2. Wildwood Adventures BUSINESS PLAN
1 Wildwood Adventures
Table of Contents
Executive Summary……………………………………...Page 2
Company Description…………………………………...Page 4
Industry Analysis………………………………………….Page 7
Target Market……………………………………………….Page 8
Competition………………………………………………….Page 9
Marketing Plan and Sales Strategy………………..Page 11
Operations……………………………………………………Page 12
Financials……………………………………………………..Page 14
Appendix………………………………………………………Page 17
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2 Wildwood Adventures
Executive Summary
Introduction
Wildwood Adventures is a privately owned camp and park, located on 200 of the most
beautiful acres Wildwood Ranch has available. Offering a unique opportunity to enjoy
the outdoors, Wildwood Adventures has a variety of activities that are not currently
available in Joplin and the surrounding areas. These activities include horseback riding,
kayaking, complete campsites, rock climbing, fishing, and trails for walking and biking.
For activities requiring equipment, that equipment will be available for rental at a low
rate. Wildwood Adventures also presents the availability of campsites for an extended
stay. Individuals or organizations also have the opportunity to rent sections of land and
equipment for birthday parties or school field trips. The mission of Wildwood
Adventures is to provide the most memorable experiences for the family through the
quality of our activities and hard work from our team. The enjoyment people will have
after spending an afternoon, day, or night at our lively and safe campsite will ensure the
success of our business.
Current Situation
Our team is in the process of establishing a sustaining concept and plan for our business
in order to pursue our dream of creating Wildwood Adventures. The unique opportunity
our team has to turn the atmosphere of the Ozarks into a memorable and enjoyable
experience for everyone is our teams aspiration. The weather provides us with a perfect
ability to make the outdoors the best it can be, no matter the season. We will create
season oriented activities to ensure the return of our customers. These factors are what
precedes our success, and that is why we are asking for the help of investors. Our
investors would not be disappointed, but delighted with the potential amount of
satisfaction from investing in our company.
Management Qualifications
The members of our team each have different characteristics which make our company
successful in all aspects. Megan Price is extremely organized and computer oriented
which helps the Wildwood Adventures team work in a way that makes us professionals
at our jobs and have what we need to get work done on time. Price also shares her
characteristic of being a good decision maker evident to the company. Abby Pekarek’s
ability to work adequately with people and interact with them is shared with Mary
Street. The two can handle difficult situations with ease and turn good situations into
even better ones. Mary Street is also unique in her ability to figure mathematical
4. Wildwood Adventures BUSINESS PLAN
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equations precisely and efficiently. Each one of our member's talents has been taken in
consideration by the team to give them a job in the company which specializes in their
ability.
Seeking Investors
Each investor is coming up with an initial investment of $200,000 from their individual
personal accounts. The total investment between each owner will be $1,000,000. After
this initial investment, we will still need $XXXX to raise the remaining capital needed for
start-up cost, maintenance cost, and future endeavors.
Closing Statement
Full disclosure will be provided to each of our investors on what our vision of the
company is. Our company plans on raising profit margins each year we operate. We
firmly believe outside investors can expect a 3% return on investment by the 5th
year of
operating. Outside investors can exit at any time; however, they will not receive any of
their investment back.
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Company Description
Legal Form of Business
Wildwood Adventures will be organized as a partnership between three individuals:
Abby Pekarek, Mary Street, and Megan Price. The company feels that the advantages of
organizing as a partnership outweigh the disadvantages. Starting a partnership in
Missouri is a quick and easy process that can be done through the Secretary of States
office. Another significant reason Wildwood Adventures has selected to organize as a
partnership is the variety of skills that each partner brings to the company. The variety
of skills will serve as a huge asset in developing and maintaining a successful business.
The main drawback for Wildwood Adventures organizing as a partnership is the
potential for disagreements between partners. With three different partners there are
bound to be disagreements. Wildwood Adventures has elected to combat this potential
hazard by electing one of the partners, Megan Price, as Chief Executive Officer. The
company feels it is important to have one individual in charge to make final decisions.
Effective Date of Business
Wildwood Adventures will begin operation in March of 2013. The springtime is a
perfect opportunity for an outdoor recreational to premier. The business will also begin
its fiscal year in March of 2013. Below is a schedule of critical business events.
Schedule of Critical Business Events
Mission
Wildwood Adventures goal is to give the most enjoyable experiences of the Midwest to
people of all ages through the quality of our outdoor activities, the teamwork of our
staff, and the integrity which is present in our business.
August 2012-Ground
Breaking
January 2013-
Complete Construction,
Staff/Train Future
Employees, Start
Advertising
March 2013-
Open to public
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Vision
Wildwood Adventures vision is to grow in both activities and customers. This could be
accomplished by expanding the land and activities we offer. Eventually we hope to have
more winter activities so that wildwood will be enjoyable all year around.
Company Governance
As stated earlier, the company feels it is necessary to have one final decision maker.
While there may be more than one view point and opinion from different partners and
employees, Wildwood Adventures feels it is important to have the Chief Executive
Officer, Megan Price, make final decisions in the case of disagreements. The company
intends on having a relatively flat organization. Wildwood Adventures feels a flat
organization is vital to communication between employees and customers. Better
communication will ultimately lead to a more successful business. An organizational
chart is provided below.
Megan Price-
Manager
Mary Street-
Finance/Human
Resource
General
Employee
General
Employee
Abby Pekarek-
Public
Relations/Sales
General
Employee
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Company Location
Nestled in America’s Heartland is one of the most unique multi-use real estate
opportunities in North America. Located near
the geographic center of the United States,
there is a 2,064-acre tract of land poised for
development. Wildwood Adventures will use
165 acres of this tract. It is located on the
west side of the city of Joplin in southwest
Missouri. Many travelers come through the
region each day crossing the country on
Interstate 44 and US Highway 71. The 165
acres that Wildwood Adventures is purchasing
will have primary access to shoal creek, which
it will use for a multitude of adventure
activities.
Immediate Development Goals
After the initial purchase of 165 acres
Wildwood Adventures plans on beginning
construction on two nature trails, a
community building, barn and stable for the horses, a warehouse for storage, a storm
shelter equipped with restrooms, and a bait, tackle and equipment rental shop.
Wildwood Adventures feels that this is financially feasible with their partners
contributing. Expansion plan beyond this will be discussed in the intermediate and long
term goals sections.
Overview of Companies Financial Status
Currently, Wildwood Adventures has secured donations in the total of $50,000.
Wildwood Adventures has also secured loans from
private individuals in the amount of $425,000 at a rate
of 6.2%. This amount will cover the cost of the land
and most development. $50,000 of this money will be
kept in an initial operating budget. The initial
operating budget will fund the companies operating
needs for the first four months of operation. Each
partner plans on investing an additional $26,000, for a
total of $78,000. Wildwood is procuring the land for a
cost of $1,000 an acre for a total investment of
$165,000 on the land. Wildwood has estimated that
the cost for 15 horses will be $65,000 total. The
estimated immediate equipment needed will cost
$49,000, and the estimated initial building expenses
are $197,000. This brings the total initial investment to $475,000.
Donations
64%
Private
Investme
nts
25%
Private
Loans
11%
Financial Status
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Industry Analysis
Description of Industry
Wildwood Adventures is in an industry known as the Outdoor Recreation Industry.
According to the American Recreation Coalition, outdoor recreation is a viable activity in
the conscience of many Americans. Generating more than $400 billion in annual
spending the industry is dominated by small local parks such as Wildwood Adventures.
Despite the recent economic downturn, outdoor recreation has maintained a steady
incline in business. From 2007 to 2011 there was a 15.3 % gain in seasonal activities and
a 2.1% gain in annual customers.
Nature of Competition
Direct competitors will be discussed in the competition section; however, Wildwood
Adventures has identified a national competitor, Kampgrounds of America Inc (KOA).
While KOA doesn’t offer the same activities that Wildwood Adventures offers, the basic
nature of the business is the same. Outdoor enthusiast that enjoys KOA, will also enjoy
Wildwood Adventures. As the Outdoor Recreation Industry rose, so did the customers
of KOA. We expect the same trends with Wildwood Adventures.
Trends and Strategic Opportunities Within Industry
As stated above, the trends of the Outdoor Recreation Industry estimates growth, as it
has grown during the economic downturn. Wildwood Adventures believes that it offers
unique opportunities such as rock climbing and horseback riding for campers to enjoy
that are beyond the spectrum of anyone else in the industry.
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Target Market
Target Market Defined
The target market for Wildwood
Adventures is active individuals
between the ages of 25 and 45.
These individuals frequently have
children and are looking for ways
to engage their children in outdoor
activities. According to the
Outdoor Recreation Industry
household incomes of these
individuals are between $60,000
and $120,000. Wildwood
Adventures feels that there will be lower incomes in the Joplin area; however, the park’s
prices reflect the lower income.
Size
According to the US census delivered in 2009 there are 1,554,391 people between the
ages of 25 and 45, which is Wildwood Adventures target market. Data was unavailable
on what percentage of those individuals actually has children or are avid active
outdoorsman.
Growth Potential
While the target market is
active people between the ages
of 25 and 45 we fully expect to
have people of all ages
attending the park. We feel like
we can encourage many people
outside our target market to “Go
Play Outside and Have Fun at
Wildwood”
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Competition
Key Competitors
Our competitors don’t have our exact services, but have a similar target market. A local
park, Wildcat Glades, consist of similar opportunities to enjoy the outdoors through
nature trails, fishing, and swimming. The other competition that exists within a 100 mile
radius of Wildwood is Roaring River State Park. Roaring River State Park’s primary focus
is the fishing opportunities. Although the camp is also equipped with a campground,
and nature trails are also available. Dogwood Canyons offers a free walking trail, and
other seasonal activities for a fee.
Competitors Strengths and Weaknesses
Wildwood recognizes the strengths of its competitors.
The company hopes to take these strengths and view
them as potential assets to Wildwood. Wildwood does
not intend to reinvent the wheel on activities that
others do well, just to add another entity that offers
many of the same services, and offer them with
superior customer service.
Wildwood also wants to pinpoint the
weaknesses of other adventure parks and
capitalize on their shortcomings. With first
hand knowledge on various activities such as
horseback riding, fishing, and kayaking
Wildwood hopes to give customers an unlimited
amount of activities in a limited market.
Potential Future Competitors
While there is land available for potential future
competitors Wildwood does not recognize
future competitors as a huge threat. Once
developed, Wildwood feels as if potential future
competitors will not come to the area because
the demand will be filled with Wildwood. However, if competitors do enter the market,
Strengths
Business Developed
Goodwill Toward
Business
License and Other
Regulation Developed
First Hand Knowledge
Only Park Near Location
Government Grants
Weaknesses
No New Developmental
Ideas
Limited First Hand
Knowledge
Focus Mainly on Seasonal
Activities
Variety of Excursions
11. Wildwood Adventures BUSINESS PLAN
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Wildwood doesn’t see this as a threat. Wildwood feels that this is an opportunity for
consumers to verify the exceptional service provided by Wildwood.
Barriers to Entry for New Competitors
As stated above Wildwood does not expect new competitors to enter the market.
Other than the demand being met by Wildwood there are other barriers to entry for
competitors. They include but are not limited to financial resources, firsthand
knowledge, and operating capital.
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Marketing Plan and Sales Strategy
Key Message
The key message for Wildwood is to “Go Play Outside and Have Fun at Wildwood.”
Wildwood believes this message is so valuable to the attitude of the consumer and
employees, the company has chosen this message as its trademark. The world that
consumers operate in is electronically driven. Wildwood believes they offer an escape
into a world that is electronically connected. The company would like for consumers to
“disconnect” and enjoy the outdoors.
Message Delivery
The irony of Wildwood’s goal to get people disconnected from technology is that it will
have to reach a majority of people through technology. Wildwood doesn’t view
technology as a bad thing; they would just like it to be limited.
Wildwood plans on having a website that will be include all pertinent information to the
various activities. They will also have a Facebook page that will provide a link to the
website. If anyone likes the page, they will receive a 5% discount on their total bill each
time they attend Wildwood. During the first year of the business Wildwood expects to
advertise more than they project to after the first year. The company feels it is
necessary to get the word out to attract new business to the industry.
Sales Procedures and Methods
Wildwood will have an attendant in the main building at all times. There will be a rate
sheet (See appendix D) for consumers to view when they enter. This will explain the
different prices and activities that Wildwood offers. Sales attendants will not push
activities on consumers, but rather act as an informative guide. All transactions will be
point of sale and Wildwood will accept all major credit cards, checks, and cash.
13. Wildwood Adventures BUSINESS PLAN
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Operations
Business facilities
Wildwood Adventures plans on constructing four buildings on the property. Those
buildings include an office, a barn, a warehouse and a bathroom that also serves as a
tornado shelter. The office will be where the CEO will work and the first facility that the
customers will encounter upon entering Wildwood. The barn is where all the camp
animals, such as the horses are going to be kept and cared for. All the horses feed and
tools for caring for them will also be kept in the barn. Wildwood will be building a
warehouse to store all the equipment, supplies, and miscellaneous objects necessary to
run our business. The last building will serve doubly as a bathroom and tornado shelter.
It is important that all facilities be maintained and updated regularly.
Production plan
Day Visitors
Upon arriving at Wildwood Adventures guests will take a path from the parking lot to our
main office. Once guests have reached the office, they will find a large board on the
outside wall displaying a menu of the variety of activities as well as rates. A rate sheet
offering the same information will also be available in the form of a brochure. Guests
will then decide what activities they would like to engage in for the day and make their
way inside the office to pay. The office manager will take the money and give guests a
liability waiver (see Appendix) to sign. Guests will not be allowed to participate in the
activities they have chosen unless this waiver is signed. Persons under the age of
eighteen must have this liability waiver signed by a guardian or parent. Waivers can be
printed off online and signed at an earlier date prior to activities for children under the
age of eighteen. If rental equipment is needed, guests will be given the proper equipment
at this time and then they are free to enjoy their day’s adventures. If lessons are
requested, then guests will sign up for a specifically timed lesson and will then be given
equipment for this first lesson. Guests are then free to enjoy their chosen activity. At the
end of the day guests will return all rented equipment.
Overnight Visitors
A guided path will escort guests from the parking lot to the office where menu of
activities and rates will be displayed on the wall of the office. This menu will also help
guests decide which of the two campsites, an water and electric campsite or a basic
campsite, they would like to purchase for their nightly stay. Brochures will also be
available with additional information for personal use. Guests can then pay the office
manager and in exchange will be given a liability waiver to sign (see Appendix). Guests
will be given any needed equipment and are then free to set up a campsite on their
designated lot and engage in their chosen activities for an enjoyable day and evening in
the outdoors. Guests will return their equipment at the end of their stay, whenever that
might be.
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Impact of Technology
Although Wildwood wants to focus on "unplugging" and escaping to the outdoors, there
will still be needs for technology. Technology with Wildwood will focus on getting
people to the park. As stated before there will be a website, twitter, and Facebook page
available for guest to visit and gather information about their upcoming visit. Online
liability waivers can be found on the web-site and printed for a quicker check-in process.
Feedback is important to Wildwood. Wildwood wants to encourage people to provide
feedback, positive or negative, in the feedback section of the website. This can be
accomplished through methods of surveys or written advice on how to improve guests
experience at Wildwood Adventures. Technology will allow Wildwood to receive
feedback faster and allow the company to enact changes quickly and efficiently.
15. Wildwood Adventures BUSINESS PLAN
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Financials
Accounting System
Wildwood Ranch will use QuickBooks Pro 2011. This version of QuickBooks will allow
Wildwood to use their preference of double entry accounting. This will perform task
such as payroll management, billing, and accounting reports. It also has the function of
performing either LIFO or FIFO on Wildwoods inventory.
Financial Assumptions
1. Three business owners each contributing capital of $26,000
2. Projections of variable expenses follow a 2% per year inflation rate
3. Fiscal year will be March 1 – April 30
4. Wildwood has secured loans of $425,000 from private investors at a rate of 6.2%
5. Wildwood has secured $50,000 of donations for the project
6. Land purchase totals 165,000
7. First year expenses on “Activities” and “Land Upkeep” are higher because of
initial expenses
8. Revenue from all activities will increase by 7.8% each year
9. The sales tax rate for Jasper County is 5.2%
10. The three owners will receive 13% of Net Profit as salary for their services
11. Money after owner receive salary will go back into business for emergency fund
17. Wildwood Adventures BUSINESS PLAN
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Sales vs. Expenses Chart
The above chart projects how Wildwood’s expected sales will fare against our
expected expenses. 2013, Wildwood’s first year of operation is projected to be the
companies slowest year because of initial startup cost.
0
100000
200000
300000
400000
500000
600000
700000
800000
2013 2014 2015
Sales
Expenses
18. Wildwood Adventures BUSINESS PLAN
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Appendix Section
Appendix A-Insurance Policy
Appendix B-Liability Waiver Form
Appendix C-Partnership Agreement
Appendix D-Rate Sheet
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Appendix A
Insurance Policy
ASSIGNMENT OF INSURANCE POLICY BE IT KNOWN,
for value received, the undersigned
Wildwood Adventures of Joplin Missouri hereby
irrevocably transfers and assigns to Abby Pekarek, Mary Street, and Megan Price all legal
and beneficial right, title and interest in and to the within policy of insurance standing in
my name and known as Policy No. 830292367
issued by the State Farm Insurance Company.
I also assign all cash values, proceeds and benefits thereto arising, subject to the
conditions of said policy and the requirement of the issuing underwriter:
The undersigned warrants that it has full authority to transfer said policy, and
shall execute all further documents as may be required, by the underwriter.
This assignment shall be binding upon and inure to the benefit of the parties,
their successors, assigns and personal representatives.
Signed this 1st day of January 2012
In the presence of:
Witness: _________________________
Assignor's Signature:________________________________
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Appendix B
Liability Waiver Form
To the best of my knowledge, I am in good physical condition and fully able to
participate in this course. I am fully aware of the risks and hazards connected with the
participation in this event, including physical injury or even death, and herby elect to
voluntarily participate in said event, knowing that the associated physical activity may
be hazardous to me and my property. I VOLUNTARILY ASSUME FULL RESPONSIBILITY
FOR ANY RISKS OR LOSS, PROPERTY DAMAGE, OR PERSONAL INJURY, INCLUDING
DEATH, that may be sustained by me, or loss or damage to property owned by me, as a
result of participation in this course.
I hereby RELEASE, WAIVE, DISCHARGE, AND COVENANT NOT TO SUE, Wildwood
Adventures, their partners, servants, agents, and employees (hereinafter referred to as
RELEASEES) from any and all liability, claims, demands, actions and causes of action
whatsoever arising out of or related to any loss, damage, or injury, including death, that
may be sustained by me, or to any property belonging to me, while participating in
physical activity, or while on or upon the premises where the event is being conducted.
It is my expressed intent that this release and hold harmless agreement shall bind the
members of my family and spouse, if I am alive, and my heirs, assigns and personal
representative, if I am deceased, and shall be deemed as a RELEASE, WAIVE,
DISCHARGE, and CONVENTION TO SUE the above named RELEASEES. I hereby further
agree that this Waiver of Liability and Hold Harmless Agreement shall be constructed in
accordance with the laws of the State of Mississippi.
In signing this release, I acknowledge and represent that I HAVE READ THE FORGOING
Waiver of Liability and Hold Harmless Agreement, UNDERSTAND IT AND SIGN IT
VOLUNTARILY as my own free act and deed; no oral representations, statements or
inducements, apart from the foregoing written agreements have been made; and I
EXECUTE THIS RELEASE FOR FULL, ADEQUATE AND COMPLETE CONSIDERATION FULLY
INTENDING TO BE BOUND BY SAME.
________________________________ ________________________
Signature Print Name
___________________ ________________________
Date Event
_________________________________ ________________________
Parent’s Signature Parent’s Print Name
(If under 18)
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Appendix C
PARTNERSHIP AGREEMENT FOR
WILDWOOD ADVENTURES
This AGREEMENT of PARTNERSHIP is made as of 1-1-12 by and between the
undersigned Partners.
I. Financial Contribution of each Partner
The three business partners will each contribute capital investment of $26,000.
II. Division of work between Partners
The three partners have different yet equally important tasks to perform.
Megan Price is the company’s manager. As the manager she oversees progress of the
company and finalizes all decisions after consulting co-partners. Price also works as one
of the office managers.
Mary Street is the company’s Public Relations Director and Financial Director. As Public
Relations Director, Street is the face of the company and will communicate with the
media aspect as well as make presentations. As Financial Director, Street will be in
charge of all of the company’s finances. She is also a activity supervisor and works
especially with the horses.
Abby Pekarek is the Public Relations Director and the Sales Manager. As Public Relations
Director, Pekarek is in charge of all employees, their actions and their responsibilities.
This includes conducting interviews, hiring new employees, firing old employees, and
making sure all employees are performing their jobs correctly. As Sales Manager
Pekarek is responsible for advertising and attaining new business.
III. Income within the Partnership
All partners will receive 13%of net profit monthly as salary for their services. In the case of
a short in the companies earnings, partner salaries will be adjusted accordingly to benefit
he company. The remaining 61% of net profit will be saved and used to make
improvements in the business.
IV. Purpose
The purpose of the Partnership shall be to invest the assets of the Partnership in stocks,
bonds, and securities for the financial and educational benefit of the Partners, while
employing fundamental principles and techniques of sound investment practices.
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V. Meetings
Periodic meetings shall be held regularly as determined by the Partnership.
VI. Capital Contributions
The Partners will each make initial investments of $26,000 to start the business. Partners
may also make optional additional contributions in any increment. No Partner's capital
account shall exceed twenty percent (20%) of the capital accounts of all Partners.
IX. Management
Except as otherwise determined, all decisions shall be made by the Partners whose capital
accounts total a majority of the value of the capital accounts of all the Partners.
X. Sharing of Profits and Losses
Net profits and losses of the Partnership shall inure to, and be borne by, the Partners, in
proportion to the value of each of their capital accounts.
XII. Annual Accounting and Partnership Audit Committee
Each calendar year, a full and complete account of the condition of the Partnership shall be
made to the Partners. The Annual Accounting for the preceding year shall take place at the
Annual Meeting.
All financial transactions shall be reviewed semi-annually by a Partnership Audit
Committee.
XIII. Bank Account
The Partnership may select a bank for the purpose of opening a bank account. Funds in the
bank account shall be withdrawn by checks signed by any Partner designated by the
Partnership.
This Agreement of Partnership shall be binding upon the respective heirs, executors,
administrators, and personal representatives of the Partners.
The Partners have caused this Agreement of Partnership to be executed on the dates
indicated below, effective as of the date indicated above.
Partner (Printed Name) Partner (Signature) Date Signed
Megan Price 1-1-12
Mary Street 1-1-12
Abby Pekarek 1-1-12
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Appendix D
Rate Sheet
Activity
Price
Rate
Horseback riding lessons
$20
1 hour lesson
Horseback riding
$20
Per hour
Rock Climbing (equipment included)
$25
Day Pass
Kayak/Canoe
$20
Per Hour
Fishing
$5
Day Pass
Basic Campsite
$10
Night Pass
Electric/Water Hookup Campsite
$30
Night Pass
Equipment
Price
Rate
Kayak
$30
Daily Usage
Rod/Reel/Bait
$5
Daily Usage
Bike $10 Daily Usage
