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Executive Summary

Oasis Juice has been a successful product brand in the city of Richmond for three
years. The company's natural, 100% fruit juices has gron in sales by 1!% each
year and is no a"ailable in o"er 100 store outlets in the greater Richmond area.
Oasis Juice ill gross #!$0,000 in sales this year. This as generated from a
initial in"estment of #1$0,000.
Oasis Juice is planning to e%pand its operation to include distribution to stores
ithin the entire state. Oner funding and internally generated cash flo ill
enable most the e%pansion plan. The company ill also secure a #100,000
short&term loan. 'ales projections for the ne%t three years are based on current
sales success ith the target customer base in Richmond. (nitial contacts ha"e
been completed ith retail outlets throughout the state and the potential target
mar)ets ha"e been identified.
This plan ill result in sales re"enues groing to #1.* million by +ear *.
1.1 Objectives
The objecti"es of Oasis Juice are the folloing,
-reate a state&ide sales staff.
.stablish strong sales in the state's fi"e metro areas by +ear *.
/aintain tight control of cost and operation during e%pansion.
1.2 Mission
Oasis Juice's mission is as follos,
0uality, Our fruit juices are the highest 1uality, most nutritious food
products...because e ill accept nothing less.
(nno"ati"e, Our products ha"e alays been in the forefront of the health
and nutrition a"e. (nno"ati"e products, state of the art manufacturing,
1uality assurance and industry e%pertise are the bases for our past and
future successes.
(ntegrity, Our customers depend on the 1uality of our juice products. Our
commitment to the highest standard is the foundation of our customer's
trust in Oasis Juice. 2eli"ering freshly made juice to consumers depends
on e%tensi"e cooperation and mutual reliance beteen supplier and
retailer. 3e stand behind our product, our ser"ice and our ord.
Company Summary
Oasis Juice has built a reputation on offering the most delicious, nutritious,
100% natural juices ith no artificial fla"ors, colors or preser"ati"es.
2.1 Company Ownership
Oasis Juice is oned by Tama 4ardner and 3illiam 5arris.
2.2 Company History
Oasis Juice had its humble beginnings in the )itchen of Tama 4ardner. (t as in
her )itchen that she and 3illiam 5arris first created the fruit drin)s that ould
soon become the basis for Oasis Juice.
(nitially, the fruit drin)s ere sold at Richmond's ee)end craft fair. They pro"ed
to be so popular that the partnership pooled their resources and began Oasis
Juice. O"er the ne%t three years, Oasis Juice's drin)s, sha)es, and smoothies
ha"e become one of the city's most "isible signs of a healthy life style.
Oasis Juice's operations ha"e e%panded dramatically o"er the past three years.
-urrently, the company has a staff of ten in production, deli"ery, and sales.
Products
Oasis Juice offers the folloing products,
6ruit and "egetable juices7
'moothies7
'uper food drin)s7
6ruit and "egetable sha)es.
Market Analysis Summary
The demographics of Oasis Juice customers are as follos,
+oung professional, ages *! & 8!7
9"erage income of #80,000: a year7
(n"ol"ed in athletic acti"ity7
'hop in upscale health;natural food stores.
4.1 Market Segmentation
Oasis Juice has identified se"en metro locations ithin the state here e can
reach our target customers,
/ontclair7
Riley7
9shford7
Tracy7
3ilmington7
<angsford7
3illard.
Strategy and Implementation Summary
The strategy of Oasis Juice is to focus on our niche mar)et hich is
health;natural food stores that ser"e the young acti"e professional.
5.1 Marketing Strategy
Oasis Juice ill introduce its products at *0% off regular price during the first
month. (n addition, Oasis Juice ill co&sponsor local athletic charitable e"ents to
raise the "isibility of the brand name.
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5.2 Sales Strategy
The sales strategy is to build customer loyalty in the ne mar)ets. Oasis Juice
ill increase its sales force to focus on the ne mar)ets.
5.2.1 Sales orecast
The folloing table and charts shos the rapid ramp&up of sales during the first
tel"e months of operation.
Financial Plan
The folloing is the financial plan for Oasis Juice.
!.1 "reak#even $nalysis
The monthly brea)&e"en point is #==,!>8.
%&&' $C()$* CH$+(S,
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@rea)&e"en 9nalysis
/onthly Re"enue @rea)&e"en #==,!>8
9ssumptions,
9"erage ?ercent Aariable -ost *B%
.stimated /onthly 6i%ed -ost #8$,800

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