team 11 grant robison alex steiner parker simmons taylor gowdy john im marco santucci

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-

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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