Milkshake Business Plan

Shake Tastic is a young brand that looks set to have a tasty future.

Shake Tastic is a young brand that looks set to have a tasty future.

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” The problem is that consumers usually don't go about their shopping by conforming to particular segments. And when faced with a job that needs doing, they essentially "hire" a product to do that job.

To that end, Christensen suggests that companies start segmenting their markets according to "jobs-to-be-done." It's a concept that he has been honing with several colleagues for more than a decade.

"Most of them, it turned out, bought [the milkshake] to do a similar job," he writes.

"They faced a long, boring commute and needed something to keep that extra hand busy and to make the commute more interesting.

In that case, a different, thinner milkshake was in order.

Several major companies that have succeeded with a jobs-to-be-done mechanism: Fed Ex, for example, fulfills the job of getting a package from here to there as fast as possible.

First, he spent a full day in one of the chain's restaurants, carefully documenting who was buying milkshakes, when they bought them, and whether they drank them on the premises.

He discovered that 40 percent of the milkshakes were purchased first thing in the morning, by commuters who ordered them to go.

We came up with a delivery concept so people could phone up and have an award winning smoothie or milkshake delivered fresh to their door.

We’ve taken the idea even further now, and people can now order from our app on i Tunes.“To be honest, the delivery idea was an excuse for me to buy some Smart cars, brand them up and buy some private number plates!