Why a mission was an ingredient in Athletic Brewing’s success
Mission statements can feel lofty, and when your company is small they can feel like they aren’t going to add value. Athletic Brewing’s founders saw it differently and felt it was imperative that they developed something that would be central to the business from its conception. Their approach has helped them carve out a substantial proportion of a growing market for non-alcoholic beverages.
Athletic Brewing was founded in a Connecticut warehouse space in 2017 by Bill Shufelt and John Walker. Whilst training for an ultramarathon Shufelt spotted a gap in the market for non-alcoholic beer for athletes. As they developed their first batch of beer, the pair built their business plan and the mission for the company. Speaking on the What I Know podcast Shufelt outlined how important the mission was in guiding their strategy.
"It was eight hours a day of talking about what's important to us in this company we're guiding. What do we want the culture to be?" Shufelt says. "Everything from our team to our impact in the world emerged from this period."
As a result of this approach they developed a 25-page handbook that set out their vision for the company, their path to profitability but also their mission to help make moderation more accessible.
An environmental commitment was also baked in, including donating 2% of sales to protecting and restoring local park trails. Enabling all employees to become part owners also helped keep everyone invested in the mission and business long term.
By developing a mission at the start of their journey Shufelt and Walker could ensure that as their business grew there was a strong direction and culture, and ultimately a reason for the company to exist that was understood by all employees and customers.
THE TAKEAWAY
Develop your mission early in your business journey if you can, it will give direction to multiple areas of your business as you grow.
Ensure your employees understand your mission for the company so that it can be delivered day to day.
GO DEEPER
Listen to the full Inc What I know podcast with Bill Shufelt here.
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