GAC012 Assessment Event 2: Project-Written Report
Business Plan:
Ice Cream Truck
Student’s Name:
Park Sowoon
Student ID #:
Teacher:
Mr. Choi
Due Date:
July 16, 2012
Word Count:
GAC012 AE#2
Park Sowoon
Table of Contents
Executive Summary ...................................................................................................................................... 2
1.0
Introduction ........................................................................................................................................ 3
1.1
The objectives of the research ........................................................................................................ 3
1.2
Ice Cream Truck ............................................................................................................................. 3
1.2.1
Prime function ......................................................................................................................... 3
1.2.2
Key competitors ...................................................................................................................... 3
1.2.3
Legal structure ........................................................................................................................ 3
1.2.4
Choice of Business .................................................................................................................. 4
1.3
Background knowledge .................................................................................................................. 4
1.3.1 The importance of SWOT ............................................................................................................ 4
1.3.2 The importance of the business plan model ................................................................................. 4
1.4
2.0
Thesis Statement............................................................................................................................. 5
Method ............................................................................................................................................... 5
2.1
Data collection ................................................................................................................................ 5
2.2
Research objectives from data collection ....................................................................................... 6
3.0
Findings.............................................................................................................................................. 7
3.1
Key success factors......................................................................................................................... 7
3.2
SWOT analysis of the business and an alternative ......................................................................... 7
3.3
Summarization................................................................................................................................ 9
4.1
Interpretation .................................................................................................................................. 9
4.2
Assess the effectiveness of the research ....................................................................................... 10
5.0
Conclusion and recommendation ..................................................................................................... 10
5.1
Identification and Justification ..................................................................................................... 10
5.2
Competitive edge .......................................................................................................................... 10
Reference List ............................................................................................................................................. 12
Appendices.................................................................................................................................................. 13
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Executive Summary

Purpose: planning and analysis my business.

Thesis statement: Methodical business plan will guarantee success of my
business. success of

Methods: I use internet for market researching and I also interviewed related
people.

Findings: I have strength about moving flexibility.

Key conclusions: I choose Plan A.

Recommendations: For startup new business, people have to do enough market
researching such as location, products, and price.
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1.0
Park Sowoon
Introduction
1.1

The objectives of the research
Objectives should be SMART. SMART stand for specific, measurable, achievable, realistic,
time specific.
1.2
Ice Cream Truck
1.2.1
Prime function
Providing ice cream to walking customers
1.2.2
Key competitors
-
Baskinrobbins 31: It is the world’s largest chain of ice cream specialty shops.
It has more than 6,700 retail shops in nearly 50 countries.
-
Coldstone: It offers ice cream which mixed with nuts, fruits and candy. They
mixed ice cream on a frozen granite stone right after offers.
1.2.3
Iceberry: It is market of not fat frozen yogurt with diverse flavor.
Legal structure
Sole trader - I will do it by myself because ice cream truck is too small for more
than two work people. Also this is my first business so I want to prove that I can
successful only by myself. Moreover, I want to gain all profit not just divided one
and I want to avoid from small or big fight with my partner.
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1.2.4
Choice of Business
When I was young and now also, I really like ice cream but we can get ice cream
only in store, especially in Korea. Korea has a lot of street vendor but there are
no ice cream vendors. Also ice cream truck is rare item and it is very unique item
to start up. So I want offer an opportunity that can buy ice cream and taste
delicious ice cream no matter where is it, for everyone.
1.3
Background knowledge
1.3.1 The importance of SWOT
SWOT stands for strength, weakness, opportunities, threats. They are necessary
for my business. Strength will make me confidence about my field. Knowing
weakness improves my business and can strengthen my business. In short,
strength and weakness make me notice about my business plan’s pro and con.
Also, knowing opportunities make my decision that which location is the best
and knowing threats make me avoid to the worst situations.
1.3.2 The importance of the business plan model
The business model is very important to start up my own business. It is the map
of my business and it indicates the way what I should do so it help me not
digress from main purpose. Also planning and then follow the direction can save
money and time. Moreover, if I make some mistake, I could fix and incorrect by
my business plan. Therefore, for the long run, it will make me success.
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1.4
Thesis Statement
This business plan will help me to give a shape to a plan. First, Searching data in
internet, I can more understand same type of business and I can prepare more
specifically and detailed. Second, not just searching in online, but searching
directly people to people I can make up for the weak points. Therefore, making
business plan and doing it exactly same will guarantee success of my business.
2.0
Method
2.1


Data collection
Internet
-
http://www.baskinrobbins.com/content/baskinrobbins/en.html
-
http://www.coldstonecreamery.com/
-
http://www.iceberryus.com/
Interviews
-
Jung, Chillyoung, General Manager
Iceberry
Hangdang dong, 19-9, Seongdong gu, Seoul
02) 2293-7124
-
Im, Yoogyeon, Part time worker
Baskin Robbins 31
Hangdang dong, 5-1, Seongdong gu, Seoul
011-226-2886
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2.2

Research objectives from data collection
Internet
-
www.baskinrobbins.com: It provides me to which flavors are existing. It gives me
information about the location of their franchiser store.
-
http://www.coldstonecreamery.com/ : It makes me know about special methods for
making ice cream. It also mention about their store’s locations.
-
http://www.iceberryus.com/ : It provides me today’s people are interested at healthy ice
cream. It gives me their franchiser store’s locations.

Interviews
-
Jung, Chillyoung, General Manager: He taught me about their store’s customer’s main
ages, their store’s most busy time, and their store’s most popular menu. Also he
informed me about how they prepare their ingredients.
-
Song, Gyeonin, Part time worker: She let me know about their store’s popular ice
cream’s flavor, what time is most crowed. Also she let me know what time they are
provided their ice cream from headquarters.
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3.0
Park Sowoon
Findings
3.1
Key success factors
My business could be success because of price, location, product and service. First, I start
up ice cream truck not a store. Therefore I have more flexibility of moving than store.
Second, I can provide my ice cream by low price because I will make all of ice cream by
myself. Naturally, the homemade ice cream cost of product will be law than bought from
ice cream factories. Third, I guaranteed the quality of ice cream because I will make all
ice cream with fresh ingredients and clean process. People will attract by delicious and
high quality of my ice cream. Finally, I will provide very good service such as
membership. If people eat my ice cream ten times, I will provide one time for free. Also I
will never lose smiling face during working time.
3.2
SWOT analysis of the business and an alternative
Plan A: Around Wangsimni station, Dongma middle school, Middle
school attached to college of education Hanyang university, and High
school attached to college of education Hanyang university.
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Strength Weakness


There are big franchise ice cream
store within 500m

Opportunities Threats

Can secure young age customer

because of neighboring schools.

There are many floating population
because of Wangsimni station.

There are 367 households live
nearby.
Plan B: Around Hanyang university station, Hangdang middle school,
Duksu high school.
Strength Weakness


.
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Opportunities Threats

3.3

Summarization
Questions
Ice berry
Q1. Main age of the user of
Middle school, high school,
this store?
college female students.
Q2. What is the most popular
Tray-Bingsu
Baskin Robbins 31
10~20 ages and all gender
Based on chocolate flavor ice
cream and blast
menu in this store?
Q3. When is the rush hour?
Q4. When is the preparing
Around student’s school closing
Around student’s school closing
time and after meal time.
time and after meal time.
12o’clock~ 13o’clock
Tuesday, Thursday, Saturday
morning.
time? (supply of ingredients
time)
Q5. Why did you open this
There is Hanyang university,
store at this location?
and Dongma middle school
The middle of main street.
nearby.
4.1
Interpretation
I found important data and factors in interviews, researching data. First,
searching in Baskin Robbins 31’s web page was helpful because they state their
products’ entire flavor. Before I saw that, I planned just a few flavors for selling
but after I was inspired by their diversity flavors, I modify my planning. Second,
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web surfing in Coldstone’s home page, I surprise about their method of making
ice cream. They provide mixed ice cream with topping on a frozen granite stone
and while they mix ice cream, they sing a song. This is pretty shock to me, so I
want to copy them but there is difficulty that looks for the same stone. Therefore,
I just imitate their vibrant and joyful service mind. Third, searching in the
Iceberry’s home page, I was inspired by their eco-friendly making methods and
ingredients. So I decided that my ice cream truck’s ingredients should be high
quality and fresh things. Fourth, after interview with Mr. Jung, I realized that
marketing strategy is very important. This means that, developing proper menu
for each age ranges is necessary. Finally, I have help from Ms. Im. She give me
an idea that what time is proper to open or close.
4.2
Assess the effectiveness of the research
5.0 Conclusion and recommendation
5.1 Identification and Justification
I will choose Plan A rather than Plan B. There are several reasons. First, there
are Enter six, shopping center, and E-Mart, huge super market, in Wangsimni
station. Therefore, there are much more floating population than Plan B location
even though Plan B also has Hanyang University station. Second, there are
bunch of residents so it is easy to make a regular customer. Third, there is less
competitors such as huge franchiser ice cream shop or frozen dessert shop in
Plan A location.
5.2
Competitive edge
My business could be success obviously. I will followed crowd and
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Reference List
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Appendices

Interview 1
A: Me, B: Jung, Chillyoung
A: 안녕하세요. 이 가게를 이용하는 주요 고객의 연령대는 어떻게 됩니까?
B: 저희 가게는 빙과류를 주로 하기 때문에 중고등대학교 여학생들. 여자의 비율이 90%정도
됩니다.
A: 손님이 많은 시간 대는?
B: 학기 중에는 식사 후 한시부터 두시, 학생들이 학교가 끝나는 다섯시와 아홉시
A: 가장 인기 있는 메뉴는?
B: 빙수가 메인 제품이다. 쟁반빙수.
A: 감사합니다.
A: Hello. What is the main age of user of this store?
B: Our store handles frozen desserts so we are popular among middle, high school girl students and also
woman university students. Woman or girl had over 90 percentage of our store’s user.
A: When is most busy or crowed time in your store?
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B: In the term of semester, about one to two o’clock or around after meal time. Also, middle school
students’ finish time about five o’clock or high school student’s finish time around nine o’clock.
A: What is most popular menu in this store?
B: Bingsu is the main item specially Tray-Bingsu.
A: Thank you.
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
Park Sowoon
Interview 2
A: Me, B: Im, Yoogyung
A: 주요 연령층이 어떻게 되요?
B: 시간대 별로 다른 것 같긴 한데요. 중고등학생이나 대학생들인 것 같아요.
A: 그럼 가장 붐비는 시간이 학생들 하교시간 이겠네요?
B: 네, 학생들 하교시간이나 점심시간이요.
A: 가장 인기 있는 메뉴가 뭐예요?
B: 엄마는 외계인이요.
A: 그럼 아이스크림이 공급 되는 시기는 언제예요?
B: 일주일에 세 번 화,목, 토 오전 이예요.
A: 감사합니다.
A: What is the main age of user of this store?
B: It is up to time but main age is middle or high school student and college students.
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A: Then, the busiest time or crowed time will be right after they finish school?
B: Yes, after school time or during lunch time.
A: What is the most popular flavor of ice cream?
B: Chocolate base ice cream.
A: Then when your store supplied ice cream from headquarters?
B: Tuesday, Thursday, Saturday morning.
A: Thank you.
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
Park Sowoon
Map 1
Dongma middle school
Wamgsimni Station
Middle school attached to college of education
Hanyang University, and High school attached
to college of education Hanyang University.
-
This map shown the location of my ice cream truck following Plan A
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Map 2
-
This map shown the location of my ice cream truck following Plan B
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