Contributed by Ken Lineberger, Founder and CEO of Waters Edge Wineries
The franchising sector continues to play a role in increasing employment opportunities and driving economic growth, with the industry creating approximately 254,000 jobs in 2023 alone, in addition to providing aspiring business owners a pathway out of the standard office job. Offering an opportunity for aspiring entrepreneurs to kickstart small business ownership through an established system, franchising provides one way to trade in the traditional work life and pursue a new career path. After nearly two decades in the corporate world, I faced my own pivotal decision to leave behind a traditional career and pursue business ownership. The shift didn’t happen until I discovered the passion that would become the foundation of my new venture.
During a mini-vacation in Rancho Mirage, my wife and I discovered a small wine shop producing wine in-house. The idea of creating wine locally, right in the heart of a community, was an eye-opener for me. Most traditional wineries are tucked away in agricultural regions, making them a journey for consumers and a large feat for those looking to open their own winery. But this local winery concept—an accessible, community-focused experience — lit a spark. From that moment, the idea took hold – ‘what if we could bring the winery experience to urban centers?’ I realized that if we could perfect the winemaking process without the traditional vineyard, we could turn this concept into something bigger.
This “aha!” moment became the foundation for our micro-winery franchise system, allowing wine enthusiasts across the country to explore their passion for wine locally and run their own wineries.
For those looking to turn their passion into a career and break into entrepreneurship, here are a few things to keep in mind:
The Pre-Requisites for Turning Passion into a Full-Time Career
One of the most rewarding aspects of my journey as a franchisor is seeing franchisees turn their passion for wine into a fulfilling career, but it’s important to note that turning a passion into a business requires commitment. Entrepreneurs must fully commit to the venture they’re pursuing and every side of it, allowing themselves to dedicate the time and energy needed not just to start the business, but to continue sustaining and growing it for years to come.
Navigating this long-term commitment requires three things of business owners:
- Embrace Learning and Growth: Running a business is an ongoing learning process. From wine production to customer service, there’s always more to learn no matter the industry you’re in. Pursuing growth opportunities keeps the work fresh and prevents burnout.
- Prepare for Setbacks: Pursuing a passion can be challenging. The pandemic, for example, brought unexpected obstacles to industries far and wide, requiring small business owners to stay agile and think strategically about how to move forward despite the uncertainty. For a food and beverage concept, this remained a challenge, however one way we worked around it was through pivoting to offer “virtual tastings,” allowing customers to enjoy our wines from home. This adaptability helped us weather the storm – a critical mindset for anyone starting a new venture.
- Build a Support Network: Surrounding yourself with mentors and advisors who understand business, franchising and your specific industry can make a huge difference from the start. Having someone to provide an objective view and advice can save you from costly mistakes and open doors to new opportunities. When operating a franchise system, it is also your job to ensure that your franchise owners can find mentorship and resources through you and your leadership team. Don’t forget to use your learned experience as a business owner to support those who are actively helping you grow your franchise concept – becoming part of a support network for others is just as valuable as having one yourself.
Transitioning to Entrepreneurship: Prepare for ‘The Big Shift’
For those considering a shift from traditional careers to entrepreneurship, the transition can be as challenging as it is rewarding. There are so many things that come with transitioning between ventures, and while it may seem impossible to prepare for, there are many ways to set a foundation for you and your business.
First, start your business with a clear vision in mind for your goals, company culture and operations strategy. A strong vision is your guiding star, and having one better prepares you to steer through early challenges and keep your team focused on the bigger picture. Next, when it comes to challenges, don’t rule out anything as impossible and always anticipate challenges as early as day one. Leaving a corporate career for entrepreneurship often means navigating financial risk, emotional ups and downs and a shift in work-life balance. Preparing yourself for these transitions in your day-to-day life is essential to maintaining balance and stability while managing expectations early on.
Finally, leverage your background when making the switch. No matter the industry, using your experience as a foundation for learning, skills development, and customer and team relations will keep you grounded when starting a new venture. My corporate experience helped in critical areas like operations, finances and strategic planning, and while there were many other skills I had to learn, having a solid base from what I was comfortable with and experienced in is something that still pays off for me today. Any of the skills you gain in other fields are directly transferrable to starting and running your own business, so don’t overlook what you bring the entrepreneurial table.
Keep Innovation at the Core of Your New Venture
In the wine industry, and really any industry, innovation is essential for long-term success. As consumer tastes and market trends evolve, keeping a brand fresh and relevant is a priority. Doing this as an entrepreneur requires a commitment to continuous improvement, an open ear for feedback and an ability to pivot in times of challenge.
Whether you offer a product, service or experience, always seek ways to enhance your offerings. A few ways we do this is through the constant introduction of new wines and putting a focus on creating memorable customer experiences. This commitment keeps the brand exciting for customers and franchisees alike and allows our corporate team to branch out to find new ways to stand out in the industry.
Listening to franchisees, customers and corporate team members is essential to keeping innovation at the center of business. Feedback is a valuable tool for communicating fresh ideas, troubleshooting challenges and getting different views on your existing offering. Our franchisees often bring new ideas to the table, and we’ve prioritized an open space for feedback and resource sharing, helping us adapt and improve in ways we might not have anticipated through letting our franchisees feel validated in their opinions. An example of a new product offering introduced by a franchise owner is our International Series and the partnerships we have with wine producers in Armenia, Italy and Spain. Expanding our offerings to include sourcing from international locations greatly increases what we are able to provide the communities we serve. While these wineries produce the wine, they ship it to our locations unfinished so that our owners are still able to have a hand in completing the winemaking process. This would never have happened without the connection and resource sharing from one of our owners.
Ultimately, when making the switch to an entrepreneurial career built on a passion project, one of the most important things aspiring entrepreneurs can do is to prepare to pivot. Flexibility and creative thinking allow brands to adjust when challenges arise, and whether it’s during the startup process or after being established for years, the ability to adapt will always be needed. Having the level-headedness, creativity and strategic thinking during crisis will ensure that you and your business will find a way to stay connected to your customer base and keep the business moving forward.
About Ken Lineberger
After spending nearly 20 years in sales and marketing with a large software company, Ken Lineberger co-founded The Wine Tailor in Rancho Cucamonga along with his wife Angela in 2004. He saw an opportunity to take the best of what he had experienced in the corporate world to a small business model. He envisioned building a template that could be replicated in other venues across the United States, and with the model perfected, Waters Edge Wineries was created as a franchise brand in 2012, selling winery franchises nationwide.