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Finding MFL and Unscripted last year was like learning that somebody had taken my thoughts and arranged them for me into a couple of books. I’m so grateful to M.J for bringing together this many like-minded outliers and creating a hyper-productive little microcosm!
I wanted to contribute to the forum and hopefully get some feedback on the idea I've started developing, but before diving into that just a little background on me. Up until March last year I was working as a chef in a pretty sought-after London restaurant. The hours were crazy long but to be honest I didn’t mind putting in 90/100 hour weeks because it felt like I was always learning and food/restaurant culture is something I’m really deeply passionate about.
That said, doing such long weeks with no route to an exit is clearly not going to lead to a happy and healthy life. As the pandemic hit the UK all hospitality was shut down and I found myself with 100% free time. I got thinking about alternative lifestyles and that’s when I discovered M.J’s books.
It became obvious that in order to get on another path, I needed to take massive action in my life. I moved to Italy for 3 months with the sole purpose of furthering my education around food and wine. I worked in a vineyard and cellar learning how to make wines and after that, embarked on an almost scientific analysis of what makes Italy so fertile for producing the rich food culture it’s famous for.
Arriving back in the UK I was totally inspired to use this experience and somehow build a business around it. So many people, I thought, are obsessed with food and so I figured this would be a good industry to dig into. Since then I’ve been working on a few things but the idea I keep coming back to is a subscription site that releases monthly content on a selected theme around street food, drink, and food production.
There would be monthly bundles of content divided into;
Later on, I'd like to facilitate an organised program of staging (culinary interning). A culinary student or aspiring vendor would serve a number of stages (internships) organised by me and my team, with our spotlighted vendors. I think this would work well in partnership with colleges such as Le Cordon Bleu or Ballymaloe Cookery School.
Even further down the line, I would offer entire brand creation on the themes above. This would be outsourced to specialists in their respective areas. In essence, we set up and get you going with a street food or drinks business for a fixed cost.
And there you have it. I’m currently in the process of validating the idea on social media which will be where most marketing takes place.
Putting this to the FLF community, are there any glaringly obvious holes in the concept or things you can see I’m missing?
I really appreciate any feedback and fully intend to use this forum as a kind of journal to document the process of getting this business up and running.
I wanted to contribute to the forum and hopefully get some feedback on the idea I've started developing, but before diving into that just a little background on me. Up until March last year I was working as a chef in a pretty sought-after London restaurant. The hours were crazy long but to be honest I didn’t mind putting in 90/100 hour weeks because it felt like I was always learning and food/restaurant culture is something I’m really deeply passionate about.
That said, doing such long weeks with no route to an exit is clearly not going to lead to a happy and healthy life. As the pandemic hit the UK all hospitality was shut down and I found myself with 100% free time. I got thinking about alternative lifestyles and that’s when I discovered M.J’s books.
It became obvious that in order to get on another path, I needed to take massive action in my life. I moved to Italy for 3 months with the sole purpose of furthering my education around food and wine. I worked in a vineyard and cellar learning how to make wines and after that, embarked on an almost scientific analysis of what makes Italy so fertile for producing the rich food culture it’s famous for.
Arriving back in the UK I was totally inspired to use this experience and somehow build a business around it. So many people, I thought, are obsessed with food and so I figured this would be a good industry to dig into. Since then I’ve been working on a few things but the idea I keep coming back to is a subscription site that releases monthly content on a selected theme around street food, drink, and food production.
There would be monthly bundles of content divided into;
- Video content of a traditional or much loved (even if that means just locally) street food/drink vendor who gives an interview, backstory, mini-documentary style profile of themselves, their food/drink, how they started, what food means to them, and paints a picture of what it’s like to live their life. Think humans of New York but in short-form video. I would work with them to record and produce a masterclass style demo on how they make and serve their speciality, shot at their stall or truck. This would be filmed on-site and give the viewer a real feel of the hustle and bustle of being a successful food vendor.
- Written copy, a long-form article looking at the wider food landscape, paying particular attention to culinary history of the area, migration of people, and social role street vendors play. This written section will place our spotlighted vendor in a broader context (North Peru, Jerusalem, South India, Kurdish Iraq, etc.)
- Instruction/recipe for viewers to turn their hand to the technique and methods taught by the spotlighted vendor. There could be a section here of extensive footnotes giving the seasonality of ingredients, where it originates from, its history, and where to buy it, what to look for when buying.
- Access to the forum:
A major part of the site will also be orientated around how to start and manage a street stall, whether it’s for food or drink. As I live in the UK, the beta version would only be able to address a British audience but as the business grows I would look at expanding the reach to cover other regions around the world, most probably North America.
- How to - make decisions (inspired by some of the strategies I’ve learned in MJs books), find a suitable vehicle or stall, restore and customise it, and fit equipment.
- Licenses and inspections - a comprehensive guide.
- Pitches and concessions. This one I found to be a big grey area - how do you find out where you’re allowed to operate?
- Events and Festivals - experience and what to expect.
- Earnings/profit.
- Marketplace - services.
- Trend, forecasts, consumer reports - what direction is the street food wind blowing and how to get ahead of the curve.
- General discussion & Chat.
Later on, I'd like to facilitate an organised program of staging (culinary interning). A culinary student or aspiring vendor would serve a number of stages (internships) organised by me and my team, with our spotlighted vendors. I think this would work well in partnership with colleges such as Le Cordon Bleu or Ballymaloe Cookery School.
Even further down the line, I would offer entire brand creation on the themes above. This would be outsourced to specialists in their respective areas. In essence, we set up and get you going with a street food or drinks business for a fixed cost.
And there you have it. I’m currently in the process of validating the idea on social media which will be where most marketing takes place.
Putting this to the FLF community, are there any glaringly obvious holes in the concept or things you can see I’m missing?
I really appreciate any feedback and fully intend to use this forum as a kind of journal to document the process of getting this business up and running.
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