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Report for: Long Beard Brewing
Long Beard Brewing Co.
A Good Vibrations Shoes, Inc. Company (OTCMarkets: GVSI)
24 East Second Street, Riverhead, NY 11901
Dear Shareholders,
know there has not been a lot of information coming out of Long beard Brewing since we were acquired by Good Vibrations Shoes, Inc. So I wanted to take this opportunity to shine some light on our philosophy, and strategy so that you can get a glimpse of the tremendous opportunity we see in front of us and to give you an idea of just how big we think this project can be. I will also take this opportunity to outline our path forward and update everyone on what our next steps will be on the securities side of the business.
First, many think Long Beard is a brand new upstart project. In fact, we have been marketing and branding ourselves within the craft beer community for the past four years. We feel that we have refined and designed a versatile brand comparable to no other. We chose “Long Beard” for many reasons. First, it is representative of our personalities and philosophy as we ourselves are wearers of long beards. Now, those who choose to grow beards will tell you its more than facial hair. It is an attitude, a philosophy, and some have even called it a lifestyle that says something very specific about its wearer. The second reason was the demographic implication. The fact is that both moustaches and beards are trending pretty heavily right now and just as in the beginning of the nineteenth century, when beards made a huge come back because of the Victorian fascination with the American frontier, beards have been making a strong come back among Americans males. In 2013, Proctor & Gamble disposable razor revenue fell a whopping 7.8% due to was is described as “the fascination with growing facial hair”, and analysts say companies are cashing in with all types of facial hair grooming implements. The fact is that those who can’t grow facial hair because of work or other reasons still want to be part of the rugged manly image associated with it. Lastly, We chose the name because we feel it can be cast in many different lights. It allows us to bring the many creative ideas we have for our brews in many different directions. So, when we promote or market a new and exciting beer label we are not boxed in by one specific look or feel. We can create a nautical feel, pirates, woodsman, hunters, Vikings, lumberjacks, farmers, etc. There is so much with beard association that we felt the sky is the limit. When you walk into the tasting room you will know that it is Long Beard Brewing by the look and feel. You know it is a true part of who we are. That in itself makes it easy to market. There is no one on Long Island, NY that has that or even close to having that look or feel. It appeals to people and on top of that, when you try the many different styles of fantastic brews that we have, it makes it that much better.
We will in the beginning, concentrate on production for the tasting room and distribution to the local areas around the brewery. If we can sell 80% or more out of the tasting room, that would be ideal. That is where your biggest margins are. It cuts out the middleman and allows us to bring our product straight to retail in our own storefront. Example, a 5-gallon slim keg will wholesale to a distributor between $70 and $100. That same keg will make the company anywhere from $220-$300 out of our tasting room. However, we recognize that a single localized tasting room is limiting if we are to someday become a global phenomenon. We realize that distribution is important so in the beginning we will self-distribute to the local areas in and around Riverhead, New York as we build our local client base. This will change rather quickly in my opinion. The large growth in the craft beer sector along with the dedication customers provide to local breweries will allow for us to expand sooner rather than later and more beer will allow us to distribute further across Long Island and into New York City and Connecticut markets as our launching pad.
Once this happens we will be forced to make a very important decision. Do we build out our own distribution company and continue to self-distribute, or sign with a large distributor? One would think it is a no brainer to go with a larger distributor, but its really not really that simple. To self-distribute at that point would require a fleet of delivery trucks and drivers to drive them. This brings higher payroll, insurance, maintenance costs and of course the cost of the trucks. The pros are, we are self-reliant and continue to be hands-on and in front of our customers. Connecting to the customers is very important to us. You never lose control of the relationships that you take years to build. To me, the customer is the most important facet to the business and having the opportunity to continue the relationship face to face is extremely beneficial. Self-distribution also allows us to control the rate of growth. If production cannot keep up with the demand of a larger distributor, it will present problems. However, signing with a distributor has its benefits as well. For one, your beer is immediately available to a very large market. You do not have to worry about a fleet of trucks and the problems and costs that come with them. The negatives are that there is a very large percentage of revenue that comes right off the top when signing with a distributor. This can sometimes be as high as 40%. That’s a huge amount of revenue, and our rate of growth will determine if it’s worth losing that net revenue to capture larger market share. With a distributor you must meet strict production quotas and face penalties if you don’t meet them. For the most part, you only have one customer (the distributor). For us the relationships are important and with outside distribution, you never really know how much their sales force is pushing your product in comparison to the larger commercialized beer companies like Budweiser or even some of the other larger craft beer companies. So, this decision is a complex one, and you can bet we will be putting a lot of thought into how we proceed.
With the amount of work, and thought we have put into this company, I see a vast and very bright future ahead. We have put together a great team, and we have a well trained and professional staff for the tasting room, which will be the crown jewel of the company. Every employee of long beard is trained with customer service in mind. We feel our industry demands that customer experience is paramount. When a customer walks in they will be immediately greeted to start the experience. Concentrate on that word. Experience. That is what we will be creating for you. Your Beer Tender will be able to identify your palate. This will guarantee the wrong style will not be served to you and turn you off to craft beer. They will be able to explain the entire brewing process to you for each particular beer as if they brewed it themselves, explain what the ingredients are and why they were used and lastly be able to give food-pairing advice. Something a lot of tasting rooms are not providing. Lastly, they will be able to sell growlers, glassware, shirts, hats, etc. Companies like ours often overlook those alternative revenue sources. Customers will be able to enjoy the tasting room, which is a combination and feel of an old Viking hall infused with a rustic mountain lodge. Rough sawn woods throughout the 900 square foot tasting room add character, as well as the Viking ships bow for a serving bar, and antler chandeliers lighting the area perfectly for a warm and inviting atmosphere. During the warm months we will have outside seating in an additional 300 square foot area. For the hungry crowd we have deals in place with local gourmet food trucks that will be sitting outside on a rotating basis. We have a great sales department with top notch people, our brewers have the ability to put out unique, exciting and delicious brews like Pale Ales, Saisons, IPAs, Stouts, Porters, Wits and Belgians, Bourbon Barrel brews, ESBs, Sours and wild ales, Scottish ales, Browns and Reds, etc. for all to enjoy.
On the public side we plan to avoid expensive debt funding, and keep outside money to a minimum. A lot of though has been put in to how we fund the project and how we utilize the incredible tool of the public markets to our benefit. As our shareholders we value your investment as we value our own and we will safeguard it as such. As mentioned in previous releases, we clearly cannot do this without issuing some shares. If we could, we would have remained private. However that does not mean we plan to use shares as currency either. I know dilution is the concern of every shareholder and our securities consultants are hard at work every day looking for ways to decrease the float, and create a powerful, but liquid share structure. We realize that if we are to become as large as we think we can, the planning starts now so we do not end up with a poor share structure in the future. Our next steps are to complete the name change that has been filed with FINRA. This should take about 30 days. Then we can really get started announcing our progress, along with the Alcohol licensing that should be completed and approved by then. Once the name and symbol is changed we can implement our PR & IR strategy and news will be effective and show the world what we are really made of. We will also continue to seek out ways to improve our share structure and if possible buy back some of the older shares that are on the books to really refine our position. We have even considered rewarding existing shareholders with a stock dividend if it will benefit us when the time comes. The idea is to increase your holdings and decrease the holdings of former insiders, and defunct stockholders that are still on the books.
We, the owners, have the vision and ability to bring this dream to fruition. We also have the ability to run every aspect of this business. As far as operations are concerned, we are 100% self-reliant. We can build, we can repair, we can operate equipment, we can weld, we create the recipes, we brew the beer, we build the relationships, market, brand, etc. We will work as hard as we can until Long Beard Brewing is synonymous with craft beer success.
Thank You,
Paul Carlin
Chief Executive Officer
Long Beard Brewing Company
Broad street alerts has not been compensated for the mention of any publicly traded companies in this article nor do we own positions in any of the companies in this article.
Broad Street Alerts was previously compensated eighteen thousand five hundred dollars by star media llc for the mention of FNJN however, that contract has expired.
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