Part X · Evidence
Evidence Register
Distinguish verified internal information, current public market benchmarks, externally supported market signals, strategic hypotheses, and outstanding validation work.
Evidence status labels
| Status | Definition | Public use rule |
|---|---|---|
| Confirmed internal fact | Directly provided by founder or documented in approved internal materials | May be used internally; public use requires context and founder approval |
| Current public benchmark | Current publicly listed offer / price / category observation | Internal benchmarking only unless rechecked and approved for public comparison |
| Externally evidence-supported signal | Credible external industry signal | Directional context only; not proof of Meeting Tree demand |
| Working hypothesis | Plausible strategic interpretation | Internal planning only |
| To validate | Decision with insufficient evidence | Do not claim publicly |
| Research required | Defined evidence gap and method | Assign an owner and deadline |
Confirmed internal facts
| Statement | Evidence | Implication |
|---|---|---|
| The Meeting Tree is a travel boutique and hospitality orchestration brand built around meaningful journeys, belonging, ease, discovery, emotional intelligence, cultural curiosity, and thoughtfulness | Brand Book | Brand messaging must remain meaning-led, culturally intelligent, and human |
| The brand offers themed group journeys, private journey design, experiences, concierge guidance, and seasonal retreats | Brand Book | The brand must remain broader than any single trip |
| Current active content channel is Instagram only | Founder decision; Execution Kit | Freelancer workflow focuses on Instagram |
| Día de Muertos 2026 is confirmed and current commercial priority | Founder decision | Use direct enquiry / booking / deposit logic |
| Día de Muertos is a small-group Mexico City–Oaxaca journey, with up to 12 travellers in the business brief | Día de Muertos Business Brief | Emphasise two-city arc, scale, context, and rhythm |
| Private Journey Design received approximately 10 referral-led enquiries and approximately 9 conversions in the last 12 months | Founder data | Referrals are proven current acquisition source; digital acquisition is unproven |
| Existing private clients came through referrals rather than Instagram, website, paid media, or partners | Founder data | Digital acquisition must be tested, not assumed |
| Founder income targets are USD 30,000 after tax by end-2027 and USD 50,000 after tax by end-2028 | Founder decision | Founder-only planning metric |
| Margin and revenue rank ahead of founder-time efficiency in current trade-offs | Founder decision | Offer design requires margin discipline |
| English is the current lead language | Founder decision | Current communications operate in English |
| Initial paid Meta test budget is USD 300/month | Founder decision | Use for narrow learning and retargeting, not broad-scale acquisition |
| Sexuality & Wellness Mexico 2027 is a working concept requiring qualified facilitation and safeguards | Founder decision | No public launch until diligence is complete |
| Architecture Mexico City 2027 is a working concept with a potential sister-owned studio partner | Founder decision | Validate role, access, audience, economics, and proposition |
| Private Journey Design net margin is approximately USD 25,000 per year, flat across two years | Founder-reported, Aug 2026 | Flat trend, not the margin level, is the item to watch against the USD 30K / 2027 target |
| Día de Muertos 2026 scheme: USD 5,865 per traveller price, USD 1,816 margin (31% kept, vs. approximately 56% for Private Journey Design) | Founder-reported, Aug 2026 | The group format's advantage is volume, not margin rate; a full 12-traveller departure is approximately one year of current Private Journey Design margin |
| Domestic Mexican market for premium Segment A journeys: cultural curiosity present, premium willingness-to-pay absent — considered and deprioritised | Founder-run real test, Aug 2026 — discounted masks-festival trip with family and friends | Not pursued commercially; would require a separate Spanish-language strategy, pricing, and positioning. SECTUR's ~73% domestic booking share reflects travel volume, not premium demand. The trip remains a content-source opportunity only |
| Día de Muertos 2026 runs as a no-accommodation, content-only pilot — no booking or deposit content for 2026 | Founder decision, Aug 2026 | Grade the pilot on proof and learning generation, not deposits; publish no bookable-offer language for 2026 |
| Itinerary values audit of three live itineraries — full detail in the Offer Portfolio's Itinerary & Touchpoint Values Framework | Direct review, Aug 26 2026 | The Italy itinerary and legacy Wix site need rebuild; the framework is now a standing tool for all future itineraries |
Externally evidence-supported signals
| Signal | Evidence | Correct use |
|---|---|---|
| Cultural and gastronomy activities are persistent interests in adventure travel | ATTA trend insights [web:246] | Supports cultural / culinary content relevance; not specific offer demand |
| Adventure / experiential travel has a broad global market and a large “open to adventure” segment | ATTA market research [web:253][web:254] | Supports experience-led positioning; not price or conversion proof |
| Travel-trade reporting identifies greater emphasis on personalised planning and expert travel-advisor support | Internova and Enchanting Travels reporting [web:255][web:261] | Supports high-trust planning / concierge positioning; not proof of brand authority |
| Multigenerational travel remains relevant in luxury-travel reporting | Virtuoso Travel Week 2025 coverage [web:242] | Supports family audience retention as future profile; requires own validation |
Public claim rule
A benchmark or market signal may inform internal positioning. It does not prove demand, profitability, buyer willingness to pay, or a comparative public claim for The Meeting Tree.
Working hypotheses
| Hypothesis | Basis | Unknown | Method | Priority | Status |
|---|---|---|---|---|---|
| International couples and friends are best immediate acquisition audience | Brand / Day of the Dead fit | Response and deposit conversion | Lead tagging, content testing, interviews | High | Working hypothesis |
| Private group organisers are strongest secondary audience | Referral-led private conversion | Exact group types and drivers | Historical lead audit and interviews | High | Working hypothesis |
| USD 5,865 Día de Muertos position is commercially viable | Public benchmark range | Actual margin, buyer response, acquisition cost | Cost model, deposit data, objection log | High — blocked pending 2027 launch (2026 runs as a content-only pilot) | To validate |
| USD 5,000–6,000 private range is viable | Public tailored travel range | Inclusion, trip length, margin, client willingness | Cost / time review and proposal audit | High | To validate |
| USD 3,500–5,000 retreat range is viable | Public wellness price range | Facilitator, safety, inclusion, target demand | Formal concept diligence | Medium | Research required |
| Instagram can produce qualified demand beyond referrals | USD 300/month test budget | Cost per qualified lead and conversion | 90-day campaign test | High | To validate |
| Architecture journey has market whitespace | Day-tour versus multi-day public supply | Audience willingness, studio access, price | Content test, interviews, prototype costing | Medium | To validate |
| Wellness concept can exist safely and responsibly | Founder concept intent | Safeguarding, legal, partner, demand, economics | Specialist diligence | High before public launch | Research required |