Hello, this is Hall T. Martin with the Startup Funding Espresso -- your daily shot of startup funding and investing.

If you are pitching to a close friend or family member, you can use an informal approach to ask them for money.

Explain what your startup does in just a sentence or two, and tell the story of how you came up with the idea. Keep it brief.

Describe how your product or service works.

Show how the product or service solves a real problem.

If you have already tested your product or service with initial customers, discuss the details of your startup story by sharing actual customer feedback.

Recount your estimates for how many of these ideal customers exist and how you can reach them.

The more milestones and customer validations you can talk about, the better the pitch will go. 

You want to show the business is beyond the idea stage.

Finish your pitch with some simple estimates of sales revenue, costs, and ongoing expenses needed to run the business.


Thank you for joining us for the Startup Funding Espresso where we help startups and investors connect for funding.

Let’s go startup something today.
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In this episode, Hall welcomes Kevin Keck, President of J.J. Pfister Distilling Company.

With its headquarters in Sacramento, California, J. J. Pfister is a fast-growing premium craft spirit producer in Sacramento that produces top-quality spirits. The company has been well established and has incredibly effective sales and marketing strategies.

The J.J. Pfister story spans more than 150 years, beginning with a humble knitting company. The J.J. Pfister logo, a combination of a knitting machine and a copper still, marries their past, present, and future as they carry on the tradition of excellence started by J.J. Pfister in the late 1800s. Their master distiller holds two degrees in chemistry and a Master’s degree in Viticulture and Enology from UC Davis, the premier program for winemaking. 

The craft spirit space is booming, mirroring the success of craft breweries as consumers seek a more individualized tasting experience. Currently, craft spirits represent a $2.7B market in the U.S. — and the market is slated to grow explosively to $20B by 2023. J.J. Pfister is uniquely positioned for success in this market as the ONLY craft spirit producer in the Greater Sacramento area. 

Kevin has 10 years of experience in the C Suite of two different billion-dollar companies. His leadership transformed one from money-losing to healthy margins. He has degrees in engineering and managed the creation of the distillery from idea to operations in 2 years. He is a Pfister and has the same entrepreneurial zest as his great grandfather, J.J. Pfister.

In this interview, Kevin shares with Hall the company's history, which spans over 170 years. He also discusses the growth rate and some of the challenges in the sector.

You can visit J.J. Pfister Distilling Company at www.jjpfister.com, and via LinkedIn at www.linkedin.com/company/jj-pfister-distilling-company-llc/about/.    

Kevin can be contacted via LinkedIn at www.linkedin.com/in/kevin-keck-b280611a6/, and via email at kevin.keck@jjpfister.com.