MOUNTAIN MEADOW BED AND BREAKFAST Karlie Stoddard Manager/Owner

PRIMARY EXECUTIVES  Daniel Walter: Owner/Assistant Manager/Journeyman Plumber  Sara Stoddard: Certified Personal Accountant  Kathy Stoddard: Lead Chef and Head of Cooking Staff  Hailey Smith: Head of House Keeping  Jason Westby: Head of Grounds Maintanence and Care  Angie Rutherford: Human Resources/Administrative Assistant  The main goal of this business is to provide guests with a relaxing, comfortable, all-inclusive stay

OPERATIONAL CUSTOMER RELATIONSHIP MANAGEMENT  Mountain Meadow Bed and Breakfast uses operational customer relationship management  This company deals directly with the customers on a daily basis  A contact management CRM system will be implemented in this business. (This system maintains customer contact information and identifies prospective customers for future sales)  Kana Software Inc. is Mountain Medow’s CRM vendor. This company focuses on smaller businesses and customer satisfaction

KANA SOFTWARE INC. & CRM  This company will be used both before and after customers stay and Mountain Meadow  Kana will provide us with information regarding personal preferences of potential guests (how they like their rooms, what food they like, and what time of year they prefer to stay with us)  Kana will also provide us with information about customers satisfaction with their stay, what they would like for us to improve, and if they would be interested in visiting us again

USES OF CONTACT MANAGEMENT CRM SYSTEM  Those who will be utilizing this system the most include Kathy Stoddard, Hailey Smith, and Angie Rutherford  Kathy will be using the system to determine what types of foods the guests prefer during their stay  Hailey will be using the system to determine how the rooms should be prepared for specific guests in order to fit their needs  Angie will be using the system to input the customers preferences and determine which rooms fit the guests needs, and book those rooms accordingly

MOUNTAIN MEADOWS’ FACTORS IN 5 FORCES MODEL  Mountain Meadows Bed and Breakfast is in a remote location in Wyoming where there are few competitors in the area  There is a lake right beside the building, and five fire pits within the grounds of the bed and breakfast. There is a breathtaking view of the Wind River Mountains  15 rooms are available to guests, there is no smoking in the rooms, but pets are allowed (there is animal-sitting options for a small fee)  Ice skating is available on the lake in the winter, and fishing is available in the summer, as the venue is open year round  Reward programs are available for frequent customers

5 FORCES MODEL  The buyer power is low, for this is one of the only bed a breakfasts in this area. We also provide frequent guest rewards to offer incentives to customers for staying with us  Supplier power is fairly low for we have several different companies which we can order food, and items for the rooms from. In the winter, supplier power increases slightly because some companies can’t make it out to the bed and breakfast to deliver the food due to weather  Threat of substitute products is low because there are few alternatives to the bed and breakfast in this area. With the new CRM we will be able to make sure the guest is satisfied so that they do not consider doing business anywhere else  Threat of new entrants is rather high. This company has done great in this area, and it would be smart for someone else to open up another bed a breakfast as competition  All in all, this company has been very successful

CRM FEATURES TO BE USED  Mountain meadows will use the survey and questionnaires that are provided by our CRM vendor in order to obtain customer feadback  We will also use the feature that reminds employers of the preferences that an upcoming guest has so that we can be prepared for the guest when they walk in the door  We will also use the notes feature to keep notes on the customer so that we can build a relationship with them more on a personal rather than business relationship

CRM SYSTEM CHALLENGES  During the first year, we do anticipate some challenges as far as understanding the system and implementing it to its’ full potential  It will be a challenge for employees to understand the importance of CRM and to utilize it on a daily basis  Building a customer base will be a challenge at first because we won’t know exactly what questions to ask the customers to get a feel for what they like and don’t like

SYSTEM COSTS  The CRM system will cost $30,000 just to install.  We will need to update the computers to hold the software for the program, and create a backup strategy in case of natural disasters, or power outages  This fee includes the cost of hiring someone to install the program

SYSTEM COSTS CONTINUED  This system will cost about $3000 to run each year for the next three years  After this, prices increase to $3500 per year

MOUNTAIN MEADOWS AND CRM  Though the prices of implementing a CRM system may be high, Mountain Meadows is convinced that these prices will be well worth it  With the new system we will be able to meet customers needs which, in return, will encourage guests to visit again, and to tell others about their experience  Mountain Meadows Bed and Breakfast is all about the customers and we will do anything to keep them coming back