Ice Cream Land

The business plan is for an Ice Cream/Milkshake truck in California, which can be moved from location to location, beach to beach (and other areas like amusement parks, areas of scenic beauty, adventure spots, basically wherever the people are in the season). The popup works by a having a setup that can be carried a large-ish MPV which can carry 8 people (2+3+3). The plan is for 3 or 4 people to man the stall at a time, carry fresh milk (different varieties) and fresh fruits, chocolate, sprinklies, and ice cream (which we can double up for the 2nd product offering of ice-cream sundaes).

The idea is like the fresh-wok model: customers can keep coming in, choose their base (full fat, skim, soy or other exotic options we may try out) and then keep picking their mix (fruit choices, chocolate, maybe other flavors like vanilla that we can also take along) or more of their mixes until it’s all one huge milkshake. The shake is blitzed, ice cream/sprinkle toppings of choice added and a fresh, cold and healthy drink is served. An ice cream sundae is also on offer, this time we only scoop out the ice cream, set it up nicely with sprinkles and chocolate of fruit, and serve.

The value plan depends on sourcing the best ingredients and having enough variety to cater to many special dietary needs (so we can always have groups where no one is excluded) plus our ability to move to locations where the action is. Our pricing is weighed towards the milkshake as the value-add product and the ice cream as the also-product. The ice-cream helps us sell and recover costs even if the shakes may not be selling, even though the margins are a bit lower.