MTM IXth - Business Plan: An innovative experiential community-based tourism product in Northern Uganda

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The Business Plan will focus on the development of an innovative tourism product for Northern Uganda, based on the community-based experiential concept developed in the laboratory of Tourist …

The Business Plan will focus on the development of an innovative tourism product for Northern Uganda, based on the community-based experiential concept developed in the laboratory of Tourist Experience Design (TED) held in the MTM Master


OBJECTIVES
The BP will have the following main objectives:
- Integration of the analysis carried out in the TED laboratory relating to supply, market, competition and sustainable and community based tourism models
- Definition of a tourism product based on the experiential concept developed in the TED laboratory
- Definition of a marketing strategy of the product (distribution, supply chain, price, traditional and web communication)
- Definition of the operational plan for implementation and training
- Definition of the sustainability plan
- Definition of the economic and financial plan

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  • 1. BUSINESS PLAN OF AN INNOVATIVE EXPERIENTIAL COMMUNITY-BASED TOURISM PRODUCT IN NORTHERN UGANDA THE TEAM: Ilaria Battistella, Myriam Granozio, Martina Marcucci, Ritwik Patil, Giuseppe Pistone, Alessia Simula, Stefania Tedesco. FACULTY SUPERVISOR: Andrea Rossi 31st July 2013 IN COLLABORATION WITH: Dario Ferroni, Francesca Oliva, Cristina Toscano, Enrico Marletto, Massimiliano Franceschini.
  • 2. 1) Goal 2) Objective 3) Methodology 4) Sustainable and community based tourism analysis 5) Market analysis 6) Supply analysis 7) Competitor analysis 8) Local communities 9) Skills, needs and training 10) Stakeholders description 11) Experiential concept 12)Tour package 13) Marketing strategy plan 14) Sustainability plan 15) Operational plan 16) Economic and financial plan 17) Conclusions CONTENTS
  • 3. 1) GOAL The Business Plan will focus on the development of an innovative tourism product for Northern Uganda, based on the community-based experiential concept developed in the laboratory of Tourist Experience Design (TED), and all the marketing, training and sustainable activities to implement the whole product
  • 4. 2) OBJECTIVE In the Business Plan we will define:  A tourism product based on the experiential concept developed in the TED laboratory  The marketing strategy of the product (distribution, supply chain, price, traditional and web communication)  The operational plan for implementation and training  The sustainability plan  The economic and financial plan
  • 5. 3) METHODOLOGY METHODOLOGY OF THE RESEARCH INTERVIEW TO:  Dario Ferroni (Viaggi Solidali)  Francesca Oliva (AVSI)  Cristina Toscano (Fondazione Cariplo)  Enrico Marletto (Viaggi solidali)  Massimiliano Franceschini ( Trekking Italia )  We also had the opportunity to interview via mail the two communities of Wawoto and Mt. Elgon PRIMARY RESEARCH
  • 6. 3) METHODOLOGY Blogs and websites analysis Literature analysis Statistics analysis SECONDARY RESEARCH METHODOLOGY OF THE RESEARCH
  • 7. ONE OF THE MOST COMPLETE SUSTAINABLE TOURISM DEFINITION IS THE ONE OF WTO (2005) SUSTAINABLE TOURISM:  makes optimal use of environmental resources  respects the socio-cultural authenticity of host communities, conserves their built and living cultural heritage and traditional values  ensures long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed  maintains a high level of tourist satisfaction and ensures a meaningful experience for the tourists, raising their awareness about sustainability issues 4) SUSTAINABLE AND COMMUNITY BASED TOURISM ANALYSIS
  • 8. The major concept that comes out from the previous definition, is that SUSTAINABLE TOURISM runs around three pillars. CONCEPT OF THE THREE PILLARS OF SUSTAINABILITY Source: WTO (2005) 4) SUSTAINABLE AND COMMUNITY BASED TOURISM ANALYSIS
  • 9. One of the most comprehensive COMMUNITY BASED TOURISM definition is the one of APEC: • CBT Is generally small scale and involves interactions between visitors and host communities • It is a form of local tourism, favoring local services providers and suppliers and focused on interpreting and communicating the local culture and environment. • It has been pursued and supported by communities and non-governamental organizations Effective Community Based Tourism. A BEST Practice Manual June 2010, APEC Tourism Working Group 4) SUSTAINABLE AND COMMUNITY BASED TOURISM ANALYSIS
  • 10. Community Based Tourism can provide important BENEFITS: 1. support local economic development through diversification of employment 2. respect and encourage equitable participation of local community 3. being ecologically sustainable 4. conserve and promote living cultural heritage and welfare 5. educate visitors about culture and nature 6. demonstrate good management practices 7. ensure a quality and safe experience for all of individuals involved Effective Community Based Tourism. A BEST Practice Manual June 2010, APEC Tourism Working Group 4) SUSTAINABLE AND COMMUNITY BASED TOURISM ANALYSIS
  • 11. The trend of tourists who visit Uganda is considerably growing. It might be profitable to invest in it. 5) MARKET ANALYSIS ECONOMIC IMPACT OF TOURISM IN UGANDA US $ 778 MILLION Source: ITC_ Opportunity_ study_ Uganda – October 2011 Own Elaboration- Source UBOS
  • 12. 5) MARKET ANALYSIS Source:“Tourism Investment Opportunities in Northern Uganda”. www.visituganda.com We can find these interests in the SEGMENT we will target : ECO TOURIST
  • 13. 5) MARKET ANALYSIS ECO TOURIST MARKET PROFILE AGE: 35 - 54 years old GENDER: 50% female and 50% male EDUCATION: 82% were college graduates. Those with a higher level of education are also more interested in eco tourism. TRIP DURATION: 50% preferred trips lasting 8-14 days. EXPENDITURE: The 26% stating they were prepared to spend $1,001- $1,500 per trip. IMPORTANT ELEMENTS OF THE TRIP: Wilderness setting, wildlife viewing, hiking/trekking. MOTIVATIONS FOR TAKING NEXT TRIP: Enjoying scenery/nature, new experiences/places. POTENTIAL MARKET: Growing at 10%-12% per annum in the international market Ecotourism Statistical Fact Sheet. The International Ecotourism Society, 2000
  • 14. 6) SUPPLY ANALYSIS  KIDEPO NATIONAL PARK  MURCHISON FALLS NATIONAL PARK  LOCAL COMMUNITIES (eg. Wawoto, Mt. Elgon)  WILDLIFE (lions, crocodiles, buffalo…)  BREATHLESS SCENARY  CULTURAL SITES (ruins, temples, tombs…) THE MAIN ATTRACTIONS OF NORTHERN UGANDA According to the Desk Analysis, the most important attractions in Northern Uganda are:
  • 15. The Murchison Falls and Kidepo Valley are two of the most attractive parks in Northern Uganda. The Kidepo is the less touristic park. This represents a competitive advantage for our package. 6) SUPPLY ANALYSIS
  • 16. 7)COMPETITOR ANALYSIS We analyzed more than 30 websites and we found out that: • Many tour operators offer “Africa” as a product but not many are specialized in the offer of community based tourism in Uganda TO BE DIFFERENT WE HAVE TO LEVERAGE ON LOCAL COMMUNITIES AS WE CONSIDER IT AN INNOVATIVE MARKET
  • 17. 8)LOCAL COMMUNITIES In order to develop our Community based product we decided to focus our attention on two communities : We think that the Wawoto community could be the right incentive to sensitize the tourist on delicate matters while the Mt Elgon community could help the tourist to develop personal skills in different ways.
  • 18. 8)LOCAL COMMUNITIES WAWOTO COMMUNITY THE WAWOTO COMMUNITY BELONGS TO THE DISTRICT OF GULU. NUMBER OF MEMBERS: 130 women comprising of members and employed staff. AGE AVERAGE: 25-45 years old MAIN PROBLEMS: Health disease, HIV, malaria, malnutrition, skin and eye infections are on the increase, lack of safe water, latrines, and good food
  • 19. Main Activities: 8)LOCAL COMMUNITIES WAWOTO COMMUNITY EMBROIDERY TAILORING WEAVINGTIE AND DYE CASSAVA SOY BEANS FINGER MILLET SORGHUM Local food:
  • 20. 8)LOCAL COMMUNITIES MT. ELGON COMMUNITY MISSION To improve the quality of life of rural people affected by poverty, natural disasters, conflicts and diseases, to support them through capacity building, income generation, self-help groups and benefit people and environment WHICH TYPE OF PROBLEM THEY HAVE :  Sick people with a few well-equipped hospitals.  Major diseases: Malaria, water born diseases, AIDS EDUCATION LEVEL : Over 20% of the children do not go to school
  • 21. 8)LOCAL COMMUNITIES MT. ELGON COMMUNITY LIVESTOCK REARING HUNTING HONEY GATHERERS LATER PASTORALISTS LOCAL ACTIVITIES
  • 22. PROGRAMS developed inside the Mt Elgon community 1. Producing Solar Panels to provide energy for rural Population in Uganda 2. Empowering rural women with Income Generating Projects 3. Supporting Orphans and Vulnerable Children and Youth through clubs 4. Provision of Shelter for Poor families 5. Provide energy for the rural population in Uganda 6. Construction of Bumbo Community Library CONTACT www.mt-elgonproject.org P.O BOX 425, Mbale Uganda. Tel: +256782401711 admin@mt-elgonproject.org MT. ELGON COMMUNITY 8)LOCAL COMMUNITIES
  • 23. THE WAWOTO COMMUNITY IS SKILLED AT:  Embroidering  Tailoring  Weaving  Tying and dying clothes and school uniforms  Production of jewels made of beads and greeting cards made with banana leaves WAWOTO SKILLS 9)SKILLS, NEEDS AND TRAININGS
  • 24. THE MOST IMPORTANT NEEDS THAT WE IDENTIFIED ARE:  Fighting against AIDS/HIV  Improving hygienic conditions  To understand the importance of an adequate diet  To be economically self-sufficient WAWOTO NEEDS 9)SKILLS, NEEDS AND TRAININGS
  • 25. TRAININGS COMMUNITY BENEFITS TOURIST BENEFITS IMPROVING HYGIENIC CONDITIONS • Reduction of diseases • Better overall experience WOMEN SUCCESSFUL BUSINESSES • Local empowerement • New source of Income • Equality • Authentic hand craft souvenirs and wider choice of products ENGLISH COURSE • Better communication • Better communication TRAINING WOMEN ON HOW TO TEACH TOURISTS • Self development • Better knowledge exchanging TRAINING ON SOCIAL MEDIA • Acquiring innovative knowledge • Easier access to the community information WAWOTO TRAININGS 9)SKILLS, NEEDS AND TRAININGS
  • 26. PEOPLE LIVING IN THIS COMMUNITY ARE SKILLED AT:  FARMING of both subsistence and cash crops to sustain their livelihood. The main crops grown are maize, beans and coffee.  HONEY GATHERING  ENTERTAINMENT, young people have developed songs, plays, poems and games that teach and counsel them to live positive lives MT. ELGON SKILLS 9)SKILLS, NEEDS AND TRAININGS
  • 27. THE MOST IMPORTANT NEEDS THAT WE IDENTIFIED ARE:  Improving overall hygienic conditions  Youth education  Employment  Women and men empowerment MT. ELGON NEEDS 9)SKILLS, NEEDS AND TRAININGS
  • 28. TRAININGS COMMUNITY BENEFITS TOURIST BENEFITS IMPROVING HYGIENIC CONDITIONS • Reduction of diseases • Better overall experience PRIMARY SCHOOL • Education • Knowledge acquisition of how to write and read • Cultural exchange CULTIVATING FIELD FOR MEN • Local empowerement • New source of Income • Equality • Experiencing authentic local activities • Eating fresh vegetables WOMEN EMPOWERMENT • New source of income • Self reliance • Interesting cultural exchange ENGLISH COURSE • Better communication and mutual understanding • Better communication and mutual understanding TRAINING ON SOCIAL MEDIA • Acquiring innovative knowledge • Easier access to the community information MT. ELGON TRAININGS 9)SKILLS, NEEDS AND TRAININGS
  • 29. • Online social media course for a tour operator employee in order to keep the website updated (150 dollars) • The social media coordinator will also maintain the social platforms, especially Facebook page, Twitter, the blog (happiness blog), and will also have the task to create relationships with other on line communities SOCIAL MEDIA MANAGEMENT COURSE FOR T.O. 9)SKILLS, NEEDS AND TRAININGS
  • 30.  A training for tourist is needed in order to get to a better mutual understanding between tourists and the communities  It will be a meeting before leaving in a city that has to be established TOURISTS BRIEFFING 9)SKILLS, NEEDS AND TRAININGS  Tourists should approach to them with RESPECT  They should leave imperialistic clichés at home and feel free to enjoy the stories, legends and values of the local communities  During the travel these values will be repeated by the guide
  • 31. IN ORDER TO DEVELOP THE TOURIST PACKAGE THE COLLABORATION OF LOCAL COMMUNITIES AND OTHER ACTORS IS NEEDED: MATOKE TOURS – Tour operator and ground partner. TREKKING ITALIA & VIAGGI SOLIDALI – Distribution channels in Italy. The pilot project (first year) will be distributed in Italy. AVSI – Leader of the development program (community awareness and training). FONDAZIONE CARIPLO & USAID – Philanthropic partners. 10)STAKEHOLDERS DESCRIPTION
  • 32. THE HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA IS BASED ON 2 MAIN ASPECTS: 11) EXPERIENTIAL CONCEPT “HAPPINESS IS A POSITIVE STATE OF MIND THAT INCLUDES EXCITEMENT, EUDAMONIA, OPTIMISM AND PEACE OF MIND CAUSED BY EXTERNAL FACTORS THAT CAN CHANGE YOUR APPROACH TO LIFE AND MAY LEAD TO ELATION ” HAPPINESS “RELATIONSHIP AND INTERACTION OF PEOPLE WITH SPECIFIC NEED BELIEVES AND DIALECTS WHO SHARE COMMON VALUES AND COOPERATE TO REACH THEIR HAPPINESS” COMMUNITY
  • 33. 11) EXPERIENTIAL CONCEPT THE HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA:  Northern Ugandan population attitude offers a deep sense of happiness  We hope it will make the travellers become conscious of their own identity through many different experiences  We would like the travellers to remind the essential values of life (such as family, friendship, sense of community)  a great opportunity to escape from the stress of ordinary life and recharge the batteries  It should be based on INTERACTION, RESPECT and KNOWLEDGE
  • 34. 12) TOUR PACKAGE «HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA»  15 DAYS TOUR  VISIT TO NATIONAL PARKS  LOCAL COMMUNITIES The final program and its activities must be decided together with the communities
  • 35. 1 Arrive at Entebbe AIRPORT at 13.00 2 Crazy Boda Boda in Kampala 3 Meet the Wawoto community in Gulu 4 Day spent with the community 5 Day spent with the community 6 Day spent with the community 7 Heading to Kidepo valley 8 Kidepo Park 9 Return to the community from the Kidepo park  After a short visit in Kampala the tourists will go to Gulu to meet the Wawoto community where they will spend 4 days experiencing the local culture and the traditional activities, such as embroidery, weaving, hair braiding, making traditional jewels, storytelling, local cuisine  They will then visit the Kidepo Park where they will experience a camp fire. They will spend the first night in a tent, while the second one will be spent in a hotel 12) TOUR PACKAGE
  • 36. 10 Journey to the Murchison Falls 11 Heading to Mt. Elgon 12 Day spent with the community 13 Day spent with the community and visit the National Park 14 Touring the park, visit national park 15 Return to Entebbe airport  On the 10th day the tourists will leave the Wawoto community in order to go meet the Mt Elgon community. They will spend with them a couple of days where they will be involved in the construction of solar panels, cultivating the fields and storytelling. They will have the chance to visit the Mt Elgon National Park where we will do bird watching, wild tours, see crocodiles and chimpanzees in their natural habitat  On the last day a little local market will be organized to give the tourists the opportunity to buy souvenirs 12) TOUR PACKAGE
  • 37. 13)MARKETING STRATEGY PLAN TO POSITION OUR PRODUCT PROPERLY, IN ORDER TO EFFECTIVELY SELL IT, WE NEED TO IDENTIFY A SUITABLE MARKETING STRATEGY PLAN. CONSEQUENTLY WE HAVE TO:  Decide a correct pricing strategy  Understand how to distribute our product  Develop a plan of action regarding the promotion and the communication on the web
  • 38.  It is a skim strategy since the product is not mass-market  The markup goes from 22% to 25%  In order to define a suitable pricing strategy we also took into consideration our competitors’ prices: (from US $ 1590 for 10 days to US $ 2960 for 14 days) 13)MARKETING STRATEGY PLAN PRICING STRATEGY
  • 39.  Our product can be considered a NICHE product, for this reason our distribution strategy cannot focus on traditional distribution channels.  On account of this, we chose two different way to spread our product: 1. Direct sell: Matoke Tour will sell the package directly on its website 2. Indirect sell: Viaggi Solidali and Trekking Italia will sell our product in Italy. If we sell our product through these channels we will have to give them 40% of our revenues 13)MARKETING STRATEGY PLAN DISTRIBUTION STRATEGY
  • 40. Owned Media:  Directly controlled by the T.O.  Package website, blog, facebook page, twitter account and a youtube channel Earned Media:  Controlled by the online communities.  Objective: become a leader of thought  Blogs, forums, facebook pages and youtube channels dealing with sustainability and self development. COMMUNICATION CHANNELS 13)MARKETING STRATEGY PLAN
  • 41. RELATIONSHIP WITH ONLINE COMMUNITIES  In order to promote our package we can use different channels.  The web is the best solution because it is cheap and reaches a wide market: an example of a good channel is online communities.  The following are examples of communities that reflect the general needs and interests of our tourist profile: Kaya Responsible travel: Kaya’s mission is to promote sustainable, social, environmental and economic development, empower communities and cultivate educated, compassionate global citizens through responsible travel Ecofriendlytourist: They offer information and opinions to help concerned tourists plan holidays that are greener so they can do their bit. 13)MARKETING STRATEGY PLAN http://en.wikipedia.org/wiki/List_of_social_networking_websites http://www.ecofriendlytourist.com/index.php/about www.kayavolunteer.com
  • 42. 13)MARKETING STRATEGY PLAN A BLOG TO INTERACT WITH THE WEB: Our plan is creating a specialized blog on the two chosen communities, Wawoto and Mt. Elgon, in order to keep the followers updated with the latest news. The blogger will be a member of Matoke who will have followed a social media manager course. Objectives: •creating contacts with important influencers of other blogs •creating important relationships and acknowledge tourists of the existing package and communities.
  • 43. 14) SUSTAINABILITY PLAN  Promoting donation programs  Buying local products  A part of Matoke’s profit will be given to the community  Maintaining unexploited area  Compensate the tourist impact  Minimizing the use of paper  Involve the community in the creation of the package  Empowering local communities  Enhancing human capital development  Promote equity The sustainability plan must take into consideration the three main aspects of sustainability:
  • 44. TOUR OPERATOR SOUVENIRS W E B ON SITE ACCOMODATION MEALS 14) SUSTAINABILITY PLAN PROFIT SHARING MECHANISM THE PROFIT SHARING MECHANISM TAKES INTO CONSIDERATION ALL THE STAKEHOLDERS INVOLVED:
  • 45. 14) SUSTAINABILITY PLAN PROFIT SHARING MECHANISM Knowing the number of arrivals and the general expenditure for the year we calculated the average individual expense for souvenirs . Assuming that 50% of this is destined to the community we can suppose that they have an approximate income of $ 37,58 per tourist. EXAMPLE OF REVENUE FOR A COMMUNITY
  • 46. HERE WE SEE HOW MUCH THE WAWOTO COMMUN ITY GAINS PER YEAR IF THE TOURISTS:  Sleeps, Eats, Buys souvenirs, Participates in the courses, Makes a donation. YEAR NUMBER OF TOURIST SOUVENIRS ACCOMODATION (5 night ) MEALS DONATION TOUR OPERATOR DONATION TOTAL PROFIT 1 7 263,06$ 1.050,00$ 70,00$ 140,00$ 175,00$ 2.223,06$ 2 21 789,18$ 3.150,00$ 210,00$ 420,00$ 525,00$ 6.669,18$ 3 35 1.315,30$ 5.250,00$ 350,00$ 700,00$ 875,00$ 11.115,30$ 4 49 1.841,42$ 7.350,00$ 490,00$ 980,00$ 1.225,00$ 15.561,42$ 5 63 2.367,54$ 9.450,00$ 630,00$ 1.260,00$ 1.575,00$ 20.007,54$ 1.575,00$ 2.625,00$ 3.675,00$ 4.725,00$ FORECASTED PROFITS $ FROM THE DIFFERENT SECTOR FOR THE WAWOTO COMMUNITY COURSES ( for all the days of stay) 525,00$ 14) SUSTAINABILITY PLAN PROFIT SHARING MECHANISM
  • 47. HERE WE SEE HOW MUCH THE MT ELGON COMMUNITY GAINS PER YEAR IF THE TOURISTS:  Sleeps, Eats, Buys souvenirs, Participates in the courses, Makes a donation. YEAR NUMBER OF TOURIST SOUVENIRS ACCOMODATION MEALS DONATION TOUR OPERATOR DONATION TOTAL PROFIT 1 7 263,06$ -$ 70,00$ 140,00$ 175,00$ 1.068,06$ 2 21 789,18$ -$ 210,00$ 420,00$ 525,00$ 3.204,18$ 3 35 1.315,30$ -$ 350,00$ 700,00$ 875,00$ 5.340,30$ 4 49 1.841,42$ -$ 490,00$ 980,00$ 1.225,00$ 7.476,42$ 5 63 2.367,54$ -$ 630,00$ 1.260,00$ 1.575,00$ 9.612,54$3.780,00$ COURSES ( for all the days of stay) 420,00$ 1.260,00$ 2.100,00$ 2.940,00$ FORECASTED PROFITS $ FROM THE DIFFERENT SECTOR FOR THE MT ELGON COMMUNITY 14) SUSTAINABILITY PLAN PROFIT SHARING MECHANISM
  • 48. 15) OPERATIONAL PLAN THIS IS THE ACTION PLAN OF THE START UP OF THE PROJECT: ACTIVITIES 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 CONTACT THE LOCAL COMMUNITY AGREEMENTS WITH TOUR OPERATOR CONTACT THE DONOR MARKETING ACTION SETUP WEBSITE AND SOCIAL MEDIA PLATFORM TRAINING ON SOCIAL MEDIA FOR THE COMMUNITY TRAINING ON SOCIAL MEDIA FOR THE TOUR OPERATOR SOCIAL MEDIA ACTION TRAINING FOR CULTIVATION OF FIELD FOR YOUNG MAN PRIMARY SCHOOL FOR CHILDREN ENGLISH COURSES ( for the cultural mediator wawoto ) ENGLISH COURSES ( for the cultural mediator mt. elgon ) TRAINING WOMEN ON HOW TO RUN SUCCESFUL BUSINESSES TRAINING FOR IMPROVING HYGIENIC CONDITIONS TRAINING WOMEN ON HOW TO TEACH TO THE TOURISTS TRAINING ON INCOME GENERATING PROGRAM TRAINING FOR THE TOURIST TOURIST FEEDBACK FEEDBACK IMPROVEMENT 7 6 5 1 NUMBER OF MONTHS NEEDED BEFORE THE TRIP TRIP AFTER 4 3 2
  • 49. 15 1817 la macchina fa 5km a litro 170,00 www.clicktripz.com 508,76 WWW.numbeo.com 16) ECONOMIC & FINANCIAL PLAN In this table we show the package cost of our Community Based Tourist package INDIVUDUAL EXPENSES (NO MATTER THE NUMBER OF PARTECIPANTS) $ ACCOMODATION 476,00$ FEES FOR ACTIVITIES 230,00$ VISA (FOR 3 MONTH) 50,00$ INSURANCE 50,00$ FEES FOR ACTIVITIES INSIDE THE COMMU NITY 120,00$ MEALS 150,00$ TOTAL 1.076,00$ COLLECTIVE EXPENSE TO BE SHARED AMONG PARTECIPANTS 7 COSTO COLLETTIVO COSTO INDIVIDUALE FUEL 508,76$ 72,68$ CAR RENTAL 2.550,00$ 364,29$ GUIDE SALARY 2.250,00$ 321,43$ GUIDE ACCOMODATION, MEALS AND FEES FOR ACTIVITIES 1.076,00$ 153,71$ COST FOR THE BRIEFING BEFORE LEAVING 100,00$ 14,29$ TOTAL 926,39$ N. OF PEOPLE --> TOTAL COST OF THE TOUR PACKAGE 2.002,39$ MARK UP 25% 500,60$ TOTAL PRICE FOR THE TOURIST 2.502,99$ DAY OF THE TRIP 15 KM 1817 la macchina fa 5 km a litro CAR RENTAL PER DAY 170,00$ www.clicktripz.com FUEL (1,40 $ PER L * KM) 508,76$ WWW.numbeo.com GUIDE COST PER DAY 150,00$ $ 2502,99
  • 50. 16) ECONOMIC & FINANCIAL PLAN In this table we show the forecasted Tour Operator revenue and the amount given to each community per year. Year Number of trips per year Total number of tourist Trip sold directly by Matoke Trip sold through other channels Cost of the trip for the T.O. Turnover for the T.O. Money for each community per year (25$P.P. ) % To distribution channels Net profit for Tour Operator 1 1 7 0 1 14.016,73$ 17.520,93$ 175,00$ 1.261,68$ 1.892,52$ 2 3 21 1 2 42.050,19$ 52.562,79$ 525,00$ 2.803,36$ 6.659,24$ 3 5 35 2 3 70.083,65$ 87.604,65$ 875,00$ 4.205,04$ 11.565,96$ 4 7 49 3 4 98.117,11$ 122.646,51$ 1.225,00$ 5.606,72$ 16.472,68$ 5 9 63 4 5 126.150,57$ 157.688,37$ 1.575,00$ 7.008,40$ 21.379,40$ cost of the trip 2.002,39$ 2.502,99$price of the trip *Turnover for the T.O. -->we intend the amount of money invoiced by the Tour Operator *Money for each community per year -->we intend the amount of money that each community receive from the sale of the tourist packages
  • 51. MARKETING COSTS 1 2 3 4 5 WEBSITES CREATION 450,00$ SOCIALMEDIACOURSE 150,00$ 50,00$ 50,00$ 50,00$ 50,00$ MARKETING SOCIALMEDIAMANGAER( PARTTIME) 550,00$ 550,00$ 550,00$ 550,00$ 550,00$ DOMAIN 50,00$ 50,00$ 50,00$ 50,00$ 50,00$ ADDWORDS ON GOOGLE 200,00$ 200,00$ 200,00$ 200,00$ 200,00$ VIDEOANDMULTIMEDIALFILEPRODUCTION 400,00$ TOTAL 1.800,00$ 850,00$ 850,00$ 850,00$ 850,00$ YEAR IN THIS TABLE ARE SHOWN THE MARKETING COSTS THAT THE TOUR OPERATOR HAS TO SUPPORT DURING THE NEXT FIVE YEARS 16) ECONOMIC & FINANCIAL PLAN
  • 52. IN THIS TABLE ARE SHOWN THE TRAINING COSTS THAT OUR PHILANTROPIC PARTNER HAS TO SUPPORT EXPENSE FOR LENGTH DAYS EFFECTIVE HOURES TOTAL PRICE MAX N. OF PEOPLE MADE BY TRAINING FOR IMPROVING HYGIENIC CONDITIONS (wawoto) 5 weeks 10 20 1.000,00$ 20 local doctor TRAINING FOR IMPROVING HYGIENIC CONDITIONS (mt elgon) 5 weeks 10 20 1.000,00$ 20 local doctor TRAINING WOMEN ON HOW TO RUN SUCCESFUL BUSINESSES (wawoto) 2 weeks 10 10 500,00$ 15 volunteer ENGLISH COURSES FOR THE CULTURAL MEDIATOR (wawoto ) 10 weeks 30 60 3.000,00$ 1 volunteer ENGLISH COURSES FOR THE CULTURAL MEDIATOR ( mt. ellgon ) 10 weeks 30 60 3.000,00$ 1 volunteer TRAINING WOMEN ON HOW TO TEACH TO THE TOURISTS ( wawoto) 10 days 10 10 500,00$ 12 guru of the community PRIMARY SCHOOL FOR CHILDREN 10 weeks 50 150 7.500,00$ 15 local teacher PRIMARY SCHOOL FOR CHILDREN 10 weeks 50 150 7.500,00$ 15 local teacher TECHINIQUE FOR CULTIVATION OF FIELD FOR YOUNG MAN ( mt elgon) 4 weeks 20 40 2.000,00$ 10 local expert farmer EMPOWERING RURAL WOMEN ( mt elgon ) 1 day 1 3 150,00$ TRAINING ON SOCIAL MEDIA FOR MT ELGON 2 weeks 4 12 600,00$ 2 t.o. TRAINING ON SOCIAL MEDIA FOR WAWOTO 2 weeks 4 12 600,00$ 2 t.o. TOTAL 229 547 27.350,00$ 16) ECONOMIC & FINANCIAL PLAN
  • 53. 17) CONCLUSION  The tour package is INNOVATIVE, based on a new EXPERIENTIAL CONCEPT  The approach is COOPERATIVE: because it is based on the RELATIONSHIP between the COMMUNITIES and the STAKEHOLDERS (MATOKE, TREKKING ITALIA, AVSI, FONDAZIONE CARIPLO)  The tour package has a lot of POTENTIAL in the ECO-TOURISM MARKET and it follows the SUSTAINABILITY STANDARDS  This project could represent a MODEL for the SUSTAINABLE AND RESPONSIBLE DEVELOPMENT that can be applied to other communities, not only in Northern Uganda but also in the rest of AFRICA
  • 54. THANK YOU FOR YOUR KIND ATTENTION Master in Tourism Management MTM IULM University Via Carlo Bo, 1 Milan Master.turismo@iulm.it www.mtm.iulm.it