Coffee Truck Business Plan
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Executive Summary
Business Overview
Java Joy Coffee Truck Company is a startup mobile coffee business located in San Francisco, California. The company is founded by Janelle Foster, a coffee aficionado and former employee of a nationally-known coffee shop chain store. Janelle worked as a barista at the coffee shop for seven years, where she garnered a significant following of coffee lovers, who would patiently wait for her to customize their coffee to suit the individual preferences of each client. Her barista skills were so high, Janelle consistently won corporate prizes and recognition for the customers she brought to the coffee shop chain.
Java Joy Coffee Truck Company is the outgrowth of Janelle’s enjoyment of coffee and her love for being outdoors. She purchased a used truck for mobile service and has determined which coffee varieties and types of beverages will be offered at the coffee truck. In addition, she will require an office to conduct administrative tasks and hold inventory for the business. Java Joy Coffee Truck Company will be the ultimate choice in San Francisco for unbelievably good coffee and delicious beverages built around the much-loved coffee bean.
Product Offering
The following are the products and services that Java Joy Coffee Truck Company will provide:
- Comprehensive array of specialty coffees and beverages made with coffee
- Herbal and specialty teas and tea blends
- Hot chocolate, iced beverages, seasonal beverages
- French pastries, cookies and tarts
- Exceptional quality and service
- Mobile app with coffee truck location finder
- 7-Day coffee truck service in select areas
- Coffee card for BOGO offers
Customer Focus
Java Joy Coffee Truck Company will target busy professionals, students, and individuals on the go who appreciate high-quality coffee and value convenience. Java Joy Coffee Truck Company will also cater events, corporate functions, and public gatherings, capitalizing on the demand for mobile coffee services.
Management Team
Java Joy Coffee Truck Company will be owned and operated by Janelle Foster. She recruited her former barista assistant, Cherry White, to be the new Senior Barista in the coffee truck business.
Janelle Foster is a coffee aficionado and former employee of a nationally-known coffee shop chain store. Janelle worked as a barista at the coffee shop for seven years, where she garnered a significant following of coffee lovers, who would patiently wait for her to customize their coffee to suit the individual preferences of each client. Her barista skills were so high, Janelle consistently won corporate prizes and recognition for the customers she brought to the coffee shop chain.
Cherry White, a former barista assistant for Janelle Foster, will be the Senior Barista in the coffee truck business. Cherry will rotate with Janelle during the truck shifts and, in addition, she will assist in managing the office location on an “as needed” basis.
Success Factors
Java Joy Coffee Truck Company will be able to achieve success by offering the following competitive advantages:
- Friendly, knowledgeable, and highly-qualified team of Java Joy Coffee Truck Company
- Comprehensive menu and reliable service for coffee lovers throughout San Francisco.
- Wide range of coffee beverages, teas, hot chocolate and diet-specific beverages for residents of the city
- Java Joy Coffee Truck Company offers the best pricing in town. Their pricing structure is the most cost effective when compared to the competition.
Download the Coffee Truck business plan template (including a customizable financial model) to your computer here <–
Financial Highlights
Java Joy Coffee Truck Company is seeking $200,000 in debt financing to launch its Java Joy Coffee Truck Company. The funding will be dedicated toward securing the office space and purchasing office equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for the print ads and marketing costs. The breakout of the funding is below:
- Office space build-out: $20,000
- Office equipment, supplies, and materials: $10,000
- Three months of overhead expenses (payroll, rent, utilities): $150,000
- Marketing costs: $10,000
- Working capital: $10,000
The following graph outlines the financial projections for Java Joy Coffee Truck Company.
Company Overview
Who is Java Joy Coffee Truck Company?
Java Joy Coffee Truck Company is a newly established, full-service coffee truck company in San Francisco, California. Java Joy Coffee Truck Company will be the most reliable, cost-effective, and delicious choice for business professionals and residents in San Francisco and the surrounding communities. Java Joy Coffee Truck Company will provide a comprehensive menu of coffee, tea, pastries and other specialties for customers to enjoy. Their full-service approach includes a reliable schedule of on-time coffee truck services.
Java Joy Coffee Truck Company will be able to serve busy professionals and residents. The team of professionals are highly qualified and experienced in choosing and preparing highly-desirable coffee and teas. Java Joy Coffee Truck Company removes all headaches and issues of finding the coffee one can enjoy and ensures convenience and select, premium coffees while delivering the best customer service.
Java Joy Coffee Truck Company History
Java Joy Coffee Truck Company will be owned and operated by Janelle Foster. She is a coffee aficionado and former employee of a nationally-known coffee shop chain store. Janelle worked as a barista at the coffee shop for seven years, where she garnered a significant following of coffee lovers, who would patiently wait for her to customize their coffee to suit the individual preferences of each client. Her barista skills were so high, Janelle consistently won corporate prizes and recognition for the customers she brought to the coffee shop chain.
Since incorporation, Java Joy Coffee Truck Company has achieved the following milestones:
- Registered Java Joy Coffee Truck Company, LLC to transact business in the state of California.
- Has a contract in place for a 5,000 square foot office in a midtown building.
- Reached out to numerous former customers to include Java Joy Coffee Truck Company in their everyday schedules.
- Began recruiting a staff of two and two office personnel to work at Java Joy Coffee Truck Company.
Java Joy Coffee Truck Company Products & Services
The following will be the products and services Java Joy Coffee Truck Company will provide:
- Comprehensive array of specialty coffees and beverages made with coffee
- Herbal and specialty teas and tea blends
- Hot chocolate, iced beverages, seasonal beverages
- French pastries, cookies and tarts
- Exceptional quality and service
- Mobile app with coffee truck location finder
- 7-Day a week coffee truck service in select areas
- Coffee card for BOGO offers
- Day to day management
Industry Analysis
The coffee truck industry is expected to grow over the next five years to over $5 billion.
The growth will be driven by an increasing demand for specialty coffee
The growth will be driven by the convenience and mobility of coffee trucks
The growth will be driven by the entrepreneurial opportunities it offers
The growth will be driven by evolving consumer trends
Costs will likely be reduced as economies of scale are applied
Costs will likely be reduced as technology advances
Costs will likely be reduced as supply chains are optimized
Download the Coffee Truck business plan template (including a customizable financial model) to your computer here <–
Customer Analysis
Demographic Profile of Target Market
Java Joy Coffee Truck Company will target those professionals and residents in San Francisco, California. They will target students and individuals on the go who appreciate high-quality coffee and value convenience. Java Joy Coffee Truck Company will also cater events, corporate functions, and public gatherings, capitalizing on the demand for mobile coffee services.
The precise demographics for Java Joy Coffee Truck Company are:
| Total | Percent | |
|---|---|---|
| Total population | 1,680,988 | 100% |
| Male | 838,675 | 49.9% |
| Female | 842,313 | 50.1% |
| 20 to 24 years | 114,872 | 6.8% |
| 25 to 34 years | 273,588 | 16.3% |
| 35 to 44 years | 235,946 | 14.0% |
| 45 to 54 years | 210,256 | 12.5% |
| 55 to 59 years | 105,057 | 6.2% |
| 60 to 64 years | 87,484 | 5.2% |
| 65 to 74 years | 116,878 | 7.0% |
| 75 to 84 years | 52,524 | 3.1% |
Customer Segmentation
Java Joy Coffee Truck Company will primarily target the following customer profiles:
- Professionals and residents of San Francisco
- Students and individuals on-the-go
- They will target event venues and party planners
- They will target groups who organize public or private gatherings
Competitive Analysis
Direct and Indirect Competitors
Java Joy Coffee Truck Company will face competition from other companies with similar business profiles. A description of each competitor company is below.
Perk On Wheels
Perk On Wheels is owned and operated by Jim and Claire Payton. Jim and Claire have been coffee aficionados for over twenty years and started the Perk On Wheels business in 2021. It is a vibrant and bustling coffee truck business that brings the art of specialty coffee to the streets. With a mission to provide exceptional coffee experiences on the go, this mobile cafe roams the city, delighting coffee lovers with its irresistible aroma and expertly crafted beverages.
The exterior of the truck is adorned with eye-catching graphics featuring coffee beans, steam, and inviting colors that convey the warmth and energy of the business. As customers approach, they are greeted by Jim and Claire, who take pride in their craft and are passionate about delivering the perfect cup of coffee every time.
Bay Brews
Bay Brews is a popular coffee truck business owned by Nigel Franklin that travels to various locations in the south side of San Francisco, bringing a dose of caffeine and flavor to the city’s vibrant culture. Nestled amidst the iconic landmarks and eclectic neighborhoods, this mobile coffee shop offers a unique coffee experience for locals and tourists alike. The exterior of the truck showcases a sleek design with a modern twist, featuring the iconic San Francisco skyline in vibrant colors. The truck’s dynamic appearance reflects the city’s energetic spirit and serves as a beacon for coffee enthusiasts seeking a quality brew.
Stepping up to the outdoor counter of Bay Brews, customers are greeted by a friendly barista, Nigel, who is passionate about crafting the perfect cup of coffee. The warm and inviting conversations with Nigel encourages customers to relax, enjoy their coffee, and engage in conversations with fellow patrons.
Brew & Infuse Coffee Truck
Brew & Infuse is a charming coffee and tea truck that caters to the diverse tastes and preferences of beverage enthusiasts. With a commitment to serving top-quality coffee and tea concoctions, this mobile café brings a delightful fusion of flavors on wheels, satisfying the cravings of coffee and tea lovers alike. Outside the truck, Terri Jacobs, the owner of the company, places chairs around to form a community of coffee lovers in a relaxing environment.
Brew & Infuse offers an extensive menu that caters to both coffee and tea connoisseurs. Coffee lovers can choose from a range of expertly brewed single-origin coffees, signature espresso-based drinks, and indulgent flavored lattes. Each coffee creation is made using freshly roasted beans sourced from local and sustainable coffee farms, ensuring a rich and aromatic experience with every sip. Brew & Infuse is a community-oriented business focused on serving the south San Francisco area. As such, the Brew & Infuse company often collaborates with local artisans, hosting workshops and coffee tastings.
Download the Coffee Truck business plan template (including a customizable financial model) to your computer here <–
Competitive Advantage
Java Joy Coffee Truck Company will be able to offer the following advantages over their competition:
- Friendly, knowledgeable, and highly-qualified team of Java Joy Coffee Truck Company
- Comprehensive menu and reliable service for coffee lovers throughout San Francisco.
- Wide range of coffee beverages, teas, hot chocolate and diet-specific beverages for residents of the city
- Java Joy Coffee Truck Company offers the best pricing in town. Their pricing structure is the most cost effective when compared to the competition.
Marketing Plan
Brand & Value Proposition
Java Joy Coffee Truck Company will offer the unique value proposition to its clientele:
- Highly-qualified team of skilled employees that is able to provide a comprehensive array of specialty coffees and teas, produced upon request for the freshest flavors
- French pastries and delicacies to accompany coffee and tea, as well as iced beverages
- 7-day-a-week coffee truck service
- Mobile app to locate the coffee truck any day of the week.
- Unbeatable pricing for customers; they will offer the lowest pricing in the city.
Promotions Strategy
The promotions strategy for Java Joy Coffee Truck Company is as follows:
Word of Mouth/Referrals
Java Joy Coffee Truck Company has built up an extensive list of customers over the years by providing exceptional service and expertise to clients. Many of those customers will follow Janelle to her new company and help spread the word of Java Joy Coffee Truck Company.
Print Advertising
Java Joy Coffee Truck Company will send out direct-mail flyers to all residents and professionals within the San Francisco area to promote the opening of the coffee truck business. A complete schedule of locations and times will be listed, along with discount pricing for the first month of business.
Website/SEO Marketing
Java Joy Coffee Truck Company will fully utilize their website. The website will be well organized, informative, and list all the products that Java Joy Coffee Truck Company provides. The website will also list their contact information and reservations for orders to pick up at the truck. The website presence will engage SEO marketing tactics so that anytime someone types in the Google or Bing search engine “coffee truck” or “coffee near me”, Java Joy Coffee Truck Company will be listed at the top of the search results.
Pricing
The pricing of Java Joy Coffee Truck Company will be moderate and on par with competitors so customers feel they receive excellent value when purchasing their services.
Operations Plan
The following will be the operations plan for Java Joy Coffee Truck Company.
Operation Functions:
- Janelle Foster will be the Owner and President of the company. She will oversee the inventory and manage client relations. Janelle has spent the past year recruiting the following staff:
- Cherry White, a former barista assistant for Janelle Foster, will be the Senior Barista in the coffee truck business. Cherry will rotate with Janelle during the truck shifts and, in addition, she will assist in managing the office location on an “as needed” basis.
Download the Coffee Truck business plan template (including a customizable financial model) to your computer here <–
Milestones:
Java Joy Coffee Truck Company will have the following milestones completed in the next six months.
- 5/1/202X – Finalize contract to lease office space
- 5/15/202X – Finalize personnel contracts for the Java Joy Coffee Truck Company
- 6/1/202X – Finalize contracts for Java Joy Coffee Truck Company suppliers
- 6/15/202X – Begin sending direct mail pieces
- 6/22/202X – Begin moving into Java Joy Coffee Truck Company office
- 7/1/202X – Java Joy Coffee Truck Company opens its doors for business
Management Team
Java Joy Coffee Truck Company will be owned and operated by Janelle Foster. She recruited her former barista assistant, Cherry White, to be the new Senior Barista in the coffee truck business.
Janelle Foster is a coffee aficionado and former employee of a nationally-known coffee shop chain store. Janelle worked as a barista at the coffee shop for seven years, where she garnered a significant following of coffee lovers, who would patiently wait for her to customize their coffee to suit the individual preferences of each client. Her barista skills were so high, Janelle consistently won corporate prizes and recognition for the customers she brought to the coffee shop chain.
Cherry White, a former barista assistant for Janelle Foster, will be the Senior Barista in the coffee truck business. Cherry will rotate with Janelle during the truck shifts and, in addition, she will assist in managing the office location on an “as needed” basis.
Financial Plan
Key Revenue & Costs
The revenue drivers for Java Joy Coffee Truck Company are the fees they will charge to the customers for their products and services.
The cost drivers will be the overhead costs required in order to staff Java Joy Coffee Truck Company. The expenses will be the payroll cost, rent, utilities, office supplies, and marketing materials.
Funding Requirements and Use of Funds
Java Joy Coffee Truck Company is seeking $200,000 in debt financing to launch its coffee truck business. The funding will be dedicated toward securing the office space and purchasing office equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for the print ads and association memberships. The breakout of the funding is below:
- Office space build-out: $20,000
- Office equipment, supplies, and materials: $10,000
- Three months of overhead expenses (payroll, rent, utilities): $150,000
- Marketing costs: $10,000
- Working capital: $10,000
Download the Coffee Truck business plan template (including a customizable financial model) to your computer here <–
Key Assumptions
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Number of Customers Per Month: 1,200
- Average Revenue per Month: $24,000
- Office Lease per Year: $100,000
Financial Projections
Income Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| Revenues | ||||||
| Total Revenues | $360,000 | $793,728 | $875,006 | $964,606 | $1,063,382 | |
| Expenses & Costs | ||||||
| Cost of goods sold | $64,800 | $142,871 | $157,501 | $173,629 | $191,409 | |
| Lease | $50,000 | $51,250 | $52,531 | $53,845 | $55,191 | |
| Marketing | $10,000 | $8,000 | $8,000 | $8,000 | $8,000 | |
| Salaries | $157,015 | $214,030 | $235,968 | $247,766 | $260,155 | |
| Initial expenditure | $10,000 | $0 | $0 | $0 | $0 | |
| Total Expenses & Costs | $291,815 | $416,151 | $454,000 | $483,240 | $514,754 | |
| EBITDA | $68,185 | $377,577 | $421,005 | $481,366 | $548,628 | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| EBIT | $41,025 | $350,417 | $393,845 | $454,206 | $521,468 | |
| Interest | $23,462 | $20,529 | $17,596 | $14,664 | $11,731 | |
| PRETAX INCOME | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Use of Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Taxable Income | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Income Tax Expense | $6,147 | $115,461 | $131,687 | $153,840 | $178,408 | |
| NET INCOME | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 |
Balance Sheet
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| ASSETS | ||||||
| Cash | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 | |
| Accounts receivable | $0 | $0 | $0 | $0 | $0 | |
| Inventory | $30,000 | $33,072 | $36,459 | $40,192 | $44,308 | |
| Total Current Assets | $184,257 | $381,832 | $609,654 | $878,742 | $1,193,594 | |
| Fixed assets | $180,950 | $180,950 | $180,950 | $180,950 | $180,950 | |
| Depreciation | $27,160 | $54,320 | $81,480 | $108,640 | $135,800 | |
| Net fixed assets | $153,790 | $126,630 | $99,470 | $72,310 | $45,150 | |
| TOTAL ASSETS | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 | |
| LIABILITIES & EQUITY | ||||||
| Debt | $315,831 | $270,713 | $225,594 | $180,475 | $135,356 | |
| Accounts payable | $10,800 | $11,906 | $13,125 | $14,469 | $15,951 | |
| Total Liability | $326,631 | $282,618 | $238,719 | $194,944 | $151,307 | |
| Share Capital | $0 | $0 | $0 | $0 | $0 | |
| Retained earnings | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| Total Equity | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| TOTAL LIABILITIES & EQUITY | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 |
Cash Flow Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| CASH FLOW FROM OPERATIONS | ||||||
| Net Income (Loss) | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 | |
| Change in working capital | ($19,200) | ($1,966) | ($2,167) | ($2,389) | ($2,634) | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| Net Cash Flow from Operations | $19,376 | $239,621 | $269,554 | $310,473 | $355,855 | |
| CASH FLOW FROM INVESTMENTS | ||||||
| Investment | ($180,950) | $0 | $0 | $0 | $0 | |
| Net Cash Flow from Investments | ($180,950) | $0 | $0 | $0 | $0 | |
| CASH FLOW FROM FINANCING | ||||||
| Cash from equity | $0 | $0 | $0 | $0 | $0 | |
| Cash from debt | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow from Financing | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow | $154,257 | $194,502 | $224,436 | $265,355 | $310,736 | |
| Cash at Beginning of Period | $0 | $154,257 | $348,760 | $573,195 | $838,550 | |
| Cash at End of Period | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 |
Coffee Truck Business Plan FAQs
What Is a Coffee Truck Business Plan?
A coffee truck business plan is a plan to start and/or grow your coffee truck business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.
You can easily complete your Coffee Truck business plan using our Coffee Truck Business Plan Template here.
What are the Main Types of Coffee Truck Businesses?
There are a number of different kinds of coffee truck businesses, some examples include: Coffee & More Truck, Coffee Bar Truck, and Coffee Cart.
How Do You Get Funding for Your Coffee Truck Business Plan?
Coffee Truck businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.
What are the Steps To Start a Coffee Truck Business?
Starting a coffee truck business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.
1. Develop A Coffee Truck Business Plan - The first step in starting a business is to create a detailed coffee truck business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.
2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your coffee truck business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your coffee truck business is in compliance with local laws.
3. Register Your Coffee Truck Business - Once you have chosen a legal structure, the next step is to register your coffee truck business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.
4. Identify Financing Options - It’s likely that you’ll need some capital to start your coffee truck business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.
5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.
6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.
7. Acquire Necessary Coffee Truck Equipment & Supplies - In order to start your coffee truck business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation.
8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your coffee truck business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.