J T’S WHISPERING WINGS DUCK LODGE
Joshua T. Wooldridge
Harding University

TABLE OF CONTENTS
Executive Summary 3
Organizational Overview 4
New Product Description 5
SWOT Analysis 7
Market Research 9
Segmentation 11
Differentiation & Positioning 12
Stage of the Product Life Cycle 13
Market Mix 13
Budget & Financial Projection 16
Implementation 17
Evaluation/Control/Monitoring 17
References 18

EXECUTVE SUMMARY J T’S Whispering Wings Duck Lodge is in the process of establishing a unique hunting experience for the sportsman duck hunter. The lodge is a dream created from a love of the sport of duck hunting and many years of experience in hunting the area of the Mississippi Flyway.
Whispering Wings is situated on 7,000 acres of some of the finest duck hunting territory in the state of Arkansas. It has rice, soy beans, corn, and milo fields abounding with flooded timberland that makes it the perfect habitat for migrating water fowl. The spacious lodge is equipped to accommodate hunters in a luxury setting with a great room, spacious kitchen, and sleeping quarters with adjoining baths. The staff is highly trained and experts in their field, whether in the kitchen, or in the blinds with the hunters. The location of the lodge is situated in the bottle neck of what is called the Mississippi Flyway. It is the triangle of the White, Arkansas, and Mississippi rivers that call to the ducks during the migratory season. It is a paradise for the sportsman hunter who enjoys the hunt, but also looks for the social interaction with other hunters that have the same respect for the natural habitat and challenge of hunting. In Arkansas alone, thousands of permits for duck hunting are sold each year. Although there are a multitude of guide services available for a one day hunt, there are not enough lodges that offer the type of service that will be found at Whispering Wings. Whispering Wings is unique in that it offers a luxury, unique opportunity to hunt while doing so in a Christian atmosphere. Whispering Wings Duck Lodge is owned by two partners, Joshua T. Wooldridge and Robert G. Akin. Whispering Wings is debt free and it will be used as collateral for financing to remodel the lodge and update needed equipment. It will also be used to cover expenses for salaries and other expenses until the lodge is solvent.
WHISPERING WINGS DUCK LODGE MARKETING PLAN
Organizational Overview: The incorporated name for the lodge will be J T’s Whispering Wings Duck Lodge. The mission is to provide a unique hunting experience in a Christian environment that produces memories of a lifetime. As a new business, the following goals will be established and reviewed in the summer of 2013 to determine that the lodge is ready for opening in October, 2013:
Nonfinancial Goals: * To train all personnel in safety procedures and CPR * To train all personnel in service areas and expectations to provide quality service * To establish a means to increase name recognition * To open lodge in October 2013.
Financial Goals: * To obtain financing for equipment * To obtain financing for remodeling of lodge * To investigate possible expansion of usage of facilities during off-season shut down
Vadim Kotelnikov (n.d.) defines core competencies as “the most significant value creating skills within your corporation and key areas of expertise which are distinctive to your company and critical to the company’s long term growth.” The core competencies that set Whispering Wings apart from competitors are the quality of our staff that is committed to being a part of this new endeavor. The lodge has a trained chef specializing in creating Cajun cooking and duck cuisine. The guides are experienced with years of hunting and hold titles in duck calling.
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The continued success and growth in the duck hunting industry is primarily based on the geographic location of Arkansas in what is known as the “Mississippi Flyway.” Wikipedia (n.d.) describes the Mississppi Flyway as the migratory path coming down from Canada that bottle necks right as it comes through Arkansas following the Mississippi, Arkansas, and White rivers. Each year the water fowl start their migration from Canada toward the south bringing them straight through Arkansas. Keith Sutton (n.d.) named Stuttgart, AR and surrounding area as the “Duck Hunting Capital of the World.”
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At this point in planning, we will have one product, the service provided at the lodge for the hunting experience. We will investigate carrying additional products in the future, but we will concentrate on quality of service now.
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New Product Description:
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J. T.’s Whispering Winds Duck Lodge is located outside of Altheimer, AR. According to City Data (n.d.), Altheimer is located approximately 35 miles south of Little Rock, AR and 25 miles north of Pine Bluff, AR. Altheimer has a population of approximately 1,100 people. The lodge is located approximately 10 miles east of Altheimer. Altheimer is located in the heart of the Mississippi Flyway that provides great duck hunting opportunities.
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J. T. Whispering Winds Duck Lodge is located in the middle of 7,000 acres of private owned land with sloughs, rice, soy, milo, corn fields, and flooded timber. Hunters are given the opportunity to hunt from blinds that afford warmth and comfort, or from a boat in deeper water. Hunting blinds are constructed to afford comfort and warmth. Transportation is provided to the blinds by ATV’s or by aluminum boats produced by War Eagle Industries of Monticello. All hunters are accommodated with whatever method is needed to get them to and from the hunt areas.
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The lodge is a total of 5,500 sq. ft. that sleeps 20 in semi-private rooms with adjoining bathrooms. There is one “bunk” room that sleeps four with adjoining bath. One of the most well liked areas is the large game room with a large fireplace, shuffleboard, ping pong table, large screen television with satellite, pool table, game tables, couches and recliners for relaxation. There are computers with Wi-Fi, fax machine, and copier for usage by hunters as needed. All areas are handicapped accessible with ramps into all exit areas. There is one bedroom that is handicapped accessible.
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Dining is an exquisite experience. An early morning continental breakfast is served to the hunters before leaving for the hunt. Hunters return to a full southern breakfast. Three meals daily are offered that consist of traditional southern cooking, Cajun specialties, and, of course, prepared duck dishes. Snacks are available 24/7 as is a variety of drink options including coffee, tea, water, and soft drinks.
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After hunting activities include safety instruction, skeet shooting, table games, video games, and shopping. Safety is a major concern, so no hunters go out without a brief safety review. All guides are equipped with two-way radios to contact the other guides and lodge if needed. All staff will be trained in CPR.
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The staff at J. T.’s Whispering Winds is some of the best. Guides are experienced hunters and have worked as guides at several hunting lodges in the area. Two of the guides have won the National Duck Calling Championship at the competition held in Stuttgart each year. There is a daily maid service for all hunters. The chef for J. T.’s Whispering Winds is a top graduate from a culinary school in Rogers, AR and then trained as under the tutorial of Chef Paul Prudhomme of New Orleans, LA. The chef has worked with his culinary assistants to train them for complete efficiency in the kitchen. The lodge houses three retrievers to use during hunting. These hunters have been trained and are experienced in retrieving. They also hold Master Hunter Retrievers titles.
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There will be a transportation van on site. This van will pick up hunters from Little Rock airport if needed. It is also available for quick shopping trips to Mack’s Prairie Wings Outdoor Shop located on the outskirts of Stuttgart, AR.
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The lodge has acquired the permit to sell Arkansas hunting license, federal duck stamps and state duck stamps on site. A processor will be available to process all hunts by picking, cleaning, and wrapping to ship home with the hunter. For those prize kills, a taxidermist is available to contract for saving these memories. A certified license massage therapist will be on call for any customer that would like to have these services.
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SWOT Analysis:
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Arnold Anderson (n.d.) wrote that in order to create useful marketing plans, it is important to look at components such as strengths, weaknesses, opportunities, and threats. This part of the marketing plan is commonly known as SWOT.
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The quality of the staff is a major strength of the lodge. The employees are coming into the organization with experience and a high degree of training. The lodge offers a variety of services that differ from competitors, such as, educational programs for family members and hunters. The land is privately owned which prevents the possibility of losing a lease or encrouchment from other camps. The location of the lodge is also centrally located making it easy for access from distributors, such as Sysco.
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Many of the competitors are well-known and have already built their customer base and returning customers. The biggest hurdle that will have to be addressed is name recognition. As a new business, the lodge will be virtually unknown so promotion prior to opening is essential.
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Although the staff is well trained in their area, they need to be educated in the service area to ensure a quality, smooth operation. Additionally, the inexperience on the part of the partners is also a weak area. This lodge is the first business venture for the two partners so they will have to have a mentor to guide them.
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The opportunities for success are many. The Chamber of Commerce (n.d.) located in Stuttgart, AR spends thousands each year to encourage the duck hunting industry. Every year the Chamber of Commerce sponsors a “Wings over the Prairie” festival to kick off the duck hunting season. The Chamber of Commerce estimates 100,000 plus visit the festival each year. The Arkansas Game and Fish Commission (n.d.) reports the amount of “duck dollars” and stories to the Associated Press. This information was even covered by the British Broadcasting Company.
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Weather is the primary threat to the lodge. The normal season for duck hunting runs during the middle of winter. Weather becomes an issue that can threaten the income and business. If hunters cannot get into the lodge due to weather, distributors cannot make deliveries, or employees cannot come in, the business shuts down.
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On the opposite end of the spectrum, if the summer is extremely hot with little rain, there is not an environment for the ducks. Therefore, there are no customers. The business, much like farming, can become dependent on weather conditions. Many of the competition have begun to offer the lodges for other events in situations such as these.
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Market Research:
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Fraser Sherman (n.d.) wrote that first it is important to research and collect information on the potential customers and then break down these customers into the different market segments. He also mentioned that these segments should be large enough to invest in marketing to avoid spending money to target customers using several different approaches. The larger the target market segment is the better use of funds. Ranking the market segments will generate better returns and allow the prioritizing of the market budget more efficiently.
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Sports hunting of all kinds has grown as a favorite past time for people of all ages, genders, and socioeconomic status. One of the fastest growing areas of sports hunting is duck hunting. In 1993, a study was completed by Christopher and Luzar. In their study they detailed statistics on the average duck hunter and the income generated by this industry. They described the average duck hunter to be Caucasian, high school graduate or above, with an average age of 38.57. The mean income of the hunter was $35,000 and 97.57 percent of hunters were male. At that time the duck hunter spent an average of $769.39 per season on duck hunting.
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These statistics were collected almost ten years ago.
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Since that time, duck hunting has skyrocketed. Russ van Orman (n.d.) gave a list of items that new hunters would find essential is large. He estimates that a low budget outfitting would be approximately $1,050. This cost is relatively low and does not include license fees, transportation, and most importantly, the duck hunter’s best friend, his retriever, who could cost a few hundred dollars up to thousands by the time the retriever, is trained. As these figures indicate, a duck hunter will spare no expense when it comes to his sport of choice.
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Don Chaney (n.d.) reported that in 2003 there were 100,000 duck hunting permits issued for duck hunting in Arkansas. There is only one other state that recorded a higher number of ducks killed – Louisiana. One of the reasons for the exceptionally high number of hunters in Arkansas is its unique location. This location has moved duck hunting into a multi-million dollar industry that continues to increase each year. It has not shown a decrease, even in times of slow economics.
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The continued success and growth in the duck hunting industry is primarily based on the geographic location of Arkansas in what is known as the “Mississippi Flyway.” Wikipedia (n.d.) describes the Mississippi Flyway is the migratory path coming down from Canada that bottle necks right as it comes through Arkansas following the Mississippi, Arkansas, and White rivers. Each year the water fowl start their migration from Canada toward the south bringing them straight through Arkansas. Keith Sutton (n.d.) named Stuttgart, AR and surrounding areas as the “Duck Hunting Capital of the World.”
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Charles Vasquaz (n.d.) described four types of duck hunters: Shooters; Limiters; Trophy Hunters; and the Sportsman. The Shooters just go to shoot. It doesn’t matter if they get anything; they just want to be able to say they went on a hunt. The Limiters are out to bag their limit for the day. The Trophy Hunters will search the hardest and spare no expense to get the biggest and the best. In the case of duck hunting, the prize is the banded duck. A banded duck is one that has a band used to track migratory movements. The Sportsman hunts for the total experience. They have at some time moved through the other three stages. They have accumulated the equipment; they have gotten their trophy, now they just hunt for the joy of being out and the social aspects of being with others that enjoy the hunt in the same way. It is no longer a competition to these hunters, but a truly fulfilling activity.
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Duck hunting with lodging and guide services is a large and competitive service in Arkansas. Greenhead Magazine (n.d.) reported there are 149 guide services without lodging available in Arkansas. The guide service does not offer lodging, but primarily offer a guided hunt. There are 35 guide/lodge businesses offering both guided hunts and lodging. The availability of lodges with guided service ranges from small rustic lodges with a capacity of 6 people, to larger lodges that can accommodate up to 20 people. Some of the lodges are all inclusive with all meals served, some meals served, and some with no meals. The cost also range from $150 a day to hunts of $500 and up per day. The major difference in price per lodge is the number of people who can be accommodated, size of property (either privately owned or leased). Due to the number of lodges and services, it is a competitive market that will require that a lodge and guide service to offer unique services to compete in the market.
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Segmentation
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Kristie Lorette (n.d.) defines segmentation criteria as “A common marketing process that involves dividing a large audience into clearly distinct segments with consumers that have similar needs or wants.” Keeping this in mind, it is important to break down the population that is to be targeted into groups with similar characteristics so that it narrows down the marketing strategy that will reach the most potential customers. These unique characteristics will assist in effectively budgeting the marketing expenses to meet particular segments, rather than spreading marketing dollars into customer populations that may have different needs for the service.
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The segment niche that will be targeted is the sportsman hunters. Jim Zumbo (n.d.) described these hunters as being the individuals that hunt for the true love of it and are willing to pay the price. These hunters have spent years building up their equipment and feel they have earned the right to move into the ultimate hunting experience. This experience is the hunt in a unique geographical location as the Mississippi Flyway and in the comfort of lodging, food, and service. They are willing to pay for this experience.
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Differentiation and Positioning:
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Ron Henderson (2000) discusses that there are several factors that must be taken into consideration as the plans are made to initiate the service. In the case of JT’s Whispering Wings Duck Lodge, the customer base will be avid duck hunters within a higher socioeconomic level. One of the appeals of this lodge is the location. It is located in what is called the “Mississippi Flyway” in Arkansas. It is a prime area for duck hunters with a large influx of migrating water fowl each year.
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Another area of planning for this type of service must include the legal issues. Each hunter must be licensed to hunt in Arkansas. They must be able to purchase a license and a Federal duck stamp in order to hunt. A plan must be in place to insure that these items may be purchased before the customers are able to hunt.
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Lisa Nielson (n.d.) defined product positioning as “The incorporation of attributes, such as quality or price, into a product to encourage the intended customers to perceive it as different and desirable.” She goes on to define product differentiation as “How you provide your product or service brand identification as you go to market.”
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The product positioning for this duck hunting guide and lodge is that it will be a luxury retreat that provides the best for the money. This service is for the experienced hunter that is willing to pay more for the quality that is available.
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Stage of the Product Life Cycle:
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The duck hunting guide and lodge will be in the introduction stage, but it will not be as long as a lot of new products and services as it is a variation similar to other services of this type. The primary marketing strategy at this time will be getting the word out to the selected market through effective advertising. Since there is already a demand for this service and it is not going to be carried through a retailer as other products would be, the biggest problem will be to keep it afloat until the service is able to build a reputation and increase clientele. The differentiation strategy is using the best in staff and facilities. It will be the luxury hunting retreat for the discerning hunter.
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Marketing Mix:
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Mind Tools (n.d.) suggests that the product, place, price, and promotion, commonly known as the 4P’s be analyzed to tie the marketing plan together.
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When carefully examining the product, it can be defined a as service for the hunter who is looking for a hunting experience that is unique. This hunter wants to enjoy the outdoor experience of duck hunting socializing with others with the same interests.
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J.T.’s Whispering Winds will provide an unforgettable experience for the experienced duck hunter. One of the major differences between this lodge and competitors is the Christian atmosphere that encourages safety, relaxed communion with others.
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In looking at the second “P”, place, there are several plans to fulfill this format. A website will be established to detail the services of the lodge. There will also be a listing with Greenhead Magazine. Brochures will be distributed to large outdoor sports stores, like Cabella’s, Bass Pro Shop, and Academy Sports. Also, brochures will be placed in smaller outdoor sports stores similar to Mack’s Prarie Wings. Ducks Unlimited hold banquets and conventions all over Arkansas. There are always silent auctions and a hunt will be provided for one of the prizes.
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Ducks Unlimited (n.d.) has two large trade shows located in Grapevine, TX and another in New Orleans, LA on an annual basis. The Chamber of Commerce in Stuttgart, AR holds the Wings across the Prairie Festival that draws people from all over Arkansas and neighboring states. Exhibits will be done at all three of these opportunities.
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Pricing plays an important part of the success or failure of any new organization. If the pricing is too high, it is hard to gain the attention of the consumer. If it is too low, it is hard to cover expenses to see the profit that is needed to continue. In researching pricing, there was a wide range of costs. Duck Masters Guide charges $325 a day for their services. Buckshot Duck Lodge charges $500.00 daily for their services. Based on the services and facilities that are going to be available, the beginning charge will be $500 per day.
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Promotion will be done through the use of the internet with a URL, and with using a banner on other sites. Also, brochures will be printed to distribute at the places as mentioned above. Exhibitions will be done at three trade shows to begin, but will increase as the budget and strategy dictates.
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Lisa McQuerney (n.d.) suggests choosing exhibitions carefully and close to your market to avoid high traveling cost and expenses. She suggests brochures at prime trade shows.
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Being a new business, it will be very important to carefully plan where dollars are spent to get the locations can be very effective and less expensive than magazines ads. Trade Show Institute (nd) estimates that trade shows can cost upward from $5,000, it is based on price per square foot of the booth. Then there is the cost of the exhibition materials, cost of travel, and entertainment. Using the information given by Trade Show Institutes (n.d.), the following chart was created to help estimate the cost for trade shows:
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Brochure Printing (n.d.) offers 8.5 x 14 catalog sheets, 4 colors 15,000 copies at $3,300.00. Magazine ads, such as discussed for Mack’s Prairie Wings catalog can run from $1,200 - $5,000.
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After saying all this, it is estimated that with our plan of brochures, exhibitions, catalog ad, and on-line banner, would be approximately $30,000.
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Another area that is of utmost importance is public relations. A statement made by the Trade Show Institute (n.d.) says it all: “A satisfied customer will tell 4 or 5 others about a pleasant experience; an unsatisfied customer will tell 7 to 15 others. It costs 3 – 5 times more to replace one than to keep a customer.”
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Budget and Financial Projections:
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Whispering Wings is in an exceptionally good position financially in the fact that the acreage and lodge is debt free. This fact provides the opportunity to pursue avenues of financial assistance by using the assets as collateral to assist in financing the purchase of equipment, remodeling, advertising, and salaries until the business becomes solvent. During the period between August 2012 and August 2013, a budget will be created with the help of a mentor to educate the owners in investments and contracting bidding.
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Implementation:
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In August, 2012, the owners will be meeting on a regular basis with a mentor to begin the timeline for opening in October 2013. An advertising firm will be chosen in August to contract for exhibit materials, brochures, and web page construction. The staff has already been hired and in place for October 2013. Education goals for staff and partners will be of prime importance as the first goals implemented. In March of 2013, the first brochures and exhibits will be orchestrated to begin customer awareness. In the August of 2013, guides will be employed to begin construction of blinds and scout for placement. A continual advertising blitz will occur starting in March and will continue with increased frequency through the summer and into the fall.
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Sara Kaho (n.d.) writes that new organization has to be able to get information to the public about the product or service to be successful. In order to make sure that this information goals must be set. These goals will be identified with the assistance of the marketing agency to accomplish during the next year in preparation of our opening.
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Evaluation/Control/Monitoring:
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The exhibits at trade shows are judged to be one of the most important ways to reach the largest market at one time. If the trade shows are to be of value, there must be a way to monitor the effectiveness after each show. The Trade Show Institute (n.d) stresses that a formal evaluation form should be completed after every trade or exhibition show by every member that worked the booth. It is also advised that a signup sheet always be included to obtain email addresses so that information can be sent to those potential customer that are interested. It is not advised to do a mass mailing or emailing due to the fact that a large portion will end up as spam, and it is not hard to alienate potential customers with overkill.
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Brochures should have some type of information to contact the business for information. A spreadsheet should be kept of all replies from the brochures and the same thing applies to responses from the website. A built –in “hit” counter will be included on the website so that there will be a way to judge the ratio of the number of customers that looked at the website to the number that actually contacted for more detailed information. This ratio will judge the effectiveness of the website and assist in making adaptations if necessary.
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References
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