Marketing Plan

2.0 - The Market

As a Business-to-Consumer market, our target market is the every day person. This specific target being working commuters, students, tourists and trailer travellers. Oshawa, Ontario is a heavily populated city, growing drastically in the last five to seven years. Oshawa is approximately 30-40 kilometres east of Toronto, Ontario, making it a large pit stop for tourists. The GO station and intensive transit system makes it attractive for students and commuters. Many, if not a majority, of this huge population make regular stops in the morning, lunch times, and on their way home (whether it’s from school, the trailer or work) for coffee and snacks. During spring and summer seasons, people regularly go out of their way to go to food trucks, especially in Oshawa – there are so many festivals and food truck frenzy’s, it’s a rich industry after a long winter.

2.1 - Your Market Segment

The specific market segment we are targeting is people of lower annual incomes. Most food-related businesses have price mark-ups that can reach higher than 300% making quality baked goods a luxury item that most can’t enjoy. We are targeting the people that usually skip the bakery on the way to the trailer and hit the grocer for shortening filled goods for a lower price. We are targeting the people that can usually only afford a dollar coffee every morning. We are targeting anyone who enjoys quality, and making it affordable to them all. This specific market includes students, work commuters, trailer/cottage travelers and tourists.

2.2 - Products and Services

The unique selling proposition of BAKED: On Wheels is the affordability – there will be no 300% price mark-up! Every product is baked on the food truck (which is the first bakery food truck to be in Oshawa!) daily, from scratch and with local, quality ingredients from local farms to serve fresh and decadent baked goods to consumers. Products will include regular bakery items, such as croissants, pain au chocolate, danishes, muffins, cookies, and coffee; some specialty items such as custom order cakes, braided cinnamon bread, cannoli’s, sorbets, ice-cream and donuts that come in different flavors each week!

2.3 - Your Market Trends

The population is booming, Oshawa’s population is increasing along with closely residing cities like Whitby and Ajax. Due to the COVID-19 pandemic, the entire population is itching to get out of their houses and get some normalcy back. In this normalcy comes festivals and food trucks. After a long winter of restrictions and confusion, spring and summer will bring hordes of people to festivals such as Rib Fest (which is lined with food trucks for miles) or the pop-up carnivals at local arena parking lots and Food Truck Frenzy’s. Food trucks have always been trending, they give that summer-time care-free feeling. There has never before been a bakery food truck in Oshawa, especially one that makes everything in the truck, fresh, daily. There may be a thousand ice-cream trucks, or a thousand pizza trucks, but they don’t have hand-made ice-cream for the same price; they don’t have hand-made doughs and home-grown toppings for the same price as BAKED: On Wheels.

BUSINESS PLAN

The Market

Section 2