There are many things to do in starting a business, that much is for sure. But let me be the first to say that there are about twice as many jobs to get done as you first anticipate, when you are conjuring up your business plan months and years before actually taking that leap of faith. With the help of this post, you can plan ahead, learn some skills, mentor from someone who has experience, take a few classes, or just meet someone with a complimentary skill set to yours.
In no particular order, here are the things you need to be good at:
- Salesperson: Maybe I put this first because I feel like there is so much of this process that you need to get buy-in on. Whether it be your spouse and why they should support you in opening a craft brewery, investors to see a bright future in your business, or even possible partners to believe in what you are doing, you are always pitching an idea to someone it seems. Not a lot of people have sales experience, so I would recommend Spin Selling by Neil Rackham
- Janitor: Get really good at sweeping. This means finding a messy floor somewhere and getting a good broom and going to town. A couple techniques. There is the long stroke or the short stroke. I seem to prefer long strokes on smooth surfaces and short strokes on rough surfaces
- Accounting: There is no way you want to get behind on this one. From the start, have a good idea of your plan for taking care of the books and reporting this information. We use an accountant and they have set us up on a system that works with their office. Essentially, we track everything in quickbooks, pay every bill and invoice, and then push this to them at the end of the year. Easy enough, but it was a long road to get here. My recommendation is to use Quickbooks, which is available online for $250.00 or so.
- Digger: Another really important skill to have. I suggest you head to the beach, and try digging a couple holes and a trench. Do this a couple times a week, so that when it comes time to dig up floors, or shovel dirt, you are in prime shape to make this happen. A key here is to manage your shovel loads. Not too much dirt now …
- Marketing: I have always kept marketing separate from sales as I think they are 2 very different things. In short, marketing is the long term plan and vision for your brand, and sales is the day-to-day activity. Read some books, look at other companies, brands and marketing whenever you can, and learn from others who specialize in this to get a better understanding of what you should (and shouldn’t) do. My book recommendation here is Permission Marketing by Seth Godin.
- Steelworker: My hands don’t lie, you will need to get good installing and tying rebar and wire. I suggest you go get a job tying rebar for a week at a local construction site. Make a B-Line for the site super and tell them how your baby soft hands are in need of toughening up. Don’t forget to strengthen your lower back as well, as you will be bending over for most of the day. Just find your happy place, and try to think about how great it will be to serve your beer to the world when you are finished.
- Decision Maker: You will need to to learn how to make decisions based on the advice of others. It will often involve a complex set of parameters with varying opinions, the exact answer you must decide on your own. Good examples is whether to lease that warehouse that is empty or what floor plan to use for your brewery. You will get opinions from realtors, bankers, lawyers, engineers, accountants, architects, and even your friends and family, but at the end of the day, you make the decisions, so don’t overlook or underestimate what is important to you and how this decision will play out long term. My book recommendation is Crucial Conversations by Kerry Patterson, a must read.
- Painter: Up, down, up, down, repeat. Think of Mr Muyagi in the Karate Kid, and practice for painting with painting. This process should actually start with power washing, so find a dirty piece of concrete and let loose about 1,000 PSI to see what it feels like. When you have mastered use of the wand, you can move to painting. This involves a lot of cutting plastic poly, taping, and scraping. So get ready for the time of your life! Remember patience is the key to getting a good paint job.
- Social Media: There are some breweries that open and they have put nothing out there, while there are others who tell everyone what they are doing every step of the way. I wouldn’t say one approach is right and the other is wrong, I would just say if you aren’t active in social media, at least understand what is happening and how you will take part in that down the road. My book recommendation here is Guerrilla Marketing
- Psychologist: When you are dealing with trades people, construction workers, and general labourers you are going to hear stories that will make you cringe and make you smile all at the same time. Time to talk some sanity into these people!
- Human Resources: you are going to hire people down the road, so its important that you understand what skills your team has, and what skills you would like to add to the mix. Without question, every person you hire is important, but the first couple out of the gate will truly make or break you. Hiring for Attitude is my book recommendation for this bucket
- Bathroom Cleaner: Thats right! Get down on your hands and knees and scrub. Great preparation would be to head into your local Frat house and start cleaning the toilets. You see, trades people have the aim of a 3 year old boy, and the cleanliness of …. well a construction worker. So rubber gloves and eye protection are mandatory, while hazmat suit and respirator are optional.
- Copywriter: A bit of sales and a bit of marketing in here, but that is not the point. You need to be able to convey information to others in written word. Whether it is your brand statement to consumers, a letter to your architects expressing your desire for changes to a plan, or the content on your website, you need to be able to write in concise terms. Personally, I am not the best at this, as those who read my blog with regularity can attest, but it sure is something you can work on … like I do in writing this blog. My book recommendation is Writing that Works.
- Phone Hanger Upper: You will get good at hanging up the phone. This is a product of having a lot of phone calls, but also a lot of telemarketers call. I find the best way to get out of the conversation is to cut yourself off mid-sentence, that way the other person will think the line was disconnected. Don’t hang up while they are talking, as it is a giveaway you did the dirty.
- Retail Manager: A huge portion of a new breweries sales take place at the tasting room and growler fill area. For a company like Brassneck, the experience they gained from their previous experiences only helped to make their retail experience what it is …. amazing. Same goes for Bomber and others, as their retail experience only helped them to make sure they got the retail area perfect. For us, we need to find help on that front. We need someone who will understand what we are doing, and help us to nail it. We are looking for this person and hopefully they can come on board at the right time.
- Mechanic: We have yet to experience this one for the most part, but it would be wise to learn some basic skills around fixing things. I have heard the horror stories of things breaking down and needing repair in a brewhouse are too numerous to mention, so knowing what to do, or who to call is a very important component of keeping operations smooth. Remember, red is positive and black is negative.
- Delivery Person: When the production gets going, we know that a good portion of time will be driving around and dropping off product. We view this interaction as very important, and something that we need to do in person.
- Production: Maybe I put this last because it is the most important on this list. I still maintain that we can get everything else on this wrong, or not have any skills in those areas, but as long as you make a quality product that is consistent, you will do well. Maybe I am a little naive, but having good beer will make everything else easier. So this is where you need to make a choice: Either find someone who knows and wants to handle production, or learn the skills necessary yourself. Guys like Ben Coli are a good example of someone who wanted to handle production themselves. I would be antithesis of this, as I always knew there would be someone else handling this part of operations. I think at the end of the day, you need to decide what role in the business you want to have, and go for it. Book recommendation here is any and every book that has to do with brewing or production.
The most interesting thing about this list is that you will be doing all of these things on a daily basis. There are days I go from item to item to item, and then I repeat a few of them. That makes the job interesting, but also means you have to get really good at prioritizing, multi tasking, and working in several silos all at the same time. For instance, as I write this post I am also answering emails, texting my partner and yelling at my kids!