Who are we?

Therapeutic Riding Centre of Singapore

Privately run company offering therapeutic riding for disabled

One of two local organisations offering riding for the disabled

Work in partnership with the National Paralympic Council

Asean Para Games
Paralympic Games

Offer various services including:

Circuit riding
Trial rides
Riding lessons
Riding badge certifications
Transportation
Horse boarding
Horse leasing

Products and Services

Product and Service

Price ($SGD)

Circuit Riding

$20

Trail Ride

$45

Riding Lesson

$45

Horse Boarding (monthly)

$1,000

Horse Leasing (monthly)

$600

Riding Badge Certification

$40

Transportation to and from Riding Centre

$25

Market Analysis

420,000 potential customers

Hold 50% of the market share

Strengths

Large target market

Oligopolistic competition with few competitors
Numerous and wide range of products and services

Weaknesses

Consumer acceptance and brand recognition

High operational cost
High capital costs

Opportunities

Growing interest in hobbies and keeping fit

Increasing number of customers as company is advertised and developed

Threats

Difficulty convincing cost-conscious customers

Growing need for employees as company develops
Indirect competition from companies offering sport/recreational activities for the
disabled

Finances

Payroll: $213,000

Profit from services:

Loan

New riding arena

Riding lessons make up 43% of profit
Circuit riding makes up 15%

Additional horses

Increased advertisement

More employees

Loan of $220,000 for 7% of the company