The document discusses problems with the production and consumption of juices and functional beverages in Russia. It notes that current technologies are not maximizing the extraction of juices and substances from raw materials. A new technology is proposed that fully extracts juices and retains biologically active substances. This would allow the production of new enriched juice samples and functional products to improve public health. The technology could be used by food companies and the products consumed nationwide.

2. PROBLEMS OF CONSUMERS AND PRODUCERS
At present all layers of the population experience the deficit in vitamins and mineral
substances, which exhausts the adaptive capabilities of an organism, leads to a wide
spectrum of alimentary dependent diseases.
They produce a wide assortment of soft drinks, juices but in the Russian market natural
products with functional properties can be rarely found.
The existing technologies of plant raw materials processing are efficient enough but they
do not allow to achieve the maximum output of juice and extractive substances from raw
materials, thus making its use irrational.
2.957
3.011
2.92 2.94 2.96 2.98 3 3.02
2010
2011
Bln. litres
Year
Volume of juices production in RF
1.3
1.6
0 0.5 1 1.5 2
2007
2011
Bln. litres
Year
Volume of functional beverages
production in RF
?

3. PRODUCT / TECHNOLOGY
PRODUCT – new samples of enriched
juices, enlargement of the assortment of
functional products
Biologically active substances are maximally retained after raw materials processing.
We obtain social component of the country’s development through improving population’s health
thanks to the growth of consumption of wholesome products.
Technology user
Can be used by foodstuff industry companies
Product user
Population of the Russian Federation
PRODUCT – wasteless or low waste
technology of local plant raw materials
processing
Commercialization objects

4. PRODUCT/ TECHNOLOGY
Plant raw materials complex processing scheme
Preservation by freezingRaw materials Preservation by drying
Raw materials crushing
Pressing
Extraction with water
Directly expressed juice
Fermentative treatment of pomace
Extraction with water
Water extract Pomace
Drying and crushing
ConfectionariesSoft beverages Juice products
Concentration to the dry matter content 55%
Treatment with ferment preparation

5. - Natural raw materials;
- Maximum juice output;
- Wholesome and tasty product;
- Accessible product;
- Middle price segment
- Foodstuff industry
companies;
- children (over
7), teenagers, young and
senior people
- Main types of activities (raw
materials, technology, distribution
logistics, marketing etc.);
- Auxiliary types of activities (research etc.)
- Exceptional rights
(patent, technological
manual, recipe);
- Resource approach;
- Organizational approach
Innovation
Consumer value
Market segment
Value chainProfit creation
model
Value creation
network
Competitive
strategy
- Interest from the use of the complex
technology for processing plant raw
materials;
- Interest from the use of the developed
recipes;
- Interest from the use of patent
- Value chain of
- raw materials supplier;
- producer;
- distribution channel;
- buyer
BUSINESS MODEL

6. Annually the market of functional juice products
grows on average by 10-15%.
MARKET / COMPETITIVE ADVANTAGES
45.4%
25.7%
6.7%
4.0%
4.8%
13.4%
Pepsiko
Coca-Cola
Gardens of the Don
region
Interagrosistem
Sanfrut
Market of juice production

7. Leading producers Advantages Disadvantages
Plc «Lebedyansky» Full sclae brand line in all price segments Juices are enriched with artificial
vitamins
«Wimm-Bill-Dann» natural 100% juices, nectars, innovative enriched
beverages, juice containing beverages. Developed
distribution system in the regions
Enriched beverage.
The bigger part of juices are enriched
with artificial vitamins
Jsc «Multon» Use of international experience for brands
promotion
The bigger part of juices are enriched
with artificial vitamins
Plc «Nidan Sok» Juices contain vitamins and mineral substances
necessary for growing child organism and force
maintenance in grownups
The bigger part of juices are enriched
with artificial vitamins
Aggressive marketing policy
Plc «Konprok» Use of local natural raw materials Outdated technologies and
production equipment
MARKET / COMPETITIVE ADVANTAGES

8. Competitive advantages:
- The developed technology allows to obtain
maximum output of juice;
- Use of natural raw materials;
- The product is rich in natural vitamins, mineral
substances etc.;
- Middle price segment with high product value.
MARKET / COMPETITIVE ADVANTAGES
Obtained exceptional rights:
- Patent for the method of plant extracts obtainment
- Technological guidelines for the method of plant raw materials
processing.

9. MAIN TEAM
● Shapovalov K.
Project author and responsible executive,
Post-graduate student of the Chair of foodstuffs expertise of the Belgorod University of Cooperation,
Economics and Law, the author of the project winner of the All-Russia competition in the program
“Smart guy” , International education forum «Nezhegol-2012», presentation session in the sphere of
innovative activities for youth «Start up - search»
● Pekhtereva N.
Project leader, Candidate of Science, head of the Chair of foodstuffs expertise of the Belgorod
University of Cooperation, Economics and Law, the leader of a number of projects winners of the
All-Russia competition in the program “Smart guy” , International education forum «Nezhegol-
2012», presentation session in the sphere of innovative activities for youth «Start up - search»
● Amelchenko V.
executive, scientific degree applicant, ChairChair of foodstuffs expertise of the Belgorod University of
Cooperation, Economics and Law, the author of the project winner of the All-Russia competition in
the program “Smart guy” , participant in the forum “Seliger”

10. Project started in 2012
Current project status
development of the technology for complex processing
of plant raw materials and recipes of functional beverages
Budget of the main project mile stones
№ Name
Sum
Rbl.*
1 Purchase of the main assets 75, 500
2 Research development 70, 000
3 Design and survey work 110, 000
4 Other costs 94, 500
TOTAL 350, 000
* approximately
CAPITAL INVESTMENTS NEEDS
We need:
- investments
- partner
- buyer
Strategy of exit and investment repayment:
- Profit protection strategy for the exit from advantageous positions;
- Losses limitation strategy for the exit from disadvantageous positions;
- Strategy for unexpected events.

11. Typical risks
Inability to finish the project on time – wrongly selected volume of financing – weak team
№ Risk Expected consequences
of risk occurrence
Measures to prevent risk
occurrence
Actions in case of risk
occurrence
1. The developed juice
products do not
correspond to the
requirements of
functional foodstuffs
Transfer of juice products
from functional category
to general category
Control over the quality
of raw materials and
semi-finished products
at the development
stage
Recipe correction to
meet the requirements
of functional foodstuffs
2. Low organoleptic
indicators
synergism, low taste
threshold
Determining taste
threshold
Correction of
components dozing
3. Seasonal character of
plant raw materials
Lack of local raw
materials for production
capacities
Procurement and
storage of raw materials
Procurement from
individual households
4. Changes in the
requirements to
regulating
documentation
Loss of profit Situation monitoring in
the Oblast and Russian
Federation
Production
reorientation in
accordance with the
existing legislature of
the Russian Federation
Technological project risks
RISK FACTORS