daal house final presentation for dobson
Post on 06-Apr-2018
221 Views
Preview:
TRANSCRIPT
-
8/3/2019 Daal House Final Presentation for Dobson
1/28
4/27/2011 1
1
1
a
Vonita Samtani Amit Oberoi Shrey Ahuja
Simon Addou Brett Hodgins
-
8/3/2019 Daal House Final Presentation for Dobson
2/28
4/27/2011 2
2
2
Daal House
A Premium Food TruckIn the heart of downtownToronto, Daal House is apremium food truck business
serving delicious healthydaals.
Coupled with innovativemarketing techniques, DaalHouse leverages loweroverhead costs, highermargins and quick turnoverassociated with the foodtruck business model.
The Business
Marketoverview
Marketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
3/28
4/27/2011 3
3
3
Agenda
The Business
Market Overview
Marketing Plan
Logistics
Financials
Expansion Plan
Conclusion
The Business
Marketoverview
Marketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
4/28
4/27/2011 4
4
4
What is Daal?A dish made from split lentils and avariety of spices that is eatenprimarily in India, Pakistan, Nepal,and where it is an important protein
and iron supplement to the averagelow-meat diet.
Daal is rich in vitamins, antioxidants,and a soluble fibre and requires noprocessing or refinement.
It is a simple, time tested super foodfree from gimmicks orpharmaceutical additives.
The Business
Marketoverview
Marketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
5/28
4/27/2011 5
5
5
Daal House Menu
The Business
Marketoverview
Marketing Logistics Financials
ExpansionPlan
Conclusion
Three types of lentils/beans served with rice Daal: Lentils Rajma: Kidney beans Chole: Chickpeas
Morning takeaway brown bag lunches
Price per meal:
$5 & $7
-
8/3/2019 Daal House Final Presentation for Dobson
6/28
4/27/2011 6
6
6
Our truck
The Business
Marketoverview
Marketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
7/28
4/27/2011 777
Why Here? Why Now?
Food truck movement
in U.S. starts
Toronto initiates
A La Carte program
2000 2009 2012
opportunity
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
8/28
4/27/2011 888
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
Los Angeles New York
US Food Trucks
-
8/3/2019 Daal House Final Presentation for Dobson
9/28
4/27/2011 999
The Trucks are on the move
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
10/28
4/27/2011 101010
Hot Dog carts
Health FoodRestaurants
Daal House
High Health Value
Low Accessibility
Low Health Value
The Toronto A la CarteProgram
High Accessibility
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
Market Positioning
-
8/3/2019 Daal House Final Presentation for Dobson
11/28
4/27/2011 111111
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
Brand ImageNutritious Efficient
Tasty Healthy
Target ConsumersOffice workers Health conscious people
Brown bag lovers Travelers
http://www.google.ca/imgres?imgurl=http://www.food-faq.net/food/food_pyramid.gif&imgrefurl=http://www.food-faq.net/&usg=__-HXL70pkjdV_Bl3uVkGAM-NZJks=&h=435&w=469&sz=39&hl=en&start=2&sig2=eUmYB2kcCWkFF6wXZ6uwwA&zoom=1&um=1&itbs=1&tbnid=7ID-R6xeIN2fRM:&tbnh=119&tbnw=128&prev=/images?q=food+pyramid&um=1&hl=en&tbs=isch:1&ei=CiboTMHeK8H-8AbFtYTXDAhttp://www.google.ca/imgres?imgurl=http://lh3.ggpht.com/__5_Zni9vIaA/SlTBgNliPoI/AAAAAAAAAV0/4TyqmgjplL4/food+truck.png&imgrefurl=http://picasaweb.google.com/lh/photo/j5CwFJLghkqAH8qEEok2hA&usg=__FfW80rVkUNlnbfe12uxAA6_-HVM=&h=315&w=462&sz=36&hl=en&start=51&sig2=Jt3ueLO6rOaKlUli4jmmnw&zoom=0&um=1&itbs=1&tbnid=IG-DY1p5mEdgIM:&tbnh=87&tbnw=128&prev=/images?q=food+truck+cartoon&start=40&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1&ei=9iboTNP2BMKB8gaTiNjLDAhttp://www.google.ca/imgres?imgurl=http://www.dbcomputerco.com/images/OfficeWorker.GIF&imgrefurl=http://www.dbcomputerco.com/PersonnelTracker.html&usg=__I5NGXeNNuMHCdTN93wnysZussYc=&h=125&w=120&sz=23&hl=en&start=71&sig2=W7uFRREAJAyQ_QahtDUnhQ&zoom=1&um=1&itbs=1&tbnid=6lt_VWr3KDzWxM:&tbnh=90&tbnw=86&prev=/images?q=office+worker&start=60&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=ninoTOGZKcH68AbIzejDDAhttp://www.google.ca/imgres?imgurl=http://www.dbcomputerco.com/images/OfficeWorker.GIF&imgrefurl=http://www.dbcomputerco.com/PersonnelTracker.html&usg=__I5NGXeNNuMHCdTN93wnysZussYc=&h=125&w=120&sz=23&hl=en&start=71&sig2=W7uFRREAJAyQ_QahtDUnhQ&zoom=1&um=1&itbs=1&tbnid=6lt_VWr3KDzWxM:&tbnh=90&tbnw=86&prev=/images?q=office+worker&start=60&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=ninoTOGZKcH68AbIzejDDAhttp://www.google.ca/imgres?imgurl=http://www.foodmall.org/images/veg-salad-with-fruits_985.jpg&imgrefurl=http://www.foodmall.org/entry/5-basic-rules-to-keep-healthy/&usg=__L4cgySSTF-RBBfuxAyeEzf8FMr0=&h=407&w=420&sz=52&hl=en&start=4&sig2=x4V2tqo1U9HgHoqxvBNkeA&zoom=1&um=1&itbs=1&tbnid=lXCqzzF-WaRWZM:&tbnh=121&tbnw=125&prev=/images?q=keep+fit&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=1inoTPuVCIL98AabpLG8DAhttp://www.google.ca/imgres?imgurl=http://sindhirasoi.com/wp-content/uploads/2008/03/daaltoastnew.jpg&imgrefurl=http://sindhirasoi.com/2008/03/03/daal-toast/&usg=__-GCAk5Q144wcaL8TSMX4dY2GG0s=&h=416&w=494&sz=72&hl=en&start=371&sig2=1UAazPL6cxjYIwTn3l5PBg&zoom=1&um=1&itbs=1&tbnid=a4f_wgeyzCxe2M:&tbnh=109&tbnw=130&prev=/images?q=daal&start=360&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1&ei=6CfoTKO4AYH58Aav0JzUDAhttp://www.google.ca/imgres?imgurl=http://www.minime4u.com/SiteData/Models/traveller-style-doll-130.JPG&imgrefurl=http://www.minime4u.com/dolls/traveller-style-doll-130.asp&usg=__EDx-HjFOsfZBRK2rgF4MvJXfqcs=&h=400&w=326&sz=51&hl=en&start=6&sig2=_iqraxkXpqZAmdkK791nng&zoom=1&um=1&itbs=1&tbnid=X8Wtn7kpAaJL0M:&tbnh=124&tbnw=101&prev=/images?q=traveller&um=1&hl=en&sa=X&nfpr=1&ndsp=20&tbs=isch:1,isz:m,itp:face&ei=tyvoTNX-J4P88AbO5szPDAhttp://www.google.ca/imgres?imgurl=http://i2.squidoocdn.com/resize/squidoo_images/590/draft_lens8791271module76903021photo_126238794551f621l-gBL._SL500_AA280_&imgrefurl=http://www.squidoo.com/Tatutina-Take-Out-Menu-Boxes&usg=__NuGb-liP-mSz7V8DNAbeVW0ravg=&h=280&w=280&sz=37&hl=en&start=49&sig2=NhyUCZKvw6B-xAs1MkjddQ&zoom=1&um=1&itbs=1&tbnid=7Y5FjVI7LJbXrM:&tbnh=114&tbnw=114&prev=/images?q=brown+bag&start=40&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=JCroTOD2NML48Aa1-cm_DAhttp://www.google.ca/imgres?imgurl=http://www.foodmall.org/images/veg-salad-with-fruits_985.jpg&imgrefurl=http://www.foodmall.org/entry/5-basic-rules-to-keep-healthy/&usg=__L4cgySSTF-RBBfuxAyeEzf8FMr0=&h=407&w=420&sz=52&hl=en&start=4&sig2=x4V2tqo1U9HgHoqxvBNkeA&zoom=1&um=1&itbs=1&tbnid=lXCqzzF-WaRWZM:&tbnh=121&tbnw=125&prev=/images?q=keep+fit&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=1inoTPuVCIL98AabpLG8DAhttp://www.google.ca/imgres?imgurl=http://www.dbcomputerco.com/images/OfficeWorker.GIF&imgrefurl=http://www.dbcomputerco.com/PersonnelTracker.html&usg=__I5NGXeNNuMHCdTN93wnysZussYc=&h=125&w=120&sz=23&hl=en&start=71&sig2=W7uFRREAJAyQ_QahtDUnhQ&zoom=1&um=1&itbs=1&tbnid=6lt_VWr3KDzWxM:&tbnh=90&tbnw=86&prev=/images?q=office+worker&start=60&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=ninoTOGZKcH68AbIzejDDAhttp://www.google.ca/imgres?imgurl=http://www.ecologicliving.ca/wp-content/uploads/2009/01/green-20globe-20in-20womans-20hands-20on-20white-small.jpg&imgrefurl=http://woman.ca/green/healthy-homes&usg=__bzb6WVAcDukpXBj44x7aIqI8PVI=&h=319&w=320&sz=14&hl=en&start=7&sig2=gMWSM7KwuFu-hfh81n5quQ&zoom=1&um=1&itbs=1&tbnid=L2M4g-xBCunwSM:&tbnh=118&tbnw=118&prev=/images?q=healthy&um=1&hl=en&tbs=isch:1,ic:specific,isc:green&ei=VSjoTKicNoK88gbHlcG9DAhttp://www.google.ca/imgres?imgurl=http://lh3.ggpht.com/__5_Zni9vIaA/SlTBgNliPoI/AAAAAAAAAV0/4TyqmgjplL4/food+truck.png&imgrefurl=http://picasaweb.google.com/lh/photo/j5CwFJLghkqAH8qEEok2hA&usg=__FfW80rVkUNlnbfe12uxAA6_-HVM=&h=315&w=462&sz=36&hl=en&start=51&sig2=Jt3ueLO6rOaKlUli4jmmnw&zoom=0&um=1&itbs=1&tbnid=IG-DY1p5mEdgIM:&tbnh=87&tbnw=128&prev=/images?q=food+truck+cartoon&start=40&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1&ei=9iboTNP2BMKB8gaTiNjLDAhttp://www.google.ca/imgres?imgurl=http://www.food-faq.net/food/food_pyramid.gif&imgrefurl=http://www.food-faq.net/&usg=__-HXL70pkjdV_Bl3uVkGAM-NZJks=&h=435&w=469&sz=39&hl=en&start=2&sig2=eUmYB2kcCWkFF6wXZ6uwwA&zoom=1&um=1&itbs=1&tbnid=7ID-R6xeIN2fRM:&tbnh=119&tbnw=128&prev=/images?q=food+pyramid&um=1&hl=en&tbs=isch:1&ei=CiboTMHeK8H-8AbFtYTXDA -
8/3/2019 Daal House Final Presentation for Dobson
12/28
4/27/2011 121212
Marketing Communication
Daal Housetruck
Onlinepromotion
Print materialpromotion
Marketingcampaign
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
Coupon
VIP card
Magazine
Tasting sessions
Bollywood Events
http://mobilecuisine.wordpress.com/http://mobilecuisine.wordpress.com/ -
8/3/2019 Daal House Final Presentation for Dobson
13/28
4/27/2011 131313
Marketing Communication
Daal Housetruck
Onlinepromotion
Print materialpromotion
Marketingcampaign
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
Tasting sessions
Bollywood Events
Coupon
VIP card
Magazine
http://mobilecuisine.wordpress.com/http://mobilecuisine.wordpress.com/ -
8/3/2019 Daal House Final Presentation for Dobson
14/28
4/27/2011 141414
Marketing Communication
Daal Housetruck
Onlinepromotion
Print materialpromotion
Marketingcampaign
Coupon
VIP card
Magazine
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
Bollywood Events
Tasting sessions
http://mobilecuisine.wordpress.com/http://mobilecuisine.wordpress.com/ -
8/3/2019 Daal House Final Presentation for Dobson
15/28
4/27/2011 151515
Marketing Communication
Daal Housetruck
Onlinepromotion
Print materialpromotion
Marketingcampaign
Tasting sessions
Bollywood Events
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
Coupon
VIP card
Magazine
http://mobilecuisine.wordpress.com/http://mobilecuisine.wordpress.com/ -
8/3/2019 Daal House Final Presentation for Dobson
16/28
4/27/2011 161616
Location, Location, Location
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
-
8/3/2019 Daal House Final Presentation for Dobson
17/28
4/27/2011 171717
Logistical Challenges Permits
Food Handler Permit
Road Allowance
Traffic Downtown kitchen reduces
transportation
Suppliers Manage supplier relationships
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
18/28
4/27/2011 181818
A Typical Day
7:00 9:30 am
The food truck is atthe AM location.
11:30 am 3:00 pmThe food truck is at
the PM location.
9:30 am
The food truck leaves tore-fill for the PM shift.
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
19/28
4/27/2011 191919
Start-up Costs
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
Food Truck & Equipment 22000
Licenses & Permits 7500
Food Inventory 3850
Security Deposit 2000
Legal & Professional Fees 1500
Office Supplies 500
Pre-Opening Promotion Costs 500
Other Costs & Services 500Provisional (25% buffer) 9588
Total Initial Start-up Costs $ 47,938
-
8/3/2019 Daal House Final Presentation for Dobson
20/28
4/27/2011 202020
Revenue Assumptions Peak Hours: 8 9AM, 12 2PM
Average meal price: $5
60 meals/hour during peak periods
15 meals/hour during slow periods
Efficiency distribution by month
20
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
Month Efficiency
Jan 5%
Feb 10%Mar 20%
Apr 85%
May 85%
Jun 85%
Month Efficiency
Jul 85%
Aug 85%Sept 25%
Oct 15%
Nov 10%
Dec 5%
-
8/3/2019 Daal House Final Presentation for Dobson
21/28
4/27/2011 212121
Gross Profit Breakdown
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
Revenues:$165,165
Operating Costs:
$122,546
-
8/3/2019 Daal House Final Presentation for Dobson
22/28
4/27/2011 222222
Operating Costs & Profits
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
Cost of
Food &
Packaging
14%
Salaries
30%
Other
Expenses30%
Net Profit
26%
Revenues: $165,165
COGS: $64,546 Supply (food, cutlery, packaging): $23,122 Salary (2x 20k): $40,000 Est. Annual Fuel Costs: $1,422
SG&A: $58,000 Insurance: $15,000
Heating: $12,000
Marketing: $10,000
Permits: $7,500
-
8/3/2019 Daal House Final Presentation for Dobson
23/28
4/27/2011 232323
Year 1 Break - Even Analysis
Break-even:
17,737 units sold
$-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
0 5000 10000 15000 20000 25000 30000
Dollars
Units Sold
Total Cost
Total sales
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
24/28
4/27/2011 242424
-48,000
-173,381
-77,522
24,094
130,610
242,145
358,820
-300,000
-200,000
-100,000
-
100,000
200,000
300,000
400,000
500,000
600,000
1 2 3 4 5 6 7
Dollars
Years
Long-Term Financial Projections
Net Profit
Revenue
Costs
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
25/28
4/27/2011 252525
2012 2013
Target
33k units sold
25% profit margin
Optimize Business
EOS
Franchising
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
Expansion Plans
2015
1 Truck & home kitchen 3 Trucks & rent kitchen Franchising
-
8/3/2019 Daal House Final Presentation for Dobson
26/28
4/27/2011 262626
Thank you
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan Conclusion
-
8/3/2019 Daal House Final Presentation for Dobson
27/28
4/27/2011 2727
Food Trucks = Two Businesses in One
Cooking Food Running the truck
The BusinessMarket
overviewMarketing Logistics Financials
ExpansionPlan
Conclusion
27
-
8/3/2019 Daal House Final Presentation for Dobson
28/28
4/27/2011 282828
Location, Location, Location
The BusinessMarket
overview Marketing Logistics FinancialsExpansion
PlanConclusion
top related