IMC Capstone Project:

The Juice Bar

Kelly Yurick

● Trish Salahshour● Health & wellness startup cafe● Cleveland suburbs

The Juice Bar

In 2017, the U.S. cold pressed juice market reached $4.3 billion.

By 2024, studies project that this number will reach $8.1 billion.

(Costello, 2018)

Previous Research & Literature Review

Factors Contributing to Small Business Success...

(Perry, Rahim, & Davis, 2018)

Building Clientele

Developing Meaningful Relationships

Learning Lessons

from Mistakes

Staying DeterminedKeeping Financial Matters in Check

Factors Contributing to Small Business Success...

(Blagg & Dannaher, 2003)

Stay motivatedAcquire Experience

Financial Organization

Clear Business Plan

Social Media Marketing...

(Subir Bandyopadhyay, 2016)

Target Market...

(Hua, 2016) & (Nielson, 2016)

Social Media fuels clean food movements such as vegetarianism, veganism, and juice cleanses

Millennials want a balanced, healthy lifestyle and companies that do more for them and their community as a whole

HypothesesH1: When examining wellness cafe businesses that have sustained success beyond the first two years of opening within the suburbs of Cleveland, OH, meaningful relationships and engagement will be the most important of the following best practices: building clientele prior to opening business, creating meaningful relationships and engagement, passion, learning lessons from mistakes, determination, acquiring experience, developing a clear business plan, and keeping financial matters in check.

H2: When examining wellness cafe businesses that have sustained success beyond the first two years of opening within the suburbs of Cleveland, OH, Millennials between the ages of 18-35 will be the primary consumers.

H3: When examining wellness cafe businesses that have sustained success beyond the first two years of opening within the suburbs of Cleveland, OH, social media will be the most successful of the following marketing tactics: social media (Facebook, YouTube, Twitter, LinkedIn, Instagram, Pinterest, Snapchat), company events, community event engagement, radio advertising, television advertising, internet advertising, and print advertising (banners, flyers, brochures).

Methodology● Survey

○ Qualtrics

○ 11 Questions

● 30 health & wellness cafe business owners○ Cleveland

● Email, Phone, In-Person● 3 Main Focuses…

○ Best Practices

○ Target Market

○ Marketing Strategies & Tactics

Results[24 Responses]

What does this mean?Hypotheses...

H1: “...Meaningful relationships and engagement will be the most important best practice…”

H2: “...Millennials between the ages of 18-35 will be the primary consumers…”

H3: “...Social media will be the most successful marketing tactic…”

Reality…

● Passion and Meaningful Relationships & Engagement

● Millennials 18-35

● Social Media

Passion and Meaningful Relationships & Engagement

● Central best practices● Passion fuels business● Create meaningful relationships & engagement

○ Customers

■ Social Media

■ Events

○ Entrepreneurs

■ Partnerships

Millennials 18 - 35● Majority of customers● Methods & channels to reach

audience○ Social Media

● Products & Prices

Social Media Marketing1) Facebook

2) Instagram

3) Twitter

4) LinkedIn

● YouTube

● Pinterest

● Snapchat

Recommendations● Passion and Meaningful Relationships & Engagement● Millennials

○ Website

○ Social Media

■ Instagram, Facebook, LinkedIn, Twitter

● YouTube, Pinterest, Snapchat

● Align yourself with a mission○ Health, wellness, sustainability

● Look into product offerings & price points

Thank you!

Questions?