ECOAST Yurts is a registered business in British Columbia that is looking to open an authentic, eco-friendly, accommodation facility providing a unique glamping experience in a wilderness environment. The owners, Ms. Bri Johnstone, and Mr. Ryan Sutherland are looking to purchase a property that is approximately 10+ acres on Vancouver Island in the areas of Comox Valley, Sooke or Cowichan Valley. They will then develop the property into a full-service glamping resort and allow their guests to immerse themselves in the natural beauty of Vancouver Island’s rainforest by staying in off-grid yurts.
A yurt is an ancient version of the modern tent. Traditionally, they were used by nomadic tribes across Central Asia and were designed to easily dismantle when a community needed to move from one place to another. They are still being used today but with some adaptations. The massive appeal to yurts is in their unique construction as they're rounded like a circus tent, yet small and intimate and therefore larger than your modern tent with enough space for beds, furniture, and stoves.
It's the perfect getaway for city dwellers looking for a twist to the camping experience where they want to be outdoors but have the comforts of living in a fixed roof accommodation unit.
ECOAST Yurts aims to provide an easily accessible escape from the “hustle and bustle” of city living and offer a “soft adventure” experience for its guests. It will also pride itself on being pet and child friendly, so no family member is left behind.
People hesitate from booking adventure holidays because it is difficult to find the equipment they need and, they lack the camping experience necessary to live outdoors for an extended period. Sleeping outdoors, especially for older patrons can be intimidating. Not having ready access to bathrooms or kitchens make the whole experience challenging. Most of the residents of Vancouver Island according to the Island Health Authority webpage, are between 45 and 64 years old and they are going to be a primary market group for the business so the owners must be sensitive to their needs.
ECOAST Yurts seeks to take away these obvious barriers for people looking to camp, without compromising the “backwoods'' feel of camping.
The Concept
The company will purchase and erect eight 300 sq. ft. yurts and strategically place them around the property to ensure privacy and minimal noise between sites. By providing essentials such as quality shelter, heat, toileting facilities, water, and beds ECOAST Yurts’ customers can simply immerse themselves in the Canadian rainforest without having to worry about surviving in the wild.
The owners will also build a 1,500 sq. ft. building or renovate a building to provide space for work gatherings, retreats and many other group and conference rental opportunities. This building will accommodate a 500 sq. ft. space for a retail store and a welcoming centre.
ECOAST Yurts will operate 365 days per year.
In the last two years, the COVID-19 pandemic has altered the way people vacation. More Canadians are staying inside Canada. Camping and glamping have been an industry that has seen significant growth, creating a high demand with not enough inventory to meet the demand. The owners of ECOAST Yurts feel that by building their small resort they will be able to provide the perfect combination - bringing nature and people together.
ECOAST Yurts will also educate its guests on initiatives they will put in place to protect the environment. It is the owners’ goal to be eco-friendly, off grid, and utilize as many sustainable products as possible. The business will appeal to everyone’s inner “camper” but also to their guests’ environmental conscience.
Revenue Sources
The business will generate revenue by:
Hosting guests for minimum stays of 3 days. Packages will be available for weekly stays.
Holding events in their event centre
Selling retail items in their retail store
Accommodation units
Each yurt will feature a stunning wood (douglas fir) interior, large windows, a clear dome to allow for star gazing and a sitting area with a large table for activities. All will have the following features:
Two double beds
A kitchenette
A wood burning stove
Running water
Electricity
A composting toilet
A walk-in shower
Access to Internet in the main building
Solar lighting
Each yurt will be supplied with bamboo bedding and supplies such as firewood and shampoo and welcome booklets.
Guests will be able to purchase amenities from a small retail store.
Supplies such as soap, shampoo, conditioner, bug spray, sunscreen, toothpaste, toothbrushes, and first aid kits
Food items such as marshmallows, honey, jams, coffee, tea, hot chocolate, oil, butter, local smokies, burgers, ketchup, mustard, BBQ sauce, and baked goods
Merchandise such as t-shirts, playing cards, hats, stickers, and post cards.
Product rentals such as pillows, sleeping bags, propane tanks, additional firewood bundles, life jackets, paddle boards and kayaks.
ECOAST Yurts will be in an area where guests will have easy access to water, and hiking trails to allow them to hike, swim, canoe, and kayak. They are looking to purchase on Vancouver Island either in the Comox Valley, Sooke or Cowichan Valley areas.
Guests will be able to book online on various booking platforms such as Airbnb, VRBO, Glamping Hub, Expedia, Trip Advisor and through their Website.
Event Centre
The owners plan to build a 1,500 sq. ft. building to accommodate one meeting room, a welcome centre, retail store, office, two washrooms and a small kitchen.
The meeting room will be able to accommodate up to 30 people. It will be equipped with tables, chairs, and Wi-Fi to accommodate people who want to hold meetings, wellness retreats, youth retreats and special family gatherings.
Meet the Owners
Ms. Bri Johnstone is a registered nurse who has worked in many highly organized and fast paced environments including labour and delivery rooms, the ICU, and the operating room. With lots of experience working with patients and families, she has a comprehensive understanding of people's needs and can adapt and problem solve.
Currently she is working at Victoria General Hospital as an Operating Room Nurse. Previously she worked as an ICU Nurse at Foothills Medical Centre in Calgary.
Ms. Johnstone held several positions in the past in Alberta and in British Columbia. She worked for six years in Leadership programs through the Air Cadet program. She worked as an Educator/Preceptor for student nurses at the University of Calgary, and at Mount Royal University. She was a Community Advisor for two years at the University of Calgary.
She has a Bachelor of Nursing degree from the University of Calgary, BLS (Basic Life Support) -HCP (Health Care Provider) certifications and is CPR certified.
Mr. Ryan Sutherland is a certified welder, as well as an experienced general contractor. He has accumulated many skills over the years in home renovations and managing contractors.
Currently, he is working at Blackline Marine Inc. in North Saanich, BC as a Fabricator. He also owns his own business doing home renovations.
Previously, he worked as a Pressure Welder for Kootenay Industries.
He is a Red Seal Welder and received his certification from SAIT.
Both founders are avid backpackers and campers. They have spent countless days in the Rocky Mountains and on the West Coast. They both have an appreciation for conservation, nature and have a well-rounded knowledge of what makes a great camping experience.
Ms. Johnstone and Mr. Sutherland will live on the property in a tiny home they previously purchased.
Management and Human Resource Requirements
Both owners will be the Managers of this new business.
Ms. Johnstone will act as the “face” of the business. Ms. Johnstone will be responsible for all aspects of the business. This includes initial land development, research, continuous marketing strategies, running social media accounts, utilizing booking software and the initial point of contact for customer service. She will be involved in the day-to-day operations of ECOAST Yurts with co-owner, Mr. Sutherland.
Mr. Sutherland will be responsible for all building and maintenance related tasks.
The owners will have a Management Information System to help keep them on top of their numbers and will also have an accounting program to help keep all their accounts in order.
They plan to hire a bookkeeper sometime in the first year.
They also plan to hire one to two workers to assist with cleaning, operating the retail and event centre, and performing maintenance and landscaping duties.
All members of staff will be certified in CPR and First Aid, as well as abide by all by-law and regulatory body requirements. These can include but are not limited to fire permits/bans, WorkSafe BC requirements, and noise by-laws.
Competition
The owners have identified the following competitors on Vancouver Island:
Wild Renfrew Seaside Luxury Tent – This waterfront property is located in Port Renfrew. They offer cabins and outfitted canvas tents for a more rustic stay.
Clayoquot Wilderness Lodge- This remote resort is located in Clayoquot Sound and is only accessible by seaplane. Guests can stay in luxury tents.
Fossil Beach Farm, Hornby Island – This farm setting offers waterfront accommodation in fully furnished glamping tents.
Free Spirit Spheres, Qualicum Beach – Guests can stay in 3 types of spherical treehouses.
The owners feel that they will be a welcoming addition to the glamping industry. Presently, there is no other business operating on the island that offers this type of experience that the owners are wanting to open.
They will offer exceptional customer service
Singular accommodation units will be available in a pristine environment
They will offer competitive rates. Rates will be based on double occupancy. Discounted rates of 15% will be available during shoulder seasons (October-April) excluding Christmas, New Years and Spring Break.
Children and pets will be allowed at no extra charge.
The camping/glamping industry is constantly growing in popularity. It has been projected that the industry will reach USD 5.94 billion by 2030 (Reasearchandmarkets.com). This increase in growth is largely due to the expanding need for hygienic accommodations while also providing niche and unique experiences. This is also due to the nature of consumers, many opting to pay for experience-based activities over expensive possessions. Vancouver Island is a popular tourism destination as it features beautiful scenery and a temperate climate aiding in the ability to have a camping/glamping experience year-round.
Purpose of this Strategic Business Document
The owners have yet to secure a property. They are looking for 10+ acres on Vancouver Island in the areas of Comox Valley, Cowichan Valley and Sooke. They understand that the key to their success is the property they purchase and its location.
They are looking to secure funding of $1.8 million to help cover the pre-opening expenses including property acquisition identified in this plan. Please refer to the start-up cost worksheet on Page 10.
The owners developed and proven this business concept by completing this Strategic Business Document. They know that to generate the revenue they require; they must offer a unique suite of services to attract potential customers to their location in sufficient numbers.
This Strategic Planning Document is broken into the following key components:
Overview
Financial Forecast
Start-Up Costs
Marketing Strategy
Roster of Key Players
Two Year Financials
Five-Year Revenue Projections
The Financial Forecast is the cornerstone of the plan as it essentially “proves” that the concept for this retreat is viable.
The Marketing Strategy identifies the various ways that the retreat will attract its target market.
The Start-Up costs clearly lists the money required to open the facility.
The Roster of Key Players lists the important people who are in place to help with the business before it opens.
By reviewing the financial piece, it is obvious that Ms. Johnstone and Mr. Sutherland have done their homework and have confirmed that they can generate revenues sufficient to meet their expense obligations.
Financial Forecast
As the most important part of this Strategic Business Document, the Financial Forecast identifies revenues, cost of goods sold, labour costs and all other expenses. It was built in such a way that the reader can see exactly where each number comes from. With the assistance from a business consultant, the owners projected both their revenues and expenses accurately.
The forecast is built by:
Identifying different revenue streams
Identifying the number of customers
Estimating the average spend per revenue stream
And then by projecting:
Cost of Goods Sold
Labour Costs
All Other Expenses
Income
The Start-Up Costs
Although, the owners have yet to secure a location, they understand they cannot pin down the costs exactly, but they have identified the key expenses.
Marketing Strategy
ECOAST Yurts will use a multi-level marketing strategy to promote the business. They will use both traditional and digital marketing to reach their target markets including:
Travellers
Adventurers
Families
Tourist Operators
The owners will position their new business at the top end of the market because the quality of its proposed facility and will compete on service rather than price. It will be marketed to their different target markets using a combination of traditional marketing and digital marketing techniques.
Social Media channels will be used daily to generate and maintain ‘buzz’ about the business. They will use Instagram, YouTube, Facebook, TikTok, and Google to attract new customers and build a following. They will accept bookings through Airbnb, VRBO, Glamping Hub, Trip Advisor, Expedia and on their Website.
They will develop an engaging e-commerce Website with videos and pictures and information about the facility.
Traditional marketing will also be used to promote the business. They will work closely with the other businesses around the area to ensure that they capitalize on all “local area” promotions. They will connect with Tourism BC to access international markets through attendance at tourism trade shows. They will connect with online travel agents, tour operators, wholesalers, and travel agents.
British Columbia is especially seen as a favoured destination for “soft adventure” tourism as it has been well marketed by both the tourism departments of Canada and B.C. The B.C. government tourism department has invested heavily in promoting soft adventure and understands although it is a relatively new travel segment, it has infinite potential for growth.
They will place pamphlets in ferry boats, visitor centres and in Tourism BC office.
Roster of Team Players
Accountant: Mr. Irfanali Mowledina (RMI Associates)
