Accidental offline sale

So I stop at my beloved coffee roaster yesterday to pick up 4 pounds of some Tanzanian Peaberry, and we started to talk about his business. He's a wholesaler, so selling less than 10 pounds to someone happens to only family & friends. He asked about the new venture I'm launching, and we discussed how things were going. He started to ask about what I thought about his site. We talked about his abysmal, static corporate brochureware, and I tossed some ideas to him. I actually sort of blew the top off his skull. He said that he's killing all his Yellow Pages advertising and trade press print. He asked if I would be willing to work with him on a performance basis. I told him that I would as long as he provides an incentive to induce list enrollment, and can be available once a month for a 1 hour webinar targeted to his end customer.

In exchange for that, I was willing to front a few "man days" worth of effort to translate into what will become a $10K a month or better contract covering everything from article marketing, SEO, site hosting & management, and eventually information product development & marketing - which I will own the rights because I fronted the effort. I will simply market to his customer base, coffee shop owners (about 4,000 strong), on a JV basis.