Revenue and Ad Spend - Functional/Healthy Beverage Companies

Goals

To understand for Moon Juice, MUD WTR, WYLDE ONE, and Four Sigmatic their recent revenue target or the actual revenue, as well as their ad spend for the following platforms Facebook, Instagram, and Google. Other platforms found during research would be helpful as well). Recent revenue can be defined as 2017 to the present, and should include their revenue the first year they were in business. Additionally, to have the same thing done for any other brands in this space, especially if they are startups.

Early Findings

  • We must note that getting ad spend broken down by platform (Facebook, Instagram, Google, and other similar platforms) will not be publicly available. Private companies never provide this data because it is part of their competitive advantage. Public companies will sometimes publish their overall advertising spend, but rarely provide a breakdown for each channel. While this was looked for during the initial hour of research, as expected, nothing was found. We will not be recommending further research for this. All the companies provided to us are private ones.
  • Additionally, private companies are under no obligation to reveal their revenue. Due to this, we will be pursuing credible articles that reveal or provide estimations of revenue.

Moon Juice

  • Moon Juice founder Amanda Chantal Bacon revealed early in 2020, during the entrepreneurial education conference BeautyX Summit Demand Generation, that her beauty and wellness brand will be fundraising this year.
  • The forthcoming round will probably be larger than the $7 million Bacon told Entrepreneur Moon Juice has drawn to date. The founder also informed entrepreneur she took out a moderate loan to support the brand before it pursued another raise, which she anticipated would occur when it reached $50 million in annual sales. In 2018, the Entrepreneur article reported Moon Juice hit $20 million in annual sales.
  • According to Zoominfo, Moon Juice has an annual revenue of $20 million, which is what is stated in the Entrepreneur article. There is no reliable breakdown of revenue by year.
  • On May 29, 2015, Elle.com published a piece on Moon Juice founder Amanda Chantal Bacon for its series “The Balance.” According to Bacon, that article "led to more Moon Juice money, by the way. It definitely triggered a spike in sales that hasn’t dipped."
  • In the past two years, our sales growth has been exponential,” Bacon said. “Over 50% of the business is direct-to-consumer, and our stores are seeing double-digit comp growth. We have a lot of exciting innovation coming up that we can’t wait to launch.”
  • When asked to provide specific sales figures, Bacon said, “We can’t share any sales numbers or company value at this time.”

Summary Of Our Early Findings Relevant To The Goals

  • Our initial hour of research was spent confirming that ad spend and ad spend breakdown was not going to be available. We confirmed this and are suggesting no further research.
  • For revenue, as the companies provided to us are all private, they have not published their revenues. We will do what we did for Moon Juice and provide estimates from more than one credible and reliable source that refers to revenue and/or sales.
  • Please select one or more of the options provided in the proposed scoping section below.

Proposed next steps:

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