Owning a vineyard often begins as a romantic dream, but turning that dream into a thriving, profitable business requires strategic thinking from the outset writes Kate Davidson of Athena Strategic Thinking Ltd.
Success in this field isn’t just about buying land and planting vines – it’s about planning for the long haul. So, where should you begin?
Start with the big picture
Begin by adopting a “mountain top” perspective, where you can see both the near and far horizons. Think about your destination: where do you want your business to be in five to ten years? Taking the time to explore options and validate your ideas with others is essential to ensure your vision is both inspiring and achievable.
Crafting a vision and a brand
With a clear destination in mind, you can build a compelling vision for your vineyard. This vision, shaped by your story, values, and unique selling points (USPs), will form the foundation of your brand and business value.
Ask yourself:
- Who will your customers be?
- What are they looking for and what do they need?
- How will you differentiate yourself?
Your proposition will evolve over time, but early strategic thinking is crucial. For example, the type of wine you aim to produce will determine the grape varieties you plant, which in turn influences where you purchase your vineyard, considering soil types and drainage conditions.
Enhancing the customer experience
For smaller vineyards, direct-to-consumer sales, such as the “cellar door” experience, are key. Invest in creating a welcoming, attractive, or innovative tasting space where customers can connect with your brand and purchase your wines.
Beyond wine sales, consider additional revenue streams to diversify your business. Visitor experiences are becoming an essential part of a vineyard’s offering. Beyond wine tastings and lunches, what unique experiences can your vineyard provide? Could you partner with local food producers or artisans to showcase regional specialties?
Setting objectives and tracking progress
With your vision and proposition in place, shift your focus to defining objectives for your strategy. Identify three to five key goals you want to achieve and establish measurable key results to track your progress.
Make it a habit to review your progress quarterly as the seasons change, accounting for your evolving external context. Staying flexible and responsive will help you stay on track.
Planning for the long term
Even as you begin, it’s important to consider your eventual exit strategy. Are you building a family legacy to pass on, or are you planning to sell the business? Understanding your long-term intentions will inform your decision-making at every stage.
The risk of skipping strategic planning
Too often, aspiring vineyard owners leap into planting without a clear strategy, which can lead to costly mistakes. Rushed decisions may result in financial losses, restricted growth opportunities, or missed chances to maximise your land’s potential. A well-thought-out strategy reduces risks and ensures you’re set up for success from the start.
