Business Plan Draft for Virgins Company: Non-Alcoholic Beverages

This business plan draft provides a comprehensive overview of Virgins Company, a non-alcoholic beverage provider operating in the United States. It includes a company description, industry analysis, and trend assessment, highlighting the growing demand for non-alcoholic drinks. The plan details the target market, competitive landscape, and strategic positioning, emphasizing consumer perception as a key factor. It outlines the marketing and sales strategies, incorporating digital platforms like Facebook for promotion. Furthermore, the report covers operational and technological plans, ethical considerations, and financial analysis, including sources of funding and a break-even analysis. The plan also addresses risk assessment, consumer analysis, and a SWOT analysis to provide a holistic view of the business's prospects and challenges.

Running head: BUSINESS PLAN DRAFT
Business Plan Draft
Name
University
BUS 599
Dr.

1BUSINESS PLAN DRAFT
Executive Summary
This paper has been constructed in order to prepare a business plan that is in respect to
Virgins Company that serves non-alcoholic beverage in United States and the organization
distributes their product to the bars of United States called the Virgin Daiquiri Bar. This paper
clearly provides the description of the company along with the analysis of the trend and the
industry where the company operates. The target market has even been explained so that the
competition of the organization can be understood. The risk assessment and the strategic position
of the organization is even explained so that the condition of the organization within the
economy can be understood. The sales and marketing strategy of the organization would even be
assessed so that the strategies that would be used by the company. The operational plan and the
technological plan would even be evaluated for the organization in order to understand the tools
and the equipment that would be used in order to complete the paper in an effective manner. The
financial analysis and the ethics and responsibilities would even be evaluated so that the policies
and strategies of the organization can be understood and the organizational situation in the
economy can be understood, which would be influential for the construction of the business plan.

2BUSINESS PLAN DRAFT
Table of Contents
Section 1: Business Plan..................................................................................................................3
1.1. Company Description.......................................................................................................3
1.2. Industry Analysis and Trends...........................................................................................3
1.3. Strategic Position and Risk Assessment...........................................................................4
1.4. Target Market....................................................................................................................5
1.5. Competition.......................................................................................................................6
1.6. Marketing Plan and Sales Strategy...................................................................................8
1.7. Steps taken during the changes.............................................................................................9
1.8. Criticality of the timing of communication........................................................................10
1.9. Replacement of two key members of the project...............................................................11
1.10. Consumer Analysis...........................................................................................................11
1.11. SWOT Analysis:...............................................................................................................12
2. Ethics and Social Responsibility Plan.......................................................................................13
2.1. Ways in which Company is Committed for Being a Good Corporate Citizen...................13
2.2. Company’s Activities Affecting Environment and Ways to Mitigate It............................13
2.3. Health Issues Associated with Project and Associated Strategies......................................14
2.4. Company’s Advertising and Distribution Plan...................................................................14
3. Financial Analysis..................................................................................................................15
3.1 Sources of Fund...................................................................................................................15

3BUSINESS PLAN DRAFT
3.2 Break-even Analysis............................................................................................................16
References......................................................................................................................................18

4BUSINESS PLAN DRAFT
Section 1: Business Plan
1.1. Company Description
Nature of the Products: The Virgins Company is a Non-Alcoholic Beverage company that
serves beverages through Bar of United States called Virgin Daiquiri Bar.
Quality: It is a Non-Alcoholic Beverage which is not harmful for the health of the
purchasers and it can be combined by liquor or some other organic product juice or health drink
(Kang, Auras and Singh, 2017).
Price: The cost of a container of Virgins beverages is around $3.
Service: The Virgin Daiquiri Bar offers a range of products to its shoppers. They have their
own artists and performers who play music for their buyers. The bar administration considers the
prerequisite and inclination of the customers and they have composed their hierarchical structure
in such a way so they can meet the fulfillment level of the purchasers (Lobstein et al., 2015).
General Relationship with Customers: As the structure of the association is outlined
considering the necessity of the shoppers, the administration is equipped for maintaining healthy
connection with the buyers which is helpful for the development of the association.
1.2. Industry Analysis and Trends
• The demand for the non-mixed drink is expanding step by step because of high rate of
populace in United States (Petticrew et al., 2016).
• Due to high wage level and string budgetary framework the request of such drink is
expanding step by step.

5BUSINESS PLAN DRAFT
• People have turned out to be more health conscious now a day and that has driven them
to pick non-mixed drink rather than Alcohol. It has lit up the eventual fate of non-mixed
refreshment (Petticrew et al., 2016).
• The demand of the drink is expanding step by step because of high population rates.
• Due to globalization, many individuals from the various parts of the world has turned out
to be cautious about the benefits of this drink and it has expanded the fame of the drink (Kang,
Auras and Singh, 2017).
• People are turning out to be health conscious and it has motivated them to pick non-
mixed drink over liquor (Lobstein et al., 2015).
1.3. Strategic Position and Risk Assessment
In this situation, client discernment factor can be picked as the key position for Virgin
Daiquiri Bar for promoting the drink of the Virgins Company. According to the given contextual
analysis, consumer recognition factors indicate the technique to recognize the prerequisite and
inclination of the potential shoppers (Nakamura et al., 2014). The association of “We are
Virgins” must direct a few statistical surveying and in addition they can utilize current types of
correspondence to interface with the potential purchasers and to distinguish the prerequisite and
purchasing conduct of the buyers. It will help them to investigate the purchasing conduct of the
shoppers.
There is numerous liquor and non-liquor refreshment organizations nearby and in worldwide
markets who are giving intense rivalry to the drink are Virgins. Some famous worldwide non-

6BUSINESS PLAN DRAFT
liquor refreshment organizations are Coca Cola, Pepsi, Lipton ice tea that spreads immense
competition in the nearby and worldwide market and these brands have expanded the market
share. Consequently, “we are Virgins” are confronting different inconveniences because of the
entry of these opponent organizations (Popkin and Hawkes, 2016).
Companies to alleviate the Risk:
The administration tries to improve its position by planning the value rate of the item
according to the necessity of the customers, with the goal that they can fight against the
competitive organizations (Petticrew et al., 2016).
1.4. Target Market
It is extremely fundamental for any businesses that they have a careful understanding of their
consumers. In addition, they consider that their clients they would not have the capacity to make
sure that they are addressing the necessities of their buyers. Achievement relies upon having the
capacity to address the issues and wants of the clients. In this manner, it is imperative that the
organization knows who their clients are, what their requirements are, how their practices are and
the amount they can bear (Blank, 2012).
The initial step to characterize the target market is to distinguish the market section that is
required to be reached. These fragments characterize unmistakable, noteworthy instruments of
the total market and give an understanding of fundamental elements that can capture the target
market. It is conceivable that the clients can be classified in various routes, either by salary level
or even by ways of life issues. The wage levels can be arranged into at least one of these classes:
upscale, extravagance, upper direct, direct and spending plan. Lifestyle issues are arranged more
subjectively. Target consumers are less subject to their salary level and rather are more worried

7BUSINESS PLAN DRAFT
about their own state of mind with respect to how they spend their extra cash (Winston and
Cahill, 2012).
In United States, the interests for non-mixed drinks like are Virgins has been viewed to
advance step by step alongside the number of inhabitants in the country (Petticrew et al., 2016).
Non-mixed beverages are illustrative of latest item development portion in the beverage industry.
For Virgins, the target market is for the most part males between the ages of 18 and 25 years of
age. The beverage departments concentrate more on symbolism and size with the goal that no
competitor can duplicate that. This targeting of individuals is done in a way to put stock in the
veracity of the non-mixed beverages' cases. Due of that, larger part of the non-mixed beverages
is created and promoted for the younger era. The plan and segmentation of the beverages are
likewise identified with the target market.
1.5. Competition
Organizations by and large judge their opposition in view of whether their items or
administrations are superior to theirs. Nonetheless, there are numerous different components that
helps decide the achievement in examination with different makers of the items or
administrations. Maybe the brand name of the contender is notable from before itself, or their
items are substantially less expensive, or their circulation frameworks are significantly less
demanding for getting situation in the stores, or perhaps the clients simply like something of their
items in the tasteful sense. The target components of the new organization's items or
administrations is relatively little piece of the focused position. Indeed, the greater part of the
client inclination segments like value, administrations and area make up just a piece of the
aggressive investigation. Whatever is left of the condition contains the examination of the
interior qualities of the rivalries. Over the long haul, associations that have huge money related

8BUSINESS PLAN DRAFT
assets, profoundly gifted and persuaded workforce and some other operational resources would
end up being a troublesome and persevering contender (Blank, 2012).
Virgins' items incorporate non-mixed drinks that are presented with liquor. If any individual
who does not have any desire to expend liquor at all can supplant liquor with organic product
squeeze alongside the Virgins drink and afterward continue with utilization (Kang, Auras&
Singh, 2017). The item is primarily served at the Virgin Daiquiri Bar in the United States. The
drink is not destructive for utilization and the makers have remembered the inclination of the
purchasers while delivering this drink, with the goal that they can meet the fulfillment level of
the customers. Virgins drink is accessible in the market at the price of $3. The authoritative
structure of We are Virgins has been planned to remember the necessities and inclinations of the
buyers. Accordingly, the administration has been fit for proceeding with a solid association with
their clients, which has ended up being helpful for the improvement of the association (Lobstein
et al., 2015). In correlation with Virgins, their rival, Coca Cola has been in the refreshment
business for long and has picked up a position for itself in the market. It is viewed as the highest
quality level in the business and is the biggest vender of non-mixed drinks everywhere
throughout the world. They have a greatly solid plan of action in movement and hold an
overwhelming piece of the pie in the business. They have even developed their item lineup to
remain refreshed with their client needs and inclinations. They have more than 20 marks at
present and report offers of over $1 billion consistently. Coca Cola would not be the most
energizing organization on the planet, yet is one the best for quite a while (Popkin& Hawkes,
2016).
Virgins have been confronting rivalry from Coca Cola from the earliest starting point itself.
Notwithstanding, there are different contenders additionally, for example, Pepsi and Lipton ice

9BUSINESS PLAN DRAFT
tea, which in itself covers a colossal offer of the market, both locally and all around, with these
brands having expanded their aggressive position in the market. Therefore, Virgins have been
confronting a great deal of issues and rivalry considering the nearness of these opponent
organizations. Coca Cola revealed net offers of 41.86 billion of every 2016 and PepsiCo detailed
an entire year income change of 0.4% for 2016. Piece of the overall industry for both the
organizations have been expanding each year, with next to no variances in the course. Truly, if
considered, Coca Cola has been the market pioneer for long time. Both Coca Cola and Pepsi
have considerably expanded their pieces of the overall industry in the last 2-3 years. The general
rivalry for Virgins is gradually getting to be plainly steady, as the organization has begun picking
up piece of the pie.
1.6. Marketing Plan and Sales Strategy
The web has turned into a place which gives a comment. Particularly in associations, the
internet plays a tremendous part in helping the improvement of it. The online system of
advancement has taken assistance from web-based social networking locales to help in the
advancement of items or administrations of any association. The drink business is no exemption.
Facebook can be utilized by Virgins to draw in fans to their page with standard updates. The on-
page engagements additionally drive clients to the organization page and aides in expanding
brand picture and mindfulness. Updates about battles, surveys and Facebook applications
additionally engage the clients. Twitter nourishes of the organization would help in advancement
with more devotees of the brand. It can be utilized to speak with clients consistently, thusly
enhancing client administration and brand faithfulness. Pinterest sheets can be utilized to speak
with customers regularly, posting pictures and drawing in clients to demonstrate exertion

10BUSINESS PLAN DRAFT
towards them. All these promoting vehicles would be valuable for Virgins to enhance their
image mindfulness and connect with bigger target client gathering (Tuten& Solomon, 2014).
Red Bull is a decent case of a drink organization which has picked up benefits by utilizing
their online networking destinations to cooperate with clients. Red Bull has aggregated a vast
number of preferences frame their Facebook page, indicating individuals that they are not a
straightforward, energized drink, but rather a direction for living. Red Bull utilizes Twitter to
post several bolsters everywhere throughout the globe, with isolated nourishes for various
occasions. They even react to client remarks and say ensuring the buzz is dependably around the
brand. Pinterest photographs of Red Bull convey movement to their page and ensure client
engagement is dynamic to keep the clients intrigued.
1.7. Steps taken during the changes
For the colleagues to find out about the adjustments in the arrangements and the choices
of the administration Shimon Kornfeld make these straightforward strides: Schedule a meeting
with the group with set motivation to exhibit the progressions that will be executed. Alongside
the show the individuals will likewise need to know how these progressions will be executed and
how they will be giving profit to the association and the individuals from the group Each subtlety
of the progressions ought to be disclosed to the individuals, as they will be befuddled (Tourish,
2014). Utilization of data and innovation: Before beginning the meeting, everyone from the
group ought to get an email with respect to the change clarifying the approaches. It ought to be
guaranteed that each part has formal email id for the task.

11BUSINESS PLAN DRAFT
Noting the questions of the individuals from the group with persistence is likewise
extremely vital. As the individuals will be new to a thought after the execution of a change it will
undoubtedly develop inquiries in their psyches (Van Wart, 2013).
1.8. Criticality of the timing of communication
Following the visions of the keeper and the planner a recorded wonder was in procedure
to be made in the vision of the caretaker he simply just needed this place to resemble some other
stupendous site. He needed it to be instructive; he needed it to give information to the coming
eras about the history. The significance of the planning of correspondence during the time spent
building such a gigantic task can be clarified in these illustrations: the muddled outlines of the
structures confounded a portion of the guardians about the space intended for the show they were
not having the capacity to picture the convoluted outline (Antonakis and House, 2014).
Amid the determination, procedure of the contactors the venture supervisor declined to
experience the typical standards of choices, as he knew the novel necessities of the undertaking
could be met with somebody who might acknowledge changes. This is where he likewise
imparted his effective experience to odd method of choosing a temporary worker. The customer
did not concur with him as he was stressed over the hazard that was related with the proposition.
Shimon guaranteed the administration that the arrangement was full evidence and was resolved
to change the choice. He decided on statistical surveying in demonstrating that his thought would
not come up short and subsequently got the administration on board to concur with him (Meuser
et al., 2016).
Israel Chaskelevitch, the venture administrator of the temporary worker arranged
modernized reproductions and additionally 1:1 mockups that were made of wooden sheets and

12BUSINESS PLAN DRAFT
geotechnical texture, for clarifying in detail the arrangement of the development with the goal
that the guardians could imagine the result of the space. These introductions of the inside of the
space clarified obviously about the joining of the convenient parcels, the hanging of the photos,
and the hanging choices of the lighting apparatuses and so forth. The proposition of the pre-
throwing components made independently in another stopgap industrial facility utilizing joining
jolts brought the outlining group and the development group to a similar page.
1.9. Replacement of two key members of the project
To pick up trust and believability among the individuals from the undertaking Shimon
can organize a meeting with the administration and the individuals from the task about its
prospect and eminence after fruition. This guarantees new individuals will satisfy the empty
spots of the key individuals from the group soon. They likewise can be guaranteed that the
nonappearance of two key individuals from the venture will not hamper the possibility of the
general accomplishment of the group. The individuals ought to likewise be guaranteed of the
way that the task will not be running at a misfortune due to the exit of two imperative individuals
(Mir & Pinnington, 2014).
1.10. Consumer Analysis
As examined, the target market for this drink is the guys who have a place in the age
gathering of 18 - 25 years of age. The people of this age gather are more wellbeing cognizant
now and wish to devour something that is not alcoholic. Indeed, even pop beverages are
destructive for wellbeing. In such situation, we are Virgins can be great alternative. A large
portion of the guys who might be focused on dwell close Los Angeles as the range is related with
being carefree, event and neighborly. They are constantly keen on having a decent discussion,
with drinks close by and companions around. A large portion of the inhabitants in and close Los

13BUSINESS PLAN DRAFT
Angeles are overall having a high-class way of life. They are not concerned much about the
spending of their extra cash for having something that is not destructive for wellbeing and even
taste great. A large portion of the general population around there can be ordered as early
adopters, who are interested in new things and effectively receive something in their way of life
if they like something. Acquiring example of the general population of this zone is tended to
with quick basic leadership and there is no resistance frame their side when they discover
something new. The quality and amount of the item are likewise key factors that drive the
residents in the zone to purchase the item (Hakala, Svensson& Vincze, 2012).
1.11. SWOT Analysis:
Strengths Weaknesses
• The drink is not hurtful for the
wellbeing as it doesn't contain any sort of
unsafe items (Nakamura et al., 2014).
• The cost of the drink is sensible for all
income groups.
• Highly focused nature of the market is
one of the significant shortcomings of the
item.
• The association regularly confronts
different kind social obstructions and turns
into the objective of different power groups,
as it can be inundated by liquor too
(Nakamura et al., 2014).
Opportunities Threats
• The demand of the drink is expanding
step by step because of high populace rate.
• Due to globalization, many
individuals from the various parts of the
 The arrival of several rival companies
such as Coca Cola, Ice tea and so on
works as a major threat for the
company

14BUSINESS PLAN DRAFT
world has turned out to be cautious about the
proximity of this drink and it has expanded
the ubiquity of the drink (Kang, Auras and
Singh, 2017).
• People are ending up especially health
conscious and it has motivated them to pick
non-mixed drink over liquor (Lobstein et al.,
2015).
 It may cause health hazards for the
people who are suffering from any
kind of serious disease, which is major
threat to the existence of the Virgins
(Moodie et al., 2013).
2. Ethics and Social Responsibility Plan
2.1. Ways in which Company is Committed for Being a Good Corporate Citizen
Virgins have just a single point – to draw in individuals who do not expend liquor and are
searching for non-mixed drinks. As of now, the beverages are just accessible at the Virgin
Daiquiri Bar in United States. The organization has a target of considering the expanding interest
and making the drink accessible to a bigger gathering of shoppers. Hence, they have chosen to
pass on the message to their clients with respect to their item.
2.2. Company’s Activities Affecting Environment and Ways to Mitigate It
Utilizing the Five Fs, the message can be investigated and judged on the off chance that it
is at all powerful or not for the association. Virgins are committed to the capacity of serving
clients with non-mixed refreshment, as an ever-increasing number of buyers today are getting to
be wellbeing cognizant and any sort of alcoholic or hurtful drinks. The message to be passed on
to the clients likewise incorporates a clarification with respect to the estimating of the beverages.

15BUSINESS PLAN DRAFT
Each jug of Virgins costs around $3, which is a significant direct cost. The thought is to draw in
more buyers to the drink, and furthermore giving them an option alternative that won't hurt them.
The message additionally is to be simple for the clients to comprehend and have the adaptability
of obliging a bigger customer gathering. It would address the sentiments of the buyers and make
its own space as their most loved drink (Yan, Hyllegard & Blaesi, 2012). The motto for the drink
can be "your heart will much obliged". It would be advanced on the online networking
discussions. With appealing illustrations and brilliant text styles, the message would be advanced
alongside the toast a huge arrangement of shopper gathering.
2.3. Health Issues Associated with Project and Associated Strategies
• The drink is not hurtful for the wellbeing as it doesn't contain any sort of destructive
fixings (Nakamura et al., 2014).
• The cost of the drink is sensible for all salary gatherings.
2.4. Company’s Advertising and Distribution Plan
The online system of advancement has taken assistance from web-based social
networking locales to help in the advancement of items or administrations of any association.
The drink business is no exemption. Facebook can be utilized by Virgins to draw in fans to their
page with standard updates. The on-page engagements additionally drive clients to the
organization page and aides in expanding brand picture and mindfulness. Updates about battles,
surveys and Facebook applications additionally engage the clients. Twitter nourishes of the
organization would help in advancement with more devotees of the brand. It can be utilized to
speak with clients consistently, thusly enhancing client administration and brand faithfulness.
Pinterest sheets can be utilized to speak with customers regularly, posting pictures and drawing

16BUSINESS PLAN DRAFT
in clients to demonstrate exertion towards them. All these promoting vehicles would be valuable
for Virgins to enhance their image mindfulness and connect with bigger target client gathering
2.5 Distribution Channel:
We are Virgin drink is basically served in the counters of Virgin Daiquiri Bar. It is the
forte of this bar. Customers who need to benefit the drink need to visit the bar. The distribution
channel of the company is an effective one as it is seen that the product is distributed from the
manufacturing area to the Virgin Daiquiri Bar. The effectiveness of the distribution channel
would lead to rise in the level of profit and the along with that rise in the brand image and market
share.
3. Financial Analysis
The financial analysis of Virgin Daiquiri Bar is undertaken with the help of the income and
expenditure that are faced by the organization during their general operational activity. The uses
and the sources of fund for Virgin Daiquiri Bar has been given below:
3.1 Sources of Fund
Uses of funds
Materials and supplies $14,000
Vehicles and equipment $150,000
Other startup costs $1,800
Total startup costs required $182,000
Working capital required $120,000
Total uses of funds $467,800
Sources of funds
Owner’s collateral:
Owners contribution from savings $30,000
Contribution from relatives and
friends $30,000

17BUSINESS PLAN DRAFT
Total collateral $60,000
Total to be financed $242,000
Total sources of funds $362,000
The analysis of the income and expenditure of the organization reveals that use of fund
for the company is much higher than the sources of the fund for Virgin Daiquiri Bar. It is seen
that the vehicles and equipment of the company has been significantly higher and due to this
effect, the distribution channel of the organization has been an effective one. The working capital
that is needed for the company has been around $120,000 and the total startup cost has been
higher as well. This has revealed that the company is in need of effective finance that would
meet the policies and strategies that have been met earlier in this paper. The sources of fund
being lower than the use of funds requires the organization to increase their level of income by
increasing the level of sales with the help of effective promotional activities so that the
consumers can gain knowledge about the products offered. The development of quality product
can be an effective one so that it can motivate the consumers to consume their non-alcoholic
beverage. The total collateral of the organization is $60,000 and the total amount that has been
financed is $242,000. Hence, it is the requirement of the organization to take a loan from the
bank or any financial institutions so that the deficit balance that is available in the financial
statement can be mitigated and the company can start earning profit from their operational
activities.
3.2 Break-even Analysis
Number of NAB bottles sold 704,000
Prices per bottle $1.50
Total revenue $1,056,000
Variable costs:
Materials and supplies $14,000

18BUSINESS PLAN DRAFT
Repairs and maintenance $30
Administration expense $50,400
Distribution expense $51,000
Taxes and licenses $27,600
Travel $1,200
Marketing $16,665
Total variable cost $160,895 $160,895
Variable cost per unit $0.23
Contribution margin $895,105
Contribution margin per unit 1.271
Fixed Costs:
Commissions and fees $600
Contract labor $300,000
Insurance (other than health) $24,000
Interest expense $50,000
Employee benefit programs $18,000
Office expense $115
Rent or lease: vehicles, equipment $12,000
Wages (less emp. credits) $1,200
Other Fixed Expenses $7,600
Total Fixed Cost $
413,515.00 $413,515.00
Break Even points in units 325346
Contribution in Dollars $
488,019.00
The break even analysis is undertaken by taking help of the number of NAB bottles that
have been sold. It is seen that the total bottles sold has been 704,000 and the total revenue that
has been gained after the sale of these bottles has been found to be $1,056,000. The total variable
costs and the variable cost per unit has been found to be $160,895 and $023. This has shown that
the revenue margin of the company is relatively high and therefore it can be said that with the

19BUSINESS PLAN DRAFT
implementation of the product in the market, the company would be able to increase their income
with respect to the expenses that they incur. The total fixed cost of the organization has been
found to be $413,515. The breakeven point in units for the organization has been found to be
325346 and this has revealed that in order to gain profit from the market, the organization needs
to increase their units over the breakeven point that has been shown in the table. Therefore, it can
be said that the company can continue an effective operational business with the explained
strategies and in that manner the company can generate sufficient profit with the help of which
the product can be established in the market and the company can gain competitive edge.
References
Kang, D., Auras, R., & Singh, J. (2017). Life cycle assessment of non-alcoholic single-serve
polyethylene terephthalate beverage bottles in the state of California. Resources,
Conservation and Recycling, 116, 45-52.
Lobstein, T., Jackson-Leach, R., Moodie, M. L., Hall, K. D., Gortmaker, S. L., Swinburn, B. A.,
& McPherson, K. (2015). Child and adolescent obesity: part of a bigger picture. The
Lancet, 385(9986), 2510-2520.
Moodie, R., Stuckler, D., Monteiro, C., Sheron, N., Neal, B., Thamarangsi, T., ... & Lancet NCD
Action Group. (2013). Profits and pandemics: prevention of harmful effects of tobacco,
alcohol, and ultra-processed food and drink industries. The Lancet, 381(9867), 670-679.
Nakamura, R., Pechey, R., Suhrcke, M., Jebb, S. A., & Marteau, T. M. (2014). Sales impact of
displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: An
observational study. Social Science & Medicine, 108, 68-73.

20BUSINESS PLAN DRAFT
Petticrew, M., Douglas, N., Knai, C., Durand, M. A., Eastmure, E., & Mays, N. (2016). Health
information on alcoholic beverage containers: has the alcohol industry's pledge in
England to improve labelling been met. Addiction, 111(1), 51-55.
Popkin, B. M., & Hawkes, C. (2016). Sweetening of the global diet, particularly beverages:
patterns, trends, and policy responses. The Lancet Diabetes & Endocrinology, 4(2), 174-
186.
Blank, S. (2012). The startup owner's manual: The step-by-step guide for building a great
company. BookBaby.
Energy drink sales in the U.S., 2016 | Statistic. (2017). Statista. Retrieved 11 August 2017, from
https://www.statista.com/statistics/558022/us-energy-drink-sales/
Hakala, U., Svensson, J., & Vincze, Z. (2012). Consumer-based brand equity and top-of-mind
awareness: a cross-country analysis. Journal of Product & Brand Management, 21(6),
439-451.
Kang, D., Auras, R., & Singh, J. (2017). Life cycle assessment of non-alcoholic single-serve
polyethylene terephthalate beverage bottles in the state of California. Resources,
Conservation and Recycling, 116, 45-52.
Lobstein, T., Jackson-Leach, R., Moodie, M. L., Hall, K. D., Gortmaker, S. L., Swinburn, B.
A., ... & McPherson, K. (2015). Child and adolescent obesity: part of a bigger
picture. The Lancet, 385(9986), 2510-2520.