Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Company Overview..........................................................................................page 3
Situation Analysis.............................................................................................page 6
Needs Assessment.............................................................................................page 7
Market Research...............................................................................................page 9
Data Collection...............................................................................................page 11
Promotional Plan.............................................................................................page 13
Company Overview:
Mission: To inspire people of all ages and all abilities to go out and be involved in nature and get a greater understanding of themselves and their environment through challenge and adventure, while building character and learning leadership skills. Vision: Explore All Limits is inspired to become diverse and accepting of all ages and abilities through outdoor adventure. Values:
Respectful- Treat everyone as equals. Compassionate- Demonstrate concern of peoples physical and emotional capabilities along with generosity, and service to others. Integrity- Be honest and accountable for your decisions and actions.
History: Explore All Limits (EAL) was founded in 2011. The three founders were backpacking in the Patagonian Andes along the Parque Nacional Torres del Paine where we came across a group of people. We soon came to find out that the expeditioners were from Outward Bound, and after talking to them about their journeys we realized that is what we wanted to be doing! Our goal was to bring outdoor experiences to people who are familiar with outdoor recreational activities, and allow them to explore their limits while advancing the skills they already have. One of our biggest goals was to be able to allow people of all abilities to perform and interact with one another and maybe that will show a greater understanding of how different people recreate in different ways. At first we wanted to provide services to people of all ages, but we realized how far fetched that goal was and it was easier to have the starting age be eighteen. The three of us all have educational background in outdoor adventure so we began to lead people on small trips. This big dream of ours, over the past two years, has grown into something tangible, and we are excited to start sharing what we love to do with people! Our company started out as just a camp, but over the course of two years it has expanded into a wilderness adventure experience. We are firm believers in pushing oneself to the limits, and wanted to offer premier outdoor wilderness expeditions for people of all ages and all abilities. Goals and Objectives: Service: Gaining a greater compassion by demonstrating social and environmental responsibilities through services to others. o 80% of clients will have completed at least one act of service to another member of the trip or anyone they may encounter before the completion of their outing with EAL. Leadership: Each individual will develop a greater understanding of leading a group and the benefits of working as a team. o All clients will complete one short (3 min) lecture on their findings and experiences from their trip with EAL and will present it to the rest of the group.
o 80% of clients will show at least one act of team work with one or more members of the EAL group by the end of their experience. Character Development: The participants will leave with the knowledge to live a healthy and more sustainable lifestyle. o All clients will be verbally asked for three sustainable lifestyle habits they learned from their experience with EAL. Marketing Objectives: Overtake key rivals (specifically SPLORE and NOLS) on being most diverse throughout the outdoor adventure field. Capture attractive growth opportunities and present them monthly meeting. Gain a large population of clients through positive experience within the first year of business.
Financial Status Goals: Build on Client referrals and strive for a 20% increase in participation each year. Build partnerships with organizations allowing increased inventory and by increasing revenue 4% annually. Maintain a positive cash flow. Historical Marketing Efforts: In the past we have reached out to all age groups in Utah through Facebook, flyers, stickers, partner organizations, positive community experiences and our upstanding reputation. Image: Outside- Explore All Limits is known for our free spirited, take off your belay and jump kind of attitude, along with upholding a professional, and accepting reputation. Inside- Employees for Explore All Limits have an understanding, open communication, and safe environment, which goes beyond the office and continues outdoors.
Expedition Guides Land Sports 5+ Water Sports 3+ Winter Sports 5+ Equine Sports 2+
Situation Assessment:
Political and Legal: Americans with Disabilities Act o Our facility must meet ADA requirements. Land Ownership o BLM and Private lands are up for combination/swap/auction throughout Utah, this may decrease the availability of land for recreational purposes. Economic: Economical growth/decline o Depending on the growth or decline of the economy, the amount of spending on recreational leisure will vary. Employment rate o Job demand will influence if individuals are available to hire. Social and Cultural: Recreational demand o The demand for recreation in the Rocky Mountain states is high. Tourism o Recreational activities are the largest tourist attraction in the Rocky Mountain States Technological: Methods of transportation o Availability to access our facility by any mode of transportation will influence the amount of participation. Greater GPS and Cellular technology o Broadening the areas that are covered by GPS and Cellular service will influence the growth safety of our company.
Needs Assessment:
For our needs assessment we will conduct a survey through Facebook. The short survey will consist of 4 short questions to get a better idea of if our program will meet the needs/wants of our target population. SURVEY How Often do you participate in outdoor recreation? Do you want more outdoor recreation available to you? Is outdoor recreation important to you? Do you enjoy challenging adventures? What is your need for developing leadership skills? SCALE IS A 1-5 WITH ONE BEING THE LEAST Competition: Direct: SPLORE, NAC, NOLS, TRAILS, Local Ski Resorts (Brighton, Alta, Canyons, PCMR, Deer Valley) Indirect: Megaplex Theatres, Nicklecade, REI, Golds Gym, Steiners
Prices Target Market Price Seasonal Youth and dependent Families of on trip and all abilities duration: 48-575 Hours Advantages Accessible Volunteering Low Rates Host many events All ages and all abilities Disadvantages Local only No licensed professionals on staff Not available all year
Competitor Services SPLORE Canoeing Rafting Rock Climbing Nordic Skiing Snowshoeing Volunteer
NAC
Wide Range of Outdoor Programs Team and Competitive Programs Military Programs
Individuals Host many with events disabilities Volunteering Camps are offered Licensed professionals on staff Local Day activities and Winter based activities All ages People seeking wilderness education Ages 14 and older World wide Offer courses that local competitors do not Offered all year
NOLS
Mountaineering Rock Climbing Water Activities Horsepacking Snow Sports Wilderness medicine
TRAILS
Spinning Hand cycling Canoeing Kayaking Skiing Swimming Sailing Wheelchair sports Snow Sports Mountain biking Hiking Competitions (running) Concerts
Limited population accepted Local only, University of Utah Hospital patients only
Local Cheap deals offered online Best snow on earth Tourist destinations
Opportunities: Expanding services to other states Gaining more funding through sponsorships Partnering with the University of Utah as an outdoor service provider for NRL courses. Allow volunteering options
Threats: Outdoor and Recreational programs are growing, creating more competition Educational courses are allowing for more self guided expeditions Technological advances allow for more self guided expeditions Environmental hazards or changes could limit land usage
Market Research:
Segmentation: Leisure Interests- Outdoor Recreating, Sports Spectating, Video Gaming Geographics- East Coast, Mid-West States, Rocky Mountain States, West Coast Demographics- ages: 0-18, 18-29, 30-50, 51-70, 71+
Target Market: Residents of the Rocky Mountain States who have interests in outdoor recreation experience and are from the ages 30 to 50. SWOT Analysis Strengths: Local Population Interested in our services Individuals mostly with high financial status Opportunities: Expand targeted age group to encompass a more demanding population Local population growth could enhance the individuals in our target market Weakness: Individuals mostly with a family Not a largely targeted population Small targeted age group
Positioning: For residents of the Rocky Mountain States, Explore All Limits offers a way to recreate outdoors in many different ways because we want everyone to outdoor allows residents of the Rocky Mountain States to get out into nature and recreate in many different ways because we want everyone to be involved in something bigger then themselves.
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Positioning Map:
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Data Collection:
Comment Card: We will use the feedback from the customer cards to improve our programs around client suggestions to better suit our target population and cut any programs that are not creating revenue.
How would you rate your experience? (1 being the lowest & 5 being the
highest)
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Rock/Ice Climbing
Swimming
Horse Packing
Snow Sports
Canoeing
Rafting
Wasatch Mnts Uintah Mnts Bryce Canyon Zion NP La Sals Mnts 1, 3, or 5+ day outings ascending ice or rock Little/Big walls. Gear is provided and car camping Cottonwood suggested for extended days. Uintah Mnts Moab St. George Provo Canyon Day outing at local outdoor reservoir or lakes. Rockport Echo Strawberry Jordanelle 1, 3, or 5+ day excursions touring the Wasatch Mnts mountains of Utah on horseback, while packing Uintah Mnts needed equipment to camp desinations. Bryce Canyon Zion NP La Sals Mnts 1, 3, or 5+ day outings Skiing/Snowboarding at Brighton local resorts or touring the backcountry of the PCMR Wasatch and Uintah Mountain ranges. Snowbird Wasatch Mnts Uintah Mnts 1, 3, or 5+ day outings on the local reservoirs or Rockport lakes. Echo Strawberry Jordanelle Salt Lake 1, 3 or 5+ excursions on the local rivers of Colorado River Utah, camping along the shores of the river. Green River Weber River Snake River
$75
$150
$200
$15
$200
$550
$700
$75
$200
$300
$100
$200
$300
$200
$550
$700
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Snowshoeing
Kayaking
Canyoneering
Wasatch Mnts Uintah Mnts Bryce Canyon Zion NP La Sals Mnts 1, 3, or 5+ day outings on the local reservoir, Colorado River lakes, and rivers of Utah. Green River Weber River Snake River Rockport Salt Lake 3 or 5+ excursions touring Southern Utahs Zion NP canyon country, packing needed equipment to Bryce Canyon camp destinations. St. George
*Food, transportation, and some gear will be provided for all programs.
1, 3, or 5+ day excursions touring the mountains of Utah, while packing needed equipment to camp destinations.
$75
$150
$200
$100
$200
$300
$200
$300
Pricing Strategy: Penetration pricing because we are a new company and want to increase our participation.
Promotional Plan:
Objective: o Get communities involved in the experiences that Explore All Limits has to offer through varies promotional outlets. Experiment with different pricing strategies and discover what Explore All Limits market values. Advertising: o Run advertisement in local community papers about events, upcoming trips and satisfied customer comments. o Distribute fliers to rental distributers, recreation centers, climbing gyms, gyms, coffee shops, grocery stores. o Run promotions on Facebook. Post events and invite friends. o Feature information about Explore All Limits on our Facebook page. o Run promotions through KSL so all of Utah has access to services and experiences for sale. o Distribute information through electronic news letters to past clients about upcoming events, trips and new developments with Explore All Limits. Promotional Pricing Strategies: o Referrals When past clients refer new clientele the past clients get a 50% off lesson of their choice. Includes Climbing. o Bundling Clients can bundle three to five activities. Price will vary depending on what activities and duration of activity. If the bundle package is used within a year
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time then the clients will receive a twenty percent discount on their next visit with Explore All Limits, excluding rentals. o Mention this AD If at the time of an event or activity if clients mention our ad, posting or check in to our event they will receive a twenty percent discount on any gear rental for that particular activity. Our pricing strategies are set up so that it is a benefit to the customer to return to Explore All Limits for continued outings. Discounts will always be available for our clients to keep them returning, we set it up so that the more participation the better discounts they receive and give them a chance to help build our community through referrals. Promotional Ideas: 1. EAL Carabineers 2. EAL T-shirts 3. EAL Photos 4. EAL Frames 5. EAL Coffee Mugs 6. EAL Pins 7. EAL Key chains 8. EAL Stickers