This report provides a comprehensive analysis of launching a new food truck venture, named 'Food on Wheels,' in London. It begins with an introduction to the business concept, emphasizing its innovative approach to street food and its target market. The report includes a detailed market analysis, identifying the target demographic, positioning strategies, and a competitive analysis using Porter's Five Forces. It also discusses the tangible and intangible resources required, such as financial, physical, and human resources. A proposal for launching the venture is presented, including an executive summary, company description, and a PESTLE analysis to assess the external environment. The report further explores the skills and capabilities needed to start a new venture, such as risk-taking, financial management, marketing, and communication skills. It details promotional activities for both pre-launch and launch phases, along with a monthly cash budget and discussion of the appropriate legal form for the venture. The report concludes with a summary of key findings and recommendations for the successful launch and operation of 'Food on Wheels'.
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