Greetings!

As the end to January 2010 quickly approaches, so does this year's Wine Entrepreneurship course. Taught by one of the industry's most respected professionals, as well as an abundance of expert guest speakers, this year's Wine Entrepreneurship is one you do not want to miss.

Wine Entrepreneurship 2010 Thursday, February 11 marks the beginning of the 2010 Wine Entrepreneurship Course at Sonoma State’s Wine Business Institute. You may have mused about starting a wine business or repositioning your career in it. Yet it’s still a very difficult time for many in the industry. Wine Entrepreneurship will make a big difference to the success of those who take part. The focus of the course is the development of a business plan that new entrepreneurs can apply to current and future opportunities. Those already in the industry will find the class useful for improving their existing business plans, or refining their management of one of their winery’s business units. Topics to be addressed include: Competitive strategy, raising capital, credit from the banking perspective, valuation and capital costs for wine business and vineyard development, cash management and corporate housekeeping, managing growth, brand protection, developing a marketing plan, direct to consumer sales, public relations, managing logistics and distributions, human resources, leadership, exit strategies and the unique legal challenges associated with the wine business. The experts and successful entrepreneurs who speak to the class will share their real-world experience on the important components of a successful wine business. This year’s speakers include a cadre of successful entrepreneurs and educators. Armand Gilinsky, Professor of Business at Sonoma State University and former Director of SSU's Entrepreneurship Center, will lead the class in developing the keys aspects of a strategic plan. Jean Hackenburg, Owner of Hummingbird Hill Vineyards, former CFO and Chairman of the Board of Sonoma Coast Vineyards, will teach the importance of Cash Management and Financial Strategy. David Stoll, Partner at Farella, Braun and Martel, will share his expertise in protecting and defending your brand identity. Paul Wagner, owner of Balzac Communications & Marketing, will address the development of your marketing communications. Dan Aguilar, Senior Relationship Manager – Wine Division of Silicon Valley Bank, will contrast the options of deft and equity financing for your winery, vineyard or wine related business. Wendy Bruce, Human Resources Director at Domain Carneros, will discuss how human resources fit into a winery’s strategic planning. Ray Johnson leads Sonoma State’s Wine Entrepreneurship Course and serves as the Assistant Director of the San Francisco Chronicle Wine Competition. He will introduce the nature and contents of a cohesive marketing plan. Ray earned his Master’s in Wine Business from the University of Adelaide in South Australia. His research has been published in the International Journal of Wine Business Research, Vineyard & Winery Management, the Journal of Wine Research, and Practical Winery & Vineyard, Vineyard & Winery Management and the Journal of Consumer Marketing. Wine Entrepreneurship will be held on 13 Thursday evenings, 7:00 p.m. – 9:00 p.m., from February 11 through May 20, no meetings on March 18 and 25. Click Here to Visit our Website & Register

Quotes from the 2009 course
“My eyes are now wide open.” - Matt Hughes, Winemaker, Six Sigma Ranch

“We are much more confident; Ray rocks!” - Peter Young, Proprietor, Grey Stack Cellars

“What I learned in this class will provide a framework for planning my winery’s future – now I know where to start.” - David Platt, Owner and Winemaker, Canzona Vineyards

“I came away with an understanding of how to start a brand. Growing and making wine are the easy parts; selling will be the tough part.” - Dave Collin, Ranch Manager, Stuhlmuller Vineyards

“I actually worked out the financials of a 5000 case winery.” - Emilio Castelli, Castelli Winery

“We developed a business plan and strengthened our story.” - Marie Young, Proprietor, Grey Stack Cellars

“Ray’s class gave me a 360 degree perspective on the industry, allowing me to accurately assess where the best fit in the wine business is for me.” - Ben Heskett, Internet Marketing Executive