Building Culture and Community Can Drive Profitability

Takeaways from the Richmond Brewery Conference

Attending industry conferences can be a game-changer for any small business owner. They offer a unique opportunity to gain new perspectives, learn from successful leaders, and stay ahead of the curve. This summary highlights the key insights from the recent Richmond Brewery Conference, with a special emphasis on operational efficiency, customer experience, and future-proofing your business by focusing on your organizational culture.

A "People First" Approach for RVA Businesses

The most powerful and recurring theme was the importance of a people-first culture. As one presenter, Aaron Ludwig of Jack Brown's Beer & Burger Joint, shared, their business is "Built on Values, Driven by People". They emphasize that success stems from a straightforward business approach and treating everyone with kindness. Similarly, Betsy Lay and Alison Wisneski of Lady Justice Brewing stated that a business's "greatest product might not be beer at all" and that the community is a business's "greatest asset". The core message for RVA small business owners is clear: your team and your community are your most valuable assets.

Building a Deeper Customer Connection in Your Local Community

Customer experience is more critical than ever, with a significant portion of negative impressions linked to poor interactions. Building a deeper connection with customers drives positive feedback and loyalty. The key is to create a space where people feel a sense of belonging. Lady Justice Brewing highlighted that "Your community wants to connect to you", and that "Authenticity converts". One specific example of a successful loyalty program is the "Notch Club" from Jack Brown's, which gives customers a sense of "belonging to something bigger".

Embracing Industry Trends to Drive Profitability

Staying relevant means understanding and adapting to macro trends. There's a growing demand for variety, including non-alcoholic beverages and cocktails. For businesses, staying ahead means recognizing these shifts. For companies in any industry, understanding the evolving needs of customers is crucial for attracting new customers, fostering customer loyalty, and improving profitability.

Actionable Recommendations for Improving Profitability

Beyond the high-level takeaways, the conference offered concrete and actionable strategies for business improvement.

Leverage Data and Metrics

To truly improve, you must measure what matters. Establish clear 3- to 5-year goals and track key performance indicators (KPIs), such as staff satisfaction, labor as a % of sales, and gross margin. It's crucial to "maintain your systems" and move beyond simply collecting data to actively analyzing and using it to drive improvement.

Enhance Customer Engagement

Today's customer expects more than just a good product; they want an experience. Implementing a loyalty program, such as Jack Brown's "Notch Club," can drive repeat business. Amazingly, this program rewards customers with a custom-made shirt for every 100 beers they purchase. Customers who achieve 1000 purchases become "Saints" and receive special VIP treatment. Using push notifications is another way to engage customers directly and keep your business top of mind. During periods of lull in business, consider offering discounted services to attract customers during slow times.

Strategic Offerings & Marketing

Expanding your offerings can open up new revenue streams. Identify ways to encourage current customers to spend more or make purchases more frequently. For breweries, this could mean adding a food department or partnering with local food providers. To attract younger audiences, ensure your menu includes a variety of mixed drinks, ready-to-drink options, and a range of non-alcoholic beverages. Finally, a strong social media presence is essential. Many successful businesses utilize social media to educate customers on how they address common customer issues.

---

Thank you for reading this blog; share it with a friend.

As a small business consultant, I help small business owners clarify their business goals and strategies to boost their profitability. Whether you want to start, transform, or improve your business, I can help you build and execute a winning strategy.

Have feedback or questions.   Please send me a note at Email: dcunion@yourpathexecutivesolutions.com