005 - Your Business Plan: Mission Statement, Perspective, Values & Vision

02/28/23 • 49 min

Episode 005 - Your Business Plan: Mission Statement, Perspective, Values & Vision brings together the very different perspectives of a mediator (“ombudsman”), employment law attorney, and diversity educator to discuss the questions “Who are you?” and “What do you collectively as a team and a business represent?” In exploring what mission statements are, why they are important, and how to help others create them, the group gets into the importance of walking your talk for your own team, for your community, and to continue to maintain best practices as an employer of choice.

Guests:

Ren Navarro, Owner/Operator, Beer. Diversity. With nearly a decade of experience in the alcohol industry, a passion for encouraging personal and professional growth, and her trademark wit, Ren is here to educate, enlighten, and engage. Since launching Beer. Diversity. in 2018, Ren has become a known name at breweries, wineries, distilleries, and beyond. She has given talks on diversity and inclusion at several colleges and countless festivals, panels, radio shows, and podcasts throughout North America. In addition to being a diversity educator, she is a craft beer consultant for bars and restaurants in Ontario, Canada, and an educator for countless businesses throughout North America.

Jon Hyman, Esq., Chair of the Employment & Labor Practice Group and Co-Leader of the Craft Beer Practice Group, Wickens Herzer Panza. Jon serves as outside in-house counsel for businesses. He has extensive experience on more specialized labor and employment law issues, such as wage and hour compliance, social media, cybersecurity, and other workplace technology concerns, affirmative action compliance, and union avoidance and labor relations. Jon is also co-founders and co-practice group leaders of the Firm's Craft Beer practice. In that capacity, he helps brewers, brew pubs and restaurants, and businesses that serve the craft beer industry navigate their specialized business, legal, and regulatory issues. He is also the author of the renowned and award-winning Ohio Employer Law Blog (www.ohioemployerlawblog.com, an American Bar Association Blawg Hall of Fame inductee), which he updates daily to provide businesses and human resources professionals breaking news and other updates on the ever-changing landscape of labor and employment law. Jon is licensed in the states of Ohio.

Jason Gladfelter, Owner, Vombuds (a Virtual Ombudsman). Jason is a beer geek with a conflict management profession (or is it the other way around?) who developed Vombuds, a virtual ombudsman, to help small businesses with their internal dynamics. He is Professional Human Resources certified, has a conflict resolution degree, and has been a conflict management consultant for 15 years in both India and the US. He is an admitted beer dork/homebrewer and is Level one Cicerone Server.

About StartABrewery

StartABrewery is a collaboration amongst a fun group of craft beer industry veterans who are often invited to speak at beer business / brewing education programs. Each has offered to share their knowledge and experience to support the craft beer community as a whole by helping fledgling breweries in planning.

Conceived and coordinated by Candace L. Moon, The Craft Beer Attorney, and Laura Lodge of Customized Craft Beer Programs, StartABrewery is provided as an educational resource for those dreaming of opening a brewery, those who are taking steps to make their dream a reality, and those who are opening their brewery doors and living it.

The following music was used for this media project:
Music: Positive Fat Bass Intro Loop by WinnieTheMoog
Free download: https://filmmusic.io/song/6093-positive-fat-bass-intro-loop
License (CC BY 4.0): https://filmmusic.io/standard-license

Guests:

About StartABrewery

Previous Episode

004 - Your Business Plan: The Academic Perspective.

Your Business Plan: The Academic Perspective is the first of a series of episodes dedicated to creating your business plan. We begin with a group of professors with a variety of backgrounds speaking to the whole of the plan, with emphasis on its importance, the approach people take, what’s effective or not, and finish with common mistakes. Each guest shares their wisdom to close, and this one has a bit of a surprise in the wrap up!

Our Guests:

Jon Reynolds is the founder of Brewplan, a strategic marketing advisor to craft brewers, craft distilleries and boutique wineries. Jon has been referred to as a “Beer and Beverage Strategist” in the beverage industry with more than 42 years as an insightful branding, sales and marketing professional for a large regional brewer, wine importer, craft brewers and currently as President of Sales Results for his own consulting business. Jon is also a Certified Instructor of the Business of Craft Beer course at UVM. Jon publishes a monthly beer industry blog for craft brewers also on the UVM Business of Craft Beer Website that focuses on business trends, beer consumers, distributor issues, legislation that affects craft brewers, marketing tools, and strategic planning to improve brewery profits. The monthly beer industry blog is hosted by UVM, and additional insights and resources are available at www.brewplan.com. Jon can be reached at [email protected].

Ethan Tsai, PhD, formerly a professor for the brewing industry program at Metro State University, was most recently the general manager of all brewing operations for Cigar City Brewing in Tampa, after his tenure as the director of the brewery for Tivoli Brewing Company in Denver.

Gregory Dunkling is Director of the Business of Craft Beer Program (BoCB) at the University of Vermont

Greg is founder and director of UVM’s program. Greg has met with hundreds of breweries over the past decade, offering guidance to individuals interested in starting a brewery; and others who seek industry knowledge to transfer skills into the beer world. Although Greg has never had the pleasure to own a brewery, he has great passion for working with the BoCB team of amazing instructors to give people an edge for success in craft beer.

About StartABrewery

Next Episode

006 – Your Business Plan: Understanding Your Market & Creating Your Brand Identity

This session is an excellent Branding 101, including finding those differentiating elements, how to avoid the hop cones and barley in your logo (unless you grow them), and understanding how this translates to your brand family development on the shelf at retail. Indeed, looking from the retail shelf backward, the group discusses being intentional with your decisions at this stage as your foundation for growth later.

Guests:

Emily Hutto, Founder/CEO of RadCraft: Emily Hutto is an experienced journalist, marketing professional, and public speaker who specializes in the craft beverage supply chain. After years of freelance writing and authoring the book Colorado’s Top Brewers, she founded RadCraft in 2012 to serve the communications needs of maltsters, hop farmers, brewers, and distillers.

Misty Gordon, Founder/Owner of Misty Gordon Creative: Misty Gordon is a Multimedia Graphic Artist and Creative Director specializing in creating strong, visually stimulating design and providing cohesive marketing collateral across multiple platforms. After years of working in the advertising industry in various markets, Misty opened Misty Gordon Creative in 2010 to address the needs of the craft beer industry.

Julie Rhodes, Owner/Educator, Not Your Hobby Marketing: With over two decades of experience on the business side of the craft beverage industry, Julie Rhodes founded Not Your Hobby Marketing Solutions in 2019 to assist small to medium sized beverage producers with their sales, marketing and distribution plans. She’s an educator, strategic business consultant, journalist, and advocate who enjoys analyzing market data just as much as skiing and sci-fi movies.

About StartABrewery