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.
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 $8.9 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...
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