1. TACO BOUT
IT
“WHAT’S IN YOUR TACO?”
SEMESTER BUSINESS PROPOSAL
BY:
Dana Hollis
Natalia Torregrosa
Andrea Sandoval
Santos del Carmen Orrego
Saira Barajas
Erick Jovel
DR. SIOUKAS
BUSINESS 1
SPRING SEMESTER 2
2. Mission Statement
We cater to anyone and everyone who wants to
enjoy their own taco with the freshest
ingredients bought from local farms and
businesses. We strive to promote a happy and
healthy lifestyle while eating good food. We will
provide a unique experience to remember
forever. You’ll be happy to be here, because
we’re happy to be here.
3. Vision STATEMENT
We will offer the local community an
authentic, healthy, and affordable taco stand
where they can enjoy the ambiance of old-
world Mexico in a nook of modern America on
Ventura Boulevard.
Ventura demands the best. We’re now here.
4. Goals
1. We will be fully operational by March 1st, 2015.
2. We will have 10 percent market share in March
2016.
3. We will break even September 2016.
TIMELINE OF
MILESTONES
MAY
2014
AUGUST
2014
OCTOBER
2014
DECEMBER
2014
MARCH
2015
MARCH
2016
SEPTEMBER
2016
IDEA X
FEASIBILITY ANALYSIS X
BUSINESS PLAN X
CONSTRUCTION X
GRAND OPENING X
MARKET SHARE X
BREAK EVEN X
5. Market Need.
• the need for our business is that we offer our
local community a CONVENIENT AND
PLEASANT spot to have a good quality taco,
uniquely combined with exotic, fresh
beverages and retro decor.
• Our tacos are offered at an affordable price
with the freedom to add any topping of your
choice.
• the food industry is in a maturity stage.
Growth would come from providing and
servicing food in new, innovative ways.
revenue - $31 billion
annual growth 2007-2012 - 1.4
percent%
TRENDS
6. Ideal PATRON & Size of Target market
• We want to cater to anyone of any age or
gender.
• Our main target market though are people
looking for an authentic experience.
• Because our market area is the San
Fernando Valley, Home to 1.8 million people,
we want to offer our local community a
POPULAR FOOD.
• INITIALLY TARGETING THE SAN
FERNANDO VALLEY, BUT MAY EXPAND IN
THE FUTURE.
7. Competitors - CHIPOTLE
.
Product: Chipotle products are advertised as food
with integrity with respect for environmental concerns.
They use meat not generated through use of
antibiotics or synthetic hormones. They offer tacos,
burritos, and salads.
Price: Chipotle would be rated as a one $ sign, as
seen on yelp, etc. Their prices for tacos are in the 6
dollar range.
Promotion: Aside from print ads, radio, and social
media, their promotional mix engages customers in
promotional giveaways, and presents the importance
of a sustainable food system.
Place: Chipotle’s main target markets are people
within ages 18-24. THEY HAVE 3 LOCATIONS NEAR
US ALONG VENTURA BLVD, NEAR HAYVENHURST,
8. Competitors - HUGOS TACOS
Product: Hugos uses seven fillings, seven salsas, and
eleven basic dishes. A Variety of choices for
carnivores, omnivores, vegans, vegetarians.
Price: Their whole menu is under $8 dollars for any
one item. As far as the tacos they offer, one style is in
the range of $2.59 - $2.79. Three taco styles are from
$6.78 - $7.38.
Promotion: low-key approach while tending to rely on
reputation. Hugos tends to use Facebook, Twitter, and
mailing lists.
Place: They have locations in Woodland Hills, Studio
City, and Glendale.
9. Marketing mix - our 4 p’s
OUR PRODUCT: We will establish a reputation being
known as the premier place for food supplied by local
meat and produce suppliers. Also by offering the unique
conjunction of tacos and fresh juices, including Horchata
and smoothies. We will provide our patrons with a
hands-on experience IF THEY LIKE. ONE MENU ITEM
WILL BE A SELF-MADE TACO.
OUR PRICE: value based pricing with tacos at $3.50 -
$5.00. hard shell and soft shell, with meats like chicken,
beef, shrimp, steak and fish. Freshly squeezed juices
range from $2.75 and up to $3.50.
OUR PLACE: We intend to exhibit a one-of-a-kind
atmosphere. we choose to locate along Ventura
Boulevard and appeal to PATRONS SEEKING
AUTHENTICITY AND STYLE, AND anyone interested in
10. PROMOTION MIX
Sales: TRAINING EMPLOYEES IN SOFT-SELLING
TECHNIQUES. ENFORCING PROPER HYGIENE.
EXERCISING APPROPRIATE INTERNAL CONTROL
PROCEDURES.
Advertising : Los Angeles Magazine (article). Radio:
96.3 Newspaper: coupon inserts, and a full page ad to
announce our grand opening. “COME TO TACO BOUT
IT, WE’RE AT THE OTHER END OF THE RAINBOW”.
Public Relations : Press Releases to establish
sponsors and Investors. Yelp ads, a Facebook page,
and ENGAGEMENT IN OTHER SOCIAL MEDIA.
Donate to local charities when able.
Sales Promotion : coupons, samples, and displays.
We will HAVE promotions to motivate people to come
frequently. For loyal customers a reward program.
11. OUR COMPETITIVE ADVANTAGES
COST - 2 for 1 offers and other creative promotions.
using SMALL, LOCAL FOOD SUPPLIERS AND
ESTABLISHING LOYALTY FOR DISCOUNTS.
NICHE - We cater to consumer appetites for bolder
flavors and also bring about emerging trends, such as
innovative plates, EXOTIC SURROUNDINGS, AND
DIVERSE, ECONOMICAL MENUS.
PRODUCT DIFFERENTIAL - Careful evaluation of
each product will provide us with unique and healthy
ingredients. WE will Serve flavorful food with an eye to
great display. With tacos as our specialty, we offer the
most diverse selection.
atmosphere – UNIQUE INTERIOR DECORATING
WITH AN EYE TO OLD WORLD MEXICO. OUR
AMBIANCE WILL BE PREFERABLE TO ANY OTHER
COMPETITOR. A PLEASANT ATMOSPHERE WHILE
12. Management Plan
• GENERAL MANAGER WILL BE
RESPONSIBLE FOR FINANCING AND
OPERATIONS.
• SECRETARY WILL ASSIST WITH
RECORDS MANAGEMENT AND
ORGANIZATION.
• ASSISTANT MANAGERS RESPONSIBLE
FOR OPENING AND CLOSING
PROCEDURES AND ENSURING DAILY
TASKS ARE COMPLETE.
• EIGHT COOKS RESPONSIBLE FOR
PREPARING FOOD
• EIGHT SERVERS RESPONSIBLE FOR
TAKING ORDERS, HANDLING CASH, AND
14. Action Plan: Break Even
• THE MOST DIVERSITY OF CONSUMER
INGREDIENTS WILL ATTRACT SALES
• SMALL, LOCAL SUPPLIERS FOR
ECONOMY
• MINIMIZE COSTS
SOLAR PANELS/ECO FRIENDLY
RECYCLABLE DISPOSAL
NO OVERSTOCK/WEEKLY
INVENTORY/MINIMAL MANAGEMENT
AND STAFF
• FINANCIAL REPORTS TO CONTROL
EXPENSES AND INVENTORY
• WEEKLY SALES PROMOTIONS TO
15. Action Plan: Marketing
• ADVERTISING AND PROMOTION ON
FACEBOOK, TWITTER, INSTAGRAM, AND
OTHER SOCIAL MEDIAS.
• ADVERTISE IN THE LOS ANGELES
MAGAZINE AND YELLOW PAGES.
FLYERS AND MENU BROCHURES.
• NEWSPAPER INSERTS AND FULL PAGE
AD TO ANNOUNCE GRAND OPENING
• OUTSIDE SEATING AND APPROPRIATE
RECORDED MUSIC
• “TACO TUESDAY” – 2 FOR 1 TACOS
• EXCELLENT AND FRIENDLY CUSTOMER
SERVICE
16. Action Plan: OPERATIONS
• LOCATED AT 12053 VENTURA PLACE IN
STUDIO CITY. THERE IS A VACANT
BUILDING THERE TO RENOVATE
• OBTAIN NECESSARY PERMITS AND
PASS HEALTH/FIRE INSPECTIONS
(OSHA)
• HIRE AND TRAIN STAFF
• PURCHASE NECESSARY EQUIPMENT
• CREATE A MENU AND LAUNCH WEBSITE
• LAUNCH MARKETING/NETWORKING
CAMPAIGNS
• HOURS OF OPERATION: 11 AM – 2 AM
17. APPENDIX
MARKET STATISTICS - (SOURCE: IBIS WORLD)
• Revenue $31B
• Annual Growth 2007-2012 1.4 PERCENT%
• Employment 806,586
• Businesses 30,910 EQUIPMENT SUPPLIER -
Http://www.hubert.com
COMPETITOR PRICING INFO –
http://www.fastfoodmenuprices.com/chipotle-prices
http://www.hugostacos.com/food
TACO BOUT IT MARKETING AND PROMOTION _
NEWSPAPER INSERT - TV COMMERCIAL
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PSA – SIGN –
MERCHANDISE - TAKE OUT BAG –
