Business Plan - Tour Company (JST)

Business Plan - Tour Company (JST)

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Table of Contents

1.0 Executive Summary……………………………………………………….…..……… 3 1.1 Objectives……………………………………………………………...………4 1.2 Mission……………………………………………………………….…..…… 4 1.3 Keys to Success………………………………………………………...……... 4 . 2.0 Company Summary…………………………………………………………...………. 4 2.1 Company Ownership……………………………………………………..…... 5 2.2 Company Locations and Facilities…………………………………….……... 5 3.0 Services…………………………………………………………………….…….…… 5 3.1 Service Description………………………………………………….….…….. 5 3.2 Competitive Comparison………………………………………….…….……. 8 3.3 Sales Literature………………………………………………………….……. 8 3.4 Technology……………………………………………………….…………… 8 3.5 Future Services…………………………………………………….…………. .9 4.0 Marketing Analysis Summary……………………………………..……..…………... 9 4.1 Market Segmentation……………………………………..……………………9 4.1.1 Schools…………………………………………………………………… 9 4.1.2 Tourists………………………………………………….………………. 10 4.1.3 Local Organizations………………………………………..…….………. 11 4.2 Target Market Segment Strategy……………………………..…………….. 11 4.2.1 Market Needs………………………………………….…………. 11 4.2.2 Market Trends………………………………………….………… 11 4.2.3 Market Growth…………………………………………………… 14 4.3 Service Business Analysis……………………………………………..……. 15 4.3.1 Business Participants……………………………………………… 4.3.2 Distribution Patterns……………………………………………… 4.3.3 Competition and Buying Patterns……………………….………… 4.3.4 Main Competitors…………………………………………………

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5.0 Strategy and Implementation Summary…………………………………………….. 17 5.1 Value Proposition……………………………………………………………. 17

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5.2 Competitive Edge……………………………………………………………. 17 5.3 Marketing Strategy…………………………………………………………... 17 5.3.1 Pricing Strategy…………………………………...……………….. 19 5.3.2 Promotion Strategy……………..……………..…………………... 20 5.3.3 Distribution Strategy…………………………...………………….. 20 5.3.4 Marketing Programs…………………………...…………………... 21 5.4Sales Strategy……………………………………………..…………………. 21 5.5 Strategic Alliances…………………………………………...……………… 22 5.6 Milestones……………………………………………………..……………. 23 6.0 Management Summary…………………………………………...……………….… 23 6.1 Organizational Structure…………………………………...………………... 23 6.2 Personnel Plan……………………………………………..……………….. 23 7.0 Financial Plan………………………………………………………..……………… 24 7.1 Important Assumptions………………………………...……………………. 7.2 Projected Profit and Loss…………………………...……………………….. 7.3 Projected Balance Sheet………………………………...…………………… 7.6 Projected Cash Flows……………………………………………………….

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1.0 Executive Summary Jamaica Story Tours Ltd. (JST) situated at XX Ruthven Road, Kingston XX, began operations in January 200X. It is the result of collaboration between Our Story Tours, a small tour guide company started in 1997 by XXXXXX, XXX Holdings Ltd., and other partners. OST was a small firm with a permanent staff of two persons, and four part time persons including three tour guides and a commissioned sales/ marketing executive. The company focused on tour packages for schools in the Kingston Metropolitan Area i.e. Kingston, St. Andrew, and the urban centers in St. Catherine. OST acquired a loyal customer base, but was unable to parlay its comparative advantage of being able to provide relevant information through research and study, into a viable business. The creation of JST was to ensure adequate capital funding, management and organizational support, and financial/ investment advice. The capital funding which has already commenced will allow for marketing and positioning of the company, tour guide training, procurement of two tour buses, securing of adequate insurance coverage, and ensure certification within the various industry organizations. JST provides services in professional tour guiding, tour guide training, event management, tour planning, information management, and hotel booking/ transfer services. Its product line includes numerous tour packages to sites all over Jamaica based on school curricula, and focused on social studies, history, geography, and biology. Other edutainment tours are being planned for the tourist and local social organization markets. The main target markets are the school