Assignment 24A-Venture Concept No. 1

Assignment 24A-Venture Concept No. 1

EQUINE MEMORIAL SOLUTIONS

• Opportunity:

§  I am offering the service of whole horse cremation to highly emotionally and financially invested horse owners. My service includes ethical and respectful removal of remains that can be prearranged to coordinate with euthanasia or is available as needed during regular business hours seven days a week.

§  The remains will be transported to a local facility where they will be cremated without dismemberment. The cremains will be available to the horse owner for memorial purposes along with various urn options.

§  For horse owners unable to afford the expense of private whole horse cremation I can offer alternatives. The option of communal cremation will be available for a reduced fee, the cremains will then be spread in a designated memorial garden.

§  As long as disposal is available at local landfills, we will offer transport services to accepting sites and will work with counties to provide an area separate from household refuse.  

• Innovation:

§  My service will be the first in this area to offer this option to owners. Impending regulations limiting or banning home burial for the purpose of preserving soil and water quality will force owners of deceased horses to dispose of remains elsewhere.

§  Currently, landfill or rendering plants are the only other options. For people who are willing to spend hundreds of thousands over the lifetime of these animals, a fitting memorial is a given. This community operates on word-of-mouth and shared experience, a positive cremation experience would trigger a chain of referrals.

§  Although this is a service that is required in a limited capacity per individual, the size and scope of the community ‘will support the business.

§  I am offering retrieval and transport of deceased horse a facility for incineration for the approximate fee of $2500 per average to large horse.

• Venture Concept: 

·       Customers are expressing frustration with a lack of removal options, they have the ability and the willingness to use this service. Switching for my target market will be uncomplicated

·       Price points: this will be calculated according to the average size of the animal (lbs). as the only provider, I can determine pricing without the influence of competitors based on the contribution margin-based model, with some premium pricing for elite markets.

·       Distribution: The option of whole horse cremation is aimed at the horse owner who sees these animals not just as livestock, but as pets or even family members. These are middle to upper-class individuals that have the income to support this type of animal care. This area is home to horse lovers that have spent hundreds of thousands to own their horses, for their pure enjoyment or as an investment. Aftercare that is proportionate to the upkeep provided throughout the animal’s life is a requirement for these owners that are not being met by the currently available options for removal. These racehorse owners, breeding farms with prized stock, show horse owners, and backyard horse-people are influenced by their community of fellow owners and seek to follow norms in the areas of animal care and environmental responsibility.

·       Customer Service: This service meets the needs of loving horse owners, ethical racehorse industry standards, and environmental stewardship practices. Customer service, compassion, and reputation will drive referrals

·       Location: Marion County Florida, Home to over 80,000 horses, that number is growing.

·       Execution of service:  These are the facets of the service that I am offering:

·       The passed horse will be picked up by experienced horse handlers, the remains will be respectfully loaded and transported to my facility.

·       The animal will be incinerated, whole and the ashes will be available to the owner for memorial purposes.

·       Horse owners will have urn and remembrance options at varying price ranges. 

·       Removal of horse remains and transport to a local accepting landfill will be offered, understanding that cremation cannot be an option for all owners, respectful treatment, however, should be available to all. I will work with landfill management to be sure that the area for animal disposal is separate and maintained ethically.  

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• Employees:  I’m estimating around 6 employees initially
• Operators of incinerator
• Driver
• Retrieval specialist
• Administrative assistant
• Part-time marketing

Contracted accounting, legal, and mechanical service providers

• Unfair advantage: The combined elements of my personal identity, experience, intended service, local demographics, and my unique qualifications fit together for a solid business concept. My core competencies are in the area of horsemanship, networking within this niche community, compassion, empathy for horse owners, 27 years operating a business within this community, and my detail-oriented strategic approach to developing and maintaining that business. I would be the first in this area to offer this service. I am recognized in the community for ethical, honest work practices and can use my existing connections with owners, trainers, veterinarian clinics, and county offices to launch and run this business.