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Emerald Driving Range

Executive Summary

Emerald Driving Range (Emerald, EDR) is a new enterprise that provides state-of-the-art facilities that accommodate golfers of all levels. A first-class driving range with slots for 50 golfers along with two chipping greens and two putting greens will be available. EDR will focus on providing practice opportunities for golfers of all abilities. There will be a PGA Teaching Pro to give lessons on a daily basis. We will have a concessions area that will provide a variety of drinks and snack foods for golfers who need to take a break.

It is our purpose to set a strategic direction for our future and this is the primary purpose of this business plan. It will address location, finance, and service issues that will be key to the future success of the business. This process is challenging from the standpoint that there are several other driving ranges in the community and we are a start-up enterprise. What we have to offer in facilities is unique to the industry, and we are excited to serve the community.

Our market strategy is based on becoming a viable choice for people looking for a place to practice every aspect of the game of golf. The three target market segments Emerald is focusing on are Children, Adults, and Schools. Golf is becoming increasingly popular with children at younger ages. We will have programs in place to meet the needs of kids wanting to learn the game of golf. Our facility will also appeal to adults of all levels who want a quality place to practice or take lessons. Emerald will also build relationships with local schools and universities to hold classes at the range, and to use it as a practice facility for their golf teams. The marketing objective is to actively support continued growth and profitability through effective implementation of the strategy.

1.1 Mission

Emerald Driving Range is dedicated to providing a practice facility that is committed to serving golfers, both advanced and novice. It is our purpose to manage a facility that will help golfers of all levels develop their game. Emerald will strive to make each customer feel that they are important to our business and will give each customer value for their dollar. Emerald realizes that each employee is a valuable asset to the company and will encourage a team atmosphere and will treat each employee with respect.

1.2 Objectives

  1. Sales improving steadily through year three.
  2. Remarkably high Gross Margin.
  3. Net income/sales positively modest each year.
Golf driving range business plan, executive summary chart image

1.3 Keys to Success

  1. Provide excellent customer service with a proactive energetic staff.
  2. Provide a top notch facility that allows customers to work on every aspect of the game.
  3. Provide quality instruction from beginner to expert.