Complete 11.30.

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Georgia FBLA

Business
Plan Project
2016-2017

Adairsville High School

Mealer, & Grayson Dailey

Table of Contents
Executive Summary....................................................2
Company Description..................................................4
Industry Analysis....................................................6
Target Market........................................................8
Competitive Analysis................................................10
Marketing Plan and Sales Strategy...................................11
Operations..........................................................13
Management and Organization.........................................15
Long-Term Development...............................................17
Financials..........................................................19
Supporting Documents ................................................23

Executive Summary
The Hippie Hamburger Hut is a business in the food industry
that targets teens, young adults, and the elderly. Its a food bus,
which is similar to a food truck. The difference between the two is
the fact that the customers can dine inside the bus instead of getting
their food and leaving.
Our business is most likely to succeed because there is very
minimal competition. There are hardly any food trucks in the
Cartersville and Waleska area, which would be where our starting
businesses area. We will eventually be expanding, and we will be sure
to research the areas that dont have much competition for us.
Another reason our business would be successful is because we
would be going to the customers area instead of them driving a long
distance to us. We would be on site at the colleges, so most of the
students would much rather eat at the campus than risk going somewhere
else and being late to class. People tend to go to places that are
closer to them than places they would have to travel farther to.
Instead of just assuming we have enough money to expand and risk
going into debt, we are going to be sure to save much more money than
we think we will need. This will prevent The Hippie Hamburger Hut
from going out of business and losing everything we put into it.
Some precautions we are going to take to keep our business
flourishing are taxing cares of taxes on time, making sure all food is
up to date, and paying employees on time. To do this, we will have a
bookkeeper to keep track of everything. The bookkeeper should be
taking care of mostly everything that should do with the payments and
income. We will also be making sure that all customers are satisfied
with the employees manners, the food, the service, the cleanliness of
the restaurant, and the amount of time it takes them to get their
food.
As The Hippie Hamburger Hut owners, we will be sure to keep the
business alive. This will not be easy, but we are willing to go the
extra mile to make sure it happens. We are sure the expansion of the
business and the business itself will be successful if everyone works

together to make it happen. We will be dedicating all our time and

efforts into this business. We will focus on all of the important
aspects of what is going to make this business an absolute success. As
the owners, we will settle for nothing less than the best.

Company Description
The business is a restaurant on wheels that is called The Hippie
Hamburger Hut, or as its commonly referred to as, the Triple H.
The reason I believe it will likely be successful is because not only
is it a hamburger eatery, but it has a theme like hippies. Everyone
loves to eat, especially a good burger, but whats even better is to
have disco playing and the lights flashing to the music of the 60s,
with waiters and workers being dressed to the time period. The best
part of the The Hippie Hamburger Hut is that it is made inside of a
retired school bus, which can travel to different areas to find the
best target market.
The legal form of The Hippie Hamburger Hut would be a
partnership, since there are three members going into this business
together. We are a three-person partnership with a majority rules
policy. The effective business date would be April 11, 2024. The
restaurants main goal is to provide a friendly and safe environment
for customers to have a nice meal and employees to work at. The
restaurant wants to make sure the customers are satisfied with their
meal, the cleanliness and appearance of the restaurant, and the
employees attitude. The employees should have a clean work area, treat
all customers with respect, and be patient. We, as owners of the
restaurant, will treat all employees the way they should be treated,
and if needed they will be disciplined or let go.
Some of our immediate development goals would be trying to make
sure we have very little to no customer complaints, setting a
financial goal that should increase over time, make sure the
restaurant is open at a reasonable time for the food provided, and
making sure the menu is diverse and would have interests for the
target market as a whole.
The location of the restaurant will be in Cartersville, as well
as a location in Waleska, which gives each of the leaders a restaurant
to operate from. The restaurant in Waleska could travel to Reinhardt
College to get the lunch crowd from 11AM-2PM on Wednesday. In that
area there are many mountain bike trails like Blankets Creek, which
would mean many men and women would be hungry after an evening ride.
The one in Cartersville can go to Georgia Highlands for that lunch

crowd around the same times. This may require permission from the
school, and donations to the school would definitely help. The goals
for the development of the company would be that we start with two
restaurants, but eventually grow into more of them separated across
the country to maximize the amount of potential income. We are a
start-up business, so we currently do not have any income.
Competition amongst other companies would be apparent, as it
would be with any food-based company, but because of our convenience
due to the mobility of the restaurant and added theme revolving around
something not usually used, it would work out in our favor because of
the likelihood that no other company has the food, as well as the
hippie theme for their restaurant. The possible growth for the company
could be that it opens more restaurants around the country, perhaps
going from two across the country to having multiple mobile food buses
in certain states and eventually branching out into a stand-alone
restaurant, with our ultimate goal being expanding into the global
market.
The needs of the restaurant would be that it requires the
workers, which would mean that it needs: cooks, managers, cashiers,
and workers. We would also need the money to run and properly operate
the buildings/buses, which would be required to run even one
building/bus. The food industry is a massive one, especially in the
United States. Businesses like McDonalds, Burger King, and Wendys
have popularized the food industry to the point that almost every town
would have at least one of the three above mentioned buildings.

Industry Analysis
The food industry is a large group of different businesses that
most of the worlds population consumes from. The food business is one
of the largest in not only the United States, but is one of the
largest industries in the world. Companies like McDonalds, Burger
King, Wendys, and Chick-fil-a have the industry largely monopolized,
but smaller companies and individually owned eateries can just as
easily set up and compete against the larger companies. Although
smaller companies can be set up easily, they may not last if they were
to choose a location that doesnt properly support them.
The growth rate of the food industry is slowly growing over time
because people need faster and easier accessible food. Its easier to
go pick up food from a restaurant that comes to you than going home to
make something at or driving to wait on food to be cooked. More people
need food quicker because they have a short period of time for their
lunch break and dont have much time to go make something, eat it, and
then go all the way back to their job. The food industry is projected
to grow 2.5% in the next few years, and it has been proven that
hamburger-focused restaurants are at the top of the sales list, which
means our business would most likely succeed.
A trend that can be easily observed is that if you were to open a
smaller food establishment next to something larger and more wellknown like McDonalds, the likelihood of the smaller restaurant lasting
long is lessened because of the McDonalds. Accessibility and location
are important to the establishment, and a trend is that something
easier to go to, like a bus that comes to you, will likely attracts
people who need a quicker meal, and will mean that you can have people
coming in from both the window and the inside eating area. This means
you can make more money, and serve more customers. Businesses that
have a concession stand window are likely to serve more customers, and
make more money. Although the trends are usually observed from
multiple times it happens, some cases can be different. A smaller,
locally owned building can be more well-known and attended to than a
newly opened McDonalds, which can prove bad for the McDonalds profit.
A strategy to be a long-lasting restaurant would be to make sure
the location isnt around a well-known restaurant and that it is

faster, easier to access, and better than the restaurants around it.
The way to do this is by making sure all the owners and employees work
together to provide what the customers would want and in an
appropriate time the customers would need their food.

Target Market
Our business will be easy for anyone who passes through to grab a
bite and hopefully come back for more. We can help people quickly,
which also means we can serve more people whether they choose to eat
in the restaurant or get their food through the concession stand
window. Having our restaurant near an interstate or an easily
accessible area would mean that we make more money through customers
that are either from the immediate area, or people who travel through
the area for whatever reason. This means more money, which means our
business is more successful.
Our target market, as far as demographic, would be centered on
young adults and teenagers who never personally got to experience the
hippie lifestyle of the mid-1960s. This would help them understand
the type of clothes and atmosphere their grandparents grew up in, and
it could even draw in people from that generation. Almost 59% of the
United States population is a teen or young adult. This means our
target market is over half of the population and that we have a very
good chance of attracting them to our business.
Over time, we plan to grow our target market and attract
customers of all ages. We can do this by putting promotions in
newspapers that say 50% off for senior citizens with this coupon and
having Kids under 5 years old eat free with this coupon. This could
attract customers who need a cheaper and faster meal. We can also
attract the elderly target market by bringing the food to them since
the majority of the elderly cant drive or walk anymore. Children
under five years old usually dont eat much food anyways, so its not
like the business would be losing much money.
There will be music lightly playing to attract teens, but it will
also attract adults since it wont be too loud. The bus will be
decorated to look like a hippie hut to make it look appealing.
Students and staff of the colleges are another target market that
we will be pursuing since we are going to the colleges for lunch
hours. The bus will definitely be appealing to the students and the
majority of the staff will enjoy their meal since its quick and easy.
This way they can go back to their classrooms and get work done faster
if the restaurant is on site. Once we get to the college, one of the

administrators can announce over the intercom that the students and
staff can go and get their food. I feel that this method will be great
for business and earn the bus a lot of income.

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Competitive Analysis
Our competition would be like that of any aspiring hamburger
joint. Many opening restaurants that serve hamburgers have competition
with other hamburger places, especially fast food ones, like
McDonalds, Burger King, or Wendys.
Although they have more experience and have existed longer, they
sacrifice the quality of their food so that they can mass produce it
and make more money. With us only having a maximum of two food buses,
this would not be the case most of the time.
In the future, we plan to expand to more buses and eventually
have a stand-alone restaurant. This means that our competitors would
grow and expand to Cheeseburger Bobbys, Freddys, The Cookout,
Fuddruckers, and Steak N Shake. Steak N Shake may be popular for
their milkshakes and steak burgers, but some people think their meat
is very flat and is a small portion, as ours would be thicker and have
a larger portion. The Cookout is cheap, but does not seem very
sanitary, as our bus would be cheap and sanitary. Fuddruckers is
decorated and appeals to the people, but most people think the food
isnt that good.
Many of the competitors have loyal customers, which would be
considered a barrier, but over time we plan to appeal to them more
than the competitors have and get them to become one of our loyal
customers. Another barrier would be not having much room to work since
it is a bus. The small work space could be overcome though because
there are only going to be three people working inside the bus. The
rest of the employees would be working on the outside to provide room
for customers wanting to stay and eat on the inside. There will also
be seating outside with umbrellas that we will set up as soon as we
get to a good location. The seating will be for the customers that
want to sit outside and eat.

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Marketing Plan and Sales Strategy

The product of The Hippie Hamburger Hut is that of any
restaurant like it, food. Food is easy to sell because everyone needs,
and wants it. Not only do people want and need food, but a lot of
people like hamburgers, and foods commonly associated with hamburgers.
We could market our product through billboards, televised
advertisement, and even smaller things like putting ads in the local
newspaper and having radio stations give us a shout out so that we
could attract customers. Putting billboards up would also help attract
customers, especially depending on the location of the billboards.
Putting some up on the interstate or near the restaurant/bus would
help people find it if they havent thought about the place before and
the interstate helps bring in customers from all over, anyone who
travels through the area will be able to see it. Radio and televised
advertisements can help people from local areas hear about the
establishment, and by putting it out there on the internet or radio, a
much broader audience can find our restaurant. The amount of people
can heavily sway sales we bring in, and putting advertisements up
would really help draw people in.
Promotions that give discounts to the customers would bring in a
majority of the people. People want a cheap meal and if the newspapers
advertise our promotions, it can bring more people in. We can also
have one of our workers stand nearby and give out coupons. Our
business would also thrive if we had a punch card. It would be buy 9
burgers, get one free, so the tenth burger customers buy from the bus
will be free. Many people usually end up losing their card, which
means theyll come back for another card. If they lose their card and
come back for another we would be gaining even more money than we
would have before.
The Hippie Hamburger Hut would also be advertised through a
website. Customers that are in a hurry can place online orders that
will be ready for pick-up at the concession stand window. They can pay
online or when they arrive for pick-up. Customers even have the option
to purchase an order for another day if they dont need it
immediately. If needed, The Hippie Hamburger Hut can deliver for
you.

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Another way to gain customers would be to cater to parties,

charity events, small events, and big events. They can purchase this
online or by calling one of the owners. The Hippie Hamburger Hut
caters for a reasonable price depending on the amount of people at the
events.

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Operations
Our business facility would be similar to a food truck, but we
wanted it to be bigger so customers could dine in if they wished.
Instead of a truck, we are using a retired school bus. It would be
decorated as a hippie theme, which would be tie dye, peace signs,
flowers, smiley faces, the word groovy written on the side, and a tiki
hut top to go along with the hut theme. On the inside, we would have
soft music playing from a juke box, a disco, flashing lights, and
workers dressed as hippies. Connected to the bus would be the trailer,
that would also be decorated the same way as the bus, that is going to
be the cooking area. The cooking area will have a grill, a
refrigerator, a freezer, a deep fryer, a microwave, an oven, and an
ice cream maker.
All food would be made to order. The bus would arrive at a
location thirty minutes in advance of the scheduled lunch time to get
everything ready. Once we get there, we will check the online orders
and get the tickets ready to start those orders. We will prep them in
anticipation of proposed arrival time. After we have completed the
online orders we will get everything prepared. The kitchen will be
prepped and all toppings for hamburgers will be prepared, sliced, and
ready for quick assembly. The meat will be placed on the grill
approximately ten minutes before the lunch crowd should arrive in
anticipation of orders. At the same time, we will add fries to the
deep fryer to accommodate the side orders as well. Once the orders
start coming in, the meat should be cooked and ready just in time to
begin assembly of placed orders. While the orders are being fulfilled,
the customers should be paying for their order. By the time they have
finished paying, their orders should be ready to be delivered to them.
We will have the hostess who will greet and seat customers that
are dining in and will also handle all online orders. They will also
be in charge of taking care of payments. Once seated, the
waitress/waiter will come and take the customers orders and turn
those into the chef. The chef is going to cook the orders and ring the
bell so the waitress/waiter will know when the order is ready to be
delivered to the customer. The waitress/waiter will also be in charge
of taking care of the customer, refilling drink and asking if they
need anything, while they are waiting. The manager will also be on
site and will back up the hostess, assist the waitress/waiter in

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ensuring plates are correct before delivering orders to tables, and

deals with any issues or complaints that occur during the day.
Technology would definitely have a positive impact on our
business. We will be advertising through social media to reach out to
the younger target market and even have an online ordering system. We
will have software that can keep track of inventory and notifies us
when we need to restock particular items. The Hippie Hamburger Hut
will also provide the option to pay with Square in case customers want
to pay with credit cards, but we will also be using a cash register if
they choose to pay with cash or checks.

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Management and Organization

Anyone who works for The Hippie Hamburger Hut is considered a
key employee. The business would not run efficiently without all
employees. All staff is considered equally important. The hostess will
greet and seat customers that come in to dine, be in charge of the
cash register, and get online order tickets ready. The waitress/waiter
will be taking orders and taking care of the customers while they wait
on their order. The chef will be cooking the orders that were given to
them by the waitress/waiter and the online orders given to them by the
hostess. The bookkeeper will audit the cash receipts for the day, take
care of inventory control, order new inventory, make sure the food is
not out of date, make deposits, pay vendors, pay the employees, take
care of tax payments, and create the financial statements for the
business to ensure the business is efficient and profitable. The
manager will be in charge of making sure everything goes smoothly in
the day to day operations, handling advertising, and promoting menu
items that are the specials for that day.
The board of directors will be consisted of the three of us. We
will be representing the business, establishing policies, and making
decisions on major issues. The advisory committee will also be
consisted of us three, but also a group for testing new menu items.
Our consultants will be our accountant and our banker.
We have multiple plans for hiring new employees. We will have a
job fair where the potential employees will come in and get
interviewed by the board of directors. The decision to hire these
potential employees would then be looked over, talked about, and then
decided by the advisory committee and the board of directors whether
or not they are fit to work at our business. We will also post help
wanted in social media outlets to have them come out and apply for the
opening. Eventually, we might decide to use a temp service. This would
mean they are working for us, but they would be getting paid through a
different company.
Our business will be a good and positive environment for all
employees to work in. The work hours would be flexible, and there
would be health insurance provided to the full-time employees. Our
employees would also get discounts on food on days they are working.
Our pay is competitive with other rates in the industry, which means

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that we try to offer a little higher wage than others in the industry
to attract and retain hard working individuals.

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Long-Term Development
The main goal of The Hippie Hamburger Hut is to eventually have
multiple buses and at least one stand-alone restaurant. We, as the
owners, know reaching this goal will not be an easy task to complete.
For now, we will focus on goals that will take a shorter amount of
time, but will also help us grow closer to this main goal in the
process. Our strategy to reach this goal is to just be patient and
take our time with the process so we dont try and move forward too
quickly.
Once the business has reached its three-year mark of being a
successful running business, we hope to have accomplished a few goals.
We plan to have a high amount of income so we can expand our business
even further. We plan to double our number of buses and have four
instead of two. Having four buses means we could branch out into other
areas and make an even greater profit than before. Having four buses
would also mean instead of alternating between locations each day, we
could set up at more places each day. Another goal we hope to have
accomplished by the three-year mark is to have set up our bus at least
at ten festivals. Setting up at these annual festivals would
definitely bring in customers from all over. The general target market
for our business is essentially teenagers, and festivals and fairs are
usually the best place to find them.
On our five-year mark of being a successful running business our
goal is to have a larger number of customers coming to the food bus
throughout the day. We also hope to have expanded our business even
farther by this time so we could potentially have some buses in other
states. If we had business in other states, it would bring in new
customers and hopefully a lot more income than we initially had.
Eventually, we will have enough to build an actual restaurant to go
along with the buses. This will take a few years to reach, but we are
prepared to work hard and accomplish this goal.
A possible risk to expanding the business would be not generating
enough income and possibly losing the business. To prevent this from
happening, we would take serious precautions and make sure we have
enough money to expand before we actually do. Another precaution would
be creating a plan so we know exactly what we need to do before taking

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such a big step in the business. We will also need to stay focused on
the main goal instead of trying to do multiple things at once for the
business.

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Financials

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Supporting Documents
Before starting the business, we will need to obtain multiple
license and permits. To get the license and permits, we will have to
fill out a series of applications. The process of obtaining these
could take several months, but without them our business would be shut
down and fined.
To work in a food truck, we will need and Employer Identification
Number and will need to register for additional licenses and taxspecific identification numbers. We will also need a business license
from the state you are operating in, as well as a Food Service
Establishment Permit. We might also need to have local licenses if
they are required. Being in the restaurant business, we are going to
have to keep in mind that we may need an alarm permit, a business
license and tax permit, a health permit, a signage permit, and a
zoning permit. These are permits that are recommended for restaurants,
so all of them are not needed for the food truck.
Since our first two trucks are going to be located and traveling
around Georgia, it is necessary to have a food permit for each truck
according to Georgia law. Also, according to the Georgia law, it
states that the manager of the food truck must show that they have
knowledge of food-borne illnesses and safety measures.
Since we are a partnership, were going to have to register our
business as a legal entity. Its possible that we may also need to
register a Doing Business As name to legally identify the name our
truck is operating under.
All employees must be fill out an I-9 to see if they are legal to
work in the US. They will also be required to fill out a W-4 to
determine income tax withholding. Once we have hired an employee, we
will need to report them to our states directory within twenty days.
We must insure our employees with unemployment insurance, which covers
them if they are terminated from their job, and they will also have
workers compensation insurance, which covers them if they are injured
on the job.
In order to keep track of all of the licenses, information, and
paperwork, we will need to have a plan. We must start with having a
checklist of everything we are going to need, and then we can research

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and get information on the types of things we will definitely need to

have in order to run our business in certain states.
Our business is going to need some endorsements to generate more
publicity. Since we are going to be going to the colleges for lunches,
they might decide to endorse us. By us donating some of our profit to
the colleges to allow us to sell there, they might be more willing to
endorse. By going to the mountain bikes trails to sell food and donate
to them as well, they might be willing to endorse us also. If our
business gets a few endorsers it can cause more people to have
knowledge of our business. This means more consumers will come to our
food bus, and we will generate more income.