Owner Enablement

Owner Operations Hub

Everything needed to run the Montucky digital presence independently — 4 operational docs, 4 video scripts, and a maintenance calendar.

Stream 6 — Client Enablement

Owner Operations Hub

Everything needed to operate the Montucky digital presence independently — 4 operational docs, 4 video scripts, and a weekly SOP calendar. Designed so the site, shop, and social run without an agency on call.

What's in the Kit

📘

Site Operations Guide Doc 1

How to update any page on the site without a developer. Step-by-step for text, images, and product links.

🛒

Shopify Store SOP Doc 2

Adding products, managing inventory, processing orders, running discount codes. The essential Shopify workflow.

📱

Social Media Playbook Doc 3

Weekly posting schedule, caption approach, hashtag usage, and how to handle DMs and comments.

📅

Weekly Operations SOP Doc 4

A recurring checklist covering everything that needs attention each week to keep the brand running cleanly.

🎬

Video Scripts ×4 Scripts

Four production-ready video scripts — brand intro, product walkthrough, venue showcase, and recipe reel.

🗓️

Maintenance Calendar Reference

Daily, weekly, and monthly task schedule for the entire digital operation. Print and stick to the wall.

Operational Docs

Step-by-step references for the four core operational areas.

📘 Doc 1: Site Operations
Beginner

How to make common updates to the site without touching code. For most changes, the answer is "edit the file in GitHub and Netlify deploys it automatically."

  • Update a product link. In GitHub, open js/main.js and find the product array. Change the link field to the new Shopify URL. Commit — live in 2 minutes.

  • Edit the homepage hero text. Open index.html in GitHub. Find the hero section (search for "Born in Montana"). Change the text. Commit.

  • Add a new recipe page. Copy an existing recipe file (e.g., lifestyle/recipes/montana-mule.html), rename it, update all the content fields, and add a redirect entry to netlify.toml. Commit both files.

  • Update business hours or contact info. Open contact.html and update the relevant field. Also update the JSON-LD block in the same file's <head> to match.

  • Replace a venue photo. Name your new WebP image with the same filename as the one you're replacing (e.g., bar.webp), upload it to the venue/ folder in GitHub, and commit. The old file is automatically replaced.

🛒 Doc 2: Shopify Operations
Core

Day-to-day Shopify tasks for running the store. Log in at montuckymoonshine.myshopify.com/admin.

  • Add a new product. Products → Add product. Fill Title, Description, Price, and Images. Set Inventory tracking on. Add to the relevant collection. Save. Then update the proposal site's js/main.js product array to reflect the new item.

  • Run a discount code. Discounts → Create discount. Choose "Percentage" or "Fixed amount." Set the code (e.g., SUMMER20), minimum order if needed, and usage limit. Save. Share the code in the email flow or social post.

  • Process a manual order. Orders → Create order. Add customer, products, and shipping. Send invoice to customer or mark as paid. Fulfill when ready.

  • Check inventory levels. Products → any product → scroll to Inventory. Adjust quantity as needed. Set a low-stock alert under Settings → Notifications.

  • Respond to an abandoned cart. Go to Orders → Abandoned checkouts. Shopify auto-sends recovery emails if configured. You can also manually send a recovery email from this view.

📱 Doc 3: Social Media Playbook
Weekly

The minimum viable social presence for Montucky — consistent posting that builds the brand without requiring a full-time social media manager.

  • Post schedule: 5 posts/week. Monday (product), Wednesday (recipe), Friday (venue/event), Saturday (lifestyle/UGC), one flexible post mid-week. Use the Social Tools page to generate captions and grab hashtag sets.

  • Content ratio: 60/30/10. 60% value content (recipes, stories, guides), 30% product/venue, 10% direct promotional. If the feed feels too "salesy," increase the value content ratio.

  • Responding to DMs and comments. Check twice daily — morning and evening. Reply within 24 hours. For venue booking requests, respond with availability and a direct contact number. For product questions, link to the Shopify product page.

  • Reposting user content. When someone tags @MontuckyMoonshine or uses #MontuckyMoonshine, save the post and request permission to share. DM: "Hey, love this — mind if we repost?" Most will say yes. Credit the original poster in the caption.

  • Monthly analytics check. Facebook Insights and Instagram Insights (built-in). Look at: reach, engagement rate, top posts. Double down on what works. Stop what doesn't within 30 days.

📅 Doc 4: Weekly Operations SOP
Recurring

Run through this every week to keep the brand operating cleanly. Total time: ~45 minutes if done consistently.

  • Monday: Content batch. Create or queue 5 posts for the week using the Social Tools page. Schedule them using Meta Business Suite or post manually.

  • Tuesday: Orders + inventory. Check Shopify for any pending orders. Fulfill outstanding items. Check inventory levels on top-selling products and reorder if needed.

  • Wednesday: Email check. Review montuckymoonshine@gmail.com for event inquiries, wholesale requests, or customer issues. Respond same day where possible.

  • Thursday: Engagement sweep. Go through Instagram and Facebook comments and DMs. Reply to any that didn't get a response. Save standout UGC for the weekend post.

  • Friday: Weekly review. Look at Shopify sales for the week. Note which products sold. Review top-performing social posts. Take 10 minutes to plan the following week's focus.

Video Scripts

Four scripts ready for filming. Each includes on-screen cues, b-roll suggestions, and caption copy for the upload.

01
Brand Intro — Who Is Montucky Moonshine?
Evergreen brand awareness video. Use as profile video, pinned post, and website embed.
45–60 sec Instagram Reels / TikTok / Facebook Voiceover + B-roll

Script

OpenWide shot of Helena landscape. Slow pan. No music yet. VO"Most spirits come with a story about a distillery. About barrels and craft and legacy." CutInterior bar shot. Warm amber light. Jars on the shelf. VO"Ours comes with Montana." CutProduct close-up. Logo visible. VO"Montucky Moonshine. Handcrafted goods and a private venue in Helena. Built for people who know what they like — and don't settle." CutSomeone raising a glass. Outdoor Montana setting. VO"Shop online. Book the venue. Find us at 3420 Byron Road." End cardLogo. URL. "Est. Montana."

Production Notes

  • Film at golden hour for warmest light
  • Mix interior bar shots with outdoor Montana landscape
  • No talking head needed — voiceover only
  • Background music: slow, atmospheric Americana. Fade in by second sentence.
  • Caption: "Born in Montana. Made with grit. @MontuckyMoonshine #MontanaMoonshine #HelenaMT #CraftSpirits"
02
Product Walkthrough — The Collection
Showcase the product lineup. Film monthly or seasonally as new products are added.
30–45 sec Instagram / TikTok On-camera or VO

Script

OpenFlat lay or overhead: products arranged on wood surface. VO or on-cam"This is the current Montucky lineup." CutClose-up of enamel mug. Pick it up. Show logo. VO"The enamel camping mug. Built for the campfire, the trail, or the kitchen counter." CutShow next product — e.g., tee or mason jar set. VO"The [product name]. [One-sentence description]." RepeatFor each featured product. Keep it tight — 5 seconds per item max. EndAll products back in frame. URL on screen. VO"Everything ships nationwide. Link in bio."

Production Notes

  • Natural light works best — near a window on an overcast day
  • Show the products being held and used, not just sitting there
  • Film vertical (9:16) for Reels/TikTok primary
  • Add product name as text overlay for silent viewers
  • Caption: "The current Montucky collection — handcrafted in Helena, MT. Shop the link in bio. #MontuckyMoonshine #MontanaMade #HandmadeGoods #ShopSmall"
03
Venue Showcase — Book the Space
Drive venue bookings. Use for event season pushes, wedding season, and any time the venue is underbooked.
45–60 sec Facebook / Instagram Walkthrough style

Script

OpenWalk through the front door. Show the entrance. On-cam or VO"This is the Montucky Moonshine venue in Helena." PanBar area. Show bottles, lighting, bar seating. VO"Full bar setup. Private space. The kind of venue that actually has character." PanMain floor / lounge area. Show capacity and layout. VO"Capacity for [X] guests. Available for private events — birthdays, corporate events, tastings, whatever you're working with." Close-upPool table, lighting details, any unique features. VO"This isn't a hotel ballroom. It's better." End cardAddress: 3420 Byron Road, Helena MT. "DM to book or hit the link in bio."

Production Notes

  • Film in the evening when the venue lighting is on — it photographs much better than daytime
  • Stabilizer or gimbal for the walkthrough sections; handheld is fine for close-ups
  • Include the pool table — it's a differentiator
  • Add soft music under the voiceover. Match the bar's energy.
  • Caption: "The venue is open for private bookings. Helena, MT. DM us for availability. #MontuckyMoonshine #HelenaVenue #MontanaEvents #PrivateVenue"
04
Recipe Reel — The Montana Mule
Hook-first recipe video optimized for TikTok and Reels. Repeat this format for each new recipe drop.
20–30 sec TikTok / Instagram Reels Fast-cut style

Script

Hook (0–3s)Close-up: ice hitting the mug. Satisfying sound. Text overlay: "The Montana Mule." Ingredients (3–12s)Fast cuts. Each ingredient shown as it goes in. VO or text only: "2 oz Montucky Moonshine" "4 oz ginger beer" "3/4 oz fresh lime juice" "Ice. Copper mug." Build (12–18s)Combine. Stir. Garnish with lime wheel. Reveal (18–24s)Full cup in frame. Good lighting. Slow pour of ginger beer for the fizz shot. CTA (24–30s)Text overlay: "Full recipe at the link in bio" + Montucky logo bug in corner.

Production Notes

  • The hook is everything on TikTok — lead with the most visually interesting moment
  • Natural light or ring light. Keep the background clean — bar surface or wood table
  • Film each ingredient pour separately so you can speed-cut in edit
  • No face required — hands and product only works great for recipe content
  • Trending sound or Americana music underneath. Check TikTok trending audio before uploading.
  • Caption: "made a montana mule and it absolutely sends 🥃 full recipe in bio #moonshine #cocktailrecipe #montana #montanamoonshine #drinkrecipes #fyp"

Maintenance Calendar

The full recurring task schedule for maintaining the Montucky digital operation.

Frequency Task Where Time
DailyCheck social DMs & comments — respond to all open messagesFacebook / Instagram10 min
DailyCheck Shopify orders — fulfill any pending itemsShopify admin5 min
DailyCheck email — respond to venue inquiries same dayGmail5–10 min
WeeklyBatch-create 5 social posts — use Social Tools for captions and hashtagssocial-tools.html30–45 min
WeeklyInventory check — note low-stock items, reorder if neededShopify → Products10 min
WeeklyPerformance review — Shopify sales + top social posts from the weekShopify / Meta Insights15 min
WeeklyEmail marketing — send one email per week via the email flows scheduleemail-flows.html20 min
MonthlyFull analytics review — traffic, conversions, top content, social reachShopify / Meta Insights / Google30 min
MonthlySite audit — check all links work, images load, forms submit correctlymontuckymoonshine.com20 min
MonthlyContent calendar planning — map out next month's themes, any events or promotionsNotepad / Notion / Calendar30 min
MonthlyEmail list maintenance — remove unsubscribes, check deliverability metricsEmail platform15 min
MonthlyVideo content drop — film and post at least one video per month using the scripts aboveTikTok / Instagram Reels / Facebook2–3 hrs

Questions or updates?

Reach out to the 1Commerce team for anything outside the scope of this kit — site changes, new feature builds, or strategic questions.

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