1. TranslTranslTranslTranslaaaation Articletion Articletion Articletion Article –––– S2S2S2S2B Business Travelers in IsraelB Business Travelers in IsraelB Business Travelers in IsraelB Business Travelers in Israel –––– HaarezHaarezHaarezHaarez newspapernewspapernewspapernewspaper
08.08.201408.08.201408.08.201408.08.2014
Who :
Kety Segev, 38 years old, the business: S2B Business Travel Services - tourism &
business services
Mission:Mission:Mission:Mission:
To bring business travelers to Israel & instill in them a desire to return.
Kety Segev provides tourist services to business travelers & assists them by
combining tours, trips, & excursions within their business framework, all is tailor
made following their schedule while at the same time she prays for peace & the
stabilization of the security situation within the region
BuBuBuBusiness Modelsiness Modelsiness Modelsiness Model :
Tourist services designated specifically towards business travelers, which are tailor made according to each
client’s requirements & at the same time meet the respective organizational needs of their business events.
The service is designed for business travelers who wish to stay in Israel and is adjusted accordingly to fit their
schedules.
Even though for the most part a business audience is concerned, there are some that like to combine going out &
having fun within the framework of business travel, such as taking trips, relaxing in the spa, enjoying live shows,
cultural events, night life & so forth.
The main function of the company is geared towards overseas businesses such as companies & private
business owners interested in having a local point of contact who can accompany them, provide assistance &
guide them as far as where to go, what type of services to request & where to request those services in Israel.
Telephone: +97272-251-4181
office@s2biztravel.comEmail:
Work distribution:Work distribution:Work distribution:Work distribution:
Ms. Segev is involved in the marketing, sales & development of the business.
Additionally she has an administrative assistant who manages incoming orders & performs a wide variety of office
services in accordance with the needs of each respective client.
How it all began:
Ms. Segev tells us the business is now in its 5th year of operation, prior to that she used to assist top managers in
large & international hi tech companies. I hosted a large amount of business people from all different levels &
groups that visited Israel within their company framework.
The desire to open this type of business was derived from a clear need to raise the bar as far as the level of service
& advertising was concerned directly related to the tourist industry in Israel, for example in order for a business
traveler from abroad not to be forced to seek the aforementioned services via the Internet by themselves only to
not receive a response. Furthermore, so that they won’t feel alone, however most importantly to save them
precious time so that they will be able to focus on business during their stay in Israel.

2. [‫הנמען‬ ‫]שם‬
‫]בחר‬[‫תאריך‬
‫עמוד‬5
Year One:Year One:Year One:Year One:
My first year was not easy at all, it was very hard & extremely time consuming. When you enter a “new world” after
working twelve years as an employee, it’s not that simple.
While I developed many contacts within my field, working as an employee is in no way similar to becoming an
independent businesswoman to say the least.
“You have to start from scratch and begin to build and market yourself “ according to Ms. Segev, that was the year
of preparing the ground for the future, “I created a list of contacts among vendors, entered into price agreements
and also learned quite a bit along the way. This job for me was like a school of life, only that way can one really
understand what is independent business and towards which level you want to take your business to.”
Year Two:Year Two:Year Two:Year Two:
The wars that took place within the region during that timeframe definitely did not help and they especially
affected tourist industry. Ms. Segev says that it was very difficult during that period and in general throughout the
entire year due to the situation in Israel.
“As a result, orders from potential tourists and business owners were cancelled, these same potential clients either
cancelled or postponed their business projects in Israel, even Israeli businessmen who live outside of Israel
cancelled their arrival dates to Israel because of the situation.”
Ten Years From Now:Ten Years From Now:Ten Years From Now:Ten Years From Now:
One client will refer another mainly via networking as personal contacts are developed as well as utilizing the
LinkedIn network where I am very active because of the nature of the industry I work in. The business will draw by
itself new customers through word of mouth, which will allow me to build a VIP client base for the appropriate
sector of business travel.
If Not TourismIf Not TourismIf Not TourismIf Not Tourism: Then Marketing Consulting and business develpoment
IIIIndependent business owner or employee:ndependent business owner or employee:ndependent business owner or employee:ndependent business owner or employee:
“within my real of expertise the choice is clear. The advantage of being an independent business owner is that you
can establish everything from the very beginning with your own hands, and then when it’s something that’s your
own it gives you a sense of great satisfaction. You develop contacts both locally and internationally that are yours,
doing anything else would seem like rent.” According to Ms. Segev within tourist offices everything is monotonic,
each employee is responsible for a specific area. “My world because it includes marketing and business
development is way more interesting, people from many different cultures pursuing different projects, each one
unique in its own right, it’s like every time you’re starting off fresh.”
The Best Part:The Best Part:The Best Part:The Best Part:
“The dynamics within this industry allows you to meet people from many different backgrounds and cultures, each
one from a different culture, which gives me great pleasure for example when I bring a foreign Executive group
who came to check the real estate business in Israel and they really enjoys his stay here because of the excellent
service they received from us, pluse they said they sure return soon and use our services again and receive positive
feedback , is enormous satisfaction.”
The Hardest Part:The Hardest Part:The Hardest Part:The Hardest Part:
“The current situation in Israel where there is a lot of tension in the region causes many cancellations, & the fact
that tourism moves between seasons where there peaks and valleys (highs & lows) and that’s hard to deal with
sometimes.”
Advice for New IndependentAdvice for New IndependentAdvice for New IndependentAdvice for New Independent Business Owners:Business Owners:Business Owners:Business Owners:
“To leave the dream world that new business owners usually have and understand that before they go out on their
own they need to learn & research the market they’re wishing to enter because knowledge is strength!”