I have been working on this brewing plan for over a year and a half now and it is time to think about how far I have come and what still needs to be accomplished. Going to the Craft Brewers Conference in San Diego this past week got me to think about this. I said my next blog post will be a recap of the CBC. Recap of CBC – it was a blast! More importantly is what I learned and you will see items sprinkled into this post. I will also have more in the next few post I am sure.
“what have you done?”
Items completed
- Business name (including filing with trademark office). The choosing of a name really should be done with the consultation of a trademark lawyer to avoid needing to change later. Fingers are crossed that everything is fine.
- Equipment research and manufacturer decision. 7bbl system decided as a minimum; more about this later
- Business model. Crucial to start this early to figure out how much you will need. During the first six months the number kept growing and for the most part it has not changed in the last six.
- Social media. Facebook Twitter, Untaped etc. Get these started early to let people know what you are up to. This will help connect you with others who will help.
- Consult with a good lawyer and file your corporation. This only will cost you slightly more than legalzoom. A good lawyer will have contacts that will help you get your permits when the time comes.
- Schooling. I am taking a course at the Siebel Institute that will be completed in November. Just finished part 1 of 3
- Networking. This is one of the most important things I have done over the past six months. Bouncing ideas off the other prospective brewery owners including Gary at Panic Brewing, Greg and Brant from DryHop, and Clint at Lake Effect Brewing has been invaluable. I have told a number of people over the past year and a half I hope everyone gets their project off the ground. This is one of the most unique aspects of craft brewers; the willingness to help potential competitors.
Items to complete
- Written business plan. Need to get all of the details of my plan out of my head and on paper. This has been started; now that I am on a break from school for a month I will have time to complete
- Logos labels and the like. I think many find this rater difficult because the look of the logo tells the story of the brewery to the customer. I believe I have this settled. However, before this goes public I want to be certain that this is the direction.
- Sources of funding nailed down. Need to have preliminary discussions with banks.
- Recipes. As Professor Michael Lewis from UC Davis pointed out emphatically at CBC this past week, “this is not home brew!!!!”. The product you make must be commercially viable (drinkable by a large population).
- Location. Need to start discussing location with a broker.
- Networking. More people to meet including people who have actually opened their doors.
- Distributor. I will not be self distributing; that is a whole other business that I want no part of.
- Marketing. I will have t-shirts, hats, glassware, etc. soon after opening day. It has been said in the industry, “you are not only in the beer making business you are also in the apparel industry”. This is also the best way to market your brand.
- Website. Well, I will work off of this blog until I open then I will hire someone for that. The type of site I want I know I can’t pull off by myself, and I will not have in the budget before opening day. Over the next few weeks you may see the blog format change a bit as I figure out this WordPress thing.
- About me. Working on that.
- Other items? As you think you have all of the bases covered you realize there is something else to figure out.
Why blog?
I truly believe the most important aspect to the craft brewing movement is about connection to the customer. I am a Chicago native and am really excited to be able to start a craft brewery in my home town. As an adult I drank (and still drink) Goose Island beers because they are local product. They opened in 1995, the year I started home brewing while I was in the Marines stationed in California. When I was at a bar after returning home I usually ordered what they had on tap. Not only did they have a great product they were also local. I hope to be able you provide status updates or random thoughts longer than a twitter post weekly.
Thanks for following. Jerry