Beverage Business

A business's overall strategy may be set at board level, but many people throughout the organisation will be involved in deciding that strategy and implementing it - making decisions that are strategic in nature. On these decisions hangs the future of the business: how successful it is, even whether it is successful. Yet business history is full of strategic decisions, both big and small, that were weak, poorly conceived and consequently disastrous.

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 start-ups, and he's come to learn that every choice a food founder makes has a fairly predictable outcome.