6/6/2012

GGC

BUSINESS PLAN

Garden Golf Club | Eric Chislett

Description and Overview 1.1Description of the Business Opportunity …………………………………….. page 3 1.2Business Description …………………………………………………………………… page 4 1.3Mission Statement………………………………………………………………………. page 4 1.4Long-Term Goals…………………………………………………………………………. page 5 1.5Business Objective………………………………………………………………………. page 5 1.6Business Risks……………………………………………………………………………… page 7

Marketing Strategy 2.1Competition………………………………………………………………………………… page 7 2.2SWOT………………………………………………………………………………………….. page 8 2.3Customer……………………………………………………………………………………. page 9 2.4Product or Service………………………………………………………………………. page 10 2.5Pricing…………………………………………………………………………………………. page 11 2.6Location or Distribution ……………………………………………………………… page 12 2.7Promotion………………………………………………………………………………….. page 12 2.8Marketing Strategy…………………………………………………………………….. page 13 2.9Sales Forecast…………………………………………………………………………….. page 13

1.1Description of Business Opportunity
Who is the customer and what product or service are they buying?
GGC (Garden Golf Club) do not set their sights on one type of customer. We are hoping that everybody could enjoy the benefits of golf. They will be able to experience a full 18 hole round of golf or a half round of 9 holes, while enjoying the outdoors and the beauty of nature.

How do they use the product or service/Why do they purchase it?
They will go around the course and hit the ball until it reaches the end of the fairway for up to 9 or 18 holes. They could rent a golf cart to get around the course faster. They could rent golf clubs, if they did not have their own. Doing this gives them a fun outdoor experience, a form of completion (if playing with others), improves hand eye coordination, teaches you patients, and much more.

What is currently not available?
GGC will provide many different services, but one thing that is not provided is a caddy service. We are hoping to provide this in the future.

Is the need in the market growing?
Yes, the majority of people who play golf are elderly. With the baby boomer generation going in to their elderly stages, of their lives, the market for golfing related services will increase. There will be a higher demand for golf courses in Canada.

What changes are occurring that effect purchasing choices?
With growing technology people are more incline to stay inside rather than go out. This may affect the amount of people likely to golf. But with a sure population of elderly the revenue in these services will expand.

How did you get the idea?
After playing my first couple rounds of golf, my parents informed me of one of my cousins (whom I have never met before) who made his own golf course. After changing schools, to Académie de la Capitale, my first golfing trip after changing schools I remember what my cousin did and I thought it was an outstanding idea.

Why are you especially likely to succeed?

I deeply enjoy golfing, so I hope to enjoy preparing something for others to enjoy. And with the growing number of elderly people in Canada, I expect to have a good source of income.

1.2Business Description
What is your product or service? Where will you sell your product or service?
Garden Golf Club’s is an 18 hole amateur golf course, located in Ottawa, ON, Canada, that also provides golf clubs and carts.

Why is it unique?
My course is unique since it is designed to help amateur get better.

When will your business commence?
My business will open on June 1rst for the Canada day celebration.

Do you think you have done your planning adequately? What do you need to investigate further?
Yes, but I would like to investigate the future climate affects, ex: shorter winters mean longer golfing season.

1.3Mission Statement
What is the overall purpose of the business? It does what, for whom?
The overall purpose of my business is to provide a place where amateur and experienced golfers learn to improve their skills, while also providing: a fun, relaxing, outdoor activity, for all ages.

Why is that valuable or significant?
Being outside in the sun has many health benefits: 
It provides vitamin D

  

Physical exercise Is a mood booster And much more

In what way is your business superior to other existing or future businesses?
My business is easily accessible: by bus, by car and by bike (right off of the bike pass).

1.4Long – Term Goals
What is the long-term contribution of this business to the owner, customer, community or investor? Consider profits, product innovation, social welfare. These goals do not have to be measurable.
My long term contribution to my business is the willingness to always improve and contribute to make my course better. In the future we would like to provide a caddy service, which will provide future employment.

1.5Business Objectives
What measurable, objective accomplishments are expected each year in the first year? First five years? What do you want to do? By when?
June 2013: 1 year

   

Have at least 40 rentable clubs Have at least 15 rentable carts Have at least 35 golf bag carriers Have at least 75 members (total of 575)

June 2014: 2 years   Caddy service with 10 cadies Have at least 100 rentable clubs

  

Have at least 30 rentable carts Have at least 75 bag carriers Have at least 185 members (total of 575)

June 2015: 3 years       Caddy service with 15 cadies Have at least 200 rentable clubs Have at least 30 rentable carts Have at least 100 bag carriers Have at least 250 members (total of 575) Have a mini bar for food and drinks

June 2016: 4 years        Caddy service with 20 cadies Have at least 200 rentable clubs Have at least 35 rentable carts Have at least 100 bag carriers Have at least 300 members (total of 575) Have a mini bar for food and drinks Teach golf lessons

June 2017: 5 years          Caddy service with 20 cadies Have at least 200 rentable clubs Have at least 35 rentable carts Have at least 100 bag carriers Have at least 300 members (total of 575) Have a mini bar for food and drinks Teach golf lessons Sell used golf clubs Have a driving range

1.6Business Risks
What are the possible risks in this business?
Possible risks of having an outdoor golf club are: vandalism, theft, people playing without paying, etc.

What future trends could affect the market for your product or service?
Technology has a big impact on people’s lives; it may make them not feel the need to go outside.

How do you expect to minimize their impact on your business?
Before GGC will hand out rentable equipment (golf clubs, carts, bag carriers and the caddies) they will need to sing a form putting their credit card information; stating that if the material is damaged, or stolen, they will have to pay for it. I will also have insurance.

2.1Competition
What major companies offer products or services similar to yours? For each: What do customers like about their product? Dislike? Who are their customers? What is their price? What is their reason for success? What is their potential weakness? How will you be different and better?
 Bro Hof Slott : http://www.brohof.se/en/ o o o
Senior Junior May Offer - Senior

It is the best course in Europe, but is a bit pricy International golfers Prices :
1 650 SEK 825 SEK (until May 13) 1 050 SEK 950 SEK 475 SEK (until May 20) 650 SEK

May Offer - Junior Daily after 15:00 - Senior Daily after 15:00 - Junior

(until May 13) 600 SEK 1 250 SEK 600 SEK

(until May 20) 450 SEK 750 SEK 450 SEK

o

They have an amazing course with beautiful scenery. A lot of big tournaments and other events take place at this course. This in turn gives them a lot of money.

Dragon Fly : http://www.dragonflygolf.com/ o o o They have amazing prices, a good course, and they provide lessons. Local golfers Prices :

Spring Special

18 Holes

$30.00

$39.00

Twilight After 1:00 PM Twilight After 3:00 PM Twilight After 3:00 PM

All You Can Play All You Can Play 9 Holes Starting at 2.00pm on Sundays bring a child under 16 year of age and they play for free. We will also treat them to a hotdog and cold drink. Limit 1 child per paid green fee, $10 fee for each additional child. All You Can Play for golfers 55 and over Any Monday including Holidays All You Can Play

$25.00 $20.00 NA

$39.00 $32.00 $25.00

Sunday Family Fun Day

$20.00

$32.00

Wednesday -Seniors Monday Madness Thursday -Ladies day

$17.00 NA $17.00

$35.00 $35.00 $35.00

o o

They provide you with so many different features, and have amazing prices. Not all their features may be in use, so they amount of money spent to make such features may take time get back.

2.2SWOT
Think about the business you plan to start. What are its greatest strengths?
At GGC we provide an easy course, where amateurs develop their own skills and style. Where amateur golfers won’t be intimidated be other professionals. We also provide reasonable fees. Easy accessibility.

What are the biggest challenges?

Professionals may not fell the need to come to the course since it is designed for amateurs. Other golf courses may have the same idea.

Think about the market and the area. What are the external influences on your business?
   You can’t golf when there is snow The Baby boomer generation Rainy weather

Which are opportunities?
Rainy weather improves the quality of the grass. And the baby boomer generation will provide a bigger market and target audience.

Which are threats?
Rainy weather may keep costumers inside. And golfing can’t be played during a period when there is snow on the ground.

2.3Customer
Where will they buy your product or service?
There are 2 ways that GGC provides their services:   By visiting the companies location and purchasing the service or material there By visiting the online web site where you can set up and pay, for tee times and rentals

Do they have the money to buy it?
Seniors usually do lives with kids so they would have extra money. They are most likely retired, so have saved up a lot of money from prior employment; and are probably on pension, supplied from the government. Seniors, my target audience, will typically have enough money to pay the rates I administer.

Youth are more difficult, but with a steady job they may be able to effort a golf membership.

How often will they buy your product or service?
Since most seniors are retired, they will have a lot of spare time on their hand and would be able to play at their easiest convenience, in the course of all hours GGC is open. With most youth, visiting the golf course, have jobs they will probably have play during their spare time. Most likely, they will play after 3pm and throughout the weekends.

2.4Product or Service
What products and/or services will you provide?
The main thing that customers will be purchasing, at GGC, is a 9 or 18 rounds of golf. We will also provide, with an extra fee, them with rental equipment: golf clubs (with bag), golf carts, bag carts (manually pulled). Caddies, a mini bar, lessons and a driving range will also, hopefully, be available in the future. The rentable golf clubs will also be sold after new golf clubs have been purchased.

What is your capacity to manufacture or provide the product? Do you need to source any materials? Do you have access to all inputs needed?
To build and manufacture my company, a few things will be needed:   A golf house: main service area Employees o o o o o  Cashier Cadies Bar tender/ Waiter Chef Driver (ball retrieving car)

Garden supplies: o grass:   rough fairway

 o  sand

green)

Golf products: o o o o o golf clubs gofl bag golf carts bag carriers flags

How will you maintain the quality of your product and supplies?
Sprinklers will water the grass every 3rd day. Ball washing station will be provided at every 4th hole. A ball retrieving car will be assigned to the driving range. And a landscaping contract will be established to keep the grass fresh and clean.

How might the product or service develop in the future?
See 5 year plan, may need further adaptation for future market demands.

2.5Pricing
Do you want to attract customers? What price do you think you would set to do that?
GGC shall have special pricing on special occasion. Discount will be provided if more than one service or product was purchased at a time. Different prices will also be administers to juniors and elderly.

Is your product or service new and more valuable than those currently available in the market? Can it sell for a higher price because of that?
No and no, GGC is offering discount prices and is expecting volume in costumers.

What is the value of the product or service to the customer?
Seniors are expected to value the service we provide. GGC is an easy golf course that caters mainly to the elderly; it provides them with exercise and social reason for being outdoors.

What is the price you will charge for your product or service? Classification 9 holes (not available after 4pm) Normal fee Senior (55+) Junior (15-) 15$ 10$ 10$ +7$ +7$ +7$ +10$ +10$ +10$ w/ clubs w/ cart 18 holes (not available after 3pm) 25$ 20$ 20$ +7 +7$ +7$ +10 +10$ +10$ w/ clubs w/ cart

What service and/or product improvements would increase the value?
Rentable material such as golf clubs and golf carts if purchased with a round of golf will increases the total price of the purchase.

2.6Location or Distribution
Where will you sell your product or service?
The golf course is situated in Ottawa, ON, Canada.

Is the location convenient for customers?
Yes, GGC is easily accessible by bus, car and is situated right off the bike path.

Do you need to transport your product? If so, how?
No

2.7Promotion
What do you want to say about your product?

It is a great place for family and friends to get exercise, get out doors and have fun.

Who do you want to know about your product?
I want elderly, beginner, amateur and first time golfers to know about my product.

Where will your customer see your message?
Advertisements for my website will show on the golf channel, in newspapers and on my website http://www.weebly.com/weebly/main.php.

2.8Market Strategy
Define succinctly how you wish your business to be seen by target customers. What message communicates the uniqueness of your product or service?
See promotional video (located on my website, http://www.weebly.com/weebly/main.php)

What image differentiates your business from the competitors? Who is your target customer and how will your business satisfy their needs?
My golf course is dedicated to helping the amateur and elderly, get better at a sport they love. We provide easy courses. So that the players will practice, before moving up to more advance courses.

What are the key images and messages you want the community to have of your business and your unique product or service?
Slogan: Where amateur golfers, learn professional skills.

2.9Sales Forecast
Describe all the people who might be interesting in your product or service. Within the total, is there a group most likely to purchase?
Elderly, amateurs, will probably be GGC’s main source of income.

How many competitive choices are available for this group?

There are 3 different ways play to play golf, free play (9 or 18 hole rounds), driving range and for the more serious members we do provide lessons.

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