History
The history of Founders Brewing Company began with two men, Dave Engbers and Mike Stevens, who quit their full-time jobs, in 1997, to start a new brewing company. They were Hope College graduates and were invested in home-brewing beer. Founders was not their first brewing company. The first brewing company was named Canal Street Brewing Company, and has evolved into its current name of Founders Brewing Company, even though the business is still listed as Canal Street Brewing Co., LLC. In 2000, the company was dealing with a financial crisis and on the verge of bankruptcy. The banks advised that they were heading towards foreclosure/bankruptcy and they were going to ‘chain the doors of the brewery’, according to Mlive (Ellison, 2012). …show more content…
Keeping consumers and beer enthusiast informed so that business continues to build in the world of beer. The following article states it best when connecting with the media in business relationships;
“Having the numbers on your side can be powerful, but only if you use them the right way. Ultimately, what really matters is the quality of the conversation you’re having with your community. So how can you make yours more meaningful? These five steps have proven invaluable for partners and clients of our daily-deal network:
1. Be real. Use social media to promote the exchange of real ideas, and participate in the conversation in an authentic way.
2. Don’t censor your followers. We do not filter any of our 200,000+ fans that follow us on Facebook (unless they post spam or comments that insult another person).
3. Don’t pass the buck. My biggest pet peeve is seeing a customer ask a company a question, only to be directed to another point of contact for the answer—creating an extra step for the customer.
4. Find your niche. Sure, having a million followers is great. But what percentage of that group really represents your target …show more content…
The following is an example of plan that could be in place when creating a new product for Founders.
Comprehensive Plan
Review Founder’s Vision and Strategic Direction
• What season will the new beverage be produced? o Maple Flavored Beer
• What will be the breakthrough to make this product successful? o Ready for sale in February to keep beer enthusiast going, even through the long months of winter. February is also noted as being the start of maple syrup season.
Action Steps
• Create the recipe for this new flavor.
• Decide when this new product(s) will break ground. o First beverage to be available to consumers in mid-February.
• Decide if it will be a dark or light flavored beer or both; keeping the consistency of a rich maple flavor.
• Create production schedule
• Create promotion schedule
• Create a public event inviting everyone to the bar for a taste!
Propose Actions
• Create tastings nights beginning in November to know consumer taste levels. Teams included.
• Are we on task?
Schedule of Events
• June – Begin Recipe
• July – Produce testing samples and send to different markets for consumer testing
• August – Prepare promotion schedule, which includes the
The history of Founders Brewing Company began with two men, Dave Engbers and Mike Stevens, who quit their full-time jobs, in 1997, to start a new brewing company. They were Hope College graduates and were invested in home-brewing beer. Founders was not their first brewing company. The first brewing company was named Canal Street Brewing Company, and has evolved into its current name of Founders Brewing Company, even though the business is still listed as Canal Street Brewing Co., LLC. In 2000, the company was dealing with a financial crisis and on the verge of bankruptcy. The banks advised that they were heading towards foreclosure/bankruptcy and they were going to ‘chain the doors of the brewery’, according to Mlive (Ellison, 2012). …show more content…
Keeping consumers and beer enthusiast informed so that business continues to build in the world of beer. The following article states it best when connecting with the media in business relationships;
“Having the numbers on your side can be powerful, but only if you use them the right way. Ultimately, what really matters is the quality of the conversation you’re having with your community. So how can you make yours more meaningful? These five steps have proven invaluable for partners and clients of our daily-deal network:
1. Be real. Use social media to promote the exchange of real ideas, and participate in the conversation in an authentic way.
2. Don’t censor your followers. We do not filter any of our 200,000+ fans that follow us on Facebook (unless they post spam or comments that insult another person).
3. Don’t pass the buck. My biggest pet peeve is seeing a customer ask a company a question, only to be directed to another point of contact for the answer—creating an extra step for the customer.
4. Find your niche. Sure, having a million followers is great. But what percentage of that group really represents your target …show more content…
The following is an example of plan that could be in place when creating a new product for Founders.
Comprehensive Plan
Review Founder’s Vision and Strategic Direction
• What season will the new beverage be produced? o Maple Flavored Beer
• What will be the breakthrough to make this product successful? o Ready for sale in February to keep beer enthusiast going, even through the long months of winter. February is also noted as being the start of maple syrup season.
Action Steps
• Create the recipe for this new flavor.
• Decide when this new product(s) will break ground. o First beverage to be available to consumers in mid-February.
• Decide if it will be a dark or light flavored beer or both; keeping the consistency of a rich maple flavor.
• Create production schedule
• Create promotion schedule
• Create a public event inviting everyone to the bar for a taste!
Propose Actions
• Create tastings nights beginning in November to know consumer taste levels. Teams included.
• Are we on task?
Schedule of Events
• June – Begin Recipe
• July – Produce testing samples and send to different markets for consumer testing
• August – Prepare promotion schedule, which includes the