Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Understanding the German Education System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Breakfast and Beer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Breakfast Findings and Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Beer Findings and Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Expectations of German-Speaking Patients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Work Cited . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Education is essential to the success of any group of people. Food is also an innate need by all groups of people, German-speaking people are also no different than Americans in that respect, either. As with both education and food, deep cultural traditions exist that must be respected and honored. In researching the educational system, breakfasts, and beers of German-speaking countries, we determined that as we market to and engage with German-speakers, we must work to introduce them to traditional American education, foods, and beers, but at the same time, we want to honor their traditions. Based on our extensive research, we will provide for all staff members extensive German language lessons, lessons on the education system of German-speaking countries, adapt our breakfast menu, and enhance our all-important beer selection.
Outdoor patient relaxation patio
The educational system in German-speaking countries is integral to the clients we market to and seek to treat at Chateau Monticello. German-speaking tourists are seeking to expand their medical travels outside of Europe. According to The Local (Julien, 2017), medical tourism is set to increase 25% annually. Medical tourism extends to treatments, such as Botox, which we specialize in at Chateau Monticello. Our competition comes from facilities in Central America and Southeast Asia, which is why we are implementing several enhancements for staff (to be announced). To better understand our new German-speaking clients, we need to understand three important aspects of German culture: education, food, and beer. We will focus on their education system, so as to develop a deeper understanding of their background. We will implement mandatory German language classes and tutoring for all staff starting in August 2018. We seek to make these classes engaging, exciting, and you will be paid for your time. Pivoting to food and beverages, our focus here will center around breakfast and beer. Our findings (problem and solution) in both of these areas will be spelled out in detail.
Management’s desire at Chateau Monticello is to provide a welcoming, world-class environment for all guests. We especially want to make our new German-speaking guests welcome as we market a new treatment regimen to them, where they will stay 3-5 days after treatment during which they can work the gardens, enjoy the extensive grounds, partake in Midwestern activities, and relax, if so desired.
Understanding the German Education System
Education is central to our future as a person, family, and society. We value and promote annual learning goals at Chateau Monticello for both staff and family members. If your travel itineraries have primarily focused on domestic U.S. travel, you might be unfamiliar with education systems, foods, and beverages outside of the United States. The education system in the United States is fairly uniform with some variations, such as homeschooling (which is forbidden in German-speaking countries) or the Amish, who usually stop schooling after the 8th grade. For the purposes of this report, I will concentrate on the education system of German-speaking countries.
Here we will focus our discussion on the grading system and the overall basics of the education system in Germany, Switzerland, Liechtenstein, and Austria as compared to the United States’ education system. The education systems in these four German-speaking countries are very similar to each other but pose significant differences when compared to the education system in the United States
Let’s start with one grade all German-speaking students and students in the United States participate in, Kindergarten. Kindergarten is a German word meaning “children’s garden,”  where children are allowed to start their intellectual growth. In German-speaking countries, Kindergarten can start as young as 1 year of age. In the United States, Kindergarten doesn’t commence until ages 5 or 6 and before it is called Pre-K or pre-Kindergarten. In German-speaking countries, attending Kindergarten is optional; however, in the United States it is compulsory.
Following Kindergarten, age 5-6 in the United States and age 6-7 in German-speaking countries, attending school in all five countries is compulsory and students follow a similar path until either the 4th or 5th grade. Before the 4th or 5th grade, students in all five countries take placement exams but notable exam differences exist. These exams in German-speaking countries determine intelligence and a future educational track. The exams could determine the student’s entire future beginning with secondary school and eventually their job, pension, and even retirement. As a result, considerable attention is paid to these exams. At the end of the 4th or 5th grade, parents and teachers meet and evaluate the student’s academic achievements. This meeting along with exam results helps decide the academic path of the student. Students in the lower education paths, if they show academic promise, can receive opportunities to test into a higher education path. Each of these exams varies on the student’s desired goal and typically occur on a pre-set schedule. Additionally, even after finishing secondary school a student can take additional exams, which can prove their intellectual capacity and ability to keep up with other smart students in a university setting.
To understand the secondary education system in German-speaking countries, let’s break down the three main paths in more detail. (Yes, there are other paths, which will not be discussed in this article.) First, there is Hauptschule, which prepares students for a trade, such as electrician, and finishes after the 9th grade. In Hauptschule, one’s education is focused on the vocation of choice and less on book learning. Second or the middle track consists of a combination of Hauptschule and Gymnasium (which will be covered next). This middle track is called Realschule (a.k.a., Oberschulen or Sekundarschulen) and as the name implies, it is “real school.” Realschule continues until 10th grade, where students typically learn one foreign language, usually English, and a vocation with an apprenticeship after secondary school finishes. These students are average to better-than-average students. Very good students in Realschule are encouraged to attend Gymnasium. Gymnasium,  the final and highest level of secondary schooling, is the most academically rigorous with an emphasis on university preparation. Typically, the final year, Year 13, of Gymnasium fully prepares you for your university studies. Just like the other two secondary education tiers, all students must take a final exam to graduate. In the case of Gymnasium students (known in German as Gymnasiast(en)), their final exam prepares them for placement into their university of choice, just as might happen with the SAT or ACT exam in the United States.
With all this discussion of exams and placement, how do the grading systems compare? In the United States, students are usually graded on an A-F system with A being the highest and F being the lowest. In German-speaking countries, the grading system spans from 1 to 6 with 6 being the highest grade and 1 being the lowest grade.
The secondary education system for German-speaking countries is more complex and diversified then is found in the United States. As a student who has experienced both systems, I think the United States might benefit from a deeper understanding and use of the German secondary education system, especially for vocational students.
Breakfast and Beer
Because of your diligence and hard work, we’ve created a world-class Botox institution, which is spreading our reputation around the world. Because of your diligence, we are beginning to receive European patients, primarily from Germany and Switzerland. As such, Drs. Kammer, Marketing, and I are working proactively to welcome our patients to the facility and continue to increase business.
The problem we are starting to face with German-speaking patients is two-fold, centering around the 2Bs: breakfast and beer. First, German speakers are accustomed to more simplified, smaller meals including breakfast. Second, the American beer selection will need to be expanded in order for our patients to relax on the porches, walk the gardens, and play with the cats. Beer is serious business in Germany with a “German Beer Purity Law.” According to Wikipedia, this law has existed since 1516 in the German state of Bavaria.
Breakfast Findings and Recommendations
Many patients stay 3-5 additional days after their Botox procedure to enjoy the scenery, relax, and continue with their follow-up appointments. Patients don’t eat on the day of their procedure but desire healthy, filling meals on the remaining 3-5 days and breakfast is no exception. German breakfasts (das Frühstück), the most important meal of the day, is both similar to and different from a typical American breakfast.
- Breakfast is our most costly meal of the day. It is included in the cost for all patients. However, with the increase in our menu selection, we suspect possible increases in cost and food waste. So, to combat these two issues, we request your help in finding places to cut costs, breakfast items we can scale back on or delete altogether, etc.
- A traditional German-style breakfast, according to a website called GermanFoods.com, can include bread (das Brot), cheese (die Käse), sausage (die Wurst), marmalade (die Marmalade), butter (die Butter), honey (der Honig), cereal (das Müsli), hard-boiled egg (das Ei), yogurt (das Joghurt), milk (die Milch), and fruit (das Obst).
- What you see missing from this list are warm dishes, such as bacon, scrambled eggs, oatmeal, etc. Traditionally, only the hard-boiled eggs are warm.
- Concerning our selection of breads, we will need to revisit who our suppliers are, their ingredients, the taste, etc. Bread is serious business in German-speaking countries. In essence, we must get this one right! Breads are baked, purchased, and consumed on the same day by many households. The selection of bread in German-speaking countries varies mightily and as such, we must increase our bread selection. For example, Jewish Challah bread is close to Swiss Zopf/Zupfa bread, but we will contact the New Glarus Bakery (https://newglarusbakery.com/products/list) in New Glarus, Wisconsin, to handle our new need for European breads. Additionally, we will search more extensively throughout Wisconsin, where many German-speakers settled, for other traditional breads, such as pumpernickel (der Pumpernickel), five seed bread (das Fuenfkornbrot), sunflower seed bread (das Sonnenblumenbrot), etc. Concerning costs, loaves will cost between $4 and $6/loaf not including overnight shipping. With the need for 50+ loaves weekly with an average loaf price of $7 and shipping equaling $150/week, we will run a deficit on bread alone of $500/week. With these costs, we cannot sustain them for that long unless our sales increase dramatically. Thus, we will most likely need to learn to make the breads ourselves. So, if any of our current bakers would like free schooling in the art of European bread making, we will happily pay for you to attend a German-bread making class(es). Please inform Dr. Kammer or me as to your interest.
- The cost of one bread-making class is roughly $110. We expect our chosen chef will need to attend 10 classes ($110 each) along with travel and lodging. The total cost should run roughly $1,500 (Vincent, 2017)
- What can top bread? Well, many items including honey, marmalades, jams, butter, cheese, and sausage. In German-speaking countries, these products are purer, more organic. To address each item, we will take the following steps:
- Concerning honey, we will increase the number of beehives on our property.
- When it comes to marmalades and jams, we have a robust 2-acre farm consisting of black raspberries, red raspberries, blueberries, red currants, rhubarb, peaches, apples, pears, and Rainer cherries. On this front, we want to add another ½ acre of growing land, which means buying land from our neighbor, planting, cultivating, and nurturing these plants. At this time, management thinks we have enough staff to work the property. As always, your children are welcome to come out during time off from school to work on the property to earn a wage. The costs of the land purchase, plants, and resources needed to grow these new plants/trees will be roughly $14,250 spread over this year and next. Some of these costs will be offset by the projected increased sales of our marmalades and jams at our farm stand.
- We will source butter and cheese from two regions: the Amish in central Illinois will supply our butter and the dairy farmers in in New Glarus, Wisconsin, will supply our cheese needs. The sourcing of these materials, we project, will increase our costs by roughly $100/month for butter as Nicholas’ parent’s farm in Arcola, Illinois, has agreed to supply our additional butter needs at a discount. However, our cheese costs will increase by approximately $500/month, but we think we can save money on shipping by combining some cheese with our twice weekly bread shipments.
- Sausages will also be supplied by Swiss firms in New Glarus, Wisconsin, and Amish butchers in Arthur, Illinois. Thank you, Nicholas, for offering to pick up our weekly sausage orders from Dutch Valley Meats (http://www.dutchvalleymeatsinc.com/). Additional Swiss-style sausages from Ruef’s Meat Market (http://ruefsmeatmarket.com/) will be shipped weekly along with the bread and cheese. Monthly sausage costs will rise significantly from $745/month to over $3,250/month due to the specialty meats that must be ordered. By sourcing from the same town, we estimate we can save $50-100/month on shipping costs.
- Once a month, I, as head of management, will drive to New Glarus to personal pick up a shipment or two of breads, cheeses, and sausage. I will also sample and hopefully bring back new items for staff and patients to try.
- Concerning variety, we want to change out our selection every 3-4 months to keep it fresh, inviting, and exciting. So, if there are any breads, cheeses, or sausages you think our patients will enjoy, please tell management. We truly appreciate that we are a team, thank you!
- Thankfully our selection of organic milks meets German-speakers’ taste requirements. This means we are blessed to keep using our current supplier, but we will need to increase our purchasing from 200 gallons per week to possibly 400 gallons per week.
- Our afternoon snack will not change at this time. We have gone to great lengths to discuss in our Marketing material that the afternoon snack is a way for patients to learn about traditional Midwest American fair including peanut butter and jelly sandwiches.
- We actively compost at Chateau Monticello. Two new composting bins have been ordered to further reduce our ecological impact. To dovetail on this issue, 20 new rain barrels have been ordered to gather water for our 2.5-acre farm.
- Concerning the farm, we will offer patients tours and opportunities to work on the farm for fun in the beginning and possible, in the future, to reduce the cost of their visit. This last idea is only a trial balloon, so please tell us what you think.
- Costs for the Food Department will increase, especially for fresher, more unique cheese as well as sausage. For example, our cheese costs will increase from roughly $3,000/month to over $4,500/month as we will need source products from farther regions then just the Midwest. Sausage costs will increase from less than $1,000/month to over $3,250/month. Additionally, our bread costs will more than quadruple as we must find more European-style bakers or start baking these breads ourselves, which means adding new equipment, chefs, and signage.
- Fortunately, our coffee selection is on target as we serve Jamaican Blue Mountain, Kenyan AA, and Kona coffee from the Big Island of Hawaii.
Management’s goal for breakfast is to make breakfast profitable again within 6 months. To accomplish this, management needs your help, as stated previously, to understand what is consumed and wasted.
Fresh Vine-Ripened Tomatoes
Beer Findings and Recommendations
German beer is governed by laws in Germany called Reinheitsgebot. Beer and wine beverages are serious business in German-speaking countries, so we will be upgrading and diversifying our current selections at Château Monticello. Here are some German beer facts, current problems, and solutions you need to know about.
- According to the Reinheitsgebot, German beers can only contain three ingredients: water, hops, and malt.
- In 2017, according to a recently published article in the Telegraph by Oliver Smith, Germany ranked fourth in the world in per capita liter beer consumption behind The Czech Republic, The Seychelles, and Austria at 104.7 liters per capita.
- Our current beer selection only consists of American domestic options, many of which German-speakers find alcoholically weak and unappetizing, even those these beers were started by German immigrants. (If you’d like to read more about this interesting history, please inspect the article titled German Immigrants in the United States Brewing Industry (1840-1895) from https://www.immigrantentrepreneurship.org/entry.php?rec=284.) Several of our domestic German-style beers will meet our German customer’s expectations, such as Leinenkugel’s Honey Weiss and Sunset Wheat (https://www.leinie.com/home).
- There are four main types of beers in Germany: wheat, pale, dark, and unfiltered. Within these four main types, you will find many different brands with devout followings. We will add beers that complement each of these beer types as well as add in one domestic cider brand. The total cost of this venture could increase our monthly budget by over $2,000, but we anticipate making three times that sum monthly.
- Wheat: We will continue to supply Blue Moon (https://www.bluemoonbrewingcompany.com/) & Goose Island 312 Wheat Ale (https://www.gooseisland.com/). Before adding or reducing, we will survey German-speaking patients. We want to open them up to new options, while still making them feel at home.
- Pale: We currently serve bottles of Goose Island India Pale Ale, Founder’s Brewery Dry Hopped Pale Ale (https://foundersbrewing.com/), and Bell’s Amber Ale https://www.bellsbeer.com/). We will add Bell’s Two Hearted Ale from Kalamazoo, Michigan, and one new German import, Wiesbadener Pale Ale from Wiesbaden, Germany (https://www.wiesbadener.beer/).
- Dark: We currently only offer Guinness from Dublin, Ireland (https://www.guinness.com/). As this is very popular, we will keep serving this offering and add Weihenstephaner Tradition Bayrisch Dunkel from Freising, Germany (https://www.weihenstephaner.de/).
- Unfiltered: Hefeweizen is an unfiltered beer. We currently offer Fort Collins Hefeweizen from Fort Collins, Colorado (http://fortcollinsbrewery.com/). We will add Spaten Franziskaner Hefeweizen as well as Schofferhofer Hefeweizen both from Frankfurt am Main, Germany (http://www.schofferhofer.us/).
- Cider: A new Illinois-based cider company opened in Evanston, Illinois, in 2018. North Shore Cider Company (https://northshorecider.com/) brews small batches of cider for their clientele. We plan to purchase 3 cases of cider for a total cost of $325 to measure its reception amongst staff and patients before continuing the partnership.
- Shandy, Radlers, and Panache: These beers combine beer and a flavored soda, such as lemon, lime, or grapefruit. The most well-known is an Austrian Radler (known in Switzerland and France as a Panache) named Stiegel from Salzburg (https://www.stiegl.at/). We will purchase Stiegel Radlers and seasonal Leinenkugel shandies, including grapefruit, orange, and summer.
- As a result of the increase in beer purchases, we will decrease our purchase of Bud Light, Stella Artois, and Beck’s by 80% from $2,000/month to $400/month. The consumption of Bud Light and Beck’s have been on a significant downturn over the past 4 months.  Concerning shipping costs, to reduce or eliminate shipping costs, theoretically we could purchase small batches from local vendors, such as Binny’s Beverage Depot in Champaign, IL (https://www.binnys.com/champaign), to test out beers and survey both staff and patients. This latter option is most practical and logical path at this time.
- Our need to import some beers is expected. For example, many German-speakers enjoy a typical drink called a Radler. A Radler is a beer-based lager that tastes like a sweetened sports drink with alcohol. The drink is roughly half beer/half soft drink, usually with a lemon, lime, or grapefruit soda. The cost of this beer will start at $7/bottle. Another example to consider importing is Hefeweizen. The yeast used in Bavaria to make these beers is unique to the region and as such, is hard to mimic. The Leinenkugel Honey Wiess will be sold alongside a Weihenstephaner, one of the oldest beers in Germany with an original brew date of 1040 AD. By having to import this beer, we will keep the cost around $6/bottle. With these beers, we will need to have additional oranges and lemons in stock.
- We cannot forget to discuss our wine selection. We currently source our wines from Midwestern vineyards in an attempt to increase their name recognition. We will keep purchasing all varieties, when possible, from Midwestern vineyards.
- Wines that we can’t purchase from Midwestern vineyards, including Pinot Noirs, Malbecs, and Rieslings, will be sourced from reputable vineyards throughout the world. For example, our Pinot Noirs will source from the Willamette Valley of Oregon, while the Malbecs will originate from the Mendoza region of Argentina, and our Rieslings will come out of either Oregon, New Zealand, or Germany.
- A new sweet wine called Torrontés will be introduced from either Norton’s or Gouguenheim in the Mendoza region of Argentina. This wine’s sweetness is similar to a Riesling and should be very popular, very fast, possibly challenging Riesling as our #1 seller. 
- Alcoholic beverage costs, additionally, are going to increase due to the need for new beverages as well as suppliers. Currently, our alcoholic beverage costs run roughly $5,000/month, but we expect this cost to increase to almost $9,000/month for reasons stated previously.
- In addition, since we are on the subject of alcohol, we need to improve our wine selection since it is currently American domestic, and namely Illinois and Michigan wineries as we aim to promote local products. For example, we currently only offer one local Riesling wine from Michigan. We will be searching out two additional Rieslings with one being sourced from Germany.
Concerning the purchase and sale of these alcoholic beverages, management’s goal is to break even in 2 months on our new selections, weed out poor purchases in 3 months, and be profitable in 4 months.
Expectations of German-Speaking Patients
Like most travelers, most German-speaking patients are understanding and friendly about the change in diet, beer, and surroundings when traveling to a foreign country. However, some patients will want to try traditional American cuisine and others, especially after the procedure, will feel better with some home-style food. These patients are traveling to Monticello, IL, for world-class treatment before, during, and after their procedure. We should all expect that there will be some bad apples in the bunch, so please feel free to direct them to me as your Property Manager.
Fields and Farm
With increased knowledge of the EBB (education, breakfast, and beer), you can start to research on your own the differences between education, breakfast, and beer in the United States and German-speaking countries, mostly focused on Germany. This knowledge tied in with your weekly German classes will help you better understand, converse, and make our new patients feel welcomed.
The education system in the United States or a German-speaking country is neither superior or inferior, but the rigors and thoroughness of the education system in German-speaking countries leads to a better prepared student, who is ready to find their place/path/mission in this world. This benefit would enhance the education system of the United States and its students.
Concerning the 2Bs, breakfast and beer, many changes are coming, but they are exciting changes that will stretch our wings and encourage us to grow as individuals and an organization. Challenging ourselves is healthy and let’s embrace and conquer this challenge head on!
As a reminder to all staff, you and your family can come enjoy a Launch Party in two weeks to introduce all staff to the new breakfast and beer options. So, please save the date of August 20, 2018, for a night to celebrate and learn!
Thank you again for taking the time to read our memos the last few weeks and where possible, provide feedback. If you every have any suggestions for improvements, please don’t hesitate to contact your manager or upper management as we are a family and thus want to continually keep improving.
Julien, M. (2017, March 11) Patients Take Flight as Medical Tourism Booms. Retrieved from https://www.thelocal.de/20170311/patients-take-flight-as-medical-tourism-booms
The German School System. Retrieved from https://www.german-way.com/history-and-culture/education/the-german-school-system/
Kindergarten. Retrieved from http://www.dictionary.com/browse/kindergarten
Caitlan Reed, The German School System Explained. Retrieved from http://www.young-germany.de/topic/study/the-german-school-system-explained
Vincent, I. (2017, March 10) Up Your Baking Game with This New Bread-Making Class. Retrieved from https://nypost.com/2017/03/10/up-your-baking-game-with-this-new-bread-making-class/
 Young Germany
 The German School System 2018
 The German School System 2018
 The German School System 2018
 The German School System 2018
 New Glarus Bakery
 Ruef’s Meat Market
 Binny’s Beverage Depot
 Binny’s Beverage Depot
 Binny’s Beverage Depot