This manual is designed as an accompaniment to the case study. It outlines a number of key concepts to be discussed in class in order to come to a decision as to how Brenden should proceed.
The uniqueness of this case study can be attributed to 2 primary factors, one being the personal characteristics of Brenden himself, and the other being the distinctiveness of the equestrian industry as compared with other industries. More in-depth examination of these factors would aid students in arriving at an informed resolution of the case study.
In
order to understand the forces at play in Brenden’s decision, it is important
to look at the core competency of the endeavor: Brenden himself. More
important is understanding that Brenden is not one dimensional, but rather
multi-faceted. To understand Brenden is
to understand his many parts:
Brenden…The Dreamer…. The Athlete…. The Entrepreneur
The
Dreamer is driven by the pursuit of his dream…his passion. Brenden’s dream has been fundamentally the
same since he was 10 years old and was first introduced to horses. His love of horses and of riding sparked
within him the initial dream of spending his life surrounded by horses.
As
his love for the animal and his involvement in the sport increased, the dreamer
became the athlete, motivated by the pursuit of excellence in competition. For Brenden excellence meant representing
his nation at the most elite level…the Olympics. Moving through the ranks of competition in the “Sport of Kings”,
the athlete came to the realization that skill and will alone would simply not
be enough.
Brenden
the entrepreneur emerged at a point when he realized that in order to keep his
dream alive he would need to realign his goals to reflect a more practical, but
still promising and personally satisfying reality. As much as possible, Brenden wanted to be dependent on no one but
himself when making his dream a reality.
Out of this desire was born the need to build a solid reputation as a
rider and a trainer within the industry in order to attract investors, clients,
and contacts and most importantly to develop the business and industry skills
necessary to make it happen
·
Brenden spent three
years studying Commerce at the University of Ottawa, formalizing his business
education.
·
He started own business
at Ashland, and attracted what would come to be a huge client and major
business connection.
·
He ventured abroad in order
to gain a broader knowledge of the industry and to learn from the best.
All
of the above resulted in a more rounded Brenden, as a rider, trainer and
businessman. He is now poised to embark
on the next phase in his career path…whatever that may be.
In
most entrepreneurial endeavors a 100% effort focused on the new venture is
required, but still will not guarantee success. Maintaining a J.O.B. while attempting to launch a new venture
greatly limits the level of attention and focus that the entrepreneur can
dedicate to the project in its infancy.
When one commits him/herself fully to one course of action, the “sink or
swim” dynamic that ensues becomes a driving force, propelling the entrepreneur
to do whatever it takes to make it happen.
The
equestrian industry is unique in this respect, as the core competencies that a
trainer brings to his/her business are greatly enhanced by his/her active
participation in the competitive arena.
Conversely, success in the ring is often dependent upon private backing
most easily and often attained as a result of the connections and activity of
the competitor outside the ring.
Today’s elite do not take a singular approach to success in competition. Rather, theirs is a combination of training
and horse development, coupled with international level competition which, when
executed properly, provides that synergy essential to success.
This
synergy is complex, and is based upon the fact that the Olympic dream is in and
of itself not a viable business model.
The rider’s involvement in the development side of the industry is that
which will help him/her to secure this dream.
Through the business, the rider gains access to horses, owners and
sponsors, as well as the opportunity to be involved in the early stages of the
horses’ development. As the business is
being built the rider must simultaneously remain focused on building a name for
him/herself inside the ring. It is a
constant struggle for balance but one which, when executed correctly, results
in a self-perpetuating cycle with synergistic results.
As
the rider progresses through international competition and heads towards
his/her dream of Olympic Gold, he/she gains recognition in the industry. This recognition translates into prestige
for the business, allowing for a more selective business strategy whereby the
rider is able to more fully focus on the riding aspect of his/her career and
“outsource” the training aspect. The
primary focus shifts to the dream of Olympic-level competition. The barn becomes a name brand which, backed
with the Olympic-level core competencies of the rider, attracts both the
monetary sponsorship and horses of the highest quality crucial to success at
the International level.
Just
as attaining the Olympic dream is dependent on this backing, a successful
business in the development of horses for sport requires a name behind it. Success at the international level is what
makes a name in this industry.
Brenden
made the decision to go out on his own and is currently operating a horse
development facility out of Germany.
His business is doing well and his client list is growing. Brenden continues to compete regularly, with
his eye trained on Olympic Gold in the 2004 Olympic Games.