Lowland Heights Roadhouse

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Motel - Hunting Lodge Business Plan

Market Analysis Summary

The Lowland Heights Roadhouse's target market strategy is based on becoming a destination choice for families and hunters in the greater Greenhorn Valley region who are looking for a place to relax or hunt or recharge. The target markets that we are going to pursue are people looking for a vacation or hunting destination, and drop-in customers. We envision many hunters from all over the United States, as some do now, coming to stay and hunt in this great Greenhorn Valley region. The setting and our facilities make the Lowland Heights Roadhouse a natural destination choice for people. The Roadhouse would like to see a 10% increase in customers on a yearly basis.

4.1 Market Segmentation

Our target market strategy is based on becoming a destination for people who are looking to get away for a vacation or an area to hunt in. Our marketing strategy is based on superior performance in the following areas:

  • Quality facilities
  • Beautiful location
  • Customer service

The target markets are separated into three segments; "Vacationers," "Hunters," and "Drop-ins." The primary marketing opportunity is selling to these accessible target market segments by focusing on their vacation and recreational needs.

Vacationers
During the spring and summer months, the Lowland Heights Roadhouse area is a beautiful wilderness retreat with over 50 hiking trails nearby and other outdoor recreational activities.

Hunters
The Lowland Heights Roadhouse locale is one of the best hunting areas in the U.S.

Drop-ins
When rooms are available we will welcome the drop-in customer who is looking for a place to stay for the night. Our sign can be seen from Route 173, a main thoroughfare, and we expect to get quite a few drop-ins.

Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Hunters 15% 90,000 103,500 119,025 136,879 157,411 15.00%
Drop-ins 10% 20,000 22,000 24,200 26,620 29,282 10.00%
Spring & Summer Visitors 15% 60,000 69,000 79,350 91,253 104,941 15.00%
Total 14.45% 170,000 194,500 222,575 254,752 291,634 14.45%

4.2 Service Business Analysis

The Lowland Heights Roadhouse is a 10 room facility, restaurant, bar and RV Park that has full hook-ups that provides overnight lodging, and lunch, dinner and spirits in a country setting in the Greenhorn Valley. There is only one other restaurant and motel in the area. Most people who need lodging in the area make reservations in advance to assure room availability.

4.3 Competition and Buying Patterns

The Lowland Heights Roadhouse offers a unique country environment, which caters to an ever increasing group of travelers. Our Lodge creates a climate of home, where guests become temporary members of a larger family. The Roadhouse's homey feel opens itself to guests, allowing them to participate and share in the richness of a community, while still allowing whatever degree of privacy is preferred. Meals or drinks can be shared with the innkeeper and other travelers allowing new relationships to be created and old ones enriched. Or, meals can be taken in the privacy of the guest's room.

A variety of settings are available in the Roadhouse, situated to enable individuals or small groups to locate the perfect setting for whatever mood or activity one is pursuing (eating, drinking, watching television, playing pool, etc.). At the Roadhouse, a guest is a guest in one's home, not a customer. It becomes a place to return to: at the end of a day, or during the next vacation (like going home).