Senior Capstone: Sunshine Smoothies (Donell Auguste)

Sunshine Smoothies A Juice & Smoothie Bar

Created by: Donell Auguste Presented: May 2022 Marketing III Ms. Sullivan, Everett High School

Copyright, 2022

Table of Contents ● ● ● ● ● ● ● ● ● ● ● ●

Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 References - Page 12

Executive Summary Our Mission Our mission is promoting overall bodily health and reaching the most people we can with our natural and fulfilling ingredients. We know how important your health is and we want to contribute to it by providing the best, most natural products. By converting to healthier eating habits your body will thank you and it may encourage you to try other things to improve your overall health.

The Company & Management Sunshine Smoothies was founded in 2020 by Donell Auguste. Donell is a big fitness enthusiast and believes anyone can change their lifestyle by easily changing their eating habits.

Our Services At Sunshine Smoothies, we offer a plethora of products to keep your energy up and keep you running all day ★ Smoothies ★ Cold-Pressed Juices ★ Acai Bowls ★ Shots ★ Etc. The Market In Boston many smoothies and juice bars are popping up and becoming increasingly popular. In our area there aren’t many other competitors and beginning a new intriguing company in an uprising industry is a successful mix.

Our Competitive Advantages We’re walking distance from a gym, we offer many different products and have gluten and peanut free options for all customers.

Start-Up Financing Sunshine Smoothies is requesting $150,000 to finance our first year growth which would account for rental space, product creation, and marketing.

Industry Overview The Juice Industry According to the Imarc Group the global fruit and vegetable juice market is expected to reach a value of $182 Billion by 2027, it’s currently valued at $141 Billion. The Covid-19 pandemic has played a major contribution to this expected spike, with more people growing concerned about their overall health.

This concern has led many people to create a change in their lifestyles. Whether it’s eating better, working out more, or drinking more water, people are doing whatever it is to make a positive change in their lives and benefit not only themselves but also their overall health.

That factors directly into the anticipated growth this industry is expected to see over the next five years.

Globally, the consumption of soft drinks and sodas has reduced as they are high in sugar, caffeine, artificial sweeteners, and much more. As more and more consumers are beginning to make the shift from carbonated soft drinks to natural juices, the juice industry is just waiting to boom.

Our Position In The Industry Boston is a rising area with constant foot traffic that is lacking a popular natural juice bar.

The area is flooded with millennials willing to try something new and focused on improving themselves. Our location will connect us with our audience with ease and we’re expecting a positive turn out upon opening.

While we aren’t a big name in the juice industry, yet. We expect to make a big footprint on the industry and have a nearly immediate benefit on it as well.

Competition Our main competitors include: Juice Press, Pressed Juicery, and Liv’s Juice & Acai Bar. What Makes Your Company Unique What makes Sunshine Smoothies so unique is that we use 100% organic and fresh ingredients. Also, what separates us from other businesses is that all of our ingredients are locally sourced, coming strictly from farmers in and around the New England area.

Business Description Sunshine Smoothies is a company solely focused on improving the health of the community through fresh and natural juices. We offer shots, juices, smoothies, acaí bowls, and much more so customers can find exactly what suits them.

Our Mission To improve the health of customers (even in the slightest form) through providing them fulfilling, natural juices.

Our Vision We see ourselves as growing to be the most popular and profitable smoothie bar in New England. After a year or two of good business we want to expand and add more locations in the New England area.

Our Goals and Objectives One of our more important short term goals we have is to grow our social media following on Instagram, Facebook, and explore the endless opportunities on TikTok. Our Business Philosophy The fundamental principle that Sunshine Smoothies is founded on, is the customer is always right. We know that a happy customer is the key to conducting good business so we want to make sure we’re working towards building a relationship between the customer and employee.

Industry Sunshine Smoothies is a part of the juice industry that is continuing to grow each coming year. With the shift in people’s lifestyles, the industry will continue to grow and we will be right there with it.

Our Strengths and Skills Sunshine Smoothies’ location itself is one of their more notable strengths, connecting them to customers almost effortlessly. We are also the only smoothie bar in our area and are selling our smoothies and drinks for less than the competition.

Target Market Our target market is anyone and everyone that’s looking to improve their eating habits and overall health.

Closing Summary Sunshine Smoothies is a place that welcomes any and everybody and will go above and beyond to ensure the happiness of our customers. Whether you’re someone who’s looking to improve their health or just looking for something new to try Sunshine Smoothies is the place for you.

Branding Slogan Real Fruit, Real Power Logo

Color Scheme Yellow #d1a12a, #ffd773 Black #00000 Merch Examples

Unique Selling Proposition We sell all-natural, fresh, and organic products to our customers. Freshness is key at Sunshine Smoothies and we ensure it by stocking our fruits and vegetables weekly, strictly from local farmers and marketplaces. The happiness of our customers is very important to us and by maintaining our high level of quality, at the price we’re at customers will be more than happy after their visit.

Market Analysis SWOT Analysis Strengths 1. Walking distance from a highly populated gym 2. There are zero juice bars in our vicinity 3. We use all-natural and fresh ingredients in all our products

Weaknesses 1. Not much parking space 2. Prices are a little high for smoothies & drinks 3. Only one physical location

Opportunities 1. Partnering with the gym we’re next to and setting up ads there 2. Running promotions on food delivery services 3. Sponsoring local celebrities to promote our store and our products

Threats 1. Juice Press 2. The Juicery 3. Liv’s Juice & Acai Bar.

Competitive Analysis Juice Press ●

● ● ●

●

3 Locations in Boston (500 Boylston St, 109 Seaport Blvd & 131 Dartmouth St) Smoothies, Bowls, Cold Pressed Juices & Shots Direct They use organic, high quality ingredients, and refuse to use artificial products. (All of their products are kosher) Last year Juice Press did about $5 million in sales

Pressed Juicery ●

●

● ●

●

2 Locations in Boston (288 Newbury St & 1350 Massachusetts Ave) Cold Pressed Juices, Shots, Non-Dairy Milks, Smoothie Bowls, Snacks & Supplements Direct Products are only made out of in season ingredients and are locally sourced Last year, Pressed Juicery did around $124 million in sales

Liv’s Juice & Acai Bar ● ●

● ●

●

Located in Medford (56 Station Landing) Bowls, Hot Oatmeal Bowls, Smoothies, Almond Milks, Juice, Shots, & Artisan Toast) Direct They serve delicious, yet healthy products with a unique and fresh taste Last year, Liv’s Juice & Acai Bar did about $500k in sales

Target Market

Demographic:

● 12-45 ● Any gender ● All ethnicities ● Working in fitness industry or any job

Geographic:

● Boston Where is your customer located/from? ● English ● Changing or warm climate ● EST (Eastern Standard Time)

Psychographic:

● Into fitness and taking care of their bodies ● Always working out and eating good ● Positive & Helpful Attitude ● Values the gym ● Believes in working out to stay healthy ● Working out/Staying active are their hobbies

Behavioral:

● Usage Our customers will use our products once, twice if they’re reusing the packaging ● Buying patterns Customers should be looking to buy a new one of our products everyday ● Customer loyalty Customers are extremely loyal, shopping with us everyday ● Benefits sought The customer is looking for health benefits everytime they purchase one of our products

Target Market Size ● Sunshine Smoothies’ target market is extremely broad and is looking to attract all people no matter their differences.

Marketing Goals Goal #1: Gain a Social Media Following ● Within our first year we want to have a total of 5 thousand followers over all of our social media pages (Twitter, Instagram & Snapchat).

Gaining a following on social media is super important for Sunshine Smoothies because that’s how we’ll be able to reach the most people.

Goal #2: Increase Email list ● At Sunshine Smoothies, we want to have a long list of customers emails to send them rewards, receipts, promotions, and more. By increasing our email list we’ll easily be able to reach our customers and build deeper, more beneficial relationships with them.

Goal #3: Build Brand Awareness ● Increasing brand awareness will expand our audience, easily connect us to our customers, and lead to repeat purchases. We plan on doing this by running ads all over social media and partnering with youth celebrities.

Marketing Mix PRODUCT: Our signature and most popular products are either our cold-pressed juices or our smoothies. We plan on promoting and increasing the sales of these products by running promotions on social media. That allows you to receive a discount on either of those products simply by providing an email address.

PRICE: While pricing our products, we have to keep in mind how much it costs to make our products and what price our competitors are selling them at. We want our prices to be something that draws customers into our store and are extremely low for the quality of the product.

PLACE: We have one location in Boston, Massachusetts, can be found online at www.sunshinesmoothies.com, and are available through delivery services (GrubHub & UberEats). We offer small free samples of all our products to all customers and there’s no maximum or minimum amount of samples you can try.

We will create a welcoming environment with creative eye-catching displays and grouping similar products together, to give a good presentation to our customers and make their buying experience easier.

PROMOTION: We have a few posters and signs in and around Boston advertising our products, however, we expect our most effective way of promotion to be through social media. Through TikTok and Instagram we believe we’ll easily be able to gain 5 thousand followers, whether they’re from Boston or not.

Value Proposition Statement: At Sunshine Smoothies, our main focus is on our customers, those who support us day in and day out and appreciate our hard work. In return, we prioritize their experience and make sure to provide them with highly nutritious, delicious, and fulfilling products.

Brand Positioning For customers who value fitness and overall health, Sunshine Smoothies is the perfect juice and smoothie bar that offers you fresh, organic, and nutritious products at a reasonable price for customers looking to improve their health and enjoy a sweet treat at the same time.

Sample Advertisements

References https://www.imarcgroup.com/fruit-juice-manufacturing-plant