reliable, motivated, pleasant, polite.

Kitchen Space

A little bit more prep/production space but in essence it'll be it's own location.

Equipment

Entire kitchen set up.

POS: full register

Vehicles

• Small van to transport materials. Could be food, packaging, etc.

Packaging

• we'd want everything very well branded
• Deli sheets, paper boats, sauce containers, napkins, forks, knives.
• Merch available on site

👨🏻‍🌾 Farmers Markets

targeting go

People

Amount: 1-2

Experience: None - would be handed out product and doing transactions

Availability: flexible, Saturday mornings.

What "type" of person: outgoing, reliable, motivated, pleasant, polite.

Kitchen Space

Much more refrigerator and freezer space.

Equipment

On-site: Tent, coolers, tables

POS: tablet, cash box

Vehicles

Van/truck/suv for transportation

Packaging

Branded packaging.

🍽 Table Top TUCKEDito

small indoor: work lunches, dinner parties. etc.

People

Amount: 1-2

Experience: Know's their way around the kitchen.

Availability: Very flexible, would probably be linked with other roles. Willing to travel

What "type" of person: outgoing, reliable, motivated, pleasant, polite, perceptive.

Kitchen Space

Little bit more capacity.

Equipment

Kitchen Equipment: Steam pans, sauce containers, salad bar containers

On-site Equipment: taco carts, food warmers, generators, coolers, tables

POS: all prepaid so would just want a card reader just in case.

Vehicles

• should be able to fit in a sedan

Packaging

• Branded packaging
• Deli sheets, paper boats, sauce containers, napkins, forks, knives.