Business Model

Ingredient five: Business Model

The business model embodies all the creativity and wisdom within your craft beer business. Entrepreneurs must understand each of ten business model areas, and the links between them. Profitability comes from business model innovation – choices you make that monetize the connections between these ten business model areas.

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Leadership & Culture

Ingredient four: Leadership & Culture

Leadership is about transparency and authenticity; vision and values; the courage to act and the willpower to wait. Transparency comes from a consistent message that embodies the core values, beliefs and expectations of the leader and manifests as a shared mission. Authenticity comes by institutionalizing these values into the culture.

Controlled Operations

Ingredient three: Controlled Operations

The wise manager knows that you can’t control everything. Controlled operations align work processes and rewards with strategy – without clogging the overall system. We teach CAS members what critical systems, processes, and capabilities need controls and what to let go. Strategic controls enhance both worker motivation and workplace harmony.

Value Chain

Ingredient one: Value Chain

A firm’s value chain is the set of business activities necessary to develop, produce, and market its products or services. Which business functions should your craft beer business engage in? Where do the profits lie? Value chain analysis provides the answers. Value chain innovation provides the profits.

Brand Community

Ingredient two: Brand Community

A brand community is a fabric of relationships in which a customer is situated. Crucial relationships include those between the brand and the customer, between the firm and the customer, between the customer and the product and among fellow customers (McAlexander, Schouten, and Koenig, 2002).
James H. McAlexander, John W. Schouten, Harold F. Koenig (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54.

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