Brew Your Business by Karen McGrath

Author:Karen McGrath [McGrath, Karen McGrath;Regina Luttrell;M. Todd Luttrell;and Sean]
Language: eng
Format: epub
Publisher: Rowman & Littlefield Publishers
Published: 2017-10-04T04:00:00+00:00

Organization and Management—Whose who? And, who reports to you and others in the organization? What are the responsibilities assigned to each role? Here, you should provide an organizational chart that highlights different positions, including the CEO, brewmasters, accounting personnel, legal counsel, customer service representatives, and others for the brewery. The Finance Resource website provides a free plan with a sample chart to get your started.35

Service or Product—What product are you selling? Beer. More specifically, your own brewed beer. How big is the brewing system? What type of ingredients will you use: regional, local, or homegrown? Are you organic? Here you want to describe your product in such a way that others want to buy and maybe sell your product. For example, one business plan “intends to develop a highly specialized microbrewery that will produce a number of seasonal and specialized beers such as stouts, pale ales, porters, lagers, and a number of specialized ales/lagers with proprietary formulas developed by the Company’s brewmaster.”36

Market Analysis—Something as simple as knowing what is going on in the town, city, and state in which you expect to start your brewery. Knowing the competition and what niche your brewery fills or how it complements the local scene brewery scene are important. You might want to check with your local beer guild or association and visit your local chamber of commerce for details on similar businesses in your area and region. Establishing a foothold in the local scene is often harder than it seems. As a startup, you don’t need major marketing research, but you do need to have a handle on what’s happening in the local and regional brewing scene so you can uniquely identify how you stand against and with the competition. Check your state and local government small business sites for more assistance. If you are trying to expand your brewery and seek investments, then you probably want to hire a local marketing firm to secure your market analysis.

Promotion and Marketing Strategies and Tactics—Based on your analysis of the environmental factors impacting your business, what steps will you take to promote and market your business to ensure customer relations and establish brand loyalty. Since we are currently embedded in a fast-paced interactive digital world, social media marketing and relationship development are as important as having a user-friendly website. Minimally, you should demonstrate consistency across all media platforms for logo usage, brand identification, and company mission. More about these strategies and tactics are discussed in the next chapter.

Financial Projections—If you have investors then it is important you provide a clear sense of how you will grow the company; increasing profits while decreasing expenditures or increasing profits while simultaneously increasing expenditures. Consider using a graph to show projected growth to your readers and potential investors. Seeking professional assistance for expanding your business is highly recommended. As a startup, what will it cost to get your business going: equipment, ingredients, space, and so on, and how much will you make from selling and/or distributing your product.

Appendix—Supplemental items

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