Matthew Denehy

Mission Statement:

t h e J u i c e B o x provides convenient, high quality, cold pressed juices. Each bottle is

filled with fresh, local ingredients designed to fuel the bodies of Boston in order for

them to perform at their best. We believe in bettering ourselves as well as the

surrounding city and have created a lifestyle around our product that encourages

sustainability and health.

Executive Summary:

the Juice Box is a mobile truck that has a simple product offering. We wish to better the

world and the people in it with our juices, our free health and fitness classes, and with

alternative fuel types that we use to run our electric truck. We offer pressed juices,

cleanses, hot tea, fresh fruit and vegetables as well as once a week fitness classes that

range from yoga to zumba to instructed group runs. We are a lifestyle brand and put an

emphasis on health. We want people to not only enjoy our product, but also reap the

benefits that the fruits and vegetables with in that juice offer. We have top of the line

technology that reduces waste and includes every last nutrient entered into the juicer.

Our employees are experts in our product and are available for any questions about the

product or custom orders. Our brand is so much more than a truck full of juice, and we

wish to be the go- to resource for all things health related. We have a great population

of health and fitness enthusiasts in Boston and we plan to dive into this group

aggressively. The Back Bay food truck locations are some of our top lottery picks and we

hope to occupy these areas seven days a week from the hours of 6am to 3pm.

Our following can look for our locations on our social media sites such as facebook,

twitter, instagram, foursquare, and the Boston food truck site. We are interested in

partnering with gyms and yoga studios as well as sponsoring events and have the truck

at that location during the event. We expect a large following from the start and

although food trucks may be seen as a trend, health has always been popular, and an

importance for fitness will always are in any demographic. the Juice Box can be counted

on to supply Boston with high quality cold pressed juice and the tools the people of

Boston need to start, or maintain a healthy lifestyle.

Retail Concept and Strategy Description

We decided to open a specialized food truck that sells pressed juices and

cleanses, called the JuiceBox. We chose this route because food trucks and mobile retail

outlets have grown in popularity in recent years. The city of Boston in particular has

welcomed food trucks with open arms, with former mayor Thomas Menino approving

15 new truck locations in 2011 (City of Boston). There are many advantages that mobile

retailers enjoy over their brick-and-mortar counterparts; we will discuss these in detail

later. The JuiceBox will be open during the designated times for breakfast and lunch, as

determined by the city of Boston: 6:00 to 10:00 am for breakfast, and 10:00 to 2:00 pm

for lunch. We are opting not to stay open for the dinner shift because many juice

drinkers purchase their juice in the mornings, to last them through the day. We will be

open seven days a week, save for major holidays.

As for our product offering, we will sell pressed juice beverages and juice

cleanses as our main sources of income. Our juice menu will consist of nine flavors with

pre-selected ingredients, as well as an option to place a custom order. We will also sell

complementary items, including bottled water, fresh fruits, and hot tea in the winter

months. In addition to our product line, we will hold free yoga classes (to be held in the

Boston Common and other local parks, and taught by professional instructors) for our

customers.

Our employees will be expected to have at least a basic knowledge of our

customers’ needs. They will be able to make a recommendation to a customer who may

be uneducated about juices, or answer questions one may have regarding the

ingredients. They will provide personalized service to customers who request their own

flavor combinations. This level of service will reinforce our goal of making our customers

feel loyal and passionate about our brand.

As far as positioning goes, our goal is to establish the JuiceBox as the go-to

resource for those seeking healthy alternatives or wanting to live a healthy lifestyle.

With the growing popularity of food trucks in and around Boston, we will reach an

untapped target market of fitness/health enthusiasts. If operated efficiently, our brand

should be profitable.

The price points of our products are on the higher end, as a necessity because

the cost of raw materials is relatively expensive. We decided to utilize a competitor-

based pricing strategy, matching the price of $7.95 for one drink at Mother Juice and

Squeeze Juice Bar (two of our direct competitors). We are not concerned about our high

prices because we anticipate most of our customers to be experienced juice drinkers,

and thus familiar with the industry prices. We will also create a rewards program,

wherein customers who make a certain amount of purchases will receive a coupon or

free drink.

Food trucks in Boston have a pre-determined set of locations to pick from. A

lottery decides which trucks will operate in the most desirable locations (those areas

that consistently see the most foot traffic). We have decided to enter this lottery in

pursuit of the busiest locations, as we want the biggest possible customer pool we can

possibly get. As a new retailer, we realize that we need to create a great deal of buzz,

and one way to do that is operate in busy areas.

We also hope to spread the word about the JuiceBox through social media,

particularly on Twitter, where we will tweet our locations in real-time, as well as deals

and recipes. We plan to pursue the blog atmosphere by offering free trials of our

products to health & fitness blogs in exchange for reviews. As for other goals for our

opening, we plan to have a presence at events around the city to promote our brand.

We will clearly communicate our purpose and values: to provide the best ingredients

and encourage a healthy lifestyle. We plan on differentiating ourselves by providing

services which most of our competitors do not, during the hours that our customers

most crave our products.

RETAIL ENVIRONMENT

The Business Environment:

Our business environment is Boston, a city home to upwards of 636,000 residents. The

Juicebox will be a fusion of two emerging trends, food trucks and cold pressed juice.

The juice industry is hard to put an exact valuation due to a high amount of

variability, “Based on variables that include home-juicing, storefront sales, bottled

products and the very notion of what constitutes a “super-premium juice,” value

estimates range from $1.6 to 3.4 billion” (BEVNET) , Beverage giant Starbucks recently

acquired cold-pressed juice company, Evolution Fresh for a cool $30 million in 2012

(WSJ) . The article from Bevnet cites celebrities and increased health awareness as the

contributing factors to this emerging trend:

“In the case of raw and cold-pressed juices, much of the recent growth has its

roots in greater awareness and demand for detoxifying juice cleanses, which, in recent

years, have been bolstered by a celebrity foghorn of endorsement. With influential

devotees like Gwyneth Paltrow and Kim Kardashian sounding off on the benefits of juice

cleansing, trendy and well-heeled consumers have flocked to a swelling selection of

direct-to-consumer cleanse programs often sold online and packaged as daily regimes of

several bottles of juice.”

Mobile food trucks are also a huge consumer trend in the past few years.

According to INTUIT, “rolling restaurants are on the road to becoming a $2.7 billion

industry”. According to the same report, 27 percent of lunch customers said they ate at

food trucks more than once a week, and 32 percent said they go once a week. Getting

lunch from food truck locations around Boston has not only become a norm but they

now have followings and tend to sell out of goods because of the numbers flocking to

them during weekend and lunch hours.

The Physical Environment:

Since Boston is a cramped, busy city, we have to be aware of our surroundings.

Prime food truck locations for Boston are awarded on a lottery basis (SEE PART IV). We

plan to be located in high-traffic areas, or “Tier 1” prime locations, so we will have a

substantial potential customer base. However, our desired locations have a great deal of

established businesses competing with us as well, so we will need to create a strong

value proposition to differentiate ourselves from these competitors. We also have to

deal with the rigid regulations that the city of Boston has in place regarding food trucks,

including specific location and hours of availability.

Another factor of the physical environment that we can use to our advantage is

the large number of tourists that will be walking by our truck. If we present our truck as

a “staple of Boston”, we can attract customers who are visiting and looking to

experience the city. The frequent events and attractions nearby will also bring more

potential customers to our truck.

In regards to the weekly yoga classes, we will hold them in friendly outdoor

locations such as Boston Common and other local parks. We will have to keep in mind

the size and safety of our yoga locations.

The Competitive Environment:

The JuiceBox’s competition consists of other food trucks vying for customer

attention within the same physical area as well as other drink/juice retailers in the area.

Boston only permits food trucks in certain, predetermined locations, which means that

many other trucks will be drawing from the same customer pool during our hours of

operation. Quality, value and speed are the most important factors for customers

shopping at quick serve locations like food trucks, according to INTUIT. At The JuiceBox

customers are able to get in, out, and on with their day quickly.

We hope to differentiate from the other food truck businesses with our health-

centric model. Rather than offering meals like most food trucks, our specialty items act

as meal replacements or snacks. JuiceBox hopes to blend together the convenience of a

food truck, and the health benefits of a juicer.

JuiceBox will also be up against other juice/smoothie retailers such as Mother

Juice, BluePrint Cleanse (offered at Whole Foods) and Jugos Boston. Businesses such as

these seem to place a high priority on the quality of their product offering. Mother Juice,

another juice-centric food truck, focuses on establishing a presence in the community

through fundraisers and promotional events. We plan on differentiating from these

businesses by employing an entirely unique offering. We will pair with local food

producers to ensure fresh, local, organic produce of the highest quality. We intend to be

heavily involved in the community and promoting physical well-being and activity.

JuiceBox will offer complimentary fitness classes at least once a week, further promoting

our brand while establishing a presence in the community.

As far as resources are concerned, JuiceBox must maintain a stock of fresh

produce constantly. Employees must be knowledgeable of the products, like knowing

our menu and knowing what items complement each other. Health is important to our

demographic, so employees must beware of things like where our raw materials come

from, calorie content, dietary restrictions, and allergens.

MARKET PROFILE AND CONSUMER ANALYSIS

Demographics

Of the approximately 636,500 residents of Boston, women comprise 52.1% of the

population. This is worth noting because, while our services are not reserved exclusively

for women, the female population is essential in our effort to succeed. Also, it is

important to understand that Boston employs a significant number of people living

outside of the city. In fact, more than 400,000 people (46%) employed in the region

commute into the Boston/Metro North region for work. (BostonFed.org) Analyzing the

residents of our trading area is not an entirely accurate reflection of our target

customer.

*BostonFed.org

Income

Considering our product caters to a rather unique market, we are operating with the

confidence that our consumer has some level of disposable income. In Boston, the

average annual income per capita is $32,429. However, in the Back Bay (our proposed

primary trading area) the average annual income per capita is $84,375. As stated,

Boston employs a fair amount of employees from other areas of the state (Northeast,

Southeast, Central Mass, etc.) so we cannot rely solely on these statistics.

Education

Our product offering is certainly geared toward a more educated individual, especially

those who are well versed in nutrition and what it means to lead a healthy lifestyle.

With more than 80 universities and colleges in the Metropolitan area, Boston is one of

America’s most popular college towns. In fact, one in every five people in Boston is

affiliated with higher education in some capacity. In our desired area of operation,

potential customers are sure to be highly educated, with companies such as John

Hancock, NSTAR, and H.I.G. Capital (just to name a few) having an established presence

in the Back Bay area. Employees of such companies, matched with the approximately

250,000 college students in Boston, make for a customer base that is sufficiently

educated to understand our offering. (StudyBoston.com)

Marital Status

Our target customer’s marital status does not play a significant role in the purchase

process, nor does it impact his or her willingness to make a purchase. Of the over

630,000 residents in the city of Boston, approximately 266,000 have never been

married. This number is significant, considering over a third of residents are leading

“independent” lifestyles and have more time to focus on themselves.

Type of Work

A customer’s line of work can indeed have an affect on the purchase decision as well.

For instance, if a customer does not have time to take lunch, he or she will not be able

to even consider our business. Also, a customer’s office must be within one or two miles

of our operating area in order for our products to be considered. If given the

opportunity to operate in the Copley area, we could benefit from the diverse

assortment of businesses in the area.

Consumer’s Buyer Behavior

Reason For Purchase

Customers purchase from the JuiceBox as a healthy alternative to some of the other

food trucks and fast food establishments in the area, especially if we are fortunate

enough to land our desired area within the Copley area. Our ideal customer would be on

the go, looking for something quick yet healthy to give them a boost of energy during

the morning or around lunchtime.

Buyers Interest / Involvement

Buyer interest is a crucial factor in making this business work. Also, in order for our

company to truly thrive, buyers must have a vested interest in the products we sell

through their commitment to a healthy lifestyle. Each beverage is made to order for

each customer with a plethora of customization options. We would want buyers to be

enthusiastic and inquisitive about each ingredient going into their drink. Once our

customer base is established, we hope to establish a sense of community through our

yoga/fitness offering and cleanse packages.

Degree of Overt Information Seeking

Customers will primarily be focused on price and offerings. The JuiceBox will have a

large display menu with prices, ingredients, and other pertinent information with good

visibility on the outside of the truck. The exterior of the truck will be as informative as

possible, with eye catching signage, pictures, and product listings. Customers should be

able to discern who we are and what we do without the factor of intimidation often

associated with asking an employee. All in all, there will not be much need for overt or

additional information considering our offering is relatively straightforward.

Sources of Product Information

As mentioned, the exterior of the truck will boast our menu and prices. This will provide

customers with any relevant information We will also be posting specials and

announcements on the truck and via social media. The ideal consumer is health

conscious, meaning that he or she will want to know the exact ingredients of each

product. For this reason, our menu provides a detailed description of each juice.

Who Influences Purchaser

The ideal purchaser is motivated by fitness, and those who embrace the lifestyle of

health and wellness typically associate with others within the community. Social media,

blogs, online reviews, magazines and community online pages often shed light on places

like The Juicebox. Although these sources do not directly influence the purchase, the

customer could become aware of our company through such outlets.

Degree of Brand Awareness/ Loyalty

The Juicebox hopes to complement the healthy lifestyle and appeal to those seeking it.

The ideal customer has developed loyalties to popular fitness activities, which is why we

decided to expand our offering to include weekly fitness classes (yoga, group runs, etc.)

in an effort to promote brand loyalty.

Location of Product and Category Decision

The buyer of The JuiceBox's products will be making the decision on impulse at the time

of purchase. Our ingredients and product choices will be on display at the consumer’s

eye level. The buyer would approach the vehicle, examine the choices, and make the

decision to order on the spot. For those interested in purchasing a juice cleanse, the

decision will most likely be premeditated. However, for those unfamiliar with this

category of our offering, we will provide ample promotion for this product at the end of

our menu.

Individual vs. group decision

The ideal buyer is independently making a purchase decision, as a relatively low priced

and low impact product.

Duration of decision process

Some may argue that $7.95 for a smoothie/juice would be ‘expensive’, but in

comparison to a purchase like a car, home, or even a nice pair of jeans, the decision

making process for The Juicebox is a routine purchase. As a food service, the actual

duration of the decision process is relatively short, often a matter of minutes. There are

a finite number of menu options; as such there is not a high variability of time or a

tremendous amount of hesitation while deciding on a beverage. This aligns with the

quick serve, on the go model often associated with food trucks.

Number of stores shopped

There are anywhere from 1-8 other food trucks in the Copley area during breakfast and

lunch time during the week, and there are several smoothie/juice type retailers in the

vicinity, including “Mother Juice”, “Red Mango”, “Fruitata” and “Squeeze Juice Bar”.

Those seeking quick, on the go options, like our ideal customer, often do not have the

luxury of time during their morning or lunchtime stops. Location and proximity to where

those customers are coming from is the primary motivator, and they will not have time

to “shop around”.

LOCATION AND LAYOUT

The city of Boston has provided a list of “Prime Tier 1” locations; these locations

“consistently have a high level of demand”. Food trucks who wish to operate in one of

these spots are placed into a lottery. We plan to enter this lottery to obtain a prime

location and maximize our potential customer base. Our most desired spot is in the

Copley area. There are three different locations in the Copley section that we could win

in the lottery: Stuart Street, Clarendon Street, and Boylston Street in front of the Boston

Public Library.

The Copley area is on top of our wish list because of the considerable amount of

foot traffic that it sees on a daily basis; we believe that if we can attract even a small

percentage of the people walking by our truck, we will see significant profits. In addition

to the amount of pedestrians in this location, the Back Bay is a wealthy place. According

to city-data.com, the median income for Back Bay residents (of which there are about

11,000) was $84,375 in 2011. This is well above the median income for Boston as a

whole, which came in at $32,429. Our products are on the expensive side, and juice

drinks are not essential to most people. So we will need to depend on customers who

have extra money to spend on luxury purchases and impulse buys, and the Back Bay has

a high concentration of wealthy residents. There is also a significant concentration of

college students in the area, between Northeastern, Berklee, Emerson, Suffolk, and

others. Students are in tune to the latest trends, and the juice industry is steadily rising

in popularity.

We also have to take workers into account when looking at the primary trading

area. Our proposed location is extremely close to the two tallest buildings in the city

(the John Hancock Tower and the Prudential), both of which contain offices with

thousands of employees. The area is also teeming with businesses, from the Newbury

Street shops to Copley Place and the Prudential Center. Simply walking through Copley

Square at lunch time, anybody would notice the large amount of foot traffic, from

businesspeople on lunch break, to families taking an afternoon stroll, to tourists looking

for their hotel. The key component of our business is translating this morning and

midday foot traffic into business. Examining the other trucks in the area, we notice long

lines often extending back from their trucks. This, to us, represents not only a large

amount of foot traffic, but a willingness to purchase. This is essential in the JuiceBox’s

success.

PRIMARY MARKET (Back Bay/ Copley)

YOUR LOCATION

Our format is a mobile truck, and not just a mobile truck, but an electric truck. We

choose this format because our Company is all about bettering yourself as well as the

world around you, whether that is through our juices, our free classes, or our eco

friendly truck. We believe that this element of our business will dig into the

demographic of ‘green thinkers’, people who applaud and appreciate when the

environment is taken into consideration over cost of operation.

We also choose a mobile location over a brick and mortar type layout because we will

be the most convenient option for our customer base. We will be operating in high

volume areas during lunch hours so people don’t have to search high and low for their

healthy lunch options. We also believe the mobile aspect plays into the active lifestyle

we wish to portray and encourage; having the opportunity to be at races and food

festivals with ease gives us a leg up on brick and mortar locations that aren’t used to

working on the go.

SIMILAR LOCATION

As a mobile truck, the JuiceBox has a huge locational advantage: it has no

permanent residence. Prime food truck vending location permits are awarded in a

lottery on an annual basis, but licensing periods last three months, meaning that if the

Juicebox was not performing to par in a location, a different location could be selected

(City of Boston). Compared to brick and mortar locations, this is a huge advantage, as

typically those retailers must sign a lease for a given amount of time or even purchase

their selling space outright.

Considering the above, it would be difficult to evaluate all of the potential

locations for food trucks, as they are temporary, and lack certain characteristics of

existing brick and mortar retailers. We do not have to worry about customer parking, as

our target is pedestrians. Food trucks require an inward facing service window (as in

toward a pedestrian walkway), away from street traffic, therefore unaffected by heavy

or light traffic in the area.

 

MERCHANDISING PLAN

Merchandise Philosophy

Our merchandise assortment is based around our fresh pressed juice products. We

have a top of the line juice press that creates our healthy and delicious product offering.

We have created a menu of nine nutritious and tasty pressed juices that include

ingredients such as: kale, spinach, cucumber, lemon, pineapple, pear, apple, carrot,

celery, orange, grapefruit, and many more. We offer not only preconstructed options

but also an option for a custom pressed juice. These juices are meant to be a

replacement for a meal or snack throughout the day.

Our machine, the Norwalk Juicer, works in a very specific manner to make sure to retain

all of the nutritional value offered by the fruits and veggies that make up our juices. The

juice press actually grinds the produce wholly into a fine pulp, after which it applies

thousands of pounds of pressure to this pulp, extracting every ounce of juice that the

fruit or vegetable can possibly yield. The gentle pressing action allows for little to no air

to be introduced into the juice, and because of this each bottle can be kept in sealed,

refrigerated containers for up to 3 days with little loss of taste, nutrients, or color.

Our cleanses will be a collaboration of 6 juices to properly fuel, and nourish the body

throughout the day. These cleanses can be picked up daily at our truck in order to

provide the freshest product to our customers. Cleanses are meant to periodically

pause and replenish the body with plant based nutrients. They are helpful for weight

loss, increased energy, and just an overall clean out of our daily diet.

We will also offer seasonal fruits and vegetables that we will source from local farms

and vendors. These fruits and vegetables will be switched seasonally depending on our

local partner’s offering and seasonality of the fruits and vegetables. These offerings will

be switched roughly four times a year. This offering again speaks to our health

conscious clientele as more of an impulsive buy in order to increase the customer’s bill.

Other impulse buys such as water and tea can draw customers to the truck for a hot tea

in the middle of the winter or an ice cold water after one of our work out classes or

during the hot Boston summers.

We expect our offering to pick up quickly with consumers, juicing is hip right now and

we have sought out health blogs and accounts to support our company. Food blogs

such as Eater Boston and The Boston Foodie have expressed their support for our brand

on their blogs and we are continually reaching out to blogs with samples for their

feedback on our goods.

Our service model requires all JuiceBox employees to have an extensive knowledge of

our products and be generally health-conscious in their own lives. They need to be able

to advise customers who may not know what they want. We also need to hire certified

yoga and fitness instructors for our free classes. Hiring experienced workers reinforces

our image as a lifestyle brand; our employees clearly care about our products and enjoy

spreading their knowledge.

Flow of Goods

Flow of goods in our store include the inflow and outflow of several products including,

fruits and vegetables (ordered weekly), cups (recyclable), straws, bottled waters,

napkins, other ingredients (spices).

Supply Order Frequency Reasoning

Raw Produce Weekly Freshness

Recyclable cups Monthly Economies of scale: Order more and stockpile

Straws Monthly Economies of scale: Order more and stockpile

Bottled Water Monthly Economies of scale: Order more and stockpile

Napkins Monthly Economies of scale: Order more and stockpile

Other ingredients (Spices, flavoring etc)

Depends (either weekly or monthly)

Depending on perishability of the item

In terms of sourcing our merchandise, we will order our raw produce from local

farmers and fruit/vegetable vendors. Quality and price are the two most important

criteria, with quality being the number one most important factor (fresh, clean, no

pesticides). We realize that we may have to pay a premium for the best quality

products. Depending on season, we may have to source some of our goods from other

areas, in accordance with local shortages. We plan to develop order relationships with 4

or 5 different vendors, so that if one vendor is having trouble we have others to rely on.

In terms of the non perishable supplies like cups, straws, and napkins, we will

order less frequently and in larger quantities. We will be using recycled goods to

reiterate our ‘eco friendly’ mantra. Again, we understand that to get the best quality of

products, we might need to pay a little more, but we feel it is necessary for our brand

image.

FINANCIALS

Customer Traffic Flow in the Store on an Annual Basis

Customer Traffic Flow

Number of Total Hours Open/ Year 3240

Estimated Number of Visitors/Hour 25

Estimated Number of Annual Visitors 81,000

Annual Retail Purchases

Estimated Percentage of visitors making a purchase 95%

Total Number of Visitors Making a Purchase 76,950

Merchandise Price Points

Low $2

Average $12

High $50

Projected Percentage of total sales at each Price Point

Low 20%

Average 60%

High 20%

Projected Sales at Each Price Point

Low $30,780

Average $583,200

High $769,500

Total Sales $1,383,480.00

Notes on Traffic Flow Calculations

Hours: The JuiceBox will be open during the designated food truck breakfast

times (6-10AM) and Lunch (10AM-3PM) year-round, minus major holidays.

Number of customers visiting store per hour: We predict 40 visitors/hour during

peak times (6-8AM & 12-2PM), and approximately 10/hour at off-peak hours.

We picked an average of 25/hour.

Percent of those visiting the store actually purchasing something: There is no

physical store to enter, customers either commit to line/purchase or look at the

menu and walk away.

Merchandise Price Points:

o Low - $2 Bottle of Water

o Average - $12 for juice (average of one and two juices)

o High - $50 for ‘cleanse’ package (six juices)

Statement of Profit and Loss for Year One

Total Sales $1,383,480.00

Cost of Goods Sold $671,773.50

Gross Profit $711,706.50

Operating Expenses

Advertising

Social Media Advertising $1,000

Events Marketing $1,000

Yoga/Fitness Classes $5,200

Operations

Truck $40,000

Licensing

Health Permit $100

Fire Permit $110

Hawker/Peddler License $620

Business Certificate $50

Location Permit $13,500

Application Fee $500

Juicer $2,700

Staff $51,840

T Shirts $400

Total Operating Expenses $117,020

Net Profit $594,686.50

Notes on Operating Expenses:

Advertising: 1 yoga/ fitness class weekly instructor fee

Social Media Advertising: Sponsored posts

Events Marketing: Sponsorship/giveaways at events related to health, fitness,

and wellness

Truck: Price includes custom vinyl wrap

Hawker/Peddler License: $62/worker x 10 employees (part time) = $620

Location Permit: 37.50/day x 365 days/year=13,687.50

Juicer: Norwalk Juicer

Staff: Two workers per shift, $8/hr Massachusetts Minimum Wage

Uniforms/giveaway: 100 T- Shirts to give away at events and outfit the staff

STORE IMAGE/PROMOTION/SHOPPING BAG

VISUAL IMAGE

Communication Strategy

Communication is a necessary item in the JuiceBox’s brand image. As a lifestyle brand,

we must be consistent and calculated in how and who we market to. A huge component

of our communication strategy is entirely in our presence. Food trucks, as quick serve

restaurants, generate the majority of sales from convenience; that is, customers walking

by see our truck, see the line, order and go. That being said, we also hope to generate

some business from the fitness community in Boston. There are a plethora of fitness

blogs and resources that are Boston specific. We will offer our products to bloggers for

review and input, and sponsor fitness events such as 5k’s & Zumbathons in the area. Fan

following on Facebook and Twitter is essential, and we will alternate between

purchasing ads, sponsoring tweets, and offering incentives like giveaways to customers

who shop at our physical location to like/follow our social media accounts.

2. Truck atmosphere-physical characteristics and general interior

Our theme colors are green, black and brown, or “earthy” tones. We want to

retain an earthy, clean image while still standing out to customers.

The electric food truck has a vastly different appearance than typical food trucks.

This will draw customers to us to check us out, see what the JuiceBox is about, and

hopefully make a purchase.

‘Launch your Store’

As a single, small

mobile truck, with relatively

small profit and impulse based

customer, it would not make

sense to purchase big ticket

items like TV advertising,

billboards, radio, and print.

Instead, we will target our

efforts and communications on

social media, blogs, and

securing a prime location, as

discussed in detail above.

Being mobile also works to our advantage, however, in the fact that presence is

everything. Mayor Menino’s food truck initiative in the past few years has opened up

opportunities for food trucks in Boston. There are several existing alliances of food

trucks, such as Boston Food Truck Alliance and Food Trucks 2 Go, that charge a small fee

for membership. Food Trucks 2 Go Puts on the Food Trucks Festival of New England, in

which a group of food trucks travel from location to location, and the company

generates all the marketing and hype itself. To the left is an example of the 2014 Food

Trucks Festival.

SHOPPING BAG

The JuiceBox sells small, to go, single beverage items. As such, only our cleanses (6

Juices) require some sort of “bag”. We decided on a simple,white carrying case for

beverages emblazoned with the company logo. This provides versatility, simplicity, and

ease of transport to the customers purchasing cleanses while drawing the focus to our

brand name and our products.

SOURCES

1)http://www.bizjournals.com/sanjose/news/2012/12/06/dont-call-it-a-fad-food-trucks-still.html?page=all

2) http://network.intuit.com/2012/12/05/food-trucks-motor-into-the-mainstream/http://network.intuit.com/wp-content/uploads/2012/12/Intuit-Food-Trucks-Report.pdf

3)http://online.wsj.com/news/articles/SB10001424052702304868404579191873373528770

4) http://www.qsrmagazine.com/alan-philips-trends-watch/great-juice-rush-2013

5) http://www.bevnet.com/magazine/issue/2013/the-juice-uprising

6)http://www.restaurant.org/Downloads/PDFs/News-Research/WhatsHot/What-s-Hot-2014.pdf

7) http://www.cityofboston.gov/foodtrucks/schedule-tabs.asp#PublicSites

8) http://www.cloverfoodlab.com/wp-content/uploads/2011/06/Food-Truck-101.pdf

9) https://www.cityofboston.gov/news/Default.aspx?id=5182

10) http://quickfacts.census.gov/qfd/states/25/25025.html

11)https://www.bostonfed.org/economic/neppc/labor-market-trends-in-massachusetts-re gions/boston-metro-north/boston-metro-north20.pdf

12)http://www.studyboston.com/about-boston/living-and-studying-in-boston.html

13)http://www.point2homes.com/US/Neighborhood/MA/Boston-Demographics.html

14) http://www.cityofboston.gov/business/regulations/public_site_licenses.asp

The following existing, and any new sites than have been created by January 15th, 2014, will be included in the live lottery: - City Hall Plaza - Site 1, Boston Public Library – Copley West - Site 2, Clarendon Street – Copley North - Site 3, Stuart Street – Copley South - Site 4, Belvidere Street - Site 22, Milk & Kilby Streets - Site 24, Pearl & Franklin Streets - Site 25, Innovation District - Site 27, Charlestown Navy Yard - Site 29, Opera Place at Northeastern