By: Samantha Bielawski
Looking into the Equine-Locate’s target market we are mainly looking at the Equestrian population of the United States. The product will be mainly useful for horse owners that wish to keep track of their horses in case of an emergency whether it is an evacuation emergency or the horse is an escape artist.
When looking at the target market Equestrian demographics there are a few key areas to focus in. When looking at the APHIS information sheet that is part of the USDA, you can see the highest percentage of equine primary use is for pleasure with 47.2%. With that being the highest use the main focus would be for marketing in the section competition use to help push the product. Even though that only makes 8.1 percentage of primary use for horses, equestrians that are not competing regularly watch competitions and cheer on professional riders.
When looking at demographics other important things to be considered is the most common breed of horse as well as the most registered breed of horse. When horses are registered there are different equine associations to be involved with. In the case of the United States there is an estimated number of 3.1 million American Quarter Horses with over 200,000 added to the breed registry in 2014. These are important to keep in mind when looking at areas to market in competitions that rely heavily on the American Quarter Horse breed.
Finally, location can be a huge impact on making a successful marketing strategy. When looking at the geographic aspect of equestrian locations the top three areas are Texas, California, and Florida. Not only is this areas of high equine populations but can also be areas of natural disasters. California has issues with forest fires making Equine-Locate useful when having to evacuate. Florida is regularly at risk for hurricanes with issues of an evacuation or if fencing is destroyed during the storm and horses get out they will be easy to locate.
Reference
APHIS Info Sheet. (2017, February). From https://www.aphis.usda.gov/animal_health/nahms/equine/downloads/equine15/Equine15_is_Demographics.pdf
Bluman, S. (2017, January 16). The Horse Industry by the Numbers. Retrieved January 24, 2021, from https://www.ridewithequo.com/blog/the-horse-industry-by-the-numbers
Sam Bielawski 