Rolling Harvest, LLC Fast, Fresh, Healthy

Farm to Truck Wraps

Greg Farrenkopf

Drew Farris

Kwamena Sankah

Jason Valmoja

Core Product Definition

Fresh, healthy, organic, locally sourced,

and homemade wraps

Key attributes

Healthy

Fresh

Locally sourced

Organic

Gluten-free

2

Basic Strategy

Food Truck market penetration

Healthy food option

Organic, Gluten-free, Fresh

Locally sourced ingredients

Target working adults and event goers

Technology enhanced operations

3

Environmental Analysis

Economics

Strengthening U.S., Sarasota, and Manatee County economies

characterized by growing consumer spending, higher wages, and

lowering unemployment

Consumer social and food trends

Growing consumer preference for healthy, fresh, locally sourced

food (Appendix 2, 3, 6)

Convenience required by busy lifestyles

Case study: Chipotle

Food truck technology

Heavy use of digital and social media for informing customers about

menu and locations

Consumer demand for streamlined ordering and mobile payments

4

Environmental Analysis

Natural environment implications for food supply

Local, organic produce and protein supply will vary by

season and availability

Supply subject to weather and other natural environment

phenomenon

Regulations

Business registration

Heavy regulatory burden in Sarasota County

Political considerations

Special interest groups

Sarasota Originals vs. SRQ Food Truck Alliance

5

Top Lessons Learned from Food Truck

Owners1

Rules and Regulations most consistent external source of

frustration

Requires serious business planning

Requires hands on ownership

Most successful food truck owners have “passion for the

food” and “love interacting with people”

Events generally do better than daily sales

Make sure to purchase a reliable truck

1FoodTruckr.com

6

What makes a successful food truck?From the Experts at FoodTruckr.com:

Focus on Execution

Limit the number of food items

Find a specialty/niche

Create Demand - Scarcity built into business model

Limited Serving Time

Limited Supply

Location Mobility

Use Social Media Right

Stimulate an immediate response

Makes consumers feel closer to the people serving the food

(augmenting the food truck experience)

7

Direct Competition8

Healthiest menu with relatively high

price point.

9

Alone with the

healthiest and

most convenient

menu

10

Freshest and most

convenient menu11

Most high

tech and

highest quality

customer

service

12

Most locally

sourced menu

and close second

for most gluten-

free options

13

Most vegetarian

options offered,

close second for

most gluten-free

option

14

Indirect Competition15

SWOT

Strengths Weaknesses

• Rare combination of fresh, fast, and

healthy cuisine

• Most locally sourced menu

• Mobile payment and online

ordering

• Emphasis on customer service and

building loyalty

• Flexibility to alter menu and service

locations

• Lack of brand recognition and

awareness

• Limited menu size

• High price point

• Inability to quickly restock products

that run out

• Relatively little experience as

compared to competitors

Opportunities Threats

• Growing consumer preferences for

local, organic, and healthy cuisine

• Growing demand for gluten-free

options

• Recovering U.S. economy and

strong, growing local economies

• Few food trucks in the area have

the advanced technology

capabilities demanded by

consumers

• Heavy regulation in Sarasota

County

• Competitor price reduction

• Poor weather conditions either rain

or heat induced

• Decreased volume during summer

months

• Heavy traffic when traveling

between locations

• Increasing gas prices

• Unavailability of locally sourced

products

16

Target Market Identification

Lunch Segment

Ages 21 to 65

Busy lifestyle - convenience oriented

Health conscious

Dinner Segment

Ages 21 and over

Support local business

Seeking higher quality, freshness, and variety

Festival/Event Segment

Ages 18 to 65, tourists and local residents

Want a taste of fresh, local cuisine

17

Sarasota Trade Fair Center

18

Comments from the Lunch Customers

“I was often tempted by the food trucks with their innovative options such as mac-n-cheese phillycheesesteaks. But I would be far more likely to purchase from a food truck on a regular basis if they provided me with healthy, yet delicious options.”

Jillian (female, age 26), Bealls, Inc.

“I made an attempt to buy my lunch from the food trucks that came to my offices, but the options were fried or BBQ and just too unhealthy. Would have loved a fresh, healthy alternative!”

Eva (female, age 34), Bealls, Inc.

19

20

Local Festivals with Food Trucks21

Goal Setting

Short Term Goals

Customer satisfaction of 6 (Scale 1-7) in 3 years

Break even in 30 months

Long Term Goals

Payoff loan in 5 years

Increase Sales by 160% in 5 years

Savings of $100,000 in 5 years

Open a restaurant in Sarasota by Year 10

22

Positioning

Our strengths

Fast, Fresh, Healthy

Organic, Locally Sourced

Advanced technology use

Superior customer service

Our Positioning

Fresh, fast, and healthy wraps made with locally

sourced proteins and organic produce. Vegetarian

and gluten-free options available

23

The Thai Steak Wrap

Locally raised grass fed flank steak with locally grown

organic Asian style cabbage slaw

24

The Veggie & Hummus Wrap

Organic fresh made hummus and feta with locally grown

organic sautéed zucchini, squash, onions, tomatoes, and

spinach

25

Promotion

Website, social media, and mobile application

User-friendly and easy to navigate

Menu and location information

Core brand story

Online ordering enabled

Pay-per-click advertising

Google and Facebook

Target those w/in 5 miles of each location’s address and interest in

“food trucks”

Branding

Brand logo on water bottles

Creative truck decoration displaying benefits of healthy, fresh, local

cuisine

26

Mobile Website27

• Locations and Menu

updated daily

• Accepts online orders

and payments

• Allows selection of

available pickup times

• Orders automatically

entered in POS in real

time

Promotion28

Promotion

Sampling

Deliver samples of each wrap to proposed locations

Marketing collateral

Printed menus to drop off with samples

29

Sampling – Lunch on Us

Operate on-site for

one hour without

charge to

customers. Hand

out menus

Contact office

manager to set-up

time for a free

service

Come to

agreement on

operating days

and hoursMaintain

relationship by

being timely in

arrival and clean-

up, and honoring

any requests

30

Customer Experience Attraction points

Website/Social media

Mobile app

PPC advertising

Sampling

Engagement points

Truck decoration and friendly atmosphere with entertainment to occupy customers during waiting periods

Emphasis on streamlined ordering and pick-up (on and offline)

Picnic area with tables and chairs for customers

Exit/Extension points

Food consumption

Word of mouth

31

PPC Adverts

Visit website/Review menu

Ph

ysi

ca

l

Ev

ide

nc

e

Cu

sto

me

rC

on

tac

t P

ers

on

On

Sta

ge

Ba

ck

Sta

ge

Su

pp

ort

Pro

ce

sse

s

Ad creation

Samples/Menu

Owners deliver samples/menus

Owners prepare samples/Obtain printed menus

Taste samples/Review menu

Website/App

Visit website/ Download application.

Menu and location info provided

Website/App

Order online

Online ordering enabled

Appearance of truck/Outside seating areas/Atmosphere music

Arrive at truck/Wait in line

Entertainment with music /Truck with story and facts on it

Customer

Experience

Blueprint

32

Truck window/Truck kitchen appearance.

Give order to cashier

Ph

ysi

ca

l Ev

ide

nc

eC

ust

om

er

Co

nta

ct

Pe

rso

nO

n

Sta

ge

Ba

ck

Sta

ge

Su

pp

ort

P

roc

ess

es

Owners obtain proper inventory levels

Card payment screen/Counter

Pay for order/ Swipe card and sign.

Give customer water bottle. Take cash, return change, and give receipt if necessary

POS System

Wait for order

Order screen/Pick up window.

Pick up order

Consume order

Order menu displays order name and contents

Take order. Recommend if necessary

Input order into computer

Input cash into drawer/Send order to kitchen/Kitchen prepare order

Chef 2 prepares wraps/Chef 1 prepares "to go" bag with fork, knife, napkins and inserts wrap in bag

Appearance of truck/Outside seating areas/Atmosphere music

Food

Chef 1 brings prepared item to pick up counter/Fulfills any extra requests. Give

water bottle if online order

Customer

Experience

Blueprint

33

Resourcing

Role Responsibility Training Experience

Owners (3) Cashier

Chef

Accounting

Promotion

Inventory

Driving

Set-up/clean-up

None 7 years food

service

Employees (2) Cashier

Chef

Set-up/clean-up

One week on

site

2+ years

34

Preparation Location

Woody’s River Roo Pub & Grill - Ellenton, FL

Quick access to I-75

Includes Food Storage

Deliveries accepted

35

Scheduling36 Start Time End Time Owner 1 Owner 2 Owner 3 Employee 1 Employee 2 Truck Location

6:30 7:00 Promotion Woody’s

7:00 10:00

Food

Preparation

Food

Preparation Woody’s

10:00 10:30 Travel Travel

10:30 10:45 Site Setup Site Setup Site Setup

Lunch Location

#1

10:45 11:45 Food Service Food Service Food Service

Lunch Location

#1

11:45 12:00 Travel Site Cleanup Travel

12:00 12:15 Travel Travel Travel

12:15 12:30 Site Setup Travel Site Setup

Lunch Location

#2

12:30 1:30 Food Service Food Service Food Service

Lunch Location

#2

1:30 1:45 Site Cleanup Site Cleanup Site Cleanup

Lunch Location

#2

1:45 2:15 Travel Inventory Travel

2:15 2:45 Truck Cleanup Inventory Truck Cleanup Woody’s

2:45 5:45 Inventory

Food

Preparation

Food

Preparation Woody’s

5:45 6:15 Travel Travel Travel

6:15 6:30 Site Setup Site Setup Site Setup Dinner Location

6:30 9:00 Food Service Food Service Food Service Dinner Location

9:00 9:30 Site Cleanup Site Cleanup Site Cleanup Dinner Location

9:30 10:00 Travel Travel

10:00 10:45 Truck Cleanup Truck Cleanup Woody’s

10:45 11:15 Accounting Woody’s

Lakewood Ranch Medical Center

Est. Employees: 400

Pop. w/in 5m: 112,000

Sarasota Trade Fair Center

Est. Employees: 347

Pop. w/in 5m: 36,000

Tervis Tumbler

Est. Employees: 250

Pop. w/in 5m: 32,000

Sun Hydraulics

Est. Employees: 200

Pop. w/in 5m: 116,000

Bealls, Inc.

Est. Employees: 500

Pop. w/in 5m: 122,000State College of Florida

Est. Employees: 472

Pop. w/in 5m: 112,000

Tropicana Products, Inc.

Est. Employees: 600

Pop. w/in 5m: 122,000Blake Medical Center

Est. Employees: 200

Pop. w/in 5m: 122,000

Manatee Memorial Hospital

Est. Employees: 402

Pop. w/in 5m: 122,000

USFSM

Students & Faculty: 700

Pop. w/in 5m: 112,000

PGT Industries, Inc.

Est. Employees: 200

Pop. w/in 5m: 32,000

Monday

10:45am – 1:30pm

Tuesday

10:45am –

1:30pm

Wednesday

10:45am – 1:30pm

Thursday

10:45am –

1:30pm

Friday

10:45am –

1:30pm

37

Quality Plan

Local sources

Naturally raised proteins - Dam Ranch, Bradenton, FL

Organic produce - Geraldson Farms, Bradenton, FL

Seafood - Star Fish Company, Bradenton, FL

Wastage

Chefs 1 and 2 will inspect quality of product during assembly

and not serve any defective product to customers

Owner 2 will record the amount of left over food as a

percentage of sales each morning during inventory

Wastage years 1-5: 10%, 9%, 8%, 7%, 6%, respectively

38

Food Truck Layout

Cashier takes order. Order entered in POS

System. Customer pays for order.

(10 sec)

Chef 1 cooks two tortillas

(1 min)Chef 2 reviews order on POS

system

(10 sec)

Chef 2 wraps tortilla with ingredients

(10 sec)

Chef 2 fills tortilla with ingredients

(15 sec)

Chef 1 packages wrap

(5 sec)

Chef 1 confirms order in POS system and delivers order and

water bottle for online orders

(5 sec)

Cashier gives water bottle to

ordering customer

(10 sec)Tortilla

pass Wrap

pass

Wraps created every 35 seconds after initial Start Up

Ability to create 100 wraps per hour

39

Online order entered in POS

system

Start Up Costs40

$77,698

$2,321

$1,788

$7,723

$5,225

$5,715

$80,000

Food Truck

Business Licensing

Liability Insurance

Equipment

Promotion

POS System

Operating Reserves

Business Loans41

Total Startup Costs $ 181,423

Owner Investment $ 37,796

Greg Farrenkopf $ 12,599

Kwamena Sankah $ 12,599

Jason Valmoja $ 12,599

Bank Loan (50% LTV) $ 89,766

Loan Amount, 10 Yrs @ 4.5% $ 94,491

Loan Fees $ 4,725

SBA Loan (30% LTV) $ 53,860

Loan Amount, 10 Yrs @ 4.5% $ 56,695

Loan Fees $ 2,835

Total Monthly Minimum Loan Payments $ 1566.86

Beginning Balance Sheet – Oct 1, 2015 42

Current Assets Current Liabilities

Cash 80,001$ Accounts Payable 4,875$

Inventory 4,875$

Supplies 953$ Long-term Liabilities

Prepaids 16,893$ Business Loan 94,491$

Total Current Assets 102,721$ SBA Loan 56,695$

Total Long-term Liabilities 151,186$

Property & Equipment

Truck 77,698$ TOTAL LIABILITIES 156,061$

Equipment 7,723$

POS System 5,715$

Total Property & Equipment 91,136$ Common stock 37,796$

TOTAL ASSETS 193,857$ TOTAL LIABILITIES + OWNER'S EQUITY 193,857$

ASSETS LIABILITIES

OWNER'S EQUITY

Salaries and Wages43

$11.00

$11.50

$12.00

$12.50

$13.00

$13.50

$14.00

$14.50

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

FY 2016 FY 2017 FY 2018 FY 2019 FY 2020

Owner Bonus

Owner Salary

Employee Hourly

Wage

Pricing

Wraps will be sold for $9 in Years 1 and 2

Lunch & Event serving includes wrap with Rolling

Harvest labeled bottled water

Dinner serving includes only wrap

Price increase to $9.25 in Year 3 and $9.50 in Year 5

Average cost of raw materials per wrap is $3.25

Customers willing to pay more

62% for organic foods (Mintel, 2010)

70% for locally sourced foods (A.T. Kearney, 2013)

88% for healthy foods (Gagliardi, 2015)

44

Sales Forecast45

138

90

198

142

238

174

273

200

299

218

0

50

100

150

200

250

300

350

Oc

t-15

De

c-1

5

Fe

b-1

6

Ap

r-1

6

Ju

n-1

6

Au

g-1

6

Oc

t-16

De

c-1

6

Fe

b-1

7

Ap

r-1

7

Ju

n-1

7

Au

g-1

7

Oc

t-17

De

c-1

7

Fe

b-1

8

Ap

r-1

8

Ju

n-1

8

Au

g-1

8

Oc

t-18

De

c-1

8

Fe

b-1

9

Ap

r-1

9

Ju

n-1

9

Au

g-1

9

Oc

t-19

De

c-1

9

Fe

b-2

0

Ap

r-2

0

Ju

n-2

0

Au

g-2

0

Average Unit Per Day Sales By Month

Break Even Analysis46

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

0 1000 2000 3000 4000 5000 6000

Monthly Unit Sales for Break Even

Total Revenue

Fixed Costs

Total Costs

Break Even

Monthly Unit

Sales = 3255

Expected Daily Sales47

Lunch Location Site Lunch PopulationPopulation Within

Five Miles

Bealls, Inc. 500 122,000

State College of Florida 472 112,000

University of South Florida - Manatee/Sarasota 700 112,000

Sun Hydraulics 200 116,000

Tervis Tumbler 250 32,000

Lakewood Ranch Medical Center 400 112,000

PGT Industries, Inc. 200 32,000

Tropicana Product Inc. 600 122,000

Sarasota Fair Trade Center 347 36,000

Manatee Memorial Hospital 402 122,000

Average 407 91,800

Dinner LocationsPopulation Within

Five Miles

3 Daughters Brewing 184,000

Motorworks Brewing 118,000

Jdubs Brewing Company 108,000

Green Bench Brewing Company 180,000

Darwin's Brewing Company 120,000

World of Beer Sarasota 76,000

Big Top Brewing Company 82,000

Average 124,000

Days Sales Per Month Projected Unit Sales Sales Rate

Lunch Site #1 18 30 7.37%

Lunch Site #2 18 30 7.37%

Lunch Site Local Population 18 15 0.02%

Dinner Site 18 52 0.04%

Festival/Event (est. pop 2,500) 7 138 5.52%

Statement of Cash Flows48

Year 0 Year 1 Year 2 Year 3 Year 4 Year 5

FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020

Opening Cash Balance -$ 80,001$ 41,166$ 69,252$ 80,679$ 81,867$

Total Cash In 181,423$ 271,395$ 423,691$ 539,894$ 626,426$ 712,374$

CASH OUT

Truck 77,698$ -$ -$ -$ -$ -$

Equipment 7,723$ -$ -$ -$ -$ -$

Wages & Benefits -$ 128,909$ 142,374$ 155,551$ 168,728$ 181,905$

Liability Insurance 1,788$ 1,788$ 1,824$ 1,860$ 1,897$ 1,935$

Preparation Area Rental -$ 24,000$ 24,480$ 24,970$ 25,469$ 25,978$

Gas 553$ 9,000$ 9,180$ 9,364$ 9,551$ 9,742$

Propane 150$ 1,800$ 1,836$ 1,873$ 1,910$ 1,948$

Promotion 5,225$ 8,072$ 8,233$ 8,398$ 8,566$ 8,737$

Ingredients -$ 98,893$ 165,163$ 205,885$ 237,609$ 261,478$

Business Loan Payment -$ 18,804$ 18,804$ 18,804$ 18,804$ 18,804$

POS Fee 5,715$ 888$ 906$ 924$ 942$ 961$

Business License Renewal Fees 2,321$ 1,131$ 1,154$ 1,177$ 1,200$ 1,224$

Cooking Supplies 100$ 1,200$ 1,224$ 1,248$ 1,273$ 1,299$

Cleaning Supplies 150$ 1,800$ 1,836$ 1,873$ 1,910$ 1,948$

Credit Card Processing -$ 7,945$ 12,471$ 16,298$ 19,010$ 21,493$

Miscellaneous -$ 6,000$ 6,120$ 6,242$ 6,367$ 6,495$

Owner Bonus -$ -$ -$ 37,000$ 61,000$ 85,000$

Company Savings -$ -$ -$ 37,000$ 61,000$ 85,000$

Total Cash Disbursement 101,423$ 310,230$ 395,605$ 528,467$ 625,238$ 713,949$

Net Cash 80,001$ (38,835)$ 28,086$ 11,427$ 1,188$ (1,574)$

Closing Cash Balance 80,001$ 41,166$ 69,252$ 80,679$ 81,867$ 80,293$

Cash Balance By Month49

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36

Ca

sh o

n H

an

d

Month

Cash Balance

Two Months Operating Reserves

Income Statement50

Year 1 Year 2 Year 3 Year 4 Year 5

FY 2016 FY 2017 FY 2018 FY 2019 FY 2020

Sales 271,395$ 423,691$ 539,894$ 626,426$ 712,374$

COGS 98,893$ 165,163$ 205,885$ 237,609$ 261,478$

Gross Profit ($) 172,502$ 258,528$ 334,009$ 388,817$ 450,896$

Gross Profit (%) 63.56% 61.02% 61.87% 62.07% 63.29%

Salaries & Benefits 129,197$ 142,374$ 155,551$ 168,728$ 181,905$

Preparation Area Rental 24,000$ 24,480$ 24,970$ 25,469$ 25,978$

Business Loan Interest 6,553$ 5,990$ 5,401$ 4,786$ 4,142$

Liability Insurance 1,788$ 1,824$ 1,860$ 1,897$ 1,935$

Promotion 8,072$ 8,233$ 8,398$ 8,566$ 8,737$

Business License Fees 1,131$ 1,154$ 1,177$ 1,200$ 1,224$

Credit Card Processing 7,945$ 12,471$ 16,298$ 19,010$ 21,493$

POS System 888$ 906$ 924$ 942$ 961$

Depreciation 9,636$ 9,636$ 9,636$ 9,636$ 9,636$

Supplies 10,800$ 10,896$ 10,994$ 11,094$ 11,196$

Travel (Gas) 9,000$ 9,180$ 9,364$ 9,551$ 9,742$

Total SG&A 209,009$ 227,144$ 244,573$ 260,880$ 276,950$

Net Income (36,508)$ 31,384$ 89,436$ 127,937$ 173,946$

Net Income Percentage (13.45%) 7.41% 16.57% 20.42% 24.42%

Cumulative Net Income (36,508)$ (5,124)$ 84,312$ 212,250$ 386,196$

Important Financial Ratios51

Year 1 Year 2 Year 3 Year 4 Year 5

Gross Margin 63.56% 61.02% 61.87% 62.07% 63.29%

Net Margin -13.45% 7.41% 16.57% 20.42% 24.42%

Year 1 Year 2 Year 3 Year 4 Year 5

Days Inventory 6.56 4.20 3.30 2.84 2.50

Fixed Asset T/O 3.33 5.90 8.68 11.91 16.58

Year 1 Year 2 Year 3 Year 4 Year 5

Quick Ratio 8.44 14.21 16.55 16.79 16.47

Year 1 Year 2 Year 3 Year 4 Year 5

Times Interest Earned -4.57 6.24 17.56 27.73 43.00

Profitability

Asset Management

Liquidity

Solvency

Valuation 52

Year 1 Year 2 Year 3 Year 4 Year 5

Free Cash Flow (79,330.28)$ 18,924.00$ 93,046.40$ 141,171.25$ 189,298.59$

No Growth Growth 2.5%

Enterprise value (NPV) 262,882.89$ Enterprise value (NPV) 282,967.34$

Debt 151,186$ Debt 151,186$

Equity value 111,697.29$ Equity value 131,781.74$

Rolling Harvest

What makes a successful food truck?From the Experts:

Focus on Execution

Limit the number of food items

Find a specialty/niche

Create Demand - Scarcity built

into business model

Limited Serving Time

Limited Supply

Location Mobility

Use Social Media Right

Stimulate an immediate response

Makes consumers feel closer to

the people serving the food

(augmenting the food truck

experience)

53

Rolling Harvest:

4-6 menu items, changing with

season and ingredient availability

Focus on healthy, local food

5 hours a day, at a lunch location

once a week

Local ingredients, when we’re out

we’re out

More than 20 locations identified,

more to be found

Daily updates of menu and

location

Open conversation with truck

owners on and offline

Questions?54

Appendix 1: The success of Chipotle

1600 stores with $3.2B in sales in 2014 (Mathews,

2014)

Stock has grown 1080% since inception

Compared with 46% S&P growth during same time

High quality, locally sourced foods

Served 140m pounds of naturally raised meat in 2013

Bought more than 20m pounds of local produce for its

US restaurants an increase of more than 20% from

2012

55

Appendix 1: The success of Chipotle

(contd.)Currently, 40% of the company's beans are organically

grown, which has helped it to reduce more than 140,000

pounds of chemical pesticide since 2005.

Raised prices and saw 17% sales increase

56

Appendix 2: Healthy Eating

The healthy eating index is forecasted to grow by 2.6%

between 2014 and 2019 (IBISWorld, 2014c).

Health remains an important aspect at all restaurant

types, which can be spun positively through using high-

quality, natural ingredients in all sandwiches (Fajardo,

2014)

Consumers are ordering more healthy wraps at

restaurants compared to last year 54% (Fajardo, 2014)

57

Appendix 3: Locally Sourced

64% of consumers indicate locally sourced

ingredients are important in their food choice

(Mintel, 2013a)

Increased 8% since 2009

96% of consumers have purchased a locally

sourced food (Mintel, 2014a)

53% in the last week

71% in the last month

34% every week

Locally sourced food purchases relatively equal

amongst all household incomes and ethnicities

58

Appendix 4: Fast and Convenient

92% of consumers agree that they eat at

fast food restaurants because “They’re

quick” vs. 63% that choose fast food

restaurants because “They’re inexpensive”

(Fajardo, 2014)

“Those employed are more likely to

purchase fast food” (U.S. Department of

Agriculture, 2014)

48% of consumers said that fast food is “not

too good” for you. 28% said it was “not

good at all” for you (Dugan, 2013)

59

Appendix 5: Organic

Organic food sales in US topped $35B US in

2013, an increase of 11.5% from the previous

year (The Shelby Report, 2014)

65% consumers interested in organic

products (Mintel, 2010)

Largest interest among 18-44 year olds

Above 60% for all household income levels; interest level

increases with income

45% consumers actively seek organic foods

60

Appendix 6: Freshness

“Freshness” traits: (Mintel, 2013a)

Made by the seller from raw ingredients – “made from scratch”

Locally sourced

41% of consumers list fresh ingredients in their top

three most important factors when considering

where to eat

Most important concern when buying fresh fruits

and vegetables, 82% said quality/freshness

How does produce quality at farmers' market

compare to supermarket? 73% say quality is higher

61

Appendix 7: Gluten Free

Market estimated to be $4.2bn in 2012 (Watson,

2014)

Listed as the #5 Menu Trend for 2014 (National

Restaurant Association, 2013)

“24% of Americans say they, or someone in their

household, currently eat gluten-free versions of

foods that typically contain gluten” (Watson, 2014)

25% of gluten-free consumers purchase because

“Gluten-free products are generally healthier”

(Packaged Facts, 2015)

Roughly one third of Gluten-free consumers are

ages 25 to 34 (PR Newswire, 2015)

62

Appendix 8: Festivals and Events

Food and beverage establishments accounted for

15.9% ($152bn) of the $960.2bn tourism market for

2014 (IBISWorld, 2015b; IBISWorld, 2015c)

Nearly 60% of tourist consumers say “locally-

produced food/drinks that you can’t get anywhere

else” are important when choosing a vacation

destination (Mintel, 2013)

73% say “unique restaurant/dining experiences” are

important (Mintel, 2013)

“More than 2.8 million visitors came through

Bradenton in 2013” (Vargas, 2014)

“Tourist season records hitting new highs” (Griffin,

2013)

63

Appendix 9: Breweries

$5.1 billion market with projected annual growth of

5.5% from 2015-2020 (IBISWorld, 2015a)

47% of consumers “enjoy drinking craft beer with a

meal” (Mintel, 2014b)

53% drink craft beer “to relax” (Mintel, 2014b)

Craft beer appeals to 49% of Millennials and 40% of

Gen Xers (Crowell, 2013)

28% of consumers ages 25-34 drink craft beer “once

a week or more often” (Statista, 2012)

23% of ages 35-44 and 21% 45-54 agree.

64

Appendix 10: Food Truck Tech

Heavy reliance on digital and social media (e.g.,

Facebook and Twitter) for providing menu and locations

“Food trucks are increasingly launching branded apps

to increase customer engagement.” (Hotard, 2014)

“In 2015, food trucks will start adopting alternative

methods such as Apple Pay, QR payments and more.”

(Hotard, 2014)

“In 2015, customers will increasingly order via their

phones” (Hotard, 2014)

65

Appendix 11:

ATM AnalysisKey attributes Lunch Dinner Events Score

Freshness 7 7 7 21

Local 6 7 7 20

Healthy 7 6 5 18

Fast 7 5 6 18

Tech 7 6 4 17

Organic 6 6 3 15

Gluten Free 6 5 2 13

Menu items 5 5 3 13

Cust. Service 6 4 2 12

Vegetarian 5 4 3 12

Brand rec 5 2 4 11

Price 3 3 1 7

Experience 2 2 2 6

Total 72 62 49

Key

Very Important 7 Somewhat unimportant 3

Important 6 Unimportant 2

Somewhat Important 5 Very unimportant 1

Neutral 4

ATM Analysis

66

Appendix 12: Competition

Analysis

Us

Baja Boys

Grill

Croz's

Surf

Shack

Darwin's

on 4th

Truck

Rollin'

Zoinks

Attribute rating rating comp rating comp rating comp rating comp

Menu items 6 8 -2 8 -2 9 -3 7 -1

Healthy 8 7 1 3 5 4 4 4 4

Fast 9 3 6 1 8 1 8 7 2

Local 9 7 2 6 3 7 2 5 4

Organic 7 6 1 1 6 5 2 4 3

Freshness 9 7 2 6 3 6 3 7 2

Gluten Free 7 8 -1 1 6 2 5 1 6

Vegetarian 7 5 2 1 6 2 5 6 1

Price 9 8 1 8 1 7 2 9 0

Tech 9 6 3 4 5 3 6 4 5

Cust. Service 8 7 1 5 3 6 2 4 4

Brand rec 1 9 -8 5 -4 9 -8 4 -3

Experience 3 9 -6 6 -3 9 -6 6 -3

Total 2 37 22 24

Competition Analysis

67

Appendix

13: SWOTInternal Strengths Low High Low High

1 2 3 4 5 1 2 3 4 5 Score

Freshness X X 25

Healthy X X 16

Covenient X X 20

Local X X 25

Tech use X X 20

Customer Service X X 15

Perform Importance

Strengths

Internal Weaknesses Low High Low High

1 2 3 4 5 1 2 3 4 5 Score

Brand Recognition X X 3

Menu Size X X 8

Price X X 4

Experience X X 2

Inventory replenishment X X 4

Perform Importance

Weaknesses

68

Appendix

13: SWOT

External Opps Low High Low High

1 2 3 4 5 1 2 3 4 5 Score

X X 20

Gluten-free food demand X X 16

Strengthening economies X X 20

Lack of food truck w/ tech use X X 25

Local, Healthy, Organic food

Opportunities

Attractiveness Success Probability

External Threats Low High Low High

1 2 3 4 5 1 2 3 4 5 Score

Regulation increase X X 12

Competitor price reduction X X 9

Poor weather X X 25

Decreased volume during summer X X 20

Heavy vehicle traffic during traveling X X 12

Increasing gas prices X X 20

Unavailability of local sourced products X X 8

Likelihood of occurrence Seriousness

Threats

69

Appendix 14: Goal Setting70

Year 1 Year 2 Year 3 Year 4 Year 5

Sales

Target 271,395$ 423,691$ 539,894$ 626,426$ 712,374$

Percentage Change from Year 1 0% 56% 99% 131% 162%

Customer Service (Scale 1-7)

Target 5.0 5.3 5.5 5.8 6.1

Percentage Change from Year 1 0% 5.0% 10.3% 15.8% 21.6%

Product Quality

Wastage %

Target 10 9.2 8.5 7.9 7.5

Percentage Change from Year 1 0% -9% -15% -21% -25%

Employee Safety

Target 0 0 0 0 0

Percentage Change from Year 1 0 0% 0% 0% 0%

GoalsYears

Sarasota Trade Fair Center

Est. Employees: 347

Pop. w/in 5m: 36,000

Sarasota County

Zone: PID

Tervis Tumbler

Est. Employees: 250

Pop. w/in 5m: 32,000

City of Venice

Zone: PID

Sun Hydraulics

Est. Employees: 200

Pop. w/in 5m: 116,000

Sarasota County

Zone: ILW

State College of Florida

Est. Employees: 472

Pop. w/in 5m: 112,000

Manatee County

Tropicana Products, Inc.

Est. Employees: 600

Pop. w/in 5m: 122,000

City of Bradenton

Zone: PD-UI, LM, CITY, RSF-6

Blake Medical Center

Est. Employees: 200

Pop. w/in 5m: 122,000

City of Bradenton

Manatee Memorial Hospital

Est. Employees: 402

Pop. w/in 5m: 122,000

City of Bradenton

Zone: PD-UI, LM, CITY, RSF-6

USFSM

Students & Faculty: 700

Pop. w/in 5m: 112,000

Manatee County

PGT Industries, Inc.

Est. Employees: 200

Pop. w/in 5m: 32,000

City of Venice

Zone: PID

Lunch Map

71

Lakewood Ranch Medical Center

Est. Employees: 400

Pop. w/in 5m: 112,000

Manatee County

Bealls, Inc.

Est. Employees: 500

Pop. w/in 5m: 122,000

Manatee County

Zone: BR_SD1

Appendix 15a: Lunch Locations72

Appendix 15b: Lunch Locations73

Big Top Brewing, Co.

Pop. w/in 5m: 82,000

Sarasota County

Zone: ILW

Darwin’s Brewing, Co.

Pop. w/in 5m: 120,000

Manatee County

Green Bench Brewing, Co.

Pop. w/in 5m: 180,000

St. Petersburg, FL

3 Daughters Brewing

Pop. w/in 5m: 184,000

St. Petersburg, FL

Motorworks Brewing

Pop. w/in 5m: 118,000

Manatee County

Jdubs Brewing, Co.

Pop. w/in 5m: 108,000

Sarasota County

Zone: IHD

World of Beer Sarasota

Pop. w/in 5m: 76,000

Manatee County

Dinner Map

74

Appendix 16a:

Dinner Locations: The Breweries75

Appendix 16b: Dinner Locations: The

Breweries

76

Appendix 17:

Food Preparation Chef Schedule Lunch77

Start Time End Time Action Time Ingredient Recipe Equipment Active

7:00 7:05 Clean cauliflower 5 min Cauliflower Mash Comfort Food Sink x

7:05 7:10 Clean veggies 5 min Marinara Sauce Baked Eggplant Sink x

7:10 7:15 Clean eggplant 5 min Eggplant Baked Eggplant Sink x

7:15 7:20 Clean veggies 5 min Veggies Veggie Sink x

7:20 7:25 Clean broccoli 5 min Broccoli Rabe Comfort Food Sink x

7:25 7:30 Clean veggies 5 min Asian Cabbage Thai Steak Sink x

7:30 7:40 Cut veggies 10 min Veggies Veggie Countertop x

7:40 7:50 Cut veggies 10 min Marinara Sauce Baked Eggplant Countertop x

7:50 8:30 Mix ingredients 40 min Dough Tortillas Mixer x

9:30 9:10 Divide dough 40 min Dough Tortillas Countertop x

9:10 9:50 Form dough 40 min Dough Tortillas Countertop x

9:50 10:00 Overall Cleanup 10 min All All None x

Appendix 18: Food Preparation

Equipment Schedule Lunch78

Start Time End Time Action Sink Countertop 1 Countertop 2 Mixer Food processor Stovetop Flattop Grill Oven

7:00 7:05 Clean cauliflower X

7:05 7:10 Clean veggies X

7:10 7:15 Clean eggplant X

7:15 7:20 Clean veggies X

7:20 7:25 Clean broccoli X

7:25 7:30 Clean veggies X

7:25 7:30 Cut cauliflower X

7:30 7:40 Cut veggies X

7:40 7:50 Cut veggies X

8:30 9:10 Divide dough X

9:10 9:50 Form dough X

7:40 7:45 Dry Cauliflower X

8:15 8:20 Mix ingredients X

8:45 8:50 Cool broccoli X

9:40 9:50 Rest steak X

7:50 8:30 Mix ingredients X

7:20 7:25 Mix ingredients X

7:45 7:55 Mix ingredients X

7:30 7:45 Boil cauliflower X

7:55 8:15 Cook veggies X

8:15 9:15 Simmer X

8:20 8:25 Cook ingredients X

8:25 8:35 Cook veggies X

8:35 8:45 Cook ingredients X

8:45 9:00 Cook eggplant X

9:00 9:30 Grill chicken X

9:30 9:40 Grill steak X

9:00 9:30 Bake eggplant X

Appendix 19: Typical Work Week

Open four weekdays plus two weekend Events

Hours worked per Resource

79

Appendix 20:

Thai Steak Wrap

Cost

80

Appendix 21: Depreciation

Five year depreciation of all Equipment

81

Initial Cost Year 1 Year 2 Year 3 Year 4 Year 5

Food Truck 77,698 7,770 7,770 7,770 7,770 7,770

Equipment 7,723 772 772 772 772 772

Promotion 5,225 523 523 523 523 523

POS System 5,715 572 572 572 572 572

Total Depreciation 9,636 9,636 9,636 9,636 9,636

Appendix 22: Cost of Goods Sold82

Year 1 Year 2 Year 3 Year 4 Year 5

Ingredients 98,893 165,163 205,885 237,609 261,478

Propane 1,800 1,836 1,873 1,910 1,948

Cooking Supplies 1,200 1,224 1,248 1,273 1,299

Credit Card Processing 7,945 12,471 16,298 19,010 21,493

50% Miscellaneous 3,000 3,060 3,121 3,184 3,247

Cleaning Supplies 1,800 1,836 1,873 1,910 1,948

Payroll System 288 294 300 306 312

POS System 888 906 924 942 961

Depreciation 9,636 9,636 9,636 9,636 9,636

Total Cost of Goods Sold 98,893 165,163 205,885 237,609 261,478

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