Energy shots offer consumers caffeine, vitamins, and amino acids in a small, portable bottle to provide energy without having to drink a full energy drink. The US energy shot market grew rapidly after 2004 and is projected to continue expanding at 40-50% annually due to higher prices per portion compared to energy drinks. European markets are also growing quickly, led by the UK, though markets are more fragmented without a clear leader.

3. Energy shots vs. substitutes Energy Drinks: diluted - high volume of liquids (usually) high in sugar big bottle - less convenient perceived as a drink for teenagers Coffee: time consuming lower effect (usually) not portable unhealthy

5. Caste study - USA * Source: NNB Surveys in Wal-Mart, Albertsons

7. The dynamics of US and EU market size for energy shots * - http://www.bevnet.com

9. Marketplace rating * NapNock includes with rating of individualism, uncertainty, masculinity, working hours, population, road network, students, price level in each EU country. Countries Population Target market size Working hours Original NN rating* Germany 82m 9m 52 3 U.K. 62m 7.6m 55 1 France 65m 7.8m 52 4 Poland 38m 6.6m 56 11 Italy 60m 7.2m 55 2

16. Appendix

18. Competitor analysis Brand Target market Slogan A. Ingredients Pricing Quick energy 30-45 Small But Powerful Caffeine 175mg Taurine 2.25 EUR 5 hour energy shot 30-45 Drink it in seconds. Feel it in minutes. Lasts for hours. Caffeine 138mg Taurine Glucoronolactone Citicoline Tyrosine 2.13 EUR Burn energy shot 18-24 Burn. Fire to drink. (same as e.d.) Caffeine 80mg Taurine 200mg Glucoronolactone 70mg 1.99 EUR Ubershot 18-25 Energy for life with no lows Caffeine 210mg Taurine 1050mg Glucoronolactone 210mg 2.15 EUR On Go shot - Shot it in seconds. Feel it for hours. Caffeine 177mg Taurine Glucoronolactone Ginseng 2.13 EUR

20. Health Focus International’s study (32 countries)

21. Statistics: Targegt by age Source: http://www.nationmaster.com/country/fr-france/Age-_distribution Country Population 20-35 age Percentage United Kingdom 62,262,000 14,000,000 22% France 63,136,180 12,283,012 19% Germany 82,329,758 0% Ireland 4,581,269 1,320,551 29% Sweden 9,354,462 1,918,156 21% Norway 4,973,200 958,214 19% Netherlands 16,683,400 3,125,100 19% Poland 38,186,860 0%

22. Statistics: Students Country Students (thousands) Ranking Germany 2500 1 UK 2415 2 France 2200 3 Poland 2150 4 Italy 2000 5 Spain 1800 6 Russia 1500 7 Greece 637.6 8 Netherlands 618 9 Belgium 425 10 Sweden 422 11 Czech 416 12 Country Students (thousands) Ranking Hungary 397 13 Portugal 373 14 Austria 308 15 Finland 296 16 Slovakia 235 17 Denmark 234 18 Swithzerland 233 19 Norway 219 20 Lithuanian 210 21 Ireland 182.6 22 Estonia 68.4 23

23. Statistics: Working hours Country Working hours per week Rating Portugal 62 1 Estonia 60 2 Austria 59 3 Sweden 58 4 Hungary 56 5 Ireland 56 6 Poland 56 7 Italy 55 8 UK 55 9 Spain 55 10 Czech 53 11 Finland 53 12 Country Working hours per week Rating Netherlands 53 13 Norway 53 14 Denmark 52 15 France 52 16 Germany 52 17 Swithzerland 52 18 Greece 51 19 Lithuanian 51 20 Belgium 50 21 Russia 50 22 Slovakia 49 23