The Beer Store

1
The Beer Store

• Business Plan

2
Mission Statement

• The long-term goal for the company is to provide
  an efficient delivery method of high quality
  crafted beer to customers across the United
  States.

3
The Team

• Dave Bowen CEO (MIA)
• As Chief Executive Officer, Dave is in charge
  of overseeing business development.
• Mr. Bowen has 7 years of experience in the
  brewing industry as upper level management at
  Samuel Adams Brewing Company.
• Gary Elliott CIO
• As Chief Information Officer, Gary is in
  charge of overseeing all marketing, media, and
  press related aspects.
• Mr. Elliott spent 16 years as an information
  officer in the United States Army three of which
  as a Pentagon spokesperson disseminating
  information to the media.
• Cody Beeler - CFO
• Cody is in charge of business operations and
  overseeing and development of strategic business
  partnerships.
• Mr. Beeler is an M.I.T. honors graduate who
  has developed several successful smaller online
  businesses .
• Curtis Childers HR
• Curtis is in charge of developing and
  maintaining internal policies and guidelines,
  along hiring of all the employees.
• Mr. Childers has worked the last nine years
  as customer service manger at the Social Security
  Administration.

4
Market Summary

• Market past, present, future
• The past 35 years have seen growth for
  microbreweries.
• From January June 2005 the sales for micro
  brewed beer (crafted beer) was up 7.1 while
  domestic beer sales were down 2.6.
• The crafted beer market is projected to continue
  to grow over the next 18 years.
• Statistics gathered from Brewers Association
  (beertown.org)

5
Market Growth Chart
6
Microbrew Sales Chart
7
Competition

• Currently there is not a strictly crafted beer
  distributor, majority of our competition sell
  both wine and beer.
• TryMyWines.com
• ArcticLiquor.com
• SendLiquor.com
• Our Competition has been only offering a small
  selection of crafted beer to choose from. The
  Beer Store will provide over 400 different types
  of crafted beer.

8
Opportunities

• Problems and opportunities
• The other companies have provided poor customer
  service and slow delivery times.
• The Beer Store would solve the customer service
  relations with experienced and knowledgeable
  employees to deal with what ever complaint or
  problem the customer may have.
• The Beer Store will make use of UPS and FedEx to
  expedite deliveries around the United States.

9
Resource Requirements

• The Beer Store will have a website that includes
  a shopping cart, status indicator on our
  customers favorite brand when they visit the
  site.
• The Beer Store will use 9 computers to manage the
  ordering process and the warehouse inventory.
• The Beer Store will have the website built and
  hosted by an outside source so we will be able to
  have tech support if we need it.
• The Beer Store will have 20 employees in order to
  run smoothly and ensure quality service.
• Warehouse will encompass an area of 9,500 square
  feet of space, The Beer Store will collect the
  orders and use UPS or FedEx for primary
  distribution.
• The Beer Store will utilize UPS and FedEx as
  primary means of delivery of our product to the
  customer.
• The Beer Store has exclusive contracts with the
  top 25 micro breweries that keep the warehouse
  supplied.

10
Product Definition

• The Beer Store will offer our customers the
  ability to purchase their favorite microbrews
  from all areas of the country. The Beer Store
  will have a simple to use website that includes
  an order form with shopping cart capabilities to
  place orders via the internet. Also for those
  consumers who do not have access to the internet
  we offer a toll free phone number they can call
  to place orders with us.
• Some of the fine crafted brands of beer we will
  be offering include Averys, Troegs, Bayern, Hair
  of the Dog, and River Horse Brewing companies of
  course there will be many others these are the
  ones we have already started negotiating deals
  with contingent upon capital received.

11
Assortment of beer

• The large assortment of beer will provide our
  customers a great selection to choose from. We
  will also have an area on our website where our
  customers can make requests for brands that we do
  not carry and once we get enough requests to make
  it profitable we will begin stocking those brands.

12
Delivery method

• The timeliness manner in that the customer
  receives their product will reduce the chance of
  having stale and bitter beer.
• No one wants a bitter beer face.

13
Specifications

• Adult Signature Requirements
• Alcoholic beverages may be sold and delivered
  only to persons who are at least 21 years old. By
  placing this order, you represent to us that you
  are at least 21 years old and that the person to
  whom delivery will be made is also at least 21
  years old. When the alcoholic beverages
  associated with this order are delivered, the
  person receiving the delivery will be required to
  show identification proving that he or she is at
  least 21 years old.

14
Pricing

• The Beer Store prices will vary from 9.90 to
  10.60 for a 6 pack of crafted beer. The 12 pack
  of crafted beer will run from 19.00 to 21.00.
  These prices do not include shipping. We may
  include a flat rate shipping but at this point we
  have made a choice yet.

15
Public Relations

• To gain the support from the public needed for a
  successful business venture you must first show
  the public that you want to be a part of their
  life. In believing in this The Beer Store will
  put together a meet and greet the public team
  that will travel the country. This teams sole
  purpose will be to interact with the public on
  their ground such as they will attend music
  festivals, major outdoor events, celebrations,
  and any event that would draw a large beer loving
  crowd. At these events the team will set up
  booths were we will have information, free
  samples, and gifts pertaining to our product.

16
Events the team might attend

• Memphis in May - Which involves many festivals
  and events all through the month of May thousands
  upon thousands of people will attend these events
  for more information go to www.memphisinmay.org
• St. Patrick's Day in Savanna, Georgia many people
  attend this the largest St. Patty's day
  celebration in the south for more information go
  to www.officialsavannaguide.com
• The world series of barbeque in Kansas City
  Missouri this barbeque championship attracts
  thousands of teams to Kansas City every year and
  many thousands more in spectators.

17
Advertising

• Strategy execution
• The Beer Store advertisements will consist of
  magazine ads (golf), radio ads, sporting events,
  various concert tours, internet ads, and bill
  board space.
• The ad campaign will begin in March so our
  name will be out so people will buy during the
  summer months. Overview of media timing
• Ad Spending
• 20 to magazine ads
• 25 to concert tours
• 5 to radio ads
• 30 sporting events
• 10 billboards
• 10 internet ads
• The demographic that The Beer Store will be
  shooting for will mainly consist of professional
  males in their late twenties on up who not only
  can afford the finer things in life but know how
  to appreciate them also.

18
Success Metrics

• The Beer Stores first year goal is to achieve
  name recognition in the regional area. First year
  goals
• The Beer Store measure of success factors
• Sufficient demand for the product
• Owner's knowledge of the industry
• Adequate starting capital
• A high level of enthusiasm
• Measures of failure
• Lack of inventory control
• Poor vendor relationships
• Slow response to competitor tactics in the
  marketplace
• Ineffective customer service programs
• Failure to budget effectively
• The requirements for our success will be offering
  a top quality product, the best customer service
  in the business and meeting our shipping dates.