Brewing Up a Business: Adventures in Entrepreneurship from the Founder of Dogfish Head Craft Brewery

282 Pages·2005·1.72 MB·English

by  Sam Calagione

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adventures in
entrepreneurship
BREWING UP
A BUSINESS
from the founder of
dogfish head craft brewery
sam calagione
John Wiley & Sons, Inc.
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BREWING UP
A BUSINESS
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adventures in
entrepreneurship
BREWING UP
A BUSINESS
from the founder of
dogfish head craft brewery
sam calagione
John Wiley & Sons, Inc.
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Copyright © 2005 by Sam Calagione. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part ofthis publication may be reproduced, stored in a retrieval system, or transmitted in any
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accuracy or completeness ofthe contents ofthis book and specifically disclaim any implied
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Library ofCongress Cataloging-in-Publication Data:
Calagione, Sam, 1969–
Brewing up a business :adventures in entrepreneurship from the founder of
Dogfish Head Craft Brewery / Sam Calagione.
p. cm.
Includes index.
ISBN-13 978-0-471-70868-1 (cloth)
ISBN-10 0-471-70868-2 (cloth)
1. Dogfish Head Craft Brewery. 2. Microbreweries—Delaware. 3. Entrepreneurship—
Delaware. 4. Small business—Delaware. I. Title.
HD9397.D644C35 2005
338.7'66342'09751—dc22
2005001068
Printed in the United States ofAmerica
10 9 8 7 6 5 4 3 2 1
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For my sweet gal, Mariah.
Since I have met you, I have grown to believe
there is nothing we can’t do together.
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Contents
Foreword by Michael Jackson ix
Preface xi
Acknowledgments xv
chapter 1. THE UNCONVENTIONAL BEGINNINGS
OF AN ENTREPRENEUR 1
chapter 2. BUSINESS FROM THE INSIDE OUT 19
chapter 3. KEEPING YOUR BALANCE 34
chapter 4. CREATING A BUSINESS OFFERING 52
chapter 5. CRAFTING A BRAND IN A COOKIE-
CUTTER WORLD 70
chapter 6. MARKETING ON A SMALL-BUSINESS BUDGET 86
chapter 7. PUBLICITY STUNTS (ARE POORLY NAMED) 114
chapter 8. STALKING THE KILLER APP 141
chapter 9. SELLING DISTINCTION, SPECIALIZATION,
AND VARIETY 166
chapter 10. CASH IS KING (WELL, SORT OF) 182
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viii BREWING UP A BUSINESS
chapter 11. LEADERSHIP 200
chapter 12. EFFECTIVELY MANAGING EMPLOYEES 217
chapter 13. WORKING TOWARD IRRELEVANCE 229
chapter 14. TO SMALL-BUSINESS SUCCESS 243
Index 247