July 11 launch planning workspace
Price the experience.
Price the experience.
Measure the relationship.
Model the farm day as both an event and the beginning of a customer relationship. Adjust assumptions to understand immediate margin, operating pressure, and potential downstream farm sales.
Oroville, CA
Kids 5 and under free
Account-free registration
Opening target
JUL
11
11
27days to prepare
Critical path active
01 / Financial simulator
Build a sustainable Saturday
All figures are planning estimates. Change the inputs to stress-test attendance, staffing, farm supply sales, and long-term customer value.
Live scenario
Healthy
Sustainable operating model
True value bridgeSeparate realized event money from forecast customer value
$5,565 potential
Realized at event Forecast, not cash collected
Scenario insight
The event clears its direct costs. Relationship value is meaningful, but should remain a separate forecast until repeat purchases are observed.
Break-even attendance44 paid guests
Revenue / paid guest$43.00
Cost / total visitor$20.67
02 / Data collection
Observe without interrupting
Visitor registration creates the household record. Staff snapshots explain what happened on the ground. Neither should make the farm feel clinical.
V
Visitor-provided dataCollected before, during, and after the visit
Registration
- ContactName, email, phone, ZIP code
- HouseholdGroup size and attendee age bands
- DiscoveryReferral source and first-time status
- ContextGroup type and organization affiliation
- ConsentWaiver, communications, photography notice
Three-question exit pulse
- FavoriteWhich station stood out?
- IntentWhat would bring you back?
- ConnectionInterested in produce, bulk buying, tours, or programs?
Optional demographic fields should include "prefer not to answer." Collect only data tied to a decision.
S
Staff observation dataA 10-second snapshot every 30 minutes
Goat station11:30 AM
People present
Dominant engagement
Station condition
- 01Traffic estimatePresent and actively participating ranges
- 02Engagement qualityPassing, observing, participating, highly engaged
- 03Operational conditionBottleneck, animal rest, supply, safety, or facility issue
- 04Human contextCommon question, reaction, or optional voice note
03 / Reconciled dashboard
From activity to credible insight
Every metric shows its source and confidence. Transactions are exact; station traffic is estimated; future customer value remains a forecast until purchases occur.
Fictional demonstration dataThese records show how the dashboard will work. They are not actual New Two Farms results.
Station activity by timeEstimated people present across all stations
40 snapshots20151050
10:0010:3011:0011:3012:0012:30
Station evidenceObservation volume, survey preference, and expressed future interest
Source reconciliationSeed records behind this event
Orders reconciled35 ticket orders + cash closeout
100%Attendance35 households checked in
ExactBehavior coverage40 of 40 expected snapshots
100%Survey coverage24 of 35 households responded
69%Relationship validation3 observed orders from 11 interested households
EarlyRelationship funnelInterest becomes value only after a purchase
Reconciliation ruleStaff observations describe direction and congestion, not unique people. Buying interest is not revenue until matched to a later order.
What we can infer from this sampleConclusions generated from multiple sources, with confidence and next action
July 11 seed data
What we cannot claim
A busy station does not prove every visitor preferred it, and three later orders are too few to establish reliable lifetime customer value.
04 / Action timeline
Protect the opening date
Client work is sequenced by what can block the event. Zenit's technical delivery runs alongside it without distracting from legal, physical, staffing, and safety readiness.
C
Priority orderWhat we need from the clientOperational decisions and approvals
-
1
Legal, insurance & permission review
Confirm public animal interaction, waiver language, minors, photography, food/feed sales, worker classifications, and insurance coverage.
Lawyer contactInsurer approvalRisk decisions -
2
Site walkthrough & safe capacity
Lock parking, accessible routes, entrance, station map, trail, emergency access, sanitation, shade, power, cellular coverage, and per-station limits.
Final mapCapacityFacility order -
3
Staff roster, costs & backups
Name the event lead and every station owner. Confirm paid, volunteer, partner, and family classifications, shifts, rates, relief coverage, and backups.
9-13 rolesTrue labor costBackups -
4
Animal SOPs & emergency plan
Define interaction rules, feeding limits, rest triggers, station closure authority, handwashing, injuries, lost children, escapes, and escalation contacts.
Station SOPsEmergency treeTraining copy -
5
Approve costs, pricing & public offer
After labor and vendor costs are known, approve admission, free-child policy, feed bag pricing, walk-up price, capacity, refunds, and included activities.
Ticket menuCost ceilingSales approval -
6
Train, rehearse & sign off
Run the full guest journey, payment and waiver exceptions, animal scenarios, radios, lost-child and injury drills, closeout, inventory, and staff observations.
Staff trainingFull rehearsalGo/no-go