This document discusses an innovative business idea for a food truck start-up called Meals on the Way. It explores the market attractiveness, target segment benefits, industry attractiveness, sustainable advantage, mission, aspirations, propensity for risk, ability to execute critical success factors, and connectedness across the value chain. The document also highlights the importance of safety, hygiene, and convenience in attracting customers and ensuring long-term sustainability. The food truck will operate in 6 major regions of London, United Kingdom, offering a variety of food items while prioritizing hygiene, safety, and social distancing measures.