Insight retreat
What we will accomplish
The Insight Retreat will become a rural sanctuary for health seekers and professionals looking for a “working holiday” that incorporates overnight accommodations with creative programming. It will operate as both a retreat center with supportive infrastructure for retreat leaders and a B&B-like space for respite and team building. Our services will include weekend workshops targeted at stress management and a deeper connection with nature.
The goal is to provide customers with out-of-home experiences to enrich their lives by providing alternative health-related services in a nurturing, nature-based environment.
The retreat would offer multiple-day events two to three weekends per month as well as occasional weekday activities. Operational hours would primarily be Thursday through Sunday, pending a special event or workshop. The space would be available for groups – businesses, yoga studios, etc. – to bring employees or consumers for team-building and self-care.
Our vision stems from a long-held passion for play as a way to finding peace. We have enjoyed many educational weekends that involve respite, new learning and a reconnection with nature throughout our careers.
What we need
Our plan for The Insight Retreat involves securing a bank loan for the property and structures, as well as start-up costs and site improvements. We expect our personal initial investment to equal approximately $70,000 to $80,000, therefore we will be seeking a loan to purchase the buildings and grounds.
Who we are … and more importantly, why we believe we can help
This venture will be an expansion of our current business, Insight Counseling & Wellness, an outpatient mental health clinic with a focus on holistic wellness that attracts approximately $650,000 in revenue annually.
Experiences have always been more highly prized by the business owners than material possessions. Inspiration for The Insight Retreat did not strike in one lightning-bolt moment, but has grown from years of pursuing self-care options outside the norm. Some of the values that imbue our current venture, Insight Counseling & Wellness, are empathy, community and creativity. Those are values that we will bring to our dream of creating a peaceful pastoral environment that can offer education, self-expression and respite from our fast-paced world.
Shortly after the owners created their current business in 2014, it became apparent that there is a need for their unique services, as the business has grown from a one-person operation to a state-certified outpatient mental health clinic with 14 employees and one branch office. At this writing, there are 26 people on the waiting list for services with therapists at Insight, most of whom provide body-centered psychotherapy such as dance, creative expression and yoga. The clinic serves between 160-200 patients per week at the offices on Madison’s East Side.
On a more personal level, yoga and meditation have had a powerful effect on Jeanne’s life. The skills she has learned through contemplative practices have helped her usher her business into the world. In February of 2018, Insight’s offices were destroyed by a fire, but the business continued operating out of a small yoga studio and, in fact, has risen to be even stronger and more vibrant in newly built offices. The skills cultivated from years of yoga retreats were crucial to the recovery from that devastating event, and it’s with renewed energy that Insight’s owners commit to bringing the dream of a rural wellness retreat to fruition.
Jeanne Kolker, Co-Owner
Jeanne is a certified yoga therapist, licensed professional counselor and successful business owner who can confidently lead weekend retreats. She also has decades of experience as a communications professional with comprehensive knowledge of written and visual marketing.
Jason Klein, Co-Owner
Jason is a visual artist and accomplished graphic designer who possesses the knowledge and skills necessary to market a successful business venture as proven with his work at Insight Counseling & Wellness. He is also skilled in the building arts and has architectural design experience.
The Insight Retreat will be a destination that offers a respite from the stresses of daily life for those looking to connect with nature and cultivate self-care. Our mantra is “explore and restore.”
What the center will provide
The company would focus on three aspects: health-related event programming, lodging and event space.
Programming
a. Multiple or single-day yoga workshops
b. Multiple or single-day health and wellness retreats such as, but not limited to:
i. Trauma-focused
ii. Stress-focused
iii. Meditation
iv. Ayurveda
v. Reconnection with nature
c. Other artistic or health-related activities such as metal-working activities, painting or drawing classes, writing groups etc. – when appropriate and space is available.
Lodging
a. Lodging would primarily be used during times when events are held, but may evolve to be a regular income stream depending on the circumstances. Lodging would include double occupancy rooms at various price points and a room that could house up to 6 individuals.
b. Further expansion of rooms would be focused around experience-based lodging such as adult tree houses, glamping sites or stand-alone cottages. A camping area would be a possibility to be explored.
Event space
a. When not in use for Insight Retreat programing the facility would be offered for gatherings such as:
i. Corporate retreats
ii. Family reunions
iii. Friend getaways
iv. Wedding parties
v. Art or crafting gatherings
vi. Vacation or recreation
Why we feel there is a need
In the few years that Insight Counseling & Wellness has been in operation, Jeanne has witnessed a pervasive disconnect in the lives of her patients. Anxiety, depression, and other toxic stressors are interfering in the lives of those in her community, and we believe that a rural retreat center could provide a necessary respite from those stressors.
In May 2018, we conducted an online survey of 113 potential customers. We presented our vision for a retreat space and asked for input from our network of friends, customers and others. The results of that survey provided valuable insights into potential customer needs. Stress reduction and a desire to be in a rural location topped the findings.
Q: What are the perceived benefits of having access to a rural retreat center?
%
Stress reduction
%
Enhanced quality of life
%
Better health outcomes
%
Better relationships
%
Enhanced creativity
%
Continuing education
Q: Where are you getting those benefits now?
%
State or County Park
%
Other (Home)
%
Other wellness business
%
Private rural property
%
Similar retreat center
Reducing your stress level can not only make you feel better right now, but may also protect your health long-term. Researchers examined the association between “positive affect” — feelings like happiness, joy, contentment and enthusiasm — and the development of coronary heart disease over a decade. They found that for every one-point increase in positive affect on a five-point scale, the rate of heart disease dropped by 22 percent.
– American Psychological Association (How Stress Affects your Health)
Opportunities
Investors
At this time, we are not releying on outside private investors, but would be willing to consider it as potential option in the future to raise capital for expansion.
Partnerships
The retreat would have the ability to provide space and lodging for other organizations who would provide their own programming. In the future, our venture could also work to attract corporate retreats and co-working ventures in order to tap into larger markets. While our philosophy will always include the contemplative arts, we feel that a rural retreat space can also appeal to companies looking to bring employees and guests to a unique location for team-building and respite.
Airbnb
Airbnb is also an option depending on demand. Website
Competitors
Artha Center
Located in Amherst, WI, near Stevens Point. A small B&B that offers weekly yoga classes and weekend retreats. Affordable prices, but small and does not appeal to large groups. Website
Full Circle Retreat
Located outside in Viroqua, WI. Lodging and various health and spiritual programming. Website
The Christine Center
Located in Willard, WI. Basic lodging and varied programing. Website
The County Experience
(Ahimsa Yoga Studio Retreat)
Located in Elizabeth, IL. Retreat for various communities including Ahimsa Yoga studios – based two hours away in the Chicago area. The retreat space also does summer camps, school visits, and other gatherings. Website
Why we would have a competitive advantage
Established connection with Insight Counseling & Wellness
The Insight Retreat would benefit from being associated with our current business venture – Insight Counseling & Wellness. Being associated with an established mental health clinic, the venture meets the Key Success Factors as cited in the IBISWorld Industry Report:
1. Development of a symbiotic relationship with other healthcare providers
2. Having a good reputation
3. Having a loyal customer base
4. Proximity to key markets
5. Ability to educate the wider community
Jeanne’s extensive networks of interested parties
As part of her work with the world’s largest yoga teacher-training school, Jeanne has traveled around the country making connections with not only experienced presenters in the world of holistic medicine, but also ready consumers who are interested in utilizing this space for their own groups as well as their own respite.
Owners’ depth and breadth of experience
Jeanne and Jason have spent decades working in the communications field and can grow a business from scratch, as evidenced by the success of Insight Counseling & Wellness. They understand marketing, advertising and social media. Jeanne is a writer and editor while Jason is a graphic artist with carpentry skills and an architectural background. Many tasks of a new business that would normally be outsourced can be kept in-house.
Stress has become a constant in people’s everyday lives — work demands, financial strains, and family pressures. The cumulative effect of chronic stress can have serious health consequences over time, including depression, anxiety, heart disease, high blood pressure, chronic pain, and type 2 diabetes. Researchers are discovering that surrounding oneself with nature can be one of the most powerful stress relievers available.
– Collingwood, J. (The physical effects of long-term stress); January 26, 2016
All about the customer
Who would come
Target customers are people who are motivated to improve their health through yoga and other forms of complementary healthcare or looking to enrich their lives. Primary clients according to data found in the IBISWorld Industry Report would be females ages 39-60 followed by males in that same age range. This age group is expected to increase each decade according to the U.S. Census from 40.1 million individuals in 2010 to a projected 49.8 million by 2040.
What people are willing to spend
According to the National Center for Complementary and Integrative Health, 59 million Americans spent about $30.2 billion out of their own pockets for alternative medicine treatments and products in 2012. Spending on alternative treatments was robust even among families making less than $25,000 a year, the survey showed. Families that sought alternative treatments or supplies and whose income fell below $25,000 in 2012 spent an average of $435. People with family incomes of $100,000 or more who paid for alternative treatments spent an average of $590. The average household income In Wisconsin is $66,432 according U.S. Census Bureau.
Additionally, there is nation-wide momentum to include the services we would offer into health plans, benefiting the company moving forward. Increasingly, insurers are recognizing that many members want coverage for chiropractic services, acupuncture, massage therapy and other alternative treatments.
The industry is trending up
This venture is difficult to define in one NAICS code, as we strive to be an alternative healthcare provider as well as a respite center for overnight guests. The code that aligns most closely with our vision is 621399, Alternative Healthcare Providers.
As of June 2017, this industry enjoys a revenue of more than $16 billion, with a profit of $2.4 billion and a projected annual revenue growth rate of 3.3%, to $19.1 billion. The business of alternative healthcare is solidly in the growth stage of its life cycle, according to IBISWorld. IBISWorld Industry Report also notes that, “The Alternative Healthcare Providers industry is expected to continue benefiting from increasingly favorable attitudes toward its services. The mounting incidence of disability, the aging population and rising disposable income will significantly contribute to revenue growth over the five years to 2022. Over this period, revenue is projected to increase at an annualized rate of 3.3% to $19.1 billion by 2022.
Alternative health use in the U.S. by age
- Age 0-4 8%
- Age 5-11 11%
- Age 12-17 16%
- Age 18-29 36%
- Age 30-39 40%
- Age 40-49 40%
- Age 50-59 44%
- Age 60-69 41%
- Age 70-84 32%
- Age 85 or older 24%
– National Center for Complementary and Integrative Health
Where people would come from
We feel the areas just south or southwest of Madison would be perfect geographic location for the center as it fits our “sweet spot” for drawing visitors from the Madison, Rockford and Dubuque areas.
Secondary emphasis would be on the larger regional metropolitan populations such as Minneapolis/St. Paul, Green Bay and the greater Chicago area, as well as smaller communities within 150 miles. This location is about one hour from the Dane County Regional Airport and Dubuque Regional Airport.
This location also makes it uniquely attractive lodging for those looking for an experience outside the norm. Because it is located near Epic Systems Corp. and the west side of Madison, the retreat could be a stream of income during big events that fill hotel rooms in the city, such as Epic’s annual user’s group meeting, the CrossFit Games, and Ironman Wisconsin.
Females, age 25-56 with an annual income of at least $50,000 who reported being interested in wellness.
Financials
Yoga retreat market capture rate
Possible market capture for the yoga retreat portion of the center. Does not include lodging or specialty classes.
Market capture rate based on a primary, secondary and tourist zone as defined by ZIP codes within 25-mile radius increments from western Dane County. Based on a $400 dollar yoga class retreat once a year.
| Primary Madison area |
Secondary Southwest Dane Co. |
Tourist Tri-state area |
Total
|
|
|
Population Females, 25 or older with an annual household income of $80K or more |
74,245 |
59,518 |
180,822 |
314,858 |
| Total | 89,094 | 71,422 | 216,986 | 377,502 |
|
Current use Percent of population who uses holistic healing or yoga |
36.1% |
36.1% |
36.1% |
36.1% |
| Total | 32,163 | 25,783 | 78,332 | 136,278 |
|
Awareness Projected percentage of population who be aware of the retreat |
20% |
10% |
5% |
|
| Total | 6,433 | 2,578 | 3,917 | 12,928 |
|
Willingness to participate Percent reporting being “very” or “extremely” interested in the retreat |
59.9% |
59.9% |
59.9% |
59.9% |
| Total | 3,853 | 1,544 | 2,346 | 3,248 |
|
Loss to competitors Estimated percentage loss from competition |
50% |
60% |
70% |
|
| Total | 1,927 | 618 | 704 | 3,248 |
|
Income Yoga class and retreat stay |
$400 |
$400 |
$400 |
|
| Total | $770,800 | $247,200 | $281,600 | $1,299,200 |
Initial investment
For start-up, we estimate approximately $5,065 for yoga studio supplies, which includes $1,000 for 20 standard bolsters, $900 for 20 junior bolsters, $650 for 30 yoga mats, $450 for 40 yoga blocks, $840 for 40 Mexican blankets, $900 for 30 meditation cushions, and $325 for 30 eye pillows, according to the wholesale pricing list from Hugger Mugger, the yoga supply vendor that Insight uses.
Mortgage loan for property and buildings
| Property and buildings | $500,000 | |
| Owner equity | 15% | $75,000 |
| Mortgage loan | 85% | $425,000 |
| Rate | 4.5% | |
| Term | 25 years | |
| Annual owner payment | $28,344 | |
| Monthly owner payment | $2,362 |
Additional funds required for startup
Home equity loan (HELOC)
| Site improvements | $50,000 |
| Furniture and fixtures | $10,000 |
| Start-up costs | $30,000 |
| Working capital (cash) | $10,000 |
| Total | $100,000 |
| Rate | 5.2% |
| Term | 25 |
| Annual owner payment | $7,152 |
| Monthly owner payment | $596 |
Total funding outside owner savings
| Mortgage loan | $425,000 |
| HELOC | $100,000 |
| Total | $525,000 |
| Annual owner payment | $35,496 |
| Monthly owner payment | $2,958 |
Revenue assumptions
The Insight Retreat will be able to accommodate 20 overnight participants, with various levels and price points for lodging. The programming will cost an average of $400 per three-day, two-night retreat. We will host targeted workshops beginning on Friday evening, running all day Saturday and concluding Sunday at noon. That price will include three meals (two breakfasts and a catered lunch), and will apply for people who plan to commute to the retreat weekend and not enjoy lodging on the grounds.
For those who plan to stay on the retreat property, there will be three levels of lodging (and potential for a fourth):
High-end lodging
$185 per night
Includes a bathroom in suite, as well as a king or queen bed.
Mid-level lodging
$145 per night
The medium rooms will include either a queen bed or two twin beds, with a private bathroom in each room.
Shared lodging
$300 per night for a multi-bedroom cottage or
$100 per person per night
A shared suite that includes accommodations for up to 6 people, with two private rooms and two bathrooms, and a full kitchen. Groups may rent out the entire cottage for $300 per night, or one person may secure a place in the cottage, shared with others for $100 per night.
Unique lodging
$125 per night
Depending on the property, we may add glamping tents for summer lodging, a treehouse or other unique structure which would result in an added $125 per night per person for retreat weekends.
Income is based on filling the lodging portion of the center every Friday and Saturday throughout the year, but leaving weekdays unfilled. Any rooms rented during the week would offset vacant rooms on a weekend when demand was low. The estimated use of the yoga event space would be three weekends a month – twice a month used by the center and once a month by an outside organization. One weekend a month the space would be vacant, but would be filled if there was demand. Growth would come from filling rooms and renting event space during the week.
EXAMPLE: For a weekend with 20 people attending a yoga retreat and utilizing the retreat center’s lodging, the potential income is $9,920. This does not include expenses of payment to the retreat leader of $1,000, plus costs of food and catering, which we estimate to be around $500 for the weekend.
| Income type | Price per night/event | Times per year | Annual total |
| High-end lodging Two rooms – every Friday and Saturday |
$185 per room | 208 | $38,480 |
| Mid-level lodging Two rooms – every Friday and Saturday |
$145 per room | 208 | $30,160 |
| Shared lodging I room – 4 days a month |
$300 (may vary) |
48 | $14,400 |
| Programming/classes Two weekends a month, 20 people per class |
$400 x 20 people | 24 | $192,000 |
| Yoga space rental Rental space to outside group when not in use |
$400 | 12 | $4,800 |
| Total | $279,840 |
Expense assumptions
Payroll would include a yoga instructor once a month at $1,000 per month and a part-time service manager at $15,000 per year.
Operating expenses
| Payroll | $37,000 |
| FICA (SS & Medicare) at 7.65% | $2,831 |
| FUTA (Fed. unemployment tax) at 0.8% | $296 |
| Worker’s comp. insurance | $2,000 |
| Liability insurance | $8,000 |
| Property loss insurance | $4,000 |
| Legal fees | $1,000 |
| Accounting | $2,000 |
| Maintenance and repairs | $10,000 |
| Office supplies | $2,000 |
| Advertising and promotion | $2,000 |
| Licenses and professional fees | $500 |
| Telephone | $1,000 |
| Internet ISP charges | $500 |
| Utilities | $5,000 |
| Dues and subscriptions | $250 |
| Credit card processing fees | $7,000 |
| Food | $20,000 |
| Property tax | $6,500 |
| Operating supplies | $5,000 |
| Total | $116,877 |
Balance sheet
Based on reaching income goal in year five.
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | |
| Revenue Lodging class income Programming/class income Rental income |
50% of goal $41,520 $96,100 $2,400 |
75% of goal $62,280 $144,150 $3,600 |
100% of goal $83,040 $192,200 $4,800 |
||
| Total |
$140,020 | $210,030 | $279,840 | ||
| Operating expenses | $116,877 | $123,889 | $131,337 | ||
| Non-operating expenses (mortgage) |
$35,496 | $35,496 | $35,496 | ||
| Total expenses (includes 3% inflation per year) |
$152,373 | $159,385 | $166,828 | ||
| Total net income (pre-tax) | $-12,353 | $50,645 | $113,011 |