DON’T CHASE YOUR MARKET, MAKE YOUR MARKET.
This dashboard shares a mutually beneficial opportunity to build THIC together. All figures are projections based on 20 years of experience and industry standards, not THIC’s or Beetz Eats’ full financials. Built with love, respect and honor, and shared with full transparency.
THank you,
Jonathan grey
THIC DASHBOARD500 jars a week by June.
Prepared for Chef Beeta by Jonathan Grey · Proposed role: Head of Brand and Growth · November 2026
THIC already has the hard part: a product people come back for, healthy margins, and a sampling system that works. What it needs now is someone driving it. This proposal lays out the full picture: the plan, the targets, the pricing path, who does what, and exactly what it costs. You told me you didn't want to be breadcrumbed. Everything is here.
Per jar at $7 wholesale.
Healthy · emerging brands target 40 to 60%Jars a week across machines and stores.
Jars a week in total, by the end of February.
Jars a week. About 33 store accounts.
- Every dollar figure here is an estimate based on current numbers, not a guarantee
- Revenue projections don't include costs like staff, marketing, packaging or a co-packer
- Promises are activity I control. Results are targets set to be beaten
“Tell me what you eat, and I will tell you what you are.”
-Brillat-Savarin.
The opportunity
Where THIC can go, and the numbers behind it.
01The North Star
500 jars a week is about four times today, and it's a volume problem, not a margin problem.
The math
- 500 a week is about 2,150 jars a month
- At about 15 jars a week per account, that's roughly 33 store accounts
- About 25 to 30 of those are new
- Markets, events and drops come on top of that
Why it's realistic
- The kitchen has open nights and off days
- Consignment means zero risk for stores, so doors open easily
- Your sample-and-swap system already keeps accounts
- Margins are already healthy, so growth adds profit
02The road to $1M
Build quietly for seven months, launch in month eight, then pour on the gas to a $1 million annual pace.
Annual revenue pace. Month 1 is December 2026. Official launch is month 8, July 2027.
Build
- Strategy and sell sheet
- Hero flavors and label
- Selling starts Jan 1
Prove
- About 25 accounts
- First weekly market
- Flavor voting
- Second rep joins in June
Launch
- New label and lineup
- Launch event with Chef Beeta
- Press and first big drop
Accelerate
- Weekly markets and events
- Monthly drops and club
- New machine placements
Expand
- San Diego, then Santa Barbara
- B2B standing orders
- Premium line to top-tier stores
What $1M a year looks like · about 2,300 jars a week
About 100 retail accounts, vending, weekly markets and events, online drops and the club, plus B2B standing orders (3%).
What it takes
- About 15% growth a month for the year after launch
- Two to three reps, three drivers, event staff
- Co-packer talks near 1,500 jars a week
- Phase four funded from sales and contract income
After $1M · steady growth
- 15% a quarter is conservative: about 75% a year
- 20% a quarter is healthy: about double a year
- Margin moves from 63% toward 70% as costs come down
$1M by month 19 is a stretch goal, not a promise. The day 90 targets are the commitment.
03The pricing roadmap
Simple and fair now. Cheaper to make as volume grows. Premium later.
One price
- $7 a jar for every store to start
- $11 retail with a MAP policy
- Stores keep about 36%
- THIC keeps about 63%
Cost down
- Bulk jars, one style for every flavor
- US-printed labels, with flavor shown on a band or sticker
- Packaging target: under $0.50 a jar
- All-in cost target: $2.10 or less
Tiers
- Buy more, save more for proven stores
- A premium line for top-tier stores like Erewhon
- Four flavors, premium ingredients and packaging
- Around $14 retail
Packaging numbers are targets, not quotes. I'll bring real quotes in December.
04Buying terms and sizes
Consignment to start, wholesale once proven, and a mini jar that doubles as the sampler.
| How stores buy | Who carries the risk | Price | THIC margin |
|---|---|---|---|
| Consignment · new accounts | THIC | $7 | ~59% |
| Wholesale · proven accounts | The store | $6.50 | ~60% |
| Buy more, save more · 20 to 40 a week | The store | $6.50 | ~60% |
| Buy more, save more · 40+ a week | The store | $6.00 | ~57% |
- Consignment margin includes up to 10% waste, so wholesale at a small discount earns the same with no waste and faster payment
- New accounts start on a 60-day consignment trial, then move to wholesale
- Discounts apply only when a store buys outright
| Size | Wholesale / retail | Est. margin | Best for |
|---|---|---|---|
| Mini · 4 oz | $4 / $6 | ~62% | Vending, sampling, impulse, three-flavor flights |
| Core · 8 oz | $7 / $11 | ~63% | Stores and gyms |
| Family tub · 16 oz | $12 / $18 | ~60% | Home, subscription club, B2B |
| Bulk tub · 5 lb | Food service | Highest per ounce | Cafés making their own parfaits |
The mini comes first. The tub follows at launch. Size costs are estimates until December quotes. Jar size and nutrition facts should be added to the label and website.
05Product roadmap
New products from the same kitchen, the same filling and the same jars.
Easy wins
- Gluten-free: crustless, or a gluten-free crumble
- Sugar-free: crustless, no mix-ins, monkfruit only
- Crunch on the side, in a lid compartment
- Mini 4 oz jar
News
- Breakfast parfait with oats or granola
- Gift packs: 4 and 6 jars
- Flavor of the month, voted by fans
Bigger bets
- Family tub and bulk café base
- Co-branded flavors with partner stores
- High-protein athlete jar, 35g+
- Frozen bars that ship beyond SoCal
- Dairy-free, plant-based
Precedent: Good Culture started with cottage cheese tubs, then added single-serve cups and sour cream. Cotto took cottage cheese savory with dips. Brands like this grow by adding products around a proven base.
Pause Questions so far?
Success is the sum of a lot of small things correctly done.
-Fernand Point.
The plan
How we get there, month by month.
06The six-month timeline
December is strategy. Selling starts January 1, right into the New Year gym rush.
Build
- Sell sheet
- Target account list
- Hero flavors from sales data
- Pricing + MAP policy
- Label + packaging plan
- Content plan for Talisa
First sales
- 30 accounts contacted
- 2 sampling events
- First accounts open
Prove
- Day 60 review, Jan 30
- 3 sampling events
- First reorders
- Day 90 targets
Grow
- 4 sampling events a month
- Delivery routes set
- First weekly market
- Flavor of the month
Partner
- Six-month results
- Trial partnership talk
Up to 20 hours a week, planned like this
A cap, not a timesheet. Any time beyond it is logged as my investment in THIC.
07Targets
Activity I promise. Results set low, so we beat them.
Promised · what I control
- Outreach: 30 accounts contacted a month, from January
- Sampling: 2 in January, 3 in February, 4 a month after, capped at one a week
- Reporting: one clear monthly report with yes-or-no decisions for you
Day 90 targets · conservative
- Results depend on stores and customers, so these are set to be beaten
- Markets and events count as extra
More doors to buy
The path to 500
Proof it sells. Assumes deliveries, samples and content stay on schedule
Where lifetime value lives
Each ring shows the day 90 target against its stretch goal.
08Sales strategy
Consignment for as long as we can. If it ain't broken, don't fix it.
Consignment means zero risk for the store and it's working. We keep it, and we know exactly when to change.
When we switch
- Stores ask to buy outright
- We move to a co-packer
- Waste or late payments start creeping up
- Best outcome: we hit critical mass
Keeping waste low
- Your shared note per store stays the system
- Dates checked every visit, every two weeks
- Target: waste under 10% of jars delivered
- Two visits over target: smaller order or faster flavors
Who we sell to
- Gyms and Pilates studios
- Coffee and juice bars
- Independent markets
- Offices, hotels, senior living
Markets + events
- One weekly market first, then a second
- About $8 a jar selling direct
- Every market and event must pay its way in sales, emails or a new account
Flavor of the month
- Stores carry four hero flavors
- Fans vote on the next flavor
- Winner launches as the monthly drop
- Leads to a local subscription club
Every store gets support · old and new
- In-store displays and signage
- Retailer marketing materials
- Features on THIC's social channels
- Regular tastings to lift sales per store
Selling more in each store matters as much as adding stores.
Territory · grow local before we grow wide
A two-week shelf life keeps every account on a two-week route. Each new route gets its own part-time driver once it has enough accounts to pay for one.
09Who does what
I bring the plan. You bring the face and final say. The team executes.
Jonathan · Head of Brand and Growth
- Sales and accounts
- Brand and marketing direction
- Monthly reporting
Chef Beeta
- Production and quality
- Final say on price, flavors, packaging
- Present at key meetings and launch days
- Two filming sessions a month, plus press
- Introductions from your network
- Approvals within 12 to 24 hours
The team
- Talisa: films and posts from the plan
- David: web, project by project
- Kitchen: production
- Driver: deliveries, paid separately
Your time · more up front, less every month
- Month 1: about an hour a day. Two meetings a week, plus email. Mostly storytelling, copy and approvals, the work that shapes the ads, the site and everything after
- Months 2 and 3: less each month, as the foundation is set
- Month 4 on: content days on a set schedule, review dates, and showing up as the founder: meeting accounts, events and photo moments
Now that your kitchen runs on its own, this is time well spent, and most of it should be fun.
Roles will expand as THIC grows. This is the starting structure.
10What I need to start
Seven things before December 1, so the holidays stay quiet.
- Sales by flavor from the machines
- Your pitch deck
- Website logins, domain and hosting
- Fridge capacity: how many jars at once
- Jar size and nutrition facts per flavor
- Current packaging costs and suppliers
- November drop results: emails and top flavors
Pause Questions so far?
The partnership
What you get, what it costs, how it grows, and how we protect what matters.
11What you're really getting
Not hours. Years of CPG experience and an outside voice with no bias.
Every time we meet, your business gets clearer and more valuable. You get a sounding board you don't manage, with no bias, and someone who has done this before.
Six roles and five projects over six months. From one person, for $2,700 a month.
See the breakdown +
| Ongoing roles | Typical monthly |
|---|---|
| Brand strategy consultant (my retainer) | $10,800 |
| Sales rep, plus commission | $2,000 to $5,000 |
| Sales and account manager | $3,000 to $5,000 |
| Social media strategist | $1,000 to $2,500 |
| Social media manager | $1,500 to $3,000 |
| Graphic designer on retainer | $2,500 to $5,000 |
| Six months | $125K to $188K |
| One-time projects | Typical cost |
|---|---|
| Brand identity and rebrand | $15,000 to $40,000 |
| Packaging and label design | $10,000 to $25,000 |
| Business plan and sales strategy | $5,000 to $15,000 |
| Booth and event kit design | $3,000 to $8,000 |
| Website conversion review | $3,000 to $10,000 |
| Projects | $36K to $98K |
Typical market ranges, estimated. My usual clients pay $10,800 a month for two strategy meetings, on an annual contract. I'm not asking for that here.
12The investment
My full rate, discounted twice. It pays for itself at about 13 new accounts.
| Period | Base | About per month |
|---|---|---|
| December · strategy | $400 a week | $1,730 |
| January · launch | $500 a week | $2,170 |
| February · prove | $600 a week | $2,600 |
| March to May · grow | $2,700 a month | $2,700 |
Commission
- New accounts: 15% while the base is low, stepping down to 10% at 20 accounts
- Your original stores: no commission for the first six months. After that, as new support launches, half the rate: 7.5%, then 5%. This applies until new salespeople take over accounts
- Paid on paid sales only, so expired jars never cost you commission
- Vending machines excluded. New machine placements earn a separate bonus
Why it works for you
- After commission, you keep about $3.35 a jar
- About 13 new accounts cover the full base
- Freelance food reps typically run $2,000 to $5,000 a month plus commission
- Deliveries and your other businesses are scoped separately
Commission-only isn't an option for me. The first months are building, before the sales come in. I've grown brands like this before, so I know what it takes, and as friends and family, the base is already a fraction of my rate.
This proposal covers THIC only. As volume grows, a marketing budget of about 10% of revenue is the usual guide, funded from sales.
13Growing with THIC
My time and base grow only when revenue does. A $1M brand takes more than full-time work.
| Stage | Unlocks when | Time | Base |
|---|---|---|---|
| Ramp | December to February | Up to 20 hrs | $400 to $600 a week |
| Part time | March onward | Up to 20 hrs | $2,700 |
| Three-quarter time | Trial partnership and a ~$400k annual pace, around month 12 | Up to 30 hrs | $4,050 |
| Full time | A ~$600k annual pace, around month 15 | 40 hrs | $5,400 |
| Beyond full time | Pushing past $1M | A growing team | Set in the partnership |
- Full time lands at $5,400, exactly half my consulting rate
- If sales lag, the base waits. You never pay for time the business can't support yet
- $5,400 at a $600k pace is about 11% of revenue
14Startup budget
A small, approved budget for the tools of growth. Estimates, confirmed in December.
Monthly · about $1,000 to $1,500
- Delivery driver, part time at minimum wage
- Sampling help from the fitness community
- Market and booth fees, plus event permits
- Sample cups and printed signage
One time · about $4,000 to $6,500
- Jar sealing machine
- First bulk order of jars and labels
- Booth kit: canopy, table, signage, tablet, coolers
- Paid by THIC from sales and contract income
- You approve the budget once. I report every dollar in the monthly report
- Bulk packaging pays for itself through a lower cost per jar
- Design and assets (labels, booth, stickers, retailer materials) are separate from my base. I'll invest that work as sweat equity toward our partnership, valued and agreed before I start
Product allowance
- Marketing: up to 100 jars a month, about $260 at cost. Samples, tastings, seeding trainers and athletes, and try-before-you-stock jars for new stores
- Personal: I can buy jars for my own use at cost, about $2.60 each. Listed here so it's out in the open
- Mini jars count first once they exist, so the allowance goes further
- Every jar is tracked in the monthly report: where it went and what came back
15The path to partnership
About $50,000 of my time invested over six months, toward a trial partnership in June, and a shared stake in what we build.
Growth a quarter, up to double in a year.
Prove it
- Discounted base plus commission
- Every hour beyond the cap logged as investment
Trial partnership
- Six months, based on results
- The right legal structure for THIC is decided here
Equity vests
- Starts at 5%, earned quarterly
- Up to 20% by June 2029, with profit share
Why partnership helps sales
- Small stores want to work with the people behind a brand, not a rep who doesn't care
- "I'm building this with Chef Beeta" opens doors a hired rep can't
- We don't have Red Bull money. A founder story is how small brands win
What I bring
- Brand and product work with major retailers, large CPG brands and luxury fashion
- Partner in my own supplement gum brand and an apparel brand
- My network, my channels and my craft services contacts
I know you've said you'd rather not bring in equity partners, and I respect that. This is something I'd pour my heart and soul into, the same way I do for every brand I help grow.
Whether it's equity, a profit share, or a revenue share, I'd like to have skin in the game, so I can take real pride and ownership in what we build together. The vesting plan below is one way to do it. I'm open to whatever structure feels right to you.
Equity isn't make or break. What matters most is that we agree on the idea early. If none of these feel right, it's better for both of us to know now.
One option, not make or break · equity vesting, earned quarterly against benchmarks, June 2027 to June 2029
| Quarter | Date | Benchmark | Vests | Total |
|---|---|---|---|---|
| Start | Jun 2027 | Trial partnership begins, about 500 jars a week | +5% | 5% |
| Q1 | Sep 2027 | Launch complete, $250K annual pace | +2% | 7% |
| Q2 | Dec 2027 | $400K annual pace | +2% | 9% |
| Q3 | Mar 2028 | $550K annual pace | +2% | 11% |
| Q4 | Jun 2028 | $800K annual pace | +2% | 13% |
| Q5 | Sep 2028 | $1M annual pace | +2% | 15% |
| Q6 | Dec 2028 | $1.15M annual pace | +2% | 17% |
| Q7 | Mar 2029 | $1.3M annual pace | +1.5% | 18.5% |
| Q8 | Jun 2029 | $1.5M annual pace | +1.5% | 20% |
- Benchmarks sit about a quarter behind the stretch plan, so they're fair to hit
- A missed benchmark can still vest later if THIC catches up by the next quarter
- Profit share follows vested equity
- Unvested equity stays with you if I step away
- Final terms drafted by a lawyer when THIC's legal entity is set up
16How we work together
Light paperwork, a built-in review, and a clean way out if it's not working.
Our agreement
- A simple letter of intent for the first six months
- Day 60 review around January 30. Day 60 proves the work is happening. Day 90 proves it's working.
- Outcomes: keep going, adjust, or part as family
- Brand work stays with THIC once it's paid for
Clear and simple
- One monthly report, one set of yes-or-no decisions
- This proposal covers THIC only
- Everything I build is documented, so nothing lives only in my head
17Why this, why now
A brand I'd be proud to build, at a pace that fits my family.
How I work
- I'm a growth partner, not an agency
- I'm a partner in Freeman Seattle and in a supplement gum brand, and I work with them the same way
- I take on large retail clients like Walmart and Costco. They pay well, but they cost time
What matters most
- I homeschool my youngest daughter, and being a present father comes first
- That means fewer trade shows and flights, and more brands like this one
- I'd love to add THIC to my portfolio and grow it for the long run
We aim for the stars to land on the moon. If we only land eight accounts, that's still a win. Worst case, we've grown our networks for each other and you have six months of brand building. Best case, we build something together for the long run, with a smart exit for both of us.
18Questions you might have
I've thought these through, so you don't have to ask.
There's a day 60 review. If it's not working, we adjust or part as family. You're never locked in.
Commission-only reps chase quick sales and move on. The most important work happens before the first sale, and I've done this before. The base means I'm building something that lasts: the brand, the system, and accounts that reorder.
The base ramps up slowly while new accounts start paying. About 13 new accounts cover it, and the day 60 review protects you if we're not on track.
A rep can only sell what's ready. Right now THIC doesn't have the pieces a rep needs: sell sheets, store support, a legal setup. A rep would struggle, and you'd pay for them to learn. I build those pieces and sell at the same time, then build out the sales team as we grow.
I've built brands with major retailers, big CPG companies and luxury fashion, and I'm a partner in my own brands. I want to grow THIC like it's mine and bring my whole network to it. Equity isn't make or break, but it means I'm all in.
They stay yours, with no commission for the first six months. Every store, old or new, gets the same support: displays, retailer marketing and features on our channels. Selling more per store matters as much as adding stores.
Month one needs the most from you, about 20 to 28 hours, or roughly an hour a day: two meetings a week plus email. It drops every month after. By month four, your role is mainly content days, reviews and showing up as the founder.
You have the final say. Partnerships are built on trust, so for the first three to six months I won't make big decisions without you. My job is to make complex choices simple, so you can decide quickly. As trust grows, you can hand more to me.
We talk partnership, with six months of real results to judge by. This business has real challenges: clean ingredients, packaging, online sales, and co-packers that can take around 30%. That's why the plan is ambitious. If we hit half of it, it's a win.
That's your call. A real brand, sales data and a growth plan make THIC easier to invest in, and worth more when you do.
You're paying for results. Holidays or busy seasons, your accounts stay covered, by me or someone on our team. And remember, this plan is ambitious and I'm part-time. Even half of it is a win at half capacity. It grows as fast as you want it to.
One simple report a month: accounts, jars, reorders and emails, against the targets we agreed. Day 60 shows the work is happening. Day 90 shows it's working.
THIC will need a lot of design: labels, a booth, stickers, retailer materials. That's separate from my base. I'll invest it as sweat equity toward our partnership, and we'll agree on its value before I start.
"I hate surprises. What's something that might go wrong, so I'm not surprised when it happens?"
My answer: I think big and move fast. I'll bring more ideas and momentum than you might be ready for. If I'm ever going too fast, tell me. I'd rather slow down than lose you.
And now I'd love to ask you the same question.
19Family first
Before anything else: thank you.
Watching Tokyo grow with you has been one of the great joys of my year. You told me she gave you your life back. You've given her something just as big: a place to do what she loves, and a mentor who believes in her.
- Your relationship with Tokyo comes first. Whatever happens with this partnership, it has no effect on her role or on what the two of you are building
- Money, performance and hard conversations stay between you and me, never through her
- THIC pays for my role from THIC's sales, so Tokyo's growth never competes with mine
- If this ever stops working, we part the way we started: as family
Pause Questions so far?
A package gets you bought.
A brand gets you remembered.
-Jonathan Grey
The deal in ten numbers
December is strategy
Into the New Year rush
200 jars a week
New label, lineup, event
Jars a week by June
Annual pace by month 19
Up to 20 hrs, grows with revenue
New accounts, 10% after 20. Original stores from month 7
Keep going, adjust, or part as family
Equity, profit or revenue share, from June 2027. Not make or break
From $45K a year to a $1M brand
Month by month revenue, December 2026 to June 2028.
a year
annual pace
annual pace
The build · months 1 to 8
Build
Sell sheet, hero flavors, label, pricing and MAP
First sales
30 accounts contacted, 2 tastings, first stores open
Prove
Day 60 review done, 3 tastings, 8 accounts by day 90
Grow
4 tastings a month, delivery routes, first weekly market
Expand
Flavor voting begins, mini jar and gluten-free cups
Momentum
About 20 accounts, reorder data, new label printed
North Star
500 a week, second rep joins, trial partnership
Launch
New look, launch event, press, first big drop
The gas · months 9 to 19
Suggested milestones
- Month 8 to 10: start pitching grocery and larger accounts
- Month 10: online ordering for local pickup and route delivery, once routes are dense enough
- Month 16: co-packer conversations begin near 1,500 jars a week
- Month 18: co-packer in place before the kitchen hits its limit
Not in these numbers: grocery
- Grocery and larger accounts are pure upside on top of this plan
- Example: one 10-store grocery account at 30 jars a week per store adds about 300 jars a week
- That's roughly $9,000 a month, or about $110,000 a year, from a single account
Then growth of 15 to 20% a quarter from a $1M base.
- These are revenue estimates, not profit
- They don't include costs: drivers, sampling staff, a second rep, marketing, packaging, booth fees or a co-packer
- Based on today's pricing and the assumptions in this proposal
- $1M by month 19 is a stretch goal. The day 90 targets are the commitment
Ready when you are. December 1.
If this looks right, the next step is a short call to confirm and a one-page letter of intent.
Jonathan Grey
Head of Brand and Growth
All figures are estimates based on THIC numbers shared in our October 30 conversation and typical food industry benchmarks. Revenue projections exclude operating costs, staffing, marketing, packaging and production changes. Nothing here is a guarantee of results.
Ready when you are. December 1.
If this looks right, the next step is a short call to confirm and a one-page letter of intent.
Jonathan Grey
Head of Brand and Growth
All figures are estimates based on THIC numbers shared in our October 30 conversation and typical food industry benchmarks. Revenue projections exclude operating costs, staffing, marketing, packaging and production changes. Nothing here is a guarantee of results.