Sample Mini-Goal 4 Mini-Friends Farm
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Belmont University *
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Marketing
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Feb 20, 2024
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Mini-Goal #4:
Marketing Outline
Questions:
Business Name: Mini-Friends Farm
PRODUCT
:
1. What are the features of your product or service?
-Group visits with a mini-horse
-One-on-One time with each participating resident
-Photo opportunity with the mini-horse
-Professionally Trained and Certified Handlers and Animals
2. What are the benefits of your product or service?
-Reduced blood pressure, stress relief, stimulates memories
-Residents feel reconnected with nature and the “outside world”
-Repeat visits create “relationship” with the mini-horse and create expectation…something to look forward to
-Safe, reliable, professional events with little to no work on the part of the center.
3. How would you describe your product or service in a way that would appeal to your target market? Make sure your description addresses those reasons someone might say “no” to your business.
Give your residents a moment to remember with Mini-Friend Farm’s Mini-Horse Wellness visits. Let our gentle, beautiful mini-horse, Penny, bring joy and comfort as each resident receives a private moment and
a free photo. Wellness visits with mini-horses have been scientifically proven to reduce blood pressure, alleviate stress, and stimulate memories and repeat visits provide residents with something to look forward to providing hope and anticipation.
PRICE
:
1. What sort of pricing model will you be using (Cost-Based, Competition-Based, Demand-Based)? Explain how your pricing will work and give an example of an average transaction..
Mini-Friends Farm will be using the cost-based pricing model in order to insure costs of each visit are covered and enough additional is earned to pay for maintenance and upkeep. The cost of a typical visit to a senior residence facility is $150 and we require a 130% mark-up to insure we cover our ongoing costs.
$150 x (1 + .1.30) = $150 x 2.30 = $345 per visit
PROMOTION
:
1. How do you plan to target your prospects and generate leads?
Campaign #1- “See What Happened Next”
We will create a video showing an elderly senior with Penny, our trained therapy horse. The video will be
promoted through targeted emails to resident life directors at senior resident facilities with the heading, “Our mini-horse Penny visited Gene, a former rancher and horse trainer…see what happened next”. Viewers will then see as Gene is strongly moved by his encounter with a horse after years of being indoors. At the end of the video will be a call to action asking viewers to go to our website to schedule an interview with one of our handlers/trainers about a visit to their facility.
Campaign #2- “Why Wellness Visits Matter”
As with campaign #1, this video will be promoted through a targeted email to resident life directors at specially selected senior resident facilities and will feature an interview with a psychologist who addresses the documented palliative benefits of wellness visits with therapy animals. Again, viewers will be encouraged to go to our website to schedule an interview with one of our handlers/trainers.
2. How will you convert leads into customers? Inquires generated by one of the campaigns above will be followed up with a phone call and a personal visit from one of our handlers. The goal of the call will be to schedule a site visit with the inquiring facility to discuss what a visit at that facility would look like. During the site visit, the handler will walk through what a wellness visit would be like including introducing the activities director to one of the horses so they can get an idea of how small they are. Safety will be emphasized, but the visit will focus mostly on the positive impact on overall wellness that can result from a therapy visit. At the end of the visit, handlers will present an offer and try to schedule a free first visit (see offer).
3. What is your offer and how will you overcome barriers to “saying yes” (Need at least three “objections” and three solutions)?
Offer #1- Your first visit is free! Sign up for 6 monthly visits and you will get your first visit free. If you are not 100% satisfied with your first visit, you can cancel the 6 month contract at no charge.
Offer #2- Sign up for a year of monthly visits and get one premium visit (holiday party with costumed horse including a professional photographer) absolutely free.
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