2. Coconut Tree Climbing Camp and Championship 2012
Cost Structures
Costs pertaining to the establishment and operations of the Coconut Tree Academy include:
Lease or purchase land with coconut trees
Construction of the site
Personnel/ Administrative costs (wages, supplies, uniforms, licensing…)
Site maintenance and gardening
Marketing/advertising costs (flyers, radio ads, internet ads etc…)
Costs pertaining to the facility during Contest/Rio Carnival Season include:
Aggressive ad campaign
Site maintenance & Decorations
Award (This may depend on the our contractual agreement w/ sponsors)
Security
Special Guests (Recruiting a celebrity to host will help boost attendance)
Administrative costs and increased personnel
3. Coconut Tree Climbing Camp and Championship 2012
Revenue Streams
Class Fees
Pay per class fee – $8
1 week crash course for beginners- $25
Intro to Tree Climbing (1 month beginners course) – $55
Fundamentals of Climbing Course (A 2 hr tour of the facilty & class marketed to tourists) – $25
Membership fees for tree climbers
Quarterly membership - $30
Yearly membership - $105
Lifetime membership - $2000
During Contest/Carnival Season
Sponsorships /Endorsements (negotiable based on contractual agreement)
Vendor/booth rentals - $500 per booth
Make and sell our own coconut products (Coconut Oil, Candies, Soap) - Varies
4. Coconut Tree Climbing Camp and Championship 2012
Value Proposition
Fitness & Adventure
Climb professionally trained CTA graduate with over 1000 hours of experience
Our trees are grouped into levels of difficulty to match your skill level
Children and adults can use our specially designed coconut tree safety-harnesses, and get elevated, with a drink in
hand!
Train to become one of the worlds premier Coconut climbers and compete at Carnival Games! Get sponsored by
Nike and be the face of our Climbing shoe made with sustainable materials!
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5. Coconut Tree Climbing Camp and Championship 2012
Eco-Tourism
We offer daily tours to learn about all aspects of coconut harvesting and coconut products
Drink premium coconut water, straight from the tree. Bottled coconut water is available for purchase.
Enjoy a beautiful sunset on Copacabana beach from our tree-pods designed from coconut-based materials
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6. Coconut Tree Climbing Camp and Championship 2012
Eat
Eat at Use Your Coconut: explore our coconut-inspired cuisine!
Enjoy a glass of coconut palm beer or wine or cocktail with coconut vodka or coconut rum
Try our baked treats made with coconut palm sugar -- coconut sugar is more nutritious than plain
sugar, agave, honey or stevia. Just ask Dr. Oz!
Our restaurant proceeds are invested in the Coconut Tree Climbing Academy & surrounding
communities
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7. Coconut Tree Climbing Camp and Championship 2012
Relax
Relax at our Spa with a coconut oil massage by our trained massage therapists
Treat yourself with our coconut-based beauty treatments
Proceeds from the Coconut Tree Spa are directed to Coconut Tree Academy operations. Relax and
contribute at the same time!
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More than Carnival ~ Leave a legacy
Are you a tourist visiting Brazil? or during Carnival?
All proceeds from the Coconut Tree Academy are invested into the CCTA and surrounding
communities of Copacabana Beach to improve the quality of life
Stay connected: Adopt a Coconut Tree - and the CCTA will send you a premium bottle of coconut
water or rum from your tree!
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Demographic
Why CTA?
Visiting during Carnival?
Enjoy a fun activity within steps of your hotel or resort!
Get Fit with CTA trainers for a unique outdoor fit-camp experience
Purify & Restore: Take a Yoga class in our Coconut Husk Palapa - our woven coconut yoga mats are
available for a small fee!
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CTA is for everyone
F a m ilie s
Our patented safety harness can lift adults of all ages and children aged 5 into and above into our
coconut trees
We offer fun activities including a coconut maze, a playground complete with coconut swings, coco-
bowling, coco-cricket and coco-bocce.
18 and under CCTA Camps
CCTA camps are available for children and teens - supervised fun with our child-care specialists.
CCTA camps and child-care allow parents to have alone time while on vacation!
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On your wedding or honeymoon?
Hold your ceremony or reception in our 10,000 foot coconut and bamboo palapa
Enjoy a glass of coconut wine, or a coconut cocktail in our rooftop tree pod
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Seeking Adventure?
Adventure Seekers
Improve your climbing skills at the CCTA - our trees are grouped into levels of difficulty just like skiing!
Climb and enjoy the view in one of our coconut hammocks secured right at the top of our trees!
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13. Coconut Tree Climbing Camp and Championship 2012
Commercial Storyboard
Introduction
This storyboard is strictly for an ad. It is to describe every scene in the ad as clearly as possible so that it is super
easy to implement the ideas represented. We can think of ourselves as a marketing firm hired to design an ad for
a Coconut Climbing Safari company... :)
Examples that can serve as
http://www.youtube.com/user/volusion?ob=0&feature=results_main
http://www.youtube.com/watch?v=ZXhCO9RY6rg
http://www.epipheostudios.com/#portfolio
Format
We can still use the exact same powerpoint slides. It will just be awesome if we could have someone narrate the
story as the animation plays. The ideas below should be cognizant of our limitations. Thus, each idea preferably
should be something that we can easily translate into a slide.
Sign up now at www.coconutsafari.com or just check out our mobile app.
14. Coconut Tree Climbing Camp and Championship 2012
Ideas
We have to have someone who is really bored and desperately needs a vacation (5 secs)
Define customer here
This person needs to have friends who are also bored with their work and need a vacation too (5 secs)
This can be optional but it could promote the concept of group activity
They should be a way where all friends find out they’re bored and need a vacation (10 secs)
Chatting at work? Bar scene?
All the vacation spots they find should be boring and not involve any activity: cruise, tours, etc. (10 secs)
Contrast what is out there with what we will offer
Voila - COCONUT CLIMBING SAFARI (10 secs)
Announce Coconut Safari with a bang!
Located in Brazil - just in time for World Cup
Why Coconut Climbing Safari (as compared to others) (30 secs)
Punchline / Call to action (5 secs)
15. Coconut Tree Climbing Camp and Championship 2012
Key Activities
Key Activities for customers to participate in the Coconut Tree Academy
Location Secured at Copacabana: The World’s most famous beach in Rio de Janeiro will
showcase this championship event.
Interact with Incredible Partners: Zico, Mailbu Rum, and Nike.
Opportunity to be on Television: Broadcast by NBC & ESPN.
Rio’s Most Entertaining Daytime Activity: All Carnival attendees will have the opportunity to
test their skills with our academy for amateurs.
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Customer Relationships
The best way to cultivate strong customer relationships is to identify and meet them where they are. Our target
customer is a traveler, male, fairly young and has interests in sports, action and fun. The best way to build
relationships is building strong relationships with some of their favorite brands.
Incentives
•Zico Water’s now have a scratch off backing with a secret code. Coconut water lovers who find the correct code
receive an all expenses paid trip to the World Coconut Tree Climbing Competition 2012.
•Members of the Real World 2012 cast will be enlisted to work on the Coconut Tree farm where training takes
place. They’re jobs will include organizing courses, assisting with planning the championship event and training to
become coconut tree climbing instructors themselves. While working on the farm, the cast will wear branded t-
shirts every day.
•Tickets for the The Coconut Tree Climbing World Championship 2012 will be available for advance purchase to
American Express Cardholders only. At any time, cardholders will earn rewards back from the purchase of any
Championship ticket or Coconut Tree Climbing course.
•Nike is giving away Nike+ Fuelbands to the first 500 people who purchase tickets to the Championship 2012
•In house promo and advertising at Equinox gyms across the U.S.
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Connecting
•Engage users on Twitter and Instagram with the branded hashtag #CocoRio2012 . Tweets will focus on fitness,
the sport of climbing coconut trees, picture uploads of fans and climbers in action, information about the
championship, information on how fans can get there and the latest press.
•The Facebook page will focus on images, recent press, news and sharing content.
•Foursquare users will receive exclusive badges for checking in to the championship games.
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Channels
Digital Travel
MTV.com Travel and Leisure
Twitter National Geographic Traveler
Facebook Conde Nast Traveler
Instagram Departures Magazine
Lonely Planet Magazine (UK)
Foursquare
Travel Weekly
TV
Additional
MTV
Playboy
ESPN
Fuse
Brand Partnerships
G4
Pepsi
Spike
Gatorade
Nike
Print
Zico/Vita Coco
Sport
American Express
ESPN the Magazine
Malibu Rum
Sports Illustrated
Trip Advisor
Health and Fitness Magazine
Foursquare Travel and Leisure
Sport’s Weekly
National Geographic Traveler
Skateboarding magazine Conde Nast Traveler
Men’s Health Departures Magazine
Men’s Journal Lonely Planet Magazine (UK)
Complex Magazine Travel Weekly
Additional
•Playboy
Brand Partnerships
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•Pepsi
