Company case study · 2 podcast episodes
Toasted Tours
Toasted Tours, founded by Kevin Thrupe, is a unique wine tour company that transports guests through California's wine country in creatively converted vehicles, including school buses and semi-trucks. It came up on 2 podcast episodes (My First Million, Koerner Office) between February 26, 2025 and June 18, 2025.
At a glance
| Discussed on | 2 episodes: My First Million, Koerner Office |
|---|---|
| First and latest | February 26, 2025 to June 18, 2025 |
| Revenue and traction | The business reportedly made over a million dollars in its first year with 60% profit margins. |
| Category | Physical-Services |
Figures and claims are as told on the episodes, summarized from the transcript. Check the date: they describe the company at the time it aired.
What My First Million said
The Side Hustle King: “I’m making $8K/DAY from easy businesses” · aired June 18, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
Its unique and visually appealing concept attracts customers looking for memorable experiences in the wine country.
Revenue and traction
The business reportedly made over a million dollars in its first year with 60% profit margins.
The playbook
Utilizes visually viral marketing strategies, creating buzz through its unconventional mode of transport and appealing to tourists.
Also mentioned
The visually striking design of the shipping container helps in marketing and spreading the word organically.
What Koerner Office said
How to Create a Viral Business: Lessons from Toasted Tours' Success⏐Ep. #136 · aired February 26, 2025 · hosted by Chris Koerner
Why it works
Toasted Tours capitalizes on the novelty of its unique transportation method, which stands out against traditional wine tour services. The aesthetic appeal, combined with an engaging experience and effective word-of-mouth marketing, has led to viral exposure and a loyal customer base.
Revenue and traction
In its early stages, Toasted Tours generated around $250,000 to $300,000 in annual revenue. The business has seen consistent demand, with tours often reaching full capacity, especially on weekends.
Founding story
Kevin Thrupe, previously working at Tesla in fleet sales, was laid off unexpectedly. Instead of returning to corporate life, he decided to bootstrap Toasted Tours using his life savings. He purchased a school bus for $3,000, renovated it himself, and launched the business with minimal overhead. His dedication to creating a beautiful, fun experience and his background in business and sales helped him navigate early challenges successfully.
The playbook
1. Identify Your Niche: Look for a unique market gap. In Kevin's case, it was combining wine tours with a fun, eye-catching transportation method. 2. Bootstrap Your Startup: Start with minimal investment. Kevin bought a used school bus and renovated it himself to keep costs low. 3. Leverage Social Media: Create an engaging Instagram account to showcase your product visually. Post eye-catching photos and videos to attract attention and engage potential customers. 4. Focus on Customer Experience: Ensure your service is memorable and enjoyable. Maintaining a fun atmosphere while prioritizing safety helps build a loyal customer base. 5. Scale with Innovation: Once established, consider expanding your offerings or transportation methods. Kevin transitioned from buses to semi-trucks to increase capacity and visibility, which helped boost his brand.
Also mentioned
Kevin emphasized the importance of authenticity in his marketing approach. By being open about his journey and sharing the story behind Toasted Tours, he gained trust from customers. He also utilized Canva for social media design and relied on word-of-mouth referrals to grow his business.