Lynmar Estate Proprietor to Teach Wine Course at SSU

Beginning February 2, 2012 Wine Entrepreneurship will commence its weekly meetings, covering a broad array of topics focused on creating and managing businesses in the wine industry. Seasoned professor Anisya Thomas Fritz, who has taught strategic management and entrepreneurship at other well-known universities, brings her first-hand experience of running the operations at Lynmar Estate to the students of the Wine Business Institute at Sonoma State University.

“The wine industry is at a very interesting phase in its evolution, and the skills of managing people and resources are becoming more critical to survival and success. Yet, because this industry sits at the nexus of agriculture, the management of cash and marketing, and has rigorous regulatory compliance requirements, there are nuances that are important to understand,” Anisya explains.

The course will focus on the creation of a plan for a new business in the wine industry and the process and method for building a model for a successful venture. The emphasis will be on developing critical thinking and problem solving skills that can be used in any business context. Topics covered will include an assessment of the competitive landscape, models of profitability, financial and regulatory frameworks, distribution and wholesale versus direct-to-consumer sales and the elements of a successful brand. Well known industry guest speakers will include:

Honore Comfort, Executive Director, Sonoma County Vintners

Tammy Boatright, President, Ving Direct

Clayton Fritz, President, Fritz Winery

Charles and Diana Karren, Proprietors, Terra De Promisso

Ken Freeman, Proprietor, Freeman Winery