Juju’s Deli Business Plan

by

Maritza Cisneros . . . . 100%

Guadalupe Guerra. . . 100%
Joshua Herrera. . . . . . 100%
Eslie Pacheco. . . . . . . 100%
Alejandra Padron. . . . 100%
Ruben Rivera. . . . . . . 100%

for

Introduction to Business
Martha C. Lovett
Table of Contents

1. Executive Summary
2. Background
3. SWOT
4. Alternatives
5. Choice

Appendix

A. Expense Estimates
B. Menu
C. Food Truck Park
 1. Executive Summary

This business plan contains the details and goals for Juju’s Deli Food Truck. Juju’s Deli
Food Truck will specialize in specialty sandwiches, soups, salads, and drinks. This business has
extreme potential for success in it’s employees food service skills and uniqueness, but the lack of
experience in running a food truck serves as the company's biggest weakness. The strategy to be
used by Juju’s is to allow for the food to be accessible to all by making its prices affordable and
making the businesses environment friendly to all ages. Juju’s offers a different experience to
Brownsville cuisine by being the offering healthy options and by being the first deli food truck in
Brownsville.
 2. Background
The business we are proposing is a deli food truck. The food truck will serve sandwiches, soups,
salads, and drinks. The financing will be covered by obtaining a small business loan from the
International Bank of Commerce (IBC) in Brownsville, Texas. The business will serve customers
who are looking for a healthy and quick food option. The business will face competition from
other food trucks with wider range menus and even healthier options (such as vegan food trucks).

The Business
The business is a deli food truck different from other food trucks in that it will: serve a limited
menu allowing for quick production and high rates of customer satisfaction, prioritize customer
service, and provide healthier food made up of quality ingredients(See Appendix B). The
operation hours for the food truck will be Wednesday through Monday from 5 pm to midnight.
The food truck will not operate on Tuesdays as the park where it will be located is closed on
Tuesdays. This business will be a small business as it will have only six employees. Joshua
Herrera will be the manager, Guadalupe Guerra will be the supervisor, and the remaining four
members will be employees. However, all six of the members will each work as cooks and
alternate between sharing the duties of accounting, advertising, and human resource. The
business itself will hold the following licenses/permits: occupational license, food seller license,
LLC license, Federal Tax ID (EIN), State Controller of Texas resale permit, Health Department
of Brownsville permit. The location for the business will be the Broken Sprocket located at 6305
Paredes Line Rd, Brownsville, Tx 78526 (See Appendix C).

Financing
It is important to cover the expenses for the assets and services for the food truck to keep it
running smoothly. The estimated business costs for the first month of operation will be around
$35,000 (See Appendix A.) The business costs will be covered by a $50,000 loan from the
International Bank of Commerce (IBC Bank) in Brownsville, Texas for 13 months. The interest
cost will be added and included in the business’ monthly costs and paid through a monthly
recurring payment.

Customers
There is a wide variety of customers that the food truck will target. It will be located in a family
friendly atmosphere that is a convenient walking distance from a number of middle-high class
neighborhoods. Our target market will be made up of adult individuals and families of all
incomes that are looking for healthy food options. The target market as a whole is growing. The
“healthy lifestyle” has become a trend that most individuals and families are following with.
With healthier options such as organic items being on the higher price range in grocery stores,
our food will serve as a healthier, but less expensive alternative for all individuals and families.

Competitors
The business’ biggest competitor will be the vegan food truck “Chile de Arbol: Plant Based
Food” that will be located alongside our food truck at the Broken Sprocket food truck park. This
food truck offers a dairy-free, animal product free, and plant-based menu. This truck also brings
in the most income by being open whenever possible and as long as possible. The vegan lifestyle
is among the more popular healthy lifestyles as it does not include animal products, so vegans
are benefitting from the healthy ingredients and helping animals at the same time. Although
veganism is popular, the main ethnicity in Brownsville, Texas is made up of Hispanics who are
known for their love of meats. Also, some citizens who became vegans may decide that they
want to be healthy, but find veganism may be a bit extreme, so they will still eat healthy at our
food truck with lean meats and vegetables instead of the strict vegan one. Lastly, the Broken
Sprocket is frequently visited by cyclists and active people who need a positive and healthy
source of energy which our food truck can provide more of with the inclusion of meats as
proteins.
 3. SWOT

The strengths this business has are attributed to the experience the partners have first hand, but
the main weakness that the partners bring are in the lack of experience to manage a business. The
weaknesses pose a threat to the business, but there are many opportunities that can help this
business be successful.

Strengths:
All business partners have had experience in the food industry, ranging from being a server to
being a chef. The experience that each partner brings to the business will help it flourish because
in what one partner may lack, another partner will be able to teach the others. All partners have
also had training in customer service, which is a key component in owning a business. Also, each
member has knowledge on basic management skills attributed to a business course taken.
Additional strengths include that we are the only business at the Broken Sprocket that specializes
in deli food and all at a low cost. There is strength in the uniqueness of our food because it is
different than the food made in deli food chains in our area. The ability to operate the business at
a low cost is an additional strength in the business.

Weaknesses:
Although all partners have basic knowledge in management, none of the partners have actually
owned or managed a business. The lack of management experience is a major weakness that this
business will face because the way the business is run can either help the business flourish or be
its demise. Additionally, another weakness this business may experience is loss of customers
because of how limited the menu is. Making the menu small may drive away potential customers
if they do not see any options they like. They might prefer to go to Chile de Arbol, our
competitor healthy food truck, if they have more options to choose from.

Opportunities:
A major opportunity in this business venture is to be the first deli food truck in Brownsville, TX.
The Broken Sprocket is the first food truck park in Brownsville and there are still not many food
trucks there. Food trucks are very popular in bigger cities and it is only a matter of time before
they become big in Brownville too. By being the first deli food truck, it allows for us to be
original and established before lots of other people attempt to come into the food truck business.
If this business becomes successful this also gives us the opportunity to expand and open more
food trucks or a sit-down restaurant. Additionally, as mentioned before, the “healthy lifestyle”
has become more popular in Brownsville so by giving people healthy food options it allows the
business to gain a bigger customer base and continue growing as people choose to eat healthier.

Threats:
A threat this business faces is that people may not take a liking to the deli food concept.
Although the “healthy lifestyle” has become more popular in Brownsville, it is not a guarantee
that we will get enough business to keep our business open. Customers may prefer other types of
foods that are offered at the Broken Sprocket over ours. Another threat is that there is another
healthy food truck, such as Chile de Arbol, and the potential of more healthy food trucks to be
opened, which can drive away customers from us. Our lack of experience in business
management is also a threat because if we do not learn how to run the business right there is a
high risk of having to shut down. The City of Brownsville has had tough regulations on food
trucks so it is a possibility that they can change their regulations and make it difficult for us to
attain the proper permits to operate our food truck.
 4. Alternative

The deli food truck will provide services at the Broken Sprocket park, or we can cater outside of
the park to satisfy customers needs.

First Possible Strategy:

For JuJu’s Deli, the customers will be both sexes and all ages. Our services will extend to
children, teens, adults, and senior citizens that are looking for healthy food options.We will
target families of all incomes, as our prices are economical. Our business shows the quality of a
fast casual restaurant with the benefits of low prices and outdoor deli dining. JuJu’s Deli will
meet the customer's need for a quick and healthy meal that will leave them satisfied. With proper
licenses and permits to operate the food truck, our business will also have sanitary procedures to
keep a clean atmosphere for our customers. Customers will have the option to dine-in, with
tables we will provide outside our truck, and have music to compliment the family-friendly
environment. We will also provide carryout services, that can be ordered through our website or
phone number. This helps us serve our customers with greater efficiency, by having their food
ready and bagged by the time they arrive. Our menu is what makes JuJu’s Deli different from
any other food truck in the park. Many people want to eat healthier without having to convert
vegan/vegetarian, and our menu provides these healthy alternatives. We will have combos that
are complementary with the customers choice of soup and the cookie of the day. Generally,
healthy food tend to be more expensive, but the prices at JuJu’s Deli can’t be beat. From salads,
soups, and sandwiches to soft drinks and freshly brewed teas our prices are all below $10. Our
business will give customers the absolute best and unique customer service they will ever
experience. Low prices, healthy food, and excellent service is our primary strategy.

Second Possible Strategy:

For the second possible strategy, the customers of the business will be both sexes and all ages.
The business will focus largely on middle class families. Instead of the tradition deli-dine in
experience, we will lean towards catering. Our services will extend from our food truck where
our food will be made to the customers destination where we will provide exquisite catering
service. We will put time into our catering to make sure the customer is completely satisfied with
the service. Any typical caterer has the problem of either bringing the food cold or undercooked,
but at JuJu’s Deli, we will make sure to always prepare and deliver our food with caution. Our
business will remain local and only cater in Brownsville, as this could be problematic with long
distances to events. We will offer family bundles that will fill up an entire family of 4-8. These
bundles will cost more than the traditional serving size price, but will still be in the affordable
range. Our business will work to outshine any other business by offering a unique, individual
service that no other competitor provides.
 5. Choice

We believe that the first strategy implemented would be the one that will give us the upper hand
from other business. By doing so, we will treat every customer like the kings and queens they’ve
always wanted to be, with respect and making sure they 100% satisfied with their meal and the
service. Our plan is to win people's heart with the care we are providing, our outstanding deals,
and the amazing food you can't get anywhere else. Now, we made sure our strategy was unique
simply to give us the upper hand against others. For example, a company with no strategy has no
clear vision on what they are striving for, but unlike us we have a plan to see what is working
and what isn’t. If we’re not seeing smiles all around us, then we are doing something wrong and
has to be fixed!
 Appendixes

Appendix A: List of potential expenses

Appendix B: Menu
Appendix C: Contract
The contract will be signed with the owners of The Broken Sprocket for at least six months on
the property, however, if the qualifications are not met the business may leave the premises
before the contract ends. The park requires a $1,000 deposit at the time that the contract is
signed. It also requires that we, Juju’s Deli, give 10% of our sales to owners, or the minimum of
$300. The hours of operation are not mandatory by the owners, but we have agreed from
Wednesday to Monday from 5 pm to midnight. The park is closed on Tuesdays.