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- W2346588263 abstract "INTRODUCTION Jim Benson sat staring at his telephone. He couldn't believe the call he had just received. He had just celebrated his 50th birthday and no one had ever spoken to him that way. The call was from Richard Williams. Williams and his wife Josephine ran Misty Glen Development. MGD as it has become known is in Big Bear Lake, California. It is a beautiful setting in the middle of the San Bernardino National Forest. The location seemed ideal, almost midway between Los Angeles and Las Vegas. Who would have known that it could have gone this poorly? Jim had plans on this being the big one for his company. He was the CEO of the Champion Brothers Agency. The agency specialized in digital printing and web development services. Specifically, they specialized in the analytics of sorting through databases to find just the right people for a given activity. The technique was held in highest secrecy by the agency. They had subscriptions to numerous mailing lists. All of the lists had specific information about individuals. The analysts employed here, combed through multiple mailing lists to find the same people on multiple lists that had the correct interests. He had matched up numerous groups before. The last successful match was for a golf resort that wanted to increase their occupancy rates. Champion Brothers had promised the resort 30 guaranteed bookings per week. The resort had decided that was all of the new business they could handle. The resort didn't realize that Champion Brothers could have given them 500 per week if they could handle the traffic. MGD had needed only 15 per week. Jim had been working with Williams and his wife Josephine for almost a year now. Even though the process of providing for cabins would seem similar to that of the golf resort, it actually required very different information. As it turned out, the leads that would almost always book rooms, were dominated by church and family groups on outings. The church group data sets were something Champion Brothers had never invested in. This would be a serious new cost for the agency. Benson looked at this investment as the foundation of a new market that Champion Brothers would soon dominate. There were markets across the country exactly the same as Big Bear. Soon Champion Brothers would duplicate the campaign with similar locations in Branson, Jackson Hole, Hot Springs and more places than he could count. This was the big one that he had been waiting for. MISTY GLEN DEVELOPMENT Misty Glen Development had two operations. Richard ran the construction group and Josephine managed the rentals. Business had been good but not great. The cabins ranged from 800 square foot 2 bedroom cabins to 10,000 square foot 7 bedroom behemoths. The finishes used in the different floor plans varied widely. This resulted in a huge range of prices for ownership in the cabins. The bare bones model could be purchased for less than $300,000. The most expensive model sold so far for just under 3 million. Richard knew that he needed to keep building units to keep the revenue stream strong. The biggest selling point was that the units would stay rented, thus providing the owners with a steady profit on their investment. Richard and Josephine worked closely on finding new renters to keep occupancy rates up. Out of the blue, some guy called Josephine and introduced himself as the CEO of some agency that was making big promises about new clients. Richard was skeptical. Benson had showed up with a very polished presentation about some golf resort that was doing gangbuster business. The occupancy rates had gone from just under 50% to just over 90%. Williams was doing the math in his head about the money to be made if all of the cabins he was building were full all of the time. Josephine wanted to know about the process and what her role would be in booking the cabins. Richard had questions of his own. Jim flew to Big Bear to make a formal presentation to all of the managers at Misty Glen. …" @default.
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- W2346588263 date "2015-07-01" @default.
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- W2346588263 title "Landslide Development Corporation: A Case Study" @default.
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