Urban Leaf Presentation
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Award Winning Urban Leaf Pitch Deck Bits and Company In-Action pictures
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Urban Leaf Presentation
- 3. 8 1 1 1 2 Legend Bubble tea shop Inner Loop Chinatown Number indicates the number of bubble tea shops in that area Ratings are average Yelp reviews per area. 20 minutes for a good bubble tea ($3-4)
- 4. high quality bubble tea with easy accessibilityin the inner loop
- 5. Juice Shop Bubble Tea Shop Organic Tea Coffee/Tea
- 6. 8 16 24 32 40 48 NumberofSurveyRespondents NumberofResidents Age Legend Male Residents Female Residents Survey Respondent Asian 52% Hispanic 12% Black 9% Mixed 10% White 17% 25-35 year olds in the Inner Loop Shift towards non-Asian crowd Based on Bubble Tea Market Survey Age Distribution of Montrose (77019) Residents and Bubble Tea Market Survey Respondents Ethnicity of Bubble Tea Drinkers
- 7. serviceable market of 22,000 up to total addressable market 400,000
- 8. high quality bubble tea … through a truck CRITICAL RISKS, PROBLEMS AND ASSUMPTIONSCRITICAL RISKS, PROBLEMS AND ASSUMPTIONS
- 9. M A M J J A S O N D Pre-Launch Event Business Plan Research and Development Events Purchase Truck Crowdfunding Retrofit Truck Grand Opening Operations 2013 Urban Leaf Start-up Schedule Legend Phase 1: Market Validation Phase 2: Truck Purchase and Retrofiting/Cont'd Market Validation Phase 3: Operations Now
- 11. Elaine Mau - Owner Additional Resources: Helper, Mentors, Graphic Design/Website Company, Truck Retrofit Company Ericka Ongtiong – Head of Operations Christine Mau – Tea Consultant Skills • Proven Planning and Execution • Self starter and Leadership • Industry Experience Responsibilities • Guide overall business strategy • Connect business to events • Website, accounting, etc. Skills • Event Management • Research Experience • Exceptional interpersonal skills Responsibilities • Network and organize events • Develop Product • Lead Sales Skills • Tea knowledge Responsibilities • Sourcing teas • Testing Teas
- 12. In Action
- 13. First, I immersed myself in Houston’s bubble tea culture, interviewed customers about how bubble tea intertwines with their life, and conducted surveys.
- 14. I spent months testing our recipes to perfection…
- 15. … and creating all the signage
- 16. With $8k in start-up capital by placing 2nd in the Newspring/HCC Business Plan competition…
- 17. … we started the business and sold at all these events and venues!
- 18. Facebook Twitter Yelp This is what customers had to say about Urban Leaf…
- 19. … as well as CultureMap Houston and KHOU.com, a local Houston channel, news segment.
- 20. We love all of you!
- 21. Urban Leaf would not have been the same without all my mentors from HCC Newspring Business Plan Completion… Jennifer Ford Harry Tallichet
- 22. … Flip’n Patties, teaching me the ropes of food truck life from the truck breakdowns to the busy highs
- 23. … and ‘Mama Fong’ from Stanton’s City Bites, coaching me on kitchen etiquette and more.
Editor's Notes
- Title Urban Leaf is a startup company that brings gourmet bubble tea straight to the customer through a food truck.
- Originating from Taiwan in the 1980s, bubble tea is tea-based drink typically blended with fruit syrups or flavored powders and contains sweet black tapioca balls for texture.
- [TRANSITION] Two to three years into my job, I wanted to take it into my own hands Problem - Currently, bubble tea drinkers within Houston’s inner loop hav3e only a handful of mediocre (3-3.5 Yelp star) options. Need to drive 20-30 minutes to the Asian community of Bellaire for the $3-5 drink high concentration in Chinatown, sprawled out rest of houston - Akin to coffee purchasing, where you go to the nearest neighborhood shop, such as starbucks
- Solution Urban Leaf’s edge is that the truck provides high quality bubble tea – made with loose leaf teas and real ingredients easy accessibility in the inner loop – direct to where the customers are Our differentiation of a quality product and mobility drives our competitive advantage. Christine will hand out soymilk tea made from double strength loose-leaf Assam Black tea sweetened with raw sugar and topped with organic soy milk, tapioca is sweetened with agave. Competitive Advantage – secret sauce why you Urban Leaf positions itself on two main market differentiations: gourmet bubble tea (quality of product) and the mobility of the truck (method of operation/distribution). To reinforce the gourmet product approach, Urban Leaf will focus on quality graphic designs of the truck, logo, and website. This marketing will showcase the sustainability and purity story behind the ingredients. The bubble tea will be served in a clear cup with an Urban Leaf logo and black straw to strengthen the gourmet image. Furthermore, to emphasize the uniqueness of the drink, Urban Leaf will have distinct names, such as Purple Cow (blueberries and milk), and name drinks after popular fads, such as Harlem Shake, Honey Badger, or Linsanity. Unlike current bubble tea establishments, Urban Leaf’s bubble tea will be distributed via a food truck, which provides easy accessibility to the customers. Most trucks do not provide entertainment for patrons waiting outside, except for Flip’nPatties, which has a karaoke machine. Urban Leaf plans on having a photo booth using an iPad app and handcrafted props, so patrons can take pictures as they wait or after they have the drink.
- Competition - Main is teahouse tapioca and tea customers enjoy “lots of drink combination,” but Teahouse provides an “average/decent” drink,” “inconsistent service,” and is considered expensive. May N. notes “I don’t think this is the best place in Houston (uh, there are like a million boba places in New Chinatown Bellaire), but for inside the Loop, it’s pretty reliable and convenient” Some bubble tea shops in Houston do offer a limited selection of bubbles teas made with real fruit. One offer organic bubble tea, not main product stores that do offer real fruit supplement with fruit syrups increase in unique flavors, one shop, Boba guys, use organic, real ingredients - no bubble tea trucks in Houston; our in the U.S.: two in California, one in Atlanta, one in Miami. Trucks – 1000’s are registered, 20-30 are gourmet. only handful are sweets/drinks
- Target Market – Conducted a survey with 162 respondents and obtained demographics and behaviors Demographics: 25-35 Mostly Asians 50% Galleria, Montrose, Midtown – Inner loops are
- Market Size Total Addressable Market – 400,000 Houston, controlling for age and income Serviceable Addressable Market – 22,000 age, income, Asian Ethnicity Behavior 66% just buy bubble tea – suggest that you specifically go there to get bubble tea More than half buy bubble of a frequency of a month or more
- To the people in the inner loop [Transition] As I was holding down a full time job, I decided to prepare strategically – researching the characteristics and lives of my customers , understand what it take to run a truck, and find a kitchen and funds to do so. I had a lot of unknowns, a lot of question, so I went out to the world to collect the information. One way was.. Business Model Primarily sales of bubble tea from bubble tea truck - Truck – Establishing a new location and building customer base, events, partnering with other food trucks - Schedule – a central location during the day, events at night, parks on weekends Local and catered events Eventually packaged goods
- Current Status: Events Vox culture event Private catering event for 50 Houston Improv festival Montrose arts festival Dragon Boat Festival Two recipes: soymilk black tea and caramel milk – more to come Money to be used for: recipe development and begin our market testing We the plan, resources, and now money.
- Ramp-up strategy Year 1 - Start-up - Phase 1: Market Validation – Selling teas at various events and catering – 3-4 star reviews, 500 follower/likes now - Phase 2: Purchase of Truck and retro fit, continued Market validation - Phase 3: Operations Year 2 – focus on optimizing operations and routes Year 3 – Expand menu, open new location Marketing and Sales - market validation phase will get the word out there, we will start selling - heavily rely on social media for promotion and marketing - easily accessible to anybody in their preferred social media. Primary – Twitter, Facebook fan pages, truck exterior wrapping and signage, and the website Secondary - the website and Instagram will serve as a secondary means of publicity QR scan codes will be incorporated into the truck and business cards and will direct customers to the website. Urban Leaf strives to be featured by local food bloggers, the Houston Chronicle, and the like by contacting them directly. photobooth Promotions Rating Square punchcard
- Management Team The currently team’s strengths lie in its passion, drive, and tenacity to learn, plan, and execute the business. Ericka’s outgoing personality, event management skills, and small company experiences complements Elaine’s quieter personality, planning/execution mindset, and large company experiences. Urban Leaf lacks real-world experience in running a restaurant/food truck business, accounting and general business management, and marketing/graphic design. To gain more experience in the bubble tea and food truck business, Urban Leaf plans on continuing to shadow on Flip‘nPatties truck, as well as gain preparation and serving experience through events. Elaine will need to leverage the support of mentors and friends to learn accounting, marketing and basics about running a food truck business. Graphic design will be outsourced to professionals such as on 99designs.com or MiNeeds.com. Legal issues, if any, will be resolved through Legalzoom.com. Ericka Ortobond
- Title Urban Leaf is a startup company that brings gourmet bubble tea straight to the customer through a food truck.
- I immersed myself in as many bubble tea shops possible. I sat at different hours of the day observing and counting which people grab’d and go vs stay at the shop. I interviewed and ask potential customers about their lives with bubble tea. I sketched out some of my side ideas of off the shelf bubble tea and got their opinions. I was doing research, not stalking. [Transition] Not only did I immerse myself in the bubble tea café life, I immersed my self in food truck life to understand what it takes to run one. Immersions, observed and asked potential customers about their opinions thoughts and lives about the bubble tea. How it fit into their lives Grab and g\o, looking for something unique, the beginning shift from predominately Asian population to others [Transp
- Next, is my lesson learned in product. Getting feedback about your product is difficult Start with the usual metrics measuring how many each was sold, but that only gives you evidence to support your product later I learned this was a phenomenon called confirmation bias. It’s the lack of evidence that’s harder to get. Embaressingly, one customer came back with one product, the creamsicle, saying it tasted really terrible. My friend then confirmed, and later I realized that it consistency was difficult to achieve with orange. And if I had paid attention to the times I was selling creamsicle so much, I wouldn’t have found this lesson. Lessons Learned: I learned that it’s not only the evidence, but you need to watch and listen closely for the lack of evidence to disprove your concept/product At peer insight this is gravely important for “what work” ----------- Tie this back to peer insight.. tick market for each one that is bought -> figure out what’s empty, but that only gives what worked. But really what happens is you hear and observe people as they walk away or your friends come visit you and comment. You tend to look for evidence to support your product,, but your friends are the worst people. It’s the real live action. who was there said, I never really like it and I was thinking about all those times several customers came back for more. I stopped selling it as consistentency was difficult to achieve with oranges. I ran several true tested science experiment control vs not Customer co-creation – As a true science maniac, I created with “potential customers” aka my friends and as this picture shows, I hosted “tapioca tasting party” experimented with with all different types of sweeteners agave, brown/white sugar did thisfor evyerhintg, noted their reaction or if they had ideas on their own (maybe delete?)
- I went to work: dumpster diving for pallets In addition to the big urbanleaf sign, I created Made it clear what we were selling by hanging up cups with fake tapioca in it hung up signs that described the flavors
- With all this preparation in hand, [Click] I beat out roughly 60 other existing businesses and new start-ups and placed second with $8000. [Transition] While this is not the $100,000 or so I needed for the truck, I still had unanswered unknown and started with going to farmers markets and various events.
- Finally, operations – for me this was another fun part, we went to all these different events, and while we planned for each one, it was a constant iteration and being adaptive on the spot to each situation. - Mentions different events.art festivals, craftmarket, dance party, improve, something work,
- This is what we were recognized as the first picture in this article. For me, here was my proudest moment. What I had in my head for sometime was now legitimized by the article Despite all the research I did, I’m glad I tested my assumptions. Lessoned Learned: Sometimes assumptions are wrong and that’s okay. I had to leave my ego at the door like when that man came up to me because more importantly, I needed to connect a concept with an unmet need. This skill at peer insight would make sure we go for the right concept to ensure we’re meeting the need.
- That wasn’t the only immersion, I made connections with a food truck Stayed up till 2 am Troubling shooting a breakdown [Transition] I owe it to Flip’n Patties for letting me shadow their truck for so long. Another person I am grateful for is a woman who I eventually started to call her Mama Fong.
- And teaching me the ropes of kitchen etiquette. [Transition] With