Who – the protagonist
Jennifer Newman, the CEO/Co-Owner of Young Lion Brewing Company (YLBC).
What?
After co-founding three software start-ups and assisting in selling them, Jennifer was at a point where she could pursue her passion of craft beer.
Officially opening its doors in June 2017, YLBC was one of the larger microbreweries in New York State, with a 1,000-square-foot taproom and a 2,400-square-foot event space located next to Canandaigua Lake, in New York’s Finger Lakes region.
About 75% of YLBC’s revenue was from beers sold in cans through a distributor to more than 900 retail outlets throughout western New York, 15% via rental of its facilities and 10% through its taproom.
Why?
75% of YLBC was owned by Jennifer and two other women, compared to just 2% of craft breweries being owned by women in the US (according to a Brewers Association survey in 2019).
Whilst attending the 2018 Syracuse (N.Y.) Beer Festival, Jennifer was one of only a few women at the event.
Standing next to one of her male sales reps, Jennifer was surprised by the attendees wrongly assuming that YLBC was owned by her colleague.
Towards the end of 2020, little had changed in that regard, and Jennifer contemplated making some major changes in marketing to reflect the fact that YLBC was 75% woman-owned and managed.
When?
It was in September 2020 when Jennifer was recalling the progress YLBC had made since the 2018 Syracuse Beer Festival, and what do to going forward with marketing.
Where?
YLBC was based in New York’s Finger Lakes region, close to the city of Rochester on Lake Ontario.
Jennifer and her team drew on Rochester’s heritage for the company’s name, with Rochester’s long-lost nickname being Young Lion of the West.
Known in the 1800s as America’s first western boomtown, thanks to the construction of the Erie Canal, ‘Young Lion’ was adopted in 1838 as a tactic to attract younger citizens to the area then known as ‘Rochesterville’.
YLBC followed through with a lion’s-head logo.
Key quote
“That’s your key differentiator (being woman-owned)…and it’s important for more people to know that there are rising numbers of women in the industry.”
An expert panel told Jennifer Newman at an industry conference in 2019.
What next?
Jennifer needed to decide whether she could do more in terms of marketing. What could she implement as a successful and innovative marketing strategy? Should she leverage that she was a female running a business in a male dominated industry?
On the reasons for writing the case…
Sheri said: “When I first spoke to the protagonist of the case - Jen Newman - I was struck by her tenacity and energy. And I loved that she worked in a predominately male field, my undergraduate degree was in engineering and I felt a kinship to Jen in that sense as my studies and first career was in a male-dominated industry.
“She first told me and my co-author, Marcia Layton-Turner, about attending the 2018 Syracuse Beer Festival. She was one of only a few women at the festival - the majority were men. And in the case, I lead with the scene:
"Wearing a ¼-zip YLBC-logoed sweatshirt and jeans - the craft beer uniform - Newman stood next to Tim, YLBC’s 6’2” bearded sales rep, pouring samples and chatting with attendees. Inevitably, one of the guys tasting YLBC’s beer would turn to Tim to ask, “So, is this your brewery?” And, just as inevitably, he would raise his hands as if surrendering, to say, “Whoa, nope, not mine - hers. Let me introduce Jen Newman, the CEO.”
“To me, it was fascinating (and sad) that everyone assumed that the business had to be run by a man and that they hadn’t for a moment considered that Jen could be the owner and beermeister. I also felt that she was very relatable and that my students would want to know her story.”
On the case writing challenges…
Sheri continued: “The case is a Diversity, Equity, and Inclusion (DEI) case at its core. And a challenge was working with the protagonist in that she didn't feel that she was discriminated against, at least in the ‘traditional’ sense of the term. Jen wanted to make sure that we didn't write the case with the notion or focus that she was a ‘victim’ in any way. And while she did not ‘feel’ discriminated against, I felt it was interesting that the industry assumed that the business was run by a man.”
On teaching the case…
She added: “Interestingly the students sometimes begin to strategise that YLBC should shift to a key target segmentation strategy. They strongly suggest that Jen should target woman beer drinkers. But then the class begins to shift to a mass marketing strategy where they recommend that Jen highlight that the brand is woman owned and there are some inherent qualities to that.
“The case is a great case to be used in marketing courses at the BBA and MBA levels, both in-person and in an online format. I have had great experiences teaching this case in core marketing and corporate strategy classes, and in specialty courses that cover diversity and inclusive marketing communications and integrated marketing. I have also used the case as a module in a marketing strategy course in which students can assess the challenges facing Jen as she further develops her branding story.”
On how students react to the case…
She commented: “The students love the case. They really get into brainstorming and sharing how Jen should embrace YLBC being female-owned and female-run, and how the company should use that information as a large part of their marketing strategy brand storytelling. Jen is a likeable protagonist.”
On case writing tips…
Sheri explained: “My top tip for writing a good case is to write about something that the students can relate to. For instance, a product that they use every day. Or write a story where the students can see themselves as the protagonist. This was a real eye-opener when I first began teaching the case method, and one of my students came up to me and asked why none of the protagonists in the cases looked like her - it was a lightbulb moment for me.
“The writer also needs a remarkable protagonist. She or he needs to be likeable, and students need to be able to see themselves in the protagonist.
“Lastly, a good case needs to have a good story. It needs to summarise the challenges of the business and/or the protagonist and the students need to be able to see themselves in the story.”
Final word…
Sheri concluded: “If you are a marketing professor or marketing expert, write about marketing. If you are a supply chain expert, write about that. The end result will be 100% better. And you will want to teach the case in your class. Should you need further clarification, don't hesitate to reach out.”
The case
Who – the protagonist
Jennifer Newman, the CEO/Co-Owner of Young Lion Brewing Company (YLBC).
What?
After co-founding three software start-ups and assisting in selling them, Jennifer was at a point where she could pursue her passion of craft beer.
Officially opening its doors in June 2017, YLBC was one of the larger microbreweries in New York State, with a 1,000-square-foot taproom and a 2,400-square-foot event space located next to Canandaigua Lake, in New York’s Finger Lakes region.
About 75% of YLBC’s revenue was from beers sold in cans through a distributor to more than 900 retail outlets throughout western New York, 15% via rental of its facilities and 10% through its taproom.
Why?
75% of YLBC was owned by Jennifer and two other women, compared to just 2% of craft breweries being owned by women in the US (according to a Brewers Association survey in 2019).
Whilst attending the 2018 Syracuse (N.Y.) Beer Festival, Jennifer was one of only a few women at the event.
Standing next to one of her male sales reps, Jennifer was surprised by the attendees wrongly assuming that YLBC was owned by her colleague.
Towards the end of 2020, little had changed in that regard, and Jennifer contemplated making some major changes in marketing to reflect the fact that YLBC was 75% woman-owned and managed.
When?
It was in September 2020 when Jennifer was recalling the progress YLBC had made since the 2018 Syracuse Beer Festival, and what do to going forward with marketing.
Where?
YLBC was based in New York’s Finger Lakes region, close to the city of Rochester on Lake Ontario.
Jennifer and her team drew on Rochester’s heritage for the company’s name, with Rochester’s long-lost nickname being Young Lion of the West.
Known in the 1800s as America’s first western boomtown, thanks to the construction of the Erie Canal, ‘Young Lion’ was adopted in 1838 as a tactic to attract younger citizens to the area then known as ‘Rochesterville’.
YLBC followed through with a lion’s-head logo.
Key quote
“That’s your key differentiator (being woman-owned)…and it’s important for more people to know that there are rising numbers of women in the industry.”
An expert panel told Jennifer Newman at an industry conference in 2019.
What next?
Jennifer needed to decide whether she could do more in terms of marketing. What could she implement as a successful and innovative marketing strategy? Should she leverage that she was a female running a business in a male dominated industry?
Author perspective
On the reasons for writing the case…
Sheri said: “When I first spoke to the protagonist of the case - Jen Newman - I was struck by her tenacity and energy. And I loved that she worked in a predominately male field, my undergraduate degree was in engineering and I felt a kinship to Jen in that sense as my studies and first career was in a male-dominated industry.
“She first told me and my co-author, Marcia Layton-Turner, about attending the 2018 Syracuse Beer Festival. She was one of only a few women at the festival - the majority were men. And in the case, I lead with the scene:
"Wearing a ¼-zip YLBC-logoed sweatshirt and jeans - the craft beer uniform - Newman stood next to Tim, YLBC’s 6’2” bearded sales rep, pouring samples and chatting with attendees. Inevitably, one of the guys tasting YLBC’s beer would turn to Tim to ask, “So, is this your brewery?” And, just as inevitably, he would raise his hands as if surrendering, to say, “Whoa, nope, not mine - hers. Let me introduce Jen Newman, the CEO.”
“To me, it was fascinating (and sad) that everyone assumed that the business had to be run by a man and that they hadn’t for a moment considered that Jen could be the owner and beermeister. I also felt that she was very relatable and that my students would want to know her story.”
On the case writing challenges…
Sheri continued: “The case is a Diversity, Equity, and Inclusion (DEI) case at its core. And a challenge was working with the protagonist in that she didn't feel that she was discriminated against, at least in the ‘traditional’ sense of the term. Jen wanted to make sure that we didn't write the case with the notion or focus that she was a ‘victim’ in any way. And while she did not ‘feel’ discriminated against, I felt it was interesting that the industry assumed that the business was run by a man.”
On teaching the case…
She added: “Interestingly the students sometimes begin to strategise that YLBC should shift to a key target segmentation strategy. They strongly suggest that Jen should target woman beer drinkers. But then the class begins to shift to a mass marketing strategy where they recommend that Jen highlight that the brand is woman owned and there are some inherent qualities to that.
“The case is a great case to be used in marketing courses at the BBA and MBA levels, both in-person and in an online format. I have had great experiences teaching this case in core marketing and corporate strategy classes, and in specialty courses that cover diversity and inclusive marketing communications and integrated marketing. I have also used the case as a module in a marketing strategy course in which students can assess the challenges facing Jen as she further develops her branding story.”
On how students react to the case…
She commented: “The students love the case. They really get into brainstorming and sharing how Jen should embrace YLBC being female-owned and female-run, and how the company should use that information as a large part of their marketing strategy brand storytelling. Jen is a likeable protagonist.”
On case writing tips…
Sheri explained: “My top tip for writing a good case is to write about something that the students can relate to. For instance, a product that they use every day. Or write a story where the students can see themselves as the protagonist. This was a real eye-opener when I first began teaching the case method, and one of my students came up to me and asked why none of the protagonists in the cases looked like her - it was a lightbulb moment for me.
“The writer also needs a remarkable protagonist. She or he needs to be likeable, and students need to be able to see themselves in the protagonist.
“Lastly, a good case needs to have a good story. It needs to summarise the challenges of the business and/or the protagonist and the students need to be able to see themselves in the story.”
Final word…
Sheri concluded: “If you are a marketing professor or marketing expert, write about marketing. If you are a supply chain expert, write about that. The end result will be 100% better. And you will want to teach the case in your class. Should you need further clarification, don't hesitate to reach out.”
