PROJECT REPORT

ON
“START-UP
OF
FOOD TRUCK”

Submitted to: Submitted by:

PIMR, Gwalior Avani Sharma
Priyanka Gupta
Simran Saxena
Vani Gangil
 Table of Contents

EXECUTIVE SUMMARY ............................................................................................................................ 1

BUSINESS DESCRIPTION .......................................................................................................................... 2
MARKET ANALYSIS .................................................................................................................................. 3
MARKETING PLAN ................................................................................................................................... 4
OPERATIONS PLAN .................................................................................................................................. 6
FINANCIAL PLAN...................................................................................................................................... 7
MANAGEMENT SUMMARY ..................................................................................................................... 8
 EXECUTIVE SUMMARY

BUSINESS OVERVIEW:

Meals on Wheels is a new, upscale food truck that specializes in organic, nutritious, and/or
premium food and beverage items. The outlet will be in Gwalior, with aggressive expansion
plans that include adding one additional food truck every 24 months and expanding to
additional towns with some innovative ideas.

PRODUCTS SERVED:

Meals on Wheels offers a nutritious cuisine selection from a high-end restaurant. All products
will use 100% natural and organic ingredients. Excellent customer service is provided to all
clients, motivating them to return. The food items are quick, easy, healthful, and quick to
prepare.

MISSION:

To give customers with a one-of-a-kind ordering experience in a convenient location that is

affordable to everybody. Our food truck will be open at hours that are convenient for both
tourists and residents.

VISION:

To provide a beautiful and relaxing experience for our customers complete with delicious and
high-quality food at a reasonable cost.

KEYS TO SUCCESS:

 Offer luxurious, delicious menu items.

 Treat every customer as if they are the only customer.
 Design and employ strict financial controls.

1
 BUSINESS DESCRIPTION

Meals on Wheels is a new, upscale, and healthy food truck based in Gwalior that focuses on
offering organic and delicious cuisine to the local population. We realized after multiple
conversations with the food truck's owner (VANI GANGIL) and management team that a
similar operation would thrive in our hometown.

Owner has chosen three initial locations and is currently conducting due diligence on each
property as well as the local market to determine which place will be the most appealing for
the food truck.

Below is Meals on Wheel’s initial menu. All items will be 100% natural and organic.

 Appetizers
 Soups
 Salads
 Sandwiches
 Main course
 Desserts

2
 MARKET ANALYSIS

Meals on wheels directly or indirectly competes with all foodservice providers nearby that offer
similar dining experiences. Competition will come from supermarkets, coffee shops, bakeries,
and other retail establishments. Direct competition will come from companies offering 100%
natural, organic foods similar to Meals on wheels.

Consumers are expected to demand higher-quality food, a wider variety of styles and tastes,
better presentation, and, most importantly, more healthy menu options. Consumers are no
longer willing to accept that choosing to eat street food means sacrificing quality or healthy
options.

The food trucks will earn higher profit margins due to clever marketing and branding, which
enables them to charge a premium for menu items.

The area we serve is affluent and has an affinity to healthy and organic foods and beverages
like we will be offering.

We will primarily target the following customer segments:

 Local office workers

 Students
 Families and Couples
 Tourists

Meals on wheels enjoys several advantages over its competitors. These advantages include:

 100% Natural/Organic/High-Quality Ingredients: getting 100% Natural/Organic baked

goods, soups, sandwiches and more in the local market is challenging and is being
increasingly demanded by the local community.
 Management: Our management team has marketing experience that allows us to market
and serve customers in a much more sophisticated manner than our competitors.

3
 MARKETING PLAN

The Marketing Plan describes the type of brand Meals on Wheels seeks to create and the
Company’s planned promotions and pricing strategies.

The Meals on Wheels Brand

The Meals on Wheels brand will focus on the Company’s unique value proposition:

 Offering organic, high-quality food items including baked goods, sandwiches, soups,
salads and more.
 Offering a convenient location that offers both eat-in or take-out options.
 Providing excellent customer service and following a specific standard.
 Experience all the safety regulations.

Promotions Strategy

Meals on Wheels expects its target market to be individuals working and/or living within a 15-
mile radius of each of its store. The Company’s promotions strategy to reach these individuals
includes:

Public Relations

We will contact all local and area newspapers and television stations to tell them about the
opening and unique value proposition of Meals on Wheels.

Advertising

Meals on Wheels will initially advertise in local newspapers and sponsor community events in
order to gain awareness.

Sampling

Meals on Wheels employees will initially give free food samples to passers-by to enable them
to taste the quality of our products and learn about us.

4
Ongoing Customer Communications

Meals on Wheels will maintain a website and publish a monthly email newsletter to tell
customers about new events, products, and more.

Pre-Opening Events

Before opening the store, Meals on Wheels will organize pre-opening events designed for
prospective customers, local merchants, and press contacts. These events will create buzz and
awareness for Meals on Wheels in the area.

Pricing Strategy

Meals on Wheel’s pricing will be moderate, so customers feel they receive great value when
patronizing the stores.

5
 OPERATIONS PLAN

Functional Roles
In order to execute on Meals on Wheel’s business model, the Company needs to perform many
functions including the following:

Administrative Functions

 General & administrative functions including legal, marketing, bookkeeping, etc.

 Sourcing and storing ingredients

 Hiring and training staff

Kitchen Functions

 Food preparation

 Ongoing menu creation and modification

Food truck/Retail Functions

 Order taking and fulfilment (for take-out and dine-in)

 Customer service

 Maintenance personnel to keep the food truck clean

6
 FINANCIAL PLAN

Capital Requirements and Use of Funds

Meals on Wheels is seeking a total funding of Rs.370,000 to launch its food truck. The capital
will be used for funding capital expenditures, manpower costs, marketing expenses and
working capital.

Specifically, these funds will be used as follows:

 Store design/build: Rs.250,000

 Working capital: Rs.120,000 to pay for marketing, salaries, and lease costs until Meals
on wheels reaches break-even

Key Assumptions & Forecasts

Below are the key assumptions that went into the financial forecast and a summary of the
financial projections over the next five years.

Menu Items Utilization Percentage Quantity Average Price Point Direct Cost

Breakfast 25% 2.25 Rs.7.33 16%

Lunch 20% 2.25 Rs.7.00 19%

Snacks 10% 2.25 Rs.8.67 25%

Dinner 45% 1 Rs.17.67 30%

7
 MANAGEMENT SUMMARY

Meals on Wheels is led by Vani Gangil and various team members.

Hiring Plan

Vani Gangil will serve as the food truck manager. In order to launch the food truck, we need
to hire the following personnel:

 Wait staff (4 full-time equivalents to start)

 Chefs (3 to start)

 Sous-chefs (2 to start)

 Assistant Food truck Manager (will manage cash register and other administrative
functions)