Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Olsen,
Short,
Jensen,
Stolf
Cory
Erik
Rasmussen
Table of Contents
Executive Summary 3
Company Descriptions
Company Philosophy
4
4
Market Analysis
Target Markets
Competitors
11
Promotions
16
Sales Projections 18
Management 19
Operations Plan
19
22
Incident Reporting
27
Financial Plan
Appendix
36
39
Information Cited
Work Sheets
Resumes
39
40
45
Executive Summary
World Wide Climbing is an international sport rock climbing organization that takes those
who are adventure seeking individuals on domestic and international rock climbing trips. A
typical trip would consist be about 10 days. Trips consist of rock climbing, yoga, and days to
experience the host destination. Rates are cost effective while providing all-inclusive trip
packages. WWClimbing is located in Salt Lake City and cater to customers around the world
through an extensive online presence. With the increasing popularity in the climbing industry,
there are multiple expansion opportunities for the guiding industry. WWClimbing fills a solid
niche because the industry size is relatively small as only a few businesses offer international
rock climbing as one of their services. Our market research has provided four significant target
markets that show various levels of interest in our service. WWClimbing will market to the
market segmentations accordingly. Currently WWClimbing consists of a CEO, CFO, CMO, and
Operations Manager. WWClimbing is currently in the planning and research stage of the startup.
The following document contains the business plan for WWClimbing. The financial model is
completely dependent on the market itself and the individual trips. Depending on the resources
and the needs of the clients the financial plans can vary. WWClimbing offers four categories for
trips. These categories consist of basic, standard, premium and custom trips. Since our services
are all inclusive we can price our trips according to client and market demand. WWClimbing is a
startup organization and any extra profits will go into expanding the company. As the market
changes and WWClimbing expands, the financial model will change. WWClimbing plans to
open up a storefront, create outreach opportunities and guide new trip opportunities.
WWClimbing is dedicated to providing high quality programs and services that instill global
perspectives and awareness within our clients and improve overall quality of life.
Company Description
WorldWide Climbing is an international sport rock climbing organization that takes those
who are adventure seeking on domestic and international rock climbing trips. We are dedicated
to customer satisfaction and safety. WWC strives to provide self-enhancement, community
building and adventurous recreation to sport climbers of all experience levels. Rates are cost
effective while providing all-inclusive trip packages. We are located in Salt Lake City and cater
to customers around the world through an extensive online presence. As the market changes, we
plan to create a retail shop along with outreach projects that enhance the World Wide Climbing
experience.
Company Philosophy
Mission: To provide international availability for rock climbing, while enhancing the
communities that we partner with, through quality recreational programs and ecotourism.
Vision: To enhance the quality of life for our host communities and participants, by providing
educational, cultural, and memorable experiences for all.
Values: Dedication to providing high quality programs and services that instill global
perspectives and awareness within our participants. The programs provide an engaging and
satisfying experience while developing strong and supportive communities with a sustainable
future in mind. In turn, participants are engaged in an atmosphere of health and wellness, while
guidance and instruction in safe practical climbing skills are imparted.
Books that pertain to the areas we serve. (e.g. climbing, geography, cuisine, culture).
Active wear with WorldWide Climbing logo.
Rugs made from decommissioned climbing ropes.
World Wide Climbing offers additional services of guided rock climbing trips to local areas such
as Moab, UT and Maple Canyon, UT.
6
Place
WorldWide Climbing plans on starting out as an internet based company, affording us a lower
start-up costs along with automated services such as registration and payment, furthermore
phone numbers will be provided so clientele may call an employee with any questions. As
WorldWide Climbing grows it will transition into having a physical location located on east side
of the Salt Lake Valley near the mouths of Big Cottonwood and Little Cottonwood Canyons.
This location has been chosen because the East Side of the Salt Lake Valley is generally more
affluent than other areas of the valley. Additionally the ski resorts that reside in Big and Little
Cottonwood canyon along with the canyons themselves attract millions of visitors every year.
Prior to having a physical location WorldWide Climbing will store gear and equipment at the
CEOs house.
Price
WorldWide Climbing uses a four tier pricing structure. The four tier pricing is structure is
based off our market research. While ideally, we would like to attract young to middle aged
professionals who make $100,000 a year we learned that the majority of consumers would like to
spend less than $2500 on a trip. Thus we created a four tier pricing structure that allows us to
cater not only our ideal market but our target markets as well.
The Basic tier, which affords the consumer to forego luxuries providing a more rustic
experience, economy flights, use of public transport, basic lodging and food, along with simple
rest day activities.
The Standard tier is a mix between premium and basic. It provides the consumer with
premium/business class airfare, a transportation mix (e.g. public transportation and local
shuttle/taxi services), lodging at a bed and breakfast, food from local marketplaces along with
dining at local bistros, together with more explorative rest day activities.
The Premium tier is the deluxe package, participants fly first class and are chauffeured and/or
provided a personal vehicle for their trip. Lodging will take place in timeshares or vacation
rentals, and all meals will be catered or dine out, and rest day activities will incorporate any
desired activity or attraction.
The fourth tier which isnt listed within the table is the Custom tier which allows consumer to
build their own vacation. For instance you would be able to fly first class, stay at a bed and
breakfast, use a mix of transportation, and do any rest day activity of your choice.
Basic
Standard
Premium
Economy
Premium
First/Business
Public Transport
Mixed
(Public & Local
Transportation
Service)
Chauffeur
and/or
Personal Vehicle
(Rental)
Timeshare / Vacation
Rental
Local Marketplace
Food (Meal Suggestions &
Recipes Provided)
Local Marketplace,
Restaurants, some
Catering
Local Marketplace,
Restaurants, &
Catering
Flight (class)
Transportation
Lodging
Hiking, Beaches,
Public Tours,
Sightseeing (e.g.
Castle of
Chrisocherias)
interested in this market because they are similar to the urban athlete but they desire outdoor
engagement.
Target Market 4: The Urban Athlete
The Urban Athlete attributes for the highest outdoor spending 33%, likewise it comprises
the highest consumer population 20%. Similar to the Aspirational Core, the Urban Athlete
struggles with the barrier between where they live and where they want to recreate. This market
is less desirable to WorldWide Climbing because members are less outdoor motivated but they
are big spenders and attribute to a high percentage of outdoor spending. They are still a desirable
market because climbing gyms are beginning to occupy urban spaces and members are looking
for the next level; escape from the gym. Uniquely anything targeted at this market is likely to
pull in members from the Aspirational Core.
Ideal Target Market:
WorldWide Climbing is interested in targeting clientele from the achievers market.
Achievers make up the largest spending to population ratio at 1.7. With backgrounds in
traditional outdoor consumerism, achievers are more interested in the services we offer and they
are driven to competition and performance which drives sport climbing the ability to push ones
self. The urban athlete had the second highest ratio of 1.65.
11
*Target markets were selected from the Outdoor Industry Associations, ConsumerVue
Report1Competitors
There are not many competitors in an industry that caters specifically to guided rock
climbing trips in international destinations. The competitive services in our market consist of Kaf
Adventures, Mountain Trip, and International Alpine Guides. Kaf Adventures and International
Alpine Guides are the only current competitors that lead trips specific to sport climbing in
international destinations. Mountain Trip leads international trips for trekking but trips for rock
climbing are specific, to Colorado.
Kaf Adventures:
Kaf Adventures offer adventure travel trips that consist of rock climbing and trekking and
has both an online and physical location. Its physical location is in Seattle, Washington and can
be contacted via snail mail at 2960 4th Ave S. Suite #115, Seattle, WA 98134.
Kaf Adventures reaches their customers through online advertising, search engine
optimization, and through partnerships with other outdoor companies. The company caters to all
climbing abilities. The advantage that Kaf Adventures has over WorldWide Climbing is that their
costs appear much cheaper than WorldWide Climbings costs. Although airfare, food, and
extracurricular activity costs are not included as described below.
Their cost/pricing structure for a 10 day trip is as follows: $1500 per person includes
reasonable shared accommodations, travel while in Thailand, group climbing equipment,
professional climbing instruction and guidance, group boat travel and/or group tour, guided trip,
some group meals and food while traveling and climbing. Extra days are $150. Minimum of 4
maximum of 6 participants.
Initial cost does not include: Airfare or associated travel days to and from Bangkok.
Additionally, plan on paying for meals ($20 per day), entertainment, extracurricular activities,
along with any travel that does not follow the group itinerary.
International Alpine Guides:
International Alpine Guides is an internet based company and does not have a physical
location. They offer guided international trips for rock climbing, skiing, trekking, and
mountaineering. International Alpine Guides reaches their customers through online advertising,
search engine optimization, and word of mouth.
International Alpine Guides advantage over WorldWide Climbing is that they offer a
guide only option. Therefore the customer only pays for the guide and not lodging,
transportation, food, etc. Their cost/pricing structure varies heavily because each trip can be
customized. International Alpine Guides can run an all inclusive trip with lodging and transport
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or as a guiding-only trip. Lodging with breakfast and private ground transportation including
airport pick up can also be provided. Dinner and lunch is not included along with extra curricular
activities.
Mountain Trip:
Mountain Trip offers guided international trips for mountaineering and trekking.
Mountain Trip has both an online and physical location, its physical location is in Telluride,
Colorado at 398 W Colorado Ave. Telluride, Co 84135.
Mountain Trip reaches their customers through online advertising, search engine
optimization, and through word of mouth. The advantage that Mountain Trip has over
WorldWide Climbing is that their costs again appear much cheaper than WorldWide Climbings
costs. Although airfare, some food, and extracurricular activity costs are not included.
Their cost/pricing structure vary per trip offered. Trips that are around 10 days are
approximately $3,000 and trips that are around 20 days are approximately $5,000. Included in
their trips are pre-trip access to office resources, U.S. trained mountain guides, shared lodging in
destination, welcome dinner, meals listed on itinerary, group equipment, custom expedition
dispatch blog, assistance for post climb activities (museums, cultural tours, etc.) Initial costs do
not included: flights to and from the destination, personal clothing/equipment, meals beyond
welcome dinner and meals listed on itinerary, additional accommodation nights, single room
supplement.
Advantages of WorldWide Climbing:
The advantages that WorldWide Climbing has over its competitors is that it is inclusive
and we personally contact each customer prior to their trip asking what they prefer for food. We
then stock their fridge in their accommodations in Kalymnos with their preferred food. This
allows them to have the flexibility to cook their own meals along with reducing costs to the
company by avoiding eating only at restaurants. Furthermore, the trips also provide yoga prior to
climbing outings that provided clientele with a relaxing morning before diving into the sport of
rock climbing. Correspondingly, WorldWide Climbing provides preorganized rest day activities
that allow clientele to see and engage in the culture of the host community. Not to mention
WorldWide Climbing provides high quality climbing gear such as prana climbing pants with our
logo to each client as a memorable souvenir that they can continue to use throughout their
climbing career.
13
SWOT Analysis
Strengths
Includes airfare
Only company that guides to Kalymnos,
Greece
High-quality climbing equipment
Designs different trips to different market
segments
Dedicated to high quality trips &
personalizing it to each client by taking in
account food preferences, climbing ability,
and fitness.
Opportunities
Expansion
More trip options to different countries.
Domestic trip options.
Instructional courses.
Update equipment
Weaknesses
Can be more expensive because airfare is
included
No physical location during start up
Establishing our brand name via during start
up
Finances for start up
Threats
Expansion of preexisting guiding companies
Introduction of new guiding companies
Rise in operating costs
Rise in airfare, lodging, and transportation
costs
Current events in host communities
Politics
14
PESTEL Analysis
Category
Risk
Impact
Mitigation
Analysis/Notes
Political
High
Research into
the politics of
the areas we
plan to operate
and the laws
regarding those
lands is a high
priority.
Economic
Low
We will
mitigate this risk
by involving
partners that
have the
financial assets
to back our
investment in
the company.
Social/Cultural
Medium
As reputation is
a major factor
for employment
in the outdoor
industry we will
need to maintain
high standards.
15
Technological
High
We will need to
create a strong
web presence
and market
directly to our
target market.
Environmental
High
We can partner
with
organizations
such as the
Access Fund and
the American
Alpine Club to
be part of the
positive change
and view of the
climbing
community.
Legislative
We need to obtain
business licenses,
permits, guide
certification, and
insurance for the
business. Without these
we are looking at very
negative risk.
High
Obtain all
business
licenses,
partnerships,
guide
certifications,
and insurance
required to
operate locally
and
internationally.
16
Promotions
Campaign 1: Getting the ball rolling
Objective: Let people know we exist and get a group of early adopters signed up for a trip
Budget: 0$
Theme: Excitement. Getting potential customers excited about new places to climb and new
places to travel
Media: WORD OF MOUTH Reaching out to connectors. Using personal relationships to get
people signed up for a course. Going to people who we know would want to sign up for a course
or people who would know someone else who wants to sign up.
Create Ad: Hey! Do you want to come climbing with us in Tokyo?? Would you know anyone
who wants to? Here are the details!
Number/Timing/Placement: Set a goal of 10-15 people and reach out until we get that many.
Find a time that works for everyone. Find a place to go.
Evaluate: Ask participants at the end how it went, would they do it again, are they glad we
reached out to them? Can they recommend us to someone or share us on facebook?
Moving Forward: See campaign 3
Personal Sales Strategy: Like most start up companies our work schedule will be very
integrated into our personal lives and word of mouth will be very important. With every person
we talk to we would bring up our event and ask people if they would like to come or know
people who know people if they would like to come. Since there are so few of us it will be
important that every member is dedicated to reaching the goal of 10-15 people prior to the event
date. Each person must be dedicated to being polite and nice while also communicating
accurately and strategically what our program is and why they should join us on it.
Publicity: Print media, social media, and word of mouth will be our three primary sources of
publicity. Again this is because WWC is a start up and are on a limited/non-existent budget.
These three marketing strategies are ones that are easily adapted to our personal lives. We can
use our own social media platforms to advertise our events or create new accounts on social
media platforms we are already familiar with. It is very easy for us to carry business cards or
post cards with us wherever we go. We walk into a coffee shop and stand in line and notice there
is a billboard; all we have to do is stick up our flier. Word to mouth is easy when we pick our
friends that are connectors to talk to; people who know people.
17
Sales Promotions: For this specific campaign we may be able to add certain coupons or sales
promotions. One sales promotion may be bring a friend get one half off. Or it could be sign up
for our upcoming trip for discounts on the current trip. It could be simple gear giveaways but I
think the best one for us would be a coupon. If you sign up and support us for our first trip you
get a coupon for 50% off your next 3 trips with us. It would be a good way to build and hold a
customer base.
Campaign 2: Loud Travel
Objective: While we are in Tokyo on ^ that trip we advertise via any opportunity that arises to
promote awareness of company, engage potential partners/connections, and call to action for
customers to sign up
Budget: As much as we can afford at the time. >$100
Theme: Fun. Hey we are from America climbing all over and its great!
Media: Updates about any social media we are on. Bringing fliers, pamphlets and business cards
to hand out as we travel. Word of mouth, we will never shut up about WWC and how much fun
we are having and how close we have grown.
Create Ad: Prepare materials ahead of time with basic info on pamphlets, how to get in touch,
potential opportunities. Practice face to face pitches before we go. Post prep pics on whatever
social media we are on.
Number/Timing/Placement: Take advantage of the number of promotion opportunities as they
arise during the trip. But we will have a limited amount of print media unless we have the files
on hand to print if we run out. During the trip. Wherever possible and appropriate.
Evaluate: Check back in with potential partners/connections after the trip to see what their
interest level is at after time has passed.
Moving Forward:
Campaign 3: Recommendations
Objectives: Get each participant from Campaign 1 & 2 along with trip participants to
recommend us to at least 3 people.
18
Avg. sales/
day
(in units)
Avg. sales/
week
(daily sales x
7 days)
Avg. sales/
month
Avg. price
per unit
Avg. $ sales
per month
(avg. units x
avg. price)
$40
$40
(in units)
Merchandise
Sales
$40
N/A
Merchandise Sales Assumptions: Per trip 2/10 people will want to buy merchandise (not gear)
from us. 10 people per trip, one trip per month
Rentals
2.5
10
$3,500
$35,000
Rentals Assumptions:
Tours
Tours assumptions: Professional opinion and experience projects costs of a one week
international rock climbing trip for 10 people.
Other
$40
10
$3,5000
$35,040
Assuming we are able to provide one weeklong trip the first month our sales forecast averages
$35,000. This also assumes we can get an average of 10 people. This is also taking into account
the high season meaning the weather would be on our side. If we can achieve this projection we
believe our sales will only grow.
19
Management
Operations Plan
When WorldWide Climbing transitions into a physical location it will be a pre-built rental
location approximately 500 - 750 sq. ft. WorldWide Climbing does not require a lot of space
because we are mainly selling services and not products so it will primarily be used to house gear
and advertise to passersby. The location will be in retail shopping center that has ample amounts
of parking for the many business it houses along with nearby bus stops. WorldWide Climbing
plans on renting the location in hopes that it increases the volume of sales, but if it does not
WorldWide Climbing will have made minimal investments and can either try a different physical
location or stay strictly online.
Prior to opening a physical location we will need to obtain business permits in both local
and international destinations (i.e. Cottonwood Heights, Utah & Kalymnos, Greece).
Additionally we will need to check with the Grecian government to find out if we need to obtain
additional permits to operate on public lands. (e.g. Grecian version of BLM, NPS, NFS)
20
Organizational Chart
Position Descriptions
CEO: Advises the board, promotes organizational change related to organization mission,
supports/motivates employees in organization programs and operations, formulates policies, and
planning recommendations to the staff, decides/guides courses of action in operations by staff,
oversees operations of organization, manages financial and physical resources, and supports
board during orientation and self-evaluation. Operations Manager and CEO will take on roles of
Inspection and Training Officers during start up.
CFO: Accountable for the administrative, financial, and risk management operations of the
company.
CMO: Responsible for planning, developing, and executing an organizations marketing and
advertising initiatives.
Operations Manager: Responsible for trip planning and client communication. This position
essentially makes sure that each client has everything needed for his or her trip and provides the
client with all the necessary trip information. In close communication with the CEO. Operations
Manager and CEO will take on roles of Inspection and Training Officers with incident reporting,
documenting and investigation, as well as emergency medical training, advances in technical
rock climbing and rock rescue during start up.
21
Head Guides: Head guides are responsible for leading the trips. Facilitate each day of the trip.
Create a fun, safe, and educational atmosphere, build, evaluate, and manage a wide variety of
rope systems, teach students basic to advanced skills and techniques, wash, repair, and maintain
climbing equipment, and promote knowledge on the visited area. Reports directly to Operations
Manager.
Assistant Guides: Assist lead guides with each day of the trip, create a fun, safe, and
educational atmosphere, build, evaluate, and manage a wide variety of anchor and rope systems,
help teach students basic to advanced climbing skills and techniques, wash, repair, and maintain
climbing gear, promote knowledge of the visited area. Reports directly to Head Guide.
WorldWide Climbing is a small start up business, therefore the board of directors will the the
positions specifically involved within the company (CEO, CMO, CFO, and Operations
Manager). The CFO handles the finances behind the company, therefore this position will be in
charge of bookkeeping (accounting, economic strategy, and forecasting, hiring an attorney
(Duane Morris Law LLP Sports and Recreation Litigation practice), and ensuring the company
as insurance through Horizon Agency and Outdoor Industry Association. Both the CMO and
CFO will be consultants and advisors when forecasting where the company is headed through
forecasting.
All guides are required to have a current Wilderness First Responder certification and a Single
Pitch Instructor certification through the AMGA. Head guides are required to have the IFMGA
Certification (the highest level of credential attainable by a professional mountain guide). Each
assistant guide must assist in at least 20 guided trips before being promoted to a head guide.
22
Additionally:
WWC will retain legal counsel with the Duane Morris Law LLP Sports and Recreation
Litigation practice. Staff must be certified by the American Mountain Guides Association with at
least the Single Pitch Instruction Certificate. Training will be documented with reminders
scheduled so as to stay up to date on recertification. Staff will have documented training and
experience handling emergency procedures and have wilderness first responder certification.
Insurance:
WWC will obtain the whole Business Class of insurance provided by the Horizon Agency and
Outdoor Industry Association. With this coverage comes a $1,000,000 minimum liability
coverage. The attorney will work with the CEO to write up a waiver of liability that declares how
much risk WWC will take upon as well as the liability the Insurance provider and the clients will
assume.
24
Risk
Avoid
Reduce
Transfer
Retain
Reasoning
Acts of terrorism.
25
Climatic injuries.
Bankruptcy.
Lawsuits.
27
Incident reporter:
Reporter present
during incident?
No Yes
Date of incident:
State/Territory:
Type of incident
Near miss
Adverse Outcome
Location of incident:
28
Injury type
Burns and corrosions
Crushing injury
Dislocation, sprain or strain
Effects of foreign body entering through
natural orifice
Fracture
Frostbite
Injury to internal organs
Injury to muscle, fascia or tendon
Injury to nerves or spinal cord
Open wound
Poisoning by drugs, medicaments and
Injury location
Head
Neck
Chest/Thorax
Abdomen, lower back, lumbar
spine and pelvis
Shoulder and upper arm
Elbow and forearm
Wrist and hand
Hip and thigh
Knee and lower leg
Ankle and foot
Multiple body regions
Unspecified part of trunk, limb
or body region
biological substances
Sequelae of injuries, of poisoning and of
other consequences of external causes
Superficial injury (e.g. abrasion, blister,
insect bite)
Toxic effects of substances chiefly
nonmedicinal as to source
Traumatic amputation
Illness
Abdominal problem
Allergic reaction
Altitude sickness
Asthma
Chest pain
Diarrhoea
Eye infection
Food poisoning
Hypothermia
Heat stroke
Menstrual
Non-specific fever
Skin infection
Respiratory
Urinary tract
infection
Unknown
Other
Hospitalisation required?
No
Yes
29
Description of damage
Describe the incident in detail. Include who was involved, what happened, when it happened and where it
happened and any equipment involved. Do not enter identifying information (e.g. names).
Describe why the incident was a near miss (e.g. the activity leader pushed the participant out of the way just in
time)
Reporter: Explain in detail what you think caused the incident, including any relationships between the causes
identified. Include any suggestions, comments or recommendations.
30
Manager: Explain in detail what you think caused the incident, including any relationships between the causes
identified. Include any suggestions, comments or recommendations.
Defintions
An adverse outcome is defined as an event resulting in a negative impact, including:
missing/overdue people; equipment or environmental damage; injury; illness; fatality; or social or
psychological impacts.
A near miss is defined as a serious error or mishap that has the potential to cause an adverse event
but fails to do so because of chance or because it is intercepted. For example, during a rock climbing
activity an instructor notices that a participants carabineer was not locked. If the student had fallen,
this may have led to a serious injury.
Rate the Actual Severity of the incident in terms of the actual outcome of the event.
Rate the Potential Severity of the incident in terms of the worst possible outcome, given the scenario.
0 No impact
Requires no treatment.
1 Minor
31
2 Moderate
3 Serious
4 Severe
5 Critical
NA
6 Unsurvivable
Fatality.
NA
Activity Environment
Animal & insect hazards
Infrastructure & terrain
Trees and vegetation
Water/Weather conditions
Group Factors
Communication within group
Group composition
Group dynamics
Group size
Late arrival of group
Teamwork
Time pressure
Supervisor/Field Managers
Activity or Program design
Communication
32
Higher-level Management
Communication
Financial constraints
Judgement and decision-making
Organisational culture
Policies and procedures for activities and
emergencies
Risk assessment and management
Staffing and recruitment
Supervision of staff
Supervision/oversight of activities and programs
Training and evaluation of staff
Schools
Communication
Dropping off/picking up participants
Judgement and decision-making
Legal responsibility for safety of staff and students
Planning and preparation for activity/trip
Policies and procedures
Teacher/student ratio
Parents/Carers
Communication
Dropping off/picking up participants
Judgement and decision-making
Legal responsibility for safety of child
Planning and preparation for activity/trip
34
Subjective Information
Patient's name
Age
Sex
Chief Complaint
Onset
Provokes or Palliates
Quality of injury/illness
Radiation/Region/Referred
Severity
Time of onset
Mechanism of Injury of history of present illness
Mechanism of Injury sufficient for spinal precautions?
Level of Responsiveness
Awake
Voice Responsive
Pain Responsive
Unresponsive
Objective Information
35
36
Financial Management
Sales and Costs
Sales and Costs estimates are assumptions. Using Google, Alibaba, and other search
engines we were able to gather prices, both bulk and regular, additionally we were able to
average out how much gear would cost. Given that start-up companies tend to bootstrap it is
worth noting the expense of rock climbing gear; even when omitting traditional gear. The
operating expenses are fairly accurate throughout, including wages.
Overhead costs are generous; really generous. We doubt as a climbing company our
insurance plan will be $250. Likewise, we are sure there are additional unknown permits,
certifications and licenses we may need.
We originally priced our trip at $3,500 but realized expenses would be much greater. We
then raised the price per trip for a single person to cover our overhead and operational costs. It
may be possible to offer group costs and other such sales benefits once we get the company
going. However right now our price is only a break-even price.
Overall the analysis that follows is a conservative projection from where we are now.
Like with all start-ups new opportunities are constantly arising and we will assess them as they
present themselves. The projections represent conservative landmarks and provide us with a of
reference of where we are. Nothing is set in stone and we will adjust the books as necessary.
Income Statement
Some assumptions and things to note is that I did not take into account the fact that all of
the variables in our operating cost will change each month if we do a trip besides Greece. I used
Greece as an average, a model, to give us an idea of what it would look like to make a trip across
seas. Yes the numbers may change when/if we take the variable costs for each specific trip each
month into account but we will still be trying to cover our costs and break even either way.
Net income is 0 each month because not only is our price for a trip= to the operations cost
but the operations cost is in fact our cost of goods sold. IF we increased the price accordingly in
regards to inflation of the market and operations cost we may be able to stay at the break-even
point. Besides that the reason we lose money the first month is due to our start-up costs. But once
we purchase gear it should be an asset for 3 years even though I did not depreciate it in the
balance sheet.
The two main takeaways is that we have to account of increased operation goods on
multiple fronts. And that I did not find bids for each individual trip, for each month for three
years, I estimated using the Greece trip. If inflation of operation costs is not as severe as I
37
accounted for and if our costs of operations both for the Greece trip and future trips can be
lowered we may be able to run a profit. But I also have yet to account for taxes so that will have
an adverse on our profit margin.
Cash Flows
We have a drastic change in net cash. However it is not a good change. We end up losing
money in year one and in year two and three we end up spending everything we earned. This is
mostly due to the high end nature of our services and costs. Climbing gear and plane tickets are
costly but the cash goes out almost as soon as it comes in. All references and assumptions from
the income statement carry over to the cash flows.
Balance Statement
Here we get lucky because the gear we purchased is an asset because we could easily turn
it around and sell it. Unfortunately these numbers have yet to account for depreciation so they
will be lower each year depending on the depreciation value and life of the gear.
Again the assumptions from the previous sheets are carried over. Besides the gear not
much has changed, our costs are still our liabilities and our operations cost is our assets. Which
means we will be barely under break even for three years.
Sensitivity Analysis
In order to account for inflation of the market ex)fuel prices for jetsticket prices rising
our prices rising I experimented with our operating expense and increased it by 5% increase each
year to see what would happen. We went from break even to losing money. But when I decreased
expenses by 5% a year we ran a profit. The sensitivity is proportional when you decrease or
increase sales. So interesting things may happen as sales increase or decrease with an inflating or
deflating market. This means our price point will be highly sensitive to the market itself. I think
this is a characteristic of most start-ups. One thing that can help with this is having a person who
knows the market well and is a bit of an expert.
Conclusion
In conclusion we have to consider three things. The first being walk away, maybe there is
a reason there is not a small scale worldwide climbing agency. However, we may still have a
chance if we bid out every single trip throughout the first three years, get accurate bids on costs
for each trip our overhead and operating cost may go down. Another hope is that inflation of the
market may not be severe or noticeable within three years and we wont have to worry about
costs going up. Another way to cut costs is to find close friends who will work for free.
Otherwise we may have to jack the price up and market to a different profile of person.
38
November
December
Fiscal Year
Totals
3,000
3,000
3,000
9,000
10,000
10,000
10,000
30,000
2100
2100
2100
6300
750
750
750
2250
100
Permits
1050
1050
1050
3150
Staff
3200
3200
3200
9600
200
200
200
600
Insurance
250
250
250
750
15,250
15,350
15,250
45,750
Gear
Flight Arrangements
Local Lodging
Food
Advertising
Taxes
Total
107,500
These numbers are intended as estimates of projected costs assuming we have week long trips
each month with ten participants each. Necessary steps may need to be taken in order to reduce
costs or adapt to changing circumstances.
39
Appendix
Works Cited
Association, O. I. (n.d.). OIA ConsumerVue Executive Summary . Retrieved October 2015, from
Outdoor Industry Associatoin : https://outdoorindustry.org/resource/oia-consumervueexecutive-summary/
40
Work Sheets
Target Market
1
Target Market
2
Target Market
3
Target Market 4
The Achiever
The Aspirational
Core
The Urban
Athlete
Embrace Technology
throughout all aspects
of their Lives.
Technology Plays
Central Role in Their
Lives
Driven by
performance
Competition
Young, Diverse,
Higher Income, More
likely to have kids in
homes
Younger Male
w/children at home
Traditional Outdoor
Consumer
Quintessential
outdoor consumer.
Very Style
Conscious,
Athletic Brands,
Big Spender,
10% of Outdoor
Consumer Population
14% of Outdoor
Consumer Population
20% of Outdoor
Consumer Population
17% of Outdoor
Spending
14% of Outdoor
Spending
33% of Outdoor
Spending
In or near a city
In or near a city
Distribution Channel
Key Demographics
Income/ Spending
Habits
No brand loyalty
influenced by the best
style and function
Location
This groups counterpart is the
Achiever
41
Target Market
1
Target Market
2
Target Market
3
Target Market 4
The Achiever
The
Aspirational Core
The Urban
Athlete
+Traditional
Outdoor
Consumer
0 barrier between
where they live
and want to
recreate
0 Largest Outdoor
Spender but faces
same barrier as
Aspirational Core
Profitability
+ Attributes for
17% of Outdoor
Spending
-Smallest 14% of
Outdoor Spending
+ Big Spenders,
Largest 20% of
Consumer
Population
w/33% of Outdoor
Spending
Anticipated Sales
0 10% of
Consumer
Population
Preferred Sales
Channels
Technology
Technology
Technology
Technology
Channel Conflicts
Same
Distribution
Channel
Same
Distribution
Channel
Same
Distribution
Channel
Competition
Counterpart to the
Outdoor Native
Faces Same
Barriers as Urban
Athlete
Faces Same
Barriers as
Aspirational Core
Same Distribution
Channel
Fits Me
(Brand, Needs or
Goals)
Ideal Target
Market?
42
My
Business
Strength
Weakness
Kaf Adv.
Mountain
Trip
Alpine
Guides
Importance
to Customer
Products
Kalymnos
all
inclusive
trip.
Only
company
that
guides to
Kalymno
s.
All
inclusive
tends to be
more
expensive.
Guides to
internatio
nal sport
climbing
destinatio
ns, just
not
Kalymno
s.
Internation
al trips for
mountainee
ring &
trekking.
Internationa
l trips for
climbing,
trekking,
skiing, and
mountainee
ring.
Very
important.
This is what
they are
paying for.
Price
Cater to
each
market
segment.
Our price
includes
entire
trip.
More
expensive
than
competitors
.
Does not
include
airfare,
food, or
rest day
activities.
Doesnt
include
airfare or
food.
Doesnt
include
airfare or
food.
Important.
Quality
High
quality all
inclusive
trips
All
inclusive
promotes
high
quality
trips.
High
quality trips
can be more
expensive.
Moderate
quality
moderate
quality
moderate
quality
Important.
This is what
makes the
company
memorable.
Reliability
All guides
will be
trained
properly
to guide
our trips in
a
profession
al manner.
Since we
are a
small
startup,
the
creators
will be
directly
involved
with trip
planning.
Startup can
be hard to
correct all
the room
for errors.
Good
reviews.
Good
reviews.
Good
reviews.
Its
important
that we are
reliable for
positive
WOM
advertising.
Expertise
All our
guides
will be
AMGA
certified.
AMGA is
recognize
d by most
countries.
Although
its
recognized
by most
countries, it
is not
recognized
by all
countries.
Certified
Guides
Certified
Guides
Certified
Guides
Important
Location
Online
Online
No physical
Online
Online &
Online
Not as
43
until
profitable
and then a
physical
location.
allows us
to cater to
people all
over the
U.S.
can be hard
to keep
inventory
organized.
Physical
important to
have a
physical
location
right off the
bat.
Sales Method
Online
sales.
Can be
booked
anywhere
in the
U.S.
Getting our
name out
there
Online
Online &
Physical
Online
Important
the we cater
sales to each
customer
need.
Advertising
WOM,
online
advertisin
g
We
market to
4
different
market
segments.
Getting our
name out
there during
start up.
Online
Online
Online
Important
Benefits/Features
Size/Profitability/Ma
rket Share
Market Strategy
(Target Markets,
Distribution, etc.)
Marketing Tactics
44
Weaknesses
Opportunities
Threats
Product/
Service
Offering
All-inclusive,
includes
airfare, only
company that
guides to
Greece, highquality
equipment.
Introduction of new
guiding companies that
offer all-inclusive trips.
Brand/
Marketing
We market to
4 different
market
segments.
Staff/ HR
Employ local
guides for
staff in the
host
community.
Failure of company
could leave positions
unemployed.
Finance
All costs
included.
Operations/
Management
Operations/
Management
is directly
involved with
each trip and
people
involved.
Small amount of
management during.
One opinion during
start up.
Expansion of company
offers more
management positions.
Market
Caters to 4
different
markets,
which
competitors
do not do.
Technology advancing
faster then we can keep
up with.
Can any of your strengths help with improving your weaknesses or combating your
threats? If so, please describe how below.
Yes, when clientele learn that we are all inclusive our higher prices will actually be cheaper than our competitors.
Likewise, the threat of rising industry cost also affect the overall cost of trip provided by one of our competitors.
Based on the information above, what are your immediate goals/next steps?
45
Based on the information above, what are your long-term goals/next steps?
As the company grows, a long term goal would be to expand and offer trips to more destinations (internationally &
domestically).
46
Resumes
Gabrielle Olsen
2459 East Murray Holladay Rd * Salt Lake City, UT 84117
801-842-2582 * gabby_j_olsen@hotmail.com
http://gabbyolseneportfolio.weebly.com/
Education
Areas of Effectiveness
Organization/Planning
o Facilitated climbing activities/events for the climbing club at the University of
Utah.
o Developed the curriculum for the Mo Minis youth program at Momentum
Climbing Gym.
o Management of and communication with coaches at Momentum Climbing
gym.
o Hosted the annual Reel Rock 9 film, Millcreek, Utah.
Coaching Skills
o
o
o
o
o
Employment History
2014.
Climbing Experience
o
o
o
o
Professional Affiliations
Uscend Climbing Club, University of Utah, Founder/President
National Recreation & Parks Association, Student Member
Certifications
Wilderness First Responder
Certified in First Aid/CPR
References
References available upon request.
48
Erik Rasmussen
University of Utah
201 President Circle
Salt Lake City, UT 84112
(801) 581-7200
erikrazpv@gmail.com
Education:
University of Utah. UT. Expected 2016.
Bachelors of Science in Parks Recreation and Tourism (PRT)
Emphasis in Adventure and Outdoor Programs (AOP)
Undergraduate Entrepreneurship Certificate
Innovation Scholars Designation
Cumulative GPA 3.710
Tracker School Advanced Standard AZ May 2015
Completion of the Advanced Standard Class includes intensive survival skills and tracking
and awareness skills beyond the standard level.
Tracker School Philosophy 2. NJ. November 2014.
Completion of a 3 weekend online course taught by Tom Brown Jr.
The course is dedicated to teaching the philosophy of deep nature connection.
Tracker School Standard. NJ. May 2014.
Completion of a weeklong course in New Jersey taught by Tom Brown Jr and Staff. The
course is dedicated to teaching essential survival skills.
Tracker School Philosophy 1.NJ. July 20, 2013.
Completion of a weeklong course in New Jersey taught by Tom Brown Jr and Staff. The
course is dedicated to teaching the philosophy of deep nature connection.
Wilderness Awareness School. Kamana Two Graduate. CA. 2012.
Completion of Kamana Two (an independent naturalist study program) by completing all
required Field and Journal Inventories.
Professional Experience:
University of Utah Entrepreneurship Finance Teaching Assistant. UT. January 15-Present.
Be present during class to assist the teacher and students. Create and grade quizzes and
assignments. Help whenever possible.
Train Walk Poop Pet Services. Assistant Trainer. UT. October 2014-Present.
After getting promoted from a dog walker to trainer I manage the daycare by doing leash
work, putting dogs on the treadmill, facilitate social time and provide customer service
through dog care.
Tracker School Standard Volunteer May2015 AZ & July 2015 NJ
A volunteer position that allows passionate individuals to help teach survival skills and
philosophies to participants. Passing on knowledge and experience to give participants an
enriching experience at the Tracker School.
Riekes Center for Human Enhancement. Outdoor Instructor. CA. 2011-2014.
49
Includes mentoring and instructing children (ages 6-12), 5-20 per group, in the outdoors to
increase their skills, knowledge, awareness, and love for nature through games and
activities while maintaining a healthy, effective mentor/pupil relationship.
Wilderness Skills Institute. Activities Director. CA. 2011-2014.
Includes leading and facilitating healthy outdoor play with kids of all ages by leading
games and activities geared towards nature awareness and a deeper understanding of the
outdoors.
Bird Observation and Behavior Class. Teaching Assistant. UT. March 2013.
Assisting the teacher with whatever was necessary for the class including paperwork
introductions flow of the class driving spotting birds identifying bird language patterns
helping students ID and learn about birds.
Columbia Sportswear. Seasonal Sales Representative. UT. November 2013-February 2014.
Includes processing shipments, pricing and stocking items, selling apparel through social
and cashier interactions while maintaining the professional appealing appearance of the
store.
AOP SEPPP. Financial Officer. UT. December 2013
Budgeted for an at-risk youth ski trip, snow day, donation fund. Used spreadsheets to
manage financial accounts; balance sheet, income statement cash flow
University of Utah Outdoor Adventures. Assistant Trip Leader. UT. August 2012-August 2013.
A volunteer leadership position in which I was responsible in the assistance of planning,
preparing and leading outdoor excursions with the goal of bringing people closer to the
outdoors.
Riekes Center for Human Enhancement. Ndaka Mentor. CA. 2007-2011.
A volunteer mentor position. Joining the Ndaka Training Program taught me how to lead
people in the outdoors and provide for them without expectation of personal recognition. It
taught me how to be a great mentor, leader, caretaker and it taught me how to be useful in
a community.
Riekes Center for Human Enhancement. Assistant Instructor. CA. 2006-2011
A volunteer position assisting the Instructors in mentoring and instructing children (ages 612), 5-20 per group, in the outdoors to increase their skills, knowledge, awareness, and love
for nature through activity planning and execution while maintaining a line of
communication between the participants and the instructors.
Certifications & Memberships:
2015 Universit of Utah/NOLS Wilderness First Responder Certification Expected Oct 17
Certification in making critical medical and evacuation decisions in remote locations
2012. University of Utah Outdoor Adventures. Wilderness First Aid Certification. UT.
Certified in basic skills of wilderness rescue and medicine.
2012. Crossfit. Certified Level 1 Crossfit Trainer. CA.
Certified in coaching, training, ethics, and science to the Crossfit standards.
Outdoor Experience:
Accumulated Professional Field Experience: 4,054hrs
Day Hikes
50
Most of my experience is through camps in which I facilitate and teach 7-20 kids in various
locations. On these hikes we play games, have adventures, learn how to track and survive
on the land. Locations include:
Huddart State Park
Wilder Ranch
Pescadero Marsh
Snol Reservation Area
San Lorenzo River
Felton State Park
Along with work related day hikes I take frequent hikes into the mountains near
Salt Lake City including:
City Creek
The Wasatch Foothills
Little and Big Cottonwood Canyon
The Salt Flats.
Camping
Family camping trips have been a fun experience throughout my life. Locations include:
Yosemite National Park
Yellowstone National Park
Huddart State Pake
Moab/Arches
However my predominant camping experience has been through work. Many of these
excursions have anywhere from 15-45 kids that I co facilitate and teach. Locations of these
trips include
Bean Hollow, Half Moon Bay
Tunnel Mills, Tahoe
Quail Springs, Santa Barbara
Feather River, Northern California
Felton, Santa Cruz
Birding
I fell into birding in a very unique way with the Advanced Bird Language when I was
young. Consistently throughout my life I continue to bird in many of its forms throughout
every outdoor experience. Professionally I assist a Bird Observation and Behavior Class
through the University of Utah. We take up to 30 students to:
Farmington Bay Waterfoul Management Area
City Creek
And various parks throughout Salt Lake City
Mountain Biking
I grew up being exposed to biking at a very young age. When I moved to Utah friends and I
planned two mountain biking trips to Moab, one in 2012 and the other in 2013. The trails
we biked include:
Porcupine Rim
Slick Rock
51
Poison Spider
Climbing
I first learned how to climb when I was eight years old. I am competent in bouldering and
top rope climbing. I climbed a briefly in Oregon when I was young but since then I have
climbed in various places in Utah including:
PETZLE Technical Institute
Wasatch Mountain Range
University of Utah
Kayaking
My kayaking experience includes a Kayaking 1 course at the University of Utah and
practicing roles in the pool on campus.
Snow Sports
I learned to ski and snowboard at a young age but did not participate consistently until
college. I am self-taught and am comfortable on anything up to a black diamond. Locations
I have skied at include
Jimmeny Peak MA
Various Resorts Tahoe CA
Snowbird UT
Alta UT
Park City UT
Solitude UT
Places of Travel
Australia (all over)
Massachusetts
New York
Maine
Oregon
Montana
New Jersey
Arizona
While Adventure Recreation is fun and has its place my true passion lies in Deep Nature
Connection and Earth Skills such as. I have practiced these skills consistently since I was 7
years old and have spent my entire life incorporating their philosophies into my daily life.
Primitive Skills
Tracking and Awareness
Earth Skills
Survival Skills
Fire Arm Education
References: (Available Upon Request)
52
Stolf M. Short
480-686-0664 stalkingwolfe@gmail.com
Summary of Qualifications
I am an energetic, dedicated worker with strong interpersonal skills. With an outstanding military
background I have the proven ability to work effectively with people of various ages, cultural
backgrounds, and socio-economic statuses. I am an excellent team worker and group supervisor that
leads by example through hard work, striving for perfection, and following through until job completion.
I consider myself an avid student and educator of the natural world, and continually strive to impart that
knowledge for the purpose of increasing awareness and stewardship for the many wonders of the world.
Relevant Experience
Adventure
Partners LLC
Hiking and
Climbing Guide
March 2012
Present
Colorado River
Discovery
River Raft Guide
March 2012 July
2012
United States
Marine Corps
Naval Aircrew
Chief
February 2007 Nov 2011
Leadership/Special Skills
I have acquired strong communication, interaction, and relationship skills learned by extensive team
building exercises through courses such as: Marine Corps Martial Arts Instructor course, Naval Aircrew
Instructor course, the Survive Evade Resist Escape course, the Wilderness First Responder course, as well
as the Standard Course at the Tom Brown Jr. Tracker Survival School. In conjunction, I have recently
attended several rock climbing and rescue seminars while working for a degree in Parks, Recreation, and
Tourism with an emphasis in Adventure and Outdoor Programing at the University of Utah. In my
capacity as a guide I have instructed and trained adults and children in the basics of rock climbing and
canyoneering, such as tying in, proper belay procedures, and appropriate verbal and nonverbal
communication while climbing.
53
54
Education
55
Cory V. Jensen
4772 Meadowview Road
Murray, UT 84107
801-265-9011 home, 801-824-8455 cell
coryvagnjensen@gmail.com
Mission Statement
Summary of Qualifications
Professional Experience
Professional Training/Licenses
-
Education
56