1. Jennifer Holm
Kasperi Putkonen
Adaobi Kanu
Christine Lee
Talked to 5
Wholesalers
Talked to 90
End-Users
Talked to 10
Retailers
Talked to 2
Beverage
Consultants
Conducted 40
Surveys

2. • We thought we’re
going to produce high-
end water and stylish
juices to cool, young
people
• We thought it needs to
be organic, CO2 neutral
and available in private
jets..
•But that idea didn’t survive the first customer contact

3. Key Partners Key Activities Value Proposition Customer
Relationships
Customer Segments
ChannelsKey Resources
Revenue StreamsCost Structure
Suppliers of Berries
Partnerships for Brand
Creation:
Materials
Design
Packaging
Marketing
Retail Partners:
Bars & Nightclubs
Hotels
Restaurants
"Off site" consumption
Grocery stores e.g. Dean
& Deluca
"On site" consumption
Sourcing of water
Sourcing of berries
Bottling and logistics
Making juice
Quality Control
The factory / bottling site
Intellectual resources: Brand
Human resources for:
Quality control
Product R&D
Sales / Customer relations
Provide the world's best
water and natural berry
juice
Design: fashionable
Status: High quality
high quality packaging
New flavors such as
cloudberry, lingonberry
and seabuckthorne
Natural, hand picked,
CO2 neutral
Provide the water and the
juice separately, let the
customer mix them
=> customization
On the go: Small juice &
bottles portability
Online communities for
co-creation of mixes, recipes
etc.
Awareness andEvalu:
Website and social media
After Sales:
website and social media
Key account managers
Mass Market product
premium/luxury
Urban consumers
Fashion savvy-/ Green
Target Segments:
Urban males and females
15-49, high end
restaurant / clubs / hotels
73% f, 27% m.
Consumers
1. Heavy Water Drinker
2. People who Juice
Retailers
1. Mass Market
2. Specialty food stores
Asset sales model
Predefined prices
Sales to wholesaler
On-line direct sales
Sourcing of berries (economies of scale)
Quality control
Marketing
Premium/luxury value proposition
Creating partnerships

4. Non Alcoholic Bev
$258B
Fruit-Drink Mixes
$1B
Fruit Juice
$5B
Berry Boost
$10M
(1% of Market)
Fruit-Drink Mixes:
$1B
Growth in concentrates
Mio 12.28% Market
Fresh Juices:
Projected 4%-8% growth
2011: Sales of bottled
fruit and veggie juices
$2.2B up 58%
National movement,
toward healthier eating
and organic
Bottled Water: $22B

5. Would you purchase
a shot of fresh berry
puree to mix with
water for both
nutrition boosting and
flavor-enhancing
purposes?
–70% yes,
-30% no
-
–Yes: ”Great way to
flavor water without
adding
calories/sugar/artifcial
sweeteners”
Needs not currently
met by existing
products, top three
1. Too much sugar
(65%)
2. Prefer more health
benefits (55%)
3. Prefer more natural
ingredients (45%)
Customers value
Mixing on-the-go
Portable Packaging
to be carried in
purse/pocket
Price Per Serving
WTP
$1.00 - 2.00
$2.00 - $3.00

6. Key Partners Key Activities Value Proposition Customer
Relationships
Customer Segments
ChannelsKey Resources
Revenue StreamsCost Structure
Suppliers of Berries
Partnerships for Brand
Creation:
Materials
Design
Packaging
Marketing
Distribution Partners:
Beverage Wholesalers
Retail Partners:
Bars & Nightclubs
Hotels
Restaurants
"Off site" consumption
Grocery stores e.g. Dean
& Deluca
"On site" consumption
Sourcing of water
Sourcing of berries
Bottling and logistics
Making juice
Quality Control
Maintaining Distributor
Relationships
Customer Relationships
The factory / bottling site
Intellectual resources: Brand
Human resources for:
Quality control
Product R&D
Sales / Customer relations
Provide the world's best
water and natural berry
juice
Design: fashionable
Status: High quality
high quality packaging
New flavors such as
cloudberry, lingonberry
and seabuckthorne
Natural, hand picked,
CO2 neutral
Provide the water and the
juice separately, let the
customer mix them
=> customization
On the go: Small juice &
bottles portability
Dedicated assistance to
wholesale distributors
Online communities for
co-creation of mixes, recipes
etc.
Samplings to get consumer
reactions
Awareness andEvalu:
Website and social media
Purchase and Delivery:
Wholesale Partners
After Sales:
website and social media
Key account managers
Mass Market product
premium/luxury
Urban consumers
Fashion savvy-/ Green
Target Segments:
Urban males and females
15-49, high end
restaurant / clubs / hotels
73% f, 27% m.
25-50+
Consumers
1. Heavy Water Drinker
2. People who Juice
Non- SweetDrinkers
Retailers
1. Mass Market
2. Specialty food stores
Asset sales model
Predefined prices
Sales to wholesaler
On-line direct sales
Sourcing of berries (economies of scale)
Quality control
Marketing
Premium/luxury value proposition
Creating partnerships

7. Donna:
The Water Lover
Jim:
The Juicer
Big Geyser:
The Bev Wholesaler
Looking to have
a diversified
beverage
portfolio to offer
their retail
partners
• Prefers water
• Active lifestyle
• Health Conscious
• Values Portability
The MiddlemanThe End-User
• Makes Juice at Home
• Willing to $pend
• Trendy
• Wants to try new
Superfruits!
• Low sugar
• Active lifestyle
• Health conscious
• Values portability
• Wants vitamins
•Fresh Ingredients
• 25-50+
Natasha:
The All-Naturalist
• Likes sugar
• Drinks soda
• Doesn't look at labels
• Young
Tommy:
The Sweet Tooth

8. Location:
96th St & Broadway
Consumers
Sampled: 70
Orders Placed:
5
Consumer Feedback:
Berry Boost: “More
Berry flavor”
“More Natural”
Mio... “I would rather
hump a dry cactus than
drink that garbage”
“Artificial – Too Sweet”
Funny after taste

9. Key Partners Key Activities Value Proposition Customer
Relationships
Customer Segments
ChannelsKey Resources
Revenue StreamsCost Structure
Suppliers of Juice
Partnerships for Brand
Creation:
Marketing
Design
Packaging
Materials
Distribution Partners:
Beverage Wholesalers
Retail Partners:
Bars & Nightclubs
Hotels
Restaurants
"Off site" consumption
Grocery stores e.g. Dean
& Deluca
"On site" consumption
Sourcing of water
Sourcing of berries
Bottling and logistics
Making juice
Marketing
Maintaining Distributor
Relationships
Customer Relationships
The factory / bottling site
Intellectual resources: Brand
Human resources for:
Quality control
Product R&D
Sales / Customer relations
Provide the world's best
water and berry juice
Design: fashionable
Status: High quality
The Story!!
New flavors such as
cloudberry, lingonberry
and seabuckthorne
hand picked, CO2 neutral
Organic
Provide the water and the
juice separately, let the
customer mix them
=> customization
On the go: Small juice &
bottles portability
Dedicated assistance to
wholesale distributors
Online communities for
co-creation of mixes, recipes
etc.
Samplings & consumer
education
E-Commerce
Website
Key account managers
Wholesale Partners
Direct at Events
Retailers
Mass Market product
premium/luxury
Urban consumers
Fashion savvy-/ Green
Target Segments:
Urban males and females
15-49, high end
restaurant / clubs / hotels
73% f, 27% m.
25-50+
Consumers
1. Heavy Water Drinker
2. People who Juice
Non- SweetDrinkers
Retailers
1. Mass Market
2. Specialty food stores
Asset sales model
Predefined prices
Sales to wholesaler
On-line direct sales
Sourcing of berries (economies of scale)
Quality control
Marketing
Premium/luxury value proposition
Creating partnerships

10. WHOLESALE
E-COMMERCE
DIRECT TO CONSUMERS
RETAIL

11. Fairway Market:
Organic Specialty
• In-Store Samplings
• Consumer Coupons
• Staff Trainings
• Deals
• Retailer Incentives
Natasha:
The All-Naturalist
Big Geyser:
The Bev Wholesaler
• Lots of samples
• Retailer Support
• Sales Support
• High Margins
• Sales Incentives
• Exclusivity
• Entertainment
Besides attracting consumers with a product/story, we need to be ready
to spend $$$ on wholesalers and on free samples for customer access.
80% of a product’s success comes from distribution/marketing!!
• Consumer POS
Items
• Event Sponsorships
• Website
• Marketing Materials
• Giveaways
• Coupons

12. COGS
Target Gross Margin
(40% of wholesale)
Distributor Margin
(30% of trade)
Retailer Margin
(50% of Retail Price)

13. Talked to 5
Wholesalers
Talked to 90
End-Users
Talked to 10
Retailers
Talked to 2
Beverage
Consultants
Access to distribution
crucial but costly;
Start with local growth
Outsource manufacturing
at the beginning
So what’s
important?
Create a story,
find your niche.
Then focus on
getting your
products to
customers.
Find relevant/niche
distribution partners;
Look into partnering with
bottled water firms
Marketing & Distribution
= 80% of the game
Conducted 40
Surveys

14. • Finding the niche: New hypothesis
• Hone in on the customer need
• Make sure we have the right segment and
the right value proposition
• Create the story
• Focus on channels and partnerships
• Throw the book from the ceiling of Warren
Hall when we have first 5000 clients waiting
for the beverages to ship