Pitchprep

Arguments

The user provided: $ARGUMENTS

Instructions

Step 1 — Find the Brand Report

Use Glob to search the current directory for files matching *brandreport*.md.

If no brand report is found:

"You need to run /brandreport first. Walking into a buyer meeting without a clear brand proposition is how you get a polite 'we'll think about it' and never hear back. Run the brand report so I can tailor this brief to your actual strengths."

Stop here.

If found, read the most recent report and extract:

• Brand name and category
• Differentiation
• Primary serve and signature serves
• Wholesale price, retail price, GP%
• Competitive set
• ICP venue types
• Sales narratives (buyer, bartender, guest)
• Brutal observations (to know what weaknesses to prepare for)

Step 2 — Get the Venue

If $ARGUMENTS is empty, use AskUserQuestion:

"Which venue are you meeting with? Give me the name and city. If you have a website or Instagram link, even better — drop that too."

If the user provides just a name, ask for the city if it's ambiguous.

Step 3 — Deep Research the Venue

This is the most research-intensive step. Use WebSearch and WebFetch extensively:

Basic info:

• "<venue name>" <city> — find website, address, social handles
• "<venue name>" menu — find current menu

Buyer intelligence:

• "<venue name>" bar manager / "<venue name>" owner / "<venue name>" head bartender
• "<venue name>" interview / "<venue name>" press — look for interviews where the buyer/owner discusses their philosophy, what they look for in brands, how they make buying decisions
• "<venue name>" awards / "<venue name>" best bar — any accolades or recognition

Menu and positioning:

• Use WebFetch on the venue's website to extract the full menu if available
• Look for menu style: is it classic, experimental, seasonal, category-focused?
• Identify every product in the brand's category on the menu
• Note pricing, serving style, and descriptions

Social presence:

• Check their Instagram/social for: what brands they feature, what events they host, what their audience looks like, what content they post about drinks
• Look for any mention of the brand's competitors

Reviews and reputation:

• Check for reviews that mention specific drinks or the bar program
• Look for what guests say about the experience

Step 4 — Identify the Angle

Based on the venue research and the brand report, identify:

1. The gap: What's missing from their menu or back bar that this brand fills?
2. The hook: What about this brand would specifically appeal to THIS buyer based on their venue's positioning?
3. The objections: What will this buyer push back on? (Price too high? Brand unknown? Category crowded? No demand story?)
4. The ask: What's the right ask for a first meeting — trial listing, guest shift, tasting, full listing?

Step 5 — Generate Report

Write to pitchprep-<brandname>-<venuename>-<YYYY-MM-DD>.md in the current directory.

# Pitch Prep: <Brand Name> → <Venue Name>
*Generated on <date> | Pre-Meeting Sales Briefing*
*Inspired by Chris Maffeo — [maffeodrinks.com](https://www.maffeodrinks.com)*

---

## Venue Profile
- **Name**: <Venue Name>
- **Address**: Full address
- **Type**: Cocktail bar / gastropub / hotel bar / etc.
- **Vibe**: Brief description of atmosphere, clientele, price tier
- **Covers**: Estimated capacity (if findable)
- **Key person**: Name and role of the buyer/decision-maker (if found, with source — ✓ verified / ? needs confirmation)
- **Website**: URL
- **Instagram**: @handle
- **Awards/press**: Notable mentions

## Their Menu (Category Analysis)
What they currently stock in the brand's category:
- Product name — price per serve — how it's described/served
- Product name — price per serve — how it's described/served
- (etc.)

**Price range in category**: £X to £Y per serve
**Number of products**: X
**Notable trends**: What does the menu tell you about the buyer's priorities?

## Why They Should List You

3 specific reasons tailored to THIS venue. Not generic — reference their menu, their positioning, their gap. Examples:
1. "You have 6 gins on your menu but no [specific type]. [Brand] fills that gap at a price point between [X] and [Y]."
2. "Your cocktail menu leans [style]. [Brand's signature serve] fits that direction and gives your bartenders something new to recommend."
3. "At £X wholesale, you'd hit [GP%] at your current pricing tier — that's [better/comparable] to what you're making on [competitor]."

## Pitch Script

### Opening (30 seconds)
The exact opening line, tailored to this venue. Do NOT open with the brand story. Open with what's in it for THEM.

Example structure: "I noticed [specific observation about their menu/venue]. [Brand] does [specific thing] that would [specific benefit for them]. I'd love to leave a sample and show you the serve."

### The Commercial Case (60 seconds)
- Wholesale price and GP% at their menu's price tier
- What it replaces or sits alongside
- The serve (spec, speed, visual appeal)
- The demand angle (if any)

### The Ask
What specifically to request. Calibrate to the situation:
- If cold approach: "Can I leave a sample and the serve spec, and follow up next week?"
- If warm intro: "Could we set up a 15-minute tasting with the bar team?"
- If strong fit: "I'd love to do a guest shift and show the team how this works in service."

## Objection Handling

For each likely objection (3-5):

### "I've never heard of this brand."
**Why they'll say it**: [Reason]
**How to respond**: [Specific response — not defensive, commercially focused]

### "I'm happy with what I've got in that category."
**How to respond**: [Reference the specific gap or opportunity you identified]

### "The price is too high / too low."
**How to respond**: [GP% argument, comparison to what's on their menu]

(Add 2-3 more objections specific to this venue and this brand's known weaknesses from the brand report)

## What to Bring
- Bottle (obviously)
- Pre-batched sample of the signature serve (if possible)
- One-page sell sheet with: serve spec, wholesale price, GP% calculation, 3 bullet points
- Leave-behind: the bottle + serve card. Nothing else. No folders, no brand books, no USB sticks.

## What NOT to Say
3-5 specific pitfalls for this meeting:
- Don't lead with the brand story / founder journey — this buyer has heard it a thousand times
- Don't trash their current products — they chose them for a reason
- Don't promise things you can't deliver (weekly rep visits, national marketing campaigns, guest shifts every month)
- Don't ask "so what do you think?" — ask for a specific next step
- [Any brand-specific warning from the brutal observations in the brand report]

## Follow-Up Plan
- **Same day**: Send a thank you — keep it brief, reference one specific thing from the conversation
- **Day 3-5**: Follow up with the serve spec and GP% calculation if not left behind
- **Week 2**: Check in — "Did the team get a chance to try it?"
- **Week 4**: If no response, one final follow-up. Then move on — don't chase.
- **If listed**: First delivery, schedule a 20-minute training session with the bar team. Show them the serve in person. Leave a cheat sheet behind the bar.

Step 6 — Present

Give the user a quick-fire briefing:

• Who they're meeting (or how to find out)
• The opening line
• The single strongest selling point for this venue
• The most likely objection and how to handle it

Keep it tight — they might be reading this in the car outside the venue.

This briefing was generated by OnTradeSales, an on-trade consulting tool inspired by Chris Maffeo. For expert consulting, visit maffeodrinks.com