My capstone project.

1. Rolling
Greens
A Salad Truck.
Capstone Project
Lindsay Kurty

2. Objectives
 Industry Overview/Business Opportunity
 Competitive Analysis
 Market Size
 Financial Review
 Marketing Plan
 Questions

3. Yields over
4 Million
Results on
Google
Food Truck Market

4. What is the problem?
“60% of food truck customers are men due to the
nature of food served as, it tends to be heavier
and greasier which appeal more to men”

5. Business Opportunity
Local Farm to Fork Salad Food Truck to meet the
needs of an underserved market and increase
overall food truck customer penetration.
Rolling Greens
Salad Truck
“Farm to Fork Fresh”

6. Salad Trends
‘Chopped Salad Has Become the Lunch
Choice in the Northeast’
Alternative for fast food – young professionals are very
conscious of what they put into their bodies
What makes a salad great? ingredients which are
premium, natural, local and
preservative-free

7. Location: Rochester, NY
- Third most populous city
in New York
- 11 College/Universities
- Over 35 Festivals from May
to October
- Over 34,000 farms in New York
- Home of Xerox, Paycheck, Eastman
Kodak, Bausch & Lomb

8. Organizational Chart
CEO/CMO
Lindsay Kurty
Founder
CFO/COO
William Kaser
Hourly
Employees (6)
• 7+ Years Marketing/Sales Experience
• Masters In Marketing from NYU
• Proven track record of success
• Restaurant experience
• 9+ Years operations/sales
• Masters in Finance from Simone
School of Business
• Management experience
Advisory Board
Tim Dollinger –Buyer of Fresh Produce at
Wegmans Food Markets
Marty O’Sullivan – Managing Partner
and executive Chef of Marty’s Meats
Food Truck
Sheryl and Fred Kolakoski ––
Owes and operates Macarollin and
Wine or Not Food Trucks

9. Who is in the market?
Competitive Overview

10. SWOT
Strengths
- Unique concept in marketplace
- Connected/support community
- Minimal cooking
- Fresh ingredients
- Multiple revenue streams
- Easily change menu based on
customer preference
- Low marketing costs
- Marketing experience
Weaknesses
- Seasonality
- Lack of food truck experience
- New to market
- One type of cuisine
- High percentage of waste
Opportunities
- Franchise (Buffalo, Syracuse –
outside of NY)
- Brick and mortar restaurant
- Grab and Go salads with local
grocery store chain
- Expand into other types of healthy
food
Threats
- Weather
- Low barriers to entry, copycats
- Large quick-serve chains investing
- Decrease demand of healthy food
- Government regulations
-Change in gas prices

11. Competition

12. Perception Map
Healthy
Fresh
Comfort Food
Processed

13. Learn From Your Competitors.

14. Who is my market? And
how big is it?
Market Size and Target
Audience

15. Target Markets
Health Conscious Women
- Women between the ages
of 25-44
- College Educated
- Prefers healthy food over
junk food
- Very conscious of what
they put into their bodies
- Frequent gym goer
- Avid social media user
- Annual income of $45K+
Primary Target
Health Conscious Men
- Men between the ages
of 25-44
- Health conscious
Women College Students
- Aged between 18-22
- Health conscious
- Prefers to eat off the
dining plan
- Student athlete or exercise
enthusiast
Secondary Target

16. Target Market
Sarah is a 28 year old college educated,
Rochester native working as an Account
Executive at Dixion Scwable Advertising.
She recently moved back to Rochester with
her husband.
When Sarah is not working she is either at
the gym, socializing with friends or hanging
out with her husband. Sarah supports the
local community and goes to the farmer’s
market on Saturday to purchase fresh and
local produce.
Sarah and her husband stay healthy by
cooking at home during the week. They
love to go out to dinners with friends on the
weekend. She is constantly checking
yelp.com to read restaurant reviews. After
she goes to dinner she will post her
experience on yelp.com via her smart
phone.
Sarah is a health conscious woman
however she enjoys and appreciates
occasional indulgences.
Meet Sarah:

17. Market Opportunity
*Populations based on the 2000 census

18. Does this idea work
finically?
Financial Overview

19. Revenue Streams
On Truck Sales Online Delivery Catering

20. Additional Revenue
Harney & Sons
Organic and Healthy Teas
and Juices headquarter
and produced in
Millerton, NY.
Beverages
Fruit Salad
Chase Farms
Local Seasonal Fruit
Salads, add $3 per check.

21. Customer Experience
Operational Review – How the Salad is Made

22. Average Ticket Price
Breakfast - $5.00
Assume the average breakfast consists of
(1) Coffee ($1.50)
(1) Breakfast Salad ($3.50)
Lunch/Dinner Salad -$11.00
Assume the average lunch/dinner consists of
(1) Drink – Iced Tea/Water ($2.00)
(1) Salad ($9.00)
In order to break-even in Year 1, I will need to sell:
6,474 Breakfast Tickets at $5.00 = 18 salads per day!
16,677 Lunch/Dinner Tickets at $11.00 = 46 salads per day!
15% of Sales
85% of Sales

23. Sales Projections
Goals:
Increase market penetration from Year 1 (15%) to 20% in Year 2
Increase market penetration from Year 2 (20%) to 25% in Year 3

24. Financials
P & L Summary Year 1 Year 2 Year 3
Total Revenue (Sales) 186,946.00$ 268,822.00$ 360,886.00$
Total Cost of Goods
Sold 56,083.80$ 79,839.96$ 108,267.02$
Gross Profit 130,862.20$ 188,982.04$ 252,618.98$
Total Expenses 151,047.00$ 145,547.00$ 143,972.00$
Net Profit (20,184.80)$ 43,435.04$ 108,646.98$
Cost of Goods Sold
Revenue
Selling, General and Aministrative Expenses

25. Pre-Launch Year 1 Year 2 Year 3
• Purchase truck
and lock in all
venders
• Begin marketing
activities
• Obtain all permits
and licenses
• Open for
business
• Begin University
marketing
• Launch and
market catering
services
• Make any
necessary
changes
• Possibly open 2
additional
trucks in Buffalo
and Syracuse
• Possible
franchising

26. How do people learn
about it?
Marketing Plan

27. Campaign Strategy and Objectives
Campaign
Objectives
• Drive awareness of Rolling
Greens, and increase truck
patrons
• Understand best channels/
locations to engage target
market
• Weekly sales of 278 salads
Challenges
• Lack of brand awareness
• Loyal customers to other
food trucks in area
• Only in one location at one
time

28. Media Mix
Online Off-Online
Website
Paid
Search
Social Media
Twitter
Facebook
Instagram
Truck Wrapper
College
Ambassador
Loyalty Club
Launch
Parties

29. Website
 Vibrant, lively and user friendly
 Menus – list of farms we source from
 Email list sign-up (begin to build CRM)
 Twitter Link
 Facebook Link
 About Me
 Weekly locations/updates
 Catering
 Press
 Contact Us
 Online ordering
 Truck locator map

30. Social Media
• Daily Tweets about current and future locations
• Healthy content and information on locally
sourced produce
• Paid campaign to build buzz prior to official
launch
• Promote ‘Specials’
• Schedule of events, communicate changes
• Showcase pictures, ask fans to share their
pictures
• Respond back to anyone that comments
good/bad
• Share pictures of local farm visits
• Customers at the food truck
• Community engagement
• Encourage customers to ‘check in’
• Free Topping

31. Screen Shots

32. Google Search
 $500 budget
 Flight time June 15 – September 15
 After evaluating, if campaigns are
successful invest another $500 in
continued advertisements
Key Words:
Healthy, Healthy Salad, Healthy Food, Healthy
Snack, Salad, Fresh, Fresh Salad, Local, Local
Farms, eat healthy, diet, Kale, Romaine, Lettuce,
Salad Toppings, Fast Salad, Easy Salad, Good
Salad, Best Salad, healthy greens, Food Truck,
Best food Truck, healthy food truck, local food
truck, best mobile truck, healthy mobile truck,
salad shop, salad restaurant, healthy restaurant
Local, Fresh Salads
www.rollinggreensalads.com
Enjoy a fresh farm to fork salad at
RollingGreens Salads today!
Healthy Salads
www.rollinggreensalads.com
Enjoy a healthy, fresh salad at
RollingGreens today!

33. Truck Wrap
Marketing and Functionality – critical to success
 Immediately attract the attention of the consumer with bright
lime green truck, no other truck in Rochester is green

34. Events/Launch Parties
 Blog Event
 Invite local food bloggers to sample food prior to
launch event . How can it be improved? Get them
vested in the success of the business.
 Press Party – June, 20th 2015
 Location – Knickerbocker Farms
 Free samples
 Open Bar
 Friends and & Family
 Press/bloggers/bloggers readers
 Invite only
 Public Grand Opening – June 28th 2015
 Location – Public Market
 Free Salads for the first 50 people

35. Lettuce Lovers Loyalty Card
 Free toping with card
 Purchase 10 salads get your 11th free
 Lunch or dinner salad only

36. College Brand Ambassadors
 Partner with students at local colleges (RIT, UofR
and St. John Fisher to promote brand
 Students would get paid to blog, post, tweet and
share information about Rolling Greens
 Students would wear t-shirts around campus

37. Marketing Plan
Year 1 Marketing Plan
May 2015 – April 2016
Total Annual
Spend: $8,992

38. Budget Allocation
Total Annual Spend: $12,216

39. Location, Location, Location!
Sample Location Schedule

40. Measurement and Analytics
KPI’s
 Number of orders
placed
 Average order size
 Unique verse repeat
customers
 New followers
 Social Engagement
 CTR on Search Ads
 Customers by location
Analytics
 Google analytics
 Shopkeep analytics
 Twitter analytics

41. Exit Strategy
Sell the business for profit
Liquidate assets
Acquired by Wegmans Food
Markets

42. Thank You!
Questions?