Creating a camp business plan for long-term success
A formal business plan helps directors run a camp, serving as a guide through each stage of operation management. The plan provides the structure for camp operations and is also the roadmap for growth and goal achievement. Additionally, a business plan can help bring in funding, investments, and other partnerships.
There are many types of business plan formats, each of which can be adjusted to fit specific camp setups. However, most versions include many of the following key elements.
Executive Summary
The executive summary outlines the camp’s business and the reasons it will be successful. For this section, include an outline of the programs and services provided, along with mission and vision statements.
Organization And Management
Describe the company, including the legal structure of the business and who will run it. Use an organizational chart to highlight each position, the person assigned to each role, and how each person's unique experience will contribute to the success of the venture. Consider adding bios of key leadership-team members.
Goals And Objectives
A goal is a benchmark that a director wants the camp to achieve. A clearly defined goal is essential because it determines the rest of the business plan. It's not only a desired result but also something an organization commits to achieving. Business goals should be SMART—Specific, Measurable, Achievable, Realistic, and Time-Bound. However, the plan can include both short- and long-term goals.
An objective is a specific, measurable action that must be accomplished to achieve organizational goals.
While goals and objectives may seem similar, there are nuances that set them apart. A goal is an achievable outcome that is generally broad and accomplished during a longer period; an objective targets a shorter term and typically includes small-scale actions that are steppingstones toward an organization’s primary goal. Both are essential to planning and executing an organization’s business success.
SWOT Analysis
Camp directors should conduct a SWOT analysis as part of a business plan. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. The analysis is a tool that can help leaders analyze what the company does best, what it needs to improve, and how to devise a successful strategy for the future.
Market Analysis
For this section, leaders will need a thorough understanding of the camp industry’s outlook and target market. Competitive research will show what other businesses are doing and where their strengths lie. In the market research, look for trends and themes. What actions do successful competitors take? Why do those actions work? Can this camp outperform like the others? This is the appropriate space to answer these questions.
Services Offered
Describe in detail the programs and services the camp offers. Explain how each one benefits customers and how the camp differentiates these offerings from other programs in the service area. If services and programs are still in development, explain the expected outcomes.
Marketing And Sales Plan
There's no single way to approach a marketing strategy. It’s a living document—as the camp grows, the strategy should evolve to fit the business’ unique needs.
The goal of this section is to describe how the camp will attract and retain customers. The 4 Ps of Sales and Marketing can help craft an effective plan:
- Product: What is the camp marketing to potential customers? This section should spell out what’s being sold.
- Place: Where is the camp available? This section should outline where programs and services will be marketed and sold. How will the business get customers to register or participate?
- Price: How much will the camp charge? This is an essential part of the planning process. Pricing decisions will determine how the business generates revenue. Figures should be based on market analysis, competition, value offering, buying behavior, etc.
- Promotion: How will the camp be promoted? The camp can be the best program around, but no one will care if it isn’t promoted. The purpose of a marketing plan is to help promote offerings to target customers.
The marketing and sales plan should also include the following:
- Value Proposition: Make a clear and compelling statement about the unique value the camp operation brings to the market.
- Customer Relationships: Describe how customers will interact with the camp. Will communication be automated or personal? In-person or online? Think through the customer experience from start to finish.
- Customer Segments: Be specific when naming the target market. The camp won’t be a fit for everyone, so it’s important to have a clear sense of whom the business will serve.
- Channels: List the most important ways to talk to customers. Businesses typically utilize multiple channels at once and focus on periodic optimization.
- Cost Structure: Will the company focus on reducing costs or maximizing value? Define the strategy, then list the most significant costs required to pursue it.
- Sales Metrics: Determine the metrics that will define the camp’s success. Statistics like break-even points, cost recovery, revenue goals, participation numbers, and more are all ways to determine if the business is meeting its sales goals.
Funding Request
This is where directors should outline any funding requirements. Clearly explain the funding needed for the next 5 years and provide a detailed description of how it will be spent. For example, will the funds buy equipment or materials, pay salaries, or cover specific bills until revenue increases? In addition, always include the camp’s strategic financial plans.
Financial Projections
Supplement any funding request with financial projections, which should include revenues and expenses. Show that the camp’s business is stable and will be a financial success. If the camp is already established, include income statements, balance sheets, and cash-flow statements for the last 3-5 years.
Also, provide a prospective financial outlook for the next 5 years. The outlook should be comprehensive and include documents like cash-flow statements, balance sheets, capital-expenditure budgets, and forecasted income statements. For the first year of this 5-year projection, be specific with quarterly or even monthly projections. Be sure to clearly explain the rationale behind the projections and match them to the funding requests.
This is a great place to use graphs and charts to tell the camp’s financial story.
Keys To Success
The next section of the plan outlines key areas that will help the camp succeed. There’s no fixed format for what to include, but three possible options are the following:
- Key Partnerships: Note the other businesses or services the camp will work with to run operations. This includes subcontractors, suppliers, manufacturers, and other strategic partners.
- Key Activities: List the ways the camp will gain a competitive advantage.
- Key Resources: List any resources the camp will leverage to create value for customers. The most important assets may include staff, capital, facilities, or intellectual property. Conduct a thorough inventory to ensure the camp leverages all available resources.
Appendix
Use the appendix to provide supporting documents or other materials that have been specially requested. These can include licenses, credit reports, pictures, reference letters, resumes, legal documents, permits, patents, and other similar contracts.
Business planning is ever-evolving and should be adjusted as business needs change. Creating the camp’s roadmap not only keeps directors on track but also helps them adapt to new conditions. Sound business planning will ensure the camp operation is a success for many years to come!