Case Study: Food Truck Insight
Pinpointing Value: Answering Core Questions for a New Business Venture
Tim Tobitsch, a 20-year veteran of food trucks, founded Food Truck Insight to build an indispensable online course and consulting service for aspiring food truck owners. As an entrepreneur, Tim moved away from operating a food truck to consulting owners of food trucks. As is the case with all new ventures, he needed data and a way to confirm true market demand for his new business venture.
The Need for Evidence of Demand
Like a good businessperson, Tim invested the time and money to create all his necessary online assets, like a robust website, social media profiles, and the online courses themselves.
But what he needed was clarity on strategic questions about his consumer base:
- Messaging: What core value proposition and language would resonate most effectively with aspiring food truck owners?
- Demand: How large was the true market for Food Truck Insight’s online courses and consulting services?
- Pricing: Were the current services and products priced to meet market expectations and cover his costs?
Our 3-Step Approach
Project Duration: 3 Months
Research Aim Alignment
We defined the survey’s research aims to ensure the data would inform Tim’s existing market and content strategy.
Survey Design
We formulated a list of survey questions to assess customer budget, pricing, and messaging expectations.
Distribution Roadmap
We developed a 40-page plan with daily, weekly, and monthly actions for Tim to take upon survey distribution.
Outcomes & Deliverables
We empowered Tim with a comprehensive, easy-to-use market research survey and a 40-page distribution guide that showed him how to conduct a robust survey. The guide focused on Tim’s existing network and industry authority to attract highly qualified, interested respondents, eliminating the reliance on costly, untargeted paid advertising.
With this custom-developed guide, Tim was positioned to move away from expensive guesswork to informed action based on insights from real people.
The guide provided a how-to on measuring survey responses and where to distribute the survey for optimal response rates.
✅ Survey Assets: Comprehensive, easy-to-complete survey focused on customer psychology and pricing sentiment.
✅ 40-Page Distribution Guide: Detailed, channel-specific distribution plan, including messaging frameworks for all digital outreach.
✅ Analytics & Performance Framework: Provided criteria for evaluating survey response success and a simplified guide on how to review complex survey data.
✅ Agency Collaboration: Regular meetings with Food Truck Insight’s existing marketing agency to fill information gaps and ensure survey outcomes would directly inform its paid media strategy.
Laura created a market research survey for my company, Food Truck Insight. Her work was thorough and delivered on time. She was accessible throughout the duration of the project, and she continues to make herself available as needed as I move forward with the project’s next phase.
— Tim Tobitsch, Founder, Food Truck Insight
No more expensive guesswork.
If you’re a domain expert like Tim who’s pivoting to a new business venture, start grounding your business decisions in data and research-driven information with a strategic roadmap that allows you to compete.