555 DRINKS

555
DRINKS

WADHWANI FOUNDATION | Entrepreneur

 PROBLEM STATEMENT
CONTEXT
When does the problem occur?
Right from the start
Vividly seen in our everyday life
Problem expanded when people of every age group are fond of
eating Junk outside.
According to our survey if people step outside, consciously or
unconsciously they tend to eat Junk food.
According to many kinds of research on Western Food like Pizza,
Burgers, and Sandwiches, people feel the urge to have an on-
the-go drink with it, which makes their food a little more
interesting.
Humans are Social beings and when they meet other people,
and colleagues in clubs or cafes they have more or less no
option.
Due to a lack of options they have to choose drinks that are bad
for their health and which promote obesity and Intestine
Problems.
CUSTOMERS
Who has the problem most often?
People of every Age group who tends to eat Food from outside.
Most of the people are School, College going students and
office-going people.
Majorly people ranging from age 10 to 40.
PROBLEM
What is the root cause of the problem?
This problem was there from the very start but it becomes visible
when people start having Busy life. Due to their tight schedules
people prefer on-the-go drinks and dishes which can be fulfilling to
them.
People want healthier, tastier, easily available, and easy to carry
options.
With increasing Consciousness in people, they are becoming
environment conscious so they also want Packaging material to be
environmental friendly.
Increasing craze of Junk Food is the root cause, as along with this
people tend to take Cold drinks (Sugar-sweetened) which are
harmful to their health.
While having meet and greets in clubs now a days people tend to
choose booze over drinks that can are more preferred by them.
EMOTIONAL IMPACT
How does the customer feel?
Guilty of having sugar-sweetened drinks, caffeinated and
carbonated drinks.
Overpricing of drinks that are not even useful but harmful
to their health.
QUANTIFIABLE IMPACT
What is the measurable impact (include units)?
According to our survey there are 85% of people who
goes out 2-3 times a week tend to eat fast food, and also
90 percent of people prefer taking a drink along with the
food they want to have. There is a need for different
alternatives which people can opt for.
ALTERNATIVES
What do customers do now to fix the problem?
Nowadays with increasing health problems
people are becoming health conscious, but due
to fewer choices available they are forced to
switch to alternatives that equally or, more or
less harm the health in the same way.
Options like- Iced ted, Cold drinks, Coffee, and
many more.
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In clubs they tend to choose alcohol drinks,
booze which are less preferable and costly to
many people who choose them.
ALTERNATIVE SHORTCOMINGS
What are the disadvantages of the
alternatives?
Carbonated Drinks- High sugar content in
the drinks leads to obesity, type-2
diabetes, and weight gain. It also leads to
visible harms like cavities, tooth decay. In
sodas there are acids present which make
it difficult for our body to absorb Calcium.
Caffeinated Drinks- Over-consumption of
Caffeine leads to various problems like
headache, Insomnia, Dehydration,
Dizziness, Anxiety and it also increase our
Heart Rate.
 Customer Interviews and Surveys

How many customers did you

We have collected 56 responses via Google Form. We surveyed the people

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interview? (At least 25 for B2C and 2
between the age group of 15-30 years. We have circulated the form in
for B2B)
different cities like Indore, Mumbai, Bangalore and many more.

How many of them agree this is a

Analyzing the whole Survey 53 People out of 56 i.e. 94.6% people want
problem that needs to be solved?
something thing to be changed in their existing drinks.

How many of them said they can

already solve this problem and don't 6% People are happy and satisfied with their existing drinks.
need a new solution?

Survey Link- https://docs.google.com/forms/d/1YcVYngaDIEBvq_zttaQy52ki5KNkUG7j5jLAHTx2kHM/edit#responses

 Survey Responses
What do you prefer eating when you go out? How often do you go out and Eat your favorite meal?

Do you feel the need to take a drink with your favorite meal? What do you prefer to drink while eating your favorite meal?
 Survey Responses
While eating outside, How often you end up eating
While eating outside, How often you consciously eat healthy?
Junk even if you didn't intend to?

What is your Favorite Food Chain? What is your Favorite Beverage Chain?
 Survey Responses

How much on the scale of 1 to 5 will you prefer to What do you most like about your favorite drinks?
adopt to new beverage drink with your favorite food?
 Problem Definition

Food and Beverage industry is one of the major contributors to the Indian Economy.
There is a huge trend of eating junk food not only among teenagers or working professionals but also in

WADHWANI FOUNDATION | Entrepreneur

children below eighteen.
It's people's guilty pleasure besides wanting to have a healthy life, they choose to have a drink and eat food
outside.
As we know we have end number of alternatives for the different cuisines we want to have but there are not
many alternatives for people who want to have a drinks in parties, clubs, or on a hot day.
They have options like having Cold drinks which are highly sugar sweetened, coffee (sugar+caffeine),
carbonated drinks, alcohol which all are harmful to health and not a good options for a person having diabetes
or any health conscious people.
From the survey conducted by the team, data proves 53 out of 56 people wants to have something to be
changed in their existing drinks.
Combining all the issues faced by people, or potential customers with existing alternatives, we will launch our
brand eliminating the problems and enhancing the existing benefits.
 Market Size
Why TAM? We are targeting the age group of 12-45
which it has a current population of approx. 69
crores.
TAM

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Why SAM?
69 Billion
Where there must be people who don't go outside
SAM
much we can consider that to be 30% of the
population. 207 Million

Why SAM?
SOM
Then amongst the 207 million , remaining we have
some early bird adopters would be 10% of the 124 Million
population and repitive users of our product will be
the 60%of it.

Source Link-1 Source Link-2

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2329746/ https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4484093/
 Solution
We offer - Mocktail Beverage Chain

According to a Survey conducted by our team, 80 percent of people ranging from 13-35 Yrs are likely to take a drink when they go
outside. Within the available option, 48.2% of people take cold drinks, 39.3% take coffee, 32.1% prefer Mocktails and 29.4% take
Cocktails and the rest takes other alternatives as their drinks(Iced tea, Milkshakes).

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We are aiming to provide a much better alternative to people who are consuming cold drinks along with their favorite food in their
favorite food chains, drinks preferred by all age groups, Healthier, Tastier, Pocket Friendly, and also Easily available and easy to
carry. We are planning to make our packaging Sustainable and easy to carry. 80% of people are likely to adapt to new drinks
with their favorite food.

The details of our offering consist of:

Healthier and Tastier alternative to have with their favorite dish
Pocket-Friendly with Sustainable Packaging
Easy availability and Easy to carry with better taste.

Why this business will work in our market/region or country?

According to recent reports, India is ranked second after China in Global Diabetics and there is no solution or at least a better
alternative for drinks we are having for many years. As people are getting vigilant and careful in what they eat, they will easily get
used to our product as it will contain less sugar content, a better alternative to have with their favorite meal, tastier and also this
beverage won't be restricted to particular age groups. Our drinks will be cost-friendly so that people can also buy our drinks
at Month's End. We want to make it their Comfort drink which will be easy-to-carry and easily available which they can
have in a cafes and clubs.
 Customer Persona Template
GOALS
I aim to be a successful person with a healthy and wealthy
life. I aspire to become a Government Service Provider for

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our own state.

Name- Vrati Gupta

FRUSTRATIONS
Age: 20 Consumption of Carbonated drinks along with her
Occupation: Student favorite dish pizza gives guilt
Location: Indore
Cost-Friendly drinks are hardly available in market as we
Bio:- Vrati is a student with are unable to have any drinks at month-end.
having B.A degree. She lives
in Indore away from her
hometown. She loves to
PERSONALITY
socialize with her friends but
being away from family at Introvert Extrovert Sensing Intiution
Month-end it's very hard to
have her favorite drink and Thinking Feeling Judging Perciving
food.
 Value Proposition Canvas
What do you offer that makes
Customers would love it
the customers happy? Easy availability
Tastier Drinks Tastier and Healthy drinks
Easy-to-carry Better alternative of Carbonated
and Caffeinated drinks.
Easy availability of Drinks Pocket friendly
Pocket Friendly Attractive and Eco-Friendly

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Less Sugar Content Packaging
You have validated your original idea or your new MVP

GAIN CREATORS
What is the product or service that GAINS
Before our solution gets into market
you are offering? PRODUCT/ Customers still want to have drinks
JOBS
Web Site of 555drinks which will SERVICE having-
Less sugar
be convenient to order Less artificial Flavors
PAINS
Drinks which have less sugar Pocket Friendly drinks
GAIN CREATORS
content, tastier and healthier.

Which features of your offering relieve the

customer's pains? Before our solution gets into the market
Easy to carry Customers will be facing issues as there is no
existing alternative to current drinks
Easy Availability available in the market which sugar-
Less sugar Content formulated drinks harmful to us.
 Competition Analysis
Direct Competitors
Missus Sippi- Food and beverage
brand which serves Indian beverages
with traditional Flavors.
Limitations- Not easy to carry as it is
served in Glass bottles. Not easily
available in markets.
411 drinks- It is a British brand which
is available around the Globe from
Europe, USA and Middle East.
Limitations- Available in very limited
flavors, Not easy to carry. Limited
availability.
Secondary Competitors
Jimmy's Cocktail- It is available on
different platforms but not as a Mocktail
but as a Cocktail Mixers available in eight
different flavors.
Limitations- It has flavors of Mocktail but
from start their products are always
branded as Cocktail Mixers.
Coolberg- It is a non-alcoholic beer
available in six different flavors.
Limitations- Available across India and
loved by many Indians but again it is a
Carbonated drinks which is harmful for
people.
Indirect Competitors
In a Can- It is canned Cocktail brand
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which paves its way to even "All
shark Deal", it has 5 different
famous flavors liked by all.
Limitations- It is a Cocktail brand
which is way too different from what
we are going to have, but target
audience is more or less same.
Smirnoff- It is a brand of vodka
owned and produced by the British
company Diageo which is also
famous in India.
Limitations- A vodka company
which majors in Hard beverages, not
suitable for every age groups.
 Customer Value Statement
CUSTOMER VALUE STATEMENT
555 is a new brand aiming to be World's biggest beverage chain whose Beverage will be available on your recent Favorite
Food chain, which make our drinks Easily available to you. We are aiming to elliminate problems faced by Customers.

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Better Quality
Better Taste
No use of Preservatives and Less sugar content

What competitive advantages will you build to keep the promise of your Unique Value Proposition?
555 Drinks- Sip, Slurg and Swig
Every drink which will be made, will be curated with the belief of giving customers healthier, tastier, less carbonated, less
artificial flavors added and most importantly less sugar drinks.555 are the Drinks, fresh and takes no time to get ready to
be in your hands which is easy to carry to your office, school or college with your morning Bagel.

How will you defend your competitive advantage?

1. Attractive, Eco-friendly, Easy-to carry packaging
2. No artificial flavors brand selling Mocktails in various different fresh flavors.
3. Less Carbonated
4. Less Sweetened

PROBLEM Solution
Drinks with High Sugar
Content
Drinks with artificial
Flavors
Not easy to carry
No dedicated brand for
Mocktail.
Existing Alternative
Coolberg- Non-alcoholic Key Metrics
beer brand which is served
all over India in a packed
form.
Cold drinks- Big brand like
Thumps up, Coca-Cola etc .
Starbucks- Coffee chain
famous amongst all.
Cost Structures
Marketing Expense
Branding Expense
Salaries of Employee
Packaging Cost
Recipe Formation
Lean Canvas
Unique Value Unfair Advantage Customer Segments
555 drinks which are Propositions First Mocktail Brand in School Girls
aiming to build a Easy Availability India which is aiming to College Girls
beverage chain with the Easy to carry serve the mocktail with a Office going people
one belief of eliminating Eco-friendly Packaging belief of serving Age groups of 10- 40
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all the problems of New Flavors Mocktails with less sugar
Human being and giving Less artificial Flavors and less preservation.
them best alternative. A brand known for
Mocktails
Early Adopters
High Level Concept Channels Age 16-30
Sales Metrics 555 drinks is a Mocktail serving Social Media like- College and School
Marketing Metrics Chain which aims to build a LinkedIn, Instagram, going children
Human Resource Metrics brand with a belief of Facebook
Product Performance eliminating customers pain, Word of Mouth
Metrics serving less sugar, less artificial
Food apps- zomato,
flavors and aiming to make it
Financial Metrics Swiggy
easily available to everybody
Revenue Stamps
Advertisement of a product
Some percent of a Product
 MVP-Minimum Viable Product
Full product/service description:

Pricing - We are estimating rough pricing of Rs. 130-170.

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Product/Service options - Offering Mocktails with one belief of giving a one step for Mocktail Lover by eliminating the
shortcomings faced by people.

Characteristics and benefits - Drinks we serve are Easy to Carry, Easily available, Pocket Friendly, Easy, Less Sugar
content, Less Carbonated, and suitable for all age groups.

Description of how the product will work and steps the customer will follow -
Product will be ready by eliminating all the shortcomings faced by Potential Customers.
Product will be available on our website and food delivery apps like Zomato, Swiggy, and Eat sure.
We aim to collaborate with already established brands liked by people, so they can easily have the option to get
adapted to a drink that is tastier and less harmful to their health. It will act as an alternative to Sugar contained
drinks. We want to collaborate with Food chains so people can have our mocktails with their Fast food chains.
They just need to go to one of the available options, order, and pay. It will be available in places where we
collaborated or they can order from our website or apps which will be delivered from our Cloud kitchens.
 WEBSITE PROTOTYPE

Website Link- https://555drinksco.wixsite.com/555-drinks

WEBSITE PROTOTYPE
 CATALOG OF SERVINGS

Samples- These are reusable glasses that are both injectable and drinkable.
350 ml(6rs per glass)
500 ml(7rs per glass)
 MVP-RECIPE
Coconut-Lemonade Summer Breezer
 MVP Validations
1. What is your MVP -Drinks, Website, and Samples of Glasses
2. How long will we test this MVP - For 7 days ( 1 day- drinks and the other 6
days reviewing Services and Website).
3. Who is your target audience to test- School and College-going Students and
Working Professionals. Age group between 13-45.
4. How many of them- Students in our College and Office ( approx. 50-60
People)
5. How will we get to the Audience- Classmates, Colleagues in the office,
Friends and Family.
 MVP Validations
RESULTS OF TESTS-
1. Did enough customers buy? Why did or did not- Yes, they were interested in
buying and trying new products. We tried and eliminated the problem people
are having with current drinks.
2. Is the customer ready to pay the price we expected- Yes, Potential Customers
and target customers are ready to pay the decided amount for a drink (130-170
Rs).
3. Did customers come back to our product or show interest in doing so? Why or
why not- Many of them agreed to be returning customers because they find it a
great alternative to existing drinks.
4. Did customers recommend our product to others or evangelize about it? Why
or why not- Yes, they told their friends and Families to try our Must-Have drink
with their favorite food.
 MVP Conclusions
Our Learnings about the MVP-
The MVP should be precise,
and easy to understand.
It should eliminate the
problem people are facing
with existing alternatives.
Website should be
Customer Friendly
Product should be easily
accessible.
Changes and Updates in actual
Product and Website-
There should be drinks for
specially diabetic Patients
too.
Gradually introduce hot
drinks other than coffee for
winters
Website should be simple
and easy to access and
order.
 Startup Costs

Financial Sheet Link- https://docs.google.com/spreadsheets/d/1mJ7gJS8CjOXInetTzfndoy7f7sFXMOrT/edit?usp=sharing&ouid=105569682433658065806&rtpof=true&sd=true

 P &L Sheet

Cost Price- 80 Rs per drink, Selling Price-150 per drink

Cash Flow
Balance Sheet
Funding Plan and Projections
Unit Economics Template
P&L/ unit Year 2022
Unit
Year 2022
Revenue ₹ 150 Economics

COGS ₹ 80 CAC ₹12

Gross Profit ₹ 70
CLV ₹989

Gross Profit
47%
Margin ARPU ₹2,035

Operating Costs ₹ 115

Operating Profit ₹ 35
 Sales Plan
Customer Sales Funnel
124 million are the people from the age
Target Market group of 13 to 35 , which oftenly is
more keen on socializing by going to
124 Million
clubs or cafes and are more inclined on
ordering food online.
Leads:
75 million 90 millions consist of the count of
irrespective of climatic conditions and
geographical conditions.
Opportunities/prospects:

40 million 40 million are students, office going

professionals who needs on the go
drinks for office gatherings and get-
Customer: togethers.

20 million
20 million are immediate customers
are early adopters, friends and
relatives and people oftenly consume
junk and people who need alternative
to existing drinks .
 Brand Famework
What does my organization aspire to To be a one-stop destination for a perfect, healthy, soothing drink
Vision
become? by delivering exceptional experience.

What does my organization stand for and A brand that open hearts and minds that who values you, your
Misson
what do we value? taste and your time.

What do we promise to customers at Pocket Friendly, Tasty, Healthy drink, consistently delivered to you
Promise
the most fundamental level? in clean environment.

Customers, Mocktails and Employees at its core we want to be an

What are the core values your brand
Brand Values honest, transparent, innovative brand which has quality and taste
believes in and stands for?
at utmost priority.

Down-to-earth, Sincerity, Honest, Reliable, Unique, Spirited, hard-

What are the human characteristics
Brand Personality working brand which ought to deliver tasty, healthy and soothing
associated with your brand?
drinks.

What makes us distinctly valuable to our Customer-centric brand, Comfort drink, Focuses on Quality over
Attributes customers? How do we achieve over and Price, Health drink, Easy availability- make drinks easily available,
over? easy to carry, focuses on good taste adored by every age group.

What does it feel like to engage with

Emotion It sets you free to customize you taste at affordable prices
us?
 Branding, Positioning & Channels

• Present here your brand name and logo- 555 drinks,

• Present here your Positioning Statement- We offer go-to mocktails with less or no
sugar and provide better alternative to take at Parties or at Office meeting.

Present on the table below the channels and why you chose them

Market segment Channels Why this channel?

Justify why: Nowadays, People like to order

Website, Zomato, Swiggy, Eat Sure, food online where they get great deals
Early adopters: 14 to 30 age group
Existing cafes and clubs and social media Food ordering apps help in branding of the
product.

People can access 555 drinks at there

Clients: Students, Working Instagram, Facebook, WhatsApp, Zomato Deal of
current favorite cafes or clubs.
professionals, Party-goer the day, Word of Mouth
These are the most frequently used apps.
 Funding Plan

We will require double the amount of the startup costs i.e. 30 Lakh
to reach the next level of the venture.
At the next level, we are planning to collaborate with already
established food chains i.e. Dominos, Fassos, McDonald's, etc.
We are trying to bootstrap 10,00,00.
Initially we don't require any external funding because we can
bootstrap the required amount for starting our business.
Whenever, we want to scale up we may require external
funding for scaling our business to various locations.
INTRODUCTION AND TEAM COMPOSITION
Team Member Name Strengths and abilities Role/Position

555 drinks is Jaya's Idea. She likes to handle projects, manage

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people and time carefully to get desired output. In past she was
Jaya garg CEO
offered Program Executive position in a NGO, where she handle the
work with best of her capability.

Shruti comes with coding skills per excellence. She has enhanced
her skills throughout her career. She has worked and build many
Shruti Bansal CTO
apps and websites in many companies like Swap infotech ,
Alphawizz Techologies and many more.

What makes us a good team to solve the problem we chose?

We as a team know each other's weaknesses and we very well know how to compensate for
each other's shortcomings which makes us a perfect team. As a team, we have a set of skills
that are required to upskill our business.
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