This Juice Shop Shouldn’t Be This Successful (1 location $964K/Year)

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This Juice Shop Shouldn’t Be This Successful (1 location $964K/Year)

UpFlip 07.05.2026 38 131 просмотров 1 049 лайков

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I'm proud to have Bizee sponsor this video. #ad Their platform makes launching and managing an LLC straightforward, and it’s a service I genuinely believe in and recommend to anyone ready to start their business. https://bizee.com/?utm_source=youtube&utm_medium=content_sponsorship&utm_campaign=upflip Healthy food wasn’t what Ross Franklin planned to build his life around. At the time, he was helping struggling gyms stay open, working long hours, and constantly trying to figure out why so many people were putting in the effort but still not getting healthy. The more businesses he worked with, the more he noticed the same problem. People were overwhelmed by diets, supplements, and all the noise online. Even worse, most healthy food either tasted terrible or didn’t feel trustworthy. Ross didn’t have the money to start Pure Green. In fact, it took around $500,000 just to open the first store, money he didn’t have. So he made a simple offer to his consulting clients: invest in the business, and he’d help grow theirs too. What makes Ross’ story relatable is that he didn’t start with perfect timing or unlimited money. He started with experience, relationships, and a belief that food could genuinely help people feel better. Today, Pure Green has grown to 140 locations, works with professional sports teams, and still focuses on quality over shortcuts. In this episode, Ross shares how he built a food business from scratch, the mistakes he learned from early on, and why creating healthy food people actually enjoy changed everything for him. 💥 Most New Businesses Fail From Guessing 💥 UpFlip Accelerator gives you the system to launch faster and get clients sooner. 👉 https://www.upflip.com/accelerator Or start FREE with our quick-start trainings ↓ 🧽 How to start a $140k/month cleaning business - https://learn.upflip.com/cleaning-business-masterclass 🥤 How to start a $50K/month vending business - https://learn.upflip.com/the-vending-bootcamp-masterclass 🖌️ How to start a million-dollar painting business for under $1K - https://learn.upflip.com/how-to-start-a-painting-business-masterclass 🚛 How to start a $10k/month moving and junk removal business - https://learn.upflip.com/moving-and-junk-removal-masterclass 🔑 How to start a $8K/month mid-term rental business - https://learn.upflip.com/the-mid-term-rental-blueprint-masterclass 🏠 How to make $248K in tax-free profit from building and selling homes - https://learn.upflip.com/the-builders-blueprint-masterclass 🗺️ How to make $25K in one deal buying and selling land - https://learn.upflip.com/land-flipping-blueprint-masterclass OR… 🎓 Join UpFlip Academy to “copy-paste” the top million-dollar service businesses you can start in weeks and profit from in months - https://links.upflip.com/academy-yt More UpFlip Official Resources: 🏪 FREE REPORT → The 10 BEST and WORST Businesses to Start In 2026 (Under $5K) - https://next.upflip.com/10-biz-ideas-275 🎙️ Follow the UpFlip Podcast - https://links.upflip.com/podcast-yt 📩 Join the UpFlip Newsletter - https://links.upflip.com/newsletter-yt 👉 Start your own Pure Green franchise - https://go.franzy.com/upflip-franzy-fit Timestamps: 00:00 - Start 00:49 - Gym consultant turned nutritionist 01:17 - Inside a typical store 01:52 - Core revenue streams 02:33 - Keeping margins healthy 03:08 - The formula behind 100 stores 03:45 - Unapologetically exposing lies 04:51 - Transparency is an art 05:23 - Business of catching trends 05:46 - Expect to fail (it’s okay!) 06:08 - Pure Green’s next-level stuff 06:50 - Saturation is a myth 07:21 - Fixing someone else’s business 07:43 - Following your passion… is a lie? 08:27 - 90-day momentum 09:01 - Tech that unlocked opportunities 09:58 - Doing the impossible $0 startup 11:30 - Turning greens into cravings 12:25 - HPP 101 13:08 - 100g of sugar… in ONE bowl?! 14:04 - The magic of consistency 14:49 - Designed for customer loyalty 15:19 - Free samples = Smart marketing 15:53 - A myriad of winning strategies 16:49 - Engineering hype 17:33 - Fan blitz 19:35 - Attracting (not chasing) big leagues 20:01 - The soul behind every brand 20:58 - What pure magic tastes like 21:51 - The hero is the product 22:15 - Life 12 years ago 22:48 - 800 employees after… 23:28 - Dodging costly mistakes 24:43 - Product-first mindset 25:26 - The energy of a “rockstar” 26:14 - An expensive lesson learned 27:57 - Treat customers like friends 28:41 - Everything Pure Green 29:22 - Low-budget marketing that works 30:30 - Big or small, set that goal! 31:26 - 80% nutrition, 20% exercise 32:10 - Stop! This is costing you $$$ 32:56 - The ultimate red flag 33:58 - Importance of daily rituals 34:32 - Stay hungry, not angry 35:26 - Execution over planning 36:25 - Book recommendation 36:46 - Have your team “walk on fire!” 37:46 - The biggest lie ever sold 38:42 - Outro #food #healthyfood #foodbusiness

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Start

Can exposing the dirty secrets of your industry turn you into a millionaire? — A top quartortile pure green store makes $964,000 per year. We flew to the Pure Green HQ to see how Ross turned an 800 ft juice shop into one of the fastest growing health empires. To get attention, you don't need a huge budget. What you need are great products. — How much of your money did this take to start? — Zero. I was able to use other people's money. — Any of your own how fast? We're on our way to 100 plus locations and we're working with the NFL, NBA, and even SpaceX. You know what our best marketing strategy is? — What is it? It's — Let's see how Ross went from fixing failing gyms to an 8 figureure juice empire and how you can grow fast by focusing on what 90% of entrepreneurs completely miss.

Gym consultant turned nutritionist

— Ross, great to be here today. Thank you so much for having us. Tell us where did Pure Green start? — Yeah, so my background is in fitness. So, I used to own a gym. I sold it and then started a consulting business and I launched gym chains all over the country, specialized in boutique gyms, yoga studios, Pilates studios, finally juice bars and I came to this realization which is when you look at optimal health, nutrition accounts for 80% of getting results and that became the foundation for starting pure grade.

Inside a typical store

— Well, I'm excited to check out this store today. Where uh where are we at right now though? — We are in Coral Springs, Florida. — Cool. When did you guys open up this location? This one's a couple years old now. — Awesome. Well, I'm excited to check it out. Let's do it. — Thank you. — Yeah, this place looks amazing. I definitely get like that Apple store element, like super modern. It looks great. So, we're gonna talk about the design element of that later, but before we do that, tell us like what does a typical revenue for a store look like? This. — Yeah. So, typical revenue can be up to top quartile gross sales of 964,000 or even top 10% 1. 6 million in gross sales.

Core revenue streams

sales. — Awesome. I mean, looking at the packaging, this is very methodical, so we're going to dive into that later, but what are your core revenue streams? Can you break that down for us? — Sure. So, superfood smoothies, that makes up the majority of revenue. Then you have acai payables that makes up roughly 35% of revenue. Coldressed juice and coldressed juice shots is actually much smaller percentage of revenue. This helps to increase average ticket. So, roughly 10% of revenue. And we also have superfood toast and superfood oatmeal, but that's a very small single-digit percentage of revenue. — Of those, like which are your most profitable products. — So the bulk of the revenue, the smoothies and the acai bowls happen to have the lowest food cost. So those are actually the most profitable categories for us. — So we got these juices, we've got

Keeping margins healthy

stores, we got wholesale, we got bowls, we got food, we got it all here. I mean, at the end of the day, you guys have good margins. How do you feed those good margins? — Yeah. So with our franchise partners, what's really important is one, how they handle their schedules with the team members. So we want to make sure we teach them how to schedule so that as a percentage of revenue, labor is under 23% of their revenue. And as volume increases, so in top performing stores, very easy to get that under 15%. And then when it comes to ordering as well, it's being careful not to over order. Really ordering what your store needs cuz that's going to affect cost of goods

The formula behind 100 stores

sold. Right now you guys have 75 locations. You're going to expand to 100, but reel back to Clark. I mean, you had no track record at one point. I mean, what were you doing to generate um early sales and exposure for your brand? — Sure. We're open in 25 states right now. So, whenever we go into a new state, it's a new market. We have that problem all over again. So, what do we do? And so, the key is building community within the local market. It's talking to different business owners, going to the gyms, the yoga studios, the Pilates studios, and really promoting the brand, inviting everyone to the grand opening, inviting everyone to experience the product because end of the day, once people try the product, they are coming back.

Unapologetically exposing lies

— Awesome. Well, let's actually order something. What would you recommend to get? — So, anything that's green, super popular. So, I'd recommend our pure green smoothie. But another really good one is the blue banana smoothie. — What I love about you is you're straightforward about exposing the industry's lie. How does that set you apart? So there's so much deception in the industry, right? So have you had an acai bowl before? — Uh yes, I have. — So if you watch them make it, you go anywhere else aside from pure grain, you're going to see them scoop it out of a bucket. And the problem with that, it's an acai sorbet. It's full of stabilizers, emulsifiers, gums, and guars, shockingly high amounts of sugar. You're typically getting 100 g of sugar in an acai bowl. And that's like three bottles of Coca-Cola. If you go anywhere, you get a smoothie, you know what the number one ingredient is? — Sugar. — Ice. Typically, if you watch him make it, it's like a full cup of ice. That's like more than half of the ingredients come from ice. That's what you're paying for. There's so much deception. So, with Pure Green, what we do is everything is handcrafted. Our acai is imported from Brazil, certified organic, certified fair trade. It's handcrafted, made to order. We're one of the only ones doing that. No ice in our smoothies. There's no fillers in the smoothies. Only the highest quality ingredients.

Transparency is an art

ingredients. — It's one thing to be different, but how do you use that in your marketing to drive sales? So for us, like we are by far the most transparent when it comes to nutrition. We're using the highest quality ingredients and it's an art to actually use that in marketing and talk about how we do things differently. So that's why when we talk about superfood smoothies, we always say handcrafted superfood smoothies. So we're very careful about the copy that we use and our creative team and our marketing team does the best to embrace that and include that in all of the marketing that we do. What's the hardest part

Business of catching trends

about standing out with a brick-and-mortar business in a competitive industry? — Yeah, I would say hardest part is keeping up with the trends, right? So, there's always trends that are happening and what you want to do is you want to catch those trends super early and when you can catch these trends super early, it creates a lot of excitement for the brand. It keeps it fresh for all of the guests and it drives a lot of traffic to

Expect to fail (it’s okay!)

the stores. — You talk a lot about risk and you put your own money and investors money on the line. What do you say to an entrepreneur who's wants to chase their dream but is worried about failing? — So, I would say expect to fail and that's okay as long as you learn from it. Like when you start a business, there's so many challenges. There's so many bumps in the road. You're going to fail at so many different points in the journey. And as long as you learn from that, that's okay.

Pure Green’s next-level stuff

— There's juice shops everywhere. What makes Pure Green different? — So, three things make us different. One is our products. We formulated all of our products to have unparalleled taste. taste that is unbelievable. And then also we focus on nutrition. We built a nutritional advisory board with four top tier dietitians, three from professional sports teams and one from the US military and they back up everything that we do with peer-reviewed scientific research. Two is our store design. People often say that if Apple had a juice bar, it would be pure green because we have that clean design aesthetic. And a third is our culture. All of our franchise partners become fast friends. And when guests come into our store, it's an incredible experience.

Saturation is a myth

experience. — For first-time founders that are watching, how can they stand out in a saturated market? — The best way is with your product or service. It has to be extraordinary. For us at Pure Green, you know, we spend so much time and meticulous effort. Really focus on taste of the products, the quality of all of the ingredients, where we source the ingredients. Our products were so good, we built this loyal following. And so it's all word of mouth. people tell each other and that's how you get that initial momentum. — Cool. So, I know we got the juice wall here, but there's a conference room over there. Let's go give that a check. — Let's do it.

Fixing someone else’s business

— So, talk to us. What were you doing before Pers and how did you make that leap? — So, before Pure Green, I was consulting. So, I would get the call when there's a struggling gym owner. He's about to go out of business and doesn't know what to do. They would call me in. I would go in, fix it, turn that business around. But I was a little have to admit uh envious. I wanted that for my own. and I wanted to build something that I'm super passionate about.

Following your passion… is a lie?

— Lots of people say find your passion is a bad business move, but why did it work for you? — When you start your own business, it's really important that it's either something you're really passionate about, something that you love, or something that you like a lot. Because the reason why is it's inevitable that there's going to be some bumps over the course of growing your business. When those bumps happen, some of them are going to be devastating blows that would make a normal person, I just want to throw in a towel and go back to that corporate job. when it's something that you either are super passionate about or something that you really like, chances are you're going to stick with it. You're going to have a much higher success rate. That was the case with me with Pure Green. You know, I was super passionate about health and wellness. And so, when the tough times hit, that's what enabled me to stick it out and grow that business. Take us way back to

90-day momentum

opening your first location. What were the first 30 to 60 days like? How were you acquiring customers back then? When I opened up unit one, I was there every single day and I was building relationships with all of the guests, getting to know them. I would go around to local community, all the local gyms, all the local businesses and meet the owners and talk to them and invite them in to experience Pure Green. Getting to know the personal trainers, the uh instructors at all the specialty boutique gyms. Those first 60 to 90 days are absolutely crucial to build in momentum. So, the franchise owner, the owner has to be there

Tech that unlocked opportunities

— for you. Oo, is that first ding ding light bulb? moment where you said, "Oh my gosh, this seemed to be bigger than one or two shops. " — So, our coldressed juice that you see pictures of right here, the problem was that in New York City, you only have 3 days where you could sell it. You know, we were either selling out way too quick or uh opposite problem where there was a lot of waste. We were producing too much and we're having to throw out juice. Bigger problem too, which was, you know, we're all about nutrition. And the problem is juice, what happens is coldressed juice, it oxidizes over time. So you weren't getting the same nutrition you were on day three as you were day one. We figured out this technology called HPPP that was typically used for the guacamole, the pro processed meat, hummus industries. And so we did that with a juice. And so what that did was it locked in the nutrition. So the juice had the same nutrition as day one as day 40 as day 45. And we had that longer shelf life to sell the product. And so that opened up the doors for us to also wholesale the

Doing the impossible $0 startup

product. — How did you even find the money to uh start the initial shop? So my consulting business was booming. I was really in demand for consulting clients and so I had a list of consultants that wanted to work with me. One of these consulting clients wanted me to launch a chain of food halls for him in New York City. I made him an offer. I said, "Look, I will take you on as a client. I will launch this chain of food halls for you, but my condition is I need you to fund me for this juice bar concept that I have called Pure Green. " And so that deal was made and that's how I got the money initially to start pure grid. Before Ros could build his 8 figureure juice empire, he had to set his company up legally and properly right from the start. That's where Bizzy comes in. Busy helps you launch your business the smart way. Forming your LLC, filing with the state, and making sure you're official with just a few clicks. And unlike a lot of companies in the space, Busy keeps it straightforward. No hidden fees, no confusing fine prints, and no sneaky subscriptions renewing year after year. Just clear, upfront pricing, and you only pay for what you need when you need it. Busy even gives you a professional business address with digital mail scanning, keeping you organized and legit from day one. Bottom line, starting a business is exciting enough without getting buried in paperwork. Let Bizzy handle the boring stuff so you can get to the fun part. Click the link below to get started with Bizzy today.

Turning greens into cravings

So, this one right here is our pure green smoothie. And you got kale, spinach, coconut water, pineapple, mango. We make green taste good. — Yeah. What then? What do you have there? — And this is our blue banana smoothie. So, you have banana, almond milk, grass-fed whey protein, coconut butter, and a little bit of cashew butter in this as well. Before we give this a taste, uh, what's the price of these? What's the cost? Um, give us margins and all that. — Sure. So, pure green smoothie. It'll vary depending on the store, give or take, but this one's about 11. 25. This one's about 1225. — Well, let's give it a taste. I'm excited for this. — What do you think? — That is really good. I love it. That's tastes like very fresh and like mix like the flavors. That is that is really good. Typically, what's how many orders did a store have a day? — So, I'll bring it down to you like this. So like low performance stores about 100 per day, mid 150, high 200 and over.

HPP 101

— You've invested into a process called HPPP. One, what does that stand for? Two, how did you discover? And three questions in this one. How did that completely change your uh your company? — Yeah, so HPP stands for high pressure processing. These are massive machines. They cost about $5 million each. And what they do, it exposes the finished product. So, after we juice and it's in the bottle, uh, it exposes that finished product to 87,000 lbs of pressure per square inch. That's about the same pressure as five times the bottom of the ocean, which is crazy. And it's equalized pressure. And so, what it does is it kills the harmful microorganisms and it locks in that nutrition and that's how it safely extends the shelf life. So, definitely help to transform our business.

100g of sugar… in ONE bowl?!

— You said that sometimes an acai e bowler smoothie will have 100 g of sugar, which is just mind-blowing a lot. Um, how do you use that to differentiate yourself from competitors? — One thing we see happening right now is people are getting educated through social media, especially through influencers and they're finding out about all this deception as it relates to the health and wellness industry. So, there's a lot of influencers out there right now that are saying, "Hey, if you're having this acai sorbet, 100 g of sugar, that's horrible. Wreseraks havoc on your health. " And we're one of the only ones who are doing it right. So, it's almost like it's just naturally happening. We don't need to do anything. We just need to keep doing what we're doing. Let the influencers, let social media start to educate people on the best way to consume acai. And as long as we stick to our standards, we don't cut any corners, which we never will. We're just going to continue to grow organically. — So, next, let's go check out our location of Miser Park in Boca Raton, Florida. — Let's do it.

The magic of consistency

— All right. — So, I got to ask, I mean, you have 75 locations, 100 by Q1 of next year. What's been the hardest part of scaling this business? — I would say by far and away hardest part is maintaining our culture as we scale. Every time a guest comes into the store, it's how do we provide a warm, friendly and engaging guest experience? How do you do that like consistently like every store? So we rely on our franchise partners for that to create the culture to get their team members on the other side of the counter, educating the guests on the benefits of the products, building relationships with them cuz our products really speak for itself. That is a major reason people come to the stores. But when you combine that with worldass hospitality, that's where the

Designed for customer loyalty

magic happens. — How do you generate repeat customers? — It's actually not that hard. Imagine that you walk into a juice bar and it's, hey, how you doing? man, it's your first time at Pure Grain. Oh my god, let me tell you about the menu. When that happens, that's going to encourage people to come back and then you order something and it tastes amazing. In addition, we also have we just launched a new app. It's a loyalty app. So, there's incentives to come back. You win all of these different perks and we have different tiers and when you hit a new tier, you get something really new and

Free samples = Smart marketing

really special. — So, we're just about to talk about marketing and get a master class of you on marketing. But, as we're doing that outside, we have these samples. What's the thought process behind having samples just outside the store? — So, when you're in a high volume area and people are walking by your brick and mortar store, by giving out samples of your product and having people try it, one, they're going to be blown away by the taste, but two, it's an opportunity to educate them to tell them about the ingredients, benefits of all the superfood ingredients, and then also say, "Hey, would you have you been in a store? You haven't been into the store? Come on, let me give you a tour. " And you take them right in. So, it's a great way to literally directly steer people into the

A myriad of winning strategies

store. So what are some of your best marketing strategies or channels for peer green? — Some of the best on the national level is keeping it fresh, is doing limited time offers, LTO's, coming up with something new every single month. And we send all the signage, all the marketing materials directly to every single store for them to promote in on A-frames outside the store. Really giving them the tools and all the graphics to promote on social media. So all of that really helps to keep things fun and exciting and drive traffic to the stores. — Can you give us an example of a product that came out and just skyrocketed sales? What's like the flavor time frame give us that? — We did a promotion with Harmless Harvest. So they're coconut water company and their nutritional standards are in alignment with our brands. And so we partnered with them. We did a smoothie called the coconut cherry cloud. One of our best LTO's limited time offers of all time. And it just absolutely crushed it. This year we actually ran it for four months because it was just records record sales every

Engineering hype

single month. — What's your secret to success in launching a new location? How do you generate buzz? When we launch a new store, we start a process of building momentum early on, creating the social media account, building buzz within a local community, having the franchise partner go around to the local community and build relationships with all the business owners, getting them pumped and excited, inviting them to the grand opening, having local influencer events pre-opening. So, we will actually do a soft opening like a day before the grand opening, and we'll invite 30 influencers to come by. They're local. And so these guys have such a great time. They're all just naturally posting on their own organic channels and that creates so much buzz and so much hype that we're just like flooded for the opening weeks.

Fan blitz

— Well, let's jump to Fan Blitz, which are fan submitted questions. Are you ready for these couple questions we have? — Ready? Let's go. — If your top selling smoothie had a superhero name, what would it be? — I would say that, you know, our names right now are very playful and when I came out with these names, people gave me a lot of heat for, you know, like we had one called Purple Haze. And so I got a lot of heat for that at the time. But if it was a superhero name, that's one I haven't thought about, but would have to be something pretty funny. — What's the most ridiculous myth you've heard about uh healthy eating? — You know, people who count calories like people should would benefit a lot more by focusing on phytonutrients, on the high quality foods, eliminating processed foods. there's too much of a focus on calories in, calories out, where it should be on the quality of the ingredients uh in the food that you're consuming. — What's the one ingredient besides sugar you'd banish from all juice bars? — There's a lot of dangerous ingredients out there. Obviously, trans fats should not be in anything. Seed oils There's uh so many stabilizers and emulsifiers that shouldn't be in any of the foods that we eat. — If a celebrity had to become a pure green franchise franchisee, who would you choose and why? It would probably have to be like a Kardashian or a Jenner or someone of that caliber. That would be a great brand partnership. — What's the weirdest customer request you've ever gotten? You know, we get some really weird orders, especially online. I think people when they order like not in front of a cashier, they're a little more adventurous, but they make some crazy customizations. So, we've had smoothies with that are super weird that don't even have a liquid base. I don't even know how they are allowed to do this, but with like 10 other like ingredients and it comes to a very high price. So, there's been some weird ones like that. — I love it. If a pure green store could be anywhere in the world, where would it be? — We're really excited to go international. So, would love to get into different parts of the world, Europe, so many places in the world. It would be amazing outside the US. — If you put the secret to pure green success on a billboard, what would it say? — It would say unbelievable taste plus high performance nutrition. — Love it. And that's a wrap on fan blitz.

Attracting (not chasing) big leagues

— You have some amazing social proof. You have Burke at the NFL, NBA, NHL, US military, SpaceX. Those are amazing logos to have. How did you land those finds? — I'd love to take credit for it, but uh the way we did it was results. Especially in the world of sports, it enhances recovery. It gives you amazing energy. And a lot of the dietitians for the professional sports teams notice a huge improvement in the performance of the players.

The soul behind every brand

— Let's say you had to start over. You lose it all. All the locations, all the revenue, everything. But I give you a $100. What are the first three things you're doing to acquire a customer? — The first thing is figure out the product. It's product formulation. Develop a killer product and do testing to make sure that it resonates with the mainstream population. Once you figure out the product, then it's the brand. Starting with the brand identity, logo, website. Is it going to be online? live be brick and mortar? So, it's really working through all of that. Then once you're ready to launch, we need to test it out, right? So, if it's a product, let's go to some farmers markets and give out samples at first. Make sure people like it. Get feedback. Then start selling it. See how people respond to different pricing and figure out the price, make sure your margins are solid, and just building from there. — Well, we tried a smooth before. What else can we give a shot? — Let's have you try an acai bowl.

What pure magic tastes like

— Let's do it. — All right. — Here's your mixed berry acai. Looks good. Everyone take a look at that. We got blueberries, strawberries. What else is in this here? — Um, granola and then the mixed berry acai base, which is almond milk, acai, and frozen strawberries. — I'm excited to try it. Thank you so much. — Of course. Enjoy. — One bite. Everyone knows the rules. Then we get the strawberry acai granola. No, really. I like the crunch. — All the tastes blend together. It's like pure magic. How do you come up with your ideas for like all the ingredients and products you guys make? — So, we're constantly testing. Uh, one new development we have is we created premium acai bowls. So, using more a little more exotic ingredients like we actually put whey protein, collagen protein inside the acai base and it's been exploding with sales. So, it's a whole new division of the acai bowls for us and it's absolutely crushing it.

The hero is the product

— As mentioned earlier, this doesn't look like a juice shop. I mean, what's the strategy, the thought process behind this design? — We want our products to be the hero. And so, we use sustainable Baltic birchwood all throughout the store. We keep the colors light. So, a lot of our stores, the coldressed juice is front facing. So, you see all those colors and putting the emphasis on the products is one of

Life 12 years ago

the keys to our design. — Take us way back. What did your day look like in your very first year and how has that changed today? — So, taking it back, the year would be 2014. That's when we opened up the first Pure Green location. And back then, I spent a lot more time in the store and perfecting the products and getting to know the guests and really trying to figure everything out. Uh, compared to today, it's more mobilizing our team, our corporate team, and working with them on training and development and mobilizing all the different parts of the organization, working with our franchise partners. So

800 employees after…

just a little bit different. — You have 800 employees. You've seen a lot of people come go. I know you've hired a lot. How do you identify an A+ player if you're preer green? What exactly are you looking for? — So, number one is we're looking for a warm, friendly, and engaging personality. Number two, we're looking for a sincere and genuine passion for health and wellness because we know if they have that, they're going to be really engaged with the guests. Uh they're going to look at this as not just a job, but a career. It's something that they can really grow with. So, overall, those are the two things we look for. Wait, don't let this be the last YouTube camera you see of an entrepreneur revealing their real secrets. Make sure to subscribe down

Dodging costly mistakes

below so you guys don't miss a thing. How can someone start a juice business for the least amount of money? — The best way is to work with a franchise because early on when you start your business, you're going to make a ton of mistakes and that's very costly. And so the best way to save money when starting especially a juice business or any business is to go with a proven model. Someone who's already made the mistakes and has a historical track record of success. That's the best move. — If someone had less than like $500 though, they're like I don't have any money to like do that is go, you know, start like a lemonade stand where it's like juices for example or just something like really low cost. What can you give us there? — So I would say definitely like start small. If you're working with a really small budget, just work on proof of concept. focus on a killer product and then you can build from there. You can go to farmers markets if that's a super lowcost budget and just get proof of market that way. But I would also say starting a franchise, a lot of people take loans. They get loans from something called the SBA, SBA 7A loans. It's very popular way to get funding. So tough to do if you only have $500. But if you have some liquidity, you have some assets, those uh that are in a Gen Z uh population, if you have parents that'll go in with you and can sign in on for the SBA7A loan for you, that is a way to get started.

Product-first mindset

— Your store makes the product the hero of it. How can other entrepreneurs and other niches do the same thing? — Everything should revolve around the product and the service, and that really should be the driver that pulls people in. But I really think when you're focused on the product and differentiating your product from anyone else in the market, that's going to be a really compelling offer for customers. — And how do you go marketing your product as the hero? Is there any tips there for the audience listening? — You know what our best marketing strategy is? — What is it? — It's our product. So it's actually having people taste it. So if we open up a store and we go outside, a lot of people walking by, we just sample the product. Would you like to try a coldressed juice? smoothie? Would you like to try an acai bowl? People try it. They're blown away. They're coming in and they're

The energy of a “rockstar”

going to become a regular. — Hiring is super important. I mean, what characteristics do you look for when hiring team members? Anything stand out? — For us, because we're in the health and wellness industry, we look for people that have that passion about health and wellness. So, you know, we post in all the job channels, but what we do a little bit differently than others is we ask candidates to, hey, include a short video, see if they follow instructions, but what we're really looking at is the applicants that send those videos. We want to see their energy because the mechanics of our business are so easy. It's making smoothies and acai bowls. But if when people naturally are just warm and friendly and excited and passionate, when you hire based on that criteria, that creates the culture. That builds the store culture. And when you get your team right and you have those rock stars, those A+ players, your business is going to crush it. There's

An expensive lesson learned

no question. — For you, what lessons did you have to learn the hard way and how did that shape your approach now? So many lessons and mistakes along the way as every entrepreneur will have. — That's right. I'll tell you about a big one I had. So we started off with just brickandmortar retail stores. Then in 2016 I started the wholesale division of the company. — And I didn't really know anything about wholesaling. So started to setting up our own accounts with gyms with hotels and so just went out bought some trucks and started doing our own distribution. And then I realized that wait a second this is crazy. like our guys, our drivers are getting stuck in traffic. We're spending so much money to transport our product from point A to point B. That's not our core business. There has to be a better way. And then I discovered that wholesale businesses should be using distributors. I was like, what is this? Like, and we started uh signed up with our first distributor and they did it all for us. And that was a game changer, but you know, cost us an arm and a leg by trying to buy our own trucks and be the distributor oursel. That didn't work out well at all, but uh it ended well. And that time I didn't have any mentors, didn't have anyone guiding me. But back in 2019, 2020 when I was interested in franchising the business. Then I learned my lesson the hard way. So I'm like, let me talk to some experts. people who were very well-versed in franchising. So I spoke with a guy. I went and had a meeting with him. He owned over a thousand franchises of a single thousand units from a single franchise. And he gave me all the advice. He told me all the mistakes that he made. And that was really important for me to hear. So I didn't go and make those mistakes. So whenever you can get access to a mentor, someone who has been there, who has done it, who's made the mistakes, and you can learn from that

Treat customers like friends

that's extremely valuable. — What else should our audience know about turning one-time customers into lifetime customers? — I would say the one thing to know is it's all about making friends with your guests. And so imagine you walk into a juice bar, a coffee shop, a restaurant, and they know you by name. Hey Ryan, how you doing? Oh my god, welcome back. Do you would you like another blue banana smoothie like last time? And to take that to the next level, imagine if you come in a couple times a week or even we have a lot of guests coming in every day or multiple times a day. And we have some of our team members will see you coming down the road. They'll already start on your order. So by the time you make your way to the register to pay for your order, it's already ready. Hey Ryan, we already made your blue banana smoothie. It's ready to go. That's what

Everything Pure Green

drives frequency. How do you ensure consistency across locations, SOPs? What do you do? — So, franchising is all about systems and processes. What we do is we have one centralized internet that all franchise partners have access to. Essentially, it's one hub with everything pure green. So, we have videos shot Tik Tok style. on how to make every single product. We have all the SOPs, links to all of our tech stack, all of the tech platforms that we use. Everything is all on there. So, I can take you right now. I can put you behind the register. You'll be able to ring up a guest because it's so easy. — By the way, if you're interested in a Pure Green franchise, we'll leave a link down below with a special deal only for

Low-budget marketing that works

Upook viewers. For people listening, growing brand awareness is really tough. How did you grow brand awareness and like how much did it cost? — Well, I'll tell you one of the best ways to grow brand awareness and to do it as inexpensively as possible is social media. And I'll tell you the one of the most expensive ways is whenever you have to educate the market. Let's say it's a it's an exotic product that not many people have heard about. If you're going to work on brand awareness with some exotic ingredient that no one knows about, that's going to cost a fortune. So for us at Pure Green, we stay away from that. We only want to work with proven trends. And that's been the one of the keys to our success. If someone had $1,000 to spend on marketing, would you say go find influencers that will work with you for less than $1,000 and grow that way or is that what you would tell them? Or — I would say just build really great organic content. So, it doesn't even cost you anything. If you're working with some of the top influencers with millions of followers, that's going to be very costly. Sometimes you'll get a lot better results with these micro influencers that especially if you're in a local market. Just find people just in the town. They may not have many followers. um could be a couple hundred, couple thousand, but they may even do it at no charge, which is amazing.

Big or small, set that goal!

— What's the one lie that entrepreneurs tell themselves that holds them back from success? — I would say that lie would be plan it too small. So, not dreaming big enough, not having a massive goal. I think a lot of entrepreneurs, they have very small goals. Whereas, if they had a bigger goal, if they started thinking from the beginning, hey, I'm going to build an empire. I'm going to do 10 stores. a 100 stores. whatever their goal is, that's going to help them get there a lot faster. — Do you have a goal setting structure that you would like to give to the audience here that entrepreneurs should take? — I think that it really depends on everyone's mindset. I think if you have an appetite and you're hungry for something big, dream big. If you believe it and you have that unshakable confidence, then go for it. But if you need something that is more realistic and it happens to be smaller, that's totally fine as long as it pushes you. Because ultimately if you don't hit your goal 100% but you get 80% of it. If your goal is big that 80% that's still going to be amazing success.

80% nutrition, 20% exercise

— So you said that nutrition drives 80% of results not workouts. How does that insight drive peering marketing strategy? — Sure. So what we did was we built this nutritional advisory board with four dietitionians. Three from professional sports teams, one from the US military and they back up everything that we do with peer-reviewed scientific research. If there's a new ingredient that we want to use, we run it by them and they send us all the research and tell us if it's approved or it's not approved. By focusing on nutrition, by being very transparent. So, if you go on our website, you click on any product, it'll show you the full extended nutrition panel. Any claim that we make is backed up and cited with that peer-reviewed scientific research. So, that 80%

Stop! This is costing you $$$

nutrition drives everything that we do. — You'll have big bets, you'll have small bets. Not all bets pay off for you. What was the number one marketing strategy that was a total waste of money — for us? Very recently, we spent a ton of money pumped into Meta and Google for all of our franchise partners. We just wanted to pump it for them. And what we found is turn on ad spend was really lacking. Like it was not worth it. And we think that it has its place. So for new store openings, building that hype, it could be very helpful when you have like a super something really special and unique. It could be helpful to get the word out. But just as a consistent part of marketing spend, it's only good for brand presence really, but not to have constantly on. We've uh we've invested a lot of money, testing it out, and just doesn't work to drive traffic

The ultimate red flag

consistently to stores. — What's the biggest red flag you look for in potential franchises? — Biggest red flag is when they say, "I'm not going to run the store. I view this as a passive investment. " then uh that that's such a red flag because for us we're looking for franchise partners that are owner operators that are willing in the early stages from grand opening they're willing to do what it takes. They're willing to be in the store build a great team build that store culture. Then after a certain point, sometimes it takes a month, a couple of months, sometimes longer. Once that sore culture is built, this becomes very duplicatable. Then that franchise partner is able to scale. they're able to hire a team lead or manager to then run day-to-day operations and then they go on and duplicate the process. But when upfront they're ready to just hire someone to run it for them, that's not going to fly. — What is like your approval rating for a franchisee? I'm just out of curiosity. — So, we do say no a lot more than we say yes. Whenever we identify any red flags, we're not going to award that franchise

Importance of daily rituals

uh at all. — Are morning routines underrated or overrated for entrepreneurs? underrated. I think that rituals, your daily routine, that's everything. So, that reflects for me personally from my daily workout as a ritual, from my daily nutrition uh to start my mornings, and then just how I start my day with the business. We have a team call. So, 9:00 a. m. every day, the whole team is on it, and we just everyone just goes through what they accomplished the day before and what their focus is for the day, and it just kicks off the day the right way. So these daily rituals are

Stay hungry, not angry

everything. — What's the worst no that you ever got? But how did that drive you forward? — I think in the course of my career, there's been a lot of nos. If it irritates you, like that could be a really a good thing that pushes you forward and helps you achieve your goals. Sometimes it's even your own family, right? When you first start out, you're taking a lot of risk. And if you come from a family that is used to playing it safe and having that corporate 9 toive job and valuing the stability, they could really influence you. You have to be very careful who you listen to. — Do you need to does an entrepreneur need to have that like chip on their shoulder like I need to prove someone wrong or what's your take on that? — I think sometimes for depending on mindset like that chip could be helpful. I think the one thing that most entrepreneurs need is they need to have that hunger. They have to be hungry. They don't necessarily have to be like angry at the world trying to prove something although some situations can be helpful but they definitely need that hunger because that's going to be

Execution over planning

that drive to get there. Tell us about fire ready aim and how that drives business results. Has moving too fast ever cost you? — We see entrepreneurs and first-time founders struggle with analysis by paralysis. What ends up happening is they're doing their business plan. They're strategizing and they never take action. They just keep refining it. All these delay happens and by the time they're ready to take action, they miss the boat. And so it's much better to just focus on execution — and just take action immediately. And it's okay to make mistakes. You're going to make mistakes, but as long as you course correct and get back on track, that's how to that momentum is going to carry you through. So the person who takes action first will run circles around the person that is strategizing. Wait guys, we're not ready yet. We got to focus on our strategy. We got to write our business plan. The person who takes action first and gets started and gets that momentum going is going to run circles around that person who suffers from paralysis by analysis.

Book recommendation

— What's the most impactful business book you've ever read? How'd you put that into action? — For me, it would be the classic Think and Grow Rich by Napoleon Hill. That one's just so great at thinking big, being hungry, being passionate, executing, and just having a very specific goal and really getting your psychology and your mindset right. That

Have your team “walk on fire!”

book really helped me. You sent your team to training, leadership, and even Tony Robin events. How important was that? — So, we really believe in developing our people with our corporate team. We want them to continue to grow with us, continue to advance with us. And so, we want to make all the tools that we have available to them. So, we take a lot of our corporate team members to different conferences. We have a big uh tech conference coming up. We have our tech team. They're all going and they love it and they meet all the tech vendors and all the platforms there. We have these different leadership events throughout the year for the franchise industry. So we take our ops team to that and even one of the most important things when it comes to development is your psychology. And so we find that taking our corporate team members to Tony Robbins event. After that they're walking on fire. They actually walk on fire literally at the event and after that they're just like super pumped and it's like our franchise partners can feel the difference in the corporate team when you know they are the corporate team is focused on their development. It's unbelievable for

The biggest lie ever sold

the system. — In your view, what's the biggest lie you've sold to entrepreneurs? — I think with the rise of social media, being an entrepreneur has been glamorized. And there's a lot of people who are working a corporate 9 toive job. And their reason for wanting to become an entrepreneur is to work less. Well, I hate to break it to those folks, but when you're an entrepreneur and you start a business, you're going to be working a lot more than your standard 9 to5. And you have to be willing to put in the work. And it's the opposite of glamorous. It's a lot of hard work. There's going to be a lot of challenges. There's gonna be a bottle a lot of bottlenecks and a lot of solutions that you have to put in place. And that's why I say it's very important that you either really like what you do or you love what you do because when those challenges first occur, a lot of people are going to be tempted to throw in a towel. But if you like it a lot or you love it, you're going to hang in there. You're going to stick grow that business and become

Outro

going to grow that business and become successful. If you love Ross' story about building a juice empire, check out our interview with Chris Levson, who helped pioneer America's first mobile smoothie business. He and his wife, Martha, started with one van and turned it into a growing franchise with their corporate van alone, bringing in $240,000 last year. Click right here to watch it

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