Chris Purdy Founder Long Road Brewing
Apr 08, 2016
Chris Purdy Founder
Long Road Brewing
Justin ColatrellaHead Brewer
Chris PurdyFounder
Our team
Consultant BrewerAdam Mills
ConclusionThe Rochester Area lacks the resources to be a leader in brewing and manufacturing beer.
What is the problem?
Manufacturing and agriculture have declined in Rochester over the past thirty years. This has lead to a diaspora as people from the region move elsewhere to find jobs.
Rochester’s beer scene is missing innovative brewers, willing to explore untraditional brewing styles and techniques.
By making Rochester a center of brewing, we can stop economic decline, and enhance our community.
Source products locally to encourage agricultural development
Turn an underdeveloped property into a beer manufacturing center
Encourage development of new beer styles to expand the market
Our solutions
Both of our brewers have won national
awards for their recipes.
Our location is perfectly situated to encourage company growth
As a Farm Brewery, all our goods are locally sourced
Our advantages
The market
OpportunityRochester is primed for a farm brewery that focuses on local products.
Median Income $52,000
1.2 Million Residents
in Rochester
Area47% of
those ages 21-45
prefer craft beer
Saturation Level
AnalysisSmaller cities have been able to support larger levels of breweries, therefore the Rochester market is not saturated
Asheville, NC
Population 425,000
21 Breweries
1 Brewery per 4,100
people
Grand Rapids, MI
Population 1,000,000
20 Breweries
1 Brewery per 50,000
Rochester, NY
Population 1,200,000
9 Breweries
1 Brewery per 133,300
Product overview
BeerfolioWe will develop a strong lineup of beers. Our focus will be on Lagers, rather than Ales. This will separate us from our competitors, and educate our customers about the wide variety in beer.
DistributePacakgeBrewingGrain Selection
Use tap room to sell directly to public, as well as shi packaged product
to relatilers
Lagering beer typically takes one month to
develop product from grain to class
Package using half kegs, quarter kegs, growlers,
and various bottle sizes.
Find regional malters and hop farmers interested in
selling locally
Business model
Growth
Plan
We will grow by 50% during the first three years, and 10% each year after.
This growth has been achieved in similarly sized breweries.
Make personal connections with our consumers as well as
retailers.
How we will make money
-$56,866.00
$981.00
$59,898.00
$89,847.00
2016 2017 2018 2019
ROC Brewing
Rohrbach's
Three Heads
Lost Borough Lock 32 Knucklehead*
SwiftwaterWarhorse
DirectThese breweries have the capacity
to distribute on our level
IndirectThese breweries only serve the
local establishments
Competitors analysis
Cra$
Beer
Establishe
d
Distrib
u2on
Located in
Rochester
On Site
Brew
ing
Tank
Size
Farm
Brew
ery
Genesee Brewing X X X X 100
Rorhbach's X X X X X 60
ROC Brewing X X X NA
Three Heads Brewing X X X NA
War Horse X X NA
Lost Borough Brewing X X X 10
Lock 32 Brewing X X X X 15
SwiFwater X X X 7
Financial GoalMaterials
3%
Human Capital10%
Equipment41%
Accounting/Legal7%
Property6%
Reserve33%This amount
allows the maximum opportunity for success and ensures a plan for future growth.
Private Investment
Loans and Grants
SBA Loan to be paid off over ten years
Local Grants
$600,000
Equity
$200,000
A healthy balance of equity and debt is important. By focusing on grants and resources from the Small Business Association, we can maximize returns for investors.
Financial Split
-$1,000,000.00
-$800,000.00
-$600,000.00
-$400,000.00
-$200,000.00
$-
$200,000.00
$400,000.00
$600,000.00
1 2 3 4
Cash Flow - High
-$900,000.00
-$800,000.00
-$700,000.00
-$600,000.00
-$500,000.00
-$400,000.00
-$300,000.00
-$200,000.00
-$100,000.00
$-
$100,000.00
$200,000.00
1 2 3 4
Cash Flow - Low
$-
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
1 2 3 4
Cash On Hand - High
$-
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
1 2 3 4
Cash On Hand - Low
$-
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
$1,400,000.00
$1,600,000.00
1 2 3
Sales Projections - High
$-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
$800,000.00
$900,000.00
$1,000,000.00
1 2 3
Sales Projections - Low
High Projections• 50% growth for first
three years• $200,000 investment• $600,000 SBA Loan
Low Projections• 20% growth for first
three years• $120,000 investment• $600,000 SBA Loan
$-
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
$1,400,000.00
$1,600,000.00
Year 1 Year 2 Year 3
RePublic Brew PubMartin's Cove BrewingCranker's Brewery
Sales Models
RePublic Brew Pub:• Madison, Wisconsin• 32% growth over three
years
Martin’s Cove Brewery• Medford, Oregon• 45% growth over three
years
Cranker’s Brewery• Big Rapids, Michigan• 63% growth over three
years
Return On Investment
Investment Equity given 1 2 3 4 5 6 7 8 9 10 IRR
$25,000 1.00% 0% 5% 15% 26% 39% 54% 71% 88% 107% 128% 4%
$50,000 2.00% 0% 5% 15% 26% 39% 54% 71% 88% 107% 128% 4%
$75,000 3.00% 0% 5% 15% 26% 39% 54% 71% 88% 107% 128% 4%
$100,000 4.00% 0% 5% 15% 26% 39% 54% 71% 88% 107% 128% 4%
$125,000 5.00% 0% 5% 15% 26% 39% 54% 71% 88% 107% 128% 4%
$150,000 7.00% 0% 6% 17% 31% 46% 63% 82% 103% 125% 149% 6%
$175,000 9.00% 0% 6% 19% 34% 51% 70% 91% 114% 138% 165% 8%
$200,000 11.00% 0% 6% 20% 36% 54% 74% 97% 122% 148% 176% 9%
$225,000 13.00% 0% 7% 21% 38% 57% 78% 102% 128% 155% 185% 10%
$250,000 15.00% 0% 7% 22% 39% 59% 81% 106% 133% 161% 192% 10%
$275,000 18.50% 0% 8% 25% 44% 66% 91% 119% 149% 181% 215% 13%
$300,000 22.00% 0% 9% 27% 48% 72% 99% 129% 162% 197% 235% 14%
$325,000 25.50% 0% 9% 29% 52% 77% 106% 139% 173% 211% 251% 15%
$350,000 29.00% 0% 10% 31% 55% 82% 112% 146% 183% 223% 265% 17%
$375,000 32.50% 0% 10% 32% 57% 85% 117% 153% 191% 233% 277% 17%
$400,000 39.00% 0% 12% 36% 64% 96% 132% 172% 215% 262% 312% 20%
Avenue
Boulevard
Main Street
Parkway
Donor Levels
Contact (585) 770-7066
longroadbrewing
Chris Purdy| CEO
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