By Steve Hindy, Tom Potter
What do you get if you pass a journalist and a banker? A brewery, of course.
"A nice urban must have nice beer. long island ultimately has, due to Brooklyn. Steve Hindy and Tom Potter supplied it. Beer tuition explains how they did it: their error in addition to their triumphs. Steve writes with a journalist's skepticism-as even though he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, in spite of everything. the interior tale reads every now and then like a cautionary story, however it is an account of a good and welcome achievement."
—Michael Jackson, The Beer Hunter(r)
"An obtainable and insightful case research with amazing perception for aspiring marketers. And if that's no longer adequate, it's all approximately beer!"
—Professor Murray Low, govt Director, Lang middle for Entrepreneurship, Columbia enterprise college
"Great classes on what each first-time entrepreneur will adventure. Being down the block from the Brooklyn Brewery, I had firsthand witness to their confident influence on our group. I supply Steve and Tom's e-book an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. journal
"Beer college is an invaluable and unique ebook. In essence, this is often the tale of beginning a beer enterprise from scratch in long island urban. The product is one readers can relate to, and the marketplace is as tricky as they get. What a enjoyable problem! The ebook can assist not just these marketers who're beginning a enterprise but in addition these attempting to develop one as soon as it's demonstrated. Steve and Tom write with enthusiasm and perception approximately development their company. it's transparent that they discovered much alongside the best way. Readers can study from those classes too."
—Michael Preston, Adjunct Professor, Lang heart for Entrepreneurship, Columbia company institution, and coauthor, The highway to good fortune: find out how to deal with Growth
"Although we (thankfully!) by no means needed to take care of the Mob, being held up at gunpoint, or having our beer and gear ripped off, we certainly pointed out with the demanding situations confronted in these early days of cobbling a brewery jointly. the disclosing tale Steve and Tom inform approximately companions coming into a enterprise out of ardour, in an they knew little approximately, being heavily undercapitalized, with an excessively naive marketing strategy, and their final luck, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.
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Extra resources for Beer School: Bottling Success at the Brooklyn Brewery
We had hired the sons of friends before, so why not our own sons? Our company now had over 75 employees, so an extra guy in the warehouse, more or less, didn’t have to be a big deal. But this episode created a rift between Steve and me, and employees who resented working with a son of one of the bosses used the situation to exploit the differences between Steve and me. I tried to let it slide. Only it turned out not to be just for the summer. Sam decided to take the year off before starting college.
STEVE TELLS HOW CHOOSING A PARTNER IS LIKE A SECOND MARRIAGE ★ 17 Steve didn’t look like the ideal partner in 1986. For one thing, he was my upstairs neighbor and a friend. I was skeptical about turning a friendship into a partnership. More likely, I thought, the process would turn our friendship into a messy brawl. I could imagine us as a Honeymooners episode: Ralph and Norton start a brewery! He also didn’t have much business experience. He was a journalist, and journalism was a romantic field but one not known for business discipline.
Prior to that, he had been undersecretary of the Navy in the Ford and Nixon administrations. For me, this answered an important question: How were we going to raise money? It seemed to me that Tom’s dad and his cronies would be the best initial target for us. First, we had to figure out what kind of presence each of us wanted to have in terms of general roles in our business. Because of our respective past careers, we agreed on some broad roles: I was to be Mr. Outside—the salesman, the marketer, the public relations man; Tom was to be Mr.
Beer School: Bottling Success at the Brooklyn Brewery by Steve Hindy, Tom Potter