MILLER’S MILES

Golf Course and Bed and Breakfast

Week 6 Assignment: Business Plan

American Military University

Athletic Programs Administration

Over 4 SPHE416
Miles of
Fun James Miller

Dr. Barry Shollenberger

November 24th, 2019

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 Table of Contents
• Business Overview

• Market Analysis

• Marketing Strategies

• Management Plan

• Human Resources

• Mission Statement

• Long and Short-term Goals

• SWOT Analysis

• Summary
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 Conceptual Description
Business Overview
• Becoming one of the best known getaways

• Premiere Golf, Lodging, Events, Bar and Grill

• “Old Time” feel with warmth

• 30-40 minutes from numerous cities

• Pro Shop, Range, Lots to do!

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 Executive Summary
Market Analysis
• Who is our target audience?

• Mainstream media effects on business

• Agritourism benefits

• Location

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 Executive Summary
Market Strategies
• Pennsylvania, only second to
California

• Membership Discounts

• Bring a Friend

• Advertisements and Offers

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 Management Plan

• Staff breakdown:
1-Manager
1-Assistant Manager
1-Pro Shop Manager
1-Greens and Landscape Superintendent
2-Bar and Grill Staff
3-Pro Shop Staff
6-Greens/Cart Maintenance Staff
5-Inn and Event Staff
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 Human Resources Plan
Compensation and Benefits
Compensation and Benefits Year 1 Year 2 Year 3 Year 4 Year 5

Approxamate Rate of Annual Salary Increase  0% 9% 8% 7% 6%

Manager $45,000.00 $49,000.00 $53,000.00 $57,000.00 $60,000.00
Assistant Manager $32,000.00 $35,000.00 $38,000.00 $41,000.00 $43,000.00
Pro Shop Manager $65,000.00 $71,000.00 $77,000.00 $82,000.00 $87,000.00
Greens and Landscape Superintendent $38,000.00 $41,000.00 $44,000.00 $47,000.00 $50,000.00
Bar and Grill Staff $31,000.00 $34,000.00 $37,000.00 $40,000.00 $42,000.00
Pro Shop Staff $44,000.00 $48,000.00 $52,000.00 $56,000.00 $59,000.00
Greens/Cart Maintenance Staff $55,000.00 $60,000.00 $65,000.00 $70,000.00 $741,000.00
Inn and Event Staff $55,000.00 $60,000.00 $65,000.00 $70,000.00 $74,000.00
Total Employees 20 20 20 20 20
Total Payroll $365,000.00 $398,000.00 $431,000.00 $463,000.00 $1,100,000.00

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Mission Statement
Our Vision

Our Mission

Our Values

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 Long-Term Goals
Drive for Show….
• Brand Recognition

• Social Media Presence

• Event Hosting
• Weddings
• Sports Banquets
• Clubs events

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 Short-Term Goals
….Putt for Doh!
• Equals long term success

• Monthly meetings to discuss progress

• Compensation for time

• 500+ members in the first year

• Spotting Weaknesses
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SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

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Summary
• Business Overview

• Market Analysis

• Marketing Strategies

• Management Plan

• Human Resources

• Mission Statement

• Long and Short-term Goals

• SWOT Analysis

• Summary
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 REFERENCES
• Brightview. (2019, May 18). Short-Term Planning for Long-Term Success. Retrieved from
https://www.brightview.com/resources/article/short-term-planning-long-term-success

• Conner, E. (2014, June 22). Amish no longer dominate tourism in Lancaster County. Retrieved from
https://lancasteronline.com/opinion/amish-no-longer-dominate-tourism-in-lancaster-county/article_b8eb3cac-
f7d6-11e3-864b-0017a43b2370.html

• Formichelli, L. (2008, January 1). Golfers: In the Green, on the Green. Retrieved from
https://www.targetmarketingmag.com/article/golfers-in-green-green-85090/all/

• McMullen, A. (2019). How Does Social Media Affect Retail Businesses? Retrieved from
https://smallbusiness.chron.com/social-media-affect-retail-businesses-39275.html

• Palo Alto Software. (2019). Golf Course Business Plan. Retrieved from
https://www.bplans.com/golf_course_business_plan/financial_plan_fc.php

• ThriveHive. (2016, May 16). Long Term Business and Marketing Goals. Retrieved from
https://thrivehive.com/long-term-business-and-marketing-goals/

• U.S. Industrial Market Outlook Report. (2019, February 28). Q4 2018 U.S. Industrial Market Outlook Report.
Retrieved from https://www2.colliers.com/en/Research/2018-Q4-US-Industrial-Market-Outlook-Report

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