Future wine entrepreneurs, or those already in the business, can benefit during these difficult economic times from Sonoma State University's popular Wine Entrepreneurship course which begins Feb. 19.
Wine industry expert and author Ray Johnson has gathered a group of experts to advise anyone who wants to launch a career in the wine business, run or own a winery, manage some part of its operation, or develop a vineyard.
"It's a very difficult time for many in the industry with loads of layoffs and boatloads of bad news. This course could make a big difference to people in or wanting to get into the business," he says.
"Many in this field can utilize this current downturn in the economy to reposition their business or prepare to launch a new venture or a new career when the tide turns."
A high caliber group of experts and successful entrepreneurs teach this class and share their real-world experience and expertise on the important components of a successful wine business.
The focus of this course is the development of a business plan which will receive constructive feedback from the experts and then be applied to a future opportunity.
The 13 sessions on Thursday nights provide an excellent background for someone looking to start their own business, from vineyard to winery, learning the practical keys to success.
Key wine business subjects include competitive strategy, raising capital, public relations and growth management among others. The comprehensive course integrates all the aspects of Wine Entrepreneurship.
Those already in the industry will find the class useful for revamping and improving their existing business plans, or refining the management of one of their winery’s business units.
"While this class is not inexpensive at $750, it is a bargain when considering the cost to hire the contributing speakers to consult directly," Johnson says. "And the price of admission could certainly save the cost of a serious mistake."
Guest speakers include:
David Hehman former Director of the Wine Business Program at SSU, will share his experience in the early phase of launching a venue.
Guy Eck of American AgCredit, who has assisted numerous winery and vineyard development projects, will share his know-how.
Susan Cagann, special counsel in Farella, Braun and Martel's Business Transactions division, will provide her knowledge of the legal aspects of the industry.
David Stoll, Partner at Farella, Braun and Martel, will share his expertise in grape contracts, mergers, consulting, trademarks, trade names and much, much more.
Elizabeth Slater, lectures nationally on "Winery Direct Sales." She will help in the understanding of direct sales to the bottom line.
Tim McDonald, known as Mr. PR throughout the industry, will present how to brand a product successfully.
Stephen Schwitalla, CEO of the Sonoma County Vintners Co-op, will share his knowledge on logistics and moving your product efficiently through the channel across the US.
Diane Silber-Cohen, a human resource specialist will present the most important considerations in the area of employee relations from hiring, terminations, to Worker's Compensation.
David Miskie, Peet's Senior Financial Analyst, will demonstrate how to quantify the quality that is put into a product.
Armand Gilinsky has served as Director of SSU's Entrepreneurship Center, Wine Business Program, and Small Business Institute. His areas of specialty include strategic planning and venture planning.
Course instructor Ray Johnson is one of California's most admired wine educators and serves as the Assistant Director of the San Francisco Chronicle Wine Competition.
The author of "The Good Life Guide to Enjoying Wine," his work on regional branding has been published in the International Journal of Wine Business Research and Vineyard & Winery Management. His web site is located at www.rjwine.com.
For further information, call Renee Thompson at (707) 664-2260 or visit www.sonoma.edu/winebiz/.
