DTC Wine Strategy: Growth Planning in a Growth Industry

Your odds of growing successfully increase by 50% if you plan*. Developing a growth plan based on 2 or 3 specific objectives in the wine sales and marketing arenas should be an annual exercise. Growth examples can include the launch of a new brand, a larger tasting room, events venue, more staffing, wine club targets, online sales targets, etc.

This hands-on workshop is presented by Kevin Smith, Business and Marketing Director at Fresno State Winery and lecturer of Winery Business and Marketing courses at FSU. Kevin also extends his University responsibilities into the local wine industry through research, student internships and consulting.

Each attendee will get questions answered in two Q & A sessions and will also receive a DTC Strategic Planning Checklist.

Workshop Key Take-Aways:

• Growth decisions should be data driven and based on true strengths, needs and opportunities.
• Growth must be limited to just 2-3 strategic areas.
• Growth requires investment in: talent, funds, equipment, space. And should lead to additional revenue streams.
• Growth must be aligned with the existing brand (story), arising out of a company vision, and encased in any business values.
• Growth should be measured the Key Indicators and ROI.

* Palo Alto Software study, https://smallbiztrends.com/2010/06/business-plan-success-twice-as-likely.html, 2010