MOUNTAIN MEADOW BED AND BREAKFAST

Karlie Stoddard

Manager/Owner

PRIMARY EXECUTIVES

Daniel Walter: Owner/Assistant Manager/Journeyman Plumber

Sara Stoddard: Certified Personal Accountant

Kathy Stoddard: Lead Chef and Head of Cooking Staff

Hailey Smith: Head of House Keeping

Jason Westby: Head of Grounds Maintanence and Care

Angie Rutherford: Human Resources/Administrative Assistant

The main goal of this business is to provide guests with a

relaxing, comfortable, all-inclusive stay

OPERATIONAL CUSTOMER RELATIONSHIP MANAGEMENT

Mountain Meadow Bed and Breakfast uses operational customer

relationship management

This company deals directly with the customers on a daily basis

A contact management CRM system will be implemented in this

business. (This system maintains customer contact information

and identifies prospective customers for future sales)

Kana Software Inc. is Mountain Medow’s CRM vendor. This

company focuses on smaller businesses and customer satisfaction

KANA SOFTWARE INC. & CRM

This company will be used both before and after customers stay

and Mountain Meadow

Kana will provide us with information regarding personal

preferences of potential guests (how they like their rooms, what

food they like, and what time of year they prefer to stay with us)

Kana will also provide us with information about customers

satisfaction with their stay, what they would like for us to

improve, and if they would be interested in visiting us again

USES OF CONTACT MANAGEMENT CRM SYSTEM

Those who will be utilizing this system the most include Kathy

Stoddard, Hailey Smith, and Angie Rutherford

Kathy will be using the system to determine what types of

foods the guests prefer during their stay

Hailey will be using the system to determine how the rooms

should be prepared for specific guests in order to fit their needs

Angie will be using the system to input the customers

preferences and determine which rooms fit the guests needs,

and book those rooms accordingly

MOUNTAIN MEADOWS’ FACTORS IN 5 FORCES MODEL

Mountain Meadows Bed and Breakfast is in a remote location in

Wyoming where there are few competitors in the area

There is a lake right beside the building, and five fire pits within

the grounds of the bed and breakfast. There is a breathtaking view

of the Wind River Mountains

15 rooms are available to guests, there is no smoking in the rooms,

but pets are allowed (there is animal-sitting options for a small fee)

Ice skating is available on the lake in the winter, and fishing is

available in the summer, as the venue is open year round

Reward programs are available for frequent customers

5 FORCES MODELThe buyer power is low, for this is one of the only bed a breakfasts in this area. We

also provide frequent guest rewards to offer incentives to customers for staying with

us

Supplier power is fairly low for we have several different companies which we can

order food, and items for the rooms from. In the winter, supplier power increases

slightly because some companies can’t make it out to the bed and breakfast to deliver

the food due to weather

Threat of substitute products is low because there are few alternatives to the bed and

breakfast in this area. With the new CRM we will be able to make sure the guest is

satisfied so that they do not consider doing business anywhere else

Threat of new entrants is rather high. This company has done great in this area, and

it would be smart for someone else to open up another bed a breakfast as competition

All in all, this company has been very successful

CRM FEATURES TO BE USED

Mountain meadows will use the survey and questionnaires that

are provided by our CRM vendor in order to obtain customer

feadback

We will also use the feature that reminds employers of the

preferences that an upcoming guest has so that we can be

prepared for the guest when they walk in the door

We will also use the notes feature to keep notes on the customer

so that we can build a relationship with them more on a personal

rather than business relationship

CRM SYSTEM CHALLENGES

During the first year, we do anticipate some

challenges as far as understanding the system and

implementing it to its’ full potential

It will be a challenge for employees to understand

the importance of CRM and to utilize it on a daily

basis

Building a customer base will be a challenge at

first because we won’t know exactly what questions

to ask the customers to get a feel for what they like

and don’t like

SYSTEM COSTS

The CRM system will cost $30,000 just to install.

We will need to update the computers to hold the

software for the program, and create a backup

strategy in case of natural disasters, or power

outages

This fee includes the cost of hiring someone to

install the program

SYSTEM COSTS CONTINUED

This system will cost about $3000 to run each year

for the next three years

After this, prices increase to $3500 per year

MOUNTAIN MEADOWS AND CRM

Though the prices of implementing a CRM system

may be high, Mountain Meadows is convinced that

these prices will be well worth it

With the new system we will be able to meet

customers needs which, in return, will encourage

guests to visit again, and to tell others about their

experience

Mountain Meadows Bed and Breakfast is all about

the customers and we will do anything to keep them

coming back