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Welcome to the Never Been Promoted podcast, where we're all about helping you cut the tie to all that holds you back. The excuses, the fears, the people, that sense of entitlement. Cut the ties so you can unleash your inner entrepreneur. Your host, Thomas Helfrich, is on a mission to make more entrepreneurs in the world and make them better at entrepreneurship.
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Welcome to Never Been Promoted High. I'm your host Thomas Helfrich. We are live today with Lee Schedler. I hope I'm Schedler. Schedler. See, if I repeat the name enough, you hear it, then you think, how do they spell it? And then it's a marketing trick for you to look it up. See, I did that. It's fun. She's the founder of Delectable Dilemmas, and this is a very cool concept of mixing escape rooms with food tours. Her story is really unique because she was a teacher. And she lost her mind in class one day. No. I'm kidding. And she she decided to become an entrepreneur. She's gonna talk about that. And if you guys have never been here before, thanks for stopping by. I hope it's the first of many. But our mission is really kind of clear. We want to help entrepreneurs get better at entrepreneurship, and we're doing that by helping you cut the tide, all kind of that shit holding you back. And there's a lot of it. There's fears. There's excuses. There's that cycle, the excuses, food, the fears, fears fuel the excite the excuses. And right in the middle of that is you, and sometimes you gotta take take the tie to cut to your former self and do more. So if you wanna get out there, be unleashed, to be free for to be who you were supposed to be, listen to the journeys of our guests, and maybe you'll learn something and be able to take another step towards being an entrepreneur. Only shameless plug I do is please go to youtube.com and subscribe at never been promoted. And if you're listening to the podcast, take 2 seconds and go out there and give it a 5 star review. That means a lot for our mission, a lot for the guests. And if you don't like it, find me on LinkedIn, and you can complain there. I will reply. Alright. Enough shameless plugs. Let's go ahead and bring in miss Lee. How are you? Good. How are you today? I'm delicious. I will warn everybody that my Internet's acting a fool Mhmm. Today. I blame Al Gore. He invented the Internet, so it's his fault. And I'm not sure, actually, that's true, but I'm gonna go with that. How how are you?

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I'm doing great. Thank you. Yeah. It's finally cooling down a little bit here in Texas.

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Right. Politically, or do you mean, like, by,

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temperature? Temperature, but, Texas is pretty consistent down here. I didn't know that. Yeah. Well, there's a lot of people who Californias who came here. Either they left because they didn't like California's laws anymore and they came here, or their taxes went up and now they're gonna change the color of the state down here.

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Maybe that's their mission. We don't know. There's a there there's somebody there's a friend of mine. There is a friend of mine. Mhmm. And and, well, I went to high school with this person. I'll leave it that way. So because I don't want people to judge me because I say I'm a friend of somebody for what I'm about to say. I said, hey. You're are you still living in Texas? And her reply was, no. I live in Austin. And I said, I'm not sure if you realize this, but Austin is part of the state of Texas.

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In fact, it's the capital.

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Right. And she's like, well, that's not how we look at it in Austin. I was like, Yeah. Keep on the color of my tie, no matter what color it may be Yes. It's only brand because I like the color. It has nothing to do with political alignment. So, anyway, just to be very clear. But that was an interesting state to me. So I think people don't maybe don't realize this around the world, around even the country, that there's a part of Texas that is not like the rest of Texas.

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Yeah. Keep keep Austin weird. Okay? So that's its name. They really wanna keep it like that versus Fort Worth, where I'm living right now, is Cowtown, Funkytown, and it has Panther Island in it. So there's lots of terms of of endearment for Fort Worth, but Austin's sticking with keep Austin weird.

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What is Panther Island?

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Panther Island okay. So forgive me here. This is not my area of expertise, but there's the Trinity River that comes through Fort Worth. It goes it it it's long. Panther Island is basically that little island in the in the Trinity River.

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Oh, I thought maybe you were afraid that that there were a bunch of what would be called cougars Yeah. Who lived in Fort Worth, and Fort Worth itself was like a cougar enriched environment of women in their forties or kooking, and I thought you were that was what I seriously I thought you were like, is is that what for us? It's Panther Island? Like, you go there because there's Yeah. Yeah. It's it's Maybe Cougar Island. Yeah. I just understood that. Yeah. It's actually because when with all the development here, it really drew all the Panthers had to leave. We we took over their environment. Oh, do you actually do have Panthers there? Yes. If you have a Panthers tracking you on a hike, it's game over, just so you know. Oh, yeah. No escaping that. Yeah. Everything here wants to kill you. Including people from Austin, which is interesting. So Yeah. Alright. Enough politics ish panther nature talk. Do you, do you wanna talk about what you're doing today? Give me, like, the 90 second, you know, pitch. Sure. And then back up far enough into your journey to and let's go through how you got there. Okay. So currently, I'm the owner of Delectable Dilemmas, where escape rooms meet food tours. We have a

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all inclusive, self guided food history and puzzle tour at the stockyards right now. Takes about 3 hours to go through. People group themselves together, and they're off and they go. We send them the link. They're good.

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So you're you,

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during your tour well, we'll get to that. You you eat while you do it? Yeah. So, basically, the escape room feature of it is I they they have this on their phones. So I'm just their behind the scenes host. They are reading the history of the stockyards. It really is a great narrative. For that alone, it's worth the tour. But they're solving puzzles that fit with the story. When they solve a puzzle or a few puzzles, it reveals a restaurant stop that they go to, and they say, hi. We're with Delectable Dilemmas. They give their their name, and then they get their food. There's 4 different food stops. That's not fun. It's like a murder mystery date night or hey.

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But you don't eat unless you unlock it. So unless you unless you solve the puzzle, no food for you. Yeah. I like it. That's really good. So, back up. So you but you weren't always doing this. This isn't something that, like, you know, you you you woke up at 9 years old and go, oh, you know, I'm gonna do this. What what,

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what about your journey a little bit? It's kind of funny because I I always knew I was gonna be a teacher. So when I was young, even in 3rd grade, I knew I was gonna be a teacher. And when I but when I went to go to college, I went into nursing because I care for people. I knew I wanted a people job, but I thought everyone wants to be a teacher. And I completed a semester of that, and then finally, I I just said, I just still wish I was a teacher. Finally, some a good friend just said, knock this nursing stuff off. You wanna be a teacher, go for teachers. And then that was really what I should've done. I was in the top of my class. That would be perfect sense. Got my yeah. I that so being a teacher was what I wanted to do. So I taught for just a couple years, but then, as I got pregnant and, I wanted to stay home with my kids, so I took a 8 year no. 7 year hiatus off. But during that time, what's interesting is I was doing a little bit of this food tour that I'm doing right now. I would do parties for my kids that were themed. So there was a story, and then they had to do these different games and and do this before they could have this part of the the the meal. And then they had to do some more things until they could get that part of the cake in open presents. So it even goes back to my early being a mom that that brought this all together. So, yeah. So that's so that's what happened, but then I taught, and I loved it. Don't get me wrong. I did not love I didn't stop teaching because I didn't love it. I actually stopped because I was gonna move to Texas, and it worked out because the last year was my favorite year of teaching ever. So I really ended on a good note. Like, you you know, good sports players wanna end on a good Right. On a good Hit a home run the last last bad bat there. Yeah. Yeah. Yeah. Yeah. So it was fun. Now so you moved to Texas, and and so so you get down there and then then what happened? Yeah. Well, I'm gonna tell you I went into a depression. I left my dream home. I left my dream job. I came down to Texas because I wanted to be closer to my kids. But what people don't realize is when teachers when when good teachers leave, they there's a huge hole in in in in your in in my heart. I lost my sense of purpose. I had worked for or at least raised my kids. My vocation just fell out from under me. And even though I was close to my kids, they were all working, and I didn't see them as much, as they because I was just stuck at home. I knew I had to do something. Actually, I got counseling, and I I worked all this out because losing so much of who I was to make this work down here, everybody else it worked for, but not me. I had to I had to just and it was fine. I knew I knew what I was doing was right. I just didn't know it was gonna be that hard emotionally and, mentally to just give all that up. So, yeah, so I realized I I lost a certain sense of belonging. I lost some of my purpose. And because I left a rural, rural area and now I'm more in the city, I lost a little bit about my safety, feeling of my complete safety. So losing a little bit of those essential elements of what makes people safe and what makes people thrive, I was hitting all those three areas that were lacking, and I knew I had to do something I just didn't know what.

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That's a I mean sorry. I'm having a little technical problems on mine if anybody's watching. I had to switch cameras, so I don't know what happened. One of them died. It's basically, it's a Tuesday, but it's a bastardized Monday to me. Just Oh. Like that. You so you when you said you felt the depression, so you felt like you, like, you had loss effectively. Right? You had this Yeah. It's a purpose. It was hard. Yeah. And then I'm glad you got counseling because most people just kinda grind a lot of people just grind through it and whatever. It's it will get through it. What did you what was the breakthrough that got you to say, hey. Why don't I go do what you're doing now?

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Well, so, my husband and I have just celebrated our 30th anniversary. Now we're 31, Prime and Indivisible. But we had just celebrated our 30th anniversary, and we went down to Maui. And we hadn't been there for for, I wanna say, 20 years, and we just wanted to take some kind of tour to acclimate reacclimate ourselves, with with the island and and what we would do for that. So the first day we went down there, it was so fun. We went on a tour. And, there was food and there was a story, but it just I I thought this can be better. And, so we went to a couple different food stops and it dawned on me as we're having coffee looking over this is a year before it burnt down. We're looking out over the ocean. I'm like, wait a second. I can do this and I can do it better. I can do the history and make it a real story. I can have food and sorry. We if you're out, you're on vacation, you might want a drink or 2 while you're out there. I wanted to add some some beverages, and I wanted a, like, a 4 full course meal stop. It came to me just as I was looking over there, and I was so excited about that. That's how it came

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to be. Wow. It's amazing when you get, out of your environment sometimes. Yes. How things become perspective changes because your mind stops seeing all the little things you need to do or what you do every day, the routines, and then you have, like, this, like, clairvoyance of, like, thought. Like, you just like, you you think it's funny because, like, you know, you we were both in the blocks, and it's like you you're there for a week just surrounded by energy of entrepreneurs, and you come out of there with, like, man, I'm glad I took some notes on what I need to go do because you're like, it's almost overwhelming.

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Yeah. The college college exams on steroids.

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It it was. And it was like, it it so the idea I guess my point is even if if you look at your own journey and the advice I'd give people is sometimes if you feel stuck or you feel like it's just like nothing's you know, it has to be expensive, but, like, just get out of town. Yeah. You know, not by yourself. Take them with someone, you know, that is supportive in your life, whatever it is. But just change your perspective and enjoy being there because what happens is that other stuff doesn't go away. It just comes up in a different in a different light. So I I love that you did that. Talk about your first you know, you got the you know, how did you name the company? And and tell me, like, that first the first go at the commercial run at it, so to speak.

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It it wasn't at first delectable dilemmas. I took a a lot of time to experiment with different names. The one that was supposed to we started out with was I can't even say it. N m I can't even say it. Enigmatic eats. Okay? Like like puzzle. We we wanted something puzzle in food. And I just had to say, nope. You there's nothing delicious associated with enemas. You can't even have that even in a sound. So, what It's a pretty shitty name. Pardon? It's a pretty shitty name. We thought so too. So, anyway, I'm I was just down, and my husband said, well, what about delectable dilemmas? I'm like, dilemmas? Okay. And so that's funny that you bring that up. We knew we were gonna try the tour at the stockyards first. And that there's a lot of ties with double d ranch down there, so delectable dilemmas, double d. Then we have 2 dogs, dog, dog. And then for some other reason, I can't figure out where that other d, DD came from. But, we knew it was gonna be delectable dilemmas and that we were gonna try to do that at the Fort Worth Stockyards.

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Alright. So the first tour. Tell me about the first tour you you took people on. Okay. So,

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the writing of the story comes naturally to me, to where and then I put a I I put it in a cowboy voice, so I'm huck them cow. A lot of idioms and, phrases from the western world. I created the puzzles because I wanted them to fit the text. I didn't wanna just have random puzzle with random story. I wanted it all to connect, and that's where the the teacher in me helped me do that because I always wanted to make everything link and everything have a good context. So then I had this all ready to go. My husband and I programmed it. That was the hardest thing we had to do. That took us 9 months to Wow. Yeah. Because we could have spent x amount of money to to pay for someone else to do it, but every change that we have to make, we'd have to pay, pay, pay. And we were just putting out our MVP. We knew we're gonna change it and have to make changes. Right. So we thought we could do it, and we did. So we had our MVP. Great. We're ready to go. This was last year, October. It took me the the stockyards is is the rub, and this is where we need to be steadfast, not just persistent, steadfast as an entrepreneur. Steadfast has that really believing that you've got something, believing what you're doing, believing in in whatever you're pursuing. You can persevere, but that steadfast peace is essential. No one's gonna believe in you more than you believe in you. Gotta stick with it because it's hard. I would say that if you're a fool, go ahead and try and be an entrepreneur, but get ready for your whole 1st year to suck. It's so hard to get it it launched. And for me to try and get restaurants partnered at the Stockyards was the biggest challenge. That's what took the most time. The Stockyards gets 5 to 8000000 visitors a year. The restaurants do not need my business. I had to come up with a different, a a a different value for them to get me on board. Right. Because because I couldn't offer them anything. Just I'll give give you more people. Well, we have too many people as it is. Right? So, it worked. I got 4 different restaurant partners simply because, 1, I'm a woman entrepreneur. 2, is that I do tell the Stockyards history. So one really valued that, and they wanted to support me. And then, all the restaurants liked it, but they just thought that we're gonna hold you up. We have lines 45 minutes long. You can't we don't wanna hold your customers up for 45 minutes or 2 hours if it's at a different restaurant. So everybody liked it and was supportive. They just couldn't get on board. So I finally got 4 restaurants on board, and then I finally finally was able to launch, in last May for my test runners and then got a great start in June.

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So how does it like, you know, people are going to eat. That's one thing. But they're not coming that's an ancillary benefit of what you're providing. Right? It's like Yeah. And go do something fun, which is ultimately what people want. Like, you know, going going out to eat is good and all. Most I in most times, we go out to eat Mhmm. It's like, why did we spend all that money? It wasn't that great. And at least this could be like, yeah, I spent some money, but it was fun, and I got some good food and and and sampling. So I feel like the value of, you know, the food. So what what's the

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tell me about the experience. Sure. I think one of the best qualities, and the biggest reasons why people might wanna do this is that people can be together, but they're not together. There's so many distractions. So if you're looking for quality time, people are gonna group themselves. So you're with people you like or or or your partner that you love, and you're reading a story, so you're having that in common. You are solving something together. And having something to solve and actually do it is is really fun to complete together. It's it's like playing a game. Right? With these, the goal is is that we do have challenging puzzles, but we have at least 5 clues. And if you hit your frustration level, just click and move on. Right? Like, we get that some puzzles are not everybody's everybody's jive. But, anyway, so so the together time, I I use this phrase bond, just bond. An adventure awaits.

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So you're you're Do you, do you gamify it? So if you have a corporate ad and come through and say, hey. Yeah. You can skip, but no points were awarded. Like, kind of like a Yeah. We can yeah.

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We we designed the app to know where every single person is and how long they're taking on the questions. So we could keep it honest. Yeah.

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I was just like, you wanna compete a little bit too. There's there's the sense to take it seriously, but you have time restricted limits so you can Yeah. Not starve to death. That's one thing. Yeah. But also you can move through it. So so it's not like it becomes like a burden. Right? Like, that would be also like, can we just keep going? Yeah. And and 2, it's just because there's math puzzles. There's word puzzles. There's logic puzzles. There's riddles. There's all different brain sides to this. So my husband will do the math one. I'll do all the word ones.

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But if there is that frustration level, just move along. But you can tell if someone's giving it a try. You know, if someone's just picking puzzle, click, and moving on, I I can't even blame them, but why are you doing my tour? You know? I don't know.

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You know? Well, talk talk about you a bit. So let's come back to so you originally had this kind of depressive time when you first got there, and this has enlightened it. You're you're starting to feel fresh and going, how has your mood changed? What are you worried about today? What are you doing about it? Yeah.

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I still have what the blocks opened me up to is I have a third party variable. That means I rely on the restaurants to give my customers a great experience and to know what's going on. I've got the the the kinks worked out 98% of the stockyards, but I need to work out one more piece where I don't even have to show up at the stockyards. I could and that's once I get that set, that's how I know I'm scalable. But right now, I'm not scalable because I sometimes have to go to the stockyards before my guests come to make sure all the restaurant partners are in sync with what's happening of the day with the day.

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But you feel good about what you're doing. So it's like it's like you're in this depressive state anymore where you're like, I'm not sure who I am. You have purpose now. Yeah. Yeah. And I'll tell you,

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I'm, I'm more if if you compare my teaching style to an OBGYN, I'm the midwife of of teachers. So I just don't turn and burn. I have relationships. And I, my guests and I, we chat back and forth texting texting. I encourage them. I I gain a relationship with them, and that's the fun part. And to see these people, I have so much fun. It's it's been a joy to be able to make learning fun for them too and bonding them. 98% of of people have had a successful 5 star experience. So There's always one. Yeah. Yeah. There's always one. Yeah. Who It's 4.2.

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Yeah. How do you on the food side, to solve that, does does it become something where the food is like like, how how would how do you think you're gonna solve the 3rd party dependency on that one? Yeah. So I've got it worked out. So first stop, for example,

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people get a a beverage of their choice, the first beverage that they want. It's all inclusive, so they just show up. But if they wanna buy something else, of course, they can. If they say I want a water with that or then that will whatever. But it's all inclusive. So the I've worked out a menu and a price point for all the restaurants, so that's really good. This they know what to do. It's just if I get a random bartender that hasn't learned the ropes yet at that first stop, it can be kinda tricky. And that's really the only one that that, that I have to still

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tweak a little bit. So Talk about the future. So where do you see it going? Do you do you think of having your own space, or do you gonna consistently be at Stockyard? Like, where where would you take this from a, like, fully controlled experience kind of thing? Yeah. So right now,

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in my in my downtime, I'm I'm rebuilding a website. I'm doing more marketing. But in my downtime, I'm creating a second and third tour at other 2 other destinations in Texas. I wanna there's so much fun in Texas. So I wanna keep my first ones in Texas. So I'm working on that one right now, and that's this is kind of fun. It's creative work to do, but it's fun. It's just fun for me. I I people who like to create love to create. And when they think that something could work, it's fun to give it a try.

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Awesome. So are you preparing for the next COVID attack?

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Oh,

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yeah. I've got my kit. You got your kit? Okay. I don't I don't think anybody realizes Texas didn't have COVID. So Oh, yeah. No. No. And yeah. Yeah. Austin had it, but not Texas. Oh, okay. Yeah. Back little tie back to what we were talking about earlier. There you go. No. But what in in the future, right, so what what's something that's the biggest threat probably to your business, and and how are you, you know, addressing it? And does it keep you up at night, or is it just like, I gotta just deal with it? What what would that be? Yeah.

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I think people think it's easy to copycat me because, oh, how hard can it be to do a food puzzle? And now that I'm out there and I'm marketing because I only have my one site, there is that kinda little worry in the back. And is someone gonna beat me to all these other places that I wanna do? But I don't think they know how hard it is to do it. It's really hard. So that that is one worry. And then, let's see. Yeah. Just getting more restaurants on board. I hope it's easier in other places. I hope I've been through the hardest and the worst as far as getting a tour going.

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Yeah. I I mean, you can copy, but, you know, the interesting piece of you being a copy is if your storytelling's better, if your, you know, price points aside, I think, actually, that doesn't matter probably as much as just value of the story and the experience. And as long as you're focusing on those things, then you're right. It is hard. But, also, it doesn't sound like the most scalable business. So so big money businesses are probably gonna jump in and list them as a vendetta against you. So you could probably build a really nice business out of this. And and because you know the scalability is tough. There's content requirements. There's time. And then you're kind of protected in that. And then also if you just, you know depends on your negotiating of your your real estate pieces of that. Be like, hey. I wanna be the only escape room experience based thing that you have in here. Yeah. Negotiate, like, a no a no compete for the 1st 2 years or something into it. So

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Yeah. And I think, it's I wanna do a second one at the stockyards because I want the sister tour. I had actually written more text and more puzzles, but to keep it in the timeline, this I wanted to keep it around 3 hours. Not that people would end up on Gilligan's Island if it lasted longer, but I wanted I wanted a 3 hour tour. And if I had added more, that would have made it longer. So I have a second piece ready with the stockyards putting in, I I think I have it right, $650,000,000 in the next 5 years. They're adding more restaurants. I wanna get those restaurants on board with this next tour. And then then I beat people to it because I've already gotten in. So but, yeah, that that noncompete, I don't think I'm there yet, but I I'll keep that in mind for sure. Yeah. But with with,

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you know, with you, like, the per and, like, who is it like, you know, this time of show around, I always ask, like, who who should get ahold of you? Are you looking for investment? Are you looking for people in the tech in your area to go experience it? Like, who who should get ahold of you? Yeah.

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Anyone foodies and, escape room enthusiasts. I'm gonna even say if you're a homeschooling family, oh, I give you a good discount, because you want this as a field trip. So I'm delectabledilemmas.com. You can sign up there. My website is currently being rebuilt, so we're in progress if you go there today. But, yeah, we I'm also on Facebook and building up an Instagram account. I lost you. Did you is your microphone

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off? Back when I used to drink, I'd have to drink now if you're talking on mute. I'm I'm coughing uncontrollably at times when you're talking, so I have to, like, mute. Oh, got it. I'm not sure what the I hope it do you have COVID that's going around again? You might have get it over the computer virus. It's a different kind of computer virus. Yeah. Said you were struggling with technology earlier today. I was just to be clear, you cannot get the COVID over the Internet over over over the lines. Yes. Yes. That's good. I don't remember what I was saying. Oh, I think social media if you use gonna be huge. Right? I think, you know, focusing on the because it's such an experience based business. Mhmm. But more importantly, just encouraging the groups that go through it to post their social media without posting the answers. But if they do Yeah. How are you handling that? Like, you know, are people do you have enough questions where people can not Google it? Or, like, what's the you know? Can I take a picture and jump into jet chat gbt and say solve this?

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No. I because they're original puzzles. These puzzles have never been yeah. And then to there's there's that honor system that is in my community. I love that. They don't wanna show the food. Only a couple people have posted the food because they want that to be the the reveal as well. So I'm enjoying that accidental

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perk of Yeah. Of how people are touring here. The little the the cult classic kind of thing of Yeah. Walking in there. By the way, Lee, thank you so much for coming on today. I I love I I'm gonna definitely invite you back on, you know, let's say 6 months, a year, whatever it is, to get an update on what you've done with it. So as soon as you've gotten, like, the location too or you've got a breakthrough and it's worth like, and you stepped away from the business, it would be fun to see that because I would I would love to I would love to catch up with you. When because I know you're not you're just, like, early in the journey and it's already working, but they get to the next level. I I can't wait to catch up with you on that one. Oh, that's so sweet. I appreciate that. Well, I've really enjoyed being here. Hey. You hang in there. Hope, your technology and that cough. Now I'll tell you what. 2 things hit me today. Right? Yeah. Poor Internet and poor breathing, apparently, but I appreciate that. Thank you. Alright. Thank you. I'm gonna put you in the periwinkle room. I'll be right back. For everyone who's listening today, thank you so much for just tuning in, listening to Lee's story. Very cool. If you're in the in the Fort Worth area and you wanna looking for something to do, go check it out. It'd be fun. In the, you know, in the stockyards, delectable dilemmas.com. I'll put that up there one more time for you if you're watching. But thank you so much. Listen. We we're here to help entrepreneurs take those next steps, to cut the ties and stuff holding them back, and you gotta fight through things. You gotta you gotta be part of communities. You gotta really kinda struggle through at times. But having having some, you know, stories in the bank, some people to call on, that's gonna really help you push through. But until we get out there and meet again, I always tell you to do this. Get out there and just go on Lee. I I messed up. I'm having one of those days, guys. I I I double clicked the thank you, but I want you to get out there and go unleash the entrepreneur. Thank you for listening.

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Thank you for listening to the Never Been Promoted podcast. If you liked today's show, subscribe at youtube.comforward/atneverbeenpromoted. Until next time. Get out there and go unleash your inner entrepreneur.