Financing
Financing could be obtained through a variety of means including: Personal cash reserves, debt-financing, and the sale of equity shares.
Forecasting
An assessment needs to be made to determine what the initial start up costs would be, as well as the maintenance costs, advertising budget, staffing, supplies, etc.
Competition with other existing campgrounds may pose obstacles and resistance to obtaining the necessary business and conditional use permits.

Operations
Staffing
Staffing will consist of two full-time onsite management staff, and a number of part-time and temporary seasonal staff. The caretakers would be responsible for overseeing reservations, maintenance, assisting groups with logistics and programming, and coordinating catering operations. Part-time staff would organize and facilitate tours and excursions, as well as food service, maintenance, security, administrative and other on-site duties. The caretakers and staff are not just there to serve as overseers and workers. They also serve as hosts and have the role and responsibility of providing hospitality to visitors.
Management Team:
Jim Leal – Founder and President
Vice President of Marketing and Operations - TBD
General Manager – TBD
Board of Trustees:
Fernando Salinas
Rick Leal Sr.
Sales and Sales Management:
Primarily will consist of inside sales, handling booking requests from the Website and the leads generated from direct marketing and other marketing campaigns. There will also be a need for account management for churches and other groups who are regular customers.
Suppliers:
Resources to identify include: Propane suppliers, septic tank installers, tent companies, food services, utility companies, waste management, well drillers, landscape architects, government zoning officials, building code officials, construction contractors, tour-bus operators, Yosemite Park officials, sports/recreational equipment suppliers, sound system and lighting system designers and installers.

Marketing Strategy
Pricing factors:
The target market varies in its financial resources ranging from modest to affluent. Granite Rock will offer a wide range of pricing packages to accommodate a diverse range of budgets and interests. Obviously peak demand will be during the summer months with still strong demand during Spring and Fall as there is usually flexibility with scheduling of retreats for the target market. Unlike luxury tours and other high price tours and resorts, camp retreats are little impacted by macro-consumer trends and state or nationwide economic conditions. Camping has always been an affordable means of getting away from it all.
A survey will need to be conducted of what various retreat companies charge for accommodations and services and pricing will be determined taking that market data into consideration.
Advertising and Promotion
Granite Rock will be promoted through the promotional activities of the Tuolumne Visitor's Bureau, a target public relations campaign to travel related publications and a strong Internet presence. A virtual tour will be included on the website and a DVD promotional package that highlights the features of the camp can be created. Ideally, once a brand identity has been established, word-of-mouth will be the greatest source of advertising and referral. Establishing ongoing yearly accounts and recurring reservations will also help to ensure maximum occupancy. Marketing collateral will be created for distribution at the Yosemite Visitors Center and other tourist venues. Advertising in travel magazines and other media outlets and internet websites will also be explored

Competition
There are numerous local campgrounds, many offering larger space and more substantial amenities. But Granite Rock has some unique and highly marketable assets that if properly marketed should ensure long-term success and a competitive advantage. First, Granite Rock is located a mere 9 minutes from the entrance to Yosemite National Park. This makes it ideally situated for quick and convenient excursions into the park. With the prospect of the government eliminating automobile access into the park entirely this would make Granite Rock even more desirable to campers. Second, because Highway 120 is the main artery into the park from the Bay Area, Granite Rock must be passed by virtually every visitor to Yosemite coming from one of the most affluent and populous areas in the country. Yosemite itself is such a unique attraction that it offers visitors an experience that other campgrounds cannot match. The combination of privacy and accessibility to Yosemite is a strong competitive advantage.
The local government operated campgrounds are not direct competitors, because they offer only the most basic of amenities. Yosemite Lakes Resort, which is right across the highway is a members only campground and therefore cannot be a direct competitor unless it were to change ownership. If that were to happen it would become a significant competitor, but hopefully by then Granite Rock would have an established and strong customer base.
There are numerous motels and lodges in the area, but many of them are dated in their appearance.. There are also Youth Camps in the area, but again they cater to a very specific target market and generally are non-profit.
There are also many campgrounds that serve RV enthusiasts, which is a large, but I believe peaking market. Granite Rock does not compete with this segment of the campground industry.
Bass Lake and Evergreen Lodge are significant competitors in the region, However, Granite Rock is targeted at visitors who would like a more basic camping experience with modern creature comforts, so the competition is not direct. It is also likely that demand will be strong enough so that there is enough marketshare and market diversity for everyone. Next

Customer Sensitivities
The primary goal is to offer groups an intimate and personalized retreat experience at a price that is competitive with larger resorts. The facilities will be designed to provide modern comforts while preserving and complementing the natural surroundings. Buildings will be designed as efficiently as possible due to the limited size of the property and will blend with the natural surroundings. Parking will be designed so that vehicles are hidden from view of the campers to maximize the sense of being away from civilization. Customers will need to be shuttled to their tents.
Catering will be offered as part of a complete vacation or retreat package, however, there is also the option of allowing budget conscious campers the opportunity to bring their own food. The availability of ice, gas and grocery items can be obtained at the general store across the highway.

Products and Services
22 Acres of forested land adjacent to Hwy. 120, approximately 10 minutes to the western entrance of Yosemite National Park. The property is expected to offer 50-100 tent cabin and tent sites, top of the line public bathroom faciities, a main amphitheatre/campfire area, cooking and dining facilities, and some recreational amenities, which may include a climbing wall, swimming pool, hottub and sauna area, and a treehouse "getaway" for dayspa treatments.
The resort is ideally suited for Yosemite Park excursions and tour packages, including extreme adventure tours, corporate team building and training events, photography camps, artist retreats, dance camps, etc.
Strengths and Weaknesses
The size of the property prohibits Granite Rock from accommodating large group events with hundreds of people. However, there is still a significant customer base to be served, While Granite Rock cannot offer activities like softball, volleyball and basketball or boating, it is my belief that these types of activities are not as important as they once were. Customers are looking for more creative and contemporary forms of recreation. For instance, people may rather do rock climbing than shoot baskets. The unique appeal of Granite Rock is its proximity and ability to integrate Yosemite National Park, unrivaled in its beauty and awe inspiring wonder. Nearby Groveland, Pine Mountain Lake and Columbia can also serve as fun excursions with opportunities for dining, shopping, boating, fishing, etc.

Mission Statement
Originally the vision was to develop and market a full service resort that can be reserved exclusively for small groups of 30-150 people. However, after doing some research into the feasibility, I have determined that it would be more realistic both financially and in terms of obtaining the necessary permits to pursue a more modest vision. The current plan is to develop a rustic campground with modern comforts and amenities. The camp would offer 50-100 tent cabins and tent sites and would provide value added full-featured packages that would include accommodations, food, and excursions. In addition, the resort would focus on "adventure" activities, such as rock climbing and white water rafting and would feature a large, outdoor climbing wall.