THE GARYVEE FOOD TRUCK BUSINESS PLAN

so what you're about to see is a really interesting interaction a lovely lady that I kind of a spoke on the stage after my talk and then came up and got a book and then she came back and kudos to her to ask a question about her business and a you know as you guys know normally I'm giving one or two quick answers because I don't have time and unfortunately in settings like this but something caught my attention and I dig into the details and get into some of the kind of questions I would ask if I were with you and kind of the questions that I would hope that you're asking yourself as you're trying to figure out why something's not working I learned a lot today my story is I had one shot one year ago American barbecue nobody knows about barbecue here really been really good and then that stretched my revenue you move too fast what you're not sure why it happened no actually not is it American what my message let me help you a little bit let me help you the first thing I would do - I love you personally I love you for being honest to say I don't know what went wrong is very important very powerfully if you go backwards the first thing I would do if I like if I was buying 50% of your company now we're partners I would say okay first meeting 9:00 a. m. 7:00 a. m. you know first feeding tell me everything tell me what you did everything he did when you were running one truck and then tell me what you did you when you had three my belief is that when you had one all the energy was going in one places which means you were going further down the line deeper and somewhere in there was the most important thing that you had to not be able to do when you became the manager of three and that's it I can tell you I'm telling you what's very exciting for me to be probably no definitely not that I give it to respect definitely not diversity definitely not if it worked at one it would work at a hundred you stop doing something at three that you used to do at one that became the vulnerability so did you use to be the front of the truck great now you're not you can't be in three trucks so the next question becomes are the two people that are in the front of the truck not the kind of people that people want to buy barbecue from maybe not I don't know next you could take a step back the I believe you the quality of the food but everything I would ask was the food consistent did you have the same exact ingredients do you have like pull that probably yes because that's not that hard but maybe not maybe you had a little less stiff foot spread I don't know what your allocation punished me understood so let's go back the nut one truck did it stay in a certain area does it still stay in that certain area is it still doing the same revenue or down understood and your overhead is greater than what you're getting let me ask you a question yes I got an idea can you type in the

address where you park the cars yeah good type it yeah I mean it goes so detailed that's how you win its entrenches yeah that's okay I'm going to show you something every day what time do the trucks start up operating I'm going to show you something that I want you to do click this every day you have Instagram right okay so this is that talent that you're in right I want you to click a photo of the person right and so you'll get I want you to send a message do you know how to do that you sure I want to make sure you get this when you go on somebody's profile the buttons up here and then send message saw your profile come by my truck today from 1 to from 11 to 2 o'clock and I'll give you a free barbecue I want you to do that 10 times for 20 times every single day it's my belief that now pay attention to what I showed you I'm gonna go a little slower when you go to a town and when you get to your phone maybe you can even say the street so it can be even closer when you go there what it shows you on Instagram is that 9 posts the 9 posts that are the most popular and then in order the people that did it the most recent see she did this 30 minutes ago so either it's people that are right there right now or it's people with bigger influence who are there cuz you know I could tag myself here but then I'm gone right but if you look she has 3,000 followers maybe she lives there if you message her and say I like your Instagram profile I like Instagram my food truck is here come by and I'll give you free lunch today I believe one in every 10 will come every day and I believe that 10% catching great but you're giving it for free hear me out one in every 10 will come and then one in every 10 of those because you're not gonna ask it's gonna post and say delicious but I believe that is worth 30 minutes of your time every day here's why my numbers could be totally wrong four out of every ten could come and three of those could post but here's what's more important one post you get the right girlfriend of a soccer player influencer one post can change your business overnight that's one little tactic that I want you to do it will work it might reject now go back so I know I'm going macro on the micro you know me Howard if you sold one of your trucks and went to two I would look at the mass of what that would look like I would intuitively I I'm not ready to make a call and have to look at your business more carefully intuitively to feels right and three does that for you but they don't how close are you do the revenue thirty percent to thirty of the hundred percent what are you doing to market anything what about Instagram you have to understand why Facebook when you post something one percent of the audience season organically Instagram is 40 percent organic video nope you you're sitting in the truck and you take a picture or take a picture of the meal line or take a picture of one person or take a picture of the flowers that are across the street from your truck build a micro local presence because you have a micro local business interview people maybe and this might not come natural to you but maybe first slow

you know let me know good to see you