1. Gluten-Free Food Truck
Jenna Eastman, Daniella Comito, Shreve Cameron & Yikun Liang

2. Agenda Situation Analysis Marketing Goals and Strategy
Marketing Program
Financial Projections

3. Situation Analysis Gluten Free Food Truck
Mobile, convenient food vendor
Markets gluten free and healthy meals and snacks
Quick, easy, quality food
Advocates healthy eating, eco-friendly, recyclable packaging
Targets customers of all ages, backgrounds especially for the health conscious and those with a gluten allergy

4. Industry Trends Food Trends Technology Less cooking
Baby boomers – quick and easy options
Gen Y – gourmet, ethnic, spicy, adventurous palette
Three meals a day with in between snacks
“Prescriptive Eating”
Gluten free is healthier
Indicator of higher quality
Helps to address hyperactivity/autism
Gluten allergy/intolerance
Celiac disease
Technology
Gen Y : early 20’s young professionals
Ordering Online, instant delivery
Paying via smart phones
Social media
A way for customers and businesses to communicate and share information
Be aware of food truck timings and locations
(Packaged Facts, 2011) (Sloan, 2012) (Myrick, 2011)

5. Resources Easy to start but difficult to maintain
Truck : $30,000 -$80,000
Permits
Food
Storage
“Gluten-free food truck is a great idea for a mobile food truck because there is not that many of them and healthy eating is now a trend which should attract a lot of people.”

6. Five Forces Analysis Threat of Entry Low
Will not attack other food businesses
However, food businesses can be a threat if they catch up with similar trends
Threat of Substitutes
Moderate
Not many gluten free trucks offered
However, there are other gluten free, vegan, low calorie options elsewhere
Degree of Rivalry:
High
Health conscious, convenience, price right is very competitive
Bargaining Power of Buyers
Moderate to High
Food businesses are fighting to appeal, and attract customers
Lack of switching costs for customers
Bargaining Power of Suppliers
Switching costs are low
Finding low prices for higher quality
jenna put something here TT.TT…

7. SWOT Analysis Strengths Mobile Convenience
Small staff, with minimal training
Already prepared food
Community building business
Weaknesses
The size of the truck, no kitchen space
Only Gluten-Free offers limited options
No sit down area, always grab and go
No consistent location, difficult for advertising
Opportunities
Generation Y likes thing to be easily accessible
Advertising Technology
Add locations easily
Many suppliers, choose prices of food
“Free From” Trend, gluten-free is become very popular to those even without allergies
Threats
Parking Regulations
Wants varying food on a day to day basis
Economic recession, leading to people wanting to eat in
Health Regulations
Cooking Technology

8. Marketing Goals
Expand locations; acquire three or more permits for different locations
Sell 3,000 smoothies in one year to see if this new product is profitable
Break even on initial investment
Expand awareness by creating a website
Sign up to participate in at least five events around the Boston area

9. Marketing Strategy
Demographics: Gen X and gen y, mostly students and workers in the urban area.
Psychographics: Consumers value being healthy and have an active lifestyle.

10. Target Market
Current Market: Students and workers in the urban area that are outside of their buildings walking around in need of a snack or meal.
Potential Market: Tourists and pedestrian or future new locations; College campuses outside of the city, Cambridge, Fenway and Newbury St.

11. Points of Difference
Gluten-Free: Meals are healthy and appeal to people with allergies.
Options: People can get full meals, or just grab snacks and beverages.
Small Portions: This satisfies the small portion trend, people are eating smaller meals.

12. Positioning Statement
“For the active, urban-goers, who need a quick and healthy meal or snack, the Gluten-Free Food Truck is the place for that convenient food or beverage that will give you energy and have you feeling great because it’s made with non-gluten ingredients.”

13. Marketing Program Product Strategy
- A traveling truck that offers gluten-free foods 
- Providing quick and tasty meals & snacks 
- It brings convenience since it comes to you 
- Quick because it is located on the street 

14. Benefit Message “The Gluten Free Food Truck is a quick, affordable, and tasty food provider that comes to you!”
- Healthy Food Choice! Leaving you feeling good with energy 
- Giving you a cheaper/lunch snack option 
- Making meals easier and more convenient 
- Satisfying the new trend to eat smarter 

15. Price Strategy
- Standard markup pricing strategy was used to determine the price that we wanted our  products to be sold at
- The standard market up pricing strategy will ensure that we are pre-setting a profit margin and applying a cost to the products 
- After SMP was used to determine the costs of the products target profit pricing was employed in order to balance revenue and cost when setting the prices for the food truck products 

16. Price Strategy for Smoothies
Variable cost per unit (UVC): $2
Fixed costs (FC) per yr. for smoothies: $12, 000
Expected unit Sales of Smoothies: 3, 000
Desired markup on sales: 10% 
$12,000/3,000 = 4 
41/1-10% = 6/.9 = $6.66 

17. Distribution Strategy: Market Coverage Strategy
Mobility is a major advantage for the this new business. We are able to focus on a small area with a large customer base which will ensure that this business will be successful 
Being on time and full stocked for when the food rush comes each day 

18. Distribution Strategy: Channel Design
Direct customer service
Marketing advantage to target several locations because it is a mobile business
Targeting Longwood Medical area because there is a large target audience- college students, high school students, and business professionals 

19. Marketing Communications: Media & Advertising
Different communication mediums such as Facebook, Twitter, and other social media websites will be an affordable and efficient way to gain brand recognition 
These mediums will ensure that our business will get noticed via people reposting and commenting on our Facebook page and links that are related to our products 
Social media is a great way to advertise and market a business but other forms of advertising can also help gain recognition as well - newspaper ads, pamphlets, and direct mail will also be implemented

20. Marketing Communications: Trade and Sales Promotion
Trade and sales promotion will lean on communication media for brand awareness 
Press Release to inform potential customers in Boston, specifically Longwood area 
Promotional deals within the first couple months of the launch of the Gluten Free Food Truck

21. Monitoring & Control: Goals
9/1/ /31/12 = obtain truck that is entirely equipped with all necessary permits 
1/1/13 - 3/28/13 = design menu, gather ingredients, and implement social media awareness 
4/1/13 - 5/15/13 = get cleared by fire department & health inspectors 
5/15/13 - 9/1/13 = start business in permitted areas in the city & hire employees 
9/1/13 - year 2 =  update truck, update menu, continue to use social media to gain as much recognition as possible 

22. Evaluation and Control
Set goals to maintain progress 
Created a SWOT analysis to prepare for any threats or weaknesses that could put a halt in the business 
Anticipated any problems that could go wrong with the truck such as technical issues… planning ahead is key in order to prevent any upcoming issues 

23. Financial Projections

25. Financial Statements Fixed Costs: $12,000/10%= $120,000
Total Variable Cost: 3000x$2/(10%)= $60,000
Total Revenue: 3000x$6/(10%)= $180,000
Breakeven Point Units: 2,553.2
Breakeven Point Revenue: $171,064.4