`docs/dealer_outreach.md`

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# Dealer outreach — restaurant equipment

## Target list (seed 50)
Pull from:
- NAFEM member directory (north american assn of food equipment mfrs)
- Facebook Marketplace "commercial kitchen" top sellers by region
- Restaurant-equipment auction houses: Silver State, ProRestaurantEquipment, RestaurantEquipment.net, WebstaurantStore remarketing
- Google Maps "used restaurant equipment" in top-25 metros
- Industry trade groups: NRA (National Restaurant Association) supplier list

Store in `docs/dealers.csv` (cols: company, contact_name, email, region, priority).

## Cold-email template v1

Subject: 3 bankrupt restaurants with kitchens for sale this week — free digest

Hey {{first_name}},

I'm building a free weekly digest of commercial kitchens being liquidated out of
US bankruptcy filings — hoods, walk-ins, Hobart/Vulcan/True lineups, the full
setup — with the trustee or auctioneer's direct contact for each one.

Last week there were 14 filings in the Northeast alone. Most dealers find these
too late (after the auctioneer's already picked a buyer).

Want me to add you to this week's list? Free, no pitch, unsubscribe any time.

Steve Abrams
steve@designerwallcoverings.com

## Conversion path

1. Week 1–2: free digest, measure open + click rate
2. Week 3: soft paywall — "premium" version includes direct contact + pre-auction access ($149/mo)
3. Week 4+: tiered — free (case list only) / paid (full asset detail + contacts)

## KPIs
- Digest open rate > 35% = vertical has signal
- Paid conversion > 5% of free list = pricing is right
- <1% = either wrong vertical or value is weak — iterate before scaling