recruit, retain soldiers for your homebrewing army!€¦ · google review – bull city homebrew...
TRANSCRIPT
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Recruit, Retain Soldiers
for your Homebrewing
Army!
“The Scotts”
Scott Michaels
Scott Hackett
Bull City Homebrew
Durham, NC
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Be creative, resourceful
JOB #1: SECURE A SPACE FOR CLASS
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Be creative, resourceful
SECURE A SPACE, Take 2
Operation Kitchen – Winter 2011
GOOD – No pool, no brewing
PROBLEMS – Too small, need
to add PowerPoint/projection.
No longer an epic FAIL
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Be creative, resourceful
SECURE A SPACE, TAKE 3 – Spring 2011
OPERATION TRADE WI-FI FOR CLASSROOM =Winner!
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Get the Word Out
World Beer Festival – Free Brew School tickets in the giant mug!
FAIL. Fun,
but FAIL.
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GET THE WORD OUT JOB #2: Use social media, advertise for free
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Negotiate, calculate
Use a screen shot for a cleaner look
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We net approx. $5 per person
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Create a spiffy web page, too.
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FB, Twitter, reviews as FUEL
Google review – Bull City Homebrew Daniel Ribeiro
I took the 101 brewing course and loved it. Scott & Scott are great instructors. It was fun, instructive, and inspirational, with a friendly and warm atmosphere. Already started making my own beer. And I can't wait to learn more from these guys.
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Question break. Anyone?
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#BEST CLASS EVER
“WE'VE GOT FUN 'N' GAMES
WE GOT EVERYTHING YOU WANT”
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“Four S” – Class Components
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The Magic Four S’s
1) Simplicity
2) Stories
3) Super fun
4) Surprises
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Simplicity, Stories, Super Fun, Surprises
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Brew School 101
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+ Check in w/ mobile app.
Who wants to try this? It looks cool, and is so easy.
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Warm up: Beer Trivia
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Give everyone a job!
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“Relax, Don’t Worry, Have A Home Brew” - Charlie Papazian
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Surprise + Super Fun =
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We heart Kit beer, “Dream” beer
He’s pouring a
Vanilla Bourbon
Porter
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What are the 4 main ingredients of beer?
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What most people think they need to make beer
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Equipment Kit Beer Recipe Kit
Brewing Pot (5 gallons) Empty bottles
What you actually need to make beer
(SIMPLE)
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Like a cooking show…
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Simple message: You can Brew it!
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SMELL THE POT…INHALE.
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Get to know your students!
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A job, then a challenge.
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Challenge accepted. SURPRISE.
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Nice, but where’s the payoff ?
- The real professor bought numerous carboys and kits from Bull City Homebrew, and vows to keep shopping there.
- Plus, community goodwill, social media exposure, etc.
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What’s on your mind?
Questions?
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Fermentation frenzy!
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Keeping cool in warm weather
Just add ice
1-2x/day to
keep below
75 degrees.
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Bottling Day = Hanging out with the guys
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Is 5 oz. too much? Discussion.
• Next part goes here, hands on stuff after
fermentation.
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Job #15: Put a cap on it!
4S Checkpoint. Which one? SIMPLICITY
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“THE WAITING GAME SUCKS”
- Homer J. Simpson aka Mr. Plow
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Hardest Part of Homebrewing
“The waiting (1-2 weeks) is the hardest part.”
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Rack. Bottle. Cap.
4S Checkpoint: SIMPLE
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NEW BREWER WALL OF FAME
4S Checkpoint.
Which one?
STORIES
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Party time!!
4S
Check-
point
STORIES,
SUPER fun
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A new brewer: Lauren Rust
“Homebrewing is so much fun and so easy. It's a great way to spend time with friends. You get free labor, and all they want in return is beer.” 4S Checkpoint
STORIES
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The Sales
Pitch
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How much does this stuff cost?
10% off today.
Basic Equipment Kit
$83.90
Ingredient Kit
$35.00 - $60.00 (depending on the style)
Sanitizer
$10.99 Brewers Beast Equipment Kit
$179.99
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5 Gallon Brew Pot
$49.99
Case of 24 12oz. Bottles
$13.99
If you don’t have them already…
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Brewing Bottom Line
$95 - Equipment, sanitizer (use over & over)
+ $40 - Average ingredient kit (one-time use)
________
$135 Then take 10% off, add 7% sales tax
$130 Out the door (estimate)
Add $28 for 2 cases of bottles
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Brewing 911: Call me, maybe 919-491-0582
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Solicit feedback, get reviews.
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Simple
Stories
Super Fun Surprise
REVIEW TIME
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Success!
BCH average class yields $400 in sales after class, at least two new homebrewers. Some who don’t buy that day will return to purchase equipment later.
BCH averages one customer daily who reports s/he took the class. We’re open about 350 days a year.
We’ve taught “Brew School” for three years, averaging 3-4 classes per month. DO THE MATH
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Think Pair Share
Develop a BREWprint for success.
How can you do this at your HBS?