The Fresh Box Juicery Food Truck

Anne Cross, Andrew Fitzgerald, Arwa Ahmed, Morgan Feely

MW 10:30-11:45

4/24/19
Table of Contents
Executive Summary 4
Part I: Business Description 4
1.1 Business Name 4
1.2 Business Purpose 4
1.3 Industry Analysis 4
1.4 Form of Business Ownership 4
1.5 Ideal Customer 4
1.6 Our Advantages 4
1.7 Ethical Issues 4
1.8 Social Responsibility 4
1.9 Global Issues 4
Part II: Management and Operations Plan 4
2.1 Mission Statement 4
2.2 Business Goals 4
2.3 SWOT Analysis 4
2.4 Management Plan 5
2.5 Organizational Chart 5
2.6 Floor Plan 5
2.7 Operational Scenario 5
2.8 Raw Materials, Equipment, and Supplies 5
2.9 Quality Assurance 5
2.10 Information Technology Resources 5
Part III: Human Resource Plan 5
3.1 Corporate Culture 5
3.2 Leadership Style 5
3.3 Job Descriptions 5
3.4 Job Specifications 5
3.5 Training Employees 5
3.6 Compensation 5
3.7 Incentives 5
Part IV: Marketing Plan 6

2
4.1 Target Market 6
4.2 Product Features and Benefits 6
4.3 Competitive Analysis and Product Differentiation 6
4.4 Pricing 6
4.5 Distribution 6
4.6 Promotion 6
Part V: Financial Plan 6
5.1 Cost of Doing Business 6
5.2 Expected Revenue 6
5.3 Financing 6
5.4 Income Statement 6
5.5 Balance Sheet 8
References 10

3
EXECUTIVE SUMMARY
The Freshbox Juicery food truck, is a company that strives to produce and juice the best
smoothies and acai bowls out there. We will be located primarily in Fort Wayne, Indiana because
we feel there is a desperate need for healthy, deliciously tasting smoothies and acai bowls here in
Fort Wayne. We will also be traveling to other parts of the US to ensure that many different
states have an opportunity to experience The Freshbox Juicery. Our business wants to ensure that
people such as hard working college students, and the average “on the go american,” have time
to get the nutrients they need into their bodies without wasting too much time and energy going
into a restaurant. We bring the food and nutrients to you, but with amazing tasting flavors. As
business owners our goal and mission of our business is to make things easy for our consumer.
We wanted to create a business that had flexibility when it came to where we want to be located.
Being so that we are a moving food truck, our opportunities for expansion are endless. With the
freshly grown fruit we produce, our customers are sure to feel as though they are not getting
processed food or being lied to when we say healthy organic food. Our products stand out from
others essentially, because they are freshly grown and we will be selling premade acai bowl
starter packs, so that anyone can make an acai bowl with 2 simple steps.

We, the store owners - have never experienced owning a business, let alone a food truck,
however each of us are hard working people who have passion and dedication for building this
business into something magical. Morgan Feely, is currently working as a sales associate, and
social media assistant for a local Fort Wayne boutique and always makes sure the customers she
deals with are made to feel special and are assisted at all times. Being so, that she has had
experience in sales this will help our company to grow bigger and bigger because she is able to
sell our company and make sure we are known, as well as market for our food truck and
understand ways in which we as a business can interact with the customers because of her strong
social media visual skills. Arwa Ahmed, currently works as a Front Office Manager at a Choice
hotel. She has experience within the hospitality industry and knows how to handle various types
of guest issues in a professional manner. She also has experience in leading and training staff
within multiple departments. Thus, she can lead and train employees on their job task and assist
customers with any issues that may arise. Anne Cross, is currently working at Ulta Beauty as a
Clinique Consultant. Ulta Beauty is currently the fastest growing retailer in the United States, so
it’s a major company that is seeing a lot of traffic. Since she is a consultant at a fast pace store,
she is skilled in consulting everyone individually and at a fast rate. She is able to make the guest
experience feel very personable, while also being able to sell and be quick at the same time. She
will be able to help us drive sales and meet customer satisfaction every time. Andrew Fitzgerald,
is a former employee of JCP and RA in PFW student housing. He is trained in customer service
and operation cash registers. He is also skilled in mediation and problem solving.

4
PART I: BUSINESS DESCRIPTION
1.1 BUSINESS NAME

“The Freshbox Juicery.” We chose to give our food truck this name, because we wanted
to somehow help people understand that our food truck provides freshly grown fruit and foods.
We also make and sell acai bowl jar kits, so the name freshbox came from the fact that our food
is fresh and easy to box up and take on the go or buy some acai packs to have at home.

​1.2 BUSINESS PURPOSE

The Freshbox Juicery is a business that seeks to give customers an effortless, healthier,
more delicious way of living right here in Fort Wayne, Indiana. We strive to create the most
perfect, delicious, nutrient based foods out there, to insure you leave us feeling refreshed,
refueled, and ready to come back for more smoothie and acai bowl blends.

1.3 INDUSTRY ANALYSIS

Food truck businesses fall under the Accommodation and Food Services category but
more specifically the Mobile Food Services industry which is the NAICS code 722330. The size
of the industry is complicated but according to the website foodtrucker, “Sources conflict over
the size of the industry, but it averages around $2 billion for 2017” (Business, 2017). The trend
of food trucks has been growing rapidly in the United States, primarily in larger cities, but is
making its way to smaller cities and towns. Fort Wayne does have some food trucks, but are
primarily focused on hamburgers, hot dogs, barbeque, and other American homestyle types of
food. Based off the industry growth and local trends, our business would help meet consumer
demand and have a good chance to succeed and grow.

1.4 FORM OF BUSINESS OWNERSHIP

The business ownership form that our business decided upon is limited liability company
(LLC). The reasons why we selected this form of business is for the following benefits: we can
have multiple owners, depending upon the amount invested determines the level of liability of
each individual owner. Owners are considered to be self-employed. If our business were to
become unsuccessful it will be easier to pull out. Another benefit is flexibility within taxation.
We can avoid being double taxed and have the option to select disregarded entity taxation where
LLC’s income and expense are sent to the personal owner’s tax returns and they won’t have to
file corporate taxes.

1.5 IDEAL CUSTOMER

We predict that our ideal customer will be primarily the average college student and or
the everyday “on the go American.” This refers to Americans who are going to school, work, or
even going out on a strolling and shopping.

Since we are a traveling food truck we want to target college students, because it’s hard
for them to find good quality healthy food in college, that is quick and easy to access. We also
5
want to target the on the go American. Being so we are a traveling food truck, we can go
anywhere we feel there is a need for quick and healthy food to be consumed. With that being
said, making sure working Americans get their nutrients in throughout the day with a stop by our
truck will ensure for a happy more productive work day.

1.6 OUR ADVANTAGES

Our businesses biggest advantage is uniqueness. We are offering high quality, organic,
and locally grown fruits to use in our acai bowls and smoothies, which no one else in the area is
offering. On top of that, currently there aren’t any food trucks that deliver these type items in our
area. We will be able to capture more of the market than traditional brick and mortar stores due
our ability to travel. Competition will surely come from other smoothie or health stores, but we
will have already had a presence in the market and will establish a name that will allow us to still
succeed with competition.

1.7 ETHICAL ISSUES

The Fresh Box Juicery food truck takes ethical issues as its main priority and
responsibility by stressing the aspects of integrity and trust. We strive to provide our
stakeholders with the respect, honor, and kindness they deserve. To treat everyone with fairness
and not discriminate or reject service to any individual based upon their religiosity, racial,
ethnical, sexuality, or age.

Consumers have the right to be informed of our product and services. All customer
complaints with be addressed in the utmost professional and effective manner and be taken
seriously. Inputs and feedbacks from our customers are important and helps our business strive
to provide excellent service. Our aim is to satisfy the wants and desires of our customers through
the services and products we provide. We use the finest and freshest ingredients grown by our
local farmers as we value the importance of supporting and connecting with our community. We
ensure our ingredients supplied are organic and GMO free to promote a healthy and green
environment.
We explicitly prohibit the use and possession of any illegal drugs or alcohol within the
business premises. We strongly advocate creating a drug-free and safe environment for our
employees and customers. Any individual seen using or consuming the following will be politely
asked to leave. We acknowledge employees and customers may be smokers. Smoking is allowed
40 ft from the business premises. Employers are given a designated spot to smoke freely during
their scheduled breaks.
Every employee will be given knowledge throughout the training process of our
ingredients, machinery, community, and our local farmers we support by our Management.
Employees will be trained how to prepare the menu items including our specialties. Employees
are expected to treat one another with fairness and work together as a team. There is a
zero-tolerance policy for gossip, drama, and bullying within the workplace. Any employee
caught breaking the policies will be given a 3-strike rule (Verbal, Written, and then Automatic
Termination) depending upon the level of severity will determine how the consequence will be
taken place.
6
1.8 SOCIAL RESPONSIBILITY

The Fresh Box Juicery hold a very high social responsibility for our consumers, because
we care. Our product mission is to reach to max potential of satisfying our customers with quick
and healthy food. It is really important to us to be those two things, because that makes our
customers happy, which makes us happy. Our economic mission is to maintain a good budget
and be able to possibly get more than one truck out there, so we can grow as a company. Our
social mission is make everyone who has a taste of our wonderful food to feel happier and
healthier. We believe that with these three rules we can strive to make the community feel a lot
healthier and happier. We have utter respect for all of our customers who support our business
and we take pride in making them feel happy.

1.9 GLOBAL ISSUES

The food truck industry is one that is continuing to grow faster and faster. According to
the IBIS, the food truck industry has grown by 6.8%, and has made a total revenue of 1 billion
dollars in 2019 (IBIS, 2019). There is lots of opportunity to expand when it comes to the food
truck industry, especially since we are able to travel to just about any place in the United States.
In the future we would definitely like to consider expanding our business in order to get our
name out their. We would primarily like to expand our business globally by bringing some of our
food trucks to our neighboring country, Canada. We feel as though expanding it to a country that
is close will be most beneficial to us, being so we are just a small food truck business and we
want to make sure we have enough time to run all of our operations and trucks smoothly without
having to worry about our truck being in a farther country. We also plan to expand our food
trucks throughout different cities around the United States, such as Los Angeles, Texas,
Nashville, and many other cities and states here in the US.

On of the biggest challenges we as a small food truck business might face is being able to
make sure that the business we built stays true to itself if we expand it to another country. We
want our business to always be represented in good way so ensuring our employees out of the
country and inside the country remain loyal and respectful of the brand we have created. Global
competition won't necessarily be hard for us. What will be more of an obstacle will be our other
competitors in the US considering there are so many food trucks in the US today.

7
PART II: MANAGEMENT AND OPERATIONS PLAN
2.1 MISSION STATEMENT

Freshbox Juicery provides high quality, organic, and fresh locally grown produce through
our acai bowls and smoothies. Our mission is to ensure that we provide our customers a great
deal of satisfaction and nutrients within our products to show our customers that eating healthy
can in fact be fun and delicious!

2.2 BUSINESS GOALS

Our company goal is to satisfy customers wants and needs through our excellent customer
service by providing organic fresh ingredients to the products we deliver.

Our business production expectations include:

1. Year 1: Build and Maintain

a. Expect to maintain 100+ customers per days; 200+ customers during special events
b. Build up menu - create unique flavors and additional items to provide variety for
customers

2. Year 5- Year 10: Expand business within and outside state

a. Purchase and set up more food trucks throughout states depending upon the competitive
market. (Prices varies in different states)
b. Donate % of our profit to different charities in need (health related and local charities)

4. Year 15+: Expand to Canada

a. Expanding to different regions of Canada closer to the border of the United States.

8
 2.3 SWOT ANALYSIS

Organizational Strengths: Weaknesses:

1. Local organic foods 1. Small business
only 2. Cost might be higher when
2. We make the most it comes to buying organic
delicious and food items other than the
nutrient infused fruits/veggies we produce
smoothies and acai 3. Might get to a point were
bowls food trucks aren't as
3. Sell acai bowl popular.
starter packs 4. Not able to have lots of
leaving people workers, due to small space
wanting more 5. Have to pay for lots of gas,
4. Mobile food truck and buy a permit in order
allows for easy to drive truck.
transportation 6. Insurance for the vehicle
anywhere (payments)
5. Small business to 7. Traveling time to vending
manage/ Easy location
maintenance
6. Grow our own
produce
7. Quick and fast food
healthy food service
8. Local Friendly
Atmosphere
9. Quick response to
weather change due
to the fact we can
travel anywhere

Environmental Opportunities: Threats:

1. Have less to pay for 1. Competition amongst other
building wise chain restaurants.
because we are a 2. Weather is a big
food truck. contributor when it comes
2. local community to the income we make and
9
 support. customers we have.
3. Able to meet and 3. Other food trucks
gain new customers 4. Less large advertising due
through travel. to a smaller budget.
4. Fast service 5. Could risk a slowdown of
5. Booming business need in economy when it
in summer; people comes to the food truck
like to be outside, industry
we are an outside 6. Other smoothie and acai
based business. bowl places in other cities
6. Able to move 7. Other businesses kicking
business to a us out of where we set up
different location shop.
with higher
customer demand to
earn more revenue.

2.4 MANAGEMENT PLAN

Due to the fact that we are a local food truck business, we don't need a lot of managers
because we are such a small business to run and have little space to watch over. We will
definitely need a store/ business manager to run the overall flow and movement of the truck and
to watch over the employees. We also feel that it is necessary to have a manager that is in charge
of making the working schedule. Having someone who can do that will be very beneficial
because making the schedule can be tricky and involve a lot of time, so it would be too much for
the main store manager to do along with everything else. So, it's important we have a manager
who is in charge of when people work. The schedule manager can also assists if necessary, with
being a regular manager as well. We want to have at least one manager working at all times, in
case we run into an issue and a manager is needed to assist. We will be having two levels of
management, supervisory management and a scheduling assistant manager. the owners of The
Freshbox Juicery will also be there to help assist and make sure things are getting done to the
best of everyone's ability. Since it is such a small business, the owners would like to be in charge
of the hiring process, and financial aspects of the company.

10
2.5 ORGANIZATIONAL CHART

11
2.6 FLOOR PLAN

This will be the layout in the back of our food truck. Space is limited but due to most of
our products being blended or mixed there will be no use for stoves or ovens. We will however
need more counter top space, fridge room, and storage.

2.7 OPERATIONAL SCENARIO

Our business will be open daily, Monday-Saturday and closed on Sundays from 9 AM
and close at 5PM. These hours will be most beneficial as customers will be buying our products
in the morning for breakfast or for a late snack after lunch. It gives our management and
employees time to arrive to work around 8 AM to 8:30 AM to prepare for the day. We close at
5PM because the want for our products may potentially decline as it comes closer to dinner time.

Weather and special events may have an impact on business hours. During the summer or
when consumer demand increases, business hours may be extended. Special events will help to
generate more income in a short period of time. Therefore, the hours within a week may vary and
fluctuate. Management and Employees will be notified in advance of business hour extension
during special events. On average, we’ll work 40-70 hours a week.

Owner will purchase and bring the resources necessary to the food truck a couple hours
before opening and complete an inventory sheet. Employees everyday will prepare the
ingredients by chopping, securely wrapping, and refrigerating items to ensure we are fulfilling

12
our promise of freshness. They will prepare the ingredients needed for the day by based on
business effect to avoid prepping.

Ipad cash register will be purchased which includes the bundle of cash drawer, receipt
printer, and with a built in card reader. Purchases received from customers via cash, credit card,
debit card, gift card, etc. will be processed through the Ipad cash register. This system will keep
track of items of sales, inventory, manage employees, and keep track of analytic reports.
Employees can print out merchant copies of receipts which will be stored in cash drawer for
business records. Customer receipts will be printed upon customer request. Employees hours
will be recorded here when they clock in and out, hours will be calculated for payroll.

2.8 RAW MATERIALS, EQUIPMENT, AND SUPPLIES

Items Needed Why It’s Needed Cost

Freezer To keep ice, and any fruit $1,000

frozen, or any materials we
need to freeze

Fridge To keep any products that $1,500

need to be refrigerated;
milk, yogurt, etc.

Blenders (3) To blend smoothies or acai $3,000

bowls

Utensils (knives, forks,etc) Knives to cut materials, $500

forks and spoons for
customers

Cutting Boards To be able to cut our fruits $100

and any other food we
need for our menu

Prep Tables (2) To have something to $250

prepare our food

iPad Cash Register Payment for credit cards, $500 (Approximate

(Purchase Bundle: Includes
cash drawer, receipt
printer, and Ipad (with built
in card reader)
business plan, purchase for one, brand
organizational use. varies)
Process transactions (cash,
debit/credit/gift card, etc.)
track inventory, provide

13
 reports of item for sales.
Keep track of employees
clock in and out times.
Hours will be calculated
for payroll week.

Microwave any materials we might $300

need to thaw fast, or
heating things up fast

Sink to be able to wash dishes, $600

our hands and anything
else

Soap to be able to use to wash $50

dishes, our hands and
anything else

Disposable Gloves To where while preparing $20

food for sanitary purpose

Towels To be able to dry things $50

and clean things up if
needed

Juice Press To be able to press our $100

juices for our menu items

Food Processor To be able to chop up and $75

process any foods

Mason Jars To serve our menu items $400

and for our take home
goodies

Tupperware To be able to store food in $100

and whatever else

Cling Wrap To make sure our food $15

stays fresh

Cleaning Supplies So that we are able to $50

sanitize and keep our truck
clean

14
 Safety Supplies In case of an emergency $75

First Aid In case someone gets hurt $25

Shelving So we are able to keep the $405

small space we have
organized

Total: $8,565

2.9 QUALITY ASSURANCE

Our quality goals are to provide high quality, organic, and fresh locally grown produce to
use in our smoothies and acai bowls. We will ensure the quality of our food by personally
picking up the produce from the local growers.

2.10 INFORMATION TECHNOLOGY RESOURCES

Technology is going to play a factor into our company. We will have an iPad, that people
can make payments on, that we keep track of our money on, and manage different things. It is
really important that all employees are trained to use the iPad and the payment device. We will
also be able to use the iPad for marketing purposes. We will have a Facebook page promoting
our business and we encourage our employees to take pictures of our amazing truck experience.
We can also use our Facebook to show where we will be, our menu and many other exciting new
features. Technology is going to play a factor into our business greatly.

PART III: HUMAN RESOURCE PLAN

3.1 CORPORATE CULTURE

The Freshbox Juicery has a very welcoming and accepting culture. We want all of our
customers to feel completely comfortable being themselves and to never feel not welcome. All of
our employees are going to be trained to be very understanding and accommodating. Our
customers being happy is what is most important.

3.2 LEADERSHIP STYLE

THE LEADERSHIP STYLE OF FRESH BOX JUICERY IS MAKING SURE OUR EMPLOYEES FEEL HEARD,
RESPECTED AND LOVED. IT IS REALLY IMPORTANT FOR US TO NOT BELITTLE OUR STAFF BECAUSE THEY ARE
THE ONES WHO ULTIMATELY RUN EVERYTHING. NOW, IF DISCIPLINARY ACTION IS NEEDED TO BE TAKEN PLACE
BECAUSE OF ANY DISORDERLY CONDUCT, THAT WILL HAPPEN. WE TRY TO GIVE EVERYONE THE BENEFIT OF THE
DOUBT, BUT SOMETIMES PEOPLE DO SHOW THEIR TRUE COLORS. WE ARE GOING TO TRY TO MANAGE OUR
EMPLOYEES ON A DAILY BASIS BY GIVING THEM SPECIFIC TASK TO DO. FOR EXAMPLE, GIVING SOMEONE THE
TASK OF COOKING OR TAKING ORDERS, AND THE SUPERVISOR IS IN CHARGE OF MAKING SURE EVERYONE IS ON
TASK. THE SUPERVISOR’S JOB IS TO MOTIVATE THE STAFF TO STAY ON TRACK AND WORK TO THE BEST OF
CAPABILITIES. EACH SHIFT WILL START WITH A CHAT IN OF HOW THE DAY IS GOING AND WHAT WE NEED TO
FOCUS ON. AT THE END OF EACH SHIFT THERE WILL BE A CHAT OUT TO MAKE SURE WE CAN TALK ABOUT THE

15
DAY AND SEE IF THERE IS ANYTHING TO IMPROVE UPON. WE ALL WILL WORK TOGETHER AS A TEAM TO
MOTIVATE ONE ANOTHER. THE LEADERSHIP STYLE IS BASICALLY MOTIVATION AND MAKING SURE EVERYTHING
IS IN ORDER.
3.3 JOB DESCRIPTIONS 3.4 JOB SPECIFICATION
Job: Job Description:
General Manager The duties of this job
include things such as
making sure that
employees are doing things
as instructed, making sure
to do fill out an inventory
list and make sure we have
all of the materials we need
as well as making sure
produce is always
restocked and never out of
stock. Be in charge of the
legal aspects when it comes
to the food truck. Solve an
issues we have if an issue
arises with customers. As
well as making sure to be
fair with everyone and
work with a positive
attitude everyday.
Floor Manager The duties of the floor
manager, include creating
the work schedule, as well
as training new employees,
and assisting the general
manager to ensure all
employees are doing as
told. Also the floor
manager should check on
customers to make sure
they are doing ok and
16
Job Specification:
● Good
communication
skills
● good interpersonal
skills
● good organization
skills
● able to resolve
conflicts properly
and fairly
● Exceptional team
building skills
● strong decision
making skills
● strong work ethic
● fairly strong math
skills, as well as an
understanding of
how to use a
register.
● Punctual
● Good
communication and
interpersonal skills
● Able to work a
register
● Ability to work out
issues among staff
if any arise as well
as clients.
● Create a work
schedule for staff
 being helped, as well as and make sure its
assisting in making out on time
smoothies and acai bowls. ● assist general
manager
● Fairly good
decision making
skills
● responsible for
keeping the truck
clean and making
sure everything is
in its place
correctly
● Punctual

Team member employee The duties of the team ● Good

member employee include
taking customers orders,
working the register,
making smoothies and acai
bowls, and making sure
customers are doing ok.
communication and
interpersonal skills
● Fairly decent math
and technology
skills
● Quick and efficient
● Strong work ethic
● positive attitude
● Willing to work
with others
● Good
understanding of
the products and
services we provide
● punctual/always on
time

3.5 TRAINING EMPLOYEES

Fresh Box Juicery Food Truck has minimum job requirements for team member
employees. No level of education is needed, but high school diploma is preferred. Little to no
experience is needed as we believe there is always room for growth. Expectation for a Floor
Manager is higher as it’s required for them to have a high school diplomas or equivalent to. They
will work up to the level and overshadow the General Manager to obtain the required skills
needed as they will be the face of our company.

17
 The General Manager will set up a training checklist as a guideline for the Floor Manager
to ensure all new employees are being trained effectively and efficiently. New employees will be
hired by the General Manager and given 3-7 days for training depending upon their level of
performance. On-the-job training will be delivered to all new employees to receive first hand
experience. They will be asked which learning style they prefer best to be implemented within
the training session, as we believe this will help our new employees have a better understanding
and master the material and procedures given. A preplist will be assigned for each shift to ensure
employees are staying focused and completing the assigned work. Even after training, Floor
Manager will be working alongside new employees as a team and continue to mentor.

The training checklist consists of the following: educating new employee of the history
and purpose of Fresh Box Juicery, tour of the food truck, overview and preparation of the menu
items, storage and location of ingredients, equipement usage and location, operation of Ipad cash
register, handling various methods of payments, customer service, and business policies and
regulations. Policies and regulations of our food truck business will be introduced gradually. It
will be brought up when it is relevant and applies to the training procedure being taught. We feel
this is a better approach to take so employees are not overwhelmed and can relate the policies
and regulations with the actions during training.

3.6 COMPENSATION

For our part time team members will be paid $9.50 an hour. This will be a good hourly
wage that will gain some interest and will give us the ability to give raises in the future. Our floor
manager will be paid $12.00 an hour, this is a going rate for assistant managers of small
businesses. Our General Manager will be paid $15.00 an hour, our GM will be putting more
hours than our other team members which will allow our GM to gain a solid income. We will not
be providing benefits due to our limited hours and size of our business.

3.7 INCENTIVES

Our employees are mostly made up of owners, this means they will already be driven to
make the business the best it can be. It will be important to them to make the business profitable
and keep their investment growing. Our Incentives will include a free drink when you work and
a discount when you don’t. We will also include a bonus if an employee that gets the food truck
a gig.

18
PART IV: MARKETING PLAN
4.1 TARGET MARKET

​Section 4.1 Target Market

Our target market is consumers, practically college students and faculties within
the urban area in Fort Wayne, Indiana. Our target audience range from 18-50+ years old
(including faculties). This range is higher due to the educational system being open to
individuals of all ages. The following college and universities in the surrounding area
listed in The National Database of Scholarships are Brown Mackie College, Concordia
Theological Seminary, Indiana Institute of Technology, Purdue University Fort Wayne,
International Business College, Trine University-Regional/Non-traditional, and
University of Saint Francis. There are approximately 30,000 college students enrolled.
Overtime, we intend to expand our target consumers by serving to the locals in town
during special events being held or catering for graduation events at colleges,
universities, and even high schools. We do not discriminate against any schools or
educational system and offer our products and services to everyone.

Our product is offered and sold to people of all ethnicities, gender, and religiosity.
We offer many ingredients, giving our customers the freedom to use their creativity and
design their own smoothie or acai bowl with the fresh, organic ingredients we provide.
Our customers who are most likely to want our products are those who are on a diet or
vegetarian, choosing a healthy alternative for a snack, or looking for a quick food item to
obtain the necessary vitamins and minerals. Customers are likely to spend more money
for our food items since we promote the idea of healthy eating, organic and local foods.
As we continue to increase our promotion through our Instagram, Snapchat and Facebook
page, popularity will increase leading to consumer demand to increase as well. Social
media allows us to reach to larger audience and share images of our products and current
locations. We will benefit from our loyalty rewards program we offer to customers.
During time of purchase, employees will offer customers a punch card for their first
purchase. Every purchase made afterwards, customers will receive a punch on their
punch card by an employee. After 10 punches, customers can redeem their punch card for
a free smoothie listed on our menu! Other discounts offered as 10% off when showing
your gym membership and many more which are listed on our social media accounts.
Customers are to stay tuned to our social media to get the best deals offered to the public.
Instagram is a great tool to advertise visual images of our product. Our post will be aimed
to appeal the customer’s eye and grab their attention with our mouthwatering snacks!
Smoothies and acai bowls have become a popular hit within the public. There are many
types of versions of smoothies and acai bowls created to fit various peoples’ needs,
wants, and desires.Having this advantage allows our business to make the alternatives
needed to meet customer wants and desires. Customers are more likely to purchase our
product without plan as they are strolling by. In cases where they plan to, it’ll be due to
our discounts we offer, loyalty rewards, or sudden craving/hunger for our products.

19
4.2 PRODUCT FEATURES AND BENEFITS

Section 4.2 Products/Service Features and Benefits

Our products are a healthier alternative made with organic produce supplied by our
sponsored local farmers. We give our customers the freedom to choose our menu items listed or
customize their smoothies and acai bowls to their satisfaction. We offer different forms of liquids
to blend in with the products as we understand that every customer has different preferences
other than dairy products. Customers have an option of using dairy milk, almond milk, coconut
milk, and soy milk to give their snack a smooth, creamy feeling. Our products are blended with
the finest ingredients and finished with wide variety of toppings of customer’s choice. Our
smoothies are placed within a mason jar to give it a vintage feel with colorful straws and
occasionally insert props (such as umbrellas) in our snacks during special events of seasons. To
thank our customers for supporting our business we offer discounts and rewards for our loyal
customers.

Unlike other food trucks, a competitive advantage our company has is movability. We are
able to bring our business to the customers and where it’ll benefit us the most. Events being held
with a high population are great for attracting many customers. Our products are known as
impulse product; therefore, customers will still buy it even if they do not plan to. Therefore,
during events even when customers are least expecting a smoothie and acai bowl food truck to be
parked nearby, many will make an impulse decision and visit our food truck for a sweet treat.
Our food truck is what differentiates us from other smoothie and acai bowl businesses.

Another factor that differentiates us to other smoothie and acai bowl business is we offer
on the go acai packages and smoothies for people who want to make their own at home. It’s a
great way to stay connected with our customers outside business hours. Our customers can
promote our product to their friends and family to spread our name further out.

20
4.3 COMPETITIVE ANALYSIS AND PRODUCT DIFFERENTIATION

COMPETITIVE ANALYSIS MATRIX

ESTABLISHMENT LOCATION PRICE CUSTOMER QUALITY PRODUCTS

SERVICE

SMOOTHIE KING FORT 20 OZ, $5.29 GOOD MID-RANGE FRESH FRUIT

WAYNE,
STRIP MALL

RED MANGO FORT REGULAR, GOOD MID-RANGE FRESH

WAYNE, $4.35 PRODUCTS
JEFFERSON
POINTE

JUICE JAR FORT BOWL, EXCELLENT ORGANIC FRESH FRUIT

WAYNE, $7.99
HEALTH
CENTER

REVITALIZE DOWNTOWN REGULAR, GOOD HI-END FRESH FRUIT

HEALTH BAR $4.99

4.4 PRICING

Our pricing strategy will be near the market price, this strategy will allow us to hit a
larger share of the market. We will be offering three standard sizes of small, medium, and large
to better hit our customers target price. Our pricing will be based off standard market prices but
will include some specialization pricing for our more specialty products.

Acai Bowl Smoothie

Small $5.00 $4.00

Medium $7.00 $5.50

Large $9.00 $7.00

21
 Acai Jar Pressed Juice

One Size $7.50 $8.00

4.5 DISTRIBUTION

The Freshbox Juicery distribution channel will be retailing directly to the consumer. As a
small food truck business we want to make sure that we interact as much as possible with our
customers and of course being so we are a food service we must work directly with the
consumer. Having this type of distribution channel will also help us to build a better relationship
with our customers. We want our customers to get to know our business and team members and
feel like when they come visit our food truck they feel as though we are friends to them, not just
customers.

Our secondary channel of distribution will be to cater, as well as participate at different

type of events. It would be very beneficial to us as a business to be able to provide catering
services, because this will allow us to expand and create a bigger market for our business, as well
as give us a new way to provide people with our amazing services and quality smoothies and
acai bowls Being able to cater will also help get our name out there and show people that we are
able to do much more than just sit in one location a serve people. This shows consumers that we
can travel anywhere and are able to provide our services for events such as graduation parties,
birthday parties, work events, charity events, or any type of event we are asked to cater for we
will happily provide our services to.

4.6 PROMOTION

Since The Freshbox Juicery is a small food truck business, promotions can be limited.
We as a small business want to first start by providing loyalty cards. Every time the customers
buys a product from us, they will receive a loyalty card and for each purchase we will stamp
their card and once they have reached ten visits, which means have ten punches on their card,
they are able to receive a free smoothie or acai bowl of their choice. This is promotion for our
business, because this will keep people wanting to come back because they know they can
receive a great deal if they continue to visit our food truck. This will hopefully intrigue people to
spread the word about our business, and make it a point to keep coming back in order to receive
a free smoothie or acai bowl.

Other promotions for our business include things such as making sure to advertise our
acai bowls as healthy. Acai bowls overall are healthy for you, but with the toppings that can go
on top of it, the calories can start to add up, so we as a business need to make sure to promote the
healthier side of acai bowls, but yet still let the customer know that they are delicious and can
cure a candy or sweet treat craving. Making sure we promote the idea of healthy food is
important for our business. We could also donate to health-related charities to show we like to
help and get involved with the community. Other promotions include maybe partnering with
local gyms where we can put our food truck for a couple days, so after people workout they can
grab a smoothie or acai bowl. The customers can show that they have a gym membership card

22
and then they will receive 10% off of their purchase. We also want to make sure that we stay
very active on our social media platforms in order to connect more with out customers. We will
be posting pictures of the smoothies and acai bowls we make, as well as occasionally offer
discounts on our social media pages. We want to make sure the visual element and aspect of our
smoothies and acai bowls grabs peoples attention and has them wanting what they see in our
photos.We also would like do do some sort of instagram contest where if you tag us in your
photo with one of our products we will pick one person each month who will receive a discount.
We can also market our products as the perfect “pick me up” and demonstrate to our customers
that acai bowls specifically don't always have to be a breakfast food.

PART V: FINANCIAL PLAN

5.1 COST OF DOING BUSINESS

Expenses Estimated Cost per Month Estimated Cost per Year

Mortgage payment $500 $6,000

Payroll: Salaries & Wages $2,540 $60,960

Supplies & equipment $746.67 $8,960

Advertising & Promotion $666.65 $8,000

Utilities $125 $1,500

Telephone & Internet $72 $864

Insurance $1,000 $12,000

licensing/fuel/clothing for $500 (one time payments, $1,300

employees/ fire besides gas)
extinguisher

Total costs: $6,150.32 $99,634

Based on the floor plan and layout of our business, we estimate that it will cost us
approximately $500 per month and $6,000 per year for just a mortgage payment since we are
going to be buying a truck. After calculating the amount of workers that we are going to employ
and their hourly wages, we estimate that it will cost us $2540 per month, and $60,960 per year.
When calculating the supplies we will need based on our supply list, we calculated that it will
cost us $746.67 per month, and $8,960 per year for supplies and equipment. We looked up how
much our advertising would cot us based on some of our marketing strategies and promotions we
plan to do and the cost is approximately, $666.65 per month, and $8,000 per year. For utilities,
we looked up the cost of utility bills, and figured $125 per month, and $1,500 per year was a
23
good amount for utilities, being so we are a small food truck business. We also looked up certain
phone plans and found that AT&T had the best price with and internet and phone plan starting at
$72 per month and $864 per year. For insurance, we looked up how much insurance generally
costs for small businesses, and we found that it would be approximately $1,000 per month, and
$12,000 per year for our business, Lastly, for a license to run our food truck, customer uniforms,
fuel, and a fire extinguisher, it would cost us only $500 per month for the fuel and $1,300 per
year. This is due to the fact that a fire extinguisher, license and clothing is a one time cost, so
those are not included in these expenses. As a result, we will be paying $6,150.32 per month, and
$99,634 per year for our business.

5.2 EXPECTED REVENUE

The Price of our products vary depending upon the size. We think our pricing is
reasonable for each product we sell. Depending upon the month, season, and events will
determine how many of each product will be sold. We are hoping to attract 100+ customers a day
and 200+ during the summer season and special events. We predict during the beginning of the
few months, January through March our sales will be slow but steady to get us by. Toward April
through end of August our sales will increase as our products will be high in demand during the
warmer season. Once school is out for the summer in May, we will be traveling and taking our
business to downtown Fort Wayne and events being held in the area. Depending upon the
opportunity cost of traveling distance will determine how far we will travel to another event.
During the months September through December our sales will start to decline due to cold
weather and there will be a decrease in demand for our smoothies, acai kits, and acai bowls.
However, we predict that our pressed juice will continue to sell year round regardless of season.
we also take into accountability paper goods and food goods as well as waste to show we are
maintaining freshness within our products we serve. We estimate that our net sales will be
ranging from 28,000 to 33,000 during the months of January through March. The net sales will
double throughout the months of April and August with net sales reaching over $60,000.
Through September and December, sales will decline below $21,000.

5.3 FINANCING

We expect our business to cost $99,634 based upon the start up cost and raw materials,
equipment, and supplies for our operations. We will take a five year bank loan of $50,000 to start
up our business. Each business owner will contribute approximately $15,000 to buy stake of the
business. These startup funds should cover our first 2 months without further income or
investment. Over the course of our five year 50,000 loan we will be paying approximately 2,500
in interest payments.

24
5.4 INCOME STATEMENT

25
5.5 BALANCE SHEET

26
 References

Braish, C. (2019, April). Personal Interview

​ etrieved
“Food Truck Industry in the US” (March, 2019). ​How is the Industry Trending in the US? R

from ibisworld.com

“Indiana Colleges and Universities.” ​Free-4U, ​2019. ​ ​https://www.free-4u.com/Colleges/Indiana-Colleges.html

Max. (2018, July 26th). The 5 Best Customer Marketing Ideas for Acai Bowl Business. [Loyalty Tips].

https://www.spoonity.com/marketing-acai-bowl-businesses/

Rachdi, A., Rathbun, G., Khamalah, J. (2017) ​Business Plan Project Guide. ​Dubuque, IA: Kendall

Hunt.

“What Data Can Tell Us About The State Of The Food Truck Industry.” (2018, September 06).

https://foodtruckr.com/2017/09/what-data-can-tell-us-about-the-state-of-the-food-truck-in

dustry/

27