O6 December 2014
Introduction
The book, ‘Barefoot Spirit’ reflects the story of two individuals regarding their journey from rags to riches and the journey of how they became successful in the wine industry. The book is written by the founders of one of the most successful wine brand of America- Barefoot Spirit. The founders and authors of the book are Bonnie Harvey and Michael Houlihan. With the third writer, Rick Kushman, the authors have published the book. It describes the journey of the brand in the wine industry when the founders were completely naive and how they made up a very successful brand. The book reflects new approaches for creating a wine brand and the steady growth of the business.
Reflection
It is hard to believe that Barefoot Wines, which is an iconic brand, started its journey in a room MEANT for laundry purposes. It was located in a rented farmhouse in the hills of Sonoma County. People who started the business were just an average couple. They had no practical knowledge about the wine industry and had no money. However, the part that comes as no surprise to present management professionals is the lack of experience and the complicated wine industry.
They led the founders face difficulties and setbacks that frequently put the brand near collapse in the first twenty years of its operations. The motivating force for the company came out be the huge belief that the founders of the business had in the potential of the brand. They used universal principles of business and adopted the outlook of ‘never-say-die’. The book shows that the hardships, the heart, and the hustle formed the backbone of the Barefoot Spirit (Houlihan and Harvey).
The book is attractive for young entrepreneurs who are looking for a direction in the business. It involves not only the crucial aspects of a growing business, it also shows how business owners can look like with the belief that the enterprise is on the right path having a significant amount of firmness and self-belief. One of the theories the founders of the company adopted are that the overall process of wine making should be fun. They also have a belief that one should be able to speak the name of the bottle in the correct manner and afford it as well.
Michael and Bonnie used the new approach of worthy cause marketing instead of making use of traditional advertising. In the context of financing, they used bootstrapping, which is a deviation from the regular use of conventional financing. The reader can understand the importance of creating fun at the workplace, which leads to the encouragement of innovative leadership. The attitude and determination of leaders benefits with the knowledge and gradual experience in the industry (Paperback).
After reading the book, one can feel an increase in the understanding of the marketing concepts and marketing plan for the beverage industry. Primarily, an important aspect of a real business is to treat company employees in the right manner. Michael and Bonnie were always learning about building and managing the company. They have become successful due to the hard work and devotion of employees.
Treating the customer in the right manner is crucial. Upon reading the book, the reader can connect with the hard work that Barefoot has put into building a strong and broad fan base. Today’s fun wine world is very different from the wine world that Michael and Bonnie found themselves in. People were unaware of the wine and the fun they could have by looking at the footprint that was embossed on the label.
A marketing program aimed at revealing the individuality that the brand focused on and a commitment to the customer. They put the number ‘800' on their corks that enabled the customers to establish a contact with the company. Usually, customers contacted the company for complaining that they could not find wines on their local stores. They also talked about their problems. Customers also kept on calling for saying the praises for the wine. Barefoot listened to all the calls and responded to every individual call. The strategy worked to build loyal customer base for the brand (Houlihan and Harvey).
The logo of Barefoot was created for showing that one enjoys when one is footloose. The spirit of Barefoot is living on with both the brand, as well as its creators. The spirit and the idea is seen in the last line of Michael in the book, focusing on the fact that a footprint on the beach is just an impression made by a human being when he/she walked on the beach. The impression is not bound by any religion, race, or gender. The thing that is of considerable importance is the journey together on the beach (Houlihan and Harvey).
The most influential aspect of the book is its writing style. Rick Kushman has kept the writing light and conversational. The reader can feel strong connections between the experiences of Bonnie and Michael with the strategy of conducting business. The reader does not feel being hit by frequent use of business jargons. The book gives significant insights on various things to focus on in the business of wine.
Marketing and selling of wine, differences in prices of bottle, method of bottles going on sale, and what marketing ideas are needed to sell a wine so that many people like the wine, are explained in the book. Authors have used fun anecdotes to explain all the concepts. Thus, a natural conversational style along with the use of fun anecdotes makes the book more interesting than just a dry book on business strategy (Houlihan and Harvey).
In the book, Michael and Bonnie never lose their value by showing the ego of their achievements. From the start until the end, the tone of the book is light, fun and self-deprecating. Action and active learning are the keys to the success of Barefoot in America. Usually, the decisions made by Bonnie and Michael were made out of the necessity rather than the predisposition. The book shows the person-centric approach adopted by Barefoot. Right from the assembling of the center group of Barefooters to significant strategic alliances and showing commitment to worthy causes in the local community, the company has always put people above issues of profit margins and bottom lines. The book amazes the reader with mention of several instances related to the effectiveness of such person-centric approach in the company.
Summary
Everyone can read the book and know the journey of Barefoot with its spirit of ‘never-say-die’ approach. At one point in their journey of living, everyone has considered starting their own business. After reading the book, one can understand the importance of free enterprise and the way in which it can affect social change in the environments at the macro and microscopic levels.
Works Cited
Houlihan, Michael, and Bonnie Harvey. The Barefoot Spirit: How Hardship, Hustle, and Heart Built America's #1 Wine Brand. USA: Evolve Publishing Inc, 2013. Print.
Paperback, 21 May 2013. Web. 06 Dec. 2014. <http://www.amazon.com/The-Barefoot-Spirit-Hardship-Americas/dp/0988224542>.
