THE MOBILE CONTESSA
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Contents

Introduction

Chapter One: Understanding the Food Truck Craze

Where and Why
Scope
Compare Business Models
Food-Vending Apparatuses
Lean Startup
Insight: Rodeo Wagon
Plan the Plan

Chapter Two: The Food Truck Entrepreneur
Identify Skills and Traits
Entrepreneurs Don't Have to Do It All
Insight: Gyro King
An Average Day
Insight: Cafe Costa Rica
Time Out

Chapter Three: Legal and Regulations
Insight: Street-Vending Coordinator
Permits and Licenses
Why Regulations Are on the Rise
Mission: Food Safety
Business Formation
Entity Types in Review

Chapter Four: Marketing
Marketing at a Glance
Ten Food Truck Marketing Hacks
Marketing Cycle
Marketing Principles
SWOT Analysis
Target Markets

Chapter Five: Location, Location, Location
Ten Places to Park a Frequently Moved Food Truck
Special-Event Planning
Event-Planning Checklist
Beyond the Event

Chapter Six: Designing the Truck and Menu
Design the Apparatus
Insight: Whimsy Dish
Insight: Totally Awesome Vegan Food Truck
Selecting a Commissary Kitchen
Insight: FEED Kitchens, a Shared Commercial-Kitchen Incubator
Menu Design
Sourcing the Menu

Chapter Seven: Financial Projections and Management
Financial Documents
Budget and Cash Flow
Beginning Balance Sheet
Profit and Loss Statement
Sources and Uses of Funds Statement
Measure What Matters
Financial Planning
Point of Sale
Theft/Security
Anticipating the Losses and Planning for Wins

Chapter Eight: Creating the Framework
Biographies
Operations
Research
Product
Marketing
Financials
Human-Resources Management
Insight: Principal at Technomic
Other Considerations
Exit Plan
Executive Summary
Mission, Vision, Values

Chapter Nine: Fund the Vision
Types of Capital
Funding Sources
Getting the Money
Chapter Ten: Stop Before You Go
Evaluate and Pivot
Keep the Bus Filled
Customer Experience
Elevator Pitch
Triple Bottom Line
Ready? Now Go.


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