Theodore Wilm Suzanna Zak Carson Trobich Stephanie Veljacic.
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Transcript of Theodore Wilm Suzanna Zak Carson Trobich Stephanie Veljacic.
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Theodore Wilm • Suzanna Zak • Carson Trobich • Stephanie Veljacic
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Big Dipper
• Food Truck
• Ice Cream
• Milkshakes
• Operating Hours
• Convenient Location
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Mission Statement“Our Big Dipper food truck strives to provide the highest quality ice cream and milk shakes to those in the greater Philadelphia area. In
responding to customer recommendations, we provide top quality customer service from the most personable employees while serving delicious ice cream and shakes. In addition, we
aim to create a friendly, exciting, and encouraging atmosphere for our employees
and customers to enjoy.”
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SWOT Analysis
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Target Market
Business Professional
s
Family Sporting Events
Villanova College
Students
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Order Winners
• High Quality Ice Cream and Customer Service
• Quick, Easy and Convenient
• Location Depends on Demand
• Unique Flavors of Ice Cream
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Perceptual Map
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Operations Strategy
Front Office Approach• High Customer
Involvement• Moderate to high
resource flexibility• Low capital
intensity• Customer Service
is the backbone of the business
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Operations Strategy: Products
Batch Process and Make to Order
• Truck will be stocked with batches of ice cream flavors and toppings for the day
• Ingredients are assembled through a make to order strategy
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Inputs From Suppliers
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Equipment, Utensils, and Tools
• Ice Cream Truck• 2 Freezers• 5 gallon tubs• Ice cream scoops• Milkshake blender• Sink• Spoons and Straws• Cleaning Supplies• Miscellaneous
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Quality Approach
• Lean Systems to eliminate wasteful steps
Taste
ConsistencySize
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Total Quality Management
High Quality Supplier
Low Cost to Ensure High
Value
Quality Circles
Quality Management
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Quality Characteristics
Conformance to SpecificationsConsistency of High Quality Products, Fast Production Speed
ValueTop Quality Ingredients with Low Cost Operations
SupportHelpful, Cheerful Employees with Top Tier Customer Service and Energetic Attitudes
Psychological ImpressionCheery Positive Interactions with Employees and Friendly Environment Attachment to Brand Image
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SuppliersIce CreamHaagen
Das
Dairy ProductsLancaster Farm
Fresh Cooperative
Basic IngredientsCedar Farms Corporation
Toppings and Mix-ins
JAS Wholesale
Ice Cream Serving Supplies
JAS Wholesale
Marketing MaterialsRidgway
Consulting
EquipmentJAS
Wholesale
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Demand for Big Dipper• Seasonal Pattern
– Focus on the Fall and Spring semester for heavy traffic, lowest season is Winter
• Three target markets make up Main Line population– 20,000 college students in the immediate
area, creating main demand drive– 20% of area’s population is under 18, makes
up large part of customer – 33% of area’s population aged 18-34, young
professionals targeted during lunch hours• 70% of this segment, on average, eats out twice a
week
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Expected Beginning Sales
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Forecasting
• Causal methods– Regressions
• Seasonality – Naïve forecast– Simple moving averages–Weighted moving averages– Exponential smoothing–Multiplicative seasonal demand
• Trend Progression with Regression
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Sales Forecast
January
February
March
April
May
June
July
August
September
October
November
December
0 5000 10000 15000 20000 25000 30000
12400
11200
13950
24000
24800
20400
21080
22940
24000
15500
13500
12400
Forecasted Sales
sales
Sales
Months
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Annual Fixed CostsAnnual Fixed
Costs
Accounting and Legal Fees
2.10% 4539.57
Repairs and Maintenance
1.6% 3458.72
Advertising 1.7%
Salary Expense 19.7% 42585.49
Payroll Tax Expense .6% 1297.02
Supplies 1.1% 2377.87
Utilities 6.5% 14051.05
Insurance 1.3% 2810.21
Depreciation .4% 864.68
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Fixed Start-Up Costs
Initial Ingredients 6,753
Accounting and Legal Fees 2,500
Permits and Licenses 2,000
Dipping & Storage Freezers 8,000
Under Counter Fridge 1,600
Hot Fudge Warmer 400
Glass and Metal Shake Tins 350
Shake Mixers 600
Parking and Maintenance 300
Kitchen Supplies 1,000
Cash Register 300
Marketing and Promotion 300
Advertising 500Paper goods, cleaning supplies, office supplies 750
Plumbing 1,500
Insurance Premium 400iPhone with Square reader 210
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Variable Costs
• Cost of Goods Sold– $2.12 per milkshake– $0.47 per scoop of ice cream– $0.75 per ounce of toppings
• Fuel– Currently 3.75 per gallon of diesel– 10 miles per gallon – About 38 miles per day
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Inputs
• Based on $216,170 of annual sales
• Milkshake– components: 3 scoops of ice cream,
one cup of milk, 2 tablespoons of syrup, half ounce of whipped cream, to-go cup, straw, napkin
• Scoop of ice cream – Ice cream from vendor, cups, cones,
napkins, plastic spoons, toppings
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Pricing Decision
One Scoop…………$2.60Two Scoops………..$3.50Three Scoops………$3.99Milkshake…………..$4.00
Additional Toppings $.50 extra
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Queues
• Organized
• Menu listed on truck
• Segregate duties
• Efficient technology
• Additional staff
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Questions?