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CEO INTERVIEW TED BASELER

CEO INTERVIEW TED BASELER. Heather Shavey Jim Klauer Doug Moore. Ted Baseler President & CEO Stimson Lane Vineyards and estates. President and CEO – 20 months President of Stimson Lane Wine Group with company since 1984. Characteristics. Humble Individual Well spoken Reserved

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CEO INTERVIEW TED BASELER

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  1. CEOINTERVIEWTED BASELER Heather Shavey Jim Klauer Doug Moore

  2. Ted BaselerPresident & CEO Stimson Lane Vineyards and estates • President and CEO – 20 months • President of Stimson Lane Wine Group • with company since 1984

  3. Characteristics • Humble Individual • Well spoken • Reserved • Calm and Even Keeled • Passionate and Proud of business • Expert at his business

  4. Wines • One of the Top Ten Premium Wine Companies • The Premiere Washington Wine Company • Selling more than 30 million bottles of wine annually • Chateau Ste. Michelle • Columbia Crest • Domaine Ste. Michelle • Snoqualmie Col Solare • NorthStar Villa Mt. Eden • Conn Creek Colour Volant • Martinez Ports

  5. Business • April 2001 • Reported strong sales and profits • Revenue +10.6% • Operating Profit +63.2%

  6. New Growth Strategy • Vision for capitalizing on quality products and unique position vs. acquisition • Shift focus to improving operating results • Reduce costs of goods sold • Improve top end wines • Eliminate underperforming assets • Refocusing on existing operations • Expected to deliver + 20% increases for 3 years to come

  7. Implementation • Rolled up his sleeves • Key management team 11key execs • Threw the nike shoe onto the table • We are going to run together • We need each part of the shoe to run • Company is not broken but can run faster • Monthly offsite meeting • Grading and solving problems • No side bar meetings after solved • Provide focus to the team

  8. Strategic Plan Roll out • Ted personally • Implemented focus groups of 12 • Chaired meetings – traveling • Explained, company is not broken • Asked groups where do you rate? • Everyone said at the bottom • Except customer service

  9. Results • Turned around the numbers • First 20 month in control • Careful not to take credit personally • “It was not that difficult, just common sense, everything was there to make it successful, I had to focus the attention on the drivers of our business and get rid of the distractions.”

  10. Awards (highlights) • 2000 Stimson Lane has 5 wines on the Top 100 Wines of the World list Wine Spectator • 2001 Stimson lane has 3 wines on the top 100 wines of the world list Wine Spectator • Highest ranking White Wine in the world 2001csm cold creek chardonnay 93 • Chateau ste. Michelle 9 top 100 wines in 8 years • Columbia Crest 7 Top 100 Wines in the past 5 years • Columbia Crest 8 of 13 current releases rating outstanding

  11. CharityStimson Lane Vineyards and Estates • Northwest Wine Auction • 14 years • Benefiting Children’s hospital • 2001 auction raised $1,500,000 • Poncho Wine Auction • 10 years • Raising money for the arts • 2001 auction raised $500,000 • Concerts on the Green • Villa Mt. Eden & Breast Cancer Research

  12. Buzz Words • Buy in • Access to answers • Value input from all levels of company • Reminders of success • Core Values and Core Brands • Community • Quality Statement • Vision • Mission Statement • Winning team

  13. Situational leadership • Told story about specific situation • Do the right thing • Huge risk • Serious doubts • All alone no one following (competition) • Huge success & reward • Sold 15 months of inventory in 90 days

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