{"id":13265,"date":"2018-05-26T14:51:25","date_gmt":"2018-05-26T14:51:25","guid":{"rendered":"http:\/\/developer.wordpress-developer.us\/auctuscapitalinc\/?p=13265"},"modified":"2019-12-07T22:56:26","modified_gmt":"2019-12-07T22:56:26","slug":"how-a-beer-entrepreneur-found-his-partner-in-a-family-office-axial-article-recounts-auctus-value-added-support-for-recapitalization","status":"publish","type":"post","link":"https:\/\/developer.wordpress-developer.us\/auctuscapitalinc\/2018\/05\/26\/how-a-beer-entrepreneur-found-his-partner-in-a-family-office-axial-article-recounts-auctus-value-added-support-for-recapitalization\/","title":{"rendered":"How a Beer Entrepreneur Found His Partner in a Family Office: Axial article recounts Auctus\u2019 Value-Added Support for Recapitalization"},"content":{"rendered":"

How a Beer Entrepreneur Found His Partner in a Family Office<\/h3>\n

https:\/\/www.axial.net\/forum\/how-a-beer-entrepreneur-found-his-partner-in-a-family-office\/<\/i><\/span><\/a><\/p>\n

Before Brian O\u2019Connell founded Denver-based Renegade Brewing in 2011, he had a good job in stats analysis at the University of Colorado. He liked the people. \u201cBut I just wasn\u2019t excited to go to work. I was spending all my free time on beer \u2014 making it, reading about it, going to home brew clubs.\u201d<\/p>\n

His lightbulb moment came when he skipped out on a conference in D.C. to drive to the Dogfish Head brewery in Delaware. \u201cNow I was blowing off work to do beer stuff. It was a moment of realization.\u201d<\/p>\n

It took Brian two years to scrape together $350,000 from savings, friends, and family, but in 2011, he quit his job and Renegade Brewing opened in a 3,000 square foot facility. The name reflects Brian\u2019s brewing philosophy. \u201cOur slogan is \u2018offensively delicious.\u2019 Our beers are intentionally very flavorful. We don\u2019t necessarily care if everybody likes them or not. It\u2019s a take-it-or-leave-it attitude.\u201d<\/p>\n

The first year in business was slow enough to make Brian wonder if \u201cleave it\u201d might be the customer consensus, but things soon picked up. By 2015, Brian was looking for outside capital to help him execute on his growing vision. Eventually, he connected with Silver Fox Partners<\/a>, a brand-new family office founded by former Xerox CEO\/Chairman Anne Mulcahy. Silver Fox invested an undisclosed amount in the company in November 2017.<\/p>\n

Silver Fox Principal Michael Mulcahy on the Initial Connection with Renegade<\/h4>\n

\u201cFor us, being a new family office, it was about at-bats \u2014 how many deals could we see to get a sense of what the marketplace is doing. Joining Axial made sense because we knew the network would help us figure out what kind of opportunities might be available in the lower middle market. Our team comes from more enterprise backgrounds across the board and Axial became our guide to finding partners we could work with. We initially narrowed our search on Axial to technology with a focus on business services and light manufacturing with a focus on consumer goods and food and beverage.<\/p>\n

Reg McGaugh, a banker from Auctus Group, sent me a deal for a queso fresco factory in the Midwest. That was a larger business and it just didn\u2019t feel like it was the right fit. I didn\u2019t think we could add a ton of value given the dynamics of the space and the speciality food category.<\/p>\n

I provided that feedback to Reg, and he called me right back and asked what we were looking for. I was able to give him not only the financial criteria but also the intangibles, what\u2019s important to us in a business, why we\u2019re looking to invest. He said he was working with a client in Denver, a craft brewing company in the super early stages, that he thought might be a good fit for us. He asked if I was interested and I said absolutely.<\/p>\n

That ended up being Renegade. From a new family office perspective it definitely brought home the importance of having a thorough follow-up with brokers and intermediaries. I know not every family office \u2014 and I\u2019m guilty of it too \u2014 is good about making sure that you have those conversations with folks even if the particular opportunity isn\u2019t a good fit. But how fortunate that we took the time because it provided Silver Fox with an opportunity that I don\u2019t think we would have seen otherwise.\u201d<\/p>\n

Looking Beyond the Bank<\/h3>\n

\u201cBreweries in general are very capital intensive businesses,\u201d says Brian. \u201cWhen you\u2019re making a $100,000 investment here and a $200,000 investment there, you can bootstrap things, take cash and put it back into the business. But the company started growing to a size where we needed half a million or million-dollar investments. That\u2019s really hard to do through cash flow.\u201d<\/p>\n

In particular, Renegade was looking to expand their sales and marketing capabilities and make investments in advertising and branding. \u201cA bank understands when you need steel. If you go out of business they can take the steel back and sell it to someone else. But it was difficult for banks to wrap their heads around the types of investments we were looking to make.\u201d<\/p>\n

Even before meeting Silver Fox, Brian had a feeling that a family office might be a better fit for his business than a traditional private equity firm. \u201cI had no plans to exit. I built Renegade from the ground up and I wanted to work with someone who cared about it and could help me execute my vision in the long term. I didn\u2019t want to go through a constant cycle of changing hands and trying to meet a new investor\u2019s profit expectations.\u201d<\/p>\n

Connecting with the right investor wasn\u2019t easy. Brian worked with two investment banks \u2014 \u201cI met a lot of people who just weren\u2019t the right fit\u201d \u2014 before signing on with Auctus Group, a bank based in Chicago. Two months later, they introduced Brian to Silver Fox, a family office looking to make its first investment.<\/p>\n

Evaluating Fit<\/h3>\n

Silver Fox was immediately interested in the opportunity. They asked Auctus to set up a meeting, and within two weeks, the Silver Fox team was in Denver. \u201cWe\u2019re big about not wasting anyone\u2019s time,\u201d says Michael Mulcahy, Principal at Silver Fox. \u201cThat early face-to-face meeting helped us get questions answered in a much more authentic way, and to see how Brian thinks and does business.\u201d<\/p>\n

Silver Fox wasn\u2019t scared off by Renegade\u2019s brash branding. \u201cListen, Renegade\u2019s website says the beer is \u2018f\u2014ing delicious.\u2019 That\u2019s someone not every investor could get behind,\u201d says Michael. \u201cBut we saw a core DNA to the company that was really strong and that with the right investments and attention and partnership we could amplify it to make a bigger, better company.\u201d<\/p>\n

Silver Fox offered a hands-on, collaborative approach. \u201cWe made really clear up front that we weren\u2019t looking to take over his business, or just look for a preferred rate of return over a certain time period,\u201d says Michael. \u201cIn my mother\u2019s experience at Xerox and being on the board at Target, she\u2019s gone through growth cycles. She knows the importance of maintaining open and direct dialogue with key suppliers. She understands how to think about a holistic marketing budget. In a more traditional PE setting, you may have an LP put someone in charge as a monitor for the business. In our case the person making the investment is also the person who\u2019s going to sit in the room with you and make those tough choices on how best to deploy that capital to grow.\u201d<\/p>\n

The no-B.S. attitude and personal touch resonated with Brian. \u201cWhen I met Silver Fox, they were immediately excited about the company and they had the right experience in the areas we were lacking. I was really excited to take advantage of their knowledge.\u201d<\/p>\n

But the moment that sealed the deal was when Silver Fox brought up Tap4Tap \u2014 a Renegade initiative where they donate one day of clean drinking water to a person in need for every gallon of beer they sell. \u201cOne of my fears with bringing on an investor was that they would only be about the bottom line. But Silver Fox said Tap4Tap was one of the reasons they were here and they wanted to make it a big part of the marketing strategy moving forward. At that point I thought, \u2018These people get it. They\u2019re here for the company, not just to make a dollar,\u2019\u201d says Brian.<\/p>\n

Moving Forward<\/h3>\n

The deal closed in late 2017. Since then, Silver Fox and the Renegade team have been working together to improve efficiency and operations.<\/p>\n

\u201cRight now, we\u2019re focused on compiling an actionable data set and seeing where we can improve before we make too many big changes,\u201d says Michael. \u201cTrust takes a long time to build on both sides and we\u2019re spending time doing that up front so that when we have to make choices, good or bad, we feel confident that everyone feels comfortable dissenting, agreeing, or offering other opinions.\u201d<\/p>\n

Redefining Brian\u2019s role is another key project. \u201cPrior to the investment, I was a one-man band,\u201d says Brian. \u201cWriting the production schedule, driving the forklift if I needed to, paying the bills, whatever needed to be done, I did it. Now we have a team in place to do those things. We\u2019ve hired a controller and a director of marketing. We\u2019ve promoted internally a director of sales and a director of brewing operations, and hired employees beneath both those people. My role is coordinating the team and setting up the structure of the business and getting things out of my head. The rest of what I\u2019ve done is long-term planning and talking with Silver Fox about the opportunities out there, and the vision for Renegade down the road.\u201d<\/p>\n

Change management isn\u2019t always easy. \u201cI\u2019ve been the leader of the company since day one. Sometimes you have to take ownership over things that we could have been doing a hell of a lot better, and say, \u2018Alright, well, let\u2019s start doing it better now.\u2019\u201d In addition to reckoning with his own role, Brian has had to help his employees understand the reasons for redistributing responsibilities and hiring new people. \u201cChange is hard within an organization, and it can be challenging to make sure people understand the reason for change. But the upside is, you change something and you start to get the new process going and people start to say things like, \u2018Wow, this is working a whole lot better. Or wow, that change really did improve the beer.\u2019 People start to understand the reward.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Brian worked with two investment banks \u2014 \u201cI met a lot of people who just weren\u2019t the right fit\u201d \u2014 before signing on with Auctus Group\u2026 and within two weeks, the Silver Fox team was in Denver. Read more\u2026 <\/p>\n","protected":false},"author":1,"featured_media":13293,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[22],"tags":[],"acf":[],"yoast_head":"\nHow a Beer Entrepreneur Found His Partner in a Family Office: Axial article recounts Auctus\u2019 Value-Added Support for Recapitalization - Auctus Capital Partners<\/title>\n<meta name=\"description\" content=\"Brian worked with two investment banks \u2014 \u201cI met a lot of people who just weren\u2019t the right fit\u201d \u2014 before signing on with Auctus Group\u2026 and within two weeks, the Silver Fox team was in Denver. 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