The Bottlecap, a specialty beer tavern, is located near the University of Oregon.
The Bottlecap will offer a variety of microbrews, including premium and unique microbrews, to Eugene’s community.
The Bottlecap, a venture funded privately by Tyler Vogel & Dashiell Vogel, is led by Tyler Vogel.
The Market
The Pacific Northwest is the best microbrew hub in the entire world. Oregon and Washington have among the largest number of microbrew centers of all the 50 US states.
There is a lot going on in this region, and Oregon has a great beer culture. The market for those who appreciate fine beers, it is obvious, is vast.
The Bottlecap is targeting three distinct customer segments. The first group is the beer connoisseurs. They are those who enjoy fine beers and have a genuine passion. This segment sees an average annual growth rate 12% with over 12,000 potential customers.
The Bottlecap will also target the general bar-goer crowd. These are usually professionals who go to taverns after work to relax and socialize. This group has potential for 30,000 members, growing at 8%
The last group that The Bottlecap will go after is the college students of the U of O. This group cares a bit less about the quality of the beer because they are more price sensitive. There are currently 20,000 college students to choose from.
The Competition
Three direct competitors are available to the Bottlecap, all of which are centrally located near U of O campus.
Bottlecap stands out among these other brands because it emphasizes fine beer. The college students are more targeted by the competitors, as is their lower price.
The Bottlecap’’s emphasis upon a premium selection of beers is one advantage.
Its second competitive edge is a companion website that was developed as an active feedback mechanism for the customers to express their preference of the beer selection. Customers have direct control over the tap offerings. The Bottlecap not only gives the customer what they want in beer but also empowers the customer and shows that The Bottlecap truly cares about them.
The Management Team
Dashiell Vogel, Tyler Vogel and Tyler Vogel founded the Bottlecap.
Dashiell is mostly a veteran of the restaurant industry. After receiving his undergraduate degree from Reed College, Dashiell went to work serving at Il Piato, a fine Italian restaurant in NW Portland.
Dashiell started as a server for two year before being asked to take over the management of the entire restaurant. Dashill served as a server for 2 years before being promoted to manager. Dashill gained amazing experience and insight in managing restaurants, from the front-end customer-oriented skills to back-end operations. Dashiell’s time at Il Piato strengthened his desire to become his own boss and stay in the restaurant/bar business.
Tyler came from a more academic background as a CPA from Arthur Anderson (AA). Tyler worked as a server in restaurants throughout high school. After graduation, he joined AA and developed a remarkable array of financial control skills.
Tyler will be a valuable asset to The Bottlecap’s financial management and control abilities, as they will need to ensure a solid control mechanism for tracking and managing the large cash amounts that will flow through The Bottlecap every single day.
The Bottlecap will be a huge success because it fulfills the enormous demand for premium beers.
Customers will enjoy a relaxed social atmosphere at The Bottlecap, where they can meet new friends, catch up with old ones, and sip fine beers. The Bottlecap will be profitable by the fourth month and generate approximately $73,000 in profit by year three, according to forecasts.
1.1 Objectives
Below is a list containing the objectives of The Bottlecap.
- At least eight high-quality, hard-to find beers are on tap
- Ensure that your business grows at least 10% each month.
- The companion website will help you increase customer awareness about The Bottlecap’s offerings. You can track hits to the website and measure its popularity.
1.2 Mission
To build an economic healthy company that offers a variety quality beers in casual and classy environments that appeal to a wide range customers.
1.3 Keys to Success
The following are the key ingredients to The Bottlecap’s success.
- Maintain strong relationships with reliable distributors of beer
- This bar is well designed and has a fun atmosphere.
- Quality entertainment.
- Referring customers.