Nick Hernandez

What I Have Learned as an Entrepreneur

I am quickly approaching the six month mark of leaving my “day job” to work full time on disrupting the craft beer industry. Looking back, I thought the six month mark would resemble something completely different. A lot different. 

Upon first glance, it almost seems as if I have been stuck at square one for the past six months. I would take one step forward, only to find that step was in the wrong direction. Originally, I set out to work with founders of craft beer companies. At a time when breweries are opening up quicker than beer geeks can change their underwear, it is an impossible task to stay ahead of the curve. You are constantly playing catch up. 

It can’t be stated enough. Focus on solving one problem. Not two. Definitely not three. Find one thing and be great at it. 

Every conversation I have had with any industry person has brought me to one of two problems within beer. The first is a shortage of talent. The second is distribution. I have ideas to try to solve these issues - but I need to pick just one.

This past month, I have held back the urge to throw myself head first toward the problem. Instead, I have focused my efforts on learning Ruby on Rails, the programming language that will be the backbone of this endeavor. Not having a code background, I found myself constantly limited with potential routes. Finding a viable solution this way is simply not possible. If you don’t know how to code, learn. The ability to combine digital and real world solutions to a problem is one of the most important skills necessary to succeed as an entrepreneur in today’s world. 

While on the topic of skills, I need to find a co-founder. I probably need to find two. Putting a dent in the universe is hard work. What’s even more true is the fact that nearly all of my friends don’t get it. The average person goes to work to collect a paycheck - not to swing a samurai sword. No offense to any of my friends because they are great people. But until one of them jumps off that cliff, they will never understand what I am going through. 

At one point, I was on the verge of throwing in the towel. I started building up momentum to work as a freelance copywriter. I almost convinced myself that it would be ok. I would still be working for myself and could finally answer the dreaded “are you making money” question. Then I went to Launch. 

Launch Festival is a conference celebration of entrepreneur culture. It was truly an inspirational event and one that I am so thankful to have been able to attend. In short, to be among similar minds was a breath of fresh air for me. If you are going to swing the bat, swing it hard, swing it fast and try to hit it out of the park. The failure rate of trying to build a small business is the same as trying to build a big company. Why not go for it all?

Finally, failure is a part of the process. You can read every start up book available. You can attend every conference and watch every webcast. The odds of failure are stacked against you. As I enter my sixth month, I begin the final month that I can afford to support myself without an income. Unless I win the lotto, I will need to have a “day job” again by June 1 or my rent will be late. 

That’s not to say that I am quitting. I played with that idea already and it didn’t stick. Thus far, I have failed to find a successful and scalable business model. It’s out there - I just haven’t found the right fit. 

Yet. 

For my skimmers, here is the abbreviated version:

• Day one’s map will likely be obsolete come day one hundred and eighty. 
• Be amazing at one thing. 
• Learn to code. 
• Your friends will not get it. 
• Find a co-founder. 
• Despite the sleepless nights, it is in your best interest to keep going. 
• Failure is a part of the journey, not the end of the journey. 

—

Nick Hernandez

@entrebeerneur

A Toast to the Craft Brand Loyalist

Roundtable: Craft Beer Discussion

I have been playing with the idea of a roundtable discussion via video chat for a bit of time. 

The idea sparked after the few video interviews I completed for entrebeerneur earlier this year. 

I want to bring 3-5 guests together to chat about industry trends and craft beer culture. For example, if I were able to get enough traction to nail it this week, the following would be great examples of possible topics…

• Anchor Brewing is the latest in announcing brewery expansion. What does this signal for other mid sized craft breweries? How do you think this will affect the smaller production breweries?
• Sierra Nevada and Dogfish Head released an exclusive glass designed for better enjoyment of IPAs. While glassware has always been a part of beer culture, this seems more like a marketing gimmick. Will this catch on or can we toss this into the same mix as triple vortex bottles of big beer?
• San Francisco just finished celebrating its Beer Week. What are the most important keys to putting together a successful string of beer events? 

While this is by no means a collection of exact questions, it better depicts the concept than my original tweet. 

In short, if you would be interested in participating in something like this, shoot me a tweet or email and I can start coordinating everything. 

—

Nick Hernandez

@entrebeerneur

What is Content Marketing?

Content marketing is the any type of marketing created and distributed with the intent of attracting and acquiring customers. It comes in many forms - the most popular being articles, video tutorials and infographics. 

How does it differ from other types of marketing (think pay-per-click ads, social media marketing or billboards)? Content marketing is a non-threatening way for your brand to communicate and engage with its customers. By sharing free, valuable content, brands build loyalty among customers - helping create sales in the process. 

Content marketing is not a new marketing trend. Successful brands have been utilizing this technique for years. It is today’s digital world that has helped bring the technique to the forefront. 

How can content marketing help you? 

Whether starting a small business or looking to increase sales for an existing product, content marketing can help you create new prospects and enhance your relationships with existing customers. 

Before throwing up a blog and registering for every social media channel available, take a time to build a strategy for your efforts. What do you want to accomplish? What are your creative strengths? How likely are you to consistently execute your strategy?

Remember, the goal of content marketing is to share relevant and valuable content with your customers. Bring more than noise to your corner of the digital world - your customers will thank you for it. 

—

Nick Hernandez

@entrebeerneur

Excuses are like assholes (and five other tips for staying productive)

Excuses are like assholes. Every productive person knows this. So do the semi-productive. 

Pretty sure even the nonproductive people know this. 

Still, excuses exist. 

Not enough time. No money. Too busy. Other priorities. Too risky. Bad market. No publicity. Too much to do. Lots of work. 

That’s nine assholes standing in your way. And there are plenty more. 

If you want to make an impact on the world, you have to flip those excuses - turn them inside out and toss them. 

Here are five tips to help you stay productive. 

Stay organized

Clutter is opportunity to fidget. Ever sat at your desk, ready to start working and noticed something out of place? 

You move it, then notice something else that is off. Soon, you are reorganizing your entire office. 

When your workspace is messy, it takes away from your focus. Take a minimalist approach to your workspace. Keep it clean and neat, eliminating distractions. 

Create milestones along the way

Start every project - large or small - with the end in mind. More importantly, map the journey between start to finish. 

Creating milestones will help keep you on task and also provide opportunity for short breaks. 

Be flexible

No business plan survives first contact with its customer. 

Be flexible throughout the process. Some things will go as planned - others will prove theories completely wrong. 

Celebrate the victories that are easy to come by and practice patience with tasks that prove to be more difficult. 

Block off time

Entrepreneurs wear several hats. You are responsible for sales, marketing, business development, brand management, public relations, phone calls, emails and networking. 

That’s a lot. 

Multitasking is a myth. Just as cars cannot magically double their fuel efficiency, your brain cannot double its focus for two separate tasks. 

Block off time for each aspect of your job. 

Backed up on emails? Block off a period of time to get caught up. 

Need to manage your social profiles? Dedicate a few hours to managing and updating your networks. 

Setting specific time schedules for tasks will keep you on point and help you stay focused. 

Stay fresh

Remember those milestones? Be sure to take breaks in between to stay fresh. 

Step away for a few minutes each hour. 

Take a short walk outside. Meditate. Do something that is completely unrelated to your project and give your brain a chance to recharge. 

Don’t confuse running on fumes for hustling. You want to work at a peak level - not drudge along until you burn out. 

Refresh and repeat. You are well on your way to increased production throughout your project.

How to Create Content When You Hate Writing

Maybe you hate writing. 

The process can be exhausting. You have to think of a topic and create a headline that truly kicks. And that’s only the start!

You still need to bang out 300+ words and canvas your various social feeds. 

The worst part? That tweet will only sit at the top of the feed for, at most, six minutes. 

What if there was another way to stay at the top of people’s minds? 

A Picture is worth 1,000 Words (or a few RTs)

Images on social feeds are quickly becoming the easiest way to digest content. Leveraging simple, every day photos is the solution for every marketer who hates writing. 

Most of us aren’t professional photographers. Don’t stress if your photo isn’t award worthy. Instead, use your photos to bring a unique perspective to your business. 

By using captions and a quick hashtag, you can quickly assemble a story that compliments your vision. All without having to type a ton of text. 

—

Nick Hernandez

@entrebeerneur

Craft Beerds Review

Back in October, I had a chance to meet Fred Abercrombie, author of the Craft Beerd book. At the time, he had just successfully completed his Kickstarter campaign, raising $10,790 on a goal of $8,000. 

As with many projects, his December release was pushed back. However, I can’t think of a better way to release the book than at the start of San Francisco Beer Week - which is exactly what Fred did. 

In craft beer fashion, here is my review of Fred Abercrombie’s Craft Beerds.

Cover: They say you shouldn’t judge a book by its cover, but Mr. Abercrombie’s sets the tone for this future follicle classic. Hard cover by design, the front features a 12 ounce craft bottle, with old school barber red, white and blue stripes and a red cap (which leads me to believe the original bottle was Lagunitas). Sitting at the center of the bottle sits an artistic rendition of a handlebar moustache. The book description sits at the very top of the cover with author and design credits quietly sitting at the bottom. 

The back of the cover features five different review quotes from various beer and beard media members. Mr. Abercrombie also encourages his readers to visit the book’s social channels, providing well designed directives to Facebook and Twitter pages. 

Introduction: The Beerd Book’s inside cover features more of the old school barber stripes, followed by your standard introductory pages. One page that does stand out is the Kickstarter dedication page - giving thanks to each person or organization that pledged to the book’s campaign. 

Body: Craft Beerds is divided into 16 chapters, with a small portion of the book reserved for Forebrewer Beerds (Foreword). Among the sections are Beerd ‘Staches, Beardly Beerds, Red Beerds, Heavenly Beerds and my personal favorite, Beerded Minds.

Through clever design, each beerded section feels fresh -  a definite must for a book with this much facial hair. Color coded tabs allow readers to skip to their favorite section with ease, making it an excellent item to share with several friends (hairy and clean shaven). 

The photo quality within the book does not disappoint. Each page is filled with colorful label artwork and well crafted copy. Quotes and credits are strategically placed throughout the pages, with website addresses if you want to find out more information. 

In total, the book boasts over 250 labels and over 100 breweries (including a few north of the border). Weighing in at 265 pages, you can skim through in a weekend or stretch out your beerded journey throughout the year. 

Final Thoughts: Without a doubt one of my favorite Kickstarter projects, this creative collection brings the spotlight to the role facial hair plays within the craft beer community. Whether you rock a beard or not, the book is both fun and informative. A perfect addition for the light reading collection. 

You can order a copy (or three) here. 

—

Nick Hernandez

@entrebeerneur

Three People Every Start Up Brewery Needs

I’m a big fan of Andy Ellwood. Part hustler, part craft beer enthusiast and part gentleman (have to love those pocket squares), he seems like a solid guy based on his tweets and blog posts in various outlets. 

In a continuation of yesterday’s theme, I went back to one of Andy’s posts for Forbes in August of 2012. He describes the need for three individuals: the hipster, the hacker and the hustler. 

While directed toward the tech start up world, the craft beer industry can certainly take some items away from it. 

The Hipster

Andy nails it when he describes the hipster role as the creative behind the project. While the craft community as a whole is in it together, once your beer has been anointed holy shelf space, it needs to be picked up. 

Enter the hipster. Whether you are slanging your beer out of cans, bombers or six packs, they make sure the packaging is equally (if not better) than the contents inside. 

The Hustler

The hustler is the brewery’s swag factor. With over 2,000 craft breweries (not to mention big beer), the hustler creates and shares your compelling story with the world. They translate the trio’s passion to the consumer, creating a new beer fan in the process. 

The Brewer

The brewer is the equivalent to the hacker and is the heart and soul of any craft beer start up. For obvious reasons, the brewery wouldn’t exist without the brewer. 

More importantly, the brewer brings big vision to the team. While the hustler is out shaking hands and kissing babies and the hipster is matching fonts and colors, the brewer is tinkering away at perfecting recipes. 

How does your team compare?

—

Nick Hernandez

@entrebeerneur

Don’t Waste Your Time and Money on Craft Beer

How we arrived at this post…

4 and 5 are my favorites MT @hollisthomases: Don’t Waste Your Time and Money on Email Marketing bit.ly/XsfQmb

February 11, 2013

@entrebeerneur I think you should write an article along the same vein but have it be about beer. ;)

February 12, 2013

Don’t Waste Your Time and Money on Craft Beer

There has never been a better time to be a craft beer drinker. There are over 2,000 craft breweries open and another thousand plus in the making.

It doesn’t stop at the tap room. Creatives within craft beer are pushing the presence into the unconventional spotlights. 

Fred Abercrombie recently released a book on the beard art of craft labels. Dan Wiersema created The Free Beer Movement, a passion project to connect beer and soccer. #Beertography is now a primary hashtag for beer related pictures because of John Kleinchester.

Whether you are new or seasoned to the culture, times are great for all of us. Here are some tips to make the most of it. 

Don’t get labeled as a snob.

The craft beer community prides itself on being laid back and friendly. Whether this idea is based on myth or fact, the truth of the matter is that no one enjoys a snob. By all means, geek out on hop varietals and brewing techniques. But don’t look down on those who don’t share the same level of enthusiasm. 

Be Weary of Big Brand Beer 

The term craft is a branding tool. For the most part, it falls on the side of your local, artisanal brewer. Still, big beer makers Budweiser and Miller-Coors offer craft brands within their portfolio. If you enjoy the occasional Blue Moon, continue drinking it. Just try to be conscience of the big picture - Big Beer craft is not the same as the rest of us. Don’t let them blur the lines. 

Don’t Always Refer to The Top Lists

Craft beer is about exploration. Try new beers and styles that you wouldn’t normally buy. While Pliny and Westy 12 are awesome beers, there are also other amazing beers out there that don’t receive the same hype. Your brewer isn’t scared to think outside the box. You shouldn’t be either.

Attend Events

Events are by far the best way to meet other enthusiasts. More importantly, they offer a chance to try one-off productions that might not be offered in your local market. If there isn’t anything on the immediate calendar, put together a bottle share with friends.

Remember the Beers You Love. Note the Beers You Don’t. 

Don’t feel the need to review every beer? You can just as easily create a running notes section on your phone of beers that you really enjoyed. If you didn’t like a beer, make a note of that too. Worst case scenario: you find out you’ve been lying all those years about how much you love* IPAs. 

*Side note: I love IPAs but not every IPA is created equally. 

Completely Ignore This If It Isn’t Fun

We’re drinking beer. Writing about beer. Talking about beer. And drinking more beer. It should be fun. If someone’s structure doesn’t work for you, do something different. 

Happy drinking!

—

Nick Hernandez

@entrebeerneur