Tag Archives: Craft beer

Damn Exchange rate!

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Well what a bad surprise we received today about purchasing our equipment.  Instead of our equipment costing us about $550,000, we just got a 10% surcharge!  I blame myself, and I would recommend to anyone else who plans on starting a brewery to take note.  Watch the exchange rates and know the forecasts!  When a business needs to order equipment, fluctuations in the exchange rate can have a massive impact on costs.

Let me give you an example, from the time that we wrote our business plan about 4 years ago to today, the Canadian dollar has gone from about $0.95 Canadian for $1 American to what it is today $1.09 Canadian for $1 American.  As you can imagine this is crushing, and seeing the Canadian dollar lose $0.03 in one week, has become too much for us to handle.  We are purchasing some US dollars.

Unfortunately, this means that the cost of every dollar in equipment we buy, will now cost us about $0.10 more.  Just so you know, here are the costs for our equipment, at least what we have budgeted in our plan:

  • Brewhouse $250,000
  • Bottler $100,000
  • Fermenters and Conditioning Tanks $150,000
  • Misc Equipment $50,000

So all the costs of this equipment just went from $550,000 to about $605,000, as the suppliers we are working with accept American money only.  That sucks so hard I can’t even begin to tell you.  I feel so stupid for not thinking ahead to this possibility and changing some money over months ago.  If we had done this even just 2 months ago we would have saved about $25,000 in  costs.

So this leads us to a point that we must now consider.  Do we raise more money to pay for this cost overrun?  Do we look to purchase our equipment locally?  Or do we reduce the size of our equipment and shave some costs off that way?  Maybe there is a combination of a couple of these to make it work.

At the end of the day, there isn’t much that we can do about this.  All we can do is manage our actions from here on out.  It is a tough lesson for us to learn, and while there isn’t a lot that I can do about this, I can at least help someone else out to save some money.

Success …. Development Permit! Now what?

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Today was a great day in our world:  We received news first thing this morning about the status of our Development Permit that was submitted to the City of Vancouver about 14 weeks ago.  Our permit was approved via rubber stamp by the City, which paves the way for us to move forward with permission to brew beer at our desired location.  In other words, from the City of Vancouver’s point of view, brewing beer in our chosen location is something we can do, should we want to do it.

I often hear that it is important to celebrate your successes, no matter how small, as you need to draw upon these when you are slugging it out in the trenches.  So tonight I have a smile.  Tonight, I feel like the dream of opening my very own craft brewery is one giant step closer to reality.  Tonight, I still feel in control of my own destiny.  Tonight, I feel re-energized and ready for the next challenge that I will face.  Tonight …… well if I keep going on it will soon be tomorrow morning.

While this success is great, we still have other challenges that are right before us.  The most important of those is finding a solution to this electrical issue.  We are underpowered at our space, and we are searching for economical ways around it.  It is painful to know that every conversation you have with electrical engineers and other professionals costs money, but what other options are there?

The latest update on the power is that we should know this week about what options are available, and then we can decide whether or not we want this space.  If we can keep the bill under $100,000, then I think we are going to move forward.  However, if we can’t find a way to keep the bill under this number, then I think we walk away.  Hydro and our electricians are busy scurrying around getting answers.

All the while this is going on, we are still working away on our building permit submission.  We have (rightly or wrongly) assumed that we will find an answer to the electrical issues, and given that we need to have a full set of plans ready for building permits ASAP.  Time is the big enemy here, as every delay in submitting our building permits is another day more that money just goes out the door.  If we can’t get our brewery up and running by August 1st, then we run the risk of needing more loans and lines of credit, and we also run the risk of missing out on the busiest time of year for breweries …. Summer.

Needless to say, with this small win, we are one step closer to making this dream a reality.  Tonight we celebrate, as tomorrow there is even more work to do.

Results from the Focus Groups

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Without a doubt, the 2 focus groups we held were the best ideas we have spawned throughout this process.  The opportunity to connect with craft beer enthusiasts, and more importantly, to share our basic business premise with individuals who appreciate and seek out craft beer, was amazing.

We held 2 focus groups over the course of 7 days, and they were more than effective in helping us shape the name of our business.  To be honest, the results of these focus groups will help not only name our brewery, but also determine the direction of several other important variables that we are looking at.  Things such as the layout of our tasting room, the size of bottle we are going to put our beer into, and the types of beer we are going to produce are all facets of the business that we touched on in these focus groups.

What I learned from focus groups is that a name should be short, easy to pronounce and spell, meaningful, genuine, and unique.  There was a feeling among both groups that a generic name, or Vancouver based place name (such as False Creek Brewing or Strathcona Brewing) didn’t capture exactly what we are trying to do.  More importantly, people feel like these names can come across as horribly disingenuous.  Names such as Stanley Park Brewing (brewed on Annacis Island) and Bowen Island Brewing (Northam Brewing) seemed to come to mind when people thought of place names.

For the brewery we are creating, it seemed a name that was representative of what we are doing was most applicable.  In other words, a made up name, or a word that is picked for purely interest sake, with some connection to what we are doing will show people the honesty and approach we are taking to things.  This really matters to us, and as such we took this feedback to heart.

So we took out the names like Orange Brewing, Strathcona, False Creek and even East Van Brewing Company.  What we were left with was a group of about 8 names that really stood out as top of the list.  We are currently looking into the legal side of these names, and how that will impact what we choose to do and how that effects the last part of our naming competition.

Until then, thanks for the continued feedback and interest in things …. I really look forward to sharing the last part of the the naming process:  The final few choices and letting everyone vote on those names.

I have never felt so many different kinds of stress!

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One of the things about opening a brewery that you go through is STRESS!  Thats right, a word deserving of capital letters, because it is not something, when you are dreaming of this, that you think about at all.  In fact I had friends and other entrepreneurs tell me about stress, and I always dismissed it, or paid it some superficial lip service about how I was a laid back guy and it wouldn’t get to me.  Well it did get to me over the past month.

What I have realized is there are different levels of stress.  I will try and talk about each and how it relates to starting a brewery.

Instantaneous Stress:  This is the stress that comes out of nowhere, like being late for a meeting, which is very intense and lasts a very short period of time.  Often it is unexpected, and comes and goes before you even realized what the heck happened.  I don’t mind this kind of stress, as I don’t loose sleep at night thinking of how I am going to be late for a meeting the next day because of traffic or not leaving enough time to get there.

Decision stress:  As I have blogged about previously, there are heaps of decisions you need to make when you open a brewery.  Name, bottle size, engineers and architects, size of tasting room, branding, financials, company structure …. you get the idea.  Sometimes, you only have the odd decision to make, but other times you have 5 or 6 big decisions to make and they compound to make the decision even harder.  How do each of these decisions cumulatively effect your business, and will you end up with the company that you thought you would have?

Performance stress:  Ok, it might put a smile on your face, but it isn’t that kind of stress!  This is the kind of stress I feel when I think about me as an individual living up to my expectations, and those of my shareholders, and everyone else that is depending on this business to be a success.  Full stop, I worry that my performance in the day to day operations will be good enough.

Long term success stress:  This is the kind of stress that keeps you up at night.  Will I be able to make money, will I be happy, how will this business effect my personal/work life balance, and will I have any investors that want to be friends with me if this business goes bankrupt?  When you are investing thousands of hours in time, and thousands of dollars without a paycheque, failure is not an option.  I am far too old and far too deep into life to have another “learning experience.”  The only way I can cope with this stress is yoga before bed and exercise.  It seems to be the great balancer in my life, an I hope to always have time for this.

Family stress  I think we all feel this, and it goes without saying; the stress of my families well-being and happiness is more important than anything else.  I love my wife and kids too much to sacrifice their long term happiness.  How will my kids respond to me being gone 12 hours a day for the first year of this business?  How will my wife feel about the same thing?  I think the only way to deal with this is to unplug 1 full day a week, and to pick your spots when you work versus when you spend time with your loved ones.  I only hope I get the right mix!

Beer Nerd Stress:  Thats right, I said it.  I worry about how our beer will be received from the world of beer nerds.  While we are certainly going to sell our beer to everyone that wants to purchase it, I think the opinion of local and abroad beer nerds really matters to me.  I want to make beer that I would be proud to serve to those “in the know”.  Unique, unapologetic, and delicious.  I would hate my brewery to be a company that was put alongside other less than respected breweries.  It would ruin this whole process and take away from my dream to be a respected brewery.

I’ve Got Something to do:  This is the stress associated with having a deadline, and a finite amount of time to complete this task.  This stress is right up there for me.  Its like a real life episode of Chopped.  Recently I ran a couple focus groups on naming my brewery (I will blog more about this later), and the days leading up to the first focus group was intense.  It was 2 days of preparing, emailing, calling, booking, rebooking, re-emailing, buying, printing …. etc.  This is a really hard type of stress to deal with, as any escape from this stress will only put more pressure on you.

The stress of all these things …. In other words the stress of all this stress!:  The last bit of stress that comes to mind, is the stress of all these things.  Cumulatively, all these stresses can stress you out.  This is the kind of stress that can really impact you both in the short term and definitely in the long term.  The only way to deal with it is to stay positive, believe in yourself and those around you, and to make lists.  Ok, maybe there are some other ways also, but every person is different, and I am certainly one that falls into that category.

My next blog will focus on the naming contest, and the 3rd stage of that process.  I hope that we have our list of 3 names in the next couple days, and then pass this out to the world for their opinion.

First Focus Group Results …. coming soon!

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On Tuesday of this week, we had a focus group with the purpose of getting feedback on naming our brewery.  It was the first time I’ve planned and implemented a focus group, so it was many things rolled into one, not the least of which was a great learning experience.

Like anything in life, preparation is the key.  It was something that I prepared myself for, and even knowing that there was a lot of work for something like this, I was blown away by how much work it actually took.  I did keep a total of the amount of time I spent organizing this focus group, and up until the minute things started, it was 48 hours of work.  Where the hell did 48 hours go you ask?  Let me tell you:  Organizing participants, preparing questions, meeting with the moderator, securing the space, getting the food and beverages, printing copies of questions and non-disclosures, etc, etc, etc.

The focus group itself went well in my mind.  There are always questions you would change, formatting alterations you would make, and slight differences you would make if you did it again.  For the second focus group that we are having this Sunday, I will likely only change one question.

A huge component of the focus group is your moderator.  Luckily I had the help of a real craft beer enthusiast and very personable, yet professional individual.  I can honestly say, that next to the preparation involved, the moderator can make or break the implementation.  Rebecca was so unbiased, and also so personable, and was able to take the outline I gave her, and worked with it in her own way.

The feedback was somewhat expected and completely unexpected all at the same time.  While I would love to go into the details, I will wait for our second focus group to complete before commenting on them.  What I can say, is that the results will help us pick the name that is right for our brewery.  What we do know is the name we pick will represent what we are doing, what words are meaningful and what name fits with the local market.

I will update everyone more after we have our second focus group on Sunday and get closer to having our list of names narrowed down to 2-4 finalists.

When to quit my paying job for one that costs me money?

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One thing that I tended to overlook was the transition from working at my current job, to working at both jobs and then making the jump to the brewery full time.  It is a delicate balance, and one that had its ebbs and flows, so it can be a hard thing to judge when the right time is to make the move.

My journey started about 5 years ago, when I just couldn’t shake the dream of wanting to start a craft brewery.  I have always been an entrepreneur and at various times in my life, I have tried starting businesses, intermingled with jobs working for corporations, other entrepreneurs and multi-nationals.  There was the Crepe restaurant that I tried starting during University with my good friend, an advertising company we tried starting after University, and a destination based travel company I tried starting in the late 90’s.  All didn’t get off the ground, and looking back on those experiences, I am glad, as they would have likely prevented me from following this passion.

It was about 5 years ago that I needed a work/life plan to start a brewery.  I knew that there is a whack of work involved in starting a brewery, a lot of cash needed, and often that work revolved around times that were inconvenient to having a 9-5 job.  Most importantly, I knew that you couldn’t stop doing everything in favour starting a craft brewery, as the road to opening your doors is several years long, and that means no salary for a long time.  So I wrote my real estate exam, and became a realtor.  It was a tough few years, one that made me question what I was doing to my family and my life that seemed so normal and easy up until that point.

You see our life was comfortable.  Both my wife and I worked for large companies, which meant we brought home regular income, and had for the most part 9-5 jobs M-F.  Well when you get into real estate it is often the opposite of that.  Evenings and weekends, and work is excessively seasonal in the Spring and in the Fall.  This can be a real challenge when you have kids and friends who work in other M-F 9-5 jobs.  But it was my dream to start a craft brewery, and as such I thought the best way to have flexibility to start a brewery was to be a realtor, as the hours were flexible, there were some great skills I would learn, and it would provide me a little cash to pay for some of the expenses along the way.

Having walked this path for the past 5 years, there have been many highs and lows.  At the end of the day, there is no perfect job to have when you are looking to start a brewery, and depending on your situation, there are likely a variety of options that are best for you.  I have found the flexibility with my schedule and complimentary hours a positive in working real estate, and the lack of regular income and seasonality in work required with real estate the biggest challenges.

So all of this leads me to question when I should quit my real estate career in favour of working for the brewery full time.  The sooner I move to the beer business full time, the better my business will be prepared and planned.  The flip side is the longer our family will have to go on one income, and the greater the stress on my wife and kids.  I really don’t think there is an answer to this question, but I do feel like I am getting close to that point.  The 60 hour work weeks used to be enough to fit everything in, but now they are insufficient.  The space we are looking at leasing is requiring a lot of work and attention to detail, not to mention money.

I can see all of this leading to a point where I will be exhausted, broke, and likely as happy as a kid in a candy store.  I hope that I have the wisdom to make the right decision on when to break away from real estate, and focus on the brewery.  It doesn’t feel quite right yet, but I expect by the end of the year, when we have our space leased and operations set for a grand opening in 2014 sometime, the right time will emerge.

Everything rests on the floors … Literally!

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When you start out with the dream of opening a brewery, there are a bunch of things that you dream about.  For instance; where you are going to brew your beer, what your brand will look like, how good it will to be your own boss, and most importantly what kind of beer you are going to brew.  Further down the list, you think about other details like cans vs bottles, unitanks vs fermenting & conditioning tanks, or what kind of delivery truck you are going to have.  Then there is a bunch of items that you generally don’t give much thought to:  When to have your fiscal year-end, do you want your coasters to be printed on one side or both, and who your accountant is going to be.

Even further below this is flooring, one of the things you tend to not think about at any stage of starting a brewery, other than when you are looking at warehouses to lease.  Well you probably guessed it, we are at that time and place now.  We have submitted an offer on a space to lease, and we are currently negotiating back and forth with the landlord.  We are hopeful that things are going to move ahead, so we have really started to focus on the details about this space.  Important considerations when you think about having a lease for 10 years.

You see, a floor in a warehouse is nothing like a floor in a house …. which is the only real reference point I have for this kind of thing.  A floor in a house is usually flat, and if it isn’t, you make it flat, put in the flooring and underlay of your choice and voila!  A floor in a warehouse is a much different beast.  Most importantly, the floor in a warehouse needs to take a load.  The floors usually have a PSI rating, and that determines how much of a load you can put on the floor.  In other words, a higher PSI rating for a floor is a good thing in the world of brewing, as you are putting several metric tonnes of tanks and other equipment onto it.

Well the floors in the warehouse that we want to lease aren’t the greatest.  They have settled in several areas, and they don’t have a high enough of a PSI rating.  This means we are going to have to fix this problem if we lease the space, and that costs a lot of ‘jack’.  The most important question we have to ask is why have the floors settled?  There are 3 possible reasons for this:  1) The preparation for the floor was done poorly in the first place.  2) There was organic material left in the ground (like old trees and roots), and they have wasted away to nothing causing the floor to settle  3) There is some problem that is slowly washing away the substrate leaving a nothing where there was once material.

Well this is the point that we are at now.  Do we move forward with the space, knowing that the bill for the floors could be somewhere from $50,000 to $200,000 (and by the way we only have $75,000 in our budget), or do we say everything else seems really good about this space, but the floors are too much of a question mark, so we walk away.  This is the question that we are faced with this week.  It is both an emotional decision for me (I love the space and want to get this brewery off the ground) and also a business decision (I have to do what is right for my investors).

I am hopeful that we have the wisdom and support from engineers and other professionals to make the right decision.  As you can tell, the road to starting a brewery is full of pot holes and hazards.  But if you can successfully navigate those things, then the reward is greater than most anything else in the world.

Raising Money …. Almost there

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This part of starting a brewery involves no glamour, lots of rejection, and takes a thick skin. Most importantly, looking for investors takes patience.  Sometimes, the last thing I want to do is is take time away from the Brand Guide, Business Plan or other more ‘fun’ projects (OK I’ll say it, liquid research) to focus on this.  There seems to be a lot of people interested to know more, but to have ongoing discussions with them, means reducing the number of people who actually want to make an investment.

You see sharing your business plan, and your thoughts on everything from Marketing to Financials is like exposing your inner-most thoughts on business and branding.  Inevitably, we all have different viewpoints on these items, so there are things about my business plan that some people jive with, and other parts that turn people off our business.  Likely, if you are reading this blog you are a fan of craft beer; so explaining the market, how it’s growing and what the future holds is easy …. like selling candy to a kid.

However, about 75% of investors that read my plan don’t know a lot about craft beer.  For instance, they think Granville Island or Sierra Nevada is craft, have never heard of many of the smaller craft brewers, and don’t seek out establishments that cater to craft beer.  Some investors have even approached the business plan from a pure business standpoint.  They ask, “Why wouldn’t you brew more beer, sell it cheaper, market the crap out of it, and have higher sales?”  As you can imagine, this is not what I have in mind for my brewery! #FollowMyDreams

Most of all, you are asking mostly friends and family to invest their money in your dream.  This simple fact means that people start out skeptical in the first place.  We all know someone who is offering some multi-level marketing investment, or someone else who is selling diet pills or a weight loss plan.  Personally, I find this annoying, especially when its very in-your-face.  Also, people work hard for their money, and there is nothing worse that pissing your money away on a bad investment.  All of these things stick in my mind when I ask people to part with their hard earned money.

The net sum has been very positive.  I feel lucky to be based in Vancouver with this dream, as craft beer is bigger here than most any other place in Canada.  From a Canadian perspective, craft beer in BC is very sophisticated and has set the standard for many years now.  The Canadian Brewing Awards is littered with BC breweries winning gold medals over the past 5 years.  I just have to keep reminding myself that this opportunity is not for everyone.  I have also learned to take the feedback that people give me as not a personal attack, but ways to make our business and prospects for success better.  Ok, sometimes people are just jerks, but thankfully they are in the minority here.  Most people just can’t afford to drop $25,000 on something like this …. living in Vancouver is expensive.

As of today, we have raised over $1 million dollars towards starting this dream.  When I really step back and think about that number, it is a LOT of cash.  Depending on the space we lease, and the retrofit cost involved in making the space suitable for brewing, we will likely need another $200,000 to be fully financed.  I hope that we can find this money within the next few months, as the thought of being so close to connecting with all the investors we need is both motivating and exciting.

I am always open to comments, support and help from anyone and everyone in making my dream of a craft brewery become a reality.  If you happen to have any advice, thoughts on anything about the industry, or any other insights on anything to do with starting a business, please feel free to pass them along.

Thanks for reading this post ….

Making an Offer and Finding the Right Brewing Space

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Well its official, we have made an offer on a space in East Vancouver.  This will be our 5th property that we have made an offer on, and I hope that its 5th time lucky.  My friends who know me well, and have been kept abreast of the past 3 or 4 years of this process, are the ones who encouraged me to start this blog, as there always seemed to be so many ups and so many downs throughout the process.  None more than finding a space to call home!

In my opinion, the biggest and most important decision a brewery can make is the space you lease.  Sure other decisions are important:  Like, the name of your brewery, the beers you make, the employees you hire, the way you disperse your cash, and the image you present to the marketplace.  But what I have learned is the space you are going to be married to, for better and for worse, is the most important decision you can make.

For starters, finding a good space for brewing is difficult as the list of requirements is long, making an ideal space unique.  You benefit from having high ceilings (18 feet is ideal), a good water supply, good floors for taking the load of full fermenters, about 400 amp/3 phase power, and solid overhead loading doors.  If the list were limited to just these items, the search would be difficult in itself.

But lets not forget some of the other key items in a warehouse that are important in starting a brewery.  In Vancouver, M2 Zoning is the only commercial zone where brewing is an outright use.  All the other zones (for instance I1 and I2) are conditional use, which means you need to apply for a Development permit from the City of Vancouver.  This costs about $5,000 and takes anywhere from 8 to 16 weeks.  I heard Brassneck took 16 weeks, and I have heard rumours that Bomber brewing got their DP in 8 weeks.  Most importantly, you can’t apply for a development permit until you have a signed lease on a space.  That means you have to take a giant leap of faith you will get a development permit.  Why you ask?  Well inEast Vancouver good quality commercial real estate is so hot, and you likely won’t deal with a landlord who will let you have getting a development permit as a subject of the offer.

The list doesn’t end there …. Another key component is the size.  Small breweries need at least 2,000 square feet, and the size can go all the way up from there, depending on how ambitious the brewery is for sales.  I think a space of about 6,000 square feet seems good for starters, but it comes down to how much beer do you think you will sell?  Will you follow the path of Storm Brewing, and have sales that are modest, and keep the operation small?  Or do you plan on having higher sales, like Parallel 49 Brewing, thus requiring more space for production?  Like everything, there is a direct correlation between the size of the space you lease, and the risk an owner takes.

With the new Tied-House rules in the City of Vancouver, another huge aspect is the Tasting Room and Retail Area within the brewery.  It is hard to explain to people how oppressive the bureaucracy is when starting a brewery, and the ability to have a tasting room on site is huge bonus. It not only allows for a tangible connection with consumers to gauge their opinion and interact with, but it also helps to add a few dollars in sales to the bottom line of a brewery.  As such, the location of your warehouse, along with the design, aesthetic and interactivity with the brewery is huge.

The last big point that comes to mind is scalability of the space.  It costs about $500,000 to retrofit a space for brewing.  In other words, this whack of cash goes to upgrading power, floors, water, pipping, cooler/cold room, installation of brewhouse, offices, tasting room, grain handling, etc, etc, etc.  You essentially never get this money back, as its an investment you make in the landlords building.  Hence, its important that you find a space that works now, but also for 5 and 10 years down the road, as you need to avoid having to move spaces because you have outgrown your current facility.  This is of course a good problem to have, but at the same time, its important to be mindful of this fact.

There are obviously other factors like the quality of the landlord, the neighbourhood you locate in, the look and feel of the space, and the lease rate you pay.  All of these items go into making a space for brewing difficult.  However, if patience and an ability to pounce on the right space when it comes available are kept at the front of everything, it is possible …. just ask 33 Acres and Brassneck who both did very well with their spaces.

I hope today is the first day in securing the right space for my brewery.