EXECUTIVE SUMMARY

 

Full Circle Stables will be a moderately sized equestrian facility that provides horse boarding, horse training, and riding instruction services. In the horse stable, we plan to take in 8 boarded horses, 2-3 horses in training, and 2-3 lesson horses. Lessons will be provided in western riding (reining, barrel racing, and western pleasure) and English riding (dressage, jumping, eventing, and english pleasure).

Full Circle Stables will be located at 10536 County Rd 13 North, currently Shirron Farms, and located on the St. John’s River. This property consists of ten acres and eight run out stalls with four pastures and 3 large multipurpose buildings, and includes multiple residences. We plan to build a 60′ round pen, an indoor lighted arena, and an outdoor lighted arena. The entire property is already fenced, and will include a 25 acre riding trail. The property is a prime location, near public land (for trail riding), and only 20 minutes from the county fairgrounds, close to the St. John’s County Horse Council’s equestrian facility, the Jacksonville Equestrian Facility, and only an hour from Ocala, the horse capital of the world.

The surrounding area of World Gold Village is densely populated with several subdivisions with a population of 38,000 residents, and growing. The number of students in northwest St. John’s County has increased by over 10,000 students in just the past 3 years. Just 18 miles away construction is underway for St. John largest commercial project in a generation, alongside the county’s hottest new master planned community.

Full Circle Stables is located near St. Augustine which boasts revenue from its tourism industry at over half a billion dollars a year. According to its Destination Master Plan, created in 2010, the west side of the county has not been able to attract much of their share of revenue due to lack of facilities or branding to draw in visitors. We plan to change that by offering an equestrian facility and wedding venue, to create a destination wedding site. St. Augustine already promotes itself as a “romance” destination, meaning the county will help promote the site to tourists already planning to come to the area..

Target market

Our clientele will be equestrians who seek a quality, well-run horse stable boarding facility and/or quality instruction and horse training in these disciplines. According the county statistics, horse ownership and equestrian sports activities are projected to grow by 10% annually in the next decade, largely due to projected growth patterns for the county itself.

Many new homeowners are attracted to this area due to its climate, which perfect for outdoor recreational activities and leisure, the outstanding school system, and proximity to public parks and land suitable for horseback riding, and the availability of nearby equestrian facilities, which frequently hold equestrian shows and competitions. Many parents in the community are looking for an affordable recreational and extracurricular activity for their children, and horseback riding is wildly popular, and the demand for experienced trainers is on the rise. The USEF has even begun a campaign to encourage these grassroots riders to compete, making the sport less elite, and more affordable for everyone.

We will also serve as a venue for weddings, receptions, and private parties, in particular as a “destination wedding,” appealing to those who seek to make their event a special occasion to be shared with others as a vacation package. We will also provide meeting areas for corporate events and leadership training, as well as equine assisted therapy for individuals with ptsd, autism, substance abuse, or in need of therapeutic intervention.

Currently, there are 10 boarding facilities in this area, but only 3 offer the kind of services that Full Circle Stables plans to offer. This indicates that a large segment of this market will be under-served in the next few years.

Our horse business plan is to offer our boarding services at a rate that is competitive with other training and boarding facilities in the area. Breakeven analysis from our 3 year income projections indicates that this section of our business will not be highly profitable. The main source of our income is projected to be from lessons and training, along with venue rentals and packages. We also plan to work out an arrangement with outside trainers to give clinics and lectures as independent contractors who will pay facility usage fees. This is a crucial part of our business plan.

We plan to advertise our horse business through the use of a website, Facebook page, partnering with promotions at tack stores, and other venues dealing with horses. We will partner with the St. John’ County Horse Council for promotions at their events. Networking and face to face marketing with wedding planners and vendors will create buzz among the community, in addition to a large grand opening weekend event we will hold, with farm tours, demonstrations, and a large black tie party. We have already had several owners and riders commit to boarding and riding lessons at the stables.

Business Structure

Jennifer Otts will be the owner and general manager of the facility. Ms. Otts has successfully managed luxury communities, and has been riding since she was five years old. She is the mother and aunt of three avid riders. She’s has competed in an won numerous national and world titles, is a former NFL professional cheerleader, and worked for Donald Trump with the Miss Universe Organization.

Full Circle Stables will be a privately owned corporation. The real assets of the business (land and building s) will be owned by Full Circle Stables, LLC, and the operations of the business will be owned by Jennifer Otts, Inc.