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 / 13 · 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 250 ml pouch at $7.95 retail.

RETAIL DTC$7.95 / pouch
WHOLESALE$5.00 / pouch
SKUS AVAILABLE43 total
LAUNCH SHORTLIST3 hero SKUs
SAMPLES IN HOUSE24 of 43
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
Built around three principles
03 / 13 · 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 03 — Strategic principles
The Spot thesis
04 / 13 · 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 04 — The Spot thesis
Launch with three hero SKUs
05 / 13 · 3 of 43
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$7.95
ProfileUniversal
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$7.95
ProfileBBQ & smoke
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$7.95
ProfileBright & viral
Phase 3 expansion Regional chilies (árbol, ancho, husk tomato) are deliberately held back at launch — low US familiarity, and Puerto Rican / Cuban consumers do not overlap with Mexican chili preferences. We layer them in Months 5–7 once test data tells us which profile to lean on.
Three hero SKUs at launch · 40 in pipeline for Phase 3 expansion 05 — Hero SKUs
Format as marketing
06 / 13 · The 250 ml pouch
Why the pouch wins

The IV-bag is already a scroll-stopper.

Most pastes ship in jars. Pizca ships in a 250 ml 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

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 250 ml · IV-bag pouch · $7.95 retail
250 ml IV-bag pouch · Pizca's signature format · positioned as a primary creative asset 06 — Format as marketing
Unit economics & the bundle move
07 / 13 · The math behind the offer
Working numbers
Line item Value Note
Retail DTC price$7.95/ pouchPizca's current price point
Wholesale price$5.00/ pouch1,000-unit PO ≈ $5,000
Single-unit shipping$8.00/ orderMargin-negative — must bundle
Recommended bundle3-pack & 4-packLifts AOV, sets up subscription
Subscription targetMonthly bundleCompounds LTV before ad scale

Why bundling is non-negotiable

Margin per order vs single-unit shipping drag

1 pouch
$0.32
3-pack
$4.30
4-pack
$5.70
Subscription
$6.80 / mo
Product cost Shipping & fees Margin
Illustrative blended margin model · Pizca wholesale pricing + Spot fulfillment economics 07 — Unit economics
Two paths to $1M
08 / 13 · Choose the entry point
Same destination · different risk shape
Anchor Option A

Full-Year US Launch Package

$200,000Year 1 · all-in

The "go big, go now" build. Full social, Shopify, brand, photo, video, paid campaigns, commercials and ongoing management — committed in one cheque, supporting $10K/mo ad spend for 12 months straight.

Setup & buildBundled
Monthly ad spend$10,000 / mo
Contract length12 months
Pizca commitment$200,000 upfront
Best forFull-year $1M go
Recommended Option B

4-Month Strategic Market Test

$45,0004 months · worst case

A capped, KPI-gated entry. Spot builds the full marketing engine, runs the live test in months 2–4, and the renewal conversation is driven by real performance data — not a sales pitch.

Upfront setup$15,000
Ad spend (mo 2–4)$30,000
Spot rev share10–15% DTC online
Distributor commission2–5% of wholesale
RenewalMin 6 months if KPIs hit
Both paths include Spot fulfillment, US sales representation, and ongoing weekly performance reporting 08 — Two paths
The shape of your risk
09 / 13 · Cumulative outlay · Months 1–12

Cumulative client outlay, $ thousands

200150100500
Option A · full-year all-in Option B · 4-month market test
Cap on Option B
$45K
Total Pizca outlay across the full 4-month test. After that, every dollar is a decision driven by data.
Cap on Option A
$200K
Committed upfront. No exit ramp inside Year 1.
Risk delta
4.4×
Option A requires Pizca to commit ~4.4× the cash before knowing if the channel mix works.
Cumulative outlay modelled across 12 months · Option B renewal gated to Month-4 KPIs 09 — The risk shape
Option B · in detail
10 / 13 · The recommended path
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 distributors — 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
Spot revenue share
10–15% of DTC online sales, billed against actual revenue. Spot earns when Pizca earns — no fees on a quiet month.
10–15%DTC online
04
Distributor commission
2–5% of wholesale PO value on any distributor Spot sources — for the life of the account.
2–5%Wholesale
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 — separate fulfillment fee structure 10 — Option B detail
The 12-month roadmap
11 / 13 · 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 11 — 12-month roadmap
Why this is the right entry point
12 / 13 · 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 2–5% commission 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 wholesale 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 12 — Why this works
The ask
13 / 13 · 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 13 — The ask
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