My business plan

(This is a document I prepared to participate in a local version of Dragon’s Den.  It was just for practice.  Grants were only available for entrepreneurs 30 years old and younger.)

Identity–  I sell custom fitted saddles to horse owners who want top performance from their horse or who care about superb comfort for their horse.

Problem Worth Solving

  1. Horses suffer pain if there are any pressure points under their saddle greater than 2 lbs. per square inch.
  2. Horses suffer pain if they cannot slide their scapula back under the saddle panel as they move their front leg.  Rigid trees and wool flocked panel restrict the free movement of the scapula.
  3. It is impossible to take a trial ride in a saddle custom-made for you. Once you have ordered it, you have bought it.
  4. As horses grow or develop muscle, they need a different sized saddle. To replace a good saddle costs $4000-$8000.
  5. If a rider starts riding a new horse, they almost always need a new saddle. To replace a good saddle costs $4000-$8000.
  6. When a saddle is custom-made for one rider, it is difficult to resell. Usually worth about 25%-50% of their original purchase price.
  7. A custom-made saddle costs over $7000

My solution

  1. Horses suffer pain if there are any pressure points under their saddle greater than 2 lbs. per square inch. – WOW saddle have options to match the shape of any horse and the panels are filled with air. No pressure points
  2. Horses suffer pain if they cannot slide their scapula back under the saddle panel as they move their leg. – The front gullet plate on the WOW saddle will swing from side to side and allow the scapula to slide under the plate. Also, the air in the Flair panel can flow out the way and allow the scapula to slide back
  3. It is impossible to take a trial ride in a custom-made saddle– The WOW saddle is modular!!! A decent demo kit can fit in my Prius (1700 different saddles), I can build the right saddle at the customer’s site, and let them ride in it.
  4. As horses grow or develop muscle, they need a different sized saddle. To replace a good saddle costs $4000-$8000.- –  The WOW saddle is modular!!!.  Usually just an $80-dollar head plate needs to be changed to accommodate growth.
  5. If a rider starts riding a new horse, they almost always need a new saddle. To replace a good saddle costs $4000-$8000.  The WOW saddle is modular!!  The rider can keep the seat and the flap to use on any horse.  They will need to spend either $80 or $900 to buy a new head plate or panel.
  6. Custom made saddles are difficult to resell. Usually worth about 25%-50% of their purchase price. – The WOW saddle is modular.  Parts are worth more than whole saddles.  Custom parts resell easily.
  7. Custom made saddles cost over $7000– I will be selling custom fitted WOW saddles for much less.

Sales Channels

Make appointments for custom fittings and trial rides at customer’s farms.

Marketing activities

I am listed as a fitter on WOW website. People will also find my website by searching key phrases.

Key phrases; Saddle for hard to fit horse, wide horse, narrow horse, short backed horse, sway backed horse, flat backed horse.  saddle that slides forward, saddle that slides back, saddle that slides sideways.  Flexible tree saddle.  Adjustable tree saddle.  Foregirth. Flair panels.  Air panels.  Flair panels.  Saddle fitter Michigan.  Saddle fitter Ontario. Saddles with good resale value.

Trade show booths.  Horse show booths.

Partners and Resources

First Though Equine Ltd

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