This internship report and research assignment were required by my University at the time. I'm sure that the design part was what I liked the most.

2. MENNO VLIETMAN
TIO AMSTERDAM
YANAPUMA FOUNDATION
Student IBMe
Andrew Kirby (Coach)
Tempelhofstraat 5, 1043 EA, Amsterdam
Maurine Carmona Galicia
Guayaquil N9-59, Quito 170409, Ecuador
& (Online) Marketing Intern
Quito
160414
21/05/’18 - 17/08/’18
BUSINESS INTELLIGENCE
17/08/’18

3. PREFACE
“Ecuador stole my heart 5 years ago and did it again in 2018”
My name is Menno Vlietman, International Business Management Student at TIO University
of Applied Sciences. During the summer of 2018 I was obliged to do an internship. Having
said that, I saw this as an opportunity to travel to Ecuador again. Since 2013, the first time I
travelled to Ecuador to learn Spanish and volunteer at a local school on one of the Galapagos
Islands, I fell in love with the country. Henceforth, I knew that Latin America is my home.
I did my internship at Yanapuma Foundation, a small NGO that supports volunteering within
Ecuador and Peru. The organisation created subsidiaries, to self-subsidise the NGO. With my
growing interest for Sustainable Development, I sought NGOs that offered major opportuni-
ties within the industry. Yanapuma has not been much of challenge, but I had room to develop
skills I already possessed.
The aim of this report is to share knowledge about what I have learned during the internship.
In this report you will find an introduction, in which you will find an extended description of
why I chose for Yanapuma, and how I did it, along with competencies that I think are of im-
portance. Furthermore, you will find a chapter that will explain thoroughly what Yanapuma
Foundation is, what they do, what they aim for and how they operate. At last you will find a
Social Media research, with the aim on how to create awareness on Instagram.
I want to thank Andrew Kirby for granting me this opportunity, Elizabeth Garófalo for support-
ing when I failed in Spanish and Simon de Leeuw for being a brother and friend to me! You all
contributed to the success of the internship.
PEOPLE CONTRIBUTED
ANDREW KIRBY
EXECUTIVE DIRECTOR
ELIZABETH GARÓFALO
PROGRAMS DIRECTOR
SIMON DE LEEUW
INTERNATIONAL TOURISM

4. SUMMARY
“As a Business Intelligence intern, I was granted the opportunity to
start researches and analyses, to find solutions to modernise the
old-fashioned business strategies, structures and advertisement.”
The agreement of the internship at Yanapuma
Foundation, in Ecuador, was already estab-
lished in December 2017. Long before the start
of the internship period. There were little to no
complications for making this agreement and
the organisation was happy to welcome me in
their team. Yanapuma Foundation is an NGO,
which is the main reason an accord was made
for the related internship activities the Yanapu-
ma had offered.
Based on the job activities that were promised,
four competencies that were related to these
activities were selected: Quality Management,
Optimising Business Process, Identifying Inno-
vation Strategies and Organisational Develop-
ment. However, only 3 out of 4 competencies
had a postitive outcome.
Andrew Kirby, the founder of Yanapuma Foun-
dation, envisioned the non-governmental or-
ganisation in 2006. Having said that, Andy
took term NGO maybe a bit too serious, as he
started self-funding the foundation, by start-
ing subsidiaries, first a Spanish school and in
2016 Yanapuma started a travel agency as a
social enterprise that offers educational trav-
els and is called True Ecuador Travel.
The communication within the organisation
needs an update, therefore only three col-
leagues were immediate. Andrew Kirby (found-
er) and Elizabeth Garófalo (programs director),
giving tasks, and presenting the results to
them and Simon de Leeuw (Intern), supporting
influence, as the given tasks were very similar.
The other colleagues are responsible for the
sales, managing Spanish teachers that teach
at the Yanapuma school and the volunteer/
student recruitment. Yanapuma sells volun-
teering services, travel packages and study
opportunities.
As any other organisation, Yanapuma has its
Strengths, as well as Bottlenecks. However,
the organisation has more potential if they
bring the Strengths and Bottlenecks in bal-
ance, by creating several strategies that stim-
ulate growth. A marketing mix has been con-
ducted for the report and is translated into a
new target group.
Yanapuma has huge opportunities, the cur-
rent developments show room for growth and
change. To become a stronger player in their
field of work. However, a difference in culture,
has created complications within the compa-
ny, such as a lack of communication and the
closed-minded attitude is not stimulating Yan-
apuma either. The interaction between clients
and Yanapuma is the opposite, it has proved to
be good, due to 5-star reviews on the internet.
The internet makes it easier for people to find
content, whether it be travel pictures or infor-
mation about where to find the best school.
The internet can give it all, and has given inno-
vative vision. That said, it does open a poten-
tial market for the organisation, yet it involves
some effects and consequences.

5. 2 YANAPUMA, BUT WHY?
6 HISTORY
23 LONG TERM VISION
14 TARGET GROUP
31 REASON OF RESEARCH
8 IMMEDIATE COLLEAGUES
26 EFFECTS & CONCEQUENCES
17 STATISTICS OF THE ORG.
33 MESO ENVIRONMENT
12 REALISATION OF SERVICES
29 MISSION, VISION & GOALS
19 CULTURAL DIFFERENCES
44 THEORETICAL FRAMEWORK
21 EXTERNAL REGULATIONS
53 THE RESULTS
63 REFLECTION
4 COMPETENCES
7 ORGANISATIONAL CHART
25 POTENTIAL MARKET
15 MARKETING MIX
32 CONTEXT ANALYSIS
9 SERVICES
28 COMPANY DESCRIPTION
18 CURRENT DEVELOPMENTS
42 MACRO ENVIRONMENT
13 QUALITY OF PROVISION
30 UBP
20 INTERACTION WITH CLIENTS
46 METHODOLOGY
22 UPB OF THE ORGANISATION
59 CONCLUSIONS
64 EVALUATION
65 APPENDICES
67 LITERATURE
INTRODUCTION
REPORT
RESEARCH

6. INTRODUCTION

7. YANAPUMA, BUT WHY?
After I volunteered in Ecuador in 2013, I always wanted to do
more to help people in need. Volunteering has both benefits
and advantages for both sides. Where volunteers gain im-
portant skills, while contributing to the increased happiness
of another, or to the improved infrastructure or agriculture of
a country!
Yanapuma is an NGO that acts as guidance for volunteers
by organising and planning volunteer project in, addition to
that, they offer volunteers a guide to bring them to their des-
tination. They offer a full service, one that is purely focussed
on a total experience. Volunteers have the option to attend
high quality Spanish Classes, and therefore could communi-
cate with the local community. Yanapuma’s subsidiary com-
pany, True Ecuador Travel, acts as their travel arm, opening
opportunities to combine travelling and studying!
Volunteers therefor have the option to study, travel and do
volunteer work, all arranged by one organisation!
In the future I would like to start my own NGO, probably in
Ecuador, and Yanapuma promised me they would share
their knowledge and experience of owning and managing
an NGO. The organisation shared knowledge about the im-
portance of being transparent as an NGO.
2

8. YANAPUMA, BUT HOW?
LESSONS LEARNED
Andrew Kirby, Executive Director, replied to my email very quickly. He
wrote that he was happy to arrange a Skype meeting and he’d be glad
to talk about opportunities. During the meeting we talked about the
background of the organisation, my background and education. Af-
ter Andrew told me about the work activities, especially the one that
I would lead a group of volunteers on their project. Andrew liked my
enthusiasm and background and told me he was happy to announce
they wanted me to join the team, as business intelligence and market-
ing intern.
Don’t ever give up, one company will eventually reach out to you,
because they are, in fact, interested in you. I had send several emails
to different NGOs and at the end I was practically hired by 3 different
NGOs. Then the best option would be my future internship, and sadly
had to bring bad news to the two others.
3

9. COMPETENCES
QUALITY
MANAGEMENT
OPTIMISE
BUSINESS PROCESS
IDENTIFY
INNOVATION STRATEGY
ORGANISATIONAL
DEVELOPMENT
ACHIEVED ACHIEVED NOT ACHIEVED ACHIEVED
Business Process Optimisation is a technique
to help organisations improve their efficiency by
improving their processes, for instance improv-
ing communication, or streamlining workflows.
For Yanapuma it is best to streamline the Social
Media workflow. That is to say, a timetable to
display at what time what should happen on So-
cial Media, e.g.: 09:00h Comment on 100 pho-
tos, 12:00h Post photo on Instagram. By having
such a structured timetable, the process of rais-
ing the number of followers will speed up.
Quality management is the act of overseeing
all activities and tasks needed to maintain a
desired level of excellence, including the deter-
mination of a quality policy, creating and imple-
menting quality planning and assurance, and
quality control and quality improvement. Yan-
apuma has a very old-fashioned style, consider-
ing web design and marketing material, such as
brochures. These examples will be checked in
order to maintain excellence.
Organisational development is the study of
successful organisational chance and perfor-
mance. My Social Media research is the study
of successful organisational chance and perfor-
mance based on improving social media.
Innovation strategies are a must, innovation
improvement innovation efforts can easily be-
come a grab bag of much-touted best practic-
es: dividing R&D into decentralized autonomous
teams, spawning internal entrepreneurial ven-
tures, setting up corporate venture-capital arms,
etc. For Yanapuma it is important for me to find
an innovative strategy to grow the number of cli-
ents.
Not precisely in the form of analysing website traffic, but
rather about keeping track on the Social Media traffic.
I have created different brochures, new logos and activity
handouts, along with an competitor analysis.
Although I created a whole new design for the brochures
and other media, I have not changed any service.
New designs are made, and will be implemented in the
organisation
Each intern determines competencies that he predicts to be applica-
ble in their internship. At the end of the internship these competencies
are checked on improvement.

10. COMPANY
ASSIGNMENT

11. HISTORY
After living Scotland in his early 40’s, Mr. Andrew Kirby started an academic journey that was ended some- where
in the Andes, Ecuador. A small country that captured his attention due to its research as part of his Ph.D. disserta-
tion. Mainly, he came to Ecuador to visit, in particular, the Tsáchila community in order to explore the environmental
psychology aspects of this indigenous community. Now and then, Kirby has an entrepreneurial spirit.
In 2016, Andrew started the True Ecuador Travel agency, which became the travel arm to self-fund the foundation as a
social enterprise that offers educational travels to demanding voyagers that are eager to learn from other cultures as
well as enhancing their Spanish skills. For sure, the favourite destinations are the Amazon Rain Forest as well as the
Galapagos Islands. Nevertheless, the volunteer programs of great success are in the Andes.
Today, we have nearly 25 people working in Quito and Cuenca branch offices, as well as a number of 5,000 students/
travellers approximately that came to Ecuador to have a taste of its culture, nuances, traditions, history and gastronomy.
Its talented international team, integrated by employees and interns are growing fast to excel the expectations of the
new travellers with purpose, it means that Yanapuma carefully elaborates a trip plan for each explorer.
In 2006, Andrew envisioned Yanapuma Foundation, a non-governmental organisation. Basically, Kirby undertakes the
privileged mission to bring volunteers and visitors from developed countries together, so they can contribute to both
personal development and the health of the locals which are so adhered to their culture and history and relationship to
the environment.
Under Andrew’s leadership, Yanapuma Foundation quickly built its momentum in late 2010 – raising a number of travel-
lers and volunteers that came to Ecuador to learn Spanish at Yanapuma Spanish School and collaborate with commu-
nity development programs on the ground.
6

12. ORGANISATIONAL CHART
FUNDACIÓN
YANAPUMA
YANAPUMA
SPANISH
SCHOOL
QUITO
SCHOOL
CUENCA
SCHOOL
TRUE
ECUADOR
TRAVEL
ANDREW KIRBY
EXECUTIVE DIRECTOR
MARIA CABRERA
TRAVEL AGENCY
ADMINISTRATOR
ELIZABETH GAROFALO
PROGRAMS DIRECTOR
ELIZABETH GAROFALO
PROPRIETOR
CARINA NICOLALDE
ADMINISTRATOR
EDISON RENDÓN
ACADEMIC COORDINATOR
TEACHERS TEACHERS
7

13. IMMEDIATECOLLEAGUES
ANDREW KIRBY
EXECUTIVE DIRECTOR
SIMON DE LEEUW
INTERNATIONAL TOURISM
INTERN
ELIZABETH GARÓFALO
PROGRAMS DIRECTOR
Responsible for the administration, programs
and leading the employees
Responsible for the foundation, the incoming
clients, partnerships and coaching interns
Responsible for the Social Media, information
gathering for potential clients and tourism
8

14. VOLUNTEERING SERVICES
Volunteers have several opportunities when choosing for Yanapuma. Whether it be for a few days, or a month, or even
a year, volunteers have the freedom to work as they please. All projects have an ensured reliability and are completely
personalised to every volunteer’s wishes.
Yanapuma wants their volunteers to enjoy their time in Ecuador, as well as boosting their skills, and building a wealth of
experience. The volunteers will enrich their abilities and will be able to adapt to specific conditions.
City work equals health care, mental help and teaching.
In and near Quito one can choose to assist an animal
rescue program, or aid in a low-cost hospital, as well as
teaching children with disabilities and talking to people
in a Psychiatric Institute. In Cuenca one can teach Eng-
lish and Art, or work in a low-cost Health Service Cen-
tre. City work can be combined with Spanish classes.
Develop the technology to reconstruct native habitat
in the highlands, and to serve as a centre for similar
projects in the Galapagos chain. The remaining native
highland forests on the populated islands are quite lim-
ited due to farming activities in general, and the intro-
duction of useful, but very invasive, species from the
mainland.
The perfect choice for someone that loves nature.
Rescue animals in deep in the jungles or help ‘special’
children at the Amazon Horse therapy centre. Teaching
English to a small population of the Shuar ethnic group,
indigenous that had been able to maintain their tradi-
tions, or helping them to build local infrastructure. Vol-
unteers have a wide range of tasks they could choose
from in the Amazon Jungle.
Assisting communities with their local infrastructure
and agriculture, or teaching the children English.
Medical students will have the chance to learn all about
the traditional/cultural ways of health care. Nature
lovers are able to take part in reforestation and farming
projects.
AMAZON
ANDEAN SIERRA
CITY WORK
GALAPAGOS ISLANDS
9
SERVICESANDOPTIONS
Yanapumaoffersdifferentkindsofservices,thatarecategorised
intothreedifferentcategories:VolunteeringOptions,TravelOp-
tionsandStudyOptions.Allthreecategorieshavetheirownser-
vices,althoughsomearerelatedtotheeachother.

15. TRAVEL OPTIONS
Travelling is processed and arranged by the subsidiary company, True Ecuador Travel. The
travelling hand of Yanapuma Foundation, that helps to self-fund the Foundation! The subsidi-
ary organises personalised holidays, travel plans, tours, etc. The client can choose themselves
whether they want to combine this with on of the other categories (Travel and Study).
These are preconstructed packages that form com-
bined study and travel options, and combined travel
and volunteering options. The packages offer 1-week
packages, as well as 4-week or 8-week packages. Each
of these packages has their own characteristics and
additional activities, options and services can always
be added to the packages.
Choose yourself where you want to go, True Ecuador
Travel always knows what the best travel opportunities
are, and help you out with the accommodation, public
transport and all the information needed in order to
have a flawless trip!
COMBINED PACKAGE ALL AROUND ECUADOR
10

16. STUDY SERVICES
This course is offered in both standard and intensive
forms. In these classes students can learn Spanish on
any level from A1 to B2 (beginner to intermediate). The
courses are focussed on developing communication
skills. The standard course is $6 per hour, 15 hours per
week ($90 per week). The intensive course is $6 per
hour, 20 hours per week ($120 per week).
Together with the teacher one will find out the ideal
path to success. Where the student will be tested on
the Spanish skills, as well as the communication skills.
The level of Spanish is to be determined and the whole
program will be personalised to the student’s ability to
learn and study, the cost for this option is slightly more
($11 per hour) due to the extra research and materials
provided by Yanapuma.
With a minimum of 4 weeks, students/volunteers can
choose to combine volunteer work with 3 hour Spanish
classes. The programs are offered in Quito, Cuenca and
Cusco (Peru). The day starts with volunteer work fol-
lowed with 3 hours of Spanish classes in the afternoon.
Volunteer work can be done at different places and in
different industries. The major advantage of doing vol-
unteer work is to immerse oneself in speaking the new
language, and enrich yourself with new skills and expe-
riences ($497 per month)
“Studying at Yanapuma Spanish school, will have an advantage on further
travels and volunteering projects. Several options are available.”
Private classes, in which the teacher will test the lev-
el of Spanish already present. Focussed on own goals
and aims, while following a standard syllabus. When
one wants to learn Spanish more intensive and on a
higher speed, this is the best option. Progress will be
monitored and extra materials are provided whenever
needed ($180 per week).
Learning Spanish by doing. 20 hours of Spanish class-
es combined with 4 excursions per week. This is the
ideal way to learn the language on the ground, and can
be taken up to 3 weeks without repetition. The pro-
grams can be taken in Quito, Cuenca and Cusco (Peru).
Learning about the cities, the culture and the language
all together in one package ($236 per week).
This is basically the same as the intensive immersion
course, but with exclusive friends, couples or family
groups. The biggest difference is the price, $6,50 per
hour, and the exclusiveness ($130 per week).
IMMERSION COURSE
PERSONALISED CLASSES
VOLUNTEER PROGRAM
INDIVIDUAL CLASSES
CULTURAL PACKAGE
EXCLUSIVE GROUP LESSONS

17. REALISATION OF THE SERVICES
STRENGTHS BOTTLENECKSTHEORETICAL
SUBSTANTIATION
The students of Yanapuma are
always welcomed very kindly,
they will be assigned to their
teacher and will keep that teach-
er until they finish their course.
The teachers will, from time to
time, take the students on a short
trip to the local markets or to lo-
cal museums and parks. During
this trip the students must talk
to the locals themselves and that
is part of the promise Yanapuma
makes; after Yanapuma you will
be able to communicate with the
locals.
The hourly prices of the Spanish
classes belong to one of the most
affordable of the city of Quito.
Besides, most of the employees
speak English. The classes are
thought in Spanish and the stu-
dent is requested to try use what
they learned in class.
Because of the many partner-
ships and relations with the lo-
cal communities, travellers have
many high-quality full-service
travel opportunities.
The communication between the different
departments is in need of improvement. The
most useful tool to improve this would be a
Digital Workplace (Elcom. 2016), “a collection
of all the digital tools provided by an organisa-
tion to allow its employees to do their jobs”.
This platform exists of Intranet, communica-
tion tools, email, HR system, calendar and oth-
er enterprise processes and tools needed for a
functioning day-to-day business.
The price/quality balance should be reviewed,
for example, the Spanish school promises stu-
dents to be able communicate with the locals
when they finish their study project. Some
of the students learn faster than the other,
so the promise is not always a fair one. Rec-
ommended is to not promise something that
is not always accurate, but instead promise
something that can be applied to anyone. One
cannot simply know if they are able to speak
Spanish in a week.
The process of purchasing a project is fairly
simple, but has to be paid in cash, which could
be dangerous. The streets of Quito are not al-
ways as safe as they may seem, and walking
around with the wrong attitude could cause
thieves to notice one walks around with some-
thing valuable. A bank transfer is much saver, in
many ways actually. When there has been paid
too much, one can proof their right, or when
the payer doesn’t want to walk around with a
lot of money on the streets, they wouldn’t need
too.
To review the price quality balance
(see the bottlenecks) one could use
the Price Quality Method (PQM) to
Evaluate Tender Bids Effectively
(Yi, L. 2017). Which is a simple and
effective way to evaluate tender
bids, where the PQ ratio will be de-
termined based on the complexity
of the services that Yanapuma of-
fers.
For a secured and trustworthy way
of transaction organisations can
implement Wire Transfers (Wikipe-
dia. 2018a), can be used to transfer
money from one account to anoth-
er, these accounts can be hosted
by different banks. Wire transfer
is another word for Bank Transfer
or Credit Transfer and has a histo-
ry going back all the way to 1872,
in which it was transferred via tel-
egraphs. Similar apps and organ-
isations, but described as money
transfer systems, such as PayPal,
are rapidly created and are anoth-
er popular way to transfer money
safely and insured. These transac-
tions wear an insurance most of the
times (Wikipedia. 2018b). However,
implementing this to the system
is far more secure than cash pay-
ments.
12

18. OF THE PROVISIONTHE QUALITY OF SERVICES
SPANISH
SCHOOL
FOUNDATION TRAVEL
AGENCY
Qualified staff and teachers A full service travel agency
Dedicated team and staff
A wide network
A reliable network
Established record of working
with international students
An ensured reliability
Full orientation
No ‘nasty’ surprises
Full volunteer support
Personalised volunteering
program
Being accompanied to get
settled in
A secure and friendly base
Different learning environment
Teachers share experiences
from professional lives
Accommodation at
professional host families
and high quality hostels
They proclaim to have created
a professional Spanish school
with the highest standards

19. TARGET GROUP
ELDERLY
WANDERLUSTS
FAMILIES
& SINGLE PARENTS
YOUNG
WANDERLUSTS
RECOMMENDED
TARGET GROUP
The elderly is the most important target group
of Yanapuma. These people could be any gen-
der, aged 55+, (very) wealthy, (sometimes) lone-
ly, happily married, family oriented, adventure
seekers, rest seekers or nature lovers.
Most of the times a person of 55+ is determined
client, they come alone to take Spanish class-
es, to learn the basics of the language and will
eventually start their trip around Ecuador. The
elder wanderlusts find pleasure in travelling to
the Galapagos Islands and prefer quiet places,
adventurous hikes and either travelling alone or
with a big group of people of the same age.
Parents, aged 28-45, with their children, aged
6 - 12. No specific country, but continents like:
North America, Europe and Oceania, with their
native languages being, for example: English,
German, Dutch or French.
Some of these parents bring their children to
learn a new language and culture as part of their
experience of growing up, not left behind that
some parents are sure that Spanish is most im-
portant to learn, as of it being one of the most
spoken languages in the world. Other parents
take their children on a trip through the country
to learn about the importance of sustainability
and reforestation.
Aged 18-28, any gender, eager to learn about
a new language, culture and lifestyle. Creating
memories is essential and local parties can
also be on their list of important things. These
wanderlusts want to see and explore the coun-
try to learn and to enrich themselves with new
knowledge and experiences.
They come in groups or alone, some are so-
cialising, the others rather be alone. The differ-
ence in these youngsters make them the per-
fect combination for group lessons, volunteer
projects and group travels. They come from all
over the world: Asia, Oceania, Europe and North
America, from countries such as: South Korea,
The Netherlands, The UK, The US, Germany and
Canada.
I would recommend focussing on young people:
children, teens and young adults. These have an
increased interest in learning a new language,
while travelling. Also, young people tend to go
on volunteer projects more than elderly, which
want to go on guided holidays to relax and learn
more about the country or certain place of the
country.
Therefore, the most important target group is
the young wanderlust.
Once Yanapuma was started, they focussed on volunteers and backpackers from all
around the world and no matter what gender, age or civil status, but over the years this
unlimited list of target groups has been reduced to just a few.

20. MARKETING MIX
VOLUNTEERING SERVICES
WHO?
Result driven people, that show a professional attitude
mixed with passion and a collaborative tribal mindset
(able to work with a lean budget). These people mostly
don’t make excuses and just do what they expect them-
selves to do. Volunteers posses a ‘champion’ mentality,
meaning they don’t stop until the work is done and they
are satisfied, as an addition they will energise others with
their positive energy. With their creative and imaginative
mind they can bring the fun to the work floor and flexibly
work on the daily activities. Last but not least, volunteers
are selfless, which is a remarkable characteristic.
WHERE?
At first the website, although Ecuador is known for up-
dating only Facebook with the most recent information.
Yanapuma has clients from all over the world, so it is nec-
essary to stay up to date in any possible channel. A news-
letter will keep existing clients updated about the current
developments within the organisation, Facebook would be
the second most important channel to share information
about the enterprise and Instagram is the perfect channel
to show what the company is doing at different moments.
The website should provide all the content and informa-
tion every possible client would need, although too much
information could cause troubles. Minimising the text, by
giving the same information, but in fewer words. These
days, people are too lazy to read too much.
HOW?
By seeking new partnerships all around Ecuador and mak-
ing sure to be able to provide as much projects as possi-
ble. Every volunteer will then be able to work according to
their own wishes and needs. Volunteers should apply for
such project on the website or via phone/email. To reach
them, the focus on Social Media is essential and will, at
the end, attract more volunteers to choose to do their pro-
ject hosted by Yanapuma.
WHY?
To enrich volunteers with new experiences, memories,
abilities and capabilities. To have them contribute to the
improvement of the sustainability of Ecuador and make
them helpful in their own way. To have them broaden their
skillset and meet new friends, while creating a network in
both Ecuador (locals & Expats) and the rest of the world
(other volunteers).
WHEN?
The information should be available at all times, the web-
site does offer the content and is online 24/7. However,
if the information is somehow not clear enough, people
can choose to call or email the company, the downside
of this is that they are restricted to the office hours (9AM
- 6PM), in the local Ecuadorian time. Yanapuma’s clients
come from all over the world, and the time difference may
be causing issues. But recently we chose to start using a
facebook messenger bot, which provides all the informa-
tion about any thing possible, immediately. As an addition
we make use of an analytics tool for both the website and
the various social media, including messenger, to keep
track on what time most of the people view the different
content, so we can adjust the strategies accordingly.
WHAT?
Various opportunities to do volunteer work. From city
work to assisting indigenous people in the jungle. Either
it be medical, educational, sustainable, all is possible in
Ecuador, especially since the 2016 earthquake that de-
stroyed a large amount of infrastructure and took the lives
of 668 people, injured 6.274 severely. (Wikipedia. 2018c).
The earthquake has left the affected areas like a landfill,
in which a lot of effort is required to rebuild the infrastruc-
ture. Since the government chooses not to invest in the af-
fected areas, opportunities for volunteers to help out and
rebuild the local infrastructure are created.
This Marketing Mix has a slight difference, the topics (in this case the questions),
using the 6W model (Magoffin, C. (2015)
15

21. MARKETING MIX
STUDY SERVICES
WHO?
Travellers that want to create memories and enrich themselves with new experiences. These people can be of any age
and gender. Different types of travellers can be attracted (King, S. 2017). We start off with the collector, the one that is
always thriving for new memories, along with all the knowledge they can gather to be able to talk about their memories.
The second is the Conformist, the one that wants to show off, not specifically travelling for personal satisfaction, but for
social acceptance, and rather showing their peers what they have experienced. The third is the Thrill Seeker, the one that
wants to walk on bridges in the mountains, raft on the wild waters, basically everything that gives adrenaline. The fourth
is the Escapist, the one that escapes their ‘hurtful’ life for a period of time, to recharge their positiveness. The fifth is the
Self-Improver, the one that is always hungry for new abilities and skills, they are likely to do research beforehand, so their
experience will be optimal. The sixth is the Pilgrim, the one that follows trials and visits shrines, always seeing the bigger
picture. The seventh is the Pioneer, mostly business travellers that want to pioneer the world, which is hard these days,
since almost everything is already discovered. The eighth is the Occasional, the one that travels for a certain event. The
ninth is the Oblivious, the one that doesn’t actually care where they are. The tenth is the Genuinely Curious, the open-mind-
ed one, these travellers have their ears, eyes and mind wide open.
WHERE?
The courses are given in the Spanish School in Quito &
Cuenca, Ecuador and in Cusco, Peru. The cultural packag-
es provide a tour through these cities.
HOW?
By preparing a standard syllabus on any level. The person-
alised course will be created by researching and testing
the student’s current language and communication skills.
WHY?
Learning a new language is an enrichment to anyone, it
creates several opportunities and it improves ones capa-
bilities of communicating with anyone in the local area.
WHEN?
Anytime the students either pass through Ecuador or Peru
or plan to live in Ecuador or Peru. The time of year doesn’t
really matter.
WHAT?
The high-fliers can choose for a personalised private course. The Strivers can choose the cheaper private option or the
group lessons. The Explorers can choose for a Cultural Package, where they can both learn Spanish and all about the
culture and local traditions. The struggles are probably not able to pay for the private course, so the most suitable option
would be placing them in a group class, for more than one month.
MARKETING MIX
TRAVEL SERVICES
WHO?
Travellers that want to create memories and enrich them-
selves with new experiences. These people can be of
any age and gender. Different types of travellers can be
attracted (King, S. 2017). We start off with the collector,
the one that is always thriving for new memories. The sec-
ond is the Conformist, the one that wants to show off. The
third is the Thrill Seeker, the one that wants everything that
gives adrenaline. The fourth is the Escapist, the one that
escapes their ‘hurtful’ life for a period of time, to recharge
their positiveness. The fifth is the Self-Improver, the one
that is always hungry for new abilities and skills. The sixth
is the Pilgrim, the one that follows trials and visits shrines,
always seeing the bigger picture. The seventh is the Pio-
neer, mostly business travellers that want to pioneer the
world. The eighth is the Occasional, the one that travels
for a certain event. The ninth is the Oblivious, the one that
doesn’t actually care where they are. The tenth is the Gen-
uinely Curious, the open-minded one, these travellers have
their ears, eyes and mind wide open.
WHERE?
Ecuador and Peru. Both countries provide opportunities
for travellers to discover and explore landscapes, infra-
structure and the culture. This could be in the rainforest,
in the desert , in the mountains or even at the coast. It all
depends on the traveller
HOW?
By seeking new partnerships all around Ecuador and Peru,
making sure to be able to provide as much travel options
as possible. The nature is open to everyone, but the trans-
port isn’t, this is why Yanapuma can operate as an inter-
mediary. Travellers can then travel without the stress of
getting lost.
WHY?
Ecuador and Peru are treasures to the world, the fauna
and flora are unique and must be able to be seen by all
people. Yanapuma provides opportunities for these peo-
ple to make them able to discover these beautiful coun-
tries, as they find it important that travellers get to experi-
ence them.
WHEN?
Any time the travel options allow the travellers to book
their experience. Each traveller is different, one adores the
cold, the other loves the warmth, another likes the weath-
er to be neutral. Each traveller should have the option to
choose whenever they want to travel.
WHAT?
Depends on the type of traveller; The Collector, the Con-
formist and the Oblivious are most likely to attend all the
travel options Yanapuma offers, although the Oblivious
should be treated carefully, because they are probably
travelling to be out of the house. The Thrill Seeker will
perfectly fit in the adventurous travel options. The Escap-
ist could choose for the pleasure offering travel options.
The Self-Improver could choose for the combined travel
and volunteer options, together with Spanish classes and
cultural tours, the Genuinely Curious could join them, but
are also perfect for unique travel options, such as a whole
country tour. The Occasional could choose Yanapuma to
be the intermediary for transport and accommodation.
The Pilgrim and the Pioneer are fit for the volunteering
travel options as they can contribute to something im-
portant. By having options for all sorts of travellers, Yan-
apuma is likely to increase income. Also, it is important to
know what the clients want and this should be analysed
by giving out surveys.
16

22. # OF
PRODUCTS
# OF
CLIENTS & SALES
COMPARISON
TO PREVIOUS YEARS
AVERAGE
REVENUE PER CLIENT
STATISTICS OF THE COMPANY
8 Galapagos Land-based programs, these
are our unique programs for True Ecuador
Travel. Apart from that Yanapuma creates
individual programs for each client that
may also include Spanish classes. For
Spanish courses there are a few options:
individual or group classes, the Quito Cul-
tural program, Volunteer Quito program or
any of 9 “Study and Travel” programs, all for
Yanapuma Spanish School.
See Appenix 1 for the figure
Here you will find the number of products the organisation offers, the number of clients and the sales related to that number and then the
revenue per clients. With these numbers one can understand the success of the organisation. The organisation consists of 3 different
service/product providers, with each their own revenue for self-funding the foundation.
For the Spanish school the gross profit per
student is around $60 per week. The net
profit will be hardly anything at all as there
are not as many students as in the past.
For the Galapagos land-based tours the
gross profit is around $250, depending on
the length of the program between 5-10
days, but that is the average.
For the volunteer groups it is difficult to
generalise. The groups from the UK pay in
pounds sterling, and as this has lost value
against the dollar what we receive is just
enough to cover the cost of the program,
with maybe $180 per volunteer left over as
the net profit.
See Appendix 3 for the figure
There are volunteer groups that come from
universities, high schools and other inter-
national organisations. The company does
not sell “products’, but programs created
for each target group.
In 2018 Yanapuma will probably sell around
80-100 land-based Galapagos tours. They
will have around 9 volunteer groups of dif-
ferent sizes and lengths of program (around
100 volunteers in total), and around 250
Spanish students staying for an average of
around 2-3 weeks. There will also be around
40 individual volunteers.
The number of sales will be what you get
if you add up all the above and depends on
the combinations the clients desire. Quite
often though clients take Spanish classes,
visit Galapagos, do a Study and Travel pro-
gram, and maybe visit the Amazon or other
place.
See Appendix 2 for the figure
For the Spanish school, the number of stu-
dents has been going down each year since
2013. In part it is because backpackers es-
pecially from Europe prefer to go to Asia
now. It is cheaper to fly there and cheaper
to live there. Also, Peru and Colombia have
worked hard to develop the Spanish school
market so more students go there now.
For True Ecuador Travel 2018 is about the
same as last year. TET is trying to build up
the travel agency, but it will take a few years
to make it profitable. TET has sold the Gal-
apagos tours for 18 months now and they
know they are good and work well and are
a good price. They need to get the word out
more and sell more to stimulate positive
change.
For the volunteering, Yanapuma has seen
that it has become more difficult for inter-
national organisations to recruit volunteers
to their programs. Therefore, they receive
fewer groups than before. This amounts a
number of 59 fewer volunteers in total.
17

23. MESO LEVEL
CURRENT DEVELOPMENTS
INNOVATIVE AGRICULTURE
As the demand for food is increasing, due to the increasing world
population. And climate change endangers crops to fail. Vertical
farming is the key in this situation, stacking shelves on top of
each other, to grow more in a small space. Agricultural drones can
monitor the fields automatically to track the state of the crops. As
a foundation providing volunteers, Yanapuma can contribute to
the realisation of this trend in Ecuador.
EVOLVING EDUCATION
The students of today are not limited to established institutions,
as a wide variety of educational content and opportunities had
been shared all over the internet and programmed in apps. Stu-
dents have the freedom to work on their capabilities and skills any
time they want. Traditional educational institutions have noticed
a change as well, making use of more digital tools and being in-
troduced to new languages, such as coding and programming.
Game-like apps have been established to help children to under-
stand this language.
Children that understand more than one language, are more likely
to understand a new language more quickly than one that only
speaks one language. Which is an opportunity for Yanapuma
Spanish School to act on.
The market for language camps, where children can stay for
a period of 1 to 4 weeks to learn a new language, while their
parent can travel in the country where the summer camp
is started, is growing rapidly. More and more parents want
their children to understand and speak at least a second lan-
guage, as it is becoming more important for such a child to
be able to speak that. Yanapuma could act on this matter, as
there is enough room in Ecuador for such summer camps,
they would be pioneer in this market in South America, the
only Latin country that has such camps is Mexico, so com-
petition is minimal (TripAdvisor. 2018).
Competition in the same branch, tend to be more updated
and trustworthy (TripAdvisor. 2017). It seems that Yanapu-
ma is suspected for paying clients to leave a good review and
their negative reply didn’t help either. Reacting on this would
be clever, people should not be paid to leave a comment,
this should be either coming from the heart or because the
client wants to share their experience. No comment is better
than paid comments.
The market for a special ‘language’ summer camp is in high
demand, and for Ecuador this might be a great opportunity,
as there is none yet, Yanapuma could be the pioneer
(TripAdvisor. 2018).
Competition in the same branch, tend to be more updated
and trustworthy (TripAdvisor. 2017). It seems that Yanapu-
ma is suspected for paying clients to leave a good review
and their negative reply didn’t help either.
MACRO LEVEL MICRO LEVEL
18
Yanapuma foundation is dedicated to the mega-trend Sustainability, which focusses on innovative strategies and ideas to im-
prove important factors such as agriculture, education, infrastructure etc. Contributing to the improvement of these factors can
be stimulated by the trends that belong to the sustainability mega-trend. In the Macro Level, a few of these trends are explained.
New markets and competitors are explained in the Meso Level and the Micro Level explains what is going on in within the organ-
isation.

24. LEADERSHIP
STYLE
WORK
MENTALITY
METHOD
OF COOPERATION
GROUP
CULTURE
CULTURAL DIFFERENCES
Almost no communication, at the start a little con-
versation to find out the new employee’s skills and
abilities. A few tasks are given, when there is need
for explanation the employee has to ask for it them-
selves, as the board expects the employee to ask
anything when unclear.
Compared to the Netherlands, this would be com-
pletely the opposite. In the Netherlands, in my own
experience, a leader gives out weekly tasks, organis-
es a weekly meeting to keep updated about the pro-
gress of everyone’s tasks and to give out new ones.
When an employee has nothing to do, they will go to
them to give more work. The employee should take
initiative, but at the end he or she is bound to their
work, given out by the board.
For example: If I would be send out on a project that
lasts a week, in the Netherlands, the leader/boss
would organise a little meeting, one on one. This
meeting will be all about my tasks on the work floor,
what I need to bring that week, where the group I
will lead is staying, basically all details necessary to
have a flawless week of being a leader.
In Ecuador, the boss expects the employee to dis-
cuss everything with the group to be led. Commu-
nication is weak in Ecuador, and very unclear. The
morning I needed to guide the group of volunteers,
I did not know where they were accommodated, to
pick them up. My bosses, also, did not know where
they stayed, therefore I arrived 30 minutes late.
Again, communication is ultimately weak in this cul-
ture.
In my perspective, only the teachers have a motiva-
tional attitude. Due to the lack of communication
some employees don’t understand what is hap-
pening on the work floor. For example: the Travel
Agency Administrator said goodbye to me and the
other intern, because we wouldn’t see her in our last
weeks of work. However, no other employee knows
about her leaving, so the other intern and I get ques-
tions from various employees if we know where she
is. And no, we don’t. This unclear communication,
demotivate people in my opinion, ending up with an
ice cold work environment resulting in a demotivat-
ed mentality.
I wouldn’t say this does not happen in the Nether-
lands, as that depends on several aspects. But I
do know what I would do with my Dutch attitude:
I would make communication priority #1, whether
this be through training or communication tools,
such as Intranet, I want everyone to be updated
about everything. The reason for her leave is not
important, but it must be communicated that she
is leaving for a period of time. Be clear and honest,
that is rule #2.
Some of the differences are obvious and some had to be discovered. Differences in culture can bring frustrations and complications. However,
one can also learn a lot from these differences. Personally, I am opening my mind more and more when I travel. The leadership style thought
me to be more responsible for both my and the company’s productivity. Cooperation between the organisation and its partners strong and
professional, although the promises they make to volunteer groups are not always made true, as Yanapuma does not send an observer to their
projects, to see if anything can be changed to improve the projects. Noticeable was that most of the employees went to work just to be there,
only the teachers had a motivational attitude.
Between organisations Yanapuma has a great
sense of partnership. What I do notice is that when I
joined the volunteer project (as leader/translator) to
the Tsachilas Community, Yanapuma is not updat-
ed about the satisfaction level of it. The group con-
sisted of 3 adults and 11 teenagers and me. Most
of the teenagers wanted to actually volunteer and
contribute to a sustainable future, instead, it was
more like a tourist attraction, having long moments
of waiting, due to a lack of equipment and tools. The
group was not satisfied, as they had expected real
volunteer work.
It is me that has observed this and I agree 100% with
the group. However, if I would own this organisation,
I would attend this project myself and see if the
promises and deals made are still operating. As well
as planning a yearly meeting to discuss the satis-
faction level and possible minor changes to improve
the project, as we do in the Netherlands. Partnership
should only last if both parties are actively working
on improvement, it seems that in Ecuador, a partner-
ship is fixed, no matter what.
The teachers have a great connection and are al-
ways communicating with each other during the
coffee breaks, they are patient and interact amaz-
ingly with the students. The office employees don’t,
they stay inside during the coffee breaks, you never
hear them and if they want to make use of the coffee
break and they build a rapport with the interns they
are told to take their breaks at other times, because
having fun with the interns is not allowed.
I think this is more about personal characteristics,
than about culture. However, with my Dutch mental-
ity, I would be happy seeing my employees having
fun with each other and the interns, as this makes
the work atmosphere much better and bearable.

25. SUCCESSFULLY
SOLVED ISSUE
INTERACTION WITH CLIENTS
There was one mayor issue in the organisation, the old-fashioned brochures, activity flyers and logos. All three of them have been modernised by me,
and are approved to be used in the future, although they are still to be tested at this moment, so minor changes can still be possible.
The style I used, is applied to all three of the aspects and will be used in the future as well.
An Italian guy living and studying in the Netherlands, passed by in the office. He wanted to do volunteer work and contribute to a better future of a
family of the Kichwa community. Once he got to talk to the Travel Agency Administrator, he was not sure yet, but left his contact details. A few weeks
later he came back (probably after some emails), to discuss everything necessary for the volunteer work. Once the close was done, I brought him to
the bus terminal the morning after, got him the right bus ticket and guided him to the bus.
Most of the times a student wants to travel after their course. True Ecuador Travel, the travel arm of Yanapuma, is always pleased to help these stu-
dents to find the right travel opportunities. The student will take place next to the Travel Agency Administrator and will be given a list of options, on
the site, but also on brochures and activity posters. The traveller/student then decides what they think is best for them, although True Ecuador Travel
always thinks along with the student to find the best possible option, for the best experience on a personalised travel. When agreed, the student/
traveller pays and will be given a brief explanation and program file. When they are uncomfortable going alone, a guide is possible to book along.
A future student of the language school books their course on the internet, possibly they will book accommodation and transfer along with it. The
payment is preferably done in cash, and is paid at the end of their course. This could mean that several students will pay all at once, promising a high
income that day.
SUCCESSFUL
NEGOTIATIONS
20

26. EXTERNAL REGULATIONS
Yanapuma began operation on 1 September 2006, although full legalisation of the
foundation under the Ministry of Social Welfare (#0680) did not take place until 18 De-
cember 2006. At the start the Spanish School and the Foundation were two separate
entities, a move that was undertaken primarily in order to be able to open the school
straight away. The Spanish School was set up as an ACP (Associación de Cuentas en
Participación), the most basic form of company under Ecuadorian law, and reasonably
fast to initiate. In December of 2008 the school was combined with the foundation as
one legal entity to facilitate legal and financial dealings, although accounting is still
maintained for each in order to assess performance. The idea from the start was to
create a largely self-financing organisation, able to pay its own basic administrative
costs, originally mainly through the development of the Spanish school for foreign-
ers. Later, volunteer groups and individual volunteers became an additional important
source of funding. Now, in the middle of the 3rd year of operation, that vision is begin-
ning to turn into a reality as the school continues to grow and considerable numbers
of volunteers are working on our Volunteer Ecuador program. Additionally, Yanapuma
received donations from small donors; schools, daycare centres, and individuals who
were happy to know that all their donation would go towards a particular project. These
donations typically averaged up to $2000 but have been up to $13000. During 2009 the
foundation expects to receive added external funding of around $35,000 from donors.
Yanapuma worked during the first years of its existence with indigenous communities
throughout Ecuador, in the Andean sierra, the Amazon rainforest, and at the Pacific
coast. The founders of Yanapuma feel that now, after passing through the first or-
ganisational development stage, which was characterised by a “jump in and learn to
swim” approach the time has come to enter a new development stage, consolidating
ourselves as an organisation and strengthening our focus, especially in the are of
environmental education. This approach involves working more closely with local au-
thorities, especially in education. The benefits are that we can work to include more
environmental education in the general curriculum, generate awareness of ecological
issues in students, improve the infrastructure and pro-ecological behaviour of rural
and marginalised schools, and use schools as a platform for reaching a wider audi-
ence in each community (Yanapuma. 2009).
STANDARDS OF
RESPONSIBILITY, SERVICE & PUBLIC MINDEDNESS
STANDARDS OF
COOPERATION BEYOND BOUNDARIES
STANDARDS OF
HUMAN RIGHTS AND DIGNITY
Sustainable progress, peace, and justice require that all organisations contribute to
the common good. Thus, an NGO should integrate self-development and service to
others, balancing individual and public concerns, focusing on higher, broader, and
more public levels of service.
The below standards are part of the Code of Ethics and Conduct for NGOs, an initiative by the World
Association of Non-Governmental Organizations - WANGO (WANGO. n.d.). Many more ‘codes’ are de-
scribed in the manual, and are too much to add to the report.
Significant progress toward world peace and global well-being can be fostered
through inter-religious, intercultural, and interracial work, and across artificial bar-
riers of politics and ethnicity that tend to separate people and their institutions.
NGOs should maintain ethical, cooperative relationships with other NGOs, and
should partner where possible and appropriate for the sake of the greater public
good.
As the Universal Declaration of Human Rights states, “All human beings are born
free and equal in dignity and rights, are endowed with reason and conscience, and
should act towards one another in a spirit of brotherhood.” (Universal Declaration
of Human Rights, Article 1) The family is the fundamental natural group unit of so-
ciety promoting human rights and human dignity. (Universal Declaration of Human
Rights, Article 16)

27. THE UBP OF THE ORGANISATION
Yanapuma has a very special look at doing business, one that I have never seen in my life. They give everyone the opportunity to call
them for free, which is done on Skype. However, the internet could be that slow, that the caller can’t hear properly. This is another com-
munication struggle and that, strangely, works out pretty fine, as the organisation is still operational.
So, despite the communication error, the organisations is still up and running, the colleagues could still have a proper work day and the
students are satisfied. That, in my opinion, makes them one of a kind.
Rather than describing the USP, I’d rather describe the UBP, as the Unique Buying Proposition explaining the benefits for the clients and
how products and services can help them, rather than talking about how good it is, in my opinion this is more suitable for a NGO that
sells volunteer projects, Spanish classes and provides travel options (Clayton, P. 2016).
Yanapuma acts on the benefits for their clients. Clients that choose to take Spanish classes at Yanapuma will gain the opportunity to
interact with the culture and the population while using the local language, besides they gain the experience of studying abroad and the
knowledge about the country. Volunteering in partnership with the foundation will bond clients with the locals, giving insights and altered
perspectives on how life could be lived differently. Travelling with True Ecuador Travel will benefit its consumers to having a lifetime
memory, an experience which they will never forget.
WHY I THINK YANAPUMA IS UNIQUE
22

28. LONG TERM
VISION
IN THE COMING YEARS YANAPUMA WANTS TO ACT MORE ON THE
GROWING VOLUNTEER MARKET. TO GIVE VOLUNTEERS THE OPPOR-
TUNITY TO CONTRIBUTE TO THE IMPROVING EDUCATION, A BETTER
ENVIRONMENT, AGRICULTURE AND INFRASTRUCTURE. DEVELOPING
COUNTRIES HAVE POTENTIAL TO HELP COUNTRIES SUCH AS ECUA-
DOR TO BECOME MORE STABLE AND YANAPUMA WANTS TO CREATE
MORE AWARENESS IN THE COMING YEARS TO ATTRACT VOLUNTEERS
THAT CAN HELP WHERE THEY CAN. YANAPUMA IS SEARCHING FOR
MORE SOLUTIONS TO GROW THE NUMBER OF STUDENTS, VOLUN-
TEERS AND TRAVELLERS, THAT CAN BECOME CONTRIBUTORS TO AN
IMPROVING ECUADOR.

29. MY VISION
I think that in terms of NGOs, more and more people will become interested in contrib-
uting to a better world, due to the freedom of media, all of these people are more trig-
gered and are now more likely to provide help. Whether it be to play a part in sustaining
agriculture, building infrastructure or helping people, the opportunities to do volunteer
work are huge and growing in amount. In my own experience as joining a group of vol-
unteers on a project at the Tsa’chilas community, I have seen that these projects are
more made for tourism, rather than actual volunteer work. The group was complaining
about not having felt to have contributed. When people expect to do volunteer work,
they want to contribute, and that made it clear that the willingness is still growing and
more people are aware of the importance of a sustainable future. In the past a sustain-
able business was about promising the best for your employees and your business,
now a sustainable business means contributing to a sustainable world, by investing in
NGOs or by setting up a foundation yourself. Chances are that this vision will evolve
again the coming years.
Because everything is online these days, the travel industry will change consistently, as
wishes and desires of the travellers are becoming needy, more than ever. They want to
see every little detail, so they will be the first to discover, which gives them the feeling
they are unique and what they have seen is one of a kind. Tourists are different, they will
just keep on searching for locations to show off to their friends, family and acquaint-
ances.
In terms of learning a new language, this will be growing in activity the coming years,
as the importance of speaking several languages is increasing. So, to prepare oneself
for a better future, being able to communicate and do business internationally in the
local language and being independent is likely to happen amongst students the com-
ing years.
24

30. POTENTIAL MARKET
As courses are already available for children and is operating above average, a poten-
tial market would be the children, but not in the form of classes, but in a form of sum-
mer camp totally organised by Yanapuma.
Not only will the children make new friend, learn to communicate, become more inde-
pendent, but they will also be able to learn a new language fairly quickly. Children are
known for their ability to learn new things quicker than a grow up. Sending kids on a
summer camp project will allow them to make use of this ability and they will come
back after 1, 2 or 3 months speaking the language fluently (Point O’Pines Camp. n.d.).
Yanapuma could plan a brainstorm session, with all the teachers and a summer camp
owner and think about what would be the best opportunity for Yanapuma to organise
and realise such. The camp would be either in the Amazonas or at one of the tribes or
indigenous communities. They could make a deal with those tribes and communities
that the children can play, learn and attend activities together with one or two guides.
Activities will be all about learning the new language, how to adjust to a new culture
and how to communicate with new and unknown people.
25

31. EFFECTS & CONSEQUENCES
EFFECTS
Yanapuma is losing students, and because no other language school has a summer
camp in Ecuador, they would be the first and only one providing such. This would mean
that they can stabilise the lack of students. As a new and fresh idea is always inter-
esting to people, and parents find it most important to have their children grow skills
and abilities as soon as possible. So reducing line would be stabilised, or even slightly
raised as positive reviews will be left behind, growing awareness.
CONSEQUENCES
Some of the teachers would need either an education, workshop or training in order to
be able to guide the kids. As well as a big investment is required to make, as such a pro-
ject will not be cheap. In terms of business intelligence, this would enrich the company,
as it is probably a smart move.
26

32. RESEARCH
ASSIGNMENT

33. COMPANY DESCRIPTION
Yanapuma Foundation is a UK registered NGO. Consisting of 5
founders that came together in August 2006, composed of 3 Ecuado-
rian, 1 American and 1 Scottish. Dedicated in improving and positively
influencing social and ecological conditions in Ecuador. The founda-
tion is using the “Social Entrepreneurship” model (Weerawardena &
Sullivan Mort, 2006), having only not-for-profit marketing approaches,
such as: self-financing by opening a Spanish school that offers activ-
ities like Studying Abroad, Service Learning, Global Citizenship and
General Volunteering.
Small and big companies, as well as individuals and volunteer groups
have contributed to the rising figure to well over $400.000 in dona-
tions. To keep on funding the Foundation another subsidiary company
has been established, titled: True Ecuador Travel, which operates as
the Travel Agency department of the foundation, offering all sorts of
travel options throughout Ecuador. The aiding subsidiary companies
are part of the “Social Entrepreneurship” model.
28

34. MISSION, VISION & GOALS
Their vision is of marginalised communities achieving equity and
well-being, economic, social and ecological sustainability, and
developing a sense of the uniqueness of their culture and place.
Their mission aims to alleviate poverty and implement sustainable
development through capacity building in marginalised populations,
by balancing income generation with environmental stewardship,
education, and well-being in accordance with the Millennium develop-
ment goals and Ecuador’s national development policy.
Their objective is to create opportunities for cultural exchange between
members of developed and developing countries for mutual benefit
and learning, by implementing educational and volunteer programs.
29

35. UBP
Yanapuma acts on the benefits for their clients. Clients that choose to
take Spanish classes at Yanapuma will gain the opportunity to interact
with the culture and the population while using the local language, be-
sides they gain the experience of studying abroad and the knowledge
about the country. Volunteering in partnership with the foundation will
bond clients with the locals, giving insights and altered perspectives on
how life could be lived differently. Travelling with True Ecuador Travel
will benefit its consumers to having a lifetime memory, an experience
which they will never forget.
QUALITY OF SERVICE
Measured by a student/client/consumer survey. Upon the feedback
given, new approaches will be conducted.
30

36. REASON OF RESEARCH
RESEARCH DEFINITION
& SUB-QUESTIONS
For a long period of time the social media of the organisation has been standing still. A lack of knowl-
edge about social media marketing caused issues in increasing followers, therefore potential clients
were not specifically because of the social media, the current clients mostly visited the website. The
research should assist in finding the best strategy to implement modern social media strategies, along
with the benefits and importance of using such strategy, to become a strong player in the volunteer, lan-
guage school and travel agency industries.
“What social media marketing approach would boost Yanapuma to
become a strong player within their industry?”
1. What is important for
Social Media Users?
2. How much time do people
spend on Social Media?
3. What would be an effective
advertising strategy?
4. What are the trend and
developments within Social Media?
5. How are Yanapuma’s competitors
dealing with Social Media?
6. Which model could be used to
improve the Social Media Marketing
of the organisation?31

37. CONTEXT ANALYSIS
MICRO ENVIRONMENT
In 2017 Yanapuma foundation has hosted 199 volunteers in partnership with 6 organisa-
tions. The Spanish school was 100% of the income back in 2006, now it only represents
20-25% of the income. The organisation has bought 2 websites that provide online Span-
ish classes, which significantly increases the number of students. Over the year 2017 True
Ecuador Travel sold 60 programs out of a selection of 8 different programs.
At the moment two interns (this includes me), 10 teachers and 5 employees work for the
organisation. In November the organisation was pleased to welcome Anna Maria Carrera
to work with us as our social media and study abroad coordinator, helping them to sort out
the tangle of social media accounts that they had opened up and subsequently neglected
over the years (Yanapuma Foundation, 2018).
The creation of rapports with followers on Social Media, which is mostly done by interact-
ing with the followers and the clients, brings affection. This affection belongs to the micro
environment. Social Actors within the same industry, such as clients with a huge amount
of followers, that share their experiences contribute to the success of the Yanapuma So-
cial Media.
Social Media Management (Montalvo, R. E., 2016) is the collaborative process using plat-
forms and tools to accomplish the desired organisational goals. Yanapuma is testing
such tools and has significant positive changes. A 100 followers had been raised in the
first two weeks and the likes have raised to over a 100%.
32

38. MESO ENVIRONMENT
The number if social media users is raising each year, with in Q1 2018 a total number of 4.021 billion
social media members. Meaning that more than half of the world population (7.593 billion) make use
or have been using Social Media. The fact that two-third of the world population owns a mobile device
/ smartphone, is making it extremely easy for companies to anticipate on that by making apps and
responsive websites. Because a mobile device is usable almost everywhere.
THE ESSENTIAL HEADLINES OF DIGITAL 2018
1. The number of internet users in 2018 is 4.021
billion, up 7 percent year-on-year.
2. The number of social media users in 2018 is 3.196
billion, up 13 percent year-on-year
3. The number of mobile phone users in 2018
is 5.135 billion, up 4 percent year-on-year
33

39. The total time spend on internet by 4 billion people is calculated to well over 1 billion years in 2018, giving on-
line based companies a huge opportunity. Facebook still is the most popular social media platform as of today,
with total users up 15% year-on-year reaching almost 2.17 billion. Youtube is the second largest platform with
1.5 billion users and instagram is the third largest social media platform with 800 million users. The internet/
download speed still lacks quality in the biggest part of the world, Europe has the fastest internet speed in the
world, making them winning in being potential followers. Although the internet speed, the total earnings and
spends in e-commerce is raising, the total value the e-commerce market for consumer goods has grown by 16%
over 2017. The total annual spend in 2017 was $1.5 trillion, however, the biggest single category seems to be
the fashion industry (Kemp, 2018).
Ecuadorian social media influencers can make a huge difference in income, as the urban locals (64%) use social
media every day. Ecuador has 16.74 million inhabitants of which 13.47 million use the internet, 11 million use
social media of which 10 million are active every day. The GPD per capita is $11.294, on social media discount-
ed promotions could make a huge difference in sales, as the locals don’t have much to spend, but should also
be able to enjoy their home country as a local tourist. Promoting on Facebook could be best done in Ecuador, as
11 million monthly active users are determined. The average engagement rates on photo posts is 4.33%, when
calculated this would be 4.763.000 potential followers/engagers in only Ecuador. Instagram is used by 3.4 mil-
lion Ecuadorians, compared to Facebook this is a huge difference in potential clients (We Are Social. 2018).
34

40. SOCIAL MEDIA USAGE
POTENTIAL EUROPEAN CLIENTS
AUSTRIA
50% OF
8.74 MILLION
FRANCE
58% OF
65.11 MILLION
BELGIUM
65% OF
11.46 MILLION
GERMANY
45% OF
82.20 MILLION
DENMARK
71% OF
5.74 MILLION
ICELAND
80% OF
0.34 MILLION
FINLAND
58% OF
5.53 MILLION
IRELAND
65% OF
4.78 MILLION

41. SOCIAL MEDIA USAGE
POTENTIAL EUROPEAN CLIENTS
ITALY
57% OF
59.33 MILLION
SPAIN
58% OF
46.38 MILLION
NETHERLANDS
64% OF
17.06 MILLION
SWEDEN
73% OF
9.95 MILLION
NORWAY
69% OF
5.33 MILLION
SWITZERLAND
52% OF
8.51 MILLION
PORTUGAL
64% OF
10.31 MILLION
UK
66% OF
66.38 MILLION

42. SOCIAL MEDIA USAGE
POTENTIAL LATIN AMERICAN CLIENTS
ARUBA
95% OF
0.11 MILLION
CURAÇAO
81% OF
0.16 MILLION
BRAZIL
62% OF
210.1 MILLION
DOMINICAN R.
52% OF
10.82 MILLION
COLOMBIA
63% OF
49.27 MILLION
PUERTO RICO
52% OF
3.66 MILLION
CUBA
38% OF
11.49 MILLION

43. SOCIAL MEDIA USAGE
POTENTIAL ASIAN CLIENTS
CHINA
65% OF
1.14 BILLION
KUWAIT
98% OF
4.17 MILLION
HONG KONG
78% OF
7.4 MILLION
MALAYSIA
75% OF
31.83 MILLION
ISRAEL
80% OF
8.39 MILLION
PHILIPPINES
63% OF
105.7 MILLION
JAPAN
56% OF
127.3 MILLION

44. SOCIAL MEDIA USAGE
POTENTIAL ASIAN CLIENTS
QATAR
99% OF
2.67 MILLION
TAIWAN
80%% OF
23.66 MILLION
SAUDI ARABIA
75% OF
33.25 MILLION
THAILAND
74% OF
69.11 MILLION
SINGAPORE
83% OF
5.75 MILLION
UNITED ARAB EMIRATES
99% OF
9.47 MILLION
SOUTH KOREA
84% OF
51.07 MILLION

45. SOCIAL MEDIA USAGE
POTENTIAL OCEANIAN CLIENTS
SOCIAL MEDIA USAGE
POTENTIAL NORTH AMERICAN CLIENTS
AUSTRALIA
69% OF
24.61 BILLION
NEW ZEALAND
74% OF
4.73 MILLION
CANADA
68% OF
36.79 MILLION
THE US
71% OF
325.6 MILLION

46. Customisable Chatbots. The use of chatbots is increasingly surprisingly, only Face-
book Messenger runs over 100.000 chatbots that gather information, give product
guidance and take actual orders. Research have shown that using chatbots on Face-
book Messenger increases organisational productivity by up to 3.5 times.
In-Platform Messaging & Instagram Stories. With 250 million daily users Instagram
Stories outplays Snapchat that took years to build and has only 173 million daily users.
1 in 5 Instagram stories of brands get at least one direct message from a consum-
er. Together with its in-platform messaging function, Instagram Direct, which counts
over 375 million monthly active users instagram is a powerful tool.
The evolution of social ROI. Organisational metrics will evolve, focussed on the quan-
tity of social contribution to tangible business challenges such as lowering costs,
increasing revenue, mitigating risk and attracting talent.
Brands rely on Social Listening. Tracking conversations that revolve around different
phrases, words or brands. Using these to find new opportunities to create content
specifically for that audience. Social Media Listening tools allow brands to analyse
and reflect on their audiences actions, check brand health, improve customer experi-
ences and make better marketing campaigns.
The growth of Social TV. Social Networks will introduce Social TV, where they encour-
age brands to become social broadcasters, as social tv and mobile video will take the
spotlight.
More Augmented Reality & Face Filters. Snapchat and Instagram both make use of
face filters (AI filters) which allow users to filter themselves in something else than
reality. Snapchat already offers advertising opportunities in which brands can create
their own face filter, but this is costly. Instagram will start doing this as well.
Peer influences rises. Moving away from the traditional approach and engaging
employees and customer communities more and more. Creating smaller spheres of
trust.
Social Call-Out Culture & Taking the Stance. Being transparent is essential. As even
the most loyal customers will directly ‘call-out’ when a brand posts something inap-
propriate. Only 8% of the customers will keep quiet when a brand does something
wrong. Being too political will bail-put around 14% of a brand’s customers.
Artificial Intelligence. Although unsure whether it is good or bad, the AI possibilities
are growing, where chatbots are becoming smarter and can actually interact with
customers like any human can.
Higher engagements rates between brands and customers. In 2017 the connections
between brands and customers became closer, 1 in 3 consumers would mention the
brand in a status share, 41% did that just to say thanks. They enjoy the responses
of the brands as much as mentioning them (SproutSocial, 2018). However, ignoring
these messages can drastically damage the trust of the consumer.
The usage of Social Media as a company is
essential, as new trends are promising positive
outcomes (We Are Social, 2018; York, 2018).

47. SUPPORTEDBYTHEPESTLEMETHOD(ACADEMY, P.,N.D.).
POLITICAL
FACTORS
ECONOMIC
FACTORS
SOCIOCULTURAL
FACTORS
As seen in most developing countries (meso environ-
ment) the percentage of daily social media use is high,
and are therefor a huge opportunity to specialise in the
wants of these followers. Because globalisation has
governmental support, worldwide advertisement is
made possible through Social Media, which can make
the perfect opportunity to reach people to travel Ecua-
dor organised by Yanapuma itself.
The increasing stability of the economies of developing
countries, promises improvement in infrastructure, in-
cluding telecommunications infrastructure. That means
that more countries/areas can reach Yanapuma’s Social
Media. Although the economic disasters of other coun-
tries can mean that people are not able to buy a smart-
phone or other electronic device to serve Social Media.
The fact that Social Media is becoming more popular, is
a positive opportunity that will ensure new and potential
clients, that had otherwise never been able to find Yan-
apuma. The increasing online merchandise creates op-
portunities to sell more through the website, which can
indirectly be offered via Social Media. When showing
Yanapuma’s care and importance of CSR and Sustain-
able Development on the Social Media, it creates possi-
bilities for potential clients to reach us.
Political stability in developing countries (Opportunity)
Economic stability of developed and developing countries
(Opportunity)
Increasing interest in Social Media (Opportunity)
Local governmental support in developed countries by
globalisation (Opportunity)
Economic disaster of developing countries (Threat)
Increasing online merchandise (Opportunity)
Political barriers in countries which prohibit certain Social
Media (Threat)
Increasing support in CSR and Sustainable Development
(Opportunity)
Political restrictions on online data and privacy regulations
(Threat)
1
1
1
2
2
2
3
3
4
MACROENVIRONMENT42

48. ECOLOGICAL
FACTORS
LEGAL
FACTORS
TECHNOLOGICAL
FACTORS
Ecuador sometimes suffers from earthquakes, destroy-
ing cities, and these cities don’t get the financial support
from the government, so they depend on the income
that is brought by tourism, creating new opportunities
for travel options and social media support for these
cities. Also business sustainability is growing, creating
awareness for environmental support.
When people can make use of free Wi-Fi, they will serve
the internet & Social Media. However the regulations
on online data due to issues have been decided more
strictly, restricting people for sharing and collecting cer-
tain content. The privacy regulations will be updated fre-
quently, which is a positive outcome for Social Media
users, but for Businesses and organisations this could
mean to own less information of the user, making it
more difficult to adapt new content accordingly.
Throughout the world more and more people are us-
ing mobile devices, creating opportunities in terms of
Social Media. This also means that companies will be
more likely to only be online based, and these are more
experienced in online marketing, and more experienced
in Social Media Marketing, creating a big threat for Yan-
apuma. The organisation had not been forced to offer
transparent business, as they chose to be such an or-
ganisation, being divergent within an industry is becom-
ing harder every year.
Earthquakes destroying cities (Threat)
Increasing use of mobile devices (Opportunity)
Increasing Free Wi-Fi Worldwide (Opportunity)
Forcing need for transparency and increasing in-diversifica-
tion (Threat)
Forcing of implementing updated Privacy regulations
(Opportunity and threat)
Tourism in destroyed cities (Opportunity)
Increasing competition due to online based companies
(Threat)
Increasing regulations on online data (Threat)
Increasing business sustainability (Opportunity)
1
1
1
2
2
2
3
3
3

49. AVERAGE
ORGANIC REACH
THEORATICAL FRAMEWORK
The subquestion “What is important for Social Media Users?” will be an-
swered with the help of the REAN Framework (The Search Console, n.d.).
REAN stands for Reach, Engage, Activate, Nurture. Each phase are to be ex-
plained through theoretical research focussed on giving answer to the above
mentioned subquestion.
Reaching people, clients or customers includes methods to attract
them to the different Social Media.
An optimised social media profile is the first aspect to take into ac-
count (Banner, M. 2018), this includes: Easy to remember username,
recognisable logo, keyword-rich descriptions, a link to the website.
Tweaking and optimising these elements can drastically increase the
reach of people, because the visibility will improve. Posts that solve
problems in the industry are hugely effective. Focussed and relevant
posts work best, because of the approximately 1500 stories related to
people, only 300 are shown on their newsfeed, meaning that posting
more is not an option, quality over quantity. Bloggers advice to post 2
times per day on average.
Having links on the company website is essential and will reach more
people, as well as showing the social media icons on business cards,
in emails and flyers, posters, brochures, etc.
To reach people, one should engage people. When done properly, ex-
isting clients will recommend the company to their friends, family and
community. Consistently engaging with them will eventually reach
more and more people.
REACH 44

50. ENGAGE ACTIVATE NURTURE
Engaging includes methods and techniques how to in-
teract with followers.
When followers or clients ask questions, give compli-
ments or seek partnership on the different social media,
it is recommended to answer with more than just a sim-
ple ‘Thank You’ or ‘Call us’ or anything that is not person-
al, instead the one that interacts with the follower/client
should personalise the answer to themselves, adding a
name and their way of speaking. Answer with questions,
to keep the conversation going on and show interest in
the interaction with the follower/client (Lua, A. 2017).
Making use of social media language (Read, A. 2016)
is a modern and effective ay to communicate with fol-
lowers and clients. We have reached a time where Emo-
jis are replacing words, so much that the internet slang
is declining. Emojis are increasing in usage and are
therefore essential to use when interacting with clients.
Emojis are the perfect digital alternative to the real life
emotions, tone of voice and expressions, as they can
express words differently just by showing the emotion.
To make the buying process and experience of the cli-
ent easier and more efficient, ‘explaining’ images can be
introduced, in which the client/follower can see what to
do in order to continue, adding a link to the website page
that includes the full tutorial.
The conversation can be enriched with GIFs, these
should be used to thank people or to show them how
you think of them. As well as make videos in which one
thanks the client/follower, or makes a shout out to them.
The extra time used to make the video is worth 1000
times more, since it is more personal and visual.
Nurturing methods to retain and re-engage current cli-
ents.
When one creates a website, it is recommended to give
visitors the option to leave their email, so newsletters
can be send or specific emails can be created which
are send frequently. Same goes for social media, giving
followers the option to subscribe to a newsletter, turn
on notifications (so every time an organisation posts,
the followers will be notified) and sending campaigns
through the chatbot or the community page. Current fol-
lowers should be kept updated for the evolutions and
daily activities of an organisation, making the enterprise
transparent and more trustworthy.
A survey is a hugely effective tool to re-engage with
current clients and followers, asking them for specific
feedback. It is important to take the feedback serious-
ly and show the process of the feedback through vide-
os, photos and status updates on the Social Media, so
the current clients see what the organisation does with
feedback and building trust, rapports and loyalty (Kh, R.
2018).
Activating the follower’s/client’s action on Social Media,
preferably one that has been pre-defined by the organi-
sation.
One important approach would be the use of a Chatbot
on messenger apps. An example of such is ManyChat,
which explains the term Messenger Marketing (Yang, M.
2018): “Messenger Marketing is the act of leveraging
mobile, chat platforms to facilitate conversations and
commerce with prospects and customers.” Whilst mov-
ing away from emails, SMS and phone calls, more us-
er-friendly messenger apps such as Facebook Messen-
ger, iMessage and WhatsApp are used to stay in contact
with friends, family and business.
ManyChat has developed a ChatBot maker, in which an
organisation can organise and develop their own se-
quence and flows their clients can communicate with.
With the use of buttons, the clients can go through cer-
tain pre-defined conversations that provide information
about the organisation. ManyChat has their own mes-
senger app installed and can therefor easily be revised,
however the PRO features include an option for clients
to speak with a real person by notifying the admins, for
more personalised conversations.
Creating a Facebook Community is another example of
pre defining clients actions, within the community cli-
ents can communicate with each other, which is a new
opportunity to share their experiences while posting
frequently to keep them updated of the evolution of the
organisation.

51. METHODOLOGY
The quantitive research will consist of results of different surveys that have been given out
to Social Media Users. Because the Social Media world is huge, it is convenient to make use
of existing results, instead of making a survey. An immense amount of information is open
to be found throughout the internet and assists on the journey to find the right methodology.
Michael A. Stelzner of Social Media Examiner has surveyed 5.700 marketers to study how
they use social media to grow and promote their business (Stelzner, M. A. 2018).
THE FIVE MOST IMPORTANT FINDINGS
Facebook Uncertainty. Less than half of the marketers think that
their Facebook marketing is effective, 52% seen declines in their
organic Facebook reach. Even though, 62% plan to increase or-
ganic activities on Facebook.
Facebook ads reign supreme. 72% of the marketers use Facebook
ads (Followed by Instagram at 31%), almost half of the marketers
increased their Facebook ads activities and 67% are planning to
use it over the year.
Marketers focussing less on developing loyal fans. Generating
leads is prior now, which could be a sign that metrics and automa-
tion are becoming more important than engagement.
Facebook Messenger chatbots pique marketers’ interest. 15% of
the marketers use chatbots, and 51% plan on using the tool.
Facebook dominance still strong. 94% of the marketers use
Facebook (Followed by instagram at 66%). Two in three claim
Facebook to be the most important Social Media platform.
1 4
2 5
3
46

52. THE BENEFITS OF SOCIAL MEDIA MARKETING
INCREASED EXPOSURE
FOR THE
BUSINESSES
PROVIDED
MARKETPLACE
INSIGHT
INCREASED TRAFFIC
BETWEEN
S.M. & WEBSITE
GROWTH
IN BUSINESS
PARTNERSHIPS
GENERATED
LEADS
IMPROVED
SALES
DEVELOPED
LOYAL
FANS
INCREASED
THOUGHT
LEADERSHIP

53. The percentages on the previous page indicate the amount of marketers that
agreed on the different elements. Some of the percentages dropped compared
to the earlier years, some increased. This means that the Social Media
Marketing is still evolving.
The top 3 most used Social Media platforms are Facebook,
Instagram and Twitter. Facebook is a clear #1 with 94% of
the surveyed marketers using the platform, Instagram has
increased from #4 to #2 with 66% of the marketers using
the platform, Twitter dropped from #2 to #3 with 62% of the
marketers using the platform.
It is conspicuous that beginners of Social Media Marketing
tend to use Facebook and Instagram, while more experi-
enced marketers use Facebook and Twitter. The most ex-
perienced marketers are highly diversified. Most marketers
want to learn more about Facebook (79%), Instagram (74%)
and Messenger Bots (70%). B2C marketers are focussing
most on Instagram (79% B2C vs. 64% B2B), Facebook (82%
B2C vs. 72% B2B), and Pinterest (42% B2C vs. 34% B2B),
than their B2B counterparts. B2B are more interested in
learning about LinkedIn (70% B2B vs. 51% B2C).
In terms of Paid Social Media, Facebook ads is the clear win-
ner, followed by Instagram ads. For B2B marketers LinkedIn
ads are interesting as well. In 2018 49% of the marketers in-
creased the amount spent on Facebook ads, and 28% mar-
keters increased the amount spent on Instagram ads. 67%
of the Facebook ads users want to increase the amount
spending, and 53% of the marketers want to increase the
amount to spend on Instagram ads.
Suspicious is that 61% of the marketers never have worked
with influencers as part of their marketing.
The most used type of content are visual images, followed
by videos and on third place blogging. The most important
content are visual images as well, followed by blogging and
on third place videos. However, 77% of the marketers want
to increase the use of videos, 68% want to increase visual
images, 63% want to increase live videos and blogging is
planned to be increased by 57% of the marketers. The top 3
content marketers want to learn about is Videos (77%), Live
Video (68%) and Visual Images (65%).

54. JAYSON DEMERS
ofMarketingLandhassurveyed376marketerswiththesurveybeingtitled:“What
Works in Online Marketing”. The survey was a fairly simple one made of multiple
questions about the use and effectiveness of different online marketing strate-
gies (DeMers, J. 2018).
5 OF THE MOST IMPORTANT HIGHLIGHTS OF THE RESULTS
Attributes have not changed dramatically. Marketers tend to stick
to their old strategies, although they do invest in different tactics
(SEO, Content Marketing & Social Media Marketing), but in similar
patterns.
Facebook wins, Instagram rises. 88 percent of the marketers use
Facebook, instagram is still rising and has a well earned second
place (excepting YouTube). 95% of the marketers are willing to in-
crease Social Media Marketing budgets.
People are ready to spend more on marketing. Almost 45% of the
marketers are planning to increase budget for marketing. 30% will
keep the same budget, making 75% of the marketers staying the
same or increase, showing economic growth.
Optimism Reigns. Budgets are increased and interest in the dif-
ferent tactics are increasing. Strategies are created and shared
throughout the internet.
Marketers are clueless about ROI. It is hard to determine if an on-
line marketing strategy will have a positive ROI. 44% of the market-
ers saw a positive ROI for Social Media Marketing, which is more
easy to determine.
1 4
2 5
3
49

55. EMMA GIBB
of Tuminds invited businesses in the Highlands and Islands to take part in our
social media marketing survey, to gain understanding about the dramatic digital
changes that happened since 2007 (Gibb, E. 2017). She surveyed 123
businesses. The findings were clear.
TOP THREE REASONS FOR USING SOCIAL MEDIA MARKETING
To build awareness To drive traffic to websites
“Facebook, Twitter and LinkedIn are by far the most popular platforms”
“Improving engagement and reach were the top two aims in 2017”
To sell products/services
1 2 3
50

56. 63% OF THE
THE BUSINESSES USE GOOGLE
ANALYTICS TO MEASURE ROI
40% OF THE
THE BUSINESSES
USE INSTAGRAM
37% OF THE
THE BUSINESSES
USE YOUTUBE
62% OF THE
THE BUSINESSES USE FACEBOOK
ANALYTICS TO MEASURE ROI
59% OF THE
THE BUSINESSES HAD A
SOCIAL MEDIA STRATEGY
FINDINGS OF EMMA GIBB

57. 20% OF THE
THE BUSINESSES DID NOT
USE ANALYTICS
51% OF THE
THE BUSINESSES
USE SOCIAL MEDIA ADS
42% OF THE
THE BUSINESSES USE EMAIL
MARKETING AND
22% USE PAY PER CLICK ADVERTISING
53% OF THE
THE BUSINESSES FELT THAT
SOCIAL MEDIA IMPROVED
THE PERFORMANCE OF THEIR BUSINESS IN 2016
33% OF THE
THE BUSINESSES DID NOT USE
PAID SOCIAL MEDIA ADS IN 2016
AND 32% SPENT LESS THAN £100
FINDINGS OF EMMA GIBB

58. THE RESULTS
The results will consist of the analytical graphs
of the Instagram Page of Yanapuma Foundation,
having the methodology in mind. The surveys
and its answers give a clear overview of how to
approach on Instagram (from the results a
strategy has been defined).
The results on the next pages indicate the growth
of the Yanapuma instagram page, in the period of
21st of May until 26th of July. Where they start-
ed at 1 or 2 likes per picture, without a steady
growth in followers and basically standing still
without knowing how to increase reach and en-
gagements.
My direct colleague (also intern) and I decided to
delete all the old pictures, after we posted 9. For
a fresh start and a clear overview and insight of
growth from the 21st of May.53

59. 54

60. 55

61. 56

62. 57

63. 58

64. CONCLUSIONS & RECOMMENDATIONS
Taking the Instagram Results into account, it is
clear that the growth of Followers has increased
to almost 100 followers more than what we
started with. Likes have increased to an average
of 55 compared to the 1 or 2 likes we had in the
beginning, that equals (55 / 1,5 * 100 =) 3.667%
increase. Although the results are positive, there
is still a possibility to increase even more. There
comes in the Problem Definition: “What social
media marketing approach would boost
Yanapuma to become a strong player
within their industry?”.
59

65. SOCIAL MEDIA MARKETING
It is clear to focus on using Facebook, since this is still the most used Social Media in the world of B2C & B2B Busi-
ness. The use of instagram would be only for B2C business approaches and processes, while LinkedIn would be
used for B2B, to build rapports with potential partners.
The use of several languages might be a great addition to the final approach, as Ecuadorian people have a high
potential engagement rate. However, not all Ecuadorian people speak English, so I would recommend using Span-
ish as second language on Social Media. To keep the Social Media as clear as possible I recommend to keep work-
ing with just these two languages. For the website I recommend several other languages.
LANGUAGES BASED ON THE SOCIAL MEDIA USAGE PER COUNTRY
MANDARIN
ITALIAN
DUTCH
GERMAN
FRENCH
PORTUGUESE
SWISS
ARABIC
60

66. Together with the real languages, the use of Social Media language is extremely important.
This assists to show emotion online, making the interaction with and the message to the re-
ceiver stronger. Showing Social Media icons on all the printed files, online interactive files and
newsletters/emails is essential to create awareness of the existence of the company.
Posting videos and going live have a rapid increase
in popularity. Helpful tutorial images ensure an in-
creased ease of use and are therefor essential. Cli-
ents and followers can leave compliments, questions,
feedback or recommendations on the different Social
Media, based on research it is recommended to an-
swer back with a question, for further interaction / en-
gagement, instead of a simple ‘thank you’, ‘yes’ or ‘no’.
The use of a chatbot is becoming more popular these days,
because the client will be answered right away. This is an
increased engagement, which the customers prefer. Togeth-
er with creating communities on the Social Media, where
all the interested people can communicate with each other
whilst being up to date by the daily/weekly activities that
occur on the work floor.
Research shows that making people able to subscribe to
newsletters and campaigns or bots is uppermost important
and is a form of re-engaging. Sending out surveys from time
to time is the ideal way of staying up to date of clients’ feed-
back.
61

67. THE BOOSTING APPROACH
The most effective approach would be the use of self-made videos in which clients
and followers are given a behind the scenes experience. A little documentary, promo
videos, concept videos and live videos (in which the little student trips/excursions
are filmed live), all of these would help Yanapuma to become more transparent (in
a modern way), trustworthy, interactive and engaging. Engagement is uppermost
important, therefor combining videos with conversations is the perfect combination.
The comments people leave on the videos are the ideal start of an interactive con-
versation between Yanapuma and its (potential) clients.
Short instagram stories and videos are recommended and should be implemented in
the daily Instagram activities. Videos of max. 1 min that show the volunteer projects,
travel options and study opportunities. Make the viewers believe the organisation by
actually showing what they can expect!
LinkedIn should have videos like biographies of the employees, documentaries of
max. 2 min in which the board explain their mission, vision and aims, together with
footage of the possibilities within the organisation (Foundation, Spanish School &
Travel Agency).
However, the use of interactive, creative and innovative videos is the most effective
approach, which will boost the Social Media of Yanapuma.
62

68. REFLECTION
The process has not been an easy one. Social Media, as research
shows, has a lot of complicated and unpredictable aspects. Few
problems that occurred during the research were:
The Yanapuma Instagram grew in followers a lot in the beginning, but has had a
fixed amount of followers after a few weeks.
The Yanapuma Facebook was split up in different accounts, and had to be merged
to continue the research.
The Yanapuma LinkedIn was just a personal account and not a company page.
Finding the right information, related to Yanapuma was confusing some times, due
to the different industries.
1
2
3
4 63

69. Facebook is and will be staying the most
important Social Media Platform.
Instagram is growing in popularity for
starters.
Live Videos are still increasing in
popularity.
LinkedIn is still a strong player consider-
ing B2B businesses.
Images are number 1 content.
Videos are increasing in popularity.
Promo videos, concept videos and small
documentaries/biographies have an in-
creased chance of regaining loyalty.
Snapchat and Instagram Stories are
important Advertising/Marketing tools.
WHAT I’VE LEARNED
Social Media Marketing is part of the modern E-Commerce or E-Marketing / online
marketing. An intense important part of it, and growing in popularity in terms of learn-
ing more about how to use and manipulate it. Most important points moments are:
64

70. APPENDICES
FIGURE 1&2
65

71. APPENDICES
FIGURE 3
66

72. LITERATURE
COMPANY ASSIGNMENT
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67

73. LITERATURE
RESEARCHASSIGNMENT
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tqLyMC
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Yanapuma Foundation. (2018). Annual report 2017. Retrieved from https://goo.gl/Lc3CLp
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qaT6ab
68

74. “MAKING BROCHURES AND DOING ANALYSES, YANAPUMA VAL-
UEDME.ALTHOUGHIHADAGREATTIMEWORKINGTHERE,IWAS
LOOKING FOR A BIGGER CHALLENGE. DUE TO THE RESEARCH
SKILLS THOUGHT IN TIO I WAS ABLE TO ANALYSE ISSUES. IT
WAS AN INDEPENDENT INTERNSHIP, AND A GOOD LESSON.”
- Menno Vlietman