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 startups, and he's come to learn that every choice a food founder makes has a fairly predictable outcome. In So You Wanna: Start a Food or Beverage Business, he'll help you think through the many decisions you'll make along the road from an idea to a successful company. You'll learn the ins and outs of: coming up with an exciting, profitable new product; funding your startup; conducting market research; pricing and producing to scale; partnerships, promotions, and branding; and deciding when to keep going—and when to fold.



So You Wanna: Start a Food or Beverage Business will help you to navigate the pathways that lead to success, and avoid the roads that lead to frustration (or worse). By understanding the perils and pleasures of this fast-growing industry you will be able to approach your own business with confidence, make the decisions that feel right to you . . . and learn to have a lot of fun along the way!