The entrepreneurial adventure begins
I am Loreno Michielin, I am one of the three co-founders of 32 Via dei birrai, my two other partners are Alessandro Zilli and Fabiano Tofoli.
The company was founded 12 years ago as the result of an idea of these three people, who joined forces to bring some novelty in the world of beer. Beer is always seen in a very static way, very sad way, let’s say, and we wanted to change this by putting some color and liveliness. 12 years of history have made 32 what is today, a reality that is giving good results and is imposing itself on the market with quality products that are, let’s say, the foundation of our company.
We come from Treviso, we are close to Pederobba, an area of history and wine because we are also close to the “Valdobbiadene” area. We give job to 12 people distributed between the company and our stores that we are developing and I’m proud to be, let’s say, the oldest of the company and to see a young company that is dynamic, with the passion that all our partners, my partners, put into making a product that is recognized in various parts of the world.
Beer has a soul, a body, has its own nature if it is processed, if it is respected and if it is made with certain characteristics. Making beer sounds simple, but it is very, very complex. We have tried and still are trying to do, let’s say, to impose ourselves on the market with products that are virtually products that have their mnemonicity and where you go to propose: in restaurants. The restaurants are practically the ones that with the Italian products, we have so many things, play with these products to produce excellent results. Beer has its own millennial history and today can be proposed not only as a product to quench thirst, but also as a product to match to food.
You also ask why 32: 32 is because in the merchandise table, beer is number 32. Via dei birrai because in Brussels there is a street called Rue des Brasseurs and we have translated that to Italian. The circle because it is an infinite geometric shape and the world of beer is infinite.
The money to start
The money was given by a financing partner who believed in the project.
This made it possible to have the foundations, the foundations to start. Once the company started to grow, we also asked the bank for help, and the bank seeing a new company, seeing the enthusiasm, also seeing the numbers, because, rightly, if the bank doesn’t see those, if there aren’t the numbers, doesn’t trust you. And slowly we gained their trust, we build the internal structures and organized to do, to create a company and always look forward in a manner, let’s say, constructive and futuristic about what we are going to do and develop.
A negative and a positive event
A positive thing that really made me laugh is when one day the clerk called me on the phone and told me: “there is the Inter soccer team asking to speak with one of the owners”. She redirected the phone call and, in fact, it was the marketing department of Inter, wondering if the number 32 had to do with Mr. Bobo Vieri, because he played with the number 32. I reassured the person speaking that Mr. Bobo Vieri had nothing to do with the world 32, because at the time Bobo Vieri was having problems with the team. This really made me smile.
Well if these people have seen 32, it means that we are a company that has a certain relevance.
A negative event: sometimes it’s the disappointment that you receive from the dearest or closest people, or those you think are close to you who try to cut off your enthusiasm and create, let’s say, negativity. Now it’s something I’ve learned to live with, I choose the people who make me feel good and I avoid these negative people.
Doing business in Italy
Italian beer in the world, I guarantee you, since I travel often, sells the territory.
I have seen Italian brands in London, Hong Kong, Shanghai that sell the territory, that is the style. Everyone would like to come to Italy and have what we have and sometimes we don’t realize the heritage we have.
32 in fact, I’m trying to do this: for me producing 75 ml bottles and exporting them to various parts of the world, I export, I sell Italianism because they love it and it is accepted.
The key traits of an entrepreneur
An entrepreneur must, first of all, believe in himself, if you do not believe in yourself, you cannot convey your determination and make your idea understood to others.
There will be more “no”s than “yes”. But the “yes” that you will get will be of people who share your vision and then, slowly, you will work with people who believe in what you do.
Today business means teambuilding, today business means working together, doing business means sharing thoughts, projects with people that are in line with your ideas. There will be more “no”s than “yes”, but those that you collect will be the nourishment and the engine that push you to move forward. The beautiful satisfactions come slowly, don’t be in a hurry, you must be patient, don’t see only the god of money, you must not see it, but you have to see a little flower that slowly grows and that from a flower grows into a tree and see this reality that is shared, accepted, always with difficulty, because you will often have to deal with negative events, but you must be yourself: the force, the engine and determination because you will fall and get back up, but you have to start again and be positive, you must not be overcome by negativity, should not panic, you must be the one who leads his own company, who shares thoughts, and your staff must always see you as a role model. You must not give up, if you have an idea, if you have a project.
These are the characteristics that an entrepreneur must have.
The future for the new generations
The message I give to young people: don’t be afraid to put yourself out, don’t be afraid to expose yourself financially.
It happened to that some young people asked me this question: but where do these ideas come from? I told them, very casually, make some debt and you’ll see that the ideas will come! So you guys, don’t go too crazy, but you will see that when you have some debt, ideas will come and you will gain confidence, so you will increase your self-esteem, your desire to do something meaningful will increase. In the morning you will go to the office even half an hour before, I guarantee you. Regardless of what your job is gonna be, this is the message that I give to you young people: don’t be afraid.
IP Crew
