Executive Summary for a Business Plan:Active Life Beverages (Essay Sample)

Executive Summary
Student’s Name
Institutional Affiliation
Introduction to the Company
Active Life Beverages is a non-alcoholic beverage start-up company that seeks to supply a variety of pre-workout protein drinks, protein bars, and multivitamins. The company will distribute its product along the eastern geographical area of Georgia in Douglasville, Ga. This is a wide area that includes cities such as Villa Rica, Lithia Springs, Austell, and Dahlonega, Georgia.
The product will be sold in gyms such as Fit for Life and Corner Stone Gym, and Health Food stores. The non-alcoholic beverage industry poses a great opportunity for the business to flourish. Research shows that the non-alcoholic drink market was valued at $867.4 billion in 2014 ("Global non-alcohol market," 2015). The projected revenue for protein drinks is expected to rise to $3 billion in 2017 (Schmidt, 2014). This is primarily due to the rapid growth of the popularity of protein non-alcoholic beverage in the US and the world.
Mission Statement
Active Life Beverages aims to produce high quality non-alcoholic protein beverages that ensure that every consumer gets maximum benefits. This includes maximum benefits in their workouts, their health, and their active lifestyle. The company aims at achieving consistent growth within the 100-mile radius of its operation and statewide in providing the quality and healthy product to its target consumers. Active Life Beverages is assured that this is possible due to the high level of confidence the firm has in its product in delivering visible results to the consumers.
The Business Concept
The main product will be the Fit for Life health drinks, which are pre-workout protein supplements which are pre-mixed and bottled. This differs from the industry standard which mostly provides the pre-workout supplements in powder form. These other products are similarly more expensive than the Fit for Life health drinks. Active Life Beverages will utilize three main vehicles to drive product sales. These are social media, advertising specialties, and word of mouth.
Social media is a key component because once people start talking about a product, awareness of the product increases. Avenues such as Facebook, Twitter, and the company website will be vital to promoting the product and establishing trust between the consumers and the brand.
Advertising specialties are promotional gifts a company awards to consumers that include the company’s name. These are often T-shirts, baseball caps, sweatshirts, and nap sacks. The ones we will use are T-shirts, nap sacks, and sweatshirts that include the product’s name. This acts as a good source of advertising when these consumers wear these items and use these products, which will work to increase sales (Erickson, 2009).
Word of mouth involves developing a well-knit relationship with customers who value the product. These customers, in turn, inform their friends, acquaintances, and relatives about the product. This increases the consumer base. For a start-up, word of mouth can be very advantageous as it provides an affordable form of advertising that relies only on customer satisfaction; something Active Life Beverages embodies in all its activities.
Management Structure
Active Life Beverages has three full time employees. The company is run by a CEO who currently takes care of central business concerns until a full staff is hired. The CEO is the sole investor in the firm. In addition, the company has a Chief of Operations and a Chief of Production, Melinda Cates. She is the beverage creator and the master mixer. Melinda owns 35% of the business and will continue to fill those positions due to her expertise in the field. The other employee is Mary Cates who is the R&D manager and the head of the Company Planning Team. She reports to Melinda Cates. The firm similarly has a volunteer employee, Mr. Ian Glass, who will provide technical support and act as the Production Line Foreman until a replacement is hired. The business is assisted by a Board of Advisors which include Mr. Board, the financial advisor, due to his background in the Bank of America and Ms. Jones, the company planning advisor, due to her experience in planning major state political conventions.
Target Market
The product will be targeted at consumers within the ages of 20-54 years who have an average annual income of $25,000, individuals that work in the protective services industry, individuals in the healthcare industry, and amateur and professional athletes. In addition, the firm will target health conscious individuals who are d