BUSINESS PLAN – HERITAGE TOURISM

AFTERSCHOOOL

www.afterschoool.tk

www.afterschool.tk

Objective

• To set up a company to promote heritage tourism across the globe

• To create awareness among people about our rich cultural heritage

• To promote sustainable tourism• To insert the objectives of exploration of

knowledge with visit to unexplored places• To promote folk and ethnic culture and

support their initiatives.

Marketing Plan

• The tourism company will establish linkages with 5 types of companies as under for marketing its services:– Tourist agents / counselors / embassies etc.– NGOs / VO / Folk or ethic culture promoting

companies– Direct linkage with customers through email /

website / tollfree telephone no.– Govt. departments promoting ethnic tourism– Local artisans and local residents spread out in

different parts of the world – who may help us in this process.

Concept Marketing

• This will be a new concept – and hence will require concept marketing – here we are selling a new concept – which is different from the traditional concept of tourism.

• The concept will be easily adopted by people – as there is a need among people to know about other cultures and folk art.

Marketing Survey and Research

• Before we formally launch out business – we shall carry out comprehensive marketing survey and marketing research to uncover human needs and aspirations regarding cultural tourism.

• Systamatic data analysis and research method tools will enable us to understand potential market and will help us in devising appropriate marketing mix.

7 Ps

• Product – taking people to visit and see different places and their culture and to experience the culture – a unique effort in itself. It will also include our arrangement regarding their stay, food, comfort and entertainment.

• Promotion – schemes / travel plans – which will keep in mind holidays at different places and will combine incentive plans with convenience of people to enable them to travel different places

• Place – throughout the world – particularly – relatively unexplored – but culturally rich places – where folk dances / folk music and folk culture is different from the rest of the world – mostly from underdeveloped countries

• Price – premium pricing to cater to the intellectual and elite class – which is conscious of the need to promote culture – the class – which consider it its duty to preserve our rich cultural heritage.

• People – the best in the hospitality sector – very polite, knowledgeable, sophisticated – having knwoledge of culture, heritage, and multiple languages. Specialists will be hired / contacted on contract basis for marketing, public services, call centre and accounting purpose. Local residents will be hired on contract basis to take care of local hospitality and stay arrangements.

• Process – delivering best services in tourism – with common standards regarding food, and some other issues – but offering diversified cultural and ethnic presentations.

• Physical evidence – we shall offer life membership, corporate membership and institutional membership – with different slabs – so that we are able to help people associate with us for long time. We shall also have tie up with international tourism companies like club Mahindra, cox and King etc. and will strive to have linkages with all these companies.

Finance plan

• We don’t have plans to own assets – we want to have tie up with local organisations / resources / people / associations / hotel chains / other bodies

• We shall invest in establishing brand, creating a network and a coordinating mechanism – which can enable us to be a very powerful link between different institutions / organisations / people.

Projected Profit and Loss statement for first year

revenue expenses

net receipts 30000.00 Contract charges 5000.00

Loss 25500.00 Payment to folk artists 10000.00

Payment to local bodies 10000.00

Vehicle hire 2000.00

communication 2000.00

Publicity and Ad. 10000.00

Documentation 2000.00

Legal expenses 500.00

Commission 9000.00

Aid to Folk artists 5000.00

55500.00 55500.00

Projected balance sheet (Ist year)

liabilities assets

capital 40000.00 cash 11100.00

loan 40000.00 debtors 1250.00

creditors 2312.50 other 44462.50

loss 25500.00

82312.50 82312.50

assumptions

We shall be able to create 500 touch points and expect 1% calls daily - which will be encashed by our strong marketing team of 15 professionals.

We expect net receipts to the tune of $100 per person (after deducting the commission of the agents / tourist companies)

we expect that every tourist will further promote our product and will be able to create at least 1 new tourist next year.

we expect that the tourists will also contribute some fund towards heritage promotion - which will be used to support local artisans.

Expected Break Even Point

• We expect to achieve growth of over 120% - as the business is new and has wide potential.

• We expect that the business will break even in the third year – as per our projected balance sheet and P&L account.

Team

• The team consists of people having insightes into tourism and hospitality industry.

• Team consists of members, who have completed PGPSE from AFTERSCHOOOL and have working experience of over 12 months working for different hotels / restaurants in varing capacity – as workers / consultants / executives / surveyors.

Future plan

• To setup a global initiative to promote folk art and culture, to promote an international fund to help local folk artists.

• To set up a training academy for cultural tourism

• To start publication on cultural tourism.