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COOL SPRING RANCH. Robin Ailsby Grant Immel Ryan Klassen Anne Pinckney. 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.
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COOL SPRING RANCH Robin Ailsby Grant Immel Ryan Klassen Anne Pinckney
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. COOL SPRING RANCH
CABINS Large Cabins New Indoor Arena Studer Road Barn House House Outdoor Arena N Entrance SE 7 - 11 - 14 W of 3 COOL SPRING RANCH
Indoor Arena • Goodon Industries • ’70X’200 • Steel Poll frame COOL SPRING RANCH
Cabins • 2 dorm style: • 6 bunk beds each • 2 Cabins: • Double bed, 2 hide-a-beds • Kitchenette and bathroom COOL SPRING RANCH
Activities Training Special Events Horse Sales Auctions Riding camps/Riding clinics/Competitions Cabin Rental Families Hunters Work Plan and Flow of Work 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 Trainer: -working with individual clients and their horses -position will be filled during the summer months by a student from Olds College participating in their summer internship program Maintenance Staff Chef 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: Saskatoon Regina Moose Jaw Swift Current Medicine Hat Surrounding rural centers • Geographical market will expand to: Winnipeg Calgary Edmonton 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 COOL SPRING RANCH
Revenues COOL SPRING RANCH
Expenses COOL SPRING RANCH
Net Income 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. COOL SPRING RANCH