Ian Binnie
ENTR 6211
6/17/2015
Nantucket Nectars Case

After Reading the case of Nantucket Nectars, I noticed it dealt exactly with the topic we are currently talking about in class of selling out or holding on. Tom and Tom creating this company out of nothing and it grew into something that none of them predicted. They have been working hard with their heads down for the past few years and their hard work is starting to get noticed. Their business focus is on providing a quality juice in a single serve bottle. This was seen as a “new age beverage” at the time, which was becoming increasingly popular in the beverage industry. This change in the industry that focused on a growing segment of this niche beverage along with the hard work to develop a strong branding of the product sparked interest with a lot of the major players in the industry. Tom and Tom soon had these players knocking at their door looking to buy them out. At the end of the case they were faced with the hard decision of selling a portion or all of the company, launching an IPO, or operating at status quo. Another major issue surrounding this case is if they do sell out what is the value, or max offer they can get? Tom and Tom have not just been lucky to gain this success by the increase in sales of new age beverages, they have operated the business in a very entrepreneurial way. First of all to start they nailed the three P’s of marketing, which are key to launch their product. They came up with a quality creative product in their juices that provided them an advantage over their competitors. They positioned themselves in smaller retail outlets, where their was less competition and allowed them to control the shelf space. They promoted their product with creative tactics like the stories under the cap and sales people dressing up like fruit, which, helped customers buy into the