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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
Increase income by accessing resources and and services provided through R&R Farms
Compatibility with Farm Life
Networking
Lifestyle
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
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
Buyer Profile Hunters
age 21+ with household income $150,000 +
Wine Enthusiasts age 21+ household income $150,000 +
Buyer Behavior 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
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
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
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
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
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
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
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
Walla Walla Hunting and Wine Tours
Strengths 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
Hunter Accountability References
Ask hunters for references from other landowners, conservative officers or community leaders.
Background checks Paid prior to visiting by the hunter
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
R&RFarms
Alex’s Duties Handle Bookings
See through Arrival’s and Departures
Inform guests of guidelines advise hunters on game movement
Clean Lodging arrangements
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
Services Provided by R&R Farms
QDM Quality Deer Management
Shop Mechanic Welder Carpenter
Scouting Trail Cameras
Spotting Scopes
Field Time Farming
NRCS AOI Program
Property Accesstwo priorities:
Making access easy for legitimate users
Denying it to everyone else
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
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
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
Product Attributes Hunters
Quality of game Private land Lodging Evening entertainment activities
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.
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
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 .
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
Product Promotion Public Relations
Sponsor gun safety workshops
Contribute towards Walla Walla Wine Alliance Annual Dinner
Charities (disabled hunters)
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.
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.
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
Measurable and Obtainable Goals
Sales Break Down by Year (# of Deer Hunters of Archery, Muzzleloader, and Modern
Rifle) Year 1
Weekends14 Mid-Week 10
Year 2 Weekends14 Mid-Week 10
Year 3 Weekends14 Mid-Week 10
Measurable and Obtainable Goals Cont.
Sales Break Down by Year (Wine Enthusiast)
Year 1 Weekends20 Mid-Week 12
Year 2 Weekends20 Mid-Week 12
Year 3 Weekends20 Mid-Week 12
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
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
2nd Year Revenue
Weekends $42,000 + Mid-Week $20,000 = $62,000
Sales projections based on Consumer & Outfitting Surveys
Measurable and Obtainable Goals Sales
Measurable and Obtainable Goals Sales
3rd Year Revenue
Weekends$42,000 +Mid-Week $20,000 = $62,000
Sales projections based on Consumer & Outfitting Surveys
Measurable and Obtainable Goals Sales
1st,2nd and 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
Projected Budget “How much will it cost to get there?”
What will the strategies cost?
Highlights of budget
Return on investment (ROI)
Return on Investment Net income of $21,564.98 divided
by expense of $191,435.02 equals 11.27%
Evaluation “Did we get there?”
Achievements
Contingency plan
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)
Contingency Plan Expand Range of Game
CSP- Paid research
Windmills
Host families to experience the farm life
Continue Farming
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