Business planning, especially for tourism, is lacking. This short presentation was shared with Dunedin Host, The Dunedin (NZ) body representing tourism operators. Operators were then given a SWOT template to think about how their business could benefit from analysis and encouraged to make contact with people who could help them

1. Business Planning
“If you fail to plan, you are
planning to fail!”
Benjamin Franklin
Dunedin Host 4th March 2014
Sophie Barker, Business Development Advisor – Visitor Industry
Economic Development Unit, Dunedin City Council

2. EDU Tourism Business Survey
22 businesses asked
• 33% no Business Plan “Too small, too hard, its in
my head”
• 43% no Marketing Plan
• 43% don’t monitor competitors “we have none”
• 57% no formal customer feedback
• 19% no customer database

3. EDU Tourism business survey
How do you measure success?
• Profit
• Numbers
• Where from
• Visitors book
• Google Analytics
• “Can’t measure marketing success”
Suggested measures: Net profit, spend per
customer, referrers, guest satisfaction, value added
per employee, business value

4. EDU Tourism business survey
What do you want to upskill on?
• 8 Digital Media
• 3 Financial
• 3 Business Planning
• 3 Marketing
• 2 Mentor
• 1 HR, Management, Customer Service

5. Good News
EDU can help you access support
• Free business advice
• Business assessments
• Govt training vouchers – 50%
• Referrals to mentors, experts, templates
• DCC EDU/Library Business Hub Clinic
• Council advocacy, Red Carpet
• Cluster support – tourism, IT, Film, food, engineering
• Migrant settlement support
• Dunedin Host support, speakers
• DCC/ i-SITE/ Tourism Dunedin Fortnightly Forums

6. Business Plan
Why, what, how
• Why should I have a plan?
• What is in the plan?
• How do I get one?

7. Why have a business plan?
• Roadmap to success
• Increase profits
• Saleability of business
• Investment document
• 360 view of company
• Commit to common goal
• Communication tool
• Understand
opportunities
• Competitive insight
• Support award entries
• Get right management
team
• Strategy &
implementation
• Risk Management
• Peace of mind

8. What do I need in a business plan?
Vision
“If you dont aim for anything, you wont hit anything”
Vision Statement:
A one-sentence statement describing the clear and inspirational
long-term desired change resulting from an organisation’s work.
Disney: To make people happy
McDonalds: Be our customers favourite place and way to eat and drink
Nike: To bring inspiration and innovation to every athlete* in the world.”
San Diego Zoo: To become a world leader at connecting people to wildlife and
conservation.
Whalewatch NZ : “ New Zealand’s ultimate marine experience”
Dunedin: “One of the world’s great small cities”
http://www.lifehack.org/articles/work/20-sample-vision-statement-for-the-new-startup.html

9. Mission Statement (What You Do):
A one-sentence statement describing the reason an organization exists and
used to help guide decisions about priorities, actions, and responsibilities
• TED: Spreading Ideas.
• Smithsonian: The increase and diffusion of knowledge.
• The Humane Society: Celebrating Animals, Confronting Cruelty.
• Lighthouse: Our mission is to provide such an awesome service to our
clients that they are left with an indelible impression of the crew at
Lighthouse along with an everlasting smile of satisfaction.
Whalewatch NZ: OUR VISION, MISSION & VALUES
• OUR VISION!
• "To be the Destination, Experience and Company of Choice"
• OUR MISSION!
• "To Identify, Develop and Promote WOW Based Experiences"
• OUR VALUES!
• "Customer, Company, Community, Conservation, Culture"
https://www.missionstatements.com/

10. Business plan contents
7 key sections
1. Executive Summary
2. General business
information
3. Product description
4. Marketing plan
5. Management structure
6. Financial Information
7. Implementation
schedule
You can also add:
1. Business history
2. Present position
summary
3. Exit strategy
4. Goals
5. Competitive analysis
6. SWOT
7. Compliance
SMART Goals and Objectives:
Specific, Measurable, Achievable, Realistic, Time framed

11. How do I get a business plan?
• Write one myself, with my team
• Get a template, get training, look online, bank
• Employ a helper (business consultant)
• Call EDU for help 474 3409
• Think about the advantages and disadvantages of
each option. Cost, knowledge, time, expertise
• Think about the cost of not having one?
http://www.business.govt.nz/
http://www.dunedin.govt.nz/services/business-support

12. Brainstorm - SWOT
What are my business’s
• Strengths?
• Weaknesses?
• Opportunities?
• Threats?
What am I going to do to:
Build, mitigate, take advantage, manage?