How to Develop a Winning Game Plan to Grow Your Food and Beverage Business

March 5-6

☀ Registration is now open.

This short course will be hosted by the Center for Dairy Research TURBO program and is open to anyone interested in developing a food or beverage product. The course will cover a wide range of relevant topics and provide strategies to maximize your business’s growth (see below for a list of topics). Lecturers include Tera Johnson, Food Finance Institute, UW-Extension; Cecily Brose/Abram Becker, Discovery to Product, UW-Madison; Jeff Glazer, Law & Entrepreneurship Center, UW-Madison; and Vic Grassman, CDR TURBO.

Cost: $400.00 | Location: Babcock Hall, Room 205 | Register On-line & Payment
Registration begins at 8:00 a.m. and the program starts at 8:30 a.m.
Each student should bring the course confirmation to the workshop

List of Topics Discussed During the Short Course:
» Current consumer purchasing trends for food & beverage
» The Market’s Expectations for a “fundable” business
» Developing your “game plan”
» Identifying a “target market”
» Developing and implementing a “value proposition”
» “Lean business planning, why, how & it’s not that painful
» Legal issues, intellectual property
» “Maximizing your business’s potential”
» Aligning marketing, sales and operations
» “Growth Strategies”
» “Financing Resources”
» Private sector financing resources
» Economic development financing resources

Lodging is not included in the registration fee. Make your lodging reservation directly with the hotel/motel you select. As a convenience, each of the following hotels will hold a block of rooms for this course. Rooms will be sold on a first-come basis. Shuttle service is provided at both hotels.
525 West Johnson Street, 608-251-5511. Special rates: $149 single & double (plus 14.5% taxes).
Group rate code: WGP Cut off date: February 2nd.

The Madison Concourse Hotel
One West Dayton Street, 800-356-8293. Special rates: $164 single & double (plus 14.5% taxes).
Group rate code How to Develop a Winning Game Plan to Grow Your Food and Beverage Business. Cut off date: February 4th.

The Greater Madison Convention & Visitors Bureau, Things to do in Madison

Campus parking is restricted. Purchase a daily or half-day parking permit in advance by completing the online ordering form here: or by calling the Special Events Office at 608-262-8683. Please allow two weeks for processing. Inquiries about visitor parking can be sent to:
Campus Map | University of Wisconsin–Madison

Primary Contact:

Vic Grassman
1605 Linden Drive
Email email

Registration Contact:
CALS Conference Services
640 Babcock Drive
Phone: 608-263-1672 | Fax: 608-262-5088
Register On-line & Payment