Business Plan

The business plan describes in detail Starting Fresh’s entry into the United States market as a ready-to-go bottle drink line of Starbucks. The plan demonstrates the potential success and financial feasibility of the product line. Starting Fresh emphasizes on the new production technique called high pressure processing (HPP) that helps to preserve the fresh, natural tasting juice and its major vitamin source to focus on consumers who are more likely to concern about health issues. The plan will explain in detail how Starting Fresh selects its key suppliers and how it will be produced that minimizes operating cost as well as differentiates itself from both direct and indirect competitors. The plan is an in depth analysis of the strategies, market need, market overview and the competitors that may capture the market share of Starting Fresh.

Raw materials of Starting Fresh are fresh tomatoes, which are from their key suppliers, Wholesum Farms Sonora and Wholesum Farms Pacific, both located in Mexico. Starting Fresh chose these two suppliers because they are members of Fair Trade USA. By purchasing products from them, Starting Fresh does not only ensure the quality of its raw materials but also improve the community and environment of the society at a whole.

Starting Fresh uses differentiation strategy, which it sells a high quality product at a premium price. Thus, the target market of Starting Fresh will be ranging from 18 to 44 years old and families who have income from $50,000 and above. The price for a 16 oz. tomato juice will cost $5.00. Although the price is higher than most of its competitors, it reflects the different in quality and benefits of Starting Fresh. Since Starting Fresh is using HPP technique in its production plant, the technology-know-how has become one of its main competitive advantages, which has not yet discovered and used by its competitors. With the new technique, Starting Fresh is able to produce a fresh,