Daal House Final Presentation for Dobson

8/3/2019 Daal House Final Presentation for Dobson

1/28

4/27/2011 1

1

1

a

Vonita Samtani Amit Oberoi Shrey Ahuja

Simon Addou Brett Hodgins


2/28

4/27/2011 2

2

2

Daal House

A Premium Food TruckIn the heart of downtownToronto, Daal House is apremium food truck business

serving delicious healthydaals.

Coupled with innovativemarketing techniques, DaalHouse leverages loweroverhead costs, highermargins and quick turnoverassociated with the foodtruck business model.

The Business

Marketoverview

Marketing Logistics Financials

ExpansionPlan

Conclusion


3/28

4/27/2011 3

3

3

Agenda

The Business

Market Overview

Marketing Plan

Logistics

Financials

Expansion Plan

Conclusion

The Business

Marketoverview


ExpansionPlan

Conclusion


4/28

4/27/2011 4

4

4

What is Daal?A dish made from split lentils and avariety of spices that is eatenprimarily in India, Pakistan, Nepal,and where it is an important protein

and iron supplement to the averagelow-meat diet.

Daal is rich in vitamins, antioxidants,and a soluble fibre and requires noprocessing or refinement.

It is a simple, time tested super foodfree from gimmicks orpharmaceutical additives.

The Business

Marketoverview


ExpansionPlan

Conclusion


5/28

4/27/2011 5

5

5

Daal House Menu

The Business

Marketoverview


ExpansionPlan

Conclusion

Three types of lentils/beans served with rice Daal: Lentils Rajma: Kidney beans Chole: Chickpeas

Morning takeaway brown bag lunches

Price per meal:

$5 & $7


6/28

4/27/2011 6

6

6

Our truck

The Business

Marketoverview


ExpansionPlan

Conclusion


7/28

4/27/2011 777

Why Here? Why Now?

Food truck movement

in U.S. starts

Toronto initiates

A La Carte program

2000 2009 2012

opportunity

The BusinessMarket

overviewMarketing Logistics Financials

ExpansionPlan

Conclusion


8/28

4/27/2011 888

The BusinessMarket


ExpansionPlan

Conclusion

Los Angeles New York

US Food Trucks


9/28

4/27/2011 999

The Trucks are on the move

The BusinessMarket


ExpansionPlan

Conclusion


10/28

4/27/2011 101010

Hot Dog carts

Health FoodRestaurants

Daal House

High Health Value

Low Accessibility

Low Health Value

The Toronto A la CarteProgram

High Accessibility

The BusinessMarket

overview Marketing Logistics FinancialsExpansion

PlanConclusion

Market Positioning


11/28

4/27/2011 111111

The BusinessMarket


PlanConclusion

Brand ImageNutritious Efficient

Tasty Healthy

Target ConsumersOffice workers Health conscious people

Brown bag lovers Travelers
http://www.google.ca/imgres?imgurl=http://www.food-faq.net/food/food_pyramid.gif&imgrefurl=http://www.food-faq.net/&usg=__-HXL70pkjdV_Bl3uVkGAM-NZJks=&h=435&w=469&sz=39&hl=en&start=2&sig2=eUmYB2kcCWkFF6wXZ6uwwA&zoom=1&um=1&itbs=1&tbnid=7ID-R6xeIN2fRM:&tbnh=119&tbnw=128&prev=/images?q=food+pyramid&um=1&hl=en&tbs=isch:1&ei=CiboTMHeK8H-8AbFtYTXDAhttp://www.google.ca/imgres?imgurl=http://lh3.ggpht.com/__5_Zni9vIaA/SlTBgNliPoI/AAAAAAAAAV0/4TyqmgjplL4/food+truck.png&imgrefurl=http://picasaweb.google.com/lh/photo/j5CwFJLghkqAH8qEEok2hA&usg=__FfW80rVkUNlnbfe12uxAA6_-HVM=&h=315&w=462&sz=36&hl=en&start=51&sig2=Jt3ueLO6rOaKlUli4jmmnw&zoom=0&um=1&itbs=1&tbnid=IG-DY1p5mEdgIM:&tbnh=87&tbnw=128&prev=/images?q=food+truck+cartoon&start=40&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1&ei=9iboTNP2BMKB8gaTiNjLDAhttp://www.google.ca/imgres?imgurl=http://www.dbcomputerco.com/images/OfficeWorker.GIF&imgrefurl=http://www.dbcomputerco.com/PersonnelTracker.html&usg=__I5NGXeNNuMHCdTN93wnysZussYc=&h=125&w=120&sz=23&hl=en&start=71&sig2=W7uFRREAJAyQ_QahtDUnhQ&zoom=1&um=1&itbs=1&tbnid=6lt_VWr3KDzWxM:&tbnh=90&tbnw=86&prev=/images?q=office+worker&start=60&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=ninoTOGZKcH68AbIzejDDAhttp://www.google.ca/imgres?imgurl=http://www.dbcomputerco.com/images/OfficeWorker.GIF&imgrefurl=http://www.dbcomputerco.com/PersonnelTracker.html&usg=__I5NGXeNNuMHCdTN93wnysZussYc=&h=125&w=120&sz=23&hl=en&start=71&sig2=W7uFRREAJAyQ_QahtDUnhQ&zoom=1&um=1&itbs=1&tbnid=6lt_VWr3KDzWxM:&tbnh=90&tbnw=86&prev=/images?q=office+worker&start=60&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=ninoTOGZKcH68AbIzejDDAhttp://www.google.ca/imgres?imgurl=http://www.foodmall.org/images/veg-salad-with-fruits_985.jpg&imgrefurl=http://www.foodmall.org/entry/5-basic-rules-to-keep-healthy/&usg=__L4cgySSTF-RBBfuxAyeEzf8FMr0=&h=407&w=420&sz=52&hl=en&start=4&sig2=x4V2tqo1U9HgHoqxvBNkeA&zoom=1&um=1&itbs=1&tbnid=lXCqzzF-WaRWZM:&tbnh=121&tbnw=125&prev=/images?q=keep+fit&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=1inoTPuVCIL98AabpLG8DAhttp://www.google.ca/imgres?imgurl=http://sindhirasoi.com/wp-content/uploads/2008/03/daaltoastnew.jpg&imgrefurl=http://sindhirasoi.com/2008/03/03/daal-toast/&usg=__-GCAk5Q144wcaL8TSMX4dY2GG0s=&h=416&w=494&sz=72&hl=en&start=371&sig2=1UAazPL6cxjYIwTn3l5PBg&zoom=1&um=1&itbs=1&tbnid=a4f_wgeyzCxe2M:&tbnh=109&tbnw=130&prev=/images?q=daal&start=360&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1&ei=6CfoTKO4AYH58Aav0JzUDAhttp://www.google.ca/imgres?imgurl=http://www.minime4u.com/SiteData/Models/traveller-style-doll-130.JPG&imgrefurl=http://www.minime4u.com/dolls/traveller-style-doll-130.asp&usg=__EDx-HjFOsfZBRK2rgF4MvJXfqcs=&h=400&w=326&sz=51&hl=en&start=6&sig2=_iqraxkXpqZAmdkK791nng&zoom=1&um=1&itbs=1&tbnid=X8Wtn7kpAaJL0M:&tbnh=124&tbnw=101&prev=/images?q=traveller&um=1&hl=en&sa=X&nfpr=1&ndsp=20&tbs=isch:1,isz:m,itp:face&ei=tyvoTNX-J4P88AbO5szPDAhttp://www.google.ca/imgres?imgurl=http://i2.squidoocdn.com/resize/squidoo_images/590/draft_lens8791271module76903021photo_126238794551f621l-gBL._SL500_AA280_&imgrefurl=http://www.squidoo.com/Tatutina-Take-Out-Menu-Boxes&usg=__NuGb-liP-mSz7V8DNAbeVW0ravg=&h=280&w=280&sz=37&hl=en&start=49&sig2=NhyUCZKvw6B-xAs1MkjddQ&zoom=1&um=1&itbs=1&tbnid=7Y5FjVI7LJbXrM:&tbnh=114&tbnw=114&prev=/images?q=brown+bag&start=40&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=JCroTOD2NML48Aa1-cm_DAhttp://www.google.ca/imgres?imgurl=http://www.foodmall.org/images/veg-salad-with-fruits_985.jpg&imgrefurl=http://www.foodmall.org/entry/5-basic-rules-to-keep-healthy/&usg=__L4cgySSTF-RBBfuxAyeEzf8FMr0=&h=407&w=420&sz=52&hl=en&start=4&sig2=x4V2tqo1U9HgHoqxvBNkeA&zoom=1&um=1&itbs=1&tbnid=lXCqzzF-WaRWZM:&tbnh=121&tbnw=125&prev=/images?q=keep+fit&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=1inoTPuVCIL98AabpLG8DAhttp://www.google.ca/imgres?imgurl=http://www.dbcomputerco.com/images/OfficeWorker.GIF&imgrefurl=http://www.dbcomputerco.com/PersonnelTracker.html&usg=__I5NGXeNNuMHCdTN93wnysZussYc=&h=125&w=120&sz=23&hl=en&start=71&sig2=W7uFRREAJAyQ_QahtDUnhQ&zoom=1&um=1&itbs=1&tbnid=6lt_VWr3KDzWxM:&tbnh=90&tbnw=86&prev=/images?q=office+worker&start=60&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1,ic:specific,isc:green&ei=ninoTOGZKcH68AbIzejDDAhttp://www.google.ca/imgres?imgurl=http://www.ecologicliving.ca/wp-content/uploads/2009/01/green-20globe-20in-20womans-20hands-20on-20white-small.jpg&imgrefurl=http://woman.ca/green/healthy-homes&usg=__bzb6WVAcDukpXBj44x7aIqI8PVI=&h=319&w=320&sz=14&hl=en&start=7&sig2=gMWSM7KwuFu-hfh81n5quQ&zoom=1&um=1&itbs=1&tbnid=L2M4g-xBCunwSM:&tbnh=118&tbnw=118&prev=/images?q=healthy&um=1&hl=en&tbs=isch:1,ic:specific,isc:green&ei=VSjoTKicNoK88gbHlcG9DAhttp://www.google.ca/imgres?imgurl=http://lh3.ggpht.com/__5_Zni9vIaA/SlTBgNliPoI/AAAAAAAAAV0/4TyqmgjplL4/food+truck.png&imgrefurl=http://picasaweb.google.com/lh/photo/j5CwFJLghkqAH8qEEok2hA&usg=__FfW80rVkUNlnbfe12uxAA6_-HVM=&h=315&w=462&sz=36&hl=en&start=51&sig2=Jt3ueLO6rOaKlUli4jmmnw&zoom=0&um=1&itbs=1&tbnid=IG-DY1p5mEdgIM:&tbnh=87&tbnw=128&prev=/images?q=food+truck+cartoon&start=40&um=1&hl=en&sa=N&ndsp=20&tbs=isch:1&ei=9iboTNP2BMKB8gaTiNjLDAhttp://www.google.ca/imgres?imgurl=http://www.food-faq.net/food/food_pyramid.gif&imgrefurl=http://www.food-faq.net/&usg=__-HXL70pkjdV_Bl3uVkGAM-NZJks=&h=435&w=469&sz=39&hl=en&start=2&sig2=eUmYB2kcCWkFF6wXZ6uwwA&zoom=1&um=1&itbs=1&tbnid=7ID-R6xeIN2fRM:&tbnh=119&tbnw=128&prev=/images?q=food+pyramid&um=1&hl=en&tbs=isch:1&ei=CiboTMHeK8H-8AbFtYTXDA


12/28

4/27/2011 121212

Marketing Communication

Daal Housetruck

Onlinepromotion

Print materialpromotion

Marketingcampaign

The BusinessMarket


PlanConclusion

Coupon

VIP card

Magazine

Tasting sessions

Bollywood Events
http://mobilecuisine.wordpress.com/http://mobilecuisine.wordpress.com/


13/28

4/27/2011 131313


Daal Housetruck

Onlinepromotion


Marketingcampaign

The BusinessMarket


PlanConclusion

Tasting sessions

Bollywood Events

Coupon

VIP card

Magazine


14/28

4/27/2011 141414


Daal Housetruck

Onlinepromotion


Marketingcampaign

Coupon

VIP card

Magazine

The BusinessMarket


PlanConclusion

Bollywood Events

Tasting sessions


15/28

4/27/2011 151515


Daal Housetruck

Onlinepromotion


Marketingcampaign

Tasting sessions

Bollywood Events

The BusinessMarket


PlanConclusion

Coupon

VIP card

Magazine


16/28

4/27/2011 161616

Location, Location, Location

The BusinessMarket


PlanConclusion


17/28

4/27/2011 171717

Logistical Challenges Permits

Food Handler Permit

Road Allowance

Traffic Downtown kitchen reduces

transportation

Suppliers Manage supplier relationships

The BusinessMarket


ExpansionPlan

Conclusion


18/28

4/27/2011 181818

A Typical Day

7:00 9:30 am

The food truck is atthe AM location.

11:30 am 3:00 pmThe food truck is at

the PM location.

9:30 am

The food truck leaves tore-fill for the PM shift.

The BusinessMarket


ExpansionPlan

Conclusion


19/28

4/27/2011 191919

Start-up Costs

The BusinessMarket


ExpansionPlan Conclusion

Food Truck & Equipment 22000

Licenses & Permits 7500

Food Inventory 3850

Security Deposit 2000

Legal & Professional Fees 1500

Office Supplies 500

Pre-Opening Promotion Costs 500

Other Costs & Services 500Provisional (25% buffer) 9588

Total Initial Start-up Costs $ 47,938


20/28

4/27/2011 202020

Revenue Assumptions Peak Hours: 8 9AM, 12 2PM

Average meal price: $5

60 meals/hour during peak periods

15 meals/hour during slow periods

Efficiency distribution by month

20

The BusinessMarket



Month Efficiency

Jan 5%

Feb 10%Mar 20%

Apr 85%

May 85%

Jun 85%

Month Efficiency

Jul 85%

Aug 85%Sept 25%

Oct 15%

Nov 10%

Dec 5%


21/28

4/27/2011 212121

Gross Profit Breakdown

The BusinessMarket



Revenues:$165,165

Operating Costs:

$122,546


22/28

4/27/2011 222222

Operating Costs & Profits

The BusinessMarket



Cost of

Food &

Packaging

14%

Salaries

30%

Other

Expenses30%

Net Profit

26%

Revenues: $165,165

COGS: $64,546 Supply (food, cutlery, packaging): $23,122 Salary (2x 20k): $40,000 Est. Annual Fuel Costs: $1,422

SG&A: $58,000 Insurance: $15,000

Heating: $12,000

Marketing: $10,000

Permits: $7,500


23/28

4/27/2011 232323

Year 1 Break - Even Analysis

Break-even:

17,737 units sold

$-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

0 5000 10000 15000 20000 25000 30000

Dollars

Units Sold

Total Cost

Total sales

The BusinessMarket




24/28

4/27/2011 242424

-48,000

-173,381

-77,522

24,094

130,610

242,145

358,820

-300,000

-200,000

-100,000

-

100,000

200,000

300,000

400,000

500,000

600,000

1 2 3 4 5 6 7

Dollars

Years

Long-Term Financial Projections

Net Profit

Revenue

Costs

The BusinessMarket




25/28

4/27/2011 252525

2012 2013

Target

33k units sold

25% profit margin

Optimize Business

EOS

Franchising

The BusinessMarket


ExpansionPlan

Conclusion

Expansion Plans

2015

1 Truck & home kitchen 3 Trucks & rent kitchen Franchising


26/28

4/27/2011 262626

Thank you

The BusinessMarket




27/28

4/27/2011 2727

Food Trucks = Two Businesses in One

Cooking Food Running the truck

The BusinessMarket


ExpansionPlan

Conclusion

27


28/28

4/27/2011 282828

Location, Location, Location

The BusinessMarket


PlanConclusion

Date post:	06-Apr-2018
Category:	Documents
Upload:	shrey-ahuja
View:	221 times
Download:	0 times

Daal House Final Presentation for Dobson

Documents