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Burger Cowboy Business Plan Presentation


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As a senior thesis at Ringling College of Art and Design, I created a full business plan for a mobile "slow-food" fast food cart. This presentation is a public supplement to my plan.

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Burger Cowboy Business Plan Presentation

  1. 1. “100% grass-fed local beef, or veggie if that’s your belief.” Burger Cowboy Business Plan prepared by: Kathryn H. Wilson Spring 2013
  2. 2. 5% of America’s population will eat fast food today. U.S. consumers spend over $140 billion on fast food annually. The FDA allows FOUR rodent hairs per 100 grams in processed food. Several fast food ingredients have been linked to various cancers and obesity.
  3. 3. Burger Cowboy is a concept created out of the need for an alternative to corporate- run fast food franchises. Convenience Availability Sustainability CONCEPT
  4. 4. Simple Menu Fresh, local ingredients No bullshit attitude WHAT IS BURGER COWBOY?
  5. 5. Source the best local ingredients. Build a friendly community atmosphere with streamlined service. Serve up some damn good burgers. Make everyone a happy Burger Cowboy! BURGER COWBOY’S MISSION
  6. 6. MENU 3:10 To yuma Deluxe burger cowboy’s signature dish 4 oz. of 100% grass-fed local beef (flame-kissed and made to order) smothered in mouthwatering nacho cheese (it’s nacho cheese!) accompanied by a ripe slice of farm fresh tomato gently caressed within savory pretzel bread
  7. 7. MENU blazing saddles deluxe don’t eat beef? pound down this 100% vegan burger! 5 oz. black bean patty infused with seasonal vegetables and lightly dusted with paprika a slab of vegan pepper jack cheese a juicy slice of local, farm fresh tomato dually penetrated by flaky golden pretzel bread
  8. 8. SIDE ITEMS lassos
  9. 9. SIDE ITEMS lassos belly wash
  10. 10. SIDE ITEMS lassos belly wash midnight cowboy cookies
  11. 11. Revel POS System
  12. 12. GRASS-FED BEEF
  13. 13. FACILITIES Tumbleweed Tiny House Company “Popomo” model
  14. 14. FACILITIES
  15. 15. FACILITIES
  16. 16. LOCATION
  20. 20. CHIEF BURGER OFFICERS Ms. Dylan M. Jones Co-founder, CEO, CBO Degree from Oregon Culinary Institute in Baking and Pastry Management Original creator of the Burger Cowboy brand Loves Sriracha Strong Aries Does not know how to drive
  21. 21. CHIEF BURGER OFFICERS BACK OF HOUSE Securing organic produce deliveries and maintaining inventory for all ingredients Responsible for daily menu (seasonal ingredients) Purchase of food and beverage inventory Food prep for next day Grill master & food assembly Food vehicle maintenance General cleanliness
  22. 22. CHIEF BURGER OFFICERS Ms. Kathryn H.Wilson Co-founder, CFO, CBO Degree in Business of Art and Design Strong time management and organizational skills Drives a large van Loves burgers
  23. 23. CHIEF BURGER OFFICERS FRONT OF HOUSE Reconciliation of all business financials Opens register Tracks inventory General customer service Interacting with, serving, and cashing out customers Manages advertising, both online and print marketing Food vehicle maintenance Food vehicle transportation (official driver)
  25. 25. The National Restaurant Association forecasted that fast food restaurants in the U.S. would reach US $142 billion in sales in 2006, a 5% increase over 2005. In comparison, the full-service restaurant segment of the food industry is expected to generate $173 billion in sales According to Los Angeles-based industry-research firm IBISWorld, the street-food business -- including mobile food trucks and non- mechanized carts -- is a $1 billion industry that has seen an 8.4 percent growth rate from 2007 to 2012. INDUSTRY STATS
  26. 26. TARGET MARKET “Green-oriented” Health-aware Foodies Burger Lovers Students Millenials Generation X &Y Local food advocates Tourists Lovers of Burgers
  28. 28. COMPETITORS Full Belly Meats Burger Cowboy MEAT CONDIMENTS FRIES GOAL CREW Black Angus beef 100% grass-fed, local, certified organic Doesn’t serve ketchup Hey we’ve got ketchup! Plan straight-cut fries, no cute name Curly fries! Lassos! Adorable! “To make your taste buds happy and your belly satisfied and full.” “Source the best local ingredients, create a friendly community atmosphere, make every a happy Burger Cowboy.” Family 2 cute chicks
  29. 29. MARKETING
  30. 30. MARKETING
  33. 33. Burger Cowboy is definitely my first choice in delicious organic burgers in Sarasota! The 3:10 to Yuma burger is truly their signature burger, I’d eat it for breakfast, lunch and dinner. I know the words ‘organic’ and ‘beef’ can make people a little skeptical about the taste, but it is delicious! The homemade nacho cheese served with the 3:10 is to die for, and when I asked Dylan, the chef, she gladly gave me the recipe. The cookies are warm and gooey, and kept on a heating plate until your order. Even though Burger Cowboy is run by only 2 girls, they bring a positive energy to your experience, and the food will keep you coming back for more!
  34. 34. What a place! Everything about BC is the best. Brought friend in from Venice, FL, he thought it was equally fantastic. Absolutely no draw backs except for hours and location, wish this was a restaurant! Loved the cup my drink came in, and it made a great souvenir for my friend’s visit. I was surprised when I found out that only 2 young women run this joint, couldn’t be more impressed!! keep up the good work!!!
  35. 35. BASIC START-UP COSTS Item Price per year Notes Truck $40,000 + basic retrofitting Mobile Food Vending Unit Permit $15,000 2-year permit bought on black market General Liability Insurance $3,500 Mobile Vendors License $103 $53 for class, $50 for 2- year permit Truck Insurance $2,500 Commercial kitchen equipment $36,000 Worker’s Comp $6,000 Accountant $4,200 PR Professional $6,000 Total $113,303
  36. 36. COST OF GOODS SOLD Product Unit Cost per serving Sales Cost per serving Cost of Good Sold 3:10 to Yuma burger $2.32 $8.00 29% Blazing Saddles burger $1.40 $6.00 23% Lassos $0.25 $2.00 12% Midnight Cowboy Cookies $1.00 $2.00 50% Belly Wash $1.75 $2.50 70%
  37. 37. REVENUE 4% 12% 20% 16% 17% 31% 3:10 toYuma Blazing Saddles Lassos Midnight Cowboy Cookies Belly Wash Misc. Merch
  38. 38. REVENUE $0 $22,500.00 $45,000.00 $67,500.00 $90,000.00 2009 2010 2011 2012 Total Gross Profit 3:10 toYuma Blazing Saddles Lassos Midnight Cowboy Cookies Belly Wash
  39. 39. “Grass-fed local beef, or veggie if that’s your belief.”
  40. 40. Thank you!