Riddermark Ranch€¦ · Web viewRiddermark Ranch is a guest ranch and horse sales facility. We...

Riddermark RanchBusiness Plan

287 Country Rd NN 56,

Villa Grove, CO 81155

p. (970) 482-1653f. 970.482.1653

[email protected]

Riddermarkranch.com

Table of ContentsI. Executive Summary..............................................................2

Company VisionObjectivesMission StatementKeys to Success

II. Description of Business........................................................3Company Ownership/Legal EntityLocationInteriorHours of OperationProducts and ServicesSuppliersService

III. Marketing.............................................................................5Market AnalysisMarket SegmentationCompetitionPricingAdvertising and PromotionStrategy and Implementation

IV. Financial Analysis...............................................................10Budget

Executive SummaryRiddermark Ranch is a wilderness retreat and horse sales facility that provides a range of services for all its customers. We have an excellent certified staff that serve our clients with respect and integrity. The ranch is dedicated to supporting local summer camps and providing well trained horses for buyers here is the Midwest. We are set apart from our competitors through the combination of a guest ranch with horse sales, giving us an edge in the business. In the future, we hope to add a horse hotel and more activities for our guests. Months of planning and careful preparation took place to get the ranch ready for business. Riddermark Ranch’s goal is to provide its customers with a year-round vacation spot that meets all their needs and expectations.

Company VisionRiddermark Ranch welcomes all ages and experience levels from beginner to veteran. Through our guest ranch we offer lessons, trail rides, and pack trips at various levels that take riders through beautiful scenery. Customers coming to lease or buy a horse have a large selection of horses to choose from. We do our best to provide a horse that fits our customers’ needs.

ObjectivesOur goals are to provide a safe and experiential environment for our customers and horses. We expect a high level of dedication and care from our staff towards providing guests the best experience possible. We want people to learn how to ride a horse, set up a campfire, or go for a simple trail ride while enjoying the nature around them. Customers leasing/buying horses should be satisfied with their purchase and return for any of their future equestrian needs.

Mission StatementOur mission at Riddermark Ranch is to create a memorable ranch experience for our guests and customers. We take great pride in our animals and making sure that our guests receive the most authentic Western feel that we can provide. We believe that Riddermark Ranch should be both a learning experience and vacation for those who are staying

RIDDERMARK RANCH – MAY 2,2017 2

Keys to Success Quality care, Respect Integrity Service Horses

Description of BusinessRiddermark Ranch is a guest ranch and horse sales facility. We provide a peaceful western environment where guests can enjoy numerous outdoor activities including trail rides and overnight pack trips. Through our sales barn, we provide horses to a number of summer camps, organizations, and private owners. People can stay at the ranch and test a horse as long as they want before purchase, unlike other places where you only ride once. We provide the ultimate outdoor experience and as much time with the animal of choice as possible.

Company Ownership/Legal EntityRiddermark Ranch is a limited liability company (LLC). “An LLC is a hybrid of a corporation and partnership that is designed to give its owners the advantages of each legal structure” (Beierlein, Schneeberger & Osburn, 2014). Through the partnership 2 people are in charge of running the entire operation, but they each focus on their own side of the business and come together to make the big decisions. The LLC structure provides owners the limited liability for expenses and debt, while still maintaining partnership aspects.

There are several federal, state, and local regulation that the ranch will need to meet. We need to meet the Bureau of Land Management and Forest Service regulations due to the ranch being close to a national park. Since that is public land we will need to submit an application, explain to them my activities, obtain special permits which include a fee, submit a copy of the State game map with our routes/activities, provide proof of insurance, gain permission from the state/county or local government, and possibly provide a cash deposit, (Echeverria, Champney, & Harris,1999).


We will need food handling permits and licenses for fishing or hunting since the ranch provides those activities. Also in order to run the guest ranch we will need to meet all the rights and responsibilities covered in the states statues. We will have to provide workman’s comp and unemployment through insurance along with having a business license and tax permit (Echeverria, Champney, & Harris,1999). Selling horses also requires specific state permits along with Coggins tests if the horses are crossing state lines.

LocationRiddermark Ranch is an extraordinary mountain retreat located on 160 acres in south-central Colorado between Salida and Alamosa. The ranch is surrounded by BLM lands with access to Gunnison National Forest and other wilderness areas. On the property is a variety of natural landscapes including rock outcroppings, Aspen groves, grass pastures, Peterson Creek, a spring fed live water creek and a spectacular view of the Sangre De Christo Mountain Range.

The properties extensive facilities included a log lodge, two houses, five rustic cabins, a large horse barn, equipment garage, recreational/fitness center, chapel and storage facilities.

Riddermark Ranch is located in the northern and upper end of the San Luis Valley, approximately three hours southwest of Denver, 20 miles south of Poncha Springs and two miles west of US Highway 285 on County Road NN 56.

InteriorOur log lodge is 7,000 square feet and sits along Peterson Creek next to an aspen grove. The main floor is 4,240 square feet containing an open cathedral great room with open log beams, a large rock fireplace, a commercial kitchen and six guest rooms. The second floor comprises of three double bedrooms and three single bedrooms. The office and conference room is located on the third floor.

Of our two residences the first two-bedroom house sits above a two-car garage. The second two-bedroom home is over the top of the community room, which has the fitness/recreational center.


There are five one-room rustic cabins containing two bunk beds and a wood burning stove for heat. We have a large two story horse barn, an equipment shop, and a picturesque chapel with a wonderful view of the property.

Hours of OperationOffice Hours:

Weekdays 8:00am-5:00pmWeekends 9:00am-4:00pm

Products and ServicesRiddermark Ranch has a large variety of outdoor activities. This includes: certified ropes course, archery range, fishing, basketball, hunting, horseback riding lessons, trail rides, pack trips, and a variety of outdoor games. The property is surrounded by BLM property leading into the Rio Grande National Forest for unlimited hunting, hiking, backpacking and rock-climbing access.

The services and horses we provide at Riddermark Ranch are top quality and have an elevated level of security that the customer will get what they came for. Our staff are professionally trained and work with our guest and customers to provide the best stay or horse available. Other guest ranches in the area do not provide the number of activities or have horse sales included in their stay. There is a large market for horses and Riddermark Ranch fills the gap in the Midwest for large horse sales.

We are constantly checking our inventory to make sure we have everything we need at all times. In the spring we have to make sure we have a large variety of well trained horses for the summer season and all activities are stocked and ready to go with certified instructors. There are security cameras around the property for clients and animal’s safety and protection.

SuppliersRiddermark Ranch gets its horses from a number of auctions and private dealers across the Midwest. Horses are paid for by check and hauled to the ranch with our own equipment as soon as the sale is finalized.


ServiceFor the guest ranch guests are greeted at our front desk with refreshments during check in. They are shown their accommodations and are free to rest or explore before dinner. They are able to register for their activities online during setting up their reservation or every evening after dinner.

For horse sales clients are met at the barn where a herd of horses has been brought in according to their specifications. They are able to ride as many as they want that day or stay overnight and test the horses over a period of time. When a horse has been chosen, the client can fill out the necessary paperwork and pay on the spot if they want to take their horse that day. Otherwise once the payment has been taken care of they can come pick up the horse, or we will deliver for a set fee. At no point in the process is the client left alone with the horses for safety reasons.

MarketingMarket AnalysisThe ranch’s target markets are summer camps and private owners looking to buy or lease a horse and people wanting a peaceful vacation that involves outdoor activities in a scenic location. We cater to people of all ages, company’s, individuals, and groups.

As we are located in Colorado our customers are generally more local or located on the west coast or Midwest. The guest ranch serves people from across the U.S. and has had international guests on occasion. There are a number of activities that guests can participate in during their stay that are otherwise unavailable in more populated areas. Riddermark Ranch primarily advertises online and through ads in several equine magazines.

There is a large market for horses, especially well trained ones. We have horses that are trained in many different disciplines and are good for people from all walks of life. There are a number of summer camps across the U.S. that lease their horses or wish to sell their old herd and either buy or lease a new one. Riddermark Ranch provides these camps the opportunity to choose their horses and either lease or buy depending on their needs.


The only other company like this is located on the east coast and their services do not spread into the Midwest. Riddermark Ranch’s goal is to fill the gap for horse sales in the Midwest.

While the number of summer camps might be a more static population, there are always people looking to buy horses. Also, the ranch provides an excellent vacation for people and the market for peaceful accommodations with access to nature is growing. Our prices are reasonable and affordable.

Market SegmentationOur target market isn’t heavily split, but we definitely have a lot more general trail and lesson horses than extremely well trained show horses. As the majority of our buyers are camps and individuals looking for their personal horse we try to have more of those types of horses. However, we do try to keep a herd of well-trained show horses or prospects available in case a buyer comes to us. Prices vary according the age, breed, and level of training. The Midwest/western U.S. is not as heavily into the show circuit as the east coast, so there is a smaller demand for those than the typical trail horse that can work a ranch. About 60% of our business falls into the average horse category, with about 25% being elite, and the remaining 15% at a discounted rate.

Elite25%

Average60%

Discount15%

Market Segments

CompetitionThe nearest guest ranch competitors are RC Guest Ranch, Zapata Ranch and Triple B Guest Ranch and Activity Ranch. We are comparable in accommodation and activity pricing; however we offer a broader range of activities than the other guest ranches. We also have the horse sales portion


of the ranch which none of our competitors have. There are many summer camps located in the Midwest and it is hard for them to find replacement horses or large horse dealers where they can lease. One of our competitors offers a horse hotel package to their guests so that people can bring their horses with them. This is an interesting add on to the guest ranch that Riddermark Ranch could easily incorporate in the future to provide an extended service. Looking at similar ranches pricing and accommodations helps me determine the pricing for our own services. I need to offer more or better options at a competitive price in order bring in business.

Most of the guest ranches in Colorado are closer to Denver whereas we are more centrally located further south. There are three airports located within a three-hour drive from the ranch. Our competitors all have well-made websites and subscribe to different online media sites.

PricingRiddermark Ranches pricing policy is to be in a competitive position with our neighbors. We have nightly rates, package deals, activity rates, and special event fees. For horse sales, we price stock taking into account a variety of factors including: level of training, age, and breed. Our prices are average according to the industry since we are not a low-cost facility, but also are not a 5-star hotel. Prices for the guest ranch will fluctuate slightly according to the season or economy in order to retain a constant customer flow. The summer will most likely be our most profitable season and higher prices will bring in the necessary revenue to balance out the slower winter season. The ranch will continue to operate in the winter with some winter activities, but our staff number will decrease for the offseason, thus reducing payroll amounts. By watching the horse market and prices of our competitors we should be able to ensure that our profit margins are not adversely affected by fluctuations or the competition.

Advertising and PromotionThe ranch incorporates several types of advertising: personal website, social networking, ads in magazines, brochures, participating in local horse events, and hosting equestrian events at the ranch. Our advertising budget is low because only the ads we post cost money, the rest is online or word-of-mouth. One way we are thinking of tracking the results of our advertising and promotional efforts is to include a question during the reservation process that asks, “how did you find out about Riddermark Ranch?” With


every guest answer we will be able to see what advertising strategy is the best and put more money into it and other similar strategies. Ads will be all year round since we will be open, just the activities available will change according to the season, so we will need brochures and ads to reflect what is happening.

Strategy and ImplementationIn order to open Riddermark Ranch we will first have to hire the necessary staff. We need to begin advertising and obtaining the necessary licenses before opening. Guest accommodations must be stocked, horses will need to be bought, equipment for the barn, house, and activities bought, routes planned for trail rides and pack trips. Starting the business will most likely take between 2 to 3 months to get everything planned and ready. Buying horses and getting them ready to be sold will probably take the longest. My goal would be to have all my staff hired and the ranch ready as fast as possible. I believe opening in May would probably be our best option so that staff can have a little time to get settled in their jobs before the busy summer season starts.


Financial AnalysisBudget


Sales Daily Weekly Monthly YearlyHorses Sold 28.62$ 200.32$ 10,416.00$ 125,000.00$ Horses Leased 40.06$ 280.45$ 14,583.00$ 175,000.00$ Horse Training 18.32$ 128.21$ 6,666.00$ 80,000.00$ Activities

Lessons/Rides 3.43$ 24.04$ 1,250.00$ 15,000.00$ Archery 1.83$ 12.82$ 666.67$ 8,000.00$ Fishing/Hunting 1.83$ 12.82$ 666.67$ 8,000.00$ Rafting 1.83$ 12.82$ 666.67$ 8,000.00$ Rodeo 3.43$ 24.04$ 1,250.00$ 15,000.00$ Pack Trip 5.58$ 32.05$ 1,666.00$ 20,000.00$ Other 2.75$ 19.23$ 1,000.00$ 12,000.00$

Guest Lodging 22.89$ 160.26$ 8,333.00$ 100,000.00$ Merchandise 1.60$ 11.22$ 583.00$ 7,000.00$ Total Sales 591,000.00$

Variable ExpensesHorses 5.58$ 32.05$ 1,666.00$ 20,000.00$ Feed/Hay 10.30$ 72.12$ 3,750.00$ 45,000.00$ Labor 91.58$ 641.03$ 33,333.00$ 400,000.00$ Barn Supplies

Shavings 0.69$ 4.81$ 250.00$ 3,000.00$ Tack/Helmets 0.11$ 0.80$ 41.67$ 500.00$ Grooming Supplies 0.07$ 0.48$ 25.00$ 300.00$ Cleaning Supplies 0.07$ 0.48$ 25.00$ 300.00$

House SuppliesRoom Needs 1.14$ 8.01$ 416.00$ 5,000.00$ Food Services 6.87$ 48.08$ 2,500.00$ 30,000.00$ Offi ce Supplies 1.14$ 8.01$ 416.00$ 5,000.00$

Activity Supplies 1.14$ 8.01$ 416.00$ 5,000.00$ Farrier/Vet 2.30$ 16.03$ 833.00$ 10,000.00$ First Aid Equipment/Meds 1.14$ 8.01$ 416.00$ 5,000.00$ Total Variable Expenses 529,100.00$

Fixed ExpensesTaxes and licenses 2.30$ 16.03$ 833.00$ 10,000.00$ Land payments 2.20$ 15.38$ 800.00$ 9,600.00$ Insurance 2.30$ 16.03$ 833.00$ 10,000.00$ Electricity 0.27$ 1.90$ 100.00$ 1,200.00$ Heat 0.27$ 1.90$ 100.00$ 1,200.00$ Payroll Taxes 2.30$ 16.03$ 833.00$ 10,000.00$ Total Fixed Expenses 42,000.00$ Total Expenses 571,100.00$

Riddermark Ranch Budget


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