Marketing and Sales Plan
Build dependable demand for a premium managed whitetail ranch and an affordable, family-friendly outdoor destination—then grow higher-margin experiences only after the core operation performs.
Priority customers
Trophy hunters and companions
Managed hunts, guide services, lodging, deposits and clearly disclosed harvest pricing.
Campers, RVers and families
Forty launch sites, lake access, pavilion, rentals and a value-priced summer aqua park.
Groups
Scouts, churches, schools, STEM groups, veterans and corporate retreats using reserved blocks and programmed stays.
Experience travelers
Later-phase specialty lodging, outdoor AR and robotics demonstrations for guests seeking a memorable destination.
Offer and pricing architecture
| Offer | Sales structure | Primary margin controls |
|---|---|---|
| Managed hunts | Deposit + stay/hunt package + separate trophy/harvest fee | Guide capacity, animal class, season, cancellation and rebooking terms |
| Camping | Nightly campsite/RV rates; backcountry and group-site premiums | Length of stay, weekend/holiday yield, utilities and add-ons |
| Aqua park | Timed admission, family passes and prepaid group sessions | Capacity, weather policy, staffing, PFDs and inspection readiness |
| Inside-the-gate sales | Firewood, ice, vending, rentals, fishing gear and guided activities | Contribution margin, stock turns and self-service controls |
| Future lodging/technology | Cabin, container, caboose or fuselage stays; AR/robotics pilots | Advance waitlist; release only after capital and DSCR gates |
Demand generation
- Search and local discovery: property pages for managed whitetail hunting, camping, aqua park, group stays and distinctive lodging; complete map and review profiles.
- Specialized channels: selected hunt platforms, camping/RV marketplaces and Michigan tourism partners, with channel economics tracked.
- Direct group sales: year-round outreach to Scout councils, churches, schools, veteran groups and employers, supported by sample itineraries and a safety packet.
- Owned audience: email, hunter rebooking, referral rewards and short-form video showing land stewardship and phase progress.
- Partner network: outfitters, sporting-goods businesses, marinas, guides and local event organizations.
Opening campaign
Before opening
Publish construction milestones, collect a founding-camper waitlist, preserve existing hunt relationships and pre-sell conditional group dates.
Soft opening
Invite-only campsite and aqua sessions test arrival, parking, safety, waivers, capacity and guest communications.
First 90 days
Use controlled capacity, rapid review capture and weekly pricing tests; stop channels that do not cover acquisition cost.
Retention
Offer next-season hunter deposits, camper return credits, group date holds and bundled rental add-ons.
Sales funnel and controls
| Stage | Required control | Weekly measure |
|---|---|---|
| Lead | Source, segment, requested date and consent captured | Qualified leads and cost per lead |
| Quote | Capacity, pricing components, policies and expiration shown | Quote-to-deposit conversion |
| Book | Deposit, waiver, confirmation and pre-arrival instructions | Lead time, cancellations and booked revenue |
| Stay | Check-in, add-on prompts and service recovery | Occupancy, ADR and revenue per guest |
| Return | Review request, referral and next-date offer | Repeat rate and referral share |
Management scorecard
Customer acquisition cost, direct-channel share, booking conversion, occupancy, average daily rate, revenue per guest, hunt deposits, trophy-fee realization, aqua visits, group nights, cancellation rate, review score, repeat business and contribution margin by channel.
Planning framework only. Prices, channels, customer lists and performance claims must be validated before lender submission or public use.