Brief History of Staghorn Garage & Company:

Staghorn Garage & Company is a motorcycle and outdoor lifestyle company located in Bend, OR.

Established in Oregon…Created with the lost art of quality handmade goods in the shadow of corporations and waste, Staghorn is a product of adventure.   We explore the world around us, embrace the new, create by hand, and build “fun machines”.  Our products are built to last, made in the USA.  Seek The Unknown.

Founded in 2014, by friends Luke Jessiman and Hames Ellerbe, in a refurbished timber warehouse. The building was part of the large timber industry that thrived in Bend from its formation to until the early 1990’s. Staghorn chose a structure that would deliver its’ rugged but refined outdoor lifestyle, while embracing and embodying the surrounding community.

 

Environmental Scan

Economic Scan

  1. What economic factors are influencing the organization? Trends, Changes and Concerns: Staghorn Garage and Company is a for profit business that has several earned income factors influencing the business, such as relying on retail sales, events, special events, and rented space.
  2. Earned income- Retail sales, beverage sales, custom bike sales, events, and rented space. Staghorn relies on retail and beverage sales, which range from $1.50 for a 12oz pour over coffee to $400 motorcycle and bike helmets. Currently the garage serves various coffee beverages, from pour over to espresso. Moreover, the garage serves a variety of beers and cider on tap beginning at $4, which makes the range for income from early in the morning to late in the evening. The business also includes a significant retail sales selection, consisting of products for camping, high-end clothing, and quality boots.

Also Staghorn produces custom refurbished motorcycles and bikes, along with stock refurbished motorcycles for sale in the garage. These products can range from $1000 for a custom bicycle to upwards of $8000 for custom refurbishing.

Finally, the business holds frequent events and rents out the space for various private events, such as weddings and private parties. The events generally serve as a community gathering spot, where a movie or band will play. Furthermore, events increase the beverage sales substantially for their duration.

Organizational economic past and present –

  1. What is the general financial health of organization, any budgetary concerns? Staghorn, just as any infant business, has had ups and downs, but has seen significant gains in the last year. The gains attributed to start up debt being paid off, business awareness, and support spreading throughout the community. Currently, Staghorn Garage is experiencing financial success, because of a significant growing community and customer support. The revenue is on an upswing that will increase budgetary operations, allowing for more employees, leading to more profit.
  2. Are there other economic factors that influence the organization’s situation (touring trends, competition and other outside variables)? Staghorn has little competition locally. The few competing business are, a men’s clothing store, various bars and coffee shops. These competing businesses do not provide the same atmosphere and product as Staghorn, and in some instances work with Staghorn to create cross-cultural events. During the winter months Staghorn has to increase community events and produce engaging workshops to stay fiscally responsible. In the summer months a drastic swing in business occurs with the arrival of the tourist season. Bend strives on tourism; this is extremely prevalent in the summer and fall months when the town’s population rises by 20,000 at any given time.

Demographic Scan

  1. What is the general audience or make up of the participants? Staghorn’s primary audience are outdoor aficionados, bike (Moto and Mountain Bike) enthusiasts, and coffee and beer devotees. The targeted age range of the business is 23 and up, but will include anyone with a passion or affection for the outdoors, coffee, beer, and bikes. Staghorn aims to promote the culture and lifestyle of these activities, which in turn promotes diversity, opening the doors to everyone.
  2. Any trends in sex, age, heritage, or education with participation level? The customer base is male and female, with the majority leaning towards male. Age demographic trends toward the late 20’s to mid 40’s. The overall customer demographic trends towards adventurous people who were brought up in an outdoor focused house hold or came to love adventure and the outdoors on their own.
  3. How do national trends compare to the organization’s demographic trends? This year, compared to previous years and 2014, when Staghorn was founded, similar businesses have been created across the nation. These businesses, while not as large in scope as Staghorn, have been capitalizing on the moto/bike lifestyle and cultural demographic trend. Because the nature of the existing lifestyles and cultures these companies support, many collaborate and partner with Staghorn to spread awareness of the respective brands. Local demographic trends stay the same and as national trends in diversity, sex, and age vary.
  4. What demographic characteristic is of most concern to the organization? Staghorn strives to embrace their lifestyle and culture, and the customers that live by those. Diversity is very important to the business, and to promote a more varied customer base, Staghorn hosts a variety of events that embrace and encourage diversity.   To broaden the demographic they will begin to carrying women’s clothing, as they have only been in the men’s clothing demographic.

Cultural Scan

  1. What is the general culture of the organization and board? Staghorn being a small business technically does not have a board. The business is a Limited Liability Corporation (LLC), with a partnership clause, which consists of the decision making process between the partners. Each partner is an expert in their own areas of the business. Within each area they inform and discuss with each other of major decisions and ask for input when necessary. The partners discuss major decisions and issues involving the overall business and come to a consensus to move forward. If the partners disagree, the silent investor has the ability to vote on issues to sway in the outcome a direction good for the business.
  2. What local cultural elements or social values encourage participation? Staghorn values collaboration and diversity within the Bend, moto, bike, and outdoor communities. Currently Staghorn collaborates and with various local and national businesses to create products, and share services. Locally they embrace the culture of “Keep Bend Local” by providing a food cart space outside of the building and collaborating with other businesses to create unique kind products, such as knives, hats, or shirts. Additionally, events are regularly held, with music provided by local bands. The beer and coffee is provided from the many coffee roasters and breweries located in Central Oregon. Nationally, Staghorn collaborates with various clothing, skateboard, bike, and outdoor companies to create unique and useful products.
  3. What leisure trends influence the organization? Staghorn regularly organizes local bike and motorcycle rides, camping trips, and events. These outdoor trends, as well as the handmade movement, greatly influence the organization and the culture of the organization. The business strives to provide U.S. or hand made quality goods. Also, Staghorn promotes the trends of spending time outdoors and embraces these ideas providing the aforementioned events.
  4. What popular culture elements influence the artistic offerings of the organization? Staghorn embodies counter culture, while encouraging anything creative. Various popular culture elements influence artistic offerings of the business. The books, artwork, and even clothing Staghorn sells are greatly influenced by popular culture, as counter culture is a derivative of pop culture.
  5. How has the organization responded to the technology culture? Staghorn embraces the technology culture available today. Adobe Creative Suite is an integral part to the business. The organization creates large amounts of graphics and logos for use on products, the web, social media, and various other collateral. Also the metrics used to measure beer and coffee consumption, various bike build troubleshooting, and overall business tracking are all rooted in the use of technology to create an efficient business.

Other Environmental Elements

Political

Political elements always factor into any business. Products and services           provided by Staghorn are greatly influenced by politics, but generally business practices.

Other “X” factors specific to the organization and art form

The organization is focused mostly on state inclusion and state output. Their partnership with various nation wide companies, such as red wing, distributes knowledge of the organization, increasing online sales.

SWOC Analysis

Staghorn Garage and Company

  1. Cultural Product

Strengths

Staghorn Garage produces several types of art and community events in a year timeframe. They display various local and national artists throughout the year, highlighting counterculture movements, motorcycle, outdoor, and maker culture. They host various workshops in their D.I.Y. shop on bike repair, woodworking, and metalworking. The organization also hosts numerous events, such as bike gatherings, rides, and concerts. Also within the store is a pop up shop space to allow for local makers to sell their product. The business itself strives to be a community gathering location for people to discuss their interests.

Weaknesses

While the organization attempts to reach a broad audience, in reality the audience reached is not as broad reaching as possible. The shop can be intimidating if the customer is outside of the targeted audience. Also while they have a wide scope, they could also ad a few more areas of expertise to broaden their audience.

Opportunities

Staghorn has an opportunity to expand their area of expertise to skiing and snowboarding. While the do not need to sell actual boards they have the opportunity to embrace the culture, hosting various supporting events, and sponsoring industry interests. An opportunity is also available to host various food and beer events to expand awareness of the business and broaden their cultural reach.

Challenges

With the addition of these various events, more staff will be needed. Being a smaller business, they need to slowly work their way up to these goals, so they can stay fiscally responsible.

  1. Pricing

Strengths

Staghorn offers many levels and variations of pricing to fit a variety of needs and budgets. Though there is a variety the cost is higher due to the handmade and US made products. The pricing tiers range from $2 for coffee, to an $8000 for custom refurbished motorcycles. Shop retail space is $10 per hour with a 2-person limit capped at 8 hours. A separate negotiated monthly shop rental can be arranged for $400. Classes are presented 2 times a week, with a pricing range of $10 to $30 per class, depending on the subject matter and resources used during the session.

Weaknesses

The organization wants to include a wide audience, but pricing is high. Many people cannot afford a $150 pair of jeans or other higher priced products. While this limits to a certain customer base, the business does strive to provide higher quality products that will last, and for this cost is usually higher.

Opportunities

As they grow and gain more revenue each year, Staghorn prices can be reduced, offering a wider range of products but still adhering to the quality US made products. A membership shop rental fee could be created to broaden access to the shop rental space. Though the shop will need to be expanded before more space can be rented.

Challenges

The largest challenge is broadening their customer base and staying relevant with pricing as not to lose customers.

  1. Place (Access)

Strengths

The location of Staghorn has many location strengths. Being a unique historical building, the organization does draw in numerous walk-ins with curious interests in the structure. The building has 2 entrances, along with 2 roll up garage doors to provide inviting access and light. The open floor plan increases flow throughout the space and provides a space that does not feel claustrophobic.

Weaknesses

While the building is intriguing to view, it is slightly off the beaten path. Most customers that will be passing by will likely be going to the popular Good Life Brewing Company or be going to Staghorn itself.

Opportunities

The opportunities for access to Staghorn lay in the vastly quick growing population of Bend. Due to the quick expansion of Bend a lot of opportunity to provide easier access and awareness will present itself in the future.

Challenges

With Staghorn’s expansion challenges will arise. Other competing business could arise, and with the expansion surrounding Staghorn, they could be overshadowed by other businesses. Also, outside events could be impacted by businesses growing around Staghorn.

  1. Promotional Efforts

Strengths

Staghorn excels in promotional efforts, as one of the co-founders comes from a marketing background. The aforementioned events are a large success, as are social media campaigns. The company has created a strong brand on social media that exudes the culture of the Staghorn with consistent posting.   Collaborating with various other companies and events provides awareness for Staghorn, and during these they are apt to hand out usable free collateral, such as koozies.

Weaknesses

Staghorn is limited in their finances for promotional activities. A lot of their efforts are focused towards gorilla marketing, lost cost marketing, and targeted marketing that will produce a return.

Opportunities

Opportunities always exist to expand promotional opportunities. Expansion in collaborations with companies locally and nationally will assist in promotional activities. Opportunities in event, print, and media expansion are areas that provide the most opportunity.

Challenges

Promotional efforts with Staghorn will always be a challenge until substantial financial stability will be achieved. As the market in the area and nationally grows, competitors could impede on the promotional opportunities available to Staghorn.