This document provides an overview of the juice and smoothie industry, trends in home delivery and takeout, and opportunities for a new juice business called Woholle Juice. It analyzes the competitive landscape and discusses keys to success such as sourcing ingredients and efficient distribution. Potential risks like seasonality and high costs are addressed along with recommendations to focus initially on home delivery, wholesale, and digital marketing to access customers and lower costs. Expansion to additional locations is suggested after establishing in the local San Diego market.

1. Agenda
Industry
 Industry Analysis
 US Market Trends
 Juice & Smoothie Trends
 Home Delivery Trends
 Takeout Trends
 Market Growth
 Competitive Breakdown
 Opportunity
 Target Market
Woholle Juice
 Brick and Mortar
 Home Delivery
 Wholesale
 Keys to Success
 How do we access the Customer Base
 Product Positioning
 Risks to achieving Success
 Risk Mitigation Plan
 Initial Investment Plan
 Recommendations

2. Industry Analysis
 Juice Industry $5 Billion in revenue per year
 Juice industry as a whole declined 1.8% yoy
 100% not-from-concentrate (NFC) juice is only
segment to see growth
 207 companies producing 100% NFC Juice

3. Industry Analysis Continued
• Consumer behavior
shift: less time for
chores
• 21st Century Key
currency: Buying back
time
• Smartphone, Tablet,
and personal PC boom
gives customers
greater access to data
and services
• Americans spend
estimated $70
Billion/year on food
takeout and delivery
• $9 Billion is ordered
online and expected
to break 30% in 2016

4. United States Restaurant Market Trends
 6%-12% total revenue from
takeout or delivery for on-
premise eating restaurants
 Restaurant meals eaten at
home expected to rise 20% by
2020
 Avg Cost of eating out for
lunch = $11.14
 Total yearly spend = $1,043
 Limited service restaurants
lead category with $251.64
Billion

5. Juices and Smoothie Market
Trends
 Avg Cost of Juices
$8-$10
 58% of consumers
polled in 2014
agreed that it is
important to eat
healthy and pay
attention to nutrition
 52% of consumers
purchase juice as an
everyday
refreshment

6. Juice and Smoothie Market Trends

7. Juice and Smoothie Continued
• GrubHub conducted a gender
study of orders between
7/17/13 and 7/16/14
• Found women to be 74%
more commonly order chia
seeds and pressed juices
over men

8. Home Delivery Trends
 statista.com shows that a
share of respondents
ordering takeout/deliver
once a week was 26%
 91 Million Americans order
out at least once a week
 National Restaurant
Association indicated that
66% of quick service
operators believed that food
delivery would become more
popular during 2009

9. Home Delivery Trends –
Generation Breakdown
 “Millennial’s aged 20-27 are
the least likely of the three
generations to be married
with kids and have familial
obligations. These
consumers are often on the
go and may prefer to have
food delivered to them once
they reach their destination”

10. Takeout Trends
 Women are 15% more likely to
order during breakfast hours
8am-11am
 Women are 30% more likely to
order food to work
 Women 7% more likely to order
food on a Friday

11. Market Growth
 100% not-from-concentrate juice= 2.3% CAGR
 Online Ordering = 3.2% CAGR from 2016 to 2018 to
over 35%
 Juices/Smoothies/Yogurt drink sales = 4% CAGR
through 2015

12. Competitive Breakdown
Company $/Bottle Brick&Mortar Online Delivery CleanseOptions CleansePrice PricePoint/Unit ProductionProcess National
Suja $6.99-$8.99 NO YES YES YES $48-$240 $8 HPP YES
PressedJuicery $8.00 YES YES YES YES $72-$325 $10.83-$12 Pasturized YES
UrbanRemedy $12.50 YES YES YES YES $74/day $12.33 ColdPressed NO
BluePrint $8 NO YES NO NO $65/day $10.83 HPP YES
Beaming $8-$12 YES YES YES YES $85-$325 $13.16-$14.16 ColdPressed NO
OhJuice $12.50 YES YES YES YES $75/day $12.50 ColdPressed NO
ChefV'sOrganicGreenDrink $29/gallon NO YES YES YES $229-$499 $11.88-$12.72 ColdPressed NO
LuckyDutchJuice $9 YES YES YES NO NA NA ColdPressed NO
LocalJuiceDelMar $10 YES NO NO NO NA NA ColdPressed NO
FullyLoadedJuice $12 NO YES YES YES $69-$199 $11-$11.50 ColdPressed NO
DailyGreens $8 YES YES YES YES $40/day $8 HPP NO
CaliforniaJuiceCo NO YES YES YES Unknown NA HPP YES
EvolutionFresh YES NO NO NO NA NA HPP YES
VitalJuice $15 YES YES YES YES Unknown Unknown HPP YES

13. Keys to Success
 Stable source of product ingredients at a reasonable
cost
 Well-controlled manufacturing process
 Efficient distribution system
 Marketing messages provide educational value
 Marketing spend
 Home delivery and wholesale to offset seasonality

14. Opportunity
 Corporate Partnerships
 Local Partnerships
 Everyday California
 Events
 Sponsorships
 Additional locations – Denver, Vancouver, Austin,
Hawaii (Google Trends:
https://www.google.com/trends/explore#q=organic%20j
uice)

15. Customer Base – 25-35 Young Pro’s

16. Brick-and-Mortar
 Attractive Ambiance
 Friendly Customer Service
 In-store special offers
 Partnership with Everyday California
 Messaging to customers about promotions and on-line
ordering and delivery
 Year One

17. Home Delivery
 Prompt service delivered to the doorstep
 Logistical Routes for time and costs
 Ability to order online for convenience
 Mobile Application
 Year One

18. Wholesale
 HPP Process or Pasteurization
 Distribution Channel
 Legal Contracts
 Relationship Management
 Online
 Shipment Schedules
 Investment
 Year Two

19. Defining the Desired in-store
Experience
 Simple yet classy – less is
more
 Throughput should be 3-5
minutes from order to
serving
 Professional – Uniform for
employees – no sweats,
bare feet, backward hats,
or smelling like smoke

20. How do we Access Customer Base
 Social Media
 Blog Marketing
 Affiliate Marketing
 Email campaigns
 Sponsorships
 Farmers Markets and
giveaways
 Education
 Application promotion push
notifications

21. Product Positioning
Woholle Juice Bar will position itself as a company that promotes
healthy living with locally sourced, 100% organic, not-from-concentrate, non-
GMO products. It will be a full service juice bar that offers customer unique
experiences in an area widely considered to be the most beautiful place in
the United States.
In order to accomplish this products, services, and staff will be
tasked with providing customers the highest level of customer service,
premium products, and atmosphere that they can enjoy while creating a
comfortable culture that entices people to stay at the storefront and enjoy
delicious beverages and food.
In order to capture market share in La Jolla and San Diego County,
Woholle Juicebox will need to market heavily as a local product. It will be
important to convey the message to our target market that the business is
inspired by the local San Diego lifestyle, sourced locally, and delivered
locally, to help improve local health.
It will be important to position Woholle Juice Bar as a support
system for the local community that offers education and healthy products
and services. When customers understand the value of your brand to their
family, friends, and community they will support your products and refer
your products to new customers.

22. Risks to Achieving Success
 Product acceptance (Low Risk)
 Product consistency with seasonal sourcing (Medium Risk)
 short shelf life (High Risk)
 High Initial Investment (Medium Risk)
 Competition is driving down industry pricing with economies of
scale (High Risk)
 Offseason Foot Traffic (Low Risk)
 Pricing Fluctuation for Goods and Seasonality (High)
 Production (Low Risk)

23. Risks Mitigation Plan
 Risk Impact Assessment to Woholle
 Longer Time to Profitability
 Decrease in Sales Causing Increased Debt
 Decreased Margins Threaten Business Longevity
 Inability to Supply Demand

24. Risk Mitigation Planning, Implementation,
and Progress Monitoring
 Hedging against inflation and increased pricing of ingredients
 Ingredients based on seasonality and ensuring we can continue to
source locally
 Manufacturing process that is well controlled
 Subscription offering to help forecast demand
 HPP process to increase shelf life and decreased return of expired
products for wholesale distribution
 Home delivery to offset offseason foot traffic

25. Initial Investment Plan
 To be completed with Managing Partners

26. Recommendations
 Begin and encourage home delivery to customers
 Begin wholesale in year one and two locally (Red Bull case study)
 Begin larger wholesale distribution in Q3 of Year Two
 Decrease costs by encouraging online ordering and delivery
 Marketing heavily on Social Media and Digitally in La Jolla, Del
Mar, and UTC first
 Expansion from Kiosks to additional areas (Fashion Valley,
Mission Valley, Downtown)
 Future Expansion – Denver