Food & Beverage · sample plan
Headwaters Brewing
A craft microbrewery and taproom producing small-batch beer for on-site sales, growlers/cans, and local wholesale distribution.
Executive summary
Headwaters monetizes high-margin taproom pours, packaged cans, and wholesale kegs. Taproom traffic, brand, and distribution accounts drive a diversified revenue mix.
Financial snapshot
Year-1 revenue target$780K
Founder investment$75K
GeographyBend, OR
Market snapshot
TAM$30B US craft beer
SAM$120M Central Oregon
SOM$1.5M trade area
Craft beer drinkers value local, fresh, distinctive brews and taproom experiences over mass-market lagers.
Trends
- Taproom-direct economics
- Canned craft for off-premise
- Mug clubs and memberships
- Local-first consumer preference
Customer segments
- Taproom — On-site pours + food
- Packaged cans — Retail + to-go
- Wholesale — Keg distribution
Pricing model
| Product / Service | Price | Rationale |
|---|---|---|
| Taproom pour | 7.0 per pour | Highest-margin channel |
| 4-pack cans | 14.0 per 4-pack | Retail margin + brand |
| Wholesale keg | 160.0 per keg | Volume distribution |
Competitive landscape
National craft brands
Strengths — Distribution, brand
Weaknesses — Less local connection
Our edge — Local taproom experience + fresh beer
Other local breweries
Strengths — Established following
Weaknesses — Limited variety
Our edge — Distinct recipes + taproom destination
Customer acquisition
- Taproom events & trivia nights
- Instagram + beer releases
- Festival presence
- Wholesale account outreach
- Mug-club membership
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