It’s really hard to give folks a good deal. This is especially true when your price matches a point that is not known for high quality.
We ran into this perceived value challenge when we started Barefoot Wine. Our concept was to produce a product that delivered the value common at the $10 price point for $5.
Seems like a slam dunk, right? Wrong.
We were up against the perception that anything at $5 had to be mediocre because the vast majority of the choices at that price point were just that: mediocre. Their producers would say, “What do you expect for five bucks?” And we were thrown into that same boat.
Never mind that we won gold medals and Best of Class in open pricing competitions, and we were written up for quality in all the industry journals. “It can’t be any good at $5,” we’d hear.
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Who We Are
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
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