Strategies for Building & Growing Your Wine Business
Application Deadline is Feb 18, 2021
Join us as Anisya Fritz, Ph.D., CEO and co-owner of Lynmar Estate, discusses her experience as a wine entrepreneur and reflects on 10 years as the lead instructor for the Wine Entrepreneurship Certificate Program. Dr. Anisya Fritz is an expert strategist and entrepreneur extraordinaire who has published numerous articles on competitive strategy and international entrepreneurship in leading journals such as the Harvard Business Review. Lynmar Estate is a luxury brand in the Russian River Valley, that she successfully transitioned from 80% wholesale/20% direct to consumer to more than 80% DTC. She is a master of strategic thinking.
The Certificate in Wine Entrepreneurship is an 9-week lecture-workshop course offered every other Spring semester and designed to give principals of small wine businesses and those aspiring to start a business in the wine industry the time and guided focus to develop a successful business plan. Over 9 weeks participants will be exposed to key aspects of the wine business including the regulatory climate for making and selling wine, financial frameworks to develop a vineyard and winery or create a virtual brand and different models for profitability.
Reflecting on their ground-level concept for their business students will work to further define and polish their business mission and vision. Through the examination of strategic business management theories and practices students will explore the current industry environment, their own strengths and weaknesses and the possible threats and opportunities within the industry as they lay down the foundation of their business plan.
Students will hear from industry leaders and veterans who will describe their experiences and lessons learned. By the end of the course, every participant will have the tools and frameworks to critically evaluate the competitive landscape and make decisions on a course of action.
Deliverable: A written business path and its presentation developed and honed over 9 weeks.
2019 Guest Speakers
- Tim Burgess, Rodney Strong
- Jeanette Tan, Owner of QB Winery Solutions
- Sandra Hess, DTC Wine Workshops
- Kim Marcus, Wine Spectator
Instructor: Anisya Fritz, Ph.D.
Dates: 2/22/21 - 4/26/21
Meetings: Mondays 6 p.m. - 9 p.m. | Online
Course Fee: $1100
Course Texts (Optional but recommended if you are new to strategic planning or the wine industry)
- Essentials of Strategic Management (Fifth Edition)
David Hunger and Thomas Wheelan (2011).
- The Complete Idiots Guide to Starting and Running a Winery
Thomas Pellechia (2008).
Application Deadline is Feb 18, 2021
Please contact firstname.lastname@example.org for more information.
About the Instructor
Dr. Anisya Fritz
Anisya Thomas Fritz, Ph.D., is a Proprietor of Lynmar Estate, a family-owned producer of ultra-premium Pinot Noir and Chardonnay, where she serves as the Director of Marketing and Consumer Sales. She is also co-founder of the Fritz Institute, a not-for-profit organization that works on improving the system of humanitarian aid and disaster relief around the world, and LynnCo Supply Chain Solutions, a logistics provider, where she is the CEO and Chairman of the Board.
The author of numerous articles on competitive strategy, international entrepreneurship, and humanitarian relief, Dr. Fritz has published in leading journals such as the Harvard Business Review, Strategic Management Journal, and the Journal of International Business Studies.
Previously, Dr. Fritz was an associate professor at Florida International University in Miami and a Visiting Professor at the Stockholm School of Economics in Stockholm, Sweden. She received her B.A. at Loyola College in Maryland and her M.S. and Ph.D. at Virginia Tech in Blacksburg, Virginia.
Registration is done in partnership with the School of Extended and International Education.