Entrepreneurship-

Executive summery

Mid night Food business

Cravers @ 12

Submitted by

Sai Kusum

Sanyukta Basak

Sushmitha SR

Soumya Chaudhary

COMPANY DESCRIPTION

INTRODUCTION:

As It Known , Nowadays Due To Changing Lifestyles And Odd Working Hours For
The It Crowd The Eating Patterns Are Changing And Midnight Cravings Reason
Are Quite Common. Apart from the IT crowd, students who study for
competitive exams also stay up late have these frequent midnight cravings. This
service is useful for them too.

CAUSES OF MIDNIGHT CRAVINGS

Hormonal Changes

There are various hormonal fluctuations that can cause midnight cravings as
well. When the hormones get imbalanced, the body craves for sugar and
certain other junk foods. Psychological reasons such
as stress, menstruation, depression and anxiety can impact this too.


Night Eating Syndrome

People suffering from NIE usually have lower levels of hunger in the morning
and seek for more food in the evening. They also suffer from insomnia causing
sleep difficulty. It takes place because the format followed by the body is
different since there's low hunger in the early hours of the day and much
higher intake at night. This can lead to obesity and other weight gain issues.

Irregular Meal Pattern

Eating meals at regular intervals is healthy for the body and its metabolism. It
can maintain the blood sugar levels throughout the day and can also put a halt
to those midnight hunger pangs.
Late night cravings would come to you if you're not taking care of your body
and its healthy nutrition intake. So it's always better to avoid these habits and
inculcate healthier ones instead.

Hence Midnight cravers will cater to satisfying the cravings by offering healthy
and simple meals through the concept of mobile kitchens. The concept of a
mobile kitchen is to reach a wider customer base in the metropolitan cities.
The mobile kitchen will be present wherever required according to the demand
level.

OUR PURPOSE:

Cravers at 12, Offers Products to Satiate the Cravings and Hunger at midnight.
Usually People Eat Unhealthy Food At Midnight As Sugar And Processed Food
Cravings Are On A Rise. But We Offer Products Or Food That Is Light And Easily
Digestible. We will also care about the environment or think in a sustainable
fashion by using recyclable packaging and concepts of using edible spoons or
cutlery. Most importantly the quality and hygiene factor will be maintained and
the customer is allowed to have a visit in our mobile kitchen to verify or test
anything they please.

GOALS AND OBJECTIVES:

• To satiate the midnight cravings of IT professionals and Students as
compared to other food service providers like Swiggy, Zomato using an
affordable pricing strategy.
• To offer a healthy meal and spread awareness about nutrition.
 • To provide good quality, hygienic, wholesome and tasty food at the
doorstep whenever and wherever within a stipulated time from 12 a.m.
To 4 a.m.
• To attract customers by using effective promotional strategies which are
cost effective.
• To achieve 99% of customer satisfaction and develop repeat customer
base.
• To raise funds to support our goals through interested investors.

PRODUCTS:

Mostly the Menu Is Comprised of Snack Items Like and will be delivered at the
doorstep within 45 minutes. The medium for ordering is through the app or
through phone calls

SNACKS :

ü Sandwiches ( Mostly Wholewheat Bread)

ü Rolls( Atta Preferably)

ü Upma Or Poha , Chivda, Thick Shakes ( Oats , Ragi)

ü Khichdi Etc

ü Indian Sweets

ü Desserts – Flavoured Shrikhand , Milk Pudding , Pie, Mousse Etc.

MISSION AND VISION STATEMENT:

“The purpose of “Cravers at 12” is to provide healthy food of the premium

quality to your doorstep when you crave for goodies in the middle of the
night”. We are there for you.

Our mission is a pronged approach:

• To provide food at any time after 12 a.m., that is maintaining flexibility

of timings.
• To provide fresh, healthy and quality food.

THE MARKET:

This service caters to a diversified market, but mostly the IT crowd and the
students who study for competitive exams. It is affordable and a very flexible
kitchen system. It will expand to all the cities starting from Bangalore.

COMPANY SUMMARY:

COMPANY OWNERSHIP:

This company is owned by us four i.e. Sushmitha S.R , Soumya Chaudhary,

Sanyukta Basak and Sai Kusum.

COMPANY HISTORY:

It has always been our passion to do something different. There are other food
service providers too like Swiggy, Zomato etc. who go through the
intermediaries like restaurants to serve the customers. But do these providers
satiate midnight cravings. We wanted to address this problem deeply through
this service and be flexible, just in time, quick response service providers.
Hence we came up with this simple idea.
CURRENT STATUS:

At the moment we would be focussing in the populous regions of Bangalore

like Koramangala, HSR layout , Indiranagar and test how the service will be or
analyse the benefits and repercussions of the business. We will discuss the
proposal with our sponsors and supporters and do couple of pilot studies or
runs. We are at the planning and testing stage.

KEY PARTNERSHIP:

We will have partnerships with students and the customers to promote the
service. Also we will have partnerships with investors as well as petrol bunks or
fuel providers as our kitchens are movable or mobile.

MARKET ANALYSIS

OVERALL MARKET:
E-commerce in India is expected to grow from US $2.9 billion in 2017 to a
mammoth US $100 billion by 2020, making it the fastest growing e-commerce
market in the world! E-commerce is also witnessing a spurt in online food &
restaurant service companies, which is expected to reach $4.9 billion by 2019.
This white paper explores drivers of the growth of such online food delivery
companies in India, the current competition and how this affects the brick-and-
mortar restaurant business in India. Here’s a look at the supply and demand
drivers for online quick food services.





Demand Drivers:

Ø Encouraging Demographics
Ø Promising Income and Consumption Levels
Ø Favourable Lifestyle Changes
Ø Rising Number of Working Women

Extension to Delivery Services in Existing Restaurants

Restaurants are now trying to maximize their business output by offering food
delivery services. This way they all are able to rationalize existing fixed costs
and also keep their business sustainable. Home Delivery is a very vital
ingredient in this mix. It’s no wonder restaurants big and small; all are vying to
get a piece of this pie! Moreover with this format, a higher number of
customers can be serviced, compared to the sit-and-dine format where at peak
hours, customers will be missed. The delivery format keeps customer loyalty
going strong too.

New Trends in the Delivery Sector

The role of mobile apps and also web-based system of ordering food cannot be
undermined at this point. With more people using smart phones, increasing
literacy and access to the Internet, the fortunes waiting to be reaped from the
business of home delivery are just a click away! Domino’s Pizza claims to
deliver over 50,000 pizzas in a day and 15,000 of those orders are made online.
Fassos is another popular food chain that doles out over 60,000 orders in a day
and all from their mobile app too. Now that Dominoes and other players have
tied up with the online food service site FoodPanda, these numbers are
expected to double in the coming years. E-Tailing, which is having a sound
presence online, is very promising for all delivery-based ‘quick service
restaurants’ (QSR) compared to the revenues generated from the typical brick-
and-mortar format.

The changing urban lifestyle of the average Indian is dramatic enough to be
favourable for the food-on-the–go and quick home delivery models to grow at
higher rates. The ever-increasing population crowded metro cities and longer
travel times are drivers for the convenient, ready-to eat and cheaper options
of having food and groceries delivered at your doorstep. Companies that are
aware of the huge potential for growth may venture straight in, but only the
fittest will survive. Businesses who keep their value proposition and their
brand active in consumer’s minds, will take the biggest share of the Indian
online food service pie.

SPECIFIC MARKET- We are catering to the Niche of IT Professionals and
students. As in India demographic dividend (working age population) is more,
hence we find it as an opportunity to enter into this niche. As there are few
service providers in eco system of mid night food delivery, we will be
addressing market gap in this field.

COMPETITIVE FACTORS:
Ø Time of service delivery- We are delivering at the odds times during
which very few service providers offer the service so, delivering in the
midnight will provide us competitive edge and good market
Ø Keeping up time- In midnight among few service providers very few
keep up the time.
 Ø Attractive offers- Delivery discount according to the delay. Festive
Occasions, Exams offers for students, special occasions.
Ø Own Mobile kitchens- Eliminate the cost of rent and ensure better food
quality.
Ø Booming IT sector- As IT sector is consistently growing in India, so this
increases the customer base for us.
Ø Fresh and quality food- In case of food Customer mainly looks for
freshness and quality of food which we will be offering without fail at
reasonable cost.

MACROECONOMIC INFLUENCES:
The basic macro-environmental forces that affect our business are as follows:
Ø Demographic forces
Ø Economic forces
Ø Natural forces
Ø Technological forces
Ø Cultural forces
Ø Political forces

Demographic Forces- Demography is the study of human populations in terms
of size, density, location, age, sex, race, occupation and other statistics. The
demographic environment is of great importance to marketers like us as it
involves the study of people, and it is people that make up markets.

Changing age structure of the population In India, one of the major

changes in the age structure of the population is the increase in the
number of young population. This means that marketers in the food
industry have to market their services and products at different target
 markets as many of the current markets are becoming quit larger. For
e.g. we are offering food according to changing lifestyles like odd
working hours.

Changing family structure another trend in the demographic

environment is the characteristics of families. No longer are joint
families nuclear families are in trend where parents and children live
together without other extended member is more common in cities. And
nuclear families are increasing day by day.

Geographic shifts as the population grows it also expands and shifting to

bigger cities. For food services this means that they need come up with
new and innovative concepts in food industry.

Education conditions in India are improving day by day and are better
than other countries like Bangladesh, Nepal, and many others under
developed countries. The higher education sector is widely expanding
due to students from different countries. As a result, some food joints
are now serving cheaper meals at flexible timings to cater to these
students.

Growing ethnic diversity Interstate immigration has led to an increase in

ethnic diversity of India. The impact this has on a market such as the
fast-food industry includes understanding different cultures and tastes.
That is the reason we see many South Indian restaurant and Punjabi
dishes served in Maharashtra.

Economic Forces “Markets require purchasing power as well as people. The
available purchasing power in an economy depends on current income, prices,
savings, debt, and credit availability. Factors that affect consumer buying
power and spending patterns. The economic factor plays a great role in
shaping the food industry as it deals with buying power of the consumer. The
key economic concerns for marketers are as follows.

There are two key economic concerns for marketers; these are changes in
income and changes in consumer spending patterns. Changes in income may
indicate trends and explain slumps in sales for the food industry. A drop in
sales may be able to be explained by a depression in the market place, etc.
Consumer spending patterns refer to how household income is divided
between food, housing, transportation, etc.

By monitoring changes in interest rates, unemployment, business and

consumer confidence and retailing expenditure using economic forecasting
food outlets are less likely to be surprised by economic depressions or bursts
of growth. Economic forces can be used to predict future sales rates and
suggest the required number of service staff to have working at any time.

Natural Forces The natural environment is at present the main focus for critics.
People are now more concerned about the global environment more than at
any time before. Marketers need to be aware of the threats and opportunities
associated with the natural environment there are four major concerns within
the natural environment. Not all affect consumer services; however they can
have an effect on the food market as part of the product is tangible. These are:

Shortages of raw materials - Many resources that once may have

seemed to have an infinite supply are now seen as precious and greater
efforts are being made to find alternatives or cut down usage. Some
examples of these are: we use recycled paper to wrap their hamburgers,
therefore reducing the amount of forestland that is cut down.

Energy costs - As non-renewable resources like oil, gas and coal dwindle,
prices of fast-food products are likely to increase as things like
transportation costs rise. Some food outlets may have to look for
alternatives to how they cook their product; however, there should not
be much effect on the service elements of the market.

Increased pollution - Pollution has a major effect on how consumers

view a business. These days an 'environmentally aware' company is
likely to be more popular than one that is not. Increased pollution has
already had effects on the food market. In 1991 McDonald's changed its
packaging from polystyrene boxes to paper in response to consumer
demands for a more 'environmentally friendly' packaging. This makes up
an important part of the 'service' element of the food market;
consumers receive the peace of mind that the product they are eating
has had minimal effect on the environment. Government intervention -
There are now controls in place to make sure organisations are doing
minimal damage to the environment. Organisations in the food industry
can either oppose these regulations or help develop them.

Technological Forces “The 1990s have been a period of technological

change and true innovation.” Technological changes simply change the
way people do business. The technological forces that affect the food
industry are as follows:
Fast pace of change The rapid development and exploitation of new
technologies have now mandated companies of all sorts to be informed
at all times, or else they face the chances of threats to their survival. The
internet itself has changed the scenario itself. Other innovative systems
make the consumers more honoured at times. For example, we are
having a special system to record the names and telephone number of
any customer, so that in future when the person rings again, the
customer service attendant can address the customer by name.

High R & D budgets although the food industry does not have so great
Research and Developments, they do conduct surveys to calculate their
brand loyalty and their market share. We will be continuously evaluating
our customer’s views and adapting their menus and customer service
accordingly.

Increased regulation Due to the vast development in the Internet

sector, giving out personal information is now considered risky by most
people, as mishandling of information is being a common crime these
days. As a result food joints wanting to conduct surveys about their
menus and service now have to be careful not to ask too personal data,
and even if they do, they have to receive formal confirmation from the
individual customers.

Focus on minor improvements Since the industry is very big with a lot of
different service providers providing the similar types of food and giving
similar services, food now have to concentrate on minor improvements
like changing the menu list , the packaging, the customer service done
over the phone. These are all done by the advanced technologies that
are available.
Political Forces Even in stable countries with no political unrest, political
trends may have a significant impact on business although India is a
politically stable country, there are conditions that affect the food
industry operations.

Enforcement Different governments focus on separate laws and enforce

them more than others. At present the enforcement on excessive use of
plastic bags is affecting the food industry. Service providers now have to
spend more on paper bags and other recyclable materials

Greater concern for ethics is more focused on these days. As a result,

food service providers now have to comply with certain norms. Like
providers offering non-vegetarian food have to maintain the standard.
They cannot simply cook non-veg with veg and sell the vegetarian item
as pure vegetarian. Inspections are carried out by government agencies
to ensure the quality of these products.

Legislation There are many laws and regulations in force for the food
industry. The food service providers have to maintain a minimum level
of hygiene, number of staff, customer service, payments to staffs, and
storage of unused items and so on. These legislations are changed from
time to time to better standardize their operations.

Cultural Forces The cultural environment is composed of institutions and

other forces that affect a society’s basic values, perceptions,
preferences, and behaviours. The cultural forces that are at play in our
environment are as follows

 View of oneself People are now more concerned for their health and
thus are switching healthier and greener food like salads, vegetable
burgers, etc. Diabetes and heart diseases are also a major concern for
consumers nowadays as most food items are rich in sugar and
carbohydrates. So many food service providers which is healthy and has
low oil in it.

Views of organizations People try to associate themselves with good

food service providers most, those that are more concerned for the
environment for example, or those that offer homely services. Food
service providers are now trying to improve their brand image by
portraying their concerns for the environment.

Views of society the society we live in is what affects out spending

pattern to a great extent. The Indian culture is now a day is becoming
fond of eating out as the part of refreshment and sometimes also part of
their daily life. As a result food service providers try to make the food
orders memorable experience for everyone.

Views of nature Concerns about the nature, as described earlier, have

changed the eating habits of people. Like people now prefer healthy
food, natural ice-cream, and other natural products

Views of the Universe People’s religious beliefs are a part of their

universal values. Muslims all over the world are seen to avoid ham and
Hindus to avoid beef. As a result food joints now serve veg and halal
products.

MARKET SEGMENTATION
Types of Market Segmentation.

1) Demographic segmentation.

2) Behavioural segmentation.

3) Psychographic segmentation.

4) Geographic segmentation.

According to concept of our business we are making segmentations based on

three categories.

Ø Demographic segmentation- Segmentation generally divides a

population based on variables. Thus demographic segmentation too has
its own variables such as Age, gender, family size, income, occupation,
religion, race and nationality. To read more, click on this link
for demographic segmentation.
Age- 21 to 45 years
Gender- Male, Female and Transgender
Income- Middle Class and Upper middle Class
Occupation- Students and IT Professionals

Ø Behavioural segmentation- This type of market segmentation divides

the population on the basis of their behaviour, usage and decision

making pattern.
Behaviour- Late Night and Odd hour working. Students having habit
of studying till late night and also for people who love to watch
movies late night.

 Ø Psychographic segmentation- Psychographic segmentation is one

which uses lifestyle of people, their activities, interests as well as

opinions to define a market segment. Psychographic segmentation is
quite similar to behavioural segmentation. But psychographic
segmentation also takes the psychological aspects of consumer
buying behaviour into accounts. These psychological aspects may be
consumer’s lifestyle, his social standing as well as his AIO. Do refer
more to Activities, interests and opinions.
Lifestyle – Late Night and Odd hour working. Students have habit of
studying till late night.
Interest- People who love to watch movies late night, late night
travelling and Party people.

COMPETATIVE ANALYSIS:
Ø Cravers@12 will be the rival of Holachef. Cravers@12 is

headquartered in Maharashtra, and was founded in 2018.

Cravers@12 is in the Midnight Food Distributors field. We can
generate good revenue compare to the Holachef.
Ø TinMen is our 2 competitor. TinMen is a Private company that was

founded in Hyderabad, Andhra Pradesh in 2015. TinMen is in the

Food Distributors industry. TinMen has fewer employees compared
to us.
Ø InnerChef will be one of our top competitors. InnerChef's

headquarters is in Gurgaon, Haryana, and was founded in 2015.

InnerChef competes in the Food Distributors field. InnerChef
generates more revenue than us.
 Ø Swiggy is a web and mobile-based application that allows users to

order food from local restaurants and get delivery services.

Swiggy is a Private company. Sriharsha Majety is the Co-Founder &
CEO of Swiggy. Swiggy has received a total of $465.5M in funding.
Swiggy is well established and has better networking and good
customer base compared to us.
ESTIMATION OF ANNUAL SALES AND MARKET SHARE
Estimation of Monthly Orders- Nearly 30000 orders per month.
Per year on an average we will be getting 360000 orders.
Expected Annual Sales- Rs 62.16 lakhs for the financial year 2018-2019
Market share 4.5%

MARKETING PLAN

By 2021, The retail e-commerce revenue from food and beverage sales is
expected to reach 15.25 billion.
And when one thinks about what products they want to sell on their E-
Commerce store, food does seem like a viable option. In simple terms,
everyone eats food and many people are pretty passionate about the food
they eat and where they get it from.
While making marketing plan for E-Commerce following points are important.
My product is unique(USP)- Being a start-up, we concentrate on our product
quality. There are a number of different ways one can stand out, we choose to
do this through the items we sell.
Also USP of Cravers at 12 is the service time, which is after 12 AM to whole
night.
Fast Shipping and safety is everything- One of the core reasons people don’t
buy food online is because they have concerns about the safety of the items.
Will it be made in an environmentally friendly location? Will it perish on its
journey to me? Will it arrive battered or broken?
Selling food online involves plenty of trust. Trust that the item will get to the
customer in a suitable time. To improve this frustration, there is options for
offering free shipping.
When offering free shipping as a pricing marketing tactic, it is necessary to
remember to think about overhead costs.
Imagery is everything in ecommerce food marketing- As the saying goes, a
picture is a thousand words. Product descriptions are important in E-
Commerce food marketing as
§ They help to describe the product
§ Can be a real added boost for SEO
§ Gives a chance to talk about any potential dietary requirements of
customers might have such as “suitable for vegans” “may contain nuts”.

But when it comes to selling product, written descriptions only go so far. One
needs images too. Good images make one hungry (literally) for more.
Subscriptions services- For more discounts and consumer engagement
subscription services will be there. As Indian consumers are value seeking mind
set.
Conducting survey – To get the real picture of consumer satisfaction,
necessary improvements in service and product.
Which will be helpful for R&D activity for both services and food quality &
taste.
E-mail marketing- Start an email marketing program and create a
monthly/annual schedule so that all posts are relevant and spaced out through
a period. E-mailers are quick and easy to send, and all that one need are email
listings of potential as well as current customers about new product offerings
or competitions, exciting events, discount coupons to keep customers
engaged.
Social media marketing- Instagram is one of the biggest platforms where an
Food & Beverage business can thrive through social media. People love clicking
pictures of food.
So there is huge potential in social media marketing which is cost effective too
than traditional marketing activity and can reach target customr easily as we
are in E-Commerce food business.
Festive & Seasonal offer- There is huge scope to procure more customers
through offers and discounts on different occasions (Christmas, Diwali, Game
season-t20, Pro-kabadi).

MARKETING MIX (4P)

o Product- A customer now can make a choice from visual menus

and order online at middle of night. Ordering food and getting a
swift delivery at midnight has become a hassle-free option from a
customer viewpoint because of Cravers at 12and its fresh.
o Place- Our business is Bangalore based and our mobile kitchen
will be at Kormangla, HSR region which will be having well set up
of strong and widespread distribution network to offer prompt
and best results.
o Price- Considering students our price will be moderate and also
we are planning to have minimum delivery fee from our
customers irrespective of a small or high amount of order.
o Promotion- For a start-up we know the importance of a
good marketing strategy and planning to adopt several plans to
create further brand awareness.

It relies heavily on mouth publicity and satisfied customers is its

greatest advertising tools as they recommend the brand to friends
and family.

And also online marketing strategy and help of social media

platforms like Twitter, Facebook, Instagram, YouTube and
Pinterest are in the list.
SALES PROCESS

o Size of Market- India’s online food ordering sector saw a strong

growth rate in the number of daily orders, growing consistently at 15
per cent on a quarterly basis from January to September last year,
according to a report from RedSeer Consulting.

The growth has resulted in the number of orders on a daily basis
clocking an average of 400,000 during the September quarter.
It has also meant players, including Swiggy, Zomato and Foodpanda,
are investing in in-sourcing deliveries.

There is no doubt that if one wants to make money in the midnight
food delivery business, Mumbai, Delhi, Bengaluru have highest
number of such mid-night delivery brands.
There is huge scope for midnight food business.


o Pricing- The internet enables us to make more intelligent purchases
than we did 15 years ago. We’re doing more research and minimizing
“bad” purchases and buyer’s remorse.

We’re still willing to pay a little more for premium brands, but we’re
not going to get gouged. And we’re much more likely to price shop,
since it doesn’t involve driving all over town.

It’s harder than ever to compete on price. There’s always some other
website waiting to undercut your price.
We are keeping in mind about our target customers, who are
students, Techies, middle class and upper middle class while making
the pricing strategy.
Considering our target market our price will be moderate and same
as our competitors.




DESIGN AND DEVELOPMENT PLAN:
• DEVELOPMENT STATUS:
• Planning with the team – Deciding an Blueprint for the services and
Menu.
• Discuss the number of Investors – 3-4 in number.
• Firstly or initially the focus will be on initial investment and items
pertaining to investment and quantities and areas for sourcing.
• Food trucks – 2 per area * 3 areas initially ( Koramangala, Indiranagar,
HSR layout ) – 6 trucks.
o 6-7 lakhs per vehicle (Considering all taxes , licenses)
• Getting licenses for the trucks required.
• Deciding the number of chefs per truck. 2 chefs
o 1 Chef - Snacks (Salary – Rs 30,000 per chef)
o 2 Chef – Dessert ( Salary – Rs 20,000 per chef)
• 1 person to do dishes if required.
• Equipment cost Rs 20,000 ( Depends on the menu )
Firstly this process will be tested in one area, like Koramangala or HSR
layout. If any budgets are crossed then the plan can be simplified or
adjusted to optimise costs.
CHALLENGES AND RISKS:
• Maintenance costs will be high.
• In an area like Bangalore, it will be difficult to combat traffic even after
12 at night so there may be variations in delivery timings.
• Our target group is niche, hence this trend of midnight eating need not
be prevalent among all the people of the targeted group.
• Government policies which cause threat to the mobile food truck
industry. Because of laws we may not be allowed to drive late at night or
set up the trucks anywhere we please to.
 • Examples of threats food truck business may face, include the addition
of competition in the market, increased gas prices, and changing
consumer trends.
• Threats may also come from changes in legislation or licensing
requirements.
• Costs rising due to increases in food costs.
• Food trucks have confined spaces, hence risks of hazards are more and
one has to be careful.
• Because trucks are literally on the move, they need Twitter and
Facebook to get the word out on where they are and when, plus what
they are serving.
• It is difficult to procure employees to work at odd hours, to combat this
problem the wages have to be increased.
• It is difficult to convince the customers that quality food is being
administered to them.
PROJECTED R&D COST:
As our service is based on food, not much innovation and research
costs will be affecting. R&D costs pertain to trying new recipes and
testing the quality of the food. The R&D cost incurred will be Rs
20,000.









OPERATIONAL PLAN
The first approach would be to sort it out legally and get the needed licenses
and permissions for the food truck/mobile kitchen to operate. Then the next
step would include hiring a good chef and conducting a TEST-PHASE, before
the truck is purchased or the business is started. The test phase can take place
anywhere – from kitchen at home to a small rented shop outside where a
temporary set- up can be done for a couple of weeks just to figure out the
following –
• The requirements
• The scale of the business
• The finances required
• The number of students to cater in a day
• The menu and changes in menu if needed
• The staff (volunteers)
• The availability of raw material.

For a food truck business, the requirement includes –

• 1 chef who is well trained in cooking snacks
• 1 chef for making dessert & smoothies
• 1 helper who cater to the customers, who serve food and clean
dishes.
Our food truck business will be legally registered and the required business
license and all the necessary permits to run this type of business in the city
shall be acquired that also includes food handling certificate, the appropriate
driver’s license, health inspection certificate, kitchen insurance and proof of
district-issued food manager identification card amongst others. All the
required employees should be duly employed and trained. A truck (40 ft.
trucks, with standard kitchen facility and cooling system) with all accessories
intact including the supply needed for a period of 2 weeks. It would typically
take from 30 to 60 days to get permissions and licenses, after which it would
further take around 3 weeks to conduct the testing phases. Once the testing is
successful, the final investments can be made, and the food truck can be
started within a week.
Strategic Marketing Alliance with Our Competitors in the Food Truck
Industry

The nature of food truck industry makes it possible for companies in
the industry to enter into strategic alliances as it suits them. But the
truth is that, most players in the industry will ensure that they
maximize sales as much as they can.
Well food truck business unlike the conventional brick and mortar
restaurants can easily move from one locations to another if there is
need for you to quickly change locations or first more than five
locations in one day, you can easily achieve it.
So when it comes to strategic alliances, it will only be possible if a
food truck company is not a one stop food truck company where
consumers can get every kind of foods and drinks they want.
For example if company A operates a gourmet cuisine food truck and
they are in a location where people are in need of organic food and
drinks, they can easily contact company B if they operate freshly
prepared sushi rolls and organic food truck. As a matter of fact, they
can operate as business partners so as to be giving clues on the best
locations to visit based on what people are asking for per time.
The Possible Ways We Intend Offering Incentives to Our Customers /
Clients (Bonus, Discounts, etc)
Part of our marketing strategies which is clearly stated in our
business plans is to ensure that we offer our customers incentives in
order for us to retain them and of course continue to generate
repeated sales from them and also to attract new customers. We
know that if we are going to win our own fair share of the existing
market, then we must be willing to outsmart our competitors.
In view of that, we will ensure that we sell our foods and drinks a
little bit below the average price in the industry while still maintain
good quality and quantity of food.
 We will create a loyalty plan that will enable us reward our loyal
customers. Rewarding them could be giving them discounts on every
purchase they make and also giving the gifts during special occasions

After Sales Service and Customer Support

Well the nature of our business does not warrant that we offer after
sales services or customer supports but we will ensure that we try as
much as possible to always get.

feedbacks from everyone that purchase our foods and drinks. With
that we will be able to know how to meet their needs.
We will ensure that we open several communications channels such
as email, telephone and social media platforms so as to enable our
customers communicate to us or lodge their complaints.













Management team and company structure

Management Team
Founders- SaiKusum Guttian, S.R Sushmita, Sanyukta Basak, Soumya Chaudhary
Supply Chain Manager-Soumya Chaudhary
Marketing Manager- Saikusum Guttina
Finance Manager-S.R Sushmita
Human Resource- Sanyukta Basak
Design Team- Saikusum Guttina
Operations Manager- Soumya Chaudhary, SaiKusum Guttian, S.R Sushmita,
Sanyukta Bhasak,
IT manager- Sanyukta Basak
Business Analyst- S.R. Sushmitha
Personal Relations Department- Soumya Chaudhary
Board of Advisors
An advisory board is a body that provides non-binding strategic advice to the
management of a corporation, organization or foundation. The informal nature of an
advisory board gives greater flexibility in structure and management compared to the
board of directors.
Members- Akanksha Dayma, Aliyah Mishra, Isha Samrina , Sandhya, Georgina
Cabral

Company Structure
 App developer

It Manager

Technician

HR
Delivery Delivery
supervisor Boys

Operation Cooks and

Manager Kitchen Supervisor
Helpers

Marketing Personnel
Maintenance
Manager

Sales
Executives
PR
Management
Customer Care
Team

Design Team
Nutritionist

Business Analyst Data Collection and &

Maintenance Person

Finance Manager Accountant

Supply Chain Supply Chain

Manager Supervisor

Quality Manager