KTHT Marketing

Our Marketing Development

“The Marketing Leader is accountable for making certain that the hard, objective, concrete, visual, emotional, functional, and financial pieces of the enterprise puzzle come together in an integrated definable, manageable, measurable, emotionally compelling and, most important, replicable way.”

Michael Gerber, E-Myth Mastery

1.1 Marketing Plan-2010

There are two functions that need development:

-We need to increase capacity

-We need to have staff trained and ready to go in the wings

1) Development of Akaroa Horse Riding

In line with our ongoing need for a high volume product we are developing horse riding at Akaroa during day light saving hours. This has been done before with excellent capacity and seems a no brainer. This venture forms the essence of our marketing plan for 2010 resulting in the prospect of increased cash flow, staffing and horses available to all operations and inc capacity to Mt Lyford and Otahuna through sell on from Akaroa. We have a verbal contract with Darin Rainbird at Akaroa Adventure Center, and will operate from Purple Peak Retreat.

Development Plan for Akaroa Horse Riding:

The operation uses the existing insurance, training resources, office system and other supports of KTHT

Kate will act as operations manager initially

There will be sell on to the other operations

Regular review of development especially during initial season

Feasibility of high volume

Previously when Mt Vernon was offering horse riding ten years ago they had consistently high volume of ten riders going out twice a day, and waiting list. Mt Vernon still get inquiry about horse riding

Forecasts

At full capacity offering twilight riding:

6 riders on each ride, 18 riders per day at $100.00pp for 5 days a week  $9,000 per week

Commission for Darin $1,350.00per week

At medium capacity:

Say half of this 3 riders per ride at $100.00pp for 5 days a week  $4500.00

Commission to Darin $675.00per week

At minimum capacity:

Say 3 riders on two rides per day at $100.00pp for 5 days a week $3,000.00

Commission to Darin $450.00 per week

Considerations:

Horse numbers –May need to be more than 9 if we reach full capacity to rest and take care of the herd

Guides available to take rides

Orientation of horses and guides including Penny

Transport of horses to and from Purple Peak (My brother has a 4 horse horse truck)

Tracks to time and nut out

Packages to confirm eg Cloud Farm

Timeline

Now

Advertise for guides

Begin drafting booking forms, and logs

July

Orientate new staff at Otahuna and Mt Lyford

Beg September

Buildings and partnering up area to be complete

Bring herd across to orientate and settle in

Mid September

Begin Famill rides for businesses in Akaroa

Mid October Open to public with an Opening

2)Ongoing strategies

-We will continue with our highly systematised operations and products at Mt lyford and Otahuna

The saddle club has dropped off  ?economic downturn, ? programme, ? Abi

We are investigating this

It still forms a vital role in sell on and regular riding

-Price rise beginning 1st September

-maintain good word of mouth with

Excellent customer service

Positive management of complaints

Reviewing customer feedback

Developing riding people want

Continuing our connection theme throughout the organisation

Ongoing 6 monthly staff training and use of online groups and positive                            supportive staff moral

-Come Riding Evenings

-Liaise with existing horse groups and network with sports groups, and other interested groups.

3)Exclusive market

This is still on offer, but interestingly has fallen right away

4)Overnight riding at Mt Lyford has struck a sweet spot and has really kept us open this year, and will continue to be a very good product into the Summer, especially with its price rise.