Thyme on Wheels Business Proposal

1. Thyme on WheelsBusiness Proposal Presented by: Rebecca Behr Nichole Dooling Christa Hinkein Rebecca Laper Rebecca Renus MelaniaTemidis

2. Executive Operation Mission Statement: “Thyme on Wheels is committed to providing a mobile, fast, and desirable selection of coffees and smoothies, as well as snacks and baked goods to the Sage community.”

3. Executive Operation Today Statements: • When lines reach six customers, the wait is about 15 minutes. • Breaks between classes are often as short as 10 minutes. • Thyme Café is the only on-campus coffee retail location. • Thyme Café offers a variety of traditional baked goods.

4. Executive Operation Tomorrow Objectives: • Reach a larger portion of the market segment • Decrease congestion in Buchman Pavilion • Provide fast, easy access to products • Increase gluten free and vegan baked goods • Provide an alternate venue for expedient purchase of coffee and snacks

5. Executive Operation Measurable KRIs • Relieve congestion • KRI: Customer’s average time spent in line at Thyme Café between 7:00am and 4:00pm • Attract customers who purchase their coffee and bakery items off-campus • KRI: Foodservice P&L report for both Thyme Café and Thyme on Wheels • Increase sales and revenue for Sodexo • KRI: Volume of goods ordered and profitability

6. Executive Operation Operation • Hours of operation: 7am-4pm • Personnel • one or two people from current food service employees • Locations: • Gurley Hall, McKinstry Courtyard, Main parking lot • Equipment: • coffee dispensers • Verisimo 710 espresso machine • Oasis smoothie system • beverage cooler • bakery display

7. Executive Operation Products • We Proudly Brew Starbucks coffees, espresso drinks, flavored creamers and syrups • Tazo tea bags • Oasis smoothies • Silkproducts • bakery items including gluten free and vegan • water, juices, milk alternatives

8. Market Analysis Target Market • Faculty and staff of Sage • Students of Sage • Guests of Sage

9. Market Analysis Keys to Success • Offering a menu consistent with competitors • Parking the truck at effective locations • Providing expedient service • Offer competitive pricing

10. Market Analysis Competitors • Bruegger’s Bagel Bakery (direct) • Dunkin Donuts (direct) • The Daily Grind (direct) • MochaLisa’s Café (statistical) • Java Puppy (statistical)

11. Market Analysis Modes of Customer Feedback • Internet Survey • Feedback cards with purchase • Discussion group with incentive

12. Market Analysis Feedback Analysis Expectations • 50% of commuters stop elsewhere for coffee and snacks • 25% of respondents turn down Thyme Café due to a long line or not enough time • 5-10% claim to adhere to a gluten-free or vegan diet • 25% are interested in a trendy, new vegan or gluten-free product

13. Strategic and Implementation Plan Right Pricing Prices: • Prices match those of Thyme Café menu • Prices in a $.10-1.40 range of Dunkin Donuts’ Pricing Method: • wants and needs of target market were identified • pricing method is competition based • weaknesses of competitor menus identified • Thyme Café considered a sister venue

14. Thyme on Wheels Menu Smoothies Latte Coffee/Tea Espresso Tall 2.99 Grande 3.59 Vente3.79 Add a shot of Mocha, White Mocha, Vanilla, Hazelnut, or caramel .69 Tall 1.69 / .99 Grande 1.89/ 1.07 Vente2.29/ 1.20 Single 1.59 Double 1.79 Extra Shot .69 Mango madness 3.69 Strawberry Banana 3.69 Sweets (From X’s to O’s- Vegan and Gluten Free) Quick Drinks Quick Snacks Soda 1.74 Bottled Water 1.74 Energy Drinks 2.49 Gatorade 1.99 Starbucks Frappuccino 1.99 Tropicana Juice 1.89 Milk 1.79 Silk Milk 1.49 Bagel 1.49 Fruit Cups 3.39 Hummus and Pita 2.99 Chips 1.09 Yogurt 1.29 Cupcake (Varieties change daily) 3.99 Chocolate Chip Cookies 2 for 3.25 Smore Bar 3.99 Fudge Brownie 2.25 Vanilla Canoe Boat 3.99 Simply To Go Peanut butter and Jelly 2.99 Tuna Sandwich 4.89 Chicken Sandwich 4.89

15. Menu Strengths • Quick and prepared • Variety • Vegan and gluten free options • Similar to Starbucks’ menu Weaknesses • Limited in prepared meal options • Many competitors exist in a 2 mile radius

16. Strategic and Implementation Plan Schedule and Staffing Plan One Manager: • Open/close • Close out the register • Train new employees • Also manages Buchman and McKinstry

17. Strategic and Implementation Plan Schedule and Staffing Plan Four Service Workers: • Operate smoothie and coffee makers • Operate cash register • Open and close

18. Strategic and Implementation Plan Scheduling and Staffing Total Hours=97.5 $8/hour Total Cost=$780 +benefits ($202.80/week)=$982.80/week

19. Strategic and Implementation Plan Full Budget $278,969.49 Proposed Start Up Investment $123,488.64

20. Strategic and Implementation Plan Proposed Starting Inventory • $3,322.87 Break Even Analysis $244, 269.22 sales per year

21. Strategic and Implementation Plan Marketing Tactics • Thyme on Wheels Facebook page • “NEW Thyme on Wheels” poster ad • Ad through Sage.edu, MySage and dining site • “Meal plans and dining dollars accepted” • Portable signage near truck • “Thyme is on my Side” Digital Engagement: • TwitPics using the hash tag #thymeisonmysidewill be rewarded with a discount opportunity.

22. Strategic and Implementation Plan Measurable Results Plan • Coffee and Hot Beverage Sales +15% • Total Food and Beverage Sales +5% • Average morning wait at Thyme Café <10 minutes

23. Strategic and Implementation Plan Recommended Future Actions 30, 60, 90 Day Evaluation Schedule • Conduct a Profits and Losses evaluation • Compile customer feedback analysis • The first 90 days as a period of adjustments

24. Strategic and Implementation Plan Recommended Future Actions Beyond this 90 day window • Evaluated as an independent food service channel • Reviewed according to Sage Food Service standards. • Add a second truck with meal based products • Expand to Sage of Albany

25. Supporting Sources • www.fetco.com • www.islandoasis.com • www.verismo.com

26. Questions