Are you about starting a craft brewery? If YES, here is a complete sample microbrewery business plan template & brewpub feasibility report you can use for FREE.
Okay, so we have considered all the requirements for starting a microbrewery. We also took it further by analyzing and drafting a sample microbrewery marketing plan template backed up by actionable guerrilla marketing ideas for microbreweries. So let’s proceed to the business planning section.
Table of Content
- Executive Summary
- Market Analysis
- SWOT Analysis
- Financial Projection
- Marketing Plan
- Marketing ideas & Strategies
Why Start a Craft Brewery?
If you are a lover of beer, or know those who may be in love with beer, then you may want to agree that it can be a very wonderful moment when enjoying the rich blend of one’s favorite drink. Brewers no doubt know how some people fancy the relish of drinks, which is why they are daily looking for ways to get better at brewing, so that they can continue to serve their loyal consumers. Once these consumers are addicted to a brand, they would have no time at all for other brands.
It is for that reason that one who has an eye for great tasty beer might want to start or venture into the trade. There is therefore no contesting the fact that the sale of already manufactured beer is pretty much a different ball game from having to own your own brewery.
Whilst with the former you do not have bother yourself with how the drink is brewed, the ingredients involved to whip up a great drink, and what have you. Yet with the latter, you have to be involved and active with all the systems and processes of churning out a beer.
What Does It Take to Start a Microbrewery?
Starting a microbrewery company is the shortest cut to owning your own brewery business that affords you the opportunity to experiment with different flavors of beer. However, you might not be heading to the right path if you do not draw up a business plan.
A business plan is highly necessary when you want to delve into this industry. This is so that you can get well absorbed in the various steps that would be needed to get better and surpass your competitors when you do start out.
Conversely, a business plan might not come downright easy. This is because of the various technicalities that is involved. As such, you will need to employ the services of an expert. This expert to a large extent would write a business plan for you for a fee.
But, wait a minute, isn’t there just any way to readily write a business plan without paying a consultant to do so? Good news is that there is a way that can be gone about. This means that you have to be well versed with research.
This is especially important because you will need to research on similar business plans for businesses like yours. When you do get a sample, then you can begin to study and use it to tweak yours. Be sure to know that your own projection for your business is exclusive to you. Here is a sample Microbrewery business plan template.
A Sample Microbrewery Business Plan Template
- Micro Brewery Business Overview
Starting a brewery plant is sure expensive and most entrepreneurs that have the plans to launch theirs might not have the start – up capital to achieve it. However, good enough they have the options of starting their own microbrewery business.
A microbrewery or craft brewery as it is called in some quarters is a brewery (plant) that produces a small amount of beer per time. It is indeed a small scale brewery that can’t be compared to the conventional brewery plants and it is usually owned independently. In order words, any entrepreneur who has cash and the brewing technique can comfortably start his or her own microbrewery business.
Generally, the selling point for microbreweries is characterized by their emphasis on their unique flavor, the quality of their beer and their brewing technique. Any brewery that has the capacity to produce less than 15,000 barrels of beer annually is considered microbrewery in the United States of America and in most parts of the world.
This is why most people who venture into the beer production business start microbreweries because it requires very minimal startup costs than when compared to a standard brewery.
Beer is one of the drinks that is generally consumed in most parts of the world, except for a few countries. Therefore there is a large market for beer no matter the quantity you produce per time, which is why starting a microbrewery business is considered to be a profitable venture.
No doubt, if you have the skills to brew beers of various flavors, then you need not waste time because you can turn your knowledge and experience into a money spinning venture by starting your own microbrewery in any city in the United States of America.
Records have it that loads of entrepreneurs started making money from microbrewery business as far back as 1970s. It started in the United Kingdom before spreading to other parts of the world. Owners of microbreweries became more creative and they were able to brew their own unique beer, as well as sell them in their own pub or restaurant. With that they were able to increase their productions and maximize profits.
Ever since the introduction of microbrewery in the United States in 1982, there has been a tremendous growth in the industry, so much so that the Brewers Association of America reported that in 2012 there were 2,075 regional craft breweries, microbreweries and brewpubs in the U.S. And they are indeed contributing their own quarter in the growth of the U.S. economy.
Sample Microbrewery Business Plan Template – MARKET ANALYSIS
- Market Trends
If you are conversant with microbrewery business in the United States of America, you will quite agree that locally brewed beer consumption has shown steady growth over the years and from all indication, the growth is not going to plummet.
The microbrewery business has a limitation to the numbers of barrels of beer they can produce, but that doesn’t stop them from meeting the demand for locally brewed beers in all the locations where the businesses are established. In recent time, microbreweries are no longer limited to selling beers to clients who come to them, but they are also leveraging on distribution channels to sell their locally brewed beers.
- Our Target Market
When it comes to selling locally brewed beer, there is indeed a wide range of available customers. This re-emphasizes the need for a microbrewery marketing plan template. In essence, our target market can’t be restricted to just a group of people, but all those who love locally brewed beer- not forgetting those who would want to try it out.
In our entire quest, one thing is certain; that is that our locally brewed beer will not be sold to people who are under aged. Here is a picture of the people we intend selling our locally brewed beers to;
- Corporate Executives
- Business People
- Sports Men and Women
- Government Officials
- College Students
Our Competitive Advantage
Green Life Microbrewery Company is perhaps one of the few microbrewery companies in Las Vegas with a pub large enough to contain over 100 people per – time. That is definitely one of the competitive advantage we have. People can host parties in our pub, and by all standards our pub will become the melting pot for locally brewed beer lovers in Las Vegas and environ.
The fact that our beers are going to be handmade from an all-malt mash in our uniquely built copper brew house will definitely give us an edge in the market place. Another factor that will serve as a positive for us is that our brewery process is going to be a combination of the time-honored art of classical craft brewing and carefully applied state-of-the-art modern methods.
Sample Microbrewery Business Plan Template – SALES AND MARKETING STRATEGY
- Marketing Strategy and Sales Strategy
No doubt the benefits of a planned marketing and sales strategy are numerous. We are not going to rely only on the conventional ways of marketing beer, but we will explore all available means to market and sell our locally brewed beers. We are going to advertise our beers on TV and radio, we are also going to make use of Internet marketing, direct marketing, and also public relations to promote and sell our beers.
Our unique selling proposition is that we have assorted flavors of locally brewed beer in our pub at any given time. We will ensure that we analyze the different needs of different groups of our customers and in turn, but most of our efforts shall go into the 20 percent of our customers who provide 80 percent of our profits. That does not mean that we will ignore other customers; our CRM software will help us take care of every of our customers.
We will not relent when it involves trying out new channels and platforms to promote your locally brewed beer and our brand. In view of that, we are going to adopt the following strategies to ensure that we do not only attract customers but generate repeated sales from them; Part of the marketing and sales strategies that we will adopt is;
- Open our microbrewery company in a grand style by serving free cups of locally brewed beers to all those who step into the pub
- Ensure that we have different types and flavors or locally brewed beers at all times
- Make use of attractive hand bills to create awareness and also to give direction to pub
- Position our signage / flexi banners at strategic places
- Position our greeters to welcome and direct potential customers
- Create a loyalty plan that will enable us reward our regular customers
- Advertise our locally brewed beers on local TV stations, local radio stations and on internet platforms
Our Pricing Strategy
When it comes to fixing pricing for the different flavors of locally brewed beer that we have for sale, we are going to ensure that we set price in line with what is available in the locally brewed beer (microbrewery) industry.
The bottom line is that our customers will derive real satisfaction when they consume our locally brewed beer and they will sure get value for their money. We also have plans in place to have some discount sales our coffees once in a while and also to reward our loyal customers with free cups of coffees.
- Payment Options
Our payment policy is all inclusive because we are quite aware that different people prefer different payment options as it suits them. Here are the payment options that will be available in every of our pub;
- Payment by cash
- Payment via Point of Sale (POS) Machine
- Payment via online bank transfer (online payment portal)
- Payment via Mobile money
In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any difficulty.
Sample Microbrewery Business Plan Template – Publicity and Advertising Strategy
Green Life Microbrewery Company will leverage on all the available media platforms; conventional and non – conventional to advertise and promote our beer. We are quite aware that the location of our microbrewer and pub will facilitate easy recognition of our brand, which is why we have designed and erect a large sized billboard within our business premises. Here are the platforms we intend leveraging on to promote and advertise our business;
- Place adverts on both print (travel magazines) and electronic media platforms
- Sponsor relevant community programs
- Leverage on the internet and social media platforms like; Instagram, Facebook , twitter, et al to promote our brand
- Install our Bill Boards on strategic locations
- Engage in road show from time to time
- Distribute our fliers and handbills in target areas
- Position our Flexi Banners at strategic positions around the airport
Start – Up Expenditure (Budget)
We would need the following equipment to successfully launch our microbrewery;
- Steam Generators – electric
- Steam Generators – gas
- Malt mills / grinders
- Screw conveyors for malt grist
- Self-cooled fermentation & maturation tanks
- Maturation (lager) tanks
- Serving (bright beer) tanks
- Cylindrical-conical fermentation tanks
- Open fermentation vats
- Yeast storage tanks
- Machines for washing a filling of kegs
- Plate Filters for filtering of beer and cider
- Candle diatomaceous earth filters for filtering of beer
- Candle diatomaceous earth micro filters for micro filtering of beer
- stainless steel vessels (pressure tanks, jacketed refrigerated containers, vessels with agitators, containers for yeast growing)
Generating Funding / Startup Capital for Green Life Microbrewery®
Green Life Microbrewery is a private business that is solely owned by Mr. Kingsley Johnson and he intends to solely own the business for a period of time before considering welcoming investors especially for expansion purpose via the sale of franchise. These are the areas we intend generating our start – up capital;
- Generate part of the start – up capital from personal savings
- Source for soft loans from family members and friends
- Apply for loan from my Bank
N.B: We have been able to generate about $250,000 (Personal savings $150,000 and soft loan from family members $100,000) and we are at the final stage of obtaining a loan facility of $500,000 from our bank. All the papers and document have been signed and submitted, the loan has been approved and any moment from now our account will be credited.
Sample Microbrewery Business Plan Template – Sustainability and Expansion Strategy
Our plans of establishing Green Life Microbrewery Company is to continue to make available assorted flavors of locally brewed beer in Las Vegas and environ. We want to build a tradition of excellence when it comes to selling locally brewed beer.
We also have put plans in place to sell the franchise of our company, which is why we are going to painstakingly put structures and processes in place that will help us achieve this goal within the first five years of launching our Green Life Microbrewery Company.
In the bid to building a successful business, we will ensure that all our employees are comfortable and we will provide them with the best of facilities and welfare package that will help them achieve peak performance in all their duties.
Once our brand is fully accepted in Las Vegas and environ, our next target will be to starting sell our franchise to other aspiring entrepreneur who wants to run a microbrewery business in other states in the United States of America.
Check List / Milestone
- Business Name Availability Check: Completed
- Business Registration: Completed
- Opening of Corporate Bank Accounts: Completed
- Securing Point of Sales (POS) Machines: Completed
- Opening Mobile Money Accounts: Completed
- Opening Online Payment Platforms: Completed
- Application and Obtaining Tax Payer’s ID: In Progress
- Application for business license and permit: Completed
- Purchase of Insurance for the Business: Completed
- Renting of facility and remodeling the facility: In Progress
- Conducting Feasibility Studies: Completed
- Generating capital from family members: Completed
- Applications for Loan from the bank: In Progress
- Writing of Business Plan: Completed
- Drafting of Employee’s Handbook: Completed
- Drafting of Contract Documents and other relevant Legal Documents: In Progress
- Design of The Company’s Logo: Completed
- Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
- Recruitment of employees: In Progress
- Purchase of the Needed furniture, electronic appliances, office appliances and micro brewing equipment: In progress
- Creating Official Website for the Company: Completed
- Creating Awareness for the business both online and around the airport facility: In Progress
- Health and Safety and Fire Safety Arrangement (License): Secured
- Opening party / launching party planning: In Progress
- Compilation of our list of products and detailed recipe: Completed
- Establishing business relationship with vendors – suppliers of all our needed raw materials: In Progress