Hartford-Based Craftbird Food Truck Shares Startup Experience

January 17 2019 Innovation Destination: Hartford CT Lifestyle 0 comments Tags: catering, Connecticut, Craftbird, entrepreneurs, food truck, Greater Hartford, Hartford, small business, startup

Eric Stagl and Mallary Kohlmeyer are co-founders of Hartford-based Craftbird Food Truck. (Photo courtesy Eat in CT

Business partners Mallary Kohlmeyer and Eric Stagl opened Craftbird Food Truck in April 2016. Mallary spoke with Innovation Destination Hartford Website Curator Nan Price about her experience starting a small business in Greater Hartford.

NAN PRICE: Have you always known you wanted you to open your own business?

MALLARY KOHLMEYER: Not at all. Actually, I have my master’s in special education. My dad owns a business, so I grew up respecting the concept of working for yourself.

I’ve learned a lot from him, even though his business is much different than ours. I’ve learned that owning a business requires a certain kind of mindset and it takes discipline to be your own boss. You have to have a certain type of personality. I think I got that from my dad, that interest in wanting to work for yourself.

So, I always was interested in business. But I didn’t know I was going to land in the food business.

NAN: How did you develop the business concept?

MALLARY: Eric has been a good friend for years. He and I were itching for something new. We both wanted the opportunity to grow personally and challenge ourselves without working for other people.

Eric was the executive chef at Barcelona West Hartford and prior to that worked in local restaurants, including Max Restaurant Group. So, he already had the food experience.

The idea came out of a brainstorming conversation. Eric and I thought a food truck would be fun. When we started to get serious, we did market research, which basically meant we got to eat a lot during the weekends! We were traveling to Boston, Philadelphia, and New York to try out other food trucks and learn about the market. And the more trucks we saw, the more excited we got about creating our own concept.

Eric wanted to deliver high-quality food without providing a sit-down experience. And I wanted to provide gluten-free options since I have Celiac disease and other food allergies. From there, we started building the foundation for Craftbird.

NAN: Do you get guidance from other business owners?

MALLARY: In the beginning we didn’t tell anybody we had this idea because we didn’t know what was going to happen. When we started doing research, we told food trucks about our idea when we visited them in other cities, but locally we didn’t tell anybody until we had the plan in motion.

But once we did, the food truck community in this area was super supportive. A lot of people were willing and able to answer our questions. That was great because there’s not a rule book for how to open a food truck here in Connecticut.

NAN: Is the food truck industry competitive? Do you work together?

MALLARY: We do collaborate. Our feeling is: If you’re at the park or at an event and there’s a grilled cheese truck and a barbecue truck, if someone wants grilled cheese, they’re going to go to the grilled cheese food truck. So, it’s not a matter of competition; it’s same as when you choose a restaurant. If you want Italian you’re going to go to an Italian restaurant.

We like being near each other because the more food trucks in an area, the more customers will come. And it’s more fun. We can bounce ideas off each other. You become friends even though you’re competitors. It’s a nice community.

In this field, we’ve met a lot of other people who are opening business. It’s been nice to get help and advice from them, and also be a sounding board for them and bounce ideas off each other. And we’re able to collaborate. So, we might connect with a dessert caterer or a DJ or a photographer and we’re able to offer a “package.”

NAN: What kinds of startup challenges have you experienced?

MALLARY: The hardest thing for us is that there is no blueprint for how to open and run a food truck. So, I understand the business of opening an LLC, filing sales tax, and doing things like that. But I needed to learn about how every town requires different permitting, there’s not a uniform permit across the state.

With some towns, you get a permit with the health department. With some it’s the police department and the health department. Other towns require a permit from the fire department. One town requires permit from your doctor. It’s very difficult to find the information.

Every day there’s something. For the first year-and-a-half we were in business almost every day there was a surprise or something I didn’t know and didn’t plan for—a rule or a regulation, an event we didn’t know about that would’ve been good to be at, or how to fix something that breaks on the truck or change the oil in the generator. And we don’t have the staff a restaurant has to do all those things. Eric and I are doing everything with a handful of employees.

Another challenge is for Eric, who’s a very skilled chef. With a food truck, he has to accommodate for a much smaller kitchen and work in extreme temperatures, whether it’s keeping food fresh on a 100° day or keeping things from freezing on a day with temperatures below 0°. He’s had to get creative. And he’s had to learn how to plan amounts when we have no idea how many customers there will be and we’re working with a limited tuck-sized refrigerator.

NAN: With more than two years of experience can you now plan for some of those challenges?

MALLARY: We’ve kept a lot of data the last couple of years. That’s the special ed teacher in me! I can tell you on October 23, 2017 what the weather was like, what we sold, and if there were other trucks nearby.

The Craftbird Food Truck does caters a private event.

With catering, we have much less waste. Because you know there are going to be 60 people at this party versus when you go to the park and you just don’t know. So, we will sometimes run out of things. That happens. We only have so much room on the truck.

Eric has become very good about planning for those things and anticipating it. And I have a good idea of how many people are going to be at an event, based on the weather and how many other food trucks will be there. We have an unofficial formula in our head of what we think will happen.

I definitely have learned a lot about food, because I’d never worked in a kitchen or in a restaurant before. I’ve learned a lot about prepping food, planning for food, expoing, things like that.

I’ve also ironed out a lot of kinks and streamlined a lot of things now that we’ve become more well-known. I’ve been able to step back from seeking out events and people are coming to us more, which is great. We’ve been doing more catering and private events.

NAN: That leads into my question about marketing. It sounds like things are going well. In the beginning, how did you build a buzz. Or did you just start showing up places?

MALLARY: A combination of both. Luckily, Eric had a pretty solid following as a chef, so people were excited to try his new product and new concept. We did a soft opening among friends and a lot of people in the food industry were there.

And then we use a lot of social media. We do our marketing on social media pretty exclusively. The first year we opened, we went to a lot of festivals and fairs and got our name out there. It has since shifted more toward local staying in Hartford, which is really where we’re enjoying building our business.

We like staying in Hartford. One of the reasons goes back to the issue with permitting. We have to go through permitting and licensing in every town. In Hartford, West Hartford, and Farmington Valley we get year-round license. Otherwise we have to fill out paperwork every time we go to one of those locations.

NAN: What are your future plans? You anticipate opening a Craftbird restaurant?

MALLARY: That’s a really great question. There are a lot of restaurants and a lot of food trucks in Connecticut. I’m not sure what we’re going to do. Right now, we’re just appreciative of people coming out for a chicken sandwich.

Opening a restaurant is very different. There are a lot of expectations. I’m definitely not saying that we aren’t ever going to do it. I’m just saying we’re not discussing it at this time. And I will stay, in addition, we didn’t tell anybody we were opening a food truck until we got it, so....

NAN: So, stay tuned and follow Craftbird Food Truck on social media.

MALLARY: Exactly!

NAN: What have you learned along your entrepreneurial journey? Any advice for others starting out?

MALLARY: Starting out, I was hard on myself any time I made what I perceived as a mistake. And then I learned from talking to others, everyone’s making the same mistakes. Everyone is having the same challenges because running a business is hard. Eventually it all clicks. I feel like this year it’s finally clicking for me.

I’m very proud of how far we’ve come since we started. Eric and I have had tons of growth professionally. We built a business out of nothing, which is very exciting. So, my advice is to be patient with yourself and be proud of what you accomplish.

Learn more about Craftbird Food Truck

VISIT: www.craftbirdfoodtruck.com
FOLLOW: Facebook | Instagram | Twitter

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CT Entrepreneur Founds Creative Marketing Company

January 09 2019 Innovation Destination: Hartford Women In Business 0 comments Tags: Connecticut, CT, entrepreneur, entrepreneurship, Greater Hartford, small business, woman-owned business

Connecticut entrepreneur Deirdre Tindall launched her startup Tind-All Creative Marketing in September 2018.

Tind-All Creative Marketing Founder Deirdre Tindall spoke with Innovation Destination Hartford Website Curator Nan Price about her entrepreneurial journey and her experience recently launching her own woman-owned business.

NAN PRICE: Have you always been entrepreneurial?

DEIRDRE TINDALL: I come from a large family of entrepreneurs. My dad was an entrepreneur. There are 12 kids in my family and most of my brothers and sisters own their own companies. I grew up around that kind of spirit and drive. So, I’ve always known I needed to be working for myself and be an entrepreneur.

I think when you’re an entrepreneur and you have that drive, you’re not meant for a corporate environment. It’s just taken me all these years—I’ve always had a dream of doing my own thing but, as a female, sometimes you lack that confidence to go out on your own. I feel I’ve been living the “safe life” for some time as it relates to my professional career.

NAN: You’ve obviously had some built-in mentors. Have you connected to people outside of your family?

DEIRDRE: Yes absolutely! They’ve been my key to success. So many amazing people have invested in me, saw my talents, gave me opportunities, and continue to help me today.

NAN: Is this your first startup?

DEIRDRE: This is my second startup. I started a company a year and a half ago with a business partner. I probably should’ve trusted in myself and my abilities in the very beginning and known not go that route. I think there’s always that fear. Fear prevents you from doing a lot of things.

But I have to say, it wasn’t a negative thing because it gave me so much more confidence in who I am as a person—and I learned a ton. I believe everything happens for a reason, so I looked at it as something I needed to go through to become who I am today.

NAN: When did you branch out on your own?

DEIRDRE: September 2018. I left the other company and I started my own business within about two months. I’m doing the exact same thing I always had a vision for, but this time just by myself and for myself. I alone can control my destiny.

NAN: How did you develop the business concept?

DEIRDRE: It started organically. I was working full-time for other people and people saw value in my skillset and my work ethic. Over the years, through those connections, people started asking me if I could help with their public relations, business development, and marketing. I started consulting on the side from full-time work and found that doing that really inspired me to take this journey. I realized this is what I wanted to do. Fear is a powerful inhibitor. It stops you from doing many things. I was a single mother and felt it was selfish going from a full-time salaried job to starting my own business.

Off line, you and I were talking about how much we love that part of our jobs—making connections and helping others without expecting anything in return. The most powerful and impactful book I’ve ever read was The Go-Giver by Bob Burg. It underscored my philosophy that it’s better to give than receive. And, like you, that’s what fills my cup. I enjoyed working for other people but consulting on the side made me feel alive and filled that part of my life that I needed that at the moment.

A lot of things happened to get to the point where I said: I could die tomorrow. I’m not living my dream. I’m not living the authentic self.

So, I decided to take the jump and start my own company. I have been blessed with authentic relationships that have been developed over the years and it’s those relationships that are helping me be successful in my new endeavor.

NAN: Did you have prior business experience?

DEIRDRE: Yes. I don’t think it was hard to rebrand or relaunch because I’ve been in business for a very long time. I’ve learned to be resilient and get back up no matter what. I started working in my dad’s business at a very young age, which has shaped me. I learn best under fire. I’m not classically trained. Being forced to learn, you figure it out. You just do.

NAN: There’s no alternative.

DEIRDRE: Right. There’s nobody else to save you. So, I’ve basically taken my experiences over the last 16 years learning how to run businesses and working closely with business owners, especially what I learned from launching a startup with a partner, and just put in the same processes and procedures. Because, if your business has efficient processes and procedures in place, you don’t have to worry about all the excess. You can work smarter not harder.

I’m finding that, because of my experience, you put those processes in place and you’re up and running. I’m not going to say it’s easy. It’s not. But I also think as an entrepreneur you work all the time. That’s just the nature. And it’s awesome! Because you wake up and you’re doing what you love. And I’m doing something that fits around my son’s schedule.

NAN: How are you marketing and building your clientele?

DEIRDRE: I don’t ever worry about business. God plays an integral part in my success. In addition, I’ve spent my life and my career building real, lasting relationships. I’m involved in multiple chambers, which I'm a huge advocate of for any business.

Tind-All Creative Marketing Founder Deirdre Tindall (center) at a ribbon cutting for new member of the Connecticut River Valley Chamber of Commerce.

I’m mainly involved with the Connecticut River Valley Chamber of Commerce in Glastonbury, which has had a huge impact on me personally and professionally. I was lucky that my gift is making connections and connecting the dots.

I also believe that it’s our responsibility to give back in the community and so I am on the board of two non-profits Carry My Brother and The Greater Waterbury Interfaith Ministries, which align with my philanthropic goals. I hope to someday make my company a social enterprise and continue and mentor young women who struggle to get into business.

NAN: Social responsibility is close to your heart.

DEIRDRE Yes. The concept of being a social enterprise is a key part of my philosophy—being able to make profit, but also being able to do good for the community and the environment. And I think it’s really awesome to work with clients that believe in the same philosophy as me. They’re also committed to giving back and volunteering.

NAN: Tell us a little about your experience with through mentorship.

DEIRDRE: I became involved with several different organizations. I worked with the Hartford Consortium for Higher Education through the MetroHartford Alliance. I became involved at some the local schools with their college readiness programs. You not only mentor in the classic sense, but you help with the college application process.

NAN: As a marketing company, what’s your differentiator?

DEIRDRE: A lot of times marketing companies just do marketing. I take a more holistic approach. It does no good to do marketing if your client’s house isn’t in order. I tell my clients: Don’t hire me to do marketing when your business isn’t in order because you won’t get the results you want.

I spend a lot of time at the beginning helping and guiding clients on processes from a strategic level, to put them in position to be successful from a marketing standpoint. I help clients understand who their target customer is—their buyer persona—and help them update their business development and relationships. For most businesses, it’s outdated. How am I going to do email marketing or send a newsletter if your information is outdated?

I refuse to take business for the sake of chasing dollars. I think when you don’t chase dollars and live your passion, the money always flows in the end. I think that’s a huge differentiator.

NAN: Are you a solopreneur or do you have a team?

DEIRDRE: I have two graphic designers and two web development team members. They’re independent contractors at this point although I would love to hire them full-time. That will happen in time.

NAN: How has that been, learning to manage people?

DEIRDRE: I’ve been in management positions in many positions I’ve been in. I always tell my son: Everybody has personality profiles. You can’t manage each person the same way. You have to find methods for dealing with each person individually to maximize their fullest potential, so they’re effective and work smarter. I don’t believe in micromanaging.

NAN: Who is your target clientele?

DEIRDRE: My current clients are small- to medium-sized businesses. A lot of firms won’t work with small businesses, but I love it.

NAN: What’s next?

DEIRDRE: I don’t really worry about it. I try to get the most out of living in the moment. I probably should have a 5- to 10-year vision for the business, but I don’t. I just want to continue doing what I’m doing because I love it. I wake up every day jazzed about what I do.

I want to continue to grow my skillset because you have to learn every day. Technology and marketing are changing, so I have to keep up with the trends. If I continue to do what I’m doing right now, in terms of the amount of revenue and clients coming in, I’ll be happy.

Learn more about Tind-All Creative Marketing

VISIT: tind-allcreativemarketing.com
FOLLOW: Facebook | Instagram | LinkedIn | Twitter

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Creative Entrepreneur Opens Seven Ravens Tattoo

December 24 2018 Innovation Destination: Hartford Startups 0 comments Tags: Connecticut, CT, entrepreneur, entrepreneurship, Glastonbury, small business, woman-owned business

Creative entrepreneur Erica Lynn launched Seven Ravens Tattoo in July 2018.

Creative entrepreneur Erica Lynn launched her own company Seven Ravens Tattoo in July 2018. Innovation Destination Hartford Website Curator Nan Price touched base with Erica to find out what it was like to start working for herself and why it’s sometimes beneficial to be a solopreneur. (Hint: It’s an energy thing.)

NAN PRICE: Have you always wanted to own your own business?

ERICA LYNN: It was something I’d thought about. Early in my tattooing career, I had the opportunity to join with someone who asked me to open a shop, but I really didn’t want to at the time. I wanted to focus on the actual craft and get technically sound before I did that.

I was thinking it would be a few more years before I opened my own shop, but it all kind of unfolded. When my fiancé found the property here in Glastonbury, I thought: I’ll just go down this path and see what happens. If it’s meant to be, it will work out. If it’s not, then whatever. And it all just worked out.

NAN: How did you get started? What was that process like for you?

ERICA: I have a degree in business management. I think that helped me understand how to present myself professionally and figure out the paperwork for the business end of things.
Working at other tattoo studios, I had some insight as to how the zoning requirements worked. Every town is different. Tattoo shops are regulated differently on a town-by-town basis

I went to the town of Glastonbury to get approval to be here. I visited the town’s planning and zoning and asked what to do. They didn’t really know what to do with me because they didn’t have any tattoo shops on record.

I had to get all this paperwork together including information about floor plans. Every time I would have made a phone call, I just showed up to the town hall and made sure they saw my face and knew I was serious about my business.

NAN: How long was that process?

Sample of work done by Erica Lynn, Founder of Seven Ravens Tattoo.

ERICA: It went pretty fast. I started in April and I got the approval in June. I was supposed to go in front of the board on June 13 to get the permission granted. I received a call on June 6 telling me I’d done everything the town asked me to do. The town had reviewed and approved it. They told me: You’re all set, go forth and tattoo.

NAN: Was that the most challenging part of being a startup?

ERICA: I think it was the most stressful part. Because I was trying to get all the pieces together on a tight deadline.

NAN: What would you say has been the most challenging?

ERICA: My own time management. In my head, I always think I can get a million things done in a day!

NAN: How did you transition from a business management degree into tattooing?

ERICA: I always had an artistic side. I’ve tried every medium—I’ve worked with wood, painting, crafting and music was huge for me for a long time. But the way I grew up, we didn’t have a lot of money and I didn’t think being an artist was a wise financial decision.

I also went to college at night and, at that time, the only thing that offered with business management. It wasn’t really intentional. I was good at it and I made good money, but I didn’t feel authentic.

I was working for a financial publications company in Bloomfield in 2008 when the stock market crashed. The business owner was trying to figure out how to cut costs. I remember basically asking him to lay me off. I knew I wanted to do something else. So he did and I went back to school for art therapy. I was there for a few semesters when I realized what I really wanted to do was tattoo.

NAN: Had you always had that interest?

ERICA: I got my first tattoo when I was 16. So, it wasn’t a new interest. I just never thought I could do it. But I thought: Okay, if the “safe” thing I tried to do going into business isn’t safe because the economy is crashing, why don’t I just do something I enjoy?

Art therapy was a little too intense for me, the professional work is mostly in hospitals or clinics. And I like fine arts! Besides, I was still trying to do the same thing, finding a “safe” profession.

And then, about seven years ago I started my tattoo apprenticeship and I thought there’s no way I can do both. I had to choose. I knew the first time I used a tattoo machine, out of all the mediums I’d used, I wanted more. I didn’t finish the art therapy degree. I just went for it with tattooing. And here we are.

NAN: You obviously had clients before you went out on your own. How have you been marketing and getting your name out?

ERICA: I’ve been very lucky. Tattooing itself is a unique thing. If you see a tattoo you like on someone else, you can ask who did it. So, I’m basically marketing any time I do a visible tattoo on someone. I get so much business from word-of-mouth.

And, because I was already involved in the arts community around here, even when I started my apprenticeship, I couldn’t believe how many people were willing two let me tattoo to them when I was brand new. I really haven’t struggled in that avenue.

I’ve also been using social media to spread the word about my new business.

NAN: Let’s talk future plans. Would you eventually like to have an assistant? Would you bring in a second tattoo artist?

ERICA: It’s just me. There’s one room. And that was intentional. I work well alone. I really like when I’m working with a client and it’s just our energy.

Financially, I know I could make a lot more money if I opened a shop with more artists, but that’s not something I want to do right now.

Another sample of work done by Erica Lynn, Founder of Seven Ravens Tattoo.

NAN: How did you end up in Glastonbury?

ERICA: Glastonbury is the area where my fiancé and I want to settle down. And I want to be accessible to everyone, so Glastonbury is perfect. I had worked in Berlin, Hartford, and Manchester. You accumulate clients after time, and they can still reach me here.

NAN: What have you learned most about going into business for yourself?

ERICA: Well, I was already in business for myself. Tattooing is similar to hairdressing and massage therapies in that you’re usually renting space or paying a percentage of what you earn to a company. The only difference is now I have my own location. I’ve always handled all my clients and did my bookings, etc. so it didn’t seem like this major shift. But I love it. I think more than anything I did it to just have a space where it’s about the energy of just my clients and myself.

Learn more about Seven Ravens Tattoo

VISIT: www.sevenravens.com
FOLLOW: Facebook | Instagram

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CT Entrepreneur Founds Social Impact Publishing Company

December 19 2018 Innovation Destination: Hartford Women In Business 0 comments Tags: Connecticut, entrepreneur, entrepreneurship, small business, woman-owned business

Jenn Grace is Founder of Publish Your Purpose Press.

Publish Your Purpose Press Founder Jenn T. Grace knew from a young age she wanted to be a business owner. Innovation Destination Hartford Website Curator Nan Price talked to Jenn about her entrepreneurial experience and how she ultimately found her purpose.

NAN PRICE: You’ve always known you wanted to own your own business. When did that start?

JENN GRACE: I was about 14. I remember telling my dad I needed to own a business. I didn’t come from an overly entrepreneurial family, so I’m not sure where it came from. Also, I knew I wanted to own a print shop. I had no context for why a print shop in particular. I didn’t know anyone who owned one. There was just something about being involved in presses.

NAN: Tell us a little about your entrepreneurial journey.

JENN: When I moved to Connecticut 15 years ago, I got a job with insurance company. I stayed for five and a half years, but it wasn’t a great experience on a personal level as an out lesbian at the time. I tried to make a change internally and just couldn’t do it. I didn’t have the right support system.

I ended up quitting my job and going out on my own. I started freelancing as a business consultant, which eventually became full-time. From there on out, I was working for myself.

NAN: At what point did you transition from full-time freelance to a bona fide business?

JENN: With my business consulting—which I still do a bit of today—I had spent 2009 to 2014 building my network around LGBTQ business owners and corporate professionals on a national scale. I’ve worked with Fortune 500 companies and others in the manufacturing, financial services, and insurance industries.

Fast forward to 2015. I was looking at my year-end financials and thought: Why are there some people I really enjoy working with and others not so much?

I was trying to figure out the commonality and realized the people who I loved working with were working on books. I thought: What’s this about?

Then I had an idea. I was working with a business coach at that time. Her advice was: Just sell it and then create it. I couldn’t wrap my head around that whole concept of selling and then creating, because everything else I had created first and then sold—or didn’t sell.

At this time, I had already written three books of my own. I grabbed seven peers who had been talking about wanting to write books. I told them I was creating an author’s program and I needed them to be my guinea pigs. I was completely transparent. I told them I’d return their money if they didn’t get what I was promising—but that I was going to make it up as I went. And I totally did. That was the Author’s Academy, which launched in the beginning of 2016.

So, selling first and then creating completely worked. I thought there is something to be said about that. I love it and I got it down to a science.

NAN: You also connected with business advisors from The Entrepreneur Circle. I have to put a plug in for Co-Founder Mike Keiser, who is a IDH contributing author.

JENN: Through networking I connected with someone who said I should talk to Mike and Maria Keiser at The Entrepreneur Circle. When I first met with Maria, I was 100% skeptical. I thought: I don’t know what this is. I didn’t know what a roundtable or a mastermind group was. Maria and I hit it off almost instantly. It made me realize I couldn’t function in my business without being able to brainstorm with that trusted group of advisors—this was back in 2011. I’ve operated with a peer advisory group since.

NAN: How did the Author’s Academy evolve into you launching a book publishing company?

JENN: As people were going through the Author’s Academy, they would admit they’d just learned how to publish their own books, but they still wanted to pay me to do it for them! And that’s why I ended up starting a publishing company. The need was there.

I knew I couldn’t be the roadblock to someone telling their story—someone with an important message they need to share with the world. I couldn’t just say: No, I don’t do that.

Admittedly, I was reluctant at first. I was thinking: This is not what I signed up for! It took me about two weeks to realize this is what I need to be doing. Once I committed, I knew with every ounce of my being I found my true purpose in life.

NAN: How was the transition from being in the corporate world to owning a business?

JENN: I know it probably sounds cliché, but I feel like I must have owned businesses in another lifetime. I’ve always just had the right mix of skills to run a business.

This is technically my fourth startup. I had a couple others that doesn’t work for a variety of reasons, but portions of those companies are part of what I do today. Sometimes, you just have to know when to shut things down, as painful as it might be to come to that realization.

NAN: How are you finding your clientele? How are you marketing?

JENN: It’s primarily still word-of-mouth and referrals. We’ve worked with 55 authors (not necessarily 55 published authors) in a variety of ways.

Our clientele is about 64% women, about 26% people of color, and about 53% LGBT. For me personally, it’s a very proactive effort to be serving the oftentimes underserved. I feel like the more diverse people we can serve, the more they can impact their local communities in a positive way—and we are part of that ripple effect of social and societal change at a micro level.

It’s kind of like the B Corporation model. I’m actually going through the B Corp certification paperwork now. I’ve been thinking about the longer-term impact my company can make in everything we do.

NAN: Would you define Publish Your Purpose Press as a social impact publishing company?

JENN: Yes. Social impact and social justice. My personal mantra is “Because Change Happens in Business.” This is one of many ways change is accomplished.

NAN: What’s the biggest startup challenge you’ve encountered?

JENN: Cash flow. (Isn’t that every startup’s biggest challenge?!) I know my cash flow cycle to a science at this point. I know it’s three and a half months where my reserves are low, and then I have all the money and then zero money and then all the money, and so on. It’s this jagged, steep up and down. That presents its own challenges, but knowing the cycle keeps me sane.

Also, I think managing people is a pain. Niki Garcia, our Director of Operations, is the one who manages everybody so more often than not it is her pain, not necessarily mine.

NAN: At what point did you know to bring in someone else to do that?

JENN: Niki and I have known each other for a long time and worked together in other settings. When I started this company, I basically told her: I don’t know what you’re doing, but you’re coming with me! It organically grew from there. It’s been a tag-teamed effort. Niki has been behind the scenes doing most of the logistics and operations.

NAN: Along the lines of challenges, is there anything you wish you had done differently?

A variety of books published by Publish Your Purpose Press.

JENN: I feel like I pivot all the time because, as a business owner, you have to take chances and try things. You generally have no idea what is and isn’t going to work.

I have a high tolerance for risk, more so than the people around me. So, when I decide to shut something down and do something else instead, I think it can be unsettling to other people. But the beauty of entrepreneurship is that you can make these decisions and pivot when you need to.

NAN: Any major lessons you’ve learned along the way?

JENN: I don’t think there’s one particular thing, because I took a lot of the knowledge from my other businesses and brought it to this one.

It’s funny, my original goal with Publish Your Purpose was to be this giant publishing company—a force to be reckoned with. And then, as I started to grow and built the team, I realized: Why am I doing this? Who am I doing this for? It’s not for me. There came a point where I wasn’t even working with the authors directly. Instead, I was managing all the people—and that’s not fun for me.

I ended up completely switching our model and now I focus more on being a small, well-curated, and intentional publisher who works with people who are impacting the world. That’s not to say my goal still isn’t $5 million! But it’s not $50 million, which is a very different scaling.

NAN: What’s next for Publish Your Purpose?

JENN: I’m always tweaking and refining our processes after a few years of trial and error.

In 2016, my focus was on running the Author’s Academy and trying to figure out what was happening. That morphed into people asking me to publish their books for them and me wondering: What am I doing?

Then, I spent 2017 trying to do things differently and tweaking and modifying. We went from one starting point to a crazy extreme at the other end of the spectrum. And that wasn’t exactly right either. So now I’m bringing it back in and balancing things out.

From a scalability standpoint, we’re on a really good growth trajectory. I have the right team and I have the right products and services in place. They were always there, they just weren’t in the right configuration.

NAN: Any advice to other entrepreneurs?

JENN: My advice to business owners who are just starting out or those who have been around for a while is to intimately know your numbers—your operating expenses, cost of goods sold, revenue coming in, etc. You cannot make any well-informed decision unless you truly know your numbers. And be real and honest about those numbers—the only person you’re hurting is yourself, if you are honest. It’s not always a pleasant exercise, but it’ll make you a better business owner in the long run.

Learn more about Publish Your Purpose Press

VISIT: publishyourpurposepress.com
FOLLOW: Facebook | LinkedIn | Twitter
WATCH: Thought leaders successfully transition to published authors with Publish Your Purpose Press

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CT-Based Back East Brewing Company Shares Updates

November 30 2018 Innovation Destination: Hartford CT Lifestyle 0 comments Tags: Back East Brewing Company, Bloomfield, Connecticut, CT brewery, CT craft beer, entrepreneur, how to start a brewery in CT, small business, startup brewery

Back East Brewing Company Co-Founders Edward Fabrycki, Jr. (left) and Tony Karlowicz (right).

Where Are They Now? Follow Up with Back East Brewing Company Owner Tony Karlowicz

Back East Brewing Company was the first brewery Innovation Destination Hartford interviewed in September 2015. (Read the feature story: Entrepreneur Brewer: Back East Brewing Company.)

Innovation Destination Hartford Website Curator Nan Price caught up with Owner Tony Karlowicz to find out what’s been brewing.

NAN PRICE: Give us a little update, what’s new since we last spoke?

TONY KARLOWICZ: Back East is continuing to grow and do well. We started an expansion this year, which will be finished in early January. This will almost triple our capacity.

We’re also rebranding our core beers with new can designs and we’ll be introducing several new beers in 2019. We fluctuate with about 20 in rotation and we haven’t been able to keep up with demand, so the expansion will help.

>>Watch drone footage of Back East’s specialty offering beer, Ice Cream Man IPA being released on St. Patrick’s Day 2018.

Right now, we have 12 tanks and we’re adding eight much larger tanks. Typical startups begin with a handful of tanks. We started with three then expanded to six, eight, 12, and now we’ll have 20.

NAN: Have you experienced any major pivots since we featured your story?

TONY: One major change has been having the taproom. Taprooms have grown explosively. I would be shocked if you told me a new brewery wasn’t relying heavily on their taproom.

When we started, we had taproom for samples and tours. Now most tap rooms function as full bars. That’s being driven by what consumers want. It’s become a culture.

NAN: Back East was early to market with the craft brewery trend. Where do you see it going?

TONY: Right, we were the seventh brewery to launch in Connecticut. I believe there are more than 70 breweries now, with another 30 or so on the drawing board.

The market is obviously is more competitive, but Back East has managed to stay on top. Connecticut Magazine named us Best Brewery in 2017, and we’ve also won “Best Locally Brewed Beer” in the 2018 the CTNOW Best of Hartford Readers’ Poll.

NAN: How do you continue to stay relevant in this type of competitive market?

TONY: It’s challenging because the market is continually changing. It is important for breweries to listen and respond to what their customers want. When we opened, we had one IPA in our lineup. Since then, we’ve released almost 10 different IPAs or double IPAs.

The huge growth in the number of breweries (as well as the maturing of the craft beer industry), has definitely made things exciting!

I try to stay current on the Brewers Association trends and forecasts, which say the brewery failure rates are historically low, but we’ve also never seen this type of growth rate. Some breweries will inevitably close due to competition and market saturation (despite the historically low failure rate).

Back East has been able to stay relevant because we have a skilled team that’s committed to putting out a quality product. Surprisingly, that’s not always the case with all breweries. We try to continually innovate. It’s certainly become harder for established breweries to stay relevant with so many options out there.

The good thing is, with more attention on the industry, craft beer is no longer just for the eccentric beer drinker. It has become mainstream. More high-profile Connecticut breweries, like Two Roads Brewing Co., have helped absolutely the industry.

NAN: You’re seven years post-startup, tell us a little about your entrepreneurial journey. What lessons have you learned?

TONY: I wouldn’t call myself an “entrepreneur.” I think of an entrepreneur as starting a business because they see an opportunity to make money. I started Back East because I wanted to be in this industry and create a career doing something I enjoy.

The biggest lesson I’ve learned is not being afraid to go with an idea. When we started, I knew there was a good chance of us being successful. The market wasn’t as saturated back then.

NAN: Anything you wish you’d done differently?

TONY: I wish we had started at a bigger size. Growing is difficult, expensive, and takes a lot of work. We started with low budget but, looking back, it would’ve been better to start with a larger system.

One thing we’ve done well is to make sure our production layout is set up so we can continue to add capacity and grow. So, when we’re adding equipment, we’re thinking about what comes next. We purposely chose this building in Bloomfield because there was space to grow. A lot of our equipment is oversized, so each time we expand we’re not replacing everything. A good example is our canning line, which we added during our last expansion.

NAN: From my conversations with other Connecticut breweries, I’ve learned there’s a lot of mentorship and collaboration.

TONY: There is, and it’s nice to help others. We’ve gotten calls from others who are starting out asking general how-to questions about things like tax forms. We also trade ingredients and share ideas with other breweries, including Thomas Hooker Brewery across town in Bloomfield. Some breweries do collaborate for brews. We haven’t yet, but we’ve talked to several other breweries about doing something like that.

NAN: How are you marketing?

TONY: We rely on social media and we have an active, good following. Social media is a good thing for small businesses. The traditional ways of adverting and marketing are expensive and not really necessary for our customers.

Back East Brewing Company's Intergalactic Lupulinary IPA-style beer.

NAN: Are your customers mostly repeat or people who want to try new craft beers?

TONY: We have both—new customers trying our beer for the first time and our loyal following.

NAN: Where do you see the entrepreneurial landscape heading in Connecticut?

TONY: Entrepreneurs are a scrappy bunch. No matter what happens with Connecticut’s economic landscape, which remains to be seen, entrepreneurs are always ready to get out there and shake things up.

I do think it’s a bad time to start a brewery in Connecticut. The market is oversaturated. There are two macro trends: Craft beer growth is slowing and beer consumption in total is declining (losing ground to wine and spirits). Craft beer’s piece of the pie is growing, but the pie is getting smaller.

NAN: How does that affect Back East Brewery?

TONY: We’ve been brewing different styles of beer and working on bringing attention to the industry. I’m on the board of the Connecticut Brewers Guild. Part of our goal is to market Connecticut breweries to help us stay competitive with other out-of-state breweries and help us stay competitive with other beverages (i.e., wine and spirits).

NAN: What’s next for Back East Brewing?

TONY: Our main goal is to grow our distribution. We currently distribute our beer in Connecticut and western Massachusetts. With our expansion, we’re hoping most of our growth will be in Connecticut—we see room for us to grow here.

We’ll probably grow in Massachusetts as well. We don’t have a specific timeline. It depends on how much more we can grow in Connecticut, which should always be the primary focus. It’s our home market, and you always want to be successful in your home market.

Find out more about Back East Brewing

VISIT: www.backeastbrewing.com
FOLLOW: Facebook | Instagram | Twitter | YouTube

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Lessons from Successful Female Startup Founders

July 13 2018 Innovation Destination: Hartford Blog 0 comments Tags: business owner resources, business owners, small business, small business owners, startups, women-owned businesses

The startup industry is booming. Every day, we find out about a new startup that blows the lid off the market. With each new big thing, we see more women rising to prominence in the industry. Women are stepping out of the shadows and seizing opportunities.

Women are proving that the playing field can be leveled. Having founded their own startups, they continue to grow them. Their professionalism and drive blaze a trail for other women to follow.

AussieWritings investor Catherine Maxwell, says, ‘’These entrepreneur women value their staff and try to surround themselves with people who share their vision. As a team, they can then drive their businesses forward.” She adds, ‘’Hard work, dedication, and sacrifice are necessary. But these formidable ladies are proof to any girl or woman looking to enter the startup market that they too can be successful.’’

Here are some examples of female entrepreneurs dominating the startup industry:

LUMI – PACKAGING COMPANY

Jesse Genet is the founder of Lumi, a packaging company that reaches all 50 states in the United States and a total of 20 countries. Jesse’s appearance on Shark Tank brought her a good deal of recognition. However, she chose to decline the offer investors made to her on the show. Instead, Jesse went on to raise the money to pursue her dream on Kickstarter. She placed her product in 1,500 stores and has generated a seven-figure sales margin.

Jesse has encountered many obstacles in the way presented by the fact that she is female. However, she has risen above. Bob Stewart, an employee at Lumi, says, “Instead of allowing them to deter her, she has chosen to let them drive her to further success.”

HIPCAMP – ALL ABOUT CAMPERS

Founded by Alyssa Ravasio, Hipcamp is a startup that connects would-be campers with different options for their trip. It enables travelers to choose where they stay and make their camping experience as awesome as possible. Alyssa decided to exploit a gap she detected in the market. The user-friendly website makes Hipcamp a startup that stands out among others.

WERK – JOBS REDEFINED

The startup Werk was co-founded by Anna Auerbach and Annie Dean. It connects people with jobs in top companies that offer work flexibility. The inspiration for the two founders was that the conventional workplace is not necessarily conducive to women. The commitments of motherhood often prevent qualified, effective women from working in positions that fully exploit their potential.

Together, Anna and Annie are reinventing the workplace and the workday to enable flexibility without sacrificing productivity. They source jobs from major companies and then find workers who can do the job provided they’re offered some flexibility in terms of time and work base.

BHAVA – SMART EMPLOYEES FOR TECH COMPANIES

Elizabeth Zaborowska is the founder and CEO of Bhava Communications, a platform that connects communication experts with new and existing tech companies. She helps these organizations employ people to sharpen their messaging, branding, and marketing. Elizabeth has won multiple awards for her contributions to the industry and her pioneering spirit in striving toward gender equity.

Her company is growing at an increasing rate, and she says she owes this to three important lessons she has learned:

You should place the values of your organization above its profits.
If you invest in your executives, the dividends you receive outweigh the expense.
You may need to change course midway through developing your startup.When you listen to different points of view and see that they make sense, it’s easy to alter your approach if necessary.

DEFY LINGERIE – CELEBRATING ALL BODY TYPES

Kariyma Marie is the founder and designer of DEFY Lingerie. She used the experience she gained working in the beauty and fashion industry to develop her startup. DEFY Lingerie is revolutionizing the lingerie industry with its approach of celebrating all body types, which encourages women to accept themselves.

It shows them that they no matter their body type, women can still own beautiful lingerie. DEFY Lingerie combines shapewear and sexy lingerie to emphasize a woman’s beauty without forcing them to feel they must alter their bodies.

Kariyma’ssecret to success is remembering how empowering her platform is and the responsibilities that come with it. She uses a lot of visual messaging in her marketing to show women they are unique and beautiful. The message she delivers is powerful. She also feels that without the right people working for and having her back she’d never have succeeded. Kariymaplaces great value on collaboration.

WOMEN ARE LEADING SUCCESSFUL STARTUPS

These are a mere handful of the hundreds of brave women soldiering on in the startup industry. The common thread woven through all their stories is their determination to make it in a so-called “man’s world.”

They prove their ability to compete not by trying to be like their male competitors. Rather, they capitalize on the unique qualities they have as women that allow them to succeed.

About the Author
Olivia Ryan is a blogger who writes about topics including digital marketing, career, and self-development. Connect with her on Facebook and Twitter.

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Using Innovation Technology to Develop Your Small Business

July 04 2018 Innovation Destination: Hartford Blog 0 comments Tags: business owner resources, business owners, innovation, small business, small business owners, technology

In today’s fast-paced environment, small business owners should consider their best options whenever they make choices.

If you’re an entrepreneur looking to step up your game by becoming more accustomed to the current marketplace’s shifts, here are some suggestions to help improving sales, customer loyalty, and brand awareness:

TAKE ADVANTAGE OF TIME-TRACKING SOFTWARE

Time-tracking software is extremely useful, not just for keeping track of your team’s work performance but also for managing your own time. If the boss is productive the company will be productive.

USE PROJECT MANAGEMENT AND TASK MANAGEMENT TOOLS

Managing projects can be a tough job if you’re not looking for external help. Instead of hiring employees, you can (and should) use digital project management tools and software. Track both your and your team’s performance.

SAVE TIME BY UPLOADING ON THE CLOUD

You can upload all your files on a cloud system such as Google Drive or Dropbox and enjoy an extremely fast, secure, and convenient way of distributing files and documents.

DEVELOP AN EMAIL FUNNEL

To automate communication with your customers, you should opt for an automated email autoresponder and develop a sequence of emails that welcomes your subscribers and then rewards them with exclusive/non-exclusive updates and content.

USE AN AUTOMATED INVOICING SYSTEM

Rather than hiring an accountant, you can manage your invoices through a smart digital system that can do everything for you. Of course, some small businesses require certain needs while others require others. Check out some of the automated online invoicing software and see what works for you .

SELL YOUR PRODUCTS ONLINE

If you’re selling products offline, why not use ecommerce to sell them online too? There are many ways to automate the selling and distribution of countless products. A new area of sales opportunities will arise as soon as you start learning about traffic generation.

LEVERAGE SOCIAL MEDIA NETWORKS FOR TARGETED TRAFFIC

Speaking of traffic, social media networks seem the best out of all traffic channels now. As you may observe, most individuals use at least one social channel. You should understand your target audience first and then go where they spend their time.

GROW A BLOG AND BECOME AN AUTHORITY IN THE FIELD

Blogging is about spreading information that is worth spreading. If you can bring something new to the table—an innovative idea, a new twist, a new method, a new way of doing X and Y, you can start a blog.

It doesn’t matter what business model you have—a blog will improve your brand awareness and reputation. If you consistently deliver qualitative information about a specific topic that people care to follow, you’ve already won.

USE INFLUENCERS TO PROMOTE YOUR SMALL BUSINESS ONLINE

Most people feel inclined to listen to experts’ opinions more than their own intuition. Influencer marketing is one of the best-rated digital marketing strategies. In fact, it is plain simple. The advertiser (you) contacts the publisher (a website, a blog, a well-known person in the niche, someone with influence) to establish a deal.

As Mary Hart, CEO at essaygeeks.co.uk exposes, “An entrepreneur will usually offer the influencer a dollar offer, but this is not a general rule. If you can offer an influencer something he or she needs, you got yourself a deal. If that ’powerful’ person promotes your products/services, your brand will gain a lot of exposure and customer trust.”

TAKE ONLINE COURSES TO EXPAND YOUR KNOWLEDGE

You should never stop your personal growth, no matter what. For your business to improve, your knowledge and skills must also improve. There’s no end in learning. Therefore, taking advantage of educational online courses can speed up your growth and adaptation to the new trends.

LEVERAGE TECHNOLOGY

Whether you see and like it or not, technology is constantly progressing. Whether you leverage the new updates or not, is entirely on you. However, in a capitalistic marketplace and environment, using everything you’ve got will take you much further than you’ve ever imagined.

About the Author
Chris Richardson has been an editor at a publishing agency in London, U.K. for 5 years. He is also a professional content writing expert in such topics as career growth, self-improvement, blogging, and technology innovations.

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West Hartford, CT-Based Startup Bellis Bourbon

June 19 2018 Innovation Destination: Hartford CT Lifestyle 0 comments Tags: Bellis Bourbon, Connecticut, CT, entrepreneurs, Greater Hartford, small business, startup, West Hartford

This story by Web Editor Joe Cooper originally posted on HartfordBusiness.com June 12, 2018.

Longtime friends Mike Bellis and Colin Santacroce are out to prove that family and business do mix.

The friends of 14 years on Monday began selling their American whiskey as owners of West Hartford’s Bellis Bourbon. They are shipping their booze to 60-plus stores and restaurants between Stamford and Manchester, including five establishments in West Hartford.

Bellis, 28, and Santacroce, 29, say more bottles will soon hit shelves as the owners continue inking deals with more liquor distributors across Connecticut.

West Hartford, CT-Based Startup Bellis Bourbon began shipping to more than 60 stores and in Connecticut.

Bellis Bourbon’s ascent is a family effort, the owners said. The partners are getting legal and web development advice from Mike’s father and brother (Steve and Matt) and social media and marketing support from his soon-to-be brother-in-law, Matt Paolini.

Santacroce, a U.S. Army veteran who served two tours in Afghanistan, said Monday’s launch was the culmination of a year’s worth of hustling through a seven-day work week.

“We are selling Bourbon that is aged off of a friendship that involves close family,” the Westport resident said. “We share a mutual love for bourbon and knew we had a chance to do something to introduce it to as many people as possible.”

The fledgling company currently handles business operations at Bellis’s home in West Hartford, with its product distributed from a major warehouse in Southbury. Its bourbon, meantime, is produced and initially distilled in Indiana.

Bellis Bourbon, the owners say, offers a smoother finish compared to other barrel-aged whiskeys because it is distilled for a second time in California before it is bottled in Missouri and shipped to Connecticut.

The cross-country exchange, known as product sourcing, is a common technique for entrepreneurs to break into the liquor industry, the owners said, reflecting on their commitments to long-term whiskey sales.

SHARED PASSIONS

The friends forged a close bond through sports during their freshman year at Hopkins School in New Haven before Bellis became an actuary for a Fortune 500 company in downtown Hartford and Santacroce served two combat tours in Afghanistan.

Santacroce, a bartender nearing a December graduation from Syracuse University’s ROTC program, noticed that bourbon lovers reach for brands with appealing bottles, logos and overall packaging, especially when buying gifts.

Santacroce pitched the idea of starting a bourbon company to Bellis in July 2017, when the friends devised a plan to begin selling their own bourbon, the nation’s fastest-growing brown liquor market, within the next year.

The friends are now awaiting patent approval on their barrelled bottle combination, which features a rustic barn and abutting silo canvassed with an American flag, an ode to U.S. military veterans.

Looking for business in March, the owners identified 550 liquor stores across the state before beginning advanced sales on May 21. This week, Bellis Bourbon began selling to more than 60 stores and restaurants, including pending sales at eateries in downtown Hartford.

Santacroce, the company’s head of sales and marketing, said the process has left him feeling nostalgic about his home state.

“It has been one of the best times of my life going through Connecticut, our home state, and meeting really great people who want to talk about the product,” he said.

And with more sales, others will prosper.

Bellis Bourbon will help plant a tree with Vermont-based nonprofit One Tree Planted for every case of whiskey sold. Land conservation is crucial to the owners, who kept lettering off their packaging to encourage repurposing.

Learn more about Bellis Bourbon

VISIT: www.bellisbourbon.com
FOLLOW: Facebook | Instagram

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CT Small Businesses Find Opportunities at CT Business Matchmaker

May 02 2018 Innovation Destination: Hartford Events 0 comments Tags: Connecticut, CT, small business, small business resources, small businesses, University of Hartford

The CT Business Matchmaker 2016 at the Gengras Student Union on the University of Hartford Campus. (Photo courtesy Shana Sureck Photography)

The University of Hartford will host the CT Business Matchmaker 2018 Thursday, June 14 from 7:00 a.m. to 2:30 p.m. at the University of Hartford in West Hartford, CT.

Register to attend the CT Business Matchmaker 2018

The high-energy networking event connects small businesses and contractors with large companies and agencies during a fast-paced series of 10-minute one-on-one interviews.

“Bringing together large companies and agencies with small businesses in the fast-paced Matchmaker environment creates the spark for emerging relationships that will fuel the state’s economy,” said Fred Wergeles, Director of the University of Hartford’s Entrepreneurial Center.

INVALUABLE OPPORTUNITIES FOR SMALL BUSINESSES

CT Business Matchmaker 2018 will offer an invaluable opportunity for small business owners to expand their contracting relationships. During the event, small businesses will present their products and services to potential customers in a series of 10- minute, one-on-one interviews with Primes. All Prime participants—including state and federal agencies, large corporations, municipalities, and educational institutions—come to the event with business needs they are seeking to fill.

At the event, small businesses meet with primes (including large and medium-sized companies, municipalities, government agencies, and educational institutions) to present their products and services in a series of 10-minute one-on-one interviews. This winning process enables primes and small businesses to quickly identify potential partnerships.

SPONSORS AND PARTICIPATING ORGANIZATIONS

Gold Sponsors of CT Business Matchmaker 2017 include:

About The University of Hartford’s Entrepreneurial Center

The University of Hartford’s Entrepreneurial Center provides training for new and expanding small businesses, as well as aspiring entrepreneurs, throughout Connecticut. Part of the nationally renowned Barney School of Business, the Entrepreneurial Center helps small business owners and employees gain the business skills needed to succeed in the marketplace through business advising, technical assistance, educational programs, and networking events. The Women’s Business Center, which specializes in serving women in business, is the largest initiative of the Entrepreneurial Center.

VISIT: hartford.edu/ec
FOLLOW: on Facebook | Instagram | Twitter

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Connecticut Valley Brewing Company

April 30 2018 Innovation Destination: Hartford CT Lifestyle 0 comments Tags: beer, breweries, Connecticut, Connecticut Valley Brewing Company, entrepreneur, entrepreneurship, small business, startup brewery

The Connecticut Valley Brewing Team (left to right): Maxx McNall, Marketing Assistant; James Dodd; Cellerman, Andrew Blakeslee; Cellerman, Steve Palauskas, Owner; Ashley Blanchard, Director of Operations; and Jay Desroches, Head Brewer.

Steve Palauskas, Owner at Connecticut Valley Brewing Company told Innovation Destination Hartford Website Curator Nan Price about his entrepreneurial experience and how the brewery got started.

NAN: Do you have experience launching other startups?

STEVE PALAUSKAS: I started a service company in the early- to mid-90s. It was fun to start a business, take the risk, and see what you could do with it. I still have that business. It’s productive—45 people work for me there. I like to employ people. I like the challenges.

NAN: Why open a brewery?

STEVE: I’ve always enjoyed manufacturing. And I’ve always enjoyed beer and the process of making it. I started homebrewing years ago. My wife Lori encouraged me to start a brewery years ago. We just couldn’t open at the time because the other business really got going and was building at a fast pace. When that business was self-sustaining, she said: Why don’t you do it now? That was about four years ago.

At that time, the market for craft beer was really evolving. It was the perfect time to open a brewery in this area in South Windsor. It’s a prime business town. There’s a good demographic in the area. When we started looking for property the town presented this property to me. I thought it would be perfect for a brewery.

NAN: It’s a huge space.

STEVE: That was purposeful, so we could grow into it and easily add on, rather than having a brewery that was much smaller. If we grew we’d have to move and dismantle everything. This is much better. And like I said, I like challenges. The challenge here was to put up a building and make it work.

NAN: So, this was all built from scratch?

Connecticut Valley Brewing Company in South Windsor, CT.

STEVE: Yes. I built this. I started October 2016. We finished building it last July and then we opened the taproom in October. It took about a year and a half to get everything together. We collaborated with designers and architects and went from there. So, it’s brand new, purpose-built as a brewery. We have plenty of space to do events and plenty of space to brew.

NAN: How do you know when your beer is marketable?

STEVE: Of course, people will tell you your beer is good. But you don’t know if it’s really true or not. It’s great to have a friend say they love your beer, but they’re my friend, so they’re going to tell me what I want to hear.

At one point, everyone was filling my head with ideas and telling me the beer was good. But the idea wasn’t really validated until we started contract brewing at another brewery in the state. When we started doing that people did not know who were and they were commenting about how good the beer was. That was about two years before we started on this building.

So, I was contract brewing and things were going very well. We put our beer out there and we could see the demand was high and people liked the New England-style of beer. At that point, I was already in deep with United Bank, trying to figure out how to get the money together to build the building. When they saw the product was viable and the market was growing the bank got behind the project and really pushed it.

NAN: How has your prior startup experience helped with this venture as far as developing a business plan and hiring people?

STEVE: It’s not jumping into a pool not knowing what’s happening. It’s manufacturing, and it doesn’t matter what I’m manufacturing. If you provide a good product, people are going to come back time and again.

NAN: I’ve heard there’s a good sense of camaraderie amongst the Connecticut breweries.

STEVE: Local breweries definitely help each other out. If we have an issue, we’ll call Broad Brook Brewing Company or Willimantic Brewing Company and ask questions or ask for supplies. Everyone works together. It’s a good environment.

NAN: You’ve been a business owner for some time now Tell us something we don’t know about what it’s really like to be an entrepreneur.

STEVE: It’s super stressful. You go from having it to being broke. People think you’re loaded. But you get paid and then everything is gone again. It’s just the normal stress factor of managing money, time, and resources.

NAN: How do you find balance in that? Or how do you learn to go with it?

STEVE: You get calloused. There’s nothing you can do about it. You get paid when you get paid. It just takes a different person to own and operate a business. I can’t sit in a cubicle. I’d rather have the stress and the challenges of doing this. And it’s fun to employ people. You find people you want to work with.

NAN: That’s a good tip. Any other advice?

STEVE: You find people who think they know what they’re doing, and you mold them to what you want them to do. That’s the thing, they have to be wanting and able to do a job. I’ve hired thousands of people throughout the years, so I know by seeing a person that this person would be good for that position. Even though they don’t think they are, I can mold them into that direction. You give them the opportunity to screw up, correct them, and then you make them work where they need to be.

NAN: Many breweries have been popping up throughout Connecticut. What differentiates yours?

STEVE: All breweries start at a location and they support that community and that area. That’s kind of what we’re doing here. We’re supporting this community in South Windsor.

NAN: How are you marketing?

STEVE: Social media is huge for us, it’s great with the younger crowd, but we’re looking into news print too. We also rely on word of mouth. Untapped brings us a lot of customers, too.

NAN: Where do you distribute your beer?

STEVE: We distribute throughout all of Connecticut. And we’re expanding into Massachusetts and other areas. In the future we plan to just keep pushing out to the market—of course making sure the beers are good, so people enjoy them. We’re also changing with the trends and pushing out to different market areas that will accept it.

Find out more abut Connecticut Valley Brewing Company

VISIT: ctvalleybrewing.com
FOLLOW: Facebook | Instagram | Untapped | Twitter

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Hartford-Based Craftbird Food Truck Shares Startup Experience