🥇First Principles Thinking🙇🏻: Marketing & Distribution

***This is now a little outdated. I've kept it up just to have a "rough draft". Check the final copy here 👇🏻

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

A more complete look at some ideas to target.

Bow Tie BusinessTuckedito

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 be visually appealing. Tuckeditos taste great, but don't really attract people by their appearance. Visual appearance can sometimes trick customers into thinking the food tastes better than it does.

"You eat with your eyes". 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.
• Ceviche?
• Make it simple

Equipment to Enhance Visual Appeal

• Nice camera for better pics
• Al pastor spit next to the taco cart. This would be a spectacle.

3️⃣ Be More Interesting

What are people talking about?

Things in common - books, tv shows, movies, sports, music (triggers/social currency)

Things out of the ordinary.

Great Food (social currency)

• Mexican food expanding in popularity. Show people very good food
• Tuckedito vs chipotle memes/pictures (triggers)
• Only show in town. People have no choice but to talk about you. (trigger)

unique personality

• once we get trailer market the tent as gourmet, small party. Tacos should be amazing. Should charge a lot. Need something unique to add on. Al pastor or some other cooking method
• revamp newsletter (What do people want to see? use triggers)

So what can we take from this and apply to our business to become more interesting?

Our Interesting Passions

• Bitcoin - How could we incorporate bitcoin? maybe start using lightning and then like some sort of meet up group. How will we handle taxes? A bear market is the time to do it.
• Learning
• newsletter

Make people feel they have Tuckedito in common

Video Content

• 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)

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 backyard beans 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

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  
• 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:

What "type" of person:

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.

Packaging

• Branded catering boxes, tinfoil trays, sauce cups, stamped paper bags.

🌮 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

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.

Equipment

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

👨🏻‍🌾 Farmers Markets

targeting go

People

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

More refrigerator 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

POS: nothing, prepaid

Vehicles

Packaging

Branded packaging