preview

Nantucket Nectars Case Study

Better Essays

Nantucket Nectars' "Juice Guys" Bottle Formula for Success With Quality Ingredients The island of Nantucket is known for its entrepreneurial spirit. Tom Scott and Tom First caught that fever nine years ago when they started peddling Nantucket Nectars in the island's harbor. Now the self-proclaimed "juice guys" hold the number-two spot in the New Age beverage market. To say the juice guys started their company, Nantucket Nectars, on a shoestring budget would be an understatement. The two Toms built a multi-million dollar company with an initial investment limited to a $170 bottle-cap hand press, recycled bottles and an assortment of fruit. They had no formal business training and conducted no market research. Their business was born …show more content…

They're motto: 'Ain't nothing them boys won't do.' The young business owners shampooed their share of dogs and cleaned a good number of boats to keep their dream alive. More than alive, Allserve would thrive and expand to include two more boats in its fleet that summer. When the busy season ended, it was time for the boys to return to Brown and complete their education. Little did they know they were on the brink of discovering a multi-million dollar business with only a strong entrepreneurial spirit, a modest amount of money and a recipe for success. They could not know it then, but Allserve would lead them to the first channel of distribution for their future juice business. After graduating college, the two returned to the island of Nantucket to pick up where they left off with Allserve. But they knew once the season ended, the winter months would be challenging at best. "We were looking for ways to make our business year-round, and we were involved in a lot of different things. We were involved in the scallop industry, storing boats in the winter, servicing engines. We even distributed bread," explains First. Only a brave few people dared to endure the slow winter months on the island, but those who did had to stick together. Cook-offs were common on many nights, where Nantucket natives gathered to show off their culinary skills. First would bring the juice. This was not just any juice, but a special

Get Access