Roanoke Adventue Tourism Workshop Presentations, October 19, 2010

Regional Tourism Development & Marketing Initiatives
rrose@virginia.org

Randall A. Rose
rrose@virginia.org
276-322-2044

www.vatc.org (industry)
Development Specialist – Partnership Marketing
Virginia Tourism Corporation
ginia.org (consumer)

Contact:
Kevin Costello, Chair
(540) 473-1167
kcostello@BOTETOURTVA.US

www.fishvirginiafirst.com

Contact:
Kevin Costello, Chair
(540) 473-1167
kcostello@BOTETOURTVA.US

www.wildernessroadva.org

Contact:
Michael Wampler
Interim Executive Director
276-393-2551
michael.wampler@spearheadtrails.com

www.spearheadtrails.com

Contact:
Diana Blackburn
Executive Director
276-492-2080
dblackburn@roundthemountain.org

www.roundthemountain.org

Contact:
Jack Hinshelwood
Executive Director
276-492-2085
jhinshelwood@thecrookedroad.org

www.thecrookedroad.org

Contact:
Todd Christensen
Executive Director
Southwest Virginia Cultural Heritage Commission
Todd.Christensen@dhcd.virginia.gov
276-492-2097

www.heartwoodva.org

Contact:
Linda Tate
Project Committee Chair
276-889-8041
lindatate@bvunet.net

www.virginia.org/coalheritagetrail

Contact:
Jeffrey B. Trollinger, C.W.B.
Watchable Wildlife Program Manager
804-367-8747
Jeff.Trollinger@dgif.virginia.gov

www.dgif.virginia.gov/vbwt

Contact:
John Hull
Project Manager
540-343-4417
jhull@rvarc.org

www.vawesternhighlands.com

Contact:
Margie Douglass
Chair
(276) 988-1270
mdouglass@tazewellcounty.org

www.virginiablueridge.org

Contact:
Rita Surratt
Chair
(276)926-6074
rsurratt@dcwin.org

www.heartofappalachia.com

Contact:
Tom Hardy
Director
(828) 670-1924
tomhardy@blueridgeparkway.org

www.blueridgeparkway.org

Contact:
Brian Ososky
Executive Director
540-740-3132
director@visitshenandoah.org

www.visitshenandoah.org

Contact:
Audrey Odum
VA Division of Motor Vehicles
info@motorcycleva.com

www.motorcycleva.com

Contact:
Laura Belleville
Director of Conservation
Appalachian Trail Conservancy
P.O. Box 174
110 Southpark Drive
Blacksburg, VA 24063
Direct line: (540) 953-3564
ATC Office: (540) 953-3571
Cell: (540) 449-1138

www.appalachiantrail.org

Contact:
Supervisor's Office
540-265-5100 (Roanoke, VA)

http://www.fs.fed.us/

Connect with VTC:

• Attend a VTC Help Desk Event
• Sign up for the Dashboard e-newsletter
• Visit www.vatc.org

rrose@virginia.org
276-322-2044

www.virginia.org (consumer)

Randall A. Rose
rrose@virginia.org
276-322-2044

rrose@virginia.org
276-322-2044


More than 3 out of 4 Americans
Engage in Outdoor Recreation
• Supports nearly 6.5 million jobs across the U.S. (1 out of 20
workers)
• Generates $88 billion in annual state and national tax
revenue
• More camp than play basketball and more paddle (canoe,
kayak, raft) than play soccer

• The number of Americans who bicycle is double the
population of Canada

• The Outdoor Recreation Economy employs 5x more people
than Wal-Mart, the world’s largest private employer

What is the Outdoor Recreation
Economy?

It’s a $730 Billion Annual Contribution
to the U.S. Economy

On a Virginia level
• $18.7 billion industry
• Employs 210,000 people
• Provides $1.2 billion in state and
local tax revenue

Outdoor Assets

• The most visited National Park in the U.S. – Blue Ridge Parkway
• The longest footpath in the U.S. – Appalachian Trail
• The most photographed point along the Appalachian Trail – McAfee Knob
• The 2nd largest municipal park in the U.S. – Carvins Cove Nature Reserve
• Smith Mountain Lake
• Mountain Bike trails ranked in Top 5 according to Outside TV
• More than 600 miles of trails and 20 miles of greenways
• Four State Parks
• Four large lakes ideal for boating, fishing, and water sports
• Two major rivers – James and New Rivers
• World-class fishing can be found on the region’s numerous wild and
stocked streams and lakes

Identifying Opportunity

Build
National
Build Image
Local
Support
Identify
Gaps

Inventory
Assets

Identifying Opportunity

Increased
Outdoor New Jobs &
Quality of
Development Investment
Life

Identify
Gaps

Inventory
Assets

Build
Local
Support
Identify
Gaps

Inventory
Assets

Build
National
Build Image
Local
Support
Identify
Gaps

Build Local Support

Community Connection
• Weekly newsletter
• Event promotion &
consultation
• Education
• Contests & giveaways
• Forum for discussion
• Film Festival
• Expo

Build
National
Build Image
Local
Support
Identify
Gaps

y

Build National Image

“This should get 6 stars. While challenging, it was so beautiful! My
iPod stayed in my belt the entire time. It was like watching the best
nature movie ever.”
$346,776
“Roanoke, VA is the friendliest place I have been to in a long
while. All I have to say is WOW, the locations supported this thing
like they were all running it.”

TWIN RIVER OUTFITTERS

CANOE / KAYAK / TUBING
RENTAL BUSINESS
Located on the James River in Botetourt County, VA

Page 55

TWIN RIVER OUTFITTERS
• TWIN RIVER OUTFITTERS is a full
service canoe livery that rents canoes,
kayaks, and inner tubes on the James &
Maury Rivers in the Blue Ridge
mountains of Virginia.

• We are the oldest and most experienced
outfitter operating on the Upper James
River and has been safely running river
trips since 1978.

• We run trips on nearly 100 miles of
rivers in the upper James River Basin
area providing a wide variety of
paddling opportunities to suit every level
of paddler.

Page 56

OWNER’S BACKGROUND
TRO is owned and managed by twin
brothers John & Dan Mays
– Always wanted to own an outdoor
recreation business
– Both had bachelor degrees in business
– Both did the corporate job for 10+ years
– Always wanted to be our own boss
– Both loved outdoors and paddling
– Neither of us ever worked had ever
worked in a paddle sports rental
business

Page 57

COMPANY HISTORY
• James River Basin Canoe Livery was started in April
1978 by Glen Rose in Rockbridge County, VA who ran
successfully for over 25 years
• In 2004 the previous owner decided to retire and started
looking for a buyer
• In 2004 the Mays brothers purchased property in
Glasgow, VA and were in process of starting a
competing canoe livery
• In mid 2004 the Mays brothers were mobilized as
member of US Naval Reserves and spent 10 months on
active duty including 6 months in Iraq
• While mobilized and serving in Iraq was contacted via
email to purchase James River Basin Canoe Livery
• Negotiations ensued via satellite phone from Iraq to
Lexington, and eventually we decided to purchase
existing company
• In May 2005 we purchased the business and renamed it
Twin River Outfitters reflecting new ownership

Page 58

TRO TODAY
• We run a successful tourism business
that serves thousands of customers per
year
• Since taking over the company in 2005
we have maintained grown every year
from 8 – 20%.
• We own and manage a canoe fleet of
40 canoes, 40 kayaks, and 50 rental
tubes
• In 2010 we opened the “James River
House” a 5 room inn, located 1 block
from our canoe livery business to add a
lodging component to our business
• In the future we are looking to expand
with a camp ground or rental cabins

Page 59

LESSONS LEARNED
• PICK GOOD BUSINESS LOCATION
• SUFFICIENT START UP CAPITAL
• INTERNET MARKETING
• MANAGE YOUR CASH FLOW
• BE ABLE TO WEAR MANY HATS
• ADAPT AND ADJUST
• LONG HOURS

Page 60

BUSINESS LOCATION

• KEY TO SUCESSFUL BUSINESS

• LOCATION, LOCATION, LOCATION

• PROXIMITY TO TARGET MARKET

• RIVER FRONT PROPERTY
Greatly simplified our operation

Page 61

SUFFICIENT START UP
CAPITAL
• TAKES MONEY TO MAKE MONEY

• “ROME WAS NOT BUILT IN A DAY”
BUT YOU NEED TO START WITH BIG ENOUGH OPERATION THAT CAN SUPPORT YOURSELF

• IT CAN TAKE SEVERAL YEARS TO TURN PROFITABLE, NEED
CONTINOUS FUNDING DURING START UP PERIOD

Page 62

INTERNET MARKETING
• Need an attractive & functional website

• # 1 Way new customers find us is via internet
search

• Biggest bang for your marketing dollars,
canoevirginia.com & canoevirginia.net
Enter “CANOE VIRGINIA” or a variation and we
routinely come up in top 5 search results for
Yahoo, Google, & MSN.

• New trends social media (i.e. Face Book), opt
in email marketing campaigns

Page 63

MANAGE
CASH FLOW
• SEASONAL BUSINESS - 85% OF INCOME
GENERATED IN 4 MONTHS OF YEAR

• RETAIL BUSINESS DO WELL FROM
THANKSGIVING TO CHRISTMAS

• WHAT DO IN OFF SEASON?? Do you need
other income sources to make it through the rest
of the year???

• NEED SOME YEAR ROUND INCOME, AND
DISCIPLINED BUDGETING SKILLS

Page 64

MUST WEAR MANY HATS
• SHUTTLE • TRAVEL AGENT
DRIVER • MECHANIC
• INSTRUCTOR • WEB MASTER
• SALES GUY • GROUNDS
• MANAGER KEEPER
• ACCOUNTANT • BUS DRIVER
• JANITOR • RIVER GUIDE
• INN KEEPER

Page 65

CONTINOUSLY
ADAPT AND ADJUST
• MUST BE WILLING TO ADJUST SERVICE MIX BASED
ON CUSTOMER DEMAND AND CHANGING TRENDS
• Tubing - previous owner did not offer
• Kayaking – previous owner had 4, we now have 40
• Canoes – less demand
• Added lodging component to business
• Private boater shuttle service
• Cell phone usage

Page 66

LONG HOURS
• In season frequently work 7 days a week / 70 plus hours
week
• Reachable by phone 24 /7 when customers are on water or
at Inn
• 6 am canoe campers w/ boats floating down stream
• 1 am pick up for Adventure racer who missed take out
• 8 pm boat recovery Memorial day weekend
• Definitely not a 9 am – 5 pm job
• Down time in off season

Page 67

POSSIBLE BUSINESS IDEAS
• Zip line / canopy tours • Outfitter store
• Dude ranch • Guided camping trip
• Road biking support • Guided fishing service
company • Paintball company
• Bed & breakfast lodging • Tour bus based guided
• Canoe / kayak rental trips
• Horseback riding • Summer camp
• ATV rentals • Camp ground
• Bait & tackle shop • Cabin rental
• Outdoor skills instruction

Page 68

BEST OF LUCK STARTING
YOUR OUTDOOR TOURISM
BUSINESS

THANKS FOR YOUR TIME TODAY

Page 69

Opportunities in Tourism Related
Businesses

Plan B Marketing - Thomas Horsch - www.PlanBmkting.com

Business Experience related to
Damascus, Virginia
Trail Town USA


What Kind of Business?
• Evaluate Your Assets
• Look at Underserved Markets
• Combine Businesses
• Partner with Other Business and Agencies
• Accept Risk


Evaluate Your Assets
• The Virginia Creeper Trail
• It’s the Geography!
– 1600 feet descent from the NC State Line to
Damascus
– Through the National Forest along the
mountain streams
– Easiest most beautiful bike ride in the world


Look at Underserved Markets:
Bike Rental & Shuttle Companies in
Damascus
• The bike shuttle/bike
rental business first
started in 1991. Prior
to this, there were no
bike shuttle/rental
businesses to serve
the tourist population
coming to the
Creeper Trail.
2004 brought a new look to Adventure Damascus


Creeper Trail Cottages

• Creeper Trail Cottages
were opened in 2000 to
serve as vacation rental
units. Prior to this, only a
small handful of B&B’s
existed for lodging. This
significantly impacted
the establishment of the
“family vacation” market
in Damascus.

Creeper Trail Hostel
• Creeper Trail Hostel
was opened in 2004
to serve as lodging for
Scout Groups,
Church Groups and
Family Groups who
wanted affordable
lodging one notch
above primitive
camping.

“ain't nothin’ fancy”
• For $150 per night , this
barn converted to bunk-
house can sleep up to 40
people. It has kitchen
facilities and a great
swimming hole too!
Marketing of this facility
was done via internet
web site only, at a cost of
$100. The Hostel has
been booked every
weekend, March through
mid-November by groups
using the trails in
Damascus. B Marketing - Thomas Horsch - www.PlanBmkting.com
Plan

Combine Businesses:
Bike Shuttle & Rental Business
= Retail Store Sales
• Bike rental business
drives the retail
business.
• Canoe Livery
customers need
camping.

Bikers being unloaded at Whitetop Station


Partnerships, Affiliations,
Cooperation
Form relationships with other businesses
– Guide Service Needs Lodging Service
– Guide Service Needs Help Marketing
– Guide Service Needs Food for Clients
– Scouts Need Activities – Canoe Livery
– Hostels/Campground Needs Scouts
– Scouts Need Campgrounds
– Scouts Tell Other Scouts!


Another Outfitter in Damascus?
• SunDog Outfitter was
opened in 2003 to
serve the outdoor
gear buying crowd. In
combination with Mt
Rogers Outfitters,
Damascus has
become a destination
for those shopping for
outdoor gear.


RISK!!!
“It's not because things are difficult that
we dare not venture. It's because we
dare not venture that they are difficult.”


The Damascus Old Mill Inn &
Conference Center
• In 2002 an old historic
mill was restored and
converted into a
lodging, dining and
conference facility.
The Old Mill allowed
Damascus to attract
meetings and special
entertainment venues
that we were unable
to accommodate
before.

Business Has Risks!
• In 2008 The Old Mill
restaurant was
closed and room
occupancy at the
Inn was reduced to
zero.
• It’s been empty ever
since


Recommended Reading
• “The E-Myth Revisited” – Michael Gerber

– Three parts to a business person
• Entrepreneur
• Technician
• Manager
– Balance all three within your organization


Enjoy the Ride!

www.PlanBmkting.com

What Do
These
Entrepreneurs
Have in
Common?

Confidence?
Competitiveness?

An Idea?

Drive?

Identified
Market Need?

A Plan
of
Action?

Willing to take
Risks?

Focused?

Goal & Objective?

A successful
enterprise

Remember as a start-up
your place in the food chain

GET PREPARED…DO
YOUR HOMEWORK
OR……..

Small Business in
Virginia
 Small Businesses constitute
97% of all Virginia businesses.
 Small Businesses create over
75% of all new jobs.
 Small Businesses account for
half of the Commonwealth of
Virginia’s contribution to the
U.S. Gross Domestic Product -
a whopping $160 billion.

Virginia is for Business Lovers

Virginia is for Business Lovers
• Virginia ranked #1 state for business by
Forbes.com last four years.
• Ranked #1 most business friendly state by
Pollina Corporate Real Estate, Inc. last two years.
• Named #1 best states for business by CNBC.
• Virginia among top 10 list of states friendly to
small business.

Virginia Business Start-ups

Source: Virginia Employment Commission,
Quarterly Census of Employment and Wages (QCEW)

Financing & Managing
Resources

Helpful Hints for
Financing
Your Business
Matthew Churchill
Principal Business Relationship
Manager/Vice President
Roanoke Business Banking
Wachovia Bank

© 2009 Wells Fargo Bank, N.A. All rights reserved. For public use.

Helpful Hint #1
Get Your Financial House In Order

 Obtain a copy of your personal credit report.
• Check for any inaccuracies or mistakes.
• Make certain that all accounts are current and there are no outstanding judgments or liens.
• If there is any derogatory information, be proactive and prepare to explain the problems and why the
problem is not likely to occur again.

 Gather personal and/or business records
• For the past three years, including:
• Tax returns, financial statements with schedules and attachments, and interim year-to-date
financial statements.
• Any other financial documents that might help a lender.
• Neatly photocopy all of the documents and prepare them for your presentation.

101

Helpful Hint #2
Understand What Your Lender is looking for

 Be specific in what you are asking for
• Know how much you need
• Be prepared to support all costs with estimates, invoices, or contracts
• Never tell a lender that you want to borrow as much money as possible.
 Primary source of repayment
• Be able to demonstrate how you will pay back the loan
• Debt Service Coverage = Earnings before Interest, Taxes, and Depreciation / Total
Debt Service
• Debt to Income= Debt service / Income available to service debt

 Secondary source of repayment (back up plan)
• Be prepared to be able to demonstrate how your lender will be paid back if income falls short
• Be prepared to have guarantors and possible collateral

102

Helpful Hint #3

Recognize Your Strengths And Weaknesses
 Bank underwriters are paid to identify risk
• Business owners tend to be optimistic
• Be prepared for scrutiny
• Address your strengths and challenges realistically & honestly
 Most common weaknesses lenders find are:
• Inability to demonstrate repayment ability
• Insufficient collateral
• Lack of management experience
• Insufficient cash injection
• Poor personal credit
 Don't get scared; just get prepared
• Depending on the severity of any particular weakness, you can often overcome it if you are prepared
with a particularly noteworthy and compensating strength.

103

Types of Deals Financed

 Acquisition of Owner Occupied Real Estate
 Financing available up to $9MM
 Refinance of Existing Debt
 Up to $2MM
 Must cut payments by 10% or more
 Business Acquisition
 Individual or corporate buyers
 Partner or Management Buy-Outs
 Loans up to $1.75MM
 Start Ups
 Require 30% equity
104

Why Wells Fargo SBA Lending

 Largest lender in United States
 Closed over $900MM in 2009 – three times nearest
competitor
 Experienced Lenders and Underwriters
 Preferred SBA Lender
 Growing while others contract
 2010 Goal - $1.2B
 It’s a marathon not a sprint
 We don’t sell our loans

105

Matthew Churchill
Wachovia Bank

(540) 563-7675
matthew.churchill@wachovia.com


How to Start and Operate
A Business

Success Formula

GP + D + GM + ECS = $$ ©

© RRSBDC 2010

Will Your New Business
or Expansion Idea Work?
• Write a business plan and see if the
idea makes sense

• Open up a business or start a new
product or service and hope you made
the correct decision

Guess which one has the
greatest chance of success?
© RRSBDC 2009

Business Success Rates
Percentage of Businesses Still
Operating
66%
70%
60%
50% 44%
40% 31%
30%
20%
10%
0%
After 2 Yrs After 4 Yrs After 7 Yrs
Yrs in Operation

Writing a business plan increases
your chances of success by 25%.
© RRSBDC 2009

Why do I need a Business Plan

• Forces you to do the necessary research

– About your business idea

– About your business expansion idea

• Gives you a written plan of action for future

• Required for investors
or bank

© RRSBDC 2009

Why do I need a Business Plan

The Business Plan is:

– Not just for start up businesses

– Not just for businesses looking for capital

– Every business should do one
every year

© RRSBDC 2009

What goes into a Business Plan

• Executive Summary *
• Description of Business
• Definition of Products and/or Services
• Market Analysis and Marketing Plan *
• Organization and Management Team
• Operational Plan
• Financial Statements and Projections *
• Appendix
* Most Important

© RRSBDC 2009

Marketing Research – 9 Step Process

1. What is the (new) product or service you want to sell?

2. Is there a demand for this product?

3. What is the state of the industry? (product life cycle)

4. Who are your competitors? (do a competitive analysis
also called SWOT)

© RRSBDC 2009

Marketing Research – 9 Step Process

5. Who is your target market? (Demographics &
Psychographics)

6. How will you position yourself in the market?

7. How will you price your product?

8. Where will you do business?

9. How will you reach your market? (specific marketing,
advertising & marketing calendar)

© RRSBDC 2009

Creating Your Financials

What you will need:
• Income Statement Projections– 3 years
• Cash Flow Projections – 3 years
• Balance Sheet – 3 years
• Break-Even Analysis
• Start-up Expenses

© RRSBDC 2009

Steps to Opening
and Operating a Business

© RRSBDC 2009

Steps to Opening a Business
1. Determine legal entity
2. Check name availability with SCC (trademarks also)
3. Check to see if a URL is available
(www.internic.net – click on whois)
4. Register with the SCC your corporation, LLC or/and
fictitious name (www.scc.virginia.gov)
5. Get your FEIN with the IRS (www.irs.gov)
6. Register with VA Dept of Tax and V.E.C.
(www.tax.virginia.gov)

© RRSBDC 2009

Steps to Opening a Business
7. Check with Dept of Professional & Occupational
Regulation to see if you need any special permits.
(www.dpor.virginia.gov)
8. Obtain Business License from local Commissioner
of Revenue
• Other permits/licenses – ABC, Health Dept,
Meals/Lodging/Entertainment taxes
• Local fictitious name registration with courthouse
• Insurance – liability, workman’s comp, etc.
• Trademarks, Service Marks, Patents, Copyrights
• MAKE TONS OF MONEY
© RRSBDC 2009

Reasons Why Businesses Fail

• Insufficient Capital: lack of cash flow
• Inexperience in the business
• Poor customer service
• Lack of a business, financial and marketing plan
• Ignorance of the market and competition
• Failure to adjust to the market
• Change in economic conditions
• Failure to properly maintain records
• Poor location

Financial Management
• Use a computerized bookkeeping system
• Separate bank account for trust fund taxes
• Run Financial Statements monthly
– Balance Sheets and Profit & Loss
• Analyze statements each month
– Compare period to period – benchmark to other businesses
– Look out for major discrepancies
– Check your pricing & competitors regularly
• Don’t let one person do all accounting
– Send bank statement to home – leave unopened
• Make tax deposits & tax filings on time
– Estimated tax payments
• Don’t try to do it all yourself

Choosing the Right Legal Entity
Maintaining the Entity Integrity
• Setup before business starts
• Setup separate bank account
• Do not mix personal & business funds or bills
• Sign all contracts & leases in entity name
• Sign everything as owner/president etc.
• Put insurance in company name
• If corporation have annual meeting and
maintain minute book

© RRSBDC 2009

Choosing the Right Legal Entity
Liability Protection Exclusions

• Personal Guarantees – notes, leases,
vendors
• Negligence
• Failure to pay IRS payroll taxes
• Fraud

© RRSBDC 2009

Facts about Small Business Loans

• You will need good credit
• There is no such thing as 100% Financing
• You will need to put in 10-40% cash
• The bank will require a personal guarantee
• Startup businesses are hard to finance
• The process is not quick
• Most business grants are myths
• The SBA does not lend money
• 75% of all new businesses starts with capital from
owner/friends/relatives

Financial Assistance

SBA General Eligibility Criteria
 Must be for profit
 Not engaged in lending, real-estate development,
 investments or speculation

 Must have a sound business purpose
 Good Credit www.annualcreditreport.com
 REASONABLE Equity Investment

U.S. Small Business Administration
• 7(a) Loan Program
Express Loans – up to $350,000
Community Express Loans – Borrego Springs
Bank. www.borregospringsbank.com up to $50K
Patriot Express – up to $500,000
Term Loans – up to $2,000,000
• 504 Loan Program
Real Estate and Fixed Assets
• Micro-Loan Program
Up to $35,000
Handled locally by Business Seed (TAP)

How Can Our Services Benefit You
• Roanoke Regional Small Business
Development Center

• Mission – Provide no-cost
professional business counseling,
training & information resources to
help start, grow and strengthen
Virginia Businesses.

• Staffed by paid full-time Professional
Counselors

© RRSBDC 2009

Through one-on-one Counseling, we can help you
with…
• Development of Business Plan
• Market Research
• Development of Marketing Plan
• Workshops
• Government Procurement

© RRSBDC 2009

Through one-on-one Counseling, we can help you
with…
• Technology
• Loan Application
• Source of Business Financing
• Financial Analysis
• Permits, Licenses and Taxes
• Counseling is at No Cost

© RRSBDC 2009

Local Office
Roanoke Regional Small
Business Development Center
210 South Jefferson Street
Roanoke, VA 24011
(located inside the Roanoke Regional
Chamber of Commerce building)

540-983-0717
www.rrsbdc.org

Growing Your
Business/Marketing
Strategies

Tourism Business Development &
Marketing Assistance
Randy Rose
rrose@virginia.org
276-322-2044


• Virginia Tourism Corporation Overview
• Tourism Business Opportunities
• Marketing Your Small Business

• 19.2 billion in revenue
• supported 210,620 jobs
• provided $1.28 billion in
state and local tax revenue

Impact of Tourism in VA - 2008

• Advertising
• Customer Service & Industry Relations
• Electronic Marketing
• Film Office
• Marketing & Promotion
• Public Relations
• Research
• Tourism Development
• Others

Virginia Tourism Corp. Services

• Planning Assistance
• Marketing Guidance
• Workshops
• Marketing/Advertising
Benefits

Business Assistance

• Wilderness Road Heritage Trail
• Virginia Coal Heritage Trail
• ‘Round the Mountain
• Heartwood
• Spearhead Trails
• Crooked Road
• Fish Virginia First

Development & Partnership
Marketing

• Franklin County • Pulaski County
• Roanoke County • City of Radford
• Craig County • Giles County
• Patrick County • Tazewell County
• Floyd County • Carroll County

Locality Tourism Planning

• Marketing Leverage Program

Funding

•Canoe Rentals and Tours
•Fishing and Boating Rentals
•Bicycle Tours and Outfitters
•Adventure/Nature Camps

Tourism Business Opportunities

•Wineries/Vineyards
•Corn Maze
•Pumpkin Patch
•Pick Your Own
•Animal Parks
•Herb/Flower Farms
•Christmas Trees Farms

Agri-tourism

•Bed & Breakfast Inns
•Cabins and Cottages
•Lodges
•Campgrounds
•Horse Campgrounds
•Horse Stables/Barns
•House Boats
•Green Lodging

Unique Lodging Opportunities

•Music/Theater Venues
•Artisan Studios/Galleries
•Heritage Sites
•Tea Rooms
•Breweries/Pubs
•Eclectic Restaurants
•Shopping
•Spas

Attractions

Caterers Cleaning Services
Food/Drink Distributors Electricians
Restaurant Equipment Plumbers
Security Systems Pool Maintenance
Convenient Stores Lawn Care
Web Site Designers Auto Repair
Ad Agencies Events Planners
Travel Agencies Florists
Motorcoach Companies Linen Services
Car Rental Offices

Supporting Businesses

• Visit www.vatc.org & www.virginia.org
• Sign up for the Dashboard e-newsletter
• Attend at VTC Help Desk event
• Establish relationships with all VTC divisions –
tap into our services (i.e. marketing, advertising,
research, etc.)

Learn More About VTC Services

Now,
let’s talk about marketing your small business

Can you answer these
two questions?

• What is Marketing?
• What is the difference between Marketing and
Advertising?

6 Questions You Should Answer
• What are you trying to accomplish?
• Who is your target audience?
• What message will move your audience?
• What vehicles do you have to deliver the message?
• What are your resources?
• How do you measure your performance/success?

Marketing Plan

What are you trying
to accomplish?

• What is your mission and vision?
• Are you the largest, cheapest, best
service, best quality?
• Sales goals?

Marketing
Planning

Who is your target audience?

• by demographics
• by geography
• by needs and wants
• now and in the future

Marketing
Planning

What message will move
your audience?

• Your brand
• Your tagline/slogan/message
• What do you want people to say
about your business?

Marketing
Planning

What vehicles do you
have to deliver the message?

• Website • Social Media
• E-mail • Tradeshows
• Advertising • Newsletters
• Public Relations

Marketing
Planning

What are your resources?

• Budget/Money
• Owner/Employee Skills
• Friends/Family
• Partnerships
• Local/State/Federal Assistance
• Chambers of Commerce, Business Associations, etc.

Marketing
Planning

How will you measure your
marketing performance?
• Electronic Marketing Tools
• Data Collection
• Research Mechanisms
• Surveys
• Informal Questioning
• Sales Data

Marketing
Planning

Have a Calendar/Schedule
Include:
• Anticipated Ad Placement
• Press Releases
• Social Media Updates/Posts
• Promotions
• Other Scheduled Strategies

Marketing
Planning

Marketing Plans Change
• Because of business growth
• Because of research
• Because of economic factors
• Because of technology (social media)
• Because there is always change

Marketing
Planning

Virginia’s Recent Ad Campaign

Traditional Methods
• Direct Mail
• Sales/Promotions
• Referrals
• Phone Calls

Marketing Tips

Branding (it’s not just a logo)

Marketing Tips

Customer Service

• Train and Empower Staff
• Gauge Performance
• Have Customer Service Plan (Goals, Objectives)

Marketing Tips

Electronic Marketing
• Website
• E-mail
• E-newsletters
• E-ads

Marketing Tips

Targeting Niches &
Groups By Interest
• Traditional Music (Crooked Road)
• Cultural Heritage (Coal Heritage Trail)
• Anglers (Fish Virginia First)
• Outdoor Enthusiasts
• Weddings/Meetings/Group Tours

Marketing Tips

Public
Relations

Marketing Tips

• Determine Ways to Stand Out /Be Unique
• Be Creative
• Have Fun!

Marketing Tips

Tourism Business Development &
Marketing Assistance
Kitty Barker
rrose@virginia.org
276-322-2044


Adventure Tourism

Entrepreneur Workshop

“Managing Your Risks”
Presented by
Zak Kephart
Rutherfoord
A Marsh & McLennan Agency
October 19, 2010

Overview
• Rules
• Exposures
• Managing the Risk
• Appetite for Risk
• Factors that Affect Pricing
• Open Forum for Questions…

Rules
1. “Don’t Risk a Lot to Save a Little”
1. Every business needs liability coverage
• $1,000,000 of liability coverage is very affordable

2. “Self Insure the Small Losses”
1. Transfer the Risks that can jeopardize you financial future

3. “Insurance is Not a Four Letter Word”
1. It just feels like it

Exposures Unique to Outdoor Activities
• Insect and Animal Bites
• Fire Safety
• Emergency Response
• Weather issues resulting in loss of
business
• Boats
• Climbing equipment

Managing Risk
• Retain the Risk
– Self Insurance
• Transfer the Risk
– Through contracts with customers and
vendors
– Purchase insurance to transfer risk to the
insurance providers

Coverages
• Property: Real Property, Business Contents, Property of Others
• General Liability: Third-Party Property Damage and Bodily Injury
• Automobile Liability and Physical Damage
• Worker’s Compensation: Employees hurt on the job
• Employment Practice Liability: Coverage for organization,
its directors and officers, and its employees against claims alleging
damages because of wrongful employment practices such as sexual
harassment, wrongful termination, and unlawful discrimination

• Sexual Abuse and Molestation Liability: Third party
claims against an employee concerning misconduct of the stated
insurance

Appetite for Risk
• What can you afford to pay for out of
pocket? (Deductibles and Self-Insurance)
• What limits do you feel comfortable with in
order to feel adequately covered?
($500,000 or $1,000,000)
• Make sure your business estimates are on
par with the average for a similar object
(Actual Cash Value vs. Replacement Cost)

Contracts
1. Make sure contracts are reviewed by a
trusted attorney
2. Obtain a hold harmless for claims arising
out of subcontractors or vendors
3. Insurance will not cover all risk you
assume under contract
4. Signed release

A Few Factors that May Affect Pricing
• Activities (I.e. rock-climbing and horseback
riding are considered extremely dangerous)
• Résumés and work history of supervisors and
staff
• Relative location to hospitals and fire stations
• Safety procedures (first-aid training)
• Transportation of clients- Passenger vans vs.
shuttle service
• Employee Handbook (Safety Program)

Thank you for your time, are there any questions?

Other Business
Resources
Sandy Ratliff, Business Services Manager
Virginia Department of Business Assistance
276-676-3768
sandy.ratliff@vdba.virginia.gov

www.vdba.virginia.gov
www.vastartup.org

The Virginia Department
of Business Assistance
VDBA supports economic development in the
Commonwealth by working with new and
existing businesses to provide business and
economic development communities with:

• workforce incentives
• financing
• business information and counseling
• state procurement assistance
• educational opportunities


Business Information Services

To help businesses get started and to grow.

Formation Assistance
 Virginia Business Information Center (VBIC) 1-866-248-8814
Bridges the 26 state agencies, over 110 regulatory programs
and over 300 forms that may touch a Virginia business
Virginia Central Business Portal
(www.business.virginia.gov)
Covers registration, taxation, licensing
Interactive business plan available online at
www.vdba.virginia.gov or www.vastartup.org
5 Step process to a business plan

Virginia’s Business One Stop
Are you starting a business?
Virginia’s Business One Stop system can help
Winner of the you determine your business formation requirements and can
2009 pre-fill your business registration forms.
Governor's
Technology
Visit http://www.virginia.gov/bos/index.html to
Awards
access the Business One Stop System.
Create a Business One Stop account.
Answer a few brief questions about your business.
Receive a list of action items and pre-filled business
registration forms.

Questions? Contact the Virginia Business
Information Center
1-866-248-8814 (804) 371-0438
vbic@vdba.virginia.gov

Growing Your $ales - State

 Governor’s Executive
Order 33
 $5 billion market
 Access to buyers from 171 state
agencies
 Additional $5 billion from local
governments
 575 localities using eVA system.
 Small Business Goal – 40%
 Over 44,994 registered suppliers
 Over 13,065 participating
buyers

Ask VBIC = 866-
248-8814

• Examples of Purchasing:
– Instant Ice Tea
• 01/01/2009 – 12/31/2009 = $23,455.71 - 46 PO’s
– Novelty – Specialty Advertising Products
• 01/01/2009 – 12/31/2009 = $152,905.34 - 152 PO’s
– Grounds Maintenance: Mowing, Edging, Plant (Not Tree) Trimming,
etc.
• 01/01/2009 – 12/31/2009 = $14,566,567.94 - 1150 PO’s
– Tires and Tubes, Passenger Vehicles
• 01/01/2009 – 12/31/2009 = $72,103.64 - 7 PO’s
– Concessions, Catering, Vending: Mobile and Stationary
• 01/01/2009 – 12/31/2009 = $6,187,712.31- 11,757 PO’s
– Building Maintenance
• 01/01/2009 – 12/31/2009 = $90,611,650.85 - 9285 PO’s
– Earth Moving Equipment Rental
• 01/01/2009 – 12/31/2009 = $8,573,333.24 -621 PO’s
– Cleaning Services, Steam & Pressure
• 01/01/2009 – 12/31/2009 = $3,358,694.55- 303 PO’s

One–on-One Counseling Sessions
Need Based:
– Accessing New Markets/Sales Growth
– Tailored Sales Development Solutions
– Financing Resources
– Social Media for Your Business

To schedule an appointment, contact:

Sandy Ratliff, Business Services Manager
276-676-3768
Email: sandy.ratliff@vdba.virginia.gov

Entrepreneur Workshops
• Launched October 2006
• Partnership with Service
Providers and localities
• Provide information on
available resources to start
and grow a business
• Statewide Program
• Free – ½ Day Session
• Over 8,000 reached
• www.vastartup.org

Growing Your $ales Workshops
 Business Sales Growth Program
 Market Research and Expansion
 Financing
 Growth Management

 Partnered events for SWAM certification and
eVA registration

 Networking with businesses and government
buyers

Social Media Workshops
You-Link-Twit-Face

Upcoming Events:
•November 1 - Floyd
•November 16 – Bristol
•March 10, 2011 = Christiansburg

Virginia Jobs
Investment Program
• Workforce recruiting and training
– Create minimum 25 net new jobs within 12 months and
capital investment of at least $1,000,000
– Minimum entry-level wage of $10.00/hr required. Only full-
time jobs are eligible.
• Small business workforce recruiting and training
– 250 employees or less, hiring at least 5 new full time
employees within 12 months of operation and capital
investment of at least $100,000
– Minimum entry-level wage of $10.00/hr required. Only full-
time jobs are eligible.
• Retraining
– Small businesses that are retooling and installing new
technologies
– Company must retrain minimum 10 full-time employees.

Financing Programs
• Direct Lending: In partnership with banks and other
lenders, we provide direct loans in economic
development transactions. We also provide direct
loans under specific programs designed to promote
environmental stewardship and assist licensed
daycare centers and family home providers.
• Indirect Lending: We provide loan guarantees or
other types of credit enhancements to commercial
banks in order to increase access to capital for
businesses.
• Conduit Financing: We are the statewide conduit
issuer of tax-exempt industrial development bonds
for manufacturers and 501c3 organizations.

OTHER AVAILABLE RESOURCES
• Virginia Department of Labor – Apprenticeship Program
– Combination of on-the-job training and classroom instruction.
– Advantage of skilled workforce and reduced turnover.
– http://www.doli.virginia.gov

• Virginia Department of Agriculture & Consumer Affairs
– Virginia’s Finest Trademark = Marketing program that promotes foods and
foods products grown in Virginia.
– Facilitates expansion of agricultural businesses.

http://www.vdacs.virginia.gov

Turn to SCORE Counselors for Small
Business Advice
Visit the SCORE Small Business Web Site:
www.score.org

How-to Advice & Info
Ask SCORE for business advice online
Find SCORE to locate any chapter in the country
2,000 pages of content for small business owners
How-to articles offer practical business tips

Virginia Business Incubator
– 7 Available in Southwest Virginia
– 29 Within Commonwealth
– Business Incubator Benefits
• Facility designed to assist businesses to become
established and sustainable
• Benefits
– Shared premises and business services
– Business advice and mentoring assistance
– More details - http://www.vbia.org/

Business Incubator

Light Manufacturing Space Shared Amenities Commercial Kitchen

Virginia Economic Bridge, Inc.
– Non-profit organization to promote the economic vitality of
SWVA and the Commonwealth.
– Virginia’s Business Pipeline – Online searchable database
of more than 24,000 Virginia based companies, business to
business marketing & RFP resource
www.VirginiaBusiness.org
– Virginia’s Linked Workforce Showcase – Designed to create
business partnerships yielding contracts between SWVA
and Northern Virginia by connecting companies in specific
industry sectors.
www.LinkedWorkforceShowcase.org

Starting and Growing a Business

• Business Formation Assistance
– Small Business Development Center Network = www.virginiasbdc.org
– SCORE = www.score.org
– Virginia Business Information Center = 866-248-8814
– Virginia Central Business Portal = www.business.virginia.gov
– Virginia Business Incubator Association = http://www.vbia.org/

Marketing Resources
• SCORE = www.score.org
• Virginia Tourism Corporation = www.vatc.org
• Virginia Economic Bridge, Inc. = www.virginiabusiness.org
• Virginia Department of Agriculture – Virginia’s Finest
Trademark = www.vdacs.virginia.gov

Financing Resources
• Virginia Small Business Financing Authority =
• Small Business Development Center =
www.virginiasbdc.org
• Small Business Administration = www.sba.gov
• Local Economic Development Office or Chamber of
Commerce

“If you always do what you’ve
always done, You will always
get what you’ve always got!”

Lets Connect:
Sandy Ratliff
The Virginia Department of Business Assistance
276-676-3768
sandy.ratliff@vdba.virginia.gov

Online:
Twitter: http://twitter.com/sandyratliff
Facebook: http://www.facebook.com/sandy.ratliff
LinkedIn - http://www.linkedin.com/in/sandyratliff
YouTube - http://www.youtube.com/user/vastartup

Survey Completions
Please take a moment to complete our
survey!

CONTACTS
• Sandy Ratliff, Virginia Department of Business Assistance
= 276-676-3768 or VBIC = 866-248-8814
• Randy Rose, Virginia Tourism Corporation = 276-322-
2044
• Tom Tanner, Roanoke SBDC = 540-983-0717
• Matthew Churchill, Wachovia Bank = 276-563-7675
• Pete Eshelman, Roanoke Regional Partnership, 540-343-
1550 (x104)
• Kevin Costello, Botetourt County, 540-473-1167
• Deb Weir, Franklin County Commerce and Leisure
Services, (540) 483-9293 ext. 5
• Teresa Hammond, Alleghany Highlands Chamber of
Commerce, (540) 962-2178

Roanoke Adventue Tourism Workshop Presentations, October 19, 2010

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (15)

Similar a Roanoke Adventue Tourism Workshop Presentations, October 19, 2010

Similar a Roanoke Adventue Tourism Workshop Presentations, October 19, 2010 (20)

Más de Sandy Ratliff

Más de Sandy Ratliff (20)

Último

Último (20)

Roanoke Adventue Tourism Workshop Presentations, October 19, 2010