Tuesday, February 11, 2014

Juiced Up For Business

A group of students from NYP’s School of Engineering (SEG) has plans to open its very own fruit juice stall in a school campus.

The team comprising Erison Seng, Rachel Ng (both from Diploma in Manufacturing Engineering) and Brendan Lai (Diploma in Electronics, Computer & Communications) have registered their company called The Juice Culture and are waiting for an opportunity to open their first stall in one of the schools in Singapore.
Team ‘The Juice Culture’ at their event booth
The idea of setting up a new business came from Erison Seng (second from left in photo). Erison’s parents run Tracy Juice Culture, a food & beverage brand.

Erison saw the potential to expand the reach of targeted customers of his parents’ company. He wants to promote healthy eating by promoting the consumption of dietary fiber and premium quality organic foods in diets without preservatives, artificial flavours and colours. 

Said Erison, “Being a part of the family business has allowed me to observe and understand the business from top to bottom. It has thus given me full confidence in our brand and product, and the best thing is, it’s really healthy and tastes awesome!”

Erison and his team received further endorsement that their business idea was a viable one when they took part in the Singapore Discovery Centre (SDC) Youth Entrepreneurs Competition (YEC) in June 2013. They won second place in the Post-Secondary category. 

The annual competition, which started in 2012, requires students to submit business concepts and think laterally. It also aims to educate them about social entrepreneurship and leadership. 

During the competition, The Juice Culture was aggressively promoted through Facebook, Twitter and Instagram.

“We went the extra mile to promote our drinks and concept to the public before and during the competition,” said Erison. “We also gave out many drink samples, but other competitors didn’t. Because of this we managed to hit a high sales volume. The reason why we won is probably because we have an awesome product and the customers were willing to try it.”

Some of the thirst-quenching juices created by ‘The Juice Culture’!

The competition was intense, as teams from other tertiary institutions strived to impress the judges and “wow” customers with their innovative ideas and marketing efforts.  

Erison is glad that his team managed to impress the judges with its creative marketing and social media campaign. His team even donated all of its net profits (estimated around $800) to The Spastic Children’s Association of Singapore. Said Erison, “This competition has given me the opportunity to test my product in a public environment. It also gave me confidence in my product and inspired me to share my healthy juices with all.”
‘The Juice Culture’ receiving their 1st Runner Up prize 
Spurred on by their success at the YEC, the team plans to set up their business after graduation.

As for Erison, his dream is to be able to open at least 5 outlets within 3 years after completing his National Service. He says, “I really want everyone to enjoy a cup of juice that is 100 percent juice.”

We wish Erison and his partners all the very best!

By Ho Khin Wai, Year 3, Diploma in Banking and Financial Services 

Khin Wai started writing for NYP Portal in 2011 out of interest and was soon "addicted" to it. He has also written book reviews for Straits Times YA Classified. Besides writing, he loves singing and has performed for various events in NYP under NYP Soundcard.

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