The Bottlecap is near the University of Oregon.

The Bottlecap will provide a rotating selection of unique, premium microbrews to the Eugene community and university.

The Bottlecap is a privately-funded venture lead by Dashiell Lavine and Tyler Vogel.

The Market

The Pacific Northwest is the most renowned microbrew centre in the world. Oregon and Washington are home to the most microbrew plants of any 50 states.

In addition to having a lot of production in this area, enjoying fine beers is a culture within itself in the Pacific Northwest, particularly Oregon. There are many people who enjoy fine beer.

The Bottlecap will be targeting three distinct customer segments. The first is the beer connoisseur, those that have a true passion for fine beers. This segment has a yearly growth rate of 12% with over 12,000 possible customers.

The Bottlecap will also reach the general crowd who frequent bars. These professionals use taverns as a place for socializing and unwinding after work. This section has 30,000 potential members and is growing at an average of 8%

The U of O College Students are the last group The Bottlecap wants to target. These students are more sensitive to the price of beer and care less about quality. There are currently 20,000 college students to choose from.

The Competition

The Bottlecap has three direct competitors that are all centrally located near the U of O campus.

Bottlecap stands out among these other brands because it emphasizes fine beer. The competitors more accurately targets the college students and their lower price point.

One of the two competitive edges of The Bottlecap is its emphasis on a great selection of premium beers.

Its second competitive edge is a companion website that was developed as an active feedback mechanism for the customers to express their preference of the beer selection. Customers can have an immediate impact on tap selections. The Bottlecap not only gives the customer what they want in beer but also empowers the customer and shows that The Bottlecap truly cares about them.

The Management Team

Dashiell Lavine founded the Bottlecap and Tyler Vogel will run it.

Dashiell’s experience is primarily in the restaurant industry. Dashiell graduated from Reed College with a bachelor’s degree. He then began his career at Il Piato, an Italian restaurant located in NW Portland.

Dashiell began his career as a server and was eventually asked to oversee the restaurant’s entire operation. Dashill was a server for two and then became the manager of the entire restaurant. This gave him incredible experience and insight about all aspects involved in running a restaurant. Dashiell’s time at Il Piato strengthened his desire to become his own boss and stay in the restaurant/bar business.

Tyler was a CPA (CPA) from Arthur Anderson (AA). Tyler worked in restaurants while in school, but he went on to study finance at AA.

Tyler will be a valuable asset to The Bottlecap’s financial management and control abilities, as they will need to ensure a solid control mechanism for tracking and managing the large cash amounts that will flow through The Bottlecap every single day.

The Bottlecap will prove to be a success as it meets the demand for premium beer.

Customers will be able to enjoy great beer and socializing at the Bottlecap. The Bottlecap will be profitable by the fourth month and generate approximately $73,000 in profit by year three, according to forecasts.

1.1 Objectives

Below is a list of the objectives for The Bottlecap.

• At least eight high-quality, hard-to find beers are on tap
• Aim to grow your business by at least 10 percent per month

• The Bottlecap companion website is a great way to create awareness among customers about the products and services it offers. You can track hits to the website and measure its popularity.

1.2 Mission

To create an economically sound organization that offers quality beers in a casual, classy environment that appeals broadly to all customers.

1.3 Keys to Success

These are the keys to The Bottlecap’s success:

• Establish good working relationships with reliable beer distributors.

• Bar with unique design and entertainment atmosphere.

• High-quality entertainment.

• Customers who return time and again.