U can mention which 2 tools we r using and how we will consult with our client. For example, our schedule and meetings with clien
https://www.entrustengagement.ca/
website of the company
U can mention which 2 tools we r using and how we will consult with our client. For example, our schedule and meetings with clients, and what kind of legal licenses we required, so u can write pestle analysis also use google and pdf that I mention. Then u can search, for other companies providing horse therapy…
information & Pics are also good in the LeanneHoagland2007
1
Business Plan for Colorado Therapy Horses
OWNER
Richard McMahan
Colorado Therapy Horses
Greeley, CO 80634
United States
970-302-5204
2
I. Table of Contents
I. Table of Contents
II. Executive Summary
III. General Company Description
IV. Products and Services
V. Marketing Plan
VI. Operational Plan
VII. Management and Organization
VIII. Financial Plan
X. Appendices
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II. Executive Summary
Colorado Therapy Horses is a non-riding horse therapy, located in Greeley Colorado, which offers
services found nowhere else. The benefits to being a non-riding therapy are countless. One particular benefit
CTH provides that competition cannot is the focus on clients obtaining personal power rather than focusing
on keeping themselves on the horse. This behavioral therapy based company was founded by Richard
McMahan, who has had 35+ years in the field of behavioral psychology. Richard found that an office was
not the place for people to truly open up and work towards a better self. This is when the idea of animal
assisted therapy came to him. Richard created CTH to provide an environment which felt safe and used
horses as a therapy tool because he saw how positively clients responded to animals. This environment
allows people to open up and share without feeling like they have to. Richard strives to create an
environment conducive in allowing clients to gain their personal power back.
This company has worked with a number of clients ranging from Weld County Special Education
Schools, Veterans with PTSD, cancer survivors, CASA, to the Weld County Treatment Courts and many
more. Colorado Therapy Horses aims at two target audiences: treatment and retreat. The treatment audience
is defined as people in need of guidance and tailored healing. This can range from veterans returning home
to clients assigned by the courts for mandated therapy. CTH has worked with a number of courts in Greeley,
such as, the drug and alcohol rehabilitation court and the family court system. The retreat audience includes
any business or organization looking to use the ranch for team building and communication workshops.
CTH has brought in a number of retreat clients to the ranch. Sierra School students and teachers, for
instance, came together on the ranch and created communicative bonds they could not have elsewhere.
The services offered by CTH range from individual sessions with the horses to group interactions.
Colorado Therapy Horses tries to put an emphasis on group therapy because this allows clients to not only
engage with the horses but also with each other. The program emphasizes on bringing the family in order
to build a support system after the client has left the ranch. Typically these sessions last 3 hours and have a
1 week minimum. Clients can meet from 4 weeks to up to 10 weeks for therapy.
Colorado Therapy Horses has a bright future because it is a company that can serve so many
different targets. It is a company that can adapt to changes in the market very well because this company is
relevant to quite a few businesses. In each market, treatment and retreat, the demand for these services are
growing. Good mental health is very important for companies because it assures that workers miss less days
and have a better outlook on their jobs. On the treatment side behavioral therapy is regularly used and the
government is starting to allow people to use non-traditional therapies as treatment under insurances. This
only bodes well for CTH because it allows their client base to grow. Furthermore, CTH is looking to expand
in the future into a “wellness” ranch where clients can stay overnight and events can be held.
To help fund this extension into a full service ranch Colorado Therapy Horses is looking for grants
and donations of $3,500,000. This money will allow the company to create bunk houses & cabins, a hall
for dining/hosting events and more stables for the expansion of animals. With this expansion Richard and
the rest of the staff at Colorado Therapy Horses hope to spread the therapeutic and skill extension retreats
to all age groups and types of people.
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III. General Company Description
Colorado Therapy Horses is a DBA under Human Interpersonal Services (HIS). HIS is a 501(c)3 nonprofit
charitable foundation dedicated to serving people that other agencies are reluctant to serve. Colorado
Therapy Horses rescues Warm-blood horses from the show world to provide them with a new career.
Mission Statement:
To be the number one animal assisted therapy in Colorado
Company Goals and Objectives:
Goal 1: Increase Customer Base
Objective 1: Create a flyer or marketing pamphlet by August 2015 and distribute twice a month to
corporations and schools to promote the business.
Done by: August 2015
Who's Responsible: Richard, Mary Wunsch Greer & Dawn Waldron
Objective 2: Adjust the website so that it is more user friendly with greater legibility and more visuals. This
site would be updated once a month, with a system to capture how much traffic the page receives.
Done by: September 2015
Who’s responsible: Richard, Mary Wunsch Greer, Dawn Waldron & Harrison Swift
Objective 3: Create and distribute an online market survey to determine any market that may be missing
and then assess the wants of the current market.
Done by: July 2015
Who’s Responsible: Richard, Mary Wunsch Greer, Dawn Waldron and volunteer staff
Goal 2: Increase market awareness
Objective 1: Promote the business through social media outlets. Where research determines which Medias
would best suit consumer base, promote awards and achievements, and engage through social media with
the community and surrounding communities to raise awareness.
Done by: August 2015 with constant updates every week after
Who’s Responsible: Richard/ Interns accessed though UNC Monfort Business School
Objective 2: Attend industry events to gain an idea of growth within the market and make presence known,
which one of these events would be the Weld County Fair.
Done by: Attend 1st event by July 2015 and try to attend at least 5 events a year
Who’s Responsible: Richard, Mike Ackelson, Mary Wunsch Greer, Dawn Waldron and volunteer staff
Objective 3: Organize fundraisers and horse meetings to grow awareness and gain customer base. These
events will have a fee associated with them.
Done by: May 2015, and have at least 3 events over the summer (May through August)
Who’s Responsible: Richard, Mary Wunsch Greer, Dawn Waldron and volunteer staff
Goal 3: Raise Funds
Objective 1: Find more consistent sponsors for every horse, so that there are at least 50 sponsors total, by
December 2015.
Done by: December 2015
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Who’s Responsible: Richard, Jean Daviet, Mary Wunsch Greer, Dawn Waldron, Mike Ackelson, board of
directors and volunteer staff
Objective 2: Create an event timeline for team building events, and how much each session would cost so
that it may be sent out to corporations.
Done by: July 2015
Who’s Responsible: Richard, Jean Daviet, Mary Wunsch Greer & Dawn Waldron
Objective 3: Apply for at least 8 grants in one fiscal year.
Done by: Research done May 2015
Who’s Responsible: Jean Daviet & Michelle Haines
Objective 4: Create a schedule for upcoming grant deadlines to help organize when each are due and add
at least 1 grant to apply for every 6 months.
Done By: September 2015
Who’s Responsible: Jean Daviet and Richard
Objective 5: Create a budget for marketing efforts. This will be updated every 6 months.
Done by: June 2015
Who’s Responsible: Richard, Jean Daviet and Mary Wunsch Greer
Goal 4: Increase customer satisfaction
Objective 1: Create an online survey to administer to team building clients after their sessions, in which,
they have a week to respond. When they respond a 10% coupon will be sent out to corporations for their
next visit. This survey will be updated quarterly.
Done by: December 2015
Who’s Responsible: Richard, Michelle Haines, and volunteer staff
Objective 2: Create an initial paper survey for the end of each session denoting what was done well and
potential criticism.
Done by: August 2015
Who’s Responsible: Richard, Michelle Haines and volunteer staff
Business Philosophy:
To help all those who have lost their power regain it through the connection and love of horses.
Target Audience:
Colorado Therapy Horses aims at two target audiences: treatment and retreat. The treatment audience is
defined as people in need of guidance and tailored healing. This can range from veterans returning home
to clients assigned by the courts for mandated therapy. The retreat audience includes any business or
organization looking to use the ranch for team building and communication workshops.
Treatment Audience:
● Troubled youth and adults, drug, alcohol and addictions court
● Veterans ● Abused ● Cancer patients/ survivors and family
Retreat Audience:
● Corporations/Businesses ● Leadership Programs ● Schools ● College Students ● Weld Residents
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Industry Research:
Equine Psychotherapy is limited in industry information. Since Colorado Therapy Horses services a board
spectrum of individuals the particular target groups were analyzed. When looking at an IBIS analysis of
Mental Health and Substance Abuse Centers as well as Drug and Alcohol Rehabilitation Centers it shows
that while both markets are in a mature stage, there is expected growth in the field. This is partially due to
improving economic conditions, as well as the passing of the PPACA into law, which is affecting the entire
health care marketplace. Behavioral Therapists, which Colorado Therapy Horses could be considered, is
also seeing expansion. IBIS puts this field in the growth stage of development, which again is in part
because of the health care boom the nation is now experiencing. The marketplace for veterans is a more
unique marketplace to try and understand. While the number of women and minorities are increasing,
overall the number of veterans is decreasing. This is primarily due to the political and global climate at the
time these veterans were in service. Ultimately, this is a permanent market that is in a continuous state of
flux.
On the retreat side, this audience has potential to work with Colorado Therapy Horses for a fee. These
include corporations and schools, as well as, Weld County residents. For schools, there is a set steady
growth of students who will be attending public schools over the next few years of about 4 percent. This
would be because of the steady growth of private and charter schools, as well as the continued government
funding of public schools. Additionally, Weld County businesses offer huge potential for team building
clients, and a Simply Map of the area shows there are over 200 business that could qualify.
Company strengths and core competencies.
● This company is a non-profit, which allows people to donate then use that donation as a tax write
off.
● “Staff” and how they are trained. Each horse has a unique skill set, which allows them to engage
with the audience that allows for growth of that individual.
● The horses shows both pooled knowledge, which horse to pair which person with, and technical
capital, as these horses are extremely expensive but also have skills that cannot be seemingly taught.
● Been in the business for 16 years so there is a vast experience and knowledge to give the best care
● Non-riding facility, which allows for more control and clients can learn quite a bit more face to face
with the horse.
Legal form of ownership:
● 501(c)3
o 501(c)3 or federally recognized non-profit allows for donations to become part of the
business and can be used to help run the business. There are large tax breaks within this
market as well. This type of entity is used to addresses the needs of the community through
private and public funds with the ultimate goal being a therapeutic ‘wellness’ ranch.
Colorado Therapy Horses is a DBA used exclusively with the equine ranch.
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IV. Products and Services
Services
Current services for retreat and treatment services
Currently Human Interpersonal Services uses equine therapy (Colorado Therapy Horses) as a
psychotherapy model with an emphasis on behavioral and emotional treatment, while still treating the
cognitive aspect of a person. No medications are prescribed. Instead, CTH uses the cognitive behavioral
therapy model, to implement a change in thinking which changes attitude and behavior. An arrangement
with a bed and breakfast on 10th St. in Greeley, CO to allows people to stay outside the ranch but do
multiple sessions of therapy. Colorado Therapy Horses works with an array of clients and they are broken
into different treatment programs, for instance GI Joey’s Treatment Center will serve veterans.
Future for retreat and treatment services
In the future, there would be a number of services Human Interpersonal Services would like to offer. HIS
would, first, expand Colorado Therapy Horses into a ‘wellness’ ranch which would expand their customer
base. The ranch would have a covered area, which could be used for classes or teacher certification trainings.
This space would also have covered boarding for the Staff with extra space which can be rented out. The
ranch would include accommodation for overnight stays and meals for cooperate workshops/ trainings.
Classes and workshops on communication skills, team skills, responsibilities, and business would be
offered. The facility would be available to rent from horse boarding to a wedding venue.
Current schedule of services
Treatment
The group meets for the first hour for introduction and general instructions. The second hour starts with
meeting the horses and figuring out how each individual interacts with the horses. Lastly the third hour is a
debriefing where people discuss how their day went with the horse(s) and what progress they made. Clients
will meet once a week with different length of sessions, normally averaging the three hours. Richard and
another representative will lead every aspect of these sessions
Retreat
This process in similar to the treatment service. Richard will lead the first two hours of the workshop, but
the third hour a Volunteer with training would debrief the retreat group, while Richard preps for another
group.
Factors of Competitive Advantages and Disadvantages
Competitive Advantage
● Horses have a specialized skills which they use for therapy
● Only non-riding facility in Colorado
● Treatment can be applied for more than addictions and family court, HIS can work with cancer
survivors, or in team building
● Versatile horse staff with many skills
● Has established connections with courts
● Has many referral options and connections within the Greeley community
Disadvantage
● Not well known outside of Greeley
● Cannot always get payments from clients who really need treatment
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● People may not want to admit they need therapy
● Stigmas about therapy can work against the facility
● Location- location is far within Greeley with little expansion potential
Pricing
Fees for Service Individual basis
Individual $120 per 1.5 hours
Couple $150 per 1.5 hours
Family $175 per 1.5 hours
Fees for Group Service
Group 12-15 people $65/person or $195/3 hours
ALL PROGRAMING are 3 hours per day, once a week for groups of 12-15 people.
4 weeks program $780/person
8 week program $1,560/person
10 week program $1,950/person
Treatment Services
Treatment services typically pay on a sliding scale. Insurances will cover part of the cost and client is
responsible for the rest of the payment. The treatment court of Greeley pays out a lump sum for the year
dependent upon budget, for the year of 2015 HIS was paid $10,000.
Retreat Services
Retreat services typically run around 8 hour days, where participants work with the horses and take care of
the horses for a day.
“City Slicker Experience”
1 day- 8 hours $600 + $190 (B&B) = $790
2 day- 8 hours/day $1,200 + $380 (B&B) = $1,580
3 day- 8 hours/day $1,800 + $570 (B&B) = $2,370
4 day – 8 hours/day $2,400 + $760 (B&B) = $3,160
*$190/day for 1 day stay at Bed and Breakfast per person double occupancy
Possible ranch rental fee $400 per day (see assumptions)
Possible boarding $25 per day (see assumptions)
Possible stud fees and semen sales (see assumptions)
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VI. Marketing Plan
Economics
● Total market size
o Treatment: According to IBISWorld (2014) the behavioral therapy industry has made
roughly 284.2 million in 2014. There was an annual growth of 2.5% from 2009-2014 and a
predicted 7.7% growth from 2014-2019.
o Retreat: According to IBISWorld (2015) this market has made 8.1 billion dollars in 2014.
There is an annual growth of 6% from 2010-2015 and a projected annual growth of 8.4%
from 2015-2020.
● Percent share of the market
o Treatment: The market is segmented into 4 major sections, substance abuse disorders which
hold 31.2% of the market, anxiety disorders which make up 27.7% of the market, impulse
control disorders which make up 22.3% of the market, and finally mood disorders which
make up 18.8% of the market. Colorado Therapy Horses looks to correct substance abuse
disorders. With current completion, the business could gain 2-7% of the market depending
upon growing reputation.
o Retreat: This market is vastly segmented into many different corporate wellness programs.
CTH has the potential to cater to is stress management, which makes up 11.4% of the market,
and substance abuse which makes up 11.5% of the market. The program could also cater to
the health risk market which makes up about 17.7% of the market and is the biggest segment.
● Current demand in target market.
o Treatment: “Over the past five years, the Behavioral Therapists industry has fared well;
according to research from the Centers for Disease Control and Prevention, about 50.0% of
all Americans will develop some sort of mental illness in their lifetime, raising demand for
behavioral therapists” (IBISWorld, 2014). This shows the demand for this market is growing
and according to IBISWorld Medicare and Medicaid funding is on a raising demand for
therapy in the future. “During the five years to 2019, industry revenue is forecast to grow at
an annualized rate of 7.7% to $411.6 million. Thanks to health care re form's expansion of
the Mental Health Parity and Addiction Equity Act, mental health-related benefits are
expected to include coverage for 62 million Americans. As a result of more individuals
receiving preventive services, such as behavioral health screenings, demand for behavioral
therapists will increase” (IBISWorld, 2014).
o Retreat: “The Corporate Wellness Services industry has experienced robust growth over the
past five years, as many businesses purchased wellness programs to help lower health care
costs” (IBISWorld, 2015). This is a market CTH could serve well. Furthermore, “During the
five years to 2020, industry revenue is forecast to grow at an annualized rate of 8.4% to
$12.1 billion. According to a 2012-2013 Health Care Reform study by Willis, 50.0% of
businesses surveyed reported that they planned on expanding the scope of their wellness
programs, increasing opportunities for the industry over the next five years. In addition,
65.0% of businesses with 50 to 100 employees reported that wellness programs are a key
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differentiators for employee recruitment, inciting some businesses to purchase wellness
services to bolster employee retention rates” (IBISWorld, 2015).
● Trends in target market—growth trends, trends in consumer preferences, and trends in product
development.
o In the treatment market, government spending on health care has risen and because this type
of treatment can be used as a write off under different insurances, more clients will see this
service and because it is not paid for as much by the client more and more clients will enroll
in this type of non-traditional therapy.
o In the retreat market corporate spending has increased in the area of health management for
employees. Colorado Therapy Horses will have a program to cater to the corporate wellness
market and can be used in a number of different capacities.
● Growth potential and opportunity for a business of your size.
o Treatment: There is a large growth potential for CTH because this company can work with
more than just the 31.2% of clients with substance abuse problems. This company can also
use therapy to help with anxiety and mood disorders which would add roughly 47% of
potential clients to the mix. With so many potential clients and such a unique selling point
this company could look to further their client base and even move into a retreat type segment
where team building is the main focus. Programs are not limited to just one type of market
giving Colorado Therapy Horses a robust market.
o Retreat: This market is very large not only can the company work with corporate employees
struggling with substance abuse, which is 11.5% of the market, but CTH can also work with
corporations who are looking to combat stress management which is about 11.4% of the
market. In this market alone the business has the opportunity to corner 23% of the market in
many corporations with the potential to grow in other markets as well.
● Some typical barriers are:
Treatment Market:
o Overall barriers to entry are low
o Capital costs are low
o Industry assistance is medium
o Competition is medium
o Regulation level is medium
o Expertise levels are high
o Technology change high
Retreat Market:
o Overall barriers to entry are medium
o Capital costs are high
o Competition is medium
o Regulation is light
o Expertise is medium
o Technology change is medium
● Overcoming the barriers
o Barriers in both markets are relatively manageable. The largest concern in this market is
competition level which can be overcome by the unique aspects of the Colorado Therapy
Horses.
● Outside influences
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o Change in technology
▪ Various effects to the program dependent on implementation.
o Change in government regulations
▪ Demand Colorado Therapy Horses implement regulated changes. No foreseen
changes.
o Change in the economy
▪ Negative economic changes would have an adverse effect since therapy is a
discretionary market.
o Change in the industry
▪ Colorado Therapy Horses will have to pivot with any industry before taking on other
clients. No changes are currently anticipated.
Product
The major service Colorado Therapy Horses provides is equine therapy. This approach allows
clients to open up easier than on a couch, and because of the high level of horses and all of their
individual personalities there is a horse perfect for every participant. For example there is a member
of the “staff” who always likes to invade your space and push up against you. This horse is perfect
for those participants who need to work on their assertiveness and regain their power.
Services are conducted in ranch setting. This provides a benefit to the participant by allowing them
to “get away” from their problems and get into a different mindset. This also allows customers to
get “away from the city” without being too far, it is still just a short drive for most residents.
Richard’s extensive background in therapy is a reputable feature. Richard is a licensed therapist with
multiple degrees from UNC. With over 30 years of experience Richard has helped many and
differing types of people. Because of his background and reputation he has established connections
with the Weld County court system.
One other feature for HIS is the fact that it is a non-profit 501(c)3. As a result participants can use
a sliding scale because it is a nonprofit and main goal is to help. Donations can also be accepted
from individuals and written off on their taxes so this is an important revenue stream. As a 501(c)3
there are large tax breaks within this market as well.
After-sale services
Colorado Therapy Horses provides follow up procedures for the courts and once clients have been a
participant at the ranch the company is always welcoming and excited to have clients back, even if the
“need” is gone.
Customer Base: Patients
Families
● Age: Families can be of any age, whether it is parents with adult children, young children, or issues
with extended families.
● Gender: Like age, families can be either gender.
● Location: Most likely in the Greeley area, or surrounding Northeast Colorado.
● Income level: Ranges. Service fee reflects this with a sliding scale.
● Social Class: Any. Referrals reflect middle class or blue collar workers.
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● Education: Education could be very broad depending on the families that CTH treats, anywhere
from High School Education, to multiple years of Higher Education.
Veterans
● Age: Likely 25 and up depending on combat experience. CTH works with any and all veterans who
have been discharged from service, but this would likely skew to an older crowd.
● Gender: Male and Female
● Location: Most likely in the Northeast Colorado region, but it depends on what organization refers
to HIS.
● Income Level: Possibly lower income. The program works with veterans with PTSD, but also works
with veterans trying to re-enter the workforce.
● Social Class: Depending on where veterans are coming from, and whether they are working or not,
social class could be anywhere from lower class to upper middle class.
● Education: Education can vary depending on the veteran’s level of education before and after they
entered the military.
People on Probation/Parole, Rehab Patients
● Age: This could vary also, more likely 14 and up but as always, Richard sets out to help whoever
he can.
● Gender: Male or female.
● Location: The Greeley or Northeastern Colorado area, as Equine Therapy is not vast and well
known.
● Income Level: Most likely lower income levels based on statistics of income for people in rehab.
● Social Class: Lower income level or blue collar workers, but not limited to, crosses all socio-
economic levels, they may or may not currently be holding a job.
Customer Base: Corporate Retreats
● Age: Skewed older, people who are part of a company and established in a job.
● Gender: Male of Female
● Location: Businesses within the Greeley area which could be as big as Swift. Future would be open
to national and international businesses seeking ‘city slicker’ training experience.
● Income level: Middle Class would be the majority. As a corporate retreat could include members
of a company at different levels and positions, income could vary.
● Social class: Middle Class, Blue Collar Workers, White Collar Workers, would vary by group.
● Education: College education or above depending on the group.
Competition
Colorado Therapy Horses will compete with, not only, equine therapy but also corporate wellness
businesses, and specialized team building companies.
Major competitors:
Treatment:
● Hearts for Horses
o 163 N CR 29 Loveland, Colorado 80537
● Zuma's Equine Assisted Learning
o 7745 N Moore Rd Littleton, Colorado 80125
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● Rocky Mountain Equine Assisted Psychotherapy
o 22424 N Turkey Creek Road Morrison, Colorado 80465
Retreat:
● UNC Ropes Course
○ 6th avenue Greeley Co 80631
● CBST Adventures
○ 9107 W. 11th Ave – Lakewood, CO 80215
Each of the businesses is competing on t
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