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COOL SPRING RANCH
Robin AilsbyGrant ImmelRyan KlassenAnne Pinckney
COOL SPRING RANCH
INTRODUCTION
Located in the scenic Lac Pelletier Valley Cool Spring Ranch currently offers many
activities operating a training ground for both horse and rider in the summer months.
Goal: Provide a relaxing setting for recreation and accommodation.
COOL SPRING RANCH
New facility offering; -riding camps for children. -corporate retreat for meetings and
group training. New buildings required:
– Indoor riding arena,– Cabins, – Eventually corporate headquarters.
OPERATIONS
COOL SPRING RANCH
Studer Road
EntranceN
Barn
SE 7 - 11 - 14 W of 3
HouseHouse
CABINS
Large Cabins
New Indoor Arena
Outdoor Arena
COOL SPRING RANCH
Indoor Arena
•Goodon Industries
•’70X’200
•Steel Poll frame
COOL SPRING RANCH
2 dorm style:– 6 bunk beds each
2 Cabins: – Double bed, 2 hide-a-beds– Kitchenette and bathroom
Cabins
COOL SPRING RANCH
Work Plan and Flow of Work
Activities– Training– Special Events
Horse Sales Auctions Riding camps/Riding clinics/Competitions
– Cabin Rental Families Hunters
Human Resources
COOL SPRING RANCH
STAFF
Owners/ Operators (David &Cecilia Fiddler):
-overall control of the everyday operations
-primary duty is working with both the head trainer and camps coordinator
-oversee the hiring of employees and the purchase of all materials for the ranch
COOL SPRING RANCH
STAFF
Camps Coordinator (Marcia Fiddler): -scheduling, activity planning, teaching-supervisor for both the cook and maintenance staff
Head Trainer (Kristin Fiddler): -planning and scheduling of riding clinics and competitions -working with individual clients and their horses -supervisor of the Assistant Trainer
COOL SPRING RANCH
STAFF
Assistant TrainerAssistant Trainer: :
-working with individual clients and their horses -working with individual clients and their horses
-position will be filled during the summer months by a -position will be filled during the summer months by a student from Olds College participating in their student from Olds College participating in their summer internship programsummer internship program
Maintenance StaffMaintenance Staff
ChefChef
MARKETING
COOL SPRING RANCH
Services
Week long overnight riding camps for beginners during the summer months.
Day and weekend camps throughout the year (holidays).
Year round horse training for both horse and rider.
Rental of facilities for horse shows, clinics, sales, etc.
Rental of accommodations for tourists and sportsmen.
Week long corporate retreats (to be phased in year 5).
COOL SPRING RANCH
Marketing Strategy
Pricing Policy– Dictated by the market– Competitive pricing
Selling and Advertising– Getting the name out– Personal promotion
COOL SPRING RANCH
Advertising
Selling an experience Advertising should utilize the following media:
-Leisure guides
-Local schools
-Mail flyers
-Internet
-Horse magazines
-Booths at horse shows / sales / clinics
COOL SPRING RANCH
Marketing Strategy
Sales and Profit Objectives– Aim to be profitable– Continue expansion
Channels of Distribution– Broad advertising– Bring customers to Cool Spring Ranch
COOL SPRING RANCH
Geographical Market
Geographical market will include:SaskatoonReginaMoose JawSwift CurrentMedicine HatSurrounding rural centers
Geographical market will expand to:WinnipegCalgaryEdmonton
COOL SPRING RANCH
Market Segmentation
Prospective customers have been segmented into the following groups:
– Parents of students (both elementary and high school)
– Members of 4-H and other student equestrian clubs
– Other members of the horse community
– Corporate customers
– Sportsmen / outdoor enthusiasts / tourists
Financial Plan
COOL SPRING RANCH
Revenues
2005 2009
Horse Training $63,000 $75,987
Lessons $1,575 $2,289
Camps $39,938 $46,120
Corporate Retreat 0 $18,900
Rental of Facilities $2,053 $5,069
Total $106,566 $148,364
COOL SPRING RANCH
Expenses
2005 2009
Equipment Rental
$14,972 $16,206
Expenses $67,426 $95,011
Wages $92,578 $100,209
Total $174,976 $211,426
COOL SPRING RANCH
Net Income
Income Statement 2005 2009
Total Revenues $106,566 $148,364
Total Expenses $174,976 $211,426
Total Net Income ($68,410) ($63,062)
COOL SPRING RANCH
Break Even Analysis
*Based on quantity of sales as compared to capacity.
Current Required
Horse Training 70% 160%
Camps 85% 290%
Corporate Retreat 30% 260%
COOL SPRING RANCH
CONCLUSION
Not financially feasible Though the services offered by Cool Spring Ranch are of a
high standard, the cost of acquiring the capital assets required as well as the related operating costs do not exceed the potential revenues.
Possible alternatives to make this venture profitable may include one or a combination of the following:
– Decreasing the number of cabins built from four to two.– Eliminating the building of cabins completely.– Phasing in the corporate retreat immediately.– Eliminating the building of the corporate retreat.– Only building the indoor arena.
QUESTIONS?