full disclosure, dude

THE BUSINESS PLAN

Most companies hide their business plan. We think "proprietary" is just hiding, dude — and that goes for blends and spreadsheets. So here's the whole thing: where the trailer's going, what a shake costs us, and how the math works. Read it. Hold us to it.

1The Pitch

Dude Milk sells fresh, honest-label protein shakes — 16 oz, 30g protein, real-food ingredients — for a flat $8, blended to order from a trailer posted up at a gym entrance in Medford, Oregon.

The protein aisle gives you two options: cheap shelf-stable chemistry projects, or $12 smoothie-bar theater a car ride away. We park in the gap — literally. The trailer sits at the exact spot, at the exact moment, where you already want exactly this.

the goal: 30 shakes a day within 90 days of opening. Breakeven is around 12–15 a day. Everything past that pays Andrew and pays off the trailer.

2The Trailer

One branded trailer, one great gym, peak windows only: roughly 6–9am and 4–7pm weekdays, weekend mornings. A busy gym sees 600–1,200 member visits a day, every one of them walking past the trailer twice with protein already on the brain. If 3–5 of every 100 stop, that's 20–60 shakes a day.

Blend-to-order is the quiet genius part: no inventory going bad, ~90 seconds a shake, and the freshest possible product because it didn't exist until you ordered it.

3The Gym Deal

The trailer needs a driveway. Here's the menu of deals we'd offer a gym, in order of what we'd propose first:

Flat site rent

$200–500/mo. Simple, predictable. Our pick once traffic is proven.

simplest

Revenue share

8–12% of sales. Gym only wins if we win. The honest opener when nobody knows the numbers yet.

offer first

Amenity trade

Free placement; members get $1 off with their key tag. The gym gets a "smoothie bar out front" without staffing one.

best pitch

non-negotiables: power hookup (a generator at 6am makes enemies), a written 12-month agreement, and category exclusivity. Nobody else sells shakes in this parking lot, dude.

4The Math

What one $8 shake actually costs to make (planning estimates — real receipts pending):

Component	Cost
Whey isolate (enough for a real 30g of protein)	$1.05
Milk / oat milk base	$0.50
Real fruit, cocoa, matcha, or cold brew	$0.40–0.70
Honey or maple, salt, vanilla	$0.20
Cup, lid, straw	$0.35–0.50
Total cost per shake	≈ $2.50–2.95

That's a 63–69% gross margin at $8 — honest food sold at an honest price still works as a business, which is kind of the whole thesis.

Monthly picture, after ingredients, the gym's cut, kitchen rental, and insurance (before paying Andrew):

Scenario	Shakes/day	Revenue/mo	Net/mo
Slow start	15	$2,860	~$1,000
Target	30	$5,720	~$2,400
Humming	50	$9,530	~$4,300

Getting started — trailer, blenders, fridge, brand wrap, licenses, insurance — runs roughly $13,000–28,000. At target volume it pays itself back in 6–11 months. (There's also a cheaper food-cart version of this plan for about a third of the money. Andrew is deciding. He decides carefully. It's his thing.)

5The Paperwork

Fresh dairy drinks are "potentially hazardous food" in regulator language, which sounds dramatic but just means we do this properly. Oregon licenses trailers like ours as mobile food units through Jackson County. The honest sequence:

Call Jackson County Environmental Public Health, describe the menu, get the unit class and checklist. Costs nothing, prevents every expensive mistake. Happens before any money moves.
Plan review + mobile food unit license
Commissary kitchen agreement (overnight storage, water, wastewater, prep)
Food handler cards for everyone in the trailer
City of Medford business license + site rules for the gym's lot
Liability insurance, with the gym named on the certificate
Full ingredient + allergen list posted on the trailer (milk, peanuts — obviously, but we post it anyway, because that is the brand)

translation: every espresso trailer in the Rogue Valley has done this. It's a few weeks and a phone call, not a moonshot.

6The Honest Risks

One site = one point of failure. The gym deal is the business. That's why it's a written 12-month agreement, and why there's a ranked backup gym from day one.
Summer. Medford gets hot and gym traffic sags. Counter-move: iced flavors and earlier hours. A cold shake at 95°F is its own advertisement.
The name. Dude Milk is polarizing. Nothing on the trailer is crude, the execution is wholesome, and nobody — nobody — forgets it. We'll take that trade.
One Andrew. Split shifts are a grind for one dude. The menu is designed for solo speed; the first hire happens at a sustained 35 shakes/day.

one more thing

Own a gym in Medford?

Andrew would like to park near your door. You bring the foot traffic, he brings the protein and the best-looking trailer in the Rogue Valley. Deal options A, B, and C are above — pick a letter.

Talk to Andrew