1.

Executive Summary

Juan Food Truck is a Filipino fast-food mobile restaurant that offers Filipino cuisine. It
is managed and organized by Youth 45 and operates from Monday to Saturday. Head
Chef Elizabeth Palasan and Hannah Lozada are the owner-operators and will share
the responsibilities of day-to-day operations. This business plan was created to attract
and secure investors. The Juan Food Truck is a promising franchise that offers
enormous potential in the food truck business in Butuan City. Although this business
is in the stages of development, there are two main reasons as to why Juan Food
Truck will be successful.

First, is the lack of direct competition (other mobile food truck exists; however, none
are offering healthy and organic alternatives), the second is the high demand for a
product like this in Butuan City. With a weakened economy, consumers are looking for
culinary foods without paying the fine dining price tag.

1.1 Mission Statement

We make sure that our JuanBox comes out warm and happy just like home.

1.2 Vision

Bringing home into streets through serving meals that is tailored to Filipino tongue.

1.3 Objectives

To establish ourselves as an affordable and tasty alternative to the usual food truck
fare to a wider market and secondarily, we want to established our brand as a trusted
space where busy customers can satisfy their warm meal cravings in timely manner,
while being served with politeness and smile.

1.4 Goals

 To reach 20% sales increase in a half year.

 By our 5th year in business, we hope to establish multiple food trucks and
franchise to increase the availability of our menu.

2. Company Description

Juan Food Truck Business was running a resto-bar and was inspired to reach-out
people in the street and promoting Filipino cuisine.

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2.1 Ownership Structure

Juan Food Truck

Elizabeth B. Palasan Hannah B. Lozada Rose Jean Sampiano

Head Chef Chef Accountant

As this business is operating as a partnership of three individuals, Elizabeth B.

Palasan, Hannah B. Lozada, and Rose Jean Sampiano, registering the business will
be done in the name of Juan Food Truck. Financial risks and workload are shared
evenly amongst all three partners, at 41%, 41% and 18%. Thus property, profits,
liability, and work are shared, as stipulated in the partnership agreement. The head
office of the business will operate out of the home of Elizabeth B. Palasan- the Head
Chef. The business activities will be the sale of healthy Filipino food cuisine and
beverages at designated location, in addition to mobile catering agreements by
contract.

Background:
Elizabeth B. Palasan
Owner, Full-Time Chef, General Manager and Recipe Developer in Surigaonon’s Food Hub

Personal Background:

Ms. Palasan will utilize her working experience in Communications and Marketing
Department at Butuan Marketing Incorporation as well as her relevant customer
service skills working in the retail industry to effectively market and promote the Juan

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Food Truck. She will be responsible for creating and implementing marketing and
promotional plans and developing brain equity through effective use of company
image, logos, slogans etc. She will also apply her passion and love for cooking to
develop new and exciting recipes for the Juan Food Truck. In this role she will be
responsible for adjusting and modifying menu items that are not selling, or creating
new items based on popular demand.

Employment History:
Sales Associate BXU Marketing Inc. 2016 - 2017
Communications Manager Surigaonon’s Food Hub 2018 - Present

Hannah B. Lozada
Chef, Sales Executive, Sales Assistant

Personal Background:

Ms. Lozada has spent the last 4 years as a sales executive. She will be able to bring
her skills to the marketing operations and branding initiatives of the business.
Additionally, she has an invested interest in creative cuisine. Growing up, she has held
various positions in retail and food service locations which enable her to bring valuable
insight to our operations and for an understanding of the customer experience. Her
personality can be described as organized, reliable, and ambitious.

Employment History:
Sales Executive Cebu Marketing Corp. 2013-2017
Manager Rekado- BXU Branch 2018 to Present

Rose Jean Sampiano

Chef, Retailer, Accountant

Personal Background:
Ms. Sampiano has worked in the retail business for approximately five years and in
that time, she has gained valuable working experience in dealing with customers and
co-workers. She has worked in the service industry and gained a core understanding
of the intricacies of the business. She will bring to the team her skills of being able to
work in a fast-paced environment, where time is of value and service is essential for
success. In her former roles, she has also proven her knack for financial record
keeping which will be an asset to our operation.

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Employment History:
Retailer/Accountant Dream Big Company 2012-2017
Chef Sandoks Crazy Crepes 2018 to Present
3. Target Market

A target market is a group of potential customers that a company tries to reach out to.
They are the people who will most likely buy the products the company sells.
Identifying the target market is one of the most crucial steps needed when starting the
business. Knowing the customer market will help the company modify their business
to those they will be able to sell to.

3.1 Target Audience

Juan Food Truck focuses on the low-to-upper income markets, increasingly targeting
the middle class by appealing to their desire for affordable, restaurant-quality food.
This group, to a large extent, includes working adults and students who are interested
in the convenience of food truck fare. Our food truck locations are within easy reach
of workers, university students, students and the greater public.

We also provide food services at special events attended by the public which will
compromise about 30% of our revenues. The high visibility achieved by attendance at
these events ads to the building of our brand and spreading the word about us.

Market Analysis

10%

25%

20%

45%

age 20-25 age 26-35 age 36-45 under age 20

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Another factor that influences the target audience that food trucks attract is social

media and smartphone use among consumers. Oftentimes, customers must first

check a food truck’s Facebook page to find out where the truck is located on a

particular day. Consequently, while consumers under the age of 25 have lower

disposable income when compared with consumers aged 36 to 45, they spend more

on food trucks partially because they are much more active on social media sites.

Additionally, consumers with a greater disposable income are more likely to dine out

at sit-down restaurants than food trucks and other casual food service providers.

3.2 Target Place

The picture above shows the route which the Food Truck will take. This route is
considered to have various of people from CARAGA State University, school office
workers, Ampayon public market, Ampayon terminal, the Father Saturnino Urios
University (FSUU), the Butuan City Plaza, the Butuan City Cathedral and the Ampayon
Central Elementary School.

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3.3 Target Price

A target price is a market analyst’s expectation for the future price of security. This
provides insights to investors and instructions about when to buy and sell. A feasibility
study showed, that the customers’ willingness to pay for the products range from
₱50.00-₱150.00 thus, the proponents based the pricing of the food on this range.

4. Product and Services Lines

The proponents conceptualized the JuanBox, which brings a creative and packed
meal for everyJUAN.
4.1 Rice Meals

Adobo sa Kamatis

₱50.00

Short Description:
Adobo sa Kamatis is a new variety of
Filipino Adobo dishes. In making this,
the only difference is that to saute it with
tomato to have a fascinating after taste.

Lechon Kawali

₱ 70.00

Short Description:
Lechon Kawali is listed at the top of
every Juans’ heart. With the crunchy
taste and added aroma of ‘tanglad’ our
Lechon Kawali will surely captivate
your taste buds.

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Chicken Wings
₱ 50.00

Short Description:
Chicken is one of the favorite meats
eaten by Filipinos. JuanBox brings you
a special menu of Chicken Wings
blended with a unique sauce that brings
the old and new flavor together.

Pork Chop
₱ 55.00

Short Description:
JuanBox simple yet savour Pork Chop
will surely satisfy your huger. A pork
recipe that is marinated with lemon zest
and herbal condiments will certainly
linger in your memories.

Beef Steak

₱ 50.00

Short Description:

Beef steak or Bistek is now one of the

dishes that captivates evryJuans’ taste.
JuanBox offers a haunting taste for the
dish.

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4.2 Side Dishes

Shredded Corn

₱ 10.00

Short Description:

Need a delicious and nutritious snack

on-the-go? Our readymade shredded
corn is just for you.

Atsara
₱ 10.00

Short Description:

Are you out for a nutritious but mouth-

watering food? Then, the Papaya
Atsara fits you well. This side dish also
complements the taste of viands
presented in this proposal.

Kangkong Blanched
₱ 10.00

Short Description:

Experience a taste of delicious leafy

side dish.

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Tortang Talong
₱ 22. 00

Short Description:
Tortang Talong is not unusual to the
Fillipino culture, but JuanBox takes it to
a different level. This Tortang Talong is
fried with minced carrots and potatoes.
In other words, you are looking at a full
packed veggie Torta.

Ensaladang Talong
₱ 10.00

Short Description:
JuanBox just can’t get enough
eggplants. The nutritious Ensaladang
Talong with its tomato toppings is a side
dish you want to eat more of.

4.3 Snacks
Kamote Fries
₱20.00

Short Description:
What looks like your typical fries is the
exact opposite! Packed with more fiber
and less calories, kamote is what our
company turns to in order to promote a
more cultured food truck.

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Lumpia
₱20.00 / 3 pieces

Short Description:
Lumpia is a traditional Filipino food but
JuanBox delivers a different sweet
taste for everyJuan.

Siomai
₱20.00 / 3 pieces

Short Description:
Siomai is a traditional Chinese
dumpling. This tasty dumpling has
made its way to the heart of everyJuan.
Usually cooked through steaming,
some siomai are also served fired
complemented with soy sauce, fish
paste and calamansi.

4.4 Drinks and Beverages

Thirst comes with hunger. Juan Food Truck offers various fruity thirst quencher juices
and shakes to add up to your meal. The following are the different flavors we offer:

 Mango shake - ₱ 28.00

 Buko shake - ₱ 28.00
 Apple shake - ₱ 28.00
 Banana shake - ₱ 28.00

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4.5 Operation Flow

Activity Time
Load truck 1.5 hour
Drive to site 45 minutes
Set-up for service 1 hour
Service 3-9 hours
Take-down 45 minutes
Put food away 1 hour
Clean truck 2.5 hours
Clean dishes 2.5 hours
Prep food 4 hours
Total 17 hours

5. Marketing Strategy

From students to office workers or even to simple passers, the Juan Food Truck is
ready to take on the challenge converting hunger and homesickness into happiness
thus, it takes the two common concepts together; fast foods and homemade Filipino
dining experience. The overall marketing strategy revolves around these combined
concepts, convincing the target market that a food truck business offering Filipino
dishes with the convenience of a fast food will be perfect for their on-the-go needs
through social media and discount coupons. Aside from that, the proponents will make
sure that the price of the menu items are within the range of our market’s willingness
to pay.

5.1 Marketing Sales

We plan to promote our business through the following methods:

 Our Juan Food Truck will be decorated with an appealing graphic wrap that
displays our name, Facebook page and contact information. This wrapping will
turn our truck into a traveling advertisement that will add to our brand
recognition as we travel throughout Butuan City.
 Launch a discounted meal for regular customers.

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6. Financial Projections

To start the business, the budget needed to construct the food truck ready for

operations would be around ₱576,400.00. The truck would be purchased from BXU-

Food Truck Builders Philippines amounting to ₱555,000.00, inclusive of the truck, a

12-feet Mitsubishi canter, packed with cab refurbishments and customized composite-

aluminum body. It also includes the modification of windows, back door, cabinets,

shelves, a sink with faucet and piping, water tank and waste tank. Equipment such as

circular led lights, exhaust with range hood, wiring which will include three pieces of

outlets and a circuit breaker, will also be provided. Exterior design is also covered by

the cost.

6.1 Capital Investment

Table 1: Expected Capital Investment (Cost of Food Truck and Equipment)

BXU-Food Truck ₱555,000.00

Stainless Gas Range with Rotisserie ₱14,000.00
Blender ₱1,500.00
Portable Gasoline Generator ₱5,900.00
Sharp ₱10,000.00
Deep Fryer ₱4,500.00
Electric Steamer ₱2,000.00
Microwave ovens ₱7,800.00
Registration Costs ₱1,080.00
₱601,780.00
Total Cost of Food Truck and Equipment

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6.2 Projected Expense

Table 2: Projected Expense

Daily Expenses

Elements Estimated Amount

Fuel (Truck and Generator) ₱800.00

Food Supplies ₱1,500.00

Beverage Supplies ₱1,000.00

Personnel Salaries ₱500.00

₱3,800.00
Total

Monthly Yearly
(Estimated Daily Expenses X 30 Days) (Estimated Monthly Expenses X 12
months)
(₱3,800.00 X 30) (₱ 114,000.00 X 12)
₱ 114,000.00 ₱1,368.00

6.3 Projected Revenue

Table 3: Projected Revenue
Daily Monthly Annually
(Estimated number of (Estimated daily revenue (Estimated monthly
customers X estimated X 30 days per month) revenue X 12 months per
amount paid by each year)
customers)

(70 people X ₱70.00) (₱4,900.00 X 30) (₱147,000.00 X 12)

₱4,900.00 ₱147,000.00 ₱1,764,000.00

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Estimated Annual Profit = Estimated Annual Revenue – Estimated Annual Expenses
= ₱1,764,000.00 - ₱1,368,000.00
= ₱396,000.00

6.4 Payback Period

Payback Period = Capital Investments/ Estimated Annual Profit
= ₱601,780.00 /₱396,000.00
= 1.5 years
Given the nature of food trucks, Juan Food Truck expects to serve about 70 persons a day
which will generate a revenue of about ₱4,900.00 with an expense estimate of ₱3,800.00. In
a year, the business estimates its revenue to be around ₱1,764,000.00 and its expenses to
be around ₱1,368,000.00. It is expected that in the 8 th year of the business the cost of starting
the business would be fully recovered and any revenue the after would be a bonus to the
owner(s).

7. Legal Considerations

 Raising the capital

 Licensing and permit
 Inconsistent municipal regulation
 Choosing a legal entity
 Protecting the brand
 Zoning, parking and others

8. SWOT Analysis

Strengths – as a mobile business we can relocate and reach-out to various locations,

events and are not limited to one location.

Weakness – will require permits and clearance when entering various locations for
approval and there is a need to know the geographical locations due to heavy traffic.

Opportunity – once established, we can open the second food truck to offer franchise
opportunities.

Threats – food distributions to ensure, we maintain and resell high quality foods.

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9. Key Success Factors

 Proximity to key markets

Operators must be located in busy areas with significant foot traffic to maximize
potential sales.
 Must have license
In order to continue operations, food truck owners must meet all licensing
requirements and renew licenses on an annual basis.
 Effective quality control
Food trucks must maintain quality standards to avoid fines from regulators and
to offer high quality food for customers.
 Offering a unique, differentiated menu
Due to the competitive nature of this industry, operators must have a clear
market position and offer unique menu items.
 Ability to control stock on hand
Food truck operators must avoid wastage and spoilage of ingredients to reduce
purchase costs and maximize revenue.

10. Goals and Success Planning

 Plans to supply the demand of the target market of people who are on the go
could be satisfied by the entrance of a mobile food truck to the market and that
it would a profitable attempt.

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 Acknowledgement

We would like to thank God above anything else for the strength He had given

us to finish this business proposal. We have rendered all our effort, time and dedication

to make this project regardless of the strand where we belong we have collaborated

our knowledge and through the help of the reading materials and the Internet we have

benchmarked some ideas to come up with a great proposal.

We have also conducted a feasibility study to know what product would be sold

in our Juan Food Truck business venture. We would also extend our heartfelt gratitude

to the people who have contributed a lot in making this proposal Mr. Phoenix Baltazar.

Furthermore, we are extremely grateful for the efforts that our subject teacher in

Entrepreneurship, Mrs. Marife Ramirez who had shared and imparted her learnings to

us. It has been helpful in making this proposal, she had provided us well with the guide

and pattern which lead us to create a rightful business proposal.

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