Why a School for Natural Barefoot Trimming
Should Be Started in the Midwest
By Jennifer Montgomery
December 9, 2008
Executive Summary
Barefoot trimming is becoming more and more popular as more horses are successfully coming out of shoes allowing form and function to return to their hooves. The barefoot mantra boasts: heels low, toes back quarters relieved and never par out the sole. Keeping to this philosophy and trimming according to what the sole is telling us will allow for a balanced hoof. Finding a way to educate professionals how to successfully learn this style of trimming is the goal of starting a natural barefoot trimming school here in the Midwest.
Just reading isn’t enough when learning how to trim a hoof; there needs to be hands-on experience and instruction. Students need to be taught in a classroom setting that will enable them to ask questions and be filled with knowledge that they can spread to others. Natural barefoot trimming is focused on trimming hooves in a way that resembles the wild horse model by mimicking the abrasive terrain that the wild horses naturally exfoliate their own hooves on to keep them conditioned and trimmed. Hoof practitioners use their rasps to sculpt hooves the way nature does it.
The idea behind creating a barefoot trimming school is to properly educate those who are interested in maintaining a natural lifestyle and hoof form for their equines. Learning about the whole horse through studies on diet, environment, exercise in addition to trimming styles and anatomy, can enable students to keep their horses sound long into their golden years. By understanding the needs of horse owners in the market, it is clear that horse owners are seeking something new for their horses other than the traditional nail-on shoes.
By providing a natural barefoot trimming school in the Midwest, horse owners and trimming professionals can have a quality experience full of learning. Connecting with other people who are also interested in keeping their horses barefoot and learning not only how but why it works and is superior to keeping horses shod.
The cost of the school is substantial but the potential for income is significant to continue the prospective idea. By holding additional activities at the facility, the financial obligations of the initial building costs can be maintained.
It is important to recognize that any project of this magnitude will require a team of people who are each personally involved and committed. Each person will have a chance to instruct others and provide hands on training to those who attend the school. Leadership and ethics are key to providing a quality learning experience.
My belief is strong that the Midwest Natural Barefoot School will be a success as a result of this report. I plan to submit my findings to a financial advisor for review so that it can be considered for funding to make this project a success.
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INTRODUCTION
The initial idea of providing natural hoof care to clients is a small business that involves a lot of travel time and one on one consultation regarding the client’s horse. My services were overwhelmingly sought after a few advertisements. As my time became more limited and my client list grew longer, I asked why there were little to no other barefoot trim practitioners in my area. The answer is that there is nowhere for them to learn other than time consuming self-taught research through the internet or through a few published books. My intention is to create a new avenue of education that will allow more barefoot trimmers to help horse owners keep their horses out of shoes and comfortable.
Purpose and Scope
The purpose of this report is to discuss and review the reasons why a barefoot horse trimming school in the Midwest would be a good business idea. The purpose of this report is to explain the basic philosophies about natural barefoot trimming and how it differs from traditional farrier methods and to analyze data in order to make a recommendation on whether or not it would be financially sound to continue with the project.
The main points of the report are to discuss:
The first section of this report will focus on why barefoot trimming is important and why horse owners need to know there is an alternative to horseshoes. A thorough explanation of lameness problems in regards to hoof function and how barefoot trimming eliminates these problems will be discussed. The second section will move right into why there is a need for education regarding the natural trim and why more hoof practitioners should be taught using this new method. Surveys and interviews are analyzed and discussed showing the need bring a school to the Midwest. This section will also discuss what core ideas will be included in the curriculum as well as options for where the school will be held. The report further examines how it will be feasible financially to start the school and how other business activities such as horse boarding and training will ensure the expense requirements are met. Cost predictions and expense analysis will show that the plan not only is reasonable but has a positive economic outcome.
Methodology
The information gathered for this report was found from numerous sources, including published books, magazine publications, internet websites, veterinary reports and journals, a survey, as well as a personal interview of the owner of the only other barefoot trimming school in the United States. Advice on how to complete the financial information was sought from an experienced certified public accountant that is knowledgeable in start up companies. Various textbooks from throughout my college career were used to understand what material was needed to make an educated financial analysis.
Secondary sources explaining natural hoof care and traditional farrier practices were used such as books and published internet articles pertaining to the benefits of one versus the other. Written sources came from purchases made from Amazon.com and library books checked out through the Wichita Public Library. Other sources include articles written in Horse & Rider magazine that I am a subscriber. Articles written by Pete Ramey and Dr. Robert Bowker are included in my secondary sources as expert references.
A survey was created using Zoomerang.com in which a convenience sampling of people were asked to complete my questionnaire when they visited my personal website. I started the survey on December 2nd , 2008 and created a pop-up window on the home page of my barefoot trimming website asking visitors to complete the survey. To have increased participation I emailed seven Yahoo groups that were comprised of horse owners but that were not barefoot care related. The total number of members emailed was approximately 500 members. The total participants within the ten days the survey was active was 97 responses (see Appendix A). Participation was from twenty states and two foreign countries. As a convenience sampling this is 20% participation with 27% of those from Kansas because of local advertising driving viewers to my website (see Appendix B). Respondents were asked complete the survey answering questions on their experience and attitudes regarding hoof care. The respondents were told the survey was being conducted to help research a college report.
An email interview was sent to Cheryl Henderson who owns the Oregon School of Natural Hoof Care (see Appendix C). Her responses were very thorough and she provided much insight as to ideas about starting my own school in the Midwest. Personal trimming clients were also interviewed to gain more insight about how horse owners would respond to a hoof care school in their area. The response has been positive among my trimming clients. I have 27 regular trimming clients that I see on a regular 4-6 week basis. I specifically asked if there was a barefoot trimming school in the area that taught natural horse care in addition to hoof trimming techniques, would they be interested enough to come.
Limitations
The survey was a convenience sample limited to only those horse owners on the Yahoo groups that received the email. Some group members do not receive emails individually and may not have known the survey was being conducted. As unbiased as the survey was, one specific question asked how interested the respondent was in natural hoof care. This would have allowed the person some understanding as to why the survey was being conducted and how my own personal views may have skewed the answers. Most of the questions were vague in nature only asking how many years the respondent had been a horse owner and how many horses they owned. Yet other questions asked how well they thought their farrier provided hoof care. Because this survey was sent to mainly horse owners, some of whom knew me personally, this was not a random survey. A small percentage of respondents already are aware that I am a professional hoof practitioner by trade.
Other limitations included the link to reach the survey was actually a pop-up window on my personal webpage that clearly represents natural barefoot trimming. I did notice that 108 people went to the survey’s link, however only 95 people finished the survey and two only partially completed it. This could have been due to that they were not interested in participating because they did not believe in the barefoot philosophy.
Personal interviews were only conducted with persons who were already minimally knowledgeable about barefoot hoof trimming. All respondents were truly unaware of how the methodology and philosophy of barefoot trimming differs from traditional farriery but understand that their horses are benefiting directly from first hand experience with improvement in their horses. All agreed that more barefoot practitioners were needed to supply the demand for this style of trimming.
Personal experience through professional ties to this style of trimming has influenced my decision to start the school. My business has grown 900% in recent months through simple advertising. There is an overwhelming need for hoof care practitioners in general just within my local area.
Assumptions
I am assuming that financing and possible grants will be available for my proposal. I am assuming that horse owners as well as traditional farriers will be interested in educating themselves about the barefoot trim.
I am assuming that the school will be able to provide enough income to sustain itself as well as provide additional income to support other activities to be conducted using a new facility.
BAREFOOT HOOF CARE VERSUS TRADTIONAL HOOF CARE
Do you ever wonder how the Mustangs can run in the rugged Pacific Northwest without shoes and without any human intervention? Do you wonder why your own horses need shoes? These are the questions now being asked by those horse owners who are seeking answers to why their equines are becoming more unsound and are dealing with lameness issues such as navicular and forward foot syndrome while in the care of traditional farriers.
Until recently no studies had been done on the wild horse hoof. By understanding the internal workings of these untainted hooves, researchers are able to prove the physics behind why barefoot horses are not only sound but also in better health. Dr. Hiltrud Strasser, author of Lifetime of Soundness, says that “Most of the common health problems and lameness afflicting domestic horses are a direct result of manmade violations of their natural lifestyle, and can be prevented or cured through a removal of the cause and a return to a natural lifestyle.” (Strasser, 2000 referenced in Jackson, 1999, pg .15) By understanding how the wild hoof functions and is shaped by the terrain the horse lives in, domestic horses can be trimmed in a way that mimics this model through barefoot trimming. The hoof grows and is worn away by natural forces of friction and abrasion while the horse wanders up to 25 miles a day in search of food. The natural hoof “is the hoof every horse was born to wear and will be a goal we will always gradually work our hooves toward.” (Ramey, 2003, pg. 22)
Barefootedness breaks the long believed paradigm that horses must have shoes because domestic horses’ hooves are too weak without them. “The natural, unshod hoof is a hoof that is vastly superior to the same hoof shod. This belief is bolstered by research and practical experience.” (Jackson, 1999, pg. 13) Through continued regular scheduled trims and conditioning hooves to the area they live in, horses are able to move comfortably without the need for metal shoes.
Farriers believe that horseshoes provide protection, correction and traction. (Denton, 2008) Without them, the horse can not perform because the hooves would fall apart. This theory has long been the norm for many centuries. However with understanding how the hoof functions from a physiological standpoint, shoes only provide protection of the walls but do nothing for the solar area of the hoof. Shoes may correct or mask some deformities of the hoof such as wry or other imbalances but do not fully address the problem and allow the hoof to return to its natural state. And if anyone has ridden a horse on an icy surface knows that shoes have no traction. If you ride a barefoot horse on similar surfaces, there will be more surface area of the hoof in contact with the ground and there will be a resulting increase in traction.
An analogy that I like to show my clients is that instead of leaving the walls of the hoof flat as in traditional farriery, the barefoot trim rolls the underside of the walls back towards the inner wall, thus creating an upside down cup that absorbs the force of the horse’s hoof landing. The wall compresses inward instead of flaring outward.
If the horse is not going to be ridden in strenuous activities or in serious competition, or riding in areas that cause excessive wearing of the hooves, then the shoes should be removed. “The longer the feet go without shoes, the better the inside of the hoof can repair, can be function fully and can affect the outer hoof wall with strong, healthy tissue.” (Seeley, 2007) Even in the fore mentioned activities, if the hoof is left bare and conditioned to be used in these ways naturally, the hoof will have better traction, better circulation and over all better heath.
“I try to shoe every horse symmetrically on his front feet, and symmetrically on his back feet.” (Baskins, 2005, pg 68) Farriers will shape a horse’s hoof to fit the shoe rather than allowing the hoof to remain individual. The thought remains that most domestic horses must stay shod or else their hooves will fall apart. “Not all horses need shoes. However, the horse should be shod when: its use causes excessive hoof wear or potential damage to the sole (e.g. rough terrain or hard ground), it needs extra traction, or abnormal foot shape results in uneven forces across the foot and up the column.” (King, 1997, pg. 201)
Yet, there is conflicting information in another source saying that “horses are all unique. From head to hoof, each horse is genetically engineered to be built a little differently.” (Smith, 2006, pg. 8) This writer’s book discusses the different uses for shoes and how horses are happiest when allowed regular exercise. Knowing the anatomy and function of the foot can help you take better care of your horse’s feet. (Smith, 2006) It is because the horse is unique that shoes will inhibit the proper hoof mechanism. Placing a metal shoe on a hoof that should flex with each step sounds detrimental to the health of the horse.
For centuries, horses ran the country sides without shoes affixed to their hooves. Dating back to 400 BC, the Greek General, Xenophon, wrote his book “On the Art of Riding” which explained in detail the art of keeping hooves without shoes. Horses used in that time were exclusively used in battle and ridden long distances. (Jackson, 1999)
Sometime in the 10th Century, the horseshoe was introduced in Europe to help protect the hooves of horses in work. As feudalism continued through the ages and as blacksmithing remained popular, the horseshoe remained a common practice. As horses were brought to more suburban areas and made to stand in confining stalls for hours at a time, the hooves deteriorated, thus needing shoes to help support their failing structures. The practice continues today. (Jackson, 1999)
And more recently there have been numerous endurance riders who complete one hundred mile rides in rocky terrain on barefoot horses that not only outperform their shod counterparts but have been lower heart rates and better respiratory recovery times. (Clingly, 2007)
BENEFITS OF THE NATURAL BAREFOOT TRIM
“Going barefoot (as the result of a correct trim and combined with compatible living conditions) may be the way to make bad hooves better, and even excellent.” (Forsberg Meyer, 2006) The approach to natural hoof care started over 20 years ago when Jamie Jackson and Gene Ovnicek each conducted field research to study the movements of the wild horse population. They knew that in order to study the hoof, that one must be able to see it in its natural state. Becoming intrigued by the hardiness of the hooves in such harsh conditions, each researcher understood that domestic horses could also have this same type of hooves if a more natural lifestyle was practiced.
Clinical Studies
Dr. Robert Bowker, DVM, PhD, is the leading researcher on hoof anatomy and function of the hoof. A neurobiologist from Michigan State University discovered that the blood within horses’ hooves acts as a liquid shock absorber much like athletic shoes function for runners. Dr. Bowker started researching the hoof when his students were unable to properly give nerve blocks due to an incorrectly written textbook. He was able to find out much more than information on nerve blocks. He was able to open up a whole new understanding about how the hoof functions. (Forsberg Meyer, 2006)
Survey Analysis
Belief in Quality Professionals
A convenience sampling was conducted through Zoomerang to ask participants questions regarding their horse experience and related hoof care. A majority of participants (69%) are very satisfied with their current hoof care provider. Horse owners think that 58% of hoof care providers are knowledgeable about hoof anatomy and general horse care. Out of 97 people, 68 % believe their hoof care provider was dependable and horse friendly. The main complaint among horse owners is finding a farrier they feel is competent and gentle in their horse handling. The response to this question means that horse owners are comfortable with their current hoof care provider because he is dependable and treats their horse well. It is unclear by the survey responses whether or not their hoof care practitioner is a traditional farrier or a natural barefoot trimmer. The reason for not including a question asking which style of trimming they prefer within the survey was to not lead the respondent to answer in a way that was biased toward natural hoof care.
Positive Interest in Natural Hoof Care
When asked if the participant was interested in learning about natural hoof care, 76% were either very interested or somewhat interested. Sixteen percent of people were neutral on the subject and only 5% were either not really or not interested at all in natural hoof care. A wide variety of terrains including soft dirt/arena, sand, clay/mud, asphalt, or rock/extreme were provided responses with 73% of riders using soft dirt and arenas to ride their horses in. 71% of horse owners questioned ride their horses from 1-25 miles a week with 29% answering that they don’t ride their horses regularly. Most participants, 98%, have been horse owners for two to over ten years. Most respondents, 58%, said that they own between two and ten horses. 20% said they own ten or more horses.
Barefoot or Shod
The interesting part of the survey was the answer to the question on if they kept their horses shod or barefoot. There were open-ended answers that indicated 28% of respondents do know there is a reason for barefootedness versus shoes. Most owners, 57%, have horses that are barefoot, while only 26% saying they have horses that wear shoes. Of the responses that were commented on, some owners shoe their horses in summer but leave shoes off in winter, only wear shoes when competing, or depending on what type of activity the horse is being asked to do. One respondent wanted to just comment that they keep their horses barefoot the Pete Ramey way.
Activities of Owner’s Horses
Of the 97 respondents, 77% use their horses mainly for pleasure or trail riding. The next largest group of activities was 34% of owners use their horses for cattle work/roping/reining. Breeding of horses was next at 32%. Most breeding animals are not kept in shoes for safety reasons. Next the Western showing, gymkhana/racing/barrels, and riding lessons were between 24-27%.
Analysis of Survey Results
With these results in mind, I find it totally possible that the majority of respondents would most likely be able to keep their horses barefoot with the proper knowledge and a skilled trimming practitioner available to them. If 77% or more of respondents are only doing light work such as trail riding then they would have the perfect scenario with which to take their horse out of shoes. None of the sporting activities listed has requirements for shoes.
Also I was able to keep track of respondents’ locations within the United States. Of the 97 people who took the survey, 71 live in the Midwest region. The states included are: Kansas, Oklahoma, Texas, Colorado, Missouri, Nebraska, Iowa, and Illinois. These states would be logistically close enough for respondents to attend a new school in the Midwestern state of Kansas.
Personal Interview Review
Barefoot is the Alternative to Shoes
The interview of my report (Appendix C) was sent to the owner of the Oregon School of Natural Hoof Care, Cheryl Henderson. She generously replied to my questions about her beliefs in the need for alternatives to traditional farrier care. She explained how the shoe affixed to the hoof actually harms the hoof and adds three times the concussive force and reduction of shock absorption. She said that natural hoof care is different that traditional farrier work and is developing into a new business aside from the norm.
Barefoot Philosophy Has Grown Quickly
She explained how in just seven years, the barefoot movement has grown quickly, so much that there are not enough skilled trimmers, hence the reason for starting her own school in the Pacific Northwest. She started the first school and has also mentioned that several of her students across the country have been in the process of forming their own schools.
She tried joining the American Farrier Association to gain certification and business with veterinarians but could not pass the aspect of nailing shoes to horses’ hooves. So she started a school that taught how she viewed the hoof should remain, unshod and barefoot.
Slow Growth Early On
Clinics and seminars at her facility started out slowly with three to five students and now she holds clinics for six consecutive days to twelve students. She advised holding as many seminars as possible early on to gain a reputation and following. Two-day clinics are possible but the week long seminar is where students gain the full exposure to the entire concept of natural horse care.
Well known horse clinicians and celebrities who also believe in natural trimming will always have a following of people. But it is not necessary to have those faces to gain students wanting to learn at the school. In Cheryl’s situation, since she is on the far West part of the country, it is often difficult for some students to travel the distance.
Ways to Succeed
Cheryl believes the success of her school is the closeness throughout the week long seminars that also accommodate meals, entertainment as well as living arrangements for the students. The biggest obstacle for them is to schedule when showers will be taken so that hot water isn’t an issue.
Case Studies
Personally I have a roster of over 90 equines that I trim on a regular 4-6 week basis and from these I have chosen seven horses as case studies to learn more about the effects my rasp has for each horse. At each trim session I take photographs of all views (lateral, dorsal, oblique, solar, and heel views) of the left front hoof before any trimming begins. I take note of any abnormalities or pathologies of the hoof and address each issue mentally and discuss with the horse owner. Many times I ask about the horse’s diet and give suggestions on how a change in diet can quickly improve the quality of hooves. I also encourage owners to have their horses trimmed more frequently than the normal eight week farrier rotation so that problems can be quickly avoided.
Each of the case studies I have chosen have their unique purposes to show how horses with these conditions can improve through exclusive use of the natural barefoot trim. Conditions such as underrun heels, laminitis, high heels, and forward foot syndrome are addressed in the case studies. At each trim, each horse routinely has photographs taken before and after the trim, and afterwards are published on a website so that others can learn and see how this method of trimming works. (Bare Naked Hooves, 2008)
PLANNING FOR A BAREFOOT TRIMMING SCHOOL
A lot of preparation and planning need to be done in order to have a successful business. Everything, from understanding the market to knowing how to house guests during a seminar, needs to be thought out before jumping in head first. Since there is already an existing barefoot trimming school in Jacksonville, OR, I plan to use the existing planning schedule and education manual already being taught there. I am in contact with the owner, Cheryl Henderson, who is a wealth of knowledge and has provided me with much insight about what I will need to do in order to make my new school a success.
Creating a business by selecting a name and setting up a limited liability corporation is a smart way to limit the liability of the new venture and keep your own personal liability out of harms way. I plan to be working closely with Arthetta Long, CPA, to handle this part of my new school. I plan to write a business plan that will be presented to the Kansas Small Business Development Center at Wichita State University. I also plan to seek out any private grants that may be available to help with start up costs.
Leadership and Ethics
The vision of this business should consider the importance of leadership and guidance as well as striving for excellence in teaching. Showing students the whole horse and why the trim is not the only part of natural hoof care should be addressed. Forming a group of instructors from respected persons who are great with people and have a kind and patient way of explaining things should be a major ideal to consider. By having the students work together to trim one horse with direct supervision by an instructor, will be the best way of learning. Students will learn first in the classroom through slide shows of the basic idea of the natural trim and then will be shown first hand on horses in the arena setting. The more questions that can be answered during the seminar the more confident each student will become.
Ethics will play a part of our school in which we will hold our school in high standards according to the American Hoof Association (AHA) standards. I plan to become certified in this association before beginning the work of presenting the idea for financing. It would be in the best interest of the school to have an accredited owner who is not only knowledgeable and experienced but also is held responsible by the association that certified them.
Contracts and release forms will be drawn up to protect the facility as well as the horses and owners while they attend the school or facility for training or boarding. Having strict policies regarding the rules of the barn and how participants are to respect the facilities as well as other persons attending the school will be adhered to. Policies will be put in place governing the handling of money and issuance of receipts.
Curriculum
The curriculum for the school will involve many aspects of natural horse keeping as well as how to properly trim a hoof. Topics to be presented will include diet, tool handling, trimming style /anatomy, hoof ailments such as laminitis, horse handling, and natural environment. In a total hands-on-environment, I plan to have at least ten horses on site that can be used throughout the seminar that are in need of trimming. I plan to hold the seminars every six weeks so that horses are at the point where they are in need of a trim for the students to learn on. I also plan to have lecture time in which slides are presented on a projector screen for students to view color photos of numerous hooves and trimming techniques.
Trimming style/anatomy
A new style of barefoot trimming has evolved recently that is called trimming from the top. (TFTT) The hoof is placed on the hoof stand in front of the horse and the outer toe wall and flares are rasped in a downward motion, bringing the toes back into the white line and into live inner wall material. The entire circumference is rasped until the hoof wall shavings begin to stick and have a shredded cheese appearance. (Poss, Ironfreehoof.com)
The hoof is then placed under the horse and the solar view of the hoof is addressed. The heels are lowered, the frog is inspected and tidied up by slicing away tattered edges, and the quarters are relieved by rasping them lower than the toe and heel regions of the hoof.
The hoof is then placed back on the hoof stand in front of the horse and the walls are rolled back into the white line and beveled into a “Mustang roll” (Jackson, 1999) The entire bottom of the hoof is rolled in a way that resembles the way the Mustangs naturally self trim all the rough edges from their hooves.
Diet
The horse’s diet should consist mainly of grass hays. Some alfalfa, no more than 20% can safely be added to the diet for weight-gain. Alfalfa is a high calorie, high starch feed source and should be fed in moderation. Grain should be fed sparingly. Grain should only be fed as a supplement to the main diet of grass forage. In order to balance the vitamin and mineral ratios of the hay, some beet pulp or rice bran can be safely used. Most horses require a low non-structural carbohydrate diet, so make sure to check the manufacturers label to decide if a particular feed is suitable for your horse. (Welz, 2008) Excess sugar and carbohydrates in the diet are an unnatural feed source for equines and induce problems such as insulin resistance and laminitis. Feeding sweet feed or excessive alfalfa without moderate daily exercise is a recipe for disaster.
Environment
The best natural environment for a barefoot horse is one that is dry, clean, firm surface where they are able to roam and move at will. Wild horses move up to twenty-five miles a day and their hooves are proof that exercise and a rugged environment are best. “Environment is critical to success with barefoot hooves.” (Ramey, 2003) Horses that stand for hours on end in their stalls, walking in manure and urine, will have problems with thrush and poor wall quality. Encouraging owners to keep their horses in a more natural environment that advocates movement will allow hooves to become more like the wild horse model.
Hoof Ailments
Everything from severely dished hooves, toe cracks, founder, white line disease, resections, quarter cracks, contracted hooves and thrush infections can all be treated effectively through the barefoot trimming methods. These hoof problems are a result of not allowing the hoof to remain in its proper form to function in the way nature intended. Over time the hoof will grow back in the proper way if the horse is trimmed on a consistent basis that allows the hoof to return to its normal form. Any time the hoof is not healthy, absolutely no shoe should ever be nailed to its walls. Finding the source of the problem and then trimming in a way that helps that problem resolve is the best way for recovery. Most of these problems are fixed by a balanced trim keeping the toes rasped back to the white line, the heels lowered and the quarters relieved. Proper function returns to the hoof and enables healing.
Location and Building Considerations
The location of the facility will be on five acres of my own private rural farm four miles east of Mulvane, KS. Electricity and water are already available to this area. The land would need to be cleared and a pad provided to erect an indoor arena. The 80’x 120’ x 16’ building being considered is through Advantage Steel Buildings for around $44,000. Clearing of the land and all utility hook ups as well as foundation and leveling will cost an additional $10,000.
BUSINESS PLAN ANALYSIS
As with any business there are certain analysis the must be considered before venturing any further towards completion. The business plan must be substantiated by realistic figures and projections of the future. As in indicated by tabulating a budget and forecast as well as an income statement, this idea of starting a natural barefoot trimming school is not only going to benefit horses and their owners but will be a good business decision as well.
Start-Up Costs
The start-up costs involved in this project require either the rental or the construction of a facility in which to hold seminars. The plan is to construct a 80x120x14 metal building that will not only provide an arena to conduct bi-monthly seminars but will also house any horses in training or that are being boarded. The land is already available on my own private rural property with five acres needing to be cleared.
Additional costs will include the purchase of the manual from the Oregon School of Natural Hoof Care and any tools that will be required of each student, such as rasps, nippers, hoof knives, tool bags, gloves, and Hoof Jacks. The purchase of a Dell projector and laptop will prove to be an efficient way of showing presentations.
Market Analysis and Strategy
Understanding the population of horse owners is important to the market analysis. The Midwest is a vast area of horse owners with the majority of them registered Quarter Horses. According to the AQHA website, in 2007 there were 23,973 members and 89,902 horses registered just in Kansas alone. Texas has the record for number of horses registered with the AQHA as well as Oklahoma with a horse population of 196,590. Nebraska, Missouri, and Colorado have combined numbers of 296,108 registered quarter horses. (American Quarter Horse Association, 2007) Those numbers only reflect one breed of horse.
According to the Kansas Agricultural Statistics 1999 press release, the total number of equines reached 105,000 and increasing yearly. The value of equines during that time was approximately $1,900 per head in both 1997 and 1998. (Kansas Department of Agriculture, 1999) The economic study done by Deloitte Consulting LLP for the American Horse Council Foundation in 2005 indicates that the horse market is significant in the Midwest. Goods and services pertaining to Oklahoma amounted to $766 million and in Texas $3.0 billion. (Kansas Agriculture Statistics, 1999)
The SWOT analysis of a barefoot trimming school shows that the strengths are its uniqueness within the market. Horse owners are looking for alternatives to traditional farrier care. The horse market is swamped with numerous horses and their owners.
The strategy involved in advertising would be connecting with other horse owners throughout the country by use of equine publications like Horse & Rider and participation on Yahoo groups. Continuing to post updates and documentation to my case studies on my barefoot horse care website as well as post information about upcoming clinics will help spread the word. Local advertising will bring in horse owners for boarding and training but word of mouth is a good policy to follow. Having good ethics and following a detailed plan with contracts in place to protect business interests as well as the horse owners who use my facilities will help ensure the longevity of the program. Having a successful program while also allowing horse owners to walk away with more than they came is the goal. Their experience of learning about natural horse care will make a difference in their horse ownership.
Financial Plan
Important Assumptions
This project is dependent on financing or direct grants for its life. Future research will be continued to seek out grants for women and/or minorities since my husband is Asian American. I plan to seek the assistance of the Kansas Small Business Development Center in conjunction with the Commercial Loan department at Emprise Bank, Wichita in financial assistance.
Projected Budget and Forecast
A budget analysis (Appendix D) indicates that the project will be successful if five students every other month attend the seminars that there will be sufficient revenue above and beyond expenses. Additional activities such as training and boarding of additional horses monthly will ensure that the expense of building a new facility will be justifiable. Current trimming clients ensure a $12,244 income yearly; the additional training and boarded horses will provide $20,900; and the attendance from students at the trimming school will equate to $30,000. The offsetting costs totaling $20,546 are 32.5 % of profits. Financing of the building will be approximately $55,000 spread out over 15 years at a yearly interest rate of 9.375% with 10% down. Other income considerations should be included such as my husband’s employee income. Financing should be within range of debit to income ratios.
Income Statement Analysis
The income statement (Appendix E) indicates the sales will be $63,144 with earnings after taxes at 30% of $29,818 to calculate a profit margin of 47.2%. The profit margin on sales equates to 67.4% with income figured at $42,598. This profit margin seems excessive but it is due to only having barn payments and utilities costs as out of pocket expenses. All other expenses will be covered in the cost for the students to attend the school and for boarded and trained horses to have offsetting invoices for all of their care.
CONCLUSION AND RECOMMENDATIONS
With the natural barefoot trim method relatively new compared to traditional farrier techniques, it would be a smart business ideal to focus on the positive aspects rather than to dwell on how they differ from the norm. Sometimes putting focus on the obvious in a negative way draws attention to the wrong things. Continuing to be a lifelong student and searching for new ways to improve horse hoof health should be a constant goal.
Recommendations include:
1. Additional income avenues to sustain early start up
2. Remembering to seek out team members to help with the instruction at the school.
Finding people who have your same ideals should be the ones you allow help you with this large project. Seek people who are naturally self-motivating and have a positive attitude. People skills are a must when teaching. Even though everyone you seek won’t understand the principles behind every aspect of the barefoot method, if they are willing to learn, they can become instructors for the school. Seek people who are loyal and trustworthy.
3. Seek private or government grants to assist with first time business start up.
The financial responsibility of this project is quite large. It would be wise to consider the use of private or government grants to help with the costs. Asking related merchandise providers such as, HoofJack, EasyCare Hoof Boots, Diamond Rasps, Morton Buildings, American Paint Horse Association, RFD-TV, or any other business who may want their business related to the school can be contacted to see how they can contribute, either through direct assistance or possibly advertising their merchandise through my own publications related to the school. Becoming a distributor for these products may help with costs.
Government grants are often difficult to obtain but can be achieved through persistence and knowledge of where to send the proposal. I plan to research further into this aspect before financing the entire bulk of the project.
4. Remember to use all available marketing techniques when advertising.
Using local, regional or even national advertising to communicate to horse owners that there is a new school available for teaching natural hoof trimming will get the word out to as many people as possible. Dedicate a set amount for advertising each month and run ads in popular magazines such as Horse & Rider, Practical Horseman as well as online websites dedicated to natural horse keeping.
5. Create a web blog discussing your ideas.
Create a web blog dedicated to experiences while trimming client horses. Continue to mention the new barefoot trimming seminars and clinics that will be held throughout the year. Have a way for interested people to fill out online forms asking questions or create surveys that will entice them to stay longer on your website to read about what you have to offer. Blogging is becoming a very popular way to get ideas out in the open.
6. Keep mentally focused and don’t get discouraged.
At one time or another every business start up has questioned whether or not they are doing the right thing. Others may question your ideas and become negative. Steer away from these types of people and just stay focused on your ideas and goals. As a new idea in the region it is possible that copy-cats will try and become your new competition. Just do what you know and stick true to your idea. Strong and steady wins the race.
For the first year, test the market and rent a facility to see if the response to the seminars is positive. Start small by holding small 2-day clinics for those who are interested to work the kinks out of the program. Gain confidence in the teaching and ways to explain techniques in the easiest possible way. As the interest in the school grows then decide at what point would be the best time to break ground on a new arena to accommodate more guests. As in the movie, Field of Dreams, “If you build it, they will come.”
Baskins, Don. (2005) Well-Shod: A Horseshoeing Guide for Owners & Farriers. Colorado Springs, CO: Western Horseman Magazine
Clingly, Jen. (2007) Wild About Horses: Natural Hoof Care & Education. [online] Available: http://www.wildabouthooves.com.au/pages/endurance.htm (December 19, 2008)
Kansas Agricultural Statistics (1999) U.S. Equine Inventory Up 1.3 Percent. [online] Available: http://www.nass.usda.gov/Statistics_by_State/Kansas/Publications/Livestock/Equine/equine.htm (December 4, 2008)
Poss, Paige. (January 2006) Ironfree Hoof. [online] Available: http://www.ironfreehoof.com/ (December 11, 2008)
Ramey, Pete. (2003) Making Natural Hoof Care Work for You. Harrison, AR: Star Ridge Publishing
Ramey, Pete. (2006, September 8) One Foot for All Seasons? [online]. Available: http://www.hoofrehab.com/seasons.htm (November 29, 2008).
Ramey, Pete. (Spring 2006) Preaching to the Choir: Have we stepped out of one box, into another? The Horses Hoof, News for Barefoot Horses. Issue 23-Spring 2006. 12-14.[online] Available: http://www.hoofrehab.com/RameyFinal.pdf (November 29. 2008)
Seeley, Keith (2007) To Shoe or Not to Shoe. [online]. Available: http://www.keithseeley.com/ToShoeOr.htm (November 29, 2008).
Welz, Yvonne (2008). The Horse’s Hoof Diet Guidelines. [online] Available: http://www.thehorseshoof.com/diet2.html . (December 11, 2008)
*Case Studies - History - Hoof Problems - Links - Philosophy - Steps to trimming - Survey Results*