Mac genie food truck indianapolis

Business Plan

BADM 332-50

Ms. Ima Student

Executive Summary

Trackside Cafe is a mobile food provider and eatery based in the greater Indianapolis area. With the constant stream of events such as the Indy 500, Brickyard 400, the NCAA Final Four, Indianapolis Colts, Indiana Pacers, Indy 1500 gun shows, as well as numerous conventions and conferences, food trucks are able to provide food services for attendees. Trackside Cafe provides the freshest ingredients to provide the best tasting burger in town. Trackside Cafe will use signs and social media campaigns to advertise.

Company Description

Trackside Cafe is a mobile eating establishment providing the highest quality food for people on the go. Trackside Cafe is a food truck supplying the finest hamburgers, fries, and classic American cuisine. Trackside Cafe is set to open February 20, 2015. Trackside Cafe is operated as a Limited Liability Partnership. Normal business will be conducted in the greater Indianapolis metro area. Trackside Cafe meets the needs of potential customers who have very little time to leave work to get lunch, and those who simply enjoy quick, easy, high quality hamburgers.

Market Analysis

Trackside Cafe operates in of the most vibrant cities in America. Indianapolis is home to numerous sporting events, conventions, and businesses such as the Indy 500, Brickyard 400, the NCAA Final Four, Indianapolis Colts, Indiana Pacers, Indy 1500 gun shows, as well as numerous conventions and conferences Events include Trackside Cafe will be in competition with other food trucks such as Neighborhood Pizza, Dashboard Diner, and Mac Genie. Each of these competing food trucks have similar service and products and are established as successful food trucks in the Indianapolis Metro area. The primary target consumer is the event attendee or the local worker out for lunch. These two groups create a large sustainable group of consumers and patrons. With a high quality product, Trackside Cafe will be able differentiate itself from the competition and carve out a sizable portion of the market share. Outside of normal licensing and permissions from the City of Indianapolis, there are no major barriers to impede the rapid growth and establishment of Trackside Café. (Forbes Magazine, 2012)

Organization

Trackside Cafe is owned equally among the six partners who have set up the company as a Limited Liability Partnership. Trackside Cafe is organized into an LLP to ensure that the partners are protected in the event of legal dispute while maintaining maximum control over the company. The six partners Mr. Jones, Ms. Doe, Mr. Rascal, Ms. Student, Mr. Al-Y, and Mr. X operate as the owning partners and primary division making body of Trackside Cafe. Each of the six owners and partners equally are involved in the management of the company. Ms. Doe’s specialty is in the bookkeeping and accounting. Mr. Rascal is the marketing manager. Mr. Jones is the operations manager and administrator. Mr. Al-Y is the staffing manager. Ms. Student is in charge of managing supply chain, and Mr. X is the finance manager.

Service

Trackside Cafe uses the highest quality ingredients from Gordon Food Service to provide the best tasting, highest quality food of any food truck in Indianapolis. Trackside Cafe provides numerous menu items including classic hamburgers, as well as custom built burgers. Options for burgers include regular or turkey bacon, ketchup, mustard, A1 sauce, Barbecue sauce, chipotle sauce, mayonnaise, onions, lettuce, tomatoes, egg, and 3 different cheeses as well as three different kinds of buns Pretzel, regular, and onion all with the option of being grilled. Trackside Cafe also offers fresh cut French fries and Coca-Cola products.

Marketing and Sales

The marketing strategy for Trackside Cafe is to use various advertising methods to show the quality and value of our hamburgers. Radio spots, billboards and social media campaigns have proven the most successful methods to potential consumers aware of the business. (Gourmet Marketing, Inc., 2014) The Sales strategy is to use product differentiation to penetrate the market and develop an image as the best burgers on any block or street. Providing high quality food that tastes good and is easy to obtain allows Trackside Cafe to develop a large group of customers and build the brand to be known for great tasting burgers at a fair price. The average sale price for one hamburger will be five dollars, allowing an affordable option but still providing a profit margin. Projections show that in the first year nearly 200000 hamburgers will be sold, approximately $1000000 in sales from the first year.

Funding

Currently funding requirements for startup is $349,900 to meet supply, licensing, maintenance, truck, fixtures, and advertising. By the end of the first year total sales are projected at $1,000,000, income is projected at $650100. After final expenses and tax, retained earnings are projected at $460,000 which will be plowed back into the company for growth.

Bibliography

Forbes Magazine. (2012, 9 27). The Cost Of Starting A Food Truck. Retrieved from Forbes: http://www.forbes.com/sites/investopedia/2012/09/27/the-cost-of-starting-a-food-truck/

Gourmet Marketing, Inc. (2014, 10 10). Ideas To Get Your Food Truck Marketing Rolling. Retrieved from Gourmet Marketing: http://www.gourmetmarketing.net/ideas-to-get-your-food-truck-marketing-rolling/