It takes a college student approximately 30 minutes to drive from Cardiff apartments

(Across from Stephens Hall), to Skyline Liquor, to McDonalds, and then back to 8000 York
Road. On average it takes students 30 minutes round trip to purchase food and alcohol. Due to
traffic in Towson, students are wasting the precious studying time.
The Party Wagon help you get some of that time back! We provide a unique dining
experience unlike any other food truck in the area. It will be a for profit food truck that offers
multiple food and beverage options at our customers convenience. A delivery service, which
provides food, beer, liquor, and party, supplies such as solo cups direct to their doorstep.

Where Did the Idea Generate?

The founders behind The Party Wagon are a group of entrepreneurial college students
who discovered a potentially untouched, niche market within the food industry. They recognized
a common attribute held by most college students, students are extremely busy! As a result,
convenience is a major factor for this demographic. The ideas of convenience and college
students developed into the opportunity of an innovative food truck that would act as a standalone one stop shop for the customer to simply grab a bite to eat, grab a few beers to drink
with your friends or even grab supplies to make your pre-game the best pre-game! We will be
offering the following spread:
Burgers
Chicken Fingers
Cheesesteaks
Chips, French fries, and Onion Rings
Refreshments
Although there are other competing food services existing in the marketplace, The Party
Wagon
plans
to
distinguish
their
brand
by
offering
the
following:

Catering
Bottled and Canned Beer
Liquor
Party Supplies (Solo cups, Pong balls, Cards, etc.)
Convenient pick-up locations and at door delivery times
Fixed travel routes with specific stops
And a app called Party-To-You to accommodate easy delivering

Our Mission
The mission of The Party Wagon is to create a positive impact on the community
through providing excellent customer service, delicious prepared food, and a wide variety of
beverages.
As a company, we achieve our goals through providing walk-up services at various locations
accessible on 4 wheels, hosting catered events, and maintaining an advanced technological
standard for our delivery trucks.
Opportunity and Target Market

Environmental Trends
The food truck industry has tapped into powerful consumer trends, especially the desire
to eat quality food served quickly and conveniently. Using social media and professionally
designed apps, food truck owners have the ability to broadcast new food concepts while being
easily found in unique and often changing locations. These trends, along with their low cost and
flexible business models, will drive food trucks to continued success.
Overview of Industry
The food truck industry is rapidly growing with no signs of slowing down. According to a
study done by Emergent Research, food trucks will generate about $2.7 billion in revenue by
2017. This is a drastic increase from the 2012 where food truck revenues were estimated to be
around $650 million (provided by the National Restaurant Association). Customers enjoy the
unique experience that food trucks offer and are willing to pay a premium price for the speed and
convenience of the services that they provide.
Research Market Segmentation
The marketing strategy for The Party Wagon is centered on the target market of Towson,
MD. Within Towson there are several businesses in direct competition with The Party Wagon,
and our firm has created a business plan to generate a competitive advantage in the marketplace.
The main businesses that we focus on as our competitors are Pizans, Seasons Pizza, Towson
Wine and Spirits, and York Liquors. The routes that our trucks services are designed to go
directly to the location of the core customer base of these businesses, college students.
Furthermore, the products that are selected to be sold from our trucks are designed specifically to
appeal to these college students. Social media will be utilized to promote the business to these
consumers and effectively build The Party Wagon brand in the area as the company grows and
prepares for expansion.

Market Demographics

The market that The Party Wagon focuses on is limited to college students and recent
graduates who desire convenience added to their nightlife experiences in the Towson area. The
age group that we appeal to primarily is between 18 and 23 years old, but we will service areas in
Towson that also have multiple businesses with a high concentration of professionals taking
lunch breaks around the same time. These professionals will be whom we cater to with our
quality food at a competitive price. Another demographic that The Party Wagon markets to is
anyone with plans to host an event with the desire to have food catered. For example, a local
sports team that wants to have a tailgate for the fans, or a Towson University fraternity that hosts
an off-campus outdoor event with a large amount of guests in attendance. As of January 2014,
89% of internet-using people age 18-29 are on social media according to a Pew Research Center
survey. This is a main factor of why The Party Wagon will build the brand through Internet
marketing on social media and guerilla marketing tactics like free party accessories that hold the
company logo with deliveries.
Competition
The competition has a couple advantages over The Party Wagon. First, the quality of
products our competitors offer is higher. The food that the competition offers is not necessarily of
higher quality, but they carry higher quality liquors rather than just the standard lower cost
liquors that appeal to college students. Second, our competition carries a larger variety of
products. This is due to the fact that their stores have more room available to them, which allows
them to stock more products. This also gives them the ability to offer their customers more
products. Third, our competitors offer a larger variety of food. This is partially due to the fact
that their stores can carry more inventories, but mainly due to that fact that The Party Wagon
does not specialize in sales of multiple types of food. Fourth (and finally), customer parking is a
disadvantage of The Party Wagon. This is a disadvantage that we have because our business is
a moving business and does not stay in the same place for very long. The competition beats us in
this category because they are all stationary locations rather than moving businesses.
Technology

The Party Wagon creates multiple ways to provide our services to the customer. As
previously stated, The Party Wagon will have fixed routes that allows customers to be
informed of our trucks location and arrival times at various stops. This information can be
accessed through our app that allows customers to see our fixed routes, current locations, and
specials. We plan to also have a strong presence on social media including, Facebook, Twitter,
and Instagram. In addition, The Party Wagon also provides a pre-order service that ensures a
timely delivery. Customers also have the option to call corporate and schedule their events to be
catered by the company and have the truck serving food and drinks at their desired location.
We have designed a professional app through iBuildApp. iBuildApp is a very easy to use
mobile app creation, hosting, and management platform. This platform allows us to create and
publish an iPhone and Android app in a short period of time. The web interface allows us to
upload widgets which can be used for a location, contact us link, coupons, videos, audio,

pictures, RSS, Twitter/Facebook, etc. The widgets are built with iBuildApp specifications and
can be installed in any user's smartphone with one simple click. A standard app through
iBuildApp costs $39.60 per month. The app has benefited The Party Wagon by providing us
with opportunities to serve our customers at their convenience with no hassle.
The Party Wagon is a company, which was created with one key principle in mind,
convenience. We aim to revolutionize the food industry by delivering our customers a one stop
shop. By expanding the utility of a food truck, implementing technology, and making our
customers lives easier we are confident we can create the new industry standard.

Category 6: Marketing and Strategy

Company Strategy
The Party wagon will market its excellent customer service, delicious prepared food, and
a wide variety of alcoholic beverages through social media, word of mouth marketing, and
mailbox flyers around the Towson area. Our prices will be lower compared to nearby brick and
mortar competitors, and provide quality food, while maintaining profitability. We are able to
undercut our competitors on both fronts due to lower overhead and advanced technological
standard for our delivery trucks.
Positioning
For college students and recent graduates in the Towson area who desire convenience
added to their nightlife experience, the Party Wagon is the an affordable one stop shop for party
necessities. Unlike other businesses in the area, The Party Wagon is an mobile food truck that
provides customers freshly prepared food, beer, liquor, non-alcoholic beverages and party
supplies conveniently to their door through an easy to use cell phone application.
Pricing
The Party Wagon has implemented a penetration pricing strategy, which provides
customers with products similar to our customers, but at significantly lower prices. The purpose

of this strategy is to attract new customers and quickly increase our marketshare. Additionally,
our target market is price conscious so this will make our business more appealing them.
Buyer's intention Survey
To test the feasibility of The Party Wagon a buyer intention survey was created to
gauge customer interest and preferences. The survey was strategically crafted to gain a better
understanding of what real college students wanted. Results were gathered from 17 participants
from the Towson area, then summarized and converted into crucial information to analyze. After
completing these processes our team was able to gain valuable insight on what future customers
thought about The Party Wagon. Graphs depicting survey results can be seen below
Graphs depicting survey results can be seen below
Outlook for the Future
The Party Wagons outlook for the future is based on user feedback and customer
interest in the Towson area as we enter the start-up phase. The user feedback will help our
business expand on the routes, and adjust current routes according to the concentration of
customers in certain areas. Customer interest that builds on social media outlets will allow
expansion to new areas as the company spreads through word of mouth advertisements. The
setbacks to expansion will come from any potential backlash from the community, but measures
put in place to counteract that will hopefully be effective. These measures include community
service, strict regulations on underage drinking, and participation in community events such as
local festivals. Also, The Party Wagon will be active in renewing any licenses or permits
necessary to continue a legitimate business operation, and all fees and rent to stay in good
financial standing.
Sales Strategy
After completing research and identifying the market strategy for The Party Wagon, we
created a sales strategy to create revenue for the business. The Party Wagon will be selling a
variety of food, alcohol, and party supplies directly to college students and recent graduates in
the Towson area. To place orders, customers can either call, or use our application. All orders
will be freshly prepared and delivered to a customer's location. Orders can be purchased ahead of
time on the application, or at the time of the delivery using cash or a credit card. To increase
sales The Party Wagon uses penetration pricing and distinguishes ourselves for the competition
by offering free home delivery. From the buying intention The Party Wagon Realized there was
a huge demand for our company from potential customers To reach these customers The Party
wagon utilizes social media which is very popular with our target market, giveaways with
branded promotional products, campus ambassadors, and other forms of guerilla marketing.
Once The Party Wagon is able to reach customers, we will make sure that every experience they
have with us is uniform. This will be done by ensuring workers are properly trained to provide
patrons with quality customer service and food consistency every visit. In the food industry
consistency is crucial, because it creates loyal customers.

The Party wagon chose to sell to our target market because they are an underserved
market. These buyers are very busy and value convenience. By providing lower prices and free
delivery we are able to set ourselves apart from the competition, which will help us quickly,
increase our market share. We are confident that if we can communicate the value we offer
them, and consistently provide a good experience that we will see our sales continue to grow.

Category 5: Competition
Competitor Analysis for The Party Wagon
Name

The Party Pizans

Wagon

Seasons
Pizza

York
Liquors

Towson Wine
& Spirits

Quality of
Alcohol

EVEN

EVEN

EVEN

ADV

ADV

Variety of
Beverages

DISADV

EVEN

EVEN

ADV

ADV

Variety of
Food

DISADV

ADV

ADV

DISADV

DISADV

Pricing of
Alcohol

ADV

DISADV

DISADV

ADV

ADV

Social
Reputation

ADV

ADV

ADV

EVEN

EVEN

Cost
of
Operating

ADV

EVEN

EVEN

EVEN

EVEN

Quality of
Service

ADV

ADV

EVEN

EVEN

EVEN

Customer
Parking

DISADV

EVEN

DISADV

EVEN

EVEN

Amount of
Traffic at
Location

ADV

EVEN

EVEN

EVEN

EVEN

ADV = Advantage, EVEN = Even, DISADV = Disadvantage

What are their strengths and weaknesses?
The competition has a couple advantages over The Party Wagon. First, the quality of
products our competitors offer is higher. The food that the competition offers is not necessarily

of higher quality, but they carry higher quality liquors rather than just the standard lower cost
liquors that appeal to college students. Second, our competition carries a larger variety of
products. This is due to the fact that their stores have more room available to them which allows
them to stock more products. This also gives them the ability to offer their customers more
products. Third, our competitors offer a larger variety of food. This is partially due to the fact
that their stores can carry more inventory, but mainly due to that fact that The Party Wagon
does not specialize in sales of multiple types of food. Fourth (and finally), customer parking is a
disadvantage of The Party Wagon. This is a disadvantage that we have because our business
is a moving business and does not stay in the same place for very long. The competition beats
us in this category because they are all stationary locations rather than moving businesses.
What are advantages your solution offers over the competition?
The Party Wagon offers multiple advantages over their local competitors. First, we
offer competitive prices for alcohol because we have good relations with our wholesalers. We
can also save our customers travel expenses by bringing alcohol and snacks directly to them.
Second, The Party Wagon has a better social reputation because we are committed to only
doing business in the Towson area. All of our owners graduated from Towson University, live in
Towson, and have many relationships with customers in this area. Third, the cost of operating is
a major advantage for The Party Wagon because we have a much smaller facility to maintain
(being the truck) and the main expense is gas which is currently very affordable. Fourth, the
quality of service is an advantage for The Party Wagon because we bring our products
directly to our customers in a timely fashion and offer superior customer service. Fifth (and
finally), the amount of traffic is an advantage of The Party Wagon because we arent
restricted to one location and can cover the entire Towson area.
Your key value propositions.
The Party Wagon is dedicated to providing superior customer service to the residents of
the Towson area. We will provide a selection of alcohol and snacks for very affordable prices at
the convenience of doorstep delivery. We strive to maintain a high level of customer satisfaction
and look forward to building new relationships with the people in Towson.

Category 7: Management team

What is your skill profile and responsibilities?
Why your expertise are keys to the success of your firm?
Any gaps in your team? Explain, when will it be filled?
Management
The founders of the company will handle administrative tasks involving the financial
situation of the company, licensing and permit issues, marketing strategies, and market research.
Major decisions will be debated among the cross-functional team of founders and a majority vote
will be the final factor for resolving conflicts.
Description of Management Team
1. Skill profile and management team design
a. Cameron Cloonan
i.
CEO
ii.
Day-to-day management decisions
iii.
Create and implement companys short and long term goals
b. Ryan Yingling
i.
CFO
ii.
Project Manager
iii.
Consultant for Achieving Business Efficiencies
c. Aaron Moorefield
i.
COO
ii.
Professional Networker
iii.
Alcohol Aficionado
d. Brandon Holmes
i.
Director of Sales
ii.
Previous Sales Manager for Large Corporation
iii.
Towson Local for 20+ Years
e. Nguyen Tran
i.
Director of Marketing
ii.
Experienced with organizational and planning skills
iii.
Bilingual (English and Vietnamese)
Skills That Drive the Success of the Firm
Cameron Cloonan, the CEO, uses his communication skills and entrepreneurial spirit to
effectively lead the team to success within the firm. Ryan Yingling, CFO, transfers his expertise
in finance to the firm through handling administrative tasks regarding the finances of the firm.
Aaron Moorefield, COO, ensures the daily operations are as efficient as possible with his
expertise in supply chain management and connections with vendors. Brandon Holmes, Director
of Sales, increases the overall sales of the firm with concentrated efforts to find the optimal
routes for The Party Wagon trucks to service. Nguyen Tran, Director of Marketing, effectively
manages the marketing team with his market research experience.

The team has no gaps that require outsourcing professional services to accommodate for the
growth of the business aside from the creation and maintenance of the software for the mobile
application. Each member holds responsibilities that will manage all necessary activities required
for daily operations and plans for expansion. We have a silent investor that we utilize for
securing a liquor license, and employees will be hired to work on the truck and service customers
directly during normal business hours. In case of emergencies one of the owners will make
themselves available to cover shifts as necessary on the truck.

5 points!!!
Category 8:
Financials projections
Create your financial statements
When to achieve profitability?
Financial Forecasts
The Party Wagon is a company that focuses on servicing a high volume of customers at
competitive prices, and the financial statements below show the success of this business model.
After the first year of operation the firm is able to pay their loan from the bank, and begin to seek
profits from daily operations. The breakeven analysis details the pricing structure of products for
The Party Wagon, and
1. Financial statement
a. Income Statement
The Party Wagon

Year One

Year Two

Gross Sales

$ 140,817.00

$173,352.00

Less Allowances

$ 0.00

$0.00

Net Sales

$ 140,817.00

$173,352.00

Cost of Goods Sold

($55,491.00)

($69,086.30)

Gross Margin

$ 85,326.00

$104,265. 70

Operating
Expenses
Utilities

($12,000.00)

($12,000.00)

Salaries

$0.00

($31,680.00)

Payroll
Taxes/Benefits

$0.00

($1,590.00)

Advertising

($1200.00)

($1200.00)

Mobile Application
Upkeep

($480.00)

($480.00)

Insurance

($399.00)

($399.00)

Maintenance

($5,000.00)

($5,000.00)

Partner Royalties

($14,081.70)

($17,335.20)

Rent

($18,000.00)

($18,000.00)

Total Expenses

($49,960.70)

($87,764.20)

Bank Loan Payment

($50,000.00)

$0.00

Bank Loan Interest

($1,500.00)

$0.00

Net Profit

($16,134.70)

$16,501.50

Other Expenses

b. Balance sheet
Year

One

Two

Cash

$86,816.00

$88,060.00

Inventory

$5,399.00

$5,399.00

Accumulated
Depreciation

$8,599.80

$8,599.80

Total Assets

$100,814.80

$102,058.80

Accounts Payable

$0.00

$0.00

Long Term Liabilities

$50,000.00

$0.00

Other Liabilities

$1,500.00

$0.00

Total Liabilities

$51,500.00

$0.00

Net Worth

$49,314.80

$102,058.80

Total Liabilities and

$0.00

$0.00

Assets

Liabilities and Equity

Equity
c. Cash Flow Statement
Year One

Year Two

$36,816.00

$88,060.00

Increased Borrowings

$50,000.00

$0.00

Total Cash Inflow

$86,816.00

$88,060.00

Repayment of Loan

($51,500.00)

$0.00

Asset Purchases

($2,899.00)

$0.00

Total Cash Outflows

($54,399.00)

$0.00

Net Cash Flow

$34,417.00

$88,060.00

Cash Balance

$34,417.00

$88,060.00

Cash from Operations

Operating Cash Inflow
Other Cash Inflows

Cash Outflows

2. Break even analysis

Breakeven point

Year One

Fixed costs
Utilities

$12,000

Rent

$18,000

Insurance

$399.00

Mobile Application Upkeep

$480.00

Catering Competitions

$600.00

Advertising

$1,200.00

Total Fixed Costs

$32,679.00

Variable Costs
Cheesesteak

$4.56

Hamburger

$3.53

Cheeseburger

$3.89

Chicken Tenders

$2.78

French Fries

$1.00

Onion Rings

$1.00

Party Cups

$2.96

Pong Balls

$0.04

Playing Cards

$1.00

Natural Light

$14.00

Smirnoff Vodka

$10.99

Jack Daniels Whiskey

$18.99

Aquafina

$0.22

Total Variable Costs

$64.96

Unit Selling Price

Cheesesteak

$8.49

Hamburger

$5.50

Cheeseburger

$6.00

Chicken Tenders

$6.75

French Fries

$2.50

Onion Rings

$2.50

Party Cups

$5.00

Pong Balls

$0.87

Playing Cards

$2.00

Natural Light

$18.99

Smirnoff Vodka

$14.99

Jack Daniels Whiskey

$24.99

Aquafina

$1.50

Total Unit Selling Price

$100.08

Breakeven Analysis

931 units sold

3. Ratio analysis with comparison to the industry

Category 9:
Current status
What you have achieved so far?
Currently, The Party Wagon has been in operation for nearly a year and business is going well.
Customers are responding positively to the convenience of the service provided and the quality
of the food delivered consistently. We received third place honors for the Maryland catering
competition Farm to Chef Maryland, allowing us to more effectively promote to customers our
use of fresh ingredients for food served. Efforts from the Director of Sales yielded more routes
for our truck to service and made adjustments to improve current routes. These new routes will
generate significantly increased revenue, but in order to efficiently deliver convenient service we
will need to acquire another truck. At this point the goal is to acquire an additional investor to
provide the funds for the new truck and improvements to the software our company uses to
interact with customers.

1.

Category 10:
Financials sought
Identify your potential expenses and capital requirements.
How will you use the money
Loan or Investment Proposal
Amount requested

2. Purpose and uses of funds

3. Repayment or cashout schedule (exit strategy)
4. Timetable for implementing and launching
At first glance a potential investor would recognize The Party Wagon as a unique
opportunity to invest in the restaurant industry. This is because we have access to a market where
25% of the market is cycled out with new potential customers every year as a class graduates.
Investors are always looking for innovative ventures to invest in and from their point of
view The Party Wagon offers this opportunity. Food trucks are very common, but The Party
Wagon offers customers a unique and convenient experience, which trumps our competition.
The convenience offered to our customers allows us to charge a premium price for our service.
This allows for The Party Wagon to have higher profit margins on our products, resulting in a
higher return for our investors.
We understand that Return on Investment (ROI) is very important as we want to make
money as well. Before we get into ROI projections you will see how your investment adds value
to The Party Wagon.

Initial Start-up Costs

$71,396.85 (assuming 5% tax)

Fully Equipped Food Truck

($42,999)

Walk-in Freezer

($2,899)

Truck Customization

(2,000)

Initial Food Inventories

($1,000)

Initial Beverage Inventories

($1,500)

Kitchen Supplies

($1,000)

Licensing of Liquor License

No initial cost; Ongoing 6% Royalty

Permits and Licensing

$500

Insurance

($399)

Reserve Cash

($15,000)

Miscellaneous

($700)

Salary

The owners will be working the business and

have decided not to take a salary until the
business is profitable

http://www.foodservicewarehouse.com/blog/liquor-laws-licensing-bar-restaurant/

https://www.fliprogram.com/food-truck-insurance
http://www.ebay.com/itm/Chevy-CATERING-TRUCK-WYSS-ALL-ALUMINUM-FOODTRUCK-ESPANOL-Video-Trailer-Nice-/321939560593?
hash=item4af517d891:g:UUYAAOSwnipWYecJ
http://mobile-cuisine.com/business/cost-to-start-a-food-truck-business/
http://resources.baltimorecountymd.gov/Documents/Permits/Miscellaneous
%20Permits/foodtrucklicenseapp0914.pdf
http://www.webstaurantstore.com/suffixitem/596KL7466/RT.html?
utm_source=Google&utm_medium=cpc&utm_campaign=GoogleShopping&gclid=CInxs
K3B38kCFcEWHwodPzkPGw
Pricing
1. Beverages
a. Beer
i.
Natural Light
$14.00 / 24 pack (Natty Boh)
ii.
Sold at $18.99
b. Liquor (We will start with 3 popular liquors and branch off to others as we learn the demand
from college students)
i.
Smirnoff Vodka
$10.99 / 750ml Bottle
ii.
Sold at $14.99
iii.
Jack Daniels Whiskey
$18.99 / 750ml Bottle
iv. Sold at $24.99
c. Bottled Water
i.
Aquafina
$.22 / 16.9oz Bottle
ii.
Sold at $1.50
2. Food
a. Main Entrees
i.
Burgers
1. Ground Beef $3.27/lb buy in 10lb 20 burgers
2. Cheese
$43.80 120 slices
3. Kaiser Roll $0.26/roll
4. Sold at $5.50 per order
ii.
Chicken Tenders
1. Four 5lb bags frozen $55.95 about pound per order
2. Sold at $6.75 per order
iii.
Cheesesteaks
1. Roll - $0.35
2. $3.96/lb for meat (6oz/serving)
3. (4 slices of cheese) $43.80 120 slices
4. Sold at $8.49 per order
b. Sides
i.
Chips
1. UTZ 60 bags/box 3/4oz bags - $18/box -$0.30/bag
2. Sold at $1.00 per bag

ii.
1.
2.
iii.
1.
2.
3.
a.
i.
ii.
b.
i.
ii.
c.
i.
ii.

French fries
30lb box - $25.22 - about pound per order ($0.84)
Sold at $2.50 per order
Onion Rings
15lb bag - $25.22 about pound per order ($0.84)
Sold at $2.50 per order
Party Supplies
Cups
50 count bag - $2.96
Sold at $5.00 per bag
Pong Balls
144 count bulk order - $6.43
Sold at $1.00 for 3 balls
Deck of Cards
2 deck pack -$1.00
Sold at $2.00 per deck

Category 11: Summary

Summarize the strongest points of your venture and team

1.
a.
b.
2.
a.
b.
3.
a.
b.
4.
a.
b.

The Party Wagon is a mobilized alcohol and food distributor that primarily operates in
Towson, MD.
The benefits of owning a mobilized business (venture) include:
Mobility:
Having a food truck provides the business with the ability to cover more ground and reach a
larger market of customers.
The entire Towson area can be covered in a short period of time.
Profitability:
Food and alcohol sales are very profitable.
Delivery service allows the business to sell its products at a premium price.
Low Investment:
A food truck is much more affordable than a traditional brick and mortar business to start up.
Less equipment needs to be purchased to properly run a food truck.
Lower Operational Costs:
Fewer employees need to be staffed and compensated to run a food truck.
Gas is the only major expense, which is currently less than $2.00 per gallon.

The benefits of our current team include:

1.) Cameron Cloonan, Aaron Moorefield, and Ryan Yingling are Entrepreneurship majors at Towson
University and have the education to help the business develop from the ground up and
overcome the pitfalls of creating a startup company.
2.) Brandon Holmes and Nguyen Tran are Management majors at Towson University and have the
expertise to properly manage the daily business operations and help the company achieve its
defined objectives in an efficient manner.
3.) Each member of upper management has lived in Towson for at least 3+ years and is very familiar
with the area.

Company Goals and Objectives

1. Operational

a. Establish connections with local suppliers and vendors and maintain strong relationships with
them.
b. Establish a strong presence in the Towson area via prominent signage on the mobile food truck.
c. Heavily advertise the companys large selection of beverages, food, and supplies
2. Functional
a. Locate and develop the most attractive, cost efficient type of truck that will lead to the most sales
and variety for customers.
b. Implement a Marketing plan that will develop repeated business and also generate new business.
c. Hold weekly board meetings as well as meetings with local suppliers to cut costs where possible.
3. Ethical
a. Salvageable food that is no longer saleable, will be donated to a local homeless shelter.
b. Have employees spend 5 hours each month doing community service in the Towson, MD area.

1.
a.
2.
a.
b.
3.
a.

4.
a.
5.
a.

Industries analysis:
Threat of new entrants-High
The threat of new entrants in the food truck industry is extremely high given its popularity and
ease of entry. Both cost and barrier for entry are low and loyalty will take time to build.
Buyer Power- Medium
Many food options out there, so we will need to do something to differentiate ourselves from
others.
Moreover, prices will need to be kept low to keep consumers in line.
Supplier Power-Medium
The wholesale warehouse will set prices on all inventory and because of flexibility in our menu
we dont have to pay for expensive items that dont help us to earn profit. There are many
suppliers out there so it give us opportunity to negotiate favorable prices for our raw materials.
Threat of substitute products-high
Fast-food industry that have built customer loyalty and already existed on the market for a long
time. Furthermore, the economies of scale that our small business cannot take advantage of.
Rivalry among competitors-High
The fast food rivalries are very competitive nowadays and they have a marketing budget and
menu options that make them a threat in any market.
Competitive Strategy

1. Cost leadership (Lowest cost of operation in the industry)

a. Offer quality food comparable to food within walking distance of the various apartment
complexes
b. Beverages offered at lower prices to ensure repeated business and the ability to move more
product
c. High margins on Beverages and party supplies
d. Medium margins on food
2. Differentiation

a. The Party Wagon will have fixed routes that allows customers to be informed of our trucks
location and arrival times at various stops. This information can be accessed through our app
which allows customers to see our fixed routes, current locations, and specials.
b. We plan to also have a strong presence on social media including, facebook, twitter, and
instagram.
c. The Party Wagon also provides a pre-order service which ensures a timely delivery.
d. As previously stated, The Party Wagon is a company which was created with one key principle
in mind, convenience. We aim to revolutionize the food industry by delivering our customers a
one stop shop. By expanding the utility of a food truck, implementing technology, and making
our customers lives easier we are confident we can create the new industry standard.
3. Focus
a. College students in the Towson area
b. Specifically students who live near campus at various apartment complexes such as: Cardiff,
Donney Brook, Stevenson Lane, Colonies, Somerset, Rogers Forge, Ruxton, Versailles, Ivy Hall,
& Towson Woods.

Company Products and Services

PATENTS
AND
TRADEMARKS
The Party Wagon will be acquiring two trademarks to protect our name and logo. This
will prevent other companies from duplicating our idea or soiling the image of The Party
Wagon

Future

Innovation
In the next 5 years The Party Wagon would like to increase the number of trucks in
their fleet from one to four. In addition The Party Wagon would like to improve on the items
provided to customers. Deterring what the market demands and altering the menu to meet these

trends will do this. Finally The Party Truck would like to create a more diverse menu strictly
for catered events. This will make us more marketable and should increase demand.

Works Cited
http://www.strategicmanagementinsight.com/tools/vrio.html
https://www.mindtools.com/pages/article/newTMC_08.htm
https://resources.businessplantoday.com/food-truck-business-plan-sample/products-services/
http://www.forbes.com/sites/jillcastellano/2015/06/22/social-media-is-the-new-battle-ground-forcollege-binge-drinking/

Important links
http://www.wikiwealth.com/five-forces:food-truck-service
http://www.thefinanceresource.com/free_business_plans/free_food_truck_business_plan.aspx
http://sleequipment.com/concession-trailer-black-8-5-x-20-event-catering-food-trailer.html?
gclid=CPXD1MHt3MkCFYEmHwodJtMOrA
Liquor License stuff and permits
http://www.foodservicewarehouse.com/blog/liquor-laws-licensing-bar-restaurant/
http://www.farmtochefmd.com/
http://www.amazon.com/Hefty-Easy-Grip-Plastic-Count/dp/B00PJXIJU6/ref=pd_sim_467_5?
ie=UTF8&dpID=51SJkBGF0AL&dpSrc=sims&preST=_AC_UL160_SR160%2C160_&refRID
=1YPHVM84MK8EW01ZMSQ7
http://www.amazon.com/Generic-Practice-Ping-Pong-Balls/dp/B000ILDDSM/ref=sr_1_1?
ie=UTF8&qid=1450244267&sr=8-1&keywords=ping+pong+balls+in+bulk
https://www.dollartree.com/2-Deck-Packs-of-Playing-Cards/p325094/index.pro
http://harrisburgstore.com/aquafina-purified-drinking-water-32-16-9-oz/?gclid=CIO447f38kCFUMXHwodvNsA4w