Donny’s Food Truck – Sample Business Plan

BASIC BUSINESS PLAN SAMPLE

DONNY’S FOOD
TRUCK
BUSINESS PLAN
PRESENTED TO

INDIVIDUAL OR COMPANY NAME

DATE PREPARED

00/00/0000

CONTACT

Contact Name
Contact Email Address
Phone Number

Street Address
City, State and Zip

webaddress.com
 Food Truck – Sample Business Plan CONFIDENTIAL
You may utilize this business plan as a starting point for your own, but you do not have permission to reproduce, copy, resell,
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Donny’s

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................................................3
COMPANY OVERVIEW..............................................................................................................................................4
PRODUCTS & SERVICES............................................................................................................................................5
OFFERINGS...............................................................................................................................................................5
SOURCING................................................................................................................................................................ 5
MARKET ANALYSIS...................................................................................................................................................6
MARKET AND INDUSTRY OVERVIEW...............................................................................................................6
TARGET MARKET...................................................................................................................................................6
COMPETITION.........................................................................................................................................................6
MARKETING PLAN.....................................................................................................................................................7
MARKETING STRATEGY.......................................................................................................................................7
POSITIONING...........................................................................................................................................................7
PROMOTION.............................................................................................................................................................7
DISTRIBUTION........................................................................................................................................................7
IMPLEMENTATION PLAN.........................................................................................................................................8
PERSONNEL PLAN..................................................................................................................................................8
SWOT ANALYSIS....................................................................................................................................................8
TIMELINE.................................................................................................................................................................9
FINANCIAL PLAN.....................................................................................................................................................10
KEY ASSUMPTIONS..............................................................................................................................................10
SALES FORECAST.................................................................................................................................................10
BUDGET OVERVIEW............................................................................................................................................12
FINANCIAL STATEMENTS......................................................................................................................................13
PROFIT AND LOSS................................................................................................................................................13
BALANCE SHEET..................................................................................................................................................14
CASH FLOW...........................................................................................................................................................15
APPENDIX.................................................................................................................................................................. 16

Note: Financial data and statements provided in this template serve only as a visual reference of what is included in
a basic business plan and may not always reflect the information provided throughout the plan. Be sure to work
with your finance department to ensure the numbers you provide in your plan are accurate.

You may utilize this business plan as a starting point your own, but you do not have permission to reproduce, copy, resell,
publish, or distribute this plan as it exists here.

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Donny’s
EXECUTIVE SUMMARY

The purpose of this business plan is to secure $50,000 in order to fund the purchase, marketing, and staffing
requirements for Donny’s Food Truck restaurant in Small Town, CT. Donny’s Food Truck was founded by chef
Donny O’Neal, and sous chef Miguel Sanchez, in 2020. The funds invested will help launch the business and
continue operations until the business is selfsustainable.

Our Mission
To provide quality, authentic food to our community in a convenient and affordable way in order to enhance the
quality of our customers’ lives.

Our Vision
To improve the happiness and comfort of our customers and community.

Donny O’Neal and Miguel Sanchez have worked in the restaurant industry for the past 15 years.
Together, they have 30 years of experience combined to dedicate to the food truck restaurant. Through hard work,
devotion to high quality service, and the attendance of multiple culinary schools, O’Neal and Sanchez have grown a
reputation in the community to provide excellent service and delectable food offerings well-known throughout the city.

Our customers reside, shop, and work in the cities of Small Town, Big City, and surrounding areas within a 15-mile
radius. Our food truck will be in these various locations throughout the week on a rotating schedule and will adjust
the scheduling according to high traffic and high demand. We anticipate that 19- to 35-year old patrons will make
up 85% of our revenue.

We will offer lower prices on our menu compared to competitors, accompanied by high quality service and food
offerings. Our core offerings will include fresh, made-to-order pizzas, hamburgers, french fries, and tacos. We will
use a combination of locally sourced ingredients, and ingredients grown in our privately-owned organic garden.

Donny’s Food Truck will use a combination of marketing methods, including social media, flyers, coupons, and word
of mouth. We also plan to partner with local vendors to get the word out about our restaurant. For example, we plan to
provide samples at Vino’s Winery and Bob’s Brewery to increase our primary customer base and to generate
awareness about our business.

We anticipate that we will reach a projected amount of roughly $100,000 in annual sales by the end of the first 12
months. By the end of the third year, we plan to reach a projected amount of $212,000 in annual sales.

To achieve our objectives, Donny’s Food Truck is seeking funding through investments and loan financing. The loan will
be paid back within three years at an interest rate of 5%.

You may utilize this business plan as a starting point your own, but you do not have permission to reproduce, copy, resell,
publish, or distribute this plan as it exists here.

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You may utilize this business plan as a starting point your own, but you do not have permission to reproduce, copy, resell,
publish, or distribute this plan as it exists here.

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Donny’s Food Truck – Sample Business Plan CONFIDENTIAL
COMPANY OVERVIEW

Company Background
After working in the food service industry for 15 years each, O’Neal and Sanchez decided they were ready to take on
a new venture providing quality food service to broader segments of the community. Building off their expertise,
they purchased a food truck in 2018 and hosted private parties to gain experience and valuable feedback from
smaller groups of customers. After 2 years of small-scale experience, O’Neal and Sanchez are ready to expand their
offerings and service to the community at large.

Upon starting operations, Donny’s Food Truck will sell a wide range of food offerings. We will provide high quality
food and upstanding customer service. What will set Donny’s Food Truck apart from the competition is our
commitment to providing our food and services in multiple locations for the convenience of our customers.

Management Team
Donny O’Neal, Founder and Owner
Donny O’Neal is the co-founder and head chef at Donny’s Food Truck restaurant. Donny received a master’s degree
in Culinary Arts from Culinary University in 2005. He is currently the head chef at an upscale restaurant in Small
Town, USA. Donny has a desire to connect with his customers out in the community, which Donny’s Food Truck
gives him the opportunity to do.

Miguel Sanchez, Co-Founder and Owner

Miguel Sanchez is the co-founder and sous chef at Donny’s Food Truck. Miguel received his master’s degree in
Culinary Arts, alongside Donny, at Culinary University in 2005. He has worked for three 5-star restaurants over the
course of 15 years in Small Town, USA, and is excited to bring his expertise to Donny’s Food Truck.

Required Funds
The start-up capital obtained through investments and loans will be used for equipment, kitchen supplies, food purchases,
and associated permits and licensing.

Equipment will amount to approximately $30,000, and remaining costs are estimated to be around $20,000. Donny and
Miguel will also invest $10,150 for cash-on-hand at starting date.

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Donny’s
PRODUCTS & SERVICES
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Donny’s Food Truck – Sample Business Plan CONFIDENTIAL
Offerings
Donny’s Food Truck will offer a wide range of food options, to include:

• Burgers o Hamburgers o Cheeseburgers

o Veggie burgers

• Pizza o Pepperoni o Cheese o Hawaiian

o Supreme

• Tacos

• Tortilla chips
• French fries
• Beverages o Coke products
o Lemonade
o Bottled water

Sourcing
Donny’s Food Truck plans to source its ingredients from local farmers markets and small businesses in the Small
Town area. We will also use ingredients grown in a private garden maintained by Miguel containing organically grown
vegetables and herbs. We will ensure that the ingredients we use are of the highest quality in order to provide
delectable food offerings.

We plan to establish and foster positive working relationships with local vendors that we partner with in the area to
help ensure our inventory needs are met in a cost-efficient manner.

With the experience Donny and Miguel have gained from operating a food truck restaurant at multiple private parties
during the past two years, combined with market research, they can ensure that the amount of ingredients needed are
accurately projected from week-to-week.

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MARKET ANALYSIS

Market and Industry Overview

Food trucks have been prevalent in the food industry since the mid-1900s, with increasing popularity as time goes on.
There are currently over 30,000 food trucks operating nationwide, and that number is expected to increase by 20%

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 Food Truck – Sample Business Plan CONFIDENTIAL
over the next 3 years. Furthermore, it is predicted that the food truck component of the food industry will be worth
$2.2 billion within the next 5 years.

At this time, there are 30 food trucks operating in Small Town and surrounding cities. These food trucks offer limited
food products at inflated prices and are open during limited business hours.

Our market research has revealed to us that consumers in Small Town want more affordable food options, larger
portion sizes, and a wider variety of food offerings at a single establishment. Being able to satisfy those factors, in
conjunction with the flexibility of our business hours, will help set us apart from the competition.

Target Market
Our target buyers reside, shop, and work in the cities of Small Town, Big City, and surrounding areas within a 15-mile
radius. Our food truck will be in these various locations throughout the week on a rotating schedule and will adjust the
scheduling according to high-traffic and high-demand areas. We anticipate that 19- to 35-year old patrons will make
up 85% of our revenue.

In a survey conducted and distributed to local food vendors, we found that those who go out to eat spend roughly $400
a month. Of that, approximately $120 each month is spent at food trucks.

We anticipate that 19- to 35-year old patrons will make up 85% of our revenue. These will be business professionals
making an income ranging from $30,000 to $95,000. The average amount spent at our food truck will be
approximately $8,333 a month for the first year.

Competition
Currently, there are food trucks locally that offer similar food products. However, the portion sizes are smaller, and the
prices are higher. Here are our direct competitors in Small Town:

• Pete’s Pizza, specializing in pizza

• Terrific Tacos, specializing in tacos
• Howie’s Hamburgers, specializing in hamburgers

You may utilize this business plan as a starting point your own, but you do not have permission to reproduce, copy, resell,
publish, or distribute this plan as it exists here.

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Donny’s Food Truck – Sample Business Plan CONFIDENTIAL
MARKETING PLAN

Marketing Strategy
Our marketing strategy is to leverage relationships with local food vendors in order to grow our initial customer base.
We plan to partner up with local wineries, breweries, and attend public events in order to offer samples and
promotional discounts. Additionally, most of our new customers will be referrals from existing customers via word of
mouth.

Donny’s Food Truck also plans to reach new and existing customers through social media and flyers. Our prices will
be lower compared to our direct competitors, and we will also provide larger portions while maintaining profitability.
Furthermore, we can keep our prices lower due to sourcing ingredients from our privately-owned garden and by
fostering our existing relationships with local farmers markets.

Positioning
For business professionals between the age of 19 and 35 in the Small Town area, Donny’s Food Truck is the
customer’s first choice. At Donny’s Food Truck, customers can purchase a meal that is sourced from high quality
ingredients and is served in a large portion at a low price. On a lunch break with colleagues, Donny’s Food Truck will
appeal to professionals with a limited time to eat who desire a wider range of food options in one stop.

Promotion
Our partnerships with Vino’s Winery and Bob’s Brewery enable us to leverage the customer base of those
establishments in order to grow ours. We plan to offer samples and discounts and hand out coupons to customers who
purchase drinks at those businesses.

Additionally, we will hand out and hang up flyers in high-traffic areas during the first few months of operation. We
also plan to utilize traditional social media platforms to hold contests and advertise promotional events to get the word
out about our business.

Distribution
Currently, the distribution point is our sole food truck, which will be located at various locations to meet demand.
During the work week, the food truck will be located in the business district, and on the weekend, we will be located at
Vino’s Winery or Bob’s Brewery. If demand outpaces supply, we plan to open a second food truck.

You may utilize this business plan as a starting point for your own, but you do not have permission to reproduce, copy, resell,
publish, or distribute this plan as it exists here.

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IMPLEMENTATION PLAN

Personnel Plan
At this time, the personnel plan calls for a minimum of one cook and one assistant who will greet customers, take
orders, and assist the chef. Currently, Donny O’Neal will operate as the head chef (or cook), while Miguel Sanchez
takes orders and payment, and assists Donny O’Neal where needed.

In the first year, assumptions are that there will only be two workers in the food truck to execute and manage
operations. As demand increases, we will purchase another food truck and hire an additional assistant to support the
head chef.

Table: Personnel Plan

PERSONNEL Year 1 Year 2 Year 3
Head Chef 1 $XX,500 $XX,000 $XX,000
Chef/Assistant 1 $XX,500 $XX,500 $XX,000
Head Chef 2 $XX,000 $XX,000
Chef/Assistant 2 $XX,500 $XX,000
TOTAL PAYROLL $XX,000 $XX0,000 $XX0,000

SWOT Analysis
• Strengths o Location o Easy access o Fast
service o Large portions o Wide variety of
offerings o High quality o Fresh ingredients

• Weaknesses o No dedicated seating area o Lack

of brand recognition
o Colder weather during the winter months

• Opportunities o High-traffic area for business

professionals
o Partner with local vendors offering products that complement ours o Leverage existing
relationships with local farmers markets

• Threats o Existing food trucks adopting our

business model
o New food trucks entering the market and increasing competition

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publish, or distribute this plan as it exists here.

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Donny’s Food Truck – Sample Business Plan CONFIDENTIAL
Timeline
The timeline illustrated below shows the specific activities that are scheduled to take place during the first year, including task ownership, status, milestones, and
budgeting totals. Throughout the year we will keep track of plan progress, and report on the timely completion of each activity and milestone.
You may utilize this business plan as a starting point for your own, but you do not have permission to reproduce, copy, resell, publish, or distribute this plan as it exists here.

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 Food Truck – Sample Business Plan CONFIDENTIAL
Donny’s

FINANCIAL PLAN

Key Assumptions
Revenues will increase at an annual rate of roughly 30%, with an increase in sales of 20% in July and August due to a
historical upsurge during this time of year when the weather is warmer and foot traffic is higher. We expect this
increase to remain continual throughout the following year due to the anticipated stream of new customers to Donny’s
Food Truck.

To provide an exhibition of a worst-case scenario, sales projections are deliberately calculated low.

Sales Forecast
We expect the highest performance during the months of July and August in our sales forecast, due to the summer
season and high rate of foot traffic.

Graph: Sales Forecast

for
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Table: Sales Forecast

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Donny’s

Budget Overview
Table: Budget Overview

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 Food Truck – Sample Business Plan CONFIDENTIAL
FINANCIAL STATEMENTS

Profit and Loss

Table: Profit and Loss

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Donny’s Food Truck – Sample Business Plan CONFIDENTIAL

Balance Sheet

Table: Balance Sheet

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Donny’s Food Truck – Sample Business Plan CONFIDENTIAL

Cash Flow

Table: Cash Flow

for

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Donny’s

APPENDIX
This section is where you will place any additional factual information or documentation to support points you’ve made
in your plan. Below are some common items to include in the appendix section of your business plan:

• Licenses and permits

• Competitor information
• Professional business references
• Credit reports
• Images or illustrations of products mentioned in plan
• Marketing reports
• Charts and graphs
• Spreadsheets

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Donny’s

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Technical-Vocational-Livelihood strand

Chief financial office

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