RanchForeman offers innovative services to horse professionals in order to position their horse business to succeed in the industry.

Improving your horse business is our number one priority, so our innovative services include both online and offline efforts. Our focus lies in three primary areas:

1.Public Relations
2.Print and Advertising
3.Internet

This paper will focus on the third area, the Internet. Yes, we develop online presences for horse businesses. And we charge for it because we're damn good at it. However, we understand that you may not have the budget to hire professionals and/or you may just like to do it yourself.

So, we've decided to develop resources that walk you through certain areas of business improvement and make them available to you in the Horse Articles area of RanchForeman.com.

Developing an online presence for your horse business is an ongoing process that will locate prospective clients, make them accessible, and generate additional sources of revenue. Your efforts should eventually lead to a custom domain and interactive website. However, getting started right now is what is most important.

Here is an excerpt from our first downloadable horse business resource:

---

The keywords you target during your efforts online impact the success of those online efforts more than you know. Be the tortoise more so than the hare while you are choosing your targeted keywords.

Wait a second... What exactly are keywords anyway? A keyword is a term that captures the essence of a topic. Common words (a, an, the) and conjunctions (and, or, but) are not treated as keywords. In short, a keyword is what your prospective client enters into Google in order to be sent to your Web site. A keyword phrase is more applicable for the types of sites you will be creating. A keyword phrase is simply a couple of keywords grouped together to convey a more specific concept like performance ranch horse gelding.

Get online and go to this link: https://adwords.google.com/select/KeywordToolExternal

Go to the link above and enter a keyword phrase that corresponds to how you believe people will find your website. Then, click on the header link that begins with Local Search Volume: and sort the list.

Be patient when finalizing your target keyword phrases. Here are the 2 Myths You MUST Understand BEFORE You Finalize Your Keywords. Continue

---

Get Your Horse Business Online Today!
3 Steps to use the Internet for your horse business...FREE.
Download the entire resource.

How do you get expert advice from fellow horse business professionals?

Ask. That's all there is to it. Most successful people in the horse business would welcome your questions anytime. One of the reasons they are successful is the fact that they understand how important relationships are in the horse business. Remember, though that there are jerks in the equine industry as there are in any industry. If you get blown off, don't take it personally.

We recommend going one step further than asking - Take the road trip.

Before you head out, you should complete the Definite Major Purpose for your Horse Business Series and read through the How-To on Developing Strategies in the Horse Business. If nothing else, this will be a great way for you to really get to know your horse business and share what you are doing with a fellow horse business professional. So go on and get out there.

Here's why you need to go:

• You Need a Day Off
• It Will Be Fun
• Develop the Champion's Mindset
• Important to Learn From Others' Mistakes
• More Important to Learn From Their Successes

You Need A Day Off... Plus, It'll Be Fun
The work load that comes from owning, or operating, a horse business is brutal. Weekends mean absolutely nothing. In fact, weekends are usually more busy than the week days. And holidays, forget it. Horses still have to eat. The responsibilities never go away, but you already know this.

So, take a day off. You deserve it. And if you can't stand the thought of not working on your horse business, find peace in the fact that this trip will probably benefit your business more than anything else you could possibly have done on those days you were gone.

Besides, it will be fun.

Chance to Develop the Champion's Mindset
First of all, what is the Champion's Mindset?

In a nutshell, it's humility. But, it's also confidence.

How do these two personality characteristics co-exist?

Both confidence and humility can be difficult characteristics to develop. Many horse business professionals view confidence as arrogance and humility as weakness. The key is to know when to draw on your confidence and when to draw on your humility.

If you are a trainer, you have to believe that there is no one better than you when you enter the show pen – Confidence. However, when you are not in the show pen, you have to believe that you can learn something from anybody - Humility.

This example holds true across all niches that exist within the horse industry. Your professional environment requires you to believe you are the best. When you are in social situations or within someone else's professional environment, it is imperative that you draw upon your humility.

Champions are passionate about what they do. That is where their confidence comes from. Their devotion to their particular corner of the horse business demands sacrifice. Training and education required to be successful as a horse business professional takes time. Devotion demands sacrifice. Training and education demands time. That Sacrifice and time results in preparation. Preparation for almost anything.

And that.... results in confidence.

Humility, on the other hand is a character trait that you have to decide to embrace. Or, go through some horrible life situations, but no one is going to plan on that. The point is, the more a true Champion knows, the more they realize they need to learn. They have a humble nature. Who knows whether it's natural or something they work to achieve. The only thing that matters is that humility exists in the best horse business professionals.

Why does this confidence and humility stuff even matter?

People tend to like people who are like them. No one wants to help a know-it-all, and people who have worked as hard as you have to work to get to the top of any niche in the horse business are not going to help you if you don't have a burning passion for what you are already working hard to achieve.

Focus on your Definite Major Purpose for your Horse Business and take action on the strategy you developed for your horse business

“I thought I was supposed to take the day off,” you say.

You are... when the time is right.

Focusing on your Definite Major Purpose for your Horse Business and taking action on the strategy you developed for your horse business will accomplish two very important things:

• Improve your horse business enough to actually benefit from the knowledge of a Horse Business Super Star

• Locate you in the same places as your Horse Business Super Star where you can make an introduction

If you were just introduced to a basketball and have never even seen a hoop, you have no business asking Micheal Jordan for basketball tips. It will waste his time and yours. Your business may be that far behind the equine professional you want to visit.

That brings us to being in the same places as your Horse Business Super Star. They are there for a reason. You should be, too. Even if you weren't trying to get acquainted with a particular horse professional, emulating their professional activities will help you accomplish your strategy for your horse business.

However, you are going to introduce yourself. You have nothing to prove, so relax. Just ask them how their trip was, how their show is going, learn about a horse they have, etc. They'll be interested in your activities as well so be ready to share the Definite Major Purpose for your horse business. Don't lay a pitch on them, they don't want to hear it. Just be specific when telling them what you do. Who knows, an invitation to their place may result in this very first meeting, but don't push it. You just want to make an introduction. Now, they have met you and they know you are working to make it in the horse business.

That process will prepare you for success. While you are taking action to improve your horse business, you should start to get someone in mind who you wish to Your preparation will lead you to confidence. Now, you're ready to find a horse business mentor.

Important to Learn From Others' Mistakes

Your horse business has purpose, a great strategy and your confidence is running high. Your Horse Business Super Star has witnessed your work on your business. It's time to shatter that confidence.

What!?!?

Well, keep the confidence, but bring in the humility because it's time to take your much needed day off. The first step to getting good advice from someone is knowing that you're in need of some good advice. That's where the humility comes in. Almost any prolific horse business person will be more than happy to help out someone they know is working hard on and is passionate about their horse business.

Relax and let that passion through when you ask your Horse Business Super Star if you could come by and visit some time. Schedule a time. Be honest about your intentions and flexible with your time. Most professionals are extremely busy. If you drop by, you will benefit ZERO. They won't have time for you. Stop them at the next event, conference, show, rodeo, etc. or just give them a call. But, schedule an appointment. They will be glad to hear that you admire their success and that you want to make your business more successful.

Well, you're headed to your destination, now what?

Make a list of things you'd like to be sure and remember to ask. When you are leaving just glance over it to make sure you covered everything. Don't check it all the time. This is not an interview. This is a social call. Build the relationship.

Here are a couple to get you started:

• What have you learned the hard way?
• What would you not do again?
• Most recent mistake you've made?
• When they were at your level, what would they have done differently?

More Important to Learn From Their Successes
“What did you do wrong?” questions are good questions, but they should not be the focus of your visit. Being consistently positive is a very common characteristic among the greats. Capitalize on that and try to emulate that. Here are a couple of quick start questions to ask that will help you start wrapping your brain around the difference between the good horse businesses and the Great horse businesses:

• How do you handle a client that had a bad experience with a horse?
• What would you consider to be your specialty?
• How do you use technology?
• How do you promote or advertise?

Conclusion
The questions listed above are starting points and could apply to almost any niche within the horse industry. Your niche will undoubtedly have more specific questions you could ask. Use these general questions to get things started. Pull from the information your Horse Business Super Star provides in order to drill down into more specific territory. You want to get more specific regarding your niche and even more specific regarding your particular horse business.

Remember to always be honest with your intentions, flexible with your time, gracious for their time, interested in their advice and generous with anything you can provide in return. The day you can provide your horse business super star with value in return is the day your horse business starts to get put on the map.

Congratulations! You have started a very valuable relationship.

SWOT is an acronym commonly used in the analysis of both personal and business circumstances. It helps you remember to scrutinize Strengths, Weaknesses, Opportunities and Threats and will provide the outline for the analysis of your horse business.

The SWOT analysis for your horse business will help you focus on the big picture. The most important factors that influence survival and prosperity lie in the ability to periodically take a step back from everything. SWOT allows you to do that and layout a plan for implementing your Next Action Steps.

Now, please step away from the horse business. Try to be as objective as you can during this exercise. Get a view for the big picture by following this four step process:

1. List Horse Business Strengths - Positive Factors 'Inside' your Horse Business
2. List Horse Business Weaknesses - Negative Factors 'Inside' your Horse Business
3. List Horse Business Opportunities - Positive Factors 'Outside' your Horse Business
4. List Horse Business Threats - Negative Factors 'Outside' your Horse Business

Then, you'll take your SWOT lists and develop a strategy. Don't worry, we're not going anywhere and it will be easier than you think.

Review
The Next-Action-Steps mentioned above were discussed in Part 3 of the Definite Major Purpose Series - How to Take Action in the Horse Business. They are pretty self explanatory, but if you haven't read the series, you should definitely check it out before continuing.

Here is a great graphical representation of a SWOT analysis. As you can see, Strengths are those things within your organization that benefit your horse business. You have control over Strengths.

You also have control over Weaknesses. Weaknesses are the things within your horse business that have a negative effect on operations, employees, your bottom line, etc.

Opportunities are positive factors outside of your horse business that you do not control. These opportunities should be compared to your Strengths and Weaknesses in order to allow the horse business to benefit from them.

Threats, like Opportunities, are outside your horse business in an external environment. You don't have control over Threats, although they are a vital part of the SWOT exercise. Threats will show you the skills, training, people, etc. you will need to stay competitive.

List Horse Business Strengths
As stated above, Strengths are assets your horse business possesses. You have control over Strengths and a couple of examples are your skills and the location of your horse business. We won't list too many here in order to allow you to determine those Strengths that are most relevant to your particular horse business.

Right now, write down 5 Strengths that are unique to your horse business. If you can't get 5 that are unique, that's OK. Include some strengths that other horse businesses benefit from that your horse business also benefits from. The main thing is to write down at least 5 Strengths now.

2. List Horse Business Weaknesses
Weaknesses are always tough. Not because there aren't any ;), but because horse business owners are so far inside the box that it becomes difficult for them to see true Weaknesses. This is sometimes true for Strengths as well since both of these factors are internal environment factors. It will require some thick skin, but before you start writing, visit with your current clients and colleagues about the Weaknesses of your horse business. Ask them about it's Strengths as well so the medicine will be a little easier to swallow.

Now, revise your list of Strengths if necessary and write down at least 5 Weaknesses. Sometimes it helps to think back to a relationship, business deal, etc. that went bad. What happened? Give yourself some tough love and find your Weakness that caused the problem.

3. List Horse Business Opportunities
Well, you've covered the inside. Now, let's move to the outside. Opportunities exist in the external environment of your horse business. Some will arise from time to time that are very similar. Some opportunities will always be available due to particular characteristics of the equine industry. And sometimes they are fleeting – if you don't seize them, they're gone forever.

Always be watching. For now, though, write down 5. What are the 5 most realistic and prospectively beneficial opportunities that exist outside your horse business right now? Right them down.

4. List Horse Business Threats
Threats, also outside of your control, seem to consume most of our time. So it probably will not be too difficult listing 5 Threats to your horse business. However, what's important to remember about Threats is that they can monopolize your time. They scream for a response. Do not focus on Threats. Be aware of potential threats in order to manage them and minimize their effect on your horse business – not to eliminate them.

Write down 5 Threats to your horse business. Remember, these are external to your horse business. A bad employee is a Weakness, not a Threat.

Strategy
Managing Threats was briefly mentioned in 4. List Horse Business Threats. How can you accomplish threat management?

This is the key to an effective SWOT analysis – using the information. The information you gathered in your lists is completely useless if you don't put it to work. The following diagram illustrates the relationships within your SWOT analysis that make it possible for you to:

1. Make the most of your Strengths
2. 2.Circumvent your Weaknesses
3. 3.Capitalize on Opportunities
4. 4.Manage Threats

Strategies for improving your horse business will now start to magically appear. Write down the answer to these questions and then start taking action. Here we go:

What can you do tomorrow that will...

1. Use your strengths to maximize your opportunities
2. Minimize your weaknesses by taking advantage of your opportunities
3. Use your strengths to minimize threats
4. Minimize weaknesses by avoiding threats

Developing strategies that you can take action on is the most important part of a SWOT analysis. Take your time to develop good strategies for each of the above four questions. Then break them down into Next Action Steps as discussed in Part 3 of the Definite Major Purpose Series. As always, comment below if you have any questions or comments about this post.

---

Related Reading: Series Wrap-Up: Definite Major Purpose

Calf roping horses stand like a statue and have to pretend nothing is happening while being 100% aware of everything that is going on around them. Then, in a split second, they are asked to run as fast as they can possibly run until they are asked to do something else, which just happens to be stopping completely. Of course, now they have to run backwards. All that running forward, and now they have to back up. That is until they are supposed to just stand there as before - like a statue, but completely aware.

Sound Ridiculous? Or Familiar?

Businesses don't have the luxury of knowing everything that is coming their way. They have to be like the calf roping horse. Businesses must exude calm confidence while always remaining aware. When they move, they must move quickly. Businesses also have to know when enough is enough and when to back off.

How?

Successful businesses know why they are in business. They have a purpose. Your Horse Business is no different. Your Horse Business needs a Definite Major Purpose (DMP).

Having purpose will result in you enjoying more personal fulfillment. Having a focus for your business will result in more profitability. Here are the three parts to the series:

1. Specializing in the Horse Business: Definite Major Purpose Part 1
2. Saying NO in the Horse Business: Definite Major Purpose Part 2
3. How to Take Action in the Horse Business: Definite Major Purpose Part 3

 

Now it is time for you to get a hard copy of the Definite Major Purpose for your Horse Business. Take a sheet of paper and write it down right now. You can always revise. In fact, you should revise the Definite Major Purpose for your Horse Business often.

Things to note while writing your Definite Major Purpose:

• It should be a burning desire. If you have to remind yourself to think about it each day, then it's not it. If the Definite Major Purpose for your horse business does not excite you, you won't do what it takes to achieve it.
• Picturing your horse business accomplishing its purpose actually makes it happen. So, take your time and go through the proper steps to develop a good one.
• Philosophies, like Improve the reputation of the horse industry, are great but your Definite Major Purpose should be achievable. Spend some time thinking about HOW you will improve the reputation of the horse industry. When you achieve your DMP, update it.

 

If you haven't yet read the series, here are all three parts:

1. Specializing in the Horse Business: Definite Major Purpose Part 1
2. Saying NO in the Horse Business: Definite Major Purpose Part 2
3. How to Take Action in the Horse Business: Definite Major Purpose Part 3

 

If you have, then get started writing down the Definite Major Purpose of your Horse Business.

Leave a comment below if you have questions, critiques or just want to tell us what your DMP is. The exposure will be good for your horse business Web site.

---

Related Reading: Develop Effective Strategies in the Horse Business

This is the last part in a three-part series. The goal is to help you determine the Definite Major Purpose of your horse business.

Part 1 – Specializing in the Horse Business discussed the value of specializing in the horse business and how your personal passions in life can show you the way toward choosing a specialization.

Part 2 - Saying NO in the Horse Business discussed how to utilize your horse business specialization to combat the most common problem for every professional horseman - learning how to say "No".

Now to the good stuff. Learning to take action is not hard for most people in the horse business. Learning to take action that leads to the improvement of your horse business is what becomes difficult.

What's the difference?

Everyone in the horse business works 24/7 – 365. Taking action is not a problem. However, well fed horses, clean stalls and mowed lawns don't move your business forward. Getting new clients to start coming to you, obtaining higher quality horses to train, mares to breed, clients to board, etc... requires different kinds of action. Two primary tasks produce the right kind of action for your horse business:

1. Get your first move out of the way
2. Cut through the overwhelm

 

Review
You should have a concrete statement regarding your personal passion.

I am _____________________________

You fill in the blank. I am a coach. I am an educator. I am a researcher. I am a deal maker. Etc. Only you know the answer to this one. Don't think about your horse business and then try to see where you fit in. Determine your personal passion. Only then should you move forward to develop (or transition) your horse business to fit your passion. DMP Part 1 – Specializing in the Horse Business offers concepts aimed at helping you find that one thing you must have to gain fulfillment while your horse business prospers.

So, you know what/who you are. In order to start moving forward, you must also know what/who you are not. Do you have your list of services that your horse business WILL NOT provide? If not, go back and check out DMP Part 2 – Saying NO in the Horse Business and take your time thinking back about all of the projects and charity cases you've taken on in the past. It will help you decide which of those were absolute mistakes and which ones could have been great opportunities.

1. Get Your First Move Out Of The Way
Now we will discuss those projects and charity cases that you took on that weren't necessarily disasters, but that didn't improve your bottom line either. How could those have been different?

Some of those 'projects and charity cases' could have been great marketing opportunities or even great customers. And some others should have been left alone. Getting your first move out of the way is exactly what it sounds like. Now that you are equipped with a specialization and have some ideas regarding saying no, get out there and use them. Most professionals in the horse business will have an opportunity to use this knowledge before they even finish reading this. It seems the phone never stops ringing. However, even if you have to call someone up and visit with them about the direction of your horse business, do it. Get it over with. Your first move with your new approach may be a success. More likely, it will be a disaster. Either way, don't take it personal.  Learn from it, and move on.

So, the next time you are visiting with anyone about anything regarding your horse business, stop and consider one thing.

Can the request be made to fit within my specialty?

Notice that this doesn't read 'Does the request fit my specialty?' because the request almost never fits 'as is'.

Let's look at an example:
You have always been a horse trainer. After DMP Part 1 – Specializing in the Horse Business, you have decided that your personal passion statement is - I am an educator. So, your specialty is now coaching. Decisions you have made have placed you in the horse business, and you have enjoyed it.  But you thrive on your interactions with your customers when they come try a horse, pick their horse up, get an appraisal or evaluation on a horse, ask for a lesson, etc. You are passionate about the education and instruction of people in regards to their horses.

One day, a new customer arrives and requests that you train their horse for reining. Well, that almost fits. You train reining horses, and you have decided to require a minimum stay, and they are fine with that.

But, you have decided you are a coach. Now what? Well, ask them if they will ever show the animal. If so, suggest that they schedule a ride at least once a month to see how their horse is progressing, understand where it is in the training process, and learn the cues for their particular horse.

Do you think any trainer has ever shown that much interest in their horse or in them? Nope.

You have made this request to fit within your personal passion. How has it impacted you and your horse business?

• Increases bottom line by adding at least a lesson per month (maybe more)
• Increased communication cuts down on misunderstandings
• Increased communication almost eliminates non-payment
• Monthly in-person visits create an "I'll wait until I'm there" atmosphere for questions which will free up your always-ringing telephone
• Your personal fulfillment increases because you get to coach as part of your business.
• You develop a relationship that results in more months per horse
• You develop a relationship that results in word-of-mouth advertising

If you happen to fit this example, you may also look into the youth market. We need educated horse professionals guiding the youth. They need a great business to help them succeed. Check out these sites if you want to help:

• 4-H Horse Project Leadership Resources: This is a Canadian Web site, but has great reference material for any location.
• NRHyA-Programs for Youth Reining Horse Competitors: This is Web site is dedicated to the youth of NRHA. Great information to know when preparing your students.
• AQHyA-Programs for Quarter Horse Competitors: This is Web site is dedicated to the youth of AQHA. Click 'Activities' to get great information for preparing your students that compete in AQHA shows.

 

So remember your specialty and ask yourself - Can the request be made to fit within my specialty?

2. Cut Through The Overwhelm
When people think about changing their horse business, they focus on the long term. That is good. But stop. It is fantastic to have vision. Prolific horse businesses are almost always backed by an individual with a concrete and focused long-term vision. That's exactly what your Definite Major Purpose will end up being. However, it can be overwhelming if you focus only on that vision at this stage in the process. You may also feel like you are being arrogant to think you are the best at 'such and such'.

Focus only on the next action.

You want your clients to perceive you as the very best colt starter, or yearling producer, or boarding stable, etc. That by itself can seem daunting. That is why you focus only on the next action.

Side note: You should always be working at being better. That is what the best do. They aren't all of a sudden the best.

They are the best at always improving.

So, get off your rear and go learn from the best. If you have already done it, do it again. If you have never done it, go do it now, before you do anything else.

Feel free to give us a call here at RanchForeman – 210.222.8200. We'll help get you started.

Now that the tough love is over, let's move on.

Smiles are contagious.  If you are a boarding facility, you don't need to worry about keeping every boarder smiling and helping each other. You need to greet every client with a smile when they arrive. That's it. That is your next action. If you are not there, instruct your barn manager to do it. If you, or your barn manager, are busy when a customer arrives, wave and shout a hello to them. Does this sound silly? Maybe. Does it promote a friendly, and therefore, helpful atmosphere? Definitely.

And it only takes a couple of seconds. It costs you nothing. It prepares the way for your next action. Remember: Always Improving.

What is your next action? Now you have clients that greet each other upon arrival. This may have taken a week. It may have taken three years. But now the atmosphere is friendly and constructive.

Host an amateur seminar. A five minute informal get together where Customer 1 tells everyone else why they have a horse, what they do with it, and what their plans are going forward. This is another effort that costs nothing. However, the accountability will influence your clients to become more involved with their animals. They will also become more invested in your facility. It is a fantastic exercise. So what's next?

A professional clinic. This may, or may not, cost you money. Get creative to get a good clinician to your facility. If it boils down to cost, DON'T SKIMP. You get what you pay for. Now that you have relationships developed with your clients, they know that as well. You can ask them who they want to come to the barn to give the clinic. And inform them of the cost. Important: Do your homework before you turn over your planning to your clients. Don't just ask open ended questions. Give your clients choices. (Clinician 1 for $100/attendant or Clinician 2 for $150/attendant) That is why you don't start with this step. Many boarding facilities try to skip straight to this step.  And wonder why no one shows up.  Or why their business did not improve as a result.  Or worse, they go in the hole.

Keep your next-action steps simple. Focus only on your next action.

Conclusion
This was the last part in a three-part series that discussed determining the Definite Major Purpose for your horse business. So, if you haven't already, write down your Definite Major Purpose. Off the top of your head, write down the first draft of your Definite Major Purpose.

Seriously, stop reading and write it down, now.

Is it definite? Is it something specific that anyone would understand?

Write the second draft and be more specific.

Does it excite you when you read it? Now that your Definite Major Purpose actually is definite, does it inspire you? Does it create a burning desire within you? If it doesn't, try again.

It should be inspiring, concrete and personal. You should be able to envision it in your head. Ask any successful business person, or, most notably, professional athletes if it is important to envision success. When you see it in your head, you make a connection with that image. Soon, your actions reflect that image. Then, the image becomes reality.

---

Further Reading:

• Specializing in the Horse Business: Definite Major Purpose Part 1
• Saying NO in the Horse Business: Definite Major Purpose Part 2
• Series Wrap-Up: Definite Major Purpose