Potcoava („Horse shoe” in direct translation) is a family business, a horseback riding center located in the heart of the mountains in Romania (Europe).
The purpose of the Horseback Riding Center is to help its customers rediscover and reconnect to nature’s beauty and the natural order and rhythm of the rural life, from the horse saddle – the return to tradition.
Furthermore, Potcoava aims at bringing its contribution to the development of the equestrian tourism in Romania by creating an authentic Romanian context and experience where the rider is in perfect harmony with nature and its horse.
For its customes, Potcoava is the place where „I come to recharge my batteries, together with my family, in the heart of the forest and accompanied by horses”.
Brand attributes: powerful, nature lover, authentic, dynamic, zen (balance), caring.
About the business
Potcoava is a family business, funded in 2015 by Ionut Popescu, who decided to leave Bucharest (the Capital city) and the corporation where he was working as a Commercial Director and live his dream: to create a place where people could come to learn at ease how to ride and enjoy nature. He spent almost 3 years developing the business, from discovering the perfect place, to finding the perfect horse breed for his purpose – the Haflinger, to training the horses and finfind the finances for the investment.
Currently the center has 15 horses, all Haflingers – known in Romania as „the blondes from Potcoava”, the horse breed being a very distinctive brand mark for Potcoava.
Services & facilities
The main services offered by Potcoava are riding classes and riding in nature experiences (riding in the forests and mountains) - depending on the level of knowledge of the rider, accomodation (13 rooms in the pension), other facilities (sauna, salt room, SPA etc), clean & eco food (Romanian traditional food, slow cooked and mostly grown there), animal farm, and wildlife.
Other services: events hosting.
The main target for Potcoava are the families with children from urban areas, with above average income (executives), busy parents who want to spend quality time with their kids close to nature, horses and other domestic animals.
Another target would be the corporate executives (B2B) – for events: teambuildings, corporate parties etc. in partnership with a different brand Horse Touch. For this particular target, Potcoava is just
Starting 2019 Potcoava will target a new type of customers for personal thematic events – weddings, baptisms etc. This particular activity will happen under a main sub-brand – Nunta la Potcoava („Wedding at Potcoava”).
Pricing range: above average
In terms of branding needs, the current Potcoava logo is no longer representative for the specific activity of the riding center.