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The Wine Entrepreneurship Certificate is an 8 week lecture-workshop course designed to give principals of small wine businesses and those aspiring to start a business in the wine industry the time and guided focus to develop a successful business plan. Over 8 weeks participants will be exposed to key aspects of the wine business including the regulatory climate for making and selling wine, financial frameworks to develop a vineyard and winery or create a virtual brand and different models for profitability.
Reflecting on their ground-level concept for their business students will work to further define and polish their business mission and vision. Through the examination of strategic business management theories and practices students will explore the current industry environment, their own strengths and weaknesses and the possible threats and opportunities within the industry as they lay down the foundation of their business plan.
Students will hear from industry leaders and veterans who will describe their experiences and lessons learned. By the end of the course every participant will have the tools and frameworks to critically evaluate the competitive landscape and make decisions on a course of action.
Deliverable: A written business path and its presentation developed and honed over 8 weeks.
2017 Guest Speaks:
Dan Aguilar, Vice President, North Bay Commercial Banking Region Manager at Mechanics Bank
Jeanette Tan, Owner, QB Winery Solutions
Ron Scharman, Chief Executive Officer, Astra Digital Marketing Services
Jay Behmke, Partner, Behmke Law and Managing Director at Yao Family Wines
More Speakers TBA
Instructor: Anisya Fritz, Ph.D.
Dates: Wednesdays, 6-9pm, March 15 - May 10 (no class May 3)
Course Fee: $1295 ($1095 if registered by March 1)
Course Texts (Optional but recommended if you are new to strategic planning or the wine industry)
Essentials of Strategic Management (Fifth Edition)
David Hunger and Thomas Wheelan (2011).
The Complete Idiots Guide to Starting and Running a Winery
Thomas Pellechia (2008).
Please contact email@example.com for more information.
About the Instructor: Anisya Thomas Fritz, Ph.D., is a Proprietor of Lynmar Estate, a family-owned producer of ultra premium Pinot Noir and Chardonnay, where she serves as the Director of Marketing and Consumer Sales. She is also co-founder of the Fritz Institute, a not-for-profit organization that works on improving the system of humanitarian aid and disaster relief around the world, and LynnCo Supply Chain Solutions, a logistics provider, where she is the CEO and Chairman of the Board.