Hellbender Brewing Company Washington, D.C.
Hellbender Brewing Company
“When you can’t afford a large staff, you need every tool you have to do your job, and Google products have been there for us. They’re a big part of our success.”Patrick Mullane, Co-founder & Marketing ManagerHellbender Brewing Company increased sales by approximately 15% by using Google Analytics.link www.hellbenderbeer.comFor Ben Evans and Patrick Mullane, the founders of Hellbender Brewing Company, beer isn't just a good time—it's a good cause. “We just think there's a better way to brew,” Patrick says. That's why, after a decade of dabbling in homebrewed concoctions, they opened Hellbender in 2014 with more than just delicious drinks in mind for their city. Ben and Patrick's focus on environmental sustainability is revitalizing their craft, their market, and the way urban businesses view their role in their neighborhoods. By using a Belgian-made hammer mill and mash filter system in their brewing system (the first of its kind on the Atlantic Coast), they reduce ingredient use by 15%, water use by 30%, and energy use by 20%.
Hellbender uses a whole suite of Google tools to make their small-business dream a daily reality. “In our first full year of operations (2015), our sales grew in the second half by 250% over the first half. Much of that growth was led by using Google and the Internet to introduce ourselves to customers. Google gave us the tools to reach out to and engage customers and tell them precisely what they wanted to know—where to go to find our products,” says Patrick. Once those potential customers make it to their website, Patrick and Ben use Google Analytics to learn more about how visitors are interacting with the site and then leverage those insights to make data-driven decisions. According to Patrick, “Through Google Analytics, we were able to increase our sales by approximately 15%.” To streamline operations, they use Gmail and Google Docs for instantaneous collaboration and Google Maps to make their delivery and sales routes more efficient.
Their approach is working. This young company now has 14 employees, distributes to approximately 450 bars and restaurants per year, and serves around 500 customers in their tasting room on a weekly basis. They have big plans for continuing to pave the way for sustainable brewing. Patrick says their goal is “not just to make more sales, but to expand our community.” Google is helping to make that dream a reality.Hellbender Brewing Company increased sales by approximately 15% by using Google Analytics.link www.hellbenderbeer.com
Dog Tag Bakery Washington, D.C.
Dog Tag Bakery
“We do a lot of outreach and engagement online, all with the goal to make life a bit easier while continuing to make a big impact.”Simone Borisov, Director of Development50% repeat customerslink www.dogtagbakery.comFounded by Jesuit Father Rick Curry and real estate mogul Connie Milstein, nonprofit Dog Tag Inc. offers a five-month training program for American military veterans. The acclaimed project combines business classes at partner Georgetown University with equally valuable, hands-on experience running a small business. “It’s called Dog Tag Bakery because dog tags are the one aspect of the military that goes across all the different branches, and they’re something everyone recognizes and understands,” says CEO Meghan Ogilvie. “The goal is to give the fellows a holistic understanding of running a small business.” The bakery reinforces its storefront in Georgetown with a strong online presence.
Dog Tag Bakery appreciates the free digital tools delivered by Google Apps for Nonprofits—Gmail, Google Calendar, Sheets, Drive, and more. “As a nonprofit, you’re always counting your pennies because they’re someone else’s pennies,” Meghan says. Google My Business ensures that customers can easily find and see the bakery online. Google Alerts lets the staff know when the bakery gets a new mention in the media—and it gets plenty. Google Analytics helps them keep the website up-to-date and communicate effectively. “We work really hard on using the Internet and our website to promote what we do and communicate with others,” Meghan adds. “The goal is to have a replicable model and set up in other areas all across the country.”
The nonprofit graduated their first group of veterans in 2014. The bakery opened that December and quickly made 17,000 sales in January. “Good Morning America,” the “CBS Evening News,” The Washington Post, The Huffington Post, and more have all reported on the bakery. But the real products aren't the many fabulous breads, cookies, and treats, Meghan says—they’re the veterans the bakery has helped prepare for the civilian world. And spreading the word about the program is vital to the mission. “It’s great to have a storefront in Georgetown,” she says, “but the online presence is your storefront for the world.”
50% repeat customerslink www.dogtagbakery.com