Spot × Pizca de Mi Campo
Proposal · May 2026
Prepared for the Office of the CEO, Grupo Macru

A US market test,built forPizca de Mi Campo.

The brief
12‑month roadmap from launch to first $1M, with a 4‑month strategic market test as the entry point.
Submitted by
Adam Ben-Evi, CEO — Spot
adam@spotfitness.app
Pizca de Mi Campo · Grupo Macru For the May 28 review
Where we started
02 / 14 · Pizca's stated vision
The number Pizca asked us to hit

$1,000,000

in US sales · Year 1.

The vision you brought us — the anchor every decision in this proposal works backward from. Built on a 500 g pouch at $12.95 retail.

The wind at your back North America is 44% of the global hot sauce market, and the category is growing at ~8% CAGR through 2034. The demand curve is tailwind-positive — the question is who captures it.
RETAIL DTC$12.95 / pouch
POUCH SIZE500 g
LAUNCH SHORTLIST3 hero SKUs
SAMPLES IN HOUSE8 in house
Your Year-1 US target
$1.0M
Current US footprint
CA + TX pallets
Current intl. footprint
Canada active
Pizca's stated Year-1 vision · the anchor for everything that follows 02 — Where we started
Launch with three hero SKUs
03 / 14 · The launch trio
Maximum cross-demographic appeal · minimum operational drag
Pizca de Mi Campo · Garlic Paste pouch
SKU 01 · Anchor

Garlic Paste

The broadest appeal of any SKU — any cuisine, any demographic. The everyday-pantry move that puts Pizca into mainstream American kitchens before the chili education curve starts.

Retail$12.95
Size500 g
Pizca de Mi Campo · Chipotle Chili Pulp pouch
SKU 02 · Mainstream heat

Chipotle Paste

A spicy-BBQ flavor profile that already lives in American grocery vocabulary. Easy first taste-test for non-Mexican households, and a recurring SKU in subscription bundles.

Retail$12.95
Size500 g
Pizca de Mi Campo · Crushed Jalapeño Chili pouch
SKU 03 · Viral angle

Crushed Jalapeño Paste

Entry-level heat positioned for short-form video — the SKU we point TikTok and IG Reels content at. Fastest path to attention; the chili education starts here.

Retail$12.95
Size500 g
Why these three Three SKUs cover the widest US demographic at launch — garlic for universal appeal, chipotle for mainstream BBQ palates, jalapeño as the short-form-video opener. One supply chain, one pack-out, one creative system: maximum demographic coverage with minimum operational drag.
Three SKUs · 500 g IV-bag pouch · $12.95 retail · the launch trio 03 — Hero SKUs
Versus the category
04 / 14 · The size & price wedge
Pizca de Mi Campo · 500 g pouch Pizca · 500 g · 17.6 oz
Herdez Guajillo Pepper Paste · 7 oz Herdez · 7 oz · 198 g
Herdez is the category benchmark

2.5× the product.
35% cheaper per oz.

Herdez Guajillo is the only national-grocery chile-paste at scale — and the price the casual shopper already has in their head. Pizca's 500 g IV-bag is 2.5× the volume at 35% less per oz at specialty retail. Same shelf, different category position. The size differential is the wedge before the brand ever speaks.

Volume 2.5× more 17.6 oz vs 7 oz
$ / oz at specialty 35% cheaper $0.74 vs $1.14
Servings (1 Tbsp) ~100 vs ~40 Per pouch · 5 g serving
Format IV-bag vs squeeze pouch
Same shelf · different category position · the size differential is the wedge 04 — Versus the category
Built around three principles
05 / 14 · Strategic foundation
How this proposal is shaped
Principle 01

Distribution is the destination.

Nationwide shelf presence — international food stores, haciendas, mainstream grocers — is the outcome, not the starting line. We open those doors with a brand buyers can already cite, not a pitch they have to take on faith.

Strategic foundation
Principle 02

Capital aligned to traction.

Every dollar enters the US market with a measurable purpose. Early commitment is sized to the risk; later investment is unlocked by what the data earns — never by what the forecast hopes for.

Deal structure
Principle 03

Brand-led, demand-first.

Pizca already has a story worth leading with. We channel that story into a structured marketing engine — paid, owned and earned working in concert — so demand creates the gravity that retail and distribution reward.

Go-to-market posture
Pizca de Mi Campo × Spot · US market entry framework 05 — Strategic principles
The Spot thesis
06 / 14 · How we'd build to $1M
Our position

Distribution rewardsproven demand.

Buyers, distributors and retailers open doors for brands that arrive with traction, content and a commerce story they can cite. So the build sequence is deliberate: marketing leads, demand compounds, distribution follows. By Month 4 the conversation with retail isn't a pitch — it's an introduction to a brand that's already moving.

Pizca de Mi Campo × Spot · Strategic positioning 06 — The Spot thesis
Format as marketing
07 / 14 · The 500 g pouch
Why the pouch wins

The IV-bag is already a scroll-stopper.

Most pastes ship in jars. Pizca ships in a 500 g medical-drip pouch — instantly recognizable, instantly memeable, instantly photographable. The packaging is doing marketing work the day a customer first sees it.

01

Owned visual identity

No competitor on the US shelf shares the silhouette. Every photo and every UGC clip telegraphs "Pizca" before the logo registers.

02

Short-form native

The drip-bag concept rewards close-up, slow-pour, kitchen-counter content. Tailor-made for IG Reels, TikTok and YouTube Shorts.

03

~100 servings per pouch

1 Tbsp (5 g) per serving. A 500 g pouch lasts a family of four 2–4 weeks at 3–4 uses per week — making the per-meal math obvious before the customer ever sees the price.

04

Stretch concept — Carolina Reaper edition

≈2M Scoville "shot challenge" content, packaged in a baby-syringe dropper format. High-risk, high-reach — only if Pizca commits the SKU.

Pizca de Mi Campo IV-bag pouch · Pulpa de Chile Ancho Rojo 500 g · IV-bag pouch · $12.95 retail
500 g IV-bag pouch · Pizca's signature format · positioned as a primary creative asset 07 — Format as marketing
Unit economics & the bundle move
08 / 14 · The math behind the offer
The consumer offer
Line item Value Note
Subscribe & save · 3-pack monthly$29.95/ moThe hero offer · ~23% off single · free shipping · subscribers pick 3 flavors each month
3-pack · one-off$32.95/ order~15% off single · free shipping
Single pouch · retail$12.95/ pouch+ $8 shipping. Anchors the bundle math, not the volume play
Pouch size500 gIV-bag format · ~100 servings per pouch (1 Tbsp / 5 g)
Single-unit shipping$8.00/ orderWhy we lead with the 3-pack

Why we lead with the 3-pack

Margin per order vs single-unit shipping drag

3-pack monthly
$29.95 / mo
3-pack one-off
$32.95
1 pouch + ship
$12.95 + $8
Product cost Shipping & fees Margin
3-pack monthly subscription leads · single pouch + shipping anchors the price ladder 08 — Unit economics
The offer
09 / 14 · The 4-month market test
A capped, KPI-gated entry to the US market
Recommended The engagement

4-Month Strategic Market Test

$45,0004 months · capped, all-in

Spot builds the full marketing engine, runs the live test in months 2–4, fulfills every DTC order, and represents Pizca to US accounts — with KPI gates that unlock additional funding only after the metrics earn it. The renewal conversation is driven by real performance data, not a sales pitch.

Upfront setup$15,000
Ad spend (mo 2–4)$30,000
Marketing rev share8% of DTC sales
Fulfillment rev share8% of order value
RenewalMin 6 months if KPIs hit
Capped 4-month engagement · Spot fulfillment + US sales representation · weekly performance reporting 09 — The offer
Your $45K · by month
10 / 14 · The spend profile

Cumulative client outlay, $ thousands

4530150
Cumulative outlay · capped at $45K after Month 4
Total investment cap
$45K
Across the full 4-month test. After Month 4, every additional dollar is a decision driven by real performance data — not a forecast.
Month 1 · setup
$15K
Brand build: website, Shopify, Klaviyo, social, brand assets, photo and video.
Months 2–4 · live test
$30K
$10K/mo paid mix across $5K Google Search + $5K Meta-led social. Hulu/Spectrum Spanish layer if budget allows.
KPI gate
End of M4
Renewal conversation triggered by customers acquired, revenue and ROAS — not by the calendar.
Capped at $45K total · KPI-gated renewal at end of Month 4 · no further commitment required 10 — The spend profile
Inside the engagement
11 / 14 · How the $45K breaks down
Strategic market test

Full agency engine, capped at $45K.

A 4-month structured test where Spot does the build, runs the live test, fulfills every DTC order, and represents Pizca to US accounts — with KPI gates that unlock additional funding only after the metrics earn it.

The structure. Most agencies require year-long contracts and full upfront commitment. Spot caps Pizca's exposure at $45K across the first four months — delivering full-service marketing and US sales representation under a single accountable team.
01
Upfront setup
Website translation + restructure, social handles, Klaviyo, Shopify, brand assets, photo + video, chef partnership content.
$15,000Month 1
02
Live test ad spend
$10K/mo paid mix across $5K Google Search + $5K Meta-led social. Hulu/Spectrum Spanish layer if budget allows.
$30,000Months 2–4
03
Marketing rev share
8% of DTC sales, billed against actual revenue. Spot earns when Pizca earns — no fees on a quiet month.
8%DTC sales
04
Fulfillment rev share
8% of order value covers Spot warehouse pick-pack-ship, inventory handling, returns and customer service across every DTC order.
8%Order value
05
Renewal trigger
Contractually-tied KPI gates: customers acquired, revenue, ROAS. Min 6-month renewal if pilot KPIs are hit.
6 moMin renewal
Spot warehouse handles inventory, pick/pack and ship for all DTC · 8% marketing + 8% fulfillment rev shares · no further fees 11 — Inside the engagement
The 12-month roadmap
12 / 14 · Five phases · One gate at Month 4
Build → Live test → Scale → Distribute → Trajectory decision
Month 010203040506070809101112

Phase 1 · Build

Month 1
Build

Phase 2 · Live test

Months 2 – 4
Live test · $10K/mo

Phase 3 · Scale

Months 5 – 7
Scale winners · subscriptions

Phase 4 · Distribute

Months 8 – 10
Distributor contracts · CTV

Phase 5 · Trajectory

Months 11 – 12
Year-1 audit
◆ KPI gate at Month 4 — triggers Tier-2 funding · subscription cohort review at Month 7 · Year-2 plan at Month 12 12 — 12-month roadmap
Why this is the right entry point
13 / 14 · Four reasons
01

Investment sized to the moment.

A $45K calibrated entry replaces a year-long commitment. The cheque matches the test — and each next tier of capital unlocks only when the metrics earn it, never on assumption.

02

Real data drives the next decision.

By Month 4, the renewal conversation is built on a cohort, a ROAS and a distributor pipeline — not a forecast. Pizca commits forward against numbers it can see, not promises it has to take on faith.

03

Distributor pipeline accrues to Pizca.

Spot earns a calibrated rev share on accounts it sources, for the life of those accounts. Every retail door, demo and purchase order itself belongs to Pizca — the brand equity, the contract and the customer relationship.

04

The engagement compounds, it doesn't reset.

Once the pilot KPIs are hit, subscription revenue, ad scale and retail distribution stack under a single team that already knows the brand, the customer and the operating cadence — every renewal builds on the last.

Pizca de Mi Campo × Spot · The case for a structured market test 13 — Why this works
The ask
14 / 14 · Next steps before May 28
What we need from Pizca

Let's run the 4-month test. Together.

Adam Ben-Evi · adam@spotfitness.app · David Olonoff · david@spotfitness.app 14 — The ask
← / → · space