The document outlines a venture plan for 'Friendly Tours,' aimed at providing gluten-free travel experiences for adventurous travelers and their companions. It highlights the need for greater awareness and support for individuals with celiac disease while offering a structured subscription program with varying levels of service. The plan includes an expansion strategy over five years, targeting major cities in North America, Europe, Central and South America, and Asia.

1. Friendly
ToursGlobal Adventures, Without the Gluten
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Tours

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11. “If
I
had
a
magic
wand,
I
would
want
to
be
able
to
CONFIDENTLY
eat
something
nutritious
that
wouldn’t
make
me
sick.”
“If
my
fiancé
were
diagnosed
with
Celiac,
I
would
gladly
pay
someone
to
teach
me
how
not
to
make
him
sick
by
helping
me
shop,
clean
out
the
cupboards,
and
plan
trips.”
“I
reserved
a
gluten-­‐free
lunch
and
they
reassured
me
it
would
be
there.
Then
they
gave
me
a
plate
of
iceberg
lettuce.
The
staff
was
confused.
I
asked
them,
would
YOU
eat
this
and
feel
full
until
dinner?”
“My
dad
accidentally
glutened
me
once
and
then
freaked
out
when
I
got
sick
after.
Now
he’s
overly
cautious!”
“Level
of
[Celiac]
awareness
[is
a
problem].
With
awareness,
you
would
have
options
wherever
you
go.”
“I
don’t
want
to
be
a
bother.”
“When
you
eat
different
from
the
social
group,
you
can
really
feel
apart
from
others.
Food
is
a
way
people
share
energy,
camaraderie.
After
a
while,
going
out
isn’t
fun
anymore.”
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13. Strategically
Valuable
Target
Market:
Adventurous
gluten-­‐free
travelers
and
the
people
who
love
them.
Frame
of
Reference:
Travel
agencies,
restaurant
guides,
and
event
coordinators.
Points
of
Distinction:
Trustworthy,
fun,
personalized
adventures
designed
with
your
health
needs
in
mind.
Reason
to
Believe:
Deep
knowledge
of
gluten-­‐free
diets.
Metaphor:
Your
trusted
local
GF
friend.
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15. Silver
• Access
to
FT
network
partner
listings
• Make
reservations
on
your
own
• $19.99
annual
subscription
fee
Gold
• FT
Planner
designs
custom
itinerary
for
you
featuring
network
partners
• Make
reservations
on
your
own
• $29.99
per
day
Platinum
• Includes
all
services
above,
plus…
• Planner
makes
all
the
reservations
for
you
• Local
Fixer
stocks
vacation
rental
condo
with
food,
is
on
call
for
questions
• $49.99
per
day
All
levels
include:
4
FT
ID
wristbands
and
Dining
Cards
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Trusted
Business
Listings
Local
Expert
Guide
People
(Fixers)
Consistent
quality
experiences
with
partners
who
understand
GF

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20. Year
1
• Launch
pilot
programs
in
Chicago
• Adjust
business
plan
based
on
pilot
feedback
Year
2
• North
American
Launch
• Add
New
Orleans,
New
York
City,
Orlando,
Los
Angeles
Year
3
• European
Launch
• Add
London,
Paris,
Rome
Year
4
• Central
and
South
American
Launch
• Add
Riviera
Maya
(Mexico)
and
Sao
Paolo
(Brazil)
Year
5
• Asian
Launch
• Add
Bangkok,
Hong
Kong
• Add
tour
of
India’s
Golden
Triangle
(Delhi,
Agra,
Jaipur)
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Venture
Plan:
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21. Friendly
Tours
Global Adventures, Without the Gluten
Minarik
Venture
Plan:
Friendly
Tours