1. Starting a New Business, Developing a Product, and Entering an Established Market

2. DC Street Food

Moratorium on new permits from 1998-2006

2006 DCRA survey lists varietyand quality as 1 & 2 concerns, respectively

82% of respondents demanded more variety

84% of respondents demanded more ethnic cuisine

56% of respondents demanded more healthy choices

Burrito Box: A Case Study 03/23/11 3. Not All Carts Are Mobile 7-Elevens!

On The Fly franchise emerges in 2007-

Puputella Pizza cart

Pedro & Vinnys

Market rewards innovation, taste

Burrito Box: A Case Study 03/23/11 4. No new vendor permits- DC Red Tape

What about Arlington, VA?

High density commercial and residential space

Same tastes and preferences

Transparent process for entrepreneurs

Ballston and Rosslyn are near stand-ins for DC

Burrito Box: A Case Study 03/23/11 5. First Come, First Served, Arlington, VA

Ballston submarket, in particular, looks promising

Very few street vendors

Expensive commercial real estate

Few, if any, unique dining establishments

Burrito Box: A Case Study 03/23/11 6. Logistics

Licenses

Depot

Cart

Kitchen equipment

Product

Burrito Box: A Case Study 03/23/11 7. How Will the Business be Defined?

Rethink street meat

Affordable

Local/organic (realistic?)

Unique

Appeals to all-including Vegetarian options

Environmentally friendly (100% recycled packaging)

Healthy

Burrito Box: A Case Study 03/23/11 8. Developing the Concept and the Brand

Tex-Mex- Easy, familiar, success of Pedro & Vinnys, fitting (client is a Texan, after all)

Burrito Box- Call it what it is!

Use CrowdSpring to find a fitting logo

Burrito Box: A Case Study 03/23/11 9. Burrito Box: A Case Study 03/23/11 10. Finances & Pricing Strategies

Given fixed and variable costs, what are breakeven sales?

What are expected sales?

How can the business expand?

Market-driven, instead of Cost-driven pricing?

Burrito Box: A Case Study 03/23/11 11. Attracting Customers

How to capture high volume foot-traffic?

Let Abe Buy Lunch

Mall Food Courts are so 90s

Focus on customer service, given size

Burrito Box: A Case Study 03/23/11 12. Takeaways

Focus was on business model, not food

No reserve capital

Seasonality

Too few cooks in the kitchen!

Burrito Box: A Case Study 03/23/11 13.