An equine therapy business is a type of business that offers therapeutic services to individuals who are struggling with physical, mental, or emotional challenges using horses. Equine therapy is a form of therapy that involves interacting with horses in a structured and intentional way to achieve specific therapeutic goals.
Equine therapy can help individuals with a wide range of challenges, such as anxiety, depression, post-traumatic stress disorder (PTSD), autism, attention-deficit/hyperactivity disorder (ADHD), and more. The therapy can include various activities such as horse grooming, feeding, groundwork, and riding.
The equine therapy business belongs to the healthcare industry and available data shows that the healthcare industry is one of the largest and fastest-growing industries in the world. According to a report by the World Health Organization, the global healthcare market was valued at around $8.45 trillion in 2018 and is projected to grow at a compound annual growth rate (CAGR) of 7.4 percent from 2019 to 2026.
Steps on How to Write an Equine Therapy Business Plan
Table of Content
Daniel Rudolph® Equine Therapy Center, Inc. is a Dallas, Texas-based equine therapy business that offers therapeutic services to individuals facing physical, mental, or emotional challenges. To support our equine therapy services, we have invested in a well-maintained and equipped facility that provides a safe and comfortable environment for our clients and horses.
Our team is comprised of experienced equine handlers, licensed therapists, and business professionals who are committed to providing exceptional care and service.
At Daniel Rudolph® Equine Therapy Center, Inc., we understand the importance of providing a comprehensive and personalized approach to equine therapy. We work with each client to create a tailored treatment plan that meets their unique needs and goals.
Our approach is grounded in evidence-based practices, and we continually evaluate and improve our services to ensure the best possible outcomes for our clients.
We plan to generate revenue through a combination of private pay, insurance reimbursement, and partnerships with healthcare providers and community organizations.
Our target market includes individuals of all ages facing various physical, mental, or emotional challenges, as well as healthcare providers and community organizations seeking to offer equine therapy services to their clients. Daniel Rudolph is the founder and CEO of Daniel Rudolph® Equine Therapy Center, Inc.
a. Our Products and Services
Daniel Rudolph® Equine Therapy Center, Inc. will offer services that include individual and group therapy sessions, workshops, and retreats. We work with licensed and certified equine therapists who are trained to help clients achieve specific therapeutic goals using a range of equine-assisted activities, including horse grooming, feeding, groundwork, and riding.
Our services are designed to help individuals with a wide range of challenges, such as anxiety, depression, post-traumatic stress disorder (PTSD), autism, attention-deficit/hyperactivity disorder (ADHD), and more enjoy full restoration.
b. Nature of the Business
Our equine therapy will operate the B2C – Business to consumer business model. We will offer our services directly to the end user without any middleman arrangement.
c. The Industry
Daniel Rudolph® Equine Therapy Center, Inc. will operate in the Healthcare industry.
d. Mission Statement
At Daniel Rudolph® Equine Therapy Center, Inc., our mission is to provide a safe, supportive, and transformative environment where individuals can heal, grow, and thrive through equine therapy. We are committed to delivering evidence-based, personalized, and comprehensive services that promote physical, mental, and emotional well-being for our clients.
e. Vision Statement
Our vision at Daniel Rudolph® Equine Therapy Center, Inc. is to be the leading provider of equine therapy services, recognized for our commitment to excellence, innovation, and compassionate care. We aim to empower individuals of all ages facing physical, mental, or emotional challenges to reach their full potential through the power of equine therapy.
We envision a world where equine therapy is widely recognized and accessible as an effective and complementary form of healthcare.
f. Our Tagline (Slogan)
Daniel Rudolph® Equine Therapy Center, Inc. – You Can Heal, Grow, And Thrive Through Equine Therapy!
g. Legal Structure of the Business (LLC, C Corp, S Corp, LLP)
Daniel Rudolph® Equine Therapy Center, Inc. will be formed as a Limited Liability Company, LLC.
h. Our Organizational Structure
- Chief Operating Officer (Owner)
- Office Manager
- Equine Therapist (Licensed Therapist)
- Equine Specialist
- Marketing and Outreach Coordinator
- Customer Service Officer (Stable Hand)
i. Ownership/Shareholder Structure and Board Members
- Daniel Rudolph (Owner and Chairman/Chief Executive Officer) 51 Percent Shares
- Norman Patrick (Board Member) 19 Percent Shares
- Cyril Jacobs (Board Member) 10 Percent Shares
- Ernest Mark (Board Member) 10 Percent Shares
- Magdalene Joseph (Board Member and Sectary) 10 Percent Shares.
- Unique therapeutic approach
- Passionate and knowledgeable staff
- Animal-assisted therapy
- Strong community support
- The number of therapy horses may be limited, which could potentially limit the number of clients the business can serve.
- The cost of maintaining therapy horses, including feed, housing, and veterinary care, can be high.
- The business may not be well-known in the community, which could limit the number of clients it serves.
- As more people look for alternative approaches to traditional therapy, there may be an increased demand for equine therapy.
- Collaborating with healthcare providers, such as psychologists and psychiatrists, could increase referrals to the business.
- The business could potentially diversify its services by offering other forms of animal-assisted therapy or by expanding its services to include different types of therapy.
i. How Big is the Industry?
The healthcare industry is a big and growing industry and as a matter of fact, individuals who are struggling with physical, mental, or emotional challenges have started embracing equine therapy as a means of treatment.
ii. Is the Industry Growing or Declining?
The healthcare industry is one of the largest and fastest-growing industries in the world. According to a report by the World Health Organization, the global healthcare market was valued at around $8.45 trillion in 2018 and is projected to grow at a compound annual growth rate (CAGR) of 7.4 percent from 2019 to 2026.
iii. What are the Future Trends in the Industry
The Healthcare industry cum equine therapy sector is changing, and players in the industry are improvising. No doubt, technology, and customized software will change the landscape of the Healthcare industry going forward.
iv. Are There Existing Niches in the Industry?
No, there are no niche ideas when it comes to the equine therapy line of business. This is so because the equine therapy business is a niche idea in the Healthcare industry.
v. Can You Sell a Franchise of Your Business in the Future?
Daniel Rudolph® Equine Therapy Center, Inc. has plans to sell franchises in the nearest future and we will target major cities with growing working class and upwardly mobile people who are subjected to physical, mental, or emotional challenges in the United States of America.
- Economic downturns could potentially decrease the number of clients the business serves, as individuals may have less disposable income for non-essential services.
- Other equine therapy businesses or traditional therapy businesses could compete for clients.
- There may be legal issues related to the use of animals in therapy, such as liability issues or licensing requirements.
i. Who are the Major Competitors?
- Equest Center for Therapeutic Riding
- Hearts and Horses
- Mane Stream
- Pegasus Therapeutic Riding
- Quantum Leap Farm
- SIRE Therapeutic Horsemanship
- Shangri-La Therapeutic Academy of Riding
- Special Equestrians
- Stirrups ‘n Strides Therapeutic Riding Center
- Talisman Therapeutic Riding
- Three Gaits
- Windrush Farm Therapeutic Equitation
- Horses and Heroes
- Little Bit Therapeutic Riding Center
- Project Horse Empowerment Center
- Saddle Up!
- Victory Therapy Center
- Walk On Therapeutic Riding Program
- Wings of Hope Ranch.
ii. Is There a Franchise for Equine Therapy Business?
Yes, there are franchise opportunities for equine therapy business, and here are some of them;
- Strides to Success
- Horse Sense for Special Riders
- Dream Riders
- Little Hooves and Big Hearts
- Horses Healing Humans
- Rocking Horse Ranch Therapeutic Riding Program
- Hearts and Horses for Heroes
- Happy Hooves Equestrian Center
- Pegasus Equine Therapy
- Spirit Horse Nation.
iii. Are There Policies, Regulations, or Zoning Laws Affecting the Equine Therapy Business in the United States of America?
Yes, there are policies, regulations, and zoning laws that may affect equine therapy businesses in the United States. These may vary by state and local jurisdiction, so it’s important for equine therapy business owners to research and understand the relevant laws in their area.
Some states require equine therapy businesses to obtain a license or certification in order to operate legally. These requirements may vary depending on the type of therapy being provided and the qualifications of the staff. Equine therapy businesses may be required to carry liability insurance to protect against accidents or injuries that may occur during therapy sessions.
Equine therapy businesses must comply with animal welfare regulations to ensure the safety and well-being of therapy horses. They must also comply with health and safety regulations to ensure the safety and well-being of clients and staff.
Some local jurisdictions may have zoning laws that restrict where equine therapy businesses can be located. For example, a zoning law may require the business to be located in an area zoned for agriculture. Equine therapy businesses must comply with the Americans with Disabilities Act (ADA) to ensure that their facilities and services are accessible to individuals with disabilities.
a. Who is Your Target Audience?
i. Age Range
We don’t have any age range. We will attend to all clients who want our service.
ii. Level of Educational
We don’t have any restrictions on the level of education of those who want our equine therapy.
iii. Income Level
We don’t have any cap on the income level of those who will use our equine therapy.
There is no restriction when it comes to the ethnicity of the people we are looking forward to welcoming to our equine therapy center.
There is no restriction when it comes to the language spoken by the people we are looking forward to welcoming to our equine therapy center but we will prefer people that speak English and Spanish.
vi. Geographical Location
Anybody from any geographical location will be welcome in our equine therapy center.
Daniel Rudolph® Equine Therapy Center, Inc. will not restrict any person from accessing our facility and services based on their lifestyle, culture, or race.
b. Advertising and Promotion Strategies
- Host Themed Events That Catch the Attention of Potential Clients.
- Tap Into Text Marketing.
- Use FOMO to Run Photo Promotions.
- Share Your Events in Local Groups and Pages.
- Turn Your Social Media Channels into a Resource
- Develop Your Business Directory Profiles
- Build Relationships with other healthcare service providers and related organizations in our Area
i. Traditional Marketing Strategies
- Marketing through Direct Mail.
- Print Media Marketing – Newspapers & Magazines.
- Broadcast Marketing -Television & Radio Channels.
- OOH Marketing – Public Transit like Buses and Trains, Billboards, Street shows, and Cabs.
- Leverage direct sales, direct mail (postcards, brochures, letters, fliers), tradeshows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.
ii. Digital Marketing Strategies
- Social Media Marketing Platforms.
- Influencer Marketing.
- Email Marketing.
- Content Marketing.
- Search Engine Optimization (SEO) Marketing.
- Affiliate Marketing
- Mobile Marketing.
iii. Social Media Marketing Plan
- Start using chatbots.
- Create a personalized experience for each of our clients.
- Create an efficient content marketing strategy.
- Create a community for our freelance marketers and influencers.
- Gear up our profiles with a diverse content strategy.
- Use brand advocates.
- Create profiles on relevant social media channels.
- Run cross-channel campaigns.
c. Pricing Strategy
Daniel Rudolph® Equine Therapy Center, Inc. will adopt the following pricing strategies:
- Cost-Plus Pricing
- Value-Based Pricing
- Competitive Pricing
- Dynamic Pricing
- Bundle Pricing
Please note that our pricing strategy is based on a careful analysis of the costs and profitability of the business, as well as the needs and preferences of the target customer base.
Sales and Distribution Plan
a. Sales Channels
Our channel sales strategy will involve using partners and third parties—such as referral partners, affiliate partners, hospitals, freelance marketers, and social media influencers to help refer clients to us.
Daniel Rudolph® Equine Therapy Center, Inc. will also leverage on the 4 Ps of marketing which is a place, price, product, and promotion. By carefully integrating all these marketing strategies into a marketing mix, we can have a visible, in-demand service that is competitively priced and promoted to our patients and donors.
b. Inventory Strategy
The fact that we will need equine therapy supplies and medications means that Daniel Rudolph® Equine Therapy Center, Inc. will operate an inventory strategy that is based on a day-to-day methodology for ordering, maintaining, and processing items in our warehouse.
We will develop our strategy with the same thoroughness and attention to detail as we would if we were creating an overall strategy for the business.
Daniel Rudolph® Equine Therapy Center, Inc. will make sure we work with “Just-in-time (JIT) inventory” – (JIT involves holding as little stock as possible, negating the costs and risks involved with keeping a large amount of stock on hand.)
c. Payment Options for Customers
Here are the payment options that Daniel Rudolph® Equine Therapy Center, Inc. will make available to her donors and contributors;
- Bank Transfers
- Credit or Debit Card
- Electronic Payment Systems such as PayPal or Venmo.
d. Return Policy, Incentives, and Guarantees
At Daniel Rudolph® Equine Therapy Center, Inc., we offer services, and the nature of services we offer does not accommodate a return policy but we will make sure we give out incentives from time to time to our esteemed customers. We will also give a satisfaction guarantee to all our customers.
e. Customer Support Strategy
Our customer support strategy will involve ensuring that clients can contact our equine therapy business through multiple communication channels, such as email, phone, and social media. we will make sure that all contact information is clearly displayed on the business’s website and promotional materials.
Our operational plan will cover involve developing and marketing a range of equine therapy programs and services that cater to clients with different needs, including children with disabilities, veterans, and individuals struggling with mental health issues.
Overall, we plan to expand our revenue by 30 percent in the second year and the plan will include a marketing, sales, and operations component. The operations component of the plan would include attracting partnerships and referrals that will enable the firm to boost our service offerings and support revenue growth.
a. What Happens During a Typical Day at an Equine Therapy Center?
- The business is open for the day’s work
- The staff begins the day by checking on the horses and feeding them. They also check the condition of the stables, tack, and other equipment. The therapy horses are groomed and prepared for the day’s activities.
- Clients who arrive for therapy sessions are greeted by staff members who conduct an initial intake and evaluation. During this process, clients provide information about their medical history, current condition, and goals for therapy.
- Marketing/website upkeep
- Administrative duties
- The business is closed for the day.
b. Production Process
There is no production process when it comes to an equine therapy business.
c. Service Procedure
Our service procedure is focused on providing clients with individualized therapy programs that are designed to meet their unique needs and goals. Staff members work closely with clients to monitor their progress and adjust therapy programs as needed to ensure the best possible outcomes.
d. The Supply Chain
Daniel Rudolph® Equine Therapy Center, Inc. will establish a business relationship with wholesale suppliers of equine therapy supplies and medications.
e. Sources of Income
Daniel Rudolph® Equine Therapy Center, Inc. makes money from;
- Therapy sessions
- Special events
- Donations and grants
- Boarding and training
- Merchandise sales
- Corporate partnerships.
a. Amount Needed to Start Our Equine Therapy Center?
Daniel Rudolph® Equine Therapy Center, Inc. would need an estimate of $285,500 to successfully set up our equine therapy in the United States of America. Please note that this amount includes the salaries of all our staff for the first month of operation.
b. What are the Cost Involved?
- Business Registration Fees – $750.
- Legal expenses for obtaining licenses and permits – $7,300.
- Marketing, Branding, and Promotions – $5,000.
- Business Consultant Fee – $2,500.
- Insurance – $5,400.
- Rent/Lease – $50,000.
- Other start-up expenses include commercial satellite TV subscriptions, stationery ($500), and phone and utility deposits ($2,800).
- Operational Cost (salaries of employees, payments of bills et al) – $40,000
- start-up inventory – $15,000
- Store Equipment (cash register, security, ventilation, signage) – $4,750
- Horses and maintenance – $50,000
- Website: $600
- Opening party: $3,000
- Miscellaneous: $2,000
c. Do You Need to Build a Facility? If YES, How Much Will It Cost?
Daniel Rudolph® Equine Therapy Center, Inc. will not build a new facility for our equine therapy; we intend to start with a long-term lease and after 5 years, we will start the process of acquiring our own facility.
d. What are the Ongoing Expenses for Running an Equine Therapy Business?
- Horse care such as feed, bedding, veterinary care, farrier services, and medications.
- Facility maintenance includes rent or mortgage payments
- Equipment and supplies (saddles, bridles, helmets, grooming supplies, and other equipment).
- Marketing and advertising
- Continuing education and certification
- Utility bills (gas, internet, phone bills, signage, sewage et al)
- Salaries of employees.
e. What is the Average Salary of your Staff?
- Chief Operating Officer (Owner) – $68,000 Per Year
- Office Manager – $46,000 Per Year
- Equine Therapist (Licensed Therapist) – $45,000 Per Year
- Equine Specialist – $43,000 Per Year
- Marketing and Outreach Coordinator – $35,000 Per Year
- Customer Service Officer (Stable Hand) – $28,600 Per Year
f. How Do You Get Funding to Start an Equine Therapy Business?
- Raising money from personal savings and sale of personal stocks and properties
- Applying for a loan from your bank/banks
- Pitching our business idea and applying for business grants and seed funding from the government, donor organizations, and angel investors
- Source for soft loans from our family members and friends.
a. How Much Should You Charge for Your Product/Service?
At Daniel Rudolph® Equine Therapy Center, Inc. the fee for our equine therapy sessions will range from around $50 to $250 per hour.
b. Sales Forecast?
- First Fiscal Year (FY1): $250,000
- Second Fiscal Year (FY2): $390,000
- Third Fiscal Year (FY3): $500,000
c. Estimated Profit You Will Make a Year?
- First Fiscal Year (FY1): 30%
- Second Fiscal Year (FY2): 35%
- Third Fiscal Year (FY3): 45%
d. Profit Margin of an Equine Therapy Product/Service
The ideal profit margin we hope to make at Daniel Rudolph® Equine Therapy Center, Inc. will be between 15 and 30 percent on service charges.
a. How do you intend to grow and expand? By opening more retail outlets/offices or selling a franchise?
Daniel Rudolph® Equine Therapy Center, Inc. will grow our equine therapy by first opening other facilities in key cities in the United States of America within the first five years of establishing the organization and then will start selling franchises from the sixth year.
b. Where do you intend to expand to and why?
Daniel Rudolph® Equine Therapy Center, Inc. plans to expand to;
- Rockford, Michigan
- Brewster, New York
- Odessa, Florida
- Hockley, Texas
- Knoxville, Tennessee
- Warrington, Pennsylvania
- Orlando, Florida
- Grasonville, Maryland
- Stoughton, Wisconsin
- North Andover, Massachusetts
- King George, Virginia
- Redmond, Washington
- Purcellville, Virginia
- Franklin, Tennessee
- Colorado Springs, Colorado
- Cedar Park, Texas.
The reason we intend to expand to these locations is the fact that these cities have a promising market for equine therapy.
The founder of Daniel Rudolph® Equine Therapy Center, Inc. intends to build a family business hence our exit plan will be family succession. For that reason, the founder Daniel Rudolph is already grooming his son Frank Rudolph to take over from him. Frank Rudolph is at the moment being groomed to go through the company’s employment process without any bias.