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Super fruit pp

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California State Polytechnic University, Pomona College of Agriculture's Food Marketing Team Winter 2012. 3rd Place overall marketing plan, 1st Place PowerPoint presentation. Presented at the Western …

California State Polytechnic University, Pomona College of Agriculture's Food Marketing Team Winter 2012. 3rd Place overall marketing plan, 1st Place PowerPoint presentation. Presented at the Western Collegiate Food Marketing Competition in Fresno, CA.

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  • http://www.quora.com/Food-Trucks/What-is-the-average-daily-revenue-for-food-truckshttp://finance.yahoo.com/q/is?s=JMBA+Income+Statement&annualhttp://www.freefranchisedocs.com/pdf/RobeksJuiceExhibitsFin.pdf
  • http://www.orangecounty.net/html/shop-produce.html#lbhttp://ns.ocfair.com/ocf/calendar/calendar.asp
  • http://www.climber.com/career-research-resources/company-ratings/270921/Healthcare-Medical/HOAG-hospitalhttp://www.city-data.com/city/Newport-Beach-California.html
  • Our income statement is broken down by year 1- 3 . Our sales revenue increases so does our gross profit.
  • Our sales will 9% increase from year 1 to year 2 and a 5% increase from year 2 or year 3
  • Our sales increased in the 3rd quarter due to the summer months, The gross profit increases during the summer months and then decreases the winter months. The operating expenses will be more expensive the first quarter due to the conversion of the truck to veggie fuel. The 3500 is an initial cost and it pays for it self that is why. There is no fuel expenses the following quarters
  • Our net income increases quarter 2 and 3 because of the increase of sales due to the summers months. Once the winter months arrive the sales drop and so does the net income.
  • Transcript

    • 1. Greg Anchondo Giancarlo Capra Marithza Hernandez Chantelle Huynh Mariah Letner California StatePolytechnic University, Pomona
    • 2. Super Fruit Food Truck “Fuel for Life”Fresh, Local, & Organic Juice & Smoothies– Consumers Battling Cancers– Maintaining a Healthier Lifestyle Sustainable Lower Obesity Trends Environment– Light, Healthy Snack/Meal
    • 3. IntroductionSuper Fruit Food Truck “Fuel for Life” Product Definition Goals/Objectives Mission Statement Volume of Sales Vision Statement Target Market Obesity Trends
    • 4. Product Definition10 Servings of Fruits and Veggies a Day!Cancer Prevention Power!OrganicLocavore FriendlyLower Obesity Trends
    • 5. Mission Statement Our Mission is to Provide Fresh andOrganic Juices to the Orange County andMedicinal Communities, and to Promotea Convenient, Healthy Lifestyle toConsumers who want to Maintain orDevelop a Strong Nutritional Standard ofLiving.
    • 6. Vision Statement Fuel for People with Active LifestylesConsuming Healthy Alternatives andInfusing Juicing into People’s Diets. SuperFruit will Combat Diseases and Obesitywith Healthy and Nutritional Options.
    • 7. Obesity TrendsWEALTHIER SAY THEYRE HEALTHIER– IncomeSMARTER SAY THEY’RE HEALTHIER– Education LevelINSURANCE SAYS IT’S HEALTHIER– Health Insurance1/3 of U.S. Adults are Obese Source: Centers for Disease Control & Prevention
    • 8. Obesity Trends* Among U.S. Adults BRFSS, 1985 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14%
    • 9. Obesity Trends* Among U.S. Adults BRFSS, 1986 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14%
    • 10. Obesity Trends* Among U.S. Adults BRFSS, 1987 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14%
    • 11. Obesity Trends* Among U.S. Adults BRFSS, 1988 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14%
    • 12. Obesity Trends* Among U.S. Adults BRFSS, 1989 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14%
    • 13. Obesity Trends* Among U.S. Adults BRFSS, 1990 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14%
    • 14. Obesity Trends* Among U.S. Adults BRFSS, 1991 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19%
    • 15. Obesity Trends* Among U.S. Adults BRFSS, 1992 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19%
    • 16. Obesity Trends* Among U.S. Adults BRFSS, 1993 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19%
    • 17. Obesity Trends* Among U.S. Adults BRFSS, 1994 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19%
    • 18. Obesity Trends* Among U.S. Adults BRFSS, 1995 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19%
    • 19. Obesity Trends* Among U.S. Adults BRFSS, 1996 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19%
    • 20. Obesity Trends* Among U.S. Adults BRFSS, 1997 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% ≥20%
    • 21. Obesity Trends* Among U.S. Adults BRFSS, 1998 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% ≥20%
    • 22. Obesity Trends* Among U.S. Adults BRFSS, 1999 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% ≥20%
    • 23. Obesity Trends* Among U.S. Adults BRFSS, 2000 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% ≥20%
    • 24. Obesity Trends* Among U.S. Adults BRFSS, 2001 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% ≥25%
    • 25. Obesity Trends* Among U.S. Adults BRFSS, 2002 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% ≥25%
    • 26. Obesity Trends* Among U.S. Adults BRFSS, 2003 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% ≥25%
    • 27. Obesity Trends* Among U.S. Adults BRFSS, 2004 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% ≥25%
    • 28. Obesity Trends* Among U.S. Adults BRFSS, 2005 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
    • 29. Obesity Trends* Among U.S. Adults BRFSS, 2006 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
    • 30. Obesity Trends* Among U.S. Adults BRFSS, 2007 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
    • 31. Obesity Trends* Among U.S. Adults BRFSS, 2008 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
    • 32. Obesity Trends* Among U.S. Adults BRFSS, 2009 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%
    • 33. Obesity Trends* Among U.S. Adults BRFSS, 2010 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30% Source: Center for Disease Control & Prevention
    • 34. Obesity Trends* Among U.S. Adults BRFSS, 2010 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30% Source: Center for Disease Control & Prevention
    • 35. Health BenefitsAntioxidantsHealth Benefits– Green Leafy Vegetables– Carrots– Beets– Berries Source: Associated Newspapers Ltd.
    • 36. Smoothies Calories Fat CarbsTropical Tide 140.5 .4 33.4Mango, Pineapple, Spinach, Banana, Coconut WaterPurple Phantom 36 .5 78Strawberries, Blueberries, Raspberry Sorbet, Orange Juice, Honey GreekYogurtCaptain Kiwi 360 3.75 81Mango, Kiwi, Avocado, Mango Sorbet, Orange JuiceOrange Avenger 375 0 95Lemonade, Peach, Raspberry Sorbet, PineappleStrawberry Nova 382.5 1.5 75.75Kiwi, Banana, Strawberries, Honey Greek YogurtThe Pulperizer 442.5 .38 95.75Pineapple, Spinach, Orange Juice, Ginger, Banana, Honey Greek YogurtMake Your Own!
    • 37. Juices Calories Fat CarbsBionic Beet 170 0 42Lime Juice, Beets, ApplesCrimson Creation 247.5 .5 62Cranberries, Carrots, StrawberriesGreen Mistress 274 1 64.5Pineapple, Kale, Coconut WaterBlazing Beet 167.5 0 42Beets, PineappleMidnight Robber 302.5 2.5 64Blackberries, Spinach, Carrots, Orange JuiceGinger Wonder 465 0 113Pears, Lemon Juice, GingerMake Your Own!
    • 38. Goals/ObjectivesAwareness: Sales Expansion Antioxidants Make Enough Multiple Healthy can Profit to Trucks in be Easy (and Invest in Year Four yummy!) Buying Bottled Image Multiple Juices Sold Trucks by Year in Stores Four
    • 39. Industry Volume of Monthly SalesFood Truck High-End: $20,000-$65,000Food Truck Middle-Market: $6,000-$14,000Food Truck Entry-Market: $5,000-$16,000Average Price– $5.00Average Amount of Customers per day– Between 75 and 125 Source: Yahoo Finance-Jamba Juice & Quora
    • 40. Target MarketMedicinal Community Beach Community
    • 41. Market Analysis Food Truck Industry Juice & Smoothie Industry Primary Research Market Potential Need Segmentation-Demographics, Geographic, and Psychographics Target
    • 42. Food Truck IndustryIndustry Trends• 3 Million Food Trucks • Healthier Menu Choices• 61% of Chefs Would Invest • Gourmet Items in a Food Truck • Local Food/Produce• Brick & Mortar -> Food • Sustainability Trucks Source: baumwhiteman.com, National Restaurant Assoc
    • 43. Smoothies & Juice IndustryIndustry Trends• $2 Billion in Sales/Year • Global Market 2015- 64.5• 6,000 U.S. Smoothie Stores Billion Liters Fruit and Vegetable Juice• Consumer Tastes, Demographics and Lifestyles are the Engine that Drives the Demand for Beverages Source: Marketresearch.com
    • 44. Men Surveyed From Food Truck Festival& Medicinal Community Age Juice Interest Very 18 & under 0 Interested 23% 23% 19-25 9% Interested 5% 26-35 27% 9% Somewhat 36-45 23% 45% 46-59 Indifferent 60+ 36% Not Interested
    • 45. Women Surveyed From Food TruckFestival & Medicinal Community Age Juice Interest 18 & Very Younger Interested 3% 10% 19-25 14% Interested 45% 26-34 14% 45% Somewhat 21% 35-45 Indifferent 28% 21% 46-59 Not Interested
    • 46. Market PotentialHealth Awareness on the RiseThe Smoothie Market is Expected to Grow 10-13% the Next 5 yearsBenefits of Fruits and VegetablesJuice Trends Continue to GrowLow Competition in Direct MarketPossible Expansion of More Trucks Source: National Restaurant Assoc
    • 47. NeedFarmers Market Healthy Food Local Food•6,000 Today • Fight Obesity •2012 $7 Billion•40% Increase in • Fitness Goals IndustryLast 5 years • Fight Cancer •Doubling from•Local Food 2002Economy Source: Dept of Ag
    • 48. Demographics GeographicsPsychographics
    • 49. Market Segments Average Food Truck Spending$50 $44 Street $39 $41 Locations/Corners$40 $35$30 $21 12% Other$20 $12 Locations/Venues/E$10 15% vents $2 Average $0 Spending 55% Construction Sites 18% Aged 75 + Aged 25-34 Aged 35-44 Aged 45-54 Aged 55-64 Aged 65-74 Under Age 25 Shopping Malls Source: Baumwhiteman
    • 50. Health Club Members Age Fitness Club Gender % 2005 60% 57%40% 36% 33% 50%35% 29% 43%30% 40%25%20% 12% Fitness15% 30%10% % of Age Club 5% Attending 20% 0% Gender % Health 10% Clubs 0% Female Male Source: 2005 Health Club Industry Review
    • 51. Fitness Demographics House Hold Income 2005 60% 50% 50% 40% 30% 19% 23% 20% 9% 10% Attending 0% Health Club Source: 2005 Health Club Industry Review
    • 52. Fitness & HealthIndustry Trends• $25 billion Industry • Healthy Eating• 2006 - 2011 Annual Growth • Smaller Portions = 1.7% • Local Food• Economic Downturn• Health-Conscious• Aging Population Places a Greater Emphasis on Staying Fit Source: 2011 Health Club Industry Review
    • 53. Geographic/LocationsHoag Hospital Farmer Markets Huntington Beach- Fridays 1pm-5pm Laguna Beach- Saturdays 8am-11am Irvine- Sundays 10am-2pmGyms– Crossfit, Jungle Fitness,Beaches– Newport, Balboa Island, Huntington, Lagu na
    • 54. Geographic/LocationsOrange CountyFairgrounds EventsFood Truck EventsWellness Events– Health and Fitness Expo– Disease Awareness WalksCommunity EventsSporting Events
    • 55. Super Fruit Route Newport Beach Golf Course Crossfit Gym Hoag Hospital Newport Pier Balboa Pier
    • 56. Target Market Demographic/PsychographicMedicinal Community Beach Community•Doctors •Healthy Eaters•Staff •Dieters•Patients •Body and Health•Visitors Conscious•Doctor’s Offices •Active Lifestyles•Overweight and Obese •Athletes•People with Diseases •Trainers•Men and Women •Beach Goers•Salary over $75,000 •Men and Women •Salary over $75,000 Source: City of Newport Beach & Hoag Hospital
    • 57. Market Share S.W.O.T. Seabirds The Green TruckCompetitor Comparison
    • 58. Food Truck Market ShareNo Dominant Market Share$1 billion Revenue/Year7.7% Market Growth RateEmploys 14,847 PeopleHas Created 3,333 new Businesses Source: ibaumwhiteman.com
    • 59. Plant-Based MenuPromotes HealthSustainabilityConvenience Source: seabirdsfoodtruck.com
    • 60. Serving the Los Angelesand San Diego AreasOrganic, Vegan, Vegetarian, and Classic OmnivoreFoodsSustainability Source: greentruckonthego.com
    • 61. Competitive Comparison Super Fruit Green truck Seabirds Jamba Juice Juice it Up Robeks Strengths Convenience to Healthy organic Variety Fresh fruit Popular Healthy, popular, customers food truck runs smoothie and eager to educate on veggie oil Juice restaurant customers about the benefits of eating healthyWeaknesses New to the Limited to Los Lack of A lot of Lack of food Lack of locations industry Angeles and San consistent menu competitors and variety throughout the Diego counties items criticism on food nation benefitsAverage Price $5.00 $5.00 $5.00 $6.00 $5.00 $5.00 Location Orange County Los Angeles & San O.C. area West Coast Widely Nationwide Diego dispersed in O.CAppearance Clean, Fresh & Fresh & Trendy Organic & fresh Clean & fresh & Clean & Fun and Fresh hip hip healthy Advertising Word of Social Media, Word of Magazines, Word of Social Media, Word- mouth/ News Stations, mouth/driving Billboards, mouth/adver of-Mouth, Special coupons, fliers, Newspapers advertisement Posters, Radio, tising/coupo Events, Sponsoring special events, direct mail ns social media
    • 62. Health Conscious Menu/Healthy IngredientsConvenience (We Come to You)Meal ReplacementMore EnergyLess ToxinsEnvironmentally Conscious (Veggie Oil Fuel)
    • 63. New to the Market/IndustryEstablished CompetitorsCost & Lack of Awareness of Organic FoodsThe Willingness of People to Adopt aDifferent Lifestyle
    • 64. Add more trucksIncreases an Awareness for People Looking to Starta Healthier LifestyleSponsor Sporting Events & MarathonsGiving Hospital Patients Healthier Options (OutsideCafeteria Food) that Boost their Health, Energy &Recovery Time
    • 65. Poor EconomyEstablished Fast Food Restaurants that arePromoting a Healthier MenuWeatherTraffic
    • 66. Position Price PlacePromotion
    • 67. Higher End Super Fruit Organic Health Conscious
    • 68. 12oz Smoothies$3.5024oz Smoothies$4.6012oz Juices$5.4024oz Juices$6.50
    • 69. Orange County, CA Hoag Hospital Beach Goers Fitness Centers Distribution Channel: Personally Deliver our Product to the Consumer We Pick up our Produce from Orange County Produce
    • 70. Guerilla Marketing: Radio Social media announcements ($12,000 / Year) outlets: Twitter (Free) Street Teams Free giveaways & Coupons samples Fliers Daily themes
    • 71. Flyers $620 / yearCoupons $320 / year
    • 72. Follow us on Twitter! @SuperFruitFT
    • 73. Giveaways: ($910 / Year) Free smoothie for the first 5 people to find our secret locations on “Surprise Spot Sundays.”Special Events: CHOC Walk Surf Competitions Marathons Beach TournamentsFree Samples: For first time customers Those who attend our special events
    • 74. Wednesday: Workout Wednesday (gyms)Thursday: Trail Thursday (hiking)Friday: Farmers Market FridaySaturday: Surf’s up Saturday (beaches)Sunday: Surprise Spot Sunday
    • 75. Sales Years 1, 2, 3Income Statement
    • 76. Income Statement
    • 77. Gross Sales 9% 5%350,000300,000250,000200,000 Gross Sales150,000 Net Sales100,000 50,000 0 Year 1 Year2 Year 3
    • 78. Year One Quarterly Expenses
    • 79. Net Income$18,000 $16,590$16,000$14,000 $12,343$12,000$10,000 47% gross margin $8,000 $5,806 $6,000 $5,100 $4,000 $2,000 $- Quarter 1 Quarter 2 Quarter 3 Quarter 4
    • 80. See Where We Will Be Next… On Twitter @SuperFruitFT

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