'Micro-Brewery Business\r'

'The Bok Ale hearth and Brewery, an Atlantic B apiece found pub and microbrewery (Brewpub) go out operate as a single unit, medium-size alehouse, serving fine, stack crafted, advance timbre, ale, and lager beers. The microbrewery leave be located at 1001 Atlantic boulevard in Atlantic margin, saucilyton Carolina. forthwith on that point be over 700 microbreweries in operation(p) in the unite States. The Bok Ale field and Brewery for achieve be Atlantic Beaches” starting time in advance(p) microbrewery, dedicated to producing olfactory propertyful ale and lager beers. A tradition revitalized!\r\nThe unions remnant is that of a multi-faceted success. Our first responsibility is to the financial wholesome be of the brewery. We pass on meet this goal bandage trying to consider; 1) the depression of our intersection points on the tumesce being of our nodes (and our mental faculty), 2) the all toldude that our business practices and choices bequeat h hold back on the environment, and 3) the naughty quality of attitude, fairness, understanding, and genero perplexy mingled with management, staff, clients, and v proscribericadeors. Awareness of all these factors and the responsible actions that forget ordain give our efforts a sense experience of purpose and meaning beyond our base financial goals.\r\nThe Bok Ale House and Brewery was incorporated in July of 1999. The founders are Minnie Mouse and Daisy. Minnie is the President and Daisy is the crime President. at that place are 5,000 shares of common source issued. Minnie and Daisy each own 1,000 shares and the re chief(prenominal)der are retained by the fraternity for next distribution. In addition they have loaned the company $100,000 of their own money for research and start-up costs. This company allow be formed as a Partnership in berth of a Proprietorship with Minnie and Daisy sharing sufficient responsibilities.\r\nA suitable site for the first eatery wa s found last month and lease negotiations are in the last stages. The location will be on Atlantic boulevard, just outside Catwalk marquise and close to a dense state of the target grocery interpose. When the lease is signed, there will be trine months of release select for construction and in that time the chemical equilibrium of the start-up funds must be raised. With that pattern completed, The Bok Ale House and Brewery put up then sensory(a) and the operations phase of the project preserve begin.\r\nIf the business is meeting its projections by course two, we will start scouting for a second location and develop plans for the next unit. Our five-twelvemonth goal is to exceed the maximum barrelage for a microbrewery (15,000 barrels per annum ) and mystify a mass pleadr of Bok Ale and Boða Bok lager worldwide with an annual profit of surrounded by $500,000 and $1,000,000.\r\nAlthough the microbrewery diligence is genuinely competitive, the lifestyle change s getd by modern living continue to circulate fire its steady growth. Trends are in truth master(prenominal) and Bok Ale House and Brewery is wellspring positioned for the current elicit in trendy, casual, edge airwave. As of bunt 15, 1999, there were 1,528 microbreweries, brewpubs, and regional particularity breweries in North America.2 There are more(prenominal) than 2000 malt beverage brands explicated in the United States, six times the fig of brands produced a decade ago. U.S. and international brewers continue to produce a tremendous array of beer styles with steady niche merchandises continuing to develop for exertion members of every size.\r\nThe brew process was considered a woman”s job until the end of the first millennium. At that time, monastery breweries began practicing the brewing process. The monks pertinacious they wanted a gr take in tasting, nutritive sop up to serve their meals. During fasting, beer was used to play the hungry monks bec ause the using up of liquids did non open frame the rules of fasting. The monks were reported to drink large quantities of beer each day. Their love for the beverage turned it into a business.\r\nThe microbrewery business is becoming one of the largest industries in the country. In June 1997, an article in the North Carolina Times Union noted that there were 154 microbreweries without a brewpub attached and 278 more with a brewpub. In 1993 parvenue microbreweries opened at the rate of nearly two per hebdomad in the State of North Carolina, particularly in the beaches field of forces . It accounts for over $240 billion annually in sales agreements events and the independent microbrewery accounts for 15% of that total. The amount American spends 15% of his/her income on social entertainment outside the station. This number has been increasing for the past several years. concord to the 1991-1992 North America Brewers Resource Directory, the intermediate per-capita consumpti on of malt beverages was 23.4 gallons per year in 1989 in the United States.\r\nFuture Trends & adenine; Strategic Opportunities\r\nThe predicated growth trend is very positive both in gyp and long-term projections. In 1988, The National Brewery companionship released the Microbrewery Industry 2000 report that forecasted how the industry superpower look in the year 2000. whatsoever lastlights from the panels findings:\r\n· â€Å"Consumers will spend a greater proportion of their entertainment dollar by from fundament.\r\n· Independent operators and entrepreneurs will be the main source of new restaurant concepts.\r\n· environmental concerns will receive developmentd attention.”\r\n fashion brewers are anticipating the stability of a stronger and wiser craft-brewing industry that is already taking shape in 1999 and will continue to strengthen during 2000 and 2001. â€Å"The quality of the average brewpub and the average microbrew on the shelf is continually improving,” says David Edgar, Director of the Institute for create from raw stuff Studies.\r\nThe Bok Ale House and Brewery will be oblation adult beverages with a distinctive interpret.\r\nThe Bok Ale House and Brewery menu is small sized, complimentary pass of light appetizers. Our goal is to create the image of a casual, beach atmosphere while serving high quality, hand crafted beers, ales, and lagers.\r\n nourishment production and assembly will add place in the brewhouse of the microbrewery. Malt barley, hops, yeast, and peeing will be used to create most of the ales and lagers from scratch. The brewmaster will exercise unappeasable standards of sanitisation, quality production, and presentation or case over the brewery and service staff. The older mien of beer making will apply to certain(prenominal) of our products, such as; brewing in smaller batches, forgoing filtration and pasteurization to produce beers that retain more of the flavor and reference impar ted by yeast during fermentation. The business will produce less than 15,000 barrels per year in install to maintain its stead as a microbrewery2.\r\nThere will be two battlefields a customer can purchase beverages. They may sit in the sitting area and get full service from a waitperson or can sit at the bar and order directly from the bartender. Either route will benefit the patron with free appetizers and high quality beverages.\r\nThere is a market segment that prefers to consume this figure of beverage at home, although they do not have the time or facilities. There are already mail order companies that provide individuals and families with prepared ales, lagers and do it yourself home brewing kits.\r\nThis opportunity will be researched and developed on a running game basis. If successful, it could become a major new source of income without creating the need for spare staff or production space.\r\nThe market for Bok Ale House and Brewery covers a large area of divers( a) and densely populated groups. Although it will be located in a beach setting, it is an area where quite a little travel to eat out and one that is in like manner frequented by tourists. It is as well as an area known for and cater to the demographic group we are targeting. Microbreweries and brewpubs have a strange existence in that they produce a beverage of superb quality. This era of legal restrictions on alcoholic beverage consumption and the health conscious customer dictate that people are smell to drink less and but drink better . Beer is the most popular alcoholic beverage in America. Americans drink or so 23 gallons of beer per year.\r\nThe goal of our brewery is to generate such an existence. There are more flavor profiles in the family of beer than in that of wine, sweet, dry, sour, tart, grainy, bitter, fruity †its all there. This makes beer not only attractive, but also as a flexible attender to all kinds of food. We will offer beer on tap (small serv ings of several varieties at a rooted(p) price), which creates a festive atmosphere as well as a conversation piece for our customers\r\nThe beach and boardwalk area is one of the most desirable retail locations in Atlantic Beach. The Atlantic Beach Chamber of Commerce rates it as the third best retail market in the state. There are more than 200 businesses in a 1/4 square mile area with average sales of $330 per square foot.\r\nThe customer base will come from three major segments:\r\n· Local population — the city of Atlantic Beach with a year-round population of 123,000 is centrally located on the east coast of North Carolina and is inwardly a 15-minute drive of 8 major suburbs.\r\n· Colleges and Universities †Atlantic Beach has several schools at heart a 15-mile radius of Atlantic Boulevard and a seasonal population of 90,000.\r\n· tourism — between hotels, motels, bed & eat rooms and inns, there are over 8,500 rooms available. Last year they we re at 98% occupancy.\r\n· Local businesses — The City of Atlantic Beach lists over 100 businesses with an average of 12 employees in the Catwalk Pavilion area.\r\n tally to 1995 industry statistics from the Miller Brewing Company, beer consumption extends during the summer months .\r\nThe food concept and product image of the Bok Ale House and Brewery will attract two different customer profiles:\r\n· The little adult and young adult disciple — more and more young people have developed taste for specialty brews.\r\n· Curious and open-minded — â€Å"if you try it, you will like it.” Through marketing, cosmosity, and word-of-mouth, people will seek out a new experience and learn that specialty brews can be flavorful, fun, convenient, and inexpensive.\r\nEntry into the market should not be a problem. The store has high visibility with heavy foot merchandise all day long. The local residents and students ever so support new trendy floater and th e tourists do not have fixed preferences. In addition, $25,000 has been budgeted for a pre-opening advertising and public relations campaign.\r\nFocusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message:\r\n· move media — local newspapers, magazines and billboards\r\n· Broadcast media — local programming and special interest shows\r\n· Point of sale †A well-trained staff can increase the average check as well as enhancing the customer”s boilersuit experience.\r\nA public relations loyal has been retained to create special events and filch print and broadcast coverage, especially at the start-up. The marketing effort will be split into three phases:\r\n1) Opening — An advanced notice (press packet) sent out by the PR firm to all media and printed announcement ads in key places. Budget †$10,000. An additional $5,000 has been bud geted for a one-day Open House Extravaganza.\r\n2) ongoing — A flexible campaign (using the in a higher place media) assessed regularly for effectiveness. Budget †$10,000\r\n3) Point of sale — A well-trained staff can increase the average check as well as enhancing the customers overall experience. Word-of-mouth referral is very important in building a customer base.\r\nFuture plans and Strategic Opportunities\r\n supply after-hours office parties for special occasion and holidays (even outside of our local area) may become a large part of realise sales. At that point, a sales divisor would be hired to directly market our products for catered functions.\r\nThe microbrewery, at 1001 Atlantic Boulevard, is a 2400 square off foot space. It was formerly a restaurant and needs on minor geomorphological modifications. The licenses and codes issues are all in order. cutting equipment and bar furnishings will be purchased and installed by the general contractor. Offic es of the corporation are currently at Daisy Duck”s home but will be locomote to the microbrewery after opening.\r\nThe microbrewery will be open 7 days a week. military service will begin at 5:00 PM and end at 2:00 AM. The microbrewery will be closed Christmas and Thanksgiving.\r\nEmployees will be trained, not only in their specific operational duties, including proper sanitation methods, but also in the school of thought and applications of our concept. They will receive extensive schooling from the brew master and be unploughed informed of the latest information on microbrewing.\r\nA big emphasis is being placed on extensive research into the quality and integrity of our products. Products will unendingly be tested for our own high standards of purity. Costs and inventory control will be handled by our computer constitution and checked daily by management.\r\n on the whole products will be prepared on the premises. The brewery will be designed for high standards of sanitary efficiency and cleaned daily. Ingredients will be purchased and stored in large coolers in the basement.\r\nMinnie Mouse, President. Minnie is also the manager of another microbrewery. Since 1977, the company has created a high-profile mainstream image for specialty brews. In 1992, the store became so popular and profitable, she decided to protract her horizons and co-own a store of her own. Minnie brings with her a row record of success in the microbrewing industry.\r\n'