Market Research Report for Brewing Equipment
Marketing Report
Automated Home Brewing Machine and Supplies
Executive Summary My goal with this product is to obtain at least $500K in sales per year within 2 years of today. The major market is home brewers who want a self-contained solution that removes the barriers associated with producing many small high-quality batches simultaneously. The major competitors are current automated brewing products, manual brewing products, in-home bar setups, craft beer keg purchases, and other craft beer purchases. The PEST analysis shows some potential political/legal barriers associated with alcohol regulation, some economic barriers, and some minor social and technological barriers. For the marketing strategy, I want to primarily pursue distributors.
Customer Analysis Home brewers tend to be middle class and up in terms of disposable income, but I am aiming for the top-end of that segment. My goal is to make a brewing platform that will be simple enough to appeal to the craft beer enthusiast, while maintaining the customizability demanded by advanced home brewers. The advanced brewers will be our early adopters and the core source of feedback on the technical operation of the system, and the early majority will be casual brewers, who can be the main source of feedback on improving the mass appeal of this system. All target consumers have a relatively large amount of disposable capital, and may be retired or close to retirement (retired engineers like to brew).
Competitor Analysis There are several automated home brewing systems:
BeerMachine ($135): The BeerMachine is going after the Easy-Bake Oven segment of the brewing market – Same complexity of the system, and same quality of the resulting product. My target customers want a system that can many varieties of high-quality beer from high-quality ingredients, and do so with an intuitive set of controls. I will work hard to make sure that my product will not be misconstrued as competing with the
Automated Home Brewing Machine and Supplies
Executive Summary My goal with this product is to obtain at least $500K in sales per year within 2 years of today. The major market is home brewers who want a self-contained solution that removes the barriers associated with producing many small high-quality batches simultaneously. The major competitors are current automated brewing products, manual brewing products, in-home bar setups, craft beer keg purchases, and other craft beer purchases. The PEST analysis shows some potential political/legal barriers associated with alcohol regulation, some economic barriers, and some minor social and technological barriers. For the marketing strategy, I want to primarily pursue distributors.
Customer Analysis Home brewers tend to be middle class and up in terms of disposable income, but I am aiming for the top-end of that segment. My goal is to make a brewing platform that will be simple enough to appeal to the craft beer enthusiast, while maintaining the customizability demanded by advanced home brewers. The advanced brewers will be our early adopters and the core source of feedback on the technical operation of the system, and the early majority will be casual brewers, who can be the main source of feedback on improving the mass appeal of this system. All target consumers have a relatively large amount of disposable capital, and may be retired or close to retirement (retired engineers like to brew).
Competitor Analysis There are several automated home brewing systems:
BeerMachine ($135): The BeerMachine is going after the Easy-Bake Oven segment of the brewing market – Same complexity of the system, and same quality of the resulting product. My target customers want a system that can many varieties of high-quality beer from high-quality ingredients, and do so with an intuitive set of controls. I will work hard to make sure that my product will not be misconstrued as competing with the