The Value Chain is the number of steps to turn raw materials into finished goods. Value chains tell us where the money in a pint of beer goes and to which companies. Value Chain Innovation powers the economic magic of brewpubs.

Consumers are living in a disenchanted world, with no sense of magic or escape like we used to seek out as children. How can craft beer fix this and enchant and delight beer drinkers? Learn how here!

Surplus Value. Dr. Mark R. Meckler of Crafting A Strategy teaches a lesson on surplus value and consumer surplus and why they are strategically important to craft business success.

As craft beer drinkers demand more variety of beer flavors, beer businesses are under incredible pressure to make more beer types but still be a profitable business. You can't please everyone, but you also have to be different enough. This video shares the science behind choosing the optimal prod...

After 35 years of craft beer innovation in the United States, brewers are worried the industry is running out of flavors. This video teaches brewers to think beyond ingredients and to look toward different types of innovations. Beyond flavor innovations are modular innovations like barrel aging, ...

Calculating the revenue per available seat-hour (RevPASH) is a critical performance standard when running a profitable restaurant or brewpub.

Designing a menu mix is crucial to bringing in different types of customers at different price points. In this video, we describe how cocktails, barrel aged beers and traditional beers work together to increase margins. Contribution Margin per seat hour is a critical performance standard for any ...

Did you know that designing a menu item or craft beer recipe with percent margins can ruin your business? That's right, the accounting tool of percent margins can hurt your business if you use them improperly. This video shows the critical difference between percent margins and dollar margins, an...

Dr. Mark Meckler gives condensed lesson on proper pricing methods so that your pricing fits that market and your required profits are properly built in

Top down, bottom up budgeting is our preferred method for setting your brewpub or restaurant budget. The top line is revenue and especially for new brewpubs or if you are expanding, you should estimate how much revenue the new venue may produce. In this video, we estimate the number of hamburgers...

Why do people buy what they buy? It has to do with their survival instincts and emotion much more than with what their rational thoughts may tell them. Have you ever had a potential customer tell you they love your products and services, but they still never buy from you? The 3-brain theory helps...

If craft beer is going to win against big beer, we must think and act differently. This video examines "Buyer Utility," which shows the underlying emotions and strategies that craft beer drinkers rely upon to make choices - and they are different than what most industrial beer drinkers rely upon ...

How does a company construct a brand that fits their unique identity? We go through a step by step process for any brewpub entrepreneur to begin the process of building a brand from scratch.

The Science of Persuasion (Cialdini, 2001) helps us change the conversations about beer consumption from those based on price to those based on experiences.