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Coffee Truck Business Plan

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High demand, low startup costs, and a recurring revenue model make starting a coffee truck a lucrative and rewarding profession.

Anyone can start a new business, but you need a detailed business plan when it comes to raising funding, applying for loans, and scaling it like a pro!

Need help writing a business plan for your coffee truck? You’re at the right place. Our coffee truck business plan template will help you get started.

How to Write A Coffee Truck Business Plan?

Writing a coffee truck business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

Introduce your Business:

Start your executive summary by briefly introducing your business to your readers.

Market Opportunity:

Highlight the coffee truck menu list you offer your clients. The USPs and differentiators you offer are always a plus.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

2. Business Overview

The business overview section of your business plan offers detailed information about your company. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

Business Description:

Describe your business in this section by providing all the basic information:

Describe what kind of coffee truck you run and the name of it. You may specialize in one of the following coffee truck businesses:

  • Traditional coffee truck
  • Gourmet coffee truck
  • Espresso bar on wheels
  • Nitro cold brew truck
  • Kiosk coffee truck
  • Franchise coffee truck
  • Specialty coffee truck
  • Describe the legal structure of your coffee truck, whether it is a sole proprietorship, LLC, partnership, or others.
  • Explain where your business is located and why you selected the place.

Mission Statement:

Business history:.

If you’re an established coffee truck, briefly describe your business history, like—when it was founded, how it evolved over time, etc.

Future Goals

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

Target market:

Start this section by describing your target market. Define your ideal customer and explain what types of services they prefer. Creating a buyer persona will help you easily define your target market to your readers.

Market size and growth potential:

Describe your market size and growth potential and whether you will target a niche or a much broader market.

Competitive Analysis:

Market trends:.

Analyze emerging trends in the industry, such as changes in customer behavior or preferences, etc. Explain how your business will cope with all the trends.

Regulatory Environment:

Here are a few tips for writing the market analysis section of your coffee truck business plan:

  • Conduct market research, industry reports, and surveys to gather data.
  • Provide specific and detailed information whenever possible.
  • Illustrate your points with charts and graphs.
  • Write your business plan keeping your target audience in mind.

4. Products And Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

Coffee menu:

Mention the coffee truck servings your business will offer. This list may include:

  • Coffee beverages
  • Cold beverages
  • Specialty drinks
  • Non-coffee alternatives
  • Add-ons or extras
  • Baked goods and snacks

Quality measures:

Highlight customization, additional services.

In short, this section of your coffee truck plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Unique Selling Proposition (USP):

Define your business’s USPs depending on the market you serve, the equipment you use, and the unique services you provide. Identifying USPs will help you plan your marketing strategies.

Pricing Strategy:

Marketing strategies:, sales strategies:, customer retention:.

Overall, this section of your mobile coffee truck business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your coffee truck, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

Staffing & Training:

Operational process:, equipment & machinery:.

Include the list of equipment and machinery required for a coffee truck, such as an espresso machine, coffee grinder, blender, hot water dispenser, water filtration system, or refrigeration unit, etc.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your coffee truck’s management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.


Key managers:.

Introduce your management and key members of your team, and explain their roles and responsibilities.

Organizational structure:

Compensation plan:, advisors/consultants:.

Mentioning advisors or consultants in your business plans adds credibility to your business idea.

This section should describe the key personnel for your coffee truck, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:.

Determine and mention your business’s break-even point—the point at which your business costs and revenue will be equal.

Financing Needs:

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

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9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

  • Add a table of contents for the appendix section to help readers easily find specific information or sections.
  • In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
  • Provide data derived from market research, including stats about the industry, user demographics, and industry trends.
  • Include any legal documents such as permits, licenses, and contracts.
  • Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your coffee truck business plan should only include relevant and important information supporting your plan’s main content.

This sample coffee truck business plan will provide an idea for writing a successful coffee truck plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our coffee truck business plan pdf .

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Frequently asked questions, why do you need a coffee truck business plan.

A business plan is an essential tool for anyone looking to start or run a successful coffee truck. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your coffee truck.

How to get funding for your coffee truck?

There are several ways to get funding for your coffee truck, but self-funding is one of the most efficient and speedy funding options. Other options for funding are

  • Bank loan – You may apply for a loan in government or private banks.
  • Small Business Administration (SBA) loan – SBA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
  • Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your business, usually online.
  • Angel investors – Getting funds from angel investors is one of the most sought startup options.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your coffee truck?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your coffee truck business plan and outline your vision as you have in your mind.

What is the easiest way to write your coffee truck business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any coffee truck business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

How do I write a good market analysis for a coffee truck business plan?

Market analysis is one of the key components of your business plan that requires deep research and a thorough understanding of your industry. We can categorize the process of writing a good market analysis section into the following steps:

  • Stating the objective of your market analysis—e.g., investor funding.
  • Industry study—market size, growth potential, market trends, etc.
  • Identifying target market—based on user behavior and demographics.
  • Analyzing direct and indirect competitors.
  • Calculating market share—understanding TAM, SAM, and SOM.
  • Knowing regulations and restrictions
  • Organizing data and writing the first draft.

Writing a marketing analysis section can be overwhelming, but using ChatGPT for market research can make things easier.

How detailed should the financial projections be in my coffee truck business plan?

The level of detail of the financial projections of your coffee truck may vary considering various business aspects like direct and indirect competition, pricing, and operational efficiency. However, your financial projections must be comprehensive enough to demonstrate a complete view of your financial performance.

Generally, the statements included in a business plan offer financial projections for at least the first three or five years of business operations.

What key components should a coffee truck business plan include?

The following are the key components your coffee truck business plan must include:

  • Executive summary
  • Business Overview
  • Market Analysis
  • Products and services
  • Sales and marketing strategies
  • Operations plan
  • Management team
  • Financial plan

Can a good coffee truck business plan help me secure funding?

Indeed. A well-crafted coffee truck will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

What's the importance of a marketing strategy in a coffee truck business plan?

Marketing strategy is a key component of your coffee truck business plan. Whether it is about achieving certain business goals or helping your investors understand your plan to maximize their return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having an impactful marketing strategy:

  • It provides your business an edge over your competitors.
  • It helps investors better understand your business and growth potential.
  • It helps you develop products with the best profit potential.
  • It helps you set accurate pricing for your products or services.

mobile coffee shop business plan pdf

Business Planning Guide & Resources

We have plenty of  free business planning resources  available to help you with your planning. You can download our resources to learn all about business planning.

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How to Craft a Perfect Coffee Shop Business Plan? Access the Best PDF Word Document

How to Craft a Perfect Coffee Shop Business Plan? Access the Best PDF Word Document

Tamana Gupta


Planning to open your coffee shop in the town for all the coffee hoppers? Well, salute your entrepreneurial enthusiasm. Moreover, the café industry has experienced tremendous expansion over the past several years due to the recent upsurge in eating-out culture brought on by western influence. But it’s really important to have the right plan for opening a café business otherwise the enthusiasm will be squandered.

Consider your plan as a roadmap for your business enterprise; it's simpler than you might think to write one! This article will teach you how to create a successful business plan for your new coffee house.

What is Coffee Shop Business Plan?

A coffee shop business plan is a document that explains what your business idea is and how it will succeed. It provides answers to queries like how much it will cost to open a business, how those costs will be covered, and how much revenue you anticipate from your café. A coffee shop business plan includes information about your competition, target market, and price structure.

Purpose of having a Business Plan

Your business plan can be presented after it is complete to anyone who will assist you in opening your café, including potential partners, bankers, investors, and investors. As you can probably tell, it’s an extremely important document, so it is worthwhile to make it well.

Don’t worry! Learn the different pieces of information that will go into your business plan and SlideTeam help you pull the pieces together. The fundamental components of your business plan are detailed below, along with further advice on how to construct one.

Start with your Vision

Laying out your vision for your future cafe or coffee shop will help you dream big and take the first step toward realizing your ambition of owning a café. How will your cafe be designed? How is it going to be decorated? Where is it going to be? What products will you sell? Who will be frequent? How will guests find their way around your cafe, from the time they enter until they swipe or tap their credit card to pay?

It will be very motivating to look up at your original idea and be reminded of the finish line as you spend hours working on your business plan.

Here are a few steps that will aid in making a powerful coffee shop business plan document:

Step 1: The Executive Summary

A concise description of your coffee shop business plan is provided in the executive summary. It ought to contain all the crucial information about your company. If someone informed you they would just read this one portion of your plan, what would you want them to see? This will help you decide what to include.

For your coffee shop business plan, you can start by highlighting the basic information about the business. Mention the name of the café, web address, date of incorporation, location , etc.

The executive summary outlines the whole business plan in a concise, short, and sophisticated way. Highlight the start-up investment cost, the name of the founder, the products, and the target market.

Devise a plan of how your team will conduct its operations and introduce the leader/CEO of your company who has hands-on experience in the coffee Business.

Basically, highlight the Quick Pitch in the executive summary regarding the upsurge in the business today, market growth and the opportunity the coffee shop business can explore.

Discuss your marketing campaign ideas and tactics that you want to use to set yourself apart from other service providers in the market.

This way you can immediately draw the attention of an audience, who are interested in your business.

Coffee Shop Business Plan

Download the Word Document Now

Step 2: Company Overview

The company overview section should include practical details about your coffee shop business. To become the first choice of the target segment and further envisage becoming a renowned brand in the coffee market, one has to provide an overview of the entity/ company in the business plan insightfully.

You can start the company overview by presenting the Mission & Vision Statement .

Furthermore, highlighting the Goals and Objectives of the coffee business will give a broad perspective to the audience of the business plan.

To give an edge to the business plan, highlight the start-up summary under the company overview head. This section will portray the Coffee start-up summary, the feasibility of the business model, assumptions, equity, etc considered during the projections. To make the business plan more appealing insert a pie chart to showcase the different expenses incurred to start a coffee shop business.

Further to understand the business more deeply, every audience is curious to know what products & services you have to offer your customers. As these are the products that will decide the success of a business. Highlight the name of the different coffee you have included in your menu. For example- Latte, espresso, mocha, cappuccinos, etc.

Moreover, you can also highlight the Key Value Proposition by covering the founder’s knowledge and expertise, wide range of offerings & location.

Coffee Shop Business Plan

Step 3: Industry Analysis

The third step to formulating your coffee shop business plan is to present the Industry Analysis. In this way, you will communicate to the audience that you did thorough research while preparing a business plan.

Start the industry analysis by highlighting the:

Like every other aspect and industry, the cafe industry has some challenges. The insightful word document for coffee shop business plans must  exhibit some of the key challenges associated with the industry . Consequently, they can be: a lacks of Identity or Brand Popularity in the Market, wrong menu, dull Competitive Advantage, etc.

The coffee industry has some challenges that need to be taken into consideration but it also comes up with some amazing market opportunities . Consequently, the market size of the US coffee industry, the rise in demand for coffee consumption, and Millennials Driving the Market.

Highlight Industry Statistics to present facts and figures . Like, The coffee industry accounts for 1.6% of the United States GDP, and the coffee & snack shops industry will be worth $48.4 billion in revenue by end of 2022.

Furthermore, highlight Some important and interesting coffee industry statistics (2022 ) to make the business plan more relatable.

Consequently, present the current trends prevailing in the coffee industry. So, present the Industry Trend to grab the audience’s attention. Like, Technology is Driving Coffee Production, Growing Working Age Population, and Surge in Demand for Certified Coffee Products.

Moreover, to make the business plan more applicable highlight the recent developments in the industry. As these developments will regulate the market.

Target Market Analysis

Every business comes up with a target for a specific segment of customers, it’s essential to have a proper analysis of that. Showcase, the target market analysis in your business plan. Also, highlight Key Target Market Statistics to give insight.

The location and integration of your product into the actual market are determined by target market analysis. You can ascertain which markets are most and least useful to your company using this information. Create precise buyer personas. Look for market gaps where your items could fill them.

Market sizing is necessary to estimate the number of buyers of a particular product or users of a service. Highlight TAM, SAM & SOM in the form of a graph.

Industry Restraints

Start-ups in the coffee shop industry face several challenges which, if not adequately taken care can lead restrict their entry into the industry or lead to business failure. So, to give the overview of Industry Restraints in the plan.

SWOT Analysis

A SWOT analysis helps you assess internal factors that might affect your business (strengths and weaknesses) and external factors (opportunities and threats). A business needs to review and act on the results of the SWOT analysis, so present it carefully.

Porter's Framework

Further, highlight the PORTER’S FRAMEWORK , this model will identify and analyze five forces shaping the coffee industry in the US. Five forces analysis will also help in determining industry weaknesses and strengths and further leverage the company to structure its corporate strategy. Also, highlight the competitive landscape in the business plan to give Industry analysis an edge.

Geographical Analysis

Also, present Geographical Analysis in the plan to showcase various reasons why investing or starting up a business in the USA is lucrative.

Coffee Business Plan


Every business needs some marketing strategy to stay in the market, as it provides a comprehensive plan created specifically for attaining the organization's marketing. It offers a strategy for achieving these marketing goals. It serves as the foundation of a marketing strategy.

Highlight the online & offline marketing strategies of the business to establish credibility in the market. Namely, search engine marketing, social medial marketing, email marketing, newsletter, etc.

Furthermore, highlight the sales funnel by which the audience depicts the sales process from awareness to action.

Coffee Shop Business Plan Word Doc

Step 5: Management Summary

The management summary section of your business plan describes how your business is structured, who introduces it, who is involved, outlines external resources, and explains how the business is managed. Highlight the organizational structure of the coffee shop business under this step.

You can add the professional summary of the top executive by highlighting the educational details and employment history.

Further, presenting Roles & Responsibilities in the business plan will give the plan a more detailed outline. Highlight the responsibility of each department in this step.

Coffee Shop Business Plan Download

Step 6: Financial Summary

Financials for a business plan are essential since they let you budget for present and future costs and project the financial health of your company. A well-written financial section can also assist you in securing the funding you need from investors, enabling you to expand your company relevant to the industry and business. such as tax, inflation rates, operating, and other expenses.

Next, present the Revenue Model based on the historical data and the figures forecasted for the next 5 years.  Anticipate the numbers for each type of coffee and highlight the estimated revenue.

Now, present the Break-even analysis as this analysis provides an estimate of the minimum volume of revenue required to cover the fixed cost of business.

Further, showcase the Profit & Loss Statement that summarizes the revenues, costs, and expenses incurred during the period.  the Showcase of the estimated Gross Profit Margin to form an opinion.

Consequently, showcase the liquidity the business carries. So, it’s essential to showcase the Cash Flow Statement .

As this will give an idea, whether there is a sufficient amount of cash during the projected period to plan the expansion of the business.

To give an idea to interested parties regarding the company's financial position to allow them to make informed financial decisions, you need to present a Balance sheet Statement .

Next, the present scenario analysis which showcases the price and cost per product in each scenario which is calculated based on growth rate and inflation rate assumptions in each year. Resultant break-even revenue and profit after tax have been presented based on Nominal, worse than expected, & better than expected cases.

Now, to safeguard the interest of investors, including DCF valuation.  It determines whether an investment is worthwhile based on future cash flows.

Coffee Shop Business Plan


Seeing numbers converted to graphs, charts, and other representations  makes it easier for your audience to digest the information and, in turn, make better business decisions .

So, separately showcase the graphical representation of different financials like EBIT and gross profit. Also showcase total revenue, cash flow analysis, and total assets for the next 5 years.

Coffee Shop Business Plan

Step 8: Milestone

You use Milestones  to convert your business strategy and tactics into action . Highlight the major milestone in your business plan. This will influence their decision regarding the business.

Coffee Shop Business Plan Template

Slide 9: Exit Strategy

A business exit strategy is  a plan that a founder or owner of a business makes. To sell their company, or share in a company, to other investors or other firms .

Some of the exit strategies mentioned in the word doc are initial public offers, mergers, acquisitions, venture capital, etc.

An exit strategy  gives a business owner a way to reduce or liquidate his stake in a business. And, if the business is successful, make a substantial profit .

Coffee Shop Business Plan

Step 10: Key Abbreviations

Key abbreviations are shortened versions of business words and phrases that convey meaning in professional messages or correspondence. Highlight all the key abbreviations mentioned in the document in the last step of forming your business plan. They assist in making manuscripts easy to read and understand.

Coffee Shop Business Plan


You have all the information you need to gain an understanding of the market, and the sector, at once in the Coffee shop business plan word PDF document. But creating and organizing the essential components of a successful business plan is not everyone's cup of tea.

Now comes the part we play. A team of researchers and designers at SlideTeam collaborate on projects to write according to client specifications. However, one can even modify the same Word document to suit their particular business requirements.

So, access ten original start-ups and sector-specific investor presentations by purchasing our membership. The price of a membership is only $49.99.

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Coffee Truck Business Plan Template

Written by Dave Lavinsky

coffee truck business plan

Coffee Truck Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their coffee truck companies. 

If you’re unfamiliar with creating a coffee truck business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a coffee truck business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is a Business Plan?

A business plan provides a snapshot of your coffee truck business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan

If you’re looking to start a coffee truck business or grow your existing coffee truck company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your coffee truck business to improve your chances of success. Your coffee truck business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Coffee Truck Businesses

With regards to funding, the main sources of funding for a coffee truck business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan (hand it to them in person or email to them as a PDF file) and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for coffee truck companies.

How to Write a Business Plan for a Coffee Truck Business

If you want to start a coffee truck business or expand your current one, you need a business plan. The guide and sample below details the necessary information for how to write each essential component of your coffee truck business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of coffee truck business you are running and the status. For example, are you a startup, do you have a coffee truck business that you would like to grow, or are you operating a chain of coffee truck businesses?

Next, provide an overview of each of the subsequent sections of your plan. 

  • Give a brief overv iew of the coffee truck industry. 
  • Discuss the type of coffee truck business you are operating. 
  • Detail your direct competitors. Give an overview of your target customers. 
  • Provide a snapshot of your marketing strategy. Identify the key members of your team. 
  • Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of coffee truck business you are operating.

For example, you m ight specialize in one of the following types of coffee truck businesses:

  • Coffee & More Truck: This type of coffee truck offers a full menu of coffee and espresso drinks, in addition to a number of grab and go items. Grab and go items include muffins, croissants, turnovers, and danishes.
  • Coffee Bar Truck: This type of coffee truck offers a full service coffee and espresso bar. Offerings includes everything from cappuccinos to lattes to drip coffee. They also offer hot, cold and blended drinks.
  • Coffee Cart: This type of coffee truck business operates within a mobile trailer or cart. This type of business offers mobility, flexibility and has much lower entry costs than purchasing a truck.

In addition to explaining the type of coffee truck business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include the number of customers served, reach X profit within two years, serving additional locations, etc.
  • Your legal business structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the coffee truck industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the coffee truck industry educates you. It helps you understand the market in which you are operating. 

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your coffee truck business plan:

  • How big is the coffee truck industry (in dollars)?
  • Is the market declining or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth forecast over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential target market for your coffee truck business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your coffee truck business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, families and friends, special events, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of coffee truck business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers. Ideally you can speak with a sample of your target customers before writing your plan to better understand their needs.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are othe r coffee truck businesses. 

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes coffee shops, restaurants, or company offices. You need to mention direct competition, as well.

For each direct competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

  • What types of customers do they serve?
  • What type of coffee truck business are they?
  • What is their pricing (premium, low, etc.)?
  • What are they good at?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

  • Will you provide options for customers to order custom coffee beverages?
  • Will you offer specialty snacks or desserts that your competition doesn’t?
  • Will you provide better customer service?
  • Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a coffee truck business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type o f coffee truck company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide comfortable seating for your coffee bar, express coffee service, organic coffee choices, or the coffee-of-the-day at a discount?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of yo ur plan, yo u are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your coffee truck company. Document where your coffee truck travels and the sites where it is most popular with customers. Mention how those sites will impact your success. For example, is your coffee truck business located in a busy retail district, a business district, a beachfront area or at a wedding reception? Discuss how your sites are the ideal location for your customers.

Promotions : The final part of your coffee truck marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

  • Advertise in local papers, radio stations and/or magazines
  • Reach out to websites 
  • Distribute flyers
  • Engage in email marketing
  • Advertise on social media platforms
  • Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your coffee truck business, including stocking and maintaining your coffee truck, buying supplies, taking coffee orders, and driving to optimal locations. 

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your Xth customer, or when you hope to reach $X in revenue. It could also be when you expect to expand your coffee truck business to additional locations.

Management Team

To demonstrate your coffee truck business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company. 

Ideally, you and/or your team members have direct experience in managing coffee truck businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a coffee truck business or successfully running a coffee shop or restaurant.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance s heet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you serve 100 customers per day or begin serving in 3 additional locations ? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your coffee truck business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt. 

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a coffee truck business:

  • Cost of vehicles, coffee-making equipment and food supplies 
  • Payroll or salaries paid to staff
  • Business insurance
  • Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your office location lease or a list of contracted events your coffee truck will serve.

Writing a business plan for your coffee truck business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the coffee truck industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful coffee truck business.

Coffee Truck Business Plan FAQs

What is the easiest way to complete my coffee truck business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your coffee truck business plan.

How Do You Start a Coffee Truck Business?

Starting a coffee truck business is easy with these 14 steps:

  • Choose the Name for Your Coffee Truck Business
  • Create Your Coffee Truck Business Plan
  • Choose the Legal Structure for Your Coffee Truck Business
  • Secure Startup Funding for Your Coffee Truck Business (If Needed)
  • Secure a Location for Your Business
  • Register Your Coffee Truck Business with the IRS
  • Open a Business Bank Account
  • Get a Business Credit Card
  • Get the Required Business Licenses and Permits
  • Get Business Insurance for Your Coffee Truck Business
  • Buy or Lease the Right Coffee Truck Business Equipment
  • Develop Your Coffee Truck Business Marketing Materials
  • Purchase and Setup the Software Needed to Run Your Coffee Truck Business
  • Open for Business

Where Can I Download a Free Coffee Business Plan Template PDF?

Click here to download the coffee shop business plan PDF .

Our coffee shop business plan sample pdf allows you to see the key sections to complete in your own business plan and the key questions that each must answer. This can be used to create a business plan for a coffee truck, a coffee cart business plan or a mobile coffee shop business plan.

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OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how Growthink’s business plan writers can create your business plan for you.

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