Marketing Plan

About us:
Four friends, Cathy, Joe, Stephanie, and Monica started Fit Fuel in early 2015. Cathy
created the secret formula that many customers enjoy today. Fit Fuel Energy drink was
designed for those who lead active, healthy lifestyles. They had a vision to create an energy drink
that had a great taste and was healthy for you. Fit Fuel is not just an energy drink it's an
experience.
FitFuel Organizational Chart

President-CFO
Cathy
Ferrer
Chief Executive
Officer
Joe Ayers

Chief Marketing
Officer
Stephanie Gomez

Senior VP of Fiance
Monica Wilk

Counsel
Carly Dodd

Our Mission Statement:

We are dedicated to FitFuel upholding standards, while maintaining standards in a leadership
position in the energy drinks industry. We are committed to superior customer service in a highly
efficient and profit-minded manners, as well as a workplace where employees can share best
practices, develop skills and work to build an image of an employer of choice.
Our Vision:
We believe that in today's fast paced society, productivity comes from a healthy and alert
lifestyle. That is why we will be a trusted authority for a healthy-alternative energy drink,
provided by a dedicated team, committed to the same healthy, active and productive lifestyle
Our Competitors - FEARfuel, On It, Rejuvenate, Zeus, Zing
Our Strengths - Strong Brand Identity, Well defined target market, Competitive Pricing,
Our Weaknesses - Only Located in Cincinnati
Our Opportunities - Extreme Sports, Replace substitute items such as coffee, or soda.
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Risks:
Health / Diet Concerns: Many consumers have a bad impression of energy drinks. They
are known for having unhealthy ingredients, increasing heart rate, and leaving you with a
crash and burn feeling after drinking them. Even though FitFuel contains only healthy
ingredients, this idea of energy drinks could be a risk for us, if those ideas are associated
to FitFuel as well.

Fad drink. There is always a risk that FitFuel could start off popular and sell many
units initially. As with many fad items and trends, the popularity wears off. This could
definitely present a risk to FitFuel, and we will have to keep coming up with ideas to
keep FitFuel appealing to our consumers.

Could be a luxury item: Since FitFuel contains only quality ingredients, we have to
sell it at a higher price. While you would assume most people would pay higher price for
a quality product, that is not always the case. Many people still value price over quality
because they simply cannot afford such luxury items. This is a very real risk we will
most likely have to overcome. We can offer sales, and buy more and save deals, to make
FitFuel more appealing to those who value saving money.

S.W.O.T ANAYALSIS:
Strengths:
Here at Fit Fuel, we are very innovative and always coming up with new ideas for flavors, and
bottle designs. We have strong goals, too. We have a strong brand identity and a well-defined
target market. We could be considered a focus or niche store. This is also a competitors
advantage since we are only located in one area, it makes it a "bigger deal" to receive our
product.
Weaknesses:
Because we only have one manufacturing warehouse, it can sometimes be difficult to keep up
with demand. Our product isn't big enough to meet where we want to be right now. There are few
patents necessary to enter the energy drink Industry so it is easy for competitors to get in.
Opportunities:
Being an energy drink, we have the ability to win over customers into drinking our product over
sodas, coffee, and other substitutes for our product. We have the opportunity to possibly sign
with a celebrity and produce a commercial featuring them. We have a chance to be introduced
into the "sports" category of drinks.
Threats:
Our most obvious threat is our competitors. Society is very health-based now and it is said that
energy drinks provide you with unnecessary nutrients that could potentially harm you. While we
believe these accusations are false, we are still losing on out those kinds of consumers. Also, this
industry is fairly easy to get into which may hurt us.
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Our Goals

Work toward raising capital through an IPO on the NYSE

Earn a minimum $10,000,000 over the coming 3 years in pre-tax earnings.
Grow profit by a minimum of 9.5% per month
Obtain investment bankers within the timeframe of IPO plan
Issue IPO for 360,000 shares valued at, at least, $14.
Maintain safety stock of at least 10% of sales to allow for minimum of 10% growth each
month.
Continue successful marketing campaign to capture additional market shares to accelerate
growth.
Grow investments by 10% in health benefits to be a leader in the health development in
the coming year.
Utilize success of marketing campaign and product quality to raise price and further
increase profits.
Conduct appropriate market research to help review customer profiles and desires to
remain a focused competitor in the market.
Maintain current technology in accordance with the pace of the market.

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Product Info:
Fit Fuel s the refreshing, great-tasting energy drink infused with
ingredients you know like green tea so you can feel good about it, too. It
contains one combined serving of vegetables and fruit with the delicious
taste of fruit, is an excellent source of B vitamins, has 50 calories and is
available in 8-oz. Fit Fuel increases stamina helps maintain sharp
focus, and boost overall energy production.

WHATS INSIDE:
Natural energy from green tea
One combined serving of fruits and vegetables
50 Calories
B Vitamins
No Artificial colors, or preservatives
No Added sugar

How & Where It will be Used:

Fit Fuel will be used on the go as a form of quick energy to supplement
an active and healthy lifestyle.
It is meant to be drunk as a supplement to daily food intake, to help
provide a boost to energy throughout the day.
It can also be used as a replacement for coffee, caffeine, and sugary
drinks as a health conscience alternative.

Nutrition Facts:
Amount per Serving (serving size) = 1 can
Calories 50
Fat Calories 0
Total Fat 0g
Saturated fat 0g
Trans Fat 0g
Cholesterol 0mg
Sodium 60mg
Total Carb. 13g
Dietary Fiber 0g
Protein 0g
Sugars 10g

% Daily Values
Vitamin A 15%
Vitamin C 20%
Thiamin 30%
Riboflavin 20%
Niacin 20%
Vitamin B6 20%
Vitamin B2 30%
Calcium 0%
Iron 0%

% Daily values are based on a 2500 calorie Diet

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Legal Information:
TERMS OF USE
Welcome! Fit Fuel is pleased to provide various websites (this Site) for your personal use.
We hope that you will find it to be interesting and informative. By using this Site, you agree to
the terms and conditions provided below.
Agreement to Terms of Use:
Please review these Terms of Use and our Privacy policy before using this Site or any services
offered by this Site. We reserve the right to make changes to these terms at any time. Please
check back from time to time to ensure you are aware of any updates or changes. Your use of this
Site indicates acceptance of all terms.
Ownership of Intellectual Property
Fit Fuel owns or has procured licenses to display the materials contained in this Site. The
collective work is the property of Fit Fuel . Fit Fuel owns the trademarks, service marks,
displayed on this site. Nothing on this Site should be construed as a license to use the
Trademarks. Your use of the Trademarks displayed on this Site is strictly prohibited.

User Participation
Fit Fuel encourages user participation on this Site. However, Fit Fuel reserves the right to
not post user content or remove user content that is inappropriate. This includes materials that:
Contain obscenities, discriminatory language, or other language not suitable for a public forum
Include Advertisements, spam content, or references to other companies, offers, or websites
May be fraudulent, deceptive, or misleading
Violate copyright, trademark, or other intellectual property rights of another
Violate any law or regulation
Is Offensive or otherwise unacceptable to Fit Fuel encourages user participation on this Site.
However, Fit Fuel reserves the right to not post user content or remove user content that is
inappropriate.
Modification of these Terms of Use
Fit Fuel may modify these terms and conditions at any time and without notice.

4Ps Marketing Program

Product:
Fit Fuel is known for one product: a healthy and tasteful energy drink. The most distinctive
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feature of our company is quality. Our customers can trust that our drink is fresh, healthy and full
of taste. Fit Fuel creates a feeling of satisfaction. This makes the customer satisfied with the
product and purchase, it over and over again. This creates a powerful competitive advantage for
the company. Also, as part of the marketing campaign, Fit Fuel is making a push for its store
employees to provide customer with exceptional customer service. This will ensure that Fit
Fuel is always putting their best product forward.
Price:
The price for Fit Fuel should match its value. Fit Fuel continues to sell a premium energy
drink at $3.75/can at 8oz. With the economy slowing starting to gain momentum, Fit Fuel main
objective must be to keep prices on par with competitors. Due to the competitive nature of the
current market small fluctuations in price (>$0.10) will have an impact of thousands if not tens
of thousands of units sold. For this reason we maintain only a small premium price point over
our competitors and cannot fluctuate the price a very much.
Place:
The traditional methods of distribution will continue to operate the placement of Fit Fuel
products to its consumers. One area which shall be investigated further is how to better penetrate
alternate retail outlets such as grocery stores, in order to attract the traditional shopper of energy
drinkers. Also, other potential sites for warehouses shall be scouted and considered in order to
anticipate for potential growth.
Promotion:
FitFuel will continue to obtain endorsements from celebrities will help influence consumers in
accepting Fit Fuel as a fantastic product, persuading them to try it. The company is aware of
the most effective form of marketing; word of mouth, health and taste encourage people to tell
their friends and family. Fit Fuel will continue to adopt new promotional outlets in order to
reach consumers. An active participation on Web 2.0 platforms, televisions advertisements, and
email marketing will all be utilized to promote products and initiatives. Initiating contests for
customers to participate in will be a main focus. These can range from energy drink bag design
contests, to social media contests integrating platforms such as Instagram and Twitter. One more
promotional opportunity that will be utilized is participation in Daily Deal sites such as
Groupon and LivingSocial, in order to associate the Starbucks brand with affordable deals.

Evaluation of Performance
Quarter 1 Overview of Changes
Manufactured 55,000 Units, Price $4.00
R&D: Taste $2,000, Health $10,000
Marketing: Brand $50,000, Promotion $3000
Quarter 1 Overview of Outcome
Position: 3
Revenue: $154,000 Profit: $54,000 Units Sold: 55,000
Analysis of Performance:
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Gained market advantage in brand as we expected. Market position in health R&D at 50% which
was close to where we anticipated being. Taste was low as was our goal so these aspects matched
our expectations. We missed 22,700 in sales which was a result of under manufacturing due to
our excellent market position which resulted in us losing out on the first position this quarter.
Quarter 2 Overview of Changes
Manufactured Increased to 75,000 Units, Price: Increased to $6.00
R&D: Taste Increased to $3,000, Health Decreased to $7,500
Marketing: Brand $50,000, Promotion $3000
Quarter 2 Overview of Outcome
Position: 4
Revenue: $141,000 Profit: $53,320 Units Sold: 33,544
Analysis of Performance:
We still maintained leadership position in brand. Lost some position in health R&D in order to
maintain enough manufactured units for our anticipated demand. Taste R&D continues to be low.
These aspects once again matched our expectations. Units sold were extremely low to our
forecast, which can be attributed to our extremely high price. Profit decreased slightly as a result
of lower revenue as well again a result of our high price, though it did manage to keep profit
nearly flat.
Quarter 3 Overview of Changes
Manufactured Decreased to 50,000 Units, Price: Decreased to $5.40
R&D: Taste Increased to $20,000, Health Increased to $50,000
Marketing: Brand $50,000, added a Price Discount Promotion: $10,000 Promotion increased to
$5,000
Quarter 3 Overview of Outcome
Position: 4
Revenue: $178,000 Profit: $6.05 Units Sold: 47,142
Analysis of Performance:
Our goal was to invest in a loan to take control of market position in more than one category. We
became market leaders in health R&D as well as maintained our number one position in brand
awareness. We also increased our position in taste as well but not to a substantial position. Our
goal was to have a well-rounded product in the areas we could not gain leadership in. All of our
expectations had been met with this outcome except that our pricing strategy backfired. We had
attempted to lower it to $4.50 using the price discount by percentage but for some reason the
game recognized it as $5.40. This was unfortunate but we recognize setbacks and decided we
would bounce back from it by making sure our price was in line with where we wanted it to be.
Quarter 4 Overview of Changes
Manufactured Increased to 56,665 Units, Price: Decreased to $3.75
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R&D: Taste Decreased to $3,000, Health Decreased to $30,000

Marketing: Brand Decreased to $35,000, Promotion $5,000
Quarter 4 Overview of Outcome
Position: 4
Revenue: $197,000 Profit: $82,900 Units Sold: 75,176
Analysis of Performance:
After modifying our price, we ran up to the number on selling position. With our leadership in
both health and brand awareness we have been able to capture the highest market share by
revenue and capture the highest profit. We did decrease our investment in brand awareness as we
were confident we would not be able to lose our current market position in this measure. We met
our goals this quarter, though profit was a bit lower than what we wanted, but we wished to
accomplish it at a higher price than other sellers which we have done as our price was still at
50% compared with the lowest price. We believe this is close to where our target numbers and
forecast are and we now know how to tweak them to increase our rank and keep our market
position optimal.

Quarter 5 Overview of Changes

Manufactured Increased to 60,000 Units, Price: remained the same $3.75
R&D: Taste Increased to $5,000, Health Decreased to $20,000
Marketing: Brand Decreased to $31,000, Promotion $5,000
Quarter 5 Overview of Outcome
Position: 3
Revenue: $865,043 Profit: $289,097 Units Sold: 74,144
Analysis of Performance:
This quarter, we finally made it out of the fourth place spot and we moved up to third place! We
decided not to change our price this round because for the most part we were happy with how
our previous quarter resulted. We felt that lowering our price would lower its value and we
wanted to see how this quarter would go using that same price of $3.75. We invested $5000 into
taste for a 28% in that category. For health we invested $20,000 to keep up at 100%. Our market
share percentage was at 23% this quarter, as well. Overall, this quarter went really well, and we
were finally in a position that we felt comfortable with.
Quarter 6 Overview of Changes
Manufactured Increased to 71,762 Units, Price: Increased to $3.80
R&D: Taste Decreased to $3,000, Health Decreased to $20,000
Marketing: Brand Decreased to $30,000, Promotion $5,000
Quarter 6 Overview of Outcome
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Position: 2
Revenue: $197,000 Profit: $82,900 Units Sold: 75,176
Analysis of Performance:
In the sixth quarter we made a great amount of improvement with our numbers. We raised our
price $.05 cents because we simply wanted to make more revenues and it we had to raise our
price to do so. We invested $3000 into our taste to be at 26% and $20,000 into health to be at
100%. Our market share for this quarter rose to 24%, which we felt was due to us raising our
price and making 71,762 sales this quarter. Once again this quarter, we moved up in the ranks to
second place! This made us want to raise our price again to see what would happen to our sales
because they did go down by about 3000 from last quarter.
Quarter 7 Overview of Changes
Manufactured Decreased to 63,000 Units, Price: Increased to $3.90
R&D: Taste remained $3,000, Health Decreased to $7,500
Marketing: Brand Decreased to $10,000, Promotion decreased to $3,000
Quarter 7 Overview of Outcome
Position: 1
Revenue: $1,248,117Profit: $520,023Units Sold: 70,398

Analysis of Performance:
For our final quarter, we risked it and took our price up a slightly to $3.90. As mentioned
previously, we thought that we could potentially earn more money by raising our price slightly,
to match the high quality of our product. We invested $3000 in taste to get to 24% and $7500 in
health to get to 100%. We did this because we wanted to keep our health line going but still have
a taste that is enjoyable, without the drink tasting artificial. In this last round, we finally took the
first place spot! On top of that, our overall score was 100%, which we were all very impressed
with. Our Market Share for this quarter was at 23%, so it was a fair amount of the industry. Our
Revenues hit over $1,200,000 this quarter, as well. Our company, FitFuel ultimately won this
simulation!

Manufacturing:
During our first period we priced our drink at $4.00. We manufactured 55,000 units and sold
55,000 units, leaving us with nothing remaining in inventory. Since we cut it very close in period
one, we decided to raise our manufacturing amount in period two.
In period two we took a risk and raised our price to $6.00. We manufactured 75,000 units,
unfortunately due to a drop in competitor pricing we only sold 33,544 units. This left us with an
inventory level of 41,456 units.
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In period three we lowered our price back down to $4.50. We also brought cut back on our units
manufactured, hoping that we could sell through our remaining inventory. We manufactured
50,000 units for period three and we sold 47,142 leaving us with a remaining inventory of
44,314. We did not sell as much as we thought we would, again this was due to the low pricing
of our competitors.
In period four we lowered our price again to $3.75 in order to sell more units. We manufactured
56,665 units and sold 75,176. This brought down our inventory level to 25,803. Moving forward
we will continue to keep this current price in hopes to sell though our current inventory.In period
five we kept our price at $3.75, and we manufactured 60,000 units. We sold 74,144 units, which
brought down our inventory significantly to 11,659 units.
In period six we raised our price slightly to $3.80 to increase our revenues. We manufactured
70,000 units and sold 71,762 units. This brought down our inventory level to 9,897, still leaving
no expired merchandise.
In our final period we kept our price at $3.80 and manufactured 63,000 units. We sold 70,398
units, leaving us with 2,499 units in inventory and no expired merchandise.
Throughout the seven periods we had a few issues with pricing and over manufacturing. We
overcame this mistake we made in period two by lowering our price, and manufacturing less to
sell through our inventory.

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The Controls:
What if the cost of transportation went up?
In the simulation if the cost of transportation rises we would adjust to the crisis by devoting more
financial resources to manufacturing/transportation. We could pull back on cost on advertising to
cover the costs of shipping or we could increase the price of the price of the drink to be able to
cover the difference.
What happens in the event of inflation?
In the event of inflations we would have to raise prices to stay on par with it or take the hit on
our profit line somewhere.

Exit Strategy:
Our goal is to be capable of issuing an initial public offering on the NYSE with our time
frame set to accomplish this over the coming three years. Our purpose for this is to raise
additional capital to make the next leap into national markets and expand beyond our exclusive
market that we have been operating within. We also would like to consider this option as a way
to acquire some of our current competitors to allow us to offer a larger variety for our future
markets. We further want to allow our employees to have a stake in our business and feel that
they are a crucial part of our decision making.
Our current financial situation has resulted in about $670,000 in revenue over our first
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four months. This has allowed us to profit a total of $196,000. We plan to grow our revenue
through use of advertising, strong brand awareness and health benefits. Market research has
shown our product to be the one consumer is most aware of as well as the one containing the
most health benefits. Through this product quality we expect to be able to raise profit a minimum
of 9.5% each month. With this goal we will be able to have made $10 million by the time our
goal of issuing an IPO has come to fruit.
In the coming years we plan to utilize our additional revenue to invest in the
instruments to be able to issue our IPO by the end of our third year. Our first step will to be to
look to bring in additional management assistance as our company grows so that our
management team can gain experience as our company does as well. This will allow a familiarity
with our company before we go public which will help us with the additional capital. Our other
investments toward this goal will be to build a successful financial reporting system which will
be capable of complying with the standards in this area once our company is public.
As the time draws nearer we will begin working with investment bankers as well as our
legal team to be sure we are ready both financially and legally for our IPO. We would expect to
hear from at least a few investment bankers so that we can be sure we make the choice that is
right for our company and its goals. We will likely look outside our company for a lawyer
experienced in IPO document preparation to assist and consult with us so that we can have the
best chance as a successful IPO. These are the steps we do not wish to stumble on and as such we
will be sure we are best prepared with the right people in place to help us succeed.
Once our documents and backers are ready we will be ready to file our registration and
begin meeting prospective investors. We expect this process to be critical and will devote
extensive time toward travel and meetings to allow our investors to get to know our company
and our goals.
If these processes go well and we are able to value our company at just over $10
million at the time of our IPO we believe we can issue our IPO price at a low end estimate of
$14.00. Assuming we wish to sell approximately a third of our company we would be issuing
approximately 360,000 shares at this price which would allow us to raise a capital of over $5
million at this IPO.
Our goal with our IPO is to raise additional capital for use in expansion through
acquisitions of our close competitors which will allow us to immediately capture a larger market
share and gain crucial knowledge of research we may not yet have completed. We also plan to
expand our operations until we are able to operate at a fully national level and compete as a top
brand among energy drinks. We believe that with an IPO bringing in $5 million in additional
capital we can greatly increase our production capabilities through opening new facilities and
acquiring additional companies who wish to be bought off.

Financials:
Balance Sheet:
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13 FitFuel

Budget:

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Profit and loss:

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