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TRANSCRIPT
Rethinking the Horse
Business 2016
How the Economy, the Horse
Industry and the Internet Are
Affecting Horse Professionals
Tonight’s Speaker
Elisabeth McMillan
Editor and Founder of Equestrian Professional.com
Copyright 2016 Equestrian Professional LLC all rights reserved
Outline for Tonight
• Overview of Economic Outlook and Indicators
• Horse Industry Highlights
• Internet Insights
• Results from our survey of horse professionals
• Summary and tips
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Mainstream Global
Economic Indicators
• Global Growth
• Stock Market
• Foreign Exchange
• Real Estate
• Employment
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Global Growth
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Copyright 2016 Equestrian Professional LLC all rights reserved
Currency Rates
Horse Sales - PSI YEAR # of
Horses
Average Total
2011 47 271,304
EURO
12,700,000
EURO
2012 45 346,222
EURO
15,580,000
EURO
2013 48 275,041
EURO
12,752,000
EURO
2014 52 322,412 16, 430, 000
2015 ? 368,370
EURO
17,795,000
EURO Copyright 2016 Equestrian Professional LLC all rights reserved
Keeneland Sales Summary
January 2016 Sale
Head sold 1040
Gross amount $35,436,500
Average Price – $37,242
Median Price – $11,000
Top Price - $700,000
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NCHA Futurity Sale Dec
• Zee Im Smooth sold for $225,000 in the Select Yearling Sale. From Western Bloodstock.com
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NRHA Sales
“The final numbers are in and for the three NRHA
Futurity Sales, held Dec. 4-6 in Oklahoma City,
Okla., there were 364 horses that went through
the ring and generated bids of $4,374,900. Of
those, 269 horses sold (73.9 percent) for
$2,943,900, calculating out to a $10,944
average and the median landing at $7,000.”
- Quarter Horse News
Internet Trends
Email – Social Media – Mobile – Search - Ads
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Growth, Decline or Same
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2014 vs 2015 - SURVEY
Increased Decreased Stayed the
same
2014 51.11% 19.44 30.00
2015 45.36% 19.63% 35.54%
Change 5.75 0.19% 5.54 %
Over all growth of business. Did your horse
business grow, decline or stay the same?
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New Customers
Where are the majority of your new customers coming from?
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How Has Social Media Affected
Your Horse Business?
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Change in services
2010 2011
2013
Wins and Losses
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Profit or Loss
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How Does This Compare?
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What Adjustments Made?
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Opportunities
Purchased
Land
16.4% 19.1% 21.43
17.65
Purchased
Major
Equipment
20.8% 29.1% 41.67
38.24
Purchased
Horses
71% 68.1% 69.05 69.12
Refinanced
Major
Loans
17.1% 18.7% 9.52%
10.78
2012 2013 2014
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2015
What’s Interesting
• Much fewer reports of non-paying
customers
• Little to no comments about unwanted
horses
• More capital improvements
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Concerns
• Clients not moving up
• Costs both for the professional and the
client. Has the divide grown too large?
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Summary & Tips
• Economy
• Focus on the solution
• Connect profitability goals with career
goals and marketing strategy.
• Get the support you need to create an
actionable plan
Tools and Support
1.24/7 Access to Tools Articles – Downloads – Calculators – Webinars – Guides
2. Private Consulting
3. Special Member Events
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Special Offer
• The first 15 people to join,
renews or upgrade their
membership tonight will
receive a complimentary
consulting session.
• Sign up now!
Questions?
Thank you for Listening!