So Cool Juice Co. — Business Model & Revenue Strategy
So Cool Juice Co. will employ a tiered pricing strategy that positions products across three distinct price bands: Premium (functional/cold-pressed at ZAR 55–120/L), Mid-Premium (100% juice at ZAR 28–45/L), and Accessible (nectars and concentrates at ZAR 12–30/L). This architecture maximises addressable market…
Section 5 · Business Plan
Business Model & Revenue Strategy
So Cool Juice Co. will employ a tiered pricing strategy that positions products across three distinct price bands: Premium (functional/cold-pressed at ZAR 55–120/L), Mid-Premium (100% juice at ZAR 28–45/L), and Accessible (nectars and concentrates at ZAR 12–30/L). This architecture maximises addressable market…
5.1 Revenue Streams
| Channel | Description | Year 1 Share | Year 5 Target |
|---|---|---|---|
| Retail (Off-Trade) | Listings with Woolworths, Checkers, Pick n Pay, Spar. Chilled and ambient categories. In-store promotions and sampling. | 55% | 45% |
| Food Service | Hotels, restaurants, hospitals, corporate catering, airlines. Bulk concentrate and single-serve formats. | 20% | 18% |
| E-Commerce (DTC) | Own website, Takealot marketplace, Checkers Sixty60, PnP asap!. Subscription juice boxes. Higher margins. | 8% | 15% |
| Private Label | Contract manufacturing for retailer house brands. Utilises spare capacity. Builds retailer relationships. | 12% | 10% |
| Export (SADC) | Namibia, Botswana, Mozambique, Zambia. Cross-border trade via established distributors. From Year 2. | 5% | 12% |
5.2 Pricing Strategy
So Cool Juice Co. will employ a tiered pricing strategy that positions products across three distinct price bands: Premium (functional/cold-pressed at ZAR 55–120/L), Mid-Premium (100% juice at ZAR 28–45/L), and Accessible (nectars and concentrates at ZAR 12–30/L). This architecture maximises addressable market coverage while protecting brand positioning and margin structure.
| Product | Factory Price/L | Wholesale/L | Retail (Rec.)/L | Gross Margin |
|---|---|---|---|---|
| 100% Orange Juice (1L) | ZAR 18 | ZAR 28 | ZAR 38 | 44% |
| Cold-Pressed Green (500ml) | ZAR 30 | ZAR 55 | ZAR 79 | 55% |
| Tropical Nectar (1L) | ZAR 12 | ZAR 20 | ZAR 28 | 38% |
| Orange Concentrate (5L) | ZAR 60 | ZAR 90 | ZAR 120 | 32% |
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