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Montana Whitewater Adventures

Montana Whitewater Adventures. M arketing Plan Created by: John Dickerson Kristen Rehbein Kari Bostick. Mission Statement.

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Montana Whitewater Adventures

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  1. Montana Whitewater Adventures

  2. MarketingPlanCreated by:John DickersonKristen RehbeinKari Bostick

  3. Mission Statement The family at Montana Whitewater Adventures is committed to providing the ultimate rafting adventures in the most scenic, wild rivers of Montana. We are dedicated to providing outstanding customer service. Our customers will be treated with a once in a lifetime adventure. Combined we have over 75 years of rafting experience and are committed to safely getting our customers home with the memories to last a life time. With customer service being of utmost priority, we extend our offerings to patrons by partnering with other local business to create a once in a life time adventure. We work with zip-line Montana and Quinn’s Hot Springs to bundle our trips.

  4. On average 500,000 thousand people visit Missoula each year. With a population over 155,000 in Missoula and the surrounding community we have ample opportunity in this market. Our survey results determined that 32% of people polled, were eager to raft the beautiful rivers surrounding Missoula. The total market potential is well over 200,000 people. Our objectives are:•To create a fun, action packed experience for our customers. •Provide outstanding customer service and grow our customer base by word of mouth referrals. •Sell 12,000 raft trips, at a rate of $150.00 per person.•Utilize connections within the community, by booking group trips. Group trips should comprise at least 10% of total bookings. Objectives

  5. Opportunities • Family uses connections with local business, summer camps and schools for group trips • Expand top-selling trips more days a week • Provide exciting, affordable family mini-vacations during hard economic times •Based in tourist area

  6. Strengths • Newly purchased cutting edge, finest equipment available today • Starting massive advertising campaign with a committed $30,000.00 • Over 75 years of rafting experience combined • Differentiation from competition by partnering with other local business to create a once in a life time adventure • Lower operating costs with family owned storage facility

  7. Weaknesses • Higher price point • New to market • Competing with over 20 other rafting companies

  8. Threats • Environmental – depend on the weather, natural disasters (fire, flooding, etc.) •Permit availability •Competition prices are lower •Competition with established and loyal clientele

  9. Potential Market Survey The following questions were asked at Five locations in Missoula Montana: • Have you ever rafted near Missoula, MT? • 38/50 people said they had rafted near Missoula. (76%) • Do you intend on rafting during the 2013 season near Missoula, MT? • 16/50 people said they intend on rafting in the 2013 season you. (32%) • Did you raft during the 2012 season near Missoula, MT? • 12/50 people said they rafted last season. (24%) • Would you be interested in rafting the rivers near Missoula, MT? 21/50 people said they were interesting in rafting near Missoula MT. (42%) Surveyed 50 people: • 10 at Wal-Mart • 10 at Worden’s Market • 10 at U of M – University Center • 10 at AT&T • 10 at Southgate Mall Survey conducted by John Dickerson

  10. Population Statisticsand POTENTIAL Market Share • Missoula County Population: 110,138 • Ravalli County Population: 40,450 • Mineral County Population: 4,593 • 10 Million Tourist per year through Montana. On average 500,000 people travel to Missoula each year. • Total population: 655,181 • 655,181 total population / 32% of population that intends on rafting • = 209,658 total market potential • 209,658 market potential / 12% objective market share for Missoula Whitewater • = 25,159 customers in our market share. • Running at capacity, we have 10 rafts holding 8 people per raft • = 80 people/day • 80 people per day x 5 months of the season • = 12,000 people we have to take rafting to meet the budget

  11. Target

  12. Brand Positioning Statement Experience the excitement with Montana Whitewater Adventures. Come play with us! Providing safe, unforgettable experiences, with over 75 years of rafting experience.

  13. Decision Making Process Identify the Problem • Consumer needs to experience adventure on Montana’s Rivers. Gather Information • Consumers will gather information via word of mouth, yellow pages internet and newspapers. Evaluate Alternatives Consumer alternatives are: • Other white water rafting companies • Other adventure companies • No adventures Make Decision • Consumers will choose Montana Whitewater Adventures because of the diversity of our product. We are family owned and operated invested in the Missoula economy. Evaluate Decision • Consumers will know they chose the right product because of the personal safe adventure we take them on. The quality of the service will create positive word of mouth thus increasing repeat business.

  14. Means End Chain

  15. Promotion • • Large student population , offering students end of school year rates. • • Resident Market consists of 140,000 people, offering rental rafting equipment. • • Capitalize on the tourism market by featuring articles in the Montana Magazine, Outside Missoula and Montana Outdoors.  Combined these magazines reach over 150,000 subscribers. • • Flyer campaign to area businesses in Missoula and surrounding areas to solicit group trips as team building trips. • • Offer group rates; as the number in your party increases, the rate decreases. • • Work with affiliate businesses to reach out to their large client base. • Pamphlets will be on hand at Missoula Zip Lining and Quinn’s Hot Springs.

  16. Product and PLC • Product Life Cycle – Montana Whitewater Adventures is entering a market in the mature stage of the Product Life Cycle. There is strong competition in the area with companies attempting to position their strategies to develop a competitive advantage. • Product: Brand positioning statement – Montana Whitewater Adventures provides a unique exhilarating rafting experience by utilizing our knowledge of local rivers to ensure clients have a memorable day.

  17. Perceptual MapShowing Four Water Recreation Options

  18. Place • Convenient location in Missoula, MT. Clients are then bussed to launching sites. • Rafting equipment stored at business location • Administrative activities conducted at business location • Website Accessibility • Easy to navigate • Scheduling and contact information • Guide information including experience and safety qualifications • Channels of Distribution • Direct • Collaboration with Quinn’s Hot Springs Resort and Montana Zip Lining • Launching sits at Montana Fish Wildlife and Parks designated fishing access sites. • Commercial permit required • No maintenance costs • Increased exposure to public

  19. Costs

  20. Equipment Costs 10 Rafts at $3,975 each; total cost $39,750 70 Paddles at $130 each; total cost $9,100 100 Helmets at $50 each; total cost $5,000 100 Life Jackets at $110 each; total cost $11,000 1 Bus providing transportation; total cost $7,000 Total Equipment Costs $71,850

  21. Marketing Costs Radio, television and magazine advertising campaign • Advertisement development budget $15,000 • Purchase of Ad time budget $ 10,000 Pamphlet and Flyer Disbursement • Delivery fees budget $5,000 Total Marketing Budget $30,000.00

  22. Operating Costs Gasoline per month $1,400 • $3.75 per gallon factoring 350 gallons per week Salary per month $8,000 • $10.00 per hour for 8 part time employees Insurance per month • Includes auto, equipment, and liability insurance Permit Costs per month $200 Total Annual Operating Costs $53,000

  23. Price Cost of trip per person $150/weekend rate • Must book 75 people each weekend Cost of trip per person $120/weekday rate • Must book 30 per week Cost of group trips more than 8 people $100 • Must book 10 per week Total Income Annually $457,000

  24. Final Remarks We will focus on providing the best customer service in the industry by holding ourselves to the highest standards and conducting business with integrity and pride, while staying within our budget. In time, Montana Whitewater Adventures will be the best rafting company is Western Montana.

  25. Resourceshttp://www.strategicmediainc.comceic.mt.gov/Census2010.asphttp://www.deq.mt.gov/ClimateChange/Commerce/Tourism/tourism.mcpxChet Crouser, Fishing Access ManagerMontana Fish Wildlife and Parks406.542.5562

  26. Resources Continued Cost Analysis www.nrsweb.com www.paddlesandoars.com www.outdoorplay.com www.bargainbusnews.com http://aldebaranwebdesign.com http://windowscleaningresources.com

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