Case Study: Jamba Juice, The Power Restaurant

As shown in our value curve in the appendix, our goal for Serve Up Smoothie is to provide our customers with a wide variety of ingredient and smoothie options that are healthy and convenient. We have prepared our value curve by using the Blue Ocean Strategy by first noticing our factors of competition, identifying our competitors, and then placing ourselves in the area of the market that our competitors are not (Crawford, 10/6). We have noticed that our biggest competitors in the Iowa City area are Jamba Juice, the Power Café located in the University CRWC, and the consumers option to make their own smoothies at home.

At Serve Up Smoothies, we again want our customers to be provided with a wide variety of high quality smoothie options and

We want to give our customers the option to make their smoothies as healthy as they please by providing products that aren't packed full of sugars. Our competitor Jamba Juice values this low as they have in the past been accused of allowing their smoothies to contain high amounts of sugar and calories in them (Pacheco, n.d.). Compared to at home smoothies, we believe that we can provide healthier options to our customers as some of our products, like proteins, may be difficult or inconvenient for some customers to buy at a regular grocery

With this data we have noticed that many students today live busy lives by trying to juggle their classes and homework with a social life and possibly even a job. For that reason, we have valued convenience high for our business as it will appeal more to our target market. We plan to be convenient to our consumers by being located in the downtown area of the east side of campus where many students have classes and visit often. Serve Up Smoothie will however have to compete for convenience with our competitor the Power café. The Power Café has also valued convenience as a high priority as they are located in the University Recreation Center which is open until 11 pm and they allow students to Ubill their purchases allowing them to use their student loans to pay for their items at a later point in time (“Power Cafe,” n.d.). We have valued convenience higher than if our consumers were to make their own smoothies at home because many college students don't want to have to go and buy all the ingredients they want for their particular smoothie and some resources may not be immediately available to them, such as certain proteins or even a blender. Additionally, the local Jamba Juice here in Iowa City is more than a mile off campus, making it at an inconvenient location