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i Name: Damien Lynch Student ID: K00137078 Course: B.A. (Honours) Business Studies With Sport Management Department: School of Finance and Professional Studies Limerick Institute Of Technology Supervisor: Ms. Elaine Barry Due Date: 17 th April

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Name: Damien Lynch

Student ID: K00137078

Course: B.A. (Honours) Business Studies With Sport Management

Department: School of Finance and Professional Studies Limerick Institute Of Technology

Supervisor: Ms. Elaine Barry

Due Date: 17th

April

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Table of Contents

1.1 Executive Summary ........................................................................................................................... 1

1.2 Mission Statement ............................................................................................................................ 2

1.3 Vision ................................................................................................................................................. 2

2.0 Introduction and Background ........................................................................................................... 4

2.1 Outline of Report .............................................................................................................................. 4

3.1Market Demand ................................................................................................................................. 7

3.2 Survey Main Findings- 20-30 Year Olds ............................................................................................ 8

3.4 Questionnaire Main Findings-Greyhound Owners ......................................................................... 12

3.5 External Environment ..................................................................................................................... 15

3.6 Porter’s Five Forces ......................................................................................................................... 17

3.7 Internal Environment ...................................................................................................................... 18

3.8 Competitor Analysis ........................................................................................................................ 20

3.9 Marketing Strategy ......................................................................................................................... 22

3.10 Market Positioning ........................................................................................................................ 22

3.11 Marketing Tools ............................................................................................................................ 26

4.1What is An Operational Plan ............................................................................................................ 28

4.2Organisational Structure .................................................................................................................. 28

4.3 Operations Plan ............................................................................................................................... 29

4.4 The Management ............................................................................................................................ 29

4.5 Staffing (Including Pay and Benefits) .............................................................................................. 30

4.6 Operations ...................................................................................................................................... 30

4.7 Location ........................................................................................................................................... 32

4.8 Equipment ....................................................................................................................................... 32

4.9 Production ....................................................................................................................................... 33

4.10 Quality Assurance ......................................................................................................................... 34

4.11 Quality Control Standards ............................................................................................................. 34

4.12 Insurance ....................................................................................................................................... 35

4.13 Customer Service .......................................................................................................................... 35

4.14 Recruitment .................................................................................................................................. 36

4.14 Safety Statement .......................................................................................................................... 36

4.15 Operational Conclusion ................................................................................................................. 37

5.1 Introduction .................................................................................................................................... 39

Year 1 Financials .................................................................................................................................... 39

5.2 Year 2 Financials .............................................................................................................................. 41

5.3 Year 3 Financials .............................................................................................................................. 42

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5.4 Funding Proposal ............................................................................................................................ 43

6.1 Conclusion ....................................................................................................................................... 57

Bibliography .......................................................................................................................................... 58

Appendix A- Marketing Financials ........................................................................................................ 63

Damo’s Kennels Open Day Agenda ....................................................................................................... 70

Appendix B- Bank Loan interest and Repayments ................................................................................ 75

Appenix C- Social Media and Website .................................................................................................. 76

Appendix D- Letters of Recommendation ............................................................................................ 83

Appendix E- Equipment and Consumables Cost ................................................................................... 92

Appendix F – Vehicle Cost and Signage ................................................................................................ 99

Appendix G- Greyhound nuts and Feed Prices ................................................................................... 104

Appendix H- Greyhound Trainer’s Letter and Public Trainer’s Licence .............................................. 106

Appendices I Results from Questionnaire .......................................................................................... 109

Appendix J Survey Results ................................................................................................................... 113

Appendix K-Interview .......................................................................................................................... 117

Appendix L- Insurance Cost and Electricity Cost ................................................................................. 119

Appendix M Health and Safety Statement and Risk Assessment ....................................................... 121

Appendix N- Job description ............................................................................................................... 124

Appendix O- Person Specification ....................................................................................................... 125

Appendix P Employment Application Form ....................................................................................... 126

Appendix Q- Pictures Of The Facilities ................................................................................................ 128

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Declaration Sheet

Limerick Institute of Technology

Department of Finance and Professional Studies

Examination for the Business Plan

B.A. (Honours) in Business With Sport Management

Damien Lynch

Certificate of student in respect to an individual’s work.

I certify that the whole of this work is the result of my individual effort, and that all

quotations from books and journals have been acknowledged.

Signed: _________________________________________

Date: _________________________________________

Plagiarism of any kind is strictly forbidden and constitutes a serious breach of

examination regulations. Falsification of data in any way is strictly prohibited and

such falsification constitutes a serious breach of examination regulations.

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Acknowledgements

Firstly I would like to take this opportunity to thank my supervisor Ms. Elaine Barry for her

guidance, expertise and knowledge throughout this business plan but also through my four

years of college. I would also like to thank all my other lecturers who helped my reach my

full potential and guided me on the right track to reach my goal and for that I will be eternally

grateful.

Limerick Institute of Technology has become my second home over the past four years and I

will leave with the fondness of memories and an education which I believe will help me

through life. I am honoured to say that I attended Limerick Institute of Technology and that

they were glad to have me as a student.

Furthermore, I would also like to thank the people who assisted me in any way through my

business plan. I personally would like to thank all the people who completed my surveys,

questionnaires and completed my interview .Without their help I would not have been able to

complete my business plan as the questions which they completed provided a basis for my

marketing, operational and financial sections.

Finally, a special mention goes to my family, friends and college friends for their patience,

consideration and motivating me to finish this project. Without their help and guidance I

would have faced many difficult obstacles and more complications while completing this

project.

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1.1 Executive Summary Damo’s Kennels goal is to develop and sustain a greyhound training facility which will entail

all aspects of greyhound training from rearing pups to catering for the needs of retired

greyhounds, Damo’s Kennels has a responsibility in providing professional, ecological

greyhound training with satisfies both its customers as well as complying with greyhound

legislation in the treatment of all its greyhounds.

In order to ensure the sustainability of Damo’s Kennels a detailed marketing strategy has

been put in place and the author has conducted extensive primary and secondary research.

The secondary research was carried out to investigate the competitive environment and the

potential external forces to setting up a greyhound facility. It became clear from the

secondary research that Damo’s Kennels provides a unique service therefore having a

sustainable competitive advantage over its rivals. However, the main competitors of Damo’s

Kennels are Ballymac Kennels, Cashen Kennels and Dacent Kennels.

Primary research consisted of an interview with a reputable greyhound trainer, surveys with

20-30 year olds as well as questionnaire of existing greyhound owners. The survey and

questionnaires identified the satisfaction of prices charged for the service of Damo’s Kennels

and also the willing to attend a promotional open day which will be used in year one to attract

customers.

Questionnaire and survey results were also used to create an operational by ensuring that the

facility is safe, secure and appealing to its target market. Furthermore, the questionnaires and

surveys also identified the pricing strategy to be undertaken as the results from the results

from the surveys and questionnaires highlighted the satisfaction of prices being charged for

the service of Damo’s Kennels.

Damo’s Kennels is unique in the fact that it offers the training service of all classifications of

greyhound training as well as having top class equipment to cater for the needs of its

customers which ultimately give it a competitive advantage over its competitors. The author

believes that lasting business customers is built upon these standards which guide expansion

and gives a sense of responsibility to its customers, its environment and to the communities to

which it operates.

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1.2 Mission Statement Mission Statement: Damo’s Kennels is dedicated in providing greyhound training in a

professional manner taking into consideration the legal requirements needed to conduct this

practice. All greyhounds will be treated fairly, using high-tech equipment to ensure the

ultimate performance is achieved with every greyhound

1.3 Vision The vision and main goals of the company are:

To promote greyhound racing to the public

To attract customers into greyhound racing from all classifications of people

To expand the brand of Damo’s Kennels nationally and internationally in order to

create a high level of performance and training.

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2. Introduction

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2.0 Introduction and Background Damo’s kennels is a start- up business located in County Kerry. The business will provide

professional expertise in relation to greyhound training. The greyhound training facility will

look to expand nationally and internationally in years 2 and 3.

The objectives of Damo’s Kennels are as follows:

To provide a top-class greyhound training facility

To get more young people into the sport of greyhound racing

To become reputable as a greyhound facility

To provide high levels of standards of care to each greyhound under law and

regulation

Ensure all greyhounds once completed racing are looked after through a greyhound

active retirement scheme.

To have a successful first year in business and to expand the business both nationally

and internationally in years 2 and 3.

These are realistic objectives which hoped to be achieved. All objectives will be analysed

after the end of each business year and new objectives will be set out every year.

2.1 Outline of Report The following is a detailed business plan showcasing and examining the feasibility of a

greyhound training facility in County Kerry. The report will contain an extensive market

research and a marketing plan, daily operations of the business as well as a three year

financial plan. The market results will include an extensive external analysis, a target market

for Damo’s Kennels, an intensive evaluation of the competitor’s by means of a competitor’s

swot and results from the market research conducted and the competitive advantages which

Damo’s Kennels possess over its competitors’ This section will highlight the strengths and

weaknesses of Damo’s Kennels which will help to develop and implement a marketing

strategy which will be incorporated into a marketing plan.

The operations plan will contain the daily operations of running a greyhound facility. It will

highlight the equipment required; facilities needed as well as the health and safety

requirements for Damo’s Kennels. This section will also describe in detail the roles and

responsibilities of people working at Damo’s Kennels.

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The financial section of the business plan will look at the cost of running Damo’s Kennels.

This will involve conducting a cash budget, profit and loss account and balance sheets. Each

financial projection will be conducted over three years.

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3. Marketing And

Marketing Strategy

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3.1Market Demand In order to investigate the needs and wants of the market a detailed questionnaire and survey

was completed by 200 people. This involved 100, 20-30 year olds who completed a survey

as well 100 greyhound owners completed a questionnaire. The main objective of both the

survey and the questionnaire was to find out key information on the target market in order to

answer the following questions:

Investigate of there is a demand for a greyhound facility as well as demand to get

involved in greyhound ownership?

What type of greyhounds is the target market interested in?

How much the target market will be willing to pay for the service?

Would the potential target market be satisfied with the service offering?

An interview will also be conducted with greyhound trainer Daniel Brasill. Daniel has years

of experience as well of success in the greyhound industry and this interview will give an

invaluable insight into how he conducts his business on an operational level as well as the

challenges and the success which he has experienced as a greyhound trainer. This interview

will be a key source of primary research in this business plan.

Other data conducted in relation to Damo’s Kennels:

S.W.O.T. Analysis

P.E.S.T.E.L. Analysis

Porter’s Five Forces

7P’S of a service product

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3.2 Survey Main Findings- 20-30 Year Olds A sample of 100, 20-30 year olds were given a survey. The break- down of male and female

was 74%/26%. It was intended to establish if Damo’s Kennels was a viable business as well

as establishing if there was a demand in the market for the business.

The following results were calculated:

Fig 1.1 shows of the 100, 20-30 year olds surveyed, 68% believe that there is a lack of

greyhound facilities in Ireland therefore illustrating the fact that there is a need in the market

among the segmented population for a greyhound facility. .

68%

32%

Q.2 Do you think that there is a shortage of greyhound facilities in Ireland?

Yes

No

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Fig 1.2 illustrates the popularity of sports from the 20-30 year olds. From the data it is clear

to see that greyhound racing is the least popular sport with 61% making the suggestion.

While greyhound racing is the least popular sport as identified as the least popular sport this

survey could enable Damo’s Kennels to attract customers from the 20-30 age bracket.

Figure 1.3 shows the price that young people are willing to pay per week to have their

greyhounds trained for them in Damo’s Kennels. With 68% willing to pay 40 euro per week

this highlights the fact that there is a market for greyhound training among 20-30 year olds.

2%

4%

12%

21% 61%

Q.3 Which of these Sports is the Least Popular

Rugby

Soccer

Golf

Horse Racing

Greyhound Racing

2%

13%

17%

68%

Q.4 How much would you be willing to pay per week for pups, sapplings, brood bitces and Retired

greyhounds?

70

60

50

40

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Figure 1.4 shows the prices ranging from 110 to 80 for coursing and Track greyhounds. Of

the 100, 20-30 year olds that were surveyed the price which was most popular was 80 euro

per week with 69% responding to this figure.

Figure 1.5 shows the price satisfaction of the services offered by Damo’s Kennels. Figure 1.3

and Figure 1.4 specifically asks the young people what prices they would be willing to pay

for pups, saplings, brood bitches, trackdogs , coursing greyhounds and retired greyhounds to

be trained for them by Damo’s Kennels. From this data, 74% were satisfied with these prices

therefore making Damo’s Kennels appealing to college students in terms of price. The reason

8%

12%

11%

69%

Q.5 How much would be Willing to pay for a coursing/ trackdog?

110

100

90

80

74%

26%

Q.6 Would you be satisfied with these prices taking into consideration feeding costs?

Yes

No

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that 26% of 21-30 year olds are not satisfied with the prices offered by Damo’s Kennels may

be because they currently have not enough money to get involved in greyhounds.

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3.4 Questionnaire Main Findings-Greyhound Owners 100 existing greyhound owners were sampled to determine whether the business would be

viable. 70 Male and 30 females were given a questionnaire to complete. The following results

from the questionnaire were calculated:

Figure 1.6 illustrates that 80% of greyhound owners believe that there is a shortage of

greyhound facilities. Therefore this justifies the need and demand for the establishment of

Damo’s Kennels. 20% do not believe there is a shortage of greyhound facilities this may be

because they may have a facility themselves and are afraid of competition.

Figure 1.7 justifies the location of Damo’s Kennels. 78% of the people believe that situating

the kennels in North Kerry is the perfect location for Damo’s Kennels.

80%

20%

Q.2 Do you think there is a shortage of greyhound trainers?

Yes

No

72%

28%

Q.3 Is this Location Appropriate for a greyhound Facility?

Yes

No

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Figure 1.8 shows the opinion of the 100 surveyed greyhound owners in relation to what make

a greyhound facility. The most popular answer was required facilities with 40%. Damo’s

Kennels will have the required facilities needed to conduct greyhound training which will

involve a kennel block, state of the art gallop as well as individual runs and pins depending

on the requirements of the greyhounds. Furthermore Damo’s Kennels will be certified by the

Irish Greyhound Board to ensure all greyhound training is conducted in a professional and

abide with regulation.

30%

30%

40%

Q.7 In your Opinion what makes a greyhound facility?

Up to date equipment

knowledgable Trainer

Required Facilities

80%

20%

Q.8 Would you refer Damo's Kennels to greyhound owners?

Yes

No

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80% of existing greyhound owners would be willing to refer Damo’s Kennels as a greyhound

training facility. The reason for 20% of the 100 surveyed existing greyhound owners

unwilling to refer Damo’s Kennels is that they might want to open up their own training

facility or currently have one and are afraid of competition.

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3.5 External Environment The external environment consists of properties that exist outside the business but have a

significant impact on its expansion and survival (Management, 2009)

The external environment is implemented by conducting a pestel analysis which gives a clear

understanding of external influences on businesses. The pestel factors which affect Damo’s

Kennels are: Political, economic, social-cultural, technological, ecological and legal.

The political factors which affect Damo’s Kennels is the E.U. Pet and Passport transportation

regulations. This Affects Damo’s Kennels as all greyhounds transported or sold to E.U

countries must be micro chipped, vaccinated to protect against rabies and premises of origin

certificate must be registered with a Veterinary surgeon. (Board, Irish Greyhound Board

News , 2014)

Economic: As a result of the global recession greyhound numbers and people involved in

greyhounds have fallen. A report published by Indecon in 2013 identified areas where

numbers have fallen, from 2007-2013 there has been a 42.6% decreases in greyhound

owners, mating have decreased by 34% from 2006-2013 and number of litters produced have

decreased by 36.6% in the same period. Therefore Damo’s kennels needs to market the

business in other demographics to attract and increase greyhound numbers and owners.

(Indecon, 2012)

Socio-Cultural: Greyhound racing on a social aspect benefits Irish society. According to

figures published by An Teagasc an average 26, 500 people go greyhound racing every week.

Therefore this helps Damo’s Kennels to market attendees at various greyhound stadiums as

well as attracting customers from various social backgrounds externally. Having this pool of

people to potentially segment increases Damo’s Kennels potential to expand and ultimately to

increase sales. (Teagasc, 2006)

Technological: Technology advances enable business; to create new opportunities and

expansion. Companies effectively use technology in advertising, marketing and promotional

programs. Technology enables Damo’s Kennels to market and promote its business through

different technology mediums. Damo’s Kennels have set up a website and social media sites

such as Facebook, Twitter, Linkeln which will enable Damo’s Kennels to expand its business

internationally.

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Ecological: Environmentally Damo’s kennels will have to ensure that all greyhounds training

is conducted environmentally and abide with welfare management procedures. Subsequently

all greyhounds will have to be micro chipped and compliant in an environmental manner.

Furthermore random inspections on greyhound facilities are conducted by the Irish

greyhound board so Damo’s Kennels will at all times need to ensure that it conducts its

business in an ecological manner.

Legal: Legislation and regulation affects the running of Damo’s Kennel. All greyhounds

must be clearly identified with ear marking, and microchips as well as inspections. Declared

litters must be certified and inspected by the Irish greyhound boards. According to a report

published by Indecon in 2014 litter inspections increased from 2, 239 in 2010 to 2,706 in

2013. Therefore Damo’s Kennels needs to be compliant with regulation and legislation in the

training of greyhounds. (Indecon, Review On Certain Matters Relating to Bord na gCon,

2012)

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3.6 Porter’s Five Forces Porter’s five forces strategically analyses the business and assess’ the attractiveness of the

industry. (Scholes, 2008) Porter’s framework includes:

Threat of new Entrants

Threat of new entrants to the greyhound industry is Medium. This is because there has been a

42.6% reduction in the number of greyhound owners from the period 2007-2013.This has

ultimately hindered the number of greyhound facilities in operation across the Irish market.

There is also regulation in the transportation of greyhounds across E.U. making it more

difficult to sell large amounts of greyhounds oversees. Damo’s Kennels will hope to have

strong durable barriers to entry, so that we can preserve a favourable position in the

marketplace and gain a sustainable advantage over our competitor’s.

Medium Threat: Due to high regulation of the greyhound industry.

Threat of Substitution

Threat of substitution is quite low for Damo’s Kennels. Greyhound training facilities is a

unique service with no indirect competition or threat of substitutes taking over the sport.

However horse racing would be the closest substitute to greyhound racing as it is governed

by the same body and Dundalk stadium share the same track for both greyhound racing and

horse racing, however both codes have different clientele so the threat of substitute would be

low.

Low: Greyhound Training is a unique with no indirect competition.

The power of buyers-

The bargaining power of buyers within the greyhound industry is low as there has been a

reduction in the ownership of greyhounds by 42.6% from 2007-2013 as well as litter

reductions have decreased by 36.6% from 2006-2013. (Indecon, Review On Certain Matters

Relating to Bord na gCon, 2012)

Threat: Reduction in greyhound owners.

Bargaining power of suppliers-

The suppliers control and develop the greyhound industry. Without suppliers there would not

be any greyhound industry in Ireland as the industry depends on greyhound breeders to

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supply owners with the greyhounds. Damo’s Kennels therefore supplies the greyhound

industry with a training facility to cater for the needs of owners and ultimately has power

over buyers as it will be providing a service to all greyhound owners.

Opportunity: Power over buyers so can easily increase sales

Competitive rivalry Greyhound facilities are in low competition as there are unique products

which practice all aspects of greyhound training in a professional way. However greyhound

facilities have declined over the last number of years due to reduction in greyhound number

which ultimately reduces the competitive rivalry between greyhound facilities.

3.7 Internal Environment A S.W.O.T analysis is the process of monitoring macro environmental and micro

environmental factors within an organisation. (Kotler, 2009)

A S.W.O.T analysis identifies areas of strength and possible opportunities that business’ need

to capitalise on as well as minimising threats and weaknesses within the business. The

strengths, weaknesses, opportunities and threats of Damo’s Kennels are as follows.

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Strengths Weaknesses

Top class facilities which include area for

pups, saplings, racedogs, brood bitches and

retired greyhounds

Easily accessible to Local greyhound stadium

330 yard long grass gallop

Up-to date equipment specifically designed

for greyhound training.

Author has skill, knowledge and experience

in the training of greyhounds

Certified kennels by the Irish Greyhound

Board Invalid source specified.

Legislation and regulation in the training of

greyhounds such as micro-chipping, identity

marking and holding of a public trainer’s licence

and permit

Decrease in greyhound owners by 42.6% from

2006-2013 (Indecon, Review On Certain Matters

Relating to Bord na gCon, 2012)

Greyhound industry in decline therefore hindering

greyhound numbers and market for greyhounds

Laws relating to the transportation of greyhounds

within the E.U.

Opportunities

Business expansion nationally and

internationally

Increase involvement of greyhound

ownership among all social classes through

pitching to social clubs.

Demographically segments young people to

get them involved in purchasing and

ownership of greyhounds

Increase brand awareness of Damo’s Kennels

through promoting and advertising online

through different social media websites

Threats

Irish Greyhound Board is in a deficit of

€21million therefore industry could suffer

financially (Board, Annual Report , 2012)

Privatisation of greyhound tracks which could

lead to very little control and regulation at

greyhound meetings ultimately leading to

greyhound mismanagement

Competition from other greyhound racing

countries such as Great Britain, Australia and

America.

Increased regulation would make it more

difficult to generate revenue.

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3.8 Competitor Analysis A competitor analysis identifies areas of strength within competitors in the industry and

exploits their weakness’ to benefit their business. (Jobber, 2004) A Competitor analysis

seeks to answer the following questions:

Who are our competitors?

What are their strengths and weaknesses

What are their strategic objectives and thrust

What are their strategies

What are their regular patterns

Competitors offers similar product to which you are offering. The direct competitors of

Damo’s Kennels are other greyhound businesses who practice all aspect of greyhound

training. Therefore, the direct competitors of Damo’s kennels are:

Ballymac Kennels

Dacent Kennels

Cashen Kennels

The main difference between Damo’s kennels and its competitors can be measured by

conducting a competitor’s swot analysis.

Competitors SWOT

Strengths

Ballymac kennels is a large international greyhound supplier

Ballymac kennels has top class facilities including grass and sand gallop, hurdles and

swimming pool for greyhounds

Ballymac kennels hosts top class stud dogs including Ballymac Vic who took part the

greyhound derby on 3 occasions

Furthermore, Ballymac Kennels has both a grass and sand gallop which are adaptable

to all weather conditions.

Dacent kennels have produced greyhound litters to the best stud dogs in the world of

greyhound racing as well as having a website to expand its brand.

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Cashen kennels in recent years have had success reaching the greyhound derby final

in 2011 with Cashen Legend and Cashen Mafuma winning the Irish St.Leger in

Limerick in 2012.

Weaknesses

Cashen Kennels do not have any gallop therefore adding transport costs to their

weekly expenses

No website by both Cashen and Ballymac kennels therefore limiting the potential for

new customers in which they can reach.

The main weakness of the three competitors is the lack of coursing greyhound which

they have at their disposal. While all three greyhound facilities have large volumes of

track greyhounds they have not expanded their business to cater for larger volumes of

coursing greyhounds.

Opportunities

The main opportunities for the competitors is to get more people involved in

greyhound racing through marketing demographically.

Ballymac kennels as a leader in the greyhound industry can expand its brand in other

greyhound industries.

All competitors facilities can take advantage of online marketing to attract more

customers and generate more revenue

Dacent kennels have the opportunity to have world recognised pup litters as a result of

their world-renowned stud dogs. (Data, Dacent Kennels Stud Dogs , 2014)

Threats

Competition from Damo’s Kennels

The reduction in greyhound numbers as a result of economic recession, resulting

in reduction of greyhound owners by 42.6% from 2006-2013 which impacts upon

generated revenue. (Indecon, Review On Certain Matters Relating to Bord na

gCon, 2012)

Closure of greyhound tracks in U.K. is a potential threat as all three competitors

are regular greyhound suppliers to the U.K. greyhound market.

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Closure of regional greyhound stadium therefore adding travel expenses to race

greyhounds and ultimately increasing expenses incurred.

3.9 Marketing Strategy A marketing strategy is the process of developing a plan to increase sales and achieve a

competitive advantage over its rivals. (Kotler P. , 2009)

Market strategy can be achieved through the process of segmenting customers, targeting

those specific customers and positioning the product in the marketplace.

3.10 Market Positioning The main objective of market positioning is to establish the company’s product in the mind of

its customers through the development of the marketing mix in order to maximise potential

profits. Positioning through the marketing mix helps to create a competitive advantage over

its rivals. The market mix of a service product includes the 7 P’s: price, product, place,

promotion, people, process, physical evidence. (Kotler P. , Marketing Management 2n

Edition, 2009)

Product

The product is a greyhound training facility. The objective of the business is to attract

customers in order to train greyhounds as well as publicly exposing greyhound racing to

increase greyhound numbers.

The unique selling point of Damo’s Kennels is the high-tech equipment and the regulation

and standard of care given to every greyhound during the greyhound training process.

A product is a tangible good that involves consumption, acquisition and which satisfies a

need or a want. There are two different classifications of products: durable products and non-

durable products.

Durable products are products which survive in the market for sustained periods of time and

are long lasting.

Non-durable products are goods which are consumed quickly, which only last a short period

of time, have a short life span and are only used for special occasions.

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Damo’s Kennels is a durable service product as it operates all aspects of greyhound training

from rearing pups to catering for retired greyhounds. Furthermore, Damo’s Kennels is long-

lasting as its facilities are top class and well- equipped to deal with large quantities of

greyhounds.

Price

Price is the value placed on a product or service. In order to calculate the price of a service a

company must ensure that all costs incurred are included so that revenue can be made from

the specific service. (Petit, 2003)

Damo’s Kennels will conduct a pricing strategy to determine the cost for providing the

service of greyhound training.

This will involve carrying out market research on the chosen segments to see what price the

potential customers will be willing to pay for the service of greyhound training.

Damo’s Kennels prices will differ depending on the type of greyhounds the customer is

interested. From the Market research conducted €80 was the price for that both 20-30 year

olds as well as existing greyhound’s owners for racedogs and coursing greyhounds while €40

was sufficient for pups, saplings, brood bitches and retired greyhounds per week.

Furthermore, 74% Of young people and 90% of existing greyhound owners would be

satisfied with the prices offered for the service of greyhound training by Damo’s Kennels.

Place

Damo’s Kennels will be located in Clashmealcon Causeway County Kerry. Damo’s kennels

is situated only 26km from Kingdom Greyhound Stadium making it accessible to travel for

trials and races. Geographically Damo’s kennels is situated in a rural setting with all facilities

catered to meet greyhound requirements. Furthermore, having a rural location enables

greyhound to adapt to their environment and have freedom which they require, making this

location unique. Additionally the facility is equipped to deal with large amounts of

greyhounds and is very spacious with equipment specifically designed for greyhound

training.

From the market research conducted, 78% of existing greyhound owners were satisfied with

the location of Damo’s Kennels.

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Promotion

Promotion is communication with individuals, groups or organisations to inform them about

a product and persuading them to accept the product. (Dibb, 2001)

Damo’s Kennels will use integrated marketing communications to market its business and

reach its target audience. The following diagram below is the promotional methods Damo’s

Kennels will use to reach its target audience.

Advertising: Damo’s Kennels will advertise its business through different mediums of

advertising. In order to attract younger people Damo’s Kennels will place a radio advert on

Spin Southwest, Limerick 96Fm and RadioKerry96fm, these advertisements will be directly

aimed at promoting Damo’s kennels to attract young people to avail of the services provided

by Damo’s Kennels as well as promoting publicity of Damo’s Kennels open day. As Damo’s

Kennels also seeks to attract existing greyhound owners an advertisement will be published

in the Sporting Press newspaper as well as advertising on race programmes at Greyhound

stadiums. Furthermore Damo’s Kennels will also engage in signage through a jacket and

signage on the vehicle used to transport the greyhounds as a method of publishing Damo’s

Kennels.

Personal Selling: Damo’s Kennels will use personal selling as a method to attract customers.

This will be conducted through pitching to social clubs to entice staff to get involved in a

greyhound syndicate. This will be a great way of promoting the business as these staff

members will be directly involved and visit the greyhound on a regular basis. Having success

will increase the firm’s involvement and referrals for Damo’s Kennels. Damo’s Kennels will

also create flyers and these will be distributed to customers directly by Damien at Limerick

and Kingdom greyhound stadium to attract customers. Furthermore at both the National

Coursing meeting in Clonmel and the Final of the Greyhound Derby in Shelbourne park a

stall will be set up to sell Damo’s Kennels to the public. With the large attendance at both

these events, it will enable Damo’s Kennels to attract from a large audience.

Public Relations: Damo’s Kennels will host an event at its facilities to publicise and promote

awareness of Damo’s Kennels. Members of the public will be invited to this event which will

entail a talk and practical demonstration on greyhound training by Damien. Barry Coleman,

Welfare Officer with the Irish greyhound Board will attend the event and give a talk in

relation to Welfare Management and regulation of greyhounds. Ballyduff native, avid

greyhound supporter and T.V.3’s “Apprentice” Star Brian Purcell will help raise the profile

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of the event and Damo’s Kennels. Brian will give a talk on his experiences in greyhounds and

interview the proprietor of Damo’s Kennels. A free bus service will be provided from

participants from the Limerick region as well as free finger food being served on the day.

Direct Marketing: Damo’s Kennels will avail of direct marketing as a method of promotion

to attract customers. This will be achieved through directly marketing Damo’s Kennels on

social media sites and the creation of a website. Facebook, twitter, Linkledn page. These

methods of promotion will directly segment its target audience of young people and existing

greyhound owners. All potential owners can leave a message on the social media sites as well

as information on prices and the services Damo’s Kennels provides as well as pictures of the

facilities will be uploaded for all perspective buyers to view. Regular updates on the social

media sites will be published as a method of communicating with its target audience. Having

a strong online presence will be a U.S.P. for Damo’s Kennels and this method of promotion

will enable Damo’s Kennels to expand its business nationally and internationally with a

larger target audience on social media which will ultimately enable Damo’s Kennels to gain a

competitive advantage over existing greyhound trainers.

People

People are a success factor in the delivery of a service as a service is inseparable from the

person. Damo’s kennels will employ high skilled staff who have a large degree of knowledge

to deliver the service of greyhound training.

It’s the service delivery that defines that success of Damo’s Kennels. Services have values

therefore the service of greyhound training must be conducted in a professional manner to

ensure the success of Damo’s Kennels.

Process

The process of the service delivery is crucial to Damo’s Kennels; it ensures a high- quality

service is delivered to its customers. This involves ensuring all greyhounds at Damo’s

Kennels are trained to meet the expectations of Damo’s Kennels.

The process of Damo’s Kennels will be discussed in detail in the operation section of this

project.

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Physical Evidence

When marketing a service it is vital for Damo’s Kennels to ensure customers see the physical

evidence. This will involve the customer seeing the infrastructure of the facility, the

equipment used and signage available.

Physical evidence can be seen as a way of creating excitement and confidence towards a

customer.

Physical evidence can also be seen for Damo’s Kennels through the creation of brochures and

flyers as a way of promoting the business. Furthermore kennel jackets with Damo’s Kennels

printed on the jackets will be designed as well as the creation of a logo and signage on the

vehicle used to transport the greyhounds to increase brand awareness of Damo’s Kennels.

3.11 Marketing Tools The marketing tools for Damo’s Kennels will include:

Flyers being handed out to existing greyhound owners at both Limerick and Kingdom

greyhound stadium as well as direct mail in the form of an email being addressed to

forth year Business with sport management students and companies with social clubs

to attend an open day which will be run by Damo’s Kennels.

Furthermore Business cards detailing contact information will be distributed to

greyhound’s stadiums as a method of promoting Damo’s Kennels.

Social media and a strong online presence will be used as a marketing tool by Damo’s

Kennels through the creation of a website as well as Facebook, twitter and Linkeln

pages.

.

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4. Organisational Plan

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4.1What is An Operational Plan An operational plan is a tool used by management to give a clear, detailed picture of how the

management, section or department within the business will contribute to the achievement of

the organisation’s strategic goals. The operational plan is key to the success of the business

and is a fundamental principle when setting up your business. Failing to properly implement

an operational plan or not implementing an operational plan in a professional manner may be

a factor in the failure of the business.

The objective of an operations plan is to specifically deal with internal operations and

resources used to make products and services. The key components used in an operational

plan are:

Management/Operational Plan

Production

Equipment Required

Facility Requirement

Legal Environment

Human Resource Management

(Entrepeneur, 2015)

4.2Organisational Structure Damo’s Kennels will have a flat organisational structure with the managing director Damien

Lynch at the top and a part-time staff below him. This structure is specifically designed as

this business is small in numbers therefore, allowing all members of staff to work together as

a team in order to make the business successful.

Owner/ Manager

Part- Time

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4.3 Operations Plan The operations plan will involve the following:

The management

Operations

Location

Equipment

People

Processes

4.4 The Management The owner of Damo’s Kennels, Damien Lynch has 10 years’ experience being directly

involved in the training in greyhounds. Furthermore, Damien has management experience in

the Greyhound industry at both Limerick greyhound stadium and Kingdom greyhound

stadium. Therefore the owner has comprehensive knowledge of the greyhound industry at

both management and operational level.

Duties and Responsibilities

Managing Director

As business owner. Damien Lynch will be directly responsible for every aspect of the

business. This will involve being responsible for all aspects of the business operations such as

Financial Projections

Marketing and Promoting the business.

Purchasing and maintaining equipment

Dealing with customers

Satisfying Customers’ needs and wants and building quality relationships with

customers

Develop and implement company procedures

Developing promotional campaigns to attract new customers in order to achieve sales

goals

Ensuring all services is conducted in a professional manner.

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Employees

An employee is an individual who has agreed to be employed either full-time or part-time

under a contract of employment oral, written, expresses or implied and has recognised their

rights and duties. (Government, 2015) Employees have the duty to:

Obey a lawful, reasonable order with the terms of contract of employment

Co-operate with the employer

Serve faithfully

Perform duties assigned with care and diligence

Account for all money received (Dictionary, 2015)

Not to misuse any equipment

Report hazards and any defects in the workplace (Lecturers, 2015)

4.5 Staffing (Including Pay and Benefits) In year 1 no staff will be required. As the business expands and greyhound numbers increase

one or two staff will be required to deal with the growing greyhound numbers. However, due

to the small scale of the business at present there is no requirement for large numbers of staff.

The manager will conduct all operational duties such as hiring and firing, training staff,

ordering from suppliers and satisfying customers. Damo’s Kennels will advertise for staff in

the local newspapers such as The Kerryman and Kerry’s Eye Newspapers. Damo’s Kennels

will seek staff that are hard-working, team-workers, motivated and honest. The chosen

candidates will have to have experience working in the greyhound industry.

All staff will be paid minimum wage- €8.65 per hour. (Ireland M. G., 2014)

4.6 Operations The daily operations for the business is to ensure all greyhounds are trained in a professional

manner as well as complying with greyhound welfare regulation. (Board, Welfare Of

Greyhound Act, 2011, 2011) In order to provide a top-quality greyhound training service,

Damo’s kennels needs top- quality equipment in order to conduct its business in a

professional manner and to get the best possible results from the greyhounds which they are

training. Damo’s Kennels have a detailed three year business plan and as part of the plan

future additions will be required to expand the business. Such additions include a dog

walking machine, Timing system for gallop as well as a mechanical lure. The cost for this

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equipment will range from €6,000-€8,000 depending on what Damo’s Kennels requires at a

particular time to satisfy the needs

Of its customers and to gain new customers. A typical day at Damo’s Kennels includes:

Morning Afternoon Evening

All greyhounds in

training are given a 3

mile walk at 8.00am

or greyhounds in

training are put on the

treadmill for fifteen

minutes.

After this all

greyhounds are left

out in Individual runs.

Greyhounds in

training are then put

on a walker for 15

minutes in pairs of 2.

All kennel blocks are

cleaned to ensure all

greyhounds have a

safe environment

Greyhounds are

checked for injuries

and pups are regularly

dosed

Saplings are trained

to the lead as well as

trained on the walker

All pins and runs are

cleaned up

All greyhounds in the

vicinity are fed their

evening meal which

varies for the

different types of

greyhounds

All greyhounds are

then given water to

ensure they have

sufficient levels of

hydration

Proceeding this all

greyhounds are left

out to gallop freely

All greyhounds are

then given their

morning feed.

Race dogs and

saplings are groomed

and cleaned using a

brush and grooming

equipment to remove

excess hair

Race dogs are either

given a gallop after a

mechanical lure or

taken to the track for

a trial

Finally all

greyhounds are left

out in individual runs.

After this activity all

greyhounds are put

indoors prior to

locking up the kennel

area.

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4.7 Location To accommodate large numbers of greyhounds and their required facilities a rural location

needs to be chosen. Therefore, the business has chosen a rural, quiet area situated in

Clashmealcon, Causeway, County Kerry which will cater for the needs of greyhounds.

Additionally, the facilities come with a kennel block which will cater for up to twenty racing

greyhounds, a 330 yard long grass gallop, pins and runs designed for saplings and a

specialised housing area for pups making this location suitable to cater for the large number

of greyhounds.

Currently the facilities are vacant having previously been used by the owner. The facilities

are well maintained and an additional kennel block was constructed eight years ago to house

more greyhounds. A rent agreement with the owner of the premises has been consolidated for

a three year period, amounting to a cost of €4800 annually for the use of the facilities

excluding utilities. The facilities of the greyhound facility include:

Kennel Block to accommodate up to and including 18 greyhounds in training

Sapling and pup confined runs

Area for breeding brood bitches

Paddock for retired greyhounds

330 yard grass gallop

4.8 Equipment In this section, Damo’s Kennels will discuss all associated costs incurred in the setting up of

the business. Furthermore, we will highlight and discuss the equipment required and the cost

of that equipment. . The equipment which Damo’s Kennels will require is:

3 dog walking Machine

Mechanical Lure

Timing System.

2 Greyhound trap box

Ultra Sound

All of the above are training equipment which will be used on a daily basis and beneficial and

will enable Damo’s Kennels to access the performance of greyhound using the mentioned

equipment. This equipment will cost €630.07 and will take up the biggest part of the overall

budget. All equipment for Damo’s Kennels will be purchased in year 1.

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4.9 Production Damo’s Kennels will be certified by the Irish greyhound board, this will occur to ensure

Damo’s Kennels is regulated and adhering to welfare management procedures. . The Irish

greyhound Board is a semi- state commercial body responsible for the regulation and

legislation of greyhound racing within the Republic of Ireland. (Board, About IGB , 2015)

This process is conducted by a Stipendiary Steward to grant a public greyhound trainer’s

license. This involves the Stipendiary Steward visiting the kennels and inspecting to

determine whether or not the trainer’s facilities meets with regulatory guidelines. The

granting of this license will enable Damo’s Kennels to conduct greyhound training. (Board,

Greyhound Trainer's Public Licence Application , 2015)

Skilled labour to install the equipment will be required. Skilled labour in the installation of

the equipment is the main priority of Damo’s Kennels. Having component, highly-skilled

installers of the dog walker, timing system is a necessity for Damo’s Kennels because if these

equipment are faulty or not operational it will hinder Damo’s Kennels to avail of the

equipment as well as its ability to train the greyhounds in a professional manner. A

comprehensive breakdown on the cost of equipment and consumables can be found in

Appendix E Pages 97-103

Alge Timing System

Alge timing system will offer Damo’s kennels a unique product. The benefit of the Alge

Timing system are as follows:

Allows greyhound trainer to calculate performance levels over a sustained period

Prints out results which can be compared

Records a split time and an overall time

Enables trainer to assess the ability of a particular greyhound

Suitable for both coursing and Track greyhounds

Cuts down travel expenses as trainer does not have to go to a track for trails

More efficient and effective than a hand clock (Ireland T. , 2015 )

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Greyhound Trap Box

The three greyhound trap box will be one of the many services used by Damo’s Kennels

during the training of greyhounds. The benefits of the greyhound trap box are as follows:

Enables the greyhound trainer to use the trap box from home

Easy to use, the trainer pulls a leaver to release the greyhounds.

Greyhounds can be nervous at tracks when first using trap box , however using the

product at home reduces the nervous as the greyhounds are familiar with the product

Trap box will increase a greyhound’s performance. (Racing, 2015)

4.10 Quality Assurance “Quality assurance is any systematic process of checking to see whether a product or service

being developed is meeting specific requirements”. (Rouse, 2007) In Damo’s Kennels,

management will be devoted to providing quality assurance. Providing Quality Assurance to

all aspects of the business will ensure Damo’s Kennels will gain new customers and allow the

business to expand.

4.11 Quality Control Standards To meet the highest possible standards, the following Quality Control standards will be

implemented:

A fire safety statement and certificate will be issued from Kerry County Council

A certificate from The N.S.A.I. (National Standards Authority of Ireland) will be

received and I.S.O. Standards will be adhered to and regularly inspected. (N.S.A.I.,

2009)

All equipment used will be regularly checked. If the equipment is faulty they will be

serviced or replaced with new equipment

All equipment, greyhound supplies and feed will be sourced from local or known

suppliers.

The kennel block will be inspected and certified by Irish greyhound Board to ensure

the highest of standards.

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4.12 Insurance Damo’s Kennels will require Public liability insurance to cover all customers and members

of the public attending Damo’s Kennels in the event of any person that becomes injured as a

result of an accident that occurs on Damo’s Kennels premises. The cost of the public

liability insurance cover per year will cost Damo’s Kennels €225 and this quote was

provided by Clarke&Conlon Insurance Brokers Barrett Street, Balina, Co.Mayo.

4.13 Customer Service Customer service is the process of ensuring customer satisfaction with a product or service.

(Investopedia, 2015).The diagram below illustrates the customer service process which

Damo’s Kennels will undertake.

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4.14 Recruitment When considering factors such as recruitment, selection and induction training the manager

must abide by legislation that protects employees. The legislation which protects employees

in Ireland is as Follows:

National Minimum wage Act, 2000. This legislation ensures that all employees are

paid a minimum wage. Currently the minimum wage in Ireland is €8.65 per hour.

(General, 2000)

Unfair Dismissal Act, 1977- 2001. This legislation protects employees in

employment. All employers under this act must justify the termination of

employment. (Tyrrell, 2011)

Health and Safety at Work Act, 2005. This legislation protects employees at Work

and protects their welfare and health. (Authority, 2015)

Employment Equality Act, 1998- This legislation prohibits discrimination of

employees. (Tyrrel, 2011)

4.14 Safety Statement This statement sets out the health& safety policy of Damo’s Kennels and the process by

which that policy will be conducted. Our objective is to provide a safe working environment

and to implement our health and safety standards. It is Damo’s Kennels main priority to

protect our employees from any accidents which may occur on our premises. Damo’s

Kennels will ensue that all equipment used does not create a health and safety risk to our

employees. Furthermore, all employees will be trained adequately trained to use equipment

so that they do not injure themselves or others.

Damo’s Kennels will carry out a risk assessment in order to minimise the risk of either an

employee or member of the general public getting injured. The risk assessment of Damo’s

Kennels will identify the following areas as potential hazards:

Slips, trips and falls

Exposure to chemicals

Noise such as greyhounds barking this will cause a risk to people with sensitive

hearing

Fire Hazards =- Identify areas in the Kennel block that are potential fire hazards. All

employees need to receive induction fire training and fire safety drills.

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Bites and scratches- All visitors and employees need training to deal with the

temperament of greyhounds.

Use of hand equipment- All employees need to be adequately trained in the use of

grooming equipment to minimise the risk imposed on themselves and also the

greyhounds. (Data, 2009)

Damo’s Kennels approach to Health& Safety at work will be:

Provide a safe working environment

To recognise and control potential hazards

To prevent any safety, Health and Welfare within the workplace.

To provide safe access and egress from the facility

To regular communicate with employees on health and safety issues

To provide Fire Safety Training days for employees

4.15 Operational Conclusion The operational plan has outlined in detail the main components of service provision which

Damo’s Kennels has to adhere to in order to provide a high quality service and ensure that all

customers are satisfied with the service. Damo’s Kennels also has to ensure that the services

provided is generating a sufficient income in order to cover the cost of the expenses which

will be incurred as part of running the business. Therefore, Damo’s Kennels has designed a

financial plan which will be discussed in detail in the next chapter.

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5. Financial Plan

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Financials/Detailed Projections

5.1 Introduction Any business plan must include a detailed forecasted financial position in order to access

areas of opportunities in the future as well as arising financial challenges which the company

is facing. Being able to effectively manage different situations is one of the main tasks in

running a successful business.

Financial statements provide valuable financial information on all aspects of a company from

assets and liabilities to sales and profits. In order to seek loans, Banks may want to view a

company’s financial statement to proceed with a loan application. The reason for this is that

the Bank may want to view the company’s creditability and to ensure they get interest back

from the business.

Year 1 Financials Through the questionnaires, surveys and market research conducted, it is predicted that

Damo’s kennels will have between 20-30 greyhounds in year one. This is taking into account

all the different classifications of greyhounds from pups up to and including brood bitches.

The price for pups, saplings and brood bitches is €40 per week with racedogs and coursing

dogs on offer for €80 per week. Therefore the predicted generated sales in year one for

Dam’s Kennels is estimated at €56,400

No staff will be required in year one, however the managing director will be paid €10,600 in

year one. In terms of rent, the greyhound facilities will be rented off Dan Lynch and will cost

€5,300 in year one. Electricity will cover all light and heating expenses and will be paid every

two months amounting to €447.48 annually. In year one Damo’s Kennels will have creditors

amounting to €4,999.80

Marketing will be conducted through various marketing channels such as print media, radio

advertising, social media, direct mail as well as an open day event. The open day will cost

€5,623.83 which will involve advertising in Spin South West, Radio Kerry, Limerick95 FM,

Kerry’s Eye newspaper as well as finger food and a bus transporting attendees to the event

from Limerick to raise the profile of Damo’s Kennels.

200 Flyers will be purchased from flyer zone in January costing €199.57.A promotional

jacket will also be purchased in April with Damo’s Kennels embedded on it costing €45.43.

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More marketing will take place in July 2016, this will involve print an advertisement been

published in the sporting press newspaper for a period of two weeks costs €49.60 as well as

well two advertisements been placed in the race programme at Limerick and Kingdom

greyhound stadiums respectively which will amount to €246.The total cost for marketing in

year one will amount to €6,114.85

Insurance will be obtained for Damo’s Kennels from Clarke and Conlon Insurance brokers.

The quote received for public liability insurance for Damo’s Kennels came to €225 annually

for public liability insurance.

The start the business Damo’s Kennels will take out a loan of €6,000 which will be drawn in

January 2016 with the repayments starting in January. An additional €15,000 will be received

from Mary and Dan Lynch. The interest on the bank loan will be charged 12.99% with the

interest amounting to €779.40 per annum. The repayments will amount to €200.04 monthly.

Equipment will cost €6,306.07, for the breakdown on costs see appendix E pages 97-103.

A Volkswagen caddy van will also be purchased in January 2016 costing €7490.The

breakdown for the cost of the van can be seen in appendix F pages 104-107.

Consumables will also be purchased in year one which will entail leads, collars, muzzles and

grooming accessories and will be used on a daily basis. The cost of the consumables will be

€1207.50

Greyhound feed, supplements and nuts will cost €6545.86.The cost of the supplements will

amount to €516 in year one and will be paid on credit.

To see the statement of income and financial position for the 3 years, ended 31st December

2018 see pages 49-60.

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5.2 Year 2 Financials Year two will see an increase in sales for Damo’s Kennels. A further litter of pups as well as

an increase in a brood bitch will help increase the sales of Damo’s Kennels in year two. The

price of availing of the service of Damo’s Kennels greyhound training facility will stay the

same at €40 for pups, saplings and brood and €80 for trackdogs and coursing dogs

respectively. Predicted sales in year two are estimated at € 68,080.00

All the equipment purchased in year one will be used to facilitate the training needs in year

two and three. All consumables also purchased in year one will also be used in year two and

three. For example, muzzles, collars and leads were purchased in quantities of 10 to meet the

demands as well as to cater for the increase in greyhound numbers. Ultimately this means that

there will be no cost in equipment or consumables in year two even though Damo’s Kennels

will be expanding and increasing greyhound numbers.

No extra staff will be required in year two. The manager director’s wage salary will increase

to €15,900 in year two.

In year two Damo’s Kennels vehicle will be caged out to cater for the needs of the

greyhounds. The cage will be divided in two with a partition and will give greyhounds more

comfort when travelling. The cost of this cage will be €350 and will be purchased from

greyhound engineering.

Damo’s Kennels will be promoted through print media again in year 2 with advertisements in

both the Limerick Leader and Kerry’s Eye. Furthermore an advertisement will also be

produced in the Sporting press newspaper and on race programmes at both Limerick and

Kingdom greyhound stadiums in June. Furthermore flyers will again be designed in year two

as well as vehicle signage which will cost €4,4438. All of this promotion will cost €4,735.96

All other expenses from year one will remain the same. These expenses include electricity

which will stay at €447.48, rent will also stay at €225 for the year. The cost of feed,

supplements and nuts will increase from year one due to an increase in the number of

greyhounds in training and will amount to €6,745.72

.Bank repayments on the loan will remain at €200.04 and the phone bill will also remain at

€360 annually. Additionally a further €5,000 of the €15,000 loan which was received from

Mary and Dan Lynch in year one will be paid back in year two.

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5.3 Year 3 Financials Year 3 will see Damo’s Kennels expand its business from the previous year. This will involve

boosting sales returns from year two. The predicted sales figure estimated for Damo’s

Kennels in year two was €67,440 and this is estimated to increase to €76,800. This will result

in an extra coursing and trackdogs being trained as well as an extra litter of pups being reared

as well as five brood bitches in total being pupped down.

Year 3 will see no price change with pups, saplings and brood bitches remaining at €40 per

week. Furthermore coursing and trackdog will also remain the same as year one and two

costing €80 per week. Additionally, from the first two years all payment was received within

the month however in year 3 debtors will be introduced and will see payment for pup rearing

been received a month in arrears .This figure will amount to €5120 in year three.

The official website of Damo’s Kennels as well as Facebook, Twitter and LinkedIn pages

created will be used more in year three as marketing tool to further enhance Damo’s Kennels

online presence and to expand the business internationally with a further pool of customers

online. A radio advertisements will run on Radio Kerry for a week in January and June as

well as 100 flyers will be purchased costing €93. The total amount for both the flyers and the

radio advertisement will amount to €1,017.17.A print advertisement will run for three

months in year three to broadcast Damo’s Kennels nationally which will cost €2,100 and will

be paid in full in September. The total cost of promoting Damo’s Kennels in year three will

be € 3,117.17

An additional staff member will also be required in year three on a part-time basis, two days a

week. The cost of hiring this staff member will differ by month depending on the numbers off

weeks in the particular month. The total amount of wages in year three will amount to

€25,426.80

All other expenses from year one and year two will remain the same. These expenses include

electricity which will stay at €447.48, rent will also stay at €225 for the year. Feed

supplements and nuts will increase from year due to the influx of greyhounds in training and

will amount to €7,039.42.

Bank repayments will be equal with year amounting to €200.04 and the phone bill will

remain at €360 annually. The remaining €5,000 from the initial €15,000 received from Mary

and Dan Lynch will be paid off in year three.

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5.4 Funding Proposal A bank loan of €6,000 will be sought from Allied Irish Bank in January 2016. A further

€15,000 will be given from my parents in year one which will be repaid within three years

excluding interest. These sources of finance will be used to start up the business and to pay

for the following expenses:

Equipment

Wages

Insurance

Utility Bills

Maintenance

Van

The loan will be paid back in full over three year. The interest rate for the bank loan will be

12.99% and the repayments will amount to €200.04 a month over 36 months.

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Damo’s Kennels Cash Budget 2016

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Damo’s Kennels Cash Budget 2017

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Damo’s Kennels Cash Budget 2018

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6. Conclusion and

Recommendations

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6.1 Conclusion In conclusion, Damo’s Kennels has the potential to become a successful profitable business

provided that all steps outlined in the marketing plan are carried out and that a full review

process of the marketing plan is conducted to ensure that a comprehensive evaluation of the

marketing plan is undertaken. Furthermore this will allow Damo’s Kennels the opportunity to

highlight any flaws in the marketing plan and come up with solutions to recifity these faults.

As Damo’s Kennels is providing a service of greyhound training, ultimately service provision

is the most important element of the business. The managing director and any part-time staff

hired will be trained in customer service and service provision to achieve the highest

greyhound training service to all its customers.

Safety is a key issue in any business and these facilities at Damo’s Kennels rely on safety as a

driving force for the business. Damo’s Kennels will conduct a risk assessment and write up a

health and safety statement as well as abide by health and safety regulations and demonstrate

safe working practices on the facilities from day one.

The main objective of any business is to generate profits and is essential for any business’

survival. From the market research compiled as part of this business plan, Damo’s Kennels

has the potential to become profitable in year 1 and from then on sales will increase to

become one of the leading greyhound training facilities.

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6. Appendices

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Damo’s Kennels Open Day Agenda

Saturday, January 10, 2015

10.am All attendees will arrive at Damo’s Kennels and are greeted by Damien.

Saturday, January 10, 2015

10.30am-12.00pm

All guests will be given tea/Coffee on arrival in advance to the formal

proceedings.

Guests will then be given a guided tour of the facilities by Damien.

All areas for the different specifications of greyhounds will be show,

instructed as well as a talk on how Damo’s Kennels operates it training

will be given by Damien

A practical demonstration on how greyhounds are trained using the

equipment will be conducted on the day by Damien.

12-00pm-1.00pm Break For Lunch

1.00pm-2.00pm

Talk by Barry Coleman Welfare and Regulation Officer with the Irish

Greyhound Board will take place on the day. This will entail Barry

discussing proper greyhound training methods, regulation involved in

greyhounds as well as proper welfare management. Furthermore Barry

will give advice to Damien as well as potential greyhound owners.

2.00pm-3.00pm

Brian Purcell Ballyduff native and “Apprentice “star will give a talk on his

background and involvement in greyhounds. Brian will also interview

Damien on his aspirations for his business.

3.00pm-3.30pm

3.30pm-4.30pm

4.30pm

Dinner

Damien will give all potential and existing greyhound owners attending

the open day to ask any relevant questions to relation to his greyhound

facility. As well as that any attendees interested in availing of Damo’s

Kennels service can speak to Damien on the day of the open day and he

will accommodate you

Conclusion.

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Orla Strumble,

Irish Greyhound Board,

Greenpark,

Co. Limerick.

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry

19-02-2015

Dear Damien,

Thank you for your enquiry in relation to placing an advertisement on the race programme at

both Limerick and Kingdom greyhound stadiums. At the Irish greyhound board we have set

rates for business’ advertising on our race programmes. You stated to me that you were

looking to place a 70mm advertisement on our race programme, therefore the cost of this

advertisement would be €50 for the advertisement plus 23% vat which amounts to €61.50.

However this only covers one track so to advertise in both the race programmes at both

Limerick and Kingdom Greyhound stadium the advertisement would cost you €123

I hope this information is useful to you. Furthermore I personally and all here at the Irish

Greyhound Board wish you the best of luck with your business. I hope you gain customers

from the promotion of your business on our race programmes. Best of luck with your

business

Kind Regards

Orla Strumble

Irish Greyhound Board

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` Damo’s Kennels,

Clashmealcon,

Causeway,

Co.Kerry

Limerick Institute Of Technology,

Moylish,

Old Cratloe Road,

Co. Limerick,

Re: Damo’s Kennels Open Day

Dear Student,

I wish to inform you of Damo’s Kennels opening day on the 18th

of June which is taking

place at Clashmealcon, Causeway County Kerry. This exciting enterprise has been developed

and designed by fourth year Business with Sport Management Damien Lynch. This business

entails all aspects of greyhound training. Therefore I welcome all students to come and visit

the facilities and experience a day and learn about greyhound training.

This event will be free of charge to all patrons attending and a full visit of the kennels and

facilities at Damo’s Kennels will occur on the day. A guided tour of all areas throughout the

facilities will be conducted by the owner showing all kennelling areas, housing areas for

pups, saplings, racedogs as well as retired greyhounds

Furthermore Welfare officer with the Irish Greyhound Board Barry Coleman will give a talk

about welfare and regulation of greyhounds. ”Apprentice” star Brian Purcell will also give a

talk about his greyhound background and will add to the profile of the event. Free finger will

also be provided on the day of the event.

Thank you for taking time out to read this mail and hope to see on at the Event on June 18th

Kind regards

Damien Lynch

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Appendix B- Bank Loan interest and Repayments

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Appenix C- Social Media and Website

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Appendix D- Letters of Recommendation J. J O ‘Carroll,

Kilmore,

Ballyduff,

County Kerry.

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry.

12-01-2015

Dear Damien,

In relation to your upcoming greyhound facility established at Clashmealcon, Causeway

County Kerry We would be interested in purchasing three pups per year in the first three

years of your start-up Greyhound project. Having viewed the kennels recently we are

satisfied with the standard of the breeding paddock as well as the kennelling area is of

professional standard and meets with greyhound regulations and welfare.

In the first year of your business I wish to purchase three coursing pups bred by mafi magic

and Quality and Goldin year 2 we will purchase track pups bred by Ballymac Vic and

Homestead Pearl. Finally in three year we will purchase two track pups and one coursing pup

will this is not an equal mix of quantity between the two identities , coursing only coursing

between October until February therefore limiting the time of running while track occurs all

year round ultimately giving more opportunities for success. .

We look forward to doing business with you and let’s hope it brings many successful days in

the track and coursing fields of Ireland. Thanks for your assistance and help

Kind Regards

J.J. O’Carroll

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Kieran O’ Connor,

Ardoughter ,

Ballyduff,

County Kerry

Damo’ Kennels,

Clashmealcon,

Causeway,

County Kerry,

12-02-2015

Dear Damien,

I am a greyhound owner in the North Kerry region. Having heard about your recent facilities

I would like you to pup down a brood bitch for me. The brood bitch is currently close to

having pups however I do not have the facilities required to rear pups or pup down brood

bitches.

The pups will be offspring’s of Ballmac Vic x Homestead Diva. This will be my first full

litter as previously I had bought pups when they were reared. However this time I would like

to experience rearing pups so I am just asking you to rear the pups for the first six week of

their life. Once the pups are strong enough I will then be able to rear them myself.

Finally I am grateful to you for providing this facility and look forward to dealing with you in

the future

Kind regards

Kieran O Connor

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Dairymaster,

Causeway,

Co.Kerry

Damo’s Kennels,

Clashmealcon,

Causeway,

Co.Kerry

20-02-2015

Dear Damien,

As an employee and a dedicated greyhound follower I would like to give you to opportunity

to train a greyhound for a number of Dairymaster employees. Here at Dairymaster we

participate in a number of social activities away from the workplace to bring all staff and

management together in a friendly environment. We may pride in what we do and like to

support local initiatives and local businesses as best we can.

Therefore, as your business Damo’s Kennels is both local and a start-up we want to support

you by forming a syndicate and getting you to train the greyhound. Furthermore as you are a

local trainer and this will make the project more exciting as we will be able to see the

greyhound galloping and trialling on a regular basic and we will get actively involved. The

greyhound which we have chosen is a trackdog and will be named “Dairymaster Damo”.

Kind Regards

Dairymaster Employees

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Fexaco,

Kilorgin,

County Kerry

.

Damo’s Kennels,

Clashmealcon,

Causeway ,

County Kerry

14-02-2015

Dear Damien,

As part of our social club at Fexaco we have decided to form a greyhound syndicate which

we want you to train for us. This is an exciting project which all staff within the prize bond

department are really looking forward to. This social club initiative will enable all staff to

come together with a mutual interest as well as financially supporting your business.

The greyhound which we want trained will be a trackdog. Furthermore, we will regularly

attend your facilities to view the greyhound’s progress and watch him being galloped.

Additionally the chief executive officer, managing directors and all other staff were very

impressed with your pitch, your professional facilities and the standard of care you give to

every greyhound

Finally, we will recommend you as a greyhound trainer to other local businesses in the

locality. We look forward to this exciting prospect and we at Fexaco hope it brings success to

both you as a greyhound trainer and us as a greyhound owners.

Kind regards

Fexaco Employees

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Financial Services,

Kilarney,

County Kerry

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry

15-02-2015

Dear Damien,

As a company, western union is involved in many social corporate initiatives which help

local communities. Furthermore we as an institution co-ordinate and initiate the transfer of

money internationally. With this success we firmly believe we need to support local, small

start- up business where we can brings our expertise while also creating a social club activity

for all of staff. We are excited to getting involved with Damo’s Kennels through the

establishment of the Western Union greyhound syndication.

We want you to train a track dog for us which will be named “Western Alive” as it will

incorporate an aspect of our company. Furthermore we will regularly come to visit the

greyhound and see how he is progressing. Our senior financial advisor, managing director

and a number of staff viewed your facilities and were highly impressed with your kennel

layout.

Finally, we look forwards to dealing with you.

Kind regards

Western Union Employees

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John O’Rourke,

Tower Drive,

Ballyduff,

County Kerry

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry,

03-03-2015

Dear Damien,

I recently heard about your establishment Damo’s Kennels which will cater for all aspects of

greyhound training from rearing pups to catering for retired greyhounds. At present I have a

number of greyhounds pups both coursing and track which need to be reared. As I do not

have the adequate facilities and resources to rear greyhound pups I would like you to rear

these pups for me.

I also will give you two greyhound pups to rear for the first three years of your business, one

of which will be a coursing pup with the other being a track pup. As you have the facilities to

cater for rearing such as isolated pins and plenty of freedom this will enable the pups to

prosper and develop into potentially strong greyhounds.

I look forward to doing business with you and best of luck with your venture

Kind Regards

John O’Rourke

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Murt O’ Sullivan,

Derryra,

Ballyduff,

County Kerry

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry

06-03-2015

Dear Damien,

As discussed previously with you I have decided to give you two track greyhounds to train

for me per year for the first three years of your business. Having viewed your facilities at

Clashmealcon, Causeway County Kerry I am very happy and satisfied with the facilities

which you have at your disposal.

Finally, with the top class facilities and resources which you possess such as grass gallop,

runs, top-class kennelling block, walking machine and trap box I firmly believe you have the

competences to attract large numbers of greyhounds.

Best of luck with your new business venture and I hope our partnership brings success in the

sport of greyhound racing.

Kind Regards

Murt O’Sullivan

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Michael O’Sullivan,

Ballyduff,

County Kerry.

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry.

18-02-2015

Dear Damien,

I am writing to you in relation to your greyhound training facility which you have established

in the North Kerry region which will incorporate all aspects of greyhound training. I am an

avit greyhound follower for the last number of years. I purchased two greyhound pups a

number of weeks ago which need to be reared. As i do not have facilities to rear greyhound

pups i would like you to rear these pups for me.

Furthermore i would like you to train two greyound track pups for me for the first three years

of your business. As i am also located in the North Kerry region this will give me an

opportunity to visit the pups on a regular basis as well as to see how the pups are coming

along

Finally as i am new to the sport of greyhound racing i will encourage freinds of mine to get

involved in the sport and refer you as a greyhound trainer to them. In this way we can

develop a prosperus working relationship which hopefully will bring sucesss to both you as a

greyhound trainer and me a greyhound owner.

Kind regards

Michael O’Sullivan

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Liam Walsh,

Listowel,

County Kerry

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry.

21-02-2015

Dear Damien ,

I have a number of greyhound saplings which need to be reared in a professional manner,

however i do not have facilities to accomodate their needs so i will be giving you three

coursing saplings to rear for the first three years of your business. Having viewed your

kenneling facilities at Clashmealcon, Causeway i am very impressed with the standard of care

which you give to each greyhounds and the specifically designed pins to rear pups and

saplings.

Additionally with your facilities i have noticed the freedom in which you give saplings to

adapt to their enviroment. Furthermore i saw the feeding requirments which you feed saplings

and the operational training which you give saplings such as training to lease as well as

maintainance which enables them to reach their potential prior to racing.

I look forward to dealing with you in the future

Kind regards

Liam Walsh

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Appendix E- Equipment and Consumables Cost

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Appendix F – Vehicle Cost and Signage

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Van Insurance

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Van Tax

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Appendix G- Greyhound nuts and Feed Prices

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Appendix H- Greyhound Trainer’s Letter and Public Trainer’s Licence Liam Dowling.

Ballymac,

County Kerry.

Damo’s Kennels,

Clashmealcon,

Causeway,

County Kerry

Dear Damien ,

With twenty years experience training greyhound i believe i have knowlege to assist you and

advice you on the best practices for greyhound training.

First of all in order to make a reasonable profit from greyhounds a weekly minimium fee of

€80 should be implied to train all racedogs. The reason for this cost is because, all racedogs

are fed with high quality feed, chicken and given protein and vitamins. Therefore taking into

consideration the costs associated with this high-quality protein diet a greyhound trainer

would require €80 to meet the costs incurred and to make a reasonable .

All pups, saplings and whelping greyhounds differ in price to racedogs. The simple reason for

this price differentiation is that pups, saplings and whelphing greyhounds are not fed with

high-quality feed instead are fed with a more nut based meal with chicken for pups and

saplings while whelphing greyounds ie brood bitches are given supplements as well as nuts .

Furthermore the price iof €40 for pups, saplings and whelping is because these greyhounds

are not racing and therfore arent fed with performacance feed and supplements .

Finally all pups should be dosed after six weeks and every 2 months after this. I hope the

information provided in this letter is beneficial for you.

Kind regards

Liam Dowling

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Irish Greyhound Board

Mr. Damien Lynch,

Clashmealcon,

Causeway,

Co.Kerry

09/01/2015

Dear Geoff,

I refer to your application for a public’s Trainer’s licence and I enclose herewith licence

number 868 for 2015.

I enclose monthly returns sheets in which you are required to record the greyhounds trained

by you and forward to these offices in the first week of each month. Again even if you have

no greyhounds in training, please return marked “No greyhounds in training at present”. The

columns “Date of Arrival” and “Date of Departure” only need to be used when new

greyhounds come in and when they leave. Failure to forward these returns will be considered

a breach of the Greyhound Trainer’s Regulations.

These returns are required in order to keep our database up to date and to effect correct

fortnightly payments by Bord nag Con to you under the 10% Licensed Public Trainer’s

Scheme. Under this scheme, 10% is deducted from all prize-money won by greyhounds

which are trained by licensed Public Trainers and paid directly to you once a fortnight.

When a greyhound arriving at your premises has already been entered for a race, it is your

duty to notify the Racing Manager at the track or tracks which the greyhound has been

entered, that the greyhound has come under your control. If you’ve any queries at any time,

please contact me

Yours sincerely,

Barry Coleman

Welfare and Racing Support Manager

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Appendices I Results from Questionnaire

70%

30%

Q.1 Are you Male or Female?

Male

Female

80%

20%

Q.2 Do you think there is a shortage of greyhound

trainers?

Yes

No

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72%

28%

Q.3 Is this Location Appropriate for a greyhound

Facility?

Yes

No

52%

10%

10%

8%

14% 6%

Q.4 What type of greyhound would you be interested in?

Trackdog

Coursing Dog

Sapling

Pup

Retired Greyhound

Brood Bitch

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Q.6 How much would you be willing to pay per week for pups, saplings, retired

greyhounds and brood bitches?

2% 2%

10%

86%

Q.5 How Much would you be Willing to pay per week

for Coursing and Trackdogs?

110

100

90

80

66

4

0 10 20 30 40 50 60 70

70

60

50

40

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30%

30%

40%

Q.7 In your Opinion what makes a greyhound facility?

Up to date equipment

knowledgable Trainer

Required Facilities

80%

20%

Q.8 Would you refer Damo's Kennels to greyhound

owners?

Yes

No

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Appendix J Survey Results

74%

26%

Q.1 What is your Gender?

Male

Female

68%

32%

Q.2 Do you think that there is a shortage of greyhound

facilities in Ireland?

Yes

No

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2%

4%

12%

20%

62%

Q.3 Which of these is the Least Popular Sport?

Rugby

Soccer

Golf

Horse Racing

Greyhound Racing

2%

13%

17%

68%

Q.4 How much you be Willing to pay per week for

pups, saplings, brood bitches and retired

greyhounds?

70

60

50

40

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8%

12%

11%

69%

Q.5 How much would be Willing to pay for a coursing/

trackdog?

110

100

90

80

74%

26%

Q.6 Would you be satisfied with these prices taking into

consideration feeding costs?

Yes

No

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116

48%

18%

10%

18%

6%

Q.7 What category of greyhound would you have

trained for you?

Trackdog

Coursing Dog

Sapling

Pup

Retired Dog

40%

60%

Q.8Would you be Interested in attending an open Day

Event at Damo's Kennels

Yes No

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Appendix K-Interview Interview with Daniel Brasill successful greyhound trainer.

D.L Q.1 Hi Daniel, how are you? Thank you for taking time out to conduct this interview. So

Daniel when did you first get involved in greyhounds?

D.B No problem Damien, I’m glad to help. Well I first get involved in greyhounds as a child

during the 1970’s. My father reared and trained greyhounds as did his father before him so it

was a natural sport to get involved in.

D.L Q.2 What motivated you to choose a career as a greyhound trainer?

D.B My father had a number of successful greyhounds so I wanted to follow that path and to

be recognised as a greyhound trainer myself. The dream of success is properly the biggest

factor that persuaded me to choose greyhound training as a career.

D.L Q.3 so when did u first take out your greyhound training licence?

D.B I first took out a trainer’s licence in 1990. I started out training a number of local

greyhounds in the area and gradually grew as the years went by due to hard work and

contacts I have built up in the sport.

D.L Q.4 What was the most successful greyhound you have trained?

D.B. The most successful greyhound I have trained without Doubt has to be Eshwary Ando

who won the Irish Cup in 2003. This was a fantastic moment not only for the owners of the

greyhound but for me personally as the Irish Cup is regarded as the top prize in the sport of

greyhound racing. Winning this as a greyhound was what I always dreamed of and something

I will never forget.

D.L Q.5 Have you seen many changes in the training of greyhounds?

D.B Yes, many changes have occurred in the training of greyhounds. When I first started out

training greyhounds it was more of a past-time sport than a full-time career. However now

with the feeding costs associated with greyhound training and added competition greyhound

training has become more professional in every aspect.

D.L Q.6 What does your typical day involve?

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118

D.B My typical day starts at 6.30am where all greyhounds are left out in their individual pins

followed by walking and galloping of race greyhounds. After this activity all greyhounds are

fed. After morning feeding saplings are trained to the lead and pups are either dosed or

vaccinated. The afternoon involved either trailing dogs at the local track in Tralee and then

feeding in the evening time after this all greyhounds are checked proceeding this they are all

locked up for the night.

Q.7 D.L How many staff have you?

D.B I have one full –time member of staff who is at the facility Monday-Friday from 8-6 and

who undertakes operational duties. Furthermore with additional workload at weekends such

as going racing checking dog’s condition with vets I hire an additional staff member on a

part-time basis On Saturdays and Sundays from 8-6.

Q.8 D.L Finally if you were giving advice to any young greyhound fanatic thinking out

choosing a career in greyhound training what would it be?

D.B A career as a greyhound trainer is very time consuming as it involves 7 days a week, 365

days a year. Furthermore you have to be motivated and hard working in order to be a

successful greyhound trainer. When I first got involved in greyhound training I did not realise

the work involved in greyhound training but with hard work and motivation you can get a

great career out of greyhound training.

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Appendix L- Insurance Cost and Electricity Cost

Electricity bill amounts to 447.48 annually. 186.43*6*0.40%=447.48

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Appendix M Health and Safety Statement and Risk Assessment Health and safety Statement

Safety plan as per law under the Health and Safety act 2005

To all staff,

As your employer and under legislation we are required to conduct a health and safety

statement. With this in mind we have carried out risk assessments of all

Our key operations and processes in all the workplaces we control.

This statement sets out the safety and health measures we are implementing to

Protect everyone who works here as well as the general public visiting the facilities.

Damo’s Kennels has endorsed this statement and I am committed to ensuring that the safety

and health measures set out in our safety statement are met.

We expect all employees to co-operate with us so that we can achieve our target of

Avoiding accidents. Liaison on health and safety matters between staff is a must to ensure a

safe working environment. All staff must Comply with all the safety and

Health rules within the facilities. Report safety and health problems directly to me.

Signed

Damien Lynch

Damo’s Kennels

05-02-2015

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Health and safety Risk Assessment

The purpose of conducting a risk assessment is to identify hazards and risks within the

workplace. This enables the employer to take necessary precautionary steps to minimise

those risks and ultimately create a safe working environment.

The risk assessment which will be conducted by Damo’s Kennels will be as follows:

Damo’s Kennels Risk Assessment Plan

Name of company: Damo’s Kennels

Location: Clashmealocn, Causeway, County Kerry.

Managing Director’s Contact Details: 0876847117

Person Completing Risk Assessment: Damien Lynch

Hazard What could Go

Wrong

Who’s

affected

Risk Control

Measures

By Who

Noise from

barking

greyhounds

Sensitive hearing Employees,

managing

director ,

customers

Collars on

greyhounds to

reduce barking

levels.

Managing

Director

Slips, Trips and

falls

Person could fall

and seriously

injure themselves

General

public,

employees

and

managing

director

Ensure

pathway is

clear at all

times and put

up signage on

uneven ground

Managing

Director

Fire Hazards Fire could occur

causing serious

life-threatening

injuries and

structural damage

to facilities

Managing

director,

employees ,

Greyhounds

Initiate fire

safety training

for all staff

Ensure staff

and managing

director are

trained to

Managing

Director

Local Fire

Safety

Authority

Tralee Fire

Brigade

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123

conduct fire

safety drills.

Bites and

scratches

Greyhounds could

bite or attack.

Manager

director and

employees.

Ensure all staff

are trained to

deal with the

temperament

of greyhounds

Managing

Director

Hazardous

Chemicals

Toxic substances

and chemicals

could cause

serious harm to

both the

greyhounds and

humans.

Managing

Director,

employees

and

Greyhounds.

Adequately

dispose of

toxic substance

and hazardous

chemicals.

Managing

Director.

Hand equipment Operator could

injure themselves

or greyhounds

using the

equipment

Greyhounds,

Employees.

Ensure

employees are

adequately

trained to use

grooming

equipment so

that they don’t

injure

themselves or

the

greyhounds.

Managing

Director

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Appendix N- Job description Job Description

Title: Kennel Assistant

Reports To: Managing Director

Main Duties and Responsibilities

Handling greyhounds

Feeding all greyhounds twice daily

Checking greyhounds in training for all injuries and notifying managing director

Dosing and vaccinating all greyhounds

Ensuring all equipment is maintained

Cleaning runs, pins and ensuring all greyhounds at the facility have adequate levels of

water

Being involved in all operational kennel duties

Cleaning kennels and changing kennel beds regularly

Assisting managing director with galloping greyhounds

Accompanying greyhounds to racing

The kennel hand must accompany the greyhound through their pre- race procedures,

which include weigh-in and parading greyhound prior to racing

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Appendix O- Person Specification Person Specification

Job Title: Kennel Assistant

Company Name: Damo’s Kennels

Location: Clashmealcon,

Causeway,

County Kerry.

Essential Desirable

Qualifications and

experience Previous experience

in training

greyhounds essential

Knowledge of

greyhounds

Full Driving Licence

essential.

Ability to handle

greyhounds

Be able to use

greyhound

equipment and

operational material

Holder of a

greyhound trainer’s

licence

Communication Internal

External

Face-to-face

Phone

Skills Required Team player

Hard worker

Listening skills

Able to deal with

customers

Organisations skills

Ability to work

under demanding

pressure

Time managaement

and man

management skills

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APPLICANT INFORMATION

Last Name First M.I. Date

Street Address

Apartment/Unit #

City State ZIP

Phone E-mail Address

Date Available

Social Security No.

Desired Salary

Position Applied for

Are you a citizen Ireland? YES NO If no, are you authorized to work in the U.S.?

YES NO

Have you ever worked in the Greyhound Industry?

YES NO If so, when?

Have you ever been convicted of a crime?

YES NO If yes, explain

EDUCATION

College /University

Address

From To Did you graduate?

YES NO Degree

College Address

From To Did you graduate?

YES NO Degree

Other Address

From To Did you graduate?

YES NO Degree

REFERENCES

Please list three professional references.

Full Name Relationship

Company Phone

Address

Full Name Relationship

Company Phone

Address

Full Name Relationship

Company Phone

Address

Appendix P Employment Application Form

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PREVIOUS EMPLOYMENT

Company Phone

Address Supervisor

Job Title Starting Salary $ Ending Salary $

Responsibilities

From To Reason for Leaving

May we contact your previous supervisor for a reference? YES NO

Company Phone

Address Supervisor

Job Title Starting Salary $ Ending Salary $

Responsibilities

From To Reason for Leaving

May we contact your previous supervisor for a reference? YES NO

Company Phone

Address Supervisor

Job Title

Responsibilities

From To Reason for Leaving

May we contact your previous supervisor for a reference? YES NO

DISCLAIMER AND SIGNATURE

I certify that my answers are true and complete to the best of my knowledge.

If this application leads to employment, I understand that false or misleading information in my application or interview

may result in my release.

Signature Date

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Appendix Q- Pictures Of The Facilities

Figure 1.9 Kennel Block area

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Figure 2.0 Grass Gallop 330 yards long.

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Figure 2.1 Area for Pup Rearing

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Figure 2.2 Sapling Pin/Racing greyhounds run