2. Table of Contents
I. Executive Summary………………………………………………………………… 2
The Concept
Management
Keys to Success
II. The Company………………………………………………………………………...3
Background
Mission Statement
Goals / Objective
Products and Services- The Menu
Location(s)
Hours of Operation
SWOT Analysis
III. Marketing…………………………………………………………………………….7
Market Analysis
The Market
Competition
Competitive Advantage
IV. Financial Overview………………………………………………………………….8
Start-Up Funding
Start-Up Expenses
Sales Forecast
Cash flow Analysis
Break-Even Analysis
WTF- WHAT THE FRIES 1
3. Executive Summary
The Concept
Today, a new generation of street-food lovers are lining up at food trucks like never before. Like
many other popular trends, food trucks are the latest version of a long-standing part of American
and world culture. Furthermore the era where employees today are often pressed for time, with
more work, and shorter lunch hours is without a doubt the number one reason why mobile food
concepts have become more appealing than ever. Thus, because of the favorable factors that are
attracting more and more people to food trucks and the rapid growth of mobile foods popularity,
we have established WTF (What The Fries) Truck.
WTF offers a wide variety of cultural options on top of an American staple. The most popular
dishes, the Pulled Pork Fries and the Cajun Crawfish fries, are just two of the numerous
multicultural fries offered. WTF aims to connect all types of people in the community through
cultural cuisine.
Management
WTF, LLP (Limited Liability Partnership) is a start up partnership that is reinventing fries to a
whole new culinary level. WTF is a new concept that incorporates traditional world wide popular
foods/ingredients added to fries differentiating us from other establishments and adding a new
blend of unique taste to fries.
WTF is managed by four partners that have invested $90,000. As partners we decided to use LLP
as a business structure because of the benefits that a partner doesn’t have personal liability for
the negligence of another partner and therefore since have than cohabitated as a successful
partnered business.
Keys to Success
● Community and social responsibility
● Responsive to customers through social media outlets
● Quick and quality service
● Reasonable prices
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4. ● New approach to a classic favorite
The Company
Background
The concept of WTF is a food truck concentrating on a variety of toppings on French fries
inspired by popular dishes from other regions. It’s a well-known fact that French fries are among
the most popular foods in the western hemisphere. As popularity of potatoes have grown in the
fast food market, we have acknowledged that there is a great opportunity and profitable future
with the idea of WTF food truck, and this is our basis of creating WTF.
Mission Statement
WTF stands to serve quick and quality food for those looking for a twist on everyone’s beloved
french fries. We bring a cultural palate to an everyday favorite, hoping to diversify the
communities’ take on ordinary food.
Goals / Objective
WTF has envisioned two main goals. First, WTF is based on the idea of fries from around the
world. WTF strives to bring together ingredients of popular cultures and serve them with
something that is staple to our Americanized palate. We hope to bring the community together
one fry at a time. Our main goal of serving French fries with different cultural toppings is to
offer an array of options in one place. We aim to expand the experience and options people have
to cultural foods. By serving our multicultural style fries we develop a sense of unity towards all
cultures and people in a tasty way.
Second our goal is to work with and give back to the community. WTF values social
responsibility and hopes to help members of the community, specifically working students. We
primarily give flexible part time jobs to students looking for employment, but we also provide an
opportunity at a cash reward for those who qualify. A five-hundred dollar award is granted to the
winning student who comes up with a new idea to add to our menu. Our goal at WTF is not only
to provide quality food in a timely manner, but also to help give back to our community in which
we feed.
Products and Services
What The Fries provides mouth watering ingredients and spices, dips, sides, and toppings that
make ordinary fries a thing of the past. Whether you’re in the mood for Mexican Carne Asada
fries, Italian garlic parmesan fries, or any other cultural style fries on our menu, we ensure top
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5. quality, commuter friendly food on the basis to creating an establishment that unifies food lovers
together to experience and open up to multicultural foods.
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7. Locations
-San Francisco State University, 1600 Holloway Avenue, San Francisco, CA 94132
-Off the Grid Fort Mason Center Landmark Building C, 2 Marina Blvd, San Francisco, CA
94123
-Giants AT&T baseball stadium 24 Willie Mays Plaza, San Francisco, CA 94107
-Pier 39 Beach Street & The Embarcadero, San Francisco, CA 94133
*Locations will vary on a monthly basis.
Hours of Operations
Mon - Thursday, Sunday 12:00 PM – 8:00 PM
Fri - Saturday 12:00 PM – 9:00 PM
SWOT Analysis
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8. Marketing
Marketing Analysis
Studies have shown that an average American consumes about 29 pounds of french fries in their
whole life time. French fries are served in many places such as fast food restaurants, drive-ins,
high-end restaurants, and food trucks. Our team has decided to use a food truck to conduct our
business because as a start up company, we want to see how the market will react to our new
innovation on french fries.
WTF’s target audience are foodies in and around San Francisco who have a passion for
domesticated cultural food. WTF is unique to the food truck market of San Francisco because it
is adding the American classic, french fries, to a large diversity of ethnic dishes. WTF not only is
bringing ethnic dishes and American classics together, it is representing the people of San
Francisco which are culturally diverse yet ultimately American.
The Market
In order to create better and new products that attract our target customers, we have passed out
samples near our food truck. At the same time, we have asked the consumers to help us fill out
surveys to let us know what they like or dislike about the products.WTF’s surveys consist of
simple, yet thoughtful questions that overtime had helped us identify what it is what we need to
change in our products and services.
The marketing strategy for WTF consists of reaching our customers through social media outlets.
We have our own Instagram page and also promote our company through numerous platforms.
Our customers can reach us through Twitter, Snapchat. Having this market, WTF is able to reach
potential customers who are unfamiliar with its foods and services.
Our fries range from $8 to $13. Although our french fries are higher priced than most, our
portions are significantly larger. The atmosphere around WTF invites a multitude of different
people from the community to once place in order to enjoy quality and cultural food.
Because WTF is a food truck, we consist on moving from different locations in order to have a
wide range of consumers from all over San Francisco. In order for our customers to find our
locations, WTF has made it a priority to reach out through social media to post our location.
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9. In order to minimize the wait in line we will also conduct an app in which customers are able to
place their order online. This benefits the customers that are on the go and are not able to wait in
line.
Competition
Our main competitors will be food trucks such as Koja Kitchen, Mayo & Mustard, Senor Sisig,
and Seoul on Wheels. Many of these food trucks have been rated Top 10 Food Trucks in San
Francisco. Using these food trucks as references, WTF can better serve customers and make
additional changes for a more productive market. In the future, WTF can add more items to the
menu and create a variety of different products connecting multiple cultures together.
Competitive Advantage
Although our competitors served a wider range of food compared to our food trucks. Our main
focus is french fries, but not just any kind of french fries. It’s fries that are topped with different
cultures, where consumers can experience a whole new kind of fries from our food truck, WHAT
THE FRIES (WTF).
Financial Overview
Start-Up Funding
In order to start WTF, we would like to obtain a $60,000 business loan with a 5% interest rate for
24 months in order to help begin WTF. We, the founders of WTF, will invest $100,000 into our
own company, which will cover a majority of the initial expenses, as well as most of the
on-going costs for the first year of business. The reason for asking for this loan, is that we want
to have money ready for any repairs, mishaps or inconsistencies with our business. We will be
located in five different locations throughout the week, selling to many different people around
the city of San Francisco. Also, San Francisco State is one of our locations, therefore, we will
have the youth’s support. We are expected to break even within the first year because of the
simplicity of our company. With fries and the world, you get WTF. What the Fries.
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11. Sales Forecast
Month Units Selling
Price
Total Sales
January 1,788 $11.00 $19,668.00
February 1,749 $11.00 $19,239.00
March 1,758 $11.00 $19,338.00
April 1,808 $11.00 $19,888.00
May 1,828 $11.00 $20,108.00
June 1,800 $11.00 $19,800.00
July 1,800 $11.00 $19,800.00
August 1,788 $11.00 $19,668.00
September 1,788 $11.00 $19,668.00
October 1,779 $11.00 $19,569.00
November 1,798 $11.00 $19,778.00
December 1,810 $11.00 $19,910.00
Total
Sales
$236,434
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13. Break-Even Analysis
Average Price of Meal: $11
Variable Cost Per Meal: $3.00
Contribution Margin: $8
Fixed Cost of Year 1: $160,239.00
Break-Even Number of units: 20,030 units
Break-Even point in dollars: $220,330.00
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