Greg Anchondo  Giancarlo Capra Marithza Hernandez  Chantelle Huynh   Mariah Letner   California StatePolytechnic Universit...
Super Fruit Food Truck              “Fuel for Life”Fresh, Local, & Organic Juice & Smoothies– Consumers Battling Cancers– ...
IntroductionSuper Fruit Food Truck     “Fuel for Life” Product Definition   Goals/Objectives Mission Statement    Volume o...
Product Definition10 Servings of Fruits and Veggies a Day!Cancer Prevention Power!OrganicLocavore FriendlyLower Obesity Tr...
Mission Statement Our Mission is to Provide Fresh andOrganic Juices to the Orange County andMedicinal Communities, and to ...
Vision Statement Fuel for People with Active LifestylesConsuming Healthy Alternatives andInfusing Juicing into People’s Di...
Obesity TrendsWEALTHIER SAY THEYRE HEALTHIER– IncomeSMARTER SAY THEY’RE HEALTHIER– Education LevelINSURANCE SAYS IT’S HEAL...
Obesity Trends* Among U.S. Adults                             BRFSS, 1985                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1986                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1987                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1988                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1989                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1990                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1991                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1992                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1993                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1994                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1995                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1996                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1997                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1998                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 1999                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2000                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2001                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                            BRFSS, 2002                 (*BMI ≥30, or ~ 30 lbs. overweigh...
Obesity Trends* Among U.S. Adults                             BRFSS, 2003                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2004                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2005                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2006                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2007                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2008                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2009                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2010                 (*BMI ≥30, or ~ 30 lbs. overweig...
Obesity Trends* Among U.S. Adults                             BRFSS, 2010                 (*BMI ≥30, or ~ 30 lbs. overweig...
Health BenefitsAntioxidantsHealth Benefits– Green Leafy Vegetables– Carrots– Beets– Berries                           Sour...
Smoothies                                                                Calories   Fat    CarbsTropical Tide             ...
Juices                                         Calories   Fat   CarbsBionic Beet                                    170   ...
Goals/ObjectivesAwareness:       Sales            Expansion  Antioxidants      Make Enough      Multiple  Healthy can     ...
Industry Volume of     Monthly SalesFood Truck High-End: $20,000-$65,000Food Truck Middle-Market: $6,000-$14,000Food Truck...
Target MarketMedicinal Community   Beach Community
Market Analysis                    Food Truck Industry                Juice & Smoothie Industry                     Primar...
Food Truck IndustryIndustry                      Trends• 3 Million Food Trucks       •   Healthier Menu Choices• 61% of Ch...
Smoothies & Juice IndustryIndustry                         Trends• $2 Billion in Sales/Year        • Global Market 2015- 6...
Men Surveyed From Food Truck Festival& Medicinal Community                  Age                                Juice Inter...
Women Surveyed From Food TruckFestival & Medicinal Community                     Age                           Juice Inter...
Market PotentialHealth Awareness on the RiseThe Smoothie Market is Expected to Grow 10-13% the Next 5 yearsBenefits of Fru...
NeedFarmers Market       Healthy Food       Local Food•6,000 Today       • Fight Obesity   •2012 $7 Billion•40% Increase i...
Demographics GeographicsPsychographics
Market Segments      Average Food Truck Spending$50          $44                                                          ...
Health Club Members Age               Fitness Club Gender %            2005                  60%     57%40%     36% 33%   ...
Fitness Demographics            House Hold Income 2005 60%                     50% 50% 40% 30%         19%   23% 20%   9% ...
Fitness & HealthIndustry                      Trends• $25 billion Industry         • Healthy Eating• 2006 - 2011 Annual Gr...
Geographic/LocationsHoag Hospital                 Farmer Markets                              Huntington Beach- Fridays 1p...
Geographic/LocationsOrange CountyFairgrounds EventsFood Truck EventsWellness Events– Health and Fitness Expo– Disease Awar...
Super Fruit Route                                                 Newport Beach Golf Course    Crossfit Gym               ...
Target Market Demographic/PsychographicMedicinal Community     Beach Community•Doctors                •Healthy Eaters•Staf...
Market Share        S.W.O.T.      Seabirds   The Green TruckCompetitor Comparison
Food Truck Market ShareNo Dominant Market Share$1 billion Revenue/Year7.7% Market Growth RateEmploys 14,847 PeopleHas Crea...
Plant-Based MenuPromotes HealthSustainabilityConvenience                   Source: seabirdsfoodtruck.com
Serving the Los Angelesand San Diego AreasOrganic, Vegan, Vegetarian, and Classic OmnivoreFoodsSustainability             ...
Competitive Comparison                Super Fruit         Green truck          Seabirds        Jamba Juice Juice it Up    ...
Health Conscious Menu/Healthy IngredientsConvenience (We Come to You)Meal ReplacementMore EnergyLess ToxinsEnvironmentally...
New to the Market/IndustryEstablished CompetitorsCost & Lack of Awareness of Organic FoodsThe Willingness of People to Ado...
Add more trucksIncreases an Awareness for People Looking to Starta Healthier LifestyleSponsor Sporting Events & MarathonsG...
Poor EconomyEstablished Fast Food Restaurants that arePromoting a Healthier MenuWeatherTraffic
Position   Price  PlacePromotion
Higher End    Super Fruit  Organic  Health  Conscious
12oz Smoothies$3.5024oz Smoothies$4.6012oz Juices$5.4024oz Juices$6.50
Orange County, CA  Hoag Hospital  Beach Goers  Fitness Centers  Distribution  Channel: Personally  Deliver our Product  to...
Guerilla Marketing:          Radio   Social media              announcements                             ($12,000 / Year) ...
Flyers $620 / yearCoupons $320 / year
Follow us on Twitter!     @SuperFruitFT
Giveaways: ($910 / Year)  Free smoothie for the first 5 people to find our secret  locations on “Surprise Spot Sundays.”Sp...
Wednesday: Workout Wednesday (gyms)Thursday: Trail Thursday (hiking)Friday: Farmers Market FridaySaturday: Surf’s up Satur...
Sales Years 1, 2, 3Income Statement
Income Statement
Gross Sales                     9%          5%350,000300,000250,000200,000                                          Gross ...
Year One Quarterly Expenses
Net Income$18,000                        $16,590$16,000$14,000                     $12,343$12,000$10,000                  ...
See Where We Will Be      Next…        On Twitter       @SuperFruitFT
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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 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.
  • Super fruit pp

    1. 1. Greg Anchondo Giancarlo Capra Marithza Hernandez Chantelle Huynh Mariah Letner California StatePolytechnic University, Pomona
    2. 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. 3. IntroductionSuper Fruit Food Truck “Fuel for Life” Product Definition Goals/Objectives Mission Statement Volume of Sales Vision Statement Target Market Obesity Trends
    4. 4. Product Definition10 Servings of Fruits and Veggies a Day!Cancer Prevention Power!OrganicLocavore FriendlyLower Obesity Trends
    5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 35. Health BenefitsAntioxidantsHealth Benefits– Green Leafy Vegetables– Carrots– Beets– Berries Source: Associated Newspapers Ltd.
    36. 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. 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. 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. 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. 40. Target MarketMedicinal Community Beach Community
    41. 41. Market Analysis Food Truck Industry Juice & Smoothie Industry Primary Research Market Potential Need Segmentation-Demographics, Geographic, and Psychographics Target
    42. 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. 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. 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. 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. 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. 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. 48. Demographics GeographicsPsychographics
    49. 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. 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. 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. 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. 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. 54. Geographic/LocationsOrange CountyFairgrounds EventsFood Truck EventsWellness Events– Health and Fitness Expo– Disease Awareness WalksCommunity EventsSporting Events
    55. 55. Super Fruit Route Newport Beach Golf Course Crossfit Gym Hoag Hospital Newport Pier Balboa Pier
    56. 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. 57. Market Share S.W.O.T. Seabirds The Green TruckCompetitor Comparison
    58. 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. 59. Plant-Based MenuPromotes HealthSustainabilityConvenience Source: seabirdsfoodtruck.com
    60. 60. Serving the Los Angelesand San Diego AreasOrganic, Vegan, Vegetarian, and Classic OmnivoreFoodsSustainability Source: greentruckonthego.com
    61. 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. 62. Health Conscious Menu/Healthy IngredientsConvenience (We Come to You)Meal ReplacementMore EnergyLess ToxinsEnvironmentally Conscious (Veggie Oil Fuel)
    63. 63. New to the Market/IndustryEstablished CompetitorsCost & Lack of Awareness of Organic FoodsThe Willingness of People to Adopt aDifferent Lifestyle
    64. 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. 65. Poor EconomyEstablished Fast Food Restaurants that arePromoting a Healthier MenuWeatherTraffic
    66. 66. Position Price PlacePromotion
    67. 67. Higher End Super Fruit Organic Health Conscious
    68. 68. 12oz Smoothies$3.5024oz Smoothies$4.6012oz Juices$5.4024oz Juices$6.50
    69. 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. 70. Guerilla Marketing: Radio Social media announcements ($12,000 / Year) outlets: Twitter (Free) Street Teams Free giveaways & Coupons samples Fliers Daily themes
    71. 71. Flyers $620 / yearCoupons $320 / year
    72. 72. Follow us on Twitter! @SuperFruitFT
    73. 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. 74. Wednesday: Workout Wednesday (gyms)Thursday: Trail Thursday (hiking)Friday: Farmers Market FridaySaturday: Surf’s up Saturday (beaches)Sunday: Surprise Spot Sunday
    75. 75. Sales Years 1, 2, 3Income Statement
    76. 76. Income Statement
    77. 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. 78. Year One Quarterly Expenses
    79. 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. 80. See Where We Will Be Next… On Twitter @SuperFruitFT

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