Business Plan

May 4th, 2016

Cory Jensen
coryvagnjensen@gmail.com
Price, Utah 84501
(801)824-8455

Executive Summary
Book Cliff Shuttles is Desolation Gray Canyons premier shuttle service due to its location in
Price, Utah. Price, Utah is located in between the launch and take out areas of Desolation Gray
Canyons. Book Cliff Shuttles is a niche market of the paddle sports industry (i.e. rafting,
kayaking, canoeing, & paddle boarding) and with only a single competitor for the Desolation
Gray Canyons River Section, it is a highly lucrative niche market. River Runners Transport
located in Vernal, Utah is the single competitor, having been established for over 20 years Book
Cliff Shuttles has strategically planned how to compete with River Runners Transport.
During our introductory phase Book Cliff Shuttles will be priced competitively at $220 for a
single vehicle shuttle and $200 for multiple vehicle shuttles versus River Runners Transport
$225 (1 to 3 vehicles) and $210 (4+ vehicles). Book Cliff Shuttles is able to achieve this because
we never move more than six vehicles at one time, while using fuel efficient shuttle vehicles
instead of high occupancy vehicles. Additionally, we offer discounts for return customers and
customers who pay with cash at $20 for individual discounts or $30 combined. Furthermore,
Book Cliff Shuttles offers a mobile friendly website that will allow customer to book shuttle
online and receive a conformation call letting them know their shuttle is booked and scheduled.
Run and operated by Cory Jensen a graduate from the University of Utah Parks, Recreation and
Tourism department with an emphasis in Commercial Recreation Management. Cory Jensen has
been a river guide in the Desolation Gray Canyons River section since 2011 along with many
others and knows the surrounding areas well. Having dealt with river emergencies before Cory
knows the importance of having a vehicle at the take out prior to your take out date, so Book
Cliff Shuttle will have your vehicle moved within three days of your launch (including the day of
launch). Furthermore, Cory has spent a lot of time on the take out ramp of Desolation Gray
Canyons and listened to the woes of boaters. The biggest woes of boaters is gas money stolen by
shuttle drivers, to combat this Book Cliff Shuttle will pay shuttle drivers $100 per shuttle a 6 8
hour shuttle depending on vehicle and road conditions.
To further boost Book Cliff Shuttles reputation, we have strategically partnered with Tony Basso
GM and Red Tail Aviation. The partnership with Tony Basso GM is with their service and detail
department allowing minor repairs to be taken care of while you are on your trip (e.g. oil change,
tire rotation, brakes, etc.) and/or to have your vehicle cleaned and detailed while you are your
trip. Our partnership with Red Tail Aviation allows you to fly into the Desolation Gray Canyon
launch area and arrive with all your gear waiting and ready for your trip because bush planes are
weight restricted Book Cliff Shuttles will move your gear so you can enjoy your scenic flight in.

Company Description
Book Cliff Shuttles provides affordable friendly vehicle shuttles along with person and
equipment shuttles for your river trip or outdoor adventure. Book Cliff Shuttles achieves this by
using fuel efficient vehicles, while maintaining a user friendly web experience that allows
clientele to digitally book shuttles. Additionally, Book Cliff Shuttles is located in Price, Utah in
between the boat launch and removal areas of the Desolation Gray Canyons river section.
Peak river usage on Desolation Gray Canyons is between May 1st and September 30th where
there are up to 6 launches per day, 3 commercial launches for companies and 3 private launch
per day. Dates before or after this have 3 launches per day which can be either private or
commercial. Groups can be no larger than 25 people, meaning that private groups contain
anywhere from 1 to 5 vehicles that need to be moved. All things considered the Desolation Gray
Canyon River put-in can see anywhere 1 to 15 new vehicles arriving daily. Currently only a
single shuttle service River Runners Transport fulfills this market.
Company Philosophy and Goals
Mission: To provide a worry free shuttle experience so you can recreate at peace.
Vision: To mitigate and reduce the impact of outdoor enthusiasts so future generations may
experience nature in a manner similar to prior generations.
Values: Dedicated to high quality service through the use of only designated routes. Imparting
leave no trace principles to clientele, while participating in cleaning up debris and garbage found
at launch and take-out areas.
Goals for Year 1: Obtain proper operating licenses and permits, along with the first shuttle
vehicle. Build a user friendly website (desktop & mobile). Offer vehicle shuttle service.
Goals for Year 3: Start turning a profit. Establish partnerships with Red Tail Aviation and the
Green River Adventure Center. Acquire shuttle vans along with an enclosed and flatbed trailer.
Begin offering a persons and equipment shuttle.
Goals for Year 5: Branch out to other services such as backpackers, backcountry skiers,
mountain biking, and supporting cross country cycling groups.
Product and Services
Book Cliff Shuttles provides vehicle and/or person(s) and equipment shuttles for the Desolation
Gray Canyons river section. Dedicated to moving our clients vehicle with in two days of their
launch date clients are guaranteed to find their vehicle at their final destination even if
complications arise and a trip has to be shortened.
Additionally, Book Cliff Shuttles plans on forming partnership with Red Tail Aviation. Red Tail
Aviation provides river shuttles via Airplane but due to the remoteness of the air strips used,
passengers are limited to 25 lbs. of gear and a 45-minute hike to the boat launch area is required.
Here our service targets private parties where Book Cliff Shuttles would haul equipment to the
boat launch area affording private party boaters the ability to fly in to their destination an

experience once reserved for the clientele of commercial operations. While another potential
service of the partnership would provide a shuttle from the airstrip to the boat launch for both
commercial and private groups.
Furthermore, Book Cliff Shuttle plans on forming a partnership with Tony Bass GM located in
Price, Utah. The partnership with Tony Basso GM would allow clientele of Book Cliff Shuttles
to have minor repair/maintenance and/or vehicle detailing done while they are on their river trip.
Book Cliff Shuttles sees this as an advantage because it allows clientele to take care of what is
typically an inconvenience to take place when their vehicle is not in use.
With a user friendly website and shuttle rates listed upfront clients never have to worry about
varying costs for individual group members. Furthermore, by providing digital information
forms clients can easily provide vehicle information and sign/acknowledge release forms
allowing Book Cliff Shuttles to operate their vehicles. When clientele book a shuttle online Book
Cliff Shuttles will provide a confirmation email and phone call confirming information.
Book Cliff Shuttles prides itself by reducing its carbon footprint by using fuel efficient vehicles.
In return the overall cost of vehicle shuttles is reduced as our fuel efficient vehicles reduce the
amount of gas used per shuttle. Likewise, Book Cliff Shuttles contracts shuttle drivers that pass a
background check, know basic mechanical skills such as changing a flat tire or dealing with an
overheating vehicle and will never smoke in clienteles vehicle. Shuttle drivers are required to
document vehicle condition (tire pressures, signals and lights, along with any problems that arise
during the shuttle) pre and post shuttle. Along with leaving a personalized note stating who drove
their vehicle and if there a questions, comments or concerns to contact Book Cliff Shuttles to
resolve any issues.

The Book Cliff Shuttle Advantage

Book Cliff Shuttles operates transparently, meaning we will provide any and all information that
we can prior to shuttling your vehicle. In similar fashion we take out the guess work of figuring
out how much your shuttle will cost by providing our prices up front, along with offering
discounts to large groups and educational outings. Likewise, by holding our drivers accountable
clients know that if they leave money for gas or valuables in their car that it will go only to gas
and valuables will be accounted for.
Book Cliff Shuttles recognizes that incidents can occur on the river thats why we pride
ourselves in shuttling your vehicle within two days of launch so you can recreate with the peace
of mind knowing that your vehicle is at the take out if you accidently shave a day off your trip or
if an injury requires an early departure.

Qualifications and Experience of Key Personnel

Owner and Operator Cory Jensen graduated from the University of Utah with a B.S. in Parks,
Recreation, and Tourism with an emphasis in Commercial Recreation Management. A
professional river guide, who obtained his whitewater captains license at 18 years of age has
been guiding the desolation gray canyons river section among many others for over 5 years.
Additionally, he has personally and professionally run vehicle shuttles for river runners using 15
passenger vans pulling up 28 ft. long trailers, across dirt roads and highways alike.
Location
Book Cliff Shuttles is located in Price, Utah. Price is located in between the boat launch and
removal areas of the Desolation Gray Canyons river sections. Uniquely its location provides a
minimum of two routes to the boat launch and removal areas guaranteeing clients vehicles can be
moved in the event of unforeseen circumstances or weather restrictions blocking access to a
particular route.
Licensing and Permits
To begin operations Book Cliff Shuttles will register with the State of Utah after registering with
the state of Utah, Book Cliff Shuttles will obtain a Price City business license. After obtaining a
business license Book Cliff Shuttles will obtain a special recreation permit from the Bureau of
Land Management to operate on BLM lands. Furthermore, Book Cliff Shuttles does not plan on
operating vehicles that seat more than 16 passengers therefore a Commercial Drivers License
are not required.
Legal Structure
Book Cliff Shuttles plans on operating as a Limited Liability Company declaring an operating
duration of 30 years. This form protects members from liability in the event of an incident. For
recreation companies transportation to and from the site is inherently the most dangerous part of
a trip due a variety of uncontrollable circumstances, because Book Cliff Shuttles in based on the
transportation of vehicles, and/or people and gear it is inherently dangerous.
Operations
Book Cliff Shuttles will operate on an as booked basis meaning that without shuttles being
booked we essentially have no business. The river season is much like a bell graph in that it is
fairly steady but sees a dramatic peak during high water and slowly declines much like the water
levels themselves. Operation begins when a shuttle is booked either over the phone or online,
when a shuttle is booked the owner/operator finds the appropriate number of drivers to move
said vehicles and determines the time and date when they will leave.
Once a shuttle begins the owner/operator drives to where the vehicles are left and drops off the
drivers. Allowing the drivers to pass in the vehicles being shuttled, the owner/operator then
follows the drivers to drop off point and takes care of any problems that may occur. Once at the
drop off point the owner/operator picks up the shuttle drivers and they return to their destination.

Prior to a shuttle beginning drivers will complete a pre-trip safety check on the vehicles they are
driving, noting the odometer, tire pressure, fuel level, oil, mirrors and/or windshield defects
along with lights and signals. After this has taken place the drivers will begin the shuttle. Once at
the destination the drivers will perform a post trip report making note of the same information
along with leaving a personalized note leaving their name and thanking them for choosing Book
Cliff Shuttles.

Employees and Staff

Book Cliff Shuttles plans on staffing employees that have previously and/or currently work/ed
with Carbon County Recreation out of Price, Utah. Employees who work at Carbon County
Recreation have experience driving fourteen passenger vans. Additional employees will be
sourced from local trucking companies such as Savage Trucking. Likewise, we plan on looking
at local car dealerships who have employees called runners whose primary job is moving cars
around the dealership along with picking up/delivering vehicles among dealerships.
Book Cliff Shuttles will contract all of its employees because of the sporadic nature of shuttling
vehicles Book Cliff Shuttles cannot guarantee a pre-determined number of hours every week.
Book Cliff Shuttles release form will note that shuttle drivers are contracted specifically and that
the clientele is permitting said person to driver their vehicle from Sandwash to Swaseys boat

ramp. In the event of a vehicle accident or collision the contracted employee agrees to anything
that law enforcement agencies see fit. Contracted employees will be paid a flat rate that is
dependent on the shuttle. For our primary shuttle Desolation Canyon, a driver will make $100
with the total shuttle time taking approximately 6 9 hours dependent upon dirt road conditions
along with vehicle and/or trailers that are being moved. Staff will report to the Owner/Operator if
problems occur or amongst other drivers if the owner is not readily available.
The last driver in the vehicle shuttle will be equipped with basic emergency materials such as
towing straps, fix a flat, a portable air compressor, basic tool kit, etc. Being the last driver they
will come upon any vehicles that may have broken down amidst the shuttle.

Facilities
Book Cliff Shuttles plans on operating as web based company we do not need a physical location
or store front. We are only in the business of moving peoples vehicles from one spot to another.
After establishing a customer base, we will question our customers about new services we could
add. As of now Book Cliff Shuttle does not need a physical location and can be ran out of the
owner/operators house.

Equipment
Book Cliff Shuttles during start up does not need special equipment but instead a 7 passenger
vehicle. As the company grows and the clientele base does Book Cliff Shuttles will look into
purchasing 14 passenger vans along with flatbed raft trailers and enclosed trailers if there is
demand. Likewise, if demand for shuttles from the take out to the put in are high we will look
into specialized equipment such as a refrigerated trailer that can keep your coolers cold during
the drive to the put in. But for startup we do not see it fit to have anything more than a single
seven passenger vehicle.
Book Cliff Shuttles is interested in buying a used 2010 Mitsubishi Outlander XLS, the
Mitsubishi Outlander XLS can seat 7 passengers, is an all-wheel drive vehicle with as much
ground height clearance as Jeep Grand Cherokee but it gets 20 City /27 Highway Miles Per
Gallon. Making the Outlander one of the most fuel efficient compact utility vehicles. An
alternative vehicle would be a 2011 Dodge Durango, but it would costly more upfront along with
being less fuel efficient at 16 City / 23 Highway. Fuel efficiency is major factor for Book Cliff
Shuttle because a single shuttle is total of 310 miles round trip.
Marketing
Book Cliff Shuttles sells vehicle shuttles, that enhance your river experience by simplifying your
shuttle experience. Due to the 84-mile length of the Desolation Gray Canyons river section, a
vehicle shuttle becomes a necessity due to the logistical issues of self-supported shuttles. Book
Cliff Shuttles plans on targeting adult whitewater enthusiast, primarily those located in Utah,
Colorado, and Idaho. Although the community of whitewater enthusiast spans all ages, income
levels and genders, the overall market size is fairly small (compared to mountain biking or
skiing).
Book Cliff Shuttles plans on marketing themselves at river rental companies, making ourselves
known on blogs such as Mountain Buzz and Northwest River Supply company along with being
listed by the BLM as the only other approved shuttle company for Desolation Canyon. In doing
so Book Cliff Shuttles plans on spending roughly $240 a year on marketing expenses which will
be for business cards and rack cards that will be distributed at various places.
Additionally, Book Cliff Shuttles plans on marketing with the following messages: Enhancing

your river experience by simplifying your shuttle experience. Providing worry free shuttle
experiences, time and time again. The shuttle is part of the experience, lets make it great.
Pricing Strategy
Book Cliff Shuttles is priced to recover the cost of running each individual shuttle (see break
even analysis excel worksheet) and to compete with our competitor River Runners Transport.
River Runners Transports charges $225 per vehicle for 1-3 vehicles and $210 per vehicle for 4+
vehicles.
To compete with River Runners Transport, Book Cliff Shuttles will charge $220 for single
vehicle shuttles and $200 for multiple vehicle shuttles. As an added incentive to compete with
River Runners Transport Book Cliff Shuttles will offer a $20 discount for returning customers.
Additionally, Book Cliff Shuttles will offer a $20 discount to all customers who pay with cash.
As a failsafe for customers who agree to pay with cash a credit card number will be collected but
not charged if cash is received or waiting in vehicle. The maximum applicable discount will be
$30 per vehicle.
Financial Analysis
While there is not a specific industry based on shuttles for
recreation activities, we believe that it is a niche market of
the outdoor recreation industry. The 2015 Special Report
on Paddlesports shows that paddlesports are on the rise
with 7.4% of the American population participating in a
paddlesport. While rafting specifically has shown no
change over the past four years, kayaking, canoeing and
stand up paddling are all on the rise. Desolation Gray
Canyon River Section supports all four of these
paddlesports. With a rise in paddle sports as a whole Book
Cliff Shuttles can enter the market as a low risk startup
company with the primary needs to begin operation being:
a used 7-passenger vehicle, licenses, permits, insurance,
and a web domain. Approximately $10,000 - $15,000 will
be needed for Book Cliff Shuttles to begin operation. With
the majority of the money going towards the vehicle and
prepaying insurance premiums. Book Cliff Shuttles could potentially turn a profit by our third
year of operation, dependent on the number of clientele we serve. In projecting potential profits

Book Cliff Shuttles fixed costs will be insurance, vehicle loans, advertising, and webhosting
fees. While our variable costs are Fuels & Lubricants (estimated at $5 per gallon which
accompanies for increased summer time gas prices along with the need for oil changes),
Employees Wages, and our BLM permits which is 3% of gross income. As word of mouth
spreads the Book Cliff Shuttles name around we are looking to grow our customer base
approximated 6% a year for the first five years.

$1,400.00

$1,200.00

$1,000.00

$800.00

$600.00

$400.00

$200.00

Number of Vehicles
$-

Full Price

$220.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

Cost

$180.00

$280.00

$380.00

$480.00

$580.00

$680.00

$20 Discount

$200.00

$360.00

$540.00

$720.00

$900.00

$1,080.00

$30 Discount

$190.00

$340.00

$510.00

$680.00

$850.00

$1,020.00

(Please see attached financial work sheets for more specific information on estimated
finances.)