#Fail: Juicero

Juicero 2013–2017
San Francisco — USA
Founders Doug Evans
Raised US$ 118,5 Million

Juicero was a company that created the Juicero Press, a Wi-Fi connected juicer that uses single-serving packets of chopped fruits and vegetables sold exclusively by the company by subscriptions.

Main Reasons for failure

-Pricing: Juicero first charged U$ 700,00 for their Juicero Press, eventually they re-priced it to U$ 399,00. The machine was still expensive compared with other similar quality machines.

-Product: After the Bloomberg article came out, which revealed that you could get better juice by squezzing the packages by hand that machine became pretty useless on the markets eye.

-Control: Juicero tried to control the full Supply Chain by making the machines and the packages and restricted their customers from buying from other suppliers.

Nowadays

Doug Evans, unfortunately we couldn’t find information on his current ocupation.

Source: Techcrunch

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