Taylor Mitchell
November 20, 2012
Marketing Strategy
Section 001
Marketing Plan
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1. Executive Summary:
Food trucks are becoming one of the most popular food service providers today,
especially in large cities. Feeding hundreds of people a day; food trucks are great for people
looking for quality food on the go, at affordable prices. The product and service that I have
chosen to create is a Taylor Pork Roll breakfast sandwich food truck, called “Taylor’s Jersey
Pork Roll.” This food truck will not only offer a diverse way of serving food, but also a new food
item; Taylor Pork Roll.
Taylor’s Jersey Pork Roll food truck will be open and operating in Greenville, North
Carolina, and our target customers will be East Carolina University students and faculty
members. We will provide high quality, low cost, unique breakfast foods during the morning and
night hours in various locations near campus.
Once open and operating, our ultimate goal is to make a net income of $12,000 per month
by the second quarter of the first year. We also have goals set in order to reach as many of our
target customers as possible, as well as increase awareness of our product; Taylor Pork Roll.
Along with these goals, we are also aiming to provide efficient services at the most convenient
locations for our customers.
Several promotional tactics will be implemented in order to increase sales and customer
awareness. Some of these include; handing out flyers, advertising through the school
newspapers, offering of free samples, constant daily updates on social network sites such as
Facebook and Twitter, and also handing out coupons to offer price discounts. We will offer our
services at the most convenient times and locations for our customers, as well as consider
customer feedback in order to constantly improve products and services.
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This plan outlines our various marketing activities for the upcoming year of opening an
operating Taylor’s Jersey Pork Roll food truck. There are also several long term goals included
which will expand our business over the next two to three years.
2. Situation Analysis
2.1 Company Overview
Goals: long term vision, strategic goals, and offering-specific goals.
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Strategic Goals:
1. Maximize target market (ECU) awareness of services.
2. Increase total amount of customers per month.
3. Create and consistently maintain social networking.
Offering-Specific Goals:
o Achieve unit sales of 25,000 sandwiches in a 12-month period.
o Gain 20% of market share within 12-month period.
o Provide 1 special per day appealing to target market’s needs.
o Update social networks to reflect locations/times open 5-6 times per day.
o Print story/update in East Carolinian (school newspaper) within first month of
operating.
o Print coupons in East Carolinian 1 time per week.
Long Term Goals:
o Turn profit within 3 years of company starting.
o Make $12,000 in revenue per month, per truck, once profit is turned. (Known
average for a middle of the line food truck)
o Obtain 3 more food trucks within the next 10 years for surrounding areas.
o Serve to 3-4 different daily location stops per truck within the next 5 years.
Strategic Assets:
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Serving Taylor Pork Roll breakfast sandwiches
Taylor Pork Roll is categorized as a type of Ham, served most popularly as a breakfast food
item, which replaces bacon. Pork Roll is usually consumed on a sandwich accompanied by
eggs, cheese, rolls, and/or other breakfast meats.
o Most popular in the states of New Jersey and Pennsylvania.
o Appealing to ethnicities except those who do not consume pork products because
of religious customs and beliefs such as Hindus, Buddhists, Muslims, and Jews.
o Lower in fat and caloric counts than bacon. See Exhibit 16 for nutritional fact per
serving size.
o Can also be referred to as “Taylor Ham” official name is “Original Taylor Pork
Roll”
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o Packaged in slices (4 or 8 slices per package depending on thickness) or whole
rolls ranging in sizes/weights.
(Pork Roll? The History of Pork Roll)
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Maintaining 1 “hot food” Food truck that meets required standards and regulations.
Regulations
o Food and Drug Administration regulations
 From processor, to the truck, to the store, each link must maintain food
product within proper temperatures. Holding temperatures: Meat- under
26 degrees, Eggs- at/below 45 degrees, Milk 32-40 degrees.
 Vehicle should be washed with 180-degree water and an FDA approved
sanitizer, including all surfaces that come into contact with food.
 Vehicles must be marked “for food use only”
 Temperature of food must be maintained during loading/unloading of the
truck. Minimum time loading/unloading.
 All employees must be trained on safe food transport practices;
temperature and sanitation, proper loading/unloading practices, personal
hygiene, trailer maintenance, vehicle inspection.
 Food records must be kept onsite at an accessible location.
o Parking and Zoning Regulations/Permits
 Retail Sales Food Truck Vendor Permit: $150
 Food Truck Zoning permit: $78
 Registrations and Business Licenses
 Parking restrictions will vary per city.
o Trademark and Service marks
 Application fee of $75.00 each.
(“City of Raleigh”, Regulations)
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Maintain relationship with wholesale food distributors of meat, eggs/cheese, and rolls.
o Jersey Pork Roll.com
 We will order our Taylor Pork Roll from JerseyPorkRoll.com, which
provides flexible order schedules and lower prices based on a per pound
basis.
(Wholesale, Jersey Pork Roll)
o Egg, Milk, Cheese Wholesaler
 Carolina Egg Companies, Inc. offers all of the dairy products that will be
used on the food truck mainly including eggs and cheese. We will
purchase all of our dairy products from this wholesaler.
(Carolina Egg Companies, Inc, Braswell Foods)
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o Bread Wholesalers
 Depalo Bakery offers several types of bread options in order to satisfy
different consumer taste preferences. We will mainly order rolls and
bagels for our sandwiches.
(Wholesale Catalog, Depalo Bakery)
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Continue targeting the East Carolina University students and faculty.
Maintain prices at or below direct competition prices to appeal to target market and
compete with surrounding restaurants.
Offer price incentives (specials, discounts, etc.…)
Keep consumer updated on daily truck locations and hours of operations through social
media’s and print advertisements.
Park down town Greenville during busy nights (Thursday-Saturday from 11:30am-3:
30pm)
Park on/near ECU campus during morning hours every day from 7am-12pm.
Core Competencies:
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Several years of food industry experience.
Subway employee: Experience making sandwiches customized to each order in a fast
pace environment.
o Cashier experience.
o Waitressing experience.
Previous experience in market research.
o Useful to find out customers needs/wants.
BSBA in Business Marketing.
o Ability to attract customers through public relations and advertising.
Organization and management skills.
o Ability to direct employees and provide primary objectives in order to satisfy
overall goals.
Ability to interact efficiently with customers.
2.2 Market Overview
Customers:
Current customers: East Carolina University Students/Faculty
Benefits sought: Low cost, unique, quality breakfast food located at their most
convenience and offering the fastest services. This will allow for more time to put forth
toward busy campus schedules that include classes, meetings, and work.

Demographics: Basic Information about the East Carolina University Student body.
o Total amount of students enrolled 2012-2013: 21,589
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o 41.8% of students are male and 58.2% of students are female.
o Five most popular majors pursued:
 Business, management, marketing, related support services; 19%
 Health Professions and Related Programs; 16%
 Education; 12%
 Communication, Journalism, and Related Programs; 7%
 Biological and Biomedical Sciences; 6%
o 24% of students live in college-owned, operated, or affiliated housing
o 76% of students live off of campus, 25% of students have cars on campus.
(“US News”, Education Colleges)

Race/Ethnicity of Graduates from East Carolina University
East Carolina University has graduating students every year from several different racial
and ethnic backgrounds. The majority of the students who graduate from East Carolina
University are 81.3% White Non-Hispanic and 13.1% Black Non-Hispanic.
See Appendix, Exhibit 1 for further student ethnic background percentages.
("StateUniversity.com", East Carolina University)
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Tuition
In state tuition and fees for the 2012-13 year are approximately $5,318 and out of
state tuition and fees are approximately $17,896. Room and Board costs are $8,220.
See Appendix, Exhibit 2.
(“US News”, Education Colleges)
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Financial Aid
Below is a chart showing the percentages of students that applied for and received
financial aid, scholarships or grant aid, or self-help aid in the 2012-2013 school year.
It also shows the percentages of students whose needs were fully met due to the
financial aid they received.
Exhibit 3
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(“US News”, Education Colleges)
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Faculty Information
Benefits Sought: Fast and convenient food services to accommodate busy class schedules
while on campus. Because of lack of time in between teaching classes and busy office
hours, faculty members will be provided with a low cost, quick, and easy meal to satisfy
their hunger during the day.
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East Carolina University is the second leading employer in Pitt County.
Student-faculty ratio 18:1
Full time faculty: 47.6% female, 52.4% male
Mean average salary for professors: $91,241 See Appendix, Exhibit 4.
(“Ecu.edu”, Office of Institutional Planning)
Potential Customers:
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Potential Segment: Employees of the Vidant Medical Center
Benefits Sought: Given the long and busy work hours put in by employees of Vidant
Medical Center, quick and easy meals make their days and nights much less stressful. By
serving the Vidant Medical Center during the day and night, this will provide employees
with fast and easy access to hardy meals while taking away the stresses of ordering or
picking up foods from other restaurants located further away.
o Located in Pitt County Greenville, NC
o Formally known as Pitt County Memorial Hospital
o The largest employer in eastern North Carolina as well as in Pitt County, employing
over 11,000 people. See Appendix, Exhibit 5.
o Average Income for Registered Nurses in Greenville, NC: $56,470
(“FindTheData.com”, Manufact. Industry Wages)
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(“Locate in North Carolina”, Vidant Health System)
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Potential Segment: Tailgaters for East Carolina University sports teams
Benefits Sought: Due to the lack of food concession stands offered during the various
East Carolina University sports events, tailgaters are often in need of quick and delicious
foods served at their convenience. By visiting these tailgating spots, the Taylor Pork Roll
food truck would fulfill their food needs and make the tailgating experience even better.
o People who tailgate for the various sports teams of East Carolina University.
o See Appendix, Exhibit 6 for total amount of money spent by households on Fees
and admissions during 2011 in North Carolina.
 Greenville, NC spent between $24,394.31-$2,550,443.10 in 2011, which
is in the highest spending category.
o Weather In Greenville, NC
 See Appendix, Exhibit 7 for map showing mean number of days clear out
of 365 in 2011.
 There is an average of 108.01-119 clear weather days (no rain or
clouds) in Greenville, NC on a yearly basis, which would be the
best weather for tailgating.
 The average temperature yearly is 59.3 degrees Fahrenheit.
 The average annual precipitation amount in inches in 2011 was 41
inches.
o See Appendix, Exhibit 17
o Spending on Food Services Greenville, NC
 Greenville, NC is categorized to be one of the highest spending cities in
this category, spending 76,800.01-11,755,206.00 ($000). This shows that
there is a high demand for food services in this area.
 See Appendix, Exhibit 8.
 Compared to the surrounding cities of Farmville, Winterville, and Ayden
NC, Greenville spends a much larger amount of money on Dinner, Lunch,
Breakfast, and Snacks at fast food, take-out, delivery, concession stands,
buffet and cafeteria in 2011. This also supports that there is a great need
and demand for foods served outside of the household.
 See Appendix, Exhibit 18.
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Potential Segment: Manufacturing Industry Employed
Benefits Sought: Employees of these manufacturing sites are working extremely long and
hard hours. By visiting these sites via the Taylor Pork Roll food truck, we will provide
them with quick and easy access to nutritional meals to keep their hunger satisfied all
day. This also removes the burden of having to leave the work site to go find other
sources of food for both lunch and dinner.
o Focusing on the 3 major manufacturing employers in Greenville, NC
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DSM- chemicals
 Employ 1,100 people
 Average Salary for DSM Pharmaceutical jobs: $76,609 ranging
between $38,000 and $212,000
(“Salary List: Real Jobs Salary, DSM)
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NACCO Materials Handling Group- Lift trucks
 Employ 1,100 people
 Average Salary for NACCO employees: $62,216
(“careerbliss.com”, Company Salary NACCO)
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ASMO Greenville of North Carolina- small electric
 Employ 410
 Average Salary for ASMO employees: $43,541
(“careerbliss.com”, Company Salary ASMO)
(“Greenville-Pitt County Chamber of Commerce”)
Collaborators:
There are several different collaborators that I will work closely within order to obtain necessary
foods to prepare and serve for customers. These collaborators consist of Jersey Pork Roll.com,
Carolina Egg Companies, Inc, and Depalo Bakery.
Jersey Pork Roll.com will provide wholesale Taylor Pork Roll. They offer various sizes of the
product and flexible shipping schedule, will benefit our company by offering efficient shipping
of our products when required. Carolina Egg Companies, Inc. offers all of the dairy products that
will be used on the food truck mainly including eggs and cheese. We will purchase all of our
dairy products from this wholesaler. Depalo Bakery offers several types of bread options in order
to satisfy different consumer taste preferences. We will mainly order rolls and bagels for our
sandwiches. Both Carolina Egg Companies, Inc and Depalo Bakery are located in North
Carolina, which will provide our company with quick transactions and deliveries.
I will also work closely with the city of Greenville in order to obtain parking permits and
licenses to own and run the food truck. These permits and licenses will allow our food truck to
legally park at various locations throughout the day and night. In order to stock extra foods and
also store, clean, and maintenance the food truck daily, a state licensed commercial kitchen will
be required. This will us to stock any extra foods not brought with us on the truck in a healthy,
FDA approved way.
I will need to collaborate with the state of North Carolina in order to obtain necessary trademarks
and service marks, as well as patents. This will be done once the business is operating within
North Carolina and valid proof can be provided that I am actively using these marks.
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Contacting a bank will be necessary in order to acquire a loan to purchase and start the food
truck business. Although some personal money will be invested, this will not be sufficient to
finance the start of the company. I will work with Bank of America in order to obtain these loans
and begin financing the food truck company.
Competitors
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Key Competitors:
1. Sup Dogs, Located on East 5th Street Greenville, NC 27858
Sup Dogs Restaurant is located within walking distance from East Carolina
University and also within walking distance of the bars located in down town
Greenville. This location provides easy access by their main customers; East
Carolina University students, while also providing low prices, flexible hours, and
a fun environment.
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Most popular items:
 Hot Dogs: 2 for $3.00
o 2 plain hot dogs served with French fries.
 Bacon Cheese Fries: $5.49
o Basket of French fries topped with bacon and cheese.
 Taco Tots: $5.99
o Basket of tatter tots topped with cheese, chili, tomatoes, lettuce,
and hot sauce.
 Sup Burger Combo: $5.49
o Cheeseburger topped with lettuce, onions, tomatoes, pickles, and
specialty sauce.
2. Michael Angelo’s, Located on East 5th Street Greenville, NC 27858
Michael Angelo’s Pizzeria is also located within walking distance from both the East
Carolina University campus and down town bars located in Greenville. This
restaurant is less of a local hang out for East Carolina University students than Sup
Dogs Restaurant but is still extremely popular, mainly for late night hours due to
great tasting foods and low costs.
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Most popular items:
16 inch Pizza: $11.50
18 inch Pizza: $12.50
20 inch Pizza: $14.00
Pizza Sold by the Slice:
o Cheese: $2.20
o Pepperoni: $2.40
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o Sausage: $2.40
o Mushroom: $2.40
o Pepperoni/sausage: $2.65
o Pepperoni/mushroom: $2.65
o Supreme: $3.05
Stromboli: $6.60
o Crispy dough stuffed with pepperoni, sausage, mushrooms, mozzarella
cheese, & pizza sauce.
Calzones: $6.60
o Crispy dough stuffed with tender ham, fresh mozzarella and ricotta
cheese.
3. Boulevard Bagels, Located on East Arlington Boulevard Greenville, NC 27858
Boulevard Bagels is located further away from the East Carolina University campus
and down town area, however it is one of the most popular places for breakfast from
the general Greenville population. Although many students do chose to buy breakfast
from here, having a way of transportation is required in order to go. This breakfast
restaurant serves great, quality breakfast foods at semi-low prices. They also serve
Taylor Pork Roll sandwiches; therefore they would be considered our most direct
competitor.
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Bagel with cream cheese spread: $2.19
Signature breakfast special (2-egg): 2 eggs on bagel or break with strips of
bacon, Canadian bacon, or sausage.
Taylor Ham (pork roll) sandwich: Taylor Ham (pork roll) grills & served with
your choice of 1 cheese on any bagel or gourmet bread. Choice of one side
item & crisp pickle spear.
Other Competition and Dining Alternatives
o There are several other restaurants located down town that are open during the
day and night hours, however these are not as popular as the key competitors
listed above, they are still our competition. These restaurants include; Pita Pit,
Omar’s, Winslow’s, The Quarry, campus calzones, and Jimmy Johns.
o Delivery food services are also popular for late night consumers. Some of the
most popular delivery food services are; Chanello’s Pizza, Domino’s Pizza,
Wings Over Greenville, China King, and Jimmy Johns.
o On campus dining options such as the dining halls, 360 Plaza, Dowdy Plaza,
and the Croatan. These dining options are ideal locations for East Carolina
University students and faculty members because they are within walking
distance from class buildings, but also offer school meal plan options.
o Students and faculty members also have the alternative of making meals at the
convenience of their own homes and bring their meals with them to campus.
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Context:
Economic Factors:
The information below will allow my company to gain a better understanding of the environment
and people who live in Pitt County, North Carolina. By obtaining information about the general
population, we will have a clearer insight as to as much people may be willing to spend on our
services, and if there is a need for our company within this area.
Age and Racial/ethnic background
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Total Population 2011= 170,119
Median age of males= 30.2, Median age of females= 32.20
% Of the Population 25 years or older= 57.91%
Population Growth Rate since 2000: 39.81%
The majority of the population of people 18 years and older is within the white
population. See Appendix, Exhibit 9.
(“USA.com”, Greenville, NC Income and Careers)
Income
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The chart below shows the Average Household Income compared to North Carolina
and also the United States in dollar amounts. By analyzing this chart it is clear that
most of the household incomes are at and below $50k-$75k. Although this does not
break down household spending, it gives our company a broad understanding of how
much households can afford to spend on extra commodities such as commercial
restaurants.
See Appendix, Exhibit 10 for further break down of average income per household
based on race and ethnicities.
Exhibit 11
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Education Level
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The majority of the population recorded in 2011, in Pitt county, NC has either
acquired only a high school education level, attained a bachelors degree, or a college,
masters, or doctorate degree.
See Appendix, Exhibit 12
Unemployment Rate and Poverty Level
The Pitt County area has extremely high poverty and unemployment rates compared to the rest
of the United States. This gives us a basic understanding of our markets that we will plan to sell
to in the upcoming years. This may help us to price our products in order to provide a greater
demand for our foods and services.
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The unemployment rate was extremely high reaching a peak of 11% following the
recession in the years 2008-2009. However, since the beginning of 2012
unemployment rates have decreased to about 10%.
See Appendix, Exhibit 13 for corresponding graph.
Total Population of Greenville NC currently in poverty is 21,869 or 27.67%. This is
above the poverty level of North Carolina at 17.49% and also higher than the United
States poverty level at 15.33%.
(United States Department of Agriculture, U.S. Drought 2012: Farm and Food
Impacts, Economic Research Service)
(“USA.com”, Greenville, NC Income and Careers)
Consumer Price Index and Spending
When comparing general spending categories such as food, housing, apparel and services,
healthcare, entertainment and education within Greenville, NC, studies show that the second
category with the highest spending was food at about $194,000. Given that we are introducing a
new mobile food service to this area, the fact that many people in this are spend a substantial
amount of money on food is a benefit for our company. This clearly shows that there is a need
for food services in the Pitt county, North Carolina area.
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The Consumer Price Index in 2011 in Greenville, NC was 210.90 compared to the United
States Consumer Price Index, which was 213.10.
See Appendix, Exhibit 14.
See Appendix, Exhibit 15 for facts on food spending.
United States Drought Affects on Farm and Food Impacts
Heat stress, higher feed prices, and the potential for reduced hog and poultry inventories continue
to dampen the outlook for pork and poultry production into 2013, with only small adjustments
made in the September USDA forecasts.
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Pig litters are expected to decline in the second-half of 2012 and the first three quarters of 2013
because of high-anticipated feed prices. Pork production for 2013 is expected to be below both
2011 and 2012 at 22,905 million pounds.
This is a problem that our company may have in the next recent years because our main food
sold is a pork product. This will increase the prices that we buy Taylor Pork Roll for and will
ultimately mean that we will either have to raise our sales prices or cut out other expenses that
we believe we could afford.
("USDA Economic Research Service")
Technological Sociocultural, and Physical Factors:
Greenville, North Carolina has made major improvements to the city by adding several
different popular stores, restaurants, and East Carolina University campus. The area has been
growing rapidly and is continuing to make improvements. With our ever-changing technological
world today, Greenville has made some technological upgrades in order to keep up with the
current times.
East Carolina University is the state’s third largest and fastest growing university. With a
35 percent enrollment increase within the past 10 years, East Carolina University continues to
grow. For example, as of 2009 a record freshman class was enrolled at more than 4,500 students.
There have been several changes to ECU over the past several years in order to enhance our
buildings, stay as up to date as possible, and accommodate for the increase in students and
faculty members. Some of these examples include new dorm rooms built, dorms redone to
update their facilities, and also many buildings’ designs and technologies have been enhanced.
(“East Carolina University,” Right-Sizing ECU)
The Joyner Library located near the center of the campus has recently upgraded by
adding new study rooms, furniture, and updated computer systems in order to provide an overall
better environment for students. These improvements have helped the thousands of students and
faculty members that use this facility on a daily basis. Students can now also order their
documents to be printed on campus from any computer location, even from their own homes,
which allows for faster and more convenient printing services.
Recent improvements were also implemented to the sports complex at East Carolina
University. Recent construction was just done in order to completely redo the women’s softball
complex, which added practice fields as well as an outdoor running track and an electronic
advertisement board. These improvements made the complex look much more up to date and
appealing to the eye when passing. They are also currently redoing the parking lots that were
across the street behind college hill, by adding newer fencing to section and organize these areas.
These improvements and new features would appeal especially to people who are East Carolina
University fans and tailgaters. All of these facilities make their tailgating experience that much
more enjoyable and may even increase the amount of tailgaters in the upcoming year.
There are also several new restaurants, bars, and attractions that have been built recently
that have helped to attract many people to Greenville and to attend East Carolina University.
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Some of these popular spots include Carolina Ale House, Dicks Sporting Goods, The Quarry,
Rum Republic, Bonefish Grill, Hu Hut, Cheddars, Harris Teeter, AC Moore, Ulta, Lilly Pulitzer
Store, Mellow Mushroom, Campus Calzones and numerous frozen yogurt chains. There have
also been stores put into the local Greenville Mall such as Buckle, Journey’s, and Bath and Body
works. All of these popular stores and restaurants have been built here in Greenville within the
past few years and they are continuing to build. For example there is now a Noodles and
Company being built that will be open within the year.
There have also been major improvements of the hospital in Pitt County, NC. Being
recently ranked the third largest hospital in the sate, it has recently been renamed from the Pitt
County Memorial Hospital to Vidant Health Center. Along with the change of their name, there
have been several expansions and improvements that have improved the hospital and its many
services. This has not only brought in more patients but has also increased the hospital
recognition, making it the second largest employer in Greenville, NC.
Forbes.com has recently rated Greenville, NC the number 2 best small metro for business
and careers. Greenville and Pitt County continue to grow, the amount of people who are coming
to these areas in search of jobs and education opportunities is also growing. This constant
increase in people will be beneficial for my mobile food truck company because there will be a
larger amount of people that can be targeted now and in the future.
("visitgreenvillenc.com")
Regulatory Factors:
Because I will be selling food items to customers from my mobile food truck, it is important to
consider the various sales taxes of the areas as well as obtaining patents and trademarks for my
company.
Taxes:
The North Carolina state sales tax for 2012 is 4.75%, which is lower than almost 70% of states.
This may vary anywhere from 4.75% to up to 7.25% due to differentiating local sales taxes.
Sales tax for prepared foods are subject to higher sales tax rates, this sales tax rate in North
Carolina is 8.25%. This would be the sales tax amount that would be added onto our products to
charge for customers during the final purchases.
However, North Carolina sales taxes are only applicable to sales to the end customer, if
purchasing for resale, improvement, or raw materials than companies can use the North Carolina
Sales Tax Exemption Form to buy goods tax-free. Our company would take advantage of this
aspect when buying our foods from our wholesale food providers.
("Tax Rates.org")
Trademarks:
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A trademark and a service mark will both be required once my mobile food truck is
operating. This will allow me to be more identifiable to my customers for both the name of my
company and the services of my unique mobile food truck. I will apply for both of these shortly
after beginning my company and am able to prove that I am currently using these marks, which
is required before starting the application process. I will do this by filing the application (Form
TM-01) and also filing three original examples of the marks being used. The application fee will
cost $75.00 each. This will be applicable for ten years, with proof in five years that the business
is still operating and the marks are still being used currently.
(“North Carolina Secretary of State”, Trademarks)
SWOT Analysis
Strengths
Weaknesses
1. Owner has work experience in the fast food
sandwich shop market place.
2. Owner has great interpersonal and
management skills for interaction with
employees.
3. Discounted pricing for product vs.
competition.
4. Very good tasting product – Internet
testimonials.
5. Appealing to all ethnicities except those
who do not consume because of religious
customs and beliefs such as Hindus,
Buddhists, Muslims, and Jews.
6. Easily accessible supply of products.
7. Mobile food truck to interact at different
geographical locations based on time of
day and demand.
8. Low equity investment to launch the
company based on one truck and 2
employees.
9. Marketing initiatives will leverage social
networks to maintain awareness with target
audience.
10. Focused target audience in launch mode for
the company – ECU students and faculty.
1. Limited target audience awareness of the
product (Taylor Pork Roll), in launch
mode.
2. New product introduction to the general
NC area.
3. Small, new company to compete with
established down town restaurants.
4. Only one truck in launch mode may limit
target audience exposure of product.
5. Product launch focused only on ECU could
limit success.
6. Capital generation for the new company
with local institutions (banks) is necessary
for a very young business owner.
7. Limited initial cash flow to maintain
liquidity of business in launch mode.
8. Interlocking relationships with 3 suppliers
will be necessary to product supply.
9. Ordering process for product supplies will
need to be efficient based on fluctuating
demand for product on a week-to-week
basis in launch mode.
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Opportunities
Threats
1. There are over 27,000 students at ECU,
2012 – 2013 time period.
2. 76% of all ECU students live off of
campus, which supports target audience
exposure opportunities.
3. Supply vendors are accessible.
4. Broad ethnicity distribution within ECU
5. Social networks allow for target audience
access and critical promotional updates.
6. Late night and early morning demand by
target audience for good tasting, fast food
product that is not the typical option.
7. No financial constraints on the target
audience to purchase a breakfast sandwich
(ECU students)
8. Athletic events (football, basketball,
baseball…) throughout the entire year at
ECU for mobile food truck access.
9. Mobile food truck allows for spontaneous
change in location to meet market demand
of target audience.
10. Bacon supply is anticipated to be drop
based on drought driving overall prices up.
11. Overall weather within the greater
Greenville, NC area is very conducive for
outdoor target audience interacts.
12. Large manufacturing companies are local
for business expansion when appropriate.
13. Product is a substitute for bacon, which is a
high demand product on multiple types of
foods within all market.
1. Strict food truck requirements/standards to
initiate business and to maintain good
standing could have impact on cash flow.
2. Limited target audience awareness of
Taylor Pork Roll within the greater
Greenville, NC area.
3. Habits of target audience to eat the same
food late at night after social events.
4. Well-established local restaurants located
downtown have established reputations as
businesses and steady customer base.
5. Pitt County Average Household Income is
lower than the national US numbers
6. Unemployment rates and poverty levels are
higher in the Greenville, NC area then
national US averages.
7. ECU students eat within the school’s
cafeteria facilities throughout the day,
which offers a meal plan.
8. Competition does provide low cost food
items for the target audience.
9. Competition will be located in similar areas
that the mobile food truck will be located.
2.3 Target Customers
Short-Term:
My target customers during the first two to three years of opening and operating the Taylor Pork
Roll food truck would be East Carolina University students and faculty. I would target these
customers in down town Greenville during late night hours and near campus during morning
breakfast hours. I would also target these customers at local tailgates for East Carolina
University sporting events. Due to limited starting expenses and resources, I believe this target
market would provide substantial starting sales, eventually allowing profits to turn.
17
East Carolina University has almost 28,000 students currently enrolled, and the majority of these
students reside in Greenville, NC within close proximity to the university. East Carolina
University is also the largest employer in this area. Targeting this huge market of people within
the surrounding areas will allow my company to make the profits necessary to start my company.
Little money will have to be used in order to move the truck, limiting our locations to only 1-2 at
first, which will decrease our expenses while targeting these customers.
The unique food items that we offer are sold at low prices, at the most convenient times and
locations for our target customers. Because of the fast pace lifestyle of college students and
faculty members, our efficiency and quick service time will appeal to provide our customers with
quality foods on the go.
One major weakness of our primary competition is the lack of seating space they provide for
customers who have ordered food and are waiting to be served. When these places are over
crowded, many people lose patience and do not want to wait in these lines, however do not have
any other options. Our mobile food truck will eliminate these issues by serving customers on the
go. By decreasing their waiting time and offering low cost, quality foods, our customers will be
served whenever and wherever needed, whether it is in between classes, on the way to a meeting,
or after a great time spent with friends in down town Greenville.
However, our competitors have been very successful by serving these low cost foods on campus
or within a short distance from campus. I believe that if we have a similar strategy yet faster
services and even closer locations, we will be as successful, if not more so than our competitors.
Long-Term:
Once profit is made, over a five to ten year time frame, I will expand my company by purchasing
three additional food trucks and targeting customers from additional segments. Operating a total
of four food trucks will allow my business to be conveniently located in several different area’s
of Greenville at the same time, attracting all segments of customers. These customers will
include employees of the Vidant Medical Center and also employees the three major
manufacturing employers in Greenville; DSM, NACCO, and ASMO. All of these companies are
within the top major employers within Eastern North Carolina.
Once again, our mobile food truck focuses on serving foods people with on the go lifestyles who
are looking for unique, low cost, quality meals. By further expanding our company with several
other mobile food trucks and locations, we felt that both Vidant Medical Center employees and
manufacturing employees shared these common needs. Both of these careers demand long hours
to be worked by employees with little time for extra breaks in between shifts. Our mobile food
truck will service these customers whenever they need, within a few short steps from their places
of work. This will provide these employees with a greater amount of time to relax and enjoy their
breaks instead of worrying about how and when to get their meals.
18
3. Goal
Ultimate Goal: Make a net income of $12,000 per month by the second quarter of the first year
opening.
Market Objectives
Customer Objectives:





Increase the percentage of target market customers by 10% within the first 6 months of
opening.
Increase the average number of items purchased per day by 20%.
Acquire 10% of new customers through promotional advertisements, social media and
word of mouth.
Maintain current customers by offering promotional incentives.
Increase market share by 20% by the end of the first fiscal year.
Collaborator Objectives:




Establish a greater amount of relationships with local whole food distributors.
Strengthen current relationships with wholesalers by consistently purchasing products.
Decrease prices of foods by 5% from wholesale distributors by the end of the first fiscal
year.
Order food in greater bulk amounts due to increased demand by the end of the first fiscal
year.
Company Objectives:




Improve service efficiency by decreasing food-making time per sandwich to 2-3 minutes.
Perform consistent market research studies in order to fulfill customers’ current needs
and preferences.
Acquire an additional food truck once profit is turned in order to serve more customers
and locations.
Serve 3-4 different locations daily by the end of the second quarter.
Competitive Objectives:



Secure trademark protection within the first 3-6 months of operating.
Become one of the top three leaders in late night food sales by the end of the first fiscal
year.
Secure 1-2 locations on the East Carolina University campus in order to be assessable to
the target customers.
19
4. Strategy
4.1 Target Market:



Customers: ECU faculty and students
Collaborators: Wholesale food distributors; Jersey Pork Roll.com, Carolina Egg
Companies Inc., and Depalo Bakery.
Competitors: Local restaurants near East Carolina University, mainly focusing on
Sup Dogs, Michael Angelo’s, and Boulevard Bagels.
Customers:

ECU students/faculty for substitution of Breakfast and Lunch.
 Advantages of product:
1. Great tasting that is differentiated from anything currently
available in Greenville, NC.
2. Mobility of the food truck to serve customers on their way to and
from classes and also down town during the nightly hours.
3. Nutritional meals for customers (students) to positively impact
their educational performances.
4. Fast and easy food services to feed customers at their utmost
convenience.
Collaborators:

Jersey Pork Roll.com, Carolina Egg Companies, Inc., Depalo Bakery
 Help to fulfill their business needs by consistently purchasing weekly
food orders.
 Utilization of their core services and product offerings to enhance
overall company goals of driving new revenue for each of their
companies.

My responsibilities as owner and main stakeholder of the Taylor Pork Roll Food
truck include; providing consistent maintenance and operation of the food truck,
ordering and stocking fresh foods on the food truck daily provided by
wholesalers, driving and managing orders (collect order and money) during
operating hours, paying and managing other employees, and also managing
finances and collaborator relationships.
Employee responsibilities include helping to stock fresh foods on the food truck,
assisting me in cleaning and operating within the truck daily, main cook to
prepare sandwiches and fulfill orders, and manage social networks.
Company:

20
Competitors:
4. Sup Dogs, Located on East 5th Street Greenville, NC 27858
 Most popular items:
 Hot Dogs: 2 for $3.00
o 2 plain hot dogs served with French fries.
 Bacon Cheese Fries: $5.49
o Basket of French fries topped with bacon and cheese.
 Taco Tots: $5.99
o Basket of tatter tots topped with cheese, chili, tomatoes, lettuce,
and hot sauce.
 Sup Burger Combo: $5.49
o Cheeseburger topped with lettuce, onions, tomatoes, pickles, and
specialty sauce.
5. Michael Angelo’s, Located on East 5th Street Greenville, NC 27858
 Most popular items:
 16 inch Pizza: $11.50
 18 inch Pizza: $12.50
 20 inch Pizza: $14.00
 Pizza Sold by the Slice:
o Cheese: $2.20
o Pepperoni: $2.40
o Sausage: $2.40
o Mushroom: $2.40
o Pepperoni/sausage: $2.65
o Pepperoni/mushroom: $2.65
o Supreme: $3.05
 Stromboli: $6.60
o Crispy dough stuffed with pepperoni, sausage, mushrooms, mozzarella
cheese, & pizza sauce.
 Calzones: $6.60
o Crispy dough stuffed with tender ham, fresh mozzarella and ricotta cheese.
6. Boulevard Bagels, Located on East Arlington Boulevard Greenville, NC 27858
 Bagel with cream cheese spread: $2.19
 Signature breakfast special (2-egg): 2 eggs on bagel or break with strips of bacon,
Canadian bacon, or sausage.
 Taylor Ham (pork roll) sandwich: Taylor Ham (pork roll) grills & served with
your choice of 1 cheese on any bagel or gourmet bread. Choice of one side item &
crisp pickle spear.
21
Context:

Pertaining to Students and Faculty of East Carolina University.
 Total amount of students enrolled 2012-2013: 21,589
 41.8% of students are male and 58.2% of students are female.
 24% of students live in college-owned, operated, or affiliated housing
 76% of students live off of campus.
 The majority of the students who graduate from East Carolina University
are 81.3% White Non-Hispanic and 13.1% Black Non-Hispanic.
 In state tuition: $5,318, Out of State tuition: $17,869
 Average Professor Salary: $91,241

Pertaining to Greenville, NC and Pitt County.
 Total Population 2011: 170,119
 Median age of males: 30.2
 Median age of females: 32.20
 % Of the Population 25 years or older: 57.91%
 The majority of the population of people 18 years and older is within the
white population.
 % Education, College, Master’s or Doctorate Degree, 2011: 27.15%
 % Of Population currently in poverty: 27.67%
 Consumer Price Index: 210.90
 Food spending amount ($000), 2011: $194.431.60
 Population Growth Rate since 2000: 39.81%

Pertaining specifically to the Taylor Pork Roll Food Truck:
 The food truck itself will be fully prepared with necessary kitchen
equipment both inside and outside of the truck for our customer’s
satisfaction. Some of these things will include sinks for cleaning
appliances and washing hands, a large, flat grill top, a freezer and
refrigerator, a counter top to put together final orders, and also shelves
on the outside of the truck next to the service window to provide
condiments, napkins, and utensils for customers.
 The projected drought affects on farm and foods will impact the supply
of Taylor Pork Roll negatively. Pork production will decrease by 2013,
which will make supplying the food truck difficult.
4.2 Value Proposition:

Positioning:
 Offers a unique food item, with a great taste that appeals to the general
target audience.
22


Mobile truck allows for convenience to positively impact the target
audience regardless of location on campus.
 Nutritional supplement to help to stimulate and enhance academic
performance.
 Competitively priced, anytime of the day nutritional meal.
Positioning Statement:
 The Taylor Pork Roll Food Truck offers the most unique, convenient,
and best tasting foods and services for the ECU campus faculty and
students.
Collaborator Value:


Consistent cash flow will allow our company to continue placing food orders with
whole foods distributors and pay any bills within the necessary time required.
Unique Positioning anchors long-term success that will expand over time with
more trucks and more locations.
Company Value:






Unique company idea that anchors on mobility of product to maximize reach and
frequency to the target audience while offering very unique, great tasting, high
quality food items.
Only mobile Food Truck nearby to East Carolina University.
Offers a unique food item, with a great taste that appeals to the general target
audience.
Mobile truck allows for convenience to positively impact the target audience
regardless of location on campus.
Nutritional supplement to help to stimulate and enhance academic performance.
Competitively priced, anytime of the day nutritional meal.
Company Positioning:

The Taylor Pork Roll Food Truck is the only mobile food truck service
in Greenville, NC providing not only a wide range of hours and
locations but also the most unique, high quality, and best tasting food
menu.
5. Tactics
5.1 Product:
23

Bringing a Taylor Pork Roll food truck to the Greenville, NC area would not only
introduce a new trend to fast food dining, but would also introduce a new, delicious,
quality meal choice.
 Offers a unique, great tasting product that appeals to the entire target market.
 Competitively priced to provide a practical, anytime of the day meal.
 Mobile truck allows for convenience to impact the target audience regardless of the
location on campus.
 Taylor Pork Roll breakfast sandwiches offer nutritional supplements to satisfy hunger
and provide sufficient energy needed.
 Costs:
 1 standard sandwich sold would consist of 2 pieces of pork roll, 1 egg, and 2 pieces of
cheese, on 1 bagel covered with 1 piece of Reynolds wrap. A total wholesale cost of
about $1.74.
 With a 100% mark up on the price, I will sell each sandwich for $3.74. Making a profit
margin of $1.74 per sandwich.
o Wholesale pork roll sold 4 boxes of think slices (8 slices each box) for $19.99,
therefore each slice would cost .63 cents.
 Jersey Pork Roll
o Wholesale eggs are predicted to be sold anywhere between $1.10 and $1.15 per
dozen throughout 2012, if assuming egg prices are around $1.15, each egg would
cost about .1 cent.
("USDA Livestock, Dairy, Poultry, and Aquaculture Outlook")

o Wholesale cheese prices in 2012 for American cheese is $1.90 per pound.
Assuming there is an average of 24 slices for each pound, 1 slice of cheese would
be less than .1 cent.
("Dairy Markets Data & Graphs")
o Wholesale bagels in a 6 pack are sold for $1.98. Each bagel would cost .33 cents.
 http://www.gourmetkosherdistribution.com/Breads%20Whole%20Sale%2
0Price%20List.pdf
o Wholesale Reynolds Wrap: $100 for 711 sheets 9 x 10.75, 1 per sandwich will be
used which is .14 cents per sheet.
 http://www.lionsdeal.com/lsrey711.html?utm_source=googlepla&utm_medium=cpc&adtype=pla&gcl
id=CKb4u-_ovbMCFRR7nAodAF0Aew
5.2 Service:


The Taylor Pork Roll food truck would benefit customers by providing low cost, quality,
delicious breakfast foods at various hours and locations most convenient for the
customers.
Increases reach to the target audience due to the mobile food services, which allows
visitation to different locations at any time during operating hours.
24




Ability to satisfy customer’s needs quickly and conveniently, which will increase demand
for the product.
Cost effective because of low overhead expenditures due to minimizing energy needs
compared to stationary restaurants.
Having the ability to visit several locations most convenient for customers will create
greater demand for the product in a shorter period of time. This will result in more
revenue and profitability sooner, which will then result to a shorter break-even time
period for the company.
Costs:
o Retail Sales Food Truck Vendor Permit: $150
o Food Truck Zoning Permit: $78
o Gas: $483 per month, assuming driving a maximum of 50 miles per day,
operating 25 days per month.
 http://smallfoodbiz.com/2011/03/17/starting-a-food-truck-part-3-thosefinicky-gas-prices/
o Propane tank gas for cooking foods: 100lb propane tank, $50-60 to fill from
empty.
o Our employees will be hired and paid on a minimum wage basis ($7.25/hour) and
they will also receive tips when given by customers.
5.3 Brand:
Name: Taylor’s Jersey Pork Roll
Logo/Symbol: Taylor’s Jersey Pork Roll logo will incorporate the idea of New Jersey breakfast
on wheels. I would like the consumers to see the logo and think of fast and convenient services
and also delicious breakfast meals that are from New Jersey
Slogan: “A Taste of New Jersey on the Go”
Meaning: “A Taste of New Jersey To Go” will give the consumers a quick overview of the food
truck by including both food from New Jersey and also the “on the go” aspect the food truck
offers. Combined with the logo and company name, which will also feature the same themes, the
consumer should be able to identify who we are by simply looking at our name, logo, or slogan
each separately.
5.4 Pricing and incentives:
Identify the price(s) at which the offering is provided to customers and channel members. Define
the incentives offered to customers (e.g., price reductions), collaborators (e.g., trade allowances),
and company personnel (e.g., bonuses).

A standard sandwich will consist of 2 pieces of pork roll, 1 egg, and 2 pieces of cheese,
on a bagel, wrapped to go. I will charge $3.74 per sandwich.
o See price listing above.
25





Different combinations will also be offered to cater to different customer preferences and
customers will also be able to customize sandwiches per order.
Free samples and price incentives will be offered frequently to increase exposure of our
products and services. Some of these will include buy 1 get 1 free, half off breakfast
specials during certain hours, and specials for customers who bring new customers along
with them to increase sales and exposure.
VIP punch cards will be provided and whole punched whenever the customer orders a
sandwich, after 10 whole punches a free sandwich will be awarded.
o Run specials on certain days of the week for Students with ID and then for faculty
with ID. Show the ID and get a 50% discount on a sandwich.
I will offer incentives to collaborators (wholesale food distributors) by featuring their
companies on our website in exchange for an overall price reduction if the product meets
profitable expectations within the first 6 months of operating.
Our employees will be paid on a minimum wage basis and will be offered bonuses if they
exceed expectations of their numerous duties.
5.5 Communications:

The key communication elements for the company will probably include:
o Advertising in the form of;
 Flyers delivered at homes, cars, within school buildings and around
campus.
 Free bite size samples of the products for first time customers to raise
awareness of Taylor Pork Roll.
 Facebook page designated to our company along with daily Facebook
updates of promotions, where the truck will be located, and operating
hours to improve awareness and drive demand.
 We will also have a twitter account in order to provide daily updates about
promotions, locations, and operating times.
o Advertising of the company in the school publications such as The East
Carolinian.
o Development of coupons for distribution to students.
o All promotional elements are provided to company personnel and stakeholders for
awareness and understanding.
o All promotional elements are sent to potential collaborators (whole food supplier)
to help in negotiations of discounts on pricing when buying supplies in the future.
5.6 Distribution:
Mobile truck is the primary venue for product delivery. It provides the flexibility to
maximize target audience exposure regardless of daily changes in location. Foods will be
distributed to target customers whenever ordered in person from the food truck. We will not have
a delivery option.
26
Wholesale food distributors will receive payments for the amount of food ordered in a
timely and efficient manner, whenever required. All company personnel and stakeholders will
also receive their paychecks every two weeks. Any tip money that is made on the truck will be
divided between employees working at that time.
6. Implementation
6.1 Infrastructure:
Taylor Pork Roll breakfast sandwiches will be made and distributed from the food truck
on a daily basis. All necessary cooking supplies will be provided within the food truck and will
be cooked and wrapped to go by our employees after the customer places their orders. We will
be serving at various locations throughout the day and night in order to accommodate as many
customers as possible. As our sales increase and profit is turned, we plan to contact our food
truck supplier and purchase two more food trucks in order to be available at various locations
simultaneously.
6.2 Process:
We will first need to prep and load the food truck with various foods and supplies in
order to make our breakfast sandwiches. A full cleaning of the truck before hand, as well as gas
and propane tank inputs will need to be done for preparation. Training employees will be done
prior to opening the truck in order to be as efficient as possible once the truck is open for
business. We will also need to make employee schedules for the week and organize who will be
responsible for specific duties while working.
We will then open Taylor’s Jersey Pork Roll food truck and begin raising awareness
through advertisements, promotions, and social media updates. There will be several weeks in
the opening stages that we will be open for longer hours than planned in order to reach our
audience at all times of the day. Free samples and coupons will be provided to customers in order
to attract them to our food truck and order sandwiches. Spreading the word about our food truck
will be the most important thing to do during this stage.
Maintaining sales after the grand opening buzz dies down will be extremely important. We
will be constantly searching for new ways to improve our trucks and products and may ask
customers for feedback after the first few months of opening. We will continue to offer low,
competitive prices along with coupon and promotional incentives, and be available at the most
convenient times and locations for our target customers.
6.3 Schedule:
27
We will be open during various times during each day and night. We will be parked in down
town Greenville during busy nights, these nights include Thursday through Saturday during the
hours of 11:00am-3:30am. We will also be parked on or near the East Carolina University
campus during morning breakfast hours every day from 7:00am-Noon.
These locations and times will allow us to reach our target customers most effectively and
provide our services in a timely and convenient manner. This schedule will remain consistent
until profit is turned and we save enough money to visit other various locations. By remaining at
these same spots, customers will more easily be able to remember when and where our truck and
services will be provided, which will increase sales.
7. Control:

Metrics should include:
o Total items sold/day
o Total items sold/week
o Total Sales/day
o Total Sales/week
o Total profit/day
o Total profit/week
o Total overhead costs/week: See price listed above.
 Gas for the truck
 Propane gas for the on-board oven
 Cost for food supplies: See price listed above.
 Rolls
 Eggs
 Taylor Pork Roll
 Employee Salary: Minimum wage at $7.25 per hour plus tips.
 Your Salary: Any profits left over after all necessary bills are paid, money
is reinvested for company growth, and employees are paid.
28
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29
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24.
30
Exhibits
Label: Exhibit 1
Title: Student Graduation Demographics
Overview: Race/Ethnicity of Graduates from East Carolina University in 2012
Body:
Source: "East Carolina University; Greenville, NC- Enrollment, Demographics, Student Costs."
StateUniversity.com. stateuniversity.com, 2012. Web. 8 Oct 2012.
Label: Exhibit 2
Title: Tuition and Fees
Overview: In-state and out-of-state tuition and fees for students at East Carolina University, also
including Room and Board costs in 2012.
31
Body:
Source: Tuition and Fees. 2012. Chart. Education Colleges: Best Colleges 2013Web. 4 Oct 2012.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/east-carolina-university-2923/paying>.
Label: Exhibit 3
Title: Financial Aid Statistics
Overview: Students at East Carolina University that applied for and/or received financial aid,
scholarships or grant aid, or self-help aid in 2012.
Body:
Source: Financial Aid Statistics. 2012. Chart. Education Colleges: Best Colleges 2013Web. 4 Oct 2012.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/east-carolina-university-2923/paying>.
Label: Exhibit 4
Title: East Carolina University (2010-2011)
32
Overview: Average Salaries of Professors, Assistant Professors, Assist/inst, and Fixed-Term at East
Carolina University.
Body:
Source: East Carolina University (2010-11). 2012. Chart. Office of Institutional Planning, Assessment &
Research, Greenville, NC. Web. 4 Oct 2012. <http://www.ecu.edu/csacad/ipar/customcf/dl/FacSalRept/11-12FTFacSalRept.pdf>.
Label: Exhibit 5
Title: Health Care and Social Services Employees
Overview: People Employed in Health Care and Social Services in Pitt County, NC
Body:
,
Source: SimplyMap Database, Standard Report
Label: Exhibit 6
Title: Fees and Admissions ($000) 2011 by Counties
33
Overview: Total money spent, in thousands, by households on Fees and Admissions during 2011 in
North Carolina.
Body:
Source: SimplyMap Database, Map
Label: Exhibit 7
Title: Mean Number of Days Clear (Out of 365 Days), 2011 by Counties
Overview: Focusing on the average amount of days of clear weather in Greenville, NC.
Body:
34
Source: SimplyMap Database, Map
Label: Exhibit 8
Title: Food Services ($000), 2011 by Counties
Overview: The amount of money spent, in thousands, per county in North Carolina on Food Services in
2011.
Body:
Source: SimplyMap Database, Map
Label: Exhibit 9
Title: Amount of people 18 years or Older in Pitt County, NC in 2011.
Overview: Number of people over the age of 18, segmented by racial/ethnic backgrounds in Pitt County,
NC during 2011.
Body:
35
Source: SimplyMap Database, Standard Report
Label: Exhibit 10
Title: Average Incomes ($) in Pitt County, NC
Overview: Average amount of income per household segmented by racial/ethnic backgrounds in Pitt
County, NC during 2011.
Body:
Source: SimplyMap Database, Standard Report.
36
Label: Exhibit 11
Title: Household Income Distribution
Overview: Compares the percentages of total household incomes within Greenville, NC, North Carolina,
and the United States.
Body:
Source: Household Income Distribution. 2011. Chart. USA.comWeb. 4 Oct 2012.
<http://www.usa.com/greenville-nc-income-and-careers.htm>.
Label: Exhibit 12
Title: Education Levels (% of population)
Overview: Various education levels attained by the residents of Pitt County, NC compared to the United
States in 2011.
Body:
37
Source: SimplyMap Database, Standard Report
Label: Exhibit 13
Title: Unemployment Rate in Greenville, NC
Overview: Unemployment Rate in Greenville, NC over the past 12 years.
Body:
Source: U.S. Department of Labor: Bureau of Labor Statistics
38
http://research.stlouisfed.org/fred2/series/GREE737UR
Label: Exhibit 14
Title: Consumer Price Index
Overview: CPI for Greenville, NC and the United States
Body:
Source: SimplyMap, Standard Reports
Label: Exhibit 15
Title: Consumer Spending ($000)
Overview: Total consumer spending, in thousands, on various categories, for Greenville NC and the
United States.
Body:
39
Source: SimplyMap Database, Standard Report
40
Title: Exhibit 16
Overview: Nutritional facts for Taylor Pork Roll per serving size of 3 slices.
Body:
Source: Food Database and Calorie Counter: Taylor Pork Roll
Label: Exhibit 17
Title: Weather Averages for Greenville, NC 2011
Overview: The yearly averages for precipitation and average temperatures for 2011.
Body:
41
Source: SimplyMap Database, Location Analysis.
Label: Exhibit 18
Title: ($000) Spent on meals outside of the household.
Overview: Amount of money spent in Greenville, NC compared to other surrounding cities on
meals for breakfast, lunch, dinner, and snacks outside of the household.
Body:
Source: SimplyMap, Location Analysis
42