Business for Punks
Name
Institutional affiliation
Business for Punks
One of the factors that make Brew Dog stand out is the different characters of the two entrepreneurs. James works in the background and is good in researching and studying strategies that can raise the sale numbers. James s the general manager and he focusses on details of the product. Martin on the other hand is good at coming up with new inventions concerning brewing. James and martin therefore complement each other. Martin makes a good entrepreneur and possesses all the necessary skills such as storytelling as observed during his presentation at an annual lecture at a university in 2009. James and martin handle their own PR in which they use blogging as a tool. After expansion of the company, James passed the role of marketing within the UK to McClelland and started to only deal with sales outside of the UK such as the United States and Japan.
Brew Dog has grown from Brew Dog Ltd to Brew Dog Plc and has also been ranked among one of the best brewers globally emerging position 32. This was a great achievement since only three companies from the UK made the cut. The company has joined hands with other top players in the sector like Mikkeller and Stone Brewery in a bid to expand the business. They have also come up with other alcohol brands such Zeitgeist and Abstrakt. They also came up with a new approach whereby the sold shares in the company using the online platform with a headline that made the buyers have a sense of being the owners of the beer they love. The company has employed cost effective strategies that have made it thrive in the market and has been able to achieve 50 million Euros turnover annually and selling in 55 countries apart from the UK. Even though they faced criticism on some of their products, they have stayed resistant to any form of downfall.
One thing that an entrepreneur needs to be more punkish is passion. One must first have an interest and a liking towards whatever product he/she is selling. The wo entrepreneurs had a passion for beer and were in agreement that most beers had no character and so they decided to take risk and adopt a philosophy that was unconventional. This gave them the confidence and the drive to get into a sector that was majorly dominated by corporates and were able to change the narrative on how the brewing industry should be run in all aspects from marketing, workforce and the product itself.
References
Watt, J. (2016). Business for punks. Portfolio.