BrianEssig

SidSeverson

1.
Whatisourorganization?
TheNatureAllianceisanorganizationaimingtoprovidetheexperiencesof
naturetounderprivilegedandlowincomechildrenandteensthroughoutthe
SaltLakeValley.Werefertothisdemographicasurbanyouth.Weplanon
teamingupwithskishops,outdoorequipmentretailers,resorts,andpublic
transportationinordertoprovideeverythingthatthesechildrenandteensmight
needtoenjoytheoutdoorsataverylowcost.Inordertogetallofthis
equipmentwewillaskshopstodonateoldgear,aswellasuseanyother
donationsasataxwriteoff.Ourgoalistogetkidsoutinnatureyearround
whetheritishiking,skiing,mountainbiking,sledding,etc.

2.
Structure:
TheNatureAllianceisanonprofitorganization.
501(c)(3)

3.
Values:
Intolerancefordiscrimination
Outstandingclientservices
CommunityEngagement
Sustainability

4.
Mission&Vision:

TheMissionofTheNatureAllianceistoestablishandmediateconnection,
betweenunderprivilegedhouseholdsandthegreatoutdoors.

ThevisionofTheNatureAllianceistoprovideaffordableexceptionaloutdoor
experiences,simultaneouslycreatingselfactualizationanditscorrespondence
withnature

5.
Goal:CompleteyourBusinessPlan

Completeassignments1classaheadoftime,inordertoclarifyanyunclear
expectations.
Worktogether/meettwiceaweekanddistributeextraworkevenlyinorderto
preventgrouptension.
Communicateonadailybasisbeforeturninginassignmentstomakesureboth
teammembersaresatisfiedwithallwork.

 Comeupwith2uniqueideasperassignmentbeforemeetingasgroupinorder
tohaveawidervarietyofsuggestionsfordiscussion.
Successwiththisprojectwouldmeanhavingsatisfactionincompletingeach
individualrequirementontime,andtothefullestofourpotential.

MarketAnalysisSection

http://www.sba.gov/content/marketanalysis

TheNatureAllianceaimstoprovidetheexperiencesofnaturetounderprivilegedandurban
youththroughouttheSaltLakeValley.

CurrentIndustryDescription:

TheNatureallianceistargetingyouthfromlowincomeneighborhoodsaroundtheSaltLake
Valley.Asofrightnow,thereisnotmuchofamarketaimedatgettingurbanyouthintothe
outdoors.SomeofourcompetitionwouldbeorganizationssuchasSPLORE,whobelieves
thateverybody,regardlessofabilityorincome,deservestolivelifetothefullestandenjoy
nature.Othercompaniesthatwouldbeconsideredinourindustryaimtohelpveteransand
disabledchildren,neitherofwhichareinourtargetdemographic.

http://handinhandoutdoors.com/missionstatement/
http://cfimoab.org/mission/
http://splore.org/aboutus/history/

DistinguishingCharacteristics:

Urbanyoutharesaidtohavesubstantiallylessopportunityforeducation,employment,and
socialactivities.TheNaturealliancestrivestoredefineunderprivileged,byfulfillingtheneed
ofsocialactivitiesthroughgroupexplorationofnature.

Demographics:TheNatureAlliancestrivestohelpurbanyouthintheSaltLakeValley.
urbanyouthisdescribedaschildrenthatcomefromisolatedneighborhoodswhere
unemploymentandlowincomefamiliesarecommon.
(Nygreenetal.,2006Outley&Floyd,2002VanVelsor&Nilon,2006)
Location:AnyandallurbanyouthintheSaltLakeValley.TheNaturealliancewill
focusonprovidingaccesstoandfromnaturewithintheSaltlakevalleyand
surroundingareas,ourbackyardhassomuchtoofferwhynottakefulladvantageof
it.

Sizeoftheprimarytargetmarket:

Theskiingandsnowboardingcommunitytendtomakemoremoneythantheaverage
population,in2010itwasreportedthat92.9%ofskiersmadeupwardsof$50,000ayear,and
that46.1%ofthatpopulationmadeover$100,000ayear.Alongwithskiingrecreatingin
generalisanexpensiveactivity,thatnotonlyrequiresfinancialresourcesandtransportation,
butacommitmentoftimeaswell.

Utahsmedianincomefor2013was$59,770,thisleavesusroughly50%ofthepopulation
thatfitintoourtargetmarket,orroughly1.4million.Nexttakingintoconsiderationthatweare
strivingtoservethechildrenwithinthesehouseholds,narrowingusdowntoastaggering
420,000.
numberofkidsinthevalley!!!

Howmuchmarketsharecanyougain?

Asofrightnow,wehavenotdiscoveredadirectcompetitorwithTheNatureAlliance.Weare
hopingtogain100%ofthemarketsharethattargetsgettingyouthfromlowincomefamilies
outintonature.

PricingandGrossmargintargets:

GrossProfit=TotalRevenueTotalCostsofGoods
Ourtotalrevenueisgoingtobeheavilyreliantongrantsanddonations.Themajorityoftotal
costofgoodswillconsistofprogramingandprovidinganymeansfortheseprogramstotake
place.

Becauseourbusinessisnotatypicalforprofit,orproductproducingentitywefallintoalittle
bitofagreyareaasfarasprofitsandmarginsgo.

LikeallnotforprofitorganizationsTheNatureAlliancestrivestobreakeveneachyear.
Takingintoconsiderationalloperationalcosts,ifthereisextramoneytogoaroundattheend
ofthefiscalyear,weplantoreinvestforthefutureofTheNatureAlliance.

Competitiveanalysis:

NatureAlliance

SPLORE

Overview:TheNatureAllianceaimstohelp
theurbanyouthexploretheoutdoorsby
providingtheopportunitytoparticipatein
variousoutdooractivities.

Overview:Sploreaimstogeteveryoneintonature,
regardlessofabilityorincomebytakingeveryoneon
adventuretrips.

AdditionalValue:Thecosttoparticipatein
theseoutdooractivitiesfortheurbanyouth
willbeextremelyminimal.Weplanon
teamingupwithvariousoutletstogetmost
ofourgearandpassesdonated.The
cheaperwecangetourequipmenttheless
wewillhavetochargeourcustomers.

AdditionalValue:Splorespricescompetewithallof
thecompaniesinthesurroundingarea,howeverifa
lowincomefamilywouldliketoparticipatetheyhave
theabilitytoapplyforascholarship.

Details:IntheWinterurbanyouthwillbe
abletorentskis,snowboards,snowshoes,
etc.andallthegeartheyneedforthese
activities.IntheSummerwewilloffer
mountainbikerentals,backpacking
equipment,andanytrailmapsthatare
necessary.

Details:Splorerunsalltypesoftripsfromraftingand
camping,toclimbingandhikingtrips.Theystrongly
believeingettingeverybodythatwouldliketo
participateinnatureoutdoors.

Costs:TheNatureAlliancewillworkwith
othercompaniesinthevalleyinordertoget
usedproductsandequipmentdonated.
Thesecompanieswillbeabletodonatetheir
productsanduseitasataxwriteoffforthe
upcomingyear.

Costs:Mostofthetripsandactivitiesarecompetitive
withthemarket,howeverSploreisanonprofitand
hasscholarshipfundsforfamiliesthatcannotafford
toparticipatewiththeirincome.

RegulatoryRestrictions:

Overview:Whenrunningabusinesstherearemanyfactorstoconsider,Utahasastatehas
manylicensesrequiredtorunchildcare,foodservices,andovernightcamps.Belowisalist
ofbasiclicensesandregulatoryorganizations,thatwouldpertaintotheNatureAlliance.

GeneralLiabilityInsurance:Runninganysortofrecreationbusinessrequiresasubstantial
amountofliabilitycoverage,themajorityofactivitiesassociatedwiththeoutdoorsrun

inherentrisks.Becauseofthenatureofourbusinesswefeelitsanabsolutemusttohave
liabilitycoverage,althoughitshardtogetanexactquote,ourresearchfindsitshouldcostus
anywherefrom$500$2000.Fromasmallbusinessstandpointthismightbeasubstantial
cost,butifyoustepbackandlookatthebigpictureitswellworthit.

WorkersCompensationInsurance:BasicallythisisthesameastheLiabilityinsurancebut
coversouremployees,aroughestimateofcostisanywherefrom$500to$1500ayear,
dependingonthesizeofyourorganizationandthenumberofemployees.
Listofpossiblelicenses/Regulatorybodies.

ChildCareLicensing
http://health.utah.gov/licensing/index.htm

MinimumWage
UtahCodeAnn.3440103,3440104UtahAdm.CodeR61013,R61014

UtahDepartmentofenvironmentalquality
http://www.deq.utah.gov/Admin/siteindex/sitemap.htm#dws

DivisionofDiseasecontrol
DivisionofHealthPromotion
http://health.utah.gov/els/index.html

DepartmentofAdministrativeservices/Licensing

R392.Health,DiseaseControlandPrevention,EnvironmentalServicesRule,
R392300.RecreationCampSanitation.

R501.HumanServices,Administration,AdministrativeServices,Licensing,RuleR5018.
OutdoorYouthPrograms.

http://www.acacamps.org/publicpolicy/regulations/utah

MarketingandPR

MarketingGoals:

1:Website

S)
Haveawebsitethatiseasytonavigateandwellinformingofcompanyideasand
motives.
M)
Testthewebsitewithchildrenandadultstomakesureitissimpleenoughforall
touseandunderstand.
A)
Websitesnowadaysarecheaperandprettymuchmandatoryintoday'sbusiness
world
R)
Constantlyupdatethewebsiteonaseasontoseasonbasisinordertokeepup
withthedifferentnatureactivities.
T)
Havethewebsiteupandrollingamonthbeforetheshopopensinordertostart
marketing.

2:Razoo
http://www.razoo.com

S)
Userazooinordertohelpcreateafundraisertoearnmoneytosupportthe
company.
M)
Earn$1000fromrazooinordertohavealivefundraiserinSaltLakeCity
A)
Followthroughandhavethefundraiserinorderearnfundstogetthecompany
offthegroundandrunning.
R)
Inviteurbanyouthtothefundraiserinordertopromotethecompany.
T)
Havethefundraiser1seasonbeforeplanningtoopentheshop.

3:CreatingPartnerships

S)
FindtrustworthycompaniesandsponsorsthatwillmutuallybenefitTheNature
Allianceandsaidcompany.
M)
Haveatleast2differentcompaniesthatsupplygeartoTheNatureAlliance.
A)
Gainenoughsuppliesandgearinordertokeepupwithourcustomerbase.
R)
Getsuppliesthaturbanyouthwillbeabletouseintheoutdoors.
T)
HavesuppliesreadybeforeTheNatureAllianceopensitsdoors.

Ps

Product(Service):
Quality:Bycreatingqualityservicesandexceptionalexperiences,thekidswillhelp
spreadthroughwordofmouthnotonlypeertopeerbutalsothroughtheirparental
connections.
Ourperceptionwillbebasedoffoftheservicesweprovide.Sincewedonothavean
actualproduct,ourimageandhistoryiscrucialtothefuturegrowthofourcompany.

Price:
Becauseweareanonprofit,westrivetosetourpricingstrategyataverylowcost,
dependentuponsituationandabilitytopay.

Promotion:
Flyers
SocialMedia(Website)
Blogtellstories,sharephotos,increaseselfimage
Shareablecontent
Video
Engagement
Tagvolunteers
Kickstarter/Razoo
Markettest
lowriskmarketinterestanalysistool

Place:
Weplanonmarketingourproductdirectlyatthesource,whichisatassemblieswhere
theurbanyouthattendschool.

Partnerships:
TheNatureAlliancewillrelyheavilyonthepartnershipsthatwebuildwiththe
surroundingcommunity.
Buildingstrongsuccessfulpartnerships.
SMARTGoals
Establishedrolesandresponsibilities
Communication
Mutualbenefitstobothparties
Credibilityandtrustofothercompaniesinthearea

People:

 TheNatureAllianceexiststobetterthecommunityandtogivethegiftofnatureto
everybody.Wewillrelyheavilyonourcustomerstospreadthewordaboutour
companyinordertogrowourclientbase.

PotentialPartners
TheNatureAllianceislookingforpartnersthatcanprovidesomeofthebestqualitygearand
equipmentthatwewillbeabletorenttotheurbanyouththatcomeintoourshop.Wewould
lovetoworkwitharetailersuchasREIbecauseweknowthattheycarrytopoftheline
equipment.Theyalsoareheavilyinvolvedingettingpeopleintotheoutdoorsandhelpingthe
localcommunity.TheNatureAlliancewillalsolooktopartnerwithothersportinggoodstores
intheSaltLakevalleythatcouldbeofamutualbenefittobothcompanies.Thesepotential
partnershaveahugeamountofnewslightlyusedandreturnedequipmentbecauseoftheir
noquestionsaskedreturnpolicies.Weplanonworkingoutsomesortofagreementtoputthis
perfectlyusableequipmentintothehandsofurbanyouth.

RiskManagement
http://www.nolo.com/legalencyclopedia/insurancetypesfornonprofits32393.html

GeneralLiabilityInsurance
$3,500/yeargives$1,000,000worthofcoverage

Property/RentersInsurance
$2,200/yeargives$350,000worthofcoverage

AutoInsurance
$150/monthwitha$500deductiblegives

ProductLiabilityInsurance
$800/yeargives$1,000,000worthofcoverage

ProfessionalLiabilityInsurance
$3,000/yeargives$1,000,000worthofcoverage

WorkersCompensation(5employees)
$2,500/yeargives$1,000,000worthofcoverage
*ownersofcompanycanexcludethemselvesinordertokeepcostsdown

EXCEL
Sheet1Startupcost
Sheet2Balancesheet/budget
Sheet35yearprojection
**SaveasPRT3440_thenaturealliance_severson_essig**