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They're the co-founder Bonnie Harvey used to never order wine she thought it was not meat and felt self conscious pronouncing those French wine means.
Then came -- the company she treated with her husband Michael -- hand in 1985.
When they sold their brand twenty years later there it was shipping 600000.
Cases of -- year.
Today it's topping thirteen million.
And he said he you're logo and your -- are what allowed to stand out in such a crowded marketplace because there's a lot of cheap wine out there isn't that simple.
It's very important had a great logo and we had a logo whose image was seen as the name.
And it's -- out -- pizza of wine I don't think you'll see out there act and it was a great price.
And it was great value.
But that's not all it takes us a lot of great products that have wonderful logos that are -- -- It's got to get out the show.
And so understanding distribution management I think was really the biggest key because you can't buy -- product unless it's out there available to you did something called.
Worthy cause marketing where you chose different causes that felt close to home and donating your winds and and I was an -- didn't have advertising money so how did you get to that point how did you choose the causes that you wanted to don't eat it.
My first design barefoot wine we took it to the chain stores and they said they wouldn't take it because we didn't have any advertising we have any money for advertising.
And when you don't have money you get creative and you get resourceful.
And so we thought well how are we gonna get the people in the neighborhood surrounding these stores that have -- want him to come in and -- -- problem.
And we thought well maybe the best thing for us to do is to go out into those neighborhoods and find out what's important to those people can donate our wine country and -- -- money.
To those causes to help raise money for schools -- for libraries are clean water whatever was important to them.
And as a result of that effort in working with them sending our staff to help them set up and break down for their events and the members of those organizations.
Had a social reason to buy our product.
So we're actually doing.
We're actually doing network marketing long before there was social networks.
I know you've been very up front with your staff about the business struggles that you -- especially early on.
Why did you decide to do that so many companies would keep that close to their -- and not tell their employees.
The company he wasn't doing well we really economic resource as we can get -- -- had problems -- challenges we have a lot of respect for our staff.
And we wanted to let them know what the problems were so that they can help us come up with a solution and did they help you come with a silent absolutely how sound.
We had one lady who noticed that we were having out of stocks all the time and she said what you need is a traffic manager.
And we symbol what is that she -- what do you realize you have a truck come out here from Minnesota last week.
And it went home empty because that driver -- got to make an appointment.
At the warehouse -- so you're gonna run out Minnesota and all those stores that you spent all that time trying to get your product into are gonna lose shelf space in the competition's gonna go ahead so again it was that distribution management aspect of the business to break.
Well because -- we would involve our staff in these problems.
They would -- their brains and they would brainstorm and come -- -- really truly unique ideas that we would have never thought that's that opposite of the top down mentality we called the difference between.
Need to know and know the need.
Wow okay that's definitely an -- and you sold in 2005 after two decades in business how do you protect this brand that you work so hard to create.
During the sales process.
We -- really fast he did yes the longer you take to sell something the more you hurt the value of the -- because rumors start.
-- buyers want to get it for less.
And there's issues with your own staff.
So what we did is we knew who -- choir was going to be long before they knew who we war.
What's one thing that you think entrepreneurs need to consider and know when they're trying to get off the ground today.
One of the things that we found really helped us was our lack of money.
You lacked knowledge of the industry and so when young people are starting off his business.
We want to encourage them.
Not to be too afraid of those things because it creates innovation you've got to be created.
You've got to really look around your assets what my assets or RS has turned out in my -- can deliver us yet helped put together a point of sale materials fault tee shirts and all kinds of things.
We used our laundry down -- the three started right -- it plenty rooms at the for a washer and dryer.
And we went out to the old barn and the handoff -- I mean via a door and reduces the desk that put -- -- -- that's really care about exactly.
So don't be too afraid of not having money we -- into the fastest growing white France's.
In the nation really started our laundry room with really nothing so don't be too afraid at that.
You're speaking around the country to young entrepreneurs say tackling this in your book the -- spirit.
Did -- think young people are seeing entrepreneurship today is a viable option for them.
There's a couple of reasons one is that.
During the recession we lost a lot of -- middle management jobs in the corporation's.
And those were the very jobs to college grads would use this entry point and so with those jobs diminished.
They're looking at their garage and scratching their heads and saying you know may be self employment is my only form of employment.
You know and we have these boomerang kids that column and come back and live with their mom and so what we're doing is we're going around the country and we're encouraging young people.
To think about entrepreneurship.
As a viable alternative the time has never been better you know the -- cheap.
There's a tremendous amount of information that's available to you to touch of a button now.
You can get advice from people in the last generation I'd love to give it to you you know -- the old guy.
From New York he Rogers foxbusiness.com.
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