Business Plan

Organic Crush Bars

Author : Utsav Patel
Business Proposal

 Organic Juice Bar, named Organic Crush Bars, selling a variety of mixed and instantly
prepared 100% organic & natural fruit & vegetable juices and Smoothies to take away.
 The target group is composed of health conscious consumers looking for convenient fast-
food alternatives
 The healthy benefits and tastes of our juices are the core of our organization and will be
transmitted through our efficient service.

The Business

Vision

 “To be perceived as the provider of the most healthy, delicious, convenient and customer
focused juice bars in Australia”

Mission

 “To provide a healthy, tasty and refreshing experience with our 100% organic & natural fruit
& vegetable juices and smoothies to take away. To serve and satisfy the nutrition needs of
health conscious consumers through the high quality of our products. We contribute to
make Australia a healthier country.”

Location

 Shop M54, Level 1 Greenwood Plaza, 36 Blue Street, North Sydney, NSW – 2060

Hours of Operation

 Monday to Friday 7am – 7pm

 Saturday 9am- 5pm
 Sunday & Public Holidays - Closed

Management

 Number of Directors – 2
 Name of Directors- Utsav Patel & Alop Patel
 Managing person for business – Utsav Patel

Management Profiles

 Utsav Patel – Has extensive experience running restaurant and also Kiosk in shopping mall back
in India. We were having busy running restaurant and also Kiosk in shopping mall back in India
which I was handling alone. In Australia, I studied Master in Accountancy and worked with
different companies to gain local work experience but back in my mind was always wanted to
open up business related to hospitality industry as per my previous experience. Currently I am
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 working as Project Manager in NSW Health. After business is started I will be the sole
responsible for handling the café from managing side.

 Alop Patel – I have experience running grocery store as was having small grocery store back in
India. Apart from that has also started small café in partnership in India which gave me good
experience in fast food industry over there. I came to Australia to pursue my further studies
and did Masters of Management. I have worked in different industries which include customer
service, kitchen hand, payroll and now working as payroll manager with Retail company. Me
and Utsav were living in sharing when came to Australia and I know him from more than 7
years. When he came up with venture idea I straight away jumped into it as was having similar
business experience in India.

Employees

 We will be running café with 4 employees including Utsav Patel who will act as Café Manager.

Concept

 OrganiCrush Bars main concept is “Organic” which will marry in breakfast and lunch menus.
 Main products we will be selling but not limited to are Organic Coffee, Organic Juice, Organic
Smoothie, Organic Banana Bread, Organic Sandwich, Organic Wrap, Organic Salad, Organic
Soup, Organic Protein Shakes, Organic Grocery and many more.

Competitors

 As such with “Organic” we don’t have straight competitors however our main competitors we
consider would be “Boost” & “Top Juice”.

Industry analysis

Smoothie industry is in a growing stage, with few major players in market, but differentiation is the
key. Our Point of difference will be 100% Organic Juice and smoothies with very affordable prices.

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www.OrganiCrushBars.com.au
The health and wellbeing movement that grabbed hold of consumers during the early 2000s has
contributed to the Juice and Smoothie Bars industry's ongoing success. Consumer concerns
regarding the link between unhealthy diets and chronic health problems, such as heart disease and
obesity, have driven industry revenue growth over the past five years. Industry revenue is expected to
grow at a compound annual rate of 4.7% over the five years through 2013-14, to reach $338.0 million.

The industry's largest player, Boost Juice Bars, has continued to dominate over the past five years.
The company rapidly expanded its operations during the early 2000s, capitalising on the health and
wellbeing boom

Starting a new business chapter - Competition /Revenue/Location

Potential industry entrants face moderate barriers to entry. Though the industry is in the mature life
cycle phase, revenue growth is still relatively higher than a number of industries. This growth and the
persistence of the healthy eating trend have the potential to attract new entrants. Furthermore, the
option to enter the industry through a franchise option offers support to new entrants.

However, the importance of location in retailing can often create difficulties for new entrants, as
suitable premises within a popular and busy street, shopping centre or airport are relatively scarce.
The well-entrenched nature of the industry's biggest players, Boost Juice Bars, could also act as a
potential barrier for future independent or competing chain entrants.

We are focusing on following formula to reach maximum potential

Healthiest Product + Number 1 Customer service + Affordable Prices = Happy

& Healthy customers

SWOT Matrix

S W
 Create a product to grab and go  The management will learn
aligned with increasing healthy business during first 6 months and
trend and convenience of time review how many new employees
require with previous experience in
O  Strategic location will increase food industry.
sales

 Differentiation strategy and  Management will established long

brand awareness will reduce term agreements with suppliers
risk of threat of new and forecast average costs, to
T competitors. reduce effects of variations.

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www.OrganiCrushBars.com.au
Secondary Research

Consumer Trends

 Constant growth rates of the juice market in Australia

 “Resilience of health products during the recession to customers´ desire to maintain their
health / wellness habits while avoiding risky cheaper options”
 “Growing demand for “easy health” (convenience) in the shape of functional foods”
 “Widespread consumer interest in products positioned as health-boosting”
 “Health benefits are driving sales of functional foods and beverages”

Primary Research Survey Results

 Positive attitude towards Smoothies / freshly made natural juices

 High demand – not saturated / growing market
 Accepted by the target group / health-conscious people perceived as healthy fast-food
alternative (tourists and short-/long-term residents)Main reasons for not consuming
 Doubts on quality / No confidence in cleanliness
 Too expensive
 Not available (in the variety that I would like them

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Target & Strategy

“Organic Crush Bar’s customers are likely to be followers of a healthy type of lifestyle. Additionally
and as a result of the scarce restrictions that the product has in terms of age, gender and benefits, a
secondary will be the visitors that come to city and young professionals that are adopting new
trends. Our goal is to make Organic crush Bars a fashion brand of Juice and Smoothies”

Low Cost Strategy Differentiation

MASS
 Coffee  Packed fruit Juices
“Traditional  Beer  Soft drinks
Consumers  Regular Sodas  Yogurt
of Drinks”  Water

NICHE
 Energetic Drinks 100% Organic & Natural Fruit
“People in  Light Sodas Juices to grab & Go
the Healthy  Vitamins
leaving
trend”

Positioning

+Aligned with Healthy trend

Organic Crush Bars

(Logo is in design at the moment)

- Aligned with Health Trend

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www.OrganiCrushBars.com.au
Strategy

 Focused Differentiation Strategy (Organism will differentiate us from other Juice bars)
 Strategically increase the number of locations within a short time-frame, expanding the
reach, making the products more available to the consumers.
 Take advantage of economies of scale
 Strong brand management (Marketing through Social media and promotional offer on
Social media platforms)
 In comparison to the other juice store, our kiosks will be smaller in size, less investment
and running costs, and will be flexible and easy to set-up
 Organic Crush Bars will be running its business through franchising business model, once
one store is up and running

Competitive Advantage

 Excellent value-for-money we offer to our customers

 Superior product quality and positioning combined with a price lower than that of the
competition (we will be first company to have kiosk of Organic fresh Juice for customers in
Australia)
 Cost control and Economies of Scale
 Diversified menu
 Unique high traffic location
 Clear shaped image and brand experience aligned to healthy lifestyle concept

Promotion

Brand Proposition

“Organic Crush Bars is the most convenient, Organic, fresh and tasty option to nurture and
energize your body and immune system at reasonable price.”

 Sampling
 Social media promotions
 Facebook, Twitter, google, Instagram, etc.
 Flyers
 Bonus/ Loyalty Cards
 News Letters
 Affiliations with health clubs
 Affiliation with corporates for their functions needs

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Initial Investments

The main investment required to start the business is composed by the following aspects

Item Cost

Licenses & Legal TBA

Concept store & Installation costs $150000

Operation and Management equipment $15000

Marketing $ 20000

Leasing cost TBA

Other $3000

Operations

Processes / Diagram Path – (Size and Diagram will be finalized on availability of space)

Copyright © 2014 Organic Crush Bars. All Rights Reserved.

www.OrganiCrushBars.com.au