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Chris Koerner on The Koerner Office Podcast
He Makes $20k/Month on the Weekends
3 min read3 May 2026Worth watching
TL;DR
Chris Koerner interviews Michael McCoy of Prep a Pizza, who built a $60k first summer and $3-4M online business selling pizza dough kits starting from his basement at farmers markets. Koerner also breaks down how to run a profitable farmers market as the organizer, not just a vendor.
Key points
1
Michael McCoy sold $60,000 worth of pizza dough kits his first summer working under 20 hours a week at 3-4 farmers markets per week, with roughly 80% gross margins on each $30 kit
2
After taking Facebook advertising in-house, Prep a Pizza went from 4 months of dismal online sales to surpassing that in under 30 days, eventually hitting $160,000 in a single month and $3-4M in total online sales
3
Running a farmers market as the organizer rather than a vendor can generate $20,000 per event with near-zero overhead by partnering with outdoor shopping centers that provide free space and advertising in exchange for foot traffic
4
Samples are essential at farmers markets — McCoy credits them as a major driver of his $60k summer, and estimates sales would have been significantly lower without them
5
The branded bag trick (customers carrying your product through the market) acts as free mobile advertising and pre-sells your product before new customers ever reach your booth
Actionable insights
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Partner with an established outdoor shopping center to host your farmers market — they get foot traffic, you get free venue space, advertising on their billboard and email list, and near-zero overhead
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Never provide tables and chairs as a market organizer — assign numbered spots with laminated cards and sandbags only; vendors bring their own gear, eliminating your biggest logistical burden
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Use in-person farmers markets to validate a product before investing in ecommerce — McCoy confirmed product-market fit with $60k in sales before spending on Facebook ads
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Offer free samples of whatever you are selling at a farmers market; giving out pizza slices cost McCoy almost nothing but drove the majority of his conversions
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When selling a premium-priced product like a $30 pizza kit, bundle training and support into the offer to justify the price and overcome the obvious objection that ingredients alone are cheaper
Notable quotes
“I started going farmers market after farmers market and over the course of a summer I sold $60,000 worth of product working part-time under 20 hours a week.”
“When we went online in the beginning, we did in less than 30 days what we did in 4 months.”
“The unsexy businesses are the best. They are the most profitable ones. They are the ones that people are sleeping on.”
Worth watching?
✅
Worth watching the full video?
Watch if you want the full interview energy and McCoy's specific Facebook ad and farmers market tactics in his own words — the key numbers and strategies are all captured here, so skim first and only watch if you are seriously considering launching a food product or farmers market.
Saved you some time? The creator still deserves a like.
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