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Index
Title Page
Copyright Page
Dedication
Foreword
Preface
Acknowledgments
CHAPTER 1 - Steve Tells How Choosing a Partner Is Like a Second Marriage
THE LIFE OF A FOREIGN CORRESPONDENT
MY LIFE AS AN ENTREPRENEUR
THE ART OF HOMEBREW
RETURNING HOME
FRIENDS BEFORE PARTNERS
FINDING THE HISTORY
AN IDEA BECOMES A REALITY
LESSON ONE EVEN A DOG CAN SHAKE HANDS
CHAPTER 2 - Steve Discusses the Importance of Building a Solid Team
THE ENTREPRENEUR′S LOT
IN THE BEGINNING, EVERYONE PITCHES IN
LESSON TWO IS IT A BUSINESS OR A FAMILY BUSINESS?
CHAPTER 3 - Tom Talks About Creating the Business Plan: A Money-Raising Tool ...
WHAT KIND OF BUSINESS IS THIS PLAN FOR?
PROWLING THE CONFERENCE
VISITING THE COMPETITION
THE GREAT AMERICAN BUSINESS PLAN (CIRCA 1987)
PRIMER FOR PLAN WRITERS
IS IT TIME TO QUIT YOUR DAY JOB?
MONEY: WHERE, HOW, AND HOW MUCH
LESSON THREE THE BUSINESS PLAN WON’T BE GRADED ON A CURVE
CHAPTER 4 - Tom Asks, “What’s the True Mission of the Business?”
FACING A QUIET CRISIS
DISTRIBUTION: GREAT DETOUR OR GREAT OPPORTUNITY?
DISTRIBUTING FOR OURSELVES
DISTRIBUTING FOR OTHERS: STICKING OUR TOE IN THE WATER
1991, THE LONGEST YEAR OF MY LIFE
THE DILEMMA OF THE BIG SUPPLIER
AMBASSADORS OF BETTER BEER
LESSON FOUR BEING FLEXIBLE IF THE MISSION STATEMENT BECOMES ″MISSION IMPOSSIBLE″
CHAPTER 5 - Steve Discusses the Keys to Successfully Motivating Employees
IT STARTS WITH THE PRODUCT
SOME PEOPLE GET IT, AND SOME DON′T
ENTERING BEER SCHOOL
LESSON FIVE FEELING GOOD IS NO SUBSTITUTE FOR PRUDENT CONTROLS
CHAPTER 6 - Tom Tells the Story of Their Dot-Com Revolution: Fishing for ...
RAISING MONEY IS A FULL-TIME JOB
THERE′S EQUITY, AND THEN THERE′S VENTURE CAPITAL
FOUR SOURCES OF FINANCING FOR START-UPS
WHEN VENTURE FINANCING IS—OR IS NOT—APPROPRIATE FOR YOU
THE BREWERY BUBBLE OF 1995-1996
SELLING BROOKLYN BEER BEYOND NEW YORK
THE DANGEROUS LURE OF FINANCING
ENTER: TOTALBEER.COM!
LESSON SIX CHASING MONEY IS NOT A BUSINESS STRATEGY
CHAPTER 7 - Steve Talks about Building a Brewery in Brooklyn
LEARNING FROM THE PAST
THE DRIVE TO BUILD
LESSON SEVEN SOMETIMES YOU STAND ALONE
CHAPTER 8 - Steve Discusses Publicity: The Press Wants You!
THE AMERICAN DREAM
PEOPLE WANT WHAT THEY KNOW
GUERRILLA MARKETING
PUBLICITY AND GROWTH
A PLACE TO CALL OUR OWN
A COMMUNITY-MINDED BUSINESS
LESSON EIGHT A NEWS RELEASE CAN GO A LONG WAY
CHAPTER 9 - Steve Reveals How the Revolution Kills Its Leaders First
THE PIONEER (WITH THE ARROWS IN HIS BACK)
THE ONE-MAN BAND
HIGH ANXIETY AND A FORCED LESSON
PROMISES, PROMISES
SO WHAT DO I DO BESIDES MANAGE?
LESSON NINE HIRING AND FIRING
CHAPTER 10 - Tom Talks about Cashing Out and Reinventing The Business, Again
WE CASH OUT ... EVENTUALLY
TIES THAT BIND: OUR CONTRACT WITH S.K.I.
ALCOHOL FRANCHISE LAWS
FINDING THE RIGHT BUYER
ANTICIPATING THE SALE AND GETTING IN FRONT OF RUMORS
FACING REALITY, TOGETHER
CLOSING THE DEAL
LESSON TEN ONLY YOU WILL KNOW WHEN IT’S TIME TO SELL
CHAPTER 11 - Tom Wants to Know If You Have What It Takes
ARE YOU AN ENTREPRENEUR?
MISTER INSIDE AND MISTER OUTSIDE
HAVE YOU EVER ACHIEVED ANYTHING?
HAVE YOU EVER MANAGED ANYONE?
ARE YOU DRIVEN BY THE IDEA OR THE EMOTION?
DOWN A ROAD LESS TRAVELED
IS THIS THE IDEA? IS THIS THE TIME?
LESSON ELEVEN THERE ARE NO ENTRANCE EXAMS FOR ENTREPRENEURS
Timeline
Index
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