Rolling GreensA Salad Truck.

Capstone ProjectLindsay Kurty

Objectives Industry Overview/Business Opportunity Competitive Analysis Market Size Financial Review Marketing Plan Questions

Yields over 4

Million Results on

Google

Food Truck Market

What is the problem?

“60% of food truck customers are men due to the nature of food served as, it tends to be heavier and greasier which appeal more to men”

Business Opportunity Local Farm to Fork Salad Food Truck to meet the needs of an underserved market and increase overall food truck customer penetration.

Rolling GreensSalad Truck

“Farm to Fork Fresh”

Salad Trends‘Chopped Salad Has Become the Lunch Choice in the Northeast’

Alternative for fast food – young professionals are very conscious of what they put into their bodies

What makes a salad great? ingredients which are premium, natural, local and preservative-free

Location: Rochester, NY

- Third most populous city in New York- 11 College/Universities- Over 35 Festivals from May

to October- Over 34,000 farms in New York- Home of Xerox, Paycheck, Eastman

Kodak, Bausch & Lomb

Organizational Chart CEO/CMO

Lindsay KurtyFounder

CFO/COOWilliam Kaser

Hourly Employees

(6)

• 7+ Years Marketing/Sales Experience

• Masters In Marketing from NYU• Proven track record of success • Restaurant experience

• 9+ Years operations/sales • Masters in Finance from Simone

School of Business• Management experience

Advisory BoardTim Dollinger –Buyer of Fresh Produce at

Wegmans Food Markets

Marty O’Sullivan – Managing Partner and executive Chef of Marty’s Meats Food Truck

Sheryl and Fred Kolakoski –– Owes and operates Macarollin and Wine or Not Food Trucks

Who is in the market? Competitive Overview

SWOTStrengths- Unique concept in marketplace- Connected/support community - Minimal cooking- Fresh ingredients- Multiple revenue streams - Easily change menu based on customer preference- Low marketing costs- Marketing experience

Weaknesses- Seasonality - Lack of food truck experience- New to market- One type of cuisine- High percentage of waste

Opportunities- Franchise (Buffalo, Syracuse – outside of NY)- Brick and mortar restaurant- Grab and Go salads with local grocery store chain- Expand into other types of healthy food

Threats- Weather- Low barriers to entry, copycats- Large quick-serve chains investing- Decrease demand of healthy food- Government regulations-Change in gas prices

Competition

Perception Map Healthy

Fresh

Comfort Food

Processed

Learn From Your Competitors.

Who is my market? And how big is it?Market Size and Target Audience

Target Markets

Health Conscious Women

- Women between the ages of 25-44- College Educated- Prefers healthy food over junk food- Very conscious of what they put into their bodies- Frequent gym goer- Avid social media user- Annual income of $45K+

Primary TargetHealth Conscious Men

- Men between the ages of 25-44- Health consciousWomen College Students- Aged between 18-22- Health conscious - Prefers to eat off the dining plan- Student athlete or exercise enthusiast

Secondary Target

Target Market Sarah is a 28 year old college educated, Rochester native working as an Account Executive at Dixion Scwable Advertising.She recently moved back to Rochester with her husband. When Sarah is not working she is either at the gym, socializing with friends or hanging out with her husband. Sarah supports the local community and goes to the farmer’s market on Saturday to purchase fresh and local produce. Sarah and her husband stay healthy by cooking at home during the week. They love to go out to dinners with friends on the weekend. She is constantly checking yelp.com to read restaurant reviews. After she goes to dinner she will post her experience on yelp.com via her smart phone. Sarah is a health conscious woman however she enjoys and appreciates occasional indulgences.

Meet Sarah:

Market Opportunity

*Populations based on the 2000 census

Does this idea work finically?Financial Overview

Revenue Streams

On Truck Sales Online Delivery Catering

Additional Revenue

Harney & SonsOrganic and Healthy Teas and Juices headquarter and produced in Millerton, NY.

Beverages

Fruit SaladChase FarmsLocal Seasonal Fruit Salads, add $3 per check.

Customer ExperienceOperational Review – How the Salad is Made

Average Ticket Price Breakfast - $5.00Assume the average breakfast consists of(1) Coffee ($1.50)(1) Breakfast Salad ($3.50)

Lunch/Dinner Salad -$11.00Assume the average lunch/dinner consists of(1) Drink – Iced Tea/Water ($2.00)(1) Salad ($9.00)

In order to break-even in Year 1, I will need to sell:6,474 Breakfast Tickets at $5.00 = 18 salads per day!16,677 Lunch/Dinner Tickets at $11.00 = 46 salads per day!

15% of Sales

85% of Sales

Sales Projections

Goals:Increase market penetration from Year 1 (15%) to 20% in Year 2Increase market penetration from Year 2 (20%) to 25% in Year 3

FinancialsP & L Summary Year 1 Year 2 Year 3

Total Revenue (Sales) 186,946.00$ 268,822.00$ 360,886.00$

Total Cost of Goods Sold 56,083.80$ 79,839.96$ 108,267.02$ Gross Profit 130,862.20$ 188,982.04$ 252,618.98$

Total Expenses 151,047.00$ 145,547.00$ 143,972.00$

Net Profit (20,184.80)$ 43,435.04$ 108,646.98$

Cost of Goods Sold

Revenue

Selling, General and Aministrative Expenses

Pre-Launch

Year 1 Year 2 Year 3• Purchase truck

and lock in all venders

• Begin marketing activities

• Obtain all permits and licenses

• Open for business

• Begin University marketing

• Launch and market catering services

• Make any necessary changes

• Possibly open 2 additional trucks in Buffalo and Syracuse

• Possible franchising

How do people learn about it?Marketing Plan

Campaign Strategy and Objectives

Campaign Objectives

• Drive awareness of Rolling Greens, and increase truck patrons

• Understand best channels/ locations to engage target market

• Weekly sales of 278 salads

Challenges• Lack of brand awareness• Loyal customers to other

food trucks in area• Only in one location at one

time

Media Mix

Online Off-Online

Website Paid

SearchSocial MediaTwitter

FacebookInstagram

Truck Wrapper College

Ambassador

Loyalty Club

Launch Parties

Website Vibrant, lively and user friendly Menus – list of farms we source from Email list sign-up (begin to build CRM) Twitter Link Facebook Link About Me Weekly locations/updates Catering Press Contact Us Online ordering Truck locator map

Social Media• Daily Tweets about current and future

locations• Healthy content and information on locally

sourced produce• Paid campaign to build buzz prior to official

launch• Promote ‘Specials’• Schedule of events, communicate changes• Showcase pictures, ask fans to share their

pictures• Respond back to anyone that comments

good/bad

• Share pictures of local farm visits• Customers at the food truck• Community engagement

• Encourage customers to ‘check in’• Free Topping

Screen Shots

Google Search $500 budget Flight time June 15 – September 15 After evaluating, if campaigns are

successful invest another $500 in continued advertisements

Key Words:Healthy, Healthy Salad, Healthy Food, Healthy Snack, Salad, Fresh, Fresh Salad, Local, Local Farms, eat healthy, diet, Kale, Romaine, Lettuce, Salad Toppings, Fast Salad, Easy Salad, Good Salad, Best Salad, healthy greens, Food Truck, Best food Truck, healthy food truck, local food truck, best mobile truck, healthy mobile truck, salad shop, salad restaurant, healthy restaurant

Local, Fresh Saladswww.rollinggreensalads.comEnjoy a fresh farm to fork salad at Rolling Greens Salads today!Healthy Saladswww.rollinggreensalads.comEnjoy a healthy, fresh salad at Rolling Greens today!

Truck WrapMarketing and Functionality – critical to success

Immediately attract the attention of the consumer with bright lime green truck, no other truck in Rochester is green

Events/Launch Parties Blog Event

Invite local food bloggers to sample food prior to launch event . How can it be improved? Get them vested in the success of the business.

Press Party – June, 20th 2015 Location – Knickerbocker Farms Free samples Open Bar Friends and & Family Press/bloggers/bloggers readers Invite only

Public Grand Opening – June 28th 2015 Location – Public Market Free Salads for the first 50 people

Lettuce Lovers Loyalty Card Free toping with card Purchase 10 salads get your 11th free Lunch or dinner salad only

Rolling Greens Salad truck 11th Salad Free!

College Brand Ambassadors Partner with students at local colleges (RIT, UofR

and St. John Fisher to promote brand Students would get paid to blog, post, tweet and

share information about Rolling Greens Students would wear t-shirts around campus

Marketing PlanYear 1 Marketing Plan

May 2015 – April 2016

Total Annual Spend: $8,992

Budget Allocation

Total Annual Spend: $12,216

Location, Location, Location!Sample Location Schedule

Measurement and AnalyticsKPI’s

Number of orders placed Average order size Unique verse repeat

customers New followers Social Engagement CTR on Search Ads Customers by location

Analytics Google analytics Shopkeep analytics Twitter analytics

Exit Strategy Sell the business for profitLiquidate assetsAcquired by Wegmans Food

Markets

Thank You!

Questions?