This is a business plan. It does not imply an offering of securities.
I. Executive Summary
Prairie Fireflies is an experiential hospitality provider that aims to provide a unique and unforgettable experience for eco-conscious consumers seeking to connect with the outdoors. We offer overnight stays in exclusive, well-appointed lodgings amidst nature, offering the perfect blend of comfort and the outdoors. Our target market includes adventure seekers, couples, and families looking for a premium outdoor experience close to home. We plan to use the first-round funding to establish and expand our operations, enhance our marketing efforts, and solidify our position in the luxury outdoor hospitality industry.
II. Company Description
Mission Statement
At Prairie Fireflies, our mission is to kindle the spirit of adventure, ignite connections with nature, and illuminate the joys of luxury outdoor escapes. Guided by sustainability, authenticity, and personalized service, we invite our guests to discover tranquility, create cherished memories, and rediscover the magic of nature in its purest form. We are committed to sustainable operations that nurture the environment and leave a positive impact on the communities we touch.
Philosophy and Vision
Our vision at Prairie Fireflies is to be the beacon of extraordinary outdoor hospitality, setting the standard for exceptional local glamping experiences across the Midwest and beyond. We envision a world where individuals and families immerse themselves in the beauty of nature without compromising on luxury and comfort. Through innovation, community engagement, and a deep respect for the environment, we aspire to create a constellation of glamping destinations that inspire awe, forge connections, and nurture a profound appreciation for the world around us. Our commitment to sustainable operations drives us to minimize our ecological footprint, champion local initiatives, and become a model for responsible and regenerative tourism practices.
Company Goals
The overarching objectives involve establishing five additional locations over a span of 5 to 7 years, with the aim to replicate that growth in the subsequent five years on a global scale. In the immediate context, the emphasis will be on addressing the unmet needs of the midwestern United States market, with a particular focus on refining operations within the Great Plains areas encompassing South Dakota, Nebraska, Iowa, Missouri, and Kansas.
Year 1 - 2021 Prairie Fireflies incorporated and started with backyard glamping.
Year 2 - 2022 Expanded backyard glamping to installing two units at Lake Cunningham.
Year 3 (current) - 2023 Expanding brand awareness. Food and retail revenue added. Refined guest experience with personalized touches.
Year 4 - 2024 Acquire land and build out 6 units with shared bathrooms, and 2 upscale all season units with private bathrooms. Add staff for property management and marketing.
Year 5 - 2025 Enhancing on site amenities and expanding on local partnerships and community involvement. Add 4-6 upscale, four season units with private bathrooms.
Target market
The Midwest stands as an untapped market with a limited number of established participants, while the desire for distinctive offerings continues to rise. In line with our goal to reduce the carbon footprint of travel, our focus is on customers within our drive market. Our intended audience encompasses:
Nature lovers seeking an upscale outdoor experience focused on sustainability.
Couples looking for romantic getaways in scenic surroundings.
Families seeking a memorable and educational outdoor adventure.
Legal structure
Prairie Fireflies is a Limited Liability Corporation.
III. Industry Overview
According to KOA’s 2022 North American Camping & Outdoor Hospitality Report, interest in more experiential, less traditional ways of getting outdoors is on the rise. The global glamping category is expected to be worth $6 billion by 2030 and, according to KOA, interest in glamping more than doubled between 2021 and 2022, with 12.3 million households saying they’d choose cabins or glamping as their primary camping accommodation style
Camping Market Growth: The camping market is expected to reach $3.9 billion by 2027 and $5.4 billion by 2028. This indicates a rapid expansion in the industry, showcasing a high demand for camping-related products, services, and experiences.
Glamping Growth: The glamping market is projected to grow at a Compound Annual Growth Rate (CAGR) of 13.1% over the next seven years. This growth rate signifies a strong upward trajectory for the luxury camping sector.
Approximately 10.5 million U.S. households went glamping in 2022, with the average guests staying longer – booking 3 to 5 nights on average – and paying a higher nightly rate than traditional hotels.
Factors Driving Growth
Shift Towards Outdoor Travel: A significant shift in consumer preferences towards outdoor travel and experiences has played a vital role in driving growth in the camping and glamping market. More people are seeking unique and nature-oriented vacation options.
Awareness of Glamping: The awareness and popularity of glamping have contributed to its growth. Glamping provides a blend of comfort and outdoor adventure, attracting individuals who might not be as inclined to traditional camping.
Domestic and International Travel: Rising domestic and international travel has led to increased demand for various types of accommodation, including camping and glamping options.
High Campers' Percentage: The statistic that 7 out of 10 households in the US identify as at least occasional campers demonstrates a widespread interest in camping. This high participation rate is a driving force behind market growth.
Increasing Disposable Income: The growth can be attributed to increasing disposable income levels. As people have more financial resources, they are more inclined to spend on leisure activities like camping and glamping.
Overall, these trends suggest that the camping and glamping market in the US is experiencing a significant surge in demand due to changing preferences, higher awareness, and economic factors. This growth presents opportunities for businesses in the outdoor recreation and hospitality sectors to cater to the evolving needs of travelers and adventurers.
Barriers to entry
The evolving realm of glamping, which seamlessly blends outdoor exploration with high-end lodging experiences, introduces distinctive barriers to entry that aspiring participants must navigate. Several notable obstacles to consider are:
High Initial Investment: Establishing a glamping business requires a significant upfront investment in land acquisition or lease, infrastructure development, luxury tents or cabins, amenities, and marketing. This initial capital outlay can be a barrier for individuals or small businesses with limited financial resources.
Regulatory and Zoning Restrictions: Depending on the location, glamping businesses may face zoning and regulatory restrictions related to land use, environmental impact, safety, and building codes. Complying with these regulations can be time-consuming and may involve additional costs.
Seasonal Demand:Glamping is often a seasonal business, with higher demand during favorable weather conditions and vacation periods. Managing cash flow during off-peak seasons can be challenging, especially for businesses heavily reliant on seasonal tourists.
Competition: The glamping industry has seen significant growth in recent years, leading to increased competition. Standing out among other glamping providers and traditional accommodation options can be a challenge, requiring unique offerings and effective marketing strategies.
Logistical Challenges: Operating a glamping site in remote or natural settings may present logistical challenges, such as access to utilities, waste management, and maintenance of facilities. Ensuring smooth operations while preserving the natural environment can be complex.
Marketing and Visibility: Gaining visibility in a crowded market can be difficult, especially for new glamping businesses. Effective marketing strategies, including online presence, social media engagement, and partnerships, are essential to attract guests and maintain a steady flow of bookings.
Weather-Related Risks: Glamping accommodations are often exposed to the elements, making them susceptible to weather-related risks such as storms, floods, and extreme temperatures. Proper planning and risk management are necessary to protect both guests and assets.
Staffing and Training: Running a glamping business requires a competent and well-trained staff to handle various tasks, from guest services to maintenance. Recruiting and retaining skilled employees in remote locations can be challenging.
Guest Safety and Experience: Ensuring the safety and comfort of guests is paramount in the hospitality industry. Glamping businesses must prioritize guest experience, health, and security to maintain a positive reputation and encourage repeat business.
Environmental Impact: Glamping businesses that operate in natural settings need to be mindful of their environmental impact. Implementing sustainable practices and eco-friendly initiatives may require additional investments and ongoing commitment.
Despite these potential barriers, with proper planning, market research, a unique value proposition, and a focus on sustainability and customer experience, Prairie Fireflies can overcome challenges and establish a successful and rewarding venture in the luxury outdoor accommodations industry.
IV. Products & Services Overview
At Prairie Fireflies, we've identified a market opportunity to blend comfort, adventure, and nature for our customers. Leveraging our meticulously curated offerings, we aim to deliver high return on investment by ensuring optimal customer satisfaction and repeat business.
Lodging:
Year-Round Offerings:
Hybrid Tent/Cabins: We've innovated accommodations that fuse the adventure of camping with the amenities of modern lodgings. Each unit is equipped with a private bathroom, adding value to the customer's stay.
Treehouses: With an aim to differentiate ourselves in the market, our elevated treehouses, featuring private bathrooms, provide panoramic views. This unique lodging option is designed to attract premium clientele looking for an exclusive experience.
Seasonal Offerings (April-November):
Bell Tents and Safari Tents: Capitalizing on the genuine camping feel, these tents are equipped with communal bathhouse access. This shared setting not only reduces our operational costs but also promotes customer interactions, fostering a sense of community.
Retail:
To enhance revenue streams beyond lodging, we've curated a retail lineup:
Clothing, Mugs, Candles, and Accessories: These products, echoing the spirit of Prairie Fireflies, not only generate direct sales but also serve as marketing tools when customers use or display them post-visit.
Necessities: Our on-site essentials retail ensures we capture additional revenues from spontaneous or forgetful customers, further enhancing their stay.
Experiences:
Our experiential offerings aim to maximize guest engagement:
Kayak, Stand Up Paddleboard, and Bike Rentals: By providing high-quality equipment on-site, we tap into the lucrative adventure tourism segment without the need for external partnerships.
Projector Rental: Our unique outdoor movie setup is a value-add, offering customers a novel experience while also serving as a revenue generator.
Additional Offerings: Recognizing diverse customer needs, we provide options such as pet accommodations, air mattress rentals, and customizable packages, ensuring we cater to a wider market segment.
Food & Beverage:
Our culinary offerings are strategized to cater to varied customer preferences:
Convenient Options: By offering grab-and-go options like foil food packs and continental breakfasts, we cater to customers seeking quick and convenient dining.
Beverage Camper/Trailer: This communal setup not only acts as a revenue source during morning and evening times but also serves as a social hub, enhancing customer engagement.
Campfire Restaurant: Tapping into the trend of experiential dining, our unique restaurant concept fuses gourmet dining with the rustic charm of a campfire.
Culture & Entertainment: Local Partnerships
Strategically positioned in the Midwest, Nebraska's Southeast Region embodies a compelling blend of history, culture, and entertainment, making it a promising investment proposition. The heartbeats of America's pioneering spirit are palpable here, reverberating with the tales of settlers who ventured westward, shaping the illustrious Homestead narrative.
Heritage Highway: This isn't just a scenic route but an experiential journey. Partnering with local guides and historians, we provide travelers an enriched understanding of the early settlers' narratives. These collaborations not only facilitate deeper engagement but also bolster the local business ecosystem.
Agricultural Engagement: Our region's fertile terrains have historical significance and modern-day charm. Orchards, with age-old traditions like apple picking, present genuine experiences. By collaborating with local farmers, we offer visitors farm-to-table dining experiences, allowing them to savor the freshest produce directly sourced from the fields they stroll through.
Wine Industry: Our burgeoning wine tourism owes its success to the local vineyards that exude a commitment to craftsmanship and distinction. We've forged partnerships with these vineyards to curate exclusive wine tours and tasting sessions, providing visitors with insights into the wine-making process and an authentic taste of our region's excellence.
Cultural Festivities: Beyond just a calendar of events, our region's vibrant cultural scene comes alive through collaborations with local artists, performers, and craftsmen. These partnerships translate into live demonstrations, workshops, and immersive experiences that allow visitors to feel, rather than just witness, our rich heritage.
Our product and service offerings, enriched by these local partnerships, aim to redefine the visitor experience, merging relaxation, adventure, and authentic cultural immersion. This holistic approach, which benefits both visitors and the local business community, ensures sustained economic growth and a robust return on investment for our stakeholders. In summary, Prairie Fireflies' diverse range of offerings is not only strategically positioned to attract and retain a wide customer base but also designed to maximize revenue streams, promising a favorable return on investment for our investors.
V. Market Analysis
Market research
We have identified the perfect area to fill the industry gap between Omaha and Kansas City with strong projected growth. According to the KOA 2022 Report, there are 1.9 billion US travelers, 75% of those are interested in glamping. The City of Omaha reports visitors are around 12.5 million while Kansas City visitors are twice that at 24.5 million. About 45% of those are overnight stays. We continue to see the midwest demand grow and supply is limited.
Target customer
The size of the target market for Prairie Fireflies (luxury outdoor accommodations) would be a subset of the broader glamping industry, as Prairie Fireflies caters to travelers seeking premium, sustainable experiences.
Demographic Profile
Age: Adults aged 25 to 55 years old. This age group typically includes individuals who are financially stable with disposable income, seeking unique experiences, and interested in enhanced accommodations.
Gender: Females. Women often take on the role of decision-makers when it comes to family vacations, romantic getaways, and group trips. By targeting women, we capture the attention of the individuals who play a key role in influencing travel choices for their families, partners, and friends.
Location: Urban and suburban areas within a 3 to 5-hour driving distance from the Prairie Fireflies locations. This range ensures accessibility for short getaways and makes it convenient for guests to escape to the wilderness without extensive travel.
Income: Middle to high-income individuals. Targeting those with a disposable income enables Prairie Fireflies to cater to guests willing to invest in premium outdoor experiences.
Occupation: Professionals, executives, and entrepreneurs. This target audience typically appreciates the need for occasional retreats to relax, rejuvenate, and reconnect with nature.
Education Level: College graduates and above. Prairie Fireflies aims to appeal to individuals with higher education levels, as they often seek experiential travel opportunities and are more likely to appreciate sustainability efforts.
Generational Tailoring: Curated Experiences for Every Consumer
Prairie Fireflies positions itself as a premier destination, meticulously curating experiences to resonate with travelers across generations. By understanding the distinct preferences and values of Gen X, Millennials, and Gen Z, we have tailored our offerings to ensure each generation finds its unique retreat and connection.
Gen X Consumers
Prairie Fireflies offers Gen X travelers a blend of upscale comfort and authentic nature experiences, nestled within the serene prairie.
Accommodations: High-end glamping tents and cabins that balance affordability with luxury.
Activities: Nature-centric offerings such as guided walks, stargazing, and family-oriented outdoor games.
Cultural Engagement: Authentic regional experiences through interactions with local communities.
Modern Conveniences: Wi-Fi and other amenities ensure guests remain connected while enjoying the tranquility.
Millennial Consumers
Prairie Fireflies crafts an immersive nature experience for Millennial travelers, melding authenticity, sustainability, and digital engagement.
Eco-Conscious Accommodations: Glamping tents and cabins align with values of sustainability and eco-friendliness.
Wellness & Recreation: Activities like wildlife watching, yoga, spa treatments, and communal campfires for relaxation and interaction.
Digital Connectivity: Seamless online booking, high-speed internet, and tech-integration for a smooth experience.
Social Engagement: Emphasis on community through group activities and shared dining experiences.
Gen Z Consumers
Catering to Gen Z preferences, Prairie Fireflies emphasizes authentic nature connection, sustainability, and technology integration.
Nature-Forward Offerings: Comfortable accommodations amidst prairies, with activities like guided walks and stargazing.
Eco-Conscious Initiatives: Strong emphasis on sustainability and environmentally-friendly practices.
Digital & Visual Appeal: High-speed internet and Instagram-worthy moments to capture their experiences.
Community & Personalization: Engaging group activities, communal spaces, and the ability to tailor experiences based on individual preferences.
Key Competitors
Here's a breakdown of our key local and regional competitors and their attributes:
Location: Mosca, CO (740 miles south west of Omaha, NE)
Products: Safari Tents with private/shared bathroom
Price: $170 - $365
Units: 12
Service: Natural Springs, Food and Adventure Coordinator
In summary, each competitor offers a distinct combination of location, accommodations, pricing, selection, and services. While some focus on canvas tents, others provide cabins, wagons, and domes. Additional services such as food, wine, activities, and natural experiences add value to the offerings of these competitors.
Positioning/Niche
Prairie Fireflies have carved a distinctive niche in the market by offering a seamless fusion of luxury and nature, all brought directly to our customers. Our unique positioning lies in the concept of "Serving Guests Where They Are, With the Smaller Carbon Footprint of Local Travel”.
Focus on Local Consumers
We understand that today's consumers seek immersive outdoor experiences without the need for extensive travel. Our commitment is to deliver exceptional glamping experiences directly to our customers, allowing them to connect with nature, unwind in thoughtfully designed accommodations, and indulge in curated activities right at their doorstep. With a strong focus on sustainability and authenticity, Prairie Fireflies presents a one-of-a-kind opportunity for individuals and families to embrace nature's beauty without sacrificing comfort or convenience with locations that are close to home.
Focus on Sustainability:
From inception we have participated in 1% for the Planet with the intentions of building and growing in the most sustainable way. Sustainability is a core tenant on how we design the site and build using low impact and renewable energies. Clear through to daily operations and reuse of greywater in our waste systems, biochemical cleaners, no single use plastics. Responsible local sourcing for our food and supplies used onsite.
Threats and opportunities
Once our glamping business successfully overcomes the barriers to entry, it may still face various threats that can impact its operations and success. Some of these threats include:
Economic Downturns: Economic downturns and recessions can lead to reduced consumer spending on luxury travel experiences. During such periods, demand for glamping accommodations may decline, affecting the business's revenue and profitability.
Seasonal Fluctuations:As mentioned earlier, glamping businesses often experience seasonal fluctuations in demand. Depending heavily on specific times of the year can make it challenging to maintain stable cash flow throughout the year.
Changing Travel Trends:Travel trends evolve over time, and customer preferences may shift towards different types of experiences or destinations. The glamping business must continuously adapt its offerings to align with evolving travel trends.
Competitive Pressure: As the glamping industry grows, more players enter the market, intensifying competition. Rival businesses may offer similar or even more innovative experiences, posing a threat to the startup's market share.
Online Reputation and Reviews: In the digital age, online reputation and reviews significantly impact a business's success. Negative reviews or feedback can deter potential guests, affecting the glamping startup's bookings and reputation.
Weather and Environmental Factors:Natural disasters, extreme weather events, or changes in the local environment can impact the glamping site's infrastructure and accessibility, disrupting operations and affecting guest experiences.
Health and Safety Concerns: Health and safety incidents, such as accidents or outbreaks of illnesses, can have severe consequences for the glamping business. Ensuring strict safety protocols and cleanliness is essential to mitigate these risks.
Regulatory Changes: Changes in regulations related to land use, environmental conservation, or health and safety can impact the glamping business's operations and compliance costs.
Staffing Challenges: Attracting and retaining skilled staff in remote locations can be an ongoing challenge for glamping businesses. Staff turnover or shortages can affect service quality and guest satisfaction.
Rising Costs: Inflation, increased costs of utilities, materials, and labor can put pressure on the glamping business's profitability, especially if the startup is unable to pass on these increased costs to guests.
To address these threats, Prairie Fireflies will focus on:
Diversifying Revenue Streams: Seeking opportunities to expand offerings beyond peak seasons and exploring partnerships with other businesses to increase revenue during off-peak periods.
Continuous Innovation: Staying updated with travel trends and continuously innovating the glamping experience to differentiate from competitors and cater to changing consumer preferences.
Reputation Management: Implementing strategies to monitor and manage online reviews and guest feedback to maintain a positive reputation.
Adapting to Environmental Changes: Developing contingency plans to address weather-related disruptions and safeguarding the glamping site against environmental risks.
Risk Mitigation: Having comprehensive risk management and contingency plans in place to handle unexpected incidents and emergencies.
By being proactive and adaptable, we can minimize threats and maintain a resilient business in the face of challenges.
VI. Marketing Plan
Marketing Approach
Prairie Fireflies employs a dynamic marketing strategy, anchored on understanding the evolving preferences of modern travelers and ensuring our offerings are always front and center:
Digital Engagement:
Social Media Presence: Active and engaging content on platforms like Instagram, Facebook, and Pinterest.
Informative Blog: Provides travel insights, outdoor adventures, and sustainability practices to position ourselves as industry leaders.
Website Excellence: User-centric design, responsive across devices with clear CTAs, facilitating easy bookings.
Search and Visibility:
Search Engine Optimization: Relevant keyword integration to enhance visibility and organic traffic.
Paid Advertising: Google Ads campaigns target users searching for unique Midwest glamping experiences.
Local Partnerships: Collaborations with businesses, tourism boards, and activity providers to tap into established networks and resonate with a wider audience.
Visual Storytelling: Utilizing platforms like YouTube to visually showcase our accommodations and experiences.
Traditional and Tailored Outreach:
Print Impressions: Strategic ad placements in travel magazines, lifestyle publications, and local newspapers.
Tailored Advertising Frequency: Intelligent adjustment of advertising across platforms, especially during peak booking seasons.
Our comprehensive marketing strategy is meticulously designed to bolster our financial objectives, positioning Prairie Fireflies as the top choice for discerning travelers in the Midwest.
Our business is committed to maximizing our reach and ensuring that our unique glamping experiences are easily accessible to our target audience. To achieve this, we have crafted a comprehensive distribution strategy, designed for optimal engagement and booking convenience.
1. Online Hub:
A user-centric, mobile-responsive website that acts as our primary platform.
Integrated secure online booking system for smooth reservations.
Enables exploration of accommodations, amenities, activities, and pricing.
2. Direct Engagement:
Promotions of exclusive offers and privileges for direct bookings.
Ensures guests receive competitive rates and personalized packages.
3. Partnerships with OTAs:
Collaborations with top OTAs including Booking.com, Expedia, and Airbnb.
Access to their broad user bases and marketing expertise.
4. Local Tourism Collaboration:
Joint campaigns with local tourism offices to boost our visibility.
Participation in tourism materials and initiatives.
5. Strategic Collaborations:
Relationships with local attractions and event organizers to offer integrated packages.
Curated guest experiences that appeal to a wide range of visitors.
6. Influencer Amplification:
Collaborations with travel influencers and bloggers for organic reach.
Offers authentic reviews and insights to a broad audience.
7. Digital Engagement:
Active presence on platforms like Instagram and Facebook.
Showcasing of our glamping sites through visuals and engaging content.
8. Strategic Communication:
Email marketing to nurture a community of potential guests.
Regular newsletters with promotions, updates, and exclusive perks.
9. Local Synergies:
Collaborations with neighboring businesses for cross-promotions.
Creating added value for guests through partnerships.
10. Tangible Outreach:
Distribution of printed materials like brochures and flyers.
Reach potential guests in both digital and physical spaces.
11. Strategic Advertising:
Paid advertising campaigns on platforms like Google Ads.
Targeted outreach using relevant keywords and demographics.
In weaving together these varied distribution channels, we are not just increasing our visibility but also simplifying the booking process for our potential guests. This cohesive strategy is geared towards ensuring Prairie Fireflies is the top-of-mind choice for all seeking a unique outdoor experience, supporting our overarching business goals.
VII. Operational Plan
As Prairie Fireflies approaches its third year, we're committed to refining our operations to ensure that every guest is enveloped in an unforgettable experience, akin to the wonder and joy Disneyland evokes, all while seamlessly managing the behind-the-scenes operations.
Location and Activities:
Situated Strategically: Our premier location lies within a two to three-hour drive from both Kansas City and Omaha, capitalizing on the proximity to these metropolitan hubs.
Diverse Accommodations: Envisioned units include 6 seasonal canvas lodgings, 2-4 versatile canvas hybrid units, and 2-4 tree homes fit for year-round stays.
Activities to Engage: We'll be offering a bouquet of activities including scenic hiking, fishing, hunting, bird-watching, stargazing, photography excursions, cycling adventures, and educational nature workshops.
Pre/Post Arrival Communications:
Email Confirmation (Immediately after Booking): As soon as a guest makes a reservation, an automated email confirmation is sent to the guest's provided address.
Personalized Welcome Email (One Week Prior to Arrival): Expressing our anticipation for their stay, offering assistance with retail items, reiterating reservation details, and providing contact information for our 24/7 guest services team.
Reminder Phone Call (Three Days Prior to Arrival): A courtesy call ensures reservation accuracy and addresses last-minute concerns or questions. This call will include an upsell of retail and F&B items.
Final Confirmation Email (One Day Prior to Arrival): Sent to ensure guests have all necessary information for a smooth arrival, reiterating check-in/check-out times, and providing directions.
Post-Arrival Thank You Email (After Check-In): Expresses gratitude, includes a feedback survey to improve our services, and asks customers to leave a public review.
Daily Processes:
Guest Services:
Greet guests warmly upon arrival, ensuring a seamless check-in process.
Maintain a log of all guest inquiries and requirements, ensuring they are addressed promptly.
Assist guests with information about amenities, safety protocols, and local attractions.
Maintenance and Housekeeping:
Conduct daily inspections of all glamping accommodations for any wear and tear.
Address and log maintenance issues promptly.
Establish a daily cleaning schedule, making sure each lodging is clean and ready for guests. Restock essential amenities like toiletries and kitchen supplies daily.
Bookkeeping and Payments:
Maintain a daily log of all financial transactions, including guest payments, vendor payments, and operational expenses.
Ensure prompt and accurate billing for guests during check-out.
Reconcile daily earnings and expenditures.
Site Management:
Supervise the overall condition of the glamping site daily, ensuring safety and aesthetic standards are upheld.
Implement and monitor access control measures, ensuring only registered guests and staff can enter.
Check lighting, security cameras, and other infrastructure to ensure everything is functional.
Activities Coordination:
Plan and schedule daily guest activities based on bookings and guest preferences.
Coordinate with activity leaders, guides, or facilitators to ensure everything runs smoothly.
Provide guests with daily schedules or activity updates.
Customer Feedback and Improvement:
Gather daily feedback from guests, especially those checking out, to gain insights into their experiences.
Identify areas that require immediate attention or improvement based on this feedback.
Implement changes or improvements as necessary.
Communication and Collaboration:
Conduct daily team meetings to discuss the day's events, challenges faced, and plan for the upcoming day.
Facilitate open channels of communication between all staff members, ensuring everyone is aligned in their roles and responsibilities.
Use collaboration tools or platforms to streamline communication, especially if team members are dispersed across the glamping site.
Sustainability Commitment:
Green Operations: Prioritize renewable energy, water conservation, and minimal waste.
Energy Optimization: Leverage passive energy design strategies.
Heating: Employ solar thermal heaters for radiant heat.
Material Selection: Emphasize the use of eco-friendly and salvaged building materials.
Water Measures: Integrate rainwater harvesting and greywater recycling.
Clean Energy: Use solar panels and wind generators for renewable energy.
Guest Education: Promote understanding and responsible behavior towards sustainability.
Interactive Workshops: Organize sessions highlighting the importance of the local ecosystem and the role guests play in its preservation, providing tangible steps they can take to minimize their environmental footprint.
Informative Materials: Distribute brochures or digital content that offers tips on eco-friendly behaviors during their stay, such as water conservation, waste reduction, and respecting local wildlife.
On-Site Signage: Strategically place signs throughout the glamping site emphasizing sustainable practices, such as reminders to turn off lights when not in use or to utilize recycling bins appropriately.
Employee Engagement:
Training: Intensive sessions on service excellence, safety protocols, and preserving the Prairie Fireflies ambiance.
Positive Environment: A work culture that nurtures positivity, morale, and productivity.
Pricing Approach:
Strategic Pricing: Pricing that reflects the distinctive Prairie Fireflies experience while aligning with market dynamics. Aiming for a profit margin between 20% and 40%, with periodic reviews for adjustments.
Feedback Loop:
Daily Review:
Guest Feedback: Although major feedback is collected post-stay, establish a mechanism to gather daily feedback, especially for longer-staying guests. This ensures any immediate concerns are addressed promptly.
Staff Meetings: Convene quick daily huddles with staff to review the day’s operations, discuss any challenges faced, and plan for the next day. This helps in real-time adjustments and ensures smooth daily operations.
Our blueprint for operations at Prairie Fireflies is meticulously crafted to harmonize the magical guest experience with efficient management. We're committed to periodically refining these procedures, ensuring they align with the unique characteristics of each glamping site and the evolving needs of our guests.
IIX. Management
Management Team
Tracey Bendams, Chief Eco-Experience Officer:
With a career spanning over two decades, she brings a wealth of experience and a strong educational foundation in Sustainability and Project Management to our glamping venture. Her journey has traversed various roles within the financial industry, where she honed her ability to foster financial success through collaborative leadership and astute analysis. Her attention to detail has driven innovation in process optimization, streamlining operations for enhanced efficiency. Beyond the boardroom, her passion for community engagement and environmental education has flourished, as she has observed the harmonious growth of nature and society.
Gina Samci, Chief Inspiration Officer:
As a seasoned global hospitality leader, her extensive background in envisioning and implementing forward-thinking strategies aligns seamlessly with our glamping business's growth objectives. With a remarkable 25+ years with the world's largest hospitality company, she has earned a reputation as a visionary thought leader in crafting and executing strategic plans. Her track record speaks for itself: she has pioneered the transformation of diverse teams into high-performing, revenue-generating units, driving market share expansion. With an unwavering commitment to fostering profitability, she is poised to lead our glamping venture toward new heights.
Brian Bendams, Culinary Flame Master:
For the past 15 years, he has worn the hat of Head Chef at the Funny Bone Comedy Club in Omaha, bringing culinary excellence to the forefront of his journey. His culinary arts degree infuses his expertise with creativity and finesse. He is a staunch advocate for using locally sourced ingredients both at work and at home, driven by his unwavering belief in their superior quality and flavor. His connection with the culinary world extends to foraging and cultivating native edible plants, adding a distinctive touch to the dining experiences he curates.
Aaliyah Wells-Samci, Storyteller:
Growing up in diverse corners of the world has woven a rich tapestry of experiences into her life journey. Today, she calls Lincoln, Nebraska, home. Her undergraduate years at the University of Nebraska-Lincoln (UNL) led her to a bachelor's degree in advertising and public relations, with a focus on communications and global studies. Currently, she is immersed in the world of academia once again, pursuing a graduate degree in Integrated Media Communications at UNL, with an anticipated graduation in 2024. Her heart beats for community engagement and the art of storytelling.
Projected Hires & Timelines
Site Manager/Operations Manager:
The Site Manager is responsible for overseeing the daily operations of the glampsite. Their duties encompass ensuring all units are maintained to the highest standard, managing guest services efficiently, and facilitating smooth day-to-day operations.
Timeline: pre-opening; March 2024. Candidate identified.
Food & Beverage Manager:
The Food & Beverage Manager takes charge of all aspects of dining offerings. From menu planning and sourcing premium ingredients to leading the kitchen staff, they are committed to upholding health and safety standards to deliver remarkable culinary experiences to guests.
Timeline: pre-opening; March 2024. Candidate identified.
Maintenance & Housekeeping Supervisor:
Tasked with ensuring that glampsite units are in pristine condition and ready for guest arrivals, the Maintenance & Housekeeping Supervisor oversees cleanliness and maintenance tasks. As the business expands, they will also lead a growing housekeeping team to maintain the site's luxury reputation.
Timeline: Peak Season; May 2024
Guest Services/Concierge (part-time):
The Guest Services/Concierge enhances guest experiences by handling bookings, addressing inquiries, and organizing events or special requests that make each stay unforgettable.
Timeline: Peak Season; May 2024.
Activities Coordinator (part-time):
The Activities Coordinator curates and organizes a range of recreational and leisure activities for guests. From nature walks and local tours to evening entertainment and special events, they aim to enhance guest experiences by providing diverse and enriching on-site activities tailored to interests and preferences.
Timeline: Peak Season; May 2024.
Marketing & Public Relations Coordinator (part-time):
The Marketing & Public Relations Coordinator is pivotal in driving the brand's promotional efforts. They manage social media, cultivate partnerships, and spearhead PR campaigns to elevate the brand's visibility and reputation.
Timeline: pre-opening; March 2024. Potential Contractor.
Financial/Accounting Assistant (part-time):
Handling financial tasks, ensuring accurate bookkeeping, and generating timely reports are the primary responsibilities of the Financial/Accounting Assistant, ensuring transparency and sustainable growth for the business.
Timeline: pre-opening; March 2024. Potential Contractor.
IX. Startup Expenses & Capitalization
Phase 1 of start up is complete and actual expenses for the first 2 years of business are included in Appendix. Phase 2 is the expansion plans to purchase property for tent units. History tells us how much future units will cost to set up and research to add private baths and different structures was done for other expense structures created. We hope to secure a loan for the property and its construction during phase 2. Phase 3 will be an additional loan to purchase additional camping structures and fixtures to complete the glampground. 20% of total startup costs will be reserved for contingencies.
Phase 1: Start Up
Tracey and Gina initiated this business venture by injecting more than $20,000 from their personal resources as an initial investment and have consistently reinvested profits back into the business. In 2022, the company achieved a favorable net income. This positive financial trajectory has persisted into 2023, contributing to a continuous healthy cash flow for the business. This cumulative experience has not only validated Prairie Fireflies' operational viability but has also furnished the company with invaluable customer insights, guiding its growth along a strategically sound path.
Phase 2: Development Plan for Glampsite Expansion
Objective: Purchase land, set up units, establish community areas, and continue construction for future additions. (Now through April 2024.)
Land Acquisition:
Identify suitable land for the glampsite expansion, considering factors such as location, accessibility, natural surroundings, and potential for future development.
Research local regulations, zoning requirements, and permits necessary for the establishment of a glamping site.
Secure the necessary funds and complete the purchase of the land.
Canvas Tent Unit Setup:
Determine the layout and design for the glampsite, considering factors such as privacy, accessibility, views, and integration with the natural surroundings.
Set up three existing tent units and furnish them with comfortable beds, seating areas, lighting, and decor.
Install necessary amenities in each tent unit, such as electricity, heating, and ventilation systems.
Addition of Two Hybrid All-Season Tent Units:
Assess the available space and choose suitable locations for the two additional hybrid tent units.
Procure and set up the new hybrid tent units, ensuring they match the existing ones in terms of design and quality.
Furnish the new hybrid tent units to maintain a consistent and high-quality experience for guests.
Community Area and Infrastructure:
Prioritize the construction of a general community area, which will include a bathhouse with toilets and showers, a storm shelter, check-in area, and potentially a lounge or seating area.
Ensure the community area is functional, aesthetically pleasing, and complements the overall glamping experience.
Establish necessary infrastructure, such as water supply, electricity, and waste management systems, to support the glampsite's sustainable operations goals.
Trail Systems and Gift/Coffee Shop:
Develop and maintain trail systems within the glampsite, taking into account the natural landscape and creating a safe and enjoyable experience for guests.
Begin the construction or renovation of a gift shop and coffee shop, which will serve as amenities and potential revenue sources for the glampsite.
Plan and source necessary equipment, inventory, and staff for the gift shop and coffee shop.
Phase 3 Construction and Expansion:
Continued construction work throughout open season (April to October 2024) to complete the community spaces and infrastructure.
Work on the addition of Treehouses and Hybrid cabins, ensuring they are constructed to high standards and blend harmoniously with the surroundings.
Allocate resources and manage the construction process efficiently to meet the Spring 2025 opening deadline.
Pre-Opening Preparation:
Develop marketing and promotional strategies to generate awareness and attract guests to the glampsite.
Hire and train staff members for various roles, including guest services, housekeeping, maintenance, and management.
Test and fine-tune all systems, amenities, and facilities to ensure a smooth operation during the opening season.
Phases 2/3 Expense Projections | | |
Buildings/real estate | | $ 675,000 |
Leasehold improvements | | 534,783 |
Capital equipment | | 12,926 |
Location/administration expenses | | 118,260 |
Opening inventory | | 846 |
Advertising/promotional expenses | | 18,286 |
Other expenses | | 25,412 |
Contingency fund | | 27,478 |
Working capital | | - |
Total Startup Expenses | | $ 1,412,991 |
*Further details are available in the Expansion Expenses report within the Appendix 10.
Leveraging a structured plan, Prairie Fireflies is poised to redefine sustainable luxury. Our vision includes establishing the glampsite with key community areas and infrastructure, all powered by eco-conscious designs like passive energy, gray and rainwater systems, and wind and solar power. As we approach a transformative expansion for Spring 2024, we invite capital investments that align with our journey from a backyard glamping venture to a hallmark of sustainable luxury in the Great Plains. Your trust in our profitable history fortifies our shared ambition for a prosperous, eco-luxury future. Together, let's create a legacy celebrating harmony, luxury, and environmental respect in the heart of the Great Plains.
Prairie Fireflies’ existing capital is shown in the evaluation of value by Gust. The full report can be found in the appendix. Our deep-rooted industry knowledge, garnered over time, provides us with unparalleled insights into the core customer problems, shaping our product development strategies and propelling us towards tangible growth. We have a skilled team in the right market demand to propel our business forward. The sweat equity poured into the venture stands as a testament to our commitment, reflecting not just in tangible products and prototypes but also in invaluable customer insights. The cherry on top is our recurring revenue, a clear indication of our resonance with the market, spotlighting both its viability and scalability.
X. Financial Plan
The financial forecasts for Prairie Fireflies are hinged upon two fundamental variables: occupancy and the average daily rate (ADR). These projections find validation in the feasibility study conducted by Freshwater Hospitality for a Michigan site that is similar in scope and location to population bases as our location in Nebraska. In the initial year of full-scale operation, we anticipate achieving a 60% occupancy rate and an ADR of $197. Over a span of two years, we expect these metrics to progress to a 65% occupancy rate and an ADR of $267. These values represent annual averages and pertain to a diversified assortment of 8-15 glamping structures situated within eastern Nebraska.
Sales History and Projection
Origins & Growth Trajectory:
Commenced operations in mid-2021, initially offering Backyard Glamping setups.
Quickly pivoted to a dedicated location strategy, seeing immediate success with two tents at Lake Cunningham in our second year, netting a revenue of $42,100.
Currently in our third year, we have consistently maintained strong financial health with the majority of our reservations coming directly through our platform. While we have a presence on Airbnb, it accounted for only 24% of 2022 sales and 31% for this year.
Revenue & Expansion Potential:
We achieved break-even in our first year with just two tents.
The momentum continues in our third year, with revenue forecasts touching nearly $400,000 by the end of the fourth year.
A significant boost will come from the launch of our new dedicated site and the innovative Hybrid canvas units for four-season stays. More detailed projections are available in the Sales Forecast report (Appendix 8).
Strategic Investments:
Our growth strategy includes reinvesting profits to expand accommodation capacity, enhance our food and beverage services, and elevate the guest experience.
Each additional accommodation is projected to boost net operating income (NOI) by approximately $47,650.
We conservatively estimate food and beverage revenue could reach $10 per occupied room night, leading to about $50,000 in 2024 and drive TREVpar (Total Revenue per Available Room).
Operational plans foresee expansion from 2 to 16 sites, with potential inclusion of comprehensive on-site food and beverage amenities, all anchored in thorough market analysis and demand trend evaluations.
12-month profit & loss projection for 2024:
Sales Projection
The sales projections for Prairie Fireflies reveal an optimistic outlook. The projections are divided into different accommodation types, including Safari Tents, Bell Tents, Hybrids, and Treehouses. The following projections are for one project, this could be replicated in multiple locations.
*Further details are available in the Sales Forecast report within the Appendix 8.
Sales projections by unit type:
Safari Tents (3 units):
These units are expected to have a consistent occupancy rate of around 65% throughout the year, with some variations.
The Average Daily Rate (ADR) is projected to remain steady at $210, resulting in consistent revenue.
The total annual projection for Safari Tents is estimated at an impressive $102,715.
Bell Tents (4 units):
Similar to Safari Tents, Bell Tents are also expected to maintain a steady occupancy rate of approximately 65%.
The ADR for Bell Tents is projected at $190, providing a solid source of revenue.
The total annual projection for Bell Tents is estimated to be $123,910.
Hybrids (4 units):
Hybrids are forecasted to experience a varying occupancy rate ranging from 24% to 85% throughout the year.
The ADR for Hybrids is expected to be $250, contributing significantly to revenue.
The total annual projection for Hybrids is estimated at a remarkable $190,710.
Treehouses (4 units):
Treehouses are expected to have varying occupancy rates, with the highest reaching 85% during peak months.
The ADR for Treehouses is projected to be $275, providing a strong revenue stream.
The total annual projection for Treehouses is estimated at an impressive $214,013.
Retail Revenue:
The retail revenue is expected to vary but steadily increase throughout the year.
It is projected to reach $15,147 in some months, contributing to the overall revenue.
Resort Fee:
The resort fee is anticipated to remain consistent and provide additional revenue.
Total Sales Projection:
The sales projections for all units combined result in an estimated annual total revenue of $792,493.
This projection demonstrates a positive trend with an increasing revenue potential, suggesting that the accommodations are well-positioned for growth and success in the coming year.
Use of capital
The capital infusion will play a pivotal role in fueling the expansion plans of Prairie Fireflies. With this financial support, the company is poised to take its innovative offerings to new heights and reach a broader audience. A significant portion of the capital will be allocated towards the establishment of new branches and the hiring of top-notch talent. Additionally, marketing and promotional activities will receive a boost, helping Prairie Fireflies increase its brand visibility and engage with its customer base more effectively. Overall, this capital injection is set to drive growth, innovation, and increased market presence for Prairie Fireflies in the coming years.
Break-even calculation
The break even analysis is detailed in appendix 10, totaling approximately $1,488,700. Our calculations pinpoint mid 2028 as the anticipated break even date. Marking a significant milestone on our journey toward financial sustainability and success in the thriving outdoor hospitality industry.
