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My Mission Statement


Dark Horse was founded with a rebellious spirit and the lofty objective of offering expert business and marketing planning to the equine community.   Whether it's a livery yard owner, a competition or training venue, an up and coming competitor or someone with a product to sell,  I will deliver the highest levels of professionalism and experience and provide clients with strategic counsel, creative solutions and timely, responsive services and all in a cost effective way.



Having a website can be very beneficial and should be the primary source of information about your business. Gone are the days when you need a web developer, a graphic designer and half a dozen other expensive technical resources to create a website. Having a website is a very reasonably priced endeavour these days so cost should not prohibit you from having this additional source of marketing.  All your other online activity (ie. through Social Media etc) should dovetail with your website, eliminating the need to update half a dozen channels with the same information. Updating one and linking to the others should be your plan and will definitely cut down the amount of time you spend producing content.

Dark Horse will

If a website already exists 

  • Analyse its functionality, useability and content 

  • Rebrand it and update the look and feel 

  • Update functionality if appropriate 

  • Revise content as appropriate

  • SEO site so you can be found in the casum that are search engines


If no website currently exists

  • Purchase Domain name

  • Establish Host account and CMS

  • Design and build a website to meet the needs of the business 

  • SEO site so you can be found in the casum that are search engines



  • Take over the ongoing management of your site, ensuring it is kept up to the date with current and relevent information 

  • Establish and manage a Blog for your business, producing quality content aimed at adding value and generating interest in your business

  • If preference is to self-manage the site then I can provide training 


Just having a Facebook page is not enough. Knowing how to use it effectively is of paramount importance and requires planning and thought.  'Get Social Or Go Home' is the new motto for Digital Marketers  because they understand the importance of using online marketing to its full effect.  And the advantages are limitless when you consider many platforms are a free resource and when used properly can achieve enormous benefits for your business.   And with additional minimal expense can be used to enhance your reach even further through sponsored ads etc.


Dark Horse will

  • Assess current, if any, social media activities 

  • Set-up or revise Social Media accounts

  • Brand profiles appropriately

  • Establish a plan for social media activity going forward with strict quidelines to follow

  • Once up and running, Dark Horse can also manage your activities completely with targeted and meaningful updates aimed at attracting clients


You need people to know who you are and what you do.  Your Brand is what identifies you in your market place.  A strong brand lets customers know what to expect!  A strong brand generates referrals! 


Your brand represents you and your promise to your customers!  Let Dark Horse create a Brand presence for your business so that people will remember you and what your business stands for!


Dark Horse will

  • Make your business stand out from your competitors

  • Create a killer Logo 

  • Create a branding style quide so you know how to present everything associated with your business

  • Create your Social Media profiles with branded channel graphics

  • Create a Website (see Web Development above)


Understanding your business as it is now, and knowing where you want it to be in one, three and five years, is essential if you want to achieve your goals and develop a sustainable business going forward.  The primary purpose of a Business Plan is to define what the business is or what it intends to be over time.  Clarifying the purpose and direction of your business allows you to understand what needs to be done for forward movement.


Without a plan the business is essentially rudderless, and day-to-day activities are likely to be haphazard and reactive.

Dark Horse will

  • ​Meet with client to analyse the current structure and status of the business

  • Assess the challenges and difficulties experienced by client

  • Establish what the goals are for the future of the business

  • Review current marketing/online activities and set up

  • Complete analysis of facilities available and provide suggestions for improvements that will help to achieve desired way forward

  • Analyse supplier list and make efforts to improve overhead costs

  • Create a Business Plan with short, medium and long term objectives


Be strategic!  Develop a plan! 
Don't just wing it!

Now that you know what you want to achieve, a Marketing Plan is an essential tool in order to acheive it. It should be consistent with your business plan and provide a structured way for you to identify the marketing objectives that support your overall business goals, who your target customers are, what channels you should use to promote it and what steps you need to take to put your marketing plan into action.

Dark Horse will

  • Assess current branding of the business

  • Rebranding plan if appropriate with branding guidelines going forward

  • Assess current marketing activities

  • Establish appropriate strategy to deliver Business Plan

  • Step by step objectives to deliver elements of Plan at each stage



I'd love to hear from you

+353 86 223 8344

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