The Bottlecap is an artisan beer tavern near the University of Oregon.
The Bottlecap will be serving the university and the Eugene, Oregon community with a constantly rotating lineup of premium, unique microbrews for the discerning beer connoisseur.
The Bottlecap, a venture funded privately by Tyler Vogel & Dashiell Vogel, is led by Tyler Vogel.
The Market
The Pacific Northwest is a leading microbrew center worldwide. Oregon and Washington both have the highest concentration of microbrew units of any of the 50 U.S. states.
Oregon is home to a large amount of beers, which makes it a cultural hub in the Pacific Northwest. There are many people who enjoy fine beer.
The Bottlecap will be targeting three distinct customer segments. The first is the beer connoisseur, those that have a true passion for fine beers. This market has an annual growth rate of 12% and more than 12,000 potential customers.
The Bottlecap will also be targeting the general bar attending crowd. These are usually professionals who go to taverns after work to relax and socialize. This section has 30,000 potential members and is growing at an average of 8%
The U of O college students are the last group The Bottlecap will target. This group is more focused on the quality of the beer than the U of O students. The number of college students growing at 10% is reflected in the total number of 20,000 that can be accessed.
The Competition
Three direct competitors to the Bottlecap are located centrally near the U of O campus.
Bottlecap’s emphasis on high-quality beer is what makes it stand out from the rest. Competitors target college students more precisely and at a lower price point.
The Bottlecap’’s emphasis upon a premium selection of beers is one advantage.
The second competitive advantage is the companion website. This was created to allow customers to provide feedback and express their preferences about the beer selection. This allows customers to have direct influence on 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 Lavine founded the Bottlecap and Tyler Vogel will run it.
Dashiell is mostly a veteran of the restaurant industry. Dashiell earned his undergraduate degree in business administration from Reed College. After that, he began work at Il Piato a fine Italian restaurant located near NW Portland.
Dashiell started as a server for two year before being asked to take over the management of the entire restaurant. Dashill managed the restaurant for five years and gained invaluable experience. Dashiell’s experience at Il Piato solidified his desire to be his own boss while remaining in the restaurant/bar trade.
Tyler came from a more academic background as a CPA from Arthur Anderson (AA). Tyler was a waiter in restaurants during school and then went to work at AA, where he acquired a wide range of financial control skills.
Tyler’s skills in financial analysis and control will prove invaluable as he will ensure that there is a solid control mechanism that can accurately track and manage large cash sums that travel through The Bottlecap each day.
The Bottlecap will be a successful venture as it serves the huge demand for premium beers.
The Bottlecap offers customers a social environment that allows them to meet new friends and share good beers. The Bottlecap is predicted to be in profitability by month four and earn approximately $73,000 annually by year three.
1.1 Objectives
Here are the objectives for The Bottlecap.
- Eight or more quality, hard to find beers are available on tap
- Aim to grow your business by at least 10 percent per month
- The companion website will help you increase customer awareness about The Bottlecap’s offerings. Track hits to the website to measure popularity.
1.2 Mission
To create an economically sound organization that offers quality beers in a casual, classy environment that appeals broadly to all customers.
1.3 Keys to Success
The following points summarize the key factors that have made The Bottlecap a success:
- Maintain good relationships with reliable beer distributors.
- This bar is well designed and has a fun atmosphere.
- High-quality entertainment.
- Referring customers.
