By Cristina Carroll, Annie Culver, Bobby Edwards, & Nick Jerome

MISSION STATEMENT THE BEER TRUCK aims to provide quality craft beers and micro brews to the Main Line in a mobile and easily accessible fashion. THE BEER TRUCK will be present at local sporting events in the area to esstablish itself as the pioneer in mobile quality beer by providing the best service and unique products.

COMPETITION Philadelphia competitors – Bars inside sport complexes – Xfinity Live Kelly’s Taproom – Beer tastings – TVs for watching sports Flip and Bailey’s – Extensive bar menu – TV for watching sports Maloney’s Pub – Villanova hangout – TV for watching sports

CORE COMPETENCIES Unique sports viewing experience Mobility/versatility Quality food Craft beer selection

CORE PROCESSES Food and drink production Aim to be frontrunners in: – Mobile food – Mobile local beer

MARKET ANALYSIS Target groups: – Main Line sports fans (males 30-65) – College students (males 18-22) Villanova, Bryn Mawr, Haverford, Harcum, etc. – Philadelphia sports fans (males 21-65)

SWOT Strengths – Unique product – Mobility – High Quality Weaknesses – Low awareness – Low inventory capability – Serving customers Opportunities – Catering parties – Multiple trucks – Partnering with teams/sports complexes Threats – Cheaper alternatives – Impeding weather – Liabilities/alcohol

COMPETITIVE PRIORITIES Product quality Differentiation through mobility Flexibility

PRODUCTS & SERVICES Beer – Local craft brews – Unique individual competitive competencies Food – Beer themed recipes – Different food daily (except dessert item)

CRAFT BREWERIES Yards Brewing Company – Historic Philadelphia Brewing Co. – Limited runs and seasonal brews Earth Bread & Brewery – Environmentally friendly Flying Fish Brewing Co. – Award winning brews Nodding Head Brewery & Restaurant – Seasonal and award winning brews

MENU MondayTuesdayWednesdayThursdayFridaySaturdaySunday Ale ChiliBeer Braised Pulled Pork Beer Mac and Cheese Ale Turkey Burger Mushroom Chestnut and Ale Pie Beer Marinated Steak Beer Battered Fish Daily Dessert

OPERATIONS STRATEGY On hand our truck will consistently serve: – 7 local craft beers – 1 featured dish – Beer Mallow dessert – 3 of the most popular beers available on tap

OPERATIONS STRATEGY Limited capabilities due to the restriction of space leads to efficiency: – Make-to-stock strategy for our featured dish – Dual use of refrigerators – Kegs of our most popular beers – Lean staff

OPERATIONS STRATEGY Relationships with local small businesses as our suppliers – Easy communication – Easy transportation of goods – Best and freshest quality goods – Marketing for supporting small and local businesses

QUALITY STRATEGY Lean system to control quality – Close relationship to suppliers – Small lot sizes JIT system to get rid of waste Types of waste crucial to eliminate: – Overproduction – Excess inventory

QUALITY CONTROL Local environmentally sustainable ingredients Partner with local farms/dairies Inspect each shipment with lean system Check random batches of beer – Use p-charts to control proportion defective Premium product likely to have errors

SUPPY CHAIN MANAGEMENT – Usage of local farmers markets Lancaster County farmers market Bryn Mawr farmers market Giant and Acme as backups – Philadelphia area breweries Yards, Flying Fish, Etc. – Collect and learn from data Record sales and analyze trends

DEMAND MANAGEMENT On days vs. Off days – On days: Beer Truck is present at sporting events – Off days: Beer Truck is present on the streets of Philly Customer Service – Two distinct windows for busy days – Square Register for analytics of sales

ON DAYS Attending collegiate games with tailgating events Attending professional Philadelphia sporting events (Eagles, Phillies, Flyers, 76ers, and Philadelphia Union – Lincoln Financial Field – Citizens Bank Park – Wells Fargo Center – PPL Park Attending events such as the Army-Navy Game

OFF DAYS Parked in popular areas of Philadelphia – Heavy in foot traffic Alert customer base of whereabouts using social media: – Twitter feed – Instagram

ON DAYS vs. OFF DAYS On days we will be able to service: – 300 to 350 customers (without the addition of kegs) – Grow to service 800 (with the addition of kegs) – Beer will be the most popular product Off days we will be able to service: – 175 to 250 customers – Featured Dish and Beer Mallows will the most popular products Forecasting procedure begins with executive estimates. Once historical data can be gathered trend progressions will be run to become more efficient

START UP COSTS Liquor License$100,000 Liquor License Transfer Fee$700 Truck$35,000 Truck Refurbishment$5,000 TV’s$1,000 Tables$600 Retail Food License$323 Inspection Fees$614 Total$143,237

MONTHLY EXPENSES Truck Maintenance$200 Satellite TV$65 Utilities$500 Gas$2,000 Paper Products$3,000 Beer on Tap$3,780 Bottled Beer$17,150 Food$42,000 BeerMallows$5,600 Wages$6,400 Total$80,695

MONTHLY INCOME Food $84,000 Beer Mallows $11,200 Beer on Tap $39,060 Bottled Beer $24,500 Total$158,760

PRICING DECISIONS Everyday Menu Items- $12 Beer Mallows- $4 Beer on Tap- $6 Bottled Beer- 5$

PROFITS $158,760: Monthly Income $79,695: Monthly Expenses $143,237: Start-up Cost $-64,172: First Month Loss $79,065 : Average Monthly Profit

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