History & Development: Janine was born in the year 1965 and is the founder of Boost juice with part owner of Retail Zoo which is the parent company of Boost Juice & Ciba Espresso. Allis started this venture from her home in the year 2000 with now franchise in more than 13 countries. Boost Juice has total 500 + stores with sales over 2.5 billion sales all over the globe. Janine Allis is an adventurer at heart, the youngest Aussie to travel as backpacker in early 80’s. She has worked in a camp as a councillor in San Francisco to Stewardess at Bowie’s Yatch (Janineallis.com.au, 2017).
It was in the year 1999, when during her visit to the U.S., Allis noticed that the juice and smoothie are growing at a steady pace. On her return back to Australia, she studied the market for healthy snack shack and got to know that people in Australia have lack of good choice in healthy food. After an extensive research, she developed a business model of delivering a unique experience to its customer. In the year 2000, Boost Juice was born and doing very well all over the globe. Allis leadership style natural and extremely demanding which has led to high performance in her business as well (Janineallis.com.au, 2017). Janine has been felicitated with number of awards such as Telstra business women of the year, Awarded exporter of the year & also has her name listed on one of the fifteen people who have changed the way business is being done in Australia in the last 30 years.
Socio-cultural background & Family: Janine Allis is a mother of four children with her husband Jeff, who founded the multi-millionaire dollar business in 2000. It was a tough task for Allis to struggle to balance between her growing business and demands of the up-bringing family. She thought that, a part time business will help her to spend more time with the kids (Marketing Magazine, 2014). Instead, the business took off and she was working 80 hours a week. Due to this she even took some “poor parenting” decisions on her part. Allis has four children, three boys (17-21 years) and one seven year old baby girl – Talia. She has, success in her business has allowed Allis to concentrate more her family. Jeff has enjoyed a long career as Head of Programming with Radio Network. Jeff moved in Boost Juice 9 years ago and has focused upon its international growth. He has helped Allis, to build the company to a multi brand level (Marketing Magazine, 2014).
Product or idea development has been referred to as one of the most important as well as innovative part of Boost Juice. Crushing together different types of fruits, syrups, vegetables, sorbet & yoghurt helps to make a delicious shake or a smoothie. Making a healthy and tasty shake can be referred to as one of the challenging tasks. At Boost Juice, they play with in house blenders and different types of fruits & veggies. Each and every product offered at Boost Juice is reviewed by the nutritionist keeping in mind all the basic dietary requirements of the individuals. The ingredients are simple i.e. banana, honey, coconut water, berries, apple, cherries, strawberries, mango, muesli and the list goes on (Redrup, 2013).
Allis and Jeff opened their first store in 2000 in Adelaide. The first marketing campaign which was done by Allis was through Radio. She took help of her husband Jeff in pursuing the blanket campaign with SA FM (Redrup, 2013). Boost Juice has more than 250 stores and the majority advertising is done through radio as firstly consumers listens to it & secondly it is one of the most powerful means of marketing as compared to television. One of the biggest campaigns which were done by Allis was to give away the franchisee of Collins Street with Fox FM. With the help of the promotional campaigns, Allis sees a wide growth in her business. Marketing help her business to grow by more than ten times as compared to anything else. These promotional activities have long lasting benefits for Boost Juice. Each store pays 2% to the marketing fund and there is a marketing team of 15 members who look into ideas and innovative designs for the same. Boost Juice also puts lot of time and energy in SLAM i.e. Strategic Local Area Marketing. Janine Allis believes in one saying i.e. “if you are not growing, you are dying and you are moving backwards. So you should always find certain ways to move forward & grow your business” (Redrup, 2013).
Competitive advantages of Boost Juice as compared to that in the market are as follows;
Boost Juice has been referred to as one of the most innovative & creative innovations of Allis.
Boost Juice has a strong brand recognition and name in Adelaide, Australia.
Boost Juice has high customer loyalty amongst its users. It has also expanded its operations more than 15 countries reaping more than $2 billion (Entrepreneurship, 2013).
Boost Juice has introduced new range of bottled juices, yoghurt served along with light and healthy snacks (Dalati, 2015).
Boost Juice has been referred to as a health conscious brand and we serve drinks that only taste good.
Boost Juice provides range of healthy drinks along with some light drinks such as banana bread, salted popcorns, Boost chew bars, peanut butter balls, Choco protein balls, Boost bites, etc (Entrepreneurship, 2013).
Some suggestions to Janine Allis for future are as follows:
Canals, J. (n.d.). Shaping entrepreneurial mindsets. 1st ed.
Casson, M. (2010). Entrepreneurship. 1st ed. Cheltenham [u.a.]: Edward Elgar.
Dalati, S. (2015). LEADERSHIP AND SUSTAINABLE ENTREPRENEURSHIP: CLASSICAL APPROACHES AND CONTEMPORARY CONTEXTS. ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES, 2(4), pp.209-219.
Entrepreneurship. (2013). 1st ed. Irving, TX: Boy Scouts of America.
Frederick, H., O'Connor, A. and Kuratko, D. (2012). Entrepreneurship. 1st ed. South Melbourne, Vic.: Cengage Learning.
Janineallis.com.au. (2017). About Me | Janine Allis. [online] Available at: https://www.janineallis.com.au/about-me [Accessed 2 Apr. 2017].
Karol, R. (2015). Leadership in the Context of Corporate Entrepreneurship. Journal of Leadership Studies, 8(4), pp.30-34.
KOVEOS, P. (2016). THE IMPORTANCE OF ENTREPRENEURSHIP. Journal of Developmental Entrepreneurship, 21(03), p.1601003.
Kuratko, D. (2013). Entrepreneurship and leadership. 1st ed. Cheltenham: Edward Elgar.
Marketing Magazine. (2014). Profile: Janine Allis, founder of Boost Juice | Marketing Magazine. [online] Available at: https://www.marketingmag.com.au/hubs-c/profile-janine-allis-founder-of-boost-juice/ [Accessed 2 Apr. 2017].
Mukul, K. (2014). Book Review: Quest for Exceptional Leadership: Mirage to Reality. Journal of Entrepreneurship, 23(1), pp.147-159.
Redrup, Y. (2013). The juicy secrets of my success: Lessons from Boost Juice founder Janine Allis. [online] Smartcompany.com.au. Available at: https://www.smartcompany.com.au/finance/economy/the-juicy-secrets-of-my-success-lessons-from-boost-juice-founder-janine-allis/ [Accessed 2 Apr. 2017].
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