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Sasin Luncheon
15 Jan.2015
 Credit:	
  สดายุ	
  
noon	
  
MFLF	
  
Help people 
to help themselves
Srinagarindra The Princess Mother of Thailand
Get	
  started	
  
Why Tourism?
problems	
  
Year 2014 Thailand generated
income from tourism industry
rank as number 12
from all countries in the world
But where did ...
Income Distribution
Current Practice
Source	
  :	
  h7p://www.responsibletravel.com/copy/had-­‐enough-­‐package-­‐of-­‐sha...
Number of Sustainable Travellers
Is growing 10% each year
Info : Community based tourism institute
22
tourists
m.
in Thail...
But	
  
The travelers are lack of channel to connect
with the real sustainable tourism	
  
	
  
Community-based tourism platform 
CBT?
Holistic development
The social enterprise focuses on community-based tourism
and utilise tourism as a community development tool.
Identify their needs
Plan for community development	
  	
  
	
  
Help to prepare for tourism services/media	
  
	
  
To bu...
14mUSD
Future
ActivitiesDay
Tours
Village
Tours
Current
Customized
14mUSD
Future
ActivitiesDay
Tours
Village
Tours
Current
Customized
Crafts
Consul
tancy
How do
we sustain?
How do
we sustain?
Individual
travelers
CBT online
marketplace	
  
How do
we sustain?
Group
Travelers
Tour operator
unit
B2C
Standard online
package	
  
Margin 35%
Individual
travelers
CBT ...
B2C
Standard online
package	
  
Margin 35%
Our Previous Clients
Harvard
University
Group
Travelers
Tour operator
unit
Indi...
B2C
Standard online
package	
  
Margin 35%
Our Previous Clients
Consultancy
for tourism
development
Harvard
University
Gro...
Corporate CSR trip
Social Enterprise trip
North, Central, Esaan, South	
  
36
“Meaningful Travel Experience
For Travelers And Locals Alike”
Our Customers
15 % 
customers
Return
660 
Bookings
4.9
Public rating
average
Local Alike was able to show me a new side of
the country that I had never seen before.
Pennapa Kaweewongprasert
Such a br...
LOCAL	
  PER	
  
Local	
  perspecBve	
  
I love to tell the stories of our tribe to everyone but
we were struggling to find...
After joining the village tourism
group, my life after retirement is
more fun and I can still earn some
money which make m...


in 16 months
Monthly
Revenue
Total Revenue

~210,000
USD
0
12500
25000
37500
50000
Jan Feb Mar Apr May Jun July Aug Sep ...
70% goes back to the communities
>200 Communities
>65,000 Travellers
2018
15 Communities
550 Travellers
2014
20182014
Our Plan
vernment Organizations ,Other social enterprises
s/Platform ,Educational Institute, Potential Partners
Whoisournetwork…
en...
Expand to 
10+ Communities 
in Thailand
(With support from TAT and new gov. tourism policy)
This year goal
Expand to 
7 SE Asia Countries
2 Communities Each
This year goal
This year goal
Develop
Locals-friendly
Back end system
Develop
Ambassador
Program
This year goal
Local Ambassador program aim to create the standard
for the new generation of responsible tour guide and
become resource t...
Tourism business scenario
•  Development
•  Transparency
HIGH SOCIAL
Engagements
High Commercial
Competitiveness
•  Conven...
Travel
agencies
Accommodation and
transportation Pf.
But How can we collaborate?
Tourism business scenario
Activity-based
...
Travel
agencies
Accommodation and
transportation Pf.
Competitors

Partners
But How can we collaborate?
Tourism business sc...
How are we different?
How are we different?
How are we different?
The Fund is Very Powerful
Suanpa
Rising Stars
59
60
Social Impact ?

Within the next 5 years
Income
Generation
Cultural
Preservation
200+
Better
Livelihood
100+Issues tackled
Reduce
Migration

2000+Jobs created
Local Alike is proven business through this competition
Team
www.localalike.com
www.facebook.com/localalike
info@localalike.com
Keep In Touch J
Appendix
Growth 

Forecast
0.00"
10,000,000.00"
20,000,000.00"
30,000,000.00"
40,000,000.00"
50,000,000.00"
60,000,000.00"
70,000,0...
BUSINESS MODEL
VISION
The leading sustainable tourism
platform for travellers and locals
MISSION
1. To build reliable and credible sustai...
Five Forces Analysis
 
Meaningful Travel Experience
For Travelers And Locals Alike
Five Forces Analysis
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
Five Forces Analysis
77	
  
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
CURRE...
Five Forces Analysis
78	
  
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
CURRE...
Five Forces Analysis
79	
  
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
CURRE...
Five Forces Analysis
80	
  
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
CURRE...
Five Forces Analysis
81	
  
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
CURRE...
Five Forces Analysis
82	
  
FORCES! Threat of Entry !
Threat of
Substitutions!
Power of Suppliers ! Power of Buyers!
CURRE...
Strength	
  
•  High business entry barrier	
  
•  Strong partnership with key
organizations	
  
•  Passionate team with v...
PLATFORM
Local	
  Alike	
  community	
  management	
  soLware	
   	
  	
   	
  	
   	
  	
   	
  	
  
Phrase	
   Task	
   Key	
  re...
Working with communities
Communities
13
Hloyo Community
Community level
Rising Stars
In the beginning phrase, the community need encouragement and
feedbacks for develop and desig...
Si	
  Panrai	
  
Rising Stars
Hloyo
Rising Stars
Mae Salong
Rising Stars
Jabusee
Rising Stars
Kadeejeen,Bkk.
Almost famous
CBT Promlok
Almost famous
CBT Yao Noi
Almost famous
Mae Kampong
Role Model
Identify their needs
Plan for community development	
  	
  
	
  
Help to prepare for tourism services/media	
  
	
  
To bu...
We create Community Development Fund together with each community
Community-Based Tourism Fund
*5% of Local Alike
Profit al...
10-12 /14
1-2/1
5
3-4/15
5-6/1
5
7-9/1
5
10-12/15
6 Sales Partner
4 Group Deals
15 Sales Partners
10 Group Deals
>30 Sales...
Competitive Analysis
NO DIRECT COMPETITOR 
Only Other Similar and Substitutes
Company
 Service
charge
Content
 Customer
Feed
backs
Develop	
  
...
Strength	
  
•  High business entry barrier	
  
•  Strong partnership with key
organizations	
  
•  Passionate team with v...
10
5
10
6
10
7
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
Doing Good Simply By Traveling
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Doing Good Simply By Traveling

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15 Jan 2015 Net Impact Luncheon Talk by Somsak Boonkam, Local Alike

Published in: Travel
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Doing Good Simply By Traveling

  1. 1. Sasin Luncheon 15 Jan.2015
  2. 2.  Credit:  สดายุ  
  3. 3. noon  
  4. 4. MFLF  
  5. 5. Help people to help themselves Srinagarindra The Princess Mother of Thailand
  6. 6. Get  started  
  7. 7. Why Tourism?
  8. 8. problems  
  9. 9. Year 2014 Thailand generated income from tourism industry rank as number 12 from all countries in the world But where did the money go? Source: * Tourism Council of Thailand,CBT-i
  10. 10. Income Distribution Current Practice Source  :  h7p://www.responsibletravel.com/copy/had-­‐enough-­‐package-­‐of-­‐shame   unequal opportunity economic
  11. 11. Number of Sustainable Travellers Is growing 10% each year Info : Community based tourism institute 22 tourists m. in Thailand 20% Sustainable Travellers   ~4 million
  12. 12. But   The travelers are lack of channel to connect with the real sustainable tourism    
  13. 13. Community-based tourism platform CBT? Holistic development
  14. 14. The social enterprise focuses on community-based tourism and utilise tourism as a community development tool.
  15. 15. Identify their needs Plan for community development       Help to prepare for tourism services/media     To build local guide network Set carrying capacity Pilot the service Launch & SellFeedback & Development Launch & Sell
  16. 16. 14mUSD Future ActivitiesDay Tours Village Tours Current Customized
  17. 17. 14mUSD Future ActivitiesDay Tours Village Tours Current Customized Crafts Consul tancy
  18. 18. How do we sustain?
  19. 19. How do we sustain? Individual travelers CBT online marketplace  
  20. 20. How do we sustain? Group Travelers Tour operator unit B2C Standard online package   Margin 35% Individual travelers CBT online marketplace   Bigger transaction More Impacts Educate the Market
  21. 21. B2C Standard online package   Margin 35% Our Previous Clients Harvard University Group Travelers Tour operator unit Individual travelers CBT online marketplace   How do we sustain?
  22. 22. B2C Standard online package   Margin 35% Our Previous Clients Consultancy for tourism development Harvard University Group Travelers Tour operator unit Individual travelers CBT online marketplace   How do we sustain?
  23. 23. Corporate CSR trip Social Enterprise trip North, Central, Esaan, South  
  24. 24. 36
  25. 25. “Meaningful Travel Experience For Travelers And Locals Alike”
  26. 26. Our Customers 15 % customers Return 660 Bookings 4.9 Public rating average
  27. 27. Local Alike was able to show me a new side of the country that I had never seen before. Pennapa Kaweewongprasert Such a brilliant initiative of social enterprise Aliisha Anne Somanus
  28. 28. LOCAL  PER   Local  perspecBve   I love to tell the stories of our tribe to everyone but we were struggling to find a way to connect to travelers and we find hope in Local Alike. Auntie Ya, Promlok
  29. 29. After joining the village tourism group, my life after retirement is more fun and I can still earn some money which make me feel proud . Auntie Ya, Promlok
  30. 30. 
 in 16 months Monthly Revenue Total Revenue
 ~210,000 USD 0 12500 25000 37500 50000 Jan Feb Mar Apr May Jun July Aug Sep Oct Nov. Dec. Jan
  31. 31. 70% goes back to the communities
  32. 32. >200 Communities >65,000 Travellers 2018 15 Communities 550 Travellers 2014 20182014 Our Plan
  33. 33. vernment Organizations ,Other social enterprises s/Platform ,Educational Institute, Potential Partners Whoisournetwork… ent Organizations ,Other social enterprises orm ,Educational Institute, Potential Partners Business Social Supported Network
  34. 34. Expand to 10+ Communities in Thailand (With support from TAT and new gov. tourism policy) This year goal
  35. 35. Expand to 7 SE Asia Countries 2 Communities Each This year goal
  36. 36. This year goal Develop Locals-friendly Back end system
  37. 37. Develop Ambassador Program This year goal
  38. 38. Local Ambassador program aim to create the standard for the new generation of responsible tour guide and become resource to support our expansions. The Locals know best! They just need a translator
  39. 39. Tourism business scenario •  Development •  Transparency HIGH SOCIAL Engagements High Commercial Competitiveness •  Convenience •  Reliable •  Value Travel agencies LOW SOCIAL Engagements LOW Commercial Competitiveness Activity-based Platform (individual focus) Accommodation and transportation Pf.
  40. 40. Travel agencies Accommodation and transportation Pf. But How can we collaborate? Tourism business scenario Activity-based Platform (individual focus)
  41. 41. Travel agencies Accommodation and transportation Pf. Competitors Partners But How can we collaborate? Tourism business scenario Activity-based Platform (individual focus)
  42. 42. How are we different?
  43. 43. How are we different?
  44. 44. How are we different?
  45. 45. The Fund is Very Powerful
  46. 46. Suanpa Rising Stars
  47. 47. 59
  48. 48. 60
  49. 49. Social Impact ? Within the next 5 years
  50. 50. Income Generation
  51. 51. Cultural Preservation 200+
  52. 52. Better Livelihood 100+Issues tackled
  53. 53. Reduce Migration 2000+Jobs created
  54. 54. Local Alike is proven business through this competition
  55. 55. Team
  56. 56. www.localalike.com www.facebook.com/localalike info@localalike.com Keep In Touch J
  57. 57. Appendix
  58. 58. Growth Forecast 0.00" 10,000,000.00" 20,000,000.00" 30,000,000.00" 40,000,000.00" 50,000,000.00" 60,000,000.00" 70,000,000.00" 2014" 2015" 2016" 2017" 2018" Revenue in THB! With investment" Without"
  59. 59. BUSINESS MODEL
  60. 60. VISION The leading sustainable tourism platform for travellers and locals MISSION 1. To build reliable and credible sustainable tourism platform for travellers and locals 2. To penetrate corporate customers 3. To expand sales partners in all continents 4. To partner with leading strategic partners 5. To educate the market about true practice of sustainable tourism
  61. 61. Five Forces Analysis
  62. 62.   Meaningful Travel Experience For Travelers And Locals Alike
  63. 63. Five Forces Analysis FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers!
  64. 64. Five Forces Analysis 77   FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers! CURRENT SITUATION! MITIGATION! IMPACT!
  65. 65. Five Forces Analysis 78   FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers! CURRENT SITUATION! • High (Sustainable tourism platform & agencies)! MITIGATION! Build strong relationship with communities" " Build online-offline community and partnership network" " Awards and prize to guarantee the quality. Press & medias" " Build strong partnership with strategic and sales partner.! IMPACT! Leader and well-known agency of sustainable tourism in Thailand.!
  66. 66. Five Forces Analysis 79   FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers! CURRENT SITUATION! • High (Sustainable tourism platform & agencies)! • High" • Traditional tour agency" • Other tourism platform! MITIGATION! Build strong relationship with communities" " Build online-offline community and partnership network" " Awards and prize to guarantee the quality. Press & medias" " Build strong partnership with strategic and sales partner.! Educate market about the differences of our work and social impact" " Design experience that hardly find and copy elsewhere. ,Turns substitute and competitors to partner! " Make it simple enough for customers to understand and book." IMPACT! Leader and well-known agency of sustainable tourism in Thailand.! Travelling behavior r& perspective change" " More sales distribution channels.!
  67. 67. Five Forces Analysis 80   FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers! CURRENT SITUATION! • High (Sustainable tourism platform & agencies)! • High" • Traditional tour agency" • Other tourism platform! • 13 communities" • Changes in supplier cost and conditions /Quality control ! MITIGATION! Build strong relationship with communities" " Build online-offline community and partnership network" " Awards and prize to guarantee the quality. Press & medias" " Build strong partnership with strategic and sales partner.! Educate market about the differences of our work and social impact" " Design experience that hardly find and copy elsewhere. ,Turns substitute and competitors to partner! " Make it simple enough for customers to understand and book." Draft and sign the contract of mutual agreement on price and working process yearly" " Build standardization system for the communities and partner with related organization." " Set up CBT fund togetherto support the communities and build up long term relationship.! IMPACT! Leader and well-known agency of sustainable tourism in Thailand.! Travelling behavior r& perspective change" " More sales distribution channels.! FOMO effect" " Evidence written agreements and standards to refer to.!
  68. 68. Five Forces Analysis 81   FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers! CURRENT SITUATION! • High (Sustainable tourism platform & agencies)! • High" • Traditional tour agency" • Other tourism platform! • 13 communities" • Changes in supplier cost and conditions /Quality control ! • Availability of substitutes" • Trust! " MITIGATION! Build strong relationship with communities" " Build online-offline community and partnership network" " Awards and prize to guarantee the quality. Press & medias" " Build strong partnership with strategic and sales partner.! Educate market about the differences of our work and social impact" " Design experience that hardly find and copy elsewhere. ,Turns substitute and competitors to partner! " Make it simple enough for customers to understand and book." Draft and sign the contract of mutual agreement on price and working process yearly" " Build standardization system for the communities and partner with related organization." " Set up CBT fund togetherto support the communities and build up long term relationship.! Communicate the unique aspects of Local Alike
 " Target new market(Corporate sales,Government consulting)" " Maintain premium and unique experience. Develop new products." " Be transparency about the contribution to the communities ! IMPACT! Leader and well-known agency of sustainable tourism in Thailand.! Travelling behavior r& perspective change" " More sales distribution channels.! FOMO effect" " Evidence written agreements and standards to refer to.! Well known for introducing new concept of corporate impact outing
 
 Increase in sales and fans with return customers.!
  69. 69. Five Forces Analysis 82   FORCES! Threat of Entry ! Threat of Substitutions! Power of Suppliers ! Power of Buyers! CURRENT SITUATION! • High (Sustainable tourism platform & agencies)! • High" • Traditional tour agency" • Other tourism platform! • 13 communities" • Changes in supplier cost and conditions /Quality control ! • Availability of substitutes" • Trust! " MITIGATION! Build strong relationship with communities" " Build online-offline community and partnership network" " Awards and prize to guarantee the quality. Press & medias" " Build strong partnership with strategic and sales partner.! Educate market about the differences of our work and social impact" " Design experience that hardly find and copy elsewhere. ,Turns substitute and competitors to partner! " Make it simple enough for customers to understand and book." " Draft and sign the contract of mutual agreement on price and working process yearly" " Build standardization system for the communities and partner with related organization." " Set up CBT fund togetherto support the communities and build up long term relationship.! Communicate the unique aspects of Local Alike
 " Target new market(Corporate sales,Government consulting)" " Maintain premium and unique experience. Develop new products." " Be transparency about the contribution to the communities ! IMPACT! Leader and well-known agency of sustainable tourism in Thailand.! Travelling behavior r& perspective change" " More sales distribution channels.! FOMO effect" " Evidence written agreements and standards to refer to.! Well known for introducing new concept of corporate impact outing
 
 Increase in sales and fans with return customers.! Compe22ve  Rivalry   Innova2veness  -­‐  Simple,  a=rac2ve  and  resourceful  online  plaAorm  for  both  travellers  and  locals  alike     Uniqueness  -­‐  The  unique  of  experience  that  truly  authen2c  and  give  back  to  the  communi2es   Social  Impacts  -­‐  We  have  solid  impact  measurement  research  to  reassure  our  customers  and    partners.  
  70. 70. Strength   •  High business entry barrier   •  Strong partnership with key organizations   •  Passionate team with various backgrounds that required for the business Weakness                                                                                                                 •  The lack of funding Opportunity   •  New government policy   •  The increase of global trend for sustainability   •  AEC will come into effect in the end of 2015 Threat   •  The instability of politics , economic and natural disasters SWOT Analysis
  71. 71. PLATFORM
  72. 72. Local  Alike  community  management  soLware                   Phrase   Task   Key  resorce   Cost  per  unit    Unit   Total  cost   Outcome   I.Development   Front-­‐end  and  Back  end  design   Team   Project  manager   UI  designer   Graphic  Designer   Developer   System  Analysis   Tester   Database     300,000/month/team   1  Team/2months   600,000   Ready  and  easy  to  use   Front  end  and  Back  end     II.Opera2on&support   Create  and  distribute  soVware  manual   Team   Print  Material   2  Weeks  of  design   300/per  copy   4500/week   10  Copy   12,000   Ready  to  use  soVware   manual   On-­‐site  installaBon&training  support   TransportaBon&  Daily   Allowance   6000/Time   1  Bme   1-­‐2  Manday  per  1  Bme   depends  on   the  communiBes     schedule   6,000   Local  CommuniBes   got  training  support  and   ready  to  manage  the   community  with  the  new   soVware   Training&  InstallaBon   2000/Bme   1  Bme   2,000   Cloud  server  Rental   Amazon  cloud  server   5,000/month   12  month   60,000   1  year  Guarantee  server   Daily  maintenance  and  operaBon   Team   7,500/Month   12  month   90,000   Bug  fix  and  hot  line  service   for  local  communBies   III.On-­‐site  maintenance   On-­‐Site  service  maintenance   Team  support   Extra  charge     case  by  case   (TransporaBon,   Daily  wage  of  developer   etc.)   AnyBme   Special  support  &     issues  solve   Total  Price   770,000       Local Alike community management software
  73. 73. Working with communities
  74. 74. Communities 13 Hloyo Community
  75. 75. Community level Rising Stars In the beginning phrase, the community need encouragement and feedbacks for develop and design their own service. Almost Famous The community already set up and ready for tourism but are lack of channel to communicate themselves Role Model The community has been operated community-based tourism for more than 5 years and still be able to keep their authenticity and utilise tourism as their development tool.
  76. 76. Si  Panrai   Rising Stars
  77. 77. Hloyo Rising Stars
  78. 78. Mae Salong Rising Stars
  79. 79. Jabusee Rising Stars
  80. 80. Kadeejeen,Bkk. Almost famous
  81. 81. CBT Promlok Almost famous
  82. 82. CBT Yao Noi Almost famous
  83. 83. Mae Kampong Role Model
  84. 84. Identify their needs Plan for community development       Help to prepare for tourism services/media     To build local guide network Set carrying capacity Pilot the service Launch & SellFeedback & Development Launch & Sell Ambassadors Our regional representatives who help us build local host network as well as coordinate with them. Ambassador can also be tour guide or host at the same time. Hosts Community leaders who work closely with Localalikers and Ambassadors to create tourism package as well as the community development plan. Localalikers Localalike core team woking to build the community-based tourism ecosystem in Thailand. Working with communities
  85. 85. We create Community Development Fund together with each community Community-Based Tourism Fund *5% of Local Alike Profit also goes to Local communities* Plus *5-10 % of profit from community side TO SOLVE ENVIRONMENTAL, SOCIAL, AND CULTURAL ISSUES EXIST IN EACH COMMUNITIES (BENEFIT GOES TO THE WHOLE COMMUNITY) +  
  86. 86. 10-12 /14 1-2/1 5 3-4/15 5-6/1 5 7-9/1 5 10-12/15 6 Sales Partner 4 Group Deals 15 Sales Partners 10 Group Deals >30 Sales Partners > 20 Group Deals + 10 CBTs + 10 Day trips   +15 CBTs + 10 Day trips + 10 Activities   +50 CBTs + 10 Day trips >> 30 Activities   USE OF FUND
  87. 87. Competitive Analysis
  88. 88. NO DIRECT COMPETITOR Only Other Similar and Substitutes Company Service charge Content Customer Feed backs Develop   ment Booking Platform Full   Package offer 30%-35% Video, photos, Stories ☺ 2ways ☺ ☺ ☺ Travel Agencies 42-57% Photos Offline Feedback x X ☺ Homestay Booking 40% Photos x x ☺ x Thaihomestay 35-50% Photos +Data x x x x Agoda,Airbnb 35-60% Photos ☺ x ☺ x
  89. 89. Strength   •  High business entry barrier   •  Strong partnership with key organizations   •  Passionate team with various backgrounds that required for the business Weakness                                                                                                                 •  The lack of funding Opportunity   •  New government policy   •  The increase of global trend for sustainability   •  AEC will come into effect in the end of 2015 Threat   •  The instability of politics , economic and natural disasters SWOT Analysis
  90. 90. 10 5
  91. 91. 10 6
  92. 92. 10 7

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