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1.0 Executive Summary

Emerald Driving Range (Emerald, EDR) is a new enterprise that provides state-of-the-art facilities that accommodate golfers of all levels. A first-class driving range with slots for 50 golfers along with two chipping greens and two putting greens will be available. EDR will focus on providing practice opportunities for golfers of all abilities. There will be a PGA Teaching Pro to give lessons on a daily basis. We will have a concessions area that will provide a variety of drinks and snack foods for golfers who need to take a break.

It is our purpose to set a strategic direction for our future and this is the primary purpose of this business plan. It will address location, finance, and service issues that will be key to the future success of the business. This process is challenging from the standpoint that there are several other driving ranges in the community and we are a start-up enterprise. What we have to offer in facilities is unique to the industry, and we are excited to serve the community.

Our market strategy is based on becoming a viable choice for people looking for a place to practice every aspect of the game of golf. The three target market segments Emerald is focusing on are Children, Adults, and Schools. Golf is becoming increasingly popular with children at younger ages. We will have programs in place to meet the needs of kids wanting to learn the game of golf. Our facility will also appeal to adults of all levels who want a quality place to ...