Iron Hop Taphouse occupies a beautiful old brick building in charming historic downtown Mazomanie, and while its location is a nod to the past, the business sits firmly in the present.
“We were inspired by the potential for self-serve technology and the opportunity to bring a unique element to Mazomanie,” says Kristin Kraft, who co-owns Iron Hop Taphouse with her partner Jacob Brown.
Craft beer enthusiasts, Kraft and Brown started planning the launch of Iron Hop Taphouse in February 2022 and opened the space on October 7, 2022. The taphouse’s twelve self-serve taps highlight Wisconsin-made craft beer, cider and wine. Brown and Kraft live above the taphouse.
“A taphouse was an exciting fit for Mazo,” says Brown. “There was an opening for a greater variety of craft beer, while offering a different atmosphere for the area. We were both motivated to start a business and help give life to the historic downtown district.”
As they planned out their business, their contact at Summit Credit Union told them about the offerings provided by the Wisconsin Small Business Development Center at the Wisconsin School of Business at UW-Madison (SBDC). They contacted the SBDC in March, in the midst of business planning, and were paired with SBDC director Michelle Somes-Booher for consulting.
“Michelle supported us while we worked through the business plan for Iron Hop Taphouse,” says Kraft. “She continues to be a soundboard and resource for current challenges, goals, and general feedback.”
Kraft and Brown’s experience with SBDC consulting has been so positive, they say they look forward to attending courses and webinars in the future.
“Michelle is knowledgeable and resourceful for all things small business,” says Brown. “She has been a wonderful consultant for us, and we appreciated her direction and feedback throughout the process.”
This is Kraft and Brown’s first business venture, and they hoped to gain a strong understanding of the path towards beginning a brick-and-mortar business.
“The SBDC provided us with confidence that we were moving forward in the right direction,” says Kraft. “Specifically, they bolstered our skills in business planning, helping us set realistic financial goals and ensuring we covered our bases to mitigate risks in the future. Additionally, they helped us network and build resources we may have lacked before.”
That included learning business buzzwords and mastering business jargon. Brown and Kraft say the SBDC was particularly helpful as they prepared their business plan.
“Michelle gave insight on strategies and startup details that gave us confidence in our path forward,” says Brown. “It’s reassuring to know there’s a help line when a challenge arises.”
Kraft is a graphic designer by trade and continues to work in the design industry. She utilized her training in graphics and interiors to create Iron Hop’s overall aesthetic and branding for Iron Hop.
“Her background and previous experience with social media and marketing has created a strong foundation to build upon,” says Brown.
Iron Hop Taphouse’s marketing primarily involves social media – Facebook, Instagram, and Google. They publicize events using flyers around the community and send updates and information to a loyal email list.
“At this point, social media tends to reach the most people, but word of mouth goes a long way,” says Kraft.
Brown has a degree in chemistry and works in pharmaceuticals and drug development. He says both experiences help him in the taphouse, enabling him to foster relationships, maintain and understand the draft system, and support the taphouse’s logistics.
Brown and Kraft’s vision for Iron Hop Taphouse is to continue to grow and progress towards the goals they set in their business plan, which include brand recognition, improvements to the building’s exterior and interior, and the event venue.
“We would love for the taphouse to become a special place for people to meet new friends, hang out, and relax,” says Brown. “We hope the taphouse can become a staple in the Mazomanie community.”