Working draft · 2026-05-13
Deliverables &
Venture Readiness Map.
Not just what Taco Truck will deliver. The full map of what a national, regulated, clinically integrated sleep apnea network needs to stand up and scale.
Prepared by
Taco Truck Creative + Taco Truck Dev
·
For
Michael D London & Dr. Chad Denman
00 · How to read this
00
Every line is tagged by owner. Michael asked for "no level of detail is too much." Here it is.
Where TTC is not the owner, we will still advise, recommend vendors, and pressure-test plans. The intent is to make sure the venture is not blindsided by anything in the first 24 months.
TTC
Taco Truck owns delivery
End to end. Creative, dev, ops surface area in our lane.
VENTURE
TLI / SCC owns
Venture leadership owns. TTC will advise, not execute.
SHARED
Joint execution
TTC builds one piece, venture supplies the other.
VENDOR
Outside specialist required
TTC will scope the brief and help select.
A note on costs
TTC ownership covers expertise, direction, and execution. It does not absorb every production cost.
Many `[TTC]` line items require third party production resources or platform spend that the venture funds directly or through TTC as a pass through. We will quote these line by line as scopes are confirmed, and recommend specific vendors where TTC has existing relationships.
Creative production pass-throughs
- · Photographers, videographers, editors, motion designers
- · Hair, makeup, wardrobe, location, set, props
- · On-camera talent, voice over, usage rights, music licensing
- · Drone, sound, lighting, gear rental
- · Stock photography, footage, illustration licensing
- · Print production (decks, mailers, signage, swag)
- · Translation, transcription, captioning
- · Production travel and per diems
Development & platform pass-throughs
- · Domains, DNS, SSL, CDN, hosting
- · Third party SaaS subscriptions (Vanta, Auth0, Stripe, Sentry, Resend, etc.)
- · AI model usage and API costs (OpenAI, Anthropic, Google)
- · Compliance certifications (SOC 2 audit fees, HIPAA tooling, HITRUST)
- · Government filing fees (USPTO, FDA, state franchise registrations, business entity)
- · App store fees, code signing certificates
- · Penetration testing, security audits
- · Paid media spend (separate from management fee)
Where TTC has existing volume agreements with vendors (production crews, stock, SaaS), we extend that pricing to the venture. Where the venture has the relationship or buying power, the venture purchases directly.
01 · Brand, Identity & Story
01
The brand is the moat, alongside the data.
Codified before franchise sale. Enforceable inside every agreement. Photographed and shot, not stocked.
| Item | Owner | Notes |
|---|---|---|
| Master brand strategy (positioning, voice, narrative arcs) | TTC | Carry "sleep better, be healthier, live longer" motto forward. |
| Visual identity system (logo, palette, type, motion, illustration) | TTC | Partially expressed in current deck UI. Codify into a system. |
| Naming architecture (TLI corp, franchise name, patient-facing, portals, device) | TTC | Decide one-master vs sub-brand before FDD work begins. |
| Trademark / service mark filing | VENDOR | IP counsel. TTC delivers USPTO search + filing prep. |
| Brand guidelines doc (for franchisees) | TTC | Becomes the enforceable brand standard inside franchise agreements. |
| Photography library (clinical + lifestyle + product) | TTC | Original shoots, not stock. Differentiation. |
| Video library (patient testimonials, doctor explainers, procedure b-roll) | TTC | Feeds social + ads + sales content. |
| Brand audit cadence (annual, with franchisee compliance review) | TTC | Wired into Franchisee OS. |
02 · Decks & Sales Collateral
02
One story. Five audiences. Five decks.
Once your 70 slides are ingested, target ~1 to 1.5 weeks for the full set.
| Item | Owner | Notes |
|---|---|---|
| Seminar deck (community / consumer) | TTC | From your 70 slides. Target ~1 to 1.5 weeks. |
| Referring-doctor deck (PCPs, ENTs, cardiologists) | TTC | Drives B2B referral pipeline. |
| Investor deck (pre-seed / seed / Series A variants) | TTC | Aligned with the "valuation in 10 months" posture. |
| Franchise sales deck | TTC | FDD-aligned, no earnings claims unless in Item 19. Coordinated with franchise counsel. |
| Board of advisors deck | TTC | Used for recruiting + the Smelter offer. |
| One-pagers (patient, doctor, franchisee, investor) | TTC | Print, PDF, and web variants. |
| Speaker kit for Dr. Denman (Rogan-ready) | TTC | Bio, headshots, b-roll, key talking points, branded title cards. |
03 · Digital Properties
03
Nine surfaces, one design system.
Each one purpose-built, all sharing brand, identity, auth, and analytics.
| Item | Owner | Notes |
|---|---|---|
| TLI corporate site | TTC | Public face, science, story, locator. |
| Patient acquisition site / landing pages (per market) | TTC | Location-aware, paid-traffic optimized. |
| Franchise sales site / portal | TTC | Gated lead capture, FDD delivery, qualification flow. |
| Referring-doctor portal | TTC | Account, referral submission, patient status, outcomes summary. |
| Patient Experience Portal | TTC | Morning report, trends, 30-disease risk, education. |
| Franchisee Operating System | TTC | Active patients, revenue, tasks, compliance, training. |
| Franchisor Dashboard | TTC | Network-wide KPIs, location oversight, revenue. |
| Dr. Denman personal site | TTC | Pre-built funnel into TLI. Rogan + press traffic ready. |
| Locator / "find a provider" | TTC | Powers patient flow into franchise locations. |
04 · Platform Engineering & Compliance
04
HIPAA, SOC 2, FDA. Built in, not bolted on.
Compliance posture set at day one. Adds cost, removes existential risk later.
| Item | Owner | Notes |
|---|---|---|
| Architecture decisions: cloud, multi-tenant model, data residency | TTC | Region choices drive compliance scope. Decide early. |
| HIPAA program (policies, BAAs, training, audit logs) | SHARED | TTC builds technical controls. Venture owns the admin program. |
| SOC 2 Type II readiness + audit | SHARED | TTC implements controls (Vanta or Drata). Venture engages CPA auditor. |
| HITRUST (optional, payer-driven) | VENDOR | Defer unless payer contracts demand it. |
| FDA regulatory strategy (SaMD vs hardware) | VENDOR | Outside FDA consultant. TTC delivers technical file pieces. |
| Cybersecurity program (24x7 monitoring, IR plan, pen-test cadence) | SHARED | TTC builds. Venture funds ongoing. |
| Identity / SSO / patient identity proofing | TTC | Auth0 / Stytch / Persona evaluation + integration. |
| Data warehouse + analytics layer | TTC | Snowflake or BigQuery candidate. Required for franchisor dashboard. |
| Backup, DR, business continuity | TTC | RPO and RTO targets set by venture. |
| Audit logging + access reviews | TTC | HIPAA + SOC 2 prerequisite. |
05 · Device & Data Strategy
05
Meet patients on the devices they already wear.
Aligned 2026-05-13: continuous data, not algorithmic gap-fill. Consumer SDKs as the entry layer.
| Item | Owner | Notes |
|---|---|---|
| 24/7/365 data-point spec | VENTURE | Dr. Denman to deliver. Drives integration architecture. |
| Apple HealthKit + Google Health Connect integrations | TTC | First-party wearable layer. |
| Aura Ring / Whoop / Garmin / Polar SDK integrations | TTC | Sequence by patient overlap. |
| AirPods + acoustic sensing roadmap | TTC | Watch for Apple platform unlocks. |
| Wearable patch evaluation | SHARED | Clinical evaluates, TTC integrates. |
| Apple strategic partnership outreach | VENTURE | Michael leads. TTC supplies positioning materials. |
| Competitor device teardown (Happy Sleep) | TTC | TTC desk research. Dr. Denman hands-on test. |
| Device certification & version pinning (per franchise location) | TTC | Inside Franchisee OS. |
06 · Clinical Operations
06
Clinical credibility is the franchise's license to operate.
Protocols and outcomes registry double as future investor and payer assets.
| Item | Owner | Notes |
|---|---|---|
| Medical advisory board (recruit + charter) | VENTURE | Critical for credibility and FDA conversations. |
| Standardized clinical protocols & SOPs | VENTURE | Required for franchise consistency. |
| Provider credentialing & onboarding workflow | SHARED | Inside Franchisee OS. Content from clinical leadership. |
| CME-accredited education modules | VENDOR | Accreditation body. TTC builds delivery. |
| Patient outcomes / clinical registry | TTC | Strategic asset: research, payer, FDA. |
| IRB relationship (if research is on the roadmap) | VENTURE | WCG or Advarra are the typical choices. |
| Specialty referral relationships (sleep, pulm, cardio) | VENTURE | Network effect across specialties. |
| Telehealth capability (interstate licensure aware) | TTC | Vendor or built. Needs state-by-state license logic. |
| E-prescribing | VENDOR | Surescripts-connected platform. |
| Lab orders & results | VENDOR | Quest / LabCorp integration. |
| Patient safety event reporting | SHARED | Required for any device + clinical operation. |
07 · Legal, Regulatory & Corporate Structure
07
The most underestimated cost center, and the most fatal if skipped.
CPOM doctrine, anti-kickback, state franchise registration. Set up wrong and the entire model has to be re-papered.
| Item | Owner | Notes |
|---|---|---|
| Entity structure (IP holdco, franchisor, ops, MSO/PC) | VENTURE | Corporate Practice of Medicine doctrine drives PC + MSO in many states. |
| Cap table & founder equity (incl. TTC 33%) | VENTURE | Documented before next investor conversation. |
| Board / advisor agreements (incl. Smelter offer) | VENTURE | Standard advisor templates. |
| Franchise Disclosure Document (FDD) | VENDOR | Specialized franchise counsel required. |
| State franchise registrations (CA, NY, IL, etc.) | VENDOR | ~14 registration states + business opportunity states. |
| Franchise Agreement template | VENDOR | Tied to FDD. |
| Master Services Agreements with dentist partners | VENDOR | Healthcare counsel review. |
| BAAs for all PHI vendors | SHARED | TTC manages vendor list. Venture executes. |
| Anti-Kickback / Stark / fee-splitting review | VENDOR | Healthcare regulatory counsel. Critical risk area. |
| State dental board compliance, per state | VENTURE | Especially around what a non-dentist franchisor can dictate. |
| Trademark portfolio | VENDOR | USPTO + Madrid Protocol for international. |
| Patent strategy (device, methods, software) | VENDOR | TTC delivers prior-art and USPTO research. |
| Securities counsel (for capital raise) | VENDOR | Before opening any data room. |
| Privacy counsel (HIPAA, state, GDPR if applicable) | VENDOR | Texas + California laws first. |
| ToS, Privacy, Patient Consents | SHARED | Counsel drafts. TTC publishes and versions. |
| Insurance (GL, E&O, cyber, D&O, employment, malpractice umbrella) | VENDOR | Broker selection by venture. |
08 · Finance, Billing & Unit Economics
08
RCM is half the business model.
Cash plus insurance plus future payer mix. Each lever moves franchise economics by double-digit percentages.
| Item | Owner | Notes |
|---|---|---|
| Pro forma & unit economics (corporate + per franchise) | SHARED | TTC builds first draft. Venture validates. |
| Pricing strategy (cash, insurance, hybrid) | VENTURE | Tied to payer strategy. |
| Payer contracting strategy (commercial, Medicare, Medicaid) | VENDOR | Healthcare contracting specialist. |
| Revenue Cycle Management vendor or build | VENDOR | Drives a huge portion of franchise economics. |
| Prior auth automation | VENDOR | Material to throughput. |
| Cash-pay payment processing (Stripe or similar) | TTC | Inside patient portal. |
| Banking & treasury setup | VENTURE | Mercury / SVB-successor / regional. |
| Accounting (corporate + franchisee multi-entity) | VENDOR | Outsourced controller initially. |
| Tax structure & state apportionment | VENDOR | Multi-state once franchises open. |
| Royalty / marketing fund / tech-fee structure | SHARED | TTC builds collection mechanics. Venture sets rates. |
| Franchisee P&L benchmarking | TTC | Reported inside Franchisor Dashboard. |
| Audit-ready financial controls (pre Series A) | VENDOR | Outsourced CFO well before raise. |
09 · Marketing & Patient Acquisition
09
$100 in. $500 out. Repeat 200 times.
Centralized buying gets franchise units to profit faster than they could buy alone.
| Item | Owner | Notes |
|---|---|---|
| Funnel test plan ("$100 in / $500 out" target) | TTC | Austin first. Then geographic beta. |
| Paid media: Google, Meta, YouTube, programmatic, TikTok | TTC | Centralized buying for franchise efficiency. |
| Local SEO per franchise location (GBP, citations, reviews) | TTC | Material to franchise unit economics. |
| Organic content engine (blog, video, podcast clips) | TTC | Feeds SEO + social + ad creative. |
| Social media automation (per practice + master account) | TTC | Same engine that runs across other Ernie projects. Proven. |
| Email + SMS marketing automation | TTC | HIPAA-safe templates, opt-in flows. |
| Patient education funnels (TOFU, MOFU, BOFU) | TTC | Long-form plus micro. |
| Reviews / reputation management | TTC | Inside Franchisee OS. |
| Referral programs (patient, doctor, payer) | TTC | Mechanics in patient + doctor portals. |
| Lead routing + speed-to-lead | TTC | Inside Franchisee OS. |
| Attribution + LTV / CAC reporting | TTC | Inside Franchisor Dashboard. |
| Brand campaign creative (TV, OOH, podcast spots) | TTC | Scales with Rogan + national press cycle. |
10 · PR, Comms & Influencer
10
Relationships do the placement. Systems do the leverage.
External PR firm leads editorial. TTC builds the platform that turns press into patients.
| Item | Owner | Notes |
|---|---|---|
| PR firm engagement (relationship-based) | VENDOR | Per 5/13 decision, external firm leads. |
| Press release infrastructure + wire | TTC | TTC can author + distribute when needed. |
| Crisis comms playbook | SHARED | Required before Rogan. |
| Media training (Dr. Denman + Michael) | VENDOR | Pre-Rogan. |
| Speaker / conference strategy | SHARED | TTC builds materials. Venture picks venues. |
| KOL program (key opinion leaders) | VENTURE | Sleep medicine, dental, cardiology, longevity. |
| Podcast tour beyond Rogan (Huberman, Attia, Rhonda Patrick) | SHARED | TTC manages booking + media kits. |
| Patient advocacy partnerships (AASM, AHA, etc.) | VENTURE | Builds credibility + co-marketing. |
11 · Franchise Development & Sales
11
Onboarding playbook is the product franchisees actually buy.
Day 0 to first paying patient should be measured in days, not quarters.
| Item | Owner | Notes |
|---|---|---|
| Ideal franchisee profile + qualification criteria | VENTURE | Existing dental practice per current model. |
| Franchise discovery process & deal desk | SHARED | TTC builds pipeline tooling. Venture closes. |
| Territory model (radius, exclusivity, performance gates) | VENTURE | Encoded in franchise agreement. |
| Onboarding playbook (Day 0 to first paying patient) | SHARED | TTC builds inside Franchisee OS. |
| Training + certification program | SHARED | Clinical content from venture. Delivery by TTC. |
| Annual conference / convention strategy | VENTURE | Cultural cornerstone for franchise networks. |
| Franchise advisory council | VENTURE | Required maturity step. |
| Compliance & audit program (brand, clinical, financial) | SHARED | TTC inside Franchisor Dashboard. Venture enforces. |
| Franchisee exit, transfer, termination workflows | VENDOR | Counsel-driven. TTC builds the system around it. |
12 · People & Org
12
Hire the org you'll have in 24 months, not the one you have today.
TTC covers a lot of functional area. Hire around what we cover. Don't double-pay.
| Item | Owner | Notes |
|---|---|---|
| Org design + hiring roadmap (12 / 24 / 36 months) | VENTURE | TTC inputs around what we cover so they do not double-hire. |
| Key hires: COO, CFO, CMO, CMO (clinical), GC, VP Franchise Dev | VENTURE | Sequence dictated by capital + rollout pace. |
| Compensation + equity bands | VENDOR | Comp consultant once funded. |
| Employee handbook + HR systems | VENDOR | Justworks / Rippling / Gusto. |
| Recruiting partner / agency | VENDOR | Healthcare + franchise experience. |
| Culture + values + onboarding | SHARED | TTC helps articulate. Venture lives it. |
| Equity / option plan administration | VENDOR | Carta or Pulley. |
13 · Investor Relations & Capital
13
Not raising now. Be raise-ready in 10 months.
Data room + cap table + counsel queued before the conversation gets serious.
| Item | Owner | Notes |
|---|---|---|
| Capital plan (timing, instrument, dilution targets) | VENTURE | Per 5/13 posture: not raising for ~10 months. |
| Investor target list (strategic vs financial) | SHARED | TTC has pattern-match data from prior placements. |
| Data room (financials, legal, clinical, IP, traction) | SHARED | TTC builds + maintains. Venture supplies content. |
| Quarterly investor / advisor update cadence | TTC | Once advisors are seated. |
| Strategic partner list (Apple, ResMed, Philips, Aura, Whoop, Garmin, payers, employers) | SHARED | Each requires its own narrative and deck variant. |
| Acquisition strategy (small sleep practices, technology tuck-ins) | VENTURE | Post Series A typically. |
14 · Joe Rogan / Tsunami Readiness
14
The single highest-leverage moment in the next 12 months.
Every line below must be GO before Dr. Denman walks into the studio.
| Item | Owner | Status target |
|---|---|---|
| Dr. Denman's personal site is live, branded, fast, mobile-first | TTC | GO |
| TLI corporate site holds traffic spike (CDN, autoscale, alerting) | TTC | GO |
| Patient intake funnel handles 50x normal volume | TTC | GO |
| Locator + "join the waitlist" flow works without a provider in market | TTC | GO |
| All social accounts active + on-brand + actively posting | TTC | GO |
| Press kit live, downloadable | TTC | GO |
| Customer support / triage capacity (human + AI) | SHARED | GO |
| Crisis comms playbook signed off | SHARED | GO |
| Founder LinkedIns + Twitter / X + Instagram polished | TTC | GO |
| Apple / wearable partnership talking points cleared by legal | SHARED | GO |
15 · Risk Register
15
Top of the list, watched continuously.
Not the full register. The items most likely to be existential if mishandled.
VENDORHIGH
Healthcare regulatory misstep (CPOM / Stark / AKS)
Highest material risk. Mis-structured fee splits unwind the model.
VENDORHIGH
FDA classification of portal / risk score
SaMD classification can shift scope materially. Engage FDA consultant early.
VENDORMED
State franchise registration delays
Slows national go-to-market. Sequence registration with rollout plan.
SHAREDHIGH
Data breach / HIPAA incident
Cyber insurance + IR plan + tabletop drills before scale.
VENTUREMED
Key person risk (Dr. Denman)
KMI insurance. Second clinical face in the rotation.
VENTURELOW
Smelter / external advisor noise
Addressed 5/13. Board of Advisors offer optional.
VENTUREMED
GLP-1 induced TAM compression
Watch indicator. Adjust narrative. Chad's clinical view: rarely resolves moderate or severe.
TTCMED
Apple changes wearable SDK access
Architecture stays flexible across data sources.
VENDORMED
Franchisee underperformance + termination disputes
Counsel-driven. Designed into FA from day one.
16 · Roadmap & Sequencing
16
A measured rollout. Built so it can be accelerated.
Phasing is the TTC recommendation. Adjustable to your capital and timing decisions.
0
Phase 0 · now to 4 weeks
- Brand audit + identity codification.
- 4 deck variants from Michael's 70 slides.
- Deliverables list locked (this document, ratified).
- Dr. Denman speaker kit + Rogan readiness checklist.
- USPTO / trademark / patent search pass.
- Patient + franchisee + franchisor portal v0.1 prototypes.
1
Phase 1 · 4 to 16 weeks
- Austin operation polished, instrumented, profitable per unit economics.
- FDD drafted with counsel.
- HIPAA + SOC 2 program kickoff.
- Apple outreach + Happy Sleep teardown.
- Funnel pilot ($100 in / $500 out validation).
- Investor data room v1.
2
Phase 2 · 4 to 9 months
- 5 to 7 beta locations live with full TTC stack.
- SOC 2 Type I achieved.
- FDA pathway clarified.
- Strategic partnership announcement (Apple or peer).
- Investor round opens (per the 10-month posture).
3
Phase 3 · 9 to 24 months
- 200-location rollout.
- SOC 2 Type II achieved.
- Franchise advisory council seated.
- Annual convention launched.
- M&A pipeline opened.
17 · What we are explicitly NOT doing
17
For clarity. So no one is surprised six months in.
Everything below we will help you select, scope, and integrate. The work itself lives with specialists.
Medical care, credentialing, licensure
Practitioners own this.
Franchise counsel
Specialized law firm.
Healthcare regulatory counsel
CPOM, AKS, Stark, fee-splitting.
Securities counsel
Before any capital raise.
FDA consultant
SaMD pathway and submissions.
PR firm of record
Per 5/13 decision. We supply assets.
Revenue Cycle Management
Vendor or build evaluation, not run.
Payer contracting, insurance broker
Specialists. We integrate around them.
Medical advisory board, clinical SOPs
Venture leadership defines.
Next step
Walk this together.
Mark every line confirmed, cut, or defer. What survives becomes the engagement scope and pulls into the project plan.
Confidential · TTC × SCC / TLI · 2026-05-13