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January 31, 2011 Presented To: Mike Edison Scott Buehler Alexis Milam Toby Ryan

January 31, 2011 Presented To: Mike Edison Scott Buehler Alexis Milam Toby Ryan. Blue Hen. Delaware’s Only Premium Organic Winery!. Winery. Kennett Pike Greenville, DE. The Problem.

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January 31, 2011 Presented To: Mike Edison Scott Buehler Alexis Milam Toby Ryan

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  1. January 31, 2011 Presented To: Mike Edison Scott Buehler Alexis Milam Toby Ryan Blue Hen Delaware’s Only Premium Organic Winery! Winery Kennett Pike Greenville, DE

  2. The Problem Northern Delaware lacks a premium winery and wine enthusiasts have had to settle for second best! No other nearby winery produces organic wine. 2 wineries in Southern Delaware Nearby Brandywine Valley Wine Trail featuring 8 wineries Southern NJ wine trails

  3. Brandywine Valley Wine Trail Blue Hen Winery Chesapeake Wine Trail Cumberland County Wine Trail Cape May Wine Trail Nassau Valley Vineyards

  4. The Solution • BHW will be the only local producer of organic wine with a focus on sustainable packaging • The opening of BHW will also enhance Delaware’s tourism in New Castle County.

  5. The TechnologyOrganic and Sustainable All organically grown grapes – no pesticides/toxins Message to consumers that we support agricultural communities that refuse to pollute soil and water supplies. Wine enthusiasts believe organic wine varieties are more flavorful because they're made from grapes raised on healthier soil. ECO Series™ bottles used for all of our wines.   Made with greater than 50% recycled material, which reduces consumption of energy for manufacturing and CO2 emissions by 21% when compared to a “classic” wine bottle.

  6. Progress to date • Recipes vetted • Initial investment commitment • Brand trademark, website • Management team in place • Supply chain established • Proposed location identified • Building requirements and equipment identified

  7. Market Growth

  8. Target Regional Market Based on education, home ownership, age, and median household income Source: US Census

  9. Customers Target Wine Consumers Greenville area: educated, married, and established in their career 87% are homeowners Adults aged 35 – 65 (account for 74% of wine consumers) Women Local Retailers and Restaurants Promote to “farm to table” restaurants

  10. Sales & Marketing Strategy Direct Sales Extensive tasting room Consumers sample wines Sales No middleman – Charge retail prices for wine Additional Sales Channels Distributors: Estimated @ 10% Sales NKS Distributors, Inc - retail and wine outlets Vintage Imports, Inc - restaurants

  11. Sales & Marketing Strategy Sales Promotions On-site events Consumers sample wines Sales Local food and wine festivals = PR Local memberships Advertising Limited Print – locally focused DE Today Online Ads DE Today (restaurant issue), Delaware News Journal

  12. Partners Delaware Tourism Office

  13. Competition Indirect Competition Substitute beverages: beer, spirits, & non-alcoholic beverages Renowned wines of Sonoma Valley, France, Italy, etc Small wineries outside local radius Direct Local Competitors Chaddsford Winery Paradox Winery Kreutz Creek Penns Woods Patone

  14. Competition Matrix

  15. Management Team Toby Ryan – Wine Maker Extraordinaire BE in Agricultural Engineering from UD (1996) , MBA from UD (2011) 12 years experience as Engineer with DuPont 5 years experience with wine making from home Entrepreneurial experience: manages family wine-making business. Scott Buehler– Business Manager (GM/Cellar Manager) BE in Chemical Engineering UD(1992), MBA from UD (2011) 10 years experience in manufacturing as Chemical Engineer with DuPont 8 years small business management experience Amateur winemaker and regular volunteer at local wineries Alexis Milam – Sales Marketing & Tasting Room/Special Events Manager Certified Sommelier: Advanced Sommelier Certificate from The Court of Master Sommeliers (2002) Hospitality Management Degree from UD (2000) & MBA (2011) 5 years as Sales/Special Event Manager at Renault Winery

  16. Revenue Model

  17. Financial Projections

  18. Financial Projections

  19. MilestonesWhat’s Important Next? Bring on Mike Edison as partner Buy equipment & product inputs Renovate winery building Secure licenses & permits Begin wine production

  20. Funding Requirements Committed Funding: $150K $50k agreed buy in from 3 partners Requested Funding: $436K Seeking Mike Edison’s partnership 5 acres of land and existing building Use of Funds: $586 K Total • Capital Investments: Barn Restoration & Equipment: $400K • COGS (Year 0): $96K • Including permits and insurance • Salaries (Year 0): $75K • Marketing: $15K

  21. Summary Management team experienced in wine making, bottling, and with extensive operations and marketing backgrounds Blue Hen Winery will generate profits by year 1 Strong growing trends towards local and organic products Large and growing market – healthy market share predictions

  22. Blue Hen Winery Blue Hen Winery Kennett Pike Greenville, DE For more information please contact: info@Bluehenwinery.com

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