Case Study Write-up

For my case study I did, Picobrew.
Picobrew is a in home brewing system that two brothers, Bill and Jim Mitchell, started 5 years ago. Jim, a food chemist and physicist, went to his brother Jim, a software programmer, with a idea to create a brewing system that people could use to make their own beer. After teaming up with a few others and a huge backing in 'Kick starter' (1.5Million dollars) they have released three different types of systems. Their value proposition would have to be "quality home-made beer simply made for the average person", kick starter was huge in their marketing, helping them spread their idea and product, lately they have been doing more on their own site and social media, with one of their coolest idea, a "brew marketing" side where you can share and possibly make money off the beer you make at home over the internet to others worldwide. My opinion on this is, right now their price point does not meet to everyone's standards but i could see with production of scale getting better for them the price dropping, or maybe they aim for the higher end people and stick with that. Right now their cheapest device to the public is the Pico that is $800 and each pico pack (the beer) is from $19-30 each depending on what you get, it allows you to make up to make a beer that has up to a 10% abv and they claim you can make any beer in the world, and allows you to have a beer, grain to glass, in 7-10 days. Id say a lot of their marketing right now is world of month, with Portland and Seattle being the main areas, because of our love for micro-beers and hipster ways of being different this would have to be their main audience to market too, and i believe they are doing a good job at that, but with all that side, it is world wide and I think they could tap into that audience way more to really blow up their sales.