1. Strategy
Who it serves, how it makes money, and the first 90 days.
1.1 Executive summary
This business delivers café-quality coffee directly to construction crews and trades workers on outer-metro industrial estates, running a fixed weekly stop schedule so workers know exactly when to expect the van. Outer-metro sites are chronically underserved by food and beverage options, and a published timetable solves the reliability problem that ad-hoc vans never crack.
1.2 One-line pitch
A mobile coffee van that shows up at construction sites on a published weekly schedule, so tradies never miss their morning hit.
1.3 Target market
Trades workers and construction crews aged 20-55 on outer-metro industrial estates and active build sites. They start before 7am, spend $5-$15 on coffee and food daily, and currently either go without or drive several minutes off-site to find a café.
1.4 Revenue model
Primary revenue from espresso drinks priced at $5-$7 per cup and grab-and-go food items at $4-$8, sold across 6-8 timed site stops per day, five days a week. Add pre-ordered site catering for toolbox meetings and site milestones from month 4.
Headline price: $6
1.5 What you expect to sell
| What you sell | One sale is | Price | Starts | Most possible |
|---|---|---|---|---|
| Espresso drinks | cup | $6 | From launch | 500 a week |
| Grab-and-go food items | item | $5 | From launch | 250 a week |
| Site catering orders for toolbox meetings | order | $180 | Month 4 | 16 a month |
| What you sell | Month 3, conservative | Month 3, expected | Month 12, conservative | Month 12, expected |
|---|---|---|---|---|
| Espresso drinks (cups per week) | 120 | 200 | 250 | 380 |
| Grab-and-go food items (items per week) | 60 | 100 | 130 | 190 |
| Site catering orders for toolbox meetings (orders per month) | 0 | 0 | 3 | 7 |
These are the founder's own assumptions. Every revenue figure in the Finance section is calculated from these counts and prices.
1.6 Competitive advantage
A fixed, published weekly stop schedule means crews at each site know the van arrives at 6:55am on their days — no guessing, no missed coffee. That reliability is what every other mobile option fails to deliver.
1.7 Key competitors
Competitor descriptions are general. Check them against current public information.
Café strip stores 5-15 minutes from site require workers to drive off-site and lose break time — position against them by coming directly to the crew on a published timetable
Ad-hoc mobile vans that work irregular routes with no published schedule create uncertainty crews cannot plan around — position as the van workers can actually count on
Petrol station forecourt coffee within driving distance offers fast but low-quality product with no site presence — position on espresso quality and the convenience of zero travel time
1.8 Budget allocation
Breakdown
| Category | Purpose | Amount |
|---|---|---|
| Van purchase and fit-out | Second-hand van bought and fitted with espresso machine, water system, and generator | $14,000 |
| Opening stock and supplies | Coffee beans, milk, grab-and-go food, cups, and consumables for first six weeks | $2,500 |
| Branding and printed materials | Van signage, weekly stop schedule cards printed for site foremen | $800 |
| Registrations and permits | Registration and council rules for trading on public and private land, checked through ABLIS | $1,200 |
| Reserve / contingency | Emergency buffer — do not spend unless necessary | $1,500 |
Total budget: $20,000
1.9 90-day priorities
Licences, permits and registrations depend on your business and location. Check what applies to you with ABLIS at ablis.business.gov.au.
Weeks 1-2: Visit five target construction sites in person, speak to foremen directly, and lock in confirmed stop times for at least four regular stops before the van goes live
Weeks 3-6: Run the published schedule for four weeks straight without changing stop times — consistency in the first month is what converts curious workers into daily regulars
Weeks 7-12: Hand site catering menus to foremen at every stop and ask for one toolbox order booking to test that revenue stream before formally adding it to the schedule
1.10 Recommended launch markets
Pick two active outer-metro construction sites with 20-plus workers each and lock in a fixed morning stop time before launch — these become your anchor stops that anchor the full weekly schedule
Introduce the published stop schedule as a printed card handed to site foremen in week one — foremen pin it up and do your word-of-mouth for you across nearby sites
Target industrial estate precincts where three or more trade businesses operate in close proximity so one van loop serves multiple stops without dead driving time between them
1.11 Key risks
Site access denied at the gate delays the whole day's schedule — confirm each stop with the site foreman or project manager by name before adding it to the published timetable
Low customer count in the first four weeks before word spreads crushes daily revenue — pre-confirm at least 10 workers per stop before committing that stop to the printed schedule
Van mechanical breakdown cancels all stops for the day with no backup — set aside $1,500 of the reserve specifically to cover a same-day emergency repair without shutting down the week
1.12 Test the idea
Espresso drinks: you assume about 200 sales a week by month 3, at $6 for one cup. Test it before you spend: ask people who fit your target market whether they would pay $6 for one cup. You assume you can deliver up to 500 a week. Test it with a short trial run before you commit to that many.
Grab-and-go food items: you assume about 100 sales a week by month 3, at $5 for one item. Test it before you spend: ask people who fit your target market whether they would pay $5 for one item.
Site catering orders for toolbox meetings: you assume $180 for one order. Test it before you spend: ask people who fit your target market whether they would pay $180 for one order.
2. Product
The website plan: the pages needed and what each should say.
2.1 Homepage hero copy
Real espresso. On-site. Every week, same time. No driving off-site. No guessing. Just great coffee at your gate before the day kicks off.
Primary CTA: Find Your Site on the Schedule
Recommended platform: Squarespace
2.2 Website pages
| Name | Purpose |
|---|---|
| Home | Immediately show construction crews the van is coming to their site on a fixed schedule, converting curious site workers into regulars. |
| Stop Schedule | Publish the full weekly timetable so trades workers can see exactly when and where the van arrives, removing all uncertainty. |
| Menu | Show espresso drinks and grab-and-go food with prices, plus introduce site catering for toolbox meetings to foremen and project managers. |
| Contact | Let foremen and project managers request a new stop or book site catering, capturing leads that grow the weekly schedule. Squarespace fits this founder's budget and stage — fast to launch, low monthly cost, no developer needed, with easy schedule and contact page tools. |
2.3 Copy brief per page
Home
Hero headline and subhead targeting trades workers who currently drive off-site or go without coffee each morning.
One-sentence value proposition: the van runs a fixed published weekly timetable so crews know exactly when it arrives.
Short 'How it works' section: three steps — check the schedule, show up at your normal break, get your order.
Social proof strip: early testimonials or crew headcounts from anchor stops to show the van is already trusted on real sites.
Stop Schedule
Full weekly timetable displayed as a clear day-by-day grid showing site name, suburb, and exact arrival time for each stop.
Short explainer note: stops are confirmed with the site foreman and locked in — crews can count on this time every week.
Call-to-action for foremen to request their site be added to the schedule, linking directly to the Contact page.
Printable or shareable version of the schedule so foremen can pin it in the site office or send it to their crew.
Menu
Espresso drinks listed with prices in the $5–$7 range, emphasising café-quality beans and zero travel time required.
Grab-and-go food items listed with prices in the $4–$8 range, focused on quick, filling options suited to early starts.
Site catering section introducing toolbox meeting orders, with a starting price and a prompt for foremen to enquire via Contact.
Brief note on how to pre-order for large crews, setting expectations before the catering revenue stream formally launches in month four.
Contact
Simple form for foremen and project managers to request a new site stop, with fields for site name, suburb, crew size, and preferred time.
Separate enquiry prompt for toolbox meeting catering orders, capturing the lead type and expected headcount.
Direct phone number displayed prominently so site foremen can make fast decisions without waiting on a form response.
Short trust line confirming the founder personally contacts every new stop request within one business day to discuss access and timing.
3. Marketing
How to reach the first customers: channels, messages, and a launch campaign.
3.1 Positioning statement
A mobile coffee van outer-metro construction crews can set their watch by — same site, same time, every week, no driving off-site required.
3.2 Key messages
Same site, same time, every week — check the schedule and your coffee is waiting at the gate
No driving off-site, no guessing — real espresso delivered to your site before the day kicks off
Ask your foreman to add your site — find your stop at the schedule on our website
3.3 Target channels
| Channel | Why it fits | First action |
|---|---|---|
| In-person outreach to site foremen | Foremen are the gatekeepers who pin up the schedule and tell the whole crew — one yes unlocks 20-plus daily customers | Visit two active outer-metro construction sites this week, introduce yourself in person, and hand the foreman a printed stop schedule card |
| Van signage and printed schedule cards | Tradies on site see the van every morning — bold signage and a pocketable card do the selling between stops without any screen time | Brief your signage supplier this week: van livery must show the business name, 'Find Your Site on the Schedule', and the website address in large print |
| Local community noticeboard groups for trades workers | Outer-metro tradies actively use local Facebook-style community groups to share site news — a post with your published schedule reaches the exact audience at zero cost | Join three outer-metro suburb community and trades noticeboard groups this week and post your week-one schedule with site names, times, and the website link |
3.4 Content plan
Weekly post in local trades noticeboard groups showing next week's confirmed stop timetable as a simple image — site name, suburb, exact arrival time, and website link
Photo series on printed schedule cards and van signage showing the 6:55am arrival moment at an anchor stop — handed to foremen and pinned in site offices
Short handwritten note slipped under a foreman's door or left at the site office introducing the catering menu for toolbox meetings, with a direct phone number to book
3.5 Launch campaign
Name: Same Time Every Week
Concept
Build the launch entirely around the published timetable — hand printed schedule cards to foremen at anchor sites, post the live schedule in local trades noticeboard groups, and drive every touchpoint to 'Find Your Site on the Schedule' on the website
Timeline
4 weeks: week 1 foreman visits and schedule card drop, weeks 2-3 live trading on fixed stops, week 4 follow-up post in community groups sharing early crew numbers
What to measure
10 paying customers per stop by end of week 4 across at least four confirmed stops
3.6 Budget allocation
Breakdown
| Category | Purpose | Amount | Paid from |
|---|---|---|---|
| Branding and printed materials | Van signage with website address and schedule cards for foremen | $600 | Branding and printed materials |
| Additional schedule card print run | Second batch of printed stop schedule cards for new stops in weeks 3-6 | $200 | Branding and printed materials |
Total budget: $800
4. Finance
The numbers: projections, costs, and what is needed to break even.
All figures are before tax and before anything you take out of the business.
4.1 Financial summary
The budget goes into the van, fit-out, opening stock, permits, branding, and a cash reserve. Each month the main recurring costs are the website, fuel and gas, and a small accounting line. The business covers itself when enough cups and food items sell across the daily stop schedule. The cost of beans, milk, and food per transaction is the number to watch every single week. This is a draft financial plan, not financial advice. Review every figure with a qualified accountant before acting on it.
4.2 Your key figures
| Figure | Value |
|---|---|
| Total start-up spend | $20,000 |
| Budget left unspent | $0 |
| Cash still available after day one | $1,500 |
| Fixed costs each month | $510 |
| How long your cash lasts | 2.9 months |
| Sales needed each month to cover fixed costs | $717 |
All figures are recalculated from the approved inputs below. Volumes stated per week are converted at 52 weeks divided by 12, and per fortnight at 26 fortnights divided by 12. Prices are the amounts the founder receives per sale. Runway assumes no sales at all.
4.3 What you spend to start
| Cost | What this money does | Amount | Notes |
|---|---|---|---|
| Van purchase and fit-out | Spent once, then gone | $14,000 | Second-hand van plus espresso machine, water system, generator installed |
| Opening stock and supplies | Becomes goods you sell | $2,500 | Beans, milk, grab-and-go food, cups, consumables for first six weeks |
| Branding and printed materials | Spent once, then gone | $800 | Van signage and printed weekly stop schedule cards for foremen |
| Registrations and permits | Spent once, then gone | $1,200 | Registration and council rules for trading on site, checked through ABLIS |
| Reserve / contingency | Kept as cash | $1,500 | Emergency buffer, held for same-day mechanical repairs if needed |
| Spent on day one | The lines spent once, bought as goods or paid up front | $18,500 | — |
| Kept as cash | The lines kept as cash | $1,500 | — |
| Total | $20,000 | Against a budget of $20,000 |
4.4 What you pay every month
| Cost | Each month | Notes |
|---|---|---|
| Fuel and LP gas | $400 | Daily driving across outer-metro stop route plus generator gas |
| Hosted website subscription | $30 | Monthly fee for hosted website builder carrying the published schedule |
| Accounting and tax compliance | $80 | Cloud accounting software subscription to keep books current monthly |
| Total each month | $510 | Paid whether or not anything sells |
4.5 What you sell
| What you sell | One sale is | Price | Cost per sale | Left over | Starts |
|---|---|---|---|---|---|
| Espresso drinks | cup | $6 | $1.50 | $4.50 | From launch |
| Grab-and-go food items | item | $5 | $1.80 | $3.20 | From launch |
| Site catering orders for toolbox meetings | order | $180 | $65 | $115 | Month 4 |
Espresso drinks — cost per sale covers: Beans, milk, and disposable cup cost per espresso drink served
Grab-and-go food items — cost per sale covers: Wholesale food item cost plus packaging per unit sold
Site catering orders for toolbox meetings — cost per sale covers: Food, drinks, and packaging bought specifically for each catering order
4.6 How much you expect to sell
| What you sell | Month 3, conservative | Month 3, expected | Month 12, conservative | Month 12, expected |
|---|---|---|---|---|
| Espresso drinks (cups per week) | 120 | 200 | 250 | 380 |
| Grab-and-go food items (items per week) | 60 | 100 | 130 | 190 |
| Site catering orders for toolbox meetings (orders per month) | 0 | 0 | 3 | 7 |
4.7 What that means month to month
All figures are before tax and before anything you take out of the business.
| Scenario | Money in | Cost of sales | Left for fixed costs | Fixed costs that month | Left after fixed costs | Covers fixed costs? |
|---|---|---|---|---|---|---|
| Month 3, conservative | $4,420 | $1,248 | $3,172 | $510 | $2,662 | Yes |
| Month 3, expected | $7,367 | $2,080 | $5,287 | $510 | $4,777 | Yes |
| Month 12, conservative | $9,857 | $2,834 | $7,023 | $510 | $6,513 | Yes |
| Month 12, expected | $15,257 | $4,407 | $10,850 | $510 | $10,340 | Yes |
Left for fixed costs is money in less the cost of making those sales. Left after fixed costs is what remains once that month's fixed costs are paid.
4.8 What it takes to cover your costs
At the expected month-12 mix of sales, covering fixed running costs of $510 a month takes about $717 of revenue.
Every scenario covers that month's fixed costs.
The one thing that moves this most: Daily cup count across confirmed stops — more stops, more cups, better unit economics
4.9 What these numbers assume
Conservative cup count reflects one or two confirmed stops, not the full intended daily schedule
Food item attachment rate assumes roughly one item sold for every two cups in early months
Catering orders begin only after foremen are personally handed the menu and have seen the van trade reliably
Fuel cost assumes a fixed outer-metro loop of moderate distance driven five days a week
Opening stock covers the first six weeks; restocking thereafter is funded from daily trading cash
4.10 What to watch
If the cost of consumables per cup creeps up through supplier price rises, the margin on the highest-volume item erodes quickly and break-even shifts further out
A multi-day mechanical breakdown with no reserve left converts fixed monthly costs into pure cash drain with zero sales to offset them
Low early cup counts across too few confirmed stops can exhaust the opening stock budget before trading cash is sufficient to restock at pace
4.11 Check these before you spend
Your largest start-up cost is Van purchase and fit-out, at $14,000. Get a written quote before you pay it.
Your largest monthly cost is Fuel and LP gas, at $400 a month. Check that figure before you commit to it.
Each cup costs $1.50 to deliver. Check that against a supplier's price before your first sale.