Get Rolling In The Dough Today – The Business Plan

Are you ready to get Started?  There’s no better way….  Get Rolling In The Dough Today – The Business Plan

A portable wood-fired brick pizza oven business can be not only a great adventure, but a way to make money on your own terms. The Rolling in the Dough portable brick pizza oven catering start-up manual eliminates the guesswork, hassles and frustrating learning curve of operating your own fun, lucrative rolling restaurant. Comprised of 10 chapters, Rolling in the Dough takes you from the planning stages straight to baking delicious, quality food at a hearty profit margin in only 200 pages.

Inside you’ll find the proven, no-nonsense advice on starting a thriving concession business. Plus we’ll reveal the creative marketing ideas that will help you realize the potential of the portable pizza business.

Rolling in the Dough is a comprehensive business plan written to help the mobile wood-fired oven caterer start his or her own business. It is a resource of best practices and insider information as well as a first-hand account of mistakes to avoid. Learn proven processes that work. We show you what you need to concentrate on right now and what can wait so you can best focus your energy. Our manual guides you through what to do and when and how to do it, breaking down a complex business into easy-to-digest steps. It covers business 101, health department license acquisition, oven tips, recipes, pointers on handling pizza dough and more. In 10 chapters, 200 pages total, we cover all the bases.

Rolling in the Dough comes with a CD that has one-of-a-kind business plan templates, equipment recommendation spreadsheets, a wood-fired oven recipe book, and a cookbook dedicated to other foods you can cook in a wood-fired oven.

The Rolling in the Dough Manual Includes



Our world-class mobile wood-fired ovens have dramatically changed the business of selling concessions and catering. We manufacture a practical piece of equipment that is efficient, lightweight, and stable to create the safest mobile oven on the market today. We did not invent an oven on wheels– we perfected it.

Wood-Fired Ovens 

Intro to wood-fired ovens

The Easiest ways to start a fire

How many pizzas to cook at once

Number of pizzas made in one hour

Firewood to use

We cover these topics and insider tips on how to tell that the oven has reached the right temperature, the three kinds of primary heat sources and we debunk the 900-degree myth.

Business 101

Discover the essential strategies every business owner must know in order to succeed. We start with the fundamentals of owning your own business based on the deep wisdom and know-how that only comes with real-life experience.

Once you get a complete overview of our real-world business strategies, you’ll be able to easily avoid some of the common business pitfalls. Most importantly, this information will keep you focused on the path of success. We’ve included a proven business plan that takes the guesswork out of getting the right business permits, managing supply chains, advertising and much more. It’s as comprehensive as a franchise model, only without the rules so you are in complete control.

Festivals, Farmers’ Markets, and Private Catering 

This chapter is one of the crown jewels of this manual because it will help you get an edge on the concession business right away. Learn how to find profitable events in your neighborhood, county or state. Save time and money, and benefit from our years of experience in the business—experience you can’t tap into anywhere else.

We’ll teach you how to apply to participate in these events and how much food you’ll need for each different type of function depending on the time of day or season. We give you an outline of the ideal booth set up to create easy workflow, which can save you staffing costs. Private catering pricing recommendations are also included.

In the appendix you’ll find the safest way to tow a trailer, sample festival and farmers’ market applications and more.

Licensing and Food Safety



Learn how to obtain a license from the Department of Health and the steps to get a food license. We also offer advice on preparing necessary legal files with expert confidence.

Making Great Pizza 

Pizza dough recipes, We’ve got some of the best on the planet.

Sauce recipes, You’ll want to stay in the kitchen to try them all.

Spices, Learn how to season your pizza to make it the best.

How do we transport and handle pizza dough? What types of pizzas sell best? What are the advantages of selling personal pizzas versus large pizza pies? We’ll answer these questions and divulge secret dessert pizza recipes.



Take a look at what clients have said about their experience both as new business owners and also Wood Fired University


The ovens look great. Thank you for the amazing customer service. You are really doing things right.



I think the first farmers market was a success! We cooked some steaks and pizza for Mario Batali on Saturday at a private fishing picnic, also a success!

Brigitte B


Your attention to helping us grow our business is a real difference and much appreciated.



There are things about this trailer that you wouldn’t think about if you tried to build one yourself.

Jacob C


I am crazy busy again this week hoping to hit $20,000 this month. I had a 10K catering gig last week. Also became official pizza for the local high school. Have BB King and Adele concert this week and a private gig plus soccer tourney starting tomorrow so doubling up on 2 of the days. I’m freaking exhausted but loving it.

Dave K


I haven’t burned anything down yet!!! I’m just getting used to the heat, like we were talking about I think its trial and error and eyeing it is the best way. Instinctively knowing and testing by hand is the best way. I am understanding the oven more every time I fire it up. I have a gig next Sunday so we will be on cue for that. Thanks.

Teddie C


You and your team make a great product. You once told me that I should send you a message after I have had a chance to drive the trailer. Well, I can’t believe how nicely it drives. It is simply amazing. With out having any towing experience I don’t feel overly nervous about driving it, I also feel that it is very easy to back up. Actually, it’s a lot easier to back up than I thought. Thanks for working together to offer an A++++ product. The combination of oven and trailer makes for a great center piece!



Can’t be much more pleased with my start–great press, some great early events. Have received excellent customer/client feedback–the pizza has been received glowingly. I am pretty happy at this point with my pizza product and method, but still wanting to improve and learn. No question at this point the product is far superior to anything in my general area and beyond. I would put myself up against anyone in the area for sure. The trailer so far has been great. Been real fun and quite an education learning its quirks and characteristics. Still working on marketing myself in the right places, but continue to get referral and word of mouth bookings.



I finally got a chance to come up for air (and count all my money), and am enjoying the local 4th of July festival. Its a 3 day annual event we are working, and not one person out of the est. 10,000 people in town hasn’t heard about the wood fired pies that some kid is slinging out, blowing peoples minds. Things couldn’t get better, but they will. I can’t thank you enough for showing me how to do exactly what I was dreaming of doing. Permanent location coming soon! (and website, and clothing, and business cards, and pictures. I know you feel as excited about this business as I do and hope all is going great for you too!



We had a great and memorable first event. We parked the oven just off the front door of the brewery so we greeted everyone entering. The dough was amazing even in the cold weather. The oven worked great and everyone loved the pizza. We offered three pizzas and kept it pretty simple. It started out a nice evening with the sun still shining and it ended snowing 2 inches on us by 9:30. We didn’t have room to setup a tent so we were stretching and topping pizzas in the snow! What a memorable first night. Thanks for all the great tips.



Well we got the trailer and have attended 3 functions in the last 15 days. We sold a total of $16,000 in 6 and 1/2 days and that is with 3 sometimes 4 people. We can put out about 50+ an hour (9 and 16″).The most in a day we sold was 395 pies in a day. Our bottom line profit is about 55% after all is said and done and that includes ALL the associated costs. We have learned a lot and have a lot more to learn. If you are interested I would like to share our knowledge at one of your events. I know others may not want to hear the short cuts we have taken but I don’t think we have compromised the quality at all. Our idea is to make money and we definitely know how to do that.!!!! Also you should be getting a few inquiries from this area about the trailers. We have talked it up to a number of people. We actually have had to turn down quite a few events because we are heavily booked for the next while.



Thanks for the update about the clips. The horse show ended on the 23rd and everything went great. Horse people from all over the country attended and a lot of them said that we had the best food that they have had at any horse show that they have been to. I have already been invited to do this show next year, so that is almost 3 weeks of bookings to count on each year. Also the show manager of the Cleveland Gold Cup has asked me about providing food for a show in September. People were very interested in the wood fired oven as it is a relatively new concept. People also liked the idea of pairing the pizza with gelato. We also offered a caprese salad, a watermelon salad and an italian sandwich where I made the loaf of bread to order in the oven. Overall things went very smoothly considering that this was my first big event. I remember at your seminar that you kept telling us that “you will work it out” when people had specific questions about handling certain situations. That was never more true than at this event. You never would be able to account for all the variables you might encounter at an event as each event is totally different, but as you said I “worked it out”. The gelato side of the business might be something that your pizza oven owners might be interested in to add to their business to increase revenues. Let me know your thoughts. Thanks again for your help and let me know if you have any prospective owners that may want to talk about the business. I would be more than willing to be a referral.

Scott M


We just did our Third event was last Saturday- we brought 100 crusts to a benefit fundraiser that was also selling hot dogs, baked goods and gumbo. Sold out in 2 hours. WOW! It was all zoom zoom push the pies through but so much fun and a great rush! We have one more ‘practice party’ scheduled before our first big 11 day event at the end of the month. We are hoping to sell an average of 300 pies a day during this period, and I am madly making dough and rolling balls for the freezer so we will be prepared. I expect to be exhausted at the end, but we are having so much fun and it’s the best thing my husband and I have ever done together in public. I just booked 5 events in 2 days. Thank you for developing such a GREAT business concept! You guys ROCK!

Sabert L

I just love "Rolling in the Dough"

“I don’t have Fire Within trailer. I don’t own a catering business. Heck, I don’t even have a wood-fired oven. But I want to, and I know that I need help in making it happen the right way. I have learned from sad experience that jumping into something without preparation is a recipe for failure. What I wanted was a recipe for success, and this is it. With the material in the book, I was able to see how someone could put a successful wood-fired pizza catering and concessions business together. With the included dropbox file, I was able to make spreadsheets and projections to see if it was really going to work for me. I could look at scenarios, and build success models to help me look at what I needed to do to be successful. There are no more “How do I do this?” or “Can this be successful?” questions.” 

— Clayton J.

Solid Information

“I have really grown fond with your book “Rolling in the Dough”. If everyone would follow the information given, your odds of success would be greatly increased. Many details are included and I was not aware of all of them until starting to set up our plan and rereading the information within the book. I was cautious to spend the money up front, compared to other similar books on the market much cheaper, but it has more than paid for itself leading me through our humble beginnings. I bought other books, but none have the solid information needed to start a successful business.”

— Bob & Karen


“When I sat down with the SBA and the health department I had everything they wanted.”

— Joe D.

Just What I Needed

“Wow, what a manual! It’s just what I needed. This business can happen, it can be real.”

— John B.

Highly Recommend

“This business plan answered so many questions I had no idea I had. I highly recommend it for anyone who is really interested in getting into the business. I can see myself referring to the book over and over again.”

— Amy H.