business plan template brewery

• Sample Business Plans
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How to Write a Brewery Business Plan: Free Template & Guide

Thinking about having a microbrewery? Good call.

Starting your own brewery can be an exciting and fulfilling venture as the craft beer industry continues to grow at a rapid pace!

However, you will need a well-thought-out business plan to start and navigate the intricacies of the brewing process, starting from perfect recipes to scale production and handling logistics.

Need help getting your plan in order?

Not to worry. Explore this brewery business plan that will surely help you get started and guide you on every stage of your business plan writing.

Sounds good? Let’s dive right in!

What is a Brewery Business Plan?

A brewery business plan is a professional document that outlines the entire strategy for starting and running a brewery. It includes business goals, strategies to achieve them, and financial forecasts for the next few years.

It serves as a strategic roadmap for your brewery business, guiding your business’s growth, managing its operations, and securing funding from investors or financial institutions.

Simply put, it’s not just a written document; it’s a detailed blueprint to steer your brewery toward success.

Now that you know what a brewery business plan is, let’s move forward to understand why you need to write one.

Why Do You Need a Brewery Business Plan?

If you’re looking to start a new brewery or expand an existing one, you will need a business plan. It supports you in getting your business off the ground as smoothly and effectively as possible.

Here are a few key reasons why you need a business plan for your brewery:

• A brewery business plan will let you carefully provide all the details about your brewery, including its vision, mission, objectives, product offerings, and operational aspects.
• A comprehensive plan covers startup costs, revenue forecasts, and realistic financial projections that allow you to manage cash flows better and plan for brewery expenses.
• Breweries or any businesses often encounter risks and challenges. At that time, writing a business plan will help you identify potential risks and outline contingency plans for smooth operations and finances.
• Having a well-crafted business plan is vital for securing funds from investors or banks, as it demonstrates your business strategies, financial viability, marketing efforts, and a clear path for growth.

Now, without further ado; let’s explore the primary components of a good business plan.

What to Include in Your Brewery Business Plan?

Once you start preparing a brewery business plan, you should consider including these 9 key sections in your plan:

1. Executive Summary

Your executive summary is the first section of the business plan, providing a quick introduction to the concept and goals of your brewery.

The main purpose of writing an executive summary is to attract potential investors or partners and convince them to keep reading. So, ensure that you make it simple, crisp, and engaging.

Generally, it is written at the end when your entire doc is ready. This is so because it summarizes the most important elements of your brewery business plan.

You may include details about your business idea, the type of brewing company you own, vision-mission statement, target customers, USPs, market opportunity, branding & marketing approach, and financial highlights.

2. Business Overview

As the executive summary would include a brief company overview, the business overview section is your chance to provide an in-depth knowledge of your brewery.

To plan this section, you may consider answering some of the following questions:

• What’s the legal and trade name of your brewery?
• Where is your brewery located? And why have you chosen that area?
• What is the legal structure and size of your brewery?(e.g., LLC, corporation)
• Who are the company owners?
• When and why did you start the brewery business?
• What kind of brewery do you want to open—microbrewery? A brewpub? A taproom brewery? Or a contract brewing company?

Furthermore, you may include details like what milestones have you achieved and what major sales goals you want to reach.

3. Industry & Market Analysis

The industry and market analysis section of business plan provides valuable insights into the brewery industry and the specific market niche in which your brewery intends to operate.

Remember, your market analysis would really impress potential investors or partners if you provide research-backed information in it. For instance,

“The market size of the US brewery industry stood at $34.3 billion and increased 2.8% in 2023, as well as the retail sales of craft beer reaching $28.4 billion .”

In addition to that, you may give readers a thorough understanding of your target market demographics, customer needs, key competitors(both direct & indirect), industry trends, market size & growth potential, and regulatory environment.

4. Sample Menu

Your brewery needs a great product if you want to make it thrive. So, you have to carefully draft this section, as planned menus are crucial for all breweries’ business plans.

You may start by outlining what your brewery will offer, including all the types of brews you plan to produce and serve and the varieties of foods(if any).

For example, there are multiple types of beers to select from(such as sour beers, lagers, stouts, and IPAs), so determine your niche. Also, ensure that your sample menu fits your business concept, like any brewery theme or even specific beer pairings.

If your brewery provides other extra services, including tours or merchandise options, describe them as well.

5. Sales and Marketing Strategy

The sales and marketing plan provides the strategies you’ve planned to reach new customers and keep them coming back to your brewery.

It includes USPs, social media marketing, strong web presence, email marketing, brand positioning, word-of-mouth promotions, loyalty programs, collaborations & networking with other businesses, and many more.

For easy understanding, you may refer to the following marketing strategies used to promote “Hop Haven Brewing Co.”:

Marketing strategies for Hop Haven Brewing Co.

Online marketing

Hop Haven Brewing Co. will launch a professional website that offers easy navigation, showcases your beers, and includes engaging video/blog content. This establishes Hop Haven as a thought leader.

Pre-launching events

Hop Haven Brewing Co. will organize pre-opening events for potential customers, local merchants, and press contacts. This will create buzz and awareness for Hop Haven Brewing Co. in the area.

Social media marketing

Hop Haven actively uses YouTube and social media platforms to share interesting content, including behind-the-scenes brewing processes, live events, and customer experiences. 

Local promotions 

Hop Haven Brewing invests in advertising via local magazines, newspapers, or radio stations to grow brand recognition in our area.

Partnerships

Hop Haven Brewing Co. tries to partner with local businesses and artisans to produce unique brews or co-host events. Doing so will improve community engagement and increase the customer base.

The employees of Hop Haven Brewing Co. will initially offer free beer samples to encourage customers to taste the quality and variety of the beer.

Loyalty programs

Hop Haven presents a membership club, seasonal discounts, or loyalty cards to provide perks, exclusive beers, or discounts to repeat customers.

This section will allow potential investors and partners to understand how you’ll market or promote your brewery once it opens.

6. Operations Plan

The operations plan involves information about the day-to-day business operations required to run your brewery smoothly.

This means you will need to summarize everything from the beer production process to the inventory management and sales tracking. For instance, you may consider asking yourself these questions:

• How many employees do I need to hire?
• What type of equipment/technology is needed for brewery operations?
• How can I manage the brewery’s supply chain, from sourcing raw materials to final product delivery?
• Who will be accountable for the administrative duties?

Answering such questions will help you convey your operational aspects with great precision.

7. Management Team

A strong management team is a key part of a brewery business plan since it outlines the people behind your business. So, you will introduce your management team in this section.

You may highlight the organizational structure, describe the roles and responsibilities of key team members, and provide their resume-styled summary, along with their expertise, qualifications, and the value they bring to your brewery.

Besides, you may give brief bios of your external advisors, consultants, or board members(if applicable).

8. Financial Plan

Preparing a financial plan can be quite stressful but it is the most essential element of your business plan. It contains detailed financial projections and funding requirements, showing investors the financial viability of your brewery.

You may provide monthly financial projections for the first year at least while giving annual projections for the next few (3-5) years.

Following are a few critical statements and reports that you should consider adding to this section:

• Brewery startup costs
• Sales & revenue forecasts
• Profit and loss statement
• Cash flow estimates
• Balance sheet
• Break-even analysis

Moreover, try to explain how you plan to get funding (e.g. SBA loans, private investors, crowdfunding, or asking family or friends), as well as the clear use of those funds.

In short, make a realistic financial plan that investors appreciate and get a better idea of the financial aspects of starting and running a brewery.

9. Appendix

In the appendix, you may attach any supplementary documents or reports that don’t fit into specific sections but support your plan.

It includes location leases, zoning compliance documents, licenses & permits, market research data, resumes of your executive team, supplier contracts, etc.

Download a Sample Brewery Business Plan

Need help writing your brewery business plan? Well, here you can download our free brewery business plan pdf to get started.

This advanced business plan template has been crafted specifically for your brewery business. With step-by-step instructions and examples, it helps you draft your own plan.

Simply import data into your editor and start writing your brewery business plan.

Start Preparing Your Business Plan with AI

Creating a comprehensive business plan from scratch can be a daunting and intimidating task. But not to worry; Upmetrics could be a great help here!

Upmetrics is a modern AI business plan generator that supports small business owners and new-age entrepreneurs to build investment-ready business plans in a snap.

It will streamline the business planning process with the help of step-by-step guides, a business plan builder, 400+ sample business plans , and financial forecasting software.

So, why are you waiting? Start preparing your plan!

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Frequently asked questions, do i need a business plan to open a brewery.

Yes. You will need to have a solid business plan while opening a brewery. It helps you detail your business idea, vision, operational plans, marketing strategies, and financial forecasts. So, it’s important for securing funding, handling brewery operations, and making strategic decisions.

How much does it cost to write a brewery business plan?

The cost of writing a brewery business plan can vary based on the level of detail and complexities of your plan. If you hire any experienced business plan writer , it may typically cost you a few hundred to several thousand dollars, whereas tools like Upmetrics cost you only $7/month.

What financial projections should I include in my brewery business plan?

While financial forecasting involves multiple financial statements and projections like sales forecasts and break-even analysis, the balance sheet, cash flow statement, and income statement are considered to be three major components of a financial plan.

Are there any software tools available to help me create my brewery business plan?

Yes, there are robust tools available to help you create a brewery business plan. You may consider using our business plan software —Upmetrics. It offers online resources, business plan guides, and financial forecasting features to create a comprehensive business plan for your brewery.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Brewery Business Plan Template & PDF Example

• July 22, 2024
• Business Plan

Creating a comprehensive business plan is crucial for launching and running a successful brewery. This plan serves as your roadmap, detailing your vision, operational strategies, and financial plan. It helps establish your brewery’s identity, navigate the competitive market, and secure funding for growth.

This article not only breaks down the critical components of a brewery business plan, but also provides an example of a business plan to help you craft your own.

Whether you’re an experienced entrepreneur or new to the food and beverage industry, this guide, complete with a business plan example, lays the groundwork for turning your brewery concept into reality. Let’s dive in!

Our brewery business plan is structured to cover all essential aspects needed for a comprehensive strategy. It outlines the brewery’s operations, marketing strategy , market environment, competitors, management team, and financial forecasts.

• Executive Summary : A quick overview of the Brewery’s concept, market potential, team, and financial strategy.
• Brewery & Equipment: Details on the brewery’s location, equipment, and production capacity.
• Beer Offering & Pricing : Lists beer types, special releases, and pricing strategy .
• Key Stats: Presents the size and growth of the craft brewery market.
• Key Trends : Points out trends like innovative flavors and eco-conscious brewing.
• Key Competitors: Identifies your main competitors and your unique selling points.
• SWOT: A brief analysis of strengths, weaknesses, opportunities, and threats.
• Marketing Plan : Short strategies for promoting the brewery and its beers.
• Timeline : Major milestones from setup to the first year’s end.
• Management: Gives information on the leadership team and their roles.
• Financial Plan: Forecasts the brewery’s finances over 5 years, covering income, expenses, and profitability.

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Brewery Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

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Executive Summary

The Executive Summary presents an overview of your brewery’s business plan, succinctly describing the brewery and its offerings. It will highlight your market positioning, the variety of beers and related products you plan to brew, its location, size, and a snapshot of daily operations.

This section will also delve into how your brewery intends to establish itself within the local market, including an analysis of the number of direct competitors in the vicinity, who they are, and your brewery’s unique selling propositions that set it apart from these competitors.

Moreover, it should outline the management and co-founding team, specifying their roles and how they contribute to the brewery’s success. In addition, a brief on your financial forecasts, including expected revenue and profit margins over the next five years, should be included to offer a transparent view of your brewery’s financial strategy.

Brewery Business Plan Executive Summary Example

Business Overview

The  business overview  should clearly define the brewery’s key characteristics, including its location, brewing equipment, production volume capacity, and beer offerings. Emphasizing what sets your brewery apart, such as unique flavors or sustainable brewing practices, is crucial for attracting interest and investment.

Example: “CraftHaven Brewery,” nestled in Downtown Riverdale, features a 5,000-square-foot space with a cozy taproom. Equipped with a 10-barrel brewing system, the brewery has an initial production capacity of 2,000 barrels annually, scalable to 5,000 barrels. CraftHaven’s beer lineup, including the popular “Hop Heaven” IPA and “Dark Depths” stout, showcases innovative flavors and seasonal specials, appealing to a wide range of craft beer enthusiasts.

Market Overview

This section should analyze the craft brewery market’s size, growth trends, and  competitive landscape . It positions your brewery within the industry and highlights its potential to capitalize on current consumer preferences and market  opportunities .

Example: CraftHaven Brewery enters a robust market valued at $28.4 billion, growing steadily at 6% annually. Despite competition from established breweries like Competitor A and B, CraftHaven distinguishes itself with its focus on innovative flavors and commitment to eco-conscious brewing, catering to the preferences of adventurous and environmentally aware customers.

Management Team

Detailing the management team’s background and roles is essential. This part of the summary should emphasize their experience in the craft brewing industry and business management, highlighting their ability to lead the brewery to success.

Example: The Brewmaster, a veteran with years of experience in craft brewing and a graduate of a prestigious brewing program, leads the beer production. The CEO, with an MBA and a strong track record in the food and beverage sector, oversees the brewery’s overall strategy and business operations.

Financial Plan

Clearly outlining the financial goals and projections is key. This section should include targets for revenue and profit margins, offering insight into the brewery’s financial health and growth potential.

Example: CraftHaven Brewery aims to achieve $1.8 million in annual revenue with a 32% EBITDA margin by 2028. Supported by a strategic approach to marketing, quality beer production, and a focus on customer experience, the brewery is positioned for significant growth in the dynamic craft beer market.

For a Brewery, the Business Overview section can be effectively divided into 2 main parts:

Brewery & Equipment

Detail the brewery’s physical setup, focusing on the design, brewing capacity, and the state-of-the-art equipment used in the beer-making process.

Highlight the brewery’s location, emphasizing its accessibility and the convenience it offers to visitors, such as proximity to popular dining or entertainment areas or ease of parking. Discuss why this location is strategically chosen to attract your target market .

Beer Offering & Pricing

Describe the range of beers and related products offered, from classic ales and lagers to innovative craft and seasonal brews. Explain your pricing strategy, ensuring it reflects the quality and uniqueness of your offerings and aligns with the market you’re targeting.

Emphasize any special releases, subscription models, or loyalty programs that add value for your customers, fostering repeat visits and a strong brewery community.

Industry size & growth

In the Market Overview of your brewery business plan, begin by exploring the size of the craft beer and brewing industry along with its growth potential. This analysis is vital for grasping the market’s breadth and pinpointing opportunities for expansion.

Key market trends

Continue by discussing recent trends in the market, such as the growing consumer interest in craft and artisanal beers, the preference for local and sustainable brews, and the innovation in beer flavors and brewing techniques.

Highlight the demand for beers that offer a unique experience, such as those using locally sourced ingredients or those that cater to niche tastes, alongside the increasing popularity of breweries that emphasize environmental sustainability and community engagement.

Competitive Landscape

A  competitive analysis  is a crucial element in understanding the position of your brewery in the market and is an essential part of your business plan. This analysis aids in pinpointing your brewery’s unique selling points, vital for standing out in a  competitive  industry.

Moreover, a competitive analysis is fundamental in building a strong foundation for your business plan. By examining the operational aspects of your competitors, you gather valuable information that ensures your business plan is comprehensive, well-informed, and designed to thrive in the brewery market.

Identifying Your Competitors in the Brewing Industry

Identifying competitors is the first step in understanding your position in the brewing market. Begin by mapping out local and regional breweries. For instance, if your brewery specializes in craft beers, your direct competitors include nearby craft breweries as well as larger beer companies that have entered the craft market. Don’t overlook indirect competitors such as local bars or pubs that offer a wide selection of beers, including those from competing breweries.

Use online tools like Google Maps to get a geographical sense of competitor distribution. Platforms like Untappd and RateBeer offer customer reviews and ratings, providing insights into competitors’  strengths and weaknesses . For example, if several reviews praise the unique seasonal brews at “Crafty Ales,” this is a key strength of your competitor.

Brewery Competitors’ Strategies

Analyzing the strategies of these competitors involves several aspects:

• Core Beers : Examine their core beer offerings. If “Hops Haven” is gaining popularity with its diverse IPA range, it indicates a  market trend  towards hop-forward beers.
• Brewing Techniques : Consider the brewing techniques and styles. A brewery like “Traditional Brews” that focuses on classic styles might appeal to a different customer base than one like “Innovative Brews,” known for experimental and unconventional beers.
• Pricing Strategy : Compare your pricing with that of competitors. Are your beers priced similarly to “Budget Brews” or are they more aligned with the premium offerings at “Exclusive Ales”?
• Marketing Tactics : Look at how competitors market their products. Do they have a strong social media presence like “Social Sips,” or do they rely more on community events and word-of-mouth?
• Customer Experience : Assess the taproom or brewery tour experience. For instance, “Friendly Ferments” might be known for its welcoming atmosphere and knowledgeable staff, enhancing the customer experience.
• Operational Efficiency : Observe if competitors are using technology or innovative processes to streamline brewing and serving, much like “Techie Taps” with its automated brewing system.

What’s Your Brewery’s Value Proposition?

Reflect on your brewery’s  unique value proposition . Maybe your brewery is known for using locally sourced ingredients, or perhaps you offer a unique range of barrel-aged beers that aren’t available elsewhere in your area.

Identify market gaps through customer feedback and industry trends. For example, the rising interest in sustainable and eco-friendly brewing practices could represent a market opportunity if competitors are not addressing this demand.

Consider your location: A brewery in a bustling downtown area might focus on creating a vibrant taproom experience, while a rural brewery could capitalize on its scenic location to become a destination for beer tourism.

Begin with a SWOT analysis for the brewery, identifying Strengths (such as a unique beer selection and strong brand identity), Weaknesses (including potential high startup costs or market saturation), Opportunities (for instance, the growing craft beer movement and local food pairing events), and Threats (like changing regulations or economic factors that may impact discretionary spending).

Marketing Plan

Then, formulate a marketing plan that details strategies for drawing in and keeping customers through targeted advertising, special brewery events, an active and engaging social media presence, and involvement in local community events and festivals.

Marketing Channels

Digital marketing.

• Social Media Engagement:  In today’s digital era, leveraging various online platforms is critical for establishing a strong brewery presence. Social media platforms like Instagram, Facebook, and Twitter serve as avenues to showcase your brewery’s story, share behind-the-scenes glimpses of the brewing process, and engage with beer enthusiasts.
• Email Marketing:  Build an email list for brewery updates, exclusive beer releases, and events. Offer incentives like access to limited-edition beers or discounts for subscribers.
• Website and SEO:  A professionally designed website acts as a central hub for all brewery-related information, including beer offerings, taproom events, online merchandise sales, and engaging blog content related to the brewing industry. Optimizing your website for local SEO ensures that your brewery ranks prominently in online searches for beer-related queries within your geographical area.

Local Advertising

• Community Involvement:  Community involvement and local outreach efforts are powerful tools for creating brand awareness and fostering connections within your locality. Sponsor local events, participate in community fairs, and collaborate with nearby businesses to expand your brewery’s visibility.
• Print and Media:  Print media, including local magazines, newspapers, and strategically placed posters or flyers in local hangout spots, contribute significantly to reaching a broader audience within your vicinity.

Partnerships and Collaborations

• Collaborate with Bars and Restaurants : Forming partnerships and collaborations within the industry can amplify your brewery’s reach and customer base. Collaborate with bars, restaurants, or cafes to feature your brews on their menus or create exclusive beer collaborations.
• Events and Festivals:  Participating in events, such as beer festivals or industry expos, allows for networking opportunities and exposure to a wider audience. Collaborate with food vendors or artists during these events to enhance the overall experience for attendees.

Promotional Activities

• Limited Releases and Special Events:  Launch limited-edition beer releases or seasonal brews to create buzz and attract beer enthusiasts.
• Loyalty Programs:  Implement a loyalty system offering rewards or discounts for frequent taproom visitors or repeat customers.
• Referral Programs:  Incentivize customers to refer friends by offering discounts or exclusive access to brewery events.

Sales Channels

Taproom sales.

• Enhance Customer Experience:  Train staff to upsell by suggesting beer pairings, recommending merchandise alongside purchases, and educating customers about your brewing process and beer varieties. Create an inviting ambiance in the taproom that aligns with your brewery’s brand, encouraging customers to spend more time and explore various offerings.
• Merchandise Sales:  Display branded merchandise prominently and offer it as part of bundled deals or promotions.

Online Sales and Distribution

• E-commerce Platform:  Expanding beyond the taproom, establishing an online sales platform broadens your brewery’s reach. Developing a user-friendly e-commerce platform allows customers to purchase your beers, merchandise, and gift cards conveniently from anywhere.
• Local Delivery or Shipping:  Consider offering local delivery services or partnering with delivery platforms to ensure timely beer deliveries to customers’ doorsteps. Additionally, explore opportunities for shipping your beers to regions beyond your immediate locality to cater to a broader market.

Membership and Subscription Programs

• Membership Benefits:  Create a beer club or subscription model offering members exclusive access to limited-edition releases, discounts on merchandise, or brewery events.
• Subscription Boxes:  Curate monthly beer subscription boxes featuring a variety of brews for customers beyond your local area.

Strategy Timeline

Lastly, establish a comprehensive timeline that marks key milestones for the brewery’s launch, marketing initiatives, customer base development, and growth goals, ensuring the business progresses with clear direction and intent.

The Management section focuses on the brewery’s management and their direct roles in daily operations and strategic direction. This part is crucial for understanding who is responsible for making key decisions and driving the brewery towards its financial and operational goals.

For your brewery business plan, list the core team members, their specific responsibilities, and how their expertise supports the business.

The Financial Plan section is a comprehensive analysis of your financial projections for revenue, expenses, and profitability. It lays out your brewery’s approach to securing funding, managing cash flow, and achieving breakeven.

This section typically includes detailed forecasts for the first 5 years of operation, highlighting expected revenue, operating costs and capital expenditures.

For your brewery business plan, provide a snapshot of your financial statement (profit and loss, balance sheet, cash flow statement), as well as your key assumptions (e.g. number of customers and prices, expenses, etc.).

Make sure to cover here _ Profit and Loss _ Cash Flow Statement _ Balance Sheet _ Use of Funds

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Business Plan Resources for Breweries

I started with the Brewers Association in 2014. My goal is to engage with as many members as possible, help them maximize their membership benefits, and act as the resident resource-Sherpa to assist in navigating through the mountain of information.

In my free time I like to sip on IPAs and pilsners while playing bass loudly or petting my dogs. I openly welcome pup-pictures and all heavy/loud/noisy music suggestions.

Many of the discussions we have at the Brewers Association (BA) revolve around resources and ideas that are specific to the beer industry. We focus on technical brewing, acquiring the right ingredients, building a brand, marketing beers, passing OSHA inspections, and complying with the TTB, among other things. Yet, there is a foundation to breweries, brewpubs, and taprooms alike, that is the common thread of all businesses. That foundation is a well-constructed business plan.

Learn How to Create and Maintain Your Business Plan

I’m often asked what business planning resources the BA provides, and I point members to our production statistics , benchmarking surveys , insight & analysis articles , and a myriad of Craft Brewers Conference (CBC)  presentations covering specific business-related topics. Additionally, Brewers Publications offers The Brewers Association’s Guide to Starting Your Own Brewery , which includes guidelines for business planning and a sample business plan. Despite all this information, though, I still hear questions about the root of the business plan – where to start and how to create one. So, I’ve compiled a handful of resources to help breweries create and maintain a business plan.

We all have preferences on how we digest educational materials. So, the information below comes in multiple formats from a variety of sources. These resources are helpful whether you are looking to create your first business plan or simply want to update your current one. A business plan is a living document that should be updated regularly, rather than a ‘one and done’ springboard for prospective businesses. This is by no means a comprehensive list of resources on this topic, as there are hundreds of them available. Rather, it’s a jumping off point for members who want to establish and expand their knowledge. These resources can help us establish and refresh business plans, in addition to highlighting components we wish to explore further.

Business Plan Resources:

• Writing Your Brewery Business Plan  is a step-by-step review of the necessary elements within a business plan and why those things are important.
• Successfully Planning, Starting and Operating a Nano Brewery  offers a broad overview of the planning process with highlights on fundamental considerations for both launching and growing a brewery.
• The Nuts & Bolts of Great Business Plans – An often cited (and very comprehensive) guide to the broader and finer points of creating your business plan. This 30-page PDF document is updated yearly and provides excellent details on the what and why of each section in the outline.
• The U.S. Small Business Administration (SBA) is a great general resource for businesses. They offer a step-by-step tool that explains each section of the business plan template, along with a place to input your specific business information along the way.
• SCORE , a nonprofit resource partner with the SBA, has a variety of resources geared toward creating business plans and starting small businesses. This includes a 60-minute webinar on One Page Business Plans , an on-demand Developing a Business Plan course , articles about business plans , and even mentorship opportunities .
• For those who prefer educational videos, BizPlanTemplate.com offers a free business plan template paired with a 10-minute tutorial explaining each section.
• If learning on the go is of interest, scribendi.com offers a very succinct podcast outlining How to Write a Business Plan . For those starting from scratch, this is a good primer for the deeper dive into more detailed templates.

Don’t Forget to Use Your Community

As a final note, I’d be remiss not to mention the Brewers Association Forum . This is an excellent place to ask questions and engage with fellow brewery owners as you create and revise your business plans. While each brewery (and therefore business plan) will be unique, there is much to be learned from those around us. I am constantly reminded of the community mindset amongst many breweries, and this a fantastic way to connect and share resources with one another.

Resource Hub:

More like this, resource hub, search brewersassociation.org.

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Explore the Brewers Association's most high-value resources and tools in one click. Need some additional guidance? Click here to setup a resource meeting with Graham, the BA's Engagement Coordinator.

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Brewery Business Plan Template

Written by Dave Lavinsky

You’ve come to the right place to create your brewery business plan.

We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their breweries.

Below is a brewery business plan example to help you write your brewery business plan:

Executive Summary

Business overview.

Mountain Craft Beer is a startup brewery located in Boulder, Colorado. The company is founded by Richard and Susan Williams, long-time craft beer enthusiasts who are ready to venture out and start their own brewing business. Richard has worked as a Brewmaster in a local brewery for over ten years. He has a Bachelor of Science degree in Food Science from the University of Colorado. Susan has a Masters degree in Business Administration from the University of New York. She has worked as a General Manager for a local restaurant and bar for the past five years. Now that the duo has obtained the experience and knowledge needed to run a craft beer business, Richard and Susan are ready to start a brewery of their own. Richard is confident in his ability to to manage the brewing process, while Susan is ready to take on the leadership role and manage all aspects of business operations. Richard and Susan will recruit a team of highly qualified professionals to help manage the day to day complexities of running a craft brewery – marketing and sales, accounting and budgeting, customer service, product management, and quality control.

Mountain Craft Beer will make unique craft beers that patrons can enjoy onsite or purchase through distributors. The Mountain Craft Beer brewery will provide a fun taproom tasting experience for guests to try out new brews. Mountain Craft Beer will be the ultimate choice in Boulder for its specialty craft beers made with premium locally sourced ingredients.

Product Offering

The following are the products and services that Mountain Craft Beer will provide:

• Craft beer tasting
• Barrel-aged beer
• Seasonal IPAs
• Seasonal Ales
• Branded merchandise and apparel

Customer Focus

Mountain Craft Beer will target all individuals over the age of 21 in Boulder, Colorado. They will target locals and tourists. They will also target all beer-drinkers from seasoned connoisseurs to individuals brand new to craft beer, and everyone in between. No matter the customer, Mountain Craft Beer will deliver the best customer service, unique product offerings, and craft beer tastings led by friendly, knowledgeable staff.

Management Team

Mountain Craft Beer will be owned and operated by Richard and Susan Williams, long-time craft beer enthusiasts who are ready to venture out and start their own brewing business. Richard has worked as a Brewmaster in a local brewery for over ten years. He has a Bachelor of Science degree in Food Science from the University of Colorado. Susan has a Masters degree in Business Administration from the University of New York. She has worked as a General Manager for a local restaurant and bar for the past five years. Now that the duo has obtained the experience and knowledge needed to open their own business, Richard and Susan are ready to start a craft brewery of their own. Richard is confident in his ability to to manage the craft brewing process, while Susan is ready to take on the leadership role and manage all aspects of business operations.

Success Factors

Mountain Craft Beer will be able to achieve success by offering the following competitive advantages:

• Friendly, knowledgeable, and highly qualified team of brewing professionals that will create unique flavors and blends, lead tasting experiences, and serve as informative guides providing the best customer service around.
• Unique product selection made with premium locally-sourced ingredients. New beers will be introduced each month and rotating seasonal selections will be renewed based on popularity.
• Mountain Craft Beer will be able to offer the best pricing in town because they will save on shipping costs by using local suppliers. The savings will be passed on to customers.

Financial Highlights

Mountain Craft Beer is seeking $500,000 in debt financing to launch its brewery business. The funding will be dedicated towards securing the facility and purchasing brewing equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs for the print ads and association memberships. The breakout of the funding is below:

• Build-out of the facility: $100,000
• Brewing equipment, supplies, and ingredients: $240,000
• Three months of overhead expenses (payroll, rent, utilities): $140,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph below outlines the pro forma financial projections for Mountain Craft Beer.

Company Overview

Who is mountain craft beer.

Mountain Craft Beer is a newly established craft brewing company in Boulder, Colorado. Mountain Craft Beer will be the ultimate choice for craft beer enthusiasts in the area. Mountain Craft Beer will provide an exclusive selection of craft beers, with new editions being introduced monthly and rotating seasonal selections that will be renewed based on popularity. Their exclusive, customer-centric approach combined with their use of locally sourced ingredients will make them a unique alternative to the typical craft beer experience. Mountain Craft Beer will be able to cater to their customers with unique product offerings and informative beer tasting events led by a team of highly qualified brewers. Mountain Craft Beer’s mission is to provide a fun and welcoming experience for its customers while delivering highly sought after creations that can’t be found anywhere else.

Mountain Craft Beer History

Mountain Craft Beer is owned and operated by Richard and Susan Williams, long-time craft beer enthusiasts who are ready to venture out and start their own brewing business. Richard has worked as a Brewmaster in a local brewery for over ten years. He has a Bachelor of Science degree in Food Science from the University of Colorado. Susan has a Masters degree in Business Administration from the University of New York. She has worked as a General Manager for a local restaurant and bar for the past five years.

Since incorporation, Mountain Craft Beer has achieved the following milestones:

• Registered Mountain Craft Beer, LLC to transact business in the state of Colorado.
• Has a contract in place to lease the brewing facility.
• Reached out to numerous contacts to include craft beer enthusiasts, former customers, and friends and family networks to create excitement for the new brewery.
• Began recruiting a staff of brewers, sales associates, and marketing professionals to work at Mountain Craft Beer.

Mountain Craft Beer Services

Industry analysis.

The global craft beer industry is valued at $95BM. Beer is known for being the oldest and most broadly consumed beverage in the alcoholic category worldwide. The craft beer segment of the retail beer market in the United States has been growing steadily over the past ten years. In 2012, craft beer accounted for approximately 10% of the market. By 2021, this number increased to 26.8% of the market.

The U.S. brewery industry first became popular in the 2000s and hasn’t stopped growing since then. In 2006, there were approximately 1,400 breweries across the country. As of 2020, this number has grown to over 9,000.

The primary driver for growth in the United States craft beer market is the public’s increasing desire to find new and innovative drinks. The three most popular types of craft beers are pilsner, ale, and lager. Lager is the most popular of the three. Craft brewery industry operators can maintain a competitive advantage in the market by producing unique flavors and catering to their customers’ tastes.

Customer Analysis

Demographic profile of target market.

The precise demographics for Boulder, Colorado are:

Customer Segmentation

Mountain Craft Beer will primarily target the following customer profiles:

• Residents 21 and over of Boulder, Colorado and surrounding areas
• Tourists 21 and over of Boulder, Colorado and surrounding areas
• Craft beer connoisseurs and enthusiasts (21 and over)
• Craft beer newbies (21 and over)

Competitive Analysis

Direct and indirect competitors.

Mountain Craft Beer will face competition from other companies with similar business profiles. A description of each competitor company is below.

Boulder Brewery

Boulder Brewery is a newly established craft beer brewery and gastropub located in Boulder, Colorado. Boulder Brewery is owned and operated by a team of professional brewmasters and chefs. The brewery offers onsite craft beer tastings and has a full restaurant open seven days per week. Boulder Brewery also sells its craft beer to distributors. The brewery promises to provide unique flavor blends and premium exotic ingredients.

BC Craft Beer Company

BC Craft Beer Company is a Colorado-based brewery that provides fresh craft beer blends. BC Craft Beer Company provides a comprehensive menu of ales, pilsners, lagers, and other beers on site and available to order online. The owners of BC Craft Beer Company are former brewmasters so they understand how to create fine craft beers from scratch. Customers can depend on their unique brewing process to achieve one-of-a-kind drinks. By choosing BC Craft Beer Company customers know they are getting the highest quality ingredients and specialty beverages they can brag about. BC Craft Beer Company uses holistic inspections and quality control measures to ensure each batch exceeds the most stringent quality standards.

Crafty Colorado Brews

Crafty Colorado Brews is a trusted Colorado brewery that provides superior service to patrons in Boulder, Colorado and the surrounding areas. The company makes small batches of seasonal drinks onsite. Products include pale ales, pilsners, and lagers. Crafty Colorado Brews hosts craft beer tasting events onsite and also distributes its products to local restaurants and liquor stores.

Competitive Advantage

Mountain Craft Beer will be able to offer the following advantages over their competition:

• Friendly, knowledgeable, and highly qualified team of brewing professionals that is able to create high quality, unique flavors using locally sourced ingredients and cater to customers’ preferences.
• New flavors developed each month and rotating seasonal selections that are renewed based on popularity.
• Mountain Craft Beer offers the best pricing in town. Their pricing structure is the most cost effective compared to the competition.

Marketing Plan

Brand & value proposition.

Mountain Craft Beer will offer the unique value proposition to its clientele:

• Highly-qualified team of skilled employees that is able to lead fun tasting events and provide insightful information to craft beer enthusiasts and novices alike.
• Unbeatable pricing to its customers – Using local suppliers allows the company to save on shipping costs and pass these savings on to its customers.

Promotions Strategy

The promotions strategy for Mountain Craft Beer is as follows:

Word of Mouth/Referrals

Richard and Susan Williams have built up an extensive network of craft beer enthusiasts and industry professionals. They plan to leverage this network to help them promote the new brewery.

Professional Associations and Networking

Mountain Craft Beer will become a member of Colorado Brewers Guild, Brewers Association, and the Master Brewers Association of the Americas. They will focus their networking efforts on expanding their customer network.

Print Advertising

Mountain Craft Beer will invest in professionally designed print ads to display in programs or flyers at industry networking events, magazines, direct mailers, and newspapers.

Website/SEO Marketing

Mountain Craft Beer will utilize an in-house marketing director to design the company website. The website will be well organized, informative, and list all of Mountain Craft Beer’s current product offerings. The website will also list contact information and upcoming tasting events.

The marketing director will also manage Mountain Craft Beer’s website presence with SEO marketing tactics so that anytime someone types in the Google or Bing search engine “Colorado craft beer” or “brewery near me”, Mountain Craft Beer will be listed at the top of the search results.

Social Media/Influencers

The marketing director will create a brand presence across multiple social media platforms such as Facebook, Instagram, Twitter, and TikTok. These accounts will be updated regularly to maintain an active social media presence. The company will work with social media influencers who will help to promote its products.

The pricing of Mountain Craft Beer will be moderate and slightly lower than competitors so customers feel they receive value when purchasing craft beer from the company.

Operations Plan

The following will be the operations plan for Mountain Craft Beer.

Operation Functions:

• Richard Williams – Co-owner and Brewmaster who will oversee all brewing staff and manage the product development process.
• Susan Williams – Co-Owner and Operations Manager who will oversee all staff (outside of brewers) including sales, marketing, accounting, and maintenance employees.
• Ben Smith – Staff Accountant will provide all client accounting, tax payments, and monthly financial reporting.
• Michelle Miller – Marketing Director who will provide all marketing promotions for Mountain Craft Beer.
• John Davis – Maintenance Director who will provide all maintenance for the facility.

Milestones:

Mountain Craft Beer will have the following milestones complete in the next six months.

8/1/2022 – Finalize contract to lease facility

8/15/2022 – Finalize personnel and staff employment contracts

9/1/2022 – Begin build-out of the brewery

9/15/2022 – Begin networking at industry events

9/22/2022 – Begin moving into the facility

10/1/2022 – Mountain Craft Beer opens its brewery for business

Financial Plan

Key revenue & costs.

The revenue drivers for Mountain Craft Beer are the fees charged to customers in exchange for the products and fees charged to enter exclusive tasting events.

The cost drivers will be the overhead costs required in order to staff a brewery. The expenses will be the payroll cost, rent, utilities, craft beer ingredients, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Number of Beers Sold Per Month: 3,000
• Average Fees per Month: $15,000
• Office Lease per Year: $100,000

Financial Projections

Income statement.

Balance Sheet

Cash Flow Statement

Brewery Business Plan FAQs

What is a brewery business plan.

A brewery business plan is a plan to start and/or grow your brewery business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can  easily complete your brewery business plan using our Brewery Business Plan Template here .

What are the Main Types of Breweries?

There are a number of different kinds of breweries, some examples include: Microbrewery, Nano brewery, Brewpub, Taproom Brewery, Regional Brewery, and Contract Brewing Company.

How Do You Get Funding for Your Brewery Business Plan?

Breweries are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding. 

This is true for a brewery business plan, microbrewery business plan, or a craft brewery business plan

What are the Steps To Start a Brewery Business?

Starting a brewery business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Brewery Business Plan - The first step in starting a business is to create a detailed craft brewery business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your brewery business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your brewery business is in compliance with local laws.

3. Register Your Brewery Business - Once you have chosen a legal structure, the next step is to register your brewery business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your brewery business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Brewery Equipment & Supplies - In order to start your brewery business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your brewery business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful brewery business, brewery business planning and crafting a beer business plan :

• How to Start a Brewery Business
• How to Start a Brewery

Where Can I Get a Brewery Business Plan PDF?

You can download our free brewery business plan template PDF here . This is a sample brewery business plan template you can use in PDF format.

Brewery Business Plan Template & Example [Updated 2024]

Brewery Business Plan Template

If you want to start a brewery business or expand your existing brewery business, you need a business plan.

You can download our brewery business plan template (including a full, customizable financial model) to your computer here.

The following sample brewery business plan template gives you the key elements to include in a successful brewery business plan. It can be used to create a business plan for a craft brewery, a microbrewery business, or another brewery business concept.

Sample Business Plan Template for a Brewery

Below is a brewery business plan example with each of the key sections to help you write a brewery business plan for your own company.

I. Executive Summary

Business overview.

Based in [Location], [Company Name] brewery makes high quality, local beer that not only enriches celebrations and traditions, but also brings a touch of the extraordinary into daily life. It combines time-honored brewing with new methods and unique recipes to create a range of classic and craft beer everyone can enjoy. [Company Name] beer is the flavor of [Location].

Customer satisfaction is [Company Name]’s highest priority, with beer for every palate. [Company Name] has ambitions to become a household name; a go-to for all occasions.

Products Served

The following are the types of beer that [Company Name] produces:

• Belgian Witbier

Customer Focus

[Company Name] will primarily serve the residents who live within the city. The demographics of these target customers are as follows:

• 302,145 residents
• 79,567 workers
• Average income of $51,031
• 40% married
• 38% in Mgt./Professional occupations
• Median age: 39 years

Management Team

[Founder’s Name]’s expertise and experience is the [Company Name]’s most valuable asset. After graduating from the University of ABC where he earned a degree in Business, [Founder’s Name] worked at Samuel Adams. In his long experience in the industry, he acquired an in-depth knowledge of the ins and outs of running a brewery before he started [Company name].

[Company Name] will also employ an experienced assistant to help with production. He will also be trained by [Founder’s Name] so he can take over the brewery business when [Founder’s Name] is away.

Success Factors

[Company Name] is uniquely qualified to succeed due to the following reasons:

• There is currently no brewery in the community we are entering. In addition, we have surveyed the local population and received extremely positive feedback saying that they explicitly want to purchase our beer when launched.
• The management team has a track record of success in the craft brewery industry.
• The brewery business has proven to be a successful business in the United States.

Financial Highlights

[Company Name] is seeking a total funding of $400,000 to launch its brewery. The capital will be used for funding capital expenditures, manpower costs, marketing expenses and working capital.

Specifically, these funds will be used as follows:

• Brewery design/build: $200,000
• Working capital: $200,000 to pay for Marketing, salaries, and equipment costs until [Company Name] reaches break-even

II. Company Overview

Who is [company name].

[Company Name] is a [Location]-based brewery that produces high quality, local beer that not only enriches celebrations and traditions, but also brings a touch of the extraordinary into daily life. It combines time-honored brewing with new methods and unique recipes to create a range of classic and craft beer everyone can enjoy. [Company Name] beer is the flavor of [Location].

[Company Name]’s History

Born in Portland, the beer capital of the world, [Founder’s Name] grew up brewing beer. In keeping with family tradition, he was trained in the art and science of handcrafting beer using family recipes and techniques. Upon relocating to [Location], [Founder’s Name] was dismayed to discover a lack of local craft brews. It didn’t take long for him to seize the opportunity to open his own brewery, [Company Name].

Since incorporation, the Company has achieved the following milestones:

• Acquired land
• Developed the company’s name, logo and website located at [website]
• Determined building, equipment and fixture requirements
• Began recruiting key employees

[Company Name]’s Products/Services

Iii. industry analysis.

Over the past five years, the brewwery industry has experienced significant change, with the rise of craft breweries, wineries and distilleries. Smaller, regional operators experienced substantial growth, provoking a slew of new operators to enter the industry.

The industry is also seeing heightened competition. Over the past decade, the industry experienced a substantial rise in industry players, mostly craft breweries. As these breweries continue to expand over the next five years, competition is expected to increase, and historically dominant players will likely struggle to maintain their control of industry revenue. As a result, the development of brand names over the next five years will be critical to major players’ success, both in competition among brewers and against substitute products, such as wine and spirits. Such developments will benefit larger players that run more cost-effective promotional campaigns. At the same time, younger beer drinkers, aged 21 to 30, are expected to increasingly experiment with and seek out unusual brews, which will provide opportunities for craft breweries and microbreweries to expand their market reach.

As competition escalates between breweries and the craft beer boom continues to normalize, the number of new entrants is projected to slow. Still, the number of industry enterprises is expected to increase at an annualized rate of 9.4%.

Over the next five years, the industry is forecast to have steady growth. Operators are expected to experience increases in demand from their largest markets, particularly on-premise channels, such as restaurants, bars and event spaces. Moreover, smaller operators that rely on in-person transactions through in-house bars and tasting rooms are expected to see demand, as many people seek social drinking experiences.

IV. Customer Analysis

Demographic profile of target market.

[Company Name] will serve the restaurants, hotels, grocery stores, and households within [location] and the immediately surrounding areas.

The precise demographics of the town in which our location resides is as follows:

Customer Segmentation

We will primarily target the following three customer segments:

• Local residents: Approximately 80,000 people live in the area, 80% of which are over the age of 21.
• Wholesale accounts: We will target restaurants, hotels and grocery stores to set-up wholesale accounts. These establishments will then sell our beer downstream to end consumers.
• Businesses: Local corporations hold parties and celebrations for special events and milestones. Although a small segment, this is a good place to increase the company’s brand awareness and market reach.

V. Competitive Analysis

Direct & indirect competitors.

The Gold Liquid Brewing Co. Established in 2017, The Gold Liquid Brewing Co is a family-owned and -operated craft microbrewery and gastropub. The operation consists of an 8 bbl brew house, 2 bbl pilot system, a small batch PicoBrew system, and a 3 kg coffee roaster.

In its taproom, Gold Liquid serves 34 in house brews on tap, as well as additional taps for guest ciders and 6 wines on draft. Its gastropub food menu features high-quality food designed to complement Good Liquid brews. Guests may eat in the bright dining room, or in the large, dog-friendly outdoor beer garden, which features picnic tables and outdoor games.

Midwestern Brewing Co. Established in 1998, Midwestern Brewing Co. is a brewpub offering its beers, both bottled and on tap, and serving lunch and dinner from locally-sourced ingredients whenever possible. Midwestern operates seven locations in Indiana, though not all serve food. The brewery offers complimentary tastings and monthly guest brewmasters.

Better Brewing Co. Established in 2018, Better Brewing Co. is a family-friendly, small batch brewery with a full kitchen on site serving gourmet style pub fare. It typically offers a weekly list of entertainment, music and food and drink specials. Guests may eat in the dining room, or in the dog-friendly beer garden.

Competitive Advantage

[Company Name] enjoys several advantages over its competitors. These advantages include:

• Client-oriented service: [Company Name] will have a full-time sales manager to keep in contact with our wholesale customers.
• Management: [Founder’s Name] has been extremely successful working in the industry and will be able to use his experience to create the best tasting beers. His unique qualifications will serve customers in a much more sophisticated manner than [Company Name’s] competitors.
• Transparency: To continue to assure customers of the quality of [Company Name]’s products, customers are welcome to tour the brewery for a beer tasting and brewery experience.

VI. Marketing Plan

The [company name] brand.

The [Company Name] brand will focus on the Company’s unique value proposition:

• Offers the finest beer at a competitive price
• Has a convenient location in the heart of the city
• Provides excellent customer service

Promotions Strategy

[Company Name] expects its target market to be individuals working and/or living within [state]. [The Company’s] promotions strategy to reach these individuals includes:

Sampling [Company Name] employees will initially give free beer samples to enable customers to taste the quality and variety of our beer and learn about us.

Ongoing Customer Communications [Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new events, products, and more.

Pre-Opening Events Before opening the brewery, [Company Name] will organize pre-opening events designed for prospective customers, local merchants and press contacts. These events will create buzz and awareness for [Company Name] in the area.

Online Marketing [Company name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company name] as the trustworthy, well-qualified brewery that it is.

VII. Operations Plan

Functional roles.

In order to execute on [Company Name]’s business model, the Company’s employees divide the following roles:

Operation Functions

• Production/brewing
• Deliveries and business operations
• Sales and Marketing

Administrative Functions

• General & administrative functions including marketing, bookkeeping, etc.
• Hiring and training staff

[Company name]’s long term goal is to become the dominant producer of quality beer in the [Location] area. We seek to be the standard by which other brewers are judged.

VIII. Management Team

Management team members.

[Founder’s Name]’s expertise and experience is [Company Name]’s most valuable asset. After graduating from the University of ABC where he earned a degree in Business, [Founder’s Name] worked for a major national brewer. In his long experience in the industry, he acquired an in-depth knowledge of the ins and outs of running a brewery before he started [Company name].

[Company Name] will also employ an experienced assistant to help with production. He will also be trained by [Founder’s Name] so he can take over the business when [Founder’s Name] is away.

Hiring Plan

[Founder’s Name] will serve as [Company Name]’s manager. In order to launch the brewery, we need to hire the following personnel:

• Brewery workers: 5 full-time to start
• Assistant Manager: 1 full-time to handle the day-to-day operations
• Delivery personnel: 1 full-time

IX. Financial Plan

Revenue and cost drivers.

[Company Name]’s revenues will come primarily from the sales of beverages to its customers.

The major costs for the company are packaging costs, salaries and supplies. In the initial years, the company’s marketing spend will be high, as it establishes itself in the market.

Capital Requirements and Use of Funds

• Store design/build: $200,000

Key Assumptions

5 Year Annual Income Statement

5 Year Annual Balance Sheet

5 Year Annual Cash Flow Statement

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Brewery Business Plan

Start your own brewery business plan

Sedibeng Breweries

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

Sedibeng Breweries is a medium-scale brewery that is located in the growing industrial centre of Selebi Phikwe, Botswana. This is a relatively new business in its start-up phase having been incorporated recently.

We are on the brink of penetrating a lucrative market in a rapidly-growing economy. The current trend towards an increase in the number of entrepreneurs and competition amongst existing companies presents an opportunity for Sedibeng Breweries to penetrate the market. Our products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by impeccable service to our customers. Our primary goal will be to establish and strengthen our license to trade, which will be bestowed by the communities in which we function. As Sedibeng Breweries prospers and grows, these communities will continue to benefit from both the value created by Sedibeng Breweries and its behavior as a corporate citizen.

Initial plans are to produce three main lines of products primarily focusing on X, Y, and Z beer (which comes in different flavors: B, P, C and S). These products will be sold in different sized containers ranging from the 250 ml ginger beer to the 500 ml traditional beer. These products shall be extensively distributed to remote, yet extremely viable areas where the market is appreciative of readily available, good quality brew.

To prosper there is need for Sedibeng to be flexible and responsive, to delight customers by providing them with what they want, when they want it and before the competition. From product concept to goods dispatch we intend to ensure that every policy and procedure, system and process must have the objective of improving the flexibility and response of the whole company. There is a need for interaction between all functional areas, particularly between marketing and manufacturing, if the organization is to realize its full potential, with manufacturing being employed as a strategic weapon.

Our marketing strategy will be based mainly on ensuring customers know what need the product(s) is able to fulfill, and making the right product and information available to the right target customer. Hence we intend to implement a market penetration strategy that will ensure that we are well known and respected in our respective industry. We will ensure that our products’ prices take into consideration people’s budgets, and that these people appreciate the product(s) and know that it exists, including where to find it. However these prices will also take into consideration the cost of production and distribution so as to ensure that we remain viable and operational. The marketing effort will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating advertising, events, personal selling, public relations and direct marketing. In the long term Internet marketing shall also be undertaken, details of which are provided in the marketing section of the following plan.

Our target markets will primarily constitute the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners, who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers, who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas. The common bond will be the appreciation of a good-quality traditional brew able to fulfill their thirst. Sedibeng is primarily targeting a market share of 6% to attain sales of approximately $1.5 million in our initial year. Sedibeng Breweries will pride itself on its production ability, competitive prices, its high standards of quality and its adaptability to changes in the market and in the method of its practice.

It is important to recognize that we do not intend that our tangible resources alone will make us potent competitors but more so our intangibles, such as our ability to relate to consumers, management style, corporate culture and commitment. These elements will differentiate us from our competitors and contribute towards the development of a sustainable competitive advantage.

We intend to compensate our personnel well, so as to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing each employee’s full potential. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun  and promote the maintenance of high standards. By encouraging all employees close to our customers to think tactically about what Sedibeng Breweries service offerings should be, and by having enthusiastic, capable and empowered people interacting with our customers, we build the competitive advantage of being able to meet our customers’ needs better than anyone else.

Sedibeng Breweries intends to provide the customer with more than just a traditional brew. We intend to provide a quality brew that will not only be refreshing and pleasurable, but also encourage gatherings and sharing of fun. Our customers are assured of products that have been produced using the highest quality standards.

As we grow we want to grow right. Initially pursuing organic development and expansion we intend to undertake vertical integration in the future so as to be in total control of our raw materials and goods dispatch. For example, we realizing that we have to be in constant touch with our stakeholders to ensure market knowledge at all times. This is the nature of the channels we deal with. Also, we intend to build our management team correctly. We need the right people, in the right place, at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows– a mutually beneficial relationship. We shall strive to attain our primary goal, which is to develop and strengthen our license to trade, bestowed by the communities in which we function. As Sedibeng Breweries prospers and grows, these communities will continue to benefit from both the value created by Sedibeng and its behavior as a corporate citizen.

1.1 Objectives

Our business strategy will revolve around the need to provide quality brew to our various target customers, in the process fully satisfying their needs. This shall be undertaken through the implementation of high quality control standards and technological innovations, as well as the recruitment of a professional production and sales team, and the production of good quality marketing material designed to cater for various kinds of customers. This marketing material shall be professionally done so as to be reflective of our intended image and reputation. We shall position ourselves as a quality manufacturer that strives to provide quench fulfillment, enjoyment, reliability and a good image. We intend to establish a good rapport with all the relevant stakeholders.

Our objectives will revolve around the following guiding principles:

• Provision of a great work environment, treating each other with respect and dignity.
• Apply high-quality standards of excellence to all business processes.
• Develop enthusiastically-satisfied customers all of the time.
• Contribute positively to our communities and our environment.
• To continuously formalize and measure cross-functional working communication so as to ensure that the various departments work harmoniously towards attainment of company objectives.
• To instill a culture of continuous improvement in beating standards of customer satisfaction and efficiency.
• Fully commit to supporting growth and development in the economy.

Ultimately we intend to create a stable business platform that will create prosperity for all those involved in the business venture at all levels, and to uplift unemployed Botswanans who are prepared to participate in this venture.

1.2 Keys to Success

The keys to Sedibeng Breweries success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Along these lines the company intends to implement advertising, personal selling and direct marketing strategies aimed at the target markets. Our advertising marketing strategies will rotate around.

Hence our key success factors will include the following:

Excellence in Fulfilling the Promise: We intend to produce and provide products of uncompromised quality to our customers. This is so as to meet the needs and standards of our customers. Effective and Efficient Distribution Network: The importance of such cannot be overemphasized in our line of business. We intend to establish an excellent distribution network that will enable us to rapidly respond to customers’ orders, and be available in remote areas our competitor has not yet exploited. Assembly Technology: To ensure quality brewed beverages it is essential to utilize the latest and most efficient assembly technology. Keeping abreast with technological developments will ensure we gain, and maintain, a competitive advantage utilizing the latest production techniques. Loyalty and Dedication: The loyalty and dedication of our employees shall be essential to the prosperity of the organization. We recognize that Corporate commitment to success should lead to the survival and prosperity of the products, and ultimately the organization as a whole. Marketing Know-how: In an increasingly competitive market there is need to aggressively market our business so as to be continuously at the top of our prospective and current client’s minds. Adherence to Stringent Values and Principles: Sedibeng needs to acknowledge the fact that the financial and strategic management of the business will ultimately determine its prosperity and success. Hence we intend to adhere to stringent values and principles that will enable such to be achieved.

1.3 Mission

Sedibeng Breweries intends to create a pleasant, enjoyable and sociable environment through the provision of refreshing high-quality brews. Hence we intend to assist in the creation of a welcoming and relaxed ambiance reflective of people enjoying themselves. We are sensitive to the taste, look and feel of good beer, as well as affordable prices depending on the market. We intend to provide the best possible value to our customers who care about quality products at affordable prices, and we want every dollar spent on our products to be well spent. Hence our value proposition is to sell the benefit of refreshness and enjoyment to our various consumers at reasonable prices.

Internally we intend to create and nurture a healthy, creative, respectful and enjoyable office and plant environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the product we produce. In addition follow-up will be mandatory so as to ensure customer satisfaction and make any improvements as recommended by the customers in future. We seek a fair and responsible profit, enough to keep the company financially healthy for the short and long term, and to fairly compensate owners and investors for the money and risk.

We also intend to obtain ISO 9000 certification from the South African Bureau of Standards (SABS) so that our products are internationally recognized and approved. This will assist in our penetrating the regional and international markets, intentions of which we have in future. However this will occur after we have established ourselves on the local market. The above is well summarized in our mission statement which goes as follows:

Our mission is to carefully attend to detail in the hygiene in all our brews, and to uphold superb quality at all levels of production. To satisfy all our customers and stakeholders.

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

Sedibeng Breweries is a relatively new company providing high quality alcoholic and non-alcoholic beverages in the local market. Sedibeng Breweries intends to focus on the brewing process and the brewery itself. The brewery will house four stainless steel vessels whose shiny finish will be highlighted by the flood lights on the ceiling. Interested stakeholders will be able to observe the brewing process during the day and will be offered guided educational tours of the brewing facility.

It will focus initially on providing and satisfying two kinds of markets:

• Working Class: This will range from the miners who constitute a large portion of the market to administrative personnel appreciative of good quality traditional beer.

As it grows it will take on people and expand into related markets. It will also look for additional leverage by establishing relationships and representations with appropriate strategic allies.

2.1 Start-up Summary

Total start-up capital and expenses (including legal costs, logo design, stationery and related expenses) came to approximately $41,700. Start-up assets required and utilized included brewing plant and machinery, pick-ups, office furniture, personal computers and other office equipment. This figure comes to $840,000.

2.2 Company Ownership

Sedibeng Breweries is a Private Limited company incorporated at the Registrar of Companies through the foresight and vision of Mr. X and Mr. Y. Its fiscal year is the calendar year. Though it has only been in existence for seven months it realizes the potential market and opportunity for growth given implementation of the appropriate strategies, aided by the necessary finances.

2.3 Company Locations and Facilities

At present the company plants and offices are located in the growing industrial center of Selebi Phikwe, Kasane and Palaype with intentions of establishing an additional plant in Maun or Francistown, largely depending on the dictates of the market and the obtaining of a lease. Our current facilities provide offices, plants and machinery, office equipment and so on.

2.4 Company Values

This shall be undertaken through implementation of the following company values:

• Ultimately we intend to uphold all the above company values, promoting our employees and respective third parties engaged by us to do likewise.

Through promotion and implementation of the above stated company values we believe that we will be able to attain our corporate and stakeholders’ goals and objectives for the benefit of all concerned, in particular the communities in which we will operate.

Sedibeng Breweries produces and markets several products. There are three main products currently in its production line. These are:

All products are periodically taken for testing to the National Food Laboratory for quality checks so as to ensure that they conform to required quality standards.

3.1 Product Description

Sedibeng Breweries produces products of high quality and impeccable taste. The company currently produces three main lines of products, namely X beer, Y beer and Z beer. All three have unique properties that will enable them to excel on the market. We will also be watching for technological developments in South Africa and overseas, allowing us to be first on the market and produce high-quality products through cost effective means. In addition the company will select suitable products for production under license.

Our current product listing is as follows:

• Z Beer This traditional food product is widely consumed as a substitute for regular meals and energy booster, whenever available. Up to now it has only been available in two sources, namely home prepared or more commonly bought from a shop having a fridge to keep the product refrigerated.

This denies the people in rural area access to these delicious and nutritious foodstuffs. In fact, it is so wholesome that a growing child is able survive on one litter of this per day, as it contains protein, starches, calcium, vitamins and other essential trace elements. We have the ability to produce a long life Z that needs NO refrigeration, which can be sold from the shelf in the same fashion as Ultra Mel and similar products. This means that it can be bought by consumers who might not always have access to cooling or refrigeration facilities, to be consumed later, as a food whilst way from home, or as an emergency food supply. This is available in several flavors, such as x, y, w, t, s and other xx flavors that the market might want. It is also a good product to use in school feeding schemes and similar projects.

3.2 Competitive Comparison

Identifying competition in terms of companies that fill the same needs that we do, our competitors are few in our main product lines, though dominant in the market. Hence there will be a need to strongly differentiate ourselves from these other businesses. However on a broader scale our competition comes in several forms:

• On a larger scale manufacturers of other beverages including soft drinks and coffees also constitute competition, but of a generic nature, as people have to choose between them as refreshments. These products being marketed in supermarkets are often advertised on an extensive basis. To this end we intend to implement a strategy that will integrate the various promotional elements or tools such that our products are well known and appreciated on the market.

3.3 Macro-environment

Over the last few months abnormal weather has affected many parts of Southern Africa, including Botswana, during the key summer season. It has been extraordinarily severe with heavy rainfall, flooding and there definitely promises to be low temperatures, particularly in the winter season. This is likely to have an adverse effect on our initial financial performance, though marginal as consumption levels may decrease slightly.

At a large scale, market research demonstrates that the brewing industry market is growing and changing. Generally there is a trend toward more appealing and attractive brews as potential customers either are moving to the urban areas as a result of urbanization or are satisfied with an existing brew in their area. Research indicates that those in the rural areas are often satisfied with the existing brew due to lack of access to other higher-quality brews, whilst the new generation of executives being more educated and aware of the global environment wants to be seen drinking something attractive and recognized by others–status recognition. In addition this same market is not only more image conscious but appreciative of a quality brew as it is more selective. Therefore with the emergence of this generation of individuals, the appreciation of quality brews and packaging, dictates that our product lines will be popular.

3.4 Technology

Sedibeng Breweries will strive to maintain the latest and most efficient assembly technology so as to ensure quality-brewed beverages, and maintain low production costs ultimately benefiting the consumer. Keeping abreast with technological developments will ensure we gain and maintain a competitive advantage utilizing the latest production techniques.

3.5 Future Products

In putting the company together we have attempted to offer enough products to allow us to always be in demand by our customers and clients. The most important factor in developing future products is market need. Our understanding of the needs of our target market segments shall be one of our competitive advantages. It is critical to our effort to develop the right new products. We also intend to have what we call a “core product engine” that will be the foundation of future products. This shall be established in time as we determine our core product. In the future, Sedibeng Breweries will broaden its coverage by expanding into additional markets (i.e., the whole of Southern Africa) and additional product areas. In doing so we will strive to ensure that it is compatible with the existing products and assembly technology.

3.6 Fulfillment

• We will turn to reliable farmers, suppliers and distributors who will assist in ensuring that the products are delivered timely and are of the highest quality. We will also rely on these stakeholders for relevant information on the market situation (trends, consumer tastes, feelings and comments amongst other things).

SWOT Analysis SWOT analysis .">

We are in a highly lucrative market in a rapidly growing economy. We foresee our strengths as the ability to respond quickly to what the market dictates and to provide quality brew in a growing market. In addition, through aggressive marketing and quality management we intend to become a well-respected and known entity in our respective industry. Our key personnel have a wide and thorough knowledge of the local manufacturing market and expertise, which will go towards penetrating the market. However we acknowledge our weakness of a medium-sized company without a lot of experience, and the threat of new competition taking aim at our niche. Below are the summarized strengths, weaknesses, opportunities and threats.

4.1 Strengths

• An aggressive and focused marketing campaign with clear goals and strategies.

4.2 Weaknesses

• Establishment on the Internet will produce technological challenges.

4.3 Opportunities

• Increasing number of foreign firms, especially from South Africa looking at penetrating the market.

4.4 Threats

The present growth in the market may result in market saturation, through competition. This competition could emerge from a variety of given sources including:

• Intolerable price increases by foreign suppliers may occur.

Market Analysis Summary how to do a market analysis for your business plan.">

Today we are experiencing rapid growth in the economy of unsurpassed nature. This has been brought about by (amongst other things) the relaxation of foreign exchange policies and macro economic policies geared towards attracting foreign investors into the country. The fiscal and monetary policies of the government geared towards maintaining growth with social justice have largely contributed towards this, evidenced by our economy averaging a growth rate of 7% since 1990–very high by international standards.

The current drive and emphasis by the government on diversification of the industrial base away from the minerals sector presents an opportunity for Sedibeng Breweries to make a valuable contribution towards achieving this goal. This will result in implementation of modern production techniques and transfer of knowledge. Having undertaken a thorough and comprehensive research of the market we realized that there was a need for a manufacturer that focuses on producing affordable thirst quenching brew tailored to satisfying client’s needs. Though there are breweries currently on the market, some of whom have been in existence for a relatively long period of time, we believe that there is a market need for one (ourselves in this instance) that particularly focuses on the low to medium earning individuals. We intend to provide products of extremely high quality–something that cannot be over-emphasized in the international arena with the current drive towards globalization. The marketing mix of the products has been carefully and strategically put together to position them in the market.

Aware of the fact that we will be operating in a predominantly monopolistic market structure we intend to ensure that our marketing strategies are considerate of the importance of the fit between our products capabilities and benefits, and the target market, so as to develop a strong sustainable competitive position in the market. As a result we intend to implement a niche marketing strategy, focusing on certain target markets, particularly in view of XX Breweries dominance on the market. Our initial overall target market share shall be 6% of the local market. This share will vary with the actual products, with ginger beer having a larger share than traditional beer due to its uniqueness.

We appreciate that entering such a market is not a bed of roses, particularly as it is monopolistic. Hence we intend to implement an aggressive marketing strategy, well supported by the other business functions. The above prognosis influenced our decision to enter the brewing industry.

5.1 Market Segmentation

Sedibeng Breweries will be focusing on the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas.

Our most important group of potential customers are those in the rural areas who often converge after hours to socialize and update one another on local news. These are potential customers who want to have an enjoyable time whilst drinking a good refreshing beverage. They do not want to waste their time making their own brew, but appreciate a good quality brew at a reasonable price.

We also intend to appeal to the foreign and local tourists who would be looking at experiencing traditional foods and drinks, a change from the usual beverages they often have.

5.2 Target Market Segment Strategy

Our marketing strategy will be based mainly on making the right product available to the right target customer. We will ensure that our products’ prices take into consideration peoples’ budgets, and that these people appreciate the product and know that it exists, including where to find it. The marketing will convey the sense of quality in every picture, every promotion, and every publication. There is already a sense of segment strategy in the way we define our target market. We are choosing to compete in areas that lend themselves to local competition, service and channel areas that match our strengths, and avoid our weaknesses.

Our strategy calls for the development of relationships with suppliers, distributors and retailers to support our business. Regular visits will be undertaken to these areas so as to ensure that we are meeting their expectations.

5.2.1 Market Trends

Our target markets are increasingly growing towards recognizing the difference between poor quality brews and those of high quality. This development is an important trend for us as it represents our target market. We now are having an increasing number of people who appreciate the traditional brews whilst living in the urban areas. With this in mind we intend to ensure that our packaging is respectable and attractive.

Today’s extremely stressful work environment dictates that individuals consume healthy drinks especially in the summer season, this presents an opportunity that we may exploit, marketing the health aspect of our beverages.

5.2.2 Market Growth

Import statistics provide a reliable guide as to the size of the brewing industry. According to the Trade Department, the market has been growing at a steady rate of 7% per annum although it is projected to increase slightly in 1999 and 2000.  According to the most recent Trade Department import statistics for beer and wine, total beer and wine imports stood at 10,421,968 liters ($14,473,000) in 1998 whilst total exports stood at 864,668 liters ($281,363) in the same year. This brought about a total market size estimated at just over 11,286,636 liters in 1998. Specifically, imports for traditional beer stood at 310,627 liters in 1998 which represented an increase of approximately 32.56% from the previous year (1997). In 1997 these imports had risen by approximately 66.14%.

5.2.3 Market Needs

Sedibeng Breweries will set out to provide good quality products that will help instill a jovial environment. Sedibeng Breweries intends to provide the customer with more than a drink to quench one’s thirst. We intend to provide a quality brew that not only quenches one’s thirst but enables one to enjoy themselves and be proud of it. The quality of raw materials and assembly technology evident in our products will serve to enhance the appearance of our customers, in turn adding to their status. The large market is due to the fact that opaque beer is traditional beer for most Botswana. It is consumed for social, ritual and ceremonial purposes and hence appeals to a vast majority of the rural population in particular.

5.3 Industry Analysis

Industry analysis information is presented in the following subtopics.

5.3.1 Competition and Buying Patterns

The key element in purchase decisions made at the Sedibeng Breweries customer level is the availability of an affordable, thirst-quenching product of good quality. The most important factor in this market is the distribution network. This is particularly so considering the good distribution network that XX Breweries Limited has in place enabling them to produce products that are constantly in demand throughout the country.

5.3.2 Main Competitors

Being in a predominantly monopolistic market structure, competition in the brewery manufacturing market as a whole is not that intense (in terms of numbers) at the current time due to the dominance of XX Breweries Limited, which has been on the market for a relatively long period of time. Cognisance should also be taken of home brewers who represent competition on our intended market. However upon closer research we identified several niches in the market that we may exploit, not wanting to confront XX Breweries one-on-one.

In general, our competition will be stiff, as we intend to penetrate the low to medium earning customer. At the same time we shall be differentiating ourselves from XX Breweries. We intend to market ourselves in such a way that with time competitor customers will choose our products over competitors’ on the basis of our higher quality, thirst-quenching brews. We shall now provide a more thorough outline of our main competitors in the same strategic group as ourselves, including their strengths and weaknesses.

XX Breweries Limited and ZZ Breweries – T Brewery Holdings

Arguably the largest and most reputable manufacturer, supplier and marketer of alcoholic and non-alcoholic beverages in the country, XX Breweries has been on the market for a considerable period of time now. Part of the large and extremely reputable conglomerate, YY Breweries International, XX Breweries is currently the dominant domestic producers of beer, sorghum and Coca-Cola products in the country, with an overall market share of more than 95%. XX Breweries is able to take advantage of the financial, managerial and technical clout that it has through YY Breweries International. Due to its size it enjoys an economy of scale and thus the competitive advantage of being able to offer low priced beverages in large quantities to its target markets. YY Breweries International Africa enjoys strong cash flows in the form of royalty payments, management fees and dividends from its Botswana operations due to its dominance.

One of XX Breweries’ main products is S traditional beer, which will be one of our main competitor products. S is currently mass marketed in the whole of Botswana and is popular amongst the rural and town folk. It is also present in the regional countries, including Zimbabwe, Zambia and Mozambique, with current intentions of going beyond these borders. This is mainly because it is in its maturity stage and these efforts of going international are meant to extend its product life. However a frailty of S is that the product does not maintain freshness for a long period, which is debilitating when its intentions are export. Hence Sedibeng intends to take advantage of this weakness.

XX Breweries In Botswana

Recent financial results from T Brewery Holdings indicate that the organization as a whole has continued to perform exceptionally well on the back of a buoyant Botswana economy. Turnover grew by 42% whilst operating profit is up 60% from $21.5 million to $34.5 million. For the 12 months to 31 March 2000, volume growth exceeded non-mining GDP growth by more than 2%, resulting in turnover growth of 12%. According to the audited results, higher volumes and turnover coupled with greater productivity and stringent cost controls translated into excellent earnings growth. With this in mind we strongly believe that there is an extremely lucrative market we may exploit.

Strategy and Implementation Summary

Our marketing strategy emphasizes focus. This will be the key. We are a relatively new company and hence must focus on certain kinds of products with certain kinds of consumers. Initially Sedibeng Breweries will focus on the local market and in the remote and previously inaccessible areas where there is a large market for our products. Hence the form of growth that shall be initially pursued will be that of organic growth mainly due to limited resources and the need to instill confidence in our products. The target customers will include key decision-makers in the retail and supermarket chains who often order or recommend on behalf of the whole organization, the aim being to obtain an initial order and fully satisfy the customer from then on.

• We are focusing advertising on several key media.

We intend to achieve growth by creating a more enthusiastic customer culture than that of our competitors. All criteria from price competitiveness to staff attitudes are to be initially measured six-monthly, and then on a more regular basis as time goes on. The results will go down to depot level and be compared with the overall target. This form of consistent measurement of strategic goals will ensure that the organization remains focused on its goals and objectives, making any necessary adjustments where need be.

6.1 Value Proposition

Our value proposition is offering our customers refreshness and enjoyment at reasonable prices ensuring peace of both body and mind. Hence we intend to:

• Market the company.

This value proposition shall be communicated through advertisements, personal selling, sales literature and catalogues, and referrals that emphasize how the company is able to provide refreshment, enjoyment and fulfillment to the customers.

6.2 Competitive Edge

Our competitive edge will be our dominance of access to previously remote areas, customer orientation and traditional high-quality brew through stringent quality control. Although XX Breweries dominates the local market, it does not penetrate the remote areas as much as we intend to.

Though we shall be serving different market segments we intend to focus on (discussion removed for confidentiality).

6.3 Sales Strategy

We intend to focus on improving our implementation, by working on key objectives and better coordination of marketing efforts. For the short term at least, the selling process will depend on personal selling and advertising to lure and inform potential clients about the products we offer and the benefits of consuming our products. Our marketing does not intend to affect the perception of need as much as knowledge and awareness of the product categories.

6.3.1 Sales Forecast

The sales forecast monthly summary is included below. The annual sales projections are included later in the plan. It should be noted that as we become established and known on the market we project sales to increase at a faster rate than the initial year.

6.4 Marketing Strategy

One core element of our marketing strategy will be that of differentiation from our competitors. In terms of promotion, we intend to sell our company as a differentiated strategic ally, not just our products. In price, we intend to offer extremely reasonable prices in comparison to the competition and we need to be able to sustain that. Market penetration through lower prices shall be undertaken where need be, while premium pricing will be the case of the upper-end of the market.

6.4.1 Service Provision

The service aspect of Sedibeng Breweries marketing mix shall constitute an important element in delivering total quality. This is due to the high degree of exposure our competitors already have. As such we intend our customer service to be key to the retention of customers. We shall follow-up with our clients on a regular basis so as to ensure they are satisfied with our products and delivery times. This is mainly because we intend our customers not to be one-time buyers but regular order seekers. The establishment of a rapport and understanding between our customers and ourselves is going to be an ongoing processes.

We intend to implement database marketing whereby we shall be targeting customers based on their previous purchases, in terms of size, frequency and actual products, so as to forecast their demands and establish long beneficial relationships. Customer service shall be enhanced through infrastructure support in the form of merchandising and credit facilities, and alternative distribution facilities where possible and viable.

6.4.2 Pricing Strategy

Initially our prices will not be under our control but dictated by the market conditions prevailing at the particular time. This is particularly so in the case of products which are also produced by our competitors, as they are often representing a scale for consumers. However we realize that we must charge appropriately for the quality and work we shall be providing, in addition to the distribution of the products. Hence we intend the price will accommodate the mark ups prevailing in the industry, as well as our own costs. To be competitive in the market we intend to offer discounts to customers making bulk orders, which are in competition with the industry. This will also assist in the establishment of customer loyalty. Hence our prices shall be as follows: (discussion removed for confidentiality).

We intend our income structure to match our cost structure, so as to ensure that the salaries we pay to assure good workmanship is balanced by the price we charge. We will make sure that we charge for the product, workmanship and delivery with our aim being to achieve a gross profit margin of at least 30% in our initial years of operation. All in all we intend our prices to be extremely competitive on the market.

6.4.3 Promotion Strategy

Our promotion strategy will be based primarily on informing potential customers of our existence and making the right information available to our target customer. Since we shall be targeting different segments, the promotional tools and messages may vary slightly to match the intended market. However in all cases the marketing will convey the sense of quality, refreshness and health in every picture, every promotion and every publication. Promotional campaigns will seek to promote the ‘sharing aspect’ of the beer, customers drinking these products in groups. Our promotional activities shall be focused towards driving the organization’s overall strategy relentlessly, developing internal consistency and prepare it to confront any radical changes that may arise. In such a market we cannot afford to appear in, or produce, second-rate material that make our products look less than they are. We intend to leverage our presence using quality brochures and other sales literature, including promotional material such as pens, complimentary slips and stickers. Due to the fact that our products are in the introductory phase on the market, promotional expenses are high in order to generate customer attention and knowledge of our products existence.

We intend to spread the word about our business through the following:

Advertising

In view of the fact that we are entering a market largely dominated by XX Breweries Limited which has an approximate market share of approximately 95% (as previously discussed) we intend to undertake extensive advertising of our products in addition to our brand name–company name. This is so as to instill awareness and knowledge of our existence in the market place, which hopefully shall convert into market share. Hence the need to ensure that our products are constantly available to our target market, and of consistent high quality. Whilst we are committed to providing products of uncompromising quality to meet the needs and expectations, the company believes its products should be advertised and promoted in an honest and ethical manner that respects the values of our consumers’ societies. Examples include the Boccim Business Directory which will require us being members of Boccim, Botswana–a review of commerce and industry, Contacts Botswana, and other telephone directories. A constant look out will also be made of any special editions in the local newspapers, which may provide an opportunity to advertise.

These are increasingly becoming important as more firms establish in the country and hence the need to be known. The organization aims to participate in trade shows and quality taste tests. Not only will these increase awareness of the products, but if a particular product were to gain recognition, for example through being chosen #1 at a taste test, the organization will be able to take advantage of this in all its promotional campaigns, adding leverage to its reputation and image. Undoubtedly this would add confidence and pride in our staff complement as their hard work would be recognized often at the highest levels. Communicating such achievements often gives customers a feeling that they can rely on the product, and this builds strong customer loyalty. An example of a trade show we intend to participate at is BITEC. The aim of this exhibition is to provide a conducive environment for companies to display their products in a specialized exhibition. The exchange of technologies, ideas, and contacts will serve as a fertile ground for the blooming of healthy trade relationships and partnerships.

We also intend to participate at the Botswana International Trade Fair (BITF) in August so as to expose our business to potential customers and suppliers. Such fairs serve as important eye openers for both potential customers and ourselves. With time it shall be necessary for us to participate in regional trade shows and fairs such as the South African Exhibition Show so as to gain awareness and ultimately orders from outside the country.

Public Relations

Recognizing that we are relatively new on the market there will be a need to organize an event, of grandeur nature, introducing ourselves onto the market. At this we intend to invite potential customers, senior officials, including the Minister of Industry and Commerce, and other stakeholders so as to penetrate the market. In collaboration with this we also intend to place news stories and features in magazines and newspapers to keep stakeholders updated on the latest developments and to increase awareness. We also plan to have a major festival initially in Selebi Phikwe, appropriately named, that maintains and promotes Botswana culture. This will assist in the recognition and appreciation of our company in the surrounding community especially. Our efforts on community service will show that the company has its community at heart, contributing towards the establishment of a good and reputable image. Homes for the under privileged will be also be built in the medium, to long term as we plough back into the society we operate in. In addition we intend to pursue educational sponsorship for the less advantaged but promising young individuals in the community. This will constitute some of our corporate social responsibility details of which are provided in the respective section.

We also intend to experiment with a road show in the various often-neglected remote areas giving out caps, bags, and other such prizes to individuals who answer questions correctly. This will also enable our business name and products to be better known by the respective communities. However we are extremely confident that these road shows if well planned will be a success as they encourage community participation. Brewery tours shall also be arranged with interested stakeholders including school children and college students. This is so as to increase awareness of our facilities and products and also showing confidence in our production process and standards. Hopefully visitors will leave impressed and confident in our products, adding to the possibility of positive referrals. These same tours will also be arranged with prospective clients/order-takers.

Still in the infancy idea stage we have in mind the hosting of a ‘fest’ whereby guzzlers of our brews as well as first-timers are encouraged to drink as much as possible whilst enjoying themselves. This is likely to be held in the hottest month of the year (October) when people are often extremely thirsty. Hence the name ‘October fest’ might be appropriate. Proceeds of such festivities are to be donated to charities.

Personal Selling

This shall be undertaken in the form of sales calls whereby a sales person will go out to potential customers and distributors informing them what products we are able to offer them. In addition the sales person will listen to client’s needs at close hand, so as to ensure that the product is delivered timely and that it is the right product as demanded by the surrounding community. Close analysis shall also be undertaken of the consumption patterns of the respective communities, that is whether they prefer larger or smaller containers. This will ensure that our products are customized as much as possible to the surrounding community’s needs and wants. In cases where there is the opportunity of obtaining a large order it may be necessary for the top management to go out personally, especially considering the fact that we are still a relatively new firm in the market.

Direct Marketing

This will be used, but only to a limited extent, in the form of telemarketing and informing potential customers and obtaining referrals where possible. In the case of telemarketing it will involve our targeting potential customers/distributors of our products and informing them of our existence and the products we offer. We may then arrange for an appointment with the respective decision-maker/order-maker, with the intention being to lure them into ordering one or more of our product lines.

Internet Marketing

The increasing growth of the Internet as an information source provides an opportunity that we may exploit. This is particularly so in view of the increasing investment and global trade amongst countries, as both large and small organizations look at obtaining the best deal possible. More often than not these organizations will seek out potential clients over the Internet due to the cost of transport and accommodation, apart from the obvious time factor, which is increasingly becoming of importance in view of the dynamic environment. However this will require adequate planning and research so as to establish a professionally done website. This will mainly serve foreign customers and other stakeholders including potential investors.

In all the above we intend to communicate our ability to manufacture good quality brews that will satisfy the customers needs. Hence our messages will influence the buying decision of prospective customers and distributors by emphasizing our unique selling proposition, and persuade prospective buyers that we are different from our competitors. All the above promotional tools shall be well integrated and utilized in tandem so as to maximize their effect.

6.4.4 Distribution Strategy

We believe that through our obsession for improvement, and commitment to a leadership position in our respective markets, we can overcome the traditionally binding constraints of resource base, firm size and narrow conceptualization of our business domain. This shall be undertaken through coordination and logical integration of our distribution operations. We aim to reduce cycle time for key processes, eliminate rework and waste, and optimize our human resources utilization. To attain low lead-times we intend to (discussion removed for confidentiality).

Trade Channels:

• Retail Distribution Channels (discussion removed for confidentiality).

We intend to ensure that our breweries are located close to our major distribution centers not only to minimize costs but also to enable our products to be easily available, in the best condition, in the different markets nationwide. By engaging and establishing good relationships with shebeen owners we intend our products to be readily available to our target market. In terms of actual delivery for every vehicle the daily fuel used, kilometers driven, repairs and maintenance costs must be recorded and compared with the set standard. (Discussion removed for confidentiality.)

6.4.5 Product Marketing

Our product marketing will emphasize the benefits of consuming our products, including refreshment and enjoyment of top-quality brews. We intend to sell the opportunity to enjoy oneself amongst friends, family and/or colleagues. This will come out in our advertising, delivery and collateral such as sales literature and business cards. Our product marketing’s most important challenge will be the problem of being accepted and appreciated on the market as a provider of quality products. Hence we intend to not only meet customers’ expectations but to exceed them, initially targeting a market share of 6%.

We intend to focus on the individual or group who want to enjoy themselves through the consumption and sharing of refreshing healthy beverages. However, not wanting to limit our horizons in the initial period, we intend to be continually looking out for opportunities that we may exploit. In all cases we intend to provide a thorough understanding and appreciation of the products to the customer and the benefits of consuming them.

6.4.6 Product Packaging

Our product packaging shall be of utmost importance, as it will definitely influence our potential customers on whether to try out our products or not. As such we shall ensure that it is not only attractive to consumers but also hygienic. As time progresses we intend to have packaging that enables the container to be used for other purposes after beer consumption, for example keeping water and being able to be deposited to retailers, the former of which we have identified as already being done. In the medium to long term we intend our product packaging to also be recyclable and hence more environmentally friendly–a continuous improvement process. Continuous improvement on packaging will also be undertaken so as to maintain, if not improve product appeal.

Currently the products are served in X ml and Y ml packs. However depending on the dictates of the market, there might be need to introduce new product packs. Hence we intend to ensure that we are flexible if such changes are to occur. A specific example is the X ml T beer pack, which is not being produced by any of the other breweries at the moment, representing an opportunity to be realized.

6.5 Corporate Social Responsibility

Sedibeng Breweries intends to be involved in a wide range of social responsibility engagement programs to invest back into the community in which we operate. Through our social responsibility program we can assist in improving peoples lives. If we contribute to development in a sustainable way, we need to support projects that communities bring to us, rather than strictly creating our own solutions for our communities. This is because if we impose our solution and drive a project it is an artificial response, and the risk is that the project will then always ‘belong’ to us. Whenever the project comes up against a new challenge, we will be expected to fix it, and will be forced to stay in a situation where we have to look after the same few projects forever. Rather we intend to fund several projects that belong to, and will be driven by, the community and become sustainable. However, before we commit ourselves to projects we intend to ensure that skills will be transferred, communities are involved and the projects will be able to become self-sustaining. We know that we cannot address all the development needs of our society. Where we can, we assist and sometimes may form partnerships so as to increase capacity.

We intend to be involved in the following activities:

• Arts and Culture (discussion removed for confidentiality).

Production Summary

Our production system shall strive to attain service excellence in addition to manufacturing safe, quality products. This shall be undertaken through the engagement of modern production techniques using up-to-date assembly technology. This will also result in low production costs being attained by the company. We also intend to ensure that the suppliers we engage are committed and reliable so as not to let down the final consumer in terms of the quality of the product and time of delivery.

In order to improve productivity in our plants we intend to reduce waste and duplication in our breweries by streamlining administrative functions and promoting and instilling a business culture that focuses on the teamwork rather than individual productivity. By the undertaking the above we will optimize our productivity given our available resources.

7.1 Suppliers

Currently the company obtains the vast majority of its raw materials from South African suppliers. However as we are committed to fair terms of trade and promotion of local business we intend to engage local suppliers. Hence raw materials, including x and y, may be sourced from local communal and commercial farmers avoiding intermediaries so as to minimize costs, ultimately benefiting the final consumer. The major advantages of doing so being higher margins, faster payments and lower risks of payment default. Through the use of economies of scale we aim to maintain low input and production costs. This may be undertaken through (discussion removed for confidentiality).

Hence we intend to establish good rapport with all our suppliers and hence long mutually beneficial business relationships. This shall be undertaken through working closely with suppliers to ensure uninterrupted deliveries.

7.2 Receiving

Recognizing that the receiving of our raw materials is an essential element in our entire business, we intend to ensure that it is done by responsible persons who will be present during off loading to check the quantity and condition of the consignment. During the actual off loading the receiving bay personnel will mass check on at least X% of the consignment. Non-confirming raw materials in terms of quality will only be approved with the consent of the managing director who would have undertaken further analysis of it.

7.3 Storage

It shall be the policy of the company to ensure that all raw materials are stored in a secure, clean and pest free manner. Stock takes and reconciliations shall be undertaken on a regular basis, initially done at least once a week. The stock principle of First In First Out (FIFO) shall be implemented. Whenever stock is taken out it shall be recorded on a separate stock or bin card, with reconciliations of raw materials issued to the brewery, issued to production, losses, opening and closing stock taken. Should any deviations arise these must be explained.

7.4 By-Products

Sedibeng Breweries intends to utilize every resource it has to the fullest possible extent. We realize that there shall be a lot of by-products that will be produced from our production of the main product lines. However not wanting to pollute the environment, and our community at large, we plan to utilize by-products whenever possible. This will ensure that our resources are fully utilized.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

Sedibeng Breweries shall evaluate the jobs it provides, paying competitive remuneration packages against market benchmarks to employees for their agreed and set out tasks. Consonant with its efforts to create added value by employees, Sedibeng Breweries seeks to negotiate the provision of incentive pay delivery mechanisms against achievement of agreed targets relating to accomplishment in the areas of productivity enhancement, savings and other specific successes, that is, the implementation of an effective performance management system.

Hence our human resources strategy will revolve around:

• Stakeholder inclusivity.
• Maintaining preventative health and safety structures for employees and support for surrounding communities.

8.1 Management Team

The management team, mainly comprising of the shareholders, has wide expertise and broad knowledge of the products and markets, which if well planned for, will enable the business to realize its goals and objectives. Daily management will consist of Mr. B in the role of technical and operations, and Mr. G in dealing with government, corporate bodies, and public relations.

Management style will reflect the participation of the shareholders. The company intends to respect its community and treat all employees well. We will develop and nurture the company as community. We do not intend to be overly hierarchical. Management’s ongoing initiatives to drive sales, market share and productivity will provide additional impetus.

8.2 Personnel Plan

We intend to compensate our personnel well, to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing the full potential of each employee. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun into the work and promote the maintenance of high standards. Sedibeng Breweries recognizes that our employees contribute fundamentally to the company’s long-term prosperity. We intend to enhance our capacity to attract and retain people of quality, through benefits such as housing and family education grants.

Employee health shall be of extreme importance. This is because the health of our people is an integral element of employee well-being at work and at home. Compliance with relevant legislation is a minimum target in our organization. We also intend to minimize if not totally eliminate the number of isolated incidents of intimidation in the workplace, so as to ensure that production and distribution are not materially affected and sound relationships are maintained between employee and employer and between employees as a whole.

8.3 Training

In-house training shall be continuous with regular external training being undertaken particularly following any new developments in the market. This is so as to ensure that we are continuously able to anticipate our markets needs–a proactive approach, which is so essential if we are to gain and maintain a competitive advantage. Courses on brewing will be undertaken primarily in South Africa, preferably with the established and reputable firms, such as YY Breweries. This will ensure that our personnel are exposed to the latest production techniques and are able to set their standards, or benchmark, using these organizations standards. Internal training will not only include product and technical aspects, but also expand to give much greater knowledge of customers, market trends, products, new technology aids, time management amongst other such variables. We intend to conduct health education sessions for groups and individuals on health risks in the workplace, balanced with lifestyle education and employee assistance programs that incorporate rehabilitation and counseling in a range of illnesses and social or personal problems. This is of particular importance in view of the AIDS epidemic that has grappled the country and continent as a whole to unparalleled levels.

We acknowledge the fact that successful recruiting, motivation and discipline procedures are keys to the growth of the organization. Hence we intend to promote and maintain good labor relations, strong morale and high quality work per employee.

8.4 Feedback and Control

• We will encourage our employees to put forward any suggestions they might have regarding the improvement of any of the company’s functions–an open door philosophy. Such a culture will enhance innovativeness and creativity in turn leading to job satisfaction and enrichment.

Financial Plan investor-ready personnel plan .">

We want to finance growth mainly through cash flow and equity. We recognize that this means we will have to grow more slowly than we might like.

The most important factor in our case is collection days, particularly with the bulk order customers. We can’t push our customers hard on collection days, because they are extremely sensitive and will normally judge us on our terms. Hence they tend to have a certain degree of financial authority. Therefore we need to develop a permanent system of receivables financing systems, using a well-coordinated accounting department. In turn we intend to ensure that our investors are compatible with our growth plan, management style and vision.

Compatibility in this regard means:

• Fundamental respect for giving our customers value, and for maintaining a healthy and congenial workplace.
• Respect for realistic forecasts, and conservative cash flow and financial management.
• Cash flow as first priority, growth second, profits third.
• Willingness to follow the company and contribute valuable input to strategy and implementation decisions.

9.1 Important Assumptions

The financial plan depends on important assumptions, most of which are shown in the following table as annual assumptions. The monthly assumptions are included in the appendix. From the beginning, we recognize that collection days are critical, but not a factor we can influence easily. Interest rates, tax rates, and personnel burden are based on conservative assumptions.

Some of the more important underlying assumptions are:

• We assume a strong economy, without major recession.
• We assume, of course, that there are no unforeseen changes in economic policy to make our products immediately obsolete.

9.2 Break-even Analysis

Our break-even analysis will be based on running costs, that is costs we shall incur in keeping the business running, including salaries and wages, rent, water and electricity, insurance amongst others. Hence many fixed costs shall be included in these costs. We will thus aim to ensure that our sales levels are running comfortably above break-even.

The following chart and table summarize our break-even analysis. With fixed costs of approximately $41,040 per month at the outset (a bare minimum), we need to bill approximately $93,000to cover our costs. We don’t really expect to reach break-even until several months into the business operation.

9.3 Projected Profit and Loss

Our projected profit and loss is shown on the following table, with sales increasing from more than $1,466,000 the first year to more than $1,612,000 the second, and approximately $1,806,000 in the third year. Profits are calculated to be around $152,000 before tax the first year during the start-up phase of this business. This will be representative of a net profit margin of approximately 7%, which though may not seem that impressive is relatively good for a start-up firm in our line of business. As with the break-even, we are projecting very conservatively regarding cost of sales and gross margin. Our cost of sales should be much lower, and gross margin higher, than in this projection.

9.4 Key Financial Indicators

The following benchmark chart indicates our key financial indicators for the first three years. We foresee major growth in sales and operating expenses, and a bump in our collection days as we spread the business during expansion.

Collection days are very important. We do not want to let our average collection days get above 30 under any circumstances. This could cause a serious problem with cash flow, because our working capital situation is chronically tight. However, we recognize that we cannot control this factor easily, because of the relationship with our clients.

9.5 Expense Forecast

Initial marketing expenses are relatively high as we seek to become known on the market. This will be brought about by the development of sales literature, advertising expenses, and function expenses (including lunches and dinners with interested stakeholders). As our market share increases and capital is generated, further marketing programs and the expansion of those in existence at the time will be undertaken, to ensure market development. Once these programs will start generating revenue for the business, which we shall in turn reinvest.

9.6 Projected Cash Flow

Cash flow projections are critical to our success. Detailed monthly numbers are included in the appendix. However it should be noted that they do not take into account the required capital injection.

9.7 Projected Balance Sheet

The balance sheet shows healthy growth of net worth, and strong financial position. The three-year estimates are included in the appendix.

9.8 Business Ratios

The table below shows our business ratios.

The local brewing market has been growing steadily over the last few years due to increases in people’s disposable income and opening of the economy. With this in mind we intend our marketing programs to expand accordingly. The introduction of quality catalogues and sales literature will enable Sedibeng Breweries to market to potential customers. We project sales to increase accordingly, though slightly slower as we establish a reputation for ourselves. With time, a presence on the Internet and participation in regional trade shows will be key milestones to expanding sales and marketing potentials through the utilization of new channels and identification of potential customers.

Throughout the year we intend to undertake regular evaluations of our marketing programs so as to ensure that we are in-line with our intended objectives.

In summary we intend to undertake the following:

• Saying no: Though difficult initially, we intend to be able to say no to special deals that take us away from the target focus and are unprofitable.

10.1 Contingency Planning

• Though Botswana overall is rather secure on the labor front in terms of strikes we intend to have in place a mechanism that will ensure that were this to occur the negative effects would be minimized. However further research and analysis into the above is still being undertaken.

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Brewery Business Plan Guide + Example

July 6, 2023

Adam Hoeksema

In this guide, we will navigate the process of creating a brewery business plan that reflects your  vision and entices potential stakeholders. Rather than viewing it as a chore that your lender may have tasked you with, embrace the opportunity to lay a solid foundation for your brewery's future growth.

Together, we will cover the essential components that make up a comprehensive brewery business plan, empowering you to showcase your brewery, analyze the market landscape, strategize marketing and sales efforts, and develop realistic financial projections. Your potential lenders will want to make sure your brewery plans are realistic and within industry averages as well!

This guide includes the following:

What Should be Included in a Brewery Business Plan?

• Conducting Market Research for Your Brewery Business Plan
• Creating Financial Projections for Your Brewery Business Plan

Example Brewery Business Plan

Brewery business plan faqs.

With that in mind as the path forward, let’s dive in. 

A brewery business plan should compellingly convey to investors and lenders why beer enthusiasts and other customers would prefer your brewery over competitors, why you or your team are the optimum choice to manage the brewery, and how the financial projections are tailored to secure a favorable monetary return on their investment. Below is a detailed blueprint of our complimentary brewery business plan template .

Brewery Business Plan Outline

I. Executive Summary

II. Company Description

III. Market Analysis

IV. Marketing and Sales Strategy

V. Operations and Management

VI. Financial Plan

• Startup Costs and Use of Funds
• Annual Sales, Gross Profit and Net Profit
• Key Financial Ratios
• Financial Summary
• Income Statement Annual Summary
• Cash Flow Statement Annual Summary
• Balance Sheet Annual Summary

VII. Appendix

VII. Conclusion

How to do Market Research for a Brewery Business Plan

Market research forms the backbone of any brewery business plan. Understanding your position within the market and establishing that there is adequate demand for your brewery's unique concept, location, and price range is key. Learn more about our approach to brewery market research here. Essentially, your goal is to grasp your competition, gauge potential customer footfall, identify an optimal location, and anticipate any seasonal fluctuations that could affect your business. You can learn more about our Brewery market research approach here, and below are some useful tools and methods for conducting market research for your prospective brewery.

What Will be the Cost to Advertise my Brewery?

We recommend Google Keyword Planner to aid you in identifying the ideal keywords to promote and attract customers to your brewery's website. This tool also offers an estimate of the cost per click when advertising using different keywords, as shown below:

What Keywords are Customers Using in Their Searches?

We rely on both Google Keyword Planner and Ahrefs to discern which keywords are directing traffic to your competitors' websites. You can run a report on a competitor's website to uncover the keywords they are ranking for and the volume of organic traffic each keyword generates. This information can be pivotal in streamlining your SEO strategy.

How Seasonal are Brewery?

We utilize Google Trends to examine the seasonality of your brewery concept. For instance, it can highlight that "Craft Beer Breweries" might not have stark seasonal patterns, whereas a brewery with a specialty in summer ales might exhibit pronounced seasonal trends.

How Many Customers Do my Competitors Receive Each Month?

Lastly, it's advantageous to generate foot traffic reports for your competitors to gauge the typical number of patrons they serve at their breweries. An example is shown below that presents the number of visits per month for a specific location:

In the end, the projected customer base for your brewery is a key assumption that will be foundational to your financial projections. Therefore, understanding your competitors' patron volumes can assist in estimating the potential traffic to your brewery.

How to Create Financial Projections for a Brewery Business Plan

Now, it's time to translate your market research into meaningful financial projections. Unlike other industries, the art of brewing introduces unique variables that shape revenue projections. While some breweries face capacity constraints, dictated by factors such as available seating, others may be limited by their brewing capacity and the ability to efficiently fulfill orders. Creating accurate financial projections is crucial not only to showcase your brewery's potential to repay loans but also to demonstrate an attractive return on investment to potential stakeholders.

• Estimate startup costs for your restaurant
• Forecast revenue including distribution, tap rooms, brewpub
• Project food, beer, and labor costs
• Estimate your operating expenses like rent and utilities
• Calculate how much investor or loan capital you will need to open

If you use our brewery projection template , you'll be guided through this process, ensuring your projections adhere to the format required by investors or lenders. Typically, startup brewery projections should include an integrated income statement, balance sheet, and cash flow forecast to provide a comprehensive financial overview.

Through thoughtful financial planning and accurate projections, you'll not only showcase the potential profitability of your brewery but also gain the confidence of potential investors and lenders. Let our brewery projection templates assist you in presenting a robust financial plan that sets the stage for a successful brewing enterprise.

Discover our brewery business plan template , available in a customizable Google Doc format, allowing you to tailor it to your specific needs. Accompanied by our video walkthrough, you'll receive guidance on adapting the plan to your unique brewery concept. 

Table of Contents

1. executive summary,  1.1. company overview.

Briefly introduce the company's background, products or services, and target market.

      -  Example: Barrel & Brew Co. is a boutique craft brewery located in Asheville, North Carolina. We are dedicated to producing exceptional handcrafted beers that showcase the artistry of brewing and embody the spirit of the local community. 

   1.2. Objectives

Outlines the company's short-term and long-term goals.

        - Example:  Establish Barrel & Brew Co. as a premier destination for craft beer enthusiasts in Asheville, achieving a 70% taproom occupancy rate within the first year.

        - Example: Long-term: Plan to expand our operations, opening additional taprooms in neighboring cities and maintaining strong customer satisfaction..

  1.3. Mission Statement

 Describes the company's purpose and core values.

        - Example: At Barrel & Brew Co., our mission is to create exceptional craft beers that captivate the senses and foster a sense of community. We are dedicated to promoting the art of brewing, supporting local farmers and artisans, and providing an inviting and educational space where beer enthusiasts can gather, share experiences, and appreciate the craftsmanship behind our beers.

  1.4. Keys to Success

Highlights the factors that will contribute to the company's growth and success.

        - Example: Barrel & Brew Co. thrives on the following key factors for success. We prioritize exceptional craftsmanship, ensuring our craft beers deliver unmatched quality and flavor. Our engaging taproom experience immerses beer enthusiasts through guided tours, tastings, and educational activities. Active community engagement through festivals, collaborations, and charitable support builds a loyal customer base. 

2. Company Description

   2.1. company history.

Provides context on the company's background and founding story.

        - Example: Barrel & Brew Co. was founded by Martin Holts, a passionate brewer with extensive experience in the craft beer industry. Inspired by his love for brewing and the vibrant beer culture in Asheville, North Carolina, Martin set out to create a brewery that would celebrate the artistry and flavors of handcrafted beers. 

   2.2. Legal Structure

 Describes the company's legal structure (e.g., sole proprietorship, partnership, LLC, corporation).

        - Example: Barrel & Brew Co. operates as a limited liability company (LLC)

 2.3. Unique Selling Proposition

  Emphasizes the company's competitive advantage or unique offerings.

        - Example: Barrel & Brew Co. distinguishes itself through its commitment to brewing excellence and innovation. We pride ourselves on crafting high-quality beers that showcase a harmonious blend of traditional brewing techniques and inventive flavors.

  2.4. Target Market

Defines the company's ideal customer base.

        - Example: Barrel & Brew Co. targets beer enthusiasts and craft beer connoisseurs in Asheville, North Carolina, and beyond. Our offerings appeal to individuals who appreciate the artistry, quality, and diverse range of flavors found in handcrafted beers. 

3. Market Analysis

3.1. industry overview.

  Presents a general overview of the industry, its trends, and growth potential.

        - Example: The craft beer industry in Asheville, North Carolina, is thriving, driven by the city's vibrant beer culture, tourism, and a strong community of beer enthusiasts. With a growing demand for high-quality and diverse craft beers, the industry presents significant growth potential for Barrel & Brew Co.

3.2. Competitor Analysis

 Evaluates the company's direct and indirect competitors, as well as their strengths and weaknesses.

        - Example: Direct competitors: Mountain Brew –  a local brewery located in Asheville, North Carolina, specializing in craft beers that celebrate the mountainous region.

        - Example: Indirect competitors: The Hop House – a popular brewpub and restaurant in Asheville, North Carolina. While they brew their own beers on-site, they also offer a wide selection of craft beers from other local and regional breweries. 

3.3. Target Market Analysis

Explores the company's target customers, demographics, preferences, and pain points.

        - Example: Barrel & Brew Co.'s target market includes beer enthusiasts, craft beer connoisseurs, and locals and tourists who appreciate the unique beer scene in Asheville. The target demographic comprises individuals aged 21 and above who seek flavorful, high-quality beers and enjoy exploring different beer styles and flavors.

3.4. Market Opportunities

Identifies potential opportunities for the company to grow within the market.

        - Example: There are several opportunities for Barrel & Brew Co. to thrive in the market. Firstly, by actively participating in local beer festivals, events, and collaborations with other breweries, Barrel & Brew Co. can increase brand visibility and attract new customers. Additionally, partnering with local restaurants and bars to showcase their beers can expand their reach and tap into new customer segments. 

Key Point  1

• Example 1: Conduct a competitor analysis to understand the strengths and weaknesses of existing breweries in the area. (e.g., Identify key competitors' offerings, pricing, and customer reviews to determine potential gaps in the market)
• Example 2:Analyze local beer consumption trends and preferences through surveys and market research. (e.g., Discover that there is a high demand for craft beers with unique flavors and local ingredients in Asheville)

4. Marketing and Sales Strategy

4.1. product or service offerings: .

Describes the company's products or services in detail.

        - Example: Barrel & Brew Co. offers a diverse range of handcrafted beers. Our lineup includes a variety of beer styles, from refreshing lagers to hop-forward IPAs and rich stouts. Each beer is meticulously brewed using high-quality ingredients and crafted to deliver exceptional flavor and aroma.

4.2. Pricing Strategy

 Outlines the company's approach to pricing its products or services.

        - Example: Barrel & Brew Co. employs a competitive pricing strategy that reflects the quality and craftsmanship of our beers while remaining accessible to our target market. 

4.3. Sales Strategy

  Explains how the company plans to generate sales and build

customer relationships.

        - Example:  To generate sales and build strong customer relationships, Barrel & Brew Co. focuses on creating memorable experiences for beer enthusiasts. Our taproom in Asheville, North Carolina, serves as a hub for beer tasting, socializing, and educational events. We prioritize customer engagement by offering guided brewery tours, hosting beer tasting sessions, and providing a welcoming and knowledgeable staff to enhance the overall brewery experience.

4.4. Distribution Channels

 Describes the methods through which the company will deliver its products or services to customers.

        - Example: Barrel & Brew Co. primarily distributes its beers through its taproom in Asheville. Customers can visit the taproom to enjoy our beers on-site, purchase cans or growlers to-go, and engage directly with our team. 

4.5. Promotions and Advertising

 Details the company's promotional efforts and advertising strategies.

        - Example: To increase brand awareness and attract customers, Barrel & Brew Co. employs a multifaceted approach to promotions and advertising. We leverage social media platforms to showcase our beers, engage with our audience, and promote upcoming events. We also collaborate with local food vendors, musicians, and artists to host unique experiences and create cross-promotional opportunities. 

Key Point  2

• Example 1:  Organize a beer tasting event showcasing the brewery's signature brews to attract beer enthusiasts and build brand awareness. (e.g., Attract 300 attendees to the event, generating positive feedback and inquiries about future offerings). Attend local festivals, events, etc to offer beer tastings and sale discounted beers
• Example 2: Collaborate with local restaurants and bars to feature Barrel & Brew Co.'s beers on their menus, expanding the brewery's reach and attracting new customers. (e.g., Secure partnerships with three popular restaurants, resulting in increased sales and customer referrals)
• Example 3: pre-sale “beer of the month” or mugs for a “mug club” to provide a discount for the first year (or lifetime) based on a pre-launch subscription fee
• Example 4: Social Media & Email signups. Build a local (and broader) following by documenting/sharing the process of brewing, building, launching the brewery. Collect emails to provide updates to local supporters

5. Operations and Management

5.1. brewery production.

Involves the brewing process, quality control, and packaging of the beers.

        - Example: Barrel & Brew Co. focuses on producing high-quality beers by adhering to strict brewing standards, conducting regular quality checks, and implementing efficient packaging and labeling processes.

5.2. Inventory Management

Refers to the management of raw materials, brewing supplies, and finished beer inventory.

        - Example: Barrel & Brew Co. maintains a comprehensive inventory management system to monitor stock levels, track ingredient usage, and ensure sufficient supply of brewing materials. This enables us to meet customer demand and optimize production efficiency.

5.3. Taproom Operations

Encompasses the management of the taproom, including customer service, beer pouring, and creating a welcoming atmosphere.

        - Example: Barrel & Brew Co. places a strong emphasis on exceptional customer service and creating a warm and inviting environment in our taproom. Our well-trained staff provides knowledgeable guidance on beer selection, offers a memorable tasting experience, and fosters a sense of community among our patrons.

5.4. Compliance and Regulatory Requirements

Involves adhering to local, state, and federal regulations related to brewing, licensing, health and safety, and responsible alcohol service.

        - Example: Barrel & Brew Co. ensures compliance with all applicable laws and regulations governing the brewing industry. We maintain proper licensing, prioritize health and safety protocols, and promote responsible alcohol service to uphold the highest standards of legal and ethical practices.

Key Point  3

• Example: Martin Holts, the owner of Barrel & Brew Co., has a decade of experience in craft beer brewing, including managing a successful brewery in a different location. His expertise ensures a deep understanding of brewing techniques, quality control, and industry trends.
• Example: The brewery's head brewer, Sarah Thompson, is a renowned expert in the craft beer industry, having won multiple awards for her innovative beer creations. Her expertise brings credibility and a competitive edge to Barrel & Brew Co.

5.5 Staffing and Human Resources

Covers the recruitment, training, and management of a skilled and dedicated team.

        -Example: Barrel & Brew Co. places great importance on hiring passionate and knowledgeable individuals who share our commitment to brewing excellence. We provide comprehensive training programs, offer competitive compensation, and foster a positive work environment to attract and retain top talent in the industry.

5.6. Financial Management

Involves budgeting, accounting, and financial analysis to ensure the brewery's financial stability and profitability.

        - Example: Barrel & Brew Co. maintains a robust financial management system, which includes accurate bookkeeping, regular financial analysis, and strategic budgeting. This allows us to make informed business decisions, manage expenses effectively, and pursue growth opportunities while maintaining financial sustainability.

All of the unique Brewery financial projections you see here were generated using ProjectionHub’s Brewery Financial Projection Template . Use PH20BP to enjoy a 20% discount on the template. 

6. Financial Plan

   6.1. startup costs.

  Provide a detailed breakdown of the total startup costs requirements, and where you plan for those funds to come from. You will also want to breakdown how the startup costs will be used including working capital to cover losses before the business breaks even.

        - Example: Creating a solid financial plan is crucial, and we are taking the necessary steps to ensure the success of Barrel & Brew Co. We have raised $150,000 through personal investment from Matin, and we are working with financial institutions to secure a business loan of around $500,000. By combining these funding sources, we are confident in our ability to meet the startup cost requirements and establish a strong foundation for Barrel & Brew Co. 

6.2. Revenue Projections

Provides an estimate of the company's future revenue based on market research and assumptions.

        - Example:  Barrel & Brew Co. projects $1,367,824 in revenue in the first year. The company anticipates steady growth in revenue over the initial five-year period.

6.3. Expense Projections

 Estimates the company's future expenses, including fixed and variable costs.

        - Example: Barrel & Brew Co.'s expenses include property lease, accounting, advertising, professional services, utilities, and more.

6.4. Profit and Loss Statement

Summarizes the company's revenue, expenses, and net income over a specific period.

        - Example: Barrel & Brew Co. expects to achieve profitability within the first two years of operation.

6.5. Cash Flow Projections

 Outlines the company's projected cash inflows and outflows.

        - Example: Barrel & Brew Co. cash flow projections account for seasonal fluctuations in sales and expenses.

6.6. Break-even Analysis

  Determines the point at which the company's revenue equals its expenses.

        - Example: Barrel & Brew Co. anticipates reaching its break-even point in year 2 of operation.

Watch how to create financial projections for your Brewery

Key Point  4 

• Example 1: Compare financial projections with industry benchmarks for breweries of a similar size and production capacity. (e.g., Aim for a gross margin of 50%, which is within the typical range for craft breweries)
• Example 2:  Consider potential market growth and expansion opportunities in Asheville, factoring in expected revenue increases from increased distribution and taproom sales.

7. Appendix

   7.1. supporting documents.

 Includes any relevant documentation that supports the information presented in the business plan, such as resumes, financial projections, market research data, and permits or licenses.

   7.2. Glossary of Term

 Provides definitions for industry-specific terms used throughout the business plan to ensure reader comprehension.

   7.3. References and Resources

Lists any sources or resources referenced during the preparation of the business plan, including industry reports, market research data, and relevant publications.

Key Point  5

• Example: Martin Holts and his family invest a substantial amount of personal funds into the brewery's startup costs, demonstrating their commitment to the business's success.
• Example: The brewery secures a small business loan backed by the collateral of brewing equipment, showing the willingness to assume financial risk and ensuring the lender's confidence in the venture.

How can I choose the ideal location for my brewery?

When selecting a location for your brewery, consider factors such as the availability of water supply, access to quality ingredients, proximity to your target market, zoning regulations for breweries, space for brewing equipment and storage, and the potential for a taproom or retail area.

What are the steps to start a craft brewery?

Starting a craft brewery typically involves conducting market research, writing a business plan, securing funding, obtaining necessary permits and licenses, sourcing equipment and ingredients, hiring staff, and marketing your brewery.

How can I finance my brewery startup?

There are various options to finance a brewery startup, including self-funding, bank loans, crowdfunding, seeking investment from private investors or venture capitalists, or applying for government grants or incentives.

What permits and regulations do I need to comply with to operate a brewery?

The permits and regulations for operating a brewery can vary depending on your location. Typically, you will need permits related to alcohol production and distribution, licensing for on-site consumption or retail sales, compliance with health and safety regulations, and adherence to labeling and packaging requirements.

About the Author

Adam is the Co-founder of ProjectionHub which helps entrepreneurs create financial projections for potential investors, lenders and internal business planning. Since 2012, over 50,000 entrepreneurs from around the world have used ProjectionHub to help create financial projections.

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Write your business plan with help from industry experts

Use this free template to easily create a great business plan that organizes your vision and helps you start, grow, or raise funding for your brewery.

What's inside? Exclusive insights into how to:

• Build a strong  brewery business plan
• Write an executive summary
• Establish a brewery operations plan
• Conduct market and financial analyses
• Create a  brewery marketing strategy

Use the Brewery Business Plan Template to build a concrete plan for success

In most cases, opening a new brewery, expanding to a new location, or giving your existing concept an overhaul requires outside capital from investors. But before anyone invests in your dream, they need to see that you’ve got a concrete plan for success. The business plan provides them with a complete description of your strategy. Download the free  Brewery Business Plan Template to organize your vision and ensure that nothing is overlooked. For a guide to writing a business plan specifically for a brewery, learn from this resource: How to Write a Brewery Business Plan .

Sample Brewery Business Plan

Writing a business plan is a crucial step in starting a brewery. Not only does it provide structure and guidance for the future, but it also helps to create funding opportunities and attract potential investors. For aspiring brewery business owners, having access to a sample brewery business plan can be especially helpful in providing direction and gaining insight into how to draft their own brewery business plan.

Download our Ultimate Brewery Business Plan Template

Having a thorough business plan in place is critical for any successful brewery venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can give you clarity on realistic financial projections and help you secure financing from lenders or investors. A brewery business plan example can be a great resource to draw upon when creating your own plan, making sure that all the key components are included in your document. The brewery business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your brewery as Growthink’s Ultimate Brewery Business Plan Template , but it can help you write a brewery business plan of your own.

Brewery Business Plan Example – Hops & Barley Brews

Table of contents, executive summary, company overview, industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

At Hops & Barley Brews, we are passionately dedicated to brewing distinctive beers that cater to the tastes of beer aficionados in San Antonio, TX. Our brewery stands as a testament to our commitment to quality, creativity, and community. We take pride in our state-of-the-art brewing facility and taproom, where we invite locals and visitors to explore our wide range of beers, from traditional ales and lagers to innovative craft selections. Our mission is to become a cornerstone in San Antonio’s vibrant beer culture, offering a welcoming space for socializing, education, and appreciation of the art of brewing.

Our success is attributed to our meticulous attention to quality, innovative brewing techniques, and a deep understanding of our customers’ preferences. We’ve quickly established a strong presence in the local market, thanks to our diverse beer selection and engaging community events. Our accomplishments to date include securing several awards at regional beer festivals, consistently positive customer feedback, and growing sales figures. These achievements underline our commitment to excellence and our potential for future growth.

The craft beer industry has seen significant growth, driven by consumers’ increasing preference for unique and locally produced beers. This trend has fostered a vibrant competitive landscape, with breweries distinguishing themselves through variety, quality, and community involvement. San Antonio’s burgeoning craft beer scene is reflective of this wider trend, offering ample opportunity for growth, particularly for breweries that prioritize innovation and engagement with their local community. As the industry continues to evolve, staying ahead of consumer trends and leveraging local partnerships will be key to success.

Our target customers are diverse, including both seasoned craft beer enthusiasts and newcomers eager to explore the world of artisanal beers. We focus on creating a welcoming environment for all, regardless of their level of beer knowledge. Our customer base is primarily composed of local residents and tourists, drawn to San Antonio’s rich cultural offerings. By understanding and catering to the preferences of our customers, we aim to not only attract a loyal following but also to introduce more people to the craft beer experience, fostering a larger community of enthusiasts.

Top Competitors: Brew Haven, City Ales, and The Malt House.

Brew Haven focuses on a wide range of international beers, City Ales offers a cozy, family-friendly atmosphere with a focus on local brews, and The Malt House is known for its experimental beer flavors. Our competitive advantages include our commitment to quality, our innovative brewing techniques that allow us to create unique beer flavors, and our strong community engagement through events and partnerships. These strengths enable us to stand out in a crowded market.

Our marketing plan is designed to engage our target audience through a mix of online marketing, community events, strategic partnerships, loyalty programs, and traditional advertising. We leverage social media platforms to share engaging content, run contests, and promote our events, fostering a strong online community. In-person events and partnerships with local businesses enhance our community presence and offer diverse experiences to our customers. Our loyalty program rewards customer engagement, turning patrons into brand ambassadors. Traditional advertising in local media ensures broader brand visibility. Together, these strategies aim to attract customers to our brewery and build a loyal community around our brand.

Our operational processes are centered around ensuring the highest quality of our beers and optimizing our brewing schedule to meet demand. Key processes include sourcing the finest ingredients, maintaining strict quality control standards, and fostering innovation in our beer recipes. Our milestones include expanding our brewing capacity to meet growing demand, launching new beer varieties to keep our offerings fresh, and increasing our distribution channels to reach more customers. Achieving these milestones is critical for our growth and for maintaining our reputation as a top craft brewery in San Antonio.

Our management team comprises individuals with extensive experience in the brewing industry, business management, and customer service. With a shared passion for craft beer and a vision for Hops & Barley Brews, our team’s expertise is integral to our success. Each member brings unique skills that complement our overall strategy, from brewing innovation and operational efficiency to marketing and community engagement. Their collective experience and dedication are the driving forces behind our brewery’s growth and success.

Welcome to Hops & Barley Brews, a new brewery that has recently started serving the vibrant community of San Antonio, TX. As a local brewery, we’ve noticed a gap in the market for high-quality local brews and have taken it upon ourselves to fill this void. Our team is dedicated to providing an exceptional experience for all our customers, offering a unique take on craft beer that can’t be found anywhere else in the area. At Hops & Barley Brews, we specialize in craft beers that cater to a wide range of taste preferences. Our offerings include a variety of beer flights and sampler sets, allowing our customers to explore and enjoy our diverse range of brews. For those who wish to take a piece of our brewery home, we offer growlers and an assortment of brewery merchandise. Additionally, we provide brewery tours, giving our guests a behind-the-scenes look at how our craft beers are brought to life. Our dedication to quality and variety ensures there’s something for everyone at Hops & Barley Brews. Our brewery is proudly based in San Antonio, TX, where we serve our local community with pride. Hops & Barley Brews stands out in the bustling brewery scene due to several key factors. Firstly, our founder brings invaluable experience from successfully running a previous brewery. This expertise is complemented by our commitment to producing superior beer with more varieties than our competitors. These elements position us uniquely in the market, setting the stage for our success in San Antonio and beyond. Hops & Barley Brews officially opened its doors on January 2, 2024, as a Limited Liability Company. Since then, we’ve achieved notable milestones that mark the beginning of our journey in the craft beer industry. Our accomplishments include the development of our company name, the design of our distinctive logo, and securing an ideal location for our brewery. These foundational steps underscore our commitment to building a brand that resonates with our customers and stands the test of time.  

The Brewery industry in the United States is currently experiencing significant growth and has become a major player in the country’s economy. According to recent data, the market size of the Brewery industry in the United States was valued at approximately $119.6 billion in 2020. This impressive figure indicates the strong demand for craft beer and the increasing popularity of local breweries across the nation.

Furthermore, the Brewery industry is expected to witness substantial market growth in the coming years. It is projected that the market size will reach around $152.2 billion by 2026, registering a compound annual growth rate (CAGR) of 4.2% during the forecast period. This growth can be attributed to several factors, including the rising consumer preference for craft beer, the growing number of microbreweries, and the increasing adoption of online sales channels.

These trends in the Brewery industry bode well for Hops & Barley Brews, a new Brewery serving customers in San Antonio, TX. With the industry experiencing strong growth and a positive outlook for the future, there is ample opportunity for Hops & Barley Brews to thrive and capture a significant share of the local market. By offering a unique selection of craft beers and providing a memorable customer experience, Hops & Barley Brews can tap into the growing demand for craft beer and establish itself as a go-to destination for beer enthusiasts in the San Antonio area.

Below is a description of our target customers and their core needs.

Target Customers

Hops & Barley Brews will target local residents who are seeking a unique and high-quality brewery experience. This core demographic is likely to appreciate the craft and detail that goes into each brew, making them frequent visitors. The brewery will tailor its offerings to meet the tastes and preferences of this group, ensuring a loyal customer base.

The establishment will also attract tourists who are exploring San Antonio’s rich culture and culinary scene. These visitors are often looking for authentic, local experiences that they can’t find elsewhere. By offering a selection of beers that capture the essence of the region, Hops & Barley Brews will become a must-visit location on any tourist’s itinerary.

Furthermore, Hops & Barley Brews will cater to the growing segment of craft beer enthusiasts. These individuals are always on the lookout for new and exciting brews to try. The brewery’s commitment to innovation and quality will make it a popular destination for these customers, who are willing to travel and spend more for a superior product.

Customer Needs

Hops & Barley Brews caters to the discerning tastes of San Antonio residents who demand high-quality beer. Patrons can explore a diverse range of flavors, each crafted with meticulous attention to detail and using only the finest ingredients. This dedication ensures an exceptional drinking experience that meets the expectations of even the most sophisticated beer aficionados.

Aside from providing premium beverages, Hops & Barley Brews fosters a sense of community among its clientele. Customers can enjoy their favorite brews in a welcoming atmosphere that encourages social interaction and the making of new friends. The brewery serves as a vibrant gathering spot where individuals can unwind and connect over shared interests.

Moreover, Hops & Barley Brews addresses the growing desire for unique and locally-produced products. By emphasizing local ingredients and innovative brewing techniques, the brewery stands out as a beacon of creativity and craftsmanship. Customers appreciate the opportunity to support local businesses while enjoying beers that they can’t find anywhere else, adding a special touch to their overall experience.

Hops & Barley Brews’s competitors include the following companies:

Thirsty Pups Brewery is renowned for its unique range of craft beers, catering to a diverse palette with offerings from traditional ales to experimental flavors. Their products are marketed at a premium price point, reflecting the quality and craftsmanship behind each brew. Thirsty Pups Brewery operates from a prime location in the heart of San Antonio, drawing in both locals and tourists seeking an authentic craft beer experience. The brewery prides itself on its community-focused approach, hosting regular events and tastings that cater to a wide customer segment. Their key strengths lie in their innovative brewing techniques and strong local brand identity. However, their reliance on a single location and higher price points could limit their reach among budget-conscious consumers.

Man Overboard Brewing distinguishes itself with a nautical theme that resonates throughout their product lines and branding. They offer a broad selection of beers, including IPAs, stouts, and lagers, aimed at appealing to a range of tastes and preferences. Prices are competitive, positioned to attract both craft beer enthusiasts and casual drinkers. Located in a bustling area of San Antonio, Man Overboard Brewing benefits from high foot traffic and visibility. They serve a wide geography, making their products available in various bars and retail stores across the city. Strengths of Man Overboard Brewing include their distinctive branding and wide distribution network. However, their broad product range might dilute the brand’s identity and impact the consistency of quality.

Second Pitch Beer Co. focuses on creating a small batch, artisanal beers, with an emphasis on quality and exclusivity. Their product offerings are limited and rotate seasonally, ensuring novelty and freshness. This exclusivity comes with a higher price tag, making their beers a luxury choice for consumers. The brewery is situated in a quieter neighborhood, attracting a dedicated following of craft beer aficionados from across and beyond San Antonio. Second Pitch Beer Co. targets a niche market, emphasizing the artisanal aspect of their brewing process. Their key strengths include a strong brand loyalty and a reputation for quality. A potential weakness is their limited appeal to a broader audience due to high price points and a smaller production scale.

Competitive Advantages

At Hops & Barley Brews, our primary competitive advantage lies in the quality and variety of our offerings. We pride ourselves on crafting better beer than our competitors, a claim backed by our meticulous attention to detail and passion for the brewing process. Our selection is broad and diverse, ensuring that every customer can find a beer that suits their palate. This commitment to excellence and variety sets us apart in the bustling San Antonio market, where beer enthusiasts expect nothing but the best. Our innovative brewing techniques and dedication to quality ingredients mean that each beer we produce is not just a drink, but an experience.

Beyond the superior quality and variety of our beers, we also offer a unique customer experience that fosters a strong sense of community among our patrons. Our brewery is not just a place to grab a drink; it’s a destination where people can gather, share stories, and create memories. This emphasis on creating an inviting and inclusive atmosphere adds a significant competitive edge, making us more than just a brewery, but a staple in the local community. Additionally, our engagement with local suppliers and commitment to sustainability resonate with customers who value supporting local businesses and environmental responsibility. In sum, our competitive advantages are not limited to the beer we brew but extend into how we operate and engage with our community and environment.

Our marketing plan, included below, details our products/services, pricing and promotions plan.

Products and Services

Hops & Barley Brews introduces a unique experience for craft beer enthusiasts, offering a diverse range of products and services designed to cater to various tastes and preferences. At the heart of their offerings are their Craft Beers, meticulously brewed to perfection, providing customers with an exceptional tasting experience. These craft beers are available at an average price of $6 per pint, allowing patrons to enjoy premium quality brews without breaking the bank.

In addition to their exquisite beers, Hops & Barley Brews also offers an array of Brewery Merchandise. This includes branded apparel, glassware, and other accessories, perfect for fans who wish to show their support for the brewery. Items are reasonably priced, with merchandise starting from $15, making it easy for customers to take a piece of their brewery experience home with them.

For those looking to explore a variety of flavors, Beer Flights are an excellent choice. Priced at an average of $10, these flights allow customers to sample four different beers in smaller quantities, making it an ideal option for discovering new favorites.

Similarly, Sampler Sets are available for enthusiasts who enjoy variety. These sets provide a curated selection of beers, enabling patrons to taste a range of brews at their leisure. With an average price of $15, Sampler Sets offer a comprehensive tasting experience.

Growlers are another popular option for customers wishing to enjoy Hops & Barley Brews’ craft beers at home. These refillable containers ensure that beer remains fresh and carbonated, with prices starting at $20 for a 64 oz. growler. This provides an economical and environmentally friendly way to enjoy craft beers outside the brewery.

Last but not least, Brewery Tours offer an immersive experience for those interested in the brewing process and the story behind Hops & Barley Brews. For an average price of $15, visitors can expect a guided tour through the brewery, complete with insights into the craft beer making process and, of course, beer tastings.

Overall, Hops & Barley Brews aims to provide a comprehensive and enjoyable experience for beer lovers, combining high-quality craft beers with a range of products and services designed to enhance the customer experience. Whether it’s enjoying a pint on-site, taking home a growler, or sporting some brewery merchandise, there’s something for everyone at Hops & Barley Brews.

Promotions Plan

Hops & Barley Brews embarks on an engaging journey to captivate the palates of beer enthusiasts in San Antonio, TX, with its unique blend of crafted beers. Understanding the competitive landscape, the brewery employs a multifaceted promotional strategy aimed at drawing in customers and creating a loyal community around its brand. The cornerstone of this strategy is online marketing, complemented by a series of innovative promotional methods designed to create buzz and foster a strong connection with its target audience.

Online marketing stands at the forefront of Hops & Barley Brews’ promotional efforts. The brewery leverages social media platforms such as Instagram, Facebook, and Twitter to share compelling content, including behind-the-scenes looks at beer production, introductions to their brewing team, and announcements of new releases. Engaging with customers through these channels, they run contests, live Q&A sessions, and virtual tastings, making the brewery’s presence felt far beyond the confines of its physical location. Additionally, the brewery will establish a robust email marketing campaign, sending out newsletters that inform subscribers about upcoming events, special promotions, and exclusive offers, thereby ensuring that Hops & Barley Brews remains top of mind among its patrons.

Recognizing the importance of community engagement, Hops & Barley Brews will also host a variety of events and partnerships. Launch parties, seasonal beer festivals, and brewery tours will invite locals and tourists alike to experience the brewery’s offerings firsthand. Collaborations with local businesses, food trucks, and musicians will not only diversify the experiences offered at these events but also embed the brewery within the local culture and economy. These partnerships serve as a testament to the brewery’s commitment to the San Antonio community and help in building a network of reciprocal support.

Loyalty programs will further incentivize repeat visits and foster a sense of belonging among the brewery’s patrons. A points system, for example, rewards customers for purchases, attending events, or referring friends, which they can redeem for discounts, limited-edition merchandise, or exclusive access to new brews. This approach not only encourages ongoing engagement with the brand but also turns customers into brand ambassadors who share their positive experiences with others.

Lastly, Hops & Barley Brews will leverage traditional advertising methods such as local print media, radio spots, and outdoor advertising to increase brand visibility. Strategic placement of ads in local entertainment guides, billboards in high-traffic areas, and participation in local radio shows will ensure that the brewery captures the attention of a wide audience, including those who may not be as active online.

In conclusion, Hops & Barley Brews employs a comprehensive promotional strategy that blends online marketing with community engagement, strategic partnerships, loyalty programs, and traditional advertising. This approach will not only attract customers to the brewery but also build a loyal community around its brand, ensuring its position as a beloved fixture in the San Antonio beer scene.

Our Operations Plan details:

• The key day-to-day processes that our business performs to serve our customers
• The key business milestones that our company expects to accomplish as we grow

Key Operational Processes

To ensure the success of Hops & Barley Brews, there are several key day-to-day operational processes that we will perform.

• Conduct daily quality checks on all beer batches to ensure consistency and excellence in flavor, color, and texture.
• Monitor storage conditions to ensure they meet the required standards for temperature and humidity.
• Perform daily inventory checks to monitor stock levels of raw materials such as hops, barley, yeast, and any other ingredients used in the brewing process.
• Ensure a steady supply of essential brewery supplies like bottles, labels, and packaging materials to meet production schedules.
• Train staff on customer engagement and product knowledge to provide an exceptional customer experience.
• Handle customer feedback promptly and effectively to maintain high satisfaction levels.
• Update social media platforms and the brewery’s website regularly with news, events, and promotions to engage with customers and attract new ones.
• Review sales data daily to understand customer preferences and adjust the product lineup as needed.
• Plan and adjust brewing schedules based on inventory levels and forecasted demand to ensure a consistent supply of products.
• Maintain flexibility in production planning to accommodate special or seasonal brews.
• Perform daily inspections and routine maintenance on brewing equipment to prevent breakdowns and ensure operational efficiency.
• Schedule regular deep cleaning of the brewing facilities to comply with health and safety regulations.
• Monitor daily expenses and revenues to manage cash flow effectively.
• Review and analyze financial reports regularly to make informed business decisions.
• Ensure all brewing and business operations adhere to local, state, and federal regulations, including health and safety standards, licensing, and tax obligations.
• Keep up-to-date with changes in legislation that might affect the business and adjust operations accordingly.

Hops & Barley Brews expects to complete the following milestones in the coming months in order to ensure its success:

• Secure a Prime Location : Choosing a location that is accessible and appealing to our target market in San Antonio, TX. This includes ensuring sufficient space for brewing equipment, storage, and a tasting room to welcome our customers.
• Obtain Necessary Permits and Licenses : Successfully navigating the regulatory landscape to obtain all required permits and licenses for operating a brewery. This includes federal approval from the Alcohol and Tobacco Tax and Trade Bureau (TTB), as well as state and local permits.
• Build-Out and Equipment Installation : Completing the construction and setup of our brewery, including the installation of brewing equipment, fermentation tanks, and a welcoming environment for guests. This also involves ensuring that our facilities comply with health and safety standards.
• Develop and Test Beer Recipes : Crafting a variety of unique and high-quality beer recipes to appeal to a broad range of tastes. This includes conducting taste tests and gathering feedback to refine our offerings before launch.
• Hire and Train Staff : Recruiting a team of skilled and passionate individuals for brewing, serving, and management roles. Providing comprehensive training to ensure they are knowledgeable about our products and can deliver excellent customer service.
• Launch Our Brewery : Officially opening our doors to the public with a well-planned launch event to generate buzz and attract our first customers. This includes marketing efforts to raise awareness of our brand and offerings in the local community.
• Implement Marketing and Sales Strategies : Developing and executing effective marketing and sales strategies to reach our target audience, build customer loyalty, and drive traffic to our brewery. This includes digital marketing, partnerships, and events.
• Monitor and Optimize Operations : Continuously monitoring our operations, customer feedback, and financial performance to identify areas for improvement. Implementing operational efficiencies and cost-saving measures to improve margins.
• Get to $15,000/Month in Revenue : Achieving this financial milestone as a sign of growing customer base and market acceptance. This involves increasing production capacity, expanding distribution channels, and enhancing marketing efforts to boost sales.
• Expand Product Offerings and Distribution : Once a stable revenue is achieved, exploring opportunities for expanding our product line with new beer varieties or limited editions. Also, considering wider distribution through local bars, restaurants, and retail outlets to increase brand visibility and sales.

Our management team has the experience and expertise to successfully execute on our business plan.

Hops & Barley Brews management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Ethan Brown, President

Ethan Brown brings to Hops & Barley Brews a rich tapestry of experience in the brewery industry, underpinned by a proven track record of success. With a keen sense for the evolving tastes of craft beer enthusiasts and a deep understanding of the operational challenges unique to the brewing industry, Ethan’s leadership is rooted in practical experience. Having successfully run a brewery in the past, he is well-versed in navigating the complexities of product development, marketing strategies, and distribution channels. This background makes Ethan exceptionally qualified to guide Hops & Barley Brews towards achieving lasting success in a competitive market. His vision for the company is not only to sustain growth but to also foster a culture of innovation and excellence within the team.

To achieve our growth goals, we require significant investment in equipment, marketing, and facility expansion. This funding will enable us to increase our brewing capacity, enhance our marketing efforts to reach a broader audience, and improve our taproom to offer a better customer experience. Our financial plan is focused on securing the necessary capital to fuel our growth while ensuring sustainable operations and profitability in the long term.

Financial Statements

Balance sheet.

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Income Statement

[insert income statement]

Cash Flow Statement

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Brewery Business Plan Example PDF

Download our Brewery Business Plan PDF here. This is a free brewery business plan example to help you get started on your own brewery plan.  

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Tilray Brands acquires four craft breweries from Molson Coors

Tilray Brands said it expects to grow its annual beer volumes by 15 million cases following the purchase.

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Canadian cannabis and beverage company Tilray Brands has acquired four craft breweries from Molson Coors.

Financial terms of the deal were not disclosed.

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The agreement will see Tilray adding Hop Valley Brewing Co., Terrapin Beer Co., Revolver Brewing, and Atwater Brewery to its portfolio.

The group said it expects to grow its annual beer volumes by 15 million cases with the addition of the Molson Coors breweries. The group noted that the deal “anchors” it in the US states of Texas and Michigan, where Revolver Brewing and Atwater Brewery are respectively located.

The deal is expected to close by the end of this month, Tilray told Just Drinks .

“With the acquisition of these four craft breweries from Molson Coors, we are marking another strategic milestone in Tilray Brands’ growth plan,” Tilray Brands CEO Irwin D. Simon said.

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“Our team’s expertise in operational excellence will enable us to unlock the full potential of these brands and businesses. We are confident in our ability to drive revenue, generate cost synergies, and expand national distribution reinforcing our leadership position in craft beer resulting in tremendous growth opportunities for our global beverage business.”

Hop Valley Brewing is based in Oregon and Tilray Brands claims it has grown to 43,000 points of distribution across 12 states since its founding in 2009. The 2002 Georgia established Terrapin Beer Co. has 47,000 distribution points across 13 states.  

Speaking on the group’s asset offload, Molson Coors’ chief commercial officer Michelle St. Jacques said: “Last fall we set a clear portfolio premiumisation ambition, and achieving it is going to require tighter focus on the segments we believe have the highest growth potential for our business,”

St. Jacques added: “While we love these craft breweries and the people behind them, this move allows us to do exactly that – focus our time, energy and resources behind the initiatives we believe will best help us meaningfully grow our US above premium portfolio in beer and beyond beer.”

Tilray Brands acquired a clutch of beer brands from Anheuser-Busch InBev last year, including Blue Point Brewing, Shock Top, Breckenridge Brewery and Square Mile Cider.

Some of the assets were acquired by AB InBev in deals during the 2010s. Three of the brewers were bought in 2019 when the company acquired Craft Brew Alliance outright.

Tilray Brands’ net revenue from its beverage-alcohol business stood at C$202.1m ($145.9m) in the full year ended 31 May 2024, more than double the sum booked in 2023. Gross profit from the division was up 91% to C$88.6m year-on-year.

On a group level, Tilray Brands reported revenue of C$788.9m in 2024, up 26% on the year prior. It posted a 14% increase in gross profit to $223.4m.

In total, net losses for the year stood at C$222m, an improvement on C$1.44bn in 2023, which included brewery acquisitions.

Tilray Brands generates 25% of its revenue from beverage alcohol, 35% from cannabis, 33% from its distribution business and 7% from “wellness” products, including hemp oils.

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How To Write a Successful Microbrewery Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for microbrewery businesses that want to improve their strategy and/or raise funding.

A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.

This article provides an overview of the key elements that every microbrewery business owner should include in their business plan.

Download the Ultimate Microbrewery Business Plan Template

What is a Microbrewery Business Plan?

A microbrewery business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Microbrewery Business Plan?

A microbrewery business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Microbrewery Business Plan

The following are the key components of a successful microbrewery business plan:

Executive Summary

The executive summary of a microbrewery business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

• Start with a one-line description of your microbrewery company
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your microbrewery business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your microbrewery firm, mention this.

You will also include information about your chosen microbrewery business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an important component of a microbrewery business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the microbrewery industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, the customers of a microbrewery business may include:

• Adult beer drinkers who are looking for new craft beer experiences
• Restaurant and bar owners who are looking to add local microbrews to their menus
• Retailers who want to sell local microbrews in their stores

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or microbrewery services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Below are sample competitive advantages your microbrewery business may have:

• Unique brewing process and flavors
• Strong brand identity and loyalty
• Quality ingredients and high standards
• Local focus and support of the community
• Innovative marketing

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your microbrewery business via a PR or publicity campaign.

Operations Plan

This part of your microbrewery business plan should include the following information:

• How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a microbrewery business include reaching $X in sales. Other examples include brewing a specific number of barrels of beer or expanding to a new location.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific microbrewery industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Microbrewery Business

Balance Sheet

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Microbrewery Business

Cash Flow Statement

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup microbrewery business.

Sample Cash Flow Statement for a Startup Microbrewery Business

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your microbrewery company. It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.

A well-executed business plan will offer the best chance at success and keep you organized and on track as your microbrewery company grows.

Now that you understand how to write a microbrewery business plan, it’s time to get started on yours.  

Finish Your Microbrewery Business Plan in 1 Day!

Wish there was a faster, easier way to finish your microbrewery business plan?

With our Ultimate Microbrewery Business Plan Template you can finish your plan in just 8 hours or less!

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Syros shares battered after it stops leukemia trial

By Elaine Chen Aug. 14, 2024

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Good morning. I have learned that a local brewery has been fined by the Illinois Liquor Control Commission for selling cicada-infused malört. A sobering sign that summer is coming to an end.

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Onto the biotech news of the day.

Acelyrin to start layoffs after anti-inflammatory drug disappoints

Acelyrin’s anti-inflammatory drug succeeded in a Phase 3 trial for a common skin disorder called hidradenitis suppurativa, but the results didn’t show a clear edge over competing products.

The biotech is now halting further investment in the drug, called izokibep, and will instead focus on an experimental antibody treatment for thyroid eye disease. As part of this pivot, the company will lay off about 40 employees, a third of its workforce.

“I hope that this will be read as sort of a reflection of our commitment to making data-driven and capital-conscious decisions,” CEO Mina Kim said in an interview.

Read more from STAT’s Jonathan Wosen.

Illumina plans to stick to its roots post-Grail

After Illumina spun out liquid biopsy company Grail earlier this year, executives yesterday laid out their vision for the company going forward. CEO Jacob Thaysen made clear that the company, which controls about 80% of the current DNA-sequencer market, is essentially returning to its traditional role of creating instruments for academic researchers and the biopharma and health care industry.

On an investor call, Thaysen stressed that Illumina will shift more of its attention to helping sequencing users understand the biological significance of genetic variants. The company has plans to debut products in the next 12 to 18 months that would allow users to more easily collect data on chemical modifications to DNA and to sequence the genome with minimal sample preparation.

Read more from Jonathan.

Meanwhile, Grail is undergoing a big restructuring as it aims to save cash and concentrate resources on developing its blood-based cancer-detection test. It said yesterday that it will cut around 350 existing positions and 150 open roles, representing a roughly 30% workforce reduction. Read more , also from Jonathan, who was working nonstop yesterday.

The worst-performing biotech stock yesterday was Syros Pharmaceuticals. Its shares plummeted over 60% after the company said late Monday that it will stop a Phase 2 trial studying its treatment tamibarotene in acute myeloid leukemia (AML), following an interim analysis of the study.  

The trial tested tamibarotene on top of the dual treatment venetoclax and azacitidine, compared with patients taking just the dual treatment. The interim analysis found similar response rates between the two arms, suggesting that tamibarotene is unlikely to show a significant benefit in the final analysis, Syros said.

The company is continuing to study the treatment in a different condition, myelodysplastic syndrome (MDS), in a Phase 3 trial. TD Cowen analyst Phil Nadeau wrote that while some investors may fear that this new development bodes poorly for the ongoing MDS trial, he thinks there are limited implications and is still optimistic the study will show positive results.

Rivus sees promise for its obesity drug in heart failure

Following Novo and Lilly, Rivus yesterday reported a positive update on its obesity drug in heart failure with preserved ejection fraction (HFpEF). It said that its treatment HU6, which is not a GLP-1 drug, led to statistically significant weight loss compared with placebo, meeting the primary endpoint. But the company did not disclose the weight loss data.

Rivus also said the study met several secondary endpoints, without specifying which ones or reporting figures. The trial looked at improvements in exercise capacity and quality of life measures, among other changes as secondary endpoints.

HU6 is a “ controlled metabolic accelerator, ” an oral small molecule drug that raises the resting metabolic rate, which Rivus argues will increase energy expenditure and lead to weight loss that’s more preferential toward cutting fat mass than lean mass.

Rivus said it’s on track to discuss a Phase 3 HFpEF study with regulators, but it has a high bar to meet after recent developments with Lilly’s and Novo’s drugs. Lilly just reported that Zepbound cut the risk of HFpEF-related complications like hospitalizations and death. Novo, meanwhile, pulled its HFpEF application to regulators, saying that it will also have more data soon on the effects of Wegovy on major complications.

Otsuka’s plan for its app-based treatment: losing money

Otsuka Pharmaceuticals has started selling its prescription app for major depressive disorder, called Rejoyn, at a low price that it hopes will attract users.

Sanket Shah, president of the division that’s handling the launch of Rejoyn, said Otsuka has spent hundreds of millions of dollars bringing the treatment to market. With the pricing strategy, “to be honest, we’re probably going to lose a lot of money on this, but that’s the approach that you need to take to be able to understand the market learnings,” he said.

Otsuka’s strategy highlights the business challenges faced by digital therapeutics developers that must spend huge sums to develop their products and run clinical trials, only to find that there’s limited interest from patients, physicians, and payers.

Read more from STAT’s Mario Aguilar.

• Eli Lilly opens $700 million research center in Fort Point, Boston Globe
• Novartis loses bid to thwart launch of MSN’s Entresto generic—for now, Fierce Pharma
• Opinion: Better safety studies could restore America’s confidence in vaccines, STAT

About the Author Reprints

Elaine chen.

National Biotech Reporter

Elaine Chen covers biotech and co-writes the The Readout newsletter.

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More From Forbes

5 chatgpt prompts to start a profitable side hustle.

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Photo by Kyle Glenn on Unsplash

When you read about startups in the news, it’s usually some version of an overnight success story—the person who left their job to go all-in on their idea and one year later, boom: unicorn status. You rarely read about the person who maintained the steady income of their comfortable 9-5 while developing their business early mornings and late nights, and after many years, achieved a solid, slowly growing company.

It doesn’t make for a catchy headline, but a side hustle is a reliable path to entrepreneurship—it’s the chosen route for about one in three Americans, according to a recent survey . It worked for me, too. Bootstrapping with a paycheck is not only less risky, it can also result in a stronger, more sustainable business. What’s more, nowadays, AI tools like ChatGPT make it easier and more cost effective than ever.

Here, 5 ChatGPT prompts to help you start a profitable side hustle.

Clarify Your Goals

Advisers and mentors play a critical role in helping entrepreneurs understand their bigger goals. AI tools like ChatGPT can act as an additional sounding board to ensure that you’re asking the right questions as you clarify your objectives for starting a side hustle.

Here’s a prompt to get the wheels turning:

“I want to start a [description] business as a side hustle. Can you help me to identify my goals? I’d like to set at least one SMART goal and create an action plan to work towards that goal.”

Today’s NYT Mini Crossword Clues And Answers For Wednesday, August 14

Starbucks ceo is tossed out like a poorly made latte, twisters and its marketing campaign storms the box office, research the market.

Let’s say you’ve come up with a great idea for a business. What now? The first step is researching the current market. That way, you can see if similar products or services exist and understand the competitive landscape. You can verify the validity of your idea.

But as I tell my mentees, the fact that there’s competition in the market doesn’t mean that you can't toss your hat in the ring. It shows the demand for your product or service. The key is figuring out how to do it better—how to meet users’ pain points better than your competitors.

Here are two prompts to help you research the market with ChatGPT:

“I would like to start a business and want to identify any potential competitors. My company will offer [description of product or service]. My target market is [describe target market]. Can you generate a list of companies who provide a similar [product or service] to my target market?”

Depending on your business idea, you may want to add geographical information to refine ChatGPT’s results.

Once ChatGPT generates a list of potential competitors, you can follow up with:

“For this list of potential competitors, can you identify any issues or problems that customers have shared about their [product or service]? Please provide a bulleted list with any issues for each company.”

Manage Your Time

One of the most common reasons people hesitate to launch a side hustle is lack of time. We all have 24 hours in a day. The only way to recapture precious minutes is to become a meticulous planner. Time block every activity throughout your day. Prioritize high-impact tasks and automate, delegate, or eliminate the rest. Carve out at least a brief window to work on your side hustle every day. According to Harvard Business Review , working in small sprints can be more effective than large chunks of time.

ChatGPT can help you to identify your high-impact tasks by creating Eisenhower matrices. In an Eisenhower Matrix, Quadrant 1 is for urgent and important tasks, Quadrant 2 is for not urgent but important tasks, Quadrant 3 is for urgent but not important tasks, and Quadrant 4 is where the neither urgent nor important tasks live—aka, the distractions and low-impact tasks that you’ll want to eliminate.

Here’s a prompt to enlist ChatGPT as your time management co-pilot:

"I’m planning to launch a side hustle business and I need help organizing my tasks using an Eisenhower Matrix. Here’s a list of tasks I need to manage: [insert list]. Can you help me categorize these tasks into the four quadrants of the Eisenhower Matrix: Urgent and Important, Not Urgent but Important, Urgent but Not Important, and Not Urgent and Not Important? Also, provide some guidance on how to prioritize and tackle each category. Please provide a visual representation of the proposed Eisenhower Matrix."

Create Customizable Templates

Nowadays, launching a business entails creating a multitude of content, from email campaigns and newsletters to sales pitches and advertising copy.

Whether or not you’re an experienced writer, ChatGPT can help you generate templates to avoid reinventing the wheel each time you draft copy. For example, you can prepare canned email responses (which can be customized before sending) to frequently asked questions. Try this prompt:

"I'm launching a new business and need help creating templates for different types of communication. Can you help me draft the following templates? [List the template types with a short description for each — for example, Email Campaign: A welcome email for new subscribers introducing them to our business and offering a discount on their first purchase]. Please include the relevant sections and content ideas for each template, and tailor the tone to be professional yet approachable."

Map Out Your Financial Plan

Whether you’re pursuing your passion or trying to earn extra cash, it’s essential to have a clear idea of your financial goals for your side hustle. At worst, you could lose money on your side business. At best, you can gain the financial freedom to leave your 9-to-5. ChatGPT can assist you in keeping an eye on the bottom line and build a solid financial plan. You can get started using the following prompt:

“I'm starting a side hustle and need help creating a financial plan. Can you guide me through the process? Specifically, I’d like help with [budgeting, cash flow management, pricing strategy, expense management, tax planning, etc.]. Please provide detailed steps to help me organize and implement this financial plan.”

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