Tag Archives: New Breweries BC

Landing Page Is Live

The process of getting all your customer facing material complete is full of ups and downs, set-backs and great moments.  For some reason, we always seem to be behind everyone else in getting this stuff complete!  If you have followed this blog, you know that things like our name, our logo and our packaging are works in progress.  Some days it feels like we will never get all the the items completed in time for launch which is now less than 5 months away.  Yikes!

This week we crossed of one small piece of our brand off the list:  Our Landing Page.  It was completed over the course of about 12 weeks, and while it is pretty simple, the process was full of change and tough decisions.  In the end, we are super happy with what we ended up having.  If you want to view our landing page, click on this link to be redirected.

Key learnings from landing page development, and web development for that matter:

  1. Start on this sooner rather than later:  Don’t wait as long as we did.  Consumers want to connect with you, so make sure you allow them the opportunity to do that.
  2. Expect 12 weeks start to finish:  If you are anything like us, there will be changes, u-turns, miscommunication, and a few other things that I can’t even mention.  All this makes a rather simple task a lot more of a grind.
  3. Prepare a brand guide:  This is a key step in the process to getting your brand ideal and message known to yourself, and then to others who are going to work with you.  Don’t leave it to a 30 minute meeting to let a web developer get a feel for your brand.  There has to be something concrete they can sit and read, minimizing the margin for error.
  4. It takes a while to see progress:  It feels like trying to get out of bed some mornings.  There are a couple false alarms, there is snooze involved, a little confusion, and a lot of light steps to get going.  Sometimes, after getting going, you just head back to bed and let it go for a little.  Building a website is a LOT like this.
  5. Stay connected with those helping:  No doubt about it, the more leash you give someone, the more likely they are to go down the wrong path and end up at a place that doesn’t mesh with you and your brand plan.  So have regular meetings and ask to see enough information to be kept abreast of things.
  6. Get detailed scope of work:  When you first sit down to finalize an agreement with a developer lets say, you will agree to a scope of work for your project.  If you want to add something down the road that is not in this scope of work, you are going to pay out of pocket.  As such, either agree to a rate for extra work, or budget in 10% of the total hours for misc work.
  7. Speak up: If you don’t say what you do and don’t like, you will not end up with a finished product that matches what you thought you would have.
  8. Balance:  Not sure what else to put as a heading here.  Sometimes you need to let someone else decide what is best for your brand, which goes against your taste or preference.  Others you need to get that person to change direction, against what they like.  It is a balance and one with no prescribed way of moving forward.  Just hope that you, or those you surround yourself with, have enough similarity and differences in opinion for a healthy relationship.
  9. Build from Scratch or use a wordpress:  Thats right, you will need to decide whether your website is built from scratch or uses wordpress as the foundation.  One costs more, but gives you a very custom website, and the other is much less expensive.
  10. Do something unique:  For us, in addition to writing this blog about starting our brewery, we added a webcam to our website, so people who are interested can view what is going on during construction without having to be there.  Just having another website with the usual information is not enough in my opinion.  Craft beer is booming, which is a great thing in so many ways, but also means you need to stand out a little bit.
  11. Brand Continuity:  Make sure that your website reflects who you are, the beer you are going to make, the brewery you are going to build, and what you think you should represent.  If you get away from this, you will end up at a place that is entirely what you don’t want.

So there it is.  Another set of best practices for starting a brewery.  There is so much more to a website than meets the eye, so don’t take this for granted.  Get thinking about this early on, and start much sooner than you think you need to.

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A Crushing Day for Us ….

Well, the last 36 hours has been full of angst on behalf of both Iain and myself.  We finally received a detailed budget from our general contractor, and to put it bluntly, we are going to be way over budget on building our brewery.  It is an extremely bitter pill to swallow, especially after the increases we have made throughout this process to our budget.  At the end of the day, we are building a much larger brewery than we anticipated, and with a larger brewery comes bigger costs.

When I look back at my old copies of the business plan, I have to chuckle to myself as I once thought the retrofit of a warehouse, not including equipment, was going to cost about $400,000.  I look at that number and can’t help but think how naive I was.  That is both a good thing and a bad thing.  If I knew how much this endeavour was really going to cost I might have passed on following this particular dream.  I thought the $400,000 was enough to put up some walls, trenches, upgrade power, and put all the equipment in.  Boy was I wrong.  This was about 2012 when I was really starting to get into planning this brewery

Fast forward to late 2012, and after much encouragement from other brewery owners that I met with, we increased this amount to about $550,000.  In my mind, this was an increased of about 30% over my initial budget, and I thought this would be plenty.  But as you learn more about what is required to retrofit a warehouse, the number keeps getting chipped away.  All of a sudden, the additional money that came with a bigger budget seemed to have disappeared.

Fast forward again to early 2013, and it was time to increase the retrofit budget again.  It just seemed impossible that with tasting rooms and their pending approval, along with the realization of additional costs with most spaces, that we could retrofit a space for any less than about $650,000.  At the time, this seemed like a good number, and even included a sprinkler upgrade and water line upgrade.  We figure we would be free and clear, so we charged ahead with this number in our mind.

It was at this time we started to inquire with investors about financing our brewery.  We based many assumptions on this cost, including how much we needed to raise from angel investors.  $650,000 seemed like our golden ticket to get everything we wanted.  So we charged on and hoped that we could what we wanted for this amount.

Then in the summer of 2013 we found what would eventually become our warehouse.  It was bigger than we really needed, but it gave us an excellent location, and most importantly a great landlord that wanted a brewery in his building.  We had our architect in, a couple contractors, some sub trades, engineers, etc and they all pointed to a retrofit cost of about $725,000, depending on a lot of things, such as electrical upgrade and flooring.  I have written about these items in the past, and they were huge uncertainties with out space.  So we moved forward with a newly increased budget of about $725,000 for a retrofit.

So fast forward to this week.  We met with our architect and general contractor to discuss the quotes they have received from sub trades (like mechanical contractor, electrical contractor, concrete slab specialist, etc) and also the budget from our general contractor on all the little things that make up our brewery.  All of this information, along with our wishes and desires, was put into a spreadsheet and at the very bottom of a huge excel file, there sat what was the anticipated retrofit cost of our brewhouse.  The total estimated cost for our retrofit was (drum roll) …. $925,000. 

It is hard to put into words what was going through my mind when this was presented.  It was like someone kicked me in the stomach …. and then kicked me again.  It was awkward for our architect and our contractor, as they could see that what I had believed and what I had assumed was wrong.  I must have looked like a deer in headlights.  Even now, I am fully consumed by frustration and anger that I just can’t seem to shake.  How is it possible that I ever thought $400,000 was enough?  It just seems plain old absurd!

We are so deep into this process, so far down the road, that there is no option but to find solutions.  For starters, it is very likely that the tasting room will have picnic tables and used chairs, be lacking any real artwork and design aesthetic, and have very little “extras” that other tasting rooms might have.  We have also had to dial back a few optional pieces of equipment that we hoped to have for the brewery.  Essentially, there will be a cascade of changes that are mostly out of our control, in addition to some extra cash that we need to raise from investors.

If I could pass some information onto others, I would make note of the following costs you might be looking at:

  • Electrical Upgrade – $75,000 and up
  • Mechanical – $125,000 and up
  • Tasting Room – $50,000 and up
  • Labour costs – $100,000
  • Development and Building Permits – $10,000
  • Concrete – $25,000 and up
  • Boiler and Installation – $35,000
  • Contingency – Easy 10% of your budget
  • Architect Fees – $25,00 and up
  • Engineer Fees – $20,000 and up
  • Management Fee (from General Contractor) – Cost plus 10%
  • Epoxy Flooring – $15,000 and up

Of course there is a long list of other small items, and they have all creeped up in cost, as we have a 9,000 square foot space.

In another few months, I will be sure to post all of our business plan online, so you can see for yourself what all the details in starting a brewery are.  For now, just know that what you think things will cost, will likely double from your initial estimates.  Just hope and pray that you have way more money than you need, or at least a network of people who would be able to offer some financial support to your business.

I hope to have some answers to our dilemma early next week, and I will pass along any notes I have on how to find savings in a budget that doesn’t seem to have a lot of wiggle room.

 

Marketing Update – Website, Blog, Social Media, etc

It seems there have been 2 buckets that I have been working in lately:  Fixing the warehouse and building our brand.  I love the physical aspect of working in the brewery, and I am sure you would too.  What I have found is that when you build a company, its hard to see progress and win the little battles that make up the war.  For instance, when it came to picking a name, it took literally hundreds of hours of work and effort, and you don’t see any milestones along the way.  One day you just have a name.  But when you have a physical project like constructing a brewery, its easy to see progress along the way, and I like that.

We have been busy painting the warehouse lately.  The amount of time and energy this has taken astounds both of us.  We have had great help from family and friends who are incredibly supportive of our journey.  Without their help from the get-go, none of this would be possible, and I am sure this is going to continue onwards in the future as well.  Even with this help, we have spent 2 weeks preparing the space for painting and first coat of primer.  I guess that is what happens when you have a 9,000 square foot space, with 19 foot ceilings.

inside brewery pre paint

 

 

 

 

 

 

 

So when we are not going up and down the forklift preparing walls for paint, and applying paint, we have been busy with organizing what our brand will look like.  That means meetings, meeting and more meetings.  I have come to realize that it is incredibly important to express how you feel in a positive and straight forward manner.  When it comes to the way I feel about something, I owe to my partner and the business to say what I need to say, all the while improving the relationship with my partner and leaving my influence on the business.

We have picked a logo, and it may not be finalized, it will look similar to this.

SF-logo#8-max-res

 

 

 

 

 

 

Online I can understand why people are torn between the 2 logos we had everyone vote on, but when you see them on a bottle printed out, the decision was quite easy.  The text on the other option seemed too small, and didn’t stand out on the  bottle like this logo.  So thank you to everyone for your feedback and input into our decision.  The results were virtually even on our blog and also the Vancity Buzz poll, so at the end of the day, we had to make the decision.  There might be people who strongly dislike our image and brand, and we have quickly come to realize that we are ok with that.  But we have also come to realize that our brand is so much more than a logo.

All of our social media is now live:

Twitter:  Strange_Fellows

Instagram:  strangefellowsbrewing

facebook:  strangefellowsbrewing

We are busy working on our landing page for the website, and it will likely be another couple weeks before we have something up and running.  Until then, the main contact points are the above …. and of course this blog.  As Iain so shrewdly put the other day, he is the one doing all the work in starting a brewery, and I am the one telling everyone about all the work he is doing in starting a brewery.  Seems like a good set-up to me!

Your feedback is always welcome and helps us to know what we are doing well and what we can work on.  Should you think of anything we can do to make this company better, we would love to hear from you.