Discuss about the Entrepreneurship for Founder of Boost Juice.
Janine Allis was born in 1968 and was brought up in the suburb of Knoxfield. She is the founder of Boost Juice and a shareholder of the Retail Zoo. At a young age, Allis had a passion for playing netball, traveling and adventuring and also desired to be a business owner later in life (Purcell, J. 2013). Allis is married to Jeff Allis, and they have four children. They reside in Melbourne, Australia.
Allis had an amazing career at a tender age. She landed her first job at the age of 17 at McCann –Erickson, an advertising agency, where she worked as a media assistant. She later started modeling and also worked as an assistant gym manager. Before venturing into business, Allis held some other occupations, for instance, she worked in France as a nanny, a promotions executive in Portugal, Camp Counselor in the USA, a stewardess on David Bowie’s hatch, an author, a publisher and as a touring agent for USA comedians.
Allis liked adventuring and traveling to different destinations around the world. It is from her hobby that she came across an idea that started her entrepreneurial journey. It was in 1999 when Allis had gone for a trip in the United States that she discovered the growing demand for the juice and smoothie drinks. This inspired her to carry out a study in the local retail sector in her home country Australia. She discovered that there lacked healthy fast food choices in the market. After her research, she started to think of how she could develop a unique business concept. She thought of how she could be unique in the way she delivered her brands to the customers so as to leave them happy and satisfied. In 2000 she came up with a unique brand of juices known as Boost (Janine Allis).
Her unique leadership style has resulted in tremendous growth and performance of her business. She has also attained many national and international awards Such as the 2015 Franchise Hall of Fame Inductee- MYOB FCA Excellence in Franchising, The Australia Awards for Excellence in Women’s Leadership: Victoria (2015), Finalists International Women’s Verve Cliquot Award (2005) among others.
Allis has been supported by her husband Jeff in their business, and together they researched a strategy which they could use to expand their business. To maximize their potential growth, Allis and Jeff decided to purchase stores where they could franchise their brands. By 2007, they had purchased over 50 stores in Australia with 21 stores in Adelaide and three in Brisbane all of which are guided by the Retail Zoo.
Their business empire Retail Zoo, which Allis is the Director, has employed approximately 7000 workers. Retail Zoo manages over 400 stores. Outside Australia, the company has established Boost Juice bars in over 12 countries.
An entrepreneur has to possess certain skills and develop unique personality traits to succeed in business (Agrawal 2017). From the story of Allis, we can see several characteristics of an entrepreneur that she possesses which have contributed to her remarkable success in entrepreneurship.
Allis is a highly motivated individual. She had tried some jobs before she got into her business. Despite her being on a trip, she discovered an idea that would work well in her home country since there were no people who had ventured into the business. Her leadership style shows her desire to achieve more in the future. Her strategy to establish franchising stores clearly indicates that she thinks about the expansion of her business.
Creativity and persuasiveness are other characteristics which entrepreneurs should possess for them to succeed. An entrepreneur must be creative enough to discover opportunities and find how he or she can utilize them (Rampton 2014). As Allis did on her trip in U.S, her approach to marketing her Boost brand of juices shows her willingness to persuade consumers to buy her product.
An entrepreneur also needs to be versatile to accommodate change. After starting a business, many changes take place which the entrepreneur should be ready to adapt to for the business to develop and grow (Agrawal 2017). As her business grew, Allis made some changes in her strategies for conducting and managing the business. For instance, by getting her brands to be marketed under the umbrella of Retail Zoo indicates that she already understood that her products needed a huge market which demanded new marketing strategies.
Vision is another characteristic that an entrepreneur requires to be successful. According to Robinson (2014), vision is defined as the ability to recognize an opportunity and create something new that others have not discovered. In the case of Allis, she realized an opportunity in her country where there was a shortage of healthy fast foods in the market, she went ahead and came up with a unique brand and a unique strategy to market it which has attributed to her success.
Successful entrepreneurs make timely decisions and do not procrastinate. This helps them to exploit the opportunities they had discovered ((Agrawal 2017). This trait is evident in Allis because immediately she came back to Australia in 1999, she started her research, and by 2000 she had identified the gaps in the market and was ready to process her brand of Juices.
Entrepreneurs must possess good leadership abilities that earn him or her respect from his/her team and other stakeholders outside the organization (Bowser 2017). Allis possesses strong leadership qualities that have attributed to the growth of her business in Australia and in other countries where they have established Boost Juice bars. Her leadership qualities have earned her many leadership awards over the years.
According to Klemm (2013), there are three steps in the process of opportunity and idea recognition which an entrepreneur has to master well. He outlined the following steps;
The ability of an individual to perceive a situation differently from what others see is a quality that successful entrepreneurs possess. They can recognize possibilities and opportunities. This phase is important to any business at any time because situations keep on changing. For instance, in the case of economic fluctuations, market trends among others, the entrepreneur must be able to identify the opportunities that each change can bring to his or her business and how best it can be utilized.
It is also referred to as opportunity review phase. At this phase, the entrepreneur should analyze an idea or the opportunity and establish its applicability in a given context. The entrepreneur should carry a through research on the market, the viability of the idea and come up with models and strategies that can be used in the implementation of the idea. The entrepreneur should also assess the resources available that can provide extensive knowledge about the idea.
This is the most important phase of this process. It is the implementation phase whereby the entrepreneur executes the ideas recognized and analyzed in the previous phases. During this phase, the entrepreneur follows the guidelines established in the assessment stage to implement the planned idea. This stage is faced by some risks which entrepreneur should be keen to reduce. For any idea to grow, it requires great discipline during this stage so as to ensure that all that required being done is executed as planned.
Janine Allis’ business is based on the processing of healthy fast foods. Her idea succeeded in Australia since she identified a gap in the market where there were few healthy fast food joints which automatically created a need to satisfy. She felt that in Australia fast food market was not inspiring and unhealthy.
The uniqueness of her brand also gives her a competitive advantage in the market. Boost Juices and Smoothies are blended from natural fresh fruits giving them a unique taste. She had the vision of satisfying every customer who visits her Boost juice store.
Her marketing strategy was well thought of. It made many people admire the Boost Juice franchises. This made her to out-market her rivals such as Viva juice which she later acquired.
Allis’s idea was founded on a vision to provide healthy fast food to her customers. This inspired her to come up with juice brands squeezed and blended from fresh fruits.
The fast food market is growing rapidly all over the world but only a few of them like Boost Juice who put into consideration the issue of the consumer health in their plans. The market is filled with unhealthy fast foods and a company such Boost Juices should take advantage of the situation and market its products worldwide. Everyone need to feel that they have taken a healthy drink that will make them feel better and healthier.
Canning their products would also be another way in which they can expand their market to other countries where they do not have franchises. They can also try to sell their products in wholesale and not only in retail basis.
References
Agrawal, R (2017), Nine Characteristics of Successful Entrepreneurs. Available from: https://www.monster.com/career-advice/article/entrepreneur-traits
Allis, J (2017), About Me. Autobiography. Available from: https://www.janineallis.com.au/about-me
Allis, J (2014), Boost Juice and Beyond. Available from: https://www.janineallis.com.au/boost/janine-allis-boost-juice-and-beyond
Bowser, J (2017), 8 Traits of successful entrepreneurs- Do you have what it takes? Available from: https://www.mbda.gov/blogger/starting-business/8-traits-successful-entrepreneurs-do-you-have-what-it-takes
Klemm, P (2013), The Three Pieces of Entrepreneurship: Recognition, Opportunity Assessment, and Opportunity Realization. Available from: https://berkeleysciencereview.com/3pieces_of_entrepreneurship/
Korporaal, G (2014), Boost Juice Allis has a fresh taste for success. The Weekend Australian. Available from: https://www.theaustralian.com.au/business/the-deal-magazine/boost-juices-janine-allis-has-a-fresh-taste-for-success/news-story/efbebc44be97fc8beef9a8d50113a6eb
Purchel, J (2013), Janine Allis, Author of The Secrets of My Success- the story of Boost Juice, Juicy bits and all, answers ten terrifying questions. Available from: https://blog.booktopia.com.au/2013/04/11/janine-allis-author-of-the-secrets-of-my-success-the-story-of-boost-juice-answers-ten-terrifying-questions/
Rampton, J (2014), 5 Personality Traits of an Entrepreneur. Available from: https://www.forbes.com/sites/johnrampton/2014/04/14/5-personality-traits-of-an-entrepreneur/#175f26d53bf4
Redrup, Y (2013), The juicy secrets of my success: lessons from Boost Juice Founder Janine Allis: Available from https://www.smartcompany.com.au/finance/economy/the-juicy-secrets-of-my-success-lessons-from-boost-juice-founder-janine-allis/
Robinson, J (2014), The 7 Traits of Successful Entrepreneurs. Available from: https://www.entrepreneur.com/article/230350
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