First things first here there sunshine.
First thing, you have to have some semblance of an idea as to who your target market is.
Yes, you mentioned kids for lessons, but what type of kids?
"Kids" is a little too broad and nonspecific.
Once you determine your target markets, the rest becomes easier.
For example, my company is "Treecyclers, LLC", specializing in recycling trees into useful lumber from the trees in your yard, so they can bring you continued enjoyment for the rest of your life as furniture in your home.
Pretty specific, establishes a business identity, focused target markets, and an environmental spin to it.
I have started 5 businesses.
4 died horrible deaths due to cash flow issues and time management issues on my part.
Why did they die? I missed the market, didnt manage my cash flow well, didnt understand the ramifications of being focused on a single main idea.
For your application, i might suggest targeting specific markets that are unserved or underserved in your area.
It would make little sense to start a dressage training facility if there were 6 others within an hour drive of you, unless you have a crazy customer base from which to pull from.
No clients = no cashflow=out of business in a hurry.
You mentioned catering to the low end of the market.
Thats a very dangerous game to play.
You have costs that must be paid, like rent, feed, your time, insurance, fuel, lights, facility and gear maintenance, vet bills, and so on. Better to cater to the middle of the road than either the top edge or bottom edge.
I charge $85 an hour for my sawing services. From that, i take out fuel, maintenance, equipment wear and tear, and am usually left with about $19/hr for me.
Not a real good ratio, but it works.
Once you determine your target markets, the rest falls into line.
It gives you a base to market to, and mediums for marketing.
Understand your clientele, and how they think.
Put your client's needs up front.
Offer products and services that are scaled in a "good, better, best" style, and be able to explain the differences and benefits of each level in 30 seconds or less.
Most people, if you dont have them on the boat in 30 seconds, you're toast, and it will cost you tenfold to bring them back for a second try.
Be sure your facilities are immaculate.
No weeds, no trash, no crud. Period.
A facility thats got its game on shows it through first impressions.
Thats a decent starting point for you, and i dont want to overwhelm you with too much info.
I RIDE, THEREFORE I AM
COWBOY UP OR GO CRY IN THE TRUCK