Executive Summary:
Juice-it-Up: 100% pure and organic fruit + vegetable juices
Juice-it-Up is a juice bar that specializes in the healing remedies that common fruits and vegetables encompass. Juice-it-
Up provides an array of natural and exotic fruits, which can improve general health and well-being. A simple cup of juiced fruits and vegetables can have a significant impact on one’s total well-being which is our mission; to help individuals better themselves through the vitamins and nutrients packed into fruits and vegetables, in a way that is fun and easy for anyone to maintain. Our focus is on health not flavor or tastefulness of our products. We offer to types of products; cold-pressed fruits and vegetable drinks and vitamin “shots.”
Juice-it-Up is a juice bar that you can essential juice any fruit or vegetable offered on the menu, as well as select a juice combination from the variety provided on the menu. What sets us apart from other juice bars or businesses of a similar nature, is we emphasis the health benefits received from each specific fruit or vegetable you decide to juice. The amount of vitamins and nutrients backed into these fruits and vegetables is recognized by the public, but many do not understand how important these vitamins and nutrients really are to your health. Juicing provides a fast and easy way of ingesting several fruits and vegetables at the same time, essentially forming a cocktail of vitamins and nutrients. All drinks offered on our menu will be purely juiced fruits and vegetables; no smoothies or added flavoring. This is including menu offered combinations. This is to emphasis the benefits of juicing and to not take away from that by adding artificial flavoring or ingredients to make our juices taste better.
Detailed descriptions of the flavors, origins (where the fruit/vegetable is produced) and most importantly; the scientifically recognized benefit when ingesting that particular fruit or vegetable will be displayed to our customers. Our juice bar offers state of the art juicing machines which optimize the nutrients and vitamins received from the fruits or vegetables.
Company structure: Bebe
Marketing Program: Juice-it-Up
Mission Statement:
We here at Juice-it-Up take extreme pride in our ability to provide our customers with a truly different juicing experience unlike anywhere else in Vancouver. Our mission is to provide an alternative to traditional means of taking vitamins such as vitamin pills, at a price that is affordable for anyone to maintain. We are constantly working with our foods distributor to bring in new and exotic fruits and vegetables that will make our juices stand out from the crowd!
Our main goal in operations is to provide a fun, interactive, and easy way for consumers to take their daily vitamins, especially those who are currently not taking any vitamin supplements at all. That is why we created our membership program; which allows almost anyone on any budget can afford. For a monthly fee of $40 dollars, you will receive a month’s supply of vitamin shots (which can be equivalent to purchasing one bottle of artificial, laboratory created multivitamins). We will also implement a program in which we delivery our wastage our products which are about to expire
(be thrown out), to those less fortunate in Vancouver- our way of giving back to the community.
Our mission is simple: to provide ALL Vancouverites with a new and innovative way of taking daily vitamins to promote positive well-being. Our goal at Juice-it-Up is not to blend juices, artificial flavors and other ingredients to make tasty drinks; it is to create vitamin enriched beverages that benefit one’s health. We also believe in promoting fair trade and use only 100% organic and natural fruits and vegetables, free from any pesticides or other harmful chemicals that many non-organic fruits and vegetables use to help fight off bugs while growing.

More specifically, here is a statement and list of our Organizational Values
Promoting healthy living and well-being
Emphasizing the importance of vitamins and how they truly have a significant impact on your health
Create a stronger need and want for vitamins in market segments such as students
Giving back to the community- implement a program which gives our wastage to people in need of food in
Vancouver
Encouraging activeness
Providing only the best quality organic fruits and vegetables
Products free from growth steroids or pesticides
Promote fair trade and all of our products used are certified fair trade
Affordable for most if not all Vancouverites
Encourage returning customers through membership programs
Modern, simple, and fresh- the feel of our store
Location:
Juice-it-Up will be located in the heart of Granville Street on the west side between Nelson and Helmcken
Streets- 1020 Granville Street. The property itself is 4,000 square feet which provides us with plenty of room and options for lay-out of the business. Permits and plans for renovation have already been obtained by previous owner, which is an added benefit to Juice-it-Up. The rent ends up being $16,333 a month, which when converted to $/per sqft, it is roughly
$49.00. The building itself comes with two floors, so it has a great amount of storage and office space in addition to the front of the business. This location provides us with heavy amounts of foot traffic which is perfect to complement our shot bar concept (people walk up from the street and take vitamin shots).
Here is a copy of the layouts of the two floors:

Channels of distribution:
Our channel of distribution for obtaining raw materials to produce goods goes as follows;
Farmers produce raw materials
Our food supplier receives and transports to shipping
Vancouver shipping warehouse receives raw materials
We receive raw materials and ensure quality and store
Direct through in-store purchases
Delivery to homes through membership programs
We have partnered up with a local delivery service company which will handle our weekly deliveries to our valued members of Juice-it-Up the process is as follows;
We produce Vitamin shots specific to customers order
Competitive Analysis:
Main Competition: o Just Juice
Delivery service picks up orders from our facility
Transport to customers location

 Just juice is a business located in the Davie district. They are very similar to Juice-it-Up in the sense that; they use 100% organic fruits and vegetables as well as promote fair trade. They have many offerings on their menu; which include cold-pressed beverages (store offered options) and smoothies (large variety of store offered options).
 Price points for products are as follows;

Cold-pressed beverages- 16oz for $8

Smoothies- 20oz for $8.50
Other competition: o Wholefoods
 A large grocery train that specializes in organic foods. They have multiple locations throughout
Vancouver, but only the location on cambie has a juicing component to it. All other locations sell pre-made juicing products. The cambie location has a juice bar that offers cold-pressed juices like at Just Juice, but with the option to create your own juice blend, with options for smoothies too. They have a large variety of organic fruits and vegetables as they are located in a grocery store.
 Price points for products are as follows;

Smoothies- $6.99

Small cold-pressed- $3.99

16oz- $4.99

1L- $7.99
Competition from vitamin and supplement industry: o Costco- Kirkland Brand and Centrum Vitamins:
 Costco under their Kirkland brand offers an extensive variety of artificially lab created vitamins to customers that shop at Costco
 Price points for their products range from $15-$30 depending on type of vitamin (roughly $15 for single vitamins and roughly $25 for multi-vitamins) o Finlandia Pharmacy:
 Finlandia’s pharmacy specializes in natural earthly remedies as medical solutions to common or more severe health issues. They also have a variety of vitamin supplements (from natural sources).
 Price points for Finlandia’s are on the higher end: range from $15 to $35 (roughly).
Our competitive advantage:
There are a number of ways that Juice-it-Up will stand out from its competitors like Just Juice, and wholefoods.
One is our unique concept of vitamin shots. This is an innovative way of taking traditional vitamin pills as well as a cheaper alternative, which is also another strategic advantage in terms of pricing over our competitors from the vitamin and supplements industry. Juice bars may have the option for a shot of juice, but our marketing focus is on the benefits received from the fruits and vegetables mainly vitamins and nutrients. Also, we have an expensive variety of shots where as others are limited due to the structure of their product offerings (they do not offer shots for every fruit or every vitamin group).
Another competitive advantage we have over our competition in the juicing industry, is our unique membership program. We have enabled long-term customer through our membership programs. Incentive to join program is savings received from buying vitamins shots daily. The membership program also allows our customer to easily maintain their intake of vitamins (product delivered directly to them).

Another advantage we have over our competition from the vitamin and supplement industry, is the fact that some artificial vitamin supplements are known to cause upset stomachs and other negative effects. Our natural sources do not have that effect on our customers.
We are currently working on developing and implementing a wastage program for the less fortunate in the East
Hastings Vancouver area. We are still in the planning process, but we will use this program to help create a strategic advantage from our competitors in terms of giving back to the community. We will team up with a local company which tends to the homeless on East Hastings on a regular basis, but we are currently working out the details of this plan.
Target Market:
The ideal customer for Juice-it-Up is someone who cares about their well-being and wants to maintain it, or someone who is willing to start making healthier choices.
Due to the widespread usefulness of Juice-it-Up products, our partners and I have decided to focus on two target markets;
Primary- Men and women in British Columbia ages 18-34 o This market size is 1,095,000 (PMIB)
Secondary- Men and women in British Columbia ages 34—49 o This market size is 975,000
More specifically within these markets, are certain life-styles and ways of living that fit into our ideal customer profile.
There were a number of surveys conducted by PMIB to determine how much value men and women in Vancouver put on eating organic foods and living healthy. Here are the results; based on PMIB
Organic Foods
I strongly agree with eating organic: o 18 to 34- 115,000 o 35 to 49- 80,000
Living healthy lifestyles maintained o 18 to 34- 191,000 o 35 to 49- 168,000
Health conscious champions (go beyond eating and living healthy) o 18 to 34- 129,000 o 35 to 49- 202,000
Refer to appendix for diagrams and demographics
List of Offered Products for Sale:
Juiced fruits and vegetables o Two types of products:
 Standard “cold-pressed juice”
 Juice “shots o 2 main forms of variety in the two types:
 Menu offered beverages
 Custom “juice beverage”
Main focus of our products:

o The health benefits received from fruit
 More specifically, drink combos will be offered as pre-set drink remedies o Detailed descriptions of the effects of vitamins and the type of fruit that offers a significant amount of that vitamin or mineral help customer determine what fruit or vegetable they want to juice o The concept of health benefits of fruits and vegetable juice serve as significant variables as to why our brand is so strongly influenced by fruits and vegetables
Detailed Description of Raw Materials + Products for Sale:
On the menu at Juice-it-Up, there will be 12 drinks that are offered directly off the menu (ingredients already chosen). These drinks offered will change from month to month, with the ability to order any drink from any period of time (menu changing is for purposes of checking needs and wants of customers are being satisfied through analysis of sales with different menu offerings). The drinks will be based off of; vitamins provided by the fruits and vegetables not flavor. Our goal at Juice-it-Up is to provide a fun, inexpensive, and interactive way of taking every day essential vitamins for the betterment of personal health and hygiene. Our goal is not to produce the best tasting drinks; it’s to produce drink options which provide benefits outside of satisfying thirst or taste.
There will be 6 core categories of our menu offered drink options;
Vitamin A, C, E, K, B1 through B9, Multi V- all vitamins
The allowance of 6 extra drink options allows us to provide variety for most popular vitamin blends
Drinks will be categorized on the menu as follows; o Super “A”- two types of blends o Super “C”- two types of blends o Super “E”- two types of blends o Super “K”- two types of blends o “B-everything”- two types of blends o The Ultimate V- two types of blends; male and female
At the request of customer and additional charge, up to two menu offered blends can be combined
Descriptions of vitamins and their health benefits will be advertised on our menu, to help the uneducated consumer about understanding the benefits of a specific vitamin for their health and well-being. Advertising the importance of these vitamins will help create the need for vitamins in the mind of our customers.
First months drink menu: Eddy
One of the most exciting menu offerings that Juice-it-Up will offer is the “shot” bar that sells 2oz of pure highly concentrated super fruits (fruits with extremely high levels of vitamins). This differs from our standard juicing options mainly in terms of quantity and price. Juice shots serve as an avenue for those on the go, or those who just want a quick vitamin shot(s) without having to wait for a juiced beverage. There will be the same categorizes for juice shots as there was for the menu offered drinks, except they are limited in customization abilities to one or two fruits and vegetables per shot.
As the health of our customers is very important, we have implemented a membership option which allows customers to receive weekly supplies of Juice-it-Up vitamin shots which they can store in their personal fridges. For a
$50 fee a month, members receive a “shot a day,” which encourages our customers to use our products on a daily basis reinforcing the need for daily essential vitamins is critical to maintaining personal well-being and hygiene. Vitamin shot’s received for the week can be changed up until 3 days before delivery through phone or on the web.

We will base our menu options for both customized drinks and our menu offered drinks based on the vitamins and minerals breakdown of fruits and vegetables in the appendix. Every month, we will analyze the data in the chart, and determine new “superfruits” from each vitamin category and provide them as menu choices (super fruit- a fruit or vegetable with an extremely high level of a particular vitamin or mineral). We will also offer most popular fruits and vegetables based on primary research that is to be conducted (survey sample of 500 people minimum, ask them what their favorite fruit or vegetable is).
Pricing Strategy
There are a few components to the financial aspect of Juice-it-Up
Main objective for pricing- remain in the range of $2-$7 for pricing of our products; for our vitamin shots  meet the needs of those with less disposable income ($2.15 per shot very inexpensive) vs. our signature blended drinks and user created beverages (cost roughly around $4-$7)
Variables to consider for setting price points- Main variable- cost of goods sold (COGS) and operating expenses o Secondary variable- purchase cost of asset purchases such as juice machines (price points can help subsidize the costs incurred)
There will be two main sources of revenue: o General store generated sales o The in-store pricing model goes as follows:
 Menu offered drinks: Available in two sizes

Regular 16oz- $4.99

Large 1L- $6.99

Extra menu drink blend- $1.50 per blend

Extra fruit or vegetables- $1.00 per fruit/vegetables
 Customized drinks: available in two sizes

Regular- 16oz

Large- 1L

Process: select as many fruits or vegetables as you would like o $1.75 per fruit or vegetable, minimum 2 per drink
 Vitamin shots

Available in one size- 2oz o 1 shot= $2.15 o 2 shots= $4.00 o 3 shots= $5.00 o 4+ shots= $5.75+ $0.75 per additional shot o Membership generated sales
 Pricing model for membership revenue

$40 monthly fee= roughly 28-31 vitamin shots a month which is $1.33 a day

Regular cost= $2.15x31= $66.65 without taxes (savings greater than $20)
Marketing and Product Objectives
Objectives for Juice-it-Up for the first year of business are as follows;
Develop a strong brand name and recognition for health conscious consumers in the Vancouver area
Obtain and maintain a strong customer base; including social networks
Hit $300,000 in revenue
Breakeven or incur minimal loses

Develop strong relationship ties with suppliers to help decrease CPU
Create and maintain marketing and advertising campaign
Implement customer loyalty program
Build a membership database of 250-300 members in the first year
Product Objectives
To be the top beverage in terms of quantity of vitamins received from consumption
Develop modern, sophisticated packaging for our products
Through sales analysis, determine the top 10 selling fruits and vegetables for Juice-it-Up
Maintain high quality standards in terms of raw material and finished product
Minimize wastage of fruits and vegetables o Create a program that gives our wastage products back to the community in some way
Product(s) gain a significant amount of supporters
Actively source out exotic fruits and vegetables to offer a unique and truly one of a kind option for products to our customers
Market Trends: Chun
The Marketing Mix
Product: fruit and vegetables freshly juiced to provide vitamin in-rich beverages
Placement: the company will be launched in the Vancouver market, more specifically the downtown area
Price: price points for products will range from $2 on the low end, and $7 on the high end
Promotion: promotional strategy and campaign will go as follows; o $50,000 budget o Testing the market + gain consumer awareness through  the distribution of free samples on University campuses throughout the Vancouver area by university students (hire and pay them to give out free samples). As a way of proving the market or need for our product, we are going to implement a test marketing situation in which we will go to select universities across Vancouver and distribute free samples of our product. We will then obtain feedback from the students or people who sampled our products to determine how profitable and how much of a demand there really is for our product. We have not solidified any schools in particular, but we will be in contact with appropriate departments from schools to obtain permission to distribute free samples of our product o Social media: Facebook, twitter, and instagram- allows to communicate and receive feedback with customers o Advertising in the Metro Vancouver newspaper as well as utilizing Translink advertising avenues such as
Sky Train posters and in-bus posters o Juice-it-Up will use these channels or means of advertising on a bi-monthly basis o The total cost for this advertising expenditure is $31,600 (does not include cost of goods to produce free samples for our testing market strategy).

Raw Materials that are used to produce juices for menu offered drinks + custom order drinks
There are two main sources of raw material; fruits and vegetables
Fruits offered through menu creation + available for custom drinks
A C D Vitamins
Provided:
Fruit sources Cantaloupes
Grapefruit
Guava
Mango
Papaya
Passionfruit
Tomatoes
Watermelon
Black Currants
Breadfruit
Grapefruit
Guava
Kiwi
Lychee
Mango
Mulberries
Orange
Papaya
Passionfruit
Pineapple
Strawberries
E B12
No fruit provides
Avocado
Blackberries
Black Currants
Blueberries
Boysenberries
Breadfruit
Cranberries
Guava
Kiwi
Loganberries
Mango
Mulberries
Nectarine
Papaya
Peach
Pomegranate
Raspberries
No fruit source
Vitamins
Provided
Fruit sources
K B1 B2 B3 B5 B6 B9
Avocado
Blackberries
Blueberries
Boysenberrie
Chinese Pear
Cranberries
Grapes
Kiwi
Loganberries
Mango
Mulberries
Pear
Plum
Pomegranate
Raspberries
Tomatoes
Avocado
Boysenberrie
Breadfruit
Cherimoya
Dates
Grapes
Grapefruit
Guava
Loganberries
Mango
Orange
Pineapple
Pomegranate
Watermelon
Avocado
Banana
Cherimoya
Dates
Grapes
Lychee
Mango
Mulberries
Passion Fruit
Pomegranate
Prickly Pear
Avocado
Boysenberries
Breadfruit
Cherimoya
Dates
Guava
Loganberries
Lychee
Mango
Nectarine
Passion Fruit
Peach
Avocado
Black
Currants
Breadfruit
Cherimoya
Dates
Gooseberries
Grapefruit
Guava
Pomegranate
Raspberries
Starfruit
Watermelon
Avocado
Banana
Breadfruit
Cherimoya
Dates
Gooseberries
Grapes
Guava
Lychee
Mango
Passion Fruit
Pineapple
Pomegranate
Watermelon
Avocado
Blackberries
Boysenberries
Breadfruit
Cherimoya
Dates
Guava
Loganberries
Lychee
Mango
Orange
Papaya
Passionfruit
Pineapple
Pomegranate
Raspberries
Strawberries

There are also vegetable sources for most of the vitamins listed above:
Vitamins provided
A
Vegetable source Amaranth Leaves
Bok Choy
Broccoli
Brussels Sprouts
Butternut Squash
Carrots
Chinese Broccoli
Chinese Cabbage
Kale
Leeks
Peas
Pumpkin
Rapini
Spinach
Squash - summer
Squash - winter
Sweet Potato
Swiss Chard
C
Amaranth Leaves
Bok Choy
Broccoli
Brussels Sprouts
Butternut Squash
Green Pepper
Kale
Swiss Chard
D
Mushrooms
Vitamin provided
Vegetable source
K B1 B2 B3 B5
E
Butternut Squash
Parsnip
Potatoes
Pumpkin
Spirulina
Swiss Chard
Taro
B6
B12
No vegetable sources
B9
Alfalfa, sprouted
Artichoke
Asparagus
Bok Choy
Broccoli
Brussels
Sprouts
Cabbage
Carrots
Cauliflower
Celery
Chinese
Broccoli
Cucumber
Kale
Leeks
Okra
Peas
Rapini
Spinach
Spirulina
Squash - winter
Swiss Chard
Asparagus
Brussels
Sprouts
Butternut
Squash
Corn
French
Beans
Lima Beans
Okra
Parsnips
Peas
Potatoes
Spirulina
Sweet
Potato
Amaranth
Leaves
Artichoke
Asparagus
Bok Choy
Brussels
Sprouts
Chinese
Broccoli
French
Beans
Lima Beans
Mushrooms
Peas
Pumpkin
Spirulina
Squash - winter
Sweet
Potato
Swiss Chard
Artichoke
Butternut
Squash
Corn
Mushrooms
Okra
Parsnip
Peas
Potatoes
Pumpkin
Spirulina
Spaghetti
Squash
Squash - winter
Sweet
Potato
Broccoli
Brussels
Sprouts
Butternut
Squash
Corn
French
Beans
Mushrooms
Okra
Parsnip
Potatoes
Pumpkin
Spirulina
Spaghetti
Squash
Squash - summer
Squash - winter
Sweet
Potato
Amaranth
Leaves
Bok Choy
Broccoli
Brussels
Sprouts
Butternut
Squash
Celeriac
Corn
French
Beans
Green
Pepper
Kale
Lima Beans
Okra
Peas
Potatoes
Spirulina
Spaghetti
Squash
Squash - winter
Sweet
Potato
Taro
Amaranth
Leaves
Artichoke
Asparagus
Beetroot
Bok Choy
Broccoli
Brussels
Sprouts
Chinese
Broccoli
Chinese
Cabbage
French
Beans
Lima Beans
Okra
Parsnip
Peas
Potatoes
Spinach
Spirulina
Squash - summer
Squash - winter

Appendices:
Diagram 1:
Diagram 2:

Diagram 3:

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