1. BY LILLY STEPHENSON Sidmouth training clinic

2. What is it? A horse riding instructing business, where instructors as well as myself are hired to teach clinics, or one on one lessons. I offer a service where I personally find an appropriate instructor for my customer, wether that be myself or a specialised instructor. The lessons take place at my property in Sidmouth where I have my own facilities.

3. Why me I am going to offer riding lessons for all stages of horse riding, from beginners to experienced eventers. Holding clinics (cheaper) with some being held by a well known instructor for more experienced riders with a bigger budget on their horse riding, or clinics with my self or local instructors for basic riding and pony club riding. I offer the service of hiring instructors according to level of experience or to focus on a particular area of riding.

4. How does it work? I instruct, and contact particular instructors for those with particular needs, wether it is wanting to gain more skills in one particular area of riding or a completely different style. I have my own grounds where there is access to show jumps, cross country jumps and also two dressage arena’s.

5. Who is the target market. The target market is young riders in the eventing and pony club field who are motivated and want to improve their skills. Ages ranging from 13 to 25.

6. Why will customers come to me? They will come to me because I have my own grounds and equipment which allows for a higher training and lesson achievement. I am willing to help them find a suitable instructor to come to them, that is knowledgeable about what they want to work on with their horse. I am cheaper than other competitors in the region, as I will be charging for the lessons I take, and not ground hire or travel. Also if customers wish for me to find a skilled instructor I will charge them an excess of $15, and then they just have to pay the instructor their wage.

7. What I will need I will need funds to build up more equipment, such as jump pole and wings. I will also need to hire an excavator to dig two arenas, and some cross country jumps. Sand for the two arenas Lights for the arenas And a simple water system to wash and water horses that come for a lesson. I will need approximately $5,000, as I already have the land and some equipment.

8. Competitive situation Pony club in gravelly beach on the first Sunday of each month, this actually gives me more access to customers of the target market that are within my region giving me more potential to make a profit. Gibson's riding arena, they are positioned on Motor road with a multi purpose indoor arena. This allows them to hold jumping and dressage lessons in any wether. They are also very expensive so they have a limited customer base.

9. Why it will make money My business will make money because I already have a group of people that are the target market that I could access. Also the attraction to customers that I am cheaper than many instructors. The added bonus of me helping my customers in finding the right instructor for them (cheaply) And I don’t have to pay for ground or equipment hire.