Cleanse was founded by two friends of differing lifestyles yet encompassed by the path of being health nuts. As most of us who may have that common motivating force of doing juice cleanses for weight loss, we also started the same. Though that paradigm shifted along the way as time passed by, meeting more and more passionate people, learning, unlearning and relearning. Yet we would still often find our paths streaming along towards health and nutrition. This progression of drinking fresh juices has been an amazing journey for us, as we learn more and more every day, we would like to share this experience with you.

The Juice Bar BaristaA Marketing Initiative by

Baledad, GabrielMatthew, MarcusPrieto, LaraRebidad, HannahTolentino, Michael AdrianneValle, Brian JonathanVanguardia, Christian JosephVillanueva, Dane Marc

Company Profile

Mission and VisionCompany StructurePhilosophy

M I S S I O N

Cleanse will sell fruit and vegetable cleanse smoothie cleanse made from the fresh produce of local farms to the health and environmentally conscious residents of Lipa, Batangas. Consumers will primarily be nearby gym-goers, young adults, and employees of the nearby hospitals and local businesses.V I S I O N

Cleanse will be the leading beverage outlet in the country among health-conscious consumers. This includes mass production for nationwide distribution of cleanse products.

C O M P A N Y S T R U C T U R E

Cleanse is a Limited Partnership company formed between Maika Perez and Kim Dy both of whom have specific responsibilities in the company. Maika manages research and development by keeping up with current trends in the smoothie cleanse market and food industry and doing hedonic sensory testing to ensure Cleanse remains a popular place for consumers. Also, she facilitates partnerships with the local farms to get exceptional prices on produce and buy excess produce from farmers at reduced prices in exchange for promoting their farms at Cleanse. Kim keeps track of inventory and receiving deliveries from Cleanses distributors. She is also responsible for public relations by promoting Cleanse in the Quezon city area especially at gyms, businesses, green friendly stores and organizations, schools, and hospitals in the surrounding areas. Both partners manage all finances including paying rent, bills, paychecks, accounting, and purchases. Both partners work full-time rotating shifts throughout the week during which time will manage the store and its employees as well as taking managing the responsibilities of product development, acquisitions, public relations, and finances, respectively. Cleanse will be open from 6:00 AM - 6:00PM Monday through Saturday and from 7:00 AM- 6:00PM on Sundays. Morning shifts are from 5:45AM-12:00PM, afternoon shifts are from 12:00PM-6:15PM. Four part-time employees will be hired to work 20 hours per week alongside the business owners/ managers according to their availability.P H I L O S O P H Y

Cleanses smoothie cleanse contain vegetables as well as fruits, which give their smoothie cleanse a healthy boost of additional vitamins and minerals which differentiates them from conventional smoothie cleanse. The locally grown produce that supplies Cleanse further distinguishes its products by appealing to locals and environmentally conscious people. The smoothie cleanse range in variety from citrus to berry flavors coupled with select vegetables to complement flavors and nutrients to appeal to both taste and health consciousness. Smoothie cleanse is served to on-the-go customers in eco-friendly containers. Also, a casual seating area where customers can relax and socialize is in place.

Industry Definition

Market AnalysisBusiness GoalsObjectives

I N D U S T R Y D E F I N I T I O N

A smoothie cleanse is a drink made to order at a juice or smoothie cleanse bar containing juice, fruit, ice, frozen yogurt, and/or soy milk, blended together in a high speed blender. Smoothie cleanse and Juice Bars have dictated industry definitions that categorize them and give them a place in the food industry. The popularity of the smoothie cleanse began in the early 1990s and due to its popularity and growing number of health conscious consumers, in 1998 The Juice and Smoothie cleanse Association (JASA) in the United States was created. JASA developed definitions to help categorize the smoothie cleanse and juice industry and to educate consumers. There are four smoothie cleanse rankings, Platinum, Gold, Silver, and Bronze, which are labeled based on the base ingredients contained in the smoothie cleanses and the way the smoothie cleanses are made. The Juice Barista smoothie cleanses fall under the Platinum category because the drinks are made to order with all-natural ingredients, the base is made of freshly squeezed juice, the seasonal fruit is freshly cut and frozen, direct from the farmers. The Juice Barista also fits the definition of a Smoothie cleanse store, not to be confused with a Juice Produce which specializes in fruit juice smoothie cleanses and fresh squeezed juice as a compliment to the snacks served in the establishment. As a smoothie cleanse store smoothie cleanses are our expertise and our primary focus, which is why food and other beverages will not be sold at The Juice Barista. M A R K E T A N A L Y S I S

Market Size and Trends Quezon city is a bustling community in the National Capital Region, which has a population of 1.3 million people. NCR also brings in a lot of revenue from the large amount of tourists it attracts each year, equaling 29 million in 2009.

Target Market/Segmentation College Students

The store where Juice Barista is currently located is within large universities. Many students come to West Avenue as a place to get away from campus, meet with friends, go shopping, work at small cafs, and try different one of the many cuisine options that the busy street offers. College students also fall within the primary smoothie cleanse purchasing demographic, age 18 to 30.

EnvironmentalistsThe Juice Barista has close ties with the local farmers and therefore environmentalists will be drawn to the food we have to offer because it helps the local economy. Our smoothie cleanses also help the environment by cutting travel time and keep large transportation vehicles off the roads.

Health EnthusiastsQuezon city is home to many gyms contributing to thousands of gym goers in the area. The list of gym includes Golds Gym, Fitness First, Anytime Fitness, Slimmers World. The Juice Baristahave the healthiest options of smoothie cleanses in comparison to other smoothie cleanse shops in the area, and will be the number one choice for a post-workout boost that the gym-goers will need. Market Competition StrengthsThe Juice Barista is the only smoothie cleanse company in the Quezon city area that offers smoothie cleanses that not only have fresh vegetables in them but that come from local farms, allowing consumers purchase a healthy and environmentally smart choice.

WeaknessesThe local competitors such as Juice it Up, Jamba Juice, and LIV offer a wider variety of smoothie in their shops, including energy boosts and items such as bagels and snack bars. This is something that has made Juice it Up and Jamba Juice at the very least, well known corporations in the ever growing smoothie cleanse business. Yet, they are still not marketing to the environmental concerns of their already health conscious consumers in Quezon city by purchasing their fruit product from major distributors.

OpportunitiesPurchasing fruits and vegetables from local farms allows The Juice Barista to team up and make partnerships with major environmental companies that are also marketing to consumers that want to contribute to the well-being of the environment. The Juice Barista can promote at their events, give out samples, and even recruit for open positions in the company.

ThreatsThe Juice Barista's main focus is fruit and vegetable smoothie cleanses; hence, one concern is the weather. If local farms are not able to produce the fruits and vegetable that are needed, The Juice Barista cannot sell local farm smoothie cleanses and would have to purchase from major distributors as well. Another major threat is fruit and vegetable contamination in the local farms. The Juice Barista will have to resort to major distributor for the majority of their produce, which may turn away customers who purchase The Juice Barista's eco-friendly products.B U S I N E S S G O A L S A N D O B J E C T I V E S

The Juice Barista is the first smoothie cleanse shop in the Quezon city to incorporate locally grown produce (from Batangas) and a blend of fruits and vegetables into its menu. Financial success will come from Quezon citys health- and environment-conscious population.

Business Goals The Juice Baristas business goals are as follows1. Profit of at least Php 250,000 in the first year, with an increase of 5% in sales every year thereafter.2. Become the number one smoothie cleanse place in the National Capital Region (NCR) by the third year.3. Start up another store or smoothie cleanse stand by the third year.Keys to Success The Juice Barista provides high quality beverages that are unique to NCRs smoothie cleanse industry. In order to attain business goals, The Juice Barista, must promote and market its philosophy of environmentally friendly drinks and educate customers about the health and environmental benefits of our smoothie cleanses. The Juice Barista is a unique smoothie cleanse shop in its dedication to helping the local economy and environment by purchasing from the farmers in Lipa, Batangas. This will appeal to the trendy Quezon city population, who like to try new types of food and are concerned about the environment. Quezon city is known for its innovative food and restaurant businesses; therefore, The Juice Barista will fit right into the community and be successful. By adding vegetables as a base for the smoothie cleanses the smoothie cleanses will have a higher nutrient content and lower calories than other smoothie cleanse shop in the area and will appeal to the health conscious population. The Juice Barista will reach customers by fliers, advertisements in local papers, as well as college campus papers, and promotions. The Juice Barista can also participate in City Festival and a Toast to Quezon city a way to get word out to visitors and locals in the Quezon city community. Juice Barista has also participated in online websites.