Reference no: EM132148255

Shelby Hernandez is a second-generation U.S. citizen. She grew up around horses and stables. Recently, the owner of a local stable offered to sell Shelby his operation in order to facilitate his retirement. With the help of family members and Small Business Administration loans and grants, she was able to make the purchase. Shelby’s Stables offered four major types of services. First, she rented space to horse owners complete with grooming, stable clean-up and feeding. Horses would be either walked on a regular basis to make sure the animals received sufficient exercise each week or they would be ridden by her or one of her workers, depending on the contract. The fees for housing the horses and taking care of them would contribute greatly to cash flow. Second, Shelby owned several horses. Horse enthusiasts could take these out for trail rides. Riders ranged from children to senior citizens. Her horses were gentle-natured and patient with inexperienced riders. Shelby offered photo services so that a first-time rider or one celebrating a special occasion, such as a birthday, could capture the moment with a digital image that could be shared with others. Third, Shelby offered horse-riding lessons to individuals of all ages, although most were teen and preteen females. Shelby loved the opportunity to work with young girls to acquaint them with horses. Most lessons were one-on-one, but she also offered several riding camps through the summer months. The fourth part of the operation was to service local charities that would provide rides for individuals with disabilities, illnesses, and injuries. Various news stories noted the calming and therapeutic value of horse riding for individuals with developmental problems, those with terminal illnesses, and others facing challenging recoveries from injuries. Shelby charged nominal fees to groups such as the Make-A-Wish Foundation and the local chapter of Wings for Warriors for access to her horses and riding activities, ranging from simple walks within a confined stable area to larger trail rides. Shelby had the advantage of serving several owners who already kept their horses in her stables, based on contracts with the previous owner. Still, she wanted to expand that part of her company, as she had nearly a dozen unfilled stalls. At the same time, providing rides would generate substantial additional income. A local marketing professional was willing to assist in the launch of Shelby’s business on a pro bono basis, due to his interest in the Make-A-Wish Foundation. He advised her about the importance of traditional, digital, and social media marketing efforts. Shelby had set aside $10,000 for marketing to launch her company

Question: Should Shelby’s Stables emphasize general social networking sites, niche social networking sites, or both? Explain your answer.