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Industry ProfileThe mobile food services industry includes vendors who primarily prepare andserve food from a motorized or nonmotorized vehicle. Motorized andnonmotorized vehicles include food trucks, food carts/stands, and trailers. Asof 2011, Albuquerque had 105 mobile food carts (http://tiny.cc/t279tw) todayTo unlock help try Upmetrics! this number is estimated to be over 130. The industry isbeing incubated byStart Writing here.Industry StructureTo unlock help try Upmetrics! Start Writing here.Key External Drivers1. Consumer spending2. Consumer Confidence Index3. Healthy eating index4. Urban populationTo unlock help try Upmetrics! Start Writing here.Products and services segmentation (U.S. data, 2015)[YEAR ] Bus ines s Plan Bur ger Boon16 / 39

Other: 9.6 %Desserts: 9.4 %American: 38.3 %Asian Middle Eastern: 18.1 %Latin American: 24.6 %Food trucks have lower overhead than a restaurant and it can be moved fromone location to another. This makes it possible for the food truck to go where itcan take advantage of the most business. For customers, food trucks offervariety and convenience.To unlock help try Upmetrics! Start Writing here.Critical Success FactorsTo compete in the food truck industry, it is important to be accessible to ourcustomer base with real-time location and menu information. High trafficlocations with professional customers who have little to no food options duringshort lunch breaks are a big priority. Establishing a good relationship withTo unlock help try Upmetrics! customers is important to drive repeat business.Start Writing here.Critical RisksThreats to the success of Burger Boon include:1. Truck performance issues2. Weather conditionsTo unlock help try Upmetrics! 3. Limitations related to locations (cannot locate too close to brick andStart Writing here.[YEAR ] Bus ines s Plan Bur ger Boon17 / 39

5.Operations PlanWeekly Operations PlanMobile LocationsCompany Milestones[YEAR ] Bus ines s Plan Bur ger Boon18 / 39

Weekly Operations PlanOperational efficiency will be crucial for the success of Burger Boon.Customers will love our classic American burgers composed of freshingredients but what makes SoCal unique is our simple and delicious mealsTo beunlockhelpUpmetrics! delivered in a speedy manner. Burger Boon’s clients willableto trycustomizetheir orders by requesting a “secret menu” item. Fresh produce will beStart Writing here.Customer QueuingTwo lines – one for ordering and one for pickup on side walk.Two workers are providing services like taking orders, collect a payment, andprepare the order. Burgers will be served in less than 10 minutes; however,during peak hours, customers may be forced to wait 15 to 20 minutes for theirorder.To unlock help try Upmetrics! Taking Orders & ServicesStart writing here.Cleaning during a week and on Saturdays will be done at the end of theevening shift. Two trash Barrels with lids and bags on site. Trash will beremoved at end of shift and disposed of at the commissary.To unlock help try Upmetrics! Cleaning & Trash PlanStart writing here.Our office and supply stores are located at our facility on Morska Street inGdynia city. The food truck will be stored each night at our office’s garage inGdynia, where Ryszard Kowalski, Berger Boon’s Advisory Board member, willprovide truck maintenance.To unlock help try Upmetrics! The ingredients will be supplied by the following suppliers:Supply & StorageStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon19 / 39

Working HoursThe truck will be open for the following regular business hours:Monday - ThursdayFridaySaturdaySundayLunch11 AM - 2 PM11 AM - 2 PM11 AM - 2 PMClosedDinner5 PM - 8 PM5 PM - 8 PM5 PM - 8 PMClosed11 PM - 2 AM11 PM - 2 AMClosedNightMobile LocationsStrategic truck selling locations include:AlchemiaOliwa Business CenterArkonska Business ParkTo unlock help try Upmetrics! Strategic Truck Selling LocationsStart writing here.Special events throughout the year include:Music festivals, such as OpenerFilm festivals, for example, Gdynia Film FestivalFood Truck FestivalTo unlock help try Upmetrics! Special EventsStart writing here.Company MilestonesComplete establishment of LLC, secure financing, and obtain all requiredlicenses. Establish a social media presence, acquire a food truck, and open forbusiness.To unlock help try Upmetrics! Present (November)—JanuaryStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon20 / 39

Hire a part-time employee (student) part-time employee and increase hoursuntil a part-time position becomes a full-time one, decreasing the hours of theowners on the truck in favor of marketing, bookkeeping, and scheduling.To unlock help try Upmetrics! Years 1-2Start writing here.Hire a second part-time employee (student), removing both owners from thetruck operation and shift the focus to catering events.To unlock help try Upmetrics! Years 2-3Start writing here.Evaluate the options for opening a brick-and-mortar location. Franchising thebrand with multiple trucks in multiple cities.To unlock help try Upmetrics! Long-TermStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon21 / 39

6.CompetitiveAnalysisBasis of CompetitionSWOT AnalysisCompetitionStrategyQuality you can tasteCompetitive Advantage[YEAR ] Bus ines s Plan Bur ger Boon22 / 39

Basis of CompetitionLevel & Trend Competition in this industry is High and the trend is IncreasingFood trucks have become widely popular in recent years due to theiraffordability and the unique menu items they offer. Moreover, due to thefragmented nature of this industry and a variety of foodservice providers thatTo unlock help try Upmetrics! exist in the market, food trucks face intense internal andexternal competition.Start Writing here.Industry operators compete primarily on price and the quality and uniquenessof their food. While the price of menu items can either attract or deter newcustomers, operators primarily compete to provide the best quality and taste.As such, many food trucks offer a variety of items that add value to the overallTo unlock help try Upmetrics! experience of dining at a food truck including unique condiments,pickles, andInternal competitionStart writing here.Food trucks also face intense competition from a variety of foodservicebusinesses, including quick-service food providers, cafes, food carts, and fullservice restaurants. While food trucks are uniquely positioned in themarketplace as a convenient and affordable option, similar food items areTo unlock help try Upmetrics! offered at quick-service restaurants and food carts. Industryoperators alsoExternal competitionStart writing here.SWOT Analysis[YEAR ] Bus ines s Plan Bur ger Boon23 / 39

StrengthsWeaknessesAside from the training that has beenacquired, as well as the hands-onexperience attained over the years prior tostarting On The Track Mobile FoodCompany, our strength lies in our financialcapacity and determination to succeed inthe business at all cost. We have beenable to acquire a brand new mobile foodpreparation vehicle (MFPV).The fact that we are planning to roll outour mobile truck business alongside othersimilar business offerings like training,consultancy services, and sale of thefranchise could distract us fromconcentrating and channeling our energyin one direction. We are quite aware ofthat and we are working towards blockingany area that will sap our energy andmake us underperformed in our corebusiness area – the sale of foods anddrinks from a mobile truck.It has the capacity to meet the needs ofwell over 500 customers per day. Ourstrength also lies in the fact that we havea relationship with brand experts who areworking almost for free for us. With that,will be able to build our brand to a levelwhere we can start selling franchises andoffer training and consultancy services onthe mobile food truck business.SWOpportunitiesThreatsThe opportunities that we stand toleverage are much. The fact that we arenot tied down to a location is indeed agood opportunity for us to grow ourbusiness to the level we want to grow ittoo. For example; we can afford to tradefoods, snacks, and drinks in more thantwo locations within a day. It is all aboutknowing when to arrive and leave foranother location.There is hardly any business venture thatdoesn’t face its own threat. Regarding themobile food truck business, one of thethreats that we may likely face is;vehicular traffic in key cities. Traffic candelay one and as a result of that one mayget to the location where one intendsselling the foods and drinks late- thiscould be when the lunch break is over(basically for organized events). Yetanother threat is; the government policies,which could also pose a great threat to themobile food truck industry.OTCompetition[YEAR ] Bus ines s Plan Bur ger Boon24 / 39

Burger Boon’s goal is to serve the people of Tricity an out of this world gourmetburger inspired by the Southern California experience.Other fast-food providers in the Tricity area are our direct competitors. In fact,unlock help tryUpmetrics! there are currently several brick and mortar food truck Tocompetitorswithahamburger theme, including SurfBurger, Carmnik, and Zebra. However, noneStart Writing here.StrategyEven with increased competition from other burger-centric food trucks, BurgerBoon has changed little about its operations, from its hand-cut fries to unfreezeburgers. The menu may seem basic to some, but patrons in the know canorder a number of "secret" combinations, such as the 3X3, which is three beefTo unlock help try Upmetrics! patties piled high with all the toppings on a bun.Start Writing here.Quality you can tasteFrom the first bite of your burger to your last French fry, quality is the mostimportant ingredient of all at Burger Boon. We don’t freeze. We don’t prepackaged. We don’t over-process. We just make things the old-fashioned way.unlocktry Upmetrics!Our commitment to quality starts with our hamburgers.ToAndourhelpburgersbegin with our patties. We make them from fresh, 100% pure beef.Start Writing here.Competitive Advantage[YEAR ] Bus ines s Plan Bur ger Boon25 / 39

Pricing and preparation timeOur biggest competitive advantageslie in our pricing and our preparationtime. Since all spreads and breadswill be prepared prior to servicehours, the average customer waittime will be under five minutes. Theaverage wait time at other foodtrucks can be in excess of 15minutes. Most of our menu itemsare priced 5.00 or less, whilecompetitive options on other truckstend to sell above 7.00. Appeal to childrenChildren are notoriously pickyeaters, and while other food truckshave high quality food, it may notappeal to them. PB&J sandwichesare a go-to option for childrenlunches. Burger Boon couples a lowprice point, with a healthy option forparental appeal, and a food childrenlove.SafetyThose with gluten allergies oftenstruggle to find a safe place to eatout. Many choose to dine inbecause there are not manycontaminant-free options availableto them. By incorporating glutenfree upon startup, we can ensure acontaminant-free kitchen space socustomers can feel safe eating out.As far as we know, there are nogluten-free options available onAlbuquerque food trucks.[YEAR ] Bus ines s Plan Bur ger Boon26 / 39

7.Customer AnalysisTarget MarketKey Success Factors[YEAR ] Bus ines s Plan Bur ger Boon27 / 39

Target MarketBurger Boon focuses on the low- to upper- income markets, increasinglytargeting the middle-class by appealing to their desire for affordable,restaurant-quality food. This group, to a large extent, includes working adultsand students who are interested in the convenience of food truck fare. Our foodTo unlock help try Upmetrics! truck locations are within easy reach of workers, students,and shoppers in theStart Writing here.Major market segmentationAge 45 to 54: 17.7 %Age 25 to 44: 43.4 %Age 55 and over: 19.2 %Under age 25: 19.7 %Key Success FactorsOperators must be located in busy areas with significant foot traffic tomaximize potential sales.To unlock help try Upmetrics! Proximity to key marketsStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon28 / 39

In order to continue operations, food truck owners must meet all licensingrequirements and renew licenses on an annual basis.To unlock help try Upmetrics! Must have licenseStart writing here.Food trucks must maintain quality standards to avoid fines from regulators andto offer high-quality food for customers.To unlock help try Upmetrics! Effective quality controlStart writing here.Due to the competitive nature of this industry, operators must have a clearmarket position and offer unique menu items.To unlock help try Upmetrics! Offering a unique, differentiated menuStart writing here.Food truck operators must avoid wastage and spoilage of ingredients to reducepurchase costs and maximize revenue.To unlock help try Upmetrics! Ability to control stock on handStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon29 / 39

8.Marketing PlanMarketing ObjectiveMarketing Mix[YEAR ] Bus ines s Plan Bur ger Boon30 / 39

Marketing ObjectiveTo establish ourselves as an affordable and tasty alternative to the usualburger food truck fare. Secondarily, we want to establish our brand as a trustedspace where busy customers can satisfy their warm meal cravings in a timelymanner while being served with politeness and smile.To unlock help try Upmetrics! Start Writing here.Marketing MixBurger Boon will specialize in classic American burgers: Hamburger,Cheeseburger, and Double-Double, and French fries; creative twists can beadded to all items by customizing the offer with a “secret menu”. Burger Boonwill also sell a variety of soda and beverages.To unlock help try Upmetrics! ProductStart writing here.Get in contact with local news outlets to try to get some coverage about yournew truck. Many local news organizations will be happy to do a piece on an upand-coming new food truck, especially if you have a unique hook or spin toyour business.To unlock help try Upmetrics! Local News OutletsStart writing here.Our meals will only be available for purchase via the truck.By our fifth year in business, we hope to establish a brick and mortar locationby which time we will have developed a loyal following that will frequent ourTo unlockhelp try Upmetrics! establishment and spread the word about our menus andservice.PlaceStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon31 / 39

After conducting a review of other food trucks in Tricity, we have found that ourprices are slightly lower than our competitors for lunch and dinner entrees ofsimilar quality. Compared to brick and mortar restaurants serving Americanfast-food, our prices are two to five zlotych lower. Maintaining low prices willunlock help try Upmetrics! help us to remain competitive and build market share, Toespeciallywith brick andPriceStart writing here.We plan to promote our business through the following methods:Our truck will be decorated with appealing graphics wrap that displays ourname, Facebook page, and contact information. This wrapping will turn ourunlockhelp try Upmetrics!truck into a traveling advertisement that will add to our Tobrandrecognitionas we travel throughout Tricity agglomeration.PromotionStart writing here.Social media will allow us to connect with our followers and provide menus(regular and secret), coupons, and location information. The major Socialmedia platform will be Facebook.To unlock help try Upmetrics! Social mediaStart writing here.Consider ways in which you can get involved with local events, such ascatering community events or donating food to charity fundraisers. You couldalso sponsor a local little league team or even provide a talk about your foodtruck startup experience at a local business seminar. Activities like these putunlock help try Upmetrics! you in a favorable light with the community and spreadToawarenessof yourGetting Involved With Local EventsStart writing here.[YEAR ] Bus ines s Plan Bur ger Boon32 / 39

9.Financial AnalysisAssumptionsCapital Requirements and Use of FundsIncome Statement (5 Year projections)Balance Sheet (5 Year projections)Cash Flow Statement (5 Year projections)[YEAR ] Bus ines s Plan Bur ger Boon33 / 39

This plan makes the following assumptions:Burger Boon requires 80,000 in startup funding. The owners have contributedcash and equipment comprising a 62,5% investment ( 50,000). Burger BoonTo unlockhelp atry3-yearUpmetrics! will need 30,000 in starting capital which will be obtainedthroughloan from a local bank at 5% interest.Start Writing here.AssumptionsStart-up costs 80,000The owners will provide 50 000 equity investment ( 25 000 per owner)in the business in cashThe business will secure a loan with the assistanceof a localbankfor To unlockhelp tryUpmetrics!three years at 5% to acquire a used truck. The estimated truck cost isStart Writing here.Capital Requirements and Use of FundsOutsidefundingrequired?TotalscheckItemCost of ItemOwnerContributedFood Truck 74,800.00 74,800.00 0.00 74,800.00Kitchen Supplies 1,000.00 1,000.00 0.00 1,000.00Beginning Inventory 2,500.00 2,500.00 0.00 2,500.00Labor 120,000.00 20,000.00 100,000.00 120,000.00Food HandlerCertification for 2 people 0.00 866.58 856.58 856.58Truck and EquipmentMaintenance 1,000.00 1,000.00 1,000.00Food Truck Insurance 7,000.00 7,000.00General LiabilityBusiness Insurance 3,500.00 3,500.00Motorized RefreshmentVehicle Owner 1,030.25 0.00 0.00 7,000.00 0.00[YEAR ] Bus ines s Plan Bur ger Boon 3,500.00 1,030.25 1,030.2534 / 39

ItemCost of heckRefreshment VehicleDriver 342.52 0.00Refreshment VehicleAssistant (x2) 685.06 0.00 685.06 685.06Ontaro Business NameRegistration 109.20 109.20 0.00 109.20Retail iPad Cash Register(12 months) 342.52 342.52 0.00 1,200.00 1,200.00 1,200.00 2,000.00 2,000.00 0.00 2,000.00Accounting System 500.00 500.00 0.00 500.00Accounting Consultationto set up books 500.00 500.00 0.00 500.00Legal fees to reviewcontracts 500.00 500.00 0.00 500.00Business Cards,Brochure, Website 1,500.00 1,500.00 0.00 1,500.00Gas (based on 12months @ 1.30 / L) 300/month 3,600.00 3,600.00 0.00 3,600.00SUBTOTAL 222,633.61 120,565.78 102,057.83 %100.00%12 months x 120At home office fees(telephone, internet, fax)12 months x 150Income Statement (5

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