2. Table of Contents
1. Mission Statement
2. Executive Overview
3. Company Overview
4. Business Environment
5. Company Description
6. Marketing Strategy
7. Financial Review
8. Action Plan
3. Mission Statement
Georgia Mountain Brewing LLC is a company dedicated to creating quality craft beer
and excellent southern cooking for friends and families in Clayton, Georgia. We will strive to
produce wonderful service that represents good ole southern hospitality at the brewpub. Our
menu is very diverse, from exquisite fried chicken salads to burgers and foreign treats. The menu
does mainly focus on southern fare in order to match our brand as a Georgia brewpub in the
south. We will also provide a unique array of house brews that complement our wonderful
menu. These beers will consist of brown ales, stouts, IPA’s, and even some German varieties
such as a kolsch. Starting out we will offer 4 unique beers from our menu. They are mocha
brown ale, midnight snack oatmeal stout, a rye IPA, and a hefeweizen called summers love. We
will also have a selection of red and white wines, liquor, and imported craft beers. Our goal is to
provide our customers with a unique experience of great southern hospitality, which means great
food, great beer, great people, and of course music with a dance floor. Our location will put us in
Winder, GA, located across the street from the AMC movie theatre in the brand new shopping
center. By allowing our customers ample parking, we expect to have a significant crowd of loyal
customers as well as a high amount of foot traffic coming from the movie theatre. Our unique
beers, food menu, and popular dance floor will attract all kinds of beer lovers, as well as people
who just want to go out and have a good time. Our goal is to make a sanctuary of fun for all
those in our community.
4. Executive Overview
CFO and Founder: Nathan Berger
I am responsible for handling financial reporting, taxes, payroll, and all accountant
responsibilities for the company. I have a background in homebrewing, brewery experience, and
an educational background in business.
CEO and Bar Manager: Sally Sue
Sally will be responsible for managing the bar and waitressing staff for providing
efficient turnover on tables and keeping a sufficient draft list of house beers on tap. This will
require cleaning draft lines, glassware, and keeping up with tickets at the bar.
Head Brewer: Billy
Billy will be responsible for keeping up inventory for brewing ingredients, building
recipes, and brewing the beer in the brewhouse. He will also be responsible for getting the beer
into brighte tanks for serving and cleaning of the brewing facility.
Head Chef: Paula Dean
Paula will be responsible for managing the kitchen staff, maintaining an authentic food menu,
and maintaining the food orders made throughout the brewpub.
5. Company Overview
Line Cook
Prep Cook
Suez Chef (2)
Bartenders (4)
Dishwashers (4)
Waiters/Waitresses: 12
Assistant Brewers (2)
6. Business Environment
The craft beer environment has significantly grown with a huge market share in the
American beer environment. In North Georgia there is no brewery or brewpub in the vicinity of
Clayton city. Therefore the competition is very limited against our brewpub which consists of a
great variety of craft made beers from stouts, porters, pale ales, kolsch’s, IPA’s, and a wide
variety of seasonal styles. We will be complementing our brews with a gourmet menu of burgers,
southern fare, and wonderful sides and vegetables. The local mountain community and tourism
from Atlanta, Georgia, will provide great foot traffic for the brewpub. We expect tourism to be a
huge success for our company and help drive sales throughout the year. We will have
competition as far as restaurants go in the city of Clayton. We will be competing against the
Universal Joint, Rumor has It, Ishy’s Bar and Grill, Wicked Pig, and some other local restaurants
in the down town area. We will also be competing against two new upcoming resteraunts in the
area for serving craft beers. However with our exceptional menu and proprietary beer, we will
provide more sales and a better consumer experience. The brewpub will offer tours, events,
music, tastings, and sponsor homebrew competitions to allow consumers an exceptional
experience like no other.
7. Company Description
In Georgia a brewpub is allowed direct sales to consumers without going through a
distributor for on premise consumption. This means that our taproom at Georgia Mountain
Brewing will be pouring our house-made beers directly to consumers. In order to be classified as
a brewpub we must make up a large percentage of our sales with food. We will be offering a
wonderful menu that is shown below that pairs very well will our beer menu and it consists of a
variety of spices, southern dishes, and fresh made ingredients. The brewpub will operate a fully
staffed kitchen, taproom, operational brewery, and outdoor beer garden. This allows for our
consumers to enjoy our house made beers with a wonderful food menu. We will also be offering
tours for customers who would like to see the operations of the brew house and meet the
amazing brewers that make this pub operate. Customers can ask questions, see how the breing
process works, and learn some history of the company. The outdoor beer garden will feature a
wonderful seating and dancing area, a music stage for music performances, and an beautiful
landscaping that appeals to the North Georgia scenery. There will also be a counter for selling
brewpub glassware, T-shirts, and miscellaneous accessories for customers to take home.
The head brewer will manage the brewing procedures of the brewpub. This way
production can be ,anaged efficiently and be completely separate from the kitchen. The head chef
will manage the kitchen operations and collaborate with the head brewer for beer and food
pairings. As the food and beer is being handled, the bar manager will manage all customers at the
bar, at tables, and delegate an assistant manager for the outdoor beer garden management. This
way all work is divided up between the managers with their employees, making the process
fluent and efficient. Managing a brewpub is basically running two businesses as one so our
8. communication will be the most important process. We will use a point of sales system for food
ticketing, retail merchandise, and tickets for special events at the brewpub so that all systems will
collaborate with eachother.
Marketing Strategy
Our customer base will be targeted towards craft beer coinsures who are in their mid 20’s
and older. This type of customer base tends to have a higher income and is usually in the middle
class tax bracket. This way we can charge more for food and pint sales putting our margins at a
high profit. We will utilize social media such as facebook, twitter, Instagram, and even snapchat
to engage with our customers online. We will also have a web site with a constantly updated tap
menu and food menu. This way customers will know whats on draft and any kind of special e
vents that are coming up at the brewpub. Georgia Mountain Brewing will hosts music
performances in the beer garden, hosts homebrew tastings for the local homebrew club, offer
special tap takeovers by local breweries, and do special beer dinners unique to the South. We
wanty our brewpub to be more than just making wonderful craft beer, we want it to be a
sanctuary for all to come and have a good time. That is why our social media is key for most of
our advertising. This will also keep our marketing costs down so we can operate with a higher
income.
12. Works Cited
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