Marketing Management

Miss Amna Talat

30​th​ April 2019
Lahore School Of economics
By: Moaaz Khan
Shahzeb Mubashar
Fahad Usman
Turab gillani
Contents
Business Plan 4
Mission Statement 4
Company and Industry 5
Products and services 6
Market Analysis 8
Strengths 9
Weaknesses 9
Management 9
Design & Development Plans 13
Operations Plan 14
Porter’s Five Forces Framework: 18
ENTRY STRATEGY: 21
SWOT Analysis: 22
Financial Pricing 25
Marketing Message 30
Appendix(A) 32
Appendix (B) 38
 The Food Wagon’s aim is to take our menu to our target market. A good quality, cheaply priced, tasty food is available on the go at seven
different locations seven different days of week, respectively. You would also be able to get Food Wagon at national or domestic sports events,
food fests, and other major events. Our major chunk of revenue with be from sales. Our other stream of revenue will be from profit shares when
we start franchising.

The balance sheet and income statements state that we will be expecting a 20.8% annual growth rate in profits over a 3 year period. Our
exclusive menu, which offers premium burgers and wings with our secret sauces and our ability to provide food at any location within hours
immensely increases our accessibility to customers and is therefore the main differentiating factor. The food truck business is an untapped
business model in Lahore as there aren’t any competitors in this category.
 Business Plan

Mission Statement
Food Wagon is a mobile food truck business with an aim to build a brand in this industry to meet the need of our valued customers. We
aim to provide premium quality hygienic food all around the city and make our food accessible to all of our customers. We believe in keeping
the customer first and great customer service is our priority.

Company and Industry

The Food Wagon​ Company is Lahore based mobile restaurant that sells a menu of our premium burgers, wingers and drinks to clients on
the go, the Food Wagon is a company owned and operated by four LSE graduates, Turab Gilani, Fahad Usman, Moaaz Khan and Shahzaib
Mubashar.

We believe that Food Wagon would help event organizers worry less about facilitating customers at events. We would be seeking to
communicate with major event organizers throughout Lahore. Being a mobile food truck we are not restricted to Lahore only. We can operate
outside of Lahore in case we are sponsoring or doing business at major events. We are open to franchising the business on our terms. We would
only franchise to entrepreneurs who share the same vision and knowledge about the business as we do and also the fact that we are building a
brand.

At Food Wagon, all of our menu would be prepared, served and sold in a hygienic environment. Our customer’s hygiene and health is a
priority and we will go out of our way in order to achieve that customer satisfaction. We intend on starting with just one food truck in Lahore,
but our goal is to grow it into a business where we have fleets of Food Wagons all over Pakistan in 10 years of our launch. We would also be
training hundreds of workers on an annual basis so that the image of our brand which portrays excellent premium quality food and excellent
customer satisfaction stays intact.

We might not be offering high end and expensive delicacies. However, we offer a small yet a delicious menu with regards to taste and hygiene.

● We sell premium burgers and wings which are exclusive to only our brand.
● We sell assorted drinks and milk shakes.
● We sell franchise.
● We offer training services.

Products and services

Organic and healthy is at the heart of food these days as people are moving towards a healthier lifestyle. Similar produce is available at
Food Wagon. It delivers nutritious food, custom meat cuts, best sea food items and numerous imported food items to capture the global essence.
Food Wagon is associated with specialists as suppliers in the food department that complements its culinary skill and technique. It has a variety
of different ingredients and produce which keeps it in sync with the latest food trends in the food industry ultimately keeping the freshest
produce and ideas in stock.
Burgers
Basic Grilled Burgers With Topping Suggestions
This item is a grilled meat patty seasoned with salt and pepper with a mix of soy sauce, mustard and bar be que sauce. On top of it is the melting
cheddar and mozzarella cheese dip with a variety of extra toppings that include black olives, jalapenos etc.
Burrito Burgers
This item has the finest burrito flavors. What makes this burger extra delicious is the hot melting cheese on top of the juicy meat patty marinated
with burrito seasoning. It includes salsa, beans, tahini and hummus as extras as well.
Juicy Baked Burgers
This item consists of a juicy meaty patty that is tossed in the pan at first and then baked till its cooked to perfection. It is seasoned with soy
sauce, pepper, HP sauce and a little di john mustard.
Beef Burgers
This item consists of a juicy burger patty seasoned with black pepper, salt, lemon juice and added to it are veggies which include diced onions
and green chili. The patty is coated in egg wash and bread crumbs before it is grilled.
Juicy Baked chicken Burgers With Garlic
This item consists of a juicy combination of chicken legs and thighs keeping it light yet full of flavor. The chicken is marinated in garlic mayo
and butter milk topped with crispy baked potato chips and cheese.
Mushroom Stuffed Burgers
This item consists of a grilled beef patty seasoned with mustard and tomato paste topped with mushroom sauce and chopped up mushrooms as
well. Cheese dip is an add on.
Wings
Spicy Thai Chili Chicken Wings
This item consists of a plate of six baked wings tossed with the juiciest sauce made up of sweet and spicy dip. This sauce consists of lime, chili,
vinegar, orange juice and a little bit of sugar.
Garlic Chicken Wings
This item consists of a platter of six baked wings tossed in garlic mayo sauce and topped with Italian seasoning. ​Thai Style Red Curry Lime
Wings
Drinks
Fresh Lime
Lemonade
Fruit punch
Very Vanilla Chiller
Cocoa Loco
Cookies & Cream
Soft drinks

Market Analysis
Direct competition consists of players that offer similar products and variety as your own. They target the same market segment fulfilling
the needs of people with similar tastes.
An example for this scenario is as follows. A good and direct competition for a food truck is another truck since the idea behind the truck is the
same; delivering food in an innovative manner. Since Pakistan is new to this idea of food trucks so Food Wagon will be a source of attraction for
many. Prior to this there was one food truck that operated in Pakistan for some time but it discontinued due to quality and consistency issues.

The point of difference and point of parity that occur when a comparison is drawn with competitor’s is very important to take into
consideration. Consumers compare prices and quality and service offered to them. The competitive edge can be created by delivering food in the
most innovative manner with nominal prices as well as quality and speed of delivery also matter. Competition that is indirect in nature is tough
to identify and cater to. Since no other food truck exits so indirect threat to Food wagon is from the dine in restaurants that offer burgers in
variety. Examples in Pakistan includes Hardees, Burger King etc.

Hardees
Strengths
Variety of healthy options (Gluten free items)
Customer engagement market stunts
Attractive advertisements/Social media presence
New and refined ideas for innovative menu items
Well established parent company
Weaknesses
Low key global presence
Low product differentiation
Burger King
Strengths

● Brand Identity/Image
● Market penetration is high

Weaknesses

● Competition
● Duplication of Products
● Awareness regarding healthy eating habits

Management
Food Wagon requires very limited staff which consists of at least one head chef accompanied by an assistant chef and an order
taker/delivery person. A manager post will also need to be fulfilled to manage the entire truck.
Food Truck Manager Profile
The right person for this post should be excellent in building strong and committed relationships with both employees and customers. The person
should have the drive to grow and initiate positivity in the work environment.
Skills
Proficient in resolving complaints
Excellent customer care
Quick learner
Welcomes a challenge

Work history
Kept the work place well organized and under control during peak hours
Provided excellent customer service
Quality and speed of delivery monitored

Hardees
Reliable team worker
Proficient in handling cash transactions
Customer care

Education
Matriculation/FSc
Bachelors

Food Truck Worker Profile

Charismatic and enthusiastic
Dedicated
Committed
Skills
Customer care expertise
Organized
Proficient in following guidelines
Hardworking
Experience
Burger king
Speed and quality of delivery maintained
Good communication skills
Hard working and helpful by taking extra shifts
Proficiently made cash
Education
Matriculation
FSc
BA

Food Truck Chef Profile

Dedicated cook
Proficient in cooking knowledge
Skills
Excellent at food presentations
Technical expertise
Flavorful food
Work history
Food truck company cook
Worked at Howdy as a chef
Followed recipes in a well-organized manner
Designed menu, set up pricing
Education
Matriculation
Design & Development Plans
Get the right food wagon:
So to buy a food wagon we will design it before getting it, so it would be easy for us to fit in the staff, inventory and the equipment. While
selecting the food wagon we will also check the size is it enough for the equipment or the staff, then look for the wagon which is new and
make sure it matches with your wagon and last check its fuel consumption is it sustainable and cost-effective or not.

Power running for the wagon:

We would be installing generators and solar panels in order to keep the power on and provide our equipment with the required number of
voltages they required.
Wagon inside/outside layout:
Our kitchen blueprint would non-slip and inflammable floor; there would be a proper ventilation system, a easy way to get the inventory and
emergency exits. We will also get the wagon design outsource by a respectable brand they would be branding there products for example
drinks via our wagon, which will save our money.

Staying put/on road sitting:

We will provide both of them to our customers either they use the outdoor sitting or get the take away.

Development:
 A right menu would be established for the customers so they can get the same kind of food which could be bought up from a restaurant.
In the start we would test our food via different friends and family members, discounts would be offer to the university students in order to check
up the customer feedback. A easy to read menu would be developed with prices which are less than our competitors.

Operations Plan
Weekly Operations Plan:

Operational productivity would be our highest priority for the success of the ​Food Wagon​. Kitchen equipment would be purchased from
BlackSmith Engineering Company after that weekly plan would include, the​ butter which would be provided by nurpur company, Milk and
Cream would be supplied to us my milk pack company. The sauces and spreads would be made weekly at the wagon by the chief. Other than
this the buns would be provided by the Dawn. The other inventory will be shopped from Metro Cash and carry.

The food wagon staff would be operational and would be preparing the food from 10am to 6pm. The first shift would be from 10am to
1pm and the second shift would be from 2pm to 5pm, after the end of each shift there would be a cleaning time of hour provided to the staff as it
would be necessary to keep the place clean. The Food Wagon would be parked every night at AZ Shuttle services; they would be also providing
us wagon maintenance after every week. The wagon would be set up and providing there service in the following business hours:
Monday – Tuesday-Model Wednesday-LUMS Thursday-Fortress Friday-joher town Saturday-moon
Liberty Market town G1 market

Timing Timing Timing Timing Timing Timing

Set up of wagon: Set up of wagon: Set up of wagon: Set up of wagon: Set up of wagon: Set up of wagon:
10:00 am 10:00 am 10:00 am 10:00 am 10:00 am 10:00 am
Regular business Regular business Regular business Regular business Regular business Regular business
Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm Hours: 10am to 5pm
Closing: 6pm Closing: 6pm Closing: 6pm Closing: 6pm Closing: 6pm Closing: 6pm
Wagon Wagon Wagon Wagon Wagon Wagon
Staffing Staffing Staffing Staffing Staffing Staffing
Ali Ali Hassan Ali Ali Ali
Hassan Hassan Farhan Farhan Hassan Hassan
Farhan Traffic/Parking Traffic/Parking Traffic/Parking Traffic/Parking Farhan
Traffic/Parking So one person would So one person would So one person would So one person would Traffic/Parking
So one person would get out of the wagon get out of the wagon get out of the wagon get out of the wagon So one person would
get out of the wagon and instruct the driver and instruct the driver and instruct the driver and instruct the driver get out of the wagon
and instruct the driver to park the wagon in to park the wagon in to park the wagon in to park the wagon in and instruct the driver
to park the wagon in an appropriate way so an appropriate way so an appropriate way so an appropriate way so to park the wagon in
an appropriate way so the traffic is not the traffic is not the traffic is not the traffic is not an appropriate way so
the traffic is not disturbed. disturbed. disturbed. disturbed. the traffic is not
disturbed. Customer Line Customer Line Customer Line Customer Line disturbed.
Customer Line Two lines would be Two lines would be Two lines would be Two lines would be Customer Line
Two lines would be made one for the made one for the made one for the made one for the Two lines would be
made one for the order and the other order and the other order and the other order and the other made one for the
order and the other section for the take section for the take section for the take section for the take order and the other
section for the take away of the meal. away of the meal. away of the meal. away of the meal. section for the take
away of the meal. Staff Rest area Staff Rest area Staff Rest area Staff Rest area away of the meal.
Staff Rest area Liberty market Liberty market Liberty market Liberty market Staff Rest area
Liberty market Liberty market
Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan Garbage/waste Plan
There would be two There would be two There would be two There would be two There would be two There would be two
trash dustbins placed trash dustbins placed trash dustbins placed trash dustbins placed trash dustbins placed trash dustbins placed
at the left hand side of at the left hand side of at the left hand side of at the left hand side of at the left hand side of at the left hand side of
the truck and would the truck and would the truck and would the truck and would the truck and would the truck and would
be disposed of at the be disposed of at the be disposed of at the be disposed of at the be disposed of at the be disposed of at the
end of each shifts. end of each shifts. end of each shifts. end of each shifts. end of each shifts. end of each shifts.
 There would be different selling locations set up for the food wagon: Liberty market, Model Town C Block, Lahore University of
Management & Sciences, Fortress Stadium, G1 Market Johar town & Moon Market Iqbal town. The Wagon would also visit the special events
which would be happening throughout the year in Lahore and it’s nearby areas which includes: coke festival, 7up festival, Solis music and art
festival, Lahore Eat, Punjab food festival ( expo) and Masala food festival by HUM.Tv(expo).

Overall schedule
Existing month May:​ A training plan would be made for the culinary, check for the business name availability,​ ​get the logo name,
machinery for the kitchen, equipment’s for the kitchen purpose, financing would be done through money bank accounts, access for the online
payment methods via MR code, the registration of food wagon from Punjab food authority, get the driver license, a food permit from the food
institutions, get the inventory, set up accounts and start up the business.
First one / two years of business: ​more employees for be hired for the part time work services, employees would be transfer to the full
time work position as the hours get increased , this would let the owner to decrease its hours spent at the wagon. Salary would be also increased
according to the work performance of each employee.
Third / fourth year of business:​ full time employees would be hired so the owner could stay out of the wagon and let the employees
handle the work efficiently.​ Fifth year of business: ​buy more food wagons and keep the business working.​ In Future: ​multiple wagons would
be operating in different cities of Pakistan, open up a restaurant with the brand name​.
 INDUSTRY ANALYSIS

Porter’s Five Forces Framework:

Threat of New Entrants:
The Fast Food/Restaurant industry in Pakistan is highly fragmented; occupied with much quick service and dines in restaurants and
numerous cafes and coffee shops including café burnout or papa roti. These brands are extremely valuable, boasting strong customer loyalty
and recognition; indicating consistent quality and service.
Established cafes and restaurants have the resources to retaliate aggressively through pricing promotions, deterring new players from
entering the marketplace. New entrants lack economies of scale, which existing cafes have developed over time, and utilize to remain
competitive in this low-margin, high-turnover industry. However, social media websites have evened the playing field in terms of marketing
communications; they allow firms to efficiently communicate their message inexpensively. Initial capital outlay and fixed costs are low,
encouraging new entrants.
In this situation we would be one of a kind food truck. However, the imitability of the product is such that the threat of new entrant is very
high. In these circumstances or brand identity and customer loyalty are the only things preventing new entry.
Threat of substitutions:
Substitutes are readily available. Fast food products and readymade products are available in any nearby restaurant, dine-in and cafes.
However, convenience is the value adding component of the service which reduces the threat of substitutes but with many differentiated
players and varying service offerings, customers can select the best value option. Consumers can cook at home cheaply, but this lacks the
convenience element which people require nowadays. Even though the switching between substitutes is low and market is highly
fragmented, we would any edge over other cafes, being a one of a kind food truck in the area. ,.
Power of buyers:
The market’s competitiveness increases buyer power and customers are price sensitive with no or low switching cost between providers.
However, key players attempt to reduce buyer power, offering a product range which caters for the entire demographic, rather than one
specific segment. For example we would target youth with our snacks menu and attract professionals by providing different fast food choices
like sandwiches, soups, salads and beverages. Already present fast food services target the segment, for which the products offered by them
are well affordable as compared to their total spending. High brand value and customer loyalty has reduced buyers’ bargaining power. Buyer
purchase criteria in this market are primarily based on convenience and enjoying good quality food.

Power of Suppliers:
A fast food truck selling on quality core characteristic cannot afford to compromise on quality. The quality of the produces has to meet
certain standards. The suppliers are not highly differentiated in this industry that is if quality is not met by one supplier a switch can between
suppliers, so as to not compromise on quality
Competitive Rivalry:
The direct competitors of our food truck would be eating places like hardeez, burger king and johnny n jugnu. Competition is primarily cost
based with restaurants and cafes continuously investing in their production and service processes to undercut competitors. Exit costs are low
and branding is the most prevalent weapon for competing, mostly through social networking sites.
PEST Framework
Political:
Political factor can have the major impact on threat of entry. In a country where there is uncertainty and definite political unrest; lead to a
negative impact on potential investors. The firm has to abide by the policies and market regulations imposed by the government of Pakistan.
The level of corruption is high and fast food services may use unethical ways to increase their profit margins.
Economic:
Due to the high income disparity and the adverse economic conditions, unemployment is on the rise due to which the labor cost is
decreasing, increasing the wealth of already well off people which is our target market, aiding in the growth of fast food services alike. The
products and service offered by them are under the disposable income of our target market. Inflation which is high in our target region, may
provoke higher wage demands from employees and raise costs.

Social:
Due to increasing Health Awareness and consumers’ changing Attitude towards healthy products it is now important for fast food services to
offer healthier selections within their menus. People are now more status conscious in our society, opinions and attitudes of other people
matter. Even the choice of place to eat is considered important and signify your status. Consumers now prefer these high end café, fast food
services and restaurants. Increasing consumer awareness about food products, flavors and tastes has led to a demand in more varieties to
choose from. Convenience is also an important factor in our society which constitutes a segment of working class which prefer a fast food
service, dine-in restaurant or a café than to cook at home.
Technological:​ With the advancement in technology and innovation the efficiency of operations can be increased. Technological Innovations
attracts people attention and can be an edge for the operating firms. Modernist-Technological themed café, fast food services and restaurant with
for example Wi-Fi facilities and soothing music playing in the background are getting more importance in consumer's mind.

ENTRY STRATEGY:
The business would have the first movers’ advantage in the market as no such direct competition is present in the market for a food truck. The
business would also have a novelty value of being one of its kind, which can be ultimately utilized from the marketing perspective.
The food truck would be the producer and distributor of its own service, i.e. it will fall in the middle of the supply chain between its suppliers
and its customers. This is the best method to ensure quality which has been our main focus throughout.
One thing to consider is that we will be starting with Lahore, where we will be required to have a permit for the business. We would have to get
a license from the Directorate of Municipal Administration of the civic authority before starting any commercial activity in the provincial capital.
The licenses will have the whole information of the business and the business-holder.
BUSINESS AUDIT
Competitive Advantage:
The major competitive advantage that we will have working for us will be the aspect that we provide food on the go. It is a mobile service
that can not only adapt to the area but also adapt to the surroundings and adapt the ambience accordingly e.g music, folding seating area that
can be set up next to the truck etc.
Another aspect that sets us apart from our competition is the fact that our food will be able to adapt to the people as well as seasons. We can
have soups in the winter and ice cream or lemonade in the summers. This will attract not only those people that care to have entire meals on
the go but also those people that might be busy in their work, shopping etc. but would like to stop for s hot cup of soup before they continue
on. It is the perfect balance between snacks and proper dinner which does act as fast food but will provide much healthy and non-processed
food. Our burger patties will be made from scratch rather than store bought K&N’s patties as most burger vendors do. Our French fries will
be fresh and hot and the oil they will be cooked in will be changed on a regular basis. Keeping this in mind, our prices will be slightly more
than our other mobile competition, but it will a much more healthy alternative which a significant amount of people in the country and
beginning to shift towards.
Considering the fact that a food truck will be the first of its kind in the business, we will benefit from the first mover’s advantage and this
will be able to adapt to the environment and establish a name much before any competitor. Being able to take input and feedback from our
customers to be able to introduce new things or eliminate things that they do not consider value addition in a timely manner will also be a
significant competitive advantage for us.

SWOT Analysis:
Strengths​:
 ● First mover advantage.

● Mobility of the business, making us available to clientele.

● Mobility also allows us to change our location keeping view of the demand.

● An increased level of personal customer service as we can travel to the customers

● We can “cater” for difference events such as festivals, sporting events, shows and concerts.

● Change the menu according to seasonality

● Offering a large variety of choice in our produce like regular fast food as well as, providing easier access to healthier options

● A website and Facebook page through which bookings and pre orders can be arranged and the customer can keep track of area we
cover

● Offering reasonable prices

Weaknesses:​
● Lack of a fixed position

● No sitting area
 ● Lack of established reputation- because we are a new business it is important to establish a good reputation with the target market, as
reputation can be the difference between success and failure.

● We will start small with only one truck. As we’ll be moving around, we might miss our potential customers

● Need to move away from just targeting youth to include the lunch break business market as well.

● Can only carry a limited amount of stock - however we need to make sure that we have enough for busy periods

Opportunities​:
● Although we are starting off small we are looking at expanding and growing our business when more income is coming in which means
we will be able to target more areas (e.g. opportunity to increase mobile vans)

● There is opportunity to market the broader community with healthier options and products available instead of just targeting we also want
to the older target market

● Ever-changing technology that will allow us to improve our product quality and offer more variety

● Opportunity to work nights for example on the weekends delivering to customers as home

● An app will be available which can be accessed by all, showing all of the areas that we will be going to and the menu on that particular
day
 Threats​:
● Competition from similar businesses (fast food chains) operating either in the same location or surrounding areas

● Easily imitable - New food trucks.

● Seasonality of product – we will offering additional products in winter months like hot food however most people prefer indoor food
access in winters.

● Downturns in the economy

● City’s no go zones

● Political turmoil causing riots and city wide shut down.

SWOT Conclusion:
Based on this SWOT we can see that the business would be in good standing, venture wise. The ability to capitalize on this opportunity
properly would yield great reward translating to high profits and lower costs. A good strategic defence against threats would lower the risks,
which further profitability of the operations will decrease. `
Sustainability:
This food truck has the potential of having a positive impact on society as it will help reduce automobile emissions. This is because by
introducing this one truck a lot of consumers will not have to drive to and from a food restaurant and this would reduce the car fumes.
Financial Pricing
Startup Cash flow Statement
The main idea of a food truck attracted us because it saved us rental costs and the fact that it could be moved around different places at
rushy hours to increase revenues. We prepared a startup cash flow statement to calculate the investment to be made by each partner.
A rough estimate of the investment required to build a food truck is roughly Rs.1380000.
The cost of a used food truck ranges from around Rs. 300,000 to Rs.800,000 with different models and conditions. The trucks that are
available in the market are not as per the standards of the Food Authority as well as our target market which is mostly the Upper Middle Class of
the Society and majorly students. A rough amount of Rs. 250,000 would be needed to upgrade the Truck to make it more attractable to the
customers. The estimated costs of upgrade include the costs of designing and the interior as well as any damages in the truck itself which can
lead to problems in our daily operations. We have also planned to get the truck insured which would initially cost us Rs.50,000.
The second major cash outflow is the equipment we would need to install in our Food Wagon. This equipment would be majorly the cooking
equipment as well as any other equipment required such as fridges, stove, gas cylinders, etc.
We have estimated that we would need to market our brand on all platforms which would include social media platforms like Facebook,
Instagram, Twitter, etc to promote our brand to the upper middle class. Text messages would also be send with the help of specialized marketing
to promote Food Wagon.
As told before, we will have a total of three employees who would all be paid a total of Rs. 60,000 estimated salaries in total each month which
would be required in advance before we launch our project.
 The inventories we require for our Food Wagon are all perishable and so we can not buy for more than a week and in some cases we have
to buy the inventory daily to deliver fresh products to customers. We would also require Rs. 70,000 cash for our inventories in daily routine
which include Fresh buns, milk, etc on daily basis and non perishable goods like packaging and serving material on monthly basis.

Startup Cashflow

Cash inflows Rs.

Investors Rs.1,380,000

Cash Outflows

Van Cost Rs.700,000.00

Upgrade and Insurance Rs.300,000.00

Equipment (Cooking Equipment, Fridges,etc.) Rs.200,000.00

Marketing Costs Rs.50,000.00

Salaries Rs.60,000.00

Inventories Rs.70,000.00

Rs.1,380,000.
Total 00
Income Statement Forecasts (Year 1)

Food Wagon

Income Statement Forecast

Year 1

Rs Rs. Rs.

Revenue 3000000

Cost of goods sold (35% of

Revenue) 1,050,000

Gross profit 1,950,000

Expenses (58.33% of Revenue)

Travelling Expense 250,000

Salaries 720,000

Marketing costs 80,000

Maintenance & insurance 100,000

Total expenses 1,150,000

Profit 800,000
Future Cash flow Forecasts

Our business plan is not just feasible but can be also franchised to investors who are willing to invest for one wagon or as many wagons
as they are comfortable with. This will enable us to multiply our profits and enable us to expand our operation all around lahore.
This is a rough estimate on how the sales for one truck are expected to increase by 25% in the first year due to marketing techniques and various
new offers and deals that would be introduced all around our first year. After our first successful year the sales are expected to increase at an

average 10% each year which is based on estimates.

 Food Wagon

Cash Flow Forecast

(With One Truck)

Year 2019 2020 2021

Cash Inflows Rs. Rs. Rs.

Revenue (25% increase- Year 1

10% increase - Year 2) Rs.3,000,000 Rs.3,750,000 Rs.4,125,000

Cash Outflows

Operating costs (COGS) Rs.750,000 Rs.937,500 Rs.1,031,250

(25% of Revenue)

Expenses Rs.1,149,900 Rs.1,437,375 Rs.1,581,113

(38.33% of Revenue)

Total Outflows Rs.1,899,900 Rs.2,374,875 Rs.2,612,363

Net Cash Inflow Rs.1,100,100 Rs.1,375,125 Rs.1,512,638

Marketing Message
Food Wagon is a rolling burger joint that caters to customers who love premium, hygienic and proper burgers, wings and shakes. We are
the only mobile food truck that is at you service. We are accessible to all of our customers because we are on the road all the time, literally! We
provide you with the most authentic and exclusive beef burgers in town. Our shakes are to die for! Not to mention our delicious wings, they
come with the most exclusive sauce toppings only available at Food Wagon. Our customers are always our priority, we put our staff through a
whole month of training so that we don’t fall short on satisfying YOU! So what are you waiting for? Visit Food Wagon now or we might just
visit you!

Mobile Message
Hunger pangs? Craving Burgers?
Take Away our
Mouthwatering and delicious Burgers & Wings
 Call now
03234277775
03004437665
FOOD WAGON

Appendix(A)

Burgers

Basic Grilled Burgers with Topping Suggestions 500Rs​/-

This item is a grilled meat patty seasoned with salt and pepper with a mix of soy sauce, mustard and bar be que sauce. On top of it is the melting
cheddar and mozzarella cheese dip with a variety of extra toppings that include black olives, jalapenos etc.
Burrito Burgers​ 630Rs/-

This item has the finest burrito flavors. What makes this burger extra delicious is the hot melting cheese on top of the juicy meat patty marinated
with burrito seasoning. It includes salsa, beans, tahini and hummus as extras as well.
Juicy Baked Burgers​ 580Rs/-
This item consists of a juicy meaty patty that is tossed in the pan at first and then baked till its cooked to perfection. It is seasoned with soy
sauce, pepper, HP sauce and a little di john mustard.
Beef Burgers​ 660Rs/-

This item consists of a juicy burger patty seasoned with black pepper, salt, and lemon juice and added to it are veggies which include diced
onions and green chili. The patty is coated in egg wash and bread crumbs before it are grilled.
Juicy baked chicken Burgers with Garlic​ 500Rs/-
This item consists of a juicy combination of chicken legs and thighs keeping it light yet full of flavor. The chicken is marinated in garlic mayo
and butter milk topped with crispy baked potato chips and cheese.
Mushroom Stuffed Burgers​ 650Rs/-

This item consists of a grilled beef patty seasoned with mustard and tomato paste topped with mushroom sauce and chopped up mushrooms as
well. Cheese dip is an add on.
Wings and Drinks
7.1. Spicy Thai Chili Chicken Wings 499Rs/-

This item consists of a plate of six baked wings tossed with the juiciest sauce made up of sweet and spicy dip. This sauce consists of lime, chili,
vinegar, orange juice and a little bit of sugar.
7.2 Garlic Chicken Wings 400Rs/-
This item consists of a platter of six baked wings tossed in garlic mayo sauce and topped with Italian seasoning.

8.1. Fresh Lime 80Rs/-

8.2. Lemonade 60Rs/-
8.3. Fruit punch 150Rs/-
8.4. Very Vanilla Chiller 350Rs/-
8.5. Cocoa Loco 350Rs/-
8.6. Cookies & Cream 350Rs/-
8.7. Soft drinks 50Rs/-
Appendix (B)