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

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

COMPETITIVE PRIORITIES

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

MENUMonday Tuesday Wednesday Thursday Friday Saturday Sunday

Ale Chili Beer 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 COSTSLiquor 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 EXPENSESTruck 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

THANK YOU