By Steve Hindy, Tom Potter
What do you get for those who go a journalist and a banker? A brewery, of course.
"A nice urban must have nice beer. ny ultimately has, due to Brooklyn. Steve Hindy and Tom Potter supplied it. Beer tuition explains how they did it: their errors in addition to their triumphs. Steve writes with a journalist's skepticism-as notwithstanding he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, in any case. the interior tale reads now and then like a cautionary story, however it is an account of an exceptional and welcome achievement."
—Michael Jackson, The Beer Hunter(r)
"An obtainable and insightful case examine with tremendous perception for aspiring marketers. And if that's no longer sufficient, it's all approximately beer!"
—Professor Murray Low, government Director, Lang heart for Entrepreneurship, Columbia company institution
"Great classes on what each first-time entrepreneur will event. Being down the block from the Brooklyn Brewery, I had firsthand witness to their confident effect on our neighborhood. I provide Steve and Tom's ebook an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. journal
"Beer university is an invaluable and unique e-book. In essence, this is often the tale of beginning a beer company from scratch in long island urban. The product is one readers can relate to, and the marketplace is as difficult as they get. What a enjoyable problem! The ebook may also help not just these marketers who're beginning a enterprise but in addition these attempting to develop one as soon as it truly is tested. Steve and Tom write with enthusiasm and perception approximately development their enterprise. it truly is transparent that they discovered much alongside the best way. Readers can examine from those classes too."
—Michael Preston, Adjunct Professor, Lang heart for Entrepreneurship, Columbia enterprise institution, and coauthor, The highway to good fortune: easy methods to deal with Growth
"Although we (thankfully!) by no means needed to care for the Mob, being held up at gunpoint, or having our beer and gear ripped off, we certainly pointed out with the demanding situations confronted in these early days of cobbling a brewery jointly. the unveiling tale Steve and Tom inform approximately companions getting into a company out of ardour, in an they knew little approximately, being heavily undercapitalized, with a very naive marketing strategy, and their final good fortune, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.
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Extra resources for Beer School: Bottling Success at the Brooklyn Brewery
Tom and I planned to pay ourselves $48,000 each in the first year. ) At the time, we hoped to be able to hire our first salesperson in the early part of 1988. Tom was right, but he also was reneging on his offer of a role for Ellen in the company. After much angry argument between Tom and me, Ellen did not come to work for the company. It took many years for the bitterness of this episode to dissipate among all of us. I could hardly blame her for not joining us. Tom should never have offered our wives jobs before discussing it with me, and I should have rejected the idea before it was even said aloud in front of them.
And it was a most impressive package. It was a 12-ounce bottle with a parchment label depicting the baroque New York City Homebrewers Guild logo. Across the cap was a scarlet ribbon affixed to the bottle by a wax seal. I had never seen a more elegant bottle of beer. 30 ★ BEER SCHOOL At the time, Garrett ran the back-office operations of one of New York’s most prestigious law firms, Rogers & Wells. ) We launched Brooklyn Lager in the spring of 1988, and after that, one of my college friends, who was a partner at Rogers & Wells, invited me to do a beer tasting for the firm.
You become the president or the CEO of the Brooklyn Brewery Limited Partnership. Even though this entity has no employees, no plan, no money, you still gain respect from your peers. Even in the earliest stages of planning, you feel the prestige and power of being your own boss. Your colleagues begin to look at you in a different way. Starting a business is a creative process that is fed by everyone around you. Everyone has advice for the entrepreneur. Everyone close to the entrepreneur feels they have played some role in the making of a business.