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| Title: | 在荷蘭打造古早味行動餐車之商業計畫
Formosa Bites on Wheels in the Netherlands |
| Authors: | 楊維芳
Yang, Wei-Feng |
| Contributors: | 吳文傑
Wu, Jack
楊維芳
Yang, Wei-Feng |
| Keywords: | 古早味
餐車
荷蘭
Formosa Bites
Wheels
Netherlands |
| Date: | 2018 |
| Issue Date: | 2019-01-04 16:23:47 (UTC+8) |
| Abstract: | Most of us have an unforgettable memory of the smell and the taste that takes us back to childhood. Riding on a delightful colored food bike cart, “Formosa Bites on Wheels” is bringing our favorite childhood snack - wheel cakes with a variety of flavors to the Netherlands, where we shared a historical connection through Dutch Formosa in the 17th century and have developed a flourishing trade relationship over years. It was during the Dutch colonial time that the Dutch East India Company (VOC) began to farm sugarcane and rice for export. On the other hand, wheel cakes are traditional Taiwanese snacks and became popular these years especially in some metropolitan cities such as London and New York.
“Formosa Bites on Wheels” will establish our E-bike food cart at Markthal, Rotterdam in the Netherland by offering Taiwanese snacks - wheel cakes and 100% BIO Taiwanese tea-based drinks with the service of online ordering and delivery, taking part in food festivals and social events as well as Asian catering service in the long run. According to the survey of the diet of the Dutch, out-of-home-consumption accounted for 31.7% of the total food expenditure with an average annual growth rate 3.7% until 2021. Furthermore, the food service sectors of home delivery and street stalls are booming and expected to increase by roughly 8% and 3% respectively.
We plan to develop a variety of creative flavors by stamping our designed logos for different flavors to allure our customers’ imagination and make the tasty journey unforgettable. On the other hand, the Netherlands government has launched a new scheme to cut food waste by half in 2030 compared to the 2015 figure. Our team believes that we can all play an active role to reduce food waste for the benefits of our community and supporting the policy. Therefore, we’ll strictly source ingredients locally and choose green vendors complied with environmental and social goals, as well as control inventory to optimize our operational process in a sustainable way. Our diverse wheel cake menu will include Taiwanese classic flavors and daily specials depending on the surplus ingredients from local markets and supermarkets. Except for wheel cakes, we’ll be serving Taiwanese tea as a symbol of greeting friends, as well as a tea drinking habit fits well with a healthy lifestyle in the Netherlands. Although the Netherlands is a relatively small country with about 17 million inhabitants, it is Europe’s fifth largest consumer of tea. Tea consumption amounted to 9 thousand tons in 2015, with around 90% of all inhabitants drinking tea. Consumers are increasingly interested in green tea, rooibos, herbal/traditional medicinal tea and slimming tea due to growing health awareness in the Netherlands.
Rotterdam is a thriving dynamic city with a wealth of cultures and ethnicities from all over the world comprising more than 170 nationalities, where consumers are more diverse with high willingness to try new things. In terms of high-footfall area (an average of 150,000 visitors a week and 76% of the visitors makes a purchase), our primary selling point is chosen to be in the center of Rotterdam by placing our food cart at Markthal, right next to the largest open market in Europe and the transit of railway and metro station. Furthermore, our target customers are Millennials who have a strong preference for convenience, as well as put a high priority on health, wellness and social awareness, resulting in not only sharing but also influencing via social media at the same time. In the long term, “Formosa Bites on Wheels” plans to gather Taiwanese fellows who have a great passion for promoting Taiwanese culture and cuisine, building up a firm relation with Taiwanese associations in the Netherlands. “No food catering” is designed to turn leftover into a delicious meal by sharing simple homemade recipe along with offering Asian catering services for corporations, campus or private events. As a whole, we are commit to taking action on food reduction from farm to fork and make a positive impact in our community.
Our operational plan will be firstly setting up our own website and social media platforms, offering online ordering and delivery for the first three months. Secondly, our fixed stand in the central market will run by a part-time and a full-time employee, promoting a sustainable mobile cuisine to attend green festivals and sustainable food truck events during summertime. Thirdly, our team will provide Taiwanese and Asian recipes online and catering service offline at a workshop, corporate events and campus activities. Meanwhile, we’ll structurally reduce food waste from farm to fork in our food preparation and catering services by sourcing ingredients locally and choosing green vendors in supply chain management, and can eventually bring benefits to our community.
The estimated six-month period startup expenses can bootstrap by our owner of the company, which is approximately €26,600. The main initial costs derived from the rent in the central market and wages due to a high income economy. Since our business starts with our online operation for the first three months, our sales will be projected for nine months generated from our fixed stand and demand forecast is aligned with the growth percentage in street stall sector from 2020. To reach a breakeven point, the weekly sold quantities should be 385, 410, 415 units for snacks and 428, 455, 461 units for beverages over a three-year period of 2019, 2020 and 2021. Based on sales forecast and estimated annual costs, gross profit margin can reach 62.5% for snacks and 54.55% for beverages until 2021. Correspondingly, our breakeven annual sales are estimated to generate total revenue of €95,159.98, €135,078.66 and €136,823.57 during the first three years. In the first year of operation, our projected sales can reach a break-even point for almost six months, which will roughly be achieved by the end of September.
To sum up, our business can be profitable by running step by step from online to offline operation,
combining strategic marketing tools and realizing sustainable practices. At “Formosa Bites on wheels”, we aim to extend our connection with our local communities in the Netherlands towards bringing Taiwanese cuisine and culture while achieving a better and more circular food system. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
105933026 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105933026 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.IMBA.042.2018.F08 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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