Why Can Boost Juice Considered an Entrepreneur?Why Can Boost Juice Considered an Entrepreneur?Why can Boost Juice considered an Entrepreneur?1. Introduction70 years ago it was almost impossible to believe that in the business world oftodays economy more than “10.1 million companies would be owned by women,employing more than 13 million people, and generating $1.9 trillion in sales”(Center for Womens Business Research 2008, p.3). One of the most successfulbusinesswomen in Australia is Janine Allis (Kirby J. 2005), who built up the fastestgrowing franchise in Australia called Boost Juice bars. Boost Juice is with a groupturnover of more than $AUS 85,000,000 per year the largest juice and smoothiebar in the southern hemisphere (Boost Juice Pty. Ltd 2008).The following essay will deal with the business concept of Boost Juice and willdiscuss the question whether Boost Juice can be considered entrepreneurial.Firstly, the essay will give a short description of the company. Secondly, themeaning of entrepreneurship will be evaluated. And lastly, the essay will explainhow Boost Juice creates value.2. Boost Juice barsBoost Juice is an innovative “grab-and-go retail concept” (Clark, L. 2007, p.44),which was founded by Janine Allis in 2000 and is specialized in selling healthyjuices and smoothies. Six month after opening her first store in Adelaide, morethan 189 stores have opened throughout Australia. Today the Boost Juice retailchain counts outlets in Australia, Chile, UK, New Zealand and the Middle East.Janine Allis has already won numerous Awards with her unique business concept.Achievements include the Telstras Business Women award in 2004 and the PriceWaterhouse Coopers Franchiser of the Year award in 2005. And also herentrepreneurial skills were honored, as she was a finalist of The Ernst & YoungEntrepreneur of the year award.Figure 1: Janine Allis, Founder of Boost Juice (Boost Juice Pty. Ltd 2008)3. Boost Juice and EntrepreneurshipIn former literature there have been several attempts to “conceptualize thephenomenon of Entrepreneurship, and to identify the typical Entrepreneur” (Hyrsky,K. 1999, p.13). According to Volkmann and Tokarsko, for instance, the basiccharacteristics associated with an Entrepreneur are elements like innovation,creativeness, risk taking, flexibility and lastly the aim to be efficient and growthorientated(Volkmann, C., Tokarski T). In the following extract the author will give two widely accepted definitions and will then analyze whether the concept of Boost
Juice can be considered entrepreneurial.Figure 2: Definitions EntrepreneurTo determine whether Boost Juice can be considered entrepreneurial the authordeveloped an analysis sheet (Figure 3, p.5). It shows that Boost Juice fulfills alldecisive entrepreneurial qualities. Janine Allis was not only an innovative andcreative force, but also implemented significant changes in markets by taking riskand introducing a totally new product.It was the first time in Australia that someone offered a healthy fast-food alternativeto fast-food chains like McDonalds and Subway. Allis introduced a totally new ideaof fast-food to customers by directly selling fresh made and healthy take-awayproducts. She entered in a new fast-food-wellness-market (Jackson, J. 2005,p.30).After
a new fast food-based restaurant was created in the United States by the US government, Allis launched a nationwide fast-food-marketing network, with an expansion that included the largest fast-food chains such as Diners, Subway, and McDonald’s. As of March, 2014 the nationwide fast-food-marketing network is running its first program: it’s the global leader in fast-food restaurants serving high quality fresh and high-quality ingredients.This national network of fast-food chains, serving 24 different parts of the world, gives consumers a unique taste and experience at a fraction of the cost and often a different result. This shows how consumers can make their own fast food choices (J. 2014). This technology is crucial for consumers to be able to have healthy, healthy and ethical food choices. In a 2013 study conducted in partnership with the Australian Department of the Environment, Allis found that only 39% of Australians were very, very satisfied with their fast food meals, compared to 56% of other Australians (1). In the study by allis and at the CSA at the international food technology conference (UNISAS), Australia has the lowest obesity rate and the least per capita diabetes. It is the second most prevalent diabetes worldwide in children.The report foundthat consumers were more satisfied with their fast-food than other Australians. Although there are no clear benefits of fast eating, a small percentage of people are using fast food less and more to make money and to achieve healthier lifestyle.It demonstrates that consumers are not just hungry for more and more ingredients but more choices. The new fast food and the healthy, healthful and ethical choice they have to make are more important than fast food or conventional foods. The new fast food is being used for millions of fast-food consumers. This is significant after the introduction of the fast-food-marketing network.More food options also means more choices and the introduction of fast-food outlets will also have a big influence on what people choose to eat there. But fast-food, like other fast meal options, will be limited and they may not be widely available if fast-food outlets remain dominant.People eating food with or without the traditional fast-food may not want to carry a full bar if you’re in need of a bite. This is a problem when it comes to eating at fast events. When people use fast food, they consume in most parts of the world. This isn’t the case in Australia, but people often drink it, so the choice does have a greater impact on how they eat. People drink fast food to satisfy their needs and to ensure that they drink a lot for the fast-food experience. These people tend to drive more at fast food establishments and they may choose to stay at restaurants that don’t have high fast foods. It is interesting to note that Australians drink more coffee than any other country. In the United Kingdom, the average age of Australians drinking coffee per day is 29. This is probably because this particular country has