Bite Juice Lab by rtumme

BRAND EXTENSION PROPOSAL BY: REBECCA TUMMERS

A. About Us

Bite Beauty Launched in Toronto, Canada in 2011, Bite Beauty is an expert in all things lip care. Its lip products offer anti-aging properties and are all-natural, formulated with food-grade ingredients, and free from parabens, polybutenes, sulfates, and petroleum byproducts. Bite is also the first lipstick line to be infused with red wine resveratrol - packed with antioxidants. Each tube of Bite lipstick delivers the antioxidant equivalent to five glasses of wine.

In 2014, Bite Beauty was acquired by the San Fransisco based company KENDO Brands that manages a portfolio of beauty brands including Kat Von D, Marc Jacobs Beauty, OleHenriksen, and Fenty Beauty. Bite products are still handmade in Toronto. The brand is currently distributed across North America and recently Australia, with three flagship stores offering consumers customizable beauty experiences.

Our Philosopy Bite beauty was founded on a simple premise: what you put on your lips should be as good as what you put in your mouth. And we didn’t want to settle for “good-for-you,” we wanted “damn-that’s-good” performance, too: luxurious textures and high-pigment color .

Value Proposition All Natural, Always

â&#x20AC;&#x153;Bite, made by Biteâ&#x20AC;?

Personalization

Natural, organic, food-inspired ingredients for nourishing performance. Free of parabens, sulfates, or phthalates. Bite is proud to be a 100% cruelty free company and is Leaping Bunny certified.

Luxurious textures and highly pigmented colors that are handcrafted in the Bite Beauty lab in Toronto, Ontario.

We love to learn from our customers and enable them to design and craft the perfect shade for their needs and preferences. Our Bite Beauty Labs enable consumers to express themselves through their lipsticks.

Bite Beauty Lip Laps Bespoke Service

Custom Lipstick Service

The ultimate personalized experience where an expert Lip Lab Artist creates two lipsticks unique to each individual’s requirements and preferences.

Lip Lab Artists help customers explore the exclusive menu of colors, finishes, and scents to create a lipstick based on every individual’s personal preferences.

Customers of the Bespoke Service get two new unique shades and an exclusive Lip Lab Kit. The service costs

The Custom Lipstick Service costs $55 per person for one lipstick and $80 for two lipsticks.

$150 per person.

Select a Shade 200 exclusive Bite Beauty Lip Pigments

Create a Shade Lip Lap Artist create a unique color for you

Choose a Finish glossy sheer, matte crème, amuse bouche

Choose a Finish Luminous, matte, sheer curvé

Pick a Scent cherry, mint, vanilla, mango, violet, coconut, wild berry, fresh citrus

New York City

Toronto

Bite Beauty’s Lip Labs offer its customers a customizable bespoke lipstick experience. Each unique lipstick is designed and pressed in-store with the help of

San Fransisco

Bite’s Lip Lab Artists. Its Lip Labs are located in Toronto, New York, and San Francisco. The Lip Laps offer two services: Custom Lipstick and Bespoke Service.

Products

Bite products are all natural and free of the bad stuff like parabens and sulfates. We have a commitment to quality and handmake our luxurious textures and over 200 unique Bite Beauty pigments in Toronto, Canada. Bite beauty has three product categories: Lip Color, Lip Treatment, and Lip Sets. Lip Color Lipstick, Liquid Lipstick, Lip Pencil, Lip Crayon, Lip Gloss, Multistick. Lip Treatment Agave Lip Mask, Agave Lip Balm, Agave Lip Scrub Sets Makeup sets and special edition Collections

B. Market Analysis Color Cosmetics

Market Size

COLOUR COSMETICS Bite Beauty operates in the Color Cosmetics segment of the Beauty Industry . The color cosmetics industry includes eye makeup, face makeup, lip products, nail products, and color cosmetic sets/kits. Bite Beauty operates exclusively in the lip product segment. Its primary markets operations are the USA and Canada. Canada The Canadian color cosmetics industry is valued at CAD1,750 million and is expected to grow at a rate of 2.6% until 2022. The lip product category accounts for CAD450.1 million and has a CAGR of 3.8% (2017 â&#x20AC;&#x201C; 2022). All segments of the Canadian color cosmetics industry are expected to experience healthy

growth and increasing CAGRs from 2017 to 2022 . USA The American color cosmetics industry is valued at USD16,794 million and is expected to grow at a rate of 6.8% until 2022. The lip product category accounts for USD3,580.9 million in sales and has a CAGR (20172022) of 6.4%. This is a significant decline in growth from the previous CAGR (2012-2017) of 10.1% All segments of the American color cosmetics industry are expecting stagnant or declining CAGR from 2017 to 2022. The color cosmetics sets/kits segment however, is expected to increase its CAGR to 4.5% to 5.7%

Key Trends

COLOUR COSMETICS 1 | The rise of Indie brands Indie brands have grown due to their ability to connect with consumers through story-telling narratives and social media efforts. They typically sell on online platforms before expanding to physical retail spaces. Indie brands focus on the value of individualism that highly resonates with the millennial and Generation Z consumers â&#x20AC;&#x201C; their target market. Engaging younger consumers is all about the visual aspect of color cosmetics - tutorials, tips, and direct dialogue. Micro-influencers promote for Indie brands and are true fans, users of the products, and ultimately brand ambassadors. There has been significant acquisition activity of Indie Brands. 2 | Growth in Premium Color Cosmetic Brands North America is projected to contribute 25% of the global absolute gains in premium Beauty and Personal Care Brands from 2016 to 2021. Color Cosmetics will be the primary driver of this growth . 3 | Beauty brands increasingly rely on a combination of social content and influencer outreach More celebrity lines are expected to emerge to compete with traditional brands as celebrity endorsements

seem to resonate very well with North American millennials. Micro-influencers help communicate and connect consumers with brands and have become a major component of beauty brands promotional efforts. 4 | Augmented Reality and Color Cosmetics Smart technology is standardizing beauty solutions as consumers continually seek more personalized and customizable experiences. Augmented reality compliments the trend towards a more personal and user-friendly experience to better engage consumers with the brand. 5 | Green, Clean, Healthy, Sustainable Consumption Consumers are seeking sustainable ingredients, low carbon footprint packaging, and refillable product packaging. As consumers become more concerned with their health and overall well-being, a cross-pollination has been seen between the health industry and the beauty industry. This intersection has led to new competitors for the beauty industry - pharmaceuticals and food and beverage industries that communicate improved hair, skin, and other bodily functions health.

C. Business Opportunity

What’s Next For Bite Beauty?

With declining and stagnant CAGR in the United States for various segments of the color cosmetics industry, Bite Beauty should look to trends shaping the beauty industry to increase perceived consumer value and thus maintain its competitive advantage in the industy. A distinctive trend in the beauty industry is the ”cross-pollination” between the beauty and health industries. New competitors have emerged from the

health industry from pharmaceuticals, food, and beverage companies that communicate benefits of improved hair, skin, and other bodily functions health. With a growth in the health and wellness industry it has been coined that “health is the new wealth.” To build its brand equity and differentiate its offerings to consumers, Bite Beauty should look to the health industry.

D. Market Analysis HEALTH + WELLNESS

Market Size HEALTH + WELLNESS

Canada In 2017 the Canadian health and wellness industries sales were valued as CAD23,483.4 million. This is projected to have CAGR (2017 to 2022) of 2.6%. Sales of naturally healthy products account for the largest portion of the industry, valued at CAD9,680.1 million and a CAGR of 3.0%. The second strongest performing category (top category are health and wellness packaged goods) are health and wellness beverages with a CAGR of 3.1% and valued at CAD8,302.0 million – accounting for 35.4% of the total health and wellness industry in 2017.

USA The 2017 American health and wellness industry was valued at USD 167,425.3 million in sales. The projected CAGR (2017 to 2022) of the American health and wellness industry is 0.8%. Fortified/Functional product sales account for the largest portion of the health and wellness industry, valued at USD 60,830.0 million in 2017 with a CAGR of 0.8%. The second strongest performing category (top category are health and wellness packaged goods) are health and wellness beverages with a CAGR 0.8% of and valued at USD 61,350.4 million in 2017 – accounting for 36.64% of the industry in 2017.

The American health and wellness industry is approximately seven times larger than that of Canada’s. Relative to the difference in population, the Canadian health and wellness industry shows stronger growth potential with a CAGR (2017 to 2022) of 2.6% compared to the American CAGR of 0.8%. Additionally, the Canadian health and wellness beverage category has a projected CAGR (2017 to 2022) of 3.1% compared to the American CAGR of 0.8%. The market size analysis of both countries deems Canada healthier for growth potential in the health and wellness industry, more specifically in the health and wellness beverage category.

Key Trends

HEALTH + WELLNESS 1 | “Health is the New Wealth” The perception of healthy living is shifting beyond just physical health, with a more holistic approach to wellness being adopted. The impact of wealth expansion is changing spending habits, to the extent that health has become the new wealth, with healthy living and self-improvement increasingly becoming a status symbol. Consumers are becoming more concerned about what they are putting into and onto their bodies. 2 | All-natural, Non-GMO, Organic Consumers are prioritizing items that are natural. As values such as organic and non-GMO become the new normal rather than premium, Nearly half (49%) of US millennials say they now expect all products to be GMO free, while 43% expect organic, and 53% natural. 3 | Transparency and Simplicity is Key Juice buyers are focusing on simplicity and transparency with ingredients. Sixty-eight percent of North American consumers surveyed in Nielsen’s 2016 Global Ingredients Study said that they would pay more for products

that are free of undesirable ingredients. Furthermore, 61 percent say that the shorter the ingredient list, the healthier the product. 4 | The Function of Healthful Ingredients Consumers are searching for more “healthful” ingredients that will advance their nutritional goals. Consumers are more likely to trust juice brands that clearly communicate the product function such as natural ingredients, low-sugar, and healthful benefits. 5 | Healthy Quick Service Concepts Juice bar establishments have benefited from a growing demand for healthier quick-service concepts and many position themselves as an indulgent treat by mimicking the form of traditional bars. These juice bars are hitting the trends of bespoke experience, transparency, and functional benefit.

E. Bite Juice Lab

Good-For-You Lipsticks, Good-For-You Juices To capitalize on the cross-pollination of the health and beauty industry, a juice bar brand extension has been proposed for Bite Beauty. This brand extension will build brand equity for Bite by further communicating its good-for-you benefits, already associated with its natural lip products. To keep consistent with the naming of the pre-existing Bite Beauty Lip Labs, the juice bar will be named Bite Juice Lab. The Bite Juice Lab will help create

a point of differentiation for Bite Beauty, and help build upon the brandâ&#x20AC;&#x2122;s goodfor-you initiative. Bite Beautyâ&#x20AC;&#x2122;s all natural ingredients do not stop at nourishing lip products, now it will be extended to nutrient-rich fresh juices. The brand will open its first store in Toronto, Canada to pay homage to its established Canadian heritage in addition to a strong CAGR of the Canadian Health and Wellness Beverage segment.

Bite Juice Lab Overview OUR PHILOSOPHY: At Bite Juice Lab, we make darn delicious juice with nutritious ingredients, highlighted in the most unique flavor combinations. We want to ensure freshness, flavor, and nutrient-rich juice everytime. That’s why our juices are cold-pressed, so that we can lock-in all the nutritional goodness of our organic ingredients. The Bite Juice Lab is a cold-pressed juice bar that enriches Bite Beauty’s philosophy of all-natural products that inspire personal wellness and natural beauty. Bite Juice lab offers consumers a menu inspired by good-for-you organic ingredients and unique flavor combinations. Bite Juice Lab’s customers also have the option to experience the Bespoke Juice Service, modeled after Bite Beauty Lab’s Bespoke Lip Service. All of our juices use the cold-pressed technique that preserves both the freshness and nutrient content of our juices. All ingredients are washed, prepared, and combined in-house daily. Per industry standard, we give our juices a three-day refrigerated shelf life and our citrus drinks a five day refrigerated shelf life. We make our juices in house every other day to ensure our customers get the freshest juice possible.

Product Concept Bite Juice Labâ&#x20AC;&#x2122;s juices have been crafted to reflect the defining trends in the juice industry: 1)

Simplicity and Transparency of Ingredients Cold-Pressed to Maintain Nutritrients Functionality - Communicate Healthful Benefits

Product Design The Bite Juice Lab bottle was inspired by Bite Beautyâ&#x20AC;&#x2122;s sleek, sophisticated, matte-charcoal lipstick tubes. The bottle is a matte-charcoal color, while the logo and juice description is transparent to highlight the products contents. Not only is the bottle an extension of our iconic lipstick, but has also been designed with the unique transparent element that accentuates the rich colors of our good-for-you juice. This design helps to differentiate Bite from competitors, who typically bottle product in a clear glass juice container. Our Bite Juice Lab bottle disrupts this current trend and gives our juice a uniquely-Bite personality.

@bitejuicelab

BITE JUICE LAB

(416) 834 9377 Weekdays 7am to 7pm Weekends 8am to 6pm 706 Queen Street West, Toronto

www.bitejuicelab.com Bite Juice Lab

Bite Juice Lab

Download from the App Store

At Bite Juice Lab, we make darn delicious juice with nutritious ingredients, highlighted in the most unique flavor combinations. We want to ensure freshness, flavor, and nutrient-rich juice everytime. That’s why our juices are cold-pressed, so that we can lock-in all the nutritional goodness of our organic ingredients.

THE FRUIT ONES MONKEYING AROUND | BANANA, STRAWBERRY, CACAO, VANILLA, ALMOND MILK | 12 SUMMER THYME | LEMON, THYME, CUCUMBER, RASPBERRY | 10 FRUIT AÇAI BERRY APPLE BANANA BLACKBERRY BLUEBERRY COCONUT KIWI LEMON LIME MANGO ORANGES PINEAPPLE RASPBERRY STRAWBERRY LEAFY GREENS KALE SPINACH WHEATGRASS

BESPOKE JUICE SERVICE FOR THE ULTIMATE BITE JUICE LAB EXPERIENCE, OUR JUICERS WILL CREATE A CUSTOM JUICE FOR YOU. | 18

VEGETABLES BEETROOT BROCCOLI CARROT CELERY CUCUMBER TOMATO NUTS & SEEDS ALMOND CACAO CHIA SEEDS SPICES, HERBS, ROOTS CINNAMON GINGER MACA POWDER MATCHA GREEN TEA MINT SPIRULINA THYME TUMERIC VANILLA

FRUIT AÇAI BERRY These small, yet powerful berries, are native to the lush rainforests of South America. Loaded with antioxidants and healthy fats and fibres, acai berries may improve cholesterol levels, contain anti-cancer properties, and boost cognitive function. APPLE You know what they say, “an apple a day, keeps the doctor away!” But seriously, apples are ultra-high-fibre fruits that help promote digestive health. Their ability to stimulate healthy saliva production and prevent tooth decay has given them the reputation of “nature’s toothbrush”. BANANA At Bite Juice Lab, we find bananas very aPEELing. Bananas are packed with antioxidants and Vitamin C that aid in the liver detoxification process. Our yellow friends are an amazing source of dietary fiber pectin, potassium and magnesium, and Vitamin B6. Bananas help to lower blood pressure, boost bone health, and are an excellent source of energy! BLACKBERRY Blackberries are low in sugar and loaded with antioxidants, anti-viral, and anti-bacterial properties. Now we know why this super berry is so loved by black bears! BLUEBERRY As nature’s candy, blueberries help to regulate blood sugars, boost brainpower, and research indicates blueberries may reduce age-related symptoms from dementia. COCONUT At Bite Juice Lab, we get a little bit “coo-coo” for coconuts. Coconuts contain healthy saturated fatty acids that aid in weight-loss, boost immunity, improve digestion, and promote healthy skin and hair. KIWI This fruit has got the kiwi to our hearts. Kiwis are packed with antioxidants, Vitamin C, and potassium. Kiwi’s help boost immunity, aid in digestion, and help remove toxins from the body. LEMON Pucker up for this one folks, lemons are a rich source of Vitamin C and contain flavonoids that have anti-viral properties. Lemons have very strong anti-bacterial properties and aid in digestion. LIME We love limes at Bite Juice Lab firstly because they gave us Key Lime Pie, but secondly because they are immunity boosting, virus preventing, Vitamin C loaded, and antioxidant packed balls of fun. MANGO Is Superman loaded with Vitamin C, Vitamin A, copper, and potassium? No, but mangos, the original “Superfruit” are! They also contain pyridoxine, which is required for certain hormones to be produced in the brain, carotenoids that promote heart and overall health, and antioxidants that are essential for eye health. ORANGES Orange you glad that this fruit is full of Vitamin C that helps to boost immunity and prevent viruses? Oranges also contain potassium, soluble fibres, and hesperidin that helps to regulate blood pressure. PINEAPPLE The pineapple isn’t just the sexiest fruit alive, but it also contains dietary fibre, Vitamin C, and bromelain - all of which combine to improve digestive health, immunity, lower cholesterol levels, and reduce inflammation. RASPBERRY This fabulous berry never ceases to razzle-dazzles us at Bite Juice Lab. Raspberries have a low sugar content, are loaded with antioxidants, and contain cancer fighting properties.

SPICES,HERBS, ROOTS STRAWBERRY Not only are strawberries the darn cutest fruit around town, but they help regulate blood pressure, promote pre-natal health, boost immunity, fight bad cholesterol, and have anti-aging properties. Strawberries also reduce the risk of cancer and prevent against viruses.

VEGETABLES BEETROOT At Bite Juice Bar, we love this vegetable with every beet of our hearts. Beets reduce high blood pressure, help to rebuild red blood cells, and its strong antioxidant content fights against chronic illnesses. Beetroot contains high levels of potassium, magnesium and iron as well as vitamins A, B6 and C, and folic acid. Consuming beetroot pre-workout can boost your stamina and cardiovascular capacity. BROCCOLI The great thing about broccoli is that is looks like a mini tree. What’s even greater, is that it has high levels of sulforaphane that flushes cancer-causing chemicals from the body. It promotes increased heart health, is high in fiber (great for digestion), and is high in carotenoids – helping your body rid itse lf of harmful compounds. CARROT As the preferred dinner of stereotypical rabbits everywhere, carrots help maintain healthy skin, are great for eyesight, contain large amounts of Vitamin A, and contain carotenoids that help prevent cancer. CELERY Along with its epic crunch, celery is very alkalizing for the body, beneficial for your cardiovascular health, supports healthy immune function, acts as a natural diuretic, and is a potent antioxidant and immune booster. Celery is also a source of electrolytes that helps replenish lost minerals and revitalize the body after exercise. CUCUMBER Being “cool as a cucumber” is hard to do, especially since they help remove toxins from the body, are a great source of antioxidants and Vitamin C, help you stay hydrated, and reduce the risk of chronic disease. TOMATO When it comes to the “is a tomato a fruit or a vegetable?” argument, we side towards the latter. Tomatoes account for around 80 percent of lycopene consumption. Lycopene is a powerful antioxidant that fuels disease fighting capability. Our red friends, work to improve sleep and memory and their high potassium levels increase heart health.

NUTS & SEEDS ALMOND At Bite Juice Lab we use organic California almonds in our homemade almond milk. Almonds help maintain strong bones, regulate blood sugar levels, promote heart health and good blood pressure levels. Almonds are also a great source of protein, calcium, and Vitamin E. CACAO Cacao’s rich flavor helps to brighten every single day, seriously, it improves cognitive function and helps improve your mood. Cacao also has anti-inflammatory properties, helps reduce blood pressure, and prevents against the risk of blood clots. CHIA SEEDS If they were good enough to fuel the stamina of Aztec warriors, they are good enough for us. Chia seeds are a great source of fiber, that help to eliminate toxins from the body and promote healthy bowel function. Loaded with antioxidants, high quality protein, dietary fiber and Omega-3, chia seeds promote weight-loss.

CINNAMON Cinnamon has a sweet, spicy, and woody taste. This spice helps to boosts cognitive function and memory while also stabilizing blood sugar. GINGER Ginger aids in digestion, acts as a pain reliever, is a cognitive enhancer, nausea remedy, and menstrual symptom reliever. MACA POWDER Maca is a root native to the Andes of Peru that is beloved for its ability to stabilize hormones, improve female sexual health, and boost male fertility. It contains a rich supply of antioxidants and has been known to enhance energy, mood, and memory. MATCHA GREEN TEA Matcha is a traditional Japanese tea that contains powerful antioxidants, boosts immunity, increases brain function and cognitive ability, increases fat burning, reduces cancer, and may prevent Parkinson’s and Alzheimer’s disease. MINT Mint is a refreshing herb that is Great for digestive health, irritable bowel syndrome symptoms, indigestion, nausea, tension headaches, and cold symptoms. SPIRULINA Spirulina is a type of fresh water algae that is very alkalizing to the body and is an excellent source of chlorophyll, which is used to assist with liver detoxification. This super-algae contains potent antioxidants and high levels of beta-carotene. It also helps boost immunity and energy levels. THYME Thyme is a spice that supports a healthy immune system and has a warm, herbaceous, floral taste. TUMERIC This vibrant orange spice contains anti-viral and anti-inflammatory properties and reduces symptoms of upset stomach. VANILLA At Bite Juice Lab, we use fresh and raw vanilla beans in our products. In its raw form vanilla contains a variety of vitamins and minerals including the B-co mplex and calcium, magnesium, potassium, and zinc.

LEAFY GREENS KALE At Bite Juice Lab this leafy green always makes us shout “Oh Kale Yah!” Kale is an amazing source of calcium that boosts bone health and natural collagen production. Kale is loaded with Vitamin K, Vitamin C, and has a high copper content that helps to reduce inflammation. SPINACH Ever wonder why Popeye ate so much spinach? Probably because it contains over a dozen flavonoids that are beneficial in fighting cancer and inflammation in the body. It also protects against eye disease, strengthens bones, helps to balance high acidic diets, boosts brainpower with its omega-3 fatty acids, and strengthens the immune system. WHEATGRASS Wheatgrass tastes, well, interesting but it is the most super of all superfoods. Wheatgrass contains anti-aging enzymes and Chlorophylls that diminish the impact of harmful bacteria, help the body fight disease, purify the body, manage blood sugar levels, and promote heart health and better blood flow.

BERRY BASILICO BASIL BLUEBERRY BLACKBERRY STRAWBERRY LIME

Berry Basilico Basil Blueberry Blackberry Strawberry Lime

COCONUT MOJITO

CREAMSICLE

COCONUT H2O RASPBERRY MINT LIME

ORANGE JUICE ALMOND MILK VANILLA

Coconut Mojito Coconut H2O Raspberry Mint Lime

Creamsicle Orange Juice Almond Milk Vanilla

MONKEYING AROUND BANANA STRAWBERRY CACAO VANILLA ALMOND MILK

Monkeying Around Banana Strawberry Cacao Vanilla Almond Milk

SUMMER THYME

TOUCAN CERTIFIED

ZENTIENT BEING

CUCUMBER RASPBERRY LEMON THYME

ORANGE MANGO PINEAPPLE Aร AI BERRY

COCONUT H20 MATCHA MINT CACAO CHIA SEEDS

Summer Thyme Cucumber Raspberry Lemon Thyme

Toucan Certified Orange Mango Pineapple Aรงai Berry

Zentient Being Coconut H2O Matcha Mint Cacao Chia Seeds

Our Juice

The Fruit Ones

Our Juice

The Vegetable Ones

BEET OF MY HEART

CARROT-TEE KID

IT’S EASY BEING GREEN

BLOODY MIRABELLE

BEET CARROT APPLE SPINACH GINGER

CARROT APPLE LEMON GINGER CINNAMON

CUCUMBER KIWI CELERY SPINACH GINGER

TOMATO CARROT SPINACH LIME GINGER

Beet Of My Heart Beet Carrot Apple Spinach Ginger

Carrot-tee Kid Carrot Apple Lemon Ginger Cinnamon

It’s Easy Being Green Cucumber Kiwi Celery Spinach Ginger

Bloody Mirabelle Tomato Carrot Spinach Lime Ginger

Our Juice

The Health Shot Ones

CLEAN ENERGY

KUNG-FLU

MACA MATCHA SPIRULINA LEMON

TUMERIC GINGER LEMON

Clean Energy Maca Matcha Spirulina Lemon

Kung-Flu Tumeric Ginger Lemon

WEAPON OF MASS NUTRIENTS WHEATGRASS

Weapon of Mass Nutrients Wheatgrass

The Bespoke Juice Service Bite Juice Lab’s Bespoke Juice Service offers our customers the ultimate juice experience. Just like the name suggests, choose your favorite combination of our superfoods, and our Juice Lab experts will create the perfect customized juice for you! This service is priced at $18. Customers can place their Bespoke Juice order via the Bite Juice Lab App or in-store with the assitance of our dedicated Juice Lab Experts. The Bespoke Juice Service has been modeled after and is congruent with Bite Beauty Lab’s Bespoke Lip Service. This experience serves as a competitive edge for Bite Juice Lab by honing in on the Millennial consumer preference for personalizable goods. The idea of personalization is authentic to the Bite brand and can therefore be easily communicated to and believed by Millennial’s.

F. Our Customer

Consumer Profile A Brittany Baptise GENDER Female AGE 26 CITY Toronto INCOME $70,000 OCCUPATION Account Manager, NKPR EDUCATION Bachelor of Communication, Queens University INTERESTS Summer in Muskoka, Friday nights at the Citizen on King W, after work drinks at Cactus Club, Yoga, trendy/when its convinient veganism, fashion SHOPPING MANTRA Indie brands are totally worth every dime spent SOCIAL MEDIA Instagram, Facebook, Fashion and Fitness Vloggers on YouTube, Pinterest, Snapchat MEDIA CONSUMPTION Watches the Breakfast Television with breakfast, Toronto Life Magazine, online blogs SELF-IMAGE Ambitious, special, trendsetter, social

Consumer Profile B Justin Walters GENDER Male AGE 30 CITY Toronto INCOME $550,000 OCCUPATION Cardiologist, Mount Sinai Hospital EDUCATION M.D. University of Toronto INTERESTS Health and fitness, reading medical journals, vacations and date nights with his fiancé, hockey, investing money SHOPPING MANTRA I love brands that do good in the world, I’m busy so I appreciate when I can purchase via app or online SOCIAL MEDIA Instagram and Facebook MEDIA CONSUMPTION Toronto Life Magazine, Medical Journals, National Geographics, Globe and Mail mobile subscription SELF-IMAGE Hard-working, healthy, serious

Consumer Profile C Christine Luu GENDER Female AGE 32 CITY Toronto INCOME $160,000 OCCUPATION Yoga Studio Owner in Liberty Village EDUCATION Kiniseology, McMaster University INTERESTS Yoga, living a healthy lifestyle, family-time with her husband and son, date nights with her husband, cooking, yoga retreats SHOPPING MANTRA I support ethical brands and will pay for a brand with a unique story SOCIAL MEDIA Instagram and Facebook MEDIA CONSUMPTION Womenâ&#x20AC;&#x2122;s Health Magazine, HGTV network, Clean Eating Magazine SELF-IMAGE Healthy, Kind, Optimistic, Family-Oriented

G. Store Location Analysis

706 Queen Street West WHY TORONTO? As a proudly Toronto-based company, why not Toronto? Not to mention the fact that Toronto is already home to one of the very few Bite Beauty Labs. Toronto is Canadaâ&#x20AC;&#x2122;s largest, most energetic, and diverse city that also happens to be the Millennials stomping ground. For Torontonians, authentic lifestyle brands prevail. Millennial consumers here also desire home grown labels, unique products, and brands with a story to tell. With an increasing awareness and desire for health and fitness, the Toronto food and beverage sector has experienced a significant growth in companies that emphasize the use of farm to table organic products. By featuring a diverse collection of organic and healthy juices, Bite Juice Lab will integrate perfectly into the already established health and wellness culture of the Millennial Torontonian. WHY QUEEN STREET? Bite Juice lab is set to be located at 706 Queen Street West, Toronto. Bite is an innovative, authentic, and trendy company that is truly cohesive and consistent with Queen Street West culture. Queen Street is a vibrant neighborhood famous for its trendy, yet unpretentious, blend of boutique restaurants, cafes, and fashion shopping avenues. In 2018, Vogue Magazine voted Queen West as one of the worldâ&#x20AC;&#x2122;s coolest neighborhoods. It is a must-do in Toronto for locals and visitors alike, thanks to its hip culture and range of trendy small businesses that offer local and quality products. The Bite Beauty Lab was opened on Queen Street West in 2016 and has had an established presence in the neighborhood since. The benefit of the close proximity allows ease of brand recognition and familiarity for new customers to the Bite Juice Lab. This location encourages loyal Bite Beauty Lab customers to easily access the Juice Lab and removes the issue of hectic downtown travel.

Local Competitors NAME OJ’S

NAME Booster Juice

LOCATION 120 Adelaide St. W R3, Toronto, ON M5H 1T1

LOCATION 2 Queen St E Suite #110, Toronto, ON M5C 3G7 Average price: $8.00

DISTANCE 2.3 km AVERAGE PRICE $7.50 BRAND STRATEGY “Our mission is to provide high-quality, 100% organic and great-tasting healthy alternatives to mainstream fast food for health-conscious individuals. We want you to look and feel your best by providing a product that will help you do just that!” KEY PRODUCTS Juices, Smoothies COMPETITIVE EDGE OJ’s has an extensive menu and has introduced a loyalty program.

DISTANCE 2.5 km BRAND STRATEGY “We’re committed to providing customers with food they can feel good about. We’re constantly looking for new and innovative health products, like wheatgrass, energizing Japanese Matcha Green Tea, and acai, that are all on our menu.” KEY PRODUCTS Sandwiches, Wraps, Juices, Smoothies COMPETITIVE ADVANTAGE Booster Juice is a long established Canada-wide chain commercial business that offers consumers a sense of familiarity and convenience with many locations.

Local Competitors NAME Greenhouse Juice Co.

NAME Daily Press Juicery

DISTANCE 120 m

LOCATION 200 Queen St W, Toronto, ON M5V 1Z2

LOCATION 420 King St W, Toronto, ON M5V 1K1

DISTANCE 1.6 km

AVERAGE PRICE $7.00

AVERAGE PRICE $11.00

BRAND STRATEGY “Greenhouse is a proudly Canadian company. Our mission is to offer widespread, sustainable access to plant-based nutrition of the highest quality. Our goal is to make it simple to savour the present while looking out for a healthy future—ours, and that of our planet.”

BRAND STRATEGY “At Daily Press Juicery, I offer innovative juice formulas to combine the most nutritious ingredients with the tastiest flavours. In a busy metropolitan city like Toronto, people are so busy they barely have time for themselves. Thats why we make the intake off fruit and vegetables convenient for all Torontonians. We do the prep work, you do the drinking!”

KEY PRODUCTS Juices COMPETITIVE ADVANTAGE Offers customers a unique edge by selling fresh plant arrangements in-store that extends its “greenhouse” concept. The brand also offers online ordering and delivery across the Greater Toronto Area.

KEY PRODUCTS Juices COMPETITIVE ADVANTAGE: Multiple retail locations in the heart of downtown and 20+ local cafe partners and yoga studios. In addtion to a home delivery service.

Brand Positioning Map exclusive

The Sweet Spot - eclusivity and purely juice

juice + more

purely juice

commerical

Positioning Statement

At Bite Juice Lab we cold-press and personlize your juice, and we do it darn well.

H. Retail Space Concept

Inspiration Transparent and restorative are the two words that describe the design concept behind the Bite Juice Lab. Transparent “Bite made by Bite” is what we do best. We are transparent with our good-for-you ingredients, always. This is why our Bite Beauty Lab manufactures its lipsticks in a space accessible and visible to our customers. The same goes for the Bite Juice Lab, it is entirely open concept with a focus on our transparent cold-press kitchen. We have nothing to hide at Bite, which is the inspiration behind our street-wide floorto-ceiling windows. It is our mission to share with our customers the story of our Bite-made juices. Restorative At Bite, we focus on restorative products – antioxidant rich ingredients in our lipstick and healthful ingredients in our juice. The Bite Juice Lab has been designed to be an extension of this idea with its comfortable seating area, laid-back juice bar, the homey feel of its warm wood interiors, natural lighting from the windows, and fresh ornamental plants that provide a soothing natural element to our space. We want our customers to feel as revived in this space as they do after one of our cleansing juices.

The Floorplan 706 Queen Street West is situated on a corner lot that allows for the proposed floor plan. Customers enter the space from Queen Street West. Floor-to-ceiling windows continue down the Manning and Queen Street sides of the shop to offer a fresh open-conept feel to the space. The cielings are 3.10 m high, which is standard for the buildings of this neighborhood. This floorplan includes a seating area, Juice Lab Expert Space, juice bar, street entrance, bathroom, and free flow kitchen.

Floorplan

Manning Avenue

Bathroom

Juice Lab Expert Space

Seating Area Juice Bar

Street Entrance

Queen Street West

706 Queen St. W

Cold Press Kitchen

Inspiration Board

Juice Bar

Seating Area

Street Entrance

Cold Press Kitchen

Juice Lab Expert Space

Bathroom

I. The App

The Bite Juice Lab Mobile App To compete in the digital era, mobile commerce is an integral tool to use especially when marketing to Millennial and Generation Z consumers. Millennials have the highest smartphone ownership rate of all generations and use their mobile platforms to interact with, follow, and discover brands . In the Canadian foodservice industry, mobile apps for remote meal ordering have increased the value share of mobile orders in remote purchases from 7% in 2013 to 24% in 2017, and this share will continue to grow . Mobile apps for pre-ordering and delivery account for a quarter of remote foodservice value in 2017 – higher than any other industry. The Bite Juice Lab App targets our core customer, who frequently purchases our products. The primary function of the App is to design an ease of purchase for customers and an additional point of sale for the business. The App has been designed as a creative solution for the busy life of our urban customer. The following functions can be performed: 1) Browse the full range of products and Bespoke Juice Service 2) View past purchases 3) Place a secure order via the app 4) Request a pick-up time convenient for our customer Through our App’s “Our Superfoods” page, we can communicate the functionality of our products. We believe in the transparency of our products, so “Our Superfoods” provides customers with detailed information about the healthful benefits of all our ingredients.

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