When Cascadia Riding Center opened at Ribbit Ridge Farm northeast of Snohomish last summer, it marked the beginning of an entrepreneurial dream for Francesca Helina, a 28-year-old who wants to share her passion for horseback riding with others.
She’s also passionate about providing more instruction than simply how to ride without falling off, yet offering reasonable prices to attract a wider range of students.
With the busy summer months past, she took time from horses, riders and her MBA studies at Seattle University to talk with SCBJ about her vision and how she’s making it real.
SCBJ: Tell me what your riding school offers.
Helina: I focus on professional training in hunt seat — or English-style — riding for beginners through advanced levels in a fun and safe environment for all ages. Along with my own instructing, I have a professional trainer, Amanda Verlinde, who handles many of the classes when I can’t be here.
SCBJ: Why did you want your own business, and why did you choose to start a training program for riders?
Helina: I began riding when I was 8 and growing up in Redmond and Tacoma. I’ve always loved horses. When I was older, I taught a year at a center in Kirkland and got to know other training businesses. Then I worked at Macy’s and then with a public relations firm. From working with horses and trainers I saw a different way I’d want to run a business like that. My work with public relations clients inspired me to start my own business, particularly when I was being paid around $15 an hour and my billable hours were figured at $110 an hour for our clients.
SCBJ: What was your next step toward that goal?
Helina: While I was still employed I began working for my MBA and still have about a year to go, since I had to take one night course at a time while I was working during the day. I chose an MBA specializing in entrepreneurship. It also helped me to create my business plan for Cascadia Riding Center to serve the Monroe, Snohomish and Everett area, where there are a lot of horse owners and riders.
SCBJ: Doesn’t that environment mean a lot of competition, too?
Helina: Yes, but that helped me to plan something different. Much of the market involves low-end, $35 lessons that sometimes amount to little more than a pony walk, just learning to stay on and the basics of riding. At the other end are more expensive programs, some costing hundreds of dollars a month to teach students to be proficient riders. But I rarely found a riding business like I wanted to provide, with mid-range fees but an extra emphasis on learning how to care for a horse, their personalities, their needs, the things that make riders better because they develop a bond with their horse and learn how to care for it, not just ride.
SCBJ: How much are your lessons, and what do you teach your students?
Helina: Fees and the riding lessons are provided on our Web site, www.cascadiaridingcenter.com, with costs ranging from $240 a month for one hour a week of private instruction or $200 a month for a weekly hour of group instruction. Twice-a-week instruction would be $460 monthly for private lessons and $380 for group lessons.
SCBJ: How large are the groups?
Helina: That’s something I paid close attention to in planning my business. I’ve seen too many riding centers that try to get as many people through their courses as possible, as fast as possible, and often for much more than my fees. I limit my groups to three riders, so each one still gets ample instruction, even though it’s not one-on-one like the private lessons.
SCBJ: How did you finance your business? An entrepreneurial effort like this would require horses to ride and arenas, barns and saddles. How did you approach that challenge?
Helina: Well, I’ve been digging deeply into my savings, and that will carry me for a while as the business grows. To get started, I looked at existing facilities in the area I wanted, Snohomish County. I found Ribbit Ridge Farm, which has a large, sandy outdoor ring; a 20-stall barn; a large, well-lit arena for riding in all kinds of weather; and heated tack rooms. Also, I’m able to lease experienced horses that have a kind and calm temperament that makes them great for training riders. Photos on the Web site include Rapidash, “Dash,” a former show horse that’s a great jumper with numerous hunter championships; Samantha, “Sam,” a really sweet pony who prances around the ring like a pro and will jump anything you point her at; plus Stephanie, “Steffie, a champion show pony who’s particularly good with young riders.
SCBJ: What plans do you have for the future of Cascadia Riding Center?
Helina: Actually, this is just the beginning, as I see it. I love teaching and spending time with students. But I also want to make this a professional business, including growth plans. Right now, we’re close to our breakeven point, and I’ll be adding more horses as I have more students. But I also plan to find other locations to set up the same system as here. Eventually, I want to have two or three centers, or more, all run by experienced professionals. I think there’s a real need for what I have to offer.
— John Wolcott, SCBJ Editor
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