1. Situational Analysis: Small Business
By: Jessie Taylor & Mak Soden
Due: Oct 2nd 2013
Natural Habitats

2. What is your company name and key or main product (good, service, idea,
place, person)?
Company: Natural Habitats
Main Product:
Our company will be taking place in Pantanal, Brazil. We have selected this location
because Brazil is an up and coming outdoor adventure industry. Pantanal, Brazil is
the world’s largest wetland, and is famous for its wildlife. Which leads us to our
product. We plan to open up a company within this area that will offer interpretive
hikes, paddles, and activities that orientate around the wildlife native to the area.
Our business will be directed towards families and youth education. Our hikes and
paddles will be soft skills that will provide interpretive talks along the way (about
the wildlife/environment). Each trip (hike or paddle) will focus on a specific species;
i.e. birds, amphibians, reptiles, mammals etc.
Number of years in business (established businesses)? When do you hope to
open (new businesses)?
As of now neither Mak nor I have owned a business. We will be graduating our
program soon and plan to move forward with the business idea of Natural Habitats.
We can start the business plan as of next Dec (when Mak graduates from ODAN).
The business will take some time to start because we need to consider: making
trails, establishing a visitor/front office building, possibly an education center
building, hiring interpretive guides, etc. As an estimate we believe it will take us
about 1-2 years to have it open and running.
What do you hope to do that is going to make success a sure thing for you?
Niche or specialty.
This business will be a success because both Mak and I have gained so much
experience from our program. One of us even has their Natural Heritage
Interpretive Certification. We are learning this semester how to construct trails and
mark trails. Mak has a great knowledge on wildlife; especially birds. He will be a
great building block for our interpretive birding hikes/paddles. As for me I have a
great knowledge on amphibians and reptiles and will be able to contribute my
knowledge to our interpretive hikes/paddles.
Who do you know to help you if you are in trouble?
If we run into trouble financially we both agree on talking with our bank firstly.
Loans and grants are an option. I would personally also speak with my dad, who is a
successful businessman and is great with budgeting. Mak also has family that
manages a business in the Cayman Islands who have lots of experience and
knowledge.

3. Who are your competitors? Name competitors and describe what they do
better than you and what you hope to do better than them.
As of now Brazil is an up and coming adventure industry so not a whole of business
will be in the area but will be in the next few years. We need to keep in mind it will
become very competitive. Those competitors will be: any adventure tourist industry
and parks.
What will be your market share? (what % of the total market in the area do
you get? )
The percentage can be big for us because outdoor adventure is only just becoming
large in Brazil. So we do have the opportunity to take a good chunk of the market
percentage. As of now through my research we will be the first interpretive hiking
and paddle industry. All industries there now are based around just adventure and
not the interpretive naturalist point of view.
Are you equipped and up to date with new technology? Provide specific
details.
Mak and I are both tech savvy and know about technology being applied to the
outdoors. For example ipads will be a great asset in the outdoors for documenting,
videos, photos, and research.
Will the market change in the near future? Where will you be in 5 years?
There market will change because more outdoor industry will be in the area as
Brazils grows it outdoor adventure industry. But if we are the original service to the
area hopefully we will build a connection with our customers and convince them to
stay with our business. Our tours can always be improved and upgraded depending
on the neighboring industries (we will always offer more!)
Has your business grown, shrank or stayed the same in the past two years?
(for established businesses) state n/a if this is a new business
N/A
What is your plan for growth? (for new businesses)
In the future we can think about building a Youth Education Center. Programs can
run out of the center and provide an education for youth.

4. What financial resources will you need in the next year to support your
business? How much money, where are you getting it? This may be for cash
flow or for expansion or upgrading. State what the money is needed for.
This is defiantly an expensive business plan and will need some funding. A bank
loan will be needed to initiate the company. Also asking help from our families and
fundraising since it is a family orientated program.