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BusinessPlanHISInc.7.10.15.pdf
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Business Plan for Colorado Therapy Horses
OWNER
Richard McMahan
Colorado Therapy Horses
Greeley, CO 80634
United States
970-302-5204
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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 the services provided to clientele and within either the treatment or
retreat market. There are not many companies within the market that allow a retreat with the benefits of a
treatment in the price range as Colorado Therapy Horses.
Table 1: Competitive Analysis
FACTOR Colorado Therapy
Horses STRENGTH WEAKNESS Heart for Horses UNC Ropes Course
IMPORTANCE TO
CUSTOMER
Quality of Care
Provides a high
quality of care by
using trained
professionals who
help build
relationships and
solve problems
through the horses
It is a strength
because each
individual gets time
with the horses and
staff which allows
them to grow as an
individual and open
up about issues.
S- They are a
certified therapy
center which allows
clients to ride horses
as a treatment.
S- Staff here is
trained to make
groups work as a
team to solve
problems and
develop a sense of
teamwork within the
group
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Price
Uses a sliding scale
based off an ideal
price. This changes
based on every
client.
Wants to provide
services at a low
cost for those who
need it.
Cannot always
follow through on
receiving payments
from customers
which can affect
how the business is
run.
W- There are
sessions ranging
from $180-$360 and
deal with an
individual for a one
hour session.
S- This is $15 a head
for those associated
with UNC, and $20
a head for those who
are not. This service
is offered at a much
lower price.
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Service
Provides both a
retreat and treatment
style session. These
sessions work to
develop human
skills, like teamwork
and gaining a sense
of personal power.
This expertise comes
from Richard the
owner and his
background in this
field.
Richard is a huge
strength because he
has had 30+ years in
the field and knows
how to work with
people to develop
skills. The horses
allow for people to
open up without
making clients feel
forced.
W- Only Richard is
licensed to lead
sessions. Hired part
time MFT and have
2 volunteers in
training and in
graduate school for
LPC and LCSW
degrees, graduating
in 2 years.
S- Provides the
knowledge and
opportunity for
clients to learn true
cowboy skills in an
authentic
environment.
W- This is run
solely by students,
who are trained and
are professional but
not trained in
developing human
skills.
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Reliability
Sets appointment
dates and keeps to
them well. If they
cancel it is known
well ahead of time
and this company
works to make sure
they are keeping
sessions set on
dates.
S- CTH tries to
provide service to as
many people as
possible and when
an appointment is
set Richard works
his schedule around
the clients to provide
care.
S-This company can
accommodate most
any dates and has
multiple licensed
staff. However one
weakness is there is
a long wait list for
certain services.
S- UNC’s ropes
course is very
flexible and allows
multiple groups in a
day and tailors the
sessions to each
group.
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Stability
Is not known county
wide and is
dependent upon
W- This company is
not known very well
and not a very
popular choice for
S-Established in
1997 and has been
growing since then.
S- This is a very
well-known
company with quite
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donors and sponsors,
which are lacking
horse therapy
compared to others.
a few community
connections
Expertise
Owner has had 10
years of experience
this field leading
sessions and
conducting therapy.
S- The owner has a
master’s degree in
this field and 30+
years of fieldwork
experience.
S- Works in multiple
areas, dealing with
children disabilities,
hippo-therapy, as
well as teamwork
and communication
W- They use
students to run the
course not people
certified in team
building and
communication.
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Company
Reputation
Does not have a
large following but
those who know of
this company speak
highly of it and
enjoy returning to
take part in services
again.
S- clients have
never outwardly
spoken about a bad
experience
W- is not well
known
S- Award winning,
won 2013’s non-
profit of the year
S- Close ties to the
community and
many community
groups choose this
company based off
of references.
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Location
Is located in
Northern Colorado
outside the
downtown area.
S- Has room to
expand and grow to
fit their needs. In a
location and cite
which aids to their
clientele
S-This company is
in Loveland
Colorado and very
easy to get too.
S- Very close to
campus and easy to
get to for groups
from Greeley and
easily located for
those who are not.
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Appearance
Is currently renting
property which has
the basic amenities
but has what is
needed currently.
Staff is well dressed
and friendly.
W- This property is
very basic and has
nothing to set it
apart. It looks like
someone owns this
property not that it is
a professional
location.
S- Has a well-
designed facility
S- This company
has many tools they
can use to promote
communication and
a sense of team.
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Advertising
Has a presence on
Facebook and a
website
W- The website is
very cluttered and
hard to understand.
Facebook page is
underutilized. More
money could
contribute to this.
S- Well designed
website and
advertisements
W- There is not a lot
of formal advertising
they rely on word of
mouth and
references.
4
Results
Values helping
people gain their
sense of power and
has been doing this
for a while
S- Makes clients feel
welcome and creates
an environment
which allows them
to feel safe and to
begin to gain the
treatment they need.
S- Has worked with
a number of clients
to gain skills and has
seen a lot of results.
S- A part of UNC’s
institution and carry
the reputation of the
school
5
Richard McMahan’s expertize is one of the great benefits Colorado Therapy Horses and HIS, Inc. has. His
years of experience and dedication to the program shows he is the biggest asset that other competitors might
not have. His willingness to help any clients and not be limited to a certain target or demographic is
advantageous as he is willing to put the time and effort in to help anybody. Despite Richard’s exemplary
experience in the field of counseling, there is little in the way of business development which is a
disadvantage. Richard’s idea is solid, but organizing the business is difficult as he has limited staff that is
mainly through volunteer work. There is also the issue of the “sliding scale” of payment, while it is
excellent for clients in need, it can pose a problem for business if not very closely monitored. Advertising
is another disadvantage, as this is a unique form of therapy that does not have exposure and cannot
necessarily sell itself.
10
Niche
Colorado Therapy Horses is a horse assisted non-riding therapeutic service which transcends traditional
therapies. Being a non-riding horse therapy many benefits come from this therapy. One particular benefit
is that a client can focus on gaining their personal power back rather than staying on the horse. CTH offers
a retreat setting with the benefits of treatments. This company works with people who need therapy and the
services provided can double as a non-traditional team building and communication development. The
program promotes an environment, which is open and has a nurturing value to it, because of this it allows
people to open up and create a lasting impact. CTH uses horses to build relationships with clients that can
then lead to other types of therapeutic help. Richard describes frequently that a client caring for a horse can
naturally bring about discussion into a client’s problems they may not have realized they were keeping
private. This type of therapy can be beneficial as it is not a one on one discussion in an office, but a natural
conversation in an open space. People who may not be comfortable in a traditional therapy session or have
an aversion to it, may find that equine therapy is a unique experience that can help them. The Colorado
Therapy Horses offers a unique lasting experience which allows people to open up and truly communicate
which helps build lasting trusting relationships.
Pitch
● Logo:
● Tag line:
Horses Healing the Human Heart
● Facility Logo
● 30 second pitch:
Colorado Therapy Horses is the premiere therapeutic service provider offering non-riding therapy
sessions found nowhere else in Colorado. The benefits provided from this retreat are countless. Our
trained counselors will greet every person with a warm and inviting smile, guiding them through a series
of meetings and becoming a soundboard for the clients. Colorado Therapy Horses offers a unique
experience because many of their staff members are horses who are always welcoming and inviting.
With over 20 different horses, you could connect with Gigi or get snuggled by Deeva, there is a horse
11
to fit every one's needs. Whether you want to get away for the weekend or simply take an hour out of
the day, come down and explore a retreat offered nowhere else.
● 1 minute pitch:
Imagine standing on a property where the early morning sunlight is filtering through the trees, you
cannot hear cars but rather birds, you can smell the hint of rain, and horses are galloping in the fields
before you. Now imagine not having to drive hours upon hours to get to it. Come to Colorado Therapy
Horses, Colorado’s only non-riding horse therapy retreat, where all of this is granted and more. This
retreat boasts services provided by no other where all senses are engaged and all minds are at ease. Our
trained counselors provided a loose structure allowing the clients to have full control over their retreat.
This unique service is aided by the staff of over 20 horses who are specially trained with skills no other
therapy can provide. Each horse works with a different person to explore what is on their minds while
providing a sense of comfort. This retreat can whisk you away from the everyday mundane and give
you a chance to connect back with yourself. These services are so unique, that every person who comes
to Colorado Therapy Horses will take something different away. Whether you want to learn how to
communicate with others, work on developing your sense of personal power, or simply come out to
enjoy a little bit of paradise, look no further than Colorado Therapy Horses. We invite you to come and
experience it for yourself.
● 2 minute pitch:
Imagine standing on a property where the early morning sunlight is filtering through the trees, you
cannot hear cars but rather birds, you can smell the hint of rain, and horses are galloping in the fields
before you. Now imagine not having to drive hours upon hours to get to it. Come to Colorado Therapy
Horses, Colorado’s only non-riding horse therapy retreat, where all of this is granted and more. This
company offers a plethora of services no other therapy can provide. With a staff of over 20 different
horses, there is a horse for every person who comes onto the property. These horses love to work with
groups of people, families, or simply individuals. Each horse has a different skill set unique to
themselves and each horse works with each person differently so there is no two experiences that are
the same. Our trained counselors greet everyone with an open ear and provide exceptional services,
where clients set a loose structure of what the day looks like and then clients get the reins handed over
so they control how the day will proceed. The counselor then fades into the background, acting as a
sounding board, as the client and the horses connect. This allows the clients to develop many skills,
including communication, in which they can take back to their everyday lives. Skills developed on the
ranch are unique because it show clients that they have these skills already and can utilize these skills
without even having to think about them. Colorado Therapy Horses is a unique one of a kind experience
no one should miss out on. This retreat can whisk you away from the everyday mundane and give you
a chance to connect back with yourself along with many other benefits. These services are so unique,
that every person who comes to Colorado Therapy Horses will take something different away. Whether
you want to learn how to communicate with others, work on developing your sense of personal power,
or simply come out to enjoy a little bit of paradise, look no further than Colorado Therapy Horses. We
invite you to come and experience it for yourself.
● Promotions for the Business
o Sentence: Whether you want to learn how to communicate with others, work on developing
your sense of personal power, or simply come out to enjoy a little bit of paradise, look no
further than Colorado Therapy Horses.
12
o Paragraph: Colorado Therapy Horses is a unique one of a kind experience no one should
miss out on. This retreat can whisk you away from the everyday mundane and give you a
chance to connect back with yourself along with many other benefits. These services are so
unique, that every person who comes to Colorado Therapy Horses will take something
different away. Whether you want to learn how to communicate with others, work on
developing your sense of personal power, or simply come out to enjoy a little bit of paradise,
look no further than Colorado Therapy Horses. We invite you to come and experience it for
yourself.
● Develop the written portion of several advertisements
o Facebook Advertising: Digital Postcard- Colorado Therapy Horses is the premiere
therapeutic service provider offering non-riding therapy sessions found nowhere else in
Colorado. This retreat service will whisk you away from the everyday mundane and give
you a chance to connect back with yourself. Whether you want to learn how to communicate
with others, work on developing your sense of personal power, or simply come out to enjoy
a little bit of paradise, look no further than Colorado Therapy Horses. We invite you to come
and experience it for yourself.
o Post Card: To send out to Greeley and Fort Collins Residents: Colorado Therapy Horses is
the premiere therapeutic service provider offering non-riding therapy sessions found
nowhere else in Colorado. This retreat service will whisk you away from the everyday
mundane and give you a chance to connect back with yourself. Whether you want to learn
how to communicate with others, work on developing your sense of personal power, or
simply come out to enjoy a little bit of paradise, look no further than Colorado Therapy
Horses. We invite you to come and experience it for yourself.
o Signage for festivals and events: Colorado Therapy Horses: Colorado’s only non-riding
Horse Therapy! This unique company offers skills gained nowhere else. Whether you want
to learn how to communicate with others, work on developing your sense of personal power,
or simply come out to enjoy a little bit of paradise, look no further than Colorado Therapy
Horses. We invite you to come and experience it for yourself.
o Horse Bios to hand out at festivals and events: Indiana Jones (17’1h) is out of Icon (ATA
Mare) and Donaufürst. Jones is a ‘lean mean stallion machine’ and probably the best athlete
on the farm. He is a stunning color when the sun is shining on him and the ‘blood bay’ with
sparkles of red come out. Indie is a real animated horse who cannot wait to show some love.
Come out to the farm to meet this one of a kind horse.
Strategy
Promotion
● Getting the word out to customers
o Social media: Colorado Therapy Horses has a decent social media presence on Facebook,
with an active market. CTH may want to consider expanding its personal pages to other
social network sites. In terms of advertising on social media, paid advertisement would
likely not be the way to go, as it has such a specific niche it is trying to reach.
o Promotional papers: Local papers may be an opportunity to advertise the corporate retreat
side. Since the treatment side is usually by referral, this would be harder to sell. The
corporate retreat side however, could appeal to anybody who sees that owns a business, or
is simply looking for some type of team building activity and needs a place to consider.
13
o Trade shows: There are a number of trade shows that could be attended, like the Colorado
Farm Show, or other ranching type trade shows. These shows can be used to promote the
retreat services, boarding services, and other equine related services.
o Community events: This is a huge priority for Colorado Therapy Horses. Whether holding
its own community events, or consistently attending events, this is the best way to get the
word out. In terms of attending events, CTH should make a priority of frequenting such
activities to spread the word on available services. Everything from fundraisers, to parades
should be considered an opportunity to advertise. Hosted events is another way to spread
awareness. An open house with past and potential clients can be an opportunity to spread
the word.
● Advertising
Media will primarily be online, physical ads and through person to person events like trade shows
and community events. The person to person aspect is vital as services are face to face interactions.
As it is not a well-known company, referrals through personal contacts are key. Physical ads like
postcards and brochures are important to have to give as a visual to potential clients. Social Media
is also a good way to stay fresh in a client's mind after meeting and inform people of events coming
up throughout the year.
● Low-cost methods to get the most out of the promotional budget
Word of mouth advertising is heavily stressed, but some traditional forms of marketing will also be
implemented. Using pamphlets and postcards as a tool for advertising is not very expensive, and
can be useful in establishing the person to person relationship. This can cost around $400 depending
on style and quantity. A presence on social media is also cheap, and is good for spreading the word
on events. The rest of the budget could be used to research and gain access to community events or
arranged hosted events.
● Image projected
The image that the business projects will be one that is unique and unexpected. Equine therapy,
whether it is for treatment or team building, is not the first thought that usually comes to mind. This
is an opportunity to promote the organization.
● Plans for graphic image support
Pictures of the horses themselves at work with humans will be vital. One of HIS’s tag lines is “When
you see a human standing in a herd of horses” which personifies how important it is to see the horses
and humans interacting. While the logo will suffice for advertising, it is important to show actual
pictures to illustrate what CTH is about.
● A system to identify repeat customers and then systematically contact them
On the corporate retreat side of things, there will be a system to identify repeat customers. CTH
does not deal with customers on a regular basis like a retail store, therefore a closer relationship with
clients is important in promotion. The system does not need to be complicated, a database of past
clients that can be kept and updated whenever necessary.
Promotional Budget
● Promotional Budget roughly $1500/year based off of CTH’s current marketing budget
● $350 for 1000 brochures used for start up
14
● $400 for a Greeley Chamber of Commerce membership
● $112.49 for postcards used for start up
● Remaining budget of around $637.51 can be used to attend events or host community events
as desired throughout the year (ongoing).
● Brochures can be cut back for postcards if more money is necessary for events, which have
higher priority in advertising.
● These links are to help create an idea of what post cards and flyers can look like
○ http://www.vistaprint.com/postcards.aspx?txi=17055&xnid=TopNav_Postcards+(C
lone)+(linked+item)_Marketing+Materials&xnav=TopNav
○ https://www.psprint.com/resources/brochure-flyer-marketing-budget/
Pricing
● Compared to competition
○ Generally, CTH features cheaper services than other equine therapy services, and is
competitive with regular corporate retreat services, like the UNC ropes course. The non-
riding element contributes to the lower price. The “sliding scale” of pay, also provides a
competitive edge.
● Price as a competitive factor
○ Price is not likely a huge factor since most clients come from networking. It is unlikely that
a business is out looking specifically for equine related team building activities, and if they
are, then they are already in a niche of people that are looking for that experience and are
not likely looking at price.
● Customer service and credit policies
○ It is important that for the corporate retreat side of the business, close tabs are kept on
payment. Colorado Therapy Horses can move away from credit on the corporate retreat side
and charge upfront fees. This is where a receivables aging table would come into play, in
order to keep track of these payments.
Proposed Location
The location is important to customers because it put participants in a different state of mind so they will
be more open. Placing them in this nice ranch allows them to not be bogged down by life’s little things and
can allow them to focus on themselves. The ranch is not far from main town Greeley and is very accessible
from the road. There is ample parking but not a lot of indoor space nor indoor restroom facility. The
proposed expansion for the ranch includes a restroom (including showers) facility, dining hall, and
residence halls.
Distribution Channels
● Retail- On most day’s people can show up to the ranch and set up a therapy or retreat as well as
meet some of the wonderful “staff.” This open door policy should be advertised.
● Direct (mail order, Web, catalog) – the website and other social media outlets are used to advertise.
These also allow users to make donations, sponsor horses and set up meeting times. However, the
15
website is a little cluttered and could be designed for easier use. The quality and quantity of
information is good though.
● Independent representatives- People who have participated with Colorado Therapy Horses often
have very positive reviews and recommend it to people that they know,
● Bid on contracts- CTH has connections within the Weld county justice department that allows them
to bid on contracts for providing rehabilitation programs to residents. CTH also plans on bidding on
contracts from corporations who want to provide leadership or other corporate training.
One Year Marketing Calendar
Month Traditional Ad Non Traditional Ad Social Media Networking (events)
January -Send out flyers to
known clients
reminding them of
service and to
refer anyone else
who may be
interested
-Find a grant list and
apply for at least 2
grants and work with
non-profit information
agencies to boost
presence in this
community
-Create an
Instagram account
to feature horses
and links for
donations (update
every 3 days)
-Keep up to date
with consistent
pictures and
upcoming events.
-"Like" 1 new
business around
Greeley to increase
awareness
-Attend any events or
Trade shows that
could be relevant for
advertising
(continuous)
February -Send out flyers to
known clients
reminding them of
service and to
refer anyone else
who may be
interested
-Being advertising for
Spring Break retreat
-Send out a Happy
Valentine’s Day
style post.
-"Like" 1 new
business around
Greeley to increase
awareness
March -Send out flyers to
known clients
reminding them of
service and to
refer anyone else
who may be
interested
-Keep up to date
with consistent
pictures and
upcoming events.
-"Like" 1 new
business around
Greeley to increase
awareness
-Attend at least 1
trade show by this
month.
16
April -Send out
postcards to
Greeley
community
members
reminding them to
come out to the
ranch.
-Keep up to date
with consistent
pictures and
upcoming events.
-"Like" 1 new
business around
Greeley to increase
awareness
-Attend the "Before
Business Hours"
workshop and
Networking Works
workshop held by the
chamber of
commerce.
-Attend the career and
education expo.
May -Send out
postcards for deals
on a summer
retreat package.
-Begin heavily
advertising at events
for the corporate
retreats or camps for
the summer months
-Keep up to date
with consistent
pictures and
upcoming events.
-"Like" 1 new
business around
Greeley to increase
awareness
-With school getting
out, begin looking at
camps or school
programs as retreat
services
-Try to get a booth at
the 1st annual Aims
Aardvark 5K, and the
fiesta 5K as a way to
find volunteers.
June -Send out
postcards for deals
on a summer
retreat package.
-Use the grant list and
apply for at least 2
grants, and work with
non-profit information
agencies to boost
presence in this
community
-Keep up to date
with consistent
pictures and
upcoming events.
-"Like" 1 new
business around
Greeley to increase
awareness
-Attend "After
Business Hours"
workshop held by the
chamber of
commerce.
July -Send out
postcards for deals
on a summer
retreat package.
-Host a fair where
people can be
introduced to the
space, human staff and
horses
-Feature a Happy
Independence day
style post.
-"Like" 1 new
business around
Greeley to increase
awareness
-Attend Relay for Life
with information on
the company and
ways to get involved.
-Attend Cheyenne
Frontier Days.
August -Send out
postcards to
UNC's leadership
programs inviting
-Keep up to date
with consistent
pictures and
upcoming events.
-Attend Greeley
Young Professionals
held by the Chamber
of Commerce.
17
them to volunteer
and offering them
a "back to school"
retreat special
-"Like" 1 new
business around
Greeley to increase
awareness
September -Send out
postcards
reminding people
to get involved
with their local
non-profits.
-Keep up to date
with consistent
pictures and
upcoming events.
-"Like" 1 new
business around
Greeley to increase
awareness
-Attend UNC’s
annual homecoming
parade as a way of
advertising.
-Get a booth at the
Windsor Harvest
Festival where
information will be
given out and
donations will be
collected.
October -Invite Greeley
community members
out for a Trick or Treat
with the horses. Create
a donation space,
suggested donation of
$3.10, for people so
they can give money
when they come trick
or treat
-Send out a
“Happy Halloween
from the ranch”
style message or
post featuring the
staff.
-"Like" 1 new
business around
Greeley to increase
awareness
-Be aware of other
Fall related
community events
that HIS can make a
presence at
November -Send out
postcards giving
people a
percentage off
when booking in
the month of
November.
-Send out postcards
wishing people a
Happy Thanksgiving
and thanking them for
giving back to their
non-profit
-Send out a
“Happy
Thanksgiving from
the ranch” style
message or post
featuring the staff.
-"Like" 1 new
business around
Greeley to increase
awareness
December -Send out
postcards as a
happy holidays
and a percentage
-Invite Greeley
Community members
out to a Christmas
photos with the horses
-Send out a
“Happy Holidays
from the ranch”
style message or
-Feature an event at
the ranch for
Christmas starring the
staff, maybe include a
18
off when booking
before the new
year.
and encourage
donations
post featuring the
staff.
-"Like" 1 new
business around
Greeley to increase
awareness
gift drive or other
service
19
VI. Operational Plan
This 501(c)3 is an equine therapy located on the Northern end of Greeley Colorado at 6127 West 16th Street
Greeley Co 80634. This non-profit is run by Richard McMahan with the help of volunteers. This business
seeks to serve residents in need of therapy and does it with the assistance of animals.
Production
The services, being equine therapy, are being provided in Greeley Colorado under the supervision of
Richard McMahan.
● Production techniques and costs
○ There is no production of products but rather services and costs associated with those
services. Refer below for costs schedule. Richard and staff produce the services. They work
with clients to create an open environment which pushes comfort levels, which creates a
space for clients to express themselves. These services are aided when clients are
forthcoming and willing to work with staff.
● Quality control
○ Staff always has a debriefing meeting after a “Horse Event.” In this debriefing the workers
questions themselves on how they listened, encouraged the clients, showed compassion,
non-condemning and non-threatening and non-judgmental behavior. The workers and
Richards also go over any ‘feedback’ questionnaires that the client fill out. Each staff, both
volunteer and paid, gives constructive feedback to each other.
● Customer service
○ Ensure that the horses in the herd are trained to be safe around people. Make sure that the
facility is clean, well-kept and safe. Make sure the staff, including the humans are clean,
well dressed and use good non-abusing verbal skills.
○ Being careful in who is hired and train people in house. Use a variety of people who have
raw talent and not necessarily grand degrees or experience. Build and teach talents while
using talent from the clients in Treatment Courts.
● Inventory control
○ There is not a lot of inventory held by this company. This is a service based company which
means the “staff” are the closest thing to inventory currently. However, plans for the future
include overnight accommodation, meals, etc. which will be taken into inventory then.
● Product development
○ In the future this company plans to have a discovery ranch which will allow for their services
to develop from just equine therapy to different types of animal assisted therapy.
● Customer experience
1. Clients drive onto farm and they are directed to park in a safe place that doesn’t interfere with the
landlord.
20
2. Customer is greeted by one of the full or part time staff and asked to sign “Release of Liability form”
and/or sign attendance sheet. They will register and sign all family members at this time and make
sure children have “Release of Liability” form signed by parent or guardian. Also sign any “Release
of Information” agreement so staff can communicate with counselor of record or referral source.
New clients will be asked answer survey questions at a later date.
3. Clients then will be allowed to meet all the stallions and other staff through fences. If they bring
apples or carrots they can feed them. Because they are new they will be given a tour by staff (either
paid or volunteer) and be introduced to all equine staff by name. They will be instructed to read
“State of Colorado Indemnification Sign” WARNING - Under Colorado Law, an equine
professional is not liable for an injury to or the death of a participant in equine activities resulting
from the inherent risks of equine activities, pursuant to section 13-21-119, Colorado Revised
Statutes. Also, will be instructed how to “shake hands” with a horse and safe ways to feed with
open palm.
4. There are 3 Phases Horse Experience; FIRST PHASE the client sit in a group circle and be
instructed/reminded of safety rules, general rules and objectives when being in and around the horse
and in the program. Each staff and client will introduce themselves and tell something about their
day/week/life depending on if this is the first or last of a 4, 6, 8 week session. This is where we tell
the goals and expectations are pronounced. This is also where clients goals are target areas are set.
Some activities, like haltering a horse, are demonstrated at this time. TAKES APPROXIMATELY
30-45 MINUTES
5. SECOND PHASE – out through the gate and into the paddock to meet the horses! The clients are
asked to put enough space between themselves so as not to bunch the horses that may result in a
dangerous situation. Volunteer staff is monitoring safety rules and professional staff is talking and
observing how the clients are interacting with the horses. If there is a specific learning experience,
like leading a horse, then each client with help from staff goes through the exercise that is assigned.
TAKES APPROXIMATELY 30-45 MINUTES
6. THIRD PHASE – the clients are instructed to remove the halters, if necessary, and go back to the
gather area for closing session. Clients sit again in a group circle. In this session, the group provides
comments on the experience they had. Also, this is a time for professional and volunteer staff to
give comments and feedback to each client on equine interaction. Clients are encouraged to tell
each other and encourage all to PROCESS what physical, emotional and thought provoking
experience they had. The idea is for a rear psychotherapy group process session to initiate where
good and honest feedback is given and taken by each client. Remind client so duty to clean up after
themselves. TAKES APPROXIMATELY 30-45 MINUTES
7. After the close of phase three questionnaires or outcome testing documents are provided to be filled
out before leaving.
8. If this is a paid event our staff collects cash and credit cards and billing information as needed.
9. Clients are allowed to socialize and meet the horses and even feed them apples or carrots if they
wish.
10. Clients as instructed at the end of PHASE THREE and thanked by staff for coming and wishing
them to have a great week and looking for their return.
Physical requirements
● 5206 West F Street Greeley Co 80634
● 8:30 am to 10:00 am & 4:00 pm to 5:30 pm (Feeding times)
● Walk-in and community service.
21
● Horse Experience times that are scheduled10:30 am – 1:30 pm & 5:30 pm – 7:30 pm
○ Individual, couple, family therapy – by appointment
○ Special Groups by appointment
● Current space has one home, horse stables, and acres for horses to roam and work with humans.
Looking to expand the ranch to new location 115020 Hwy 392, Windsor Co 80550. There are 65
acres with 200’ x 100’ indoor arena and 22 stall barn on roughly 10 acres. The land has traditional
been used to farm corn. There is plenty of irrigation water and will allow Colorado Therapy Horses
to produce its own alfalfa for the “staff.”
Access
The Windsor location is in the middle to the triangle (Loveland, Fort Collins, and Greeley) and has
convenient highway access. Images of 115020 Hwy 392, Windsor CO 80550.
22
Current Budget
COLORADO THERAPY HORSES, INC.
dba: The Colorado Therapy Horses - Wounded Human Project
Monthly Costs
WAGES for professionals $ -
Rent $ 700.00
Alfalfa Hay $ 1,460.00
Grain $ 202.05
Farrier $ 186.67
Vaccinations $
80.00
Worming $
18.67
Portable Toilet $
50.00
Veterinary Care $
41.67
Truck Gasoline $ 150.00
Office Supplies $
50.00
Phone/Internet $
88.00
Utilities at Farm $
50.00
Advertising & Marketing $ 100.00
Insurance $ 116.67
Misc. $ 150.00
SBA Flood Disaster Loan $ 107.00
Total Costs $3,550.72
23
● Business Hours
○ 8:30 am to 10:00 am & 4:00 pm to 5:30 pm (Feeding times) walk-in and community
service.
○ 10:30 am – 1:30 pm & 5:30 pm – 7:30 pm Horse Experience times that are scheduled
10:30 am – 1:30 pm & 5:30 pm – 7:30 pm
○ Individual, couple, family therapy – by appointment
○ Special Groups by appointment
Legal Environment
● Business License
o This means there has to be a license for Richard to practice therapy within Northern
Colorado. This needs to be updated yearly so that government regulations are followed.
Similar updates will be required of other therapists.
● Insurance coverage
o There is insurance on every horse in case of accident. Furthermore, under Colorado Law, an
equine professional is not liable for an injury to or the death of a participant in equine
activities resulting from the inherent risks of equine activities, pursuant to section 13-21-
119, Colorado Revised Statutes.
o Colorado Horse Council - Equine Facility Insurance
o Darwin National Assurance Co. -Professional Liability
Personnel
● Number of employees
o There are no formal employees of this company other than Richard. There are numerous
volunteers but no paid employees. There are 3 professional licensed counselors, 1 farm
manager, and 9 volunteer board members. In the future Colorado Therapy Horse looks to
hire part-time or seasonal employees through HIS.
● Type of labor
o There is skilled and professional labor, being the councilors, and unskilled labor being the
volunteers who help run the ranch.
● Quality of existing staff
o The quality of existing staff is extremely high because the only employees are trained
counselors with backgrounds in this field.
● Pay structure
o There is no pay structure because no one makes a salary within this business, other than
Richard. Richard makes a percentage of the profits but very little since this business is a 501
(c) (3)
● Training methods and requirements
o Training is given to the volunteers by a seasoned volunteer, which consists of feeding horses,
and doing daily cleanup of the property. There is no training of counseling leaders since
Richard leads every group who comes on the property.
o Richard- Runs the property, runs the meetings with clients, and oversees the ins and outs of
the business.
o Judith- Runs the marketing and financials
● Job Descriptions For Employees
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o Marketing coordinator- This person will indicate which medias the company will pursue to
market to the retreat audience. They will control all social medias, invest in new upcoming
medias, and work to create PR within the marketplace.
o Volunteer Coordinator- This person will engage in the community so that they can create a
platform in which to gain volunteers. They will work with the Marketing coordinator to help
plan volunteer events and help create a presence within the community.
Suppliers
Key Suppliers
● Larry Adams Farm - Alfalfa Hay
● J & T Feeds - Feed Grain 4835 W 10th St, Greeley, CO 80634
● Credit and delivery policies
o Credit policies are taken by a sliding scale. Richard takes only what each client can pay even
if the clients cannot pay it all. Sometime free services are offered. Courts pay a lump sum
but it depends from year to year how much they can give.
● History and reliability
o Reliability of this company is of the utmost importance. This company prides itself on
helping client and working with clients time schedules to make sure they can arrive at the
property and work with the horses. Staff is on a flexible schedule and arrives early as often
as possible to allow for set up of the meeting.
● Suppliers
o Currently, there are just 2 feed companies who work with Colorado Therapy Horses. On the
Windsor property, Colorado Therapy Horses would be capable of growing alfalfa for the
herd.
● Supply Costs Outlook
o Yes supply costs fluctuate. The only problem seen in this is the prices of feed can go up due
to the growing season.
Credit Policies
Colorado Therapy Horses currently does sell on credit, charging whatever fee the client can afford.
Sometimes this means giving services away for free. However, in the future as an alternative the
company plans to work with retreat type groups and will charge upfront fees associated with the
services provided. CTH will not sell to retreat clientele on credit.
● Creditworthiness
o This company would take a deposit upfront for retreat groups while maintaining a
cancellation policy. Furthermore, payment would need to clear the bank or else a
compounded fee would take place and add to the bill of the retreat groups.
● Credit when payment is due
o For retreat audiences there will be a 20% deposit upfront with the remaining 80% due at
completion of the session. If there is any cancellation then the 20% deposit will be retained.
For treatment audiences payment is billed to insurance with a small co-pay up front or is
paid in full at completion of the session.
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Managing Accounts Receivable
● Capital is received from a variety of sources, the Veterans Administration, Medicaid, and other
forms of insurance. Capital can also be received through one time or monthly donations. Credit
policies apply to retreat audience more than treatment audience.
A receivables aging looks like the following table (Example):
Accounts
Recei
vable
Aging
Total Current 30 Days 60 Days 90 Days 90+ Days
Client 1 $240 120 120
Client 2 $240 240 240 240 240
Using this method, one can keep track of who owes payments and how much it is costing. Clients 1 and 2
both owe $240 for a 3 hour session. Client 1 paid back 30 days late, and Client 2 has not paid in over 90
days, thus possibly requiring legal action, or whatever the policy will be.
● Phone Call Policy
o A phone call should be made after 30 days without payment. It should be a reminder that
their payment is overdue and that they should attempt to either pay or contact Colorado
Therapy Horses to coordinate a plan soon.
● Letter Policy
o A letter can also be made 30 days after not receiving payment. Unlike a phone call, this is
a more direct statement, and can include a way to pay by mail or other details.
● Attorney Policy
o This may vary from case to case, it will be important to define details of when payment was
going to be made and how, as well as however many phone calls were made. If several calls
had been made with no action, it may be time to look into an attorney’s involvement.
Managing Accounts Payable
● Since this is a nonprofit, it does not need to worry about paying back money to creditors. Colorado
Therapy Horses will have to plan accordingly with paying back to its suppliers. This helps to reduce
depleting cash with early payments or missing valuable discounts and damaging credit with late
payments.
● A payables aging looks like the following table:
Accounts
Paya
Total Current 30 Days 60 Days 90 Days Over 90 Days
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ble
Agin
g
Rent $700 0
Feed $1460 0
VII. Management and Organization
Richard McMahan, MA, NHTIII, CACIII is the CEO/Clinical Director and will manage the business on a
day-to-day business. However, he does not do it alone. He also has a team of board members and
professionals that help him on a regular basis. These people include: Jean Daviet – Business
Planner/Consultant, Judy McMahan who works as the Farm Manager. Jenny Lechman – Equine Assistant,
Johnny Martinez – Volunteer Coordinator, Cindy Elkins – Administrative Assistant, Mike Ackelson, BA –
Veterans Coordinator, Sheri Hein, BA --Treatment Courts Coordinator, Michelle Haines, MA, MFT --
Child & Adolescent Coordinator, Mary Wunsch-Greer – Marketing/Advertising Director, Dawn Waldron
– Marketing/Sales Manager. Harrison Swift, UNC Intern
Richard has the experience of being a licensed therapist. He also has multiple degrees for this background.
There is an understanding of animals and how animals can help a person. The ranch lifestyle can help create
a sense of purpose by working with the horse, it can bond client and “staff” member. The herd mentality on
the property can help a patient better explore what they have lost and help open them up to talking better
than a cold gray room can.
No contingency plan has been developed.
Professional and Advisory Support
● Board of Directors
o Ben Helzer – President
o Troy Beattie – Vice President
o Judy McMahan – Secretary
o Jean Daviet – Treasurer
o Teri Segelke – Board Member
o Jill Bailey – Board Member
o Jim Welker – Board Member
o Erik Rodriguez – Board Member
o Patricia Nunn – Board Member
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● Management Advisory Board
o Jean Daviet – Financial
o Mary Wunich Greer – Marketing/Advertising/Promotions Director
o Dawn Waldron – Fundraising/Sales Manager
o Todd Hodges – THD,LLC – Loveland, CO
o Bob Boswell – Greeley, CO
o John Reardon – WYCO – Windsor, CO
● Notable Advisory Board
o Tommy Runnells – Bench Coach Colorado Rockies Baseball Team
o Tom Petroff – Retired UNC Baseball Coach
o Steve Antonopulos – Head Training Denver Broncos Football Club
o Gage Osthoff – Realtec Commercial, Greeley, CO
● Attorney
o Grant, Hoffman & Kamada, P.C.
● Accountant
o ACM - Ryan M. Sanger, CPA for Audits
o Dennis D. Stricker, CBM, MA, PA, RTRP
● Insurance Agent
o Colorado Horse Council – Equine Facility Insurance – 22 S 4th Ave #106, Brighton, CO
80601
o Darwin National Assurance Co. – Professional Liability – 95 Broadway, Amityville, NY
11701
● Banker
o Advantage Banks
o Wells Fargo
● Mentors and Key Advisor
o Bob Boswell – Business Planning
o Rick Hartman – Community and Veteran Planning
o Kristi Helzer – Local Connections to Influential People
o John Carlson, MSW – Therapeutic
o Andrew Manriquez – Business Planning
o Brian Jacobs, LCSW – Treatment Planning
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VIII. Financial Plan
24-Month Profit and Loss Projection
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Assumptions
Oasis Equestrian Center
ARENA RENTAL RATES
100 X 200' Indoor Arena $500 per day
(rate includes PA System w/ cordless headset & electronic times)
140' x 240' Outdoor Arena $350 per day
2 Day Rental of both Indoor/Outdoor $1500 per weekend
Daily Stall Rental Avail. Upon Request $25/Day plus bedding
($5 per bag of shavings - owner to provide own buckets/grain & hay)
If additional services are needed such as additional restrooms, seating, etc., there will be an additional charge
Insurance binder required for all individuals/organizations renting arena(s)
Colorado Therapy Horses assumes that it will rent the indoor arena twice each month at a rate of $400
Colorado Therapy Horses assumes that it will rent available stalls to either 1 horse for 5 days or 5
horses for 1 day each. $25.00 rate.
Internet Hay Exchange
Average price Alfalfa per ton =181.39
Sell price 170.00
Average Alfalfa yield per acre = 4
lbs/ day lbs/year ton/yr Acres
Average horse 18 - 24 6570 - 8760 3.285 - 4.38 0.82 - 1.095
17 Heads 306 - 408 11690 - 148920 55.845 - 74.46 13.96 - 18.615
Assuming the above chart is accurate, if Colorado Therapy Horses allotted 30 acres for alfalfa there is an
expected return of 120 tons. Assuming 75 tons will be used to support the herd there will be 45 tons available
for sale. With a competitive sale price of $170.00/ ton or $8.5/ bale Colorado Therapy Horses would gain
$7,650 in revenue. With production loss assumption of 10 tons, CTH would bring in $5,950. To be
introduced in 2017.
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Colorado Therapy Horses will also consider breeding studs. In order to do so there must first be research
done on the blood line of each stud. This will determine how much can be charged for stud fees/ semen
sales.
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Appendices
● Industry studies
o Industry studies came from sources such as IBISWorld, and simply map. All research done
on this industry was secondary data.
o Sources
▪ "Behavioral Therapists." University of Northern Colorado Libraries The Source
Catalog. IBISWorld, June 2014. Web. 29 Mar. 2015.
▪ Turk, Sarah. "Corporate Wellness Services in the US." University of Northern Colorado Libraries The Source Catalog. IBISWorld, Mar. 2015. Web. 29 Mar.
2015.
● Maps and photos of location
o Will be added Friday the 17th after photos of the property will be taken.
● Market research studies
o Sources
▪ "Behavioral Therapists." University of Northern Colorado Libraries The Source
Catalog. IBISWorld, June 2014. Web. 29 Mar. 2015.
▪ ▪ Turk, Sarah. "Corporate Wellness Services in the US." University of Northern
Colorado Libraries The Source Catalog. IBISWorld, Mar. 2015. Web. 29 Mar.
2015.
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▪
▪ ● List of assets available as collateral for a loan
o Business Cars
