SHAKE UP N SHAPE UP

A Business Plan Presented to

University of Batangas Graduate School

University of Batangas, Hilltop, Batangas City

In Partial Fulfillment of the Requirements

in the degree of
Master in Business Management
Major in Business Administration

Presented by:

Lumanglas, Erwin M.

July, 2020

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 TABLE OF CONTENTS

Mission Statement

Vision Statement

Executive Summary

Company Story

The Product

 Operation Hours
 Merchandising
 Process Order Taking
 Order Releasing Process
 Inventory Management

SWOT Analysis

 Strength
 Weakness
 Opportunity
 Threat

Market Analysis

 Market Trend/Opportunity
 Our Target Market
 Our Competitive Advantage

Sales /Marketing Strategy

 Source of Income
 Sales Forecast

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  Market Strategy and Sales Strategy

Management

• Company Ownership

 General Manager
 Operation Manager
 Sales/Marketing Manager
 Financial Manager

Statement and Aspirations for Social Responsibility

Financial Statement

A Parting Thought

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MISSION

The Shake Up N Shape Up mission is to provide excellent quality protein

shakes that could benefit the quality of life and well-being of most Batangueños and
to motivate and support people through their fitness journey.

We are dedicated to helping all individuals achieve more, live more, enjoy
more and go further than they would if they approached their everyday without one of
our delicious protein shakes.

VISSION

We envision being amongst the leading protein shake entrepreneur in

Batangas City before our 10th anniversary and to be perceived as a provider of the
most convenient and healthy grab and go alternative in Batangas City.

EXECUTIVE SUMMARY

Shake Up N Shape Up is envision by young entrepreneur. We, students of

Graduate School from University of Batangas, come up to put some twist on its
regular fruit smoothies in town. As part of our fulfillment of the requirements in
Entrepreneurial Management, we are planning to start up this Shake Up N Shape up,
a protein shake mixed with fresh fruits and vegetables stall. Protein shakes remain
one of the most popular health/nutritional supplements among active adults, athletes,
and bodybuilders. It’s very common nowadays here in Batangas City where you can
see fruit smoothies or shakes businesses in every corner of the malls, schools,
supermarket and other places where most of people come and go. But there’s no

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such shake available here around Batangas City,
and if possible, it is only the first here.

This business will make a contribution to society by helping the active adults,
athletes, and bodybuilders or gym-goers to improve their health, through the
provision of healthier protein shake. This first of its kind business combines a protein
powder and fresh fruits. Available fresh fruits will be used constructively in the
process. The unique blend of drinking right and exercise will create a more health
conscious society that pays closer attention to their bodies, and enables longer life
and of course with the help of our project base Nutritionist.

We are planning to put first stall at Nuciti Central Mall located at P. Burgos St.
Batangas City were Anytime Fitness located. We also want to partner with them. A
survey conducted to gauge the active adults, athletes, and bodybuilders’ initial
reaction to the idea shows that the target market appreciates the venture. They have
600 plus members enrolled and minimum of 200 gym-goers come in every day. They
just opened last November 2018. All gym-goers enrolled at the Anytime Fitness and
staff members will be catered to. Our marketing strategies include Facebook page,
Instagram page, product sampling and presentations at the gym. Production and
marketing will operate from this location. New products will be introduced on a regular
basis, taking into account that the mall’s demography changes. Below is the picture
of the map where the target market is in.

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 Shake Up N Shape can cost us Php 250,000.00 with initial capitalization of
Php 150,000.00 for small stall, rent of small portion (4sqm) beside the gym, permits
needed to secure to start the operation, two (2) heavy duty blenders, five (5) bottles
of protein powder, three different sizes of paper cups, fruits and vegetables and other
condiments. We will start our price for as low as Php 65.00 for plain fruit shake and
juices, Php 99.00 for plain protein shake and Php 155-185 protein shake with fresh
fruits or vegetables, depending on how many fruits they want to add. We will also
give discount to those who will bring their own container for their shake. We hope to
give our patrons the best protein shake, specializing in well blended fruits and other
custom juices.

In terms of competitors, Shake Up N Shape Up may compete with other fruit

smoothies or shake businesses operating within the City, but our advantage is that
ours have added protein powder that help building blocks of bone, muscle, and skin.

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 This might look too big a dream but we
are optimistic that this will surely come to pass because we have done our research
and feasibility studies and we are confident that Nuciti Central Mall is the right place
to launch this type of business before spreading to other places in Batangas City.

Company Story

Writing an essay after serendipity walk helps us to come up with this kind of
venture. Shake Up N Shape Up was caught the attention of our group as we realized
that common smoothies are available everywhere, still many consumers enjoyed it
whatever the brand is. Part of everyday life of most Batangueños is drinking
something refreshing that cost them not that much but benefit them also. Our group
composed of Erwin Lumanglas, Maristine Cueto, Ma. Erica Janine Cometa and
Julius Eric Mendoza found possible opportunities in this venture but we want to give
them something new and something healthier than the other smoothies. We also

notice that most of the people now are very conscious with their body and many
gyms are now operating in the City. The group also conducted feasibility study with
regards to the openness of consumer to drink protein shake mixed with fresh fruits.
And they are very positive with the idea most specially the athletes, active adults, and
bodybuilders. They are very open with this venture because healthy protein shake will
be readily available. Most of them could not prepare healthy drink for their selves
because of busy schedules. Making this business plan as part of our requirement in
this subject maybe a stepping stone to make this venture possible and successful.

The Product

Location

Location and product are the two most important parts in a business. We are
planning to put the stall on a 4sqms area of the ground floor of Nuciti Central Mall.
One advantage of this location is that they have Anytime Fitness gym tenant at the 3 rd

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floor of the mall and according to the staff, the
average per day of gym-goers are more or less 200 people. They have 600 plus
members enrolled since it opened last November 2018. It is also accessible to those
possible customers who are intended to try healthy drink like protein shake.

Operation Hours

We will be open from 9:00AM until 9:00PM, from Monday to Sunday. The
Nuciti Central mall operates same time. Their tenant Anytime Fitness gym is open
24/7 that makes this venture possible profitable.

Products

Our main course in this venture is the protein whey powder. Secondly,
different fresh fruits and vegetables available in the market here in Batangas City.
Protein is an essential macronutrient that helps build muscle, repair tissue, and make
enzymes and hormones. Using protein powder may also aid weight loss and help
people tone their muscles. It is one of the building blocks of bone, muscle, and skin.
Drinking a protein shake as a snack or meal replacement is a great way to add extra
protein to our diet and maintain control over calories, but most types of protein
powder tastes lifeless and chalky, even with the addition of chocolate and other

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flavorings. Jazz up a protein shake by adding
other foods for flavor and nutrition. The picture below shows the actual protein
powder we will use in our shake available at https://nutritiondepot.com.ph/product-
category/whey-protein/.

Whey Protein Isolates (WPI) are the purest form of whey protein that currently
exists. WPIs are costly to use, but rate among the best proteins that money can buy.
That’s why they’re the first ingredient you read on the Gold Standard 100% Whey™
label. By using WPI as the primary ingredient along with premium ultra-filtered whey
protein concentrate (WPC), we’re able to pack 24 grams of protein into every serving
to support your muscle building needs after training. ON’s attention to detail also
extends to mixability. This superior quality powder has been instantized to mix easily
using a shaker cup or just a glass and spoon. There’s no doubt that this is the
standard by which all other whey proteins are measured.
 Whey Protein Isolate (WPI) Main Ingredient
 Whey Protein Micro fractions from Whey Protein Isolates & Ultra-Filtered\
Whey Protein Concentrate

 Over 4 Grams of Glutamine & Glutamic Acid in Each Serving

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  More Than 5 Grams of the Naturally
Occurring Branched Chain Amino Acids (BCAAs) Leucine, Isoleucine, and
Valine in Each Serving

 The “Gold Standard” for Protein Quality

Fresh or frozen fruit gives a protein shake a great consistency, lots of varied
flavors and healthy sugars in the form of natural fructose. Popular fruits to add are
bananas, strawberries, pineapple, apple, strawberry, berries, watermelon and kiwi
fruit. Berries are loaded with antioxidants; bananas are rich in potassium and kiwis
are high in vitamin C. If you work out, adding watermelon to the smoothie may help
our heart and muscles recover faster after a workout, according to a study in the
November 2013 "Journal of Agricultural and Food Chemistry." Researchers point out
that watermelon contains the amino acid l-citrulline, which is responsible for its
muscle recover benefits. Using frozen fruit in the protein shake has the added bonus
of contributing to a thick, creamy consistency; you don't necessarily have to add ice
as a thickener. The picture below shows our direct supplier of fresh fruits from the old
market.

Supplier of our fresh fruits

Pinky Fruit Stand will be our direct supplier of fresh fruits located at Old
Market, D. Silang St. Batangas City. She gave us reasonable price in every fruit we’re
going purchase. Here’s her quotation for each fruit for Shake Up N Shape Up:

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 Banana (Bangalan) -
Php55.00 per kilo
Fuji Apple (medium size) - Php50.00 per 4 pcs.
Sunkist Orange (medium size) - Php50.00 per 2 pcs.
Cucumber - Php25.00 per kilo
Kiwi - Php170.00 per kilo
Watermelon (medium size)- Php 80.00
Lemon - Php 80.00
Pear - Php 50.00 per 3 pcs
Mango (ripe, medium size)- Php100.00 per kilo

Customers can choose to the following option:

SHAKE JUICES
Plain Protein Shake 12oz.– Php 99.00 Carrot Juice 8oz. – Php 65.00
Protein Shake w/ banana – Php 165.00 Cucumber juice 8oz. - Php 65.00
Protein Shake w/ apple – Php 165.00

Protein Shake w/ orange– Php 165.00

Protein Shake w/ mango – Php 165.00 *Additional Php25.00 for every fruit to
mix and scope of protein powder
Protein Shake w/ strawberry-Php175.00 *Additional Php10.00 for additional
strawberries

Process Order Taking

Order Process Taking refers to the steps that the business must take from the
moment they receive the order until the items land in customers’ hands.

Step 1: The customer will go to the stall and choose the drink they preferred
from the menu.

Step 2: The staff will take the order and prepare the ingredients afterwards.

Step 3: The staff will now prepare the ordered drink and present the finished
product in a glass with a straw.

Step 4: The staff will receive the payment and give change if any, and thank
the customer for a repeat business.

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 The estimated total time from beginning to
end of the service is approximately 60 seconds. Our food supplies will be pre-
chopping every morning and stored in a portable chiller to avoid delays.

Blueprint of Service Performance

** Average serving time per customer: 60 seconds or 2 minutes

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 The stall design for our product can help
our customers to easily determine what fruits are available to blend with their protein
shake or juices. It is easy for our staff to move when taking an order from the
customer and we can display our fruits properly and presentable too. We have more
space for our blenders that can cater up to 120 customers per day.

Inventory Management

Profit and losses can easily determine in this kind of venture through opening
and closing inventory. Our staff will undergo training on how to determine whether
short or over in their cash collection. The staff who will assign in the opening will
conduct opening inventory first of all the items needed for the day to day operation
before she opens the store every morning. Operation Manager provides her the copy
of all the supplies available in the store. The staff should check if the number of items
in the inventory form tally with the actual available of items for that day. Before the
turn over of cashier to the closings staff, the first staff should remit the cash collection
to the operation manager to check the inventory in the morning and to check if the
cash collection tally with number of disposable glass remaining. The second staff will
also conduct inventory before she starts her duty. And during closing time, she will
also need to conduct the inventory. The Operation Manager will remit the sales and
collection for the day to the Financial Manager for journal and financial entry of the
business.

SWOT Analysis

We want to build a topflight protein shake company hence we were able to

engage some of the finest business consultants in Batangas City to look through our
business concept and together we were able to examine the prospect of the business
and to access ourselves to be sure we have what it takes to run a standard protein
shake company that can compete favorably in the industry.

In view of that, we were able to take stock of our strengths, our weakness, our
opportunities and also the threats that we are likely going to be exposed to in

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Batangas City. Here is a preview of what we got
from the critically conducted SWOT Analysis Shake Up N Shape Up.;

 Strength:

Our strength lies in the fact that we have a wide range of protein and fruit
shake/juice flavors that can meet the needs of a wide range of customers. We have
state of the art equipment that has positioned us to meet the demand of products
even if the demand tripled everyday or if we have a massive order to meet.

Another factor that counts to our advantage is the background of our General
Manager; he has a robust experience in the industry and also good academic
qualification to match the experience acquired which has placed him amongst the top
professionals in the United States of America. We are not ignoring the fact that
undergoing training and attending a business seminar are definitely going to count as
a positive for us.

 Weakness:

The fact that we are setting up a protein shake and fruit juice/shake business
in a city with other fruit and vegetable processing companies might likely pose a
challenge for us in breaking into the already saturated market. In essence our chosen

location might be our weakness. But nevertheless, we have plans to launch out with a
big bang. We know with that; we will be able to create a positive impression and we
have a proper handle when it comes to building on already gather momentum.

 Opportunities:

The opportunities available to us are unlimited. As number of gyms around the

city arise, lots of people are now health conscious and consume fruit shakes and
other fruit and vegetable related drinks on a daily basis, what more if we can offer
them the protein shake, they need and all what we are going to do to push our
products to them is already perfected.

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 Threat:

The threat that is likely going to confront us is the fact that we are competing
with already established fruit shake companies in Batangas City and also there are
other entrepreneurs who are likely going to launch similar business within our present
location. Of course, they will compete with us in winning over the available market.
Another threat that we are likely going to face is unfavorable government policies and
of course economic downturn.

Market Analysis

Market Trends/Opportunity

If you are conversant with what people eat or drink and their overall health,
you will agree that in recent time, people are beginning to switch from drinking
carbonated drinks to drinking any fruit related drink because of their health benefits.

As a matter of fact, the sale of smoothie cum fruit shake making machine and
juicers has increased tremendously. Most household now make it a point of duty to
own a juicer or smoothie making machine and also groom their family to choose fresh
juice and smoothie over carbonated drinks.

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 No doubt, the fruit and vegetable
processing industry has grown steadily over the last five years as fruit shake
companies have adapted to the rapidly changing consumer preference and lifestyle.
In recent years, the perceived high sugar content of some fruit shakes has forced the
industry to adapt its offering.

Because of this reason, cold press juice, which is made by hydraulically chopping
and crushing produce without using heat, thereby yielding highly nutritious juice, has
risen to prominence.

Our Target Market

When it comes to the sale of protein shake and fruit juices, there is indeed a
wide range of available customers. In essence, our target market can’t be restricted
to just a group of people like athletes, active people and gym-goers, but all those who
love fruit related drinks and those who would want to try them out.

We are in business to engage in wholesale distribution and to retail a wide variety

of fruit shakes to the following groups of people;

 Households
 Children

 Corporate Executives

 Sports Men and Women

 Students

 Everyone who resides in our target locations

Our Competitive Advantage

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 A close study of the protein shake, fruit
and vegetable processing industry reveals that the market has become much more
intensely competitive over the last five years. As a matter of fact, you have to be
highly creative, customer centric and proactive if you must survive in this industry. We
are aware of the competition and we are prepared to compete favorably with other
fruit shake companies in Batangas City.

Part of what is going to count as competitive advantage for Shake Up N Shape

Up is the vast experience of our management team, we have people on board who
are highly experienced and understand how to grow business from the scratch to
profitability.

So also, the wide varieties of protein and fruit shakes that we will produce, our
large distribution network and of course our excellent customer service culture will
definitely count as a strong strength for the business.

Lastly, our staff will be well taken care of, and their welfare package will be
among the best within our category in the fruit shake industry, meaning that they will
be more than willing to build the business with us and help deliver our set goals and
objectives.

Sales and Marketing Strategy

 Sources of Income

Shake Up N Shape Up is established with the aim of maximizing profits in the

protein shake and fruit and vegetable shake industry in Batangas City and we are
going to ensure that we do all it takes to sell our wide range of fruit shakes to a wide
range of customers.

Shake Up N Shape Up will generate income by selling the following products;

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  Selling of protein shake mixed with
different fruits available in the market
 Selling different flavors of fruit juices/shakes

 We can also Sell Franchise

Sales Forecast

One thing is certain when it comes to this kind of business, if your drinks are
well – packaged, and can educate people regarding the benefit of the protein shake,
you will always attract customers cum sales and that will sure translate to increase in
revenue generation for the business.

We are well positioned to take on the available market in Batangas City where
our products will be sold and we are quite optimistic that we will meet our set target of
generating enough profits from our first six month of operation and grow the business
and our clientele base.

We have been able to examine the protein shake and fruit shake industry, we
have analyzed our chances in the industry and we have been able to come up with
the following sales forecast. The sales projections are based on information gathered
on the field and some assumptions that are peculiar to startups in Batangas City

 First Fiscal Year: 

 Second Fiscal Year: 

 Third Fiscal Year: 

This projection was done based on what is obtainable in the industry and with
the assumption that there won’t be any major economic meltdown and there won’t
be any major competitor offering same products as we do within same location.
Please note that the above projection might be lower and at the same time it might
be higher.

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  Marketing Strategy and Sales Strategy

Prior to choosing a location to launch Shake Up N Shape Up. and also, the
kind of flavor of fruit shakes to produce, we conducted a thorough market survey and
feasibility studies in order for us to penetrate the available market in the cities where
we intend positioning our business.

We have detailed information and data that we were able to utilize to structure
our business to attract the number of customers we want to attract per time and also
for our products to favorably compete with other leading brands in the City.

We will hire experts who have good understanding of the protein and fruit and
shake industry to help us develop marketing strategies that will help us achieve our
business goal of winning a larger percentage of the available market in Batangas
City.

In summary, Shake Up N Shape Up. will adopt the following sales and
marketing approach to sell our product;

 Introduce product brand by sending introductory letters to all gym owners and
flyer to gym goers on all gym facilities in Batangas City.
 Open our business with a bang, by inviting fitness enthusiast and celebrity for
the motorcade in Batangas City area.

 We are going to give Free Samples of our product on a smaller portion during
opening.
 Engage in road shows in targeted communities from time to time to promote
our products

 Advertise our products in community-based newspapers, local TV and radio

stations

 List our business and products on yellow pages ads (local directories)

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  Leverage on the internet and social media
by creating our Facebook and Instagram page to promote our protein/fruit
shake drink brands.

 Engage in direct marketing and sales

 Will establish a web site for current activities of the store as well as promotions
for the area.

 Encourage the use of Word of mouth marketing (referrals)

Management

As part of our plan to build a top-flight protein and fruit shake business in
Batangas City, we have perfected plans to get it right from the onset which is why we
are going the extra mile to ensure that we have competent employees to occupy all
the positions in our business.

We will ensure that we only hire people that are qualified, honest, hardworking,
customer centric and are ready to work to help us build a prosperous business that
will benefit all the stake holders. As a matter of fact, profit-sharing arrangement will
be made available to all our staff and it will be based on their performance for a
period of ten years or more depending how fast we meet our set target.

The picture of the kind of protein and fruit shake business we intend building
and the goals we want to achieve is what informed the amount we are ready to pay

for the best hands available in the fruit and vegetable industry as long as they are
willing and ready to work with us to achieve our business goals and objectives.

Below is the business structure that we will build Shake Up N Shape Up.;

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  General Manager
 Operation Executive

 Sales and Marketing Manager

 Project Based Nutritionist/Dietician

 Finance Manager

 Staff

ORGANIZATIONAL CHART

Roles and Responsibilities:

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General Manager

 Increases management’s effectiveness by recruiting, selecting, orienting,

training, coaching, counseling, and disciplining managers; communicating
values, strategies, and objectives; assigning accountabilities; planning,
monitoring, and appraising job results; developing incentives; developing a
climate for offering information and opinions.
 Responsible for fixing prices and signing business deals

 Responsible for providing direction for the business

 Creates, communicates, and implements the organization’s vision, mission,

and overall direction – i.e. leading the development and implementation of the
overall organization’s strategy.

 Responsible for signing checks and documents on behalf of the company

 Evaluates the success of the business

Operation Manager

 Responsible for overseeing the smooth running of the day to day operation
 Part of the team that determines the quantity and flavors of fruit shakes that
are to be produced

 Maps out strategies that will lead to efficiency amongst workers in store

 Responsible for training, evaluation and assessment of staff

 Ensures that the steady flow of both fresh fruits and protein powder to the
store and easy flow of finished products

 Ensures operation of equipment by completing preventive maintenance

requirements; calling for repairs.

 Ensures that the store meets the expected safety and health standard at all
times.

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  Responsible for the purchase of raw materials and packaging materials
 Ensures that the organization operates within stipulated budget.

Project Based Nutritionist

 Assess nutritional needs: diet restrictions and current health plans to develop
and implement dietary-care plans and provide nutritional counseling

Sales and Marketing Manager

 Manages external research and coordinate all the internal sources of

information to retain the organizations’ best customers and attract new ones
 Models demographic information and analyze the volumes of transactional
data generated by customer purchases

 Identifies, prioritizes, and reaches out to new partners, and business

opportunities et al

 Responsible for supervising implementation, advocate for the customer’s

needs, and communicate with clients

 Develops, executes and evaluates new plans for expanding sales

 Documents all customer contact and information

 Represents the company in strategic meetings

 Helps to increase sales and growth for the company

Finance Manager

 Responsible for preparing financial reports, budgets, and financial statements

for the organization

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  Provides managements with financial
analyses, development budgets, and accounting reports

 Responsible for financial forecasting and risks analysis

 Performs cash management, general ledger accounting, and financial
reporting

 Responsible for developing and managing financial systems and policies

 Responsible for administering payrolls

 Ensures compliance with taxation legislation

 Handles all financial transactions for the organization

 Serves as internal auditor for the organization

Staff

 Do the opening and closing inventory

 Responsible for taking order and preparing protein shake and fruit juices for
the customers

Statement and Aspirations for Social Responsibility

We are very optimistic that this venture will prosper like any small businesses.
We will encounter some challenges along the way as we operate and we are very
open to embrace it. It may also create a great impact to the society because of its
health benefit to our fellow Batangueños.

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 Like any businesses, we can contribute to
our community by paying right taxes and securing all necessary permits needed to
operate.

Financial Statement

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A Parting Thought

Shake Up N Shape Up is set to redefine how fruit shake business should be

run, not just in Batangas City but also in the Philippines, which is why we have put
plans in place for continuous training of all our staff and also liaising with stake
holder in the industry to contribute our quotas in the way protein/fruit shake making
equipment should be designed to meet the ever changing demand of the industry.

Our products have always been in the forefront of the health and nutrition
wave. Innovative products, state of the art manufacturing, quality assurance and
industry expertise are the bases for our future successes. Our commitment to the
highest standard is the foundation of our customer's trust in Shake Up N Shape
Up. Giving protein shake and freshly made juice/shake to consumers depends on
extensive cooperation and mutual reliance between supplier and retailer. We
stand behind our product, our service and our word.

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