2. Vision
 To purchase and/or renovate a food truck so that it can be
transformed into a mobile bakery for the purpose of selling
cheesecake cupcakes and other gourmet desserts. When
mobile, and fully functioning, The SweeTruth Bakery would
travel from neighborhood to neighborhood, city to city -
much like the “ice cream truck.” This enables the business to
establish a brand, expand a sound customer base, and
introduce an alternate concept for bakeries.
 To streamline the processes with regard to preparation of
bakery items in order to increase revenue, customer reach,
visibility, and mass production.
 To establish relationships with grocery food chains, sponsors
and vendors to increase profitability.enovate a food truck so
that it can be transformed into a mobile

3. Business Model
 This company will make money because of its diversity and
concept. Although it is possible to get cheesecake in various
places, the secret to the success of SweeTruth is “in the crust.” With
6 different variations of crust, the customer essentially has the
ability to create their own unique flavorful experience by choosing
their favorite crust, filling and toppings. To add depth and
dimension to this creative idea, customers may purchase
cheesecake by the dozen or half dozen enabling them to try more
than one flavor, mix and match and control their caloric intake by
consuming smaller portions. The same way you can purchase a
dozen donuts and experience 12 different tastes, our customers
have the ability to do that with gourmet cheesecake.

4. Market Size and Opportunity
 In recent years, America has experienced an onslaught of cupcake
companies. Everywhere you go, there is a cupcakery. But lucky for us that
there aren’t any entities out there specializing in cheesecake cupcakes.
And although you are able to purchase cheesecake or poundcakes, we
have found that no one is selling them by the dozen or half dozen, and
they also are not affording their customers the opportunity to choose their
own crust, filling and toppings. We take pride in being able to give the
customer what THEY want. We help you create your very own dessert
experience.
 Why a Food Truck? Because it is a Billion dollar industry with the market
constantly expanding. The operating costs as a business venture is far less
for a food truck than for a stand alone business. Being mobile enables us
to travel from city to city, state to state increasing the amount of exposure
and visibility for the brand.

5. Marketing and Sales Strategy
The company’s immediate goal is to obtain a food truck in an effort to:
 Allow mobility – generate revenue by being able to travel to festivals,
functions, corporate events, deliver to vendors, etc.
 Increase productivity – Have state of the art equipment that will enable us to
move more product and thus make more product.
 Widen customer base – being mobile allows us to be visible in the community
we serve, allowing us to establish a brand and develop respect for the quality
of our product.
 Achieve financial independence and sustainability – incorporate the ability to
ship product as a means of increasing revenue.

6. Competition
 Cheesecake Factory – In business since 1972, they are
our closest competitor with approximately 33 flavors of
cheesecake. Our company offers our customers the
ability to enjoy great flavors, a choice between 6
different kinds of crust, and the ability to purchase a
dozen at a time to experience more than one flavor.

7. The Team
 This company is headed up by Bridgette Hogan, local poet and
longtime Jacksonville resident. Since the late 90’s Bridgette has
been a mainstay in the local arts community, honing her craft and
establishing roots performing poetry in schools, churches,
weddings, plays, etc. In 2006, Ms. Hogan, along with all three of
her children, began experimenting with baking cheesecake. The
idea quickly morphed from a hobby to engage her children to
part-time supplemental income. Bridgette is responsible for
creating recipes, preparation and all public relations. Brittany Bell,
Bridgette’s eldest daughter and “sous chef”, is responsible for
marketing and research in addition to preparation as
well. Brandon Hogan and Britorria Hogan serve as tasters and the
clean-up crew.

8. Financials
ITEM Details Cost
Food Truck Used $12,000.00
Renovations Convection Ovens,
Freezer, Dispenser for
batter, Display Case,
Customized Baking
pans, Truck Wrap
$12,000.00
Supplies Wholesale items $4,000.00
Operating Costs Licensing, Patents,
Legal, Payroll
$3,000.00
Marketing Web design,
packaging, radio.
$2,000.00
$33,000.00

9. Photos

10. #TeamSweetruth
Music and Poetry, We Make Beautiful by Bridgette “Soulflower” Hogan