Brewing Up a Business

Updated business wisdom from the founder of Dogfish Head, the nation's fastest growing independent craft brewery Starting with nothing more than a home brewing kit, Sam Calagione turned his entrepreneurial dream into a foamy reality in the form of Dogfish Head Craft Brewery, one of America's best and fastest growing craft breweries. In this newly updated Second Edition, Calagione offers a deeper real-world look at entrepreneurship and what it takes to operate and grow a successful business. In several new chapters, he discusses Dogfish's most innovative marketing ideas, including how social media has become an integral part of the business model and how other small businesses can use it to catch up with bigger competitors. Calagione also presents a compelling argument for choosing to keep his business small and artisanal, despite growing demand for his products. Updated to offer a more complete look at what it takes to keep a small business booming An inspiring story of renegade entrepreneurialism and the rewards of dreaming big, working hard, and thinking unconventionally Shows how to use social media to reach new customers and grow a business For any entrepreneur with a dream, Brewing Up a Business, Second Edition presents an enlightening, in-depth look at what it takes to succeed on their own terms.

Updated business wisdom from the founder of Dogfish Head, thenation's fastest growing independent craft breweryStarting with nothing more than a home brewing kit, SamCalagione turned his entrepreneurial dream into a foamy reality inthe form of Dogfish Head Craft Brewery, one of America's best andfastest growing craft breweries.In this newly updated Second Edition, Calagione offers adeeper real-world look at entrepreneurship and what it takes tooperate and grow a successful business. In several new chapters, hediscusses Dogfish's most innovative marketing ideas, including howsocial media has become an integral part of the business model andhow other small businesses can use it to catch up with biggercompetitors. Calagione also presents a compelling argument forchoosing to keep his business small and artisanal, despite growingdemand for his products.* Updated to offer a more complete look at what it takes to keepa small business booming* An inspiring story of renegade entrepreneurialism and therewards of dreaming big, working hard, and thinkingunconventionally* Shows how to use social media to reach new customers and grow abusinessFor any entrepreneur with a dream, Brewing Up a BusinessSecond Edition presents an enlightening, in-depth look at whatit takes to succeed on their own terms.

Foreword: The Passion of the Individual viiPreface ixIntroduction xiiiChapter 1 THE UNCONVENTIONAL BEGINNINGS OF AN ENTREPRENEUR 1Chapter 2 BUSINESS FROM THE INSIDE OUT: Self-DiscoveryInspiration, Passion 21Chapter 3 KEEPING YOUR BALANCE: Creating a Harmony between Workand Life 37Chapter 4 CREATING A BUSINESS OFFERING: Developing Goods andServices 55Chapter 5 CRAFTING A BRAND IN A COOKIE-CUTTER WORLD: EmbracingYour Inefficiencies 73Chapter 6 MARKETING ON A SMALL-BUSINESS BUDGET: PromotingYour Business with Little or No Money 89Chapter 7 GOING SOCIAL 119Chapter 8 PUBLICITY STUNTS (ARE POORLY NAMED) 125Chapter 9 STALKING THE KILLER APP: Creating Innovation 153Chapter 10 SELLING DISTINCTION, SPECIALIZATION, AND VARIETY179Chapter 11 CASH IS KING (WELL, SORT OF) 195Chapter 12 LEADERSHIP: In Theory and in Practice 213Chapter 13 EFFECTIVELY MANAGING COWORKERS 231Chapter 14 WORKING TOWARD IRRELEVANCE 243Chapter 15 HOME BREW RENDEZVOUS 257Chapter 16 TO SMALL-BUSINESS SUCCESS 265Index 271