Overview

The specialty food and beverage business is a thriving industry, and the barriers to entry are low: all you need is a recipe and a kitchen. It sounds simple, but launching a food or beverage company is a maze of choices and consequences. Douglas Raggio has been there: both as a food founder and as a consultant to other successful startups, and he's come to learn that every choice a food founder makes has a fairly predictable outcome. In So You Wanna: Start a Food or Beverage Business, he'll help you think through the many decisions you'll make along the road from an idea to a successful company. You'll learn the ins and outs of: coming up with an exciting, profitable new product; funding your startup; conducting market research; pricing and producing to scale; partnerships, promotions, and branding; and deciding when to keep going--and when to fold. So You Wanna: Start a Food or Beverage Business will help you to navigate the pathways that lead to success, and avoid the roads that lead to frustration (or worse). By understanding the perils and pleasures of this fast-growing industry you will be able to approach your own business with confidence, make the decisions that feel right to you . . . and learn to have a lot of fun along the way!

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Douglas Raggio is experienced in nearly every aspect of the $150 billion specialty food industry. He is the founder of a thriving food company, Pass the Honey. He also founded the slow-cooked meal company Stews & Such, cultivating a network of manufacturers, vendors, distributors, co-packers and retailers in/around the packaged food space. Concurrently, he was the founder and managing director of early-stage venture capital fund Gastronome Ventures, one of the first fully-dedicated VCs in the healthier-for-you-food/beverage industry. He is founder of private equity fund Bias & Blinds Spots, also focused on emerging healthy food and beverage branded companies, with transactions currently totaling more than $150 million. He's been an advisor to more than a hundred startups and is a sought-after speaker at North America's largest specialty food trade shows. His tenure in the space has given him the opportunity to vet 12,000-plus investment opportunities spanning more than a decade, including companies going from zero to multi-millions and those going in reverse to bankruptcy. Previous to his work in the food and beverage industry, he managed one-hundred-million-dollar-plus marketing campaigns for Fortune 500 companies including Nike, Motorola, DirecTV, and Discovery Channel. Douglas received a BS in organizational communication from Cal Poly Pomona. Rich Miller, a man whose heart beats for renewal and revival in the church, serves as president and a speaker for Freedom in Christ Ministries. He has coauthored Getting Anger Under Control and Grace That Breaks the Chains, as well as authoring 40 Days of Grace and the youth book To My Dear Slimeball. He and his wife live in the mountains of western North Carolina.

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