Deli on Wheels Business Plan

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Deli on Wheels is a food truck featuring a range of high quality sandwiches and fresh-squeezed juices. The emphasis will be on the quality and freshness of the ingredients. There will be great bread, high-end deli meats and all of the fruits and vegetables will be fresh. A smartphone app will alert customers as to the location of the food truck and social media will be activated to build a fanbase. For the customer, we offer an exceptional mobile food experience, and for the employees we offer fun part-time employment that likely serves as a stepping stone for a great career.

Mission Statement

"Deli on Wheels will feed the masses the best deli in town -- wherever, whenever." This mission statement contains the defining characteristics of a great mission statement. It is short, clear and concise. It defines the business (deli on wheels), and it defines the customers (the masses). We want everybody to eat here. It also defines the scope of the business (whenever, wherever) and the positioning of the brand (the best). It is clear from this statement what our mission is, now comes the part where we explain how we will fulfill this mission.

For the Customers

There are three things that Deli on Wheels is going to use for competitive advantage. The first is that we are a deli, and a very good one at that. The key to a great deli lies in the food. For us, this means curing our own brisket, sourcing fine meats from the best butchers in the state, and bringing in the best cheeses both from the U.S. And from Europe. We will have our own range of mustards to tie these things together, and make our own pickles. But everybody knows the key to a great deli sandwich is the bread. That is why we have undertaken training at a top baking school, to understand the dynamics of bread-making. We have installed a bread over in the truck to ensure maximum freshness, and we will make two different kinds of bread in order to offer more choice to our customers.

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We are also going to source gluten free rolls from a local supplier, in order to serve those who prefer not to eat gluten. We will work directly with local farmers to source fruits and vegetables for the smoothies and sandwiches. We see inbound logistics (sourcing) as a critical component of our value chain, and one that will be difficult for our competitors to match because we will not be sourcing from the local industrial food wholesalers.

Another attribute is mobility. One of the best things about having a food truck is that you can bring the food to your customers. We have some time slots and parking spot allotments from the city, but we also have a special events permit that allows us to park at concerts, sporting events and other gatherings. We are also available for private hire for events and catering. We feel that this reduces the amount of downtime that we have as a business, and reduces our overhead since we do not have real estate. We should earn superior returns because we will have better revenues per hour as a mobile operation than we would have at a fixed location. Further, we believe that the catering market is underserved, so we can take business there. Other caterers have a hard time delivering food fresh on demand, but we can do that, which is a huge attraction for the customers and a huge competitive advantage for us.

With our pricing, we seek to strike a middle ground. We have the best quality due to our focus on sourcing, but we realize that we need to sell volumes as well. We will have fairly thin margins, below average for the industry, in order to facilitate this. We believe we can slim our margins because our overhead is lower without a fixed location. Thus, we will be cost competitive, especially relative to our very high quality level

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