Tags Posts tagged with "Food"

Food

crab fun facts

The internet is full of fabulous facts about everything from current events to the history basket weaving. Because of this, during our research for our daily content, we stumble upon some items of knowledge that we just did not know.

We have decided when these fun facts pop up, that we would share them with our readers in a new section titled “Did You Know?”.

For today’s Did You Know we will look at Crab fun facts.

crab fun factsCrab Fun Facts: Crabs are decapod crustaceans of the infraorder Brachyura, which typically have a very short projecting “tail” (abdomen), usually entirely hidden under the thorax. They live in all the world’s oceans, in fresh water, and on land, are generally covered with a thick exoskeleton and have a single pair of claws.

  • Crabs are found in almost all the oceanic waters of the world. True crabs, of which about 4,500 species are extensively distributed worldwide,
  • March 9th is National Crabmeat Day.
  • September 25th is National Crab Newberg Day.
  • The lifespan of crabs is in the range of 8 to 13 years.
  • Males have larger claws than female crabs. The females’ abdomen is wide and round compared to the slender abdomen of males.
  • Robber crabs are capable to climb trees and they can fall at least 15 feet without being hurt.
  • Babies of crabs are called hatchlings.
  • A crab’s teeth are in its stomach.
  • Crabs are omnivorous species and they predominantly feed on algae.
  • The biggest crab in Maryland was a male which measured 9 in.

Crab Fun Facts We Missed

Please feel free to let us know if we may have missed some crab fun facts in the comment section below. We always love to add to these lists. If we can verify that the facts is just that, a fact, we will give the reader credit in the article.

Reference: Wikipedia: Fun Facts about Crabs.

Find all of the National Food Holidays to spice up your food truck menu specials throughout the year.

bread fun facts

The internet is full of fabulous facts about everything from current events to the history basket weaving. Because of this, during our research for our daily content, we stumble upon some items of knowledge that we just did not know.

We have decided when these fun facts pop up, that we would share them with our readers in a new section titled “Did You Know?”.

For today’s Did You Know we will look at Bread fun facts.

bread fun factsThe Bread Fun Facts: Bread is a staple food prepared by baking a dough of flour and water. It is popular around the world and is one of the world’s oldest foods.

  • It takes 9 seconds for a combine to harvest enough wheat to make about 70 loaves of bread.
  • February 23rd is National Banana Bread Day.
  • September 16th is National Cinnamon Raisin Bread Day.
  • December 22nd is National Date Nut Bread Day.
  • Each American consumes, on average, 53 pounds of bread per year.
  • An average slice of packaged bread contains only 1 gram of fat and 75 to 80 calories.
  • Bread is closely tied to religious expression and communion. Hot cross buns commemorate Lent and Good Friday, Greek Easter breads are set with eggs dyed red to denote the blood of Christ, and Jewish families celebrate the coming of the Sabbath on Friday evening with challah.
  • In 1997, Kansas wheat farmers produced enough wheat to make 36.5 billion loaves of bread, or enough to provide each person on earth with 6 loaves of bread.
  • Farmers receive approximately 5 cents (or less) from each loaf of bread sold.
  • Napoleon gave a common bread its name when he demanded a loaf of dark rye bread for his horse during the Prussian campaign. “Pain pour Nicole,” he ordered, which meant “Bread for Nicole,” his horse. To Germanic ears, the request sounded like “pumpernickel,” which is the term we use today for this traditional loaf.
  • In Britain, the ceremony of First Footing is traditionally observed in the early hours of New Year’s Day. A piece of bread is left outside a door, with a piece of coal and a silver coin, and is supposed to bring you food, warmth and riches in the year ahead.
  • The “pocket” in pita bread is made by steam. The steam puffs up the dough and, as the bread cools and flattens, a pocket is left in the middle.
  • The fastest “bun” in the West goes to a team of bakers from Wheat Montana Farms and Bakery who reclaimed the Guinness World Record in 1995. They harvested and milled wheat from the field and then mixed, scaled, shaped and baked a loaf in exactly eight minutes, 13 seconds.
  • Scandinavian traditions hold that if a boy and girl eat from the same loaf, they are bound to fall in love.
  • In Russia, bread (and salt) are symbols of welcome.
  • Superstition says it is bad luck to turn a loaf of bread upside down or cut an unbaked loaf.
  • Legend has it that whoever eats the last piece of bread has to kiss the cook.

Bread Fun Facts We Missed

If so, please feel free to let us know what bread fun facts we missed in the comment section below. We always love to add to these lists. If we can verify that the facts is just that, a fact, we will give the reader credit in the article.

Reference: Wikipedia: Fun Facts about Bread.

Food comping is the act of providing a customer a food or beverage item for free. While this is a common practice of food truck owners, it should only be used in certain situations. By comping your food or beverages, you are training your customers to expect it. Then when you don’t, they’re disappointed for not getting something they wouldn’t have gotten at another food truck anyways.

free-food

A customer that simply orders something they end up not liking, not because it was bad, but because it doesn’t suit their taste, is never someone whose meal should be comped in our opinion. Along with other complaints from customers who eat most or all their meal, or do not have enough of an appetite to let you make them something else, you should be offering these people some sort of bounce back offer instead of a comp.

Your first approach should always be to try and replace the food with something they do like. Even if you have to make a dish twice, as long as you collect the money for it, you still have some gross profit left to contribute. When you give a comp, you not only don’t get the money, but you also incurred the expense of preparing the food. The difference between collecting a reduced gross profit, and actually paying your customer to eat from your truck is huge.

If you can’t replace the food, and the customer’s complaint is reasonable, offer them a coupon or gift certificate and promise to make their next visit better. By comping the meal, you can’t guarantee that the customer will even come back. When you give them a discount for their next visit instead of a comp, there is a very good chance they will return, and they likely won’t be alone. You’ll have the opportunity to make a better impression and win a regular customer for your food truck.

The other issue with comping meals is that it is often one of the most common errors in the financial statements of food trucks is the incorrect recording of food and beverage comps.  And if you have a lot of comps, your income statement will be greatly distorted if they are not handled correctly.

The biggest impact is in the calculation of cost of sales. When calculating cost of sales, it’s essential that you only include the cost of products that contribute to revenue… not amounts for which no payment is expected or that do not represent sales to guests. In other words, sales and cost of sales must not include the retail value or cost of comps.

The internet is full of fabulous facts about everything from current events to the history basket weaving. Because of this, during our research for our daily content, we stumble upon some items of knowledge that we just did not know. We have decided when these fun facts pop up, that we would share them with our readers in a new section titled “Did You Know?”.

For today’s DYK fun facts we will look at Wiener Schnitzel.

OLYMPUS DIGITAL CAMERAThe Facts: Wiener Schnitzel is a very thin, breaded and deep fried Schnitzel from veal. It belongs to the best known specialties of Viennese cuisine.

  • The designation “Wiener Schnitzel” first appeared in the end of the 19th century, with the first known mention in a cookbook from 1831. In the popular southern German cookbook by Katharina Prato, it was mentioned as eingebröselte Kalbsschnitze.
  • The Wiener Schnitzel is the national dish of Austria.
  • September 9th is National Wiener Schnitzel Day.
  • The idea of tenderizing a piece of tough meat by pounding it is evident in the oldest relics of the history of man. However the Romans left evidence of refinement of a thin slice of meat dredged in breading and fried in the 1 century BC by Apicus.
  • A popular variation is made with pork instead of veal, because pork is cheaper than veal (usually about half the price). To avoid mixing up different products, the Austrian and German food committees have decided that a “Wiener Schnitzel” must be made of veal.
  • Wienerschnitzel is an American fast food chain founded in 1961 (as “Der Wienerschnitzel”) that specializes in hot dogs, but is currently expanding to other items. Wienerschnitzel locations are found predominantly in California and Texas, though others are located in Arizona, Colorado, Illinois,Louisiana, New Mexico, Nevada, Utah, and Washington state. There is also a store in Guam.

Wiener Schnitzel Facts We Missed

If so, please feel free to let us know in the comment section below. We always love to add to these lists. If we can verify that the facts is just that, a fact, we will give the reader credit in the article.

Reference: Wikipedia: Fun Facts about Wiener Schnitzel.

Spices and herbs have been recognized around the world, for thousands of years, as a way to add flavor, depth, and complexity to food so why wouldn’t this carry into the mobile food industry?

herbs and spices

 

The possible combinations of spices provide food truck chefs endless possibilities for flavoring a dish. The options are further increased by the difference in taste between fresh spices and dried spices, and the flavor development achieved by adding the spices at a specific time in the cooking process. With the limitless flavor options they provide, spices showcase the skills of a mobile food vendor and their finesse in mastering the use of spices.

A food truck chef’s skill with spices is made evident from the fact that under-seasoned food is bland and unsatisfying, but over-seasoned food is often inedible. Experimenting with different spices is a great way to improve any of your food truck dish’s flavor without sacrificing the nutritional value of a food.

Spices add flavor without calories and often decrease the amount of salt a dish requires, making the dish suitable to your health-conscious customers. Since spices are such an integral part of the culinary arts, consider storing them in your truck in a pepper mill for quick grinding.

The combination of spices used in preparation of a dish affect the identity of a dish. Spice mixes often reflect a certain culture that uses those spices, giving food of each ethnicity a distinct flavor that sets it apart from other types of ethnic foods.

Cilantro, lime, garlic, and cumin are staples in Mexican cuisine. Morrocan foods will incorporate dried ginger, turmeric, paprika, cinnamon, and cumin, though usually not all at once. Lemongrass, lime, fresh ginger, fresh red chili pepper, soy sauce, and Mirin (a sweet rice wine) are associated with Thai, Vietnamese, and Japanese food.

Dried and fresh herbs and spices differ greatly in their flavor. Dried herbs and dried spices usually have a stronger taste than fresh products due to the decreased amount of water they contain. The difference is highlighted by the use of dried ginger in Moroccan food, and fresh ginger in Asian food. The vast difference in the foods shows just how drastically the flavor of a spice can be altered when dried.

Regardless of the desired outcome of the dish, there are some guidelines that apply to all spices. The most popular spices are used in all ethnic seasonings. These include salt, pepper, and garlic. Spices should preferably be new. For fresh herbs and spices this means that they should have a non-wilted appearance and pleasant smell. Dried spices will lose their flavor over time, so it is recommended to buy whole spices and grind them with a spice grinder.

Playing around with spice combinations can yield delicious results for your menu and your food truck customers. When added while the dish is cooking, the spice will evenly flavor the entire dish. Fresh herbs and some other spices are added right before serving, allowing the flavor and texture of the herbs to be crisp and fresh.

The ability to balance and layer flavors when cooking is the key to successfully using spices.

lasagna fun facts

The internet is full of fabulous facts about everything from current events to the history basket weaving. Because of this, as we research for our daily content on food trucks, food carts and street food, we stumble upon some items of knowledge that we just did not know. We have decided when these fun facts pop up, that we would share them with our readers in our section titled “Did You Know?”

For today’s Did You Know we will look at Lasagna fun facts.

Lasagna fun factsThe Facts: Lasagne is a wide, flat pasta shape and possibly one of the oldest. As with most other types of pasta, the word is a plural form, lasagne meaning more than one piece of lasagna ribbon. The word also refers to a dish made with this type of pasta in several layers interspersed with layers of various ingredients and sauces.

  • Lasagne originated in Italy, in the region of Emilia-Romagna.
  • July 29th is National Lasagna Day.
  • Traditionally, the dough was prepared in Southern Italy with semolina and water and in the northern regions, where semolina was not available, with flour and eggs.
  • Originally, in Italy, the word “lasagna” did not refer to a food (in fact, today, the food is still spelled “lasagne” as the plural form). The word “lasagna” referred to the pot in which the food was cooked. It is thought that the word “lasagna” for the pot is derived from the Greek word for “chamber pot.
  • The earliest lasagna recipes known are dated from the thirteenth century. At that time, tomatoes were not known to Europeans. This means that they couldn’t have used them in the recipes. However, depending on the recipe, different cheeses are used.
  • Boiling noodles used to be a requirement for making lasagna. No-boil noodles now exist. These are great as they soften in the oven, but it is absolutely necessary to make sure that there is a great quantity of sauce so the noodles get wet and cook while they are in the oven.
  • You can make lasagna in the dish washer. All you have to do is put the ingredients together in a dish (either boils noodles or use the no boil noodles), cover the dish tightly with aluminum foil, then use the heated dry and sanitize cycle on your dishwasher to cook the lasagna.
  • The most well-known bit of lasagna lore is probably that the cat, Garfield, from the comic strip, has lasagna as his favorite food.
  • Weird Al Yankovic recorded a song called “Lasagna” that is a parody of “La Bamba”.

Lasagna Fun Facts We Missed

If so, please feel free to let us know in the comment section below. We always love to add to these lists. If we can verify that the facts is just that, a fact, we will give the reader credit in the article.

Reference: Wikipedia: Fun Facts about Lasagna.

The internet is full of fabulous facts about everything from current events to the history basket weaving. Because of this, as we research for our daily content on food trucks, food carts and street food, we stumble upon some items of knowledge that we just did not know. We have decided when these fun facts pop up, that we would share them with our readers in our section titled “Did You Know?”

For today’s Did You Know fun facts we will look at Culinarians.

culinarian fun factsThe Facts: A “culinarian” is a person working in the culinary arts.

  • July 25th is National Culinarian’s Day
  • National Culinarian Day is a day to honor all chefs and cooks and to show our appreciation to them.
  • It may be the chef at your favorite food truck or the person that cooks dinner in your home, which may be you, but whomever it is, this day is all about them.
  • Culinary arts is the art of preparing and cooking foods.
  • Culinary education is available from many institutions offering diploma, associate, and bachelor degree programs in the culinary arts field.  Depending on the level of education desired, this can take one to four years.
  • The patron saint of cooks is St. Martha.

Our Favorite Chef’s of All Time:

Auguste Escoffier (1846-1935)
This French chef and restaurateur changed the restaurant industry forever. He updated French cuisine, ushering it into the modern era. He is also responsible for changing the way kitchens are run, by setting up the standard system used in most restaurants with an executive chef, a chef de cuisine and a sous chef. He also arranged the kitchen so that each cook has his own designated station with specific assignments, such as grill, sauté and saucier. Much of this is still used today.

James Beard (1903-1985)
As an aspiring actor trying to make it big in New York City, James Beard opened up a catering company and never looked back. He eventually created a culinary empire that is running strong a quarter-century after his death. As the author of many cookbooks, as well as other food-based literature, and as a television personality, Beard made many Americans aware of their own culinary heritage for the first time. To this day, he is still one of the most influential figures in American cuisine, and his foundation doles out some of the most prestigious awards given to chefs.

Julia Child (1912-2004)
With her classic cookbook “Mastering the Art of French Cooking,” regarded to this day as one of the most complete and revolutionary cookbooks of all time, and her television series “The French Chef,” Julia Child reinvented French cuisine in America. She made it accessible to the home cook by stripping away much of the pomp and frills that made completing a French classic seem like an unattainable goal. With her television series, she changed food media forever, and she did much to alter the landscape of the American restaurant scene. All of this makes her one of the most significant culinary figures of the 20th century.

If you go out to eat today, make sure and thank the chef….. if you eat at home, thank the cook.

Culinarian Facts We Missed

If so, please feel free to let us know in the comment section below. We always love to add to these lists. If we can verify that the facts is just that, a fact, we will give the reader credit in the article.

Reference: Wikipedia: Fun Facts about Chefs.

The guests have been invited and the RSVP’s have returned. Now that your food truck catering client has a final head count and knows how many guests to expect, how do you know much food do you need to order to satisfy their needs?

einstein counting on fingers

This is a common question and is worthy of some consideration. No caterer ever wants to be in the embarrassing situation of having run out of food. Neither is it good to over-order, over-pay, and have to dispose of any leftovers.

Preparing Properly

There are many factors that should be looked at when deciding on the right amount of food for your food truck catering event. Of course, first you must know the number of people attending. However, the length of the event is also very important, as is the type of event and the type of food you plan to serve.

For example, an evening cocktail party requires considerably less food than an entire afternoon or all-day event. The longer guests remain, the more they’ll consume. It’s funny, but over time people get hungry and thirsty over and over again.

When estimating, always round up to be on the safe side. Some will eat more, others less. It will all balance out in the end. Try to anticipate which foods/drinks are most popular and will disappear quickly. Order more of these selections.

Keep in mind that having a myriad of different food options means that you should serve them in smaller portions than you normally serve to your regular food truck customers. People will want to try a little of everything, so you can offer bite-sized portions to give them the ability to taste your entire menu.

Rule of Thumb Catering Guidelines for Every Food Truck Catering Event

Appetizers:

  • If you’re working an evening function with no dinner, plan on at least 10 – 15 pieces per person. Round up, especially if it’s going to be served buffet style, as people tend to eat more than if a tray is passed.
  • If you’re serving pre-dinner appetizers, plan on 3 – 5 pieces per person, and choose lighter food options, as dinner will follow.
  • If you’re catering a mid-day function with a meal following, offer 1 – 3 pieces per person.
  • Beverages:
  • Plan on about 3 beverages per person, with coffee drinkers consuming on average one cup every 1 – 3 hours.

Breakfast:

  • People usually drink 2 beverages on average – either juice, coffee, tea, etc.
  • Plan on a main entree per person, along with two sides, including bread. Fruit makes an excellent breakfast dessert. Estimate about 3 – 5 pieces of cut fruit per person, or one cup or less of fruit salad.
  • If you’re serving pastries only, plan on 2 pieces per person.

Lunch:

  • For hors d’oeuvres, plan on 2 – 4 per person.
  • Offer a main entree with 2 – 3 sides, including a starch and a dessert.
  • Offer a selection of drinks, including pop, beer, lemon water, etc.
  • If you’re having sandwiches, allow for 1 -2 per person.

Dinner:

  • Have 3 – 5 hors d’oeuvres per person, depending on the number of courses.
  • Plan on a main entree and 2 – 3 sides, either veggies, beans, pasta, etc.
  • Offer small portions of bread, salad, or soup.
  • Always have water, along with other beverages.

Desserts:

  • Plan on 1 – 3 servings per person.
  • Offer one slice of cake, tart or pastry, or 4 oz. of a creamy dessert, i.e. mousse. If you have a large variety, serve smaller portions.
  • Coffee consumption peeks after dessert is served.

We hope this article helps the food truck owners who already cater or those interested in starting to cater events in your area. Catering for food truck owners is a great way to supplement your mobile food business during those times in which foot traffic in your area is slower.

business_start_upI’ve lived in Portland, Oregon since 1990. Not long enough to be considered a native. But I do know how to correctly pronounce Couch Street, I’ve picked enough blueberries, cherries and strawberries each summer to tied our family over through the winter, I’ve watched microbreweries spring up in every part of town, and I’ve tasted from the free samples at dozens of farmer’s markets from Sellwood to Salem. The food scene here has experienced myriad adds, moves and changes in 20+ years. A fairly new addition to the scene is the explosion of food carts – mainly due to the low barrier of entry. 

Why in Oregon? Within a two hour drive or less, you can be on the coast digging clams, out in wine growing country, in old growth forests foraging for wild mushrooms, and much more, so fresh ingredients are a reality year-round – a real bonus when you’ve got a tiny refrigerator and you don’t have the space to carry much inventory.

Another reason is our entrepreneurial spirit.

“People come to Oregon because they hear about the food utopia. I have seen record numbers of food start-ups seeking assistance. Oregon is at the forefront of new food trends and it is considered an early adopter state. Oregonians like to try new things,” said Sarah Masoni, product and process development manager, Food Innovation Center, Oregon State University. Also high on OSU’s agenda is keeping our food supply safe and tasty because food production can be risky. Even tiny water droplets can invite microbial contamination.

Almost everyone here dabbles in some kind of a side business or serious hobby. For me personally, it’s making pickles and sauerkraut in the fall when pickling cucumbers and cabbage are plentiful. But there are very real obstacles to starting a food business whether it’s a cart or a brick and mortar.

As many of us know, food is the #1 most frequently started business and the most likely to fail. Consider food as a product:  it’s perishable, so the clock is ticking from the point of acquisition. Ingredients’ quality and availability vary depending on season, quality, yield and timing. Next, throw in heavy costs of specialized equipment, licensing and space. Finally, all food businesses face concerns and legalities associated with food safety.

“Finding the right ‘sweet spot’ of product, profitability, marketing, location, menu, pricing, location, hours, and stability is a huge challenge,” said Lizzy Caston, co-owner of Food Carts Portland, and a food industry education professional.

The Ball brothers, who own the Dog-on-it cart near Portland State University, sell flame-grilled jumbo beef or Polish dogs with their secret sauce. The pair, who are in their twenties, are looking for a larger cart to support their growing business and are searching for a good partner to run their food cart full-time.

“The key to running a successful food service business is consistency. This is true whenever dealing with repeat purchasers. Customers want to receive the same high quality product each time they purchase. To be consistent, you must have processes in place for everything you do. If you want your customers to be loyal to your product, you must be loyal to them,” said Tyler Ball.

Go for slow

Like most entrepreneurs, those who’ve experienced some success at the beginning get anxious to start immediate expansion. The experts say, “Whoa.”

“The best growth and change is slow, thoughtful, planned growth. You don’t want to invest money in too many things that might not perform and pull down everything else. You need at least one solid, steady, proven and easy to manage revenue stream before growing or diversifying. Make sure you have a great team to help you, because as you grow you’ll be more and more reliant on others to do things you have been used to doing yourself,” said Caston.

Just because you’re a wonderful cook and everyone loves your cookies doesn’t mean you’ve got the right temperament to run a successful food business.

“Patience, persistence and a bit of detachment from ‘your baby’ all need to take place. Idea people should stay creative, continue to concoct new flavors and ideas and let someone with experience and patience deal with the everyday business issues,” said Brenda Steele, Independent Natural Food Brokers.

Maximizing a mature industry niche

Distributors face slightly different challenges than retailers. They’re not out to get mass acceptance, but they do need to reach the right audience with the appropriate message.

“We are looking at a target market of around 150 people with our branded and private label baking mixes. Our growth doesn’t come from being introduced to new buyers because there aren’t any. It comes from developing relationships with the buyers we currently work with,” said Emily Ward-Dickerman, NorthWest Specialty Baking Mixes, www.nwsbm.com.

Add a safety program to your food business

There are several ways all new food businesses should deal with food safety.

  • Train your staff to know what they’re expected to do. Make sure all supplies are ready and prepped at every shift, including visual reminders about proper temperatures. Create a cleaning and inventory to-do list and stick it where all can see.
  • Management. Food safety must come from the top down. Make sure everyone knows the rules and routine and follows them, with inspections from those who work above.
  • For health department inspectors and consumers, post required safety warnings. In Oregon, homemade food offered at events to the public must be prepared in a kitchen that has been inspected by the local environmental health department. In Portland, many food cart gardens also post reserved parking signs for food truck vendors, to maintain safe distances between consumers and vehicles.

“Manufacturers must be diligent when it comes to dealing with food sensitivities and intolerances,” said Shelley Gunton, Chief-Make-It-Happen Officer at Chez Marie, Portland, Oregon, who supplies the New Seasons grocery store chain and other stores with veggie burgers. “We have strict storage, processing, and cleaning protocols to ensure there is no gluten or other materials transferred between products. Our standard protocols require the entire manufacturing area and all equipment be thoroughly cleaned after every product is completed.”

“Ignoring food safety principles screams inconsistency and low quality—not to mention that you risk harming your customers,” added Ball.

Future food safety requirements

“The Federal Government is in the midst of putting the Food Safety Modernization Act (FSMA) in to action. Farms, especially, will be affected by new requirements for more robust agricultural practices and procedures. Manufacturers will be required to maintain a higher level of manufacturing records and must track food from farm to consumer. Oregon State University and Washington State University have been traveling across both states updating farmer and processor groups about the new regulations, and helping to make them aware of the comment periods that the FDA has for the new regulations. We believe it will take 10 years to fully implement the changes,” concluded Masoni.

While The Joy of Cooking may have a permanent home on your shelf, you’ve already begun converting that vintage Airstream, and you’ve got a potion already in motion, take the time to learn from those who’ve come before you in the food scene: They’ve experienced all the adds, moves, and changes you’re likely to face and know how to make food safe for all.

 

Jack RubingerBY: Jack Rubinger, Graphic Products, has more than 20 years of experience contributing to trade and business publications including Dairy Foods, Food Manufacturing, and Industry Week. Graphic Products is a leading industrial safety and labeling system manufacturer whose customers include Tyson Foods and Kroger Foods. For more information, contact jarubinger@graphicproducts.com, call 1.800.788.5572, x3024 or visit www.GraphicProducts.com.

tip of the dayThere is very little consensus on exactly what every food truck business model should include. Some feel it should cover every detail of the truck’s operation, while others believe it should simply answer the question of how you intend to make money from your truck. You can create a business model that is specific enough to avoid being reductionist but selective enough not to overwhelm by answering these three questions:

  • Why would someone want to buy something from your truck? Identify your customer value proposition.
  • How will you make money selling it? Articulate your profit model.
  • What, exactly, are the important things you need to do to succeed with the plan? Identify which company resources and which processes are essential to delivering your customer value proposition.
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