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    Date submitted
  • 23-Feb-2017

Barrel CRM


Barrel is a customer relationship management (CRM) system designed specifically for breweries that utilize their own sales teams to enhance their brand and increase sales. The beer business is unique in that it operates under a three-tier system, so most breweries work with a distributor to get their beer to the market. Barrel incorporates distributor level data into each individual sales call. Sales representatives have access to distributor and account level data by brand and package, they also have one platform that holds all of their notes, events, media, and routes. There are tools that allow them to upload their information into a simple PDF, for easy follow up with their distributor partners and retailers. It also has a social networking and gamification component, this engages all sales representatives within the team and gives them a platform to communicate, create some friendly competition, and maintain the culture of the brewery over many geographical locations. Having an industry specific sales tool, designed to work with the complexities of the market, is their key to setting themselves apart and growing revenues, sales and share.


Original Vimeo URL: Open

Introduction Video

Additional Questions

Who is your customer?

Our current customers are brewery owners or decision makers who are involved in the breweries sales department.

What problem does this idea/product solve or what market need does it serve?

The beer industry is growing rapidly, in the last three years the amount of breweries has doubled to nearly 5,000. It is an extremely competitive market and due to the three-tier system, breweries must rely on their distributors to get their products into the hands of their consumers. To set themselves apart they must have their own dedicated sales team to promote their brands and manage their distributor performance. Sales representatives must not only manage their distributor performance, they must manage relationships with accounts, put on events, and travel across broad geographical locations. Having a tool that organizes and keeps all of your information in one easily accessible application increases efficiencies and allows for more time to actually sell beer. For management it's very difficult to track all of the sales reps daily activities and performance, this tool gives them the information they need to ensure their reps are focusing their time in the right areas.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

In comparison to the competitive products in the market, Barrel is intuitive and easy to use. It incorporates distributor level data and presents it in a fashion that is clear and to the point. Sales representatives do not have the time to dig through cumbersome analytical tools while they're out in the market. Barrel gives them all of the information they need to close the deal and sell more beer. It also has an internal social network that encourages friendly competition between representatives and gives management a tool to directly engage with their teams. The gamification aspect of the app makes it fun for the reps to post about their successes and encourages engagement from the entire team. Other customer relationship management (CRM) applications are incredibly complex or far too simple for this competitive of an industry.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Barrel CRM’s management team consists of Hannah Palmer Tagliaferro, who’s history is in the beer distribution business. She is a 4th generation family member and Key Account Manager at Watkins Distributing, a beer distributor in the state of Idaho. Her network is deeply embedded in the beer business and her experience in the industry will help position our products in the market. She has worked at Watkins Distributing for the last seven years and works very closely with many brewery reps. She understands their day to day tasks and what their needs and pain points are in the market place. Packy Tagliaferro is a software developer who specializes in custom software applications for clients. He builds creative solutions for his client’s problems and is familiar with not only front and backend development of software but also client interaction. His network in the technology industry will be key when addressing server setup and security. At this point in the process we have discussed our product with many different brewery sales representatives and believe that we have the tools needed to create efficiencies and increase sales and revenues. Once the product is through it's initial testing phase, we will allow a few select brewery reps to use the application to acquire any feedback or solve any problems that may arise. When we are confident that our product is ready for the public we will utilize Hannah's network of brewery owners. We will reach out to multiple breweries with our product video and schedule appointments to discuss the opportunity with the key decision makers.