Go-to-Market Strategy for sports drinks

Looking to launch a new sports drink? Check out our comprehensive guide on developing a successful go-to-market strategy.

Sports drinks have become a staple in the fitness industry, but the market is constantly evolving. With new players entering the game and consumer tastes shifting, companies need to have a solid go-to-market strategy in place to succeed. In this article, we’ll explore the key components of a successful go-to-market strategy for sports drinks.

Understanding the Sports Drink Market

Before we dive into the nitty-gritty of a go-to-market strategy, it’s important to understand the market landscape. The sports drink market has seen significant growth in recent years, with a global market size projected to reach $32.2 billion by 2024. This growth can be attributed to a variety of factors, including the increasing number of people participating in sports and fitness activities, the rise of health and wellness trends, and the growing popularity of sports drinks as a convenient source of hydration and energy.

In addition to these factors, the trend towards plant-based and natural ingredients presents an opportunity for brands to differentiate themselves. Consumers are becoming increasingly conscious of the ingredients in the products they consume, and there is a growing demand for products that are natural, organic, and free from artificial additives.

Market Size and Growth Potential

The growth potential in the sports drink market is significant, with an increasing emphasis on health and wellness driving demand. As more people become aware of the benefits of regular exercise and physical activity, the demand for sports drinks is likely to continue to grow. In addition, the rise of e-commerce and online retail channels has made it easier for consumers to access a wider range of products, which could further fuel market growth.

Key Players and Competitors

Gatorade has dominated the sports drink market for years, but competitors like Powerade and Bodyarmor have gained market share in recent years. Understanding the strengths and weaknesses of competitors is crucial to developing a successful go-to-market strategy. For example, Gatorade has a strong brand reputation and extensive distribution network, but its products may be seen as outdated or lacking in innovation. On the other hand, newer brands like Bodyarmor may have a smaller market share, but they may be more agile and able to respond quickly to changing consumer preferences.

In addition to these established players, there is also room for new brands to establish themselves in the market. By offering unique product formulations, innovative packaging, and targeted marketing campaigns, new entrants can carve out a niche for themselves in the competitive sports drink market.

Target Audience and Consumer Behavior

Sports drinks are primarily targeted towards athletes and fitness enthusiasts, but market research suggests that the target audience is shifting towards a broader group of health-conscious consumers. In addition to athletes, sports drinks are now being marketed to busy professionals, students, and anyone who needs a quick and convenient source of hydration and energy.

To successfully target this diverse group of consumers, it’s important to understand their behavior and preferences. For example, some consumers may be more interested in the taste of the product, while others may prioritize natural ingredients or specific nutritional benefits. By tailoring marketing messages and product offerings to different segments of the target audience, brands can increase their appeal and capture a larger share of the market.

Product Differentiation and Positioning

With the market becoming increasingly crowded, product differentiation has become a crucial factor in standing out from competitors. Consumers are constantly bombarded with numerous options, and a unique selling proposition (USP) can help a brand capture their attention and loyalty.

However, developing a USP is easier said than done. It requires a deep understanding of the target audience and what they value the most. Brands need to identify what sets them apart from their competitors and how they can communicate it to their customers effectively.

Unique Selling Proposition (USP)

A USP can take many forms, ranging from a unique ingredient to a specific benefit. For example, Bodyarmor differentiates itself from competitors by using coconut water as a key ingredient. This sets it apart from other sports drinks that use artificial flavors and sweeteners.

Brands can also highlight their credentials, such as endorsements from athletes or scientific research. This can help build trust and credibility with consumers, especially those who are health-conscious and seek products that are backed by experts in the field.

Product Packaging and Design

Product packaging and design play a critical role in attracting consumers. Sports drinks need to have visible branding that communicates the USP and resonates with the target audience. Color schemes, font size, and labeling all play a role in product positioning.

For example, Gatorade's iconic lightning bolt logo and bright colors have become synonymous with sports and hydration. This instantly communicates the brand's USP and resonates with athletes and fitness enthusiasts.

Flavor Variations and Nutritional Benefits

Flavor variations and nutritional benefits are also important components of product differentiation. Offering a range of flavors that appeal to different tastes and preferences can attract a broader audience.

For instance, Powerade offers a variety of flavors, including fruit punch, grape, and lemon-lime, to cater to different taste preferences. Highlighting nutritional benefits, such as hydration or electrolyte replenishment, can also resonate with health-conscious consumers who are looking for products that can help them maintain their active lifestyle.

In conclusion, product differentiation and positioning are critical components of a successful go-to-market strategy. Brands need to identify what sets them apart from their competitors and communicate it effectively to their target audience. By developing a USP, showcasing it through product packaging and design, and offering flavor variations and nutritional benefits, brands can attract and retain loyal customers in a crowded market.

Pricing Strategy

Pricing is a critical component of any go-to-market strategy. Understanding the competitive landscape and consumer behavior are crucial when developing a pricing strategy.

Competitive Pricing Analysis

Understanding the pricing strategies of competitors and how they position themselves in the market is important when developing a pricing strategy. It’s important to ensure that pricing aligns with the product’s perceived value to consumers.

For example, if the sports drink market is dominated by a few large players, it may be difficult to enter the market with a higher-priced product. On the other hand, if the market is fragmented with many small players, there may be an opportunity to differentiate the product and charge a premium price.

Additionally, it’s important to consider the quality of the product and how it compares to competitors. If the sports drink is of higher quality, it may be appropriate to charge a higher price.

Price Elasticity of Demand

Price elasticity of demand measures the responsiveness of consumers to changes in price. Understanding the price elasticity of demand for sports drinks is crucial for setting prices that maximize sales and profits.

For example, if the price of the sports drink is increased, it’s important to understand how much the demand for the product will decrease. If the demand decreases significantly, it may not be worth increasing the price. On the other hand, if the demand decreases only slightly, it may be appropriate to increase the price to increase profits.

It’s also important to consider the income level of the target market. If the target market has a higher income level, they may be less price-sensitive and more willing to pay a premium price for a high-quality sports drink.

Discounts and Promotions

Discounts and promotions can be used to attract new customers or retain existing ones. Offering bundled pricing or limited-time promotions can also create a sense of urgency and attract customers.

For example, offering a buy-one-get-one-free promotion may attract new customers who want to try the product. Additionally, offering a loyalty program with rewards for repeat purchases can help retain existing customers.

It’s important to ensure that the discounts and promotions are aligned with the overall pricing strategy. If the product is positioned as a premium product, it may not be appropriate to offer significant discounts.

In conclusion, developing a pricing strategy requires a deep understanding of the competitive landscape, consumer behavior, and price elasticity of demand. Discounts and promotions can be used to attract new customers or retain existing ones, but must be aligned with the overall pricing strategy.

Distribution Channels

Distribution channels are an essential aspect of any marketing strategy. They play a crucial role in reaching the target audience and ensuring that products are available to consumers in the right place at the right time. Developing a multichannel distribution strategy can help brands reach a broader audience and increase sales.

Traditional Retail Outlets

Traditional retail outlets, such as supermarkets and convenience stores, are a critical distribution channel for many brands. These outlets provide a physical space for consumers to purchase products and offer an opportunity for brands to showcase their products on shelves. Brands need to develop strong relationships with retailers and ensure that their products are visible and easy to find on shelves. Effective merchandising and point-of-sale displays can also help to increase sales and brand awareness.

It is also essential for brands to stay up-to-date with the latest retail trends. For example, the rise of online shopping has led to the development of click-and-collect services, where consumers can order products online and collect them in-store. Brands that offer these services can provide a convenient and seamless shopping experience for consumers.

Online Sales and E-commerce

Online sales and e-commerce are growing in importance, particularly among younger consumers. Brands need to develop an e-commerce strategy and ensure that their website is optimized for easy navigation and purchasing. This includes providing detailed product information, high-quality images, and customer reviews.

Brands can also benefit from selling their products on third-party e-commerce platforms, such as Amazon or eBay. These platforms have a large and diverse customer base, which can help brands reach new audiences and increase sales. However, it is important for brands to carefully manage their online presence and ensure that their products are priced competitively and presented in a way that aligns with their brand values.

Partnerships and Collaborations

Partnerships and collaborations with sports teams or athletes can create brand awareness and help reach a broader audience. Collaborating with fitness influencers on social media can also be an effective way to increase visibility. Brands can leverage the popularity of these individuals to promote their products and reach a new audience.

It is essential for brands to carefully select their partners and ensure that the partnership aligns with their brand values. For example, a health and wellness brand may choose to partner with a fitness influencer who promotes a healthy lifestyle and shares similar values.

In conclusion, developing a multichannel distribution strategy is essential for brands that want to reach a broad audience and increase sales. By leveraging traditional retail outlets, online sales and e-commerce, and partnerships and collaborations, brands can create a comprehensive and effective distribution strategy that meets the needs of their target audience.

Developing a successful go-to-market strategy for sports drinks requires careful planning and execution. Brands need to understand the market landscape, identify key selling points, differentiate themselves from competitors, and develop a multichannel distribution strategy. By following these steps, brands can set themselves up for success in the highly competitive sports drink market.

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8 Ways To Start A Sports Drink Company

sports drink business plan

When it comes to the sports industry, sports drinks have been a cornerstone.If you take a look at NBA games, you will always see a huge Gatorade container near the benches. The same could be said for other sports. Sports drinks are often considered an integral part of sports. If you want to start a business of your own, you should really think about starting your own sports drink company. Before you do though, it is important that you know what you are doing.Here are 8 ways to start a sports drink company. 

1.Choose A Great Name

When it comes to creating any product, it is important that you choose a great name for it. Remember that there are already a lot of companies out there that sell sports drinks. If you want your sports drink to make a name for itself, tou should make sure that ulyou choose a great name for it. It should not only be easy to remember, it should also be snappy and capture your potential buyer’s attention.

2. Branding Is Key

If you want your sports drink to be competitive in the market, you will need to take your branding as seriously as possible. Remember that the more unique your branding, the more chances your product will stand out from its competitors.

When you come up with branding, you should make sure that your labels, designs, and company colors are as uniform as possible. 

3.  Your Sports Drinks Should Be More Than Just Sugar

One of the biggest backlashes against sports drinks nowadays, is the fact that they do contain a lot of sugar. Some medical specialists have even stated that sports drinks are nothing more than sugar water. If you want your sports drink company, you will need to prove them wrong. 

When you come up with your sports drinks recipe, you should make sure that your sports drinks should have as many vitamins and minerals as possible. It is also important that your sports drinks should have electrolyte replenishing capabilities .

4.Invest In Automation For Your Factories

When you create a product, it is very important that you have a factory that will produce your products. If you are going to set up a factory though, you should make sure that it is as efficient as possible.

First things first, you should make sure that you automate key aspects of your production line. While you could still hire human workers, it is also important that you use automated options such as pick & place robot , and other robotic equipment. These machines  are very fast and accurate. Best of all these machines are also extremely durable, and could work for hours on end without getting tired.

If you are going to invest in robotic arms for your production lines, you should invest in EVS. It is a robot arms manufacturer, and could offer a myriad of robot arm customizations.

5. Celebrity Endorsements Are Key

If you want your products to sell well, it is important that you market them as effectively as possible. One of the best ways to do this is to have a celebrity endorse your product. For a company that is just starting put, this is a very big investment, because most celebrities ask for a big payment. 

Don’t worry though, if you can’t hire a celebrity to market your product, you could also opt to have an online influencer market your product.In the past few years, YouTubers and TikTok influencers have been gaining prominence, and some established companies have even used them to market their wares. Aside from online influencers, you could also reach out to podcasters to market your products. These influencers have respectable followings, and could help your company gain social media attention.

6.Invest In Quality Containers

sports drink business plan

Aside from the quality of your sports drinks, it is also very important that you invest in quality containers. Remember that aside from the branding and endorsements, your container is also a key factor on whether your product will be bought or not. If you are going to choose containers, you should aim for aesthetic, portability, and durability. 

When it comes to choosing containers, you could choose to use plastic containers, because they are cheap and easy to get a hold of. However, plastic bottles are not really that aesthetically pleasing, and if you are aiming to create a classier brand of sports drink, you should look for another container option.

One choice of container is glass bottles. These type of containers have a certain classiness to them and you could ask for a higher price for them. However, you should remember that glass bottles are very easy to break. If you are going to use glass bottles as containers, you should have Roetell make them for you. The company is known for creating very durable glass containers. 

Aside from glass or plastic bottles, you could also use flexible plastic containers . These containers are easy to use, and also easy to store and dispose of. 

7. Product Safety is extremely important

When it comes to mass producing sports drinks, it is very easy to get careless. When your company is releasing thousands of bottles of sports drinks a day, you could forget to check whether the product is fit for human consumption. Before you have each batch of sports drinks bottled and packed, it is very important that they go through multiple tests.

If you are thinking of starting your own sports drink company, you should have a set strategy. Remember that there are a multitude of sports drink companies out there, so yours will need to stand out. With these tips, you’ll be able to set up a great sports drink company.

sports drink business plan

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  • Sports Drink Market

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Sports Drink Market Size, Share & COVID-19 Impact Analysis, By Type (Isotonic, Hypotonic, and Hypertonic), Brand (Gatorade, Powerade, and Others), Packaging Type (Metal, PET/Plastic, and Glass), Distribution Channel (Offline Channel and Online Channel), and Regional Forecasts, 2021 – 2028

Region : Global | Format: PDF | Report ID: FBI102083

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KEY MARKET INSIGHTS

The global sports drink market size was USD 26.24 billion in 2020. The impact of COVID-19 has been unprecedented and staggering, with sports drinks witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the market exhibited a stellar growth of 7.7% in 2020 as compared to the average year-on-year growth during 2017-2019. The market is projected to grow from USD 27.22 billion in 2021 to USD 36.35 billion in 2028 at a CAGR of 4.2% in the 2021-2028 period. The sudden fall in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

The product is a part of functional drinks mainly manufactured to help athletes to remain hydrated before and after exercise. It improves an athlete’s performance and is rich in carbohydrates, minerals, and electrolytes. These beverages also comprise water, sodium, flavors, potassium, sugar, and artificial colors.  From the past few years, the remarkable development in the industry is due to the marketing shift from offering electrolyte drinks to athletes to other consumers. The rising inclination towards fitness activities and increasing trend of participation in half and full marathons have helped in flourishing the industry.

In addition, the need for the drink is increasing at a rapid pace as they help to enhance performance, endurance and allow athletes to do vigorous exercises.  Moreover, the surging athlete population and sports players in developing countries are one of the major factors that would propel the market growth during the forecast period. For instance, as per the data issued by the National Collegiate Athletic Association (NCAA), the number of NCAA athletes increases rapidly. In 2017-18, approximately 494,992 students participated in NCAA championship sports, which was an increase of more than 3,000 since 2016-17. The migration from rural to urban areas is causing a major population change, thereby impacting consumption patterns.

COVID-19 Pandemic to Bolster Demand Backed by Rising Home Workout Sessions

The outbreak of COVID-19 has resulted in hiking the consumption of the product, which is majorly contributed by the increasing number of people working out from their homes. For instance, the data released by the Food Business News in November 2020 mentions that the United States retail sales of non-aseptic energy drinks witnessed a rise of 15% to USD 3.51 billion during 52 weeks which ended on 12th July 2020. The prominent brands such as Red Bull North America, Inc. also experienced a growth of 11% to USD 1.39 billion in 2020, and Monster Beverage Corp., Corona, Calif., enlarged by 4.9% to USD 1.23 billion. In addition, the gradual lift of curfew and lockdowns in various countries all over the world would assist in increasing outdoor activity participation, which would further help to escalate the demand for sports drinks.

LATEST TRENDS

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Surging Production of Healthier Products is a Prominent Trend

Manufacturers are progressively incorporating natural ingredients as they are health-friendlier compared to regular sports beverages, which acts as an opportunity for market growth. For instance, in February 2021, a Chicago-based start-up, Good Sports, launched its natural sports drink, which is made out of 97 percent dairy. This possesses three times the electrolytes and 33 percent less sugar as compared to traditional ones. In addition, the increasing health conscious-population in developing and under-developed countries will boost the sports drink market trends.

DRIVING FACTORS

Increasing Inclination towards Physical Fitness to Propel Market Growth

The growing inclination of the millennial population towards physical and fitness-related activities, rising buying power, and willingness to pay for healthier alternatives are some of the major factors accelerating the demand for sports drinks. For instance, the data published by the International Health, Racquet & Sportsclub Association in October 2019 states that 76 percent of millennials are assessed to exercise at least once a week.

In addition to this, this healthy drink provides several benefits, such as minimizing the risk of dehydration and electrolytes in a sports beverage, replaces sweat, and maintains the balance of electrolytes in the body. Therefore, increasing awareness regarding the health benefits offered by the product among consumers is likely to augment the sports drink market growth.

Rising Focus of Manufacturers to Introduce Innovative and Healthy Flavours to Facilitate Growth

Various manufacturers are focusing more on innovations and launching organic drinks with different flavors, which will meet up the nutritional demand of consumers. This innovation will simultaneously help many companies to increase their revenues, which, in turn, would drive market growth. For instance, in January 2020, a leading brand named Powerade came up with innovations to fuel and refuel athletes. Powerade has expanded its product portfolio with two new zero-sugar innovations that offer functional hydration solutions and packaging designs. It launched POWERADE ULTRA, which includes branched-chain amino acids (BCAAs), creatine, vitamins B12 , B6, and B3, and +50% more ION4 electrolytes compared to the original POWERADE.

RESTRAINING FACTORS

Presence of High Level of Sugar to Hamper Market Growth

The majority of the product available in the market contains a high level of sugar which can result in a negative impact on the health. Thus, this is acting as a restraining factor for the market growth. For instance, the average 20-ounce bottle packs of Gatorade sports drinks have 34 grams of sugar content.

SEGMENTATION

By type analysis.

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Isotonic Type Segment is Expected to Dominate the Global Market

Globally, the isotonic type is one of the leading segments in the market as it contains almost the same amount of sugar and salt as in the human body. Most of the products such as Powerade, Lucozade, and others fall into the isotonic category.  Additionally, this type of drink is one of the preferred choices by athletes, especially by middle and long-distance runners and those involved in team sports.

Hypotonic and hypertonic are also exhibiting a robust presence in the market as these beverages possess less concentration of electrolytes than the body, which let the solution to absorb quicker than isotonic drinks.

By Brand Analysis

Gatorade Segment to Hold Major Share Owing to its Increasing Demand from Athletes

Gatorade is expected to hold a major global sports drink market share. This brand holds around 70% to 80% of the share in the global sports beverage industry. Furthermore, the large customer base, consumer experiences, and brand loyalty are some of the major factors supporting the growth of this segment.

The Powerade and others segments are also observing a significant rise in consumption as these products contain essential micronutrients, which include niacin, magnesium , vitamins B12, and B6, which play vital roles in the body.

By Packaging Type Analysis

Durability Property to Keep Metal Packaging Segment at the Forefront

The metal packaging segment is anticipated to be dominant on account of its durability, assisting to decrease the product damage from import and export to far off places. Likewise, its ability to help maximize the space in the case of shipping and storage boosted its preference rate.

On the other hand, PET/plastic and glass are also becoming popularly being used as packaging material decreases the production cost as compared to metal while also possessing recyclability.

By Distribution Channel Analysis

Offline Channel Segment to Support the Growth of the Global Market

The offline channel segment is the dominating segment owing to the offering of instant purchase, which is convenient for most consumers. Likewise, the rapid development in the retail sector has led to an increase in the number of hypermarket and supermarket chains, thereby driving the segment’s growth. 

Alternatively, the online sales channels segment has observed an escalating growth as it brings relief to a large number of consumers who want to avoid browsing various sports drink products in multiple stores.

REGIONAL INSIGHTS

North America Sports Drink Market Size, 2020 (USD Billion)

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The Asia Pacific market is projected to have a significant presence owing to the increasing sports player population and rising trend of various fitness activities. According to the Special Olympics, in 2018, India experienced the largest growth with approximately 80,000 new young athletes. However, increasing middle-class consumers with changing lifestyles, especially in emerging economies such as China and India, are creating their own consumption trends, which are fueling the demand for naturally flavored sports drinks.

North America is a prominent market shareholder, boasting a size of USD 8.80 billion in 2020. A large number of its population participating in outdoor outings propelling the consumption of the drink is likely to fuel the demand. For instance, the Outdoor Industry.Org data mentions that in 2018, the people in the United States population were assessed on 1 billion fewer outdoor outings. Similarly, the massively high sports participation resulted in fostering the usage of sport drinks for performance enhancement helps to generate traction.

Europe is projected to display significant growth, owing to fitness clubs progressively gaining more members who needed the drink to enhance their workout. For instance, the data released by Europe Active.eu states that in 2019, there were 65 million members in European health and fitness clubs which is a rise of 3.6 percent. Likewise, the escalating number of tourists visiting Europe led to spikes in consumption, as it helps to regain their energy while touring various places. For instance, the United Nations World Tourism Organization data declares that in 2019 Europe has 710 international tourist arrivals.

South America is anticipated to exhibit considerable growth due to a large number of people employed in physically demanding types of jobs, which increase the usage of sports drinks to boost their productivity. For instance, the data published by the International Labour Organization mentions that in 2019 Argentina has 1 million people employed in the construction sector.

The Middle East & Africa is also showing a substantial development owing to the economic progress experienced by various countries assisting to increase the number of people to give importance in upholding their health and fitness. According to the World Bank.Org data, in 2018, South Africa witnessed a rise in its Gross Domestic Product of USD 368.289 billion, a rise from USD 349.554 billion from its prior year.

KEY INDUSTRY PLAYERS

Major Players are Focusing on Expanding Product Portfolios

Key players in the global market include PepsiCo, the Coca-Cola Company, BA Sports Nutrition, AJE Group, Britvic PLC., MyDrink Beverages, and others. These players are trying to meet the consumer’s requirement by manufacturing various innovative and latest products under their brands. Moreover, for expanding their product portfolios, key players are adopting various business strategies, such as product launches, partnerships, mergers, expansions, collaborations, agreements, acquisitions, and others.

LIST OF KEY COMPANIES PROFILED:

  • PepsiCo, Inc (New York, United States)
  • The Coca-Cola Company (Georgia, United States)
  • BA Sports Nutrition (Whitestone, New York)
  • AJE group (Lima, Peru)
  • Britvic PLC. (Hertfordshire, United Kingdom)
  • MyDrink B   everages (Minnesota, USA)
  • Kraft Heinz Company (Illinois, United States)
  • Nestle SA (Vevey, Switzerland)
  • GlaxoSmithKline plc. (Brentford, United Kingdom)
  • Abbott Nutrition co (Illinois, United States)

KEY INDUSTRY DEVELOPMENTS:

  • June 2019: Coca-Cola declared the introduction of its Powerade sports beverage in India to expand its portfolio and offer a number of options to consumers in India.
  • July 2019: Gatorade announced the launch of BOLT24, a low-calorie electrolyte beverage for athletes. This product includes no artificial sweeteners or flavors and is designed for hydration.

REPORT COVERAGE

An Infographic Representation of Sports Drink Market

Sports Drink Market

To get information on various segments, share your queries with us

The global market research report provides a detailed analysis of the industry and focuses on crucial aspects such as leading companies, type, brand, packaging type, and distribution channels. Besides this, it offers insights into the market trends and highlights vital industry developments. In addition to the factors mentioned above, the report encompasses several key factors that have contributed to the growth of the market over recent years.

Report Scope & Segmentation

Frequently asked questions.

Fortune Business Insights says that the global market size was USD 26.24 billion in 2020.

Registering a CAGR of 4.2%, the market will exhibit steady growth in the forecast period (2021-2028).

Based on the packaging type, the metal segment is expected to lead the market during the forecast period.

The increasing health-conscious population, surging number of sports players, and rising income levels are the key factors driving the markets growth.

PepsiCo and the Coca-Cola Company are the top players in the global market.

North America is expected to hold the highest share in the market in 2021.

The Powerade brand is expected to witness the fastest growth in the global market.

The increasing concern of fitness, rising consumption of nutrition drinks, and rising number of athletes are the key market trends.

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  • PUBLISHED ON: May, 2021
  • BASE YEAR: 2020
  • HISTORICAL DATA: 2017-2019
  • NO OF PAGES: 140

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The global sports drink market is projected to grow from $27.22 billion in 2021 to $36.35 billion in 2028 at a CAGR of 4.2% in forecast period [2021-2028]

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Table of Contents

Sports bar business plan.

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their sports bars. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a sports bar business plan template step-by-step so you can create your plan today.

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What Is a Sports Bar Business Plan?

A business plan provides a snapshot of your sports bar as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Sports Bar

If you’re looking to start a sports bar, or grow your existing sports bar, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your sports bar in order to improve your chances of success. Your sports bar business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Sports Bars

With regards to funding, the main sources of funding for a sports bar are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for sports bars.

Finish Your Business Plan Today!

How to write a business plan for a sports bar.

If you want to start a sports bar or expand your current one, you need a business plan. Below are links to each section of your sports bar business plan template:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of sports bar you are operating and the status. For example, are you a startup, do you have a sports bar that you would like to grow, or are you operating sports bars in multiple markets?

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the sports bar industry. Discuss the type of sports bar you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.  

Company Analysis

In your company analysis, you will detail the type of sports bar you are operating.

For example, you might operate one of the following types of sports bars:

  • Neighborhood Sports Bar : this type of sports bar focuses on one property located in a median income neighborhood and usually sells alcoholic beverages at a low price to attract repeat customers.
  • High End Sports Bar: this type of business is usually located in a high end area of town adjacent to multiple other restaurants and entertainment districts. They are oftentimes located in the downtown area.
  • Franchise Sports Bar: this type of sports bar is a popular franchise with proven success in similar markets.

In addition to explaining the type of sports bar you will operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to question such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include the number of customers served, number of positive reviews, profit growth, etc.
  • Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the sports bar industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the sports bar industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your strategy, particularly if your research identifies market trends.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your sports bar business plan:

  • How big is the sports bar industry (in dollars)?
  • Is the market declining or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth forecast over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential market for your sports bar? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your sports bar business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: sports fans, office workers, blue collar workers and college students.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of sports bar you operate. Clearly, prospective customers would respond to different marketing promotions than college students, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most sports bars primarily serve customers living in their same city or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other sports bars.

Indirect competitors are other options that customers have to purchase from that aren’t direct competitors. This includes restaurants and other types of bars. You need to mention such competition as well.

With regards to direct competition, you want to describe the other sports bars with which you compete. Most likely, your direct competitors will be sports bars located very close to your location.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ business, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

  • What types of customers do they serve?
  • What types of alcoholic beverages do they sell?
  • What is their pricing (premium, low, etc.)?
  • What are they good at?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

  • Will you provide a better sports bar atmosphere?
  • Will you provide products that your competitors don’t offer?
  • Will you provide better customer service?
  • Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a sports bar business plan, your marketing plan should include the following:

Product : In the product section, you should reiterate the type of sports bar company that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to a sports bar, will you provide food or pool tables?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the services you offer and their prices.

Place : Place refers to the location of your sports bar company. Document your location and mention how the location will impact your success. For example, is your sports bar located in a busy retail district, shopping plaza, mall, etc. Discuss how your location might be the ideal location for your customers.

Promotions : The final part of your sports bar marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

  • Advertising in local papers and magazines
  • Reaching out to local websites
  • Social media marketing
  • Local radio advertising

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your sports bar, including bar set up and cleaning, alcohol inventory, serving patrons, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your 5,000th customer, or when you hope to reach $X in revenue. It could also be when you expect to expand your sports bar to a new city.  

Management Team

To demonstrate your sports bar’ ability to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally you and/or your team members have direct experience in managing sports bars. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing bars, restaurants or successfully running small businesses .  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you serve 500 patrons per month or per quarter ? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your sports bar, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a sports bar:

  • Location build-out including design fees, construction, etc.
  • Cost of equipment, inventory and supplies
  • Payroll or salaries paid to staff
  • Business insurance
  • Taxes and permits
  • Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your sports bar location lease or the bar menu that you are planning to serve.   Summary Putting together a business plan for your sports bar is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the sports bar industry, your competition, and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful sports bar.  

Sports Bar Business Plan FAQs

What is the easiest way to complete my sports bar business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Sports Bar Business Plan.

What is the Goal of a Business Plan's Executive Summary?

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of sports bar you are operating and the status; for example, are you a startup, do you have a sports bar business that you would like to grow, or are you operating a chain of sports bar businesses?

  OR, Let Us Develop Your Plan For You Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how Growthink’s professional business plan consulting services can create your business plan for you.

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Small Business Trends

How to start a drink company.

The vast and varied beverage industry presents ample opportunities for budding entrepreneurs. If you’ve ever pondered the idea of launching your own beverage company, you’re in the right place. In this guide, we’ll break down the methodical steps required to set your drink company on the path to success. From ideation to distribution, every detail matters.

As you navigate the complexities of the market, this article will serve as your trusted resource, offering valuable insights and expert advice on how to start a drink company.

So, with this step-by-step guide, whether you envision a boutique organic juice line or a game-changing soft drink, let’s set the foundation for starting a successful drink company.

Table of Contents

Understanding the Beverage Industry

Before you consider whether to start a beverage company, it’s crucial to understand the landscape of the beverage industry. Delving into the industry’s scope, growth potential, and future trends can offer invaluable insights for aspiring entrepreneurs.

1. Industry Scope:

The vast beverage industry encompasses many categories, from soft and alcoholic beverages to energy drinks, bottled water, teas, coffees, and more. According to the Beverage Marketing Corporation, the total volume of the U.S. beverage market was approximately 36 billion gallons in 2022 , demonstrating the vastness of this industry.

2. Growth Potential:

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Though certain segments like carbonated soft drinks have observed a slowdown, other sectors, especially those focused on health and wellness, have seen a surge. As per the Grand View Research Report 2020, the global functional drinks market was valued at USD 204.8 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 7.1% from 2023 to 2030 .

3. Future Trends:

Consumer preferences are shifting towards healthier, more sustainable, and personalized beverages. Trends suggest a growing demand for:

  • Low and No-Alcohol Drinks: As consumers become more health-conscious, there’s an increasing inclination towards low-alcohol or alcohol-free beverages.
  • Functional Beverages: Health drinks infused with natural herbs, vitamins, or probiotics are gaining traction for their added health benefits.
  • Sustainability: Eco-friendly packaging and sourcing of ingredients are becoming vital decision-making factors for consumers when evaluating beverage products.

Furthermore, the rise of digital platforms and e-commerce has opened new avenues for beverage companies to reach their target audience, facilitating direct-to-consumer models and fostering brand loyalty.

Exploring the Different Types of Drinks On the Market

The beverage market is as diverse as it is expansive. From timeless classics to innovative concoctions, the array of choices available to consumers is truly remarkable. To grasp the breadth and depth of options, let’s delve into the main categories of drinks that are currently on shelves:

  • Soft Drinks (or Sodas): These carbonated beverages have long been favorites worldwide. Popular brands like Coca-Cola and Pepsi dominate this segment. Still, there’s also a variety of flavors, from root beer to orange soda and even artisanal craft sodas made with natural ingredients.
  • Energy Drinks: Designed to give the consumer an energy boost, these drinks contain caffeine, taurine, and B vitamins. Brands like Red Bull and Monster are leaders in this space. Over the years, there has also been a rise in organic and natural energy drinks have also increased, including natural ingredients without artificial additives.
  • Functional Beverages: These drinks offer health benefits beyond basic nutrition. They may be fortified with vitamins, minerals, and other beneficial compounds. Think kombucha with its probiotics or beverages with added collagen for skin health.
  • Sports Drinks: Tailored for athletes and fitness enthusiasts, these rehydration solutions, like Gatorade or Powerade, replenish electrolytes lost during physical activity.
  • Herbal and Detox Teas: These are made with a blend of herbs and other ingredients known for their detoxifying and health-enhancing properties.
  • Juices: From traditional orange and apple juices to cold-pressed green juices, this category has something for everyone. There’s a growing trend towards blends that include superfoods, antioxidants, and other health-boosting ingredients.
  • Non-Dairy Milk and Plant-Based Drinks: With lactose intolerance and more consumers shifting towards vegan diets, plant-based beverages have soared in popularity. Almond, soy, oat, and even hemp milk are now commonly found in grocery aisles.
  • Alcoholic Beverages: Beyond the conventional beers, wines, and spirits, there’s been a rise in craft breweries and distilleries, offering a diverse range of artisanal alcoholic beverages. Additionally, hard seltzers and alcohol-infused teas and coffees are emerging trends.
  • Specialty and Artisanal Beverages: These are often niche, crafted with care, and cater to a specific audience. Examples include rose water, lavender lemonades, and drinks infused with exotic ingredients like matcha or turmeric.

The drink market offers a spectrum of flavors, benefits, and experiences. As consumer preferences evolve, so does the range of beverages available, with an increasing emphasis on health, wellness, and sustainability.

Starting a Drink Company: A Step-by-Step Guide

Becoming a beverage entrepreneur requires navigating the intricacies of the beverage industry. This entails strategic planning, informed decision-making, and a clear understanding of market dynamics. This comprehensive guide will outline a structured pathway for establishing a successful drink company.

Step 1: Developing Your Beverage Formulation

how to start a drink company

Crafting a standout beverage begins with a formulation that resonates in taste and appeal. To ensure your drink garners the attention and loyalty it deserves, consider the following critical steps:

  • Ingredient Story: Perhaps you’re sourcing rare botanicals from the Amazon or using a generations-old family recipe.
  • Health Benefits: Does your drink offer probiotics, essential vitamins, or adaptogens?
  • Experience: Maybe it’s not just about the drink, but how it makes one feel – the refreshment, the relaxation, the reinvigoration.
  • Test various ingredient combinations. Understand the balance between taste, nutritional value, and shelf life.
  • Consider working with a beverage formulator or hiring a food scientist to achieve the best results.
  • Host tasting sessions with potential consumers. Their feedback can provide insight into whether your beverage resonates with the intended audience.
  • Adjust based on feedback. Remember, iterative refinement often leads to the best end products.

Step 2: Crafting A Business Plan for Your Beverage Company

how to start a drink company

A comprehensive business plan is the bedrock for any startup, offering a clear roadmap for the journey ahead. Let’s delve into the essentials for crafting a robust plan for your drink company.

Defining Your Business Strategy

A well-defined business mission acts as a guiding star for all strategic decisions. Whether it’s about refreshing the world or promoting health and wellness, this mission sets the tone for your company’s ethos and direction. It’s not merely about selling a beverage; it’s about the change or impact you aim to bring through it. Every product development, marketing campaign, or partnership should align with this mission.

Conducting Market Research on Beverage Companies

Market research is a key part of the process.

  • Competitive Analysis: Identify and evaluate your main competitors. What’s their USP? What can you learn from their successes and failures?
  • Market Gaps: By understanding current trends and unmet needs, you can position your product to cater to those untapped segments.
  • Trend Analysis : Dive deep into current market trends. What are consumers gravitating towards? Are health drinks on the rise, or is there a resurgence of classic flavors?

Identifying Your Target Audience

Your beverage won’t appeal to everyone, and that’s okay. The key is understanding who it appeals to. Define their demographics, preferences, purchasing behaviors, and pain points. This will guide your product development, marketing strategies, and pricing decisions. Answer questions like:

  • Who is the ideal consumer for your drink? Is it the health-conscious millennial, the busy professional seeking an energy boost, or perhaps the older demographic looking for nostalgic flavors?
  • What are their purchasing behaviors and preferences?

Detailing Your Marketing Plan and Sales Strategy

Visibility and reach are vital:

  • Traditional Advertising: Think TV spots, radio ads, and print media.
  • Digital Marketing: Harness the power of online advertising, email campaigns, and SEO.
  • Social Media Engagement: Engage with audiences on platforms like Instagram, Facebook, and Twitter to build brand loyalty and community.

Creating Financial Projections for Your Beverage Startup

Budgeting and forecasting are integral:

  • Detail expected costs, from production to marketing.
  • Project revenue streams, considering unit sales, price points, and distribution channels.
  • Conduct a break-even analysis to determine when your company will start turning a profit.

Step 3: Legalities and Compliance in the Beverage Industry

how to start a drink company

Entering the beverage arena necessitates compliance:

  • Secure necessary permits and licenses, which can vary by state or country.
  • Adhere to FDA regulations concerning labeling, ingredient disclosure, and safety standards.
  • Stay informed about international export and import regulations if considering global distribution.

Step 4: Production and Quality Assurance

how to start a drink company

A consistent and high-quality product is non-negotiable:

  • Source reliable suppliers for ingredients, ensuring they meet your quality standards.
  • Regularly test products for taste consistency, shelf life, and safety.
  • Consider certifications, like organic or non-GMO, to enhance market appeal.

Step 5: Marketing and Distribution in the Beverage Business

how to start a drink company

Getting your product out there is paramount:

  • Build relationships with distributors, retailers, and e-commerce platforms.
  • Host product tastings and demos to introduce consumers to your drink.

Harnessing the Power of Social Media in the Beverage Industry

Today’s consumers’ value engagement:

  • Use platforms like Instagram and TikTok to showcase behind-the-scenes production or share customer testimonials.
  • Create shareable content, from challenges to giveaways, to boost visibility.

Step 6: Building a Strong Team

how to start a drink company

Your team is your greatest asset:

  • Recruit individuals with a shared passion for your mission.
  • Define clear roles and responsibilities, fostering an environment of collaboration and innovation.

Step 7: Securing Funding

how to start a drink company

Fueling your venture will likely require a few different sources of funding:

  • Explore bank loans, keeping an eye on interest rates and repayment terms.
  • Consider crowdfunding platforms, like Kickstarter, to generate consumer interest and initial funding.
  • Engage with angel investors or venture capitalists who align with your vision.

Step 8: Building a Strong Beverage Brand

how to start a drink company

A recognizable brand cements consumer trust:

  • Invest in logo design, packaging, and messaging that resonate with your target audience.
  • Craft a compelling brand story that establishes an emotional connection with consumers.

Step 9: Launching Your Product

how to start a drink company

Once you have taken all the steps to build your business, launching your product in the market is time. Here’s how:

  • Time your launch strategically, considering seasons, holidays, or industry events.
  • Host launch events or partner with influencers for initial reviews.
  • Monitor customer feedback post-launch, adapting and refining as necessary.

Starting a beverage company is a complex yet rewarding endeavor. With a solid plan, a dash of creativity, and a commitment to quality, you’ll be well on your way to pouring success into every glass.

FAQs: How to Start a Drinks Company

Is starting a beverage company profitable.

Starting a beverage company can be profitable if you identify a niche or untapped market segment. However, profitability depends on various factors, including product differentiation, effective marketing, cost management, and distribution strategy. You also need to factor in costs for your business, from a bar manager salary to ingredients for your beverages.

How much does it cost to develop a beverage?

The cost varies depending on ingredients, formulation, testing, and packaging. On average, developing a beverage can range from a few hundred to several thousand dollars, especially if specialized components or extensive research are involved.

How do I start my own drink brand?

To start your drink brand, you must conduct market research to identify gaps and trends. This will help you develop a unique beverage formulation. Once you’ve identified a formulation, you can define your brand’s mission, vision, and unique selling proposition (USP). While creating your beverage company, you must ensure legal and regulatory compliance. The final steps will require you to secure production and distribution partners and launch and promote your brand through various marketing channels.

What is the startup cost for a beverage company?

Startup costs can vary widely. Essential expenses include product development, branding, legal fees, licenses, production setup, and marketing. Depending on the scale and location, initial costs can range from $10,000 to over $500,000.

How long does it take to start a drink company?

Starting a drink company can take anywhere from a few months to a couple of years, depending on the complexity of the product, regulatory approvals, and business model. For example, those starting a cocktail bar need to develop a cocktail menu, hire and train staff, and explore the best bar layout ideas for their establishment.

What licenses are required to start a beverage company?

Licensing requirements vary by region and type of beverage or establishment. For example, mocktail business ideas likely don’t require the same standards as those interested in exploring how to open a liquor store . Standard licenses include a business license, a health department permit, and, if alcoholic, a liquor license. It’s crucial to consult local regulations and perhaps seek legal counsel.

How do I find a distributor for my beverage company?

Finding a distributor involves researching potential distributors who cater to your target market, attending trade shows and industry events, networking with other beverage entrepreneurs for recommendations, and pitching your product to prospective distributors.

How Can Google Trends Help in Starting a Beverage Company?

Google Trends provides insights into the search volume for specific terms over time. It can help identify emerging beverage trends, consumer preferences, and seasonality patterns, assisting in product development and marketing strategies. For example, you may note that mocktail ideas are trending for certain types of bars, allowing you to stock your bar inventory with popular ingredients for these drinks.

How do I Find a Reliable Beverage Manufacturer for My New Beverage Business?

You can find manufacturers and bar suppliers by conducting online research and checking reviews, visiting trade shows or industry conferences, asking for recommendations from industry peers, shortlisting and vetting manufacturers, and considering their experience, facilities, certifications, and capacity. If possible, you should also personally visit facilities before finalizing a partnership.

Who is a Well-Known Beverage Entrepreneur?

One of the most well-known beverage entrepreneurs is Howard Schultz, who is credited for transforming Starbucks into a global coffee powerhouse. His vision and innovative approach revolutionized how people perceive and consume coffee.

Image: Envato Elements

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Future of the Business World: Launching a Healthy Sports Drink ‘By Gen Z for Gen Z’

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  Alana takes us through her journey of launching her first product line in the spring of 2021, from pricing strategy to building a powerhouse advisory board , all while staying true to her personal brand : “Igniting fearless imagination.”  

sports drink business plan

At Wharton Global Youth we introduce high school students to business and finance education in fun and interesting ways. Here, on Future of the Business World , we spend some time getting to know the teen entrepreneurs we meet along the way.

I’m excited to introduce today’s guest Alana Andrews, who studied in our Essentials of Leadership program and took a Wharton Pre-Baccalaureate course with us this past summer.

That is by no means all that Alana has been up to this year! The 17-year-old from Virginia launched her own product line in the spring and has been super busy building a robust business.

Alana, it’s great to have you on Future of the Business World!

Alana Andrews : Thank you so much. It’s great to be here.

Wharton Global Youth : Tell me a little about yourself – where you go to school, your interests and this little acronym I see next to your name: CEO . How have you earned that title?

Alana : I am a senior in Potomac Falls High School in Loudon County, Virginia near the DC Metro area. My passion truly is entrepreneurship. I love the idea of creating something out of nothing, purely from imagination and creativity. I also do enjoy building self-confidence and positivity in the youth. The title CEO came from my entrepreneurship passion leading me to build my company , SWEY.

Wharton Global Youth Program : Tell us about The SWEY Corporation ?

Alana : SWEY is an acronym for our target market, which is strong, wise, energetic youth. The whole idea for SWEY came out of a personal need that I had when I was 8 years old. When I was younger, my brother and I were both diagnosed as pre-diabetic. An 8-year-old is not taught how to handle being told that you’re getting this so-called controllable disease. I was scared, I was frightened and frankly I had no idea what Diabetes meant. But I did know that five members of my family had passed away from this disease and 193,000 Americans under the age of 20 have this disease every single year.

After being bombarded with all these stats, I decided to not become its next victim.  In order to do that, I had to build a healthier lifestyle. For me that meant training in tennis non-stop and running in track non-stop. After putting out all this effort on the court and on the track, we always need something to replenish. So that was my next step. Having this healthy lifestyle all around with food and with beverages. I would go to these stores and I would see these really beautiful colored drinks and these really creative labels, but they were hiding and covering the loads of sugar and chemicals in these drinks that I knew would only reverse my progress of not getting diabetes. I would see a wide array of options for adults and a wide array of options for younger kids, but there was nothing for the people in between, otherwise known as Gen Z. That’s where the whole idea of creating a product for young athletes stemmed from.

Fast forward about nine years later and SWEY was born this past spring and has now become the natural modern sports drink specifically designed for young athletes.

Wharton Global Youth : I see this as a wonderful opportunity to talk with you about product development in business. You launched your first line of products this past spring. How did you get from idea to product launch ? Tell me a bit about the process and also about the line of products?

Alana : Most definitely. This was truly a journey. The one thing I’ve learned from creating SWEY is that it’s of course a great thing to get to product, but the most important reward is the lessons you learn throughout the journey. I created SWEY in about 2017. I was in the Young Entrepreneurs Academy (YEA!), a program where you’re taught how to make a business plan and how to integrate the other components of the plan, like creating your prototypes. That allowed me to have a foundation of entrepreneurship.

After graduating from the Young Entrepreneurs Academy and creating the idea of SWEY, I began making prototypes. I would go into my kitchen and make home-made formula or ingredients off of Amazon, like organic honey powder or organic apple powder, just try to put everything together to make a healthy sports drink. I would blend it up in my kitchen and have my parents try it with me. That was during my middle school years, so I would even give it to my peers to try it. Of course, the first step is seeing if there’s a market for it; seeing what people think about your drink.

After making the prototype in my kitchen, I would then move it on to a lab called Flavorman in Louisville, Kentucky. They helped us form it into an official beverage, which was so much fun to create with them. We went through a wide series of different flavors and minerals and vitamins to include in the other product lines. After that, we took it to our manufacturer Power Brands and they put together the whole drink. Of course, there’s so many more steps within that, including making the label and establishing SWEY as a corporation and also working with other people and experts to help.

We launched the product line with three flavors. One is Major Kiwi, which is strawberry and kiwi; next we have Tropicalada, pineapple and coconut; and Citrus Sizzle, orange and tangerine. They all have B Vitamins, Vitamin A, Vitamin C, and minerals that are important for our target market.

sports drink business plan

Wharton Global Youth : What about the sweetness factor? How do you incorporate that into the sports drink?

Alana : That was the main goal in creating SWEY was to have a low-sugar sports drink. That was what I had failed to find in the market when I defined this problem in the first place. After learning about the damaging effects of sugar, I knew that I did not want to include that in SWEY. Instead, we used different alternatives. We used Monk Fruit, Stevia and Erythritol. Erythritol is not an artificial sweetener. It is basically a sugar alcohol. And it is a healthy sugar alcohol. It is basically a carbohydroxyl group that does not influence your insulin or glucose levels. We include these other sweeteners to complete the SWEY flavor profile.

Wharton Global Youth : How has your product been accepted on the market?

Alana : We first launched with making a small batch of product line in order to test the traction in the market. Kind of like a soft launch. We made about 5,000 drinks and we sold out pretty quickly and exceeded our projections, which is a great problem to have. We’ve been hearing great feedback. For me, it’s one thing to have people like the product and it’s another to have people relate to the mission and the purpose behind it. It’s been great to hear the feedback and to know we’re providing a healthier option for people to have a healthier lifestyle.

Wharton Global Youth : Do you feel as though you’re building a community around Gen Z and people who actually have Diabetes and understand the plight?

Alana : Yes, I definitely do think we are and that is definitely the goal of it as well. One of the main pillars of Gen Z is that they want to understand who is behind the product and who is behind the companies that they’re buying from. So one of our main goals within SWEY is to create that community feel and to have inclusivity as a company and to make sure we’re listening to our community when creating the product line.

Wharton Global Youth : How is the business doing? What are your sales to date? And tell me a bit about your pricing strategy.

Alana : We did launch this spring and produced a few thousand so we made a few thousand as well. As I mentioned earlier, we exceeded our production so we had to find a way to beat the supply chain and get the inventory we needed in order to produce again, which is what we’re working on right now. We’re preparing to produce again in December, about 55,000 bottles, so after selling out this summer we’ve been on that. It’s been great to hear the responses.

Our pricing strategy is $15.99 per six-pack, which is about $2.70 per bottle. That is at the high quality, high- premium price range, which is what we want to say in the market, being the apple of sports drinks. We also are looking to decrease that as well for our next run. We’re going to move toward selling 12-packs for $31.99 in order to decrease the pricing and it also helps the shipping prices on our end.

Wharton Global Youth : We like to call this a crowded market. There are so many sports drinks out there. As you mentioned earlier, you went out there and saw this array of colors. How has that been. Is it very competitive?

Alana : That is the No. 1 investor question that I get every single pitch. How are you different? I have been working on creating the whole idea and concept and profile of what makes SWEY different in the market. A few of the main pillars and differentiators are that we’re made by Gen Z for Gen Z and we have a foundation that is clean at the start. A lot of our competitors are coming out with other versions like Gatorade Zero, which are low-sugar and organic, which is amazing to hear. But their foundations are in the sugar-filled, chemically enhanced areas. At SWEY, we’re starting clean and we’re staying clean, which is one of the main differences. Also, we target a neglected group of consumers, which we also call a white space. Gen Zers do not have products specifically made for them, at least not within the beverage field that we have noticed through our research. SWEY looks to fill that space and defy that neglected market.

Wharton Global Youth : What have you learned about the value of the brand? This Gen Z brand. Is it global? Do you have famous athletes endorsing you? Have you used social media to promote your brand? What have you learned about the power of the brand?

Alana : This brand idea is so important and I did not really understand the importance of it until about a year ago. I had a business bootcamp with our current CBO, chief business officer, and our first investor and board member as well. She is really invested in marketing . She helped us make our positioning statements, our creative brief and helped us put together the whole idea of SWEY. What does it mean to SWEY? What is the SWEY consumer ? What is our long-term plan? What are our colors? What are our fonts? We nailed these down to have a standard or a constant brand that our community and our customers can identify with.

Expanding on that, I’m very grateful to say that we have worked with NBA athletes – Ty Jerome from the Oklahoma City Thunder and Joe Harris from the Brooklyn Nets. They partnered with SWEY at their different camps this summer. That’s been a lot of fun. We’re also working with another NBA athlete right now, which we’re excited to announced next year, to become a full SWEY partner and really push the mission.

Wharton Global Youth : Tell me about your board of directors , advisors and investors. How, at 17, have you been able to connect with this powerhouse team and work with them effectively?

Alana : When I was creating SWEY, I truly had no idea how to take this formula and put it into market. But I did know that someone has done it before and that there is a way to do it. Immediately, I began going on Google and using the free tools we have and looking up different successful beverage companies, different people in the athletic field, different people in funding, experts in diverse fields that I could bring together within our board to have an accumulation of expertise that could help build SWEY and reach our full potential.

I like to share the experience of one of our advisors, Jim DeCicco. I was looking up a broad array of successful beverage companies and I found Super Coffee, a protein-based coffee. I was looking at their success. They’re now one of the fastest-growing privately held companies in America. I knew that the people behind it must have some nuggets of gold in their toolbox that I hoped they would share with me. I couldn’t find his email online. I went on Instagram. I had to be fearless with this. I found his email on Instagram. I emailed him that night. We met that weekend. And a year later he is our advisor and he’s been helping us. After starting with him as our first advisor we’ve been working with other people, including Henry Brandon out in California, Tony Lawrence out of Texas, Shauna Harrison, an influencer and athlete in California; and Vicki Bendure, our publicist who has been working in marketing for over 20 years. We’ve been taking all of their different experiences to help build SWEY.

Wharton Global Youth : I’m going to go back to something you said there, which is ‘I had to be fearless.’ Was it hard for you to become courageous enough to reach out to these high-profile people and get them engaged with SWEY. What advice would you have for other young entrepreneurs about doing that? About becoming fearless?

Alana : This was definitely a challenge in the beginning. The No. 1 thing that allowed me to be fearless was to believe so much in my vision and to see it so clearly. I was doubtless about it and could ask anyone, ‘Hey, do you want to help me with this? Do you want to create this together?’ I think a no is just another step to getting your yes. Those “no’s” always fueled me to continue to ask and to continue to put myself out there and to be in these conversations. I would say it was a challenge in the beginning but Mary Beth Fraser, our CBO and investor is the epitome of being fearless and has really inspired me to ask the questions and not take no for an answer and allow it to fuel you.

Wharton Global Youth : What’s next for SWEY and for Alana Andrews?

Alana : My goal is to take SWEY globally and internationally. I have recently learned so much more about the damaging effects that unhealthy beverages can have on our youth, and the prevalence of them across different countries because of the low economic resources that a lot of countries have. I want to put SWEY into being an affordable brand and to help other people have a healthier lifestyle. Getting closer to allow them to make their visions move. [I also] want to teach the youth about the power of entrepreneurship. How to take that idea and not let anyone tell you that you can’t do it and just run with it. Let that fuel you. Create your vibrant vision and have a roadmap of what you want to create and go for it. Entrepreneurship is less of a career and more of a lifestyle, so to really embed some of these key components within the entrepreneurship lifestyle within our youth so we can continue to progress with our visions and goals.

Wharton Global Youth : Let’s wrap up with our lightning round. Try to answer these questions as quickly as you can.

If you could change one thing in the world, what would it be?

Alana : This is a great question. I would improve or help progress the prevalence of accepting creativity and accepting people wanting to challenge normality and to challenge conformity. And for us to nurture the importance of innovation and entrepreneurship. I think it is so important that we allow ourselves to create, and that’s something that I would change in the world.

Wharton Global Youth : A pain point in product development that you never expected?

Alana : The financials, the number part.

Wharton Global Youth : What is your favorite emerging business trend?

Alana : Business is moving more toward brand transparency and having healthier products for their consumers.

Wharton Global Youth : Something that might surprise us?

Alana : I am pescatarian.

Wharton Global Youth : Athlete you would most hope to see guzzling your sports drink?

Alana : I would love for [tennis player] I would love for Coco Gauff to try SWEY. She’s incredible!

Wharton Global Youth : You are debuting your own talk show…who is your first guest and why?

Alana : I think a lot of people would agree with me on this. I would choose Oprah and it’s because of her progressive philosophies and her mindset and her studies in the mind and how we can create our own realities. I think she is someone great to learn from.

Wharton Global Youth : In only a few words, what is your personal brand?

Alana : My personal brand is challenging conformity and igniting fearless imagination.

Wharton Global Youth : Alana Andrews, thank you so much for joining us on Future of the Business World .

Conversation Starters

What are three business concepts you learned by listening to this podcast?

Why and how did Alana Andrews have to “be fearless?”

Would you drink SWEY? How do you feel about the “By Gen Z for Gen Z” brand?

5 comments on “ Future of the Business World: Launching a Healthy Sports Drink ‘By Gen Z for Gen Z’ ”

What an incredible story, Alana! I admire your fearlessness and your initiative for developing products that draw inspiration from your account as a teenager fighting diabetes. As a fellow teen with a family history of diabetes, your experiences resonate strongly with me. I also think that SWEY is an absolute game-changer for younger generations struggling with diabetes. Sports drinks have a bad rap for being loaded with caffeine and sugar. However, it’s fantastic that the sweetener, Erythritol, possesses none of the harmful effects of table sugar and has no influence on blood glucose levels. It almost sounds too good to be true! Where can I purchase a pack?

While there is no doubt that SWEY will be revolutionary for its target market (robust, wise, energetic youth), as I listened to your interview with Wharton Global Youth, I couldn’t help but think about the potential SWEY might also have for diabetics among the elderly population. Though the target audience of the sports drink is the Gen Z demographic, it might also simultaneously enhance the quality of life for the elderly.

During the height of the COVID pandemic, my mom received a call one night from close family living in Fujian, Fuzhou. The call did not bear good news: my grandmother had been rushed to the hospital after suffering from insomnia, swelling in the face, hands, and feet, and extreme nausea/vomiting. These symptoms are consistent with end-stage kidney failure. The origins of my grandmother’s health complications can be traced back to more than twenty years ago when she was diagnosed with Type II diabetes. Decades of consuming a nutritionally deficient diet – due to a lack of knowledge and financial resources – combined with the stress from expensive medical fees and hospital visits all contributed to her worsening condition. Living in a rural part of Fuzhou, my grandparents had limited access to nutritional knowledge and healthy food.

Since my grandmother’s onset of diabetes, the silent disease has caused a significant decline in her health, leading to kidney cirrhosis and dialysis. To exacerbate matters, the rural region of Fuzhou that my grandparents lived in faced minimal access to nutritional knowledge and healthy food watched my grandmother’s health rapidly deteriorate over WeChat facetime. My grandmother’s illness came from years of “paper cuts” that accumulated to serious health complications– attrition.

Looking at the larger picture, we can see that my grandmother’s state of health is much more common than most people think. The CDC states that approximately 1 in 3 adults with diabetes also has chronic kidney disease. Every 24 hours, 170 people with diabetes get treated for kidney failure. The high blood sugar and high blood pressure characteristic of diabetes damage sensitive blood vessels in the filtering nephrons of kidneys. A large portion of the elderly population suffers from similar issues. According to the Diabetes Research Institute, $237 billion is spent yearly on direct medical costs, and 61% of diabetic expenses are for people 65 years or older. Both acute and chronic diseases among the elderly have been acknowledged as “a serious burden for the health care system” (NIH). Additionally, the Administration for Community Living reports that about 23% of male seniors over 70 and 34% of female seniors over 70 live in poverty. Financial restrictions leave many seniors vulnerable to the effects of nutritional deficiencies, most commonly Calcium, Vitamin D, Vitamin B12, Protein, Omega-3 fatty acids, and water. This is a serious concern because like – said, “Malnutrition, in general, has serious implications for clinical outcome, for recovery from disease, trauma, and surgery and is associated with increased morbidity and mortality.”

But products like SWEY have the potential to enrich a diabetic’s quality of life by delivering essential nutrients in a convenient and affordable fashion. By browsing major retail websites like Amazon and Walmart, I found that current diabetic nutritional drinks on the market lack vitamins, fiber, and other nutrients. These diabetic health products focus primarily on protein and glucose content and are not developed with the needs of malnourished seniors in mind. Affordable products like SWEY can alleviate deficiencies and improve senior health. At the low price of $2.70 per bottle, resource-limited diabetics can significantly benefit from similar resources.

Diabetes is a deadly disease that is becoming more and more prevalent worldwide. It leads to a significant decline in health due to the severe health problems that can develop as a result. I witnessed firsthand how diabetes can escalate and spiral into a serious condition. When addressing diabetes, it is essential to include the elderly population in the conversation. My grandmother is just one of the many examples of a senior diabetic who could have benefitted from SWEY.

Hey Alana, I find it inspiring how proactive you are.

You’ve faced a problem in your life, decided to do something about it, and you’re now helping thousands of other people around the world who may be facing the same problem; or just want a healthy alternative to fuel their workouts. This personal connection is a key component of starting a successful business. It creates the drive and motivation to keep going just like for many of the world’s most successful entrepreneurs, and I’m rooting for you to land right in that pool (and better!)

But, as an entrepreneur myself, we both know that the best of businesses still have room for improvement. With a business like yours at the top of the “Innovation Nation,” I believe that the most important aspect now would be getting it out there more.

With not only a whopping 726mg of electrolytes but also over 11 vitamins & minerals, there is practically no sports drink – or even pop drink in general that can compete! Another unique aspect about your drink is the use of the exotic Monk Fruit grown in Southeast Asia as one of the completely natural sweeteners. Personally, I believe that all this is dream marketing material.

I see that you’ve previously worked with NBA athletes, investors, and experienced advisors to get your product known, but there is still a huge market out there to embrace and explore. This would be the general public (specifically youth), through social media like TikTok and Instagram. Picture it… those famous sports teams and athletes lovin’ on your drink daily, but on top of that – now thousands of teenagers and youth across America!

Handy for us, 69% of US teens use TikTok, and 72% use Instagram, and engagement on those apps are STILL rising every second. Using your current resources and batch of advisors and partners, Swey can easily rise to fame on those apps and gain major sales.

As of now, I notice that the Swey TikTok has 137 likes and 43 followers, and the Instagram has 65 posts and 6293 followers. The main reason for this is not the content itself, but the consistency and posting schedule. Both apps have an algorithm that discourages the promotion of multiple videos posted in the same time frame. And on TikTok, 9/10 videos were posted on only two days – May 21 and May 22, 2022. To expand your customer base using these apps, create a posting schedule based on when users are the most active and when you’re the most available!

Also, remember to abide by each app’s algorithms and use hashtags. For example, it’s proven to be best to post on TikTok at 7:00 PM on Thursdays and 9:00 AM on Tuesdays. Further, it’s best to post on Instagram at 11:00 AM on Wednesdays and 1:00 PM on Fridays. Using hashtags, such as #fyp or #healthylifestyle could also let the algorithm know who to promote it to, and let it appear on the search results when users search those keywords!

Moreover, you know young people these days – they can’t stop watching any video on their For You Page if it includes a fluffy, big-eyed cat staring right at the camera. Imagine one of those cats playing with a brand new Swey bottle (some real viral potential). So, remember to always follow trends and post videos according to what’s “poppin’”!

Ultimately, one of the main reasons social media works is because of your slogan and mission – to provide products made specifically for Gen Z, by Gen Z. This is made clear on your website and in various interviews, but not as clear in your videos when trying to promote the drink. So, what better way to advertise this to the strong, wise, energetic youth across the world than to use the apps that they are already familiar with (aka semi-addicted to)…?

Ayana, push this out there and make videos to reinforce the fact that Gen Zers do not have products specifically made for them, especially in the beverage industry (but you do). This will attract your target audience of Gen Zers to learn more about the specialties in the drink that makes it tailored to them and be inclined to buy it. You could also convince your NBA athletes such as Joe Harris to post videos themselves using their beloved Swey drinks, and reach a young audience with their own platforms.

All in all, remember that your product is one of a kind, and though you’ve already seen so much success in it already, your potential can still skyrocket. I wish the best for you and your product, and I hope that you can SWEY your way to success!

A final note that I have is to add a few more flavours to your drink on top of the three awesome ones you have right now. I did some research, and some of the most popular and plausible drink flavours to the young population that you can consider would be blue raspberry or cherry. Implementing those flavours would attract a whole new audience who loves them and would thus love your product as well.

Furthermore, you can also keep these drinks healthy while not costing too much purchasing these common fruits. Blueberries and raspberries have the second highest fruit antioxidant activity and they only cost a low average of US$3.93 per pound. Cherries provide us with vitamins C, A, and K, and only cost an average of between US$2.51 and US$2.39 per pound. Try adding these flavours, promote them, and track the progress of your sales! I’ll definitely order a 12-pack if they come out 🙂

Your story and reason for why you started SWEY is truly impactful. The amount of media coverage, partnerships with professional athletes, and product development are all testaments to your fearless mentality. After hearing your story on the podcast, I visited your website and two things resonated with me most. Firstly, how Swey is truly a company for the youth. Secondly, the manner in which you acted in order to develop Swey into the successful brand it has become.

Swey- “Strong Wise Energetic Youth.” Alana, you mention how the economic moat of Swey is truly a sports drink for Gen-Z; this is because you noticed as a thirteen-year-old, that there were no sports drinks for prediabetics. Your story truly echos with my life, and how big health and fitness has played a role. When I was fourteen, my mother was diagnosed with breast cancer. As someone who hates being a bystander, I did all that was in my power to help fight her battle. To me, it was a change in dietary behaviors. High-fat Flamin Hot Cheetos replaced with baked edamame, creamy cold ice cream replaced with the natural sweetness of blueberries. I started to immerse myself in the healthiest lifestyle possible. Because of my newfound diet, my energy levels increased allowing me to exercise at new intensity levels. I even was able to hold a plank for an hour! Two years later, my mother beat cancer and I saw all the positives that came with a healthy lifestyle. Now, as a seventeen-year-old student, like Alana, I have a mission to scale my perspective and knowledge on health and fitness. I created my very own Yeast Whey program (website: yeastwhey.com) where I have delivered programs and taught Gen-Z students of over ten schools and organizations! Like Swey’s mission, of providing access to an outlet that Alana did not have, Yeast Whey’s mission is to truly portray the beauty in a healthy active lifestyle among the youth.

Alana, you emphasized and credited a lot of your success to your “fearless attitude.” I am in awe from hearing how an initial cold email leads to connections and partnerships. As an entrepreneur myself, I could not relate more. It was the same fearless mentality that prompted me to ask my chemistry teacher to mentor my research on anatomy and health for the youth (I used my research to formulate the programs given under Yeast Whey). It was the same fearless attitude that I gave when cold emailing was not enough, so I met with the school principal in person and pitched my program to be given in class. The same fearless mentality that was the catalyst for reaching out to Organic Oneness CEO, Syda Taylor, a non-profit organization in Chicago with similar values to Yeast Whey. Together, Yeast Whey and Organic Oneness have made waves through the Chicago community by running community events that fundraise money. Over $4,000 has been raised providing a nutrition coach to students with a lack of resources. Nothing can be done without that initial spark.

Alana, I relate to you most when you said “to take that idea and not let anyone tell you that you can’t do it and just run with it. Let that fuel you.” Entrepreneurship truly possesses the ability to scale a way of life.

Alana’s story is one that really caught my attention. When I first read the title of the article, my first thought was “What’s the catch”? It got me wondering what this so-called “healthy sports drink” could really mean. Maybe it was made from more “real” fruits or maybe it had more vitamins for quadruple the price. But upon reading deeper into this article, I realized how special this article was. Alana’s drive to make a change in a worldwide problem, the excessive sugar content in sports beverages, (among other drinks and foods too of course) is truly inspiring. Type 1 diabetes affects millions of people globally, Alana’s personal connection to the issue fuels her determination to create a healthier alternative. As a basketball player, I am aware of the popularity of sugary beverages such as Gatorade in sports culture.

Sports beverages have become synonymous with athletic performance, catering to various athletes across different sports. Whether it’s basketball, football, or hiking (if you even consider that a sport) sport drinks dominate the lives for these athletes. Brands like Gatorade, Powerade, and Body Armor fill the market, thousands of shelves stacked high, offering hydration and replenishment during intense physical activity. However, they all have one thing in common. And no, I’m not talking about the electrolytes they claim to be full of. I’m talking about the amount of sugar a single bottle is packed with. How much sugar does it take to knock out a hyper child? I don’t know, maybe half a bottle of energy drink. But, Alana recognized this issue, understanding the detrimental effects of excessive sugar intake, particularly for individuals with diabetes. Her personal experience with Type 1 diabetes and the guidance to be cautious about sugar consumption inspired her to seek and create healthier alternatives.

Alana’s own needs and struggles with diabetes served as the catalyst for her quest for change. As someone who has witnessed the impact of diabetes in my own family, I understand the importance of managing sugar intake and prioritizing overall health. Alana’s story resonates deeply with me because it highlights the significance of personal experiences in driving positive change. Her journey inspires me to not only be mindful of my own health but also take proactive steps to address issues that affect athletes and individuals with diabetes alike.

As mentioned earlier with me being a part of my school’s varsity basketball team, when my team begins to warm up for a game, the bleachers are lined with all things you could imagine at a basketball game. Shoes, hoodies, basketballs, and lastly, of course we can’t forget the Gatorade. As the referee blows their whistle, signaling the start of a match, the tension in the gym can be cut with a knife. As we go into halftime, the team is drenched in sweat. My coach clutches his clipboard, drawing plays while the team, including me, chugs down their Gatorade. To me, the discouraging high levels of sugar in these sport beverages are not just because I dislike the sugar intake. Diabetes is a disease that runs in my family, and I am told to be cautious of my sugar intake. From watching my dad and grandma take pills and all sorts of medication to not being able to eat the food they love is something I have grown accustomed to. I watch as they poke their fingers, checking for their blood sugar, constantly making sure their blood sugar is at a reasonable level.

My family’s medical history is one that I am very familiar with. I remember my 5th grade Halloween. I was happily attending my school’s annual Halloween parade dressed up as a witch. As we walked around the school, I looked around for my parents, only to find them absent. But I did see a familiar face, my aunt. I was informed that my dad had been rushed to the hospital for unknown reasons. This whole experience was one that was very scary, especially having to be faced by an eleven year old. However, to ease the tensions and to not scare my brother and I, my aunt still took us trick or treating. It was later that day, when we found out that my dad had been diagnosed with Type II diabetes, on Halloween (kind of ironic if you ask me). I was a kid then, but now as a teenager who understands how diabetes works, I try to make the best decisions that I can.

Despite all these barriers in mind, knowing that diabetes runs in my family, knowing that what I am drinking is pumped with sugar, I still guzzle down the sugar-loaded beverages. When thinking about this, this is just kind of sad, the sort of thing that people like me just shrug their shoulders and then guzzle down more Gatorade. However, I question whether it is entirely fair to blame individuals for this behavior. The lack of better, healthier alternatives is the big issue here. Let’s take for example the company we all know and love, Gatorade. While some companies, like Gatorade, have attempted to create alternatives such as Gatorade Zero, I find it intriguing that even being labeled “zero sugar,” they often lack the necessary calories to fuel exercise or replenish glycogen stores which defeats the purpose of athletes even consuming these drinks. The difference Alana has made with SWEY also lies within calories. A 500 mL bottle of SWEY can yield athletes 30 calories compared to the zero calories Gatorade Zero claims to have. Unlike Gatorade, SWEY offers both the calories and zero sugar option which is really meaningful. People like me who have diabetes that runs in the family could really benefit from Alana’s product. I mean, how great would it be if I didn’t have to read the nutrition label every time I picked up a different bottle of Gatorade? How great would it be if I didn’t have to worry about the consequences during my game as I guzzle down a sports drink?

For these reasons, I am intrigued to learn that people like Alana have taken this step to bridge the gap between sports drink and sugar levels. Many athletes, some who may even have diabetes, consume high levels of sugar simply for the performance of their team. Alana’s recognition of this issue and her understanding of the detrimental effects of excessive sugar intake, especially for individuals with diabetes, inspired her to seek a change. It’s pretty cool to see someone my age who isn’t glued to their phone and is making a change to the world. Her story is truly one I relate to and one that I find inspiring. SWEY is a product that will be revolutionary and who knows, maybe it’ll take over the market by storm, contributing to lots of exciting wins.

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The 8 Steps to Start a Beverage Company

Starting your own beverage company can be exhilarating. You have spent years working on your product idea and may finally be able to make it a reality. Becoming an entrepreneur allows you to follow your passion, harness everything you’ve learned, and create a successful business that continues to grow.

It takes a lot of work to get there. You need to understand where the market is now and where it’s headed. 

You need investors to believe in your idea and all the resources to start making your product. The right approach to marketing and sales will help you connect with consumers.

What specific steps are involved when you want to go down this path? This guide will walk through how to start a beverage company and eight specific steps you should take.

Benefits of Starting a Beverage Company

Starting a small business can be an uncertain venture, full of challenges and overwhelming decisions. It can also lead to lasting financial success and eventually becoming the head of a thriving company. Here are some benefits to starting your own beverage business:

Greater Flexibility

Why work for someone else when you can run the show? Entrepreneurs can create the business they want, including assembling a great team and making a schedule that helps you balance work and personal life.

Use Your Industry Knowledge

You probably want to enter the world of beverages because you know something about the industry or products. A great thing about the drink world is that consumer trends are a huge part of business success, and your company can cash in on these trends, especially when you can predict what’s about to get hot.

Develop Products People Love

Beverages are consumer products that can earn you prestige and adoration. People tend to fall in love with the most popular brands and can remain loyal to them for an entire lifetime. Hitting on that brand can also be incredibly lucrative, of course.

There are pros and cons to every career path. Starting a beverage company can be tricky and isn’t for everyone. Those with a commitment to the process and an entrepreneurial mindset can find lots of success going this route.

8 Steps to Start a Beverage Company

You won’t get anywhere without the right road map. Planning takes creating a winning strategy and nailing down every detail, from business model to investments to launch. Follow these eight steps to start your own beverage business:

1. Perfect Your Beverage Vision

Many beverage brands start with a great idea for a tasty product. It’s crucial that they perfect the concept if they intend to build a company around it. This means meeting with industry experts who will help you formulate your drink and ensure there’s demand for your product in the current beverage market.

2. Creating the Right Business Structure

You need to understand the differences between potential business structures. A sole proprietorship, for instance, maybe appropriate at first if you’re the only person running the business. 

Partnerships, LLCs, or corporations may make sense depending on who’s involved and your goals. Make sure to talk with a legal professional or accountant about the best option for you.

3. Define Your Beverage Product Category

The drink market has several big categories, so be sure you know where your products fit in. Standard industry segments include alcoholic beverages, soda, coffee and ice tea , juice ,  energy drinks , health drinks, sports drink , sparkling water, and many more. Getting specific will help you create the right branding later and identify your target audience.

4. Create a Strategic Launch Plan

You won’t get to market without a solid plan. Strategizing involves learning how to impress investors, use the funds, optimize sales and distribution, and build an implementation plan .

5. Get Your Beverage Branding Just Right

Ask yourself what consumers really want or need, and make sure your branding aligns with those desires. This branding drives your design goals and marketing tactics, from logo to setting core values to the marketing platforms you use. Your brand design and tone should be aligned across all your marketing channels, website included.

6. Develop a Beverage Marketing Approach

You must pay attention to which outlets are best to connect with your customers. What social media platforms do they use? 

What kind of content do they like? How can you offer new ways to engage them? What are your competitors doing?

7. Source Drink Ingredients

You have to nail down where all your ingredients are coming from to formulate the right beverage product. Factor in cost and whether you want to use only natural or local products, for instance. 

You will need specifics about how much of each ingredient is required for each batch of products. Some ingredients may be seasonal or hard to get quickly, so make sure you plan accordingly.  

For probiotic drinks, this includes identifying high-quality probiotic strains and prebiotic fibers that will deliver the desired functional benefits. When making probiotic drinks, be mindful of how different ingredients and processes can impact the viability of the live cultures . 

Optimize your formulation and production to maintain desired probiotic counts through to the finished product. Planning ahead is key to developing great-tasting, shelf-stable probiotic drinks.

8. Choose the Right Beverage Manufacturing and Distribution Partners

You may not need to work with a large beverage production company, which can get expensive fast. Look into working with a company that facilitates small-scale manufacturing or can get you samples quickly.

Are you thinking of ideas for a still drink or planning on developing a carbonated drink ?  How about flavored hard Seltzer?   

No matter your beverage manufacturing needs, you’ll want to work with a partner that can also help you with label and packaging design and printing. Distribution will depend on your goals and budget, but consider if you then need to make deliveries yourself or if you’re going to work with a distributor.

Many hiccups can happen along the way, even when you take all the right steps. That’s why it’s usually best to work with a consultant who can guide you through these steps and ensure your product is commercially viable before you put your heart and soul into creating your new beverage business.

Contact MetaBrand to Get Started

MetaBrand is here to assist you along your path to business success. We are the leader in world-class natural and organic food, beverage, and nutraceutical product development. We know all the right steps you need to take to make your beverage business dream a reality.

To learn more about how MetaBrand can assist with your production efforts, give us a call or contact us today.

A beverage formulation is a recipe used to make drinks such as sodas, juices, and other beverages. It typically includes ingredients like sugar, water, flavoring agents, preservatives, colors, and other additives. The ingredients in the formula vary depending on the beverage being made.

B ever age formulation is the process of designing and creating a beverage product . It involves selecting ingredients , determining their quantities , developing recipes , and testing for flavor , texture , appearance , and other characteristics. The formulation process also includes calculating nutritional values such as calories per serving and fat content. Once a formula has been finalized, it must be approved by regulatory agencies before it can be manufactured commercially. During the manufacturing process, raw materials are sourced in accordance with the recipe specifications established during formulation. Then those materials are weighed out according to the recipe instructions before being combined together in specific steps to create the finished product, which is then provided to a co-packer to package into containers ready for distribution or sale.

1. Research the company: Do some online research to learn more about the energy drink manufacturing companies you are considering. Check out their websites, read customer reviews, and look for any complaints or negative feedback from past customers. 2. Ask questions: Contact the energy drink manufacturing companies directly with specific questions about their products, services, and pricing. Get an understanding of how long they have been in business and what other types of drinks they produce.

1 . Quality Control : Look for a beverage manufacturer that has stringent quality control procedures in place to ensure the highest possible product quality .

2 . Expert ise and Experience : Choose a beverage manufacturer with extensive experience and expertise in producing the type of beverages you are interested in developing .

3 . Production Cap abilities : Ensure that your prospective beverage manufacturer has the necessary facilities , equipment and resources to produce your desired products on time and within budget .

4 . Regulatory Compliance : Make sure that any potential manufacturers have compliant systems in place to meet all applicable regulations regarding food safety , labeling , packaging , etc ., as well as any other relevant industry standards or requirements .

A small beverage production line typically includes a mixer, homogenizer, pasteurizer, filling machine, and capping machine. These machines are used to blend the ingredients together for a specific drink, homogenize them to ensure an even consistency throughout the batch, pasteurize the mixture to kill any bacteria that may be present, and then fill bottles or cans with it. The capping machine seals each container after it is filled.

Finding a reliable company to create an energy drink can be a challenging process. To start, research potential providers by doing online searches, reading customer reviews and asking for referrals from friends or colleagues who may have already used such services. Make sure to evaluate their experience in creating energy drinks and ask for samples of prior work. Finally, take the time to review any legal documents or contracts before entering into an agreement with the chosen provider.

Co-packing is the process of outsourcing production of a product to a third-party partnership. This allows companies to meet their production needs while maintaining control over branding, labeling and packaging. It can provide access to specialized expertise, equipment, and facilities that wouldn’t otherwise be available. Co-packing is an invaluable tool for getting products to market quickly and efficiently.

RTS stands for “Ready-to-Serve,” while RTD stands for “Ready-to-Drink.” While both terms refer to pre-packaged beverages that are convenient and ready for consumption, there is a slight difference in their meaning.

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Gatorade Marketing Strategy: The ultimate plan that gets you wondering "Is it in you" too?

Learn about gatorade's iconic marketing strategy and advertising campaigns. read how gatorade aces the 4ps of marketing mix - product, price, promotion & placement..

  • overview#goto" data-overview-topic-param="origin">The Origin Story
  • overview#goto" data-overview-topic-param="strategy">Gatorade's Marketing Strategy
  • overview#goto" data-overview-topic-param="noteworthy">Noteworthy Marketing Campaigns
  • overview#goto" data-overview-topic-param="going">Going beyond sports drinks
  • overview#goto" data-overview-topic-param="key">Key Takeaways

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Gatorade brand falls under the PepsiCo umbrella of products and strategy to expand its business further in the beverages industry. Gatorade is very popular among athletes, such that the word 'Gatorade' is almost used in exchange for energy drinks, just like Xerox or Bisleri.

Available in more than 80 countries, the Gatorade marketing strategy enables the brand to hold an astonishing 70%-80% of the global sports drink industry with worldwide sales worth USD 6.7 billion in retail volume . This is due to its immense popularity among its hyper-targeted customer base - the athletes who are looking to improve their athletic performance.

In this article, we will study the Gatorade marketing strategy and how its design helps them capture such a dominant market share in a niche energy and sports drink industry.

A carton of Gatorade bottles

Gatorade Sports drink - The Origin Story

Gatorade sports drinks were first developed for the University of Florida Gators in 1965. The Gatorade's inventors were a team of scientists working under the guidance of Dr. Robert Cade and aimed to improve athletic performance. The key was to help student-athletes in the University of Florida team replenish the lost electrolytes and carbohydrates when they engaged in various sports.

In 1983, Quaker Oats Company bought the Gatorade brand which helped them expand and distribute internationally. In 2000, PepsiCo bought Gatorade, which helped them further access its massive distribution to power its marketing strategy.

Illustration of Gatorade's bottle evolution from 1965 till 2013

Source - Gatorade

Today, Gatorade is the leading sports drinks brand in the United States. It's facing stiff competition from innovative brands like Pocari Sweat, which is slowly eating its market share in Asia using its localized marketing mix.

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What is the Gatorade Marketing Strategy?

The Gatorade marketing strategy is a great example of playing a niche game when it comes to positioning in the market. Today, the beverages industry competes with Glucon-D, Powerade, Tropicana, and other niche sports drink brands available locally.

Let us study the Gatorade marketing mix and how it helps them stand apart from the crowd to achieve sustainable growth using the 4P marketing mix analysis:

Gatorade Target Audience

Gatorade markets its sports drink products mainly to young adults aged 13 to 24 who are keen to improve their athletic performance. A venture into other product categories also indicates how it aims to diversify its offering to other age groups and cater to various sporting activity needs.

A result of the study of Gatorade's consumer behavior is visible in the wide range of products it manufactures. With PepsiCo's backing, a lot of the Gatorade marketing strategy is influenced by consumer data and reactions to the fierce competition it faces from other energy drinks brands.

man hiding his face while holding Gatorade tumbler

Product Strategy

All Gatorade products are scientifically formulated sports drinks. It basically helps the human body rehydrate and replenish lost nutrients, amino acid, and electrolytes to enable an active lifestyle. These energy sports drinks are not drug administration prohibited and safe for consumption.

In its early years, Gatorade offered two unique Gatorade thirst quencher products in liquid and powder form - the orange flavors and lemon-lime. After twenty years, the flavors "fruit punch" and "citrus cooler" (lemon juice) was announced in 1983 and 1988, respectively.

Today, Gatorade experiments openly with a wide range of products that go beyond sports drinks. This includes the Gatorade thirst quencher, G Series, snacks, protein shakes, smoothies, energy bars, etc.

For example, its G-Series line is famous for its low calories. Many health-conscious individuals and diabetics prefer G-Series sports drink to carry out their workout. All these are also available in a variety of flavors like lemon lime, cherry, apple, etc.

Gatorade G, unlike the G-Series, is a more commercial product that suits the taste palettes of soft drink enthusiasts, although still providing the necessary nutrition as per its formula.

Gatorade repositions with "Game Changer" campaign

Source - Campaignlive

Other products include sports nutrition products like Gatorade Frost, Gatorade Energy Bar, and Gatorade Protein Recovery Shake for gym enthusiasts.

It also explored natural flavors in energy drinks - for example, the Gatorade Tiger was released in 2008 in lemon juice, grape, and cherry flavors. It also released Gatorade Light also comes in various flavors to suit the taste buds of fitness enthusiasts.

Screenshot of Gatorade products from its online store

Source - Gatorade Products

The collective annual sales of the Gatorade line of sports drinks, the Gatorade Performance series, the Gatorade G series, and beyond are more than $5 billion .

All these products provide benefits to different target customers ranging from hardcore athletes to people who do light workouts.

Pricing Strategy

Gatorade used lower prices while entering the market, but today, compared to its competitors, it's priced at a premium. Further entry of new competitors in the sports drink category has made Gatorade slash its prices to maintain its market share.

Gatorade uses a promotional marketing strategy as well to compete and nurture repeat business. While each Gatorade bottle is costing less than $1, one can purchase larger packs that cost between $6 to $15 depending on the type of product, flavors, and number of bottles.

Screenshot of Gatorade's eCommerce page selling Gatorade bottles in packs

Since Gatorade marketing strategy also involves good diversification, its other products are still priced at a premium, but still less that the market leaders in those industries.

In comparison to Pocari Sweat, Gatorade is priced cheaper. A 12-pack of 500 ml Pocari Sweat bottles costs USD 299, while the same Gatorade costs approximately USD 21 for a pack of 12 Thirst Quencher bottles.

Screenshot of Pocari Sweat 12 pack bottles of 500 ml each

Placement and Distribution Strategy

PepsiCo uses its own extensive distribution strategy and network, making Gatorade available to 80 different countries worldwide. In comparison, its competitors like Pocari Sweat in Asia do not enjoy such a distribution competitive advantage.

Gatorade's products are available across all major online eCommerce platforms like Walmart, Amazon, etc. These sports drinks have a good offline presence in grocery stores, malls, pharmacies, gas stations, vending machines, cafeterias, offices, gyms, etc. The PepsiCo advantage also means presence across the globe including the US, Asia, Australia, Europe, South America, etc.

Gatorade displays and pop ups in a grocery store

Source - Beverage Digest

Gatorade is also very active in many sporting events, music festivals, and other such offline experiences where they can set up pop-ups for brand awareness as well as sales.

Promotions Strategy

sports drink business plan

Source - UFL News - University of Florida website sharing 50 years of Gatorade.

Gatorade actively gets featured in many publications like the Miami Herald and Sports Illustrated. It is active in the sports community and pushes its product lines across wherever any relevant athletic events are taking place.

Today, Gatorade is the official sports drink partner for a variety of organizations like the NFL, NBA, USA Basketball, Indian Super League, Association of Volleyball Professionals, etc. Gatorade also partnered with the Indian super league in 2018.

Many athletes, including Derek Jeter, Dwight Howard, Mia Hamm, Dwayne Wade, Tiger Woods, Serena Williams, Michael Jordon, Vince Carter, etc have worked with the Gatorade brand across many marketing campaigns. This includes how in 1991, Gatorade turned to Michael Jordan for a 10-year endorsement deal, averaging USD 1.4 million dollars annually .

When the brand applied its marketing strategy to enter the UK market, it was named the official sports drink for Chelsea FC. When the Chicago Bulls won the NBA title in 1991, the "Be like Me" advertisements with American basketball player Michael Jordan helped Gatorade further boost its brand.

AC Milan and Gatorade sign a new partnership!

Source - ArunFoot Blog

Gatorade had also partnered with Tiger Woods as a part of a marketing campaign where they released Gatorade Tiger. Then, due to the controversies that engulfed Tiger Woods, Gatorade removed him from the deal in 2010. Brands need to be careful whom they associate with when executing their marketing strategy with influencers.

Thus partnerships and influencer marketing strategies are a very core part of Gatorade's overall marketing plan.

Gatorade Tiger poster featuring Tiger Woods and Gatorade

Source - Trendhunter

Gatorade’s Noteworthy Marketing Campaigns

Like most sports-oriented brands, the Gatorade marketing strategy and marketing mix focuses on showcasing energizing, fresh, and motivating ads. Here are a few examples from Gatorade's marketing mix over the years:

The greatest never settle tv ads

The Greatest Never Settle was Gatorade's worldwide advertising campaign in 2021. It emphasizes the brand's ongoing commitment to supporting the next generation of athletes on their path to greatness.

This includes many famous athletes like Serena Williams, Lionel Messi, Gabriel Jesus, etc., and was a wide success. It was widely played in TV ads, screenings, sports events, and many other placement channels.

Have a look at the Gatorade ad here -

Gatorade turned their campaign's objective to motivate today's athletes and spread the message that, regardless of how excellent you are, you have the potential to be even more incredible tomorrow. Therefore, settling cannot be an option on the road to greatness.

Gatorade celebrates motherhood with Serena Williams

'Like a Mother' is narrated by Serena Williams' mother Oracene Price where she speaks about the journey of postpartum to getting back into the game for her daughter. It shows how motherhood doesn't get in the way of still being the greatest player and inspires many more by raising awareness.

Check out the video here -

You can view many more of the Gatorade marketing campaigns and advertisements here to know more about its sports drink marketing strategy - Gatorade Newsmarket

Gatorade Sports Science Institute

Gatorade Sports Science Institute

Source - Wikimedia Commons

Gatorade Sports Science Institute (GSSI) was started in 1985 to use scientific research in the nutrition science space for enabling athletic performance. Gatorade has partnered with various universities across continents to offer research grants to students for supporting research and development in the area of athletic nutrition. Its dedicated electrolyte division conducts research on improving the product lines across thirst quencher, adding flavors, etc.

Going beyond the sports drinks category

Gatorade has produced sports drinks since its foundation, from enhancing great athlete strength for the University of Florida, USA basketball players to date. Gatorade supports and is highly involved in the athletic community.

From enabling brand ambassadors, to aligning with football player of high school sports teams - Gatorade is open to taking unconventional routes to execute its marketing mix.

Here are some more examples of how the Gatorade sports drink pushes its products - Gatorade ad campaings

The Gatorade Shower

Washington Nationals' Gatorade-fueled victory celebration

The Gatorade Shower, also known as the Gatorade drunk, is a popular sports tradition that involves players dumping Gatorade with ice over their coach's head. They can also be a high-profile assistant coach, celebrity players, or team owners in professional leagues. e.g., Michael Jordan). This tradition is adopted for many high-profile games like the Super Bowl or any other major sporting event.

A recurring tradition as a marketing strategy generates excitement, a sense of belonging, and pride among those involved as participants or spectators. You can watch how Gatorade Sports Drink conducts the Gatorade Shower here -

Many such compilation videos further help Gatorade market its brand across YouTube channels and video-based social platforms, hence complementing its marketing mix.

Gatorade Community

To grow its athletic community, Gatorade has built ' Fuel Tomorrow ' - where it is committing $10 million to bridge gaps for health, equipment, access to mentors, and other factors that help with the creation of a great athlete. Many sports enthusiasts who drink Gatorade across the world are a part of this network.

Gatorade limited edition GX bottles

Gatorade also pushes its merchandise, including bottles to drink Gatorade or thirst quencher, which is a limited edition in nature. They also elevate the voices of the under-represented sporting communities via interviews and features.

Community building is a great marketing strategy for a sports drink brand because very few exist.

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Key takeaways for Entrepreneurs from Gatorade marketing strategy

Making Gatorade was successful due to a great product that got backed by its wide distribution strategy of PepsiCo. If you're building a retail business in the energy drinks, beverages industry, or beyond, here's what you can keep in mind:

Spend money on R&D for product and process development

 A key component of R&D is the ongoing assessment of existing goods, services, and processes. A product, service, or process runs the danger of stagnating if it is no longer lucrative or valuable to the market. However, it's also possible that technology has been created that could enable advancements that might reduce prices, increase efficiency, or enhance safety.

Gatorade: The Idea that Launched an Industry

Source - University of Florida research website

This may involve making adjustments to the product's manufacturing and production procedures. In addition, a product or method may need to be altered or developed to be viable if there are changes to the law or changes in consumer preferences.

Adopting such practices enables you to stay in touch with the market and technology so that you never fade away due to these two core company stagnation reasons.

Target a niche market

Gatorade helps PepsiCo tap into the niche beverage segment of sports drinks. Such arrangements simplify your marketing strategy and brand-building efforts since it helps you focus deeply on a set target customer and their expectations.

Changes to your business should be motivated by your consumers. Maintaining a focus on your customers while adjusting to market developments is essential. Choosing a niche becomes easy as you learn more about your target demographic than just the statistics.

A good acquisition can take a brand to immense success

Gatorade available in Pepsi's vending machine

Source - NYPost

Gatorade could scale immensely due to the strong distribution network of PepsiCo . For any retail business, the execution of a good distribution strategy is key to successfully reaching the masses. PepsiCo has fueled Gatorade to new heights with more than 70% market share, from releasing new products, investing in nutrition research, and sponsoring campaigns.

If you liked reading about Gatorade's case study, you could also check out its competitor Monster Energy Marketing strategy or its parent, Pepsi's marketing strategy, for more insights.

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The Nykaa Marketing Strategy: Catalyzing it to a leading beauty eCommerce giant

The Nykaa Marketing Strategy: Catalyzing it to a leading beauty eCommerce giant

Learn about Nykaa's iconic marketing strategy and advertising campaigns. Read how Nykaa aces the 4Ps of marketing mix - Product, Price, Promotion & Placement.

A-GAME hydration beverages

AGame_Hydration.png

( Image courtesy of A-GAME Beverages Inc.)

A-GAME Beverages Inc. offers its same-named new, premium natural hydration sports drink.

Formulated with the ideal ratio of sodium and potassium to create the ultimate hydration experience, A-GAME is designed to refuel, rehydrate and recover the body, the company says. It is made with natural ingredients free of artificial dyes, flavors, and sweeteners, eight essential vitamins, electrolytes, and minerals from unrefined sea salt, honey, and pure Icelandic glacier water.

The new sports drink also is adding to its Board of Directors. Randall Greene, chief executive officer at A-GAME Beverages announced the company’s appointment of baseball legend and Heisman Trophy winner Bo Jackson to the Board of Directors of A-GAME Beverages Inc.

Jackson, who had a storied sports career playing simultaneously in Major League Baseball and the National Football League as an All-Star outfielder with the Kansas City Royals, Chicago White Sox, and California Angels and Pro Bowl running back with the Los Angeles Raiders, respectively, is the only athlete in history to be named an All-Star in both sports.

“I am excited to expand my involvement with the A-GAME team and have a direct impact on growing the next generation of natural hydration drinks,” Jackson said in a statement. “This is a natural progression from what I've been doing with natural foods over the last 30 years.”

Greene added: “We could not be more thrilled to have one of the greatest athletes of All-Time join A-GAME's Board of Directors. What he did on the baseball and football fields serves as a great example of the drive to succeed he will bring to A-GAME in helping it to grow even bigger.”

Among A-GAME Beverages Inc.'s other athletes and partners include Damon, NASCAR driver Ryan Sieg, platinum-selling recording artist Ryan Cabrera and Italian professional water skier and two-time world champion Thomas Degasperi.

www.drinkagame.com

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Sports Bar Business Plan Example

NOV.11, 2016

Sports Bar Business Plan Example

Sports bar business plan for starting your own business

Watching sports become more enjoyable when you have someone sitting near you to discuss your favorite shot or to taunt the laziness of some footballer.

If you want to start a business and also want to give people a comfortable setting to enjoy sports, you must think about opening a sports bar. A sports bar is a place where televised sports are played on large screens. Nearly all sports bars also offer grilled foods and drinks to provide customers with complete entertainment.

Well, the first step to enter this venture will be creating sports bar and grill business plan. If you don’t know what you should include in your opening a sports bar business plan you can take help from here. In this sample, we are providing the business plan written for a sports and grill bar namely Denzel Sports Bar.

Sports bar business plan summary

2.1 the business.

Denzel Sports Bar will be a registered and licensed sports bar located in Las Vegas. The bar will offer luxurious seating with large screens for people to watch sports. Besides, the sports bar will also be offering high-quality cuisines, grilled chicken and fish foods, and drinks to the customers.

2.2 Management of Sports Bar

Management is a very crucial factor if you are opening a sports bar. You will need to procure the inventory, install screens, and ensure the preparation of quality foods. To manage your business effectively you must plan everything about your business before actually starting it.

Denzel decided to hire a co-manager to supervise the business operations with him. Besides, he will also hire cooks, cleaners, waiters, sales executives, and other general employees to manage the smooth running of his business.

In this sample sports bar business plan, we will be providing Denzel’s sports bar business plan template free of cost. So, you can learn in-depth about how to start and run this business.

2.3 Customers of Sports Bar

In your start up sports bar business plan you should identify the groups of your customers. This will help you in adopting the services and organizing the events that can draw your customers’ attention.

The major customers of Denzel Sports Bar will comprise college students, sportspersons, and senior citizens.

2.4 Business Target

Our target is to become the most renowned sports bar in Las Vegas within three years of our launch. Our financial targets to be achieved over the next three years are demonstrated here.

3 Years Profit Forecast - Sports Bar Business Plan Example

Company Summary

3.1 company owner.

Denzel Ben will be the owner of Denzel Sports Bar. Denzel has worked in many restaurants business and clubs on managerial posts. He is famous among his colleagues for his teamwork and management skills.

Besides, he is a passionate football fan. He has attended a few matches in-person and also has chitchat with some international-level players.

3.2 Why the Sports Bar Business is being started

After working as a salaried person in several positions, Denzel realized that he can’t get paid according to his creativity and talent. Eventually, he decided to centralize his efforts and start his own business. Since he had experience with clubs and a passion for sports, so he found a sports bar the ideal choice for a startup.

3.3 How the Sports Bar Business will be started

Step1: Creating A Business Plan

In this business plan proposal sample sports bar, we are providing the business plan for Denzel Sports Bar. Denzel decided to design a large sports bar. So, if you are looking for a small sports bar business plan, you would have fewer expenses and staff relative to what is listed here.

Moreover, if you want to buy a franchise then you would need sports bar franchise entity business plan. In this case, you should study some additional sports bar business plan examples. It is because your startup expenses will rise more for buying a franchise.

Step2: Acquiring Required Licenses & Permits

Step3: Establish Your Brand

Denzel will lease a large property in Las Vegas to convert it into a sports bar. Inventory including LED screens, furniture, crockery will be purchased. The required staff will be hired. And the business targets will be defined to mark the market presence.

Step4: Marketing & Advertisement

The next step would be to promote the services of Denzel Sports Bar to get more and more customers. The marketing and sales strategy plan developed for Denzel’s startup will be listed in detail in this sample plan.

Step5: Establishing a Strong Web Presence

Denzel will hire a web developer to ensure a strong online presence.

Startup Cost - Sports Bar Business Plan Example

Services of Sports Bar

Before you create an opening a sports bar business plan, you should decide your services. So that you can plan for the inventory and staff accordingly. To make customers stay at the bar, a sports bar should provide many services other than just showing sports. Therefore, even if you are looking forward to purchase existing business sports bar business plan, you should keep thinking about introducing new trends to stay competitive.

  • Showing Live Sports: This will be our primary service. We will show televised sports on large screens so that people who love watching sports in groups can gather at our bar.
  • Grilled Barbeque
  • Grilled Meat, Chicken and Fish
  • Grilled Sandwiches
  • Brunswick stew
  • Juices: Apple, Pomegranate, Orange, Beet, Mango, and Grape Juice
  • Teas & Coffees: Green Tea, Black Tea, Latte, Cappuccino, Espresso, Americano
  • Salads: We will also offer fruit, vegetable, and chicken salads.
  • Table Tennis

Marketing Analysis of a Sports Bar

In your retail sports bar business plan you should do an accurate marketing analysis. Marketing analysis is the study of your target market from various aspects to understand market ups and downs, the latest trends, your competitive position, and the unoccupied opportunities. Moreover, it allows you to identify that knock out criteria for a sports bar business plan by following which you can run your business smoothly.

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If you are not an expert at doing marketing analysis you can have a general idea of the sports bar industry by reading this sports bar business plan problem example. In this business plan template for sports bar, we have listed the whole marketing analysis of Denzel Sports Bar.

5.1 Market Trends

Sports bars and nightclubs have always remained in-demand in the U.S. Though many sports bars are already running in the U.S. there is still a space for more – provided that the new startups come up with exclusive competitive edges.

These days, sports bars are witnessing a newer trend. The owners of sports bars have started to provide more entertainment options to their customers along with watching sports.

5.2 Marketing Segmentation

Denzel divided his expected customers into three groups. He did so to study the requirements of different groups of people in a systematic manner. The market segmentation also enabled him in devising pricing and discounting strategies.

The groups of potential customers as recognized by Denzel Sports Bar are listed here:

5.2.1 College Students

Our first target group will be the young boys and girls who study in colleges and universities situated near us. The students of such age groups are often involved in sports activities. They enjoy playing as well as watching sports with their friends. We expect them to come to our bar frequently as we offer delicious eatables and luxurious seating along with thrilling televised sports.

5.2.2 Local Sportspersons

Our second target group comprises of local level athletes. There are two sports grounds in Las Vegas that are located at a walking distance of 10 to 15 minutes from us. Therefore, we believe that athletes who play in our vicinity will also become our potential customers. As we will provide them what they require to refresh their minds and bodies after a hectic match.

5.2.3 Senior Citizens

Our third target group will comprise of senior citizens in our locality. Elderly people usually prefer to watch sports at a sports bar. Because it allows them to also socialize with other members of the community. At our sports bar, we will have a comfortable seating arrangement and a pleasant environment for them to watch sports. And also to eat, drink and play light games with their fellows.

Marketing Segmentation - Sports Bar Business Plan Example

5.3 Business Target

  • To earn a profit margin of $18.5k per month by the end of the third year
  • To achieve an average rating above 4.85 by the end of the first year
  • To achieve a CSAT score above 90 by the end of the first year
  • To maintain a customer repeat rate above 60% throughout our service years

5.4 Product Pricing

Our prices will be a little higher than our competitors. It is because we are providing elegant indoor seating unlike many of our competitors. And secondly, because we are providing an adequate space to play indoor games too.

However, we still hope to attract more customers to our bar as we have developed an excellent sales strategy plan.

Marketing Strategy of Sports Bar Business

Sales strategy is also an important part of an opening a sports bar business plan. In this part, you define your approach to stay competitive. Moreover, you also formulate an effective advertisement strategy in this section of your finale sports bar grill business plan.

Here we are providing the sales strategy of Denzel Sports Bar for anyone who wants to benefit.

6.1 Competitive Analysis

  • It is only us in the whole of Las Vegas who are offering indoor games. This will help us accommodate the customers who might not be interested in watching the sports televised at the time.
  • Secondly, our menu is really vast. So, each of our customers will be able to relish their favorite food while watching sports or playing games.
  • We have two major sports grounds located near us. So the athletes playing there are also expected to visit us to relax and refresh.

6.2 Sales Strategy

  • We’ll host live matches of national level players at least two times a year.
  • We’ll ensure a strong online presence. Through our website, we’ll be briefing our customers about the incoming events.
  • We’ll advertise our startup through Google Local Services ads and local newspapers.
  • We’ll offer a 50% discount on all of our foods and drinks for the first three months of the launch.
  • We’ll issue 20% discount cards to our valued customers.

6.3 Sales Monthly

Sales Monthly - Sports Bar Business Plan Example

6.4 Sales Yearly

Sales Yearly - Sports Bar Business Plan Example

6.5 Sales Forecast

Unit Sales - Sports Bar Business Plan Example

Personnel plan

The work efficiency and behavior of the employees directly impact the success of a business. Therefore you must hire your staff after conducting detailed tests and interviews. A good practice is to first list the needed staff along with their job responsibilities in your sports bar business plan template. So that you would know the criteria to judge the abilities of job seekers.

7.1 Company Staff

Denzel will manage the business himself. The staff he will hire is listed below:

  • 1 Co-Manager to help manage the sports bar
  • 1 Accountant to maintain financial records
  • 4 Chefs to prepare food items and drinks
  • 2 Waiters to serve the customers
  • 1 General Assistant to do routine tasks
  • 2 Cleaners to maintain the facility and kitchen
  • 2 Sales Executives to execute sports bar’s sales strategy plan
  • 1 Driver to provide transport facility
  • 1 Web Developer to manage the company’s social sites
  • 1 Security Guard

7.2 Average Salary of Employees

Financial plan.

The last thing to include in your business plan for sports bar and grill is a financial plan. A financial plan analyzes all the expenses, investments group for start-up , sales, profits, and losses to determine

  • The current financial status of your business
  • The path to follow to achieve your financial objectives

Denzel understood the importance of an accurate financial plan. Therefore he hired a professional financial analyst to make a financial plan. The detailed brake-even analysis, gross margin calculations, profit & loss projections, and business ratios calculations done for Denzel Sports Bar are given here.

8.1 Important Assumptions

8.2 brake-even analysis.

Brake-even Analysis - Sports Bar Business Plan Example

8.3 Projected Profit and Loss

8.3.1 profit monthly.

Profit Monthly - Sports Bar Business Plan Example

8.3.2 Profit Yearly

Profit Yearly - Sports Bar Business Plan Example

8.3.3 Gross Margin Monthly

Gross Margin Monthly - Sports Bar Business Plan Example

8.3.4 Gross Margin Yearly

Gross Margin Yearly - Sports Bar Business Plan Example

8.4 Projected Cash Flow

Projected Cash Flow - Sports Bar Business Plan Example

8.5 Projected Balance Sheet

8.6 business ratios.

Download Sports Bar Business Plan Sample in pdf

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How to Write a Winning Sports Bar Business Plan (+ Template)

Business-Plan

Creating a business plan is essential for any business, but it can be beneficial for sports bar s that want to improve their strategy or raise funding.

A well-crafted business plan outlines your company’s vision and documents a step-by-step roadmap of how you will accomplish it. To create an effective business plan, you must first understand the components essential to its success.

This article provides an overview of the critical elements that every sports bar owner should include in their business plan.

Download the Ultimate Bar Business Plan Template

What is a sports bar business plan.

A sports bar business plan is a formal written document describing your company’s business strategy and feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Sports Bar Business Plan?

A sports bar business plan is required for banks and investors. The document is a clear and concise guide to your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Sports Bar Business Plan

The following are the key components of a successful sports bar business plan:

Executive Summary

The executive summary of a sports bar business plan is a one- to two-page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

  • Start with a one-line description of your sports bar company
  • Provide a summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast, among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started and provide a timeline of milestones your company has achieved.

You may not have a long company history if you are just starting your sports bar. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your sports bar company, mention this.

You will also include information about your chosen sports bar business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an essential component of a sports bar business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

  • What part of the sports bar industry are you targeting?
  • How big is the market?
  • What trends are happening in the industry right now (and if applicable, how do these trends support your company’s success)?

You should also include sources for your information, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, a sports bar’s customers may include:

  • Families with young children looking for a casual, affordable place to eat and drink while watching their favorite sports team play.
  • Professionals in their twenties and thirties who seek a social environment to watch the game with friends and co-workers.
  • Retirees who want to relax in a comfortable setting while enjoying their favorite sports teams.

You can include information about how your customers decide to buy from you and what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or sports bar services with the proper marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will differ from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation or advantage; that is, in what ways are you different from and ideally better than your competitors.

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be laid out, including the following 4 Ps.

  • Product/Service : Detail your product/service offerings here. Document their features and benefits.
  • Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
  • Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
  • Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, or launch a direct mail campaign. Once you grow your crowd of regulars, they may promote your sports bar business via word-of-mouth marketing.

Operations Plan

This part of your sports bar business plan should include the following information:

  • How will you deliver your product/service to customers? For example, will you do it in person or over the phone?
  • What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, your Operations Plan will outline the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters and the following four years. Examples of milestones for a sports bar include reaching $X in sales. Other examples include hitting certain targets for new customers acquired or social media followers gained.

Management Team

List your team members here, including their names and titles, as well as their expertise and experience relevant to your establishment. Include brief biographies for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here, you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

  • Revenue : how much revenue you generate.
  • Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs and the cost of any equipment and supplies used to deliver the product/service offering.
  • Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Sports Bar

Balance sheet.

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

  • Assets : Everything you own (including cash).
  • Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
  • Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Sports Bar  

Cash flow statement.

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

  • Cash Flow From Operations
  • Cash Flow From Investments
  • Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup sports bar .

Sample Cash Flow Statement for a Startup Sports Bar  

You will also want to include an appendix section which will include:

  • Your complete financial projections
  • A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
  • Any other documentation which supports what you included in the body of your business plan.

A well-written business plan is an essential tool for any entrepreneur looking to start or grow a sports bar company. Leverage these tips to write a winning business plan. Be sure to consult your financial advisor to create accurate financial projections, and remember to update your plan regularly as your business grows.  

Finish Your Sports Bar Business Plan in 1 Day!

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Fun and competition will never go out of style, and neither will smart business decisions. Get a head-start on your sports business plan with one of these sample business plans for bowling alleys, miniature golf courses, skate parks, dance studios, and other sports and recreation-related businesses.

If you’re looking to develop a more modern business plan, we recommend you try LivePlan . It contains the same templates and information you see here, but with additional guidance to help you develop the perfect plan.

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ProfitableVenture

Soft Drink Manufacturing Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Food Sector » Food Processing

Soft Drink and Beverage Production Business

Do you want to start a soft drink production company? If YES, here is a sample soft drink manufacturing business plan template & FREE feasibility report.

If you are considering starting a soft drink production business, the good news is that you can’t get it wrong because various types of soft drinks are consumed by almost everybody in the globe. It is important to state that starting a soft drink production business comes with its own fair share of challenges, but that does not rule out the fact that it is indeed a profitable business venture.

Especially if you locate the business in good location and you know how to source for raw materials that will be used in the production of your soft drink.

A Sample Soft Drink Manufacturing Business Plan Template

1. industry overview.

Companies in the Soda Production industry manufacture soft drinks by blending various ingredients with artificially carbonated water. This industry also includes energy beverages. Producers of bottled water, ready-to-drink teas and coffees, as well as juice manufacturers are excluded from this industry.

Research conducted by IBIS World shows that in the united states of America, the level of concentration in the Soda Production industry is modest, as the top four players are expected to generate 65.5 percent of revenue. Given the heavy bulk weight of industry products and the relatively low value per unit sold, soft drink production is generally taken on by large companies with major economies of scale and heavy investments in transportation.

While the majority of soda production is performed as one of many activities within the corporate portfolios of international food and beverage companies, the remaining portion of the industry’s production is performed through small-sized local players.

The report shows that over the five years to 2019, falling per capita soft drink consumption significantly affected industry performance. Demand for both regular and diet carbonated soft drinks has declined as more consumers turn to healthier beverages to quench their thirst.

However, robust growth of energy drink brands has benefitted the industry. Nonetheless, media coverage on the adverse effects of sugary beverages ultimately burst producers’ bubble. Overall, IBISWorld estimates industry revenue will decline at an annualized 1.2 percent to $44.6 billion over the five years to 2019, despite a 1.2 percent increase in 2019 as the industry rebounds.

The Soda Production industry is a thriving sector of the economy of the United States of America and they over $45 billion annually from more than 536 registered and licensed companies. The industry is responsible for the employment of over 54,460 people.

Experts project the industry to grow at a -1.0 percent annual rate between 2014 and 2019. PepsiCo Inc., The Coca-Cola Bottling Company UNITED Inc., Monster Beverage Corporation and Keurig Dr Pepper Inc., they have the lion market share in the United States of America and in most countries of the world.

The soda production industry is a profitable industry and it is open for any investor to come in and establish his or her business but you must be ready to compete with the leading brands in the industry.

2. Executive Summary

Blue Zest© Soft Drink Company, Inc. is a licensed soft drink production company that will be located in an industrial area in East Rutherford, New Jersey. We have been able to secure a long – term lease for a facility in a strategic location with an option of a long – term renewal on terms and conditions that are favorable to us.

The facility has government approval for the kind of business we want to run and it is easily accessible and we are deliberate about that to facilitate easy movement of raw materials and finished products.

We are in the soft drinks production business to engage in the production of different flavors of soft drinks. We are also in the business to make profits at the same to give our customers value for their money; we want to give people and businesses who patronize our soft drinks the opportunity to be part of the success story of Blue Zest© Soft Drink Company, Inc.

We are aware that there are several soft drinks production companies in the United States, which is why we spent time and resources to conduct our feasibility studies and market survey so as to enable us locate the business in an area that will support the growth of the business and also for us to be able offer much more than our competitors will be offering.

We ensured that our facility is easy to locate and we have mapped out plans to develop a wide distribution network for wholesalers all around East Rutherford – New Jersey and the United States of America. Much more than producing different flavors of healthy and well packaged soft drinks, our customer care is going to be second to none.

We know that our customers are the reason why we are in business which is why we will go the extra mile to get them satisfied when they patronize our soft drinks. Blue Zest© Soft Drink Company, Inc. will ensure that all our customers (wholesale distributors) are given first class treatment whenever they visit our Depot/Plant.

We have a CRM software that will enable us manage a one on one relationship with our customers (wholesale distributors) no matter how large the numbers of our customer base may grow to. We will ensure that we get our customers involved when making some business decisions that will directly or indirectly affect them.

Blue Zest© Soft Drink Company, Inc. is owned by Derrick Jones Clay. Mr. Jones Clay who is the Chief Executive Officer of the Company is Graduate of MicroBiology (B.Sc.) and he holds a Master’s Degree in Business Management (MBA). He has over 15 years’ experience working in related industry as a senior manager prior to starting Blue Zest© Soft Drink Company, Inc.

3. Our Products and Services

Blue Zest© Soft Drink Company, Inc. is going to operate a standard and licensed soft drink production company whose products will not only be sold in East Rutherford – New Jersey but also throughout the United States of America. We are in the soda production industry to produce different flavors of soft drinks and of course to make profits and also to give our customers value for their money.

4. Our Mission and Vision Statement

  • Our vision is to establish standard soft drink production company whose products will be not only be sold in East Rutherford – New Jersey, but also throughout the United States of America and Canada, and in other parts of the world.
  • Our mission is to establish a standard and world class soft drink production company that in our own capacity will favorably compete with leaders in the industry such as PepsiCo Inc., The Coca-Cola Bottling Company UNITED Inc., Monster Beverage Corporation and Keurig Dr Pepper Inc et al.
  • We want to build a soft drinks production business that will be listed amongst the top 20 soft drinks brands in the United States of America.

Our Business Structure

Blue Zest© Soft Drink Company, Inc. is established with the aim of competing favorably with other leading soft drinks brands in the industry. We will ensure that we put the right structures in place that will support the kind of growth that we have in mind while setting up the business.

We will ensure that we only hire people that are qualified, honest, hardworking, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders.

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of five years or more depending how fast we meet our set target. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

  • Chief Executive Officer (Owner)

Plant Manager

Human Resources and Admin Manager

Merchandize Manager

Sales and Marketing Manager

  • Information Technologist
  • Accountants/Cashiers

Distribution Truck Drivers

5. Job Roles and Responsibilities

Chief Executive Officer – CEO (Owner):

  • Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
  • Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for fixing prices and signing business deals
  • Responsible for providing direction for the business
  • Responsible for signing checks and documents on behalf of the company
  • Evaluates the success of the organization
  • Responsible for overseeing the smooth running of the soft drinks production plant
  • Part of the team that determines the quantity of soft drinks that are to be produced
  • Map out strategies that will lead to efficiency amongst workers in the plant
  • Responsible for training, evaluation and assessment of plant workers
  • Ensures that the steady flow of both raw materials to the plant and easy flow of finished products through wholesale distributors to the market
  • Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
  • Ensures that the plant meets the expected safety and health standard at all times.
  • Responsible for overseeing the smooth running of HR and administrative tasks for the organization
  • Defining job positions for recruitment and managing interviewing process
  • Carrying out staff induction for new team members
  • Responsible for training, evaluation and assessment of employees
  • Oversee the smooth running of the daily office and factory activities.
  • Manage vendor relations, market visits, and the ongoing education and development of the organizations’ buying teams
  • Help to ensure consistent quality of soft drinks
  • Responsible for the purchase of raw materials and packaging materials (cans, bottles, and plastics et al)
  • Responsible for planning sales, monitoring inventory, selecting the merchandise, and writing and pricing orders to vendors
  • Ensures that the organization operates within stipulated budget.
  • Manage external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
  • Model demographic information and analyze the volumes of transactional data generated by customer purchases
  • Identify, prioritize, and reach out to new partners, and business opportunities et al
  • Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
  • Document all customer contact and information
  • Represent the company in strategic meetings
  • Help increase sales and growth for the company

Accountant/Cashier

  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides managements with financial analyses, development budgets, and accounting reports
  • Responsible for financial forecasting and risks analysis.
  • Performs cash management, general ledger accounting, and financial reporting
  • Responsible for developing and managing financial systems and policies
  • Responsible for administering payrolls
  • Ensuring compliance with taxation legislation
  • Handles all financial transactions for the organization
  • Serves as internal auditor for the organization

Client Service Executive

  • Ensures that all contacts with customer (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
  • Through interaction with customers on the phone, uses every opportunity to build client’s interest in the company’s products and services
  • Manages administrative duties assigned by the store manager in an effective and timely manner
  • Consistently stays abreast of any new information on Blue Zest© Soft Drink Company, Inc. products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients when they make enquiries

Production Workers/Machine Operators:

  • Responsible for purifying and bottling soft drinks
  • Handle labeling of soft drinks products
  • Assist in packaging and loading soft drinks into distribution trucks
  • Any other duty as assigned by the restaurant manager.
  • Assist in loading and unloading of soft drinks.
  • Maintain a logbook of their driving activities to ensure compliance with federal regulations governing the rest and work periods for operators.
  • Keep a record of vehicle inspections and make sure the truck is equipped with safety equipment
  • Assist the transport and logistics manager in planning their route according to a delivery schedule.
  • Local-delivery drivers may be required to sell products or services to stores and businesses on their route, obtain signatures from recipients and collect cash.
  • Transport finished goods and raw materials over land to and from manufacturing plants or retail and distribution centers
  • Inspect vehicles for mechanical items and safety issues and perform preventative maintenance
  • Comply with truck driving rules and regulations (size, weight, route designations, parking, break periods etc.) as well as with company policies and procedures
  • Collect and verify delivery instructions
  • Report defects, accidents or violations

6. SWOT Analysis

We are quite aware that there are several soft drink production companies in the United States of America which is why we are following the due process of establishing a business so as to compete favorable with them.

We know that if a proper SWOT analysis is conducted for our business, we will be able to position our business to maximize our strength, leverage on the opportunities that will be available to us, mitigate our risks and be equipped to confront our threats.

Blue Zest© Soft Drink Company, Inc. employed the services of an expert HR and Business Analyst with bias in startup business to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Blue Zest© Soft Drink Company, Inc.;

Part of what is going to count as positives for Blue Zest© Soft Drink Company, Inc. is the vast experience of our management team, we have people on board who are highly experienced and understands how to grow business from the scratch to becoming a national phenomenon.

So also, the wide varieties of soft drinks in terms of flavor, packaging and size et al that we produce, our large national distribution network and of course our excellent customer service culture will definitely count as a strong strength for the business.

A major weakness that may count against us is the fact that we are a new soft drink production company and we don’t have the financial capacity to engage in the kind of publicity that we intend giving the business especially when big names like PepsiCo Inc., The Coca-Cola Bottling Company UNITED Inc., Monster Beverage Corporation and Keurig Dr Pepper Inc et al are already determining the direction of the market.

  • Opportunities:

The opportunities for soft drinks production companies are enormous. This is due to the fact that almost all Americans can afford soft drinks and they drink it regularly.

As a result of that, we were able to conduct a thorough market survey and feasibility studies so as to position our business to take advantage of the existing market. We know that it is going to requires hard work, and we are determined to achieve it.

As per capita soft drink consumption declines, demand from downstream markets, such as wholesalers and retailers, will decline, negatively affecting industry revenue.

Furthermore, price-based competition intensifies in response to weakened demand, which can negatively affect producers’ revenue and profitability. Per capita soft drink consumption is expected to slightly increase in the coming year, posing a potential threat to industry operators.  

7. MARKET ANALYSIS

  • Market Trends

If you are conversant with the trend in the soft drinks production industry, you will quite agree that there are competitions in different stages of the industry.

That is competitions amongst bigger corporations such as PepsiCo Inc., Coca-Cola Bottling Company, UNITED Inc., Monster Beverage Corporation and Keurig Dr Pepper Inc et al and also amongst smaller and medium scale soft drink production companies.

Most soft drink companies are leveraging on creativity in terms of packaging and marketing to continue to stay afloat in the industry. One creativity approach that is common is ensuring that their soft drinks conforms to the appropriate sugar level.

While some consumers drink soda, energy drinks and sports drinks regularly, these beverages represent discretionary items for most consumers.

Consequently, as disposable income levels rise, consumers are able to continue purchasing industry goods with their other grocery items as well as trade up to craft varieties which carry higher price tags. Per capita disposable income is anticipated to rise in the coming year, presenting a potential opportunity for the industry.

Another trend in the soft drinks production industry is the adoption of eco – friendly approach towards the production and packaging of soft drinks. As a matter of fact, the industry’s adoption of eco-friendly practices will likely persuade environmentally conscious consumers to buy its products, while increasing operators’ efficiency.

8. Our Target Market

When it comes to selling soft drinks, there is indeed a wide range of available customers.  In view of that, we have conducted our market research and we have ideas of what our target market would be expecting from us. We are in business to engage in wholesale distribution and to retail soft drinks to the following groups of people;

  • Restaurants and Canteens
  • Event Planners, Parties and Corporate Functions
  • Corporate Executives
  • Business People
  • Sports Men and Women
  • Everybody in our target market location

Our Competitive Advantage

A close study of the soft drinks production industry reveals that the market has become much more intensely competitive over the last decade. As a matter of fact, you have to be highly creative, customer centric and proactive if you must survive in this industry.

We are aware of the stiff competition and we are prepared to compete favorably with other soft drinks production companies in East Rutherford – New Jersey and throughout the United States.

Part of what is going to count as competitive advantage for Blue Zest© Soft Drink Company, Inc. is the vast experience of our management team, we have people on board who understand how to grow business from the scratch to becoming a national phenomenon.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the soft drinks industry, meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our aims and objectives.

We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to time.

9. SALES AND MARKETING STRATEGY

  • Sources of Income

Blue Zest© Soft Drink Company, Inc. is established with the aim of maximizing profits in the soft drinks production industry in the United States of America and we are going to ensure that we do all it takes to sell our products to a wide range of customers.

Blue Zest© Soft Drink Company, Inc. will generate income by selling the following products;

  • Different flavors of soft drinks

10. Sales Forecast

One thing is certain when it comes to soft drinks production business, if your soft drinks are well – packaged and branded and if your production plant is centrally positioned and easily accessible, you will always attract customers cum sales and that will sure translate to increase in revenue generation for the business.

We are well positioned to take on the available market in East Rutherford – New Jersey and every city where our soft drinks will be sold and we are quite optimistic that we will meet our set target of generating enough income/profits from the first six months of operation and grow the business and our clientele base.

We have been able to examine the soft drinks production industry, we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. Below is the sales projection for Blue Zest© Soft Drink Company, Inc., it is based on the location of our business and other factors as it relates to small scale and medium scale soft drink production company startups in the United States;

  • First Fiscal Year (FY1): $400,000
  • Second Fiscal Year (FY2): $750,000
  • Third Fiscal Year (FY3): $1.25 million

N.B : This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor offering same products as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

  • Marketing Strategy and Sales Strategy

Before choosing a location for Blue Zest© Soft Drink Company, Inc. and also the different flavors of soft drinks to produce, we conducted a thorough market survey and feasibility studies in order for us to be able to penetrate the available market in our target market locations.

We have detailed information and data that we were able to utilize to structure our business to attract the number of customers we want to attract per time and also for our products to favorable compete with other leading brands in the United States of America.

We hired experts who have good understanding of the soft drinks production industry to help us develop marketing strategies that will help us achieve our business goal of winning a larger percentage of the available market in East Rutherford – New Jersey and other cities in the United States of America.

In summary, Blue Zest© Soft Drink Company, Inc. will adopt the following sales and marketing approach to sell our soft drinks;

  • Introduce our soft drinks brand by sending introductory letters to residents, soft drinks merchants and other stakeholders in East Rutherford – New Jersey and other cities both in the United States of America and Canada.
  • Open our soft drink production company with a party so as to capture the attention of residents who are our first targets
  • Advertise our products in community based newspapers, local TV and radio stations
  • List our business and products on yellow pages ads (local directories)
  • Leverage on the internet to promote our soft drinks brands
  • Engage in direct marketing and sales
  • Encourage the use of Word of mouth marketing (referrals)

11. Publicity and Advertising Strategy

Despite the fact that our soft drinks production plant is a standard one with a wide range of soft drinks products that can favorably compete with other leading brands, we will still go ahead to intensify publicity for all our products and brand. We are going to explore all available means to promote Blue Zest© Soft Drink Company, Inc.

Blue Zest© Soft Drink Company, Inc. has a long – term plan of distributing our soft drinks in various locations all around the United States of America and Canada which is why we will deliberately build our brand to be well accepted in East Rutherford, New Jersey before venturing out.

As a matter of fact, our publicity and advertising strategy is not solely for selling our products but to also effectively communicate our brand. Here are the platforms we intend leveraging on to promote and advertise Blue Zest© Soft Drink Company, Inc.;

  • Place adverts on both print (community – based newspapers and magazines) and electronic media platforms
  • Sponsor relevant community programs
  • Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, et al to promote our soft drinks brand
  • Run Instagram contests where customers can share their photos of our soft drinks. The photo that receives the most “Likes” can be rewarded with a discount or a free supply of soft drinks
  • Install our BillBoards on strategic locations all around major cities in the United States of America and Canada
  • Engage in roadshow from time to time in targeted communities
  • Distribute our fliers and handbills in target areas
  • Position our Flexi Banners at strategic positions in the location where we intend getting customers to start patronizing our products.
  • Ensure that our soft drinks are well branded and that all our staff members wear our customized clothes, and all our official cars and distribution vans are customized and well branded.

12. Our Pricing Strategy

We are aware of the pricing trend in the soft drinks production industry which is why we have decided to produce various sizes of soft drinks.

In view of that, our prices will conform to what is obtainable in the industry but will ensure that within the first 6 to 12 months our products are sold a little bit below the average prices of various soft drinks production brands in the United States of America.

We have put in place business strategies that will help us run on low profits for a period of 6 months; it is a way of encouraging people to buy into our soft drink brands.

  • Payment Options

The payment policy adopted by Blue Zest© Soft Drink Company, Inc. is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that Blue Zest© Soft Drink Company, Inc. will make available to her clients;

  • Payment via bank transfer
  • Payment with cash
  • Payment via online bank transfer
  • Payment via check

In view of the above, we have chosen banking platforms that will enable our client make payment for product purchase without any stress on their part.

13. Startup Expenditure (Budget)

Starting a standard soft drink production company is indeed a capital intensive business. The bulk of the startup capital will be spent on leasing or acquiring a facility and also in purchasing water purifying, bottling, and packaging equipment.

Aside from that, you are not expected to spend much except for purchase and servicing of distribution trucks, paying of your employees and utility bills. This is the key areas where we will spend our start – up capital;

  • The Total Fee for Registering the Business in the United States of America – $750.
  • Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S machines and other software) – $1,300.
  • Marketing promotion expenses for the grand opening of Blue Zest© Soft Drink Company, Inc. in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of – $3,580.
  • The cost for hiring business Consultant – $2,500.
  • Insurance (general liability, workers’ compensation and property casualty) coverage at a total premium – $2,400.
  • The cost for payment of rent for 12 month at $1.76 per square feet in the total amount of $105,600.
  • The cost for construction of a standard soft drinks production plant – $200,000.
  • Other start-up expenses including stationery ($500) and phone and utility deposits ($2,500).
  • Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $100,000
  • The cost for Start-up inventory (raw materials, bottles and packaging materials et al) – $80,000
  • Storage hardware (bins, rack, shelves, food case) – $3,720
  • The cost for counter area equipment (counter top, sink, ice machine, etc.) – $9,500
  • The cost for water purifying, bottling and packaging equipment – $100,000
  • The cost for store equipment (cash register, security, ventilation, signage) – $13,750
  • The cost of purchase of distribution vans – $100,000
  • The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, Fax Machines, tables and chairs et al) – $4,000.
  • The cost of Launching a Website – $600
  • The cost for our opening party – $10,000
  • Miscellaneous – $10,000

We would need an estimate of seven hundred and fifty thousand dollars ($750,000) to successfully set up our soft drinks production plant in East Rutherford, New Jersey.

Generating Funding/Startup Capital for Blue Zest© Soft Drink Company, Inc.

Blue Zest© Soft Drink Company, Inc. is owned and financed by Derrick Jones Clay and his immediate family members. They do not intend to welcome any external business partners which is why he has decided to restrict the sourcing of the startup capital to 3 major sources.

  • Generate part of the startup capital from personal savings and sell of stocks
  • Source for soft loans from family members and friends
  • Apply for loan from my Bank

N.B: We have been able to generate about $200,000 (personal savings $150,000 and soft loan from family members $50,000) and we are at the final stages of obtaining a loan facility of $550,000 from our bank. All the papers and documents have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

Part of the plans we have in place to sustain Blue Zest© Soft Drink Company, Inc. is to ensure that we continue to make available a wide range of flavors of soft drinks, deliver quality services, improvise on how to do things faster and cheaper.

We are not going to relent in providing conducive environment for our workers and also the required trainings that will help them deliver excellent services at all times.

We are quite aware that our customers are key component to the growth and survival of our business hence we are going to continuously engage them to give us ideas on how to serve them better and the products they want to see in our production . We will not waste time in adopting new technology, best practices and diversifying our services.

Blue Zest© Soft Drink Company, Inc. will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

  • Business Name Availability Check : Completed
  • Business Registration: Completed
  • Opening of Corporate Bank Accounts: Completed
  • Securing Point of Sales (POS) Machines: Completed
  • Opening Mobile Money Accounts: Completed
  • Opening Online Payment Platforms: Completed
  • Application and Obtaining Tax Payer’s ID: In Progress
  • Application for business license and permit: Completed
  • Purchase of Insurance for the Business: Completed
  • Leasing of facility and construction of standard soft drinks plant: In Progress
  • Conducting Feasibility Studies: Completed
  • Generating capital from family members and friends: Completed
  • Applications for Loan from the bank: In Progress
  • Writing of Business Plan: Completed
  • Drafting of Employee’s Handbook: Completed
  • Drafting of Contract Documents and other relevant Legal Documents: In Progress
  • Design of The Company’s Logo: Completed
  • Printing of Promotional Materials: In Progress
  • Recruitment of employees: In Progress
  • Purchase of the needed furniture, racks, shelves, computers, electronic appliances, office appliances and CCTV: In progress
  • Creating Official Website for the Company: In Progress
  • Creating Awareness for the business both online and around the community: In Progress
  • Health and Safety and Fire Safety Arrangement (License): Secured
  • Opening party/launching party planning: In Progress
  • Establishing business relationship with vendors – wholesale suppliers/merchants of soft drinks: In Progress

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Marketing Plan for a Sports Drink Essay

Marketing strategies, product strategies in the marketing plan, pricing strategies, distribution strategies, communication promotional strategies.

Marketing strategies consist of actions carried out to achieve specific objectives related to the promotion of a product or brand.

The main aim of a marketing strategy is to create and increase awareness of either a new or an existing brand or product so that sales can be increased besides gaining a greater market share (Kotler & Keller, 2012). Hence, a rigorous marketing plan is required to promote the new sports drink developed by the company.

In order to design effective marketing strategies or plan for the above product, it is crucial to take into account the desired company’s goals, available resources and capacity of the firm to meet the demand and supply of the market. It is prudent to analyze the targeted audience.

This essay offers a brief and succinct marketing plan for the newly developed sports drink.

Apart from analyzing the marketing target of the new sports drink, it is necessary to explore the current level of competition in the targeted market.

After this exploration, the marketing management team can create strategies that may permit the company to capitalize on the competitors’ weaknesses based on the techniques they are using to deliver their products to consumers.

For the best management of marketing strategies, it is prudent to divide or classify them into four aspects (Yannopoulos, 2011).

To begin with, the marketing plan for the sports drink should focus on the nature of the product itself. For instance, how is the quality of the drink?

Second, the pricing strategy ought to be devised and tested for validity. Third, distribution strategy for the drink is equally fundamental.

Finally, promotional (or communication) strategies should be clearly identified for the sake of sensitizing the market. The aforementioned elements of marketing mix will indeed be instrumental in ensuring that the sports drink is marketed successfully.

A product is a good or service offered or sold to consumers. In this case, the product to being marketed is a sports drink that can remain cold for up to six hours. A number of strategies may be used to promote this product in the market.

First, new features should be added to the product (Kotler & Keller, 2012). For example, the targeted customers should be informed that the attributes, benefits, enhancements, functions, utilities, and applications of the new sports drink supersede those of the competitors.

The drink can be manufactured with less sugar content. Minimal use of preservatives is also highly recommended as part of the marketing strategies for the sports drink. Besides, the manufacturer can alter the product design, presentation, packaging, labeling, coloring and logo (Allender & Richards, 2012).

Launching a new line of complementary product will also enhance marketing of the sports drink. In other words, the manufacturing department should ensure that the new sports drink primarily compliments competitors’ products in terms of features and other attributes.

Moreover, the company should make sure that there is a return policy for the sports drink especially if a customer is not satisfied after an initial purchase.

A price refers to the monetary value attached to a good or service at the time of offering or selling it to buyers. The management may use numerous strategies to set the most competitive price for the new sports drink.

For example, the management should launch the new product with a low price in order to achieve rapid penetration and harboring in the market. Alternatively, the firm may launch the new sports drink with a high price in order to take advantage of purchases made as a result of the novelty of the product (Yannopoulos, 2011).

In regards to price reduction, it will attract more customers and consequently boost sales. Increasing the price of the drink will assist in attaining a higher profit margin. However, the latter strategy should not be initiated when the product is being launched into the market.

Price increase should come later after universal market acceptance of the sports drink. Price reduction below those of the competitors will obviously expedite sales. Better still; the marketing department should consider offering discounts for bulk purchases at the time when the product is being introduced in the market.

Distribution refers to locations or outlets where a product is offered or sold to consumers. It also implies the delivery or transfer options that can be used to avail a product to consumers (Kotler & Keller, 2012).

Distribution is part of a marketing plan. The company ought to use intermediaries such as agents, local distributors and retailers in order to achieve greater coverage of the sports drink. Creating a website or an online store for the product is also another viable distribution strategy that can assist in marketing the drink.

Additional strategies under this domain include selling the product through phone calls, emails or open-air campaigns, intensive distribution strategy, selective distribution strategy and exclusive distribution strategy.

This strategy increases awareness, informs or reminds buyers about the existence of a product. It should be able to persuade, encourage and motivate consumers to buy and consumpe a product.

Communication strategies include tender offer to acquire two products for the price of one, tender offer to purchase a second product at half price for the purchase of the former, working with coupons or discounts, and awarding small gifts to major customers (Yannopoulos, 2011).

Other strategies include advertising in print and electronic media, organizing road shows, using banners and advertising posters as well as printing and distributing leaflets, flyers and business cards to the targeted audience.

Allender, W. J., & Richards, T. J. (2012). Brand loyalty and price promotion strategies: An empirical analysis. Journal of Retailing, 88 (3), 323-342.

Kotler, P. & Keller, K. (2012). Marketing management (14 th ed.). Upper Saddle River, N.J.: Prentice Hall.

Yannopoulos, P. (2011). Defensive and offensive strategies for market success. International Journal of Business and Social Science, 2 (13), 1-12.

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IvyPanda. (2019, December 23). Marketing Plan for a Sports Drink. https://ivypanda.com/essays/marketing-plan-for-a-sports-drink/

"Marketing Plan for a Sports Drink." IvyPanda , 23 Dec. 2019, ivypanda.com/essays/marketing-plan-for-a-sports-drink/.

IvyPanda . (2019) 'Marketing Plan for a Sports Drink'. 23 December.

IvyPanda . 2019. "Marketing Plan for a Sports Drink." December 23, 2019. https://ivypanda.com/essays/marketing-plan-for-a-sports-drink/.

1. IvyPanda . "Marketing Plan for a Sports Drink." December 23, 2019. https://ivypanda.com/essays/marketing-plan-for-a-sports-drink/.

Bibliography

IvyPanda . "Marketing Plan for a Sports Drink." December 23, 2019. https://ivypanda.com/essays/marketing-plan-for-a-sports-drink/.

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Sports Club Business Plan Template & Guidebook

Whether you’re starting a sports club from scratch or expanding an existing one, having the right plan in place is essential for success. With the #1 Sports Club Business Plan Template & Guidebook, you have all the resources needed to create a detailed and comprehensive plan that will help you achieve your goals. From outlining strategies to mapping out financials, this template and guidebook provide everything you need to build a professional and effective plan that will help you guide your business towards success.

Nick

Get worry-free services and support to launch your business starting at $0 plus state fees.

  • How to Start a Profitable Sports Club Business [11 Steps]
  • 25 Catchy Sports Club Business Names:

How to Write a Sports Club Business Plan in 7 Steps:

1. describe the purpose of your sports club business..

The first step to writing your business plan is to describe the purpose of your sports club business. This includes describing why you are starting this type of business, and what problems it will solve for customers. This is a quick way to get your mind thinking about the customers’ problems. It also helps you identify what makes your business different from others in its industry.

It also helps to include a vision statement so that readers can understand what type of company you want to build.

Here is an example of a purpose mission statement for a sports club business:

The mission of [XYZ] Sports Club is to promote physical, mental and emotional health through sports participation, create a safe and nurturing atmosphere for the community, and encourage the development of life skills such as teamwork and sportsmanship. We strive to provide high-quality programs and services that support the healthy lifestyle of our members, athletes and coaches.

Image of Zenbusiness business formation

2. Products & Services Offered by Your Sports Club Business.

The next step is to outline your products and services for your sports club business. 

When you think about the products and services that you offer, it's helpful to ask yourself the following questions:

  • What is my business?
  • What are the products and/or services that I offer?
  • Why am I offering these particular products and/or services?
  • How do I differentiate myself from competitors with similar offerings?
  • How will I market my products and services?

You may want to do a comparison of your business plan against those of other competitors in the area, or even with online reviews. This way, you can find out what people like about them and what they don’t like, so that you can either improve upon their offerings or avoid doing so altogether.

Image of Zenbusiness business formation

3. Build a Creative Marketing Stratgey.

If you don't have a marketing plan for your sports club business, it's time to write one. Your marketing plan should be part of your business plan and be a roadmap to your goals. 

A good marketing plan for your sports club business includes the following elements:

Target market

  • Who is your target market?
  • What do these customers have in common?
  • How many of them are there?
  • How can you best reach them with your message or product?

Customer base 

  • Who are your current customers? 
  • Where did they come from (i.e., referrals)?
  • How can their experience with your sports club business help make them repeat customers, consumers, visitors, subscribers, or advocates for other people in their network or industry who might also benefit from using this service, product, or brand?

Product or service description

  • How does it work, what features does it have, and what are its benefits?
  • Can anyone use this product or service regardless of age or gender?
  • Can anyone visually see themselves using this product or service?
  • How will they feel when they do so? If so, how long will the feeling last after purchasing (or trying) the product/service for the first time?

Competitive analysis

  • Which companies are competing with yours today (and why)? 
  • Which ones may enter into competition with yours tomorrow if they find out about it now through word-of-mouth advertising; social media networks; friends' recommendations; etc.)
  • What specific advantages does each competitor offer over yours currently?

Marketing channels

  • Which marketing channel do you intend to leverage to attract new customers?
  • What is your estimated marketing budget needed?
  • What is the projected cost to acquire a new customer?
  • How many of your customers do you instead will return?

Form an LLC in your state!

sports drink business plan

4. Write Your Operational Plan.

Next, you'll need to build your operational plan. This section describes the type of business you'll be running, and includes the steps involved in your operations. 

In it, you should list:

  • The equipment and facilities needed
  • Who will be involved in the business (employees, contractors)
  • Financial requirements for each step
  • Milestones & KPIs
  • Location of your business
  • Zoning & permits required for the business

What equipment, supplies, or permits are needed to run a sports club business?

  • Sports equipment and supplies
  • Business licenses and permits
  • Insurance policies
  • Payment processing system
  • Marketing materials
  • Staffing requirements (contracts, wages, benefits)
  • Membership management software or systems
  • Facility rentals or use agreements (if applicable)

5. Management & Organization of Your Sports Club Business.

The second part of your sports club business plan is to develop a management and organization section.

This section will cover all of the following:

  • How many employees you need in order to run your sports club business. This should include the roles they will play (for example, one person may be responsible for managing administrative duties while another might be in charge of customer service).
  • The structure of your management team. The higher-ups like yourself should be able to delegate tasks through lower-level managers who are directly responsible for their given department (inventory and sales, etc.).
  • How you’re going to make sure that everyone on board is doing their job well. You’ll want check-ins with employees regularly so they have time to ask questions or voice concerns if needed; this also gives you time to offer support where necessary while staying informed on how things are going within individual departments too!

6. Sports Club Business Startup Expenses & Captial Needed.

This section should be broken down by month and year. If you are still in the planning stage of your business, it may be helpful to estimate how much money will be needed each month until you reach profitability.

Typically, expenses for your business can be broken into a few basic categories:

Startup Costs

Startup costs are typically the first expenses you will incur when beginning an enterprise. These include legal fees, accounting expenses, and other costs associated with getting your business off the ground. The amount of money needed to start a sports club business varies based on many different variables, but below are a few different types of startup costs for a sports club business.

Running & Operating Costs

Running costs refer to ongoing expenses related directly with operating your business over time like electricity bills or salaries paid out each month. These types of expenses will vary greatly depending on multiple variables such as location, team size, utility costs, etc.

Marketing & Sales Expenses

You should include any costs associated with marketing and sales, such as advertising and promotions, website design or maintenance. Also, consider any additional expenses that may be incurred if you decide to launch a new product or service line. For example, if your sports club business has an existing website that needs an upgrade in order to sell more products or services, then this should be listed here.

7. Financial Plan & Projections

A financial plan is an important part of any business plan, as it outlines how the business will generate revenue and profit, and how it will use that profit to grow and sustain itself. To devise a financial plan for your sports club business, you will need to consider a number of factors, including your start-up costs, operating costs, projected revenue, and expenses. 

Here are some steps you can follow to devise a financial plan for your sports club business plan:

  • Determine your start-up costs: This will include the cost of purchasing or leasing the space where you will operate your business, as well as the cost of buying or leasing any equipment or supplies that you need to start the business.
  • Estimate your operating costs: Operating costs will include utilities, such as electricity, gas, and water, as well as labor costs for employees, if any, and the cost of purchasing any materials or supplies that you will need to run your business.
  • Project your revenue: To project your revenue, you will need to consider the number of customers you expect to have and the average amount they will spend on each visit. You can use this information to estimate how much money you will make from selling your products or services.
  • Estimate your expenses: In addition to your operating costs, you will need to consider other expenses, such as insurance, marketing, and maintenance. You will also need to set aside money for taxes and other fees.
  • Create a budget: Once you have estimated your start-up costs, operating costs, revenue, and expenses, you can use this information to create a budget for your business. This will help you to see how much money you will need to start the business, and how much profit you can expect to make.
  • Develop a plan for using your profit: Finally, you will need to decide how you will use your profit to grow and sustain your business. This might include investing in new equipment, expanding the business, or saving for a rainy day.

sports drink business plan

Frequently Asked Questions About Sports Club Business Plans:

Why do you need a business plan for a sports club business.

A business plan for a sports club business is essential for laying out the structure and vision of the business, setting objectives and goals, assessing the potential risks and opportunities ahead, identifying any funding needs and developing a strategy to achieve success. It also provides an invaluable tool for obtaining financial support from banks or investors when necessary.

Who should you ask for help with your sports club business plan?

Depending on the specifics of your sports club and the scope of your business plan, you may need to seek out help from a variety of sources. This could include a lawyer who specializes in corporate law, an accountant, business consultant, or even an experienced mentor who is familiar with the industry. Additionally, many professional associations exist specifically to support sports clubs and organizations, so they can also provide valuable advice and resources to help you create an effective business plan.

Can you write a sports club business plan yourself?

Writing a sports club business plan is an intensive process that includes researching the local market, creating financial projections, understanding licensing and insurance requirements, and developing branding. It is best to rely on the expertise of a professional business plan consultant or seek the advice of your local Small Business Development Center to develop a comprehensive and accurate business plan.

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I'm Nick, co-founder of newfoundr.com, dedicated to helping aspiring entrepreneurs succeed. As a small business owner with over five years of experience, I have garnered valuable knowledge and insights across a diverse range of industries. My passion for entrepreneurship drives me to share my expertise with aspiring entrepreneurs, empowering them to turn their business dreams into reality.

Through meticulous research and firsthand experience, I uncover the essential steps, software, tools, and costs associated with launching and maintaining a successful business. By demystifying the complexities of entrepreneurship, I provide the guidance and support needed for others to embark on their journey with confidence.

From assessing market viability and formulating business plans to selecting the right technology and navigating the financial landscape, I am dedicated to helping fellow entrepreneurs overcome challenges and unlock their full potential. As a steadfast advocate for small business success, my mission is to pave the way for a new generation of innovative and driven entrepreneurs who are ready to make their mark on the world.

The Virginian-Pilot

Business | Virginia Beach company proposes dorms for…

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e-Pilot Evening Edition

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Business | Virginia Beach company proposes dorms for international workers above Oceanfront gift shop

Sunsations Realty wants to convert part of a commercial building on Atlantic Avenue into dormitory-style housing for international workers who will temporarily work in Virginia Beach through a work/travel visa. As seen Thursday, Feb. 8, 2024. (Stephen M. Katz/The Virginian-Pilot)

VIRGINIA BEACH — With the summer tourist season right around the corner, an Oceanfront business owner has a plan to house a core segment of the resort area’s workforce.

Sunsations Realty wants to convert part of a commercial building on Atlantic Avenue into dormitory-style housing for international workers who will temporarily work in Virginia Beach through a work/travel visa.

Every summer, except during the height of the pandemic , more than 1,000 college students from other countries participate in the exchange visitor program to work in Virginia Beach’s hospitality industry. Hotels and restaurants rely on the workers to round out their staff during the busiest time of the year.

The workers rely on sponsor companies, who they pay fees, to find them safe, adequate housing. No other dormitory-style housing option currently exists at the Oceanfront. Some apartment complexes and beach cottages offer lodging.

The J1 visa, administered by the State Department, allows students to work for up to four months. Most of their jobs are seasonal, entry-level, positions. Then, they can travel for a month around the country.

On Wednesday, the Planning Commission will make a recommendation on the housing proposal to the City Council.

Yaron Sibony, president of Sunsations Realty and the owner of retail shops and hotels, saw a need for housing international workers, said his lawyer Kyle Korte, who presented the project to the Resort Advisory Commission earlier this month.

Korte didn’t say how much the owner would invest in the renovations or what it will cost to rent a dorm.

The proposed space would be the second floor of 2500 Atlantic Ave., above a Sunsations gift shop. It’s currently vacant.

While peak employment demand occurs during the summer season, the applicant believes there would be year-round demand to support the proposed use, and no other individuals will be allowed to use it, according to the planning staff report.

In 2020, Virginia Beach changed its zoning law to allow for no more than eight exchange visitor program participants in one “dwelling unit.”  The latest proposal is calling for a total of 86 beds with eight beds in most rooms. Restrooms, laundry and kitchen facilities will be provided. An on-site manager will live in the building, and the police department has provided recommendations for lighting, inspections, security cameras and bike storage.

The city’s planning staff is recommending approval.

“What I love about this project is that it’s literally in the heart of our resort on Atlantic Avenue,” said Dee Nachnani, owner of Coastal Edge Surf Shop and president of the Atlantic Avenue Association. “They can walk to their jobs.”

The Resort Advisory Commission endorsed the housing proposal. Following the Planning Commission’s recommendation, the City Council will then vote on it.

Stacy Parker, 757-222-5125, [email protected]

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How to Start an Energy Drink Business

You may sell your energy drinks through vending machines, restaurants, grocery stores, and even bars. Branding it in such a way as to emphasize your home town or state can help foster community spirit (similar to how the name of Gatorade helps honor the University of Florida where it was developed), and your choice of ingredients may allow you to emphasize the healthy effects this drink has on its consumers.

Learn how to start your own Energy Drink Business and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services .

Energy Drink Business Image

Start an energy drink business by following these 10 steps:

  • Plan your Energy Drink Business
  • Form your Energy Drink Business into a Legal Entity
  • Register your Energy Drink Business for Taxes
  • Open a Business Bank Account & Credit Card
  • Set up Accounting for your Energy Drink Business
  • Get the Necessary Permits & Licenses for your Energy Drink Business
  • Get Energy Drink Business Insurance
  • Define your Energy Drink Business Brand
  • Create your Energy Drink Business Website
  • Set up your Business Phone System

We have put together this simple guide to starting your energy drink business. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas .

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

What will you name your business?

  • What are the startup and ongoing costs?
  • Who is your target market?

How much can you charge customers?

Luckily we have done a lot of this research for you.

Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Energy Drink Business Name Generator

If you operate a sole proprietorship , you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.

When registering a business name , we recommend researching your business name by checking:

  • Your state's business records
  • Federal and state trademark records
  • Social media platforms
  • Web domain availability .

It's very important to secure your domain name before someone else does.

Want some help naming your energy drink business?

Business name generator, what are the costs involved in opening an energy drink business.

The costs involved in opening an energy drink business can vary. A Bloomberg report from 2012 estimated that it may cost $100,000 or more to break into this business. A quarter of that money may go to a beverage development company in order to get your drink to a prototype stage. It may cost another $25,000 to get the raw ingredients and other materials necessary to begin production, including the labels and packaging. You must then pay for the labor, inventory, and distribution of your initial products: depending on how many units you are producing, this could cost up to $40,000. Finally, it is worth investing at least $10,000 or more into your initial advertising push: you are entering into a crowded market, and it's important to let customers know how and why your product stands out.

What are the ongoing expenses for an energy drink business?

If you are working with a beverage distribution company, your ongoing expenses are something of a double-edged sword: you will not have to separately manage aspects such as production, storage, and shipping on your own, and you won't have to personally pay for pricey business leases. However, all of these things factor into your production costs: if it costs $40,000 to produce, store, and ship a certain number of drinks in your first month, it will cost the same to ship that same amount next month. This cost will go up or down depending on the quantity of drinks produced.

Who is the target market?

The typical demographic for energy drinks is young men between the ages of 16 and 24. This is the legacy of the original marketing for companies such as Monster, although you can tweak your ingredients, branding, and marketing to target a less-served demographic and develop a better niche.

How does an energy drink business make money?

An energy drink company makes money through the distribution and sale of its own brand of energy drinks.

As a product, energy drinks have a wide range of price points. For a 16-ounce drink, prices typically range from $1.99 for something like Full Throttle to $4.00 for something like Red Bull. Your own price will likely fall in-between these, though you want to be competitive within your region.

How much profit can an energy drink business make?

The exact profit you can make is hard to determine, but things look pretty good: the energy drink industry has seen a five percent boost since 2013 and is overtaking soda as the drink of choice for many consumers. Sales of Red Bull amount to over $3.4 million each year and Monster Energy Drink sells over $3 million. While it will take your own drink longer to establish itself, there is great potential for profit.

How can you make your business more profitable?

Be sure to price your drinks competitively, but don't be afraid to increases the price as need be: even a small bump can lead to a big shift in profits. Use your social media to advertise the other potential uses of your energy drink: a good model is Red Bull, who helped make Red Bull and vodka a preferred drink for many club goers. Finally, make sure your advertisements always highlight your community roots. This helps establish you within your region but also positively distinguishes you from bigger companies, making your drink look more artisinal and, therefore, more appealing.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship , partnership , limited liability company (LLC) , and corporation .

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your energy drink business is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services . You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website . If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil .

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

  • Separates your personal assets from your company's assets, which is necessary for personal asset protection.
  • Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

  • Separate personal and business expenses by putting your business' expenses all in one place.
  • Build your company's credit history , which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 5: Set up business accounting

Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 6: Obtain necessary permits and licenses

Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.

Federal Business Licensing Requirements

There are federal regulations regarding what can and cannot be added to, sold as, and processed with food. Attached is a resource from the Food and Drug Administration detailing the process of starting a food business: How to Start a Food Business

State & Local Business Licensing Requirements

Certain state permits and licenses may be needed to operate an energy drink business. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits .

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses .

Certificate of Occupancy

An energy drink business is generally run out of a factory. Businesses operating out of a physical location typically require a Certificate of Occupancy (CO).  A CO confirms that all building codes, zoning laws and government regulations have been met.

  • If you plan to lease a location :
  • It is generally the landlord’s responsibility to obtain a CO.
  • Before leasing, confirm that your landlord has or can obtain a valid CO that is applicable to an energy drink business.
  • After a major renovation, a new CO often needs to be issued. If your place of business will be renovated before opening, it is recommended to include language in your lease agreement stating that lease payments will not commence until a valid CO is issued.
  • If you plan to purchase or build a location :
  • You will be responsible for obtaining a valid CO from a local government authority.
  • Review all building codes and zoning requirements for your business’ location to ensure your energy drink business will be in compliance and able to obtain a CO.

Food Regulations

When selling food, you will need licensing from a local health department; all establishments serving food are required to pass a health inspection. Tips for faring well on a health inspections

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance . This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance . If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

FInd out what types of insurance your Energy Drink Business needs and how much it will cost you by reading our guide Business Insurance for Energy Drink Business.

STEP 8: Define your brand

Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners , we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended : Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker .

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator . Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

How to promote & market an energy drink business

Within your budget, it is wise to embrace multiple channels of communication. Regional advertising through radio and newspapers can help to initially establish your product in the eyes of different distributors as well as local consumers. Social media provides a very cheap way of engaging with your customers and further establishing your particular niche, and it remains the single best way to highlight the part you play within your community. Partnering with local businesses can also allow you to sell your drinks to your particular demographic via selected restaurants and bars.

How to keep customers coming back

You may consider handing out free samples of your product at concerts or other events in order to literally give consumers a taste of what you have to offer. If possible, offering different flavors or formulas of your energy drink can give you a more diverse appeal to wider audiences. Retaining those customers is primarily a function of your drink delivering on its promise and enhancing energy and awareness in consumers.

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business .

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

  • All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
  • Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
  • Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended : Get started today using our recommended website builder or check out our review of the Best Website Builders .

Other popular website builders are: WordPress , WIX , Weebly , Squarespace , and Shopify .

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: Phone.com

Phone.com is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

TRUiC's Startup Podcast

Welcome to the Startup Savant podcast , where we interview real startup founders at every stage of the entrepreneurial journey, from launch to scale.

Is this Business Right For You?

If you have a background (or outright skill) in fields such as chemistry or health, it may help you to develop an energy drink that is tasty, safe, and helpful for consumers needing extra energy. Any past sales experience may also help you sell your new product to the various distributors in your region and, eventually, at an international level.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

What happens during a typical day at an energy drink business?

Your exact daily activities will vary depending on how you start your business. If you work with a beverage development company, you will spend much of your days raising funds and collaborating with various professionals on everything from the exact ingredients of your drink to its logo, brand name, and marketing. You will also help facilitate practical details such as the inventory and shipment of your products. If you want to maintain more direct control over your product, you may decide to work with a co-packer that emphasizes research and development rather than a larger consulting company.

What are some skills and experiences that will help you build a successful energy drink business?

A formal education in fields such as health or chemistry can aid you in creating the energy drink itself. Prior sales experience can help you set up the various distribution deals needed for your energy drink to thrive. While less likely, any direct experience you may have working with an energy drink manufacturer will be invaluable.

What is the growth potential for an energy drink business?

The growth potential for this business is modest. The Monster Energy Drink company recently experienced a lower sales bump than expected (8.9% rather than double digits) even after being bought out by marketing juggernaut Coca-Cola. However, it should be noted that the sales bump they received is still a good indicator of market health and, as mentioned earlier, the market certainly has room for more energy drinks catering to different demographics than Monster.

TRUiC's YouTube Channel

For fun informative videos about starting a business visit the TRUiC YouTube Channel or subscribe to view later.

Take the Next Step

Find a business mentor.

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

What are some insider tips for jump starting an energy drink business?

Stand out from the competition by developing a specific niche. For instance, marketing towards those thirty and up can instantly distinguish you from the Monster demographic. Some form of community branding and community-based advertising can also help your drink take root in a specific region, with positive word of mouth allowing you to later expand. Finally, be very selective about the development of a logo: this will be the first thing customers see when they view your drink in a vending machine, and it must be vivid and distinctive.

How and when to build a team

Unlike some jobs, this will require a team very early on. Whether you are working with a beverage consulting company or a co-packing company, it will take a large team to bring your energy drink from concept to market.

Useful Links

Industry opportunities.

  • American Beverage Association
  • International Council of Beverages Associations

Real World Examples

  • MATI Energy
  • Sobe Energy Drink

Further Reading

  • Tips for starting an energy drink company
  • Tips on entering the beverage industry

Have a Question? Leave a Comment!

Inside Project Osceola: Florida State sports’ 9-figure private equity plan

  • Matt Baker Times staff

The first known mention of the two-word phrase that could revolutionize Florida State sports sits on the top of the third page of a cash projections spreadsheet from September 2022.

Project Osceola.

The name is a nod to the Seminoles’ spear-planting symbol . The project is a potential nine-figure private equity investment into FSU sports that could accelerate conference realignment and touch everything from the Tampa Bay Lightning to Minor League Baseball.

After the sports business website Sportico first reported FSU’s private equity talks in August , the Tampa Bay Times requested public records from the Seminoles. The Times received more than 2,500 pages last week.

The resulting picture is riddled with redactions and tantalizingly incomplete. Some of the most interesting tidbits are only semi-related — like a potential date for FSU to leave the ACC and a naming sponsor for Doak Campbell Stadium. It’s possible nothing ever materializes beyond due-diligence checklists and presentations labeled “strictly private and confidential.”

But the emails, PDFs and spreadsheets still provide the deepest, albeit preliminary, glimpse of the complex legal theories, detailed financial discussions and groundbreaking possibilities of Project Osceola.

How a private equity investment at FSU might work

The best explanation comes in a September 2022 email from Ken Artin, a public finance attorney at the firm Bryant Miller Olive. State agencies, he wrote, generally can’t become a “joint venture partner, equity partner and anything that looks like that” with a for-profit company. But there’s a workaround, which he called a “super license agreement.”

FSU can move its intellectual property (like logos and names) to a new university entity. That new entity could license the intellectual property to someone else (a private-equity firm). The firm would then try to profit off that licensed material by using it better, more efficiently or in new ways.

Within six months, that proposed non-profit entity had a name: FSU NewCo. The specific intellectual property available from FSU NewCo is redacted.

The companies involved

In August 2022, FSU and J.P. Morgan signed a non-disclosure agreement to work on a deal with outside investors. At least two private-equity firms were interested.

One was Arctos, whose sports portfolio includes a share of the Lightning and Red Sox . The other was Sixth Street, which has a stake in the San Antonio Spurs and the sports entertainment company Legends Hospitality .

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FSU signed an exclusivity deal with Sixth Street over the summer.

Financial terms

They’re almost all redacted, beyond a few peeks.

In November 2022, at least two scenarios had $250 million in private equity.

A second set of figures comes from an “ACC Upside” model in January 2023. It lists a $75 million initial investment plus a $50 million “follow-up equity investment” four years later. By 2032, it projects FSU’s 2032 cash flow to be $197 million — $46 million more than the “No Investment” scenario.

An email from an attorney at Davis Polk & Wardwell outlines FSU’s proposals in June: $25 million upfront, another $125 million under redacted circumstances plus up to $200 million in future debt “without consent and without additional limitations.”

Beyond the cash injection, FSU’s goals (as laid out in an October 2022 presentation) included maximizing revenue opportunities to stay nationally competitive, modernizing management structure, ensuring flexibility in any deal and conducting the process in a way that protects FSU “from negative reaction from important constituents.”

How FSU would use the money

It’s unclear. Arctos and Sixth Street both wanted “a more concrete answer” in March.

As FSU considered $250 million scenarios, athletic director Michael Alford and a school financial administrator, Michael Williams, wanted the money upfront for capital projects. J.P. Morgan’s Todd L. Smith responded that FSU “will ‘owe’ investors a return on that,” so “collecting it all up front if we don’t have immediate need or use will ‘cost’ something.”

Paying off debt would make it easier to divvy up revenue between investors and FSU, according to discussion materials from September 2022. FSU has since approved $265 million in additional debt to renovate Doak Campbell Stadium.

Additional operating expenses were also mentioned, and a June discussion included an initial purchase and “General Basket” of money FSU could use on anything.

Could private equity fund FSU’s ACC exit?

FSU redacted or withheld records as the school and conference litigate the Seminoles’ potential half-billion-dollar exit from the league. But FSU’s ACC future pops out of bars of black; one review featured a “General Basket” and unexplained “Conference Basket.”

One of the “next steps” listed in October 2022: “Determine use of proceeds, especially in a ‘no realignment’ scenario.” By January 2023, there was a “Leave ACC” budget model. Its commentary is partially redacted, but conference payouts spike from $43 million in 2025 to $96.4 million the next year .

Football ticket revenue for home games jumps, too. Its 2026 projections are $18.6 million — $3.2 million more than the “Base Case” — in part because of “post-ACC-exit ticket prices in-line with peers.”

Sixth Street’s due diligence tracker had a March request for conference payout details in the “base case and conference change case.”

Naming rights to Doak

Projections for 2026 include naming rights to FSU’s football home, formally called Bobby Bowden Field at Doak S. Campbell Stadium. FSU’s Year 1 revenue ranges from $1.5 million to $5 million, depending on the document and its assumptions. Sponsorship for the basketball arena, the Donald L. Tucker Civic Center, adds another $800,000-$2.6 million.

USF (Yuengling Center), Florida (Exactech Arena) and UCF (FBC Mortgage Stadium) are among the state teams with corporate names on their buildings. Last season, Georgia Tech tacked on Hyundai Field to the name of its century-old Bobby Dodd Stadium.

Multiple budgets add a concert series at Doak (four shows with 50,000 spectators each, according to an August model). FSU eventually expects these two revenue streams to top $10 million per year.

Minor League Baseball in Tallahassee?

That’s a possibility, according to a 10-year projection the sports consulting firm Navigate presented in 2022. The document lists a $75 million expense for FSU in the 2027 fiscal year for a new baseball stadium; the Seminoles’ Dick Howser Stadium is four decades old. FSU’s baseball revenue nearly doubles to $2.75 million.

A new revenue source also appears in ’27: “Minor League Baseball Team.” It initially adds a combined $4.1 million in tickets, sponsorship/licensing and facilities. The idea is cited in at least one other document but never detailed.

Name, image and likeness

Multiple documents cite $8 million in name, image and likeness (NIL) contributions for the ’24 fiscal year. One scenario ups that figure by 2-3% each year. In another, donations spike to $11.1 million in ‘25 and $13.6 million by ‘32.

These numbers are notable because they’re an official snapshot in a murky marketplace filled with unverifiable, third-party claims. They’re also relevant to Project Osceola; Sixth Street asked about FSU’s NIL partnerships and “plan moving forward” in July.

Sign up for the Sports Today newsletter to get daily updates on the Bucs, Rays, Lightning and college football across Florida.

Never miss out on the latest with your favorite Tampa Bay sports teams. Follow our coverage on Instagram , X and Facebook .

Matt Baker is a sports reporter covering college sports and recruiting. Reach him at [email protected].

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Free AFCON final live stream: How to watch Nigeria vs. Ivory Coast online from anywhere

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The African Cup of Nations has been packed with surprises over the last few weeks and this is the most exciting lineup the final's seen in quite some time. We can quickly show you where to watch an AFCON live stream for free to see Nigeria vs. Ivory Coast today.

We've provided our readers with the latest information on free AFCON live streams since the first match back in January and still can't quite believe Ivory Coast has made it this far after finishing third in their group, then firing their coach before finding out they'd still progress as one of the better third-placed sides. They've done it the hard way since, too, coming back from behind right at the death regularly. Nigeria's ascension has been much less dramatic. Star striker Victor Osimhen of Napoli has been light on goals but has still been a huge creative influence. You'd fancy Nigeria on paper, but Ivory Coast's home crowd support and dogged persistence will make this close.

There are multiple options to watch a free Nigeria vs. Ivory Coast live stream, and we can help you tune in from anywhere on the globe via official broadcast options. South Africa and the UK have free broadcasts (links below), but if you're outside those countries, you'll need a VPN to get around geo-restrictions and watch them for free, too.

A VPN (virtual private network) simulates your viewing device's location to allow you to stream feeds on international sites you'd otherwise be unable to play. We'll give you the rundown on how to do it below. The VPN we recommend can be used for many other streaming opportunities year-round, as shown in these other guides:

  • Free Champions League live streams  | Where to watch Six Nations | Free Super Bowl live stream

How to watch AFCON final live stream for free from anywhere 

As it has with every game of the tournament so far, South African TV channel SABC will show a free Nigeria vs. Ivory Coast live stream today, with no sign-up required. The BBC of the UK, specifically BBC3 , will also have coverage; you'll need to create a free login for that UK option.

The main hitch is that you'll need a VPN to tune in outside of South Africa or the UK, as you'll get an error message when you try to hit play on the above free AFCON final live streams.

Don't worry. You can push through the block with a VPN and start watching once you set its location to South Africa/UK. A VPN virtually changes your devices' location, so apps and websites think you're connecting from servers within those countries, just like the local viewers.

Don't have a VPN? There's a fantastic offer right now on the best VPN we've tested and have been using for years for streaming and beefing up our online security. You can pick up ExpressVPN , save 49% on the usual price, and get three months for free. It's the best investment in your sports-watching future if you know you'll want to watch more international sports streams. It's also one of the few reliable VPNs with decent South African servers and has been proven exceptionally reliable with other locations worldwide. If you're unsatisfied with it for any reason, there's a hassle-free 30-day money-back guarantee.

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  • Watch the Nigeria vs. Ivory Coast live stream today at 3 p.m. ET / 8 p.m. GMT / 4 a.m. (Sun) AWST.

How to watch the AFCON final in the UK

BBC3 on TV or online via the iPlayer will have the AFCON final showing tonight. The BBC has been a bit hit and miss, only picking up a handful of games this year, with just one semi-final despite earlier listings promising two. The final is indeed on the schedule for tonight, though. You'll also find it on Sky Sports.

The BBC option is a great pick if your country doesn't have the match covered. Take a look at the steps above to watch the AFCON final live stream for free from anywhere. 

Kick-off is at 8 p.m. GMT, and pre-match coverage on BBC3 begins 30 minutes earlier. 

How to watch the AFCON final in the USA

If you want to watch Nigeria vs. Ivory Coast online in the USA, you'll find it on the BeIN channel. If you don't have that in your current package, you have two options via cord-cutting live TV streaming services.

FuboTV has it on its cheapest tier, which includes a seven-day free trial . After that, it's a rather eye-watering $79.99 a month. If you've been meaning to pick up a great live TV streaming service anyway, you might find the overall package worth sticking with.

If you want the cheapest option in the US, we've found a super cheap deal of just $5. Sling TV lets you bag its Sling Soccer Pass without signing up for the regular Sling package. So you really can just bag the bolt-on on its own.

That $5 would have covered you for the whole AFCON tournament if you'd joined from the start, but it's a modest fee if you're just coming in for the final. Alternatively, you could use a VPN and watch one of the free feeds from South Africa or the UK.

Note: The use of VPNs is illegal in certain countries (such as Iraq, North Korea, Belarus, etc), and using VPNs to access region-locked streaming content might constitute a breach of the terms of use for certain services. Insider does not endorse or condone the illegal use of VPNs.

You can purchase logo and accolade licensing to this story here . Disclosure: Written and researched by the Insider Reviews team. We highlight products and services you might find interesting. If you buy them, we may get a small share of the revenue from the sale from our partners. We may receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising team. We welcome your feedback. Email us at [email protected] .

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COMMENTS

  1. Go-to-Market Strategy for sports drinks

    The sports drink market has seen significant growth in recent years, with a global market size projected to reach $32.2 billion by 2024. This growth can be attributed to a variety of factors, including the increasing number of people participating in sports and fitness activities, the rise of health and wellness trends, and the growing ...

  2. How To Start Your Own Hydration Sports Drink Brand

    Here are our top 5 reasons to create a hydration sports drink brand: 1. Low Startup Costs When Launching a Sports Drink. Beverage Start-up costs are typically quite low comparatively in this industry, but the profit margins remain high, providing an excellent opportunity for entrepreneurs looking for a faster return on investment. 2.

  3. 8 Ways To Start A Sports Drink Company

    1.Choose A Great Name When it comes to creating any product, it is important that you choose a great name for it. Remember that there are already a lot of companies out there that sell sports drinks. If you want your sports drink to make a name for itself, tou should make sure that ulyou choose a great name for it.

  4. Sports Drink Market Share, Trends, Growth

    The market is projected to grow from USD 27.22 billion in 2021 to USD 36.35 billion in 2028 at a CAGR of 4.2% in the 2021-2028 period. The sudden fall in CAGR is attributable to this market's demand and growth, returning to pre-pandemic levels once the pandemic is over.

  5. Sports Bar Business Plan Template [Updated 2024]

    What Is a Sports Bar Business Plan? A business plan provides a snapshot of your sports bar as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans. Why You Need a Business Plan for a Sports Bar

  6. How to Start a Sports Bar Business

    Ready to form your LLC? Check out the Top LLC Formation Services . Start a sports bar business by following these 10 steps: Plan your Sports Bar Business Form your Sports Bar Business into a Legal Entity Register your Sports Bar Business for Taxes Open a Business Bank Account & Credit Card Set up Accounting for your Sports Bar Business

  7. How to Start a Profitable Drink Business [11 Steps]

    1. Perform market analysis. Starting a drink business requires a thorough understanding of the market landscape, consumer preferences, and competitive dynamics. An insightful market analysis is the foundation for making informed decisions about product development, marketing strategies, and sales tactics.

  8. How to Start a Profitable Sports Bar Business [11 Steps]

    1. Perform market analysis. 2. Draft a sports bar business plan. 3. Develop a sports bar brand. 4. Formalize your business registration. 5. Acquire necessary licenses and permits for sports bar. 6. Open a business bank account and secure funding as needed. 7. Set pricing for sports bar services. 8. Acquire sports bar equipment and supplies. 9.

  9. How to Start a Drink Company

    Sports Drinks: Tailored for athletes and fitness enthusiasts, these rehydration solutions, like Gatorade or Powerade, replenish electrolytes lost during physical activity. ... A comprehensive business plan is the bedrock for any startup, offering a clear roadmap for the journey ahead. Let's delve into the essentials for crafting a robust plan ...

  10. How to Write a Sports Bar Business Plan

    How to Write a Sports Bar Business Plan in 2024 (Free Template) | On the Line | Toast POS Rowdy and fun, sports bars are a popular business model - start planning yours with this restaurant business plan template.

  11. Future of the Business World: Launching a Healthy Sports Drink 'By Gen

    On this month's episode of Future of the Business World (listen by clicking the arrow above), we meet high school senior Alana Andrews, a teen innovator from Virginia who has embraced entrepreneurship with her whole mind and heart. She exudes passion as she shares her story of launching The SWEY Corporation, a healthy sports beverage business with products created by Gen Z for Gen Z that was ...

  12. Sports Bar Business Plan Example

    Solution Take Five Sports Bar and Grill strives to be the premier sports theme restaurant in the Southeast Region. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. We provide more televisions with more sporting events than anywhere else in the region.

  13. The 8 Steps to Start a Beverage Company

    Getting specific will help you create the right branding later and identify your target audience. 4. Create a Strategic Launch Plan. You won't get to market without a solid plan. Strategizing involves learning how to impress investors, use the funds, optimize sales and distribution, and build an implementation plan. 5.

  14. Gatorade Marketing Strategy: The ultimate plan that gets you ...

    Product Strategy. All Gatorade products are scientifically formulated sports drinks. It basically helps the human body rehydrate and replenish lost nutrients, amino acid, and electrolytes to enable an active lifestyle. These energy sports drinks are not drug administration prohibited and safe for consumption.

  15. A-GAME hydration beverages

    October 7, 2022. A-GAME Beverages Inc. offers its same-named new, premium natural hydration sports drink. Formulated with the ideal ratio of sodium and potassium to create the ultimate hydration experience, A-GAME is designed to refuel, rehydrate and recover the body, the company says. It is made with natural ingredients free of artificial dyes ...

  16. Sports Bar Business Plan Example [2024]

    2.1 The Business Denzel Sports Bar will be a registered and licensed sports bar located in Las Vegas. The bar will offer luxurious seating with large screens for people to watch sports. Besides, the sports bar will also be offering high-quality cuisines, grilled chicken and fish foods, and drinks to the customers. 2.2 Management of Sports Bar

  17. How To Write A Winning Sports Bar Business Plan + Template

    A sports bar business plan is a formal written document describing your company's business strategy and feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed ...

  18. Sports Bar Business Plan Sample

    Underdog's Sports Bar will make good, comforting bar food and drinks available to eaters on a budget, including students. We will have digital satellite TV to show any sport our customers may want to see, from the NCAA tournament to the World Cup to late-season afternoon baseball. A sports bar isn't revolutionary, especially in a college town.

  19. Sports Business Plan Examples

    Get a head-start on your sports business plan with one of these sample business plans for bowling alleys, miniature golf courses, skate parks, dance studios, and other sports and recreation-related businesses. If you're looking to develop a more modern business plan, we recommend you try LivePlan.

  20. Soft Drink Manufacturing Business Plan [Sample Template]

    The cost for construction of a standard soft drinks production plant - $200,000. Other start-up expenses including stationery ($500) and phone and utility deposits ($2,500). Operational cost for the first 3 months (salaries of employees, payments of bills et al) - $100,000.

  21. Marketing Plan for a Sports Drink

    To begin with, the marketing plan for the sports drink should focus on the nature of the product itself. For instance, how is the quality of the drink? Second, the pricing strategy ought to be devised and tested for validity. Third, distribution strategy for the drink is equally fundamental.

  22. The #1 Sports Club Business Plan Template & Guidebook

    How to Write a Sports Club Business Plan in 7 Steps: 1. Describe the Purpose of Your Sports Club Business. The first step to writing your business plan is to describe the purpose of your sports club business. This includes describing why you are starting this type of business, and what problems it will solve for customers.

  23. 18 things you may not have known about Patrick Mahomes

    In July 2020, Patrick Mahomes inked a $503 million, 12-year contract extension, the largest deal in American sports history. Advertisement Although he chose football over baseball, Mahomes is ...

  24. Plan would create dorms for visa workers above Oceanfront gift shop

    A plan is in the works to turn the second floor of an Atlantic Avenue retail building into a dormitory for international workers in the U.S. on a J-1 work visa. The Planning Commission will hear th…

  25. How to Start an Energy Drink Business

    STEP 1: Plan your business A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are: What will you name your business? What are the startup and ongoing costs? Who is your target market? How much can you charge customers?

  26. Potomac Yard arena bill passes Virginia House, heads to Senate

    The bill, if it ultimately passes, would create a new Virginia Sports and Entertainment Authority, empowered to buy land for the arena and issue some $1.4 billion in bonds to finance the bulk of ...

  27. Inside Project Osceola: Florida State sports' 9-figure private equity plan

    The first known mention of the two-word phrase that could revolutionize Florida State sports sits on the top of the third page of a cash projections spreadsheet from September 2022. Project Osceola.

  28. Chinese authorities cancel second Argentina soccer match after ...

    A city in mainland China has canceled its plan to host a soccer match featuring Argentina's national team amid a growing backlash in the country against star player Lionel Messi.

  29. Free AFCON final live stream: How to watch Nigeria vs. Ivory Coast

    Canada, Australia, NZ: BeIn Sports (free trial) When: Today 3 p.m. ET / 8 p.m. GMT / 4 a.m. (Sun) AWST How to watch AFCON final live stream for free from anywhere