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Microbrewery Business Plan

Martin Cove Brewing Company

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About this business plan

Martin Cove Brewing is an established producer of hand-crafted lagers, ales, and pilsners. Martin Cove plans on expanding its distribution to larger metro areas, and to larger grocery store chains.

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Executive Summary

Martin Cove Brewing Company has been a successful microbrewery in southern Oregon for the past three years. Located in the city of Medford, the company has increased sales by 15% each year. The company's product lines are Martin Cove Pilsner and Red Ale. This year, Martin Cove Brewing Company, will gross $520,000 in sales. This was generated from an initial investment of $150,000.

Martin Cove Brewing Company handcrafts its beers in small 20 barrel batches under the close personal attention of our brewers. The latest brewing equipment and technologies are seamlessly combined with traditional brewing methods to ensure consistently excellent taste, whether packaged in bottles or draft kegs.

Martin Cove Brewing Company is planning to expand its distribution to selected metro areas within the state of Oregon. Over the last three years, Martin Cove Brewing Company has become one of the city's most popular microbreweries, and aims to repeat this Oregon-wide. In addition, the company will introduce a new product, a traditional German Marzen style lager. Owner funding and internally generated cash flow will enable the expansion plan. Sales projections for the next three years are based on current sales success with the target customer base in southern Oregon. The effective implementation of this plan will result in sales revenues growing to $1.2 million by FY2005.

Martin Cove Brewing Company will apply the same sales strategy that built sales in Medford: remove all obstacles between you and the customer. Once the customer tastes the product, he or she will know the quality and craftsmanship that goes into every bottle of Martin Cove.

Martin Cove Microbrews will be available in bars as well as retail outlets, such as local markets and corner stores. It will also aim to distribute through supermarkets, but it is envisioned that getting shelf space in national supermarkets will be more difficult and more expensive.

1.1 Objectives

The objectives of Martin Cove Brewing Company are the following:

Establish strong relationships with local beer distributors in selected sales areas.
Maintain tight control of cost and operation during expansion.
Maintain the high-quality product that the company has become known for.

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