TABLE OF CONTENTS

1.

2.

3.

4.

5.

6.

7.

8.

Table of
Contents1
Executive
Summary3-5
1.1.
Team and Ownership Structure
1.2.
Products and Services
1.3.
Company Facilities
1.4.
Marketing Strategy
1.5.
Major Goals
1.6.
Health Implications/Repercussions
1.7.
Compelling Reasons for Investment
Company and
Ownership.5
2.1Ownership Structure
2.2Products and Services
2.3Mission Statement
Team and
Organization.5-7
3.1Core Team
3.2Organizational Structure
3.3Corporate Culture
Products and
Services7-8
4.1Vendors, Cuisine, Service and Delivery
4.2Products
Operating
Plan.810
5.1Facilities and Location
5.2Equipment and Energy
5.3Lease and Utility Costs
5.4Staffing and Company Organizational Structure
Health Repercussions and
Analysis.10-11
6.1Target Market
6.2Environmental/Global Impact
6.3Green Planning
6.4Impact of Menu Selections and Offerings
Market and Competitive
Analysis.11-13
7.1Industry and Market
7.1.1 Market Analysis and Potential
7.1.2 Market Size and Target Market
7.2Competitive Analysis
7.3Competitive Advantage
Marketing Strategy and Emerging
Technology..14

1 | Page

8.1Web and Community Presence

8.2Social Media Campaigns
8.3Impact of Strategy on Business Growth
8.4Key Feature of Business Operation
9. Goals, Risks and
Strategies..15
9.1Business Goals and Analysis
9.2Keys to Success
9.3Future Plans
10.Financial
Assumptions.1618
10.1 Total Investment
Appendices
..18

2 | Page

1.
EXECUTIVE SUMMARY
1.1Team and Ownership Structure
Smooth Moves is a team of Registered Dietitians who strive to bring healthy, on-the-go food
items to San Diego via food truck. Our team consists of Managers Codi Daoust and Katie Enstad,
Financial Manager Shannon Murray, Operation Managers Melanie Peterson and Rachel Kuhn, Human
Resource Manager Alexa Little, and Social Output/Marketing Director, Kelsey Wild. We are an offsite,
commercial food service with a general partnership, and all partners will be active participants in the
business. In addition to their individual skills, all partners have experience preparing and cooking meals
making all of them more than qualified to be the chefs of Smooth Moves. Other team members should
have qualities such as a diligence, leadership, inspiration, and will need to be in tune with the business
as well as it its partners. Smooth Moves aims to develop a horizontal flow of communication where team
members work together and communicate with everyone, regardless of position in the company, to
achieve a common goal. Due to Smooth Moves leadership core, it has an innovative culture with the
ability to adapt to seasonal products and trends in the community.
1.2 Products and Services
Typical food truck meals and snacks include high fat, high sodium, and high calorie options. Most
items are deep-fried, starchy, and lack freshness. Smooth Moves provides customers with a variety of
healthy, organic, and fresh on-the-go meals and snacks. Smooth Moves will team up with local San
Diego distributors to purchase fresh, USDA organic ingredients. Companies including Napoli Farms,
Harvest Food Distributors, Sun Organic Farm, and San Diego Soy Dairy will be among these
distributors. These companies will be able to provide various produce, as well as chicken, whole grains,
and tofu. All other ingredients and products will be purchased from either Costco Wholesale or Smart
and Final on an as needed basis.
The menu will be a semi-selective cycle menu and will be adjusted to the seasonality of chosen
produce in order to maximize the flavor and freshness of our products. Table 1 depicts the seasons in
which popular fruits and vegetables are available. The organizational system will be commissary,
meaning most/all of the food will be prepared at a commissary location before it is served by the food
truck. The main menu will consist of whole grain bowls and smoothie options, both of which customers
are encouraged to customize themselves. The standard recipe options for the whole grain bowls include
the Veg Out Veggie, the Chillin Chicken, and the Totally Tofu and the standard recipe choices for
smoothies include the Groovy Green, the Funky Fruit, and the Primo Protein. Appendix
1.4 includes a sample of the current menu.
Table 1. Seasonality of Common Fruits and Vegetables
Summer
Bell
Peppers
Carrots
Zucchini
Spinach
Kale
Onion
Apples
3 | Page

Fall

Winter

Spring

Not in Season

Not in Season

Not in Season

Not in Season

Not in Season

Not in Final

Banana
Strawberry
Raspberry

Not in Season
Not in Season

1.3 Company Facilities

Smooth Moves will have a commissary base located in Downtown, San Diego. All food trucks in
San Diego are required to operate from a commissary location; Smooth Moves will use an approved food
truck commissary called MOODYS. The commissary location will store inventory and facilitate recipe
preparation each day. Smooth Moves will be located in Downtown San Diego early morning through
lunch and various Farmers Markets in the evenings and on weekends, excluding Mondays.
1.4 Marketing Strategy
Smooth Moves aims to market to young adult consumers between the ages of 18-25 years old because of
their willingness to pay a premium price for organic, healthy food products. Smooth Moves also strives
to advertise the health aspect of the company by using the terms organic and all natural (the
buzzwords of todays food industry) when applicable. The company will use advertising mediums such
as social media and flyers to increase customer volume. In addition, the company will promote itself
through the usage of loyalty programs and Instagram giveaways. San Diego is an extremely healthconscious city home to three major universities, thus enabling Smooth Moves to reach a large target
market. The competition for healthy, organic food trucks in San Diego is minimal, which creates a high
demand for the Smooth Moves food truck and the services it will offer.
1.5 Major Goals
The major goals of Smooth Moves include the following:
1. To increase website traffic by 45% within the first 6 months.
2. To keep food costs below 40% of all revenue within the first 6 months, and within the first year
keep food costs below 35%.
3. To average sales between $400,000-$500,000 for the first three years of business.
4. To attend major street fairs and expand Smooth Moves Catering Company within the first 10
years.
1.6 Health Implications/Repercussions
Many Americans do not meet the daily recommended intake of fruits, vegetables, or whole
grains. Smooth Moves offers a solution for those individuals by providing a variety of healthy options in
addition to being easily accessible for on the go consumers. Meal items include whole grains,
vegetables, fruits, and lean or plant-based proteins. Also, all meal items are USDA Organic; as a
certified green company Smooth Moves finds value in choosing products that will not only benefit its
customers but also San Diegos environment. By purchasing and using only organic products, the
company hopes to make a bold statement to its consumers that healthy living is attainable and necessary
in order to preserve the environment. Each meal will have at least two servings of the daily
recommended values for fruits, vegetables, or whole grains. For example, the Veg Out Veggie bowl
has half a cup of whole grains and one cup of cooked vegetables. Utilizing fresh and wholesome
ingredients in each meal will create an overall healthier operation that consumers will feel good about
supporting.
1.7 Compelling Reasons for Investment
Smooth Moves aims to provide organic and healthy options to the people of San Diego, which is
one of many enticing reasons a potential investor should consider teaming up with the creators
of Smooth Moves. Investing in Smooth Moves means investing in a healthier community, the promotion
4 | Page

of local businesses, and the connection of people to their food. This company is unique in that it has
little competition in the San Diego area which acts as an indicator of its potential for exponential growth
and success in the coming years. The predicted success of this company is the main reason why one
should consider investing in Smooth Moves.
2.
COMPANY AND OWNERSHIP
2.1 Ownership Structure
Smooth Moves is a thriving new business that is unique, mobile, and completely organic, serving
its guests in a funky food truck. The business is beginning as a small, general partnership under
California State Law and has a total of seven partners who are fully liable for the success or failure of
the business under the structure of Limited Liability (LLC). Each partner has invested equally in the
company and signed a written agreement to have equal responsibility. The partners are Shannon Murray,
Codi Daoust, Katie Enstad, Kelsey Wild, Alexa Little, Melanie Peterson and Rachel Kuhn who are all
Registered Dietitians striving to put a positive, healthy spin on the current fast-food market. Recent
views of food trucks consisted of fried, fattening, sugary and/or salty snacks that are quick, but
extremely unhealthy. Smooth Moves will enter and begin to change the food truck industry by selling
only organic quinoa bowls and smoothies - hopefully eliminating the negative stigma currently
surrounding foods sold by food trucks. As the younger population is becoming more and more aware of
the importance of health and fitness, Smooth Moves plans to open the doors just a little wider, bringing
San Diegans the idea of fast-food and health-food to one location; where funk meets food; the
organic, mobile food truck: Smooth Moves.
2.2 Products and Services
Smooth Moves menu will strictly consist of organic, locally-grown, sustainable food products.
There are two main options for consumers: smoothies or bowls. Within each of these choices there are
three separate selections to be made where the consumers can either have the given standard ingredients
or they can customize it according to their own preference. The menu will be set, for regular pricing and
purchasing purposes, but will be adapted according to in season fruits and vegetables as needed for the
most efficient and cost effective business outcomes.
2.3 Mission Statement
Our mission is to bridge the gap between fast-food and health-foods. We believe that food
should be purchased locally, prepared fresh, and consumed to benefit an individual's health while
accommodating their taste buds. Adding funk to food truck, the creators of Smooth Moves want to
easily empower their consumers to be educated about health. That said, the company will provide all
information of its distributors, staff, and goals to any customer who inquires. Smooth Moves is a
consumer-driven and health-focused business created with the intent to make a positive impact on the
future of what does not necessarily need to be an unhealthy market the fast-food industry.
3.
TEAM AND ORGANIZATION
3.1 Core Team
Since the owners of Smooth Moves share an equal partnership in the business, tasks have been
divided among the team members to allow all expert qualities to shine. The primary managers of the
business are Codi Daoust and Katie Enstad. They will be in charge of day-to-day business and
customers, as well as the maintenance of positive employee morale. The financial manager is Shannon
Murray, who will work with the companys bank accounts, cash flows and daily finances. Operation
5 | Page

managers are Rachel Kuhn and Melanie Peterson, who will be in charge of all purchasing
responsibilities including food, supplies, maintenance, etc. The human resource manager is Alexa Little.
She will be in charge of the hiring or employees and their safety, as well as making sure the food truck
and its policies are up to code with respect to San Diego laws, permits and health codes. The social
output director and marketing manager is Kelsey Wild. She will make sure Smooth Moves establishes
itself in the realm of social media. Each partner has specific responsibilities to ensure total success in the
business. In addition, all members have extensive experience in kitchen preparation and cooking
methods, so each individual will be a part of this unique process in both the commissary location and
food truck itself. Appendix 1.1 will have all partners resumes and Table 2 outlines all strengths, skills
and experiences that led to the decision of their position in Smooth Moves. The core team members were
strategically chosen to ensure the success of Smooth Moves in the following ways:
1. Customers will be brought from existing relationships.
2. Respect and recognition will be gained by associated organizations.
3. Ideas for growth and improvement will be continuous because the partners of the company
have success in various forms of business operations.
Table2.OurTeam
Partner
Shannon
Murray
Codi
Daoust
Kelsey
Wild

Strengths
Communication, motivation,
team player
Customer service oriented,
directive, productive
Innovator, creative, responsible

Skills/experience
Finance minor

Position
Financial Manager

Food service management

General Manager

Social Media intern

Katie
Enstad

Leader, rational/quick thinker,

understanding

Rachel
Kuhn
Alexa
Little
Melanie
Petersen

Decisive, conflict resolution,

adaptive to change
Communication, decisive,
encouraging
Interpersonal communications,
negotiation, customer relations

President of SDSU Club water

polo, strong leadership
background
Assistant buyer for high volume
restaurant
Psychology minor

Social Output
Director/Marketing
Manager
General Manager

Salesperson for large production

company

Operation Manager
Human Resource Manager
Operation Manager

All partners have agreed to completely share all responsibilities of the company. The partners are
all Registered Dietitians, have experience in the foodservice industry, and have participated in the
Farmers Market Vending 101 Seminar which was provided in October 2015 by the San Diego Weekly
Markets. Each partner has also obtained a commercial drivers license, therefore only partners will be
allowed to drive the food truck. Each partner also has a Food Handlers Card to adhere to San Diegos
health codes.
To ensure success of the business, the human resource manager, Alexa, will look to hire
individuals that exhibit the following qualities: gratitude, acceptance of responsibility for failures and an
ability to set and achieve goals. An employee needs to be a team-player, strive for personal and team
success, have a positive attitude and be able to embrace change. These particular qualities and lifestyles
are what embodies the Smooth Moves philosophy and are what each employee will need to encompass in
order to further the company's success.
6 | Page

3.2 Organizational Structure

Each partner will contribute equally to research, development, and recipe analysis for the company
with the sole goal of providing healthy meals to the patrons of farmers markets throughout San Diego.
Due to the large volume of work to be done each day, the seven partners will divide the tasks and duties
among themselves and the five part-time employees that were strategically selected according to Smooth
Moves ideals. The small physical size of the actual food service medium will lower the need to hire
excessive outside personnel, which will, in turn, save on labor costs and avoid unsafe working
conditions. Professional services, those required for cleaning large equipment, technical maintenance
and sanitation, are projected to average around $3,300 a year ($275.00 on average per month).
Smooth Moves structure can be categorized as innovative due to its horizontal flow of
communication, overall coordination and collaboration among employees, and the independence its
seeks in each of its team members. Smooth Moves encourages employees to think outside of the box,
which then allows the partners to see the company from an outside perspective and adapt when
necessary. Each employee has a voice in the companys overall decision making process and the partners
of the company value each persons beliefs and ideas. Employees of Smooth Moves are encouraged to
take part in the monthly business meetings, which occur on the third Saturday of each month. During
these meetings, the partners, distributors and investors get together to make sure the business is running
as planned. Smooth Moves also holds biweekly meetings that both partners of the company and
employees are required to attend, allowing for any feedback, questions, comments, and concerns to be
addressed and resolved collectively.
3.3 Corporate Culture
Smooth Moves aims to develop a culture where there is no true hierarchy and new ideas are
encouraged and welcomed. Monthly company events are held to allow for a working, fun environment
to be obtained, while simultaneously creating a happy and healthy customer base. The partners and the
employees will work together to accumulate more consumers as well as modify any scheduling
opportunities in order to achieve the most success and generate the most revenue for the
company. Smooth Moves believes that every employee, distributor, and investor plays a crucial role in its
success.

4.
PRODUCTS AND SERVICES
4.1 Vendors, Cuisine, Service and Delivery
Smooth Moves is an organic, mobile food truck focused on creating healthy options for people on
the go. Smooth Moves will take part in various local farmers markets throughout San Diego based on
time and availability. Some of the main farmers markets included in the weekly schedule will be Pacific
Beach, Imperial Beach, Ocean Beach, Little Italy, Northpark and Little Italy (see Appendix 1.3), with the
main station being Downtown, San Diego during morning operation. Additionally, Smooth
Moves expects to attend many of the street fairs provided by the city of San Diego in order to begin
establishing a larger customer base. Smooth Moves will also be available to any catering event whether a
corporate or private party, to boost exposure and revenue as it begins to make a name for itself in the
community.
The distributors for Smooth Moves are Napoli Farms for produce, Harvest Food Distributors for
chicken, Sun Organic Farm for all grains, and San Diego Soy Dairy for tofu. All of the distributors are
wholesalers and incorporated based on an as needed schedule for the companys purchasing regimen.
San Diego Soy Dairy is the one distributor that would be described as a specialty wholesaler, because
its main focus is on those specific products and they ensure top quality. For all of the plates, utensils, and
7 | Page

to-go containers, the partners of Smooth Moves have reached out to Portland Paper and Supply, a
business that produces only biodegradable and compostable label products. As this company is
relatively small, it is in its best interest to buy from various distributors so as to focus on getting the best
possible prices while still maintaining an organic-focused, sustainable image within the community.
4.2 Products
Smooth Moves provides the consumer with healthy choices of two separate options: smoothies
and bowls. If a consumer wishes to get a bowl they can start with one of three choices: Chillin
Chicken, Totally Tofu, or Veg Out Veggie. They can then build their meal according to personal
preference by adding other seasonal ingredients offered by the truck that day. The other product Smooth
Moves offers is smoothies. The smoothies are also on a set menu with three choices: Groovy Green,
Funky Fruit, and Primo Protein. A consumer can either choose from the preset menu or they can get
creative with their food and make it themselves. If a customer chooses to create their own, they will
choose their main ingredients and, if they so desire, choose from a variety of add-on ingredients for an
additional charge. This concept applies to both the bowl and smoothie options creating numerous
options in order to satisfy each customer's unique preferences. Customers are also encouraged to hand
pick applicable ingredients from baskets located out front of the truck. These baskets will display
bananas, apples, avocados, and other fruits and vegetables depending on their availability that season.
This engages and empowers the consumer to interact with their food and it allows them to be part of
their meal production. This unique aspect of food production further promotes the concept of consuming
fresh food products that appeal to each individual specifically.
On top of the regular menu, the partners of Smooth Moves have decided to sell fresh, homemade
treats and fruit-infused water that will be prepared daily in the commissary. These goodies are only
available daily while supplies last. The items are added to expand the menu and create more options for
the consumer to further please them in their experience at Smooth Moves (Appendix 1.5). In Table
3 below, the cost of each menu item and its selling price are displayed. These prices are determined by
using the factor pricing method and adjusting to account for local food truck competition.
Table3:SellingPricevs.CostofFoodinMenuItemsatSmoothMoves
MenuItem

SellingPrice

CostofFood

Source

ChillinChickenBowl(R)
$10.50
$7.05
HFD,NP,SOF
TotallyTofuBowl(R)
$9.50
$4.25
SDSD,NP,SOF
VegOutVeggieBowl(R)
$9.50
$1.27
NP,SOF
GroovyGreenSmoothie(R)
$6,50
$1.31
NP
FunkyFruitSmoothie(R)
$6.50
$2.43
NP
PrimoProteinSmoothie(R)
$6.50
$2.78
NP
*HFD(HarvestFoodDistributors),NP(NapoliFarms),SOF(SunOrganicFarm),SDSD(SanDiegoSoyDairy)
*Allpricingsarebasedoffoftheregular(R)sizeoptionofmeals.

5.

OPERATING PLAN

5.1 Facilities and Location

The Smooth Moves food truck will be based out of downtown San Diego. Downtown San Diego is
known for being an urban paradise with a variety of restaurants, shops, nightclubs, and farmers
markets and food trucks. The food trucks length is 18 with a width of 93 and a height of 11
(Appendix 1.5). This truck is fairly large, enabling the movement of employees inside. The space
provides enough room to store all of the equipment as well as efficiently cook each order. According to
8 | Page

the Department of Environmental Health Food and Housing Division in the county of San Diego, all
mobile units are required to operate from a commissary location (SanDiegoHealth, 2015). Smooth
Moves is using an approved food truck commissary in San Diego called MOODYS
(MoodysFoodTruck, 2015). This commissary has been permitted and inspected by the Department of
Environmental Health for food sales. It is located in a safe and reputable area of San Diego at 4637
Market Street. This is where the food trucks inventory will be stored and where some of the meal
preparation will occur. Smooth Moves has reserved the commissary for usage on Mondays and Fridays
from 7:00am-11:00am and Wednesdays and Thursdays from 7:00am-9:00am. This schedule will allow
for weekly food preparation and will also ensure the freshness of food served from the truck. Smooth
Moves will be traveling to different locations throughout the week, including different farmers
markets. Smooth Moves will be located in downtown San Diego for breakfast and lunch throughout the
week from the hours of 7:00am-1:00pm and will travel to different farmers markets around San Diego
for evenings and weekends from 2:00pm-7:00pm. The schedule and hours of where the food truck will
be serving are located below and are also displayed in Appendix 1.2 (Smooth Moves is closed on
Mondays):
Company Operations:
Tuesday: Downtown: 7am-1pm
Pacific Beach Farmers Market: 2pm-7pm
Wednesday: Downtown: 7am-2pm
Ocean Beach Farmers Market: 4-7pm
Thursday: Downtown: 7am-2pm
North Park Farmers Market: 3pm-7pm
Friday: Downtown: 7am-1pm
Imperial Beach Farmers Market: 2pm-7pm
Saturday: Little Italy Farmers Market: 8am-2pm
Sunday: Hillcrest Farmers Market: 9am-2pm
5.2 Equipment and Energy
The equipment used to create the products at Smooth Moves will both be in the food truck and at
the commissary location. The partners of the company were able to get a great deal on a new food truck
for $61,000 that included a 6-burner stovetop and oven, a generator, two high-powered microwaves, and
a table to make smoothies on. The key equipment unique to this food truck is a countertop food warmer
to store the chicken, tofu, vegetables and rice. There will also be a two-door refrigerator located under
the counter equipped with cooling station compartments to store all the ingredients that go into the
bowls and smoothies. The food truck is fully-loaded and customized with all of the equipment needed
for the success of Smooth Moves. Table 4 illustrates a breakdown of the energy costs for the food truck
and commissary.
Table 4. Our Energy Costs: Food Truck and Commissary
TruckEquipment
6burnerstovetopw/36
oven
Generator

Source
MAG

EnergyRequirements
230,000Btu

Costs
IncludedinFoodTruck

MAG

8,000Watts

IncludedinFoodTruck

Countertopfoodwarmer

Webstaurantstore
Model:APWWyott

1,200Watts

IncludedinFoodTruck

Highpowered
microwaves(2)

9 | Page

$1,500.00
MAG

1,000Watts

Blenders(2)
Megatoptwodoor
sandwich/saladprep
refrigerator60
CommissaryEquipment
6BurnerRangewithOven
Largereachin
refrigerators
Largerreachinfreezers

Blendtec
Webstraurantstore
Model:Classic560

120Volts
115Volts

IncludedinFoodTruck

Source
MOODYs
MOODYs

EnergyRequirements
230,0000Btu
425kWh

Cost
Includedinrental
Includedinrental

MOODYs

450kWh

Includedinrental

5.3 Lease and Utility Costs

There are general permits that a food truck must have for operating in San Diego. To take the
food truck to various farmers markets throughout San Diego, Smooth Moves requires a CA Resale, San
Diego temporary food facility permit, San Diego business license as well as business liability insurance.
The mobile food truck permits, in total, were calculated to be $695.00, which includes the records fee.
The storage fees at the commissary location, MOODYS, is $5 per month for dry storage, $40 per month
for a cooler shelf, and $40 per month for a freezer shelf. The kitchen rental rates are $25 per hour with a
$250 initial deposit fee. The gas used for the food truck will cost around $500 per month and the energy
costs from the generator and POS system will be around $1,500 per month. Appendix 1.7 displays all
recurring monthly expenses for the first three months Smooth Moves is in business.
5.4 Staffing and Company Organizational Structure
All employees will be paid minimum wage ($9.00 per hour) and work shifts that run between
four to eight hours a day. Since there will be five additional employees on top of the original seven
partners, there will need to be enough people to operate Smooth Moves on any given day. To ensure
proper working of the truck and commissary, the partners have collectively decided to have at least one
partner present every time the food truck is in operation. Table 5 depicts a possible schedule for the
operation of Smooth Moves. The partners also decided that during peak business days and/or hours, an
additional employee will be added to the schedule to ensure customer satisfaction by cutting down wait
and production times.
Table 5. Staff Schedule
Commissary:

Morning
Shift (7am1pm)
Afternoon
Shift (2pm7pm)

Monday

Tuesday

7am-11am
Manager
(Katie)
Employee 1
X- No Food
Truck

X-No
commissary

X- No Food
Truck

10 | P a g e

Thursday

Friday

Manager
(Alexa)
Employee 5

7 am- 9am
Manager
(Shannon)
Employee 2
Manager
(Codi)
Employee 4

7am-9am
Manager
(Kelsey)
Employee 1
Manager
(Katie)
Employee 2

7am-11am
Manager
(Codi)
Employee 2
Manager
(Shannon)
Employee 4

Manager
(Alexa)
Employee 3

Manager
(Codi)
Employee 5

Manager
(Katie)
Employee 3

Manager
(Shannon)
Employee 5

6.
6.1 Target Market

Wednesday

Saturday

Sunday

X- No
commissary

X- No
commissary

Manager
(Rachel)
Employee 1
Employee 3
X- No
afternoon shift

Manager
(Kelsey)
Employee 2
Employee 4
X- No
afternoon
shift

HEALTH REPERCUSSIONS AND ANALYSIS

Smooth Moves intends to target a younger population, preferably between the ages of eighteen to
twenty-five. Younger populations tend to be more health-conscious and focused on popular food trends
and, with that, they are more willing to pay premium prices for such foods (FactBrowser, 2015). Studies
have also proven that young adults go out to eat more often than they cook at-home meals, putting them
at risk of indulging in unhealthy fast-food that is likely contributing to the increased obesity rates. A
recent study done by the American Dietetic Association studied the correlation between obesity rates and
eating out in young adults. The results concluded that young adults who reportedly went out to eat at
fast-food restaurants on a regular basis were at a higher risk of weight gain (Larson, et al., 2011). This is
why Smooth Moves would like to offer a healthier option for individuals who are desirous of eating fastfood. Smooth Moves is confident that its bowls and smoothies will not only be flavorful and satisfying,
but notably healthy as well.
6.2 Environmental/ Global Impact
Smooth Moves stands by its belief that organic is best, not only for the body but also for the
environment. Organic farming aids in the preservation of natural wildlife, sustenance of safe agricultural
practices by avoiding synthetic pesticides and toxins as well as the allowance of tracking food from
production to consumer (Eostreo Organics, 2011). Using organic farming practices also helps to
maintain biodiversity and prevents erosion. Having this said, Smooth Moves has vowed to only use
Organically Certified distributors that are at least 95% organic and have a USDA certified seal to ensure
product quality. In a recent study, researchers found that 72% of young consumers are willing to pay
premium prices and services from companies who are committed to making a positive global impact
with such practices as organic certification, sustainable agriculture, and locally grown products (We Are
What We Eat, 2014). By purchasing and selling only organic foods, Smooth Moves hopes to make an
positive impact on the environment starting in the heart of San Diego.
6.3 Green Planning
As an environmentally conscious business, Smooth Moves will constantly be striving to find new
ways to reduce, reuse, repurpose, and recycle. Food service operations often use two times the average
amount of energy compared to normal buildings. This unfortunate fact encouraged the owners
of Smooth Moves to develop more innovative ways to bring down energy usage while still maintaining
nutritional integrity.
In order to reduce its carbon footprint and fuel costs, Smooth Moves is maintained often with
frequent vehicle service check-ups. The trucks drivers also pay attention to their driving style and, in
doing so, are able to increase the trucks fuel-efficiency by almost 30% (Myrick, 2011).
In the commissary location there are CFL lights, which are preferable for indirect lighting practices
because they give off 75% less heat than LED lights and are somewhat cheaper. Energy Star in
refrigerators and kitchen ventilation also recommends the usage of CFL lights. However, in the food
truck, LED lighting has been chosen because it lasts longer and uses less energy than regular lighting
(Energy Star for small businesses: Restaurants, 2014). The equipment is Energy Star certified, aiding in
the reduction of energy output. With the Energy Star certification, Smooth Moves is required to
constantly run routine tests and checkups on all equipment to make sure everything is in working order.
6.4 Impact of Menu Selections and Offerings
Overall, the food offered by Smooth Moves is beneficial for not only its customers and the
environment as well. The creators of the business firmly stand by their belief that Smooth Moves can be
the future of healthy, fast-food and hope to offer their delectable creations to all of San Diego. The
nutritionally dense and organic food options offer the customers a healthy alternative to the high calorie,
nutritionally lacking foods offered by most food trucks. Smooth Moves firmly believes that healthy food
11 | P a g e

does not have to be flavorless. In fact, its available food options will make anyones taste buds dance
with delight and insides happy as it gets filled with many necessary nutrients. No matter what item on
the menu is selected, the owners of Smooth Moves promise each customer that they will be thanking
themselves later for indulging in a Smooth Moves creation.

7.
MARKET AND COMPETITIVE ANALYSIS
7.1 Industry and Market
7.1.1 Market Analysis and Potential
Organic and all natural are the buzzwords in todays food industry - stemming from the
consumer's increasing desire for healthier food options. Global sales of healthy food products are
estimated to reach $1 trillion by 2017 (Hudson, 2015). As a result, food companies have begun to shift
their focus toward the promotion of healthy lifestyle brands. Smooth Moves aims to cater to this health
movement by creating a company, brand, and product that meets the needs of San Diegos health
conscious consumers. The following sections will delve deeper into the current industry and food trends
affecting the growth of Smooth Moves as well as the competing organizations and target market.
U.S. consumer demand for organically grown food products has grown exponentially since the
USDA published national standards for the production and processing of organic goods in 2002 (Greene,
2013). A 60-participant survey conducted by Nielsen found that 83% of Americans want to change their
diet in order to lead a healthier lifestyle and 60% of these individuals want to eat more natural, fresh
foods to accomplish this goal (We Are What We Eat, 2015). These recent trends in the market have
shown that the most desirable foods are ones that are natural and minimally processed. With
that, Smooth Moves is going back to the basics by offering fresh, locally grown goods from the heart of
its San Diego community.
Over the past five years, the food truck industry has experienced a 12.4% revenue increase as
consumers have shifted their focus to seek more unique, convenient, budget-conscious food options
(Cuisine, 2014). Currently, there are over 4,000 businesses in the industry, generating roughly $290,000
per truck (Cuisine, 2014). In fact, 55% of these food truck sales are made on street locations/corners,
12% from shopping malls, 15% from industrial/construction work sites, and 18% from other
locations/venues/events (Appendix 1.6, Figure 1). This segment sees a large number of pedestrian traffic
during peak business hours. The average amount spent per order at a food truck is $12.40 (Cuisine,
2014). It is predicted that food truck revenue will reach $1.2 billion at the end of this year and $2.7
billion by 2017 (Hepler, 2012). Food trucks are not a fad but a viable market segment with significant
competitive advantages over quick-serve, fast-food and take-out food vendors. The industry is heavily
concentrated in urban areas, particularly in the central parts of large cities. It is thriving in cities such as
L.A, Portland, New York, Austin, San Diego and San Francisco. The industry is most heavily
concentrated in the Far West, the Great Lakes region, and the South East (Ehrlich, 2015).
There are currently seventy-eight operating gourmet food trucks in across San Diego (SD Food
Trucks, 2015). When Smooth Moves enters the industry, it will be the seventy-ninth food truck located
in San Diego. These trucks regularly serve lunch, dinner, desserts, or beverages in different locations
around the city. Most of these trucks serve sandwiches or Mexican food. In fact, 71% of food trucks in
America serve hot sandwiches, 61% serve Mexican food, 44% offer cold sandwiches, 24% offer soup,
and 22% serve salad (Delaware, 2015). (Appendix 1.6, Figure 2). Astonishingly, only two trucks in San
Diego sell organic goods so, in combination with the statistics above, it is obvious that a truck selling
organic bowls and smoothies is a unique service sure to be high in demand.
12 | P a g e

7.1.2 Market Size and Target Market

San Diego is home to more than 1.37 million people, making it the eighth largest city in the United
States and the second largest city in California (Population of San Diego, 2011). It is forecasted that by
2020, the citys population will reach 1.54 million people (Population of San Diego, 2011). Smooth
Moves will primarily reside in Downtown, San Diego. When the truck is not there, it will be a
participant in one of six farmers markets throughout San Diego located in Pacific Beach, Ocean Beach,
North Park, Imperial Beach, Little Italy, and Hillcrest. Downtown was strategically selected based on its
popularity and current demographics. The total population of this area is 37,832 people, with the median
age being 33.7 years old (Informatics, 2014). Americans spend approximately 12.9% of their annual
income on food expenditures; San Diego residents spend 12.0% of their annual income on food
(Occupational Employment Statistics, 2008). In addition to these statistics, San Diegos gorgeous
weather was a huge factor in deciding where to locate Smooth Moves. The annual high temperature in
San Diego is 69.8 degrees Fahrenheit and the annual low temperature is 57.5 degrees Fahrenheit with
less than 45 days of rain per year (Data, 2015). These factors, in combination with the average 2,958
hours of sunshine San Diego receives yearly, are ideal for a food truck business (Data, 2015).Smooth
Moves products, service, and location will appeal to the vast majority of people visiting Downtown, San
Diego and the surrounding towns offering farmers markets in search of a unique food experience.
The target market for Smooth Moves will be consumers age eighteen to twenty-five years old.
Younger consumers are most willing to pay a premium for health attributes, which is why Smooth
Moves predicts a vast majority of its business, will come from purchases made by this age group
(Gagllardi, 2015). Individuals in San Diego twenty-five years old and younger have an annual income of
around $32,513 (Income and Careers, 2012). San Diego is the home of three major universities
including San Diego State University, University of San Diego, and University of California, San Diego.
That said, the specific locations chosen for Smooth Moves are daily destination points for a majority of
these college students. In addition, it has been shown that there is a correlation between receiving a
higher education and the tendency to lead a healthy lifestyle. Smooth Moves plans to take advantage of
the above information by gearing its business specifically toward this demographic. Essentially,
consumers are predicted to be health conscious individuals in search of a local, fresh, authentic and hip
all-in-one convenient dining experience.
7.2 Competitive Analysis
It is difficult to pinpoint exactly how many food trucks are located in Downtown, San Diego
because their locations change weekly. However, it is safe to say that there are roughly eleven food
trucks that consistently make appearances in the Downtown area every week (SD Food Trucks,
2015). Smooth Moves will be the sole provider of organic food, more specifically bowls and smoothies,
in this location. The menus typically offered by food trucks in the Downtown area consist mainly of
tacos and comfort food (grilled cheese and hot dogs). The rising organic health trend gives Smooth
Moves the opportunity to rise above its competitors by being being the only food truck in the area to
offer a quick and convenient, health conscious menu. Appendix 1.6 provides a competitive analysis,
including SWOT, of two food truck competitors located in Downtown, San Diego compared to Smooth
Moves. In addition, there is no official list of the food trucks participating weekly in the six farmers
markets Smooth Moves will attend. But, there are over 50 food businesses participating in each market
on any given day. As with Downtown, there are very few businesses offering organic foods so the
addition of Smooth Moves to these farmers markets will give consumers in search of healthier food
options a new and exciting dining option.
7.3 Competitive Advantage
13 | P a g e

There are currently no food trucks in the San Diego area selling organic bowls and smoothies or
even similar products for that matter (SD Food Trucks, 2015). As mentioned in previous sections, there
are only two food trucks selling organic products in San Diego. That said, the foods they offer are vastly
different from the Smooth Moves menu - their menus include entrees such as lamb chops, chicken tacos,
beef burgers, beet salads, and other similar items. Also, there are no dining experiences in the San Diego
area currently offering customers the opportunity to customize their order by hand picking their
ingredients prior to ordering. Smooth Moves displays a variety of local, fresh ingredients in baskets in
front of the truck wherein customers are encouraged to hand pick the products they want incorporated
into their order. This establishes a deeper connection between the consumer and their meal by allowing
them to personally participate in the creation of their order.
8.
MARKETING STRATEGY AND EMERGING TECHNOLOGY
8.1 Web and Community Presence
Smooth Moves promotes itself through community and social media platforms that appeal to its
target market of young adults age 18-25. The company will begin spreading the word to student
organizations at San Diego State University (SDSU), University of California, San Diego (UCSD) and
University of San Diego (USD) that are focused around health and wellness. Smooth Moves will partner
with yoga studios in San Diego to pass out coupons for 25% off of a smoothie or bowl. All flyers and
coupons will include a link to the website: smoothmoves.foodtruck.com. The website will include the
companys mission statement, the full menu (as it changes seasonally), hours of operation, locations of
the food truck and a nutritional analysis of each applicable menu item.
8.2 Social Media Campaigns
Smooth Moves will be available on Twitter to share its locations, tweet daily nutrition tips and
converse with customers. On Instagram, customers can tag Smooth Moves in a photo with their smoothie
or bowl to get a coupon code for a free additional add-in or topping of the customers choosing.
Customers can also get this coupon by following Smooth Moves on Facebook. The Facebook page will
be where all the latest updates are posted along with articles about eating healthy and organically.
Another way to find out Smooth Moves location would be to check sdfoodtrucks.com, where 12 food
trucks are posted with their locations daily.
A Smooth Moves smartphone application will show the current location of the food truck as well
as upcoming locations. The application will also have an option to order ahead of time and pick up the
bowl or smoothie upon arrival. Other features of the application include nutritional information, a build
your bowl/smoothie visual, and a seasonally updated interactive menu. Finally, the application will have
a loyalty program barcode specific to the owner of the smartphone that can be scanned at the time of
purchase that rewards the customer with 50% off a future purchase after every tenth purchase.
8.3 Impact of Strategy on Business Growth
Spreading the word through social media campaigns, yoga studios and college campuses will
help Smooth Moves become a recognizable name to its target market. Customers will come out of
curiosity, enjoy themselves and bring in new customers through word of mouth. Once it has become an
established name in the food truck industry, the customer loyalty reward program, positive social media
interactions and overall great quality of each product will be more than enough to facilitate a high return
rate.
8.4 Key Feature of Business Operation
To ensure customer satisfaction, Smooth Moves uses customer feedback to improve upon itself.
At the bottom of every receipt there will be an option to take a survey at
smoothmoves.foodtruck.com/feedback. Surveys will include questions to assess customer satisfaction
14 | P a g e

with menu options and customer service as well as a comment box. Customers that take the survey will
receive a coupon code for a free addition of avocado, a protein or a sauce. Smooth Moves will be
adamant about making changes based on customer responses.

9.
GOALS, RISKS AND STRATEGIES
9.1 Business Goals and Analysis
As with any standard business, Smooth Moves has created goals it will strive to achieve, as well as
the possible barriers and strategies that coincide with those goals. First, one long term goal of Smooth
Moves is that the company aims to increase website traffic by at least 50% by the end of the current
fiscal year. To support and strive for this goal, the company has set a short-term goal to purchase
OneStat Platinum web traffic analysis software to better pinpoint current web traffic trends (OneStat
web site Analytics services, n.d.), and to hire a web consultant for one month to advise and implement
programming changes to make the site appeal to a broader audience. Barriers that may occur include a
lack of resources and a lack of prioritization. Regardless of whether Smooth Moves is striving to increase
the web traffic, if the company lacks the budget to pay for OneStat, the company website will not be
able to appeal to a broader audience or increase web traffic.
Another short-term goal is that Smooth Moves aims to keep food costs at less than 35% of all
revenue and keep it under 30% by the second fiscal year. Barriers that may occur include the slightly
higher cost of organic food products, especially products such as flax, chia and many other popular
health foods. To minimize the price increase often found with organic products, Smooth Moves has
created a policy in regards to food costs. As a company, Smooth Moves will only order as necessary,
maximize each and every ingredient, cook seasonally, and purchase from more than one vendor. This,
according to Chris Chung, will control food costs and keep them at a minimum (McDougall, 2010).
Other ways the company will decrease the risk of high food costs are to control portion size, decrease
waste, order wisely, and avoid any menu price increases.
Lastly, the final long-term goal of Smooth Moves is to average sales between $400,000 to $500,000
for the first three years of business. This will allow the company to properly pay all employees,
including the partners, as well as have extra profit to improve the food truck and its services. Barriers
that may occur include fluctuating profits throughout the months. This is expected as with any
foodservice organization and to reduce the damage that may incur, Smooth Moves plans to pursue an
active risk acceptance strategy. This means that the company will deal with risks as they occur and will
take an active acceptance strategy. This implies that the partners will develop a contingency plan, which
will include the resources or plan to handle the dilemma if and when it occurs (Babou, 2008). The
contingency plan for the budget is that, if needed, the partners of the company will deduct 10% from
their salaries to cover the deficit created and also will conduct a financial analysis to see where costs can
be reduced. A list of goals, barriers, and tactics to handle any obstacles that arise are provided below
in Table 6.
Table 6. Goals, Barriers and Risk Mitigation
Goals
PurchaseOneStatSoftwareto
pinpointcurrentwebtraffictrends.
Keepfoodcostsatlessthan35%of
allrevenueandunder30%bythe
secondfiscalyear.

15 | P a g e

Barriers
Lackofresources
Lackofprioritization
Highercostoforganic
products,especiallyproducts

RiskMitigation
Hireawebconsultant

Onlyorderasnecessary,and
controlportions
Maximizeeachandevery

Increasewebtrafficbyatleast50%
bytheendofthefiscalyear.

Averagesalesbetween$400,000
and$500,000forthefirst3yearsof
business.

suchasflax,chia,andmany
popularhealthfoods
Mustcontinuetomakeour
productexceptionalandunique

Researchhasshownthat
web/socialmediaisnolonger
aneffectivewayofadvertising.

Fluctuatingprofitsthroughout
theyear.
Frequentfoodcostingre
evaluation.

ingredient,anddecreasewaste
Cookseasonally
Purchasefrommorethanone
vendor
Offerunique,oneofakind
products
Offerdiscountsforthosewho
checkinorlikeandshareus
onsocialmedia.
Offerrewardsforleavinga
reviewonthecompanys
website
Activeacceptanceriskstrategy
Ifneeded,partnersofthe
companywilldeduct10%
fromtheirsalariestocoverthe
deficitbetweeninputand
output
Conductfinancialanalysisto
seewherecostscanbereduced

9.2 Keys to Success

Smooth Moves success will stem from educating customers about the appeal and benefits of a
healthy lifestyle and by providing superior service and products that are not conveniently available in
grocery stores. San Diego was selected by National Geographic as the Worlds Smart City due to its
strong technology sector, local innovators, green practices, smart public planning, and an unparalleled
quality of life (Written & Bernasconi, 2015). San Diego was also voted the eighth healthiest city in
America by Forbes Magazine, which only further demonstrates that San Diego is the perfect location to
build a business based on a healthy lifestyle, while still enjoying good-tasting foods (Halken, 2014).
While other businesses have been created to cultivate and represent a healthy lifestyle, no other
foodservice business engages the customer in the preparation of each meal like Smooth Moves. By
engaging its customers, Smooth Moves will build rapport and a loyal customer base.
Customers will be reached through fliers, comment cards, newspaper advertisements, the company
website, San Diego Food Trucks website, and many other platforms of social media. Location will also
play a critical role in the success and promotion of Smooth Moves. The business will be located in
downtown San Diego as well as many farmers markets located around San Diego. This will broaden the
companys exposure and increase its number of repeat customers.
9.3 Future Plans
Under the assumption that Smooth Moves will be successful, the owners will explore possible
expansion opportunities such as catering and delivery meals. This will broaden the customer base even
further and allow the company to reach many more people while hopefully allowing a generation of
larger year-end revenue.

10. FINANCIAL ASSUMPTIONS

10.1 Total Investment to Begin Operations and Sustainment
16 | P a g e

To start Smooth Moves, each partner invested equally for all start-up costs. Since each partner is
also liable to all debt and equity, it was in each of their best interests to incorporate legal documents
stating each partners investment amount was of $28,000. This investment, totaling in $196,000, is the
initial capital investment for starting the company as well as sustaining the company's operations for the
first three months regardless of overall sales. The partners did not plan on taking out a loan, rather they
chose to use all of their individual credit histories to ensure distributors, possible investors and future
partners Smooth Moves would have a prosperous future.
The total for the overall start-up costs of Smooth Moves including: truck, inventory, permits,
insurance, licenses, marketing, POS, uniforms, utensils, kitchen equipment, safety equipment, and the
commissary down payment came to $68,938.64. The recurring costs are based on general food truck
assumptions obtained from (Foodtruckempire, 2013) and came to a grand total for a three-month period
of $166,316.00. With these two numbers, start-up costs and recurring expenses, together the partners
made the executive decision that a total investment of $196,000 would be sufficient for earning a
revenue of approximately $400,000-$300.000 in the first three years. Smooth Moves start-up costs are
located below in Table 7 and Appendix 1.7.1.
Table 7. Start-Up Costs
Product
Food Truck

Initial Inventory

Permits
Licenses
Community Outreach
POS
Uniforms

Utensils
Menu

Kitchen Equipment
Safety equipment
17 | P a g e

Description
Customized, with all
cooking equipment
included (refrigeration,
ovens, freezer, etc)
Storage containers,
condiments, blenders (3),
microwave, etc.
San Diego Food Truck
Permits, Records ($20.00)
Food Handlers License
Social Media, Marketing,
Website, etc.
3 square stands with
ipads
20 customized shirts
($467.80), and 20
customized sweatshirts
($882.00)
Napkins, plates, forks,
knives
2 double sided standing
chalk board menus with
erasers and chalk
($200.84), informational
pamphlets (appendice)
Pots, pans, cooking
utensils
Fire Extinguisher (2 for

Price
$61,000.00

$1,500.00

$695.00
$400.00
$200.00
$1,494.00
$1,349.80

$300.00
$400.84

$700.00
$500.00

$178.00), sanitizer,
towels,
First aid kit

Insurance

Annual insurance cost

due to gross sales

Commissary Down
Payment
Total

$399.00
$250.00
$68.938.64

After payment of initial start-up expenses and salaries, any revenue generated by Smooth
Moves is to be used to repay the initial investment amount with an interest rate of 10% per annum over
the first five years of operation.
The menu prices were decided using the factor pricing method while still accounting for local
competition. With this method, the company will need to keep very accurate records of all incoming and
outgoing capital so that it can accurately project its prices onto the menu. The company is trying to keep
all of its food costs under 40%. After getting the starting menu prices, the partners were able to
normalize the prices to be competitive in the local food truck market.
The overall food costs were created based on averaging the raw food prices of both the bowls and
smoothies then multiplying that number by the projected number of meals Smooth Moves plans to serve
in a 12-hour operating day (200 meals). Since the company is determining its finances and costs based
on the sustainability of a three month period, calculations were made in order to come up with the total
food costs for a three month period: $143,836.00. The three month recurring expenses are listed
in Appendix 1.7.2. As stated before, Smooth Movesbased its menu prices to reflect its food costs and the
local food truck competition.

APPENDICES
1.1
Resumes
.19
1.2
Company Flyer and Comment
Card.26
1.3
Farmers
Markets
..29
1.4
Smooth Moves
Menu.30
1.5
Products and
Services31
18 | P a g e

1.5.1 Cost Analysis

1.5.2 Customized Food Truck Dimensions
1.6
Competitive
Analysis.37
1.7
Financial
Data...
39
1.7.1 Start-Up Costs
1.7.2 Monthly Recurring Expenses
1.8
Permits

..41
1.9
References
43

APPENDIX 1.1 RESUMES

19 | P a g e

Katie Enstad
4637 Market St.
katieenstad@smoothmoves.com
(619) 264-4798

EDUCATION
San Diego State University - Expected Graduation May 2016
Bachelor of Science, Food Science and Nutrition
Didactic Program in Dietetics
Significant Coursework
Oral Communication
Fundamentals of Nutrition
Promotion of Physical Activity and Healthy Eating
Nutrition Throughout the Lifespan

TECHNICAL SKILLS_

Microsoft Office (Word, Excel, PowerPoint), Mac and PC operating systems

LEADERSHIP SKILLS/EXPERIENCE

__________

Diligent, dependable, communication skills, organized, enthusiastic, proactive, and adaptable

SDSU Womens Club Water Polo President (Current)
Attend Sports Clubs leadership meetings and seminars, plan and organize
tournaments/fundraisers/team building events, fill out all necessary paperwork, meet Sport's Clubs
deadlines, and budget team finances.
YMCA P.L.A.Y. Instructor (Current)
Experience teaching lesson plans to young audience
SDSU Womens Club Water Polo Vice President (2014-2015)
Assist club President in filling out paperwork, attending meetings, organizing team functions, and
recruiting.
Vector Marketing Lead Receptionist (2015)

20 | P a g e

Attend biweekly conference calls, have leading/consistent results of recruiting sales

representatives, keep office organized, and organize efficient personal recruiting system for
receptionist team.

WORK EXPERIENCE
Orcutt 76 Gas Station Book Keeper (current)
Count and check daily bank deposits, record daily finances, check and record daily work orders.
Vector Marketing Receptionist (2014-2015)
Answer phones in a positive and welcoming manner, schedule appointments, recruit applicants to
become sales representatives, and help organize office.
Tea Station Server and Beverage Specialist (2013-2014)
Took orders, served public, made beverages, organized inventory, and cleaned.
TnTs Frozen Yogurt Employee (Summer 2013)
Took orders, served public, worked cash register, restocked inventory, and cleaned.

ORGANIZATIONS
SDSU Womens Club Water Polo
Present
SDSU Student Nutrition Organization
Present
SDSU Headstrong Organization
Present
Olivewood Gardens and Learning Center Volunteer
2014

Shannon Murray
4637 Market St.
shannonmurray@smoothmoves.com
(619) 264-4798

EDUCATION
San Diego State University Expected Graduation May 2016
Major: Foods and Nutrition
Minor: Business Administration
Current GPA: 3.18

21 | P a g e

Sept. 2012Sept. 2013Sept. 2013May 2014- Sept.

WORK EXPERIENCE
Eco-caterers (2014-Current)
Server
Hunter Steakhouse (February 2014- Current)
Server, Busser, Hostess
Cookie Cookery (2013- 2015)
Baker and Cashier
Nike Factory Store (2011-2013)
Seasonal Position
Shaws Steakhouse and Tavern (2010- 2012)
Busser and Hostess

SKILLS
Able to communicate positively with fellow staff and customers
Ability to multitask successfully
Technologically inclined (Word, Excel, PowerPoint, etc.)
Great ability to listen to and follow all instructions
Extremely organized and well prepared
Positive and upbeat attitude
Extensive computer software skills

CAREER RELATED COURSEWORK

22 | P a g e

Human Resource Management

Fundamentals of Business Finance

Quantity Food Production

Science of Food

Food Systems Management

Marketing

ORGANIZATIONS
Student Nutrition Organization (2012-2015)
Food Bank Intern
Headstrong Active Member (2013-2015)

Melanie Petersen
4637 Market St.
melaniepetersen@smoothmoves.com
(619) 264-4798

EDUCATION
San Diego State University- Expected Graduation May 2016
Bachelor of Science, Foods and Nutrition
Current GPA: 3.2

SKILLS
Customer Service
Nutrition knowledgeable
Microsoft Excel and Publisher
Front desk/Manager, and HR responsibilities

WORK EXPERIENCE
Hapa Yoga Studio (September 2013-Present)
Front Desk Assistant Manager and Child Care Provider
Care for children and infants.
Conduct front desk procedures and send customer service emails.

23 | P a g e

Responsible for HR files.

Point Loma Sports Club (May-August 2014)
Front Desk Receptionist
Greet clients and answer various cliental questions.
Conduct weekly ABC software reports.
Maintain email lists and assist the Fitness Director.
Australian Tanning Company (October 2010 August 2011)
Certified Tanning Professional
Sold membership packages and lotion products.
Ensured great costumer service.
Razzberry Lips (March 2010- October 2011)
Cashier/Make-up Artist/Ear Piercer
Led birthday party/make-over events. Managed purchase order forms and assisted with novelty
item sales.

ORGANIZATIONS
HeadSTRONG
Director of Programs
Contact and organize speakers for organization meetings. Find speakers who are passionate about
the Nutrition and Fitness field.
Vice President
Assist the President and organize retreat events.

Rachel Kuhn
4637 Market St.
rachelkuhn@smoothmoves.com
(619) 264-4798

EDUCATION

San Diego State University- Expected Graduation May 2016

Bachelor of Science, Foods and Nutrition
Deans List Spring 2013
Mitsui USAs Sons & Daughters Scholarship
Nutrition, Food and Culture Abroad, Barcelona, Spain- Summer 2014
Associated Students Study Abroad Scholarship

TECHNICAL SKILLS
Responsible, positive attitude, dedicated, organized, reliable, good communicator, caring
Computer literate: MS Word, Excel, PowerPoint, Diet Analysis Plus

EXPERIENCE

Los Gatos Swim and Racquet Club, Los Gatos, CA- Camp Leader; (May 2015-August
2015)
Led designated camper groups and acted as a role model to campers
Alvarado Hospital, San Diego, CA- (September 2014-present)
Volunteer in Dietary DepartmentAssist with patient meal preparation and fulfill orders for departments within the hospital
Obtain patients meal orders
YMCA Southwest, Saratoga, CA Summer Day Camp Leader; (Summer 2012, 2013, 2014)

24 | P a g e

Facilitated camper development in recreation activities, social skill development, values, and
environmental awareness.
Supervised campers and provided first aid when needed.
SDSU HeadSTRONG, San Diego, CA (May 2014-present)
Director of Events- Overall Wellness/Spiritual Emphasis
Responsible for organizing biweekly activities with an overall wellness/spiritual focus.
Collaborate with the Treasurer to schedule, organize, and oversee fundraisers.
SDSU Club Tennis Team, San Diego, CA (May 2014-present)
Club Representative
Act as a liaison between the Club Tennis Team and Sports Club Council.
Responsible for attending biweekly Sports Club Council meetings.

ORGANIZATIONS

SDSU Student Nutrition Organization, San Diego State University - (January 2014-present)
Member- Attend biweekly meetings and participated in club events.
SDSU HeadSTRONG, San Diego State University (January 2013-present)
Member- Participated in Ex4 Vets and Relay for Life fundraisers. Assisted the Embrace organization
with feeding the homeless.
SDSU Club Tennis Team, San Diego State University (February 2013-present)
Member
Academy of Nutrition and Dietetics- (May 2014-present)
Member

Kelsey Wild
4637 Market St.
kelseywild@smoothmoves.com
(619) 264-4798

EDUCATION

San Diego State University- Expected Graduation May 2016

Food and Nutrition Candidate, Minor in Psychology
Current GPA: 3.59

EXPERIENCES

Hunter Steakhouse, San Diego, CA (October 2015 Present)

Hostess
Alvarado Hospital, San Diego, CA (August 2014 May 2015)
Volunteer
Food and Nutrition Department: Prepared and entered meal orders for hospital patients. Interacted
with patients while taking their meal orders.
Emergency Department: Assisted nurses and EMTs with patient care. Responsible for transporting
blood and specimen to the lab. Changed patient beds as needed.
Subway, San Diego, CA (July 2014 March 2015)
Sandwich Artist
Prepared and stocked food as needed. Cleaned and maintained all areas of the restaurant.
Explained
menu items to customers and prepared customer orders as instructed. Recorded orders and
collected payments using the cash register.
Kristen Beasley, Roseville, CA (June 2011 August 2013)

25 | P a g e

Babysitter
Provided for the care and safety of two children from the ages of five to nine. Responsible for
preparing meals, assisting with homework, preparing arts and crafts, and preparing them for bed.
EMBRACE San Diego, CA (August 2012 May 2014)
Volunteer
Responsibilities included setting up and serving food to the homeless.
San Diego La Jolla Braille Institute, San Diego, CA (August 2011 May 2015)
Volunteer
Assisted visually impaired individuals with lunch and seating, in addition to socializing with the
visually impaired.
Delta Gamma, San Diego, CA (November 2012 January 2013)
Social Event Coordinator
Planned and promoted a successful event for over 100 people. Promotion of event included using
social media.

HONORS/ACTIVITIES
San Diego State University
Peer Health Educator; Best Buddies Club; Student Nutrition Organization; Delta Gamma, Epsilon
Sigma chapter

ADDITIONAL SKILLS
Strong work ethic, excellent customer service, organization, creativity, dependability, goal oriented,
team oriented

Codi Daoust
4637 Market St.
codidaoust@smoothmoves.com
(619) 264-4798

EDUCATION

San Diego State University Expected Graduation May 2016

Bachelor of Science, Foods and Nutrition
Current GPA: 3.26
EMSTA- Graduated August 2014
Certification of EMT-Basic
Graduated with 100%

LICENSURES

EMT-Basic CertifiedNational: E3181697, Expires 03/31/2017

California: E114073, Expires -5/31/2017
SD County: I-23381, Expires 05/31/2017
AHA ECG Certified- I.D E30500255
BLS and CPR Certified- Expires 2016

WORK EXPERIENCE

Farmers Bottega (06/2015-Current)

26 | P a g e

Hostess- greet and seat guests, answer phone in a welcoming manner, complete side tasks as
indicated
Recognized by owners as an outstanding employee.
Bruxie (08/2014- Current)
FOH- greet and take the orders of guests, cashier, expo food orders and prepare drinks, maintain
cleanliness of facility
Recognized by headquarters as an outstanding employee.
Outback Steakhouse (02/2014-05/2014)
Hostess- greet and seat guests, answer phone in a welcoming manner, complete side tasks as
indicated
AMC Theaters (11/2012-12/2013)
Film Crew- concession stand, box office, usher, clean theaters, clean bathrooms
Seaworld (03/2012-07/2012)
Culinary Services Hostess- prepare food in kitchen, serve to guests on food line

ORGANIZATIONS/COMMUNTIY

SERVICE

Father Joes Village- (March 2015-Current)

Scripps La Jolla-(March 2015-Current)
Alvarado Hospital- (August 2013-December 2013)
San Diego Food Bank- (April 2014-June 2014)
Shadow Mountain Community Church- (2009-2012)

SKILLS
Excellent listener and quick learner
Energetic, organized, and strong work ethics
Cooperative team member
Customer service experience

APPENDIX 1.2 COMPANY FLYER AND COMMENT CARD

27 | P a g e

28 | P a g e

FLYER AND COMMENT CARD HERE

29 | P a g e

FLYER AND COMMENT CARD HERE

APPENDIX 1.3 FARMERS MARKETS

Pacific Beach Farmers Market: The Pacific Beach Tuesday Farmers Market is located on Bayard St.
at Garnet. It is open every Tuesday from 2-7 p.m. rain or shine. It is sponsored by Discover Pacific
Beach, PB Shore Club, and Home Bank of California. Pacific Beachs Farmers Market showcases
incredible fruits, vegetables, and farm-fresh eggs; fresh baked breads and pastries, fish, meat, cheese,
fresh flowers, spices, olives and sauces. Guests have the opportunity to meet local farmers, artists and
craftspeople, shop for groceries while enjoying live music and grabbing a bite to eat, and mingling with
your neighbors and fellow community.
Ocean Beach Farmers Market: The Ocean Beach Farmers Market is located on the 4900 block of
Newport Ave. between Cable and Bacon St. It is open every Wednesday from 4-8p.m, and 4-7p.m in the
winter. The Ocean Beach Farmers Market has something for everyone: countless vendors of fresh
produce, tasty ready to eat meals, unique homemade arts and crafts, and live music. Samples are readily
available, and guests will find plenty of options such as tacos, sandwiches, Torpastas, authentic crepes,
ceviche, tamales, and other delectable treats to satisfy your cravings. This event boosts the same freespirited and funky vibe that can be felt throughout this beachside community.
North Park Farmers Market: The North Park Farmers Market is located between 32nd St. and
Herman in North Park and is open every Thursday from 3-7p.m year-round, rain or shine. Come and
enjoy a new market that is turning up the heat! There are more than 40 vendors offering local farm-fresh
produce, eggs, meat and plants, artisan food from pastry and pasta to sea salts and shellfish, honest
prepared foods and select gifts and specialties. New farmers and vendors are added regularly so come
meet your neighbors, try a new taste, enjoy the live music, and shop til you drop.
30 | P a g e

Imperial Beach Farmers Market: The Imperial Beach Certified Farmers Market is located at the
Seacoast Drive Pier Plaza every Friday from 2-7p.m., and 2-6p.m. in the winter. Come and enjoy a
market whose goal is to expand their commitment to the residents of Imperial Beach and surrounding
communities by offering a weekly Farmers Market featuring fresh vegetables, fruits, local arts and
crafts, and family entertainment.
Little Italy Farmers Market: The Little Italy Mercato is located on W. Cedar St. between Kettner
Blvd. and Front St. and is open every Saturday from 8a.m.-2p.m. rain or shine! The Little Italy Mercato
is the city market for Downtown San Diego residents and visitors with more than 150 booths that offer
fresh California-grown produce, artisan foods, and specialty items of all shapes and sizes. The Certified
Farmers Market offers fruits, vegetables, herbs, flowers, eggs, cheese, pastured chicken and meat. Food
purveyors bring fish, oysters, bread, sauces, olives, pasta, coffee, pastry and more! Gardeners bring
orchids, fresh flowers and bedding plants. Dine on crepes, paninis, smoothies, Thai foods, coffee and
local chef specialties while enjoying live music and crafts.
Hillcrest Farmers Market: The Hillcrest Farmers Market is located between Lincoln St. and Normal
Ave. and is open every Sunday from 9a.m. to 2 p.m. It is fresh and fabulous, just like Hillcrest! The
market currently consist of 175 vendors offering locally grown in-season fruit, produce, gifts, arts and
crafts, and flowers. Come enjoy local entertainment while perusing the Hillcrest Farmers Market!
APPENDIX 1.4 SMOOTH MOVES MENU

31 | P a g e

APPENDIX 1.5 PRODUCTS AND SERVICES

APPENDIX 1.5.1 Cost Analysis

Example Costing of Regular Bowl Menu Selection:

Chillin Chicken Bowl- grilled chicken, brown rice, black beans, corn, red bell peppers, Feta
Herb Mix

32 | P a g e

33 | P a g e

Ingredient

Ingredient Cost

Grilled Chicken
Brown Rice
Black Beans
Corn
Red Bell Peppers
Feta Herb Mix

$6.99/1lb
$27.60/26lbs
$32.45/11.25lbs
$39.35/12lbs
$5.10/1lb
$238.41/13lbs

Cost Per Regular

Serving
$1.74
$0.42
$0.72
$0.82
$1.92
$0.939

APPENDIX 1.5.1 Food Costing For Smooth Moves Bowls

34 | P a g e

APPENDIX 1.5.1 Food Costing For Smooth Moves Smoothies

35 | P a g e

APPENDIX 1.5.2 CUSTOMIZED FOOD TRUCK

36 | P a g e

APPENDIX 1.6 COMPETITIVE ANALYSIS

Smooth Moves

37 | P a g e

CurioCity Catering

Harvest Kitchen

Products

Meat/vegetable bowls and

smoothies

Sandwiches, lamb, risotto, salads,

tacos, burgers, brat

Curry/paleo bowl, beef burgers,

chicken, fish, grilled cheese,
salads

Services

Limited Products

Variety - Catering

Variety - Catering

Quality

High

Medium

High

Pricing

$9.50-$11.50 (+/- $.75-$1.75

extra toppings) - Bowls
$6.50-$8.00 (+/- $.75-$1.00 extra
toppings) Smoothies
$2.00- Fresh Fruit Infused Water
$1.00- Homemade Goodies

$10-$28.50 - depends on item

$11-$30 - depends on item

Location

Downtown, San Diego

Farmers Markets

Downtown, San Diego

Vista
Coronado
Balboa Park
Pauma Valley

Downtown, San Diego

Hillcrest Farmers Market
Catering/Venues

Years in
Business

N/A

4 Years

4 Years

Ownership

Alexa Little
Shannon Murray
Rachel Kuhn
Kelsey Wild
Katie Enstad
Codi Daoust
Melanie Peterson

Jason McAllister

David Alan Holtze

Financial
Strengths

Medium

Medium

Medium

Importanc
e of
product to
business

High

High

High

Advertisin
g

Website
(smoothmoves.foodtruck.com)
Twitter (@SmoooooothFoodTruck)
Instagram
Facebook
Phone Application
Loyalty Program

Facebook
Twitter
(@CuriocityTwitter)
Website (curiocitycatering.com/)

Instagram (Harvest_Kitchen)
Facebook
Website (harvestkitchen.com)
Twitter (@Harvest_Kitchen)

Image

Local, Quick, Organic, Healthy,

Trendy, Affordable

Healthy, Earth Conscious

Whole & Healthful, Herbed &

Seasoned, Gluten-Free

Customer
Profile

Health conscious college

students (18-25 years old),
visitors of Downtown, medium
income

Medium income (25-40 years old),

health conscious consumers

Medium income (25-40 years old),

gluten-free consumers

Strengths
Summary

Healthy, quick, convenient,

unique products, affordable,
filling products, organic, supports
local farms, customer
engagement

Supports local farms and farmers

markets, seasonal and
sustainable ingredients,
antibiotic/hormone free meats

Full-service catering, local organic

farms, pastured proteins and
sustainable seafood purveyors

Weakness
es
Summary

Limited menu, lack of parking for

customers

Expensive, lack of permanent

location

Expensive, lack of permanent

location

Opportunities
Summary

Rise in organic health trend creates

increasing need for healthy dining
options; unique ordering process
strengthens build-your-own meal market;
rise in popularity of food truck industry

Rise in organic health trend creates

increasing need for healthy dining options;
rise in popularity of food truck industry

Rise in organic health trend creates

increasing need for healthy dining options;
rise in popularity of food truck industry

38 | P a g e

Threats
Summary

Limited menu only attracts specific

clientele; lack of permanent location may
affect return rate; California drought
affects local agriculture

Expensive menu may only appeal to a

specific audience; lack of permanent
location may affect return rate; California
drought affects local agriculture

Expensive menu may only appeal to a

specific audience; lack of permanent
location may affect return rate; California
drought affects local agriculture

Figure 1. Major Food Truck Market Segments

Figure 2. Percentage of Food Trucks in the United States Selling Specific

Food Items

APPENDIX 1.7 FINANCIAL DATA

APPENDIX 1.7.1. Start-Up Costs

Product
39 | P a g e

Description

Price

Food Truck

Initial Inventory

Permits
Licenses
Community Outreach
POS
Uniforms

Utensils
Menu

Kitchen Equipment
Safety equipment

Insurance
Commissary Down
Payment
Total

40 | P a g e

Customized, with all

cooking equipment
included (refrigeration,
ovens, freezer, etc)
Storage containers,
condiments, blenders (3),
microwave, etc.
San Diego Food Truck
Permits, Records ($20.00)
Food Handlers License
Social Media, Marketing,
Website, etc.
3 square stands with
ipads
20 customized shirts
($467.80), and 20
customized sweatshirts
($882.00)
Napkins, plates, forks,
knives
2 double sided standing
chalk board menus with
erasers and chalk
($200.84), informational
pamphlets (appendice)
Pots, pans, cooking
utensils
Fire Extinguisher (2 for
$178.00), sanitizer,
towels,
First aid kit

$61,000.00

Annual insurance cost

due to gross sales

$399.00

$1,500.00

$695.00
$400.00
$200.00
$1,494.00
$1,349.80

$300.00
$400.84

$700.00
$500.00

$250.00
$68.938.64

APPENDIX 1.7.2 Monthly Recurring Costs

Product/ Service
Commissary
Labor
Gas
Generator/ Utilities
Food Costs

Repairs/ Cleaning
Restock

Total

41 | P a g e

Description
3- month kitchen space storage
costs and hourly rentals
105 hours per week (1,260 hr. for
the three month period)
$500 a month
Energy needs, and data plan for
POS
Food ordered for prep 3
months (with average of 200
meals per day)
$275 per month
$70 per month for miscellaneous
restock items (utensils,
sanitation)
3 month overall costs

Price
$3,600.00
$11,340.00
$1,500.00
$4,500.00
Bowls= $33,936.00/mo
$101,808.00
Smoothies= $14,009.33/mo
$42,028.00
$825.00
$210.00

$166,316.00

APPENDIX 1.9 PERMITS

42 | P a g e

43 | P a g e

APPENDIX 1.9 REFERENCES

1. About the market. (n.d.). Retrieved 17 November 2015, from
http://hillcrestfarmersmarket.com/about/

44 | P a g e

2. Babou. (2008, May 3). Posts about risk acceptance strategy on leadership & project
management champions. Retrieved 14 November 2015, from
http://leadershipchamps.wordpress.com/tag/risk-acceptance-strategy/
3. Cuisine, M. (2014, October 1). 2014 food truck facts. Retrieved 1 November 2015, from
http://mobile-cuisine.com/business/2014-food-truck-facts-infographic/
4. Data, U. C. (2015, January). Climate San Diego - California and weather averages San Diego.
Retrieved 1 November 2015, from http://www.usclimatedata.com/climate/sandiego/california/united-states/usca0982
5. Delaware, B. (2015, February 24). Food truck nation: Tracking the food truck trend. Retrieved
11 November 2015, from http://www.pastemagazine.com/articles/2015/02/food-truck-nationtracking-the-food-truck-trend.html
6. ENERGY STAR. (n.d.). Retrieved 16 November 2015, from
https://www.energystar.gov/buildings/facility-owners-and-managers/small-biz/restaurants
7. Ehrlich, T. (2015, January). Mobile food vendors. Retrieved 1 November 2015, from
http://www.sbdcnet.org/small-business-research-reports/sbdcnet-connections-issue-55mobile-food-vendors
8. Eostreo Organics. (2011). Retrieved 16 November 2015, from
http://www.eostreorganics.co.uk/environmental-benefits-of-organic-food-production.html
9. Factbrowser. (2015). Retrieved 16 November 2015, from
http://www.factbrowser.com/tags/18-25_years_old/
10. Farm, S. O. (n.d.). Sun Organic farm. Retrieved 16 November 2015, from
http://www.sunorganic.com/
11. Farmers market - city of Escondido. (n.d.). Retrieved 17 November 2015, from
http://www.escondido.org/farmers-market.aspx
12. Gagliardi, N. (2015, February 18). Consumers want healthy foods--and will pay more for
them. Forbes. Forbes. Retrieved from
http://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-andwill-pay-more-for-them/
13. Get an instant price quote. (n.d.). Retrieved 15 November 2015, from
http://www.customink.com/quotes
14. Greene, C. (2013, October 25). USDA economic research service - growth patterns in the U.S.
Organic industry. Retrieved 1 November 2015, from http://www.ers.usda.gov/amberwaves/2013-october/growth-patterns-in-the-us-organic-industry.aspx

45 | P a g e

15. Haiken, M. (2014, May 30). Top 20 healthiest cities in America 2014. Forbes. Forbes.
Retrieved from http://www.forbes.com/sites/melaniehaiken/2014/05/30/the-20-healthiestcities-in-america-2014/
16. Harvest Meat Company. (n.d.). Retrieved 16 November 2015, from
http://harvestmeat.com/about/
17. Hepler, L. (2012, December 6). Dont call it a fad: Food trucks grabbing market share.
Retrieved 11 November 2015, from
http://www.bizjournals.com/sanjose/news/2012/12/06/dont-call-it-a-fad-food-trucks-still.html
18. How to obtain a permit for a mobile food truck. (2014, September). Retrieved 14 November
2015, from http://www.sandiego.gov/developmentservices/pdf/industry/infobulletin/ib148.pdf
19. Hudson, E. (2015, September). Health and Wellness the Trillion Dollar Industry in 2017.
Retrieved 1 November 2015, from http://blog.euromonitor.com/2012/11/health-and-wellnessthe-trillion-dollar-industry-in-2017-key-research-highlights.html
20. Informatics, O. (2014). San Diego County. Retrieved 1 November 2015, from
http://www.sfrealtors.com/US/Neighborhood/CA/San-Diego-County-Demographics.html
21. Larson, N., Neumark-Sztainer, D., Laska, M., & Story, M. (2011). Young adults and eating
away from home: Associations with dietary intake patterns and weight status differ by
choice of restaurant. Journal of the American Dietetic Association., 11(111). Retrieved from
http://www.ncbi.nlm.nih.gov/pubmed/22027052
22. Little Italy Mercato | little Italy association of San Diego. (n.d.). Retrieved 17 November 2015,
from http://www.littleitalysd.com/mercato/
23. MAKE A GREEN RESOLUTION AT THE PB TUESDAY MARKET! (n.d.). Retrieved 17 November
2015, from http://sdweeklymarkets.com/pacific-beach-farmers-market/home
24. McDougall, A. (2010, February). Tips and tools for controlling your food cost. Retrieved 14
November 2015, from http://www.starchefs.com/cook/business-tips/controlling-restaurantfood-cost
25. Moodys food trucks. (n.d.). Retrieved 14 November 2015, from
http://www.moodysfoodtrucks.com/
26. Myrick, R. (2011, August 9). 15 tips to make A sustainable food truck | mobile cuisine.
Retrieved 16 November 2015, from http://mobile-cuisine.com/business/15-tips-to-make-asustainable-food-truck/
27. Napoli Farms. (2001). Retrieved 16 November 2015, from http://www.napolifarms.com/

46 | P a g e

28. North park farmers market: HOME. (2011). Retrieved 17 November 2015, from
http://www.northparkfarmersmarket.com/index.html
29. OB farmers market. (n.d.). Retrieved 17 November 2015, from
https://oceanbeachsandiego.com/attractions/annual-events/farmers-market-wednesdays
30. Occupational Employment Statistics. (2008, September 9). Retrieved 1 November 2015,
from http://www.bls.gov/oes/current/oes_41740.htm
31. OneStat web site Analytics services. (n.d.). Retrieved 14 November 2015, from
http://www.onestat.com/aspx/web-site-analytics-services.aspx
32. Population of San Diego. (2011, March 1). Retrieved 1 November 2015, from
http://www.sandiego.gov/economic-development/sandiego/population.shtml
33. Priceonomics. (2013, March 14). Retrieved 15 November 2015, from
http://blog.priceonomics.com/post/45352687467/food-truck-economics
34. Rattray, D. (n.d.). Food ingredients equivalents - quantity and yield. Retrieved 15 November
2015, from http://southernfood.about.com/library/info/blequiv.htm
35. SD Food Trucks. (n.d.). Retrieved 1 November 2015, from http://sdfoodtrucks.com/list-oftrucks/
36. Sams club. (n.d.). Retrieved 15 November 2015, from
http://www.samsclub.com/sams/homepage.jsp
37. San Diego Health. (n.d.). Retrieved 14 November 2015, from
http://sandiegohealth.org/food/mobile_food.pdf
38. San Diego Soy Dairy. (n.d.). Retrieved 16 November 2015, from www.sandiegosoydairy.com/
39. Shopping cart. (n.d.). Retrieved 15 November 2015, from
http://www.displays2go.com/ShoppingCart
40. Square stand. (n.d.). Retrieved 15 November 2015, from https://squareup.com/shop/stand
41. Staff, S. (2014, April 10). The complete breakdown of food truck operation costs. Retrieved
15 November 2015, from http://foodtruckempire.com/how-to/costs/
42. Sustainable tables seasonal food guide. (n.d.). Retrieved 16 November 2015, from
http://www.sustainabletable.org/seasonalfoodguide/
43. ULine. (n.d.). Retrieved 15 November 2015, from
http://www.uline.com/product/BrowseWebClass.htm
44. USDA price. (n.d.). Retrieved 15 November 2015, from
http://www.freshfruitportal.com/precios-frutas/precios-usda/?country=united%20states
45. WELCOME. (n.d.). Retrieved 17 November 2015, from
http://www.imperialbeachfarmersmarket.org/Imperial_Beach_Farmers_Market/WELCOME.htm
l

47 | P a g e

46. We Are What We Eat. (2015, January). Retrieved 1 November 2015, from
http://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global
%20Health%20and%20Wellness%20Report%20-%20January%202015.pdf
47. Written, & Bernasconi, B. (2015, November 3). Watch national geographics worlds smart
cities: San Diego. Retrieved 14 November 2015, from
http://www.sandiego.org/campaigns/smart-city-san-diego.aspx
48. Income and careers. (2012). Retrieved 1 November 2015, from http://www.usa.com/sandiego-ca-income-and-careers.htm

48 | P a g e