BUSINESS PLAN

World Literature
Professor Margot Echenberg

Samia Drumond
Rodrigo Camacho
Daniel Carrera
Mauricio Benavides
mayo 2016

Description
Easy access to a good book and a wine. The main idea is to transform the concept of a Food truck into a
Book truck; where the sales of wine is only the excuse to lend the consumer a good book that he may
read along with his wine. The book will be suggested according to the flavor of the wine. Also small
snacks will be sold. The purpose is to introduce the reader into the author of the book so he may be
interested into reading more of that author or similar authors.

Value proposition.
Through the dense study of every book evaluated to be in the book truck the customer will experience
reading through a whole new perspective. We carefully select the ideal wine to each book by carefully
matching the sensations caused by each wine with the story of the book. We believe that with this
pairing of wines and books the customer will be able to experience each story through their entire
senses.

Strategic planning.
In order to secure the success of the company and to achieve or higher goal of achieving change in the
expansion of readers in the country we will set the buck truck to be managed as a professional
company. Even if we are intentionally trying to cause a positive social impact we believe that by
managing the company in a profitable way we will be able to reach more people and have a greater
impact. We may even turn reading into an aspirational objective for consumers; changing completely the
paradigm of reading in Mexico.

Mission statement: We deliver a unique experience to our customers by combining their senses
through the fusion of wine and letters. Through this experience we will uplift the reading
experience to make reading a new experience for anyone.
Vision: We will become the most popular way of drinking wine in Mexico, bringing closer the
biggest amount of population to reading in Mexican history; proving that through an
entrepreneurial system we can impact positively our society will creating an economic benefit for
all involved parties.

Values:
1. Integrity.
2. Commitment.
3. Honesty.
4. Respect.
Goal: Increase the amount of times the average Mexican reads in a year, by making reading an
aspirational, individual, goal that can be achieved by any one.

Objectives:
1. Implement the first functional book truck, that will move around several key points in Mexico
City.
2. Develop a system capable of letting readers use our available books in their tablets, so that
there can be a smooth implementation between new technologies and our concept.
3. Replicate the truck system when the first book truck becomes profitable so that we can
reach a bigger population.

Justification
The amount of books read by the average Mexican is just a bare amount of 5.3 books a year; more
importantly only 3.8 are read by own wish and 1.8 by necessity or obligation. We believe that this
number has to change, because there are marvelous benefits of derived from reading. We want to
create a space that allows people to approach the reading habit in an innovate manner. We want to
create a space that allows all people to approach literature without pressures, where they will not feel
intimidated or judged by their lack of literary knowledge or by the reference of their past lectures. The
book truck will be a new way for everyone to approach literature, without being eclipsed by their own
imaginative process, allowing them to have an experience that mesmerizes all the senses.
Recommending a book with each wine will, in a way, make the letters form a new life of their own; the
reader should experience the emotions of the text through the flavors and aromas of the wine. Through
this experience we expect that more people will be capable of being transported to a new universe that
feeds the soul, and expands the desire for knowledge, so that our inner virtues come to life and our
perspective of the world may change.

Technical analysis.
In order for the book truck to be set in motion we need to take into consideration the following
assets indispensable for the business startup.

a. An adapted food truck.

b. Copies in Spanish of our books as well as some in English. At least 15 copies of each
book in Spanish.
c. Bamboo tables and chairs as well as a parasol and umbrellas for the tables.
d. System that can create rental codes for books to be read in both iPads and android
tablets.
e. Monthly analysis of new books as with a rewrite of the menu each 6 months.
f.

Constant update to the recommended readings cards.