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Team 11

Team 11 . Grant Robison Alex Steiner Parker Simmons Taylor Gowdy John Im Marco Santucci. Marketing Plan . Proposal : Market Private Hunts and Wine Tours Hunters (15,000 Acres Private) Wine Enthusiasts . Diversify incomes so we can Feed the World and rage . Why Are We Here?. GOP

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Team 11

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  1. Team 11 • Grant Robison • Alex Steiner • Parker Simmons • Taylor Gowdy • John Im • Marco Santucci

  2. Marketing Plan • Proposal: • Market Private Hunts and Wine Tours • Hunters (15,000 Acres Private) • Wine Enthusiasts • Diversify incomes so we can Feed the World and rage

  3. Why Are We Here? • GOP • Increase income by accessing resources and and services provided through R&R Farms • Compatibility with Farm Life • Networking • Lifestyle

  4. Key To Success • Take advantage of the famous ‘Walla Walla’ name • Capitalize on fresh air and open spaces • No current hunting competition in the Walla Walla area • Target the Young and Wealthy • Protecting yourself

  5. Industry Trends • Agri-Tourism is growing and is becoming a viable source of diversified income for farmers • Recreational Tourism Industry • People from cities are looking for recreation areas with clean air and open spaces • People are taking shorter vacations closer to home • ‘Feel Free to Hunt’ lands are decreasing • Guided hunts on private land are growing in popularity • Walla Walla is a growing tourist destination

  6. Buyer Profile • Hunters • age 21+ with • household income $150,000 + • Wine Enthusiasts • age 21+ • household income $150,000 + • Due to rising fuel costs, people are looking for shorter distances to vacation • Urban people searching for a country escape • Corporations: purchasing the hunting rights for their employees Buyer Behavior

  7. Research for Analysis • Five Surveys • Interest • Pricing • Name • Accommodations • Hunting Guide Service • Professional Research • Walla Walla Tourism, Port of Walla Walla Economic Development, Walla Walla Chamber of Commerce, Pasco Ag Show, Tri-Cities Sportsman’s Show

  8. Original Research Results (Interest Survey) • Hunters • 95% Surveys indicate hunters prefer a wide range of game • 82% Prefer to take advantage of provided accommodations • 74% People are willing to pay for hunting privileges • 68% People didn’t want food prepared by staff • 48% Interest in guided hunts • 46% Preferred wine tours/planned activities in evenings

  9. Original Research Results (Name Survey) • 67% Walla Walla Hunting & Wine Tours • 13% Walla Walla Hunting Club • 11% Shooter Ridge of Walla Walla • 9% Walla Walla Hunts

  10. Original Research Results (Pricing/Length of Hunt Survey) • Length of Hunt • 53% Prefer weekend hunting • 39% Prefer mid-week hunts of 2-3 days • 8% prefer day hunts • Pricing: Whitetail or Mule Deer • $2,900-$3,100 Average person for weekends • $1,950-$2,050 Average per person for weekdays (3 ds 2 ns) • $800-$1,000 Average per person for day hunt

  11. Original Research Results(Accommodation Survey) • Hunters • 14% prefer 2 Star • 30% prefer 3 Star • 39% prefer 4 Star • 17% prefer 5 Star • Wine Enthusiasts • 65% prefer 4 star • 35% prefer 5 star

  12. Original Research Results(Hunting Guide Service Survey) • $3,000 average weekend fee • $2,000 average mid-week fee • 64% average occupancy rate • 85% stated the internet is the most effective means of advertisement followed by brochures

  13. Competition • Strengths • Established name recognition • Established clientele • Experience • Weaknesses • Location • Most offer limited hunting • Combination of public and private lands • Lack planted wildlife food-plots • Lack public airport access • Lack entertainment options

  14. Walla Walla Hunting and Wine ToursStrengths • Private land (15,000 Acres) • Two locations, diverse terrain & game range • Enhanced hunting (food plots) • Inside access to top wineries • Increased antler size due to QDM • Ranch stocked with pheasants • Sleeping and cooking accommodations • 15 miles from Walla Walla • Airport acres/car rental service

  15. Hunter Accountability • References • Ask hunters for references from other landowners, conservative officers or community leaders. • Background checks • Paid prior to visiting by the hunter

  16. Start Up Cost(Leftover College Funds) • Trademark Registration $180 • Business License $15 • Chamber of Commerce $195 • (LLC) $8,000 • Rent $12 • Internet $2,800 • Brochures $250 • Public Relations $500 • Tradeshows $4,000 • Total $15,952

  17. R&RFarms

  18. Alex’s Duties • Handle Bookings • See through Arrival’s and Departures • Inform guests of guidelines advise hunters on game movement • Clean Lodging arrangements

  19. Resources Provided by R&R Farms • Lodging • Up to 10 • Bar • Horse Corals • Utilities • Air Card • Gas Card • Wildlife Feed • Equipment • Farming Vehicles • Guns • GPS • Spotlights • Trail Cameras • Spotting Scope

  20. Services Provided by R&R Farms • QDM • Quality Deer Management • Shop • Mechanic • Welder • Carpenter

  21. Scouting • Trail Cameras • Spotting Scopes • Field Time Farming • NRCS AOI Program

  22. Property Accesstwo priorities: • Making access easy for legitimate users • Denying it to everyone else

  23. Posting Private Property • Steps: • 1st post the land • 2nd contact the sheriff and game warden to help spread the word of the land posting • Use words such as: Patrolled and Prosecute, to send a strong message • Include the law’s maximum trespassing fine

  24. Mission Statement • The mission of Walla Walla Hunting and Wine Tours is to provide visitors to the Walla Walla Valley a relaxing experience while promoting recreational activity in a very unique way

  25. Target Market • Consumers who utilize the internet to search for vacation ideas and word of mouth • Hunters and wine enthusiasts within 4 ½ hour drive of Walla Walla

  26. Product Attributes • Hunters • Quality of game • Private land • Lodging • Evening entertainment activities

  27. Product Attributes • Wine Enthusiasts • Provide family, small group lodging • Tourist activities • Art, theatre, summer musical • 105 Wineries • Antique shops • Museums • Golfing • Walla Walla is rated as the #1 Wine Destination in the U.S.

  28. Key Planning Assumptions • With Walla Walla’s name recognition and reputation, it is an attractive tourist option, producing a viable market for guided hunts, lodging, and wine tours. * Information sources: Walla Walla Tourism, Port of Walla Walla Economic Development, Walla Walla Chamber of Commerce, Pasco Ag Show , Tri-Cities Sportsman’s Show* Surveys: Interest, Pricing, Name, Accommodation, Hunting Guide Service

  29. How will you promote the products? A sales promotion theme targeted at hunters and tourists will be developed around the prestigious Walla Walla name. The internet and brochures will be the primary means of advertisement along with word of mouth .

  30. Product Promotion Mass Media • Internet • Develop business website • Links on Google • Utilize free links • wallawalla.com • Wall Walla Chamber of Commerce wallawalla.org • Tourism Walla Walla • Brochure • Walla Walla Chamber of Commerce • Tourism Walla Walla

  31. Product Promotion • Public Relations • Sponsor gun safety workshops • Contribute towards Walla Walla Wine Alliance Annual Dinner • Charities (disabled hunters)

  32. Product Promotion Predicting Competitors Reaction Since we are the only local guide service we do not anticipate any negative reactions in Walla Walla. Local Bed and Breakfasts are booked nearly 100% and will not be affected by our wine enthusiast getaway.

  33. Latitude 46 Degrees • The valley straddles the line between the Burgundy and Bordeaux regions of France. • Climates along this line are perfect for producing a balance of sugars and acidity in the grapes.

  34. Key Planning Assumptions • Hunters • Lodging, guided hunts, and wide range of game • Survey- Hunting Lodges average 64% occupancy rate • Wine Tourists • 400,000+ tour Walla Walla every year • 220,000+ stay over night • Bed and Breakfasts are near 100% occupancy

  35. Measurable and Obtainable GoalsSales Break Down by Year (# of Deer Hunters of Archery, Muzzleloader, and Modern Rifle) • Year 1 • Weekends 14 • Mid-Week 10 • Year 2 • Weekends 14 • Mid-Week 10 • Year 3 • Weekends 14 • Mid-Week 10

  36. Measurable and Obtainable Goals Cont.Sales Break Down by Year (Wine Enthusiast) • Year 1 • Weekends 20 • Mid-Week 12 • Year 2 • Weekends 20 • Mid-Week 12 • Year 3 • Weekends 20 • Mid-Week 12

  37. Price Structure • Hunting Weekends • $3,000 per person • Hunting Mid-Week • $2,000 per person • Wine Tours Weekends • $300 (per couple) per night • Wine Tours Mid-Week • $250 (per couple) per night

  38. Measurable and Obtainable Goals Sales • 1st Year Hunting Revenue Weekends $42,000 + Mid-Week $20,000 = $62,000 • Sales projections based on Consumer & Outfitting Surveys

  39. Measurable and Obtainable Goals Sales • Sales projections based on Consumer & Outfitting Surveys • 2nd Year Revenue Weekends $42,000 + Mid-Week $20,000 = $62,000

  40. Measurable and Obtainable Goals Sales • 3rd Year Revenue Weekends $42,000 +Mid-Week $20,000 = $62,000 • Sales projections based on Consumer & Outfitting Surveys

  41. Measurable and Obtainable Goals Sales1st,2ndand 3rd years revenue • Wine Enthusiasts Weekends $6,000 +Midweek $3,000 = $9,000 1-3 Year Total $27,000 • Sales projections based on Consumer & Outfitting Surveys

  42. Projected Budget “How much will it cost to get there?” • What will the strategies cost? • Highlights of budget • Return on investment (ROI)

  43. Return on Investment • Net income of $21,564.98 divided by expense of $191,435.02 equals 11.27%

  44. Evaluation “Did we get there?” • Achievements • Contingency plan

  45. Achievements • Tools for Measuring Achievements: • Financial Records • Marketing plan provides: • Additional income for Alex • Year 1 $43,150 • Total incomes $129,450 • Option for annual improvements ‘ • Net profit $3001.66st year • Total net profit of $21,564.98 (3 years)

  46. Contingency Plan • Expand Range of Game • CSP- Paid research • Windmills • Host families to experience the farm life • Continue Farming

  47. Work Cited • 1st source for background check: Source: https://www.privacyrights.org/fs/FS16c-FAQ-BkgChk-060928.htm • Alsheimer, Charles J. Quality Deer Management. New York: Krause Publications, 2002. Print. • Dougherty, Neil & Craig. Grow 'Em Right. Newark, NY: NorthCountry Whitetails LLC, 2006. Print. • Fox, Jeffrey J. How To Become A Rainmaker. New York: Hyperion, 2000. Print. • Kiyosaki, Robert T. Rich Dad, Poor Dad. New York: Warner Business Books, 1997. Print. • O'Neil, William J. 24 Essential Lessons for Investment Success. New York: McGraw Hill, 2000. Print. • Magazine: "April 1, 2011 - March 31, 2012." Washington's 2011 Big Game Hunting Seasons & Regulations 1 Mar. (2011). Print. • Source for back ground check: http://www.criminalbackgroundcheck.org/index.php

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