2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? We believe Father Daniel Mary does have definitive objectives but does not have specific performance targets to achieve his vision. Father Daniel Mary, the prior of the Carmelite Order of monks in Clark, Wyoming has a vision to create a new Mount Carmel in the Rocky Mountains.
His vision of transforming the small brotherhood of 13 monks living in a small home used as makeshift rectory into a 500 acres monastery that would include accommodations for 30 monks, a Gothic church, a covert for Carmelite nuns, a retreat center for lay visitors and a hermitage presented a formidable challenge. He realized that his vision of purchasing the ranch would require careful planning and execution. For the Wyoming Carmelites, coffee sales were means of support from the outside world that might provide the financial resources to purchase the significantly larger land.
Father Prior understood that the cloistered monastic environment offered unique challenges to operating a business enterprise, but it also provided opportunities that were not available to secular business. He developed an execution plan that would enable Mystic Monk Coffee to minimize the effect of it cloistered monastic constraint, maximize the potential of monastic opportunities. Objectives He found a 496-acre ranch that would satisfy all the requirements to create a new Mount Carmel. The listing price of the Irma Lake Ranch is $8. million and presented an obstacle to creating a place of prayer, worship, and solitude in the Rocky Mountains. The Monastery already had a donation of $250,000 and had sales of $75,000 in its first year of Mystic Monk operations. With an option to upgrade their current coffee-roaster for $35,000, they would be able to produce 130 pounds-per-hour instead of only 540 pounds-per-day. With their Mystic Monk Coffee Affiliate Program, which advertises through banner and text ads, they could potentially increase revenue at the expense of their current profit margin of 11 percent.
There doesn’t appear to be a set timeframe for which the objective can be reached, but it appears they are at least a decade away from raising enough money. Also, there is no mention of how much the land they currently reside on is worth and whether it can help fund the move. Performance targets Based on the information resented in the case, it appears that Father Daniel Mary does not have clear-cut performance targets to generate the mount it would cost to purchase the land. It is unknown how effective the Affiliate Program is or an estimate of how much money can be brought in by the Cody business owners fundraising.
Without a financial statement, it is impossible to estimate whether the upgraded coffee-roaster would be beneficial in the short and/or long term. They believe they can appeal to the Catholic sect (whose 69 million members is the largest Christian denomination in the US) and the growing high-quality/organic coffee industry. The dilemma is that they need more monks to produce more coffee and generate enough money to purchase the new land, but they don’t currently have adequate space now.
