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Copy of Wine..

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by

Rehan Reddy

on 11 August 2014

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Transcript of Copy of Wine..

Wine sales in the U.S. from all production sources—California, other U.S. states and foreign countries—increased 2% from the previous year to a new record of 360.1 million 9-liter cases with an estimated retail value of $34.6 billion, according to wine industry consultant Jon Fredrikson of Gomberg, Fredrikson & Associates in Woodside.

Of the total, almost two-thirds or 207.7 million cases of California wine account for a 58% share of U.S. wine sales with an estimated retail value of $22 billion.

"Retailers recognize that wine is a large and growing category, even in economically challenging times, and tends to attract upper income consumers, and all legal drinking age groups. Wine also pairs well with food, leading to larger, more profitable shopping baskets."
Live music, some people enjoy, but too loud for setting. (women love to chat and catch up.)
Wine prices way too high (Grapevine)
Not utilizing space/walls
Lacks in good bar service
Bathrooms are unkept

How Can Blend Bar & Boutique stand out?
Incorporate retail into wine bar (over time)
Selling scarves, jewelry from travels, candles, Seasonal merchandise (Spring Summer vs Fall Winter)
Showcasing Awards Season, Fashion Shows, Themed evenings with Local Artists
Social Media trending on screens
Community feel
Host small biz nights (like Industry Nights)
Is the way forward with optimal reach for lowest costs
Broad reach
Real time capturing of audience and can target specific times to blast a message
Target Audience is mobile, on the go, traveling... can store information, create instant calendars
Our position in the market will be entry to higher end level.
Unpretentious.
Comfortable and relaxing place to shop and have wine.
Wines by the glass ~$9-13
Bottles ~ $20-$50
Retail Items ~ $15-$250
Chardonnay far and away remains the most popular wine in the U.S. and has continued to be the leading varietal wine for the last decade, with sales increases every year.
Blend Bar & Boutique
Presented by...

Claire Place
Jason Restivo
Rehan Reddy

Contents...
THE
WINE
MARKET
...
Basic
FACTS
about the Wine Market..
Facts continued..
So... Where does our wine come from?
Target Audience
Local Competitors...
Marketing Strategy..
Social Media
Charity Ideas
Market Position:
Assumptions Of
CVP
Usefulness of the Analogy
Sensitivity Analysis
Sensitivity Analysis
Sales Forecast..
CVP Analysis
Sales Forecast..
Thank you for your attention!
Introduction.../Concept
Market
and
Competition..
Market
Strategy..
The
Finance's..
Including Capital and Budgets..
SWOT
Analysis
(Strengths, Weaknesses, Opportunities and Threats
Evaluation..
SWOT Analysis
Emphasis is on women. High percentage of women and occasionally their partners.
Disposable Income/ affluent.
Mid 20s and Older.
Desires a more modern take on your typical wine bar experience.
On speed with current trends.
Idea is to sell local Wine and Retail
Art and Photography
Everything is for sale ($15-$200)
Hours of Operation:
Supermarkets have increased their share of the wine market
Starbucks recently entered the wine market. Only in high concentrated foot traffic cities... Chicago (Michigan Ave), LA (airport), Atlanta, D.C. Seattle (some locations) and Portland
Social Media
Selling price is constant.
Costs are linear and can be accurately divided into variable and fixed elements.
In multi-product companies, the sales mix is constant.
In manufacturing companies, inventories do not change.
Usefulness to business managers
Provides a detailed
snapshot
of company activity
Effects of changes
can be viewed making future performance clear
“Simulation analysis in which key quantitative assumptions and computations (underlying a decision, estimate, or project) are changed systematically to assess their effect on the final outcome. Employed commonly in evaluation of the overall risk or in identification of critical factors, it attempts to predict alternative outcomes of the same course of action.”
Helps managers assess what factors would cause a project to turn out a smaller profit
Can try and determine how to manage/minimize any risks involved.
Top 3:
Chardonnay
Cabernet
Merlot
Ranked number
three
in top Metro Areas for wine consumption.
The U.S. is the largest wine market in the world with 19 consecutive years of volume growth.
California wine accounts for a 58% share of U.S. wine sales with an estimated retail value of $22 billion.
Wine and Retail
Food Menu/ small plates/all vegetarian (cheese plates, hummus, bread and olive oil...)
All from Local Farmers Market
Theme is Local
Grapevine
Vino Vino
Cin Cin
Unwined
Vyne
Enoteca
Rootstock
Vintage at Santana Row
What are Competitors Doing? Gaps?
Other Direct/ Indirect Competitors...
BevMo
Wine shops
Other wine bars selling wine
Wineries
Other Ideas

Create an FB page, free to gain subscribers (large reach)
Twitter also free
Instagram also free
Pinterest
Special Events (Art nights, meet the Artist)
Website
YouTube
Create a Yelp! page
Blend app

Local Publications?
Can leave flyers at local wineries
CRM Sign up for preferred customer program
Online and in shop
Benefits from ongoing communications regarding new merchandise, art, events...meet the wine Sommelier
Disabilities
Homeless and Housing
Seniors
Philanthropy
Anti-Bullying
Veterans
Animals
Civil Rights
Human Services
Environment
Arts and Culture
Mental Health
Limitations..
Limited
use for multi-product companies
Makes numerous assumptions
Usefulness..
Core Concept: How is this wine boutique different than the competitors?
Introducing a unique concept: Local Wine, Retail Boutique (womens printed scarves, local jewelery... showcasing Local Artists (photography, paintings)
Offering a place to chill and watch all things Awards Seasons (Globes, Oscars, Grammys)
Tying in Local Charity offerings where every month, the themed charity rotates and part of a % of the bill goes to that charity for that month. (Veterans, Homelessness...)
Licenses, Insurances and Permits
Type 41 License is for the sale of beer and wine only. (excludes spirits)
At least one person must take an examination in food preparation and become certified
General Liability Insurance is a must
Personal Injury Insurance
Liquor Liability Insurance
Worker's Compensation
Key Relationships:
Wine Distributors (Wine Warehouse in Richmond CA)
Local smaller Wineries
Artists
Wine Merchants
Other Wine Bars
Charities
And of course, Customers!
Profit and Loss Account
Conservative
Profit and Loss Account
Ambitious
CVP Graph

Wine Regions
Calistoga
St. Helena
Rutherford
Yountville
Napa
Glen Ellen
Guerneville
Sonoma
Monterey
Santa Cruz
Livermore
Average Price for a glass of White Wine
Average Cost of Red Wine by Glass
Concept is to rotate themed charities possibly every month...
Monday: ??

Tuesday: 11:00am- 10pm

Wednesday: 11:00am- 10pm

Thursday: 11:00am- 10pm

Friday: 11:00am- 11pm

Saturday: 11:00am-11pm

Sunday: 12:00pm- 11pm
People:
Bar Manager (Jason)
1 FT & 1 PT Wine Bar server @ $9.00-10.00 plus tips
1 FT & 1 PT Retail Seller @ $12.50 plus commission/incentives
Product, Process and People
Internal Strengths
Internal Weaknesses
External Opportunities
Insert Table we used months ago from surrounding wine bars...
Insert wine list we created months ago
Years of experience
Expertise in both wine and retail
Knowledge

New: don't have the reputation
Have to get our brand established

Wine Bar niche: retail and accessories for sale
Different operational hours to competitors
Pump up Awards Seasons
External Threats
Copying of idea
Competition
Full transcript