Heartland Adventures

Experience the Heartland

The Outdoor Experience

Residents and Visitors have
trouble finding success hunting
and fishing.
Because of lack of knowledge and
inexperience.
They never get to truly
experience all the Shenandoah
Valley has to offer outdoors.

Heartland Adventures:
A full Guide Service
We offer guided hunting and fishing trips
all over the Shenandoah Valley.
Year round trips at one low cost of $200.
Provide everything needed for the trip.
Transportation, Fuel, Gear, Guide, and a
meal.

Memories and Trout

Unlimited
Our business strives to provide the highest quality guided trips
for an affordable price. As hunting and fishing provide a
memorable experience we will provide the guides and trips to
make those trips unforgettable. Through our efforts in
researching the Valley outdoors we will strive to give our
customers the most memorable trips for the lowest price. Three
percent of our profits will be donated to Trout Unlimited, a
reputable organization that works to preserve the outdoors in the
Shenandoah Valley. As our guides will frequently visit the
outdoors we will ensure they are socially responsible. They will
take care of the environment and ensure no damage is done and
any damage seen will be repaired. Through our efforts and Trout
Unlimited we hope to preserve the Shenandoah Valley Outdoors
so future generations will experience the same success we have.

Half-A-Day with the Guides

Morning (6am11am) or evening
(1pm-6pm)
We provide
everything needed
for a successful trip.

Business Model
Description of Expenses

Definition of One Unit

One Half Day trip
Economics of One Unit
Selling Price
Cost of var.
$60
materials exp.
Cost of labor
$0
Other variable costs
Total COGS/ COSS

$200

Variable
Material
Expenses

Total: $60

Meals

$10

Gas

$33

Equipment

$17

Fixed
Expenses

Total:
$1117.50

Insurance

$250

Salary

$0

Advertising

$100

Interest

$0

Depreciation

$17.50

$0
$60

Contribution Margin
$140
Monthly Break Even Units
$1117.50
=
7.9

8 units
$140

Market Analysis
Market Statistics
Industry
Name:

Fishing Boat
Charters

Annual Industry
Sales:

Description of Target Consumer

Demographics
Males 18-60 years old
Outdoorsmen

Psychographics
Enjoy being outside.
Want to find success in
the outdoors.

Geographics
The majority of the
target market is
located in
Harrisonburg and
surrounding counties.
Buying Patterns
Median household
income: $38,048.

316 Million
Target Market Size
Total Population

52,478
Target Market
Population

14,295
Market
Size
(based on
survey)
1429.5

Marketing and Sales

Heartland Adventures Facebook
Heartland Adventures Website
Trophy of the Month program
Promoting through:
Facebook, Newspapers, Special
Events, Brochures, and online
store.

Competition
Heartland
Adventures

Mossy Creek
Fly Shop

South River
Fly Shop

Variety of Trips

All over the

Valley

Only in
immediate area

Only in
Waynesboro, Va

Price

$200

$295

$195

Focus

Guiding Trips

Guiding and
Retail

Guiding and
Retail

Your Competitive Advantages

1. We include everything needed for a successful trip.
2. Variety of trips all over the Shenandoah Valley.
3. We are 100% focused on having a successful trip for our customers.

Qualifications
Daniel, Josh, Alli, Theo, and Josh all have
experience in the business industry where
we were required to take a leadership role
or worked in a customer relations position.
All have been apart of a sports team and
were elected as captains.
Josh and Theo are avid ourdoorsmen and
affilitated with multiple outdoor groups
including: Bridgewater fly fishing club, Trout
Unlimited, NRA, and the Virginia Yakmen.

Sales Projections
Total Units
590

Gross
Revenue
$118,000

Net Profit
$58,608

Units Sold
80
70
60
50
40
30
20
10
0

Units Sold

Start-up Funds
Item
Boat
Truck
Basic Equipment
Office Equipment

Why Needed
Navigating Waterways
Transportation
For Customer use
Office Needs
Total Startup Expenditures

Cost
$2000
$8800
$200
$200
$11200

Emergency Fund

$5600

Reserve for Fixed Expenses

$40230

Total Startup Investment

$57030

ROI: Return on Investment

$58,608
$22200

= 0.493%

$49.33

ROS: Return on Sales

$58,608
$118800

2.64%

$264

Future Plans
We believe this business is set up for
success through its prime location in
the Shenandoah Valley.
We hope to one day have multiple
stores to cover every part of the
Shenandoah Valley.
In order for this to happen we will
have to hire more guides, graduate
from college, strive for the preserving
of the Shenandoah Valley outdoors .

Heartland Adventures

Experience the Heartland