MTM IXth - Business Plan: An innovative experiential community-based tourism product in Northern Uganda

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BUSINESS PLAN OF AN INNOVATIVE

EXPERIENTIAL COMMUNITY-BASED

TOURISM PRODUCT IN

NORTHERN UGANDA

THE TEAM: Ilaria Battistella, Myriam Granozio, Martina Marcucci, Ritwik Patil, Giuseppe Pistone, Alessia Simula, Stefania Tedesco.

FACULTY SUPERVISOR: Andrea Rossi 31st July 2013

IN COLLABORATION WITH: Dario Ferroni, Francesca Oliva, Cristina Toscano, Enrico Marletto, Massimiliano Franceschini.


1) Goal 2) Objective 3) Methodology 4) Sustainable and

community based tourism analysis

5) Market analysis 6) Supply analysis 7) Competitor analysis 8) Local communities 9) Skills, needs and training

10) Stakeholders description

11) Experiential concept 12)Tour package 13) Marketing strategy plan 14) Sustainability plan 15) Operational plan 16) Economic and financial plan 17) Conclusions

CONTENTS


1) GOAL

The Business Plan will focus on the development of an innovative tourism product for Northern Uganda, based on the community-based experiential concept developed in the laboratory of Tourist Experience Design (TED), and all the marketing, training and sustainable activities to implement the whole product


2) OBJECTIVE

In the Business Plan we will define:

A tourism product based on the experiential concept developed in the TED laboratory

The marketing strategy of the product (distribution, supply chain, price, traditional and web communication)

The operational plan for implementation and training The sustainability plan The economic and financial plan


(METHODOLOGY) (cioe desk analisi, ricerche primarie cioe’ interviste a dario,francesca oliva, cristina e trekkingitalia)Ricerche secondarie tipo web site e roba varia)

• 2A analisi della destinazione – Dove si trova (guarda progetto dario)

– Sit. Politica

– Attrazioni del NU (anim: posti: attivita)

– Iva 20%

– Vincoli, problemi..

• 2B domanda attuale e potenziale – Arrivi average of stay expenditure motivation

• 2C analisi della concorrenza – 2c1 Definizione del set dei competitors

• TO Che offrono community base in UGANDA

• Chi offre community base in africa

• Chi offre community base nel mondo

– Caratteristiche dei pacchetti turistici in NU

– Caratteristiche dei pacchetti turistici nel mondo (community based)

3) METHODOLOGY

METHODOLOGY OF THE RESEARCH

INTERVIEW TO:

Dario Ferroni (Viaggi Solidali) Francesca Oliva (AVSI) Cristina Toscano (Fondazione Cariplo) Enrico Marletto (Viaggi solidali) Massimiliano Franceschini ( Trekking Italia ) We also had the opportunity to interview via mail the two

communities of Wawoto and Mt. Elgon

PRIMARY RESEARCH


3) METHODOLOGY

Blogs and websites analysis

Literature analysis

Statistics analysis

SECONDARY RESEARCH

METHODOLOGY OF THE RESEARCH


ONE OF THE MOST COMPLETE SUSTAINABLE TOURISM DEFINITION IS

THE ONE OF WTO (2005) SUSTAINABLE TOURISM:

makes optimal use of environmental resources

respects the socio-cultural authenticity of host communities, conserves their built and living cultural heritage and traditional values

ensures long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed

maintains a high level of tourist satisfaction and ensures a meaningful experience for the tourists, raising their awareness about sustainability issues

4) SUSTAINABLE AND COMMUNITY

BASED TOURISM ANALYSIS


The major concept that comes out from the previous definition, is that SUSTAINABLE TOURISM runs around three pillars.

CONCEPT OF THE THREE PILLARS OF SUSTAINABILITY

Source: WTO (2005)




One of the most comprehensive COMMUNITY BASED TOURISM definition is the one of APEC:

• CBT Is generally small scale and involves interactions between visitors and

host communities • It is a form of local tourism, favoring local services providers and suppliers

and focused on interpreting and communicating the local culture and environment.

• It has been pursued and supported by communities and non-governamental

organizations

Effective Community Based Tourism. A BEST Practice Manual June 2010, APEC Tourism Working Group




Community Based Tourism can provide important BENEFITS:

1. support local economic development through diversification of employment 2. respect and encourage equitable participation of local community 3. being ecologically sustainable 4. conserve and promote living cultural heritage and welfare 5. educate visitors about culture and nature 6. demonstrate good management practices 7. ensure a quality and safe experience for all of individuals involved

Effective Community Based Tourism. A BEST Practice Manual June 2010, APEC Tourism Working Group




The trend of tourists who visit Uganda is considerably growing.

It might be profitable to invest in it.

5) MARKET ANALYSIS

ECONOMIC IMPACT OF TOURISM IN UGANDA US $ 778 MILLION

Source: ITC_ Opportunity_ study_ Uganda – October 2011

Own Elaboration- Source UBOS


5) MARKET ANALYSIS

Source:“Tourism Investment Opportunities in Northern Uganda”. www.visituganda.com

We can find these interests in the SEGMENT we will target :

ECO TOURIST


5) MARKET ANALYSIS

ECO TOURIST MARKET PROFILE

AGE: 35 - 54 years old

GENDER: 50% female and 50% male

EDUCATION: 82% were college graduates. Those with a higher level of education are also more interested in eco tourism.

TRIP DURATION: 50% preferred trips lasting 8-14 days.

EXPENDITURE: The 26% stating they were prepared to spend $1,001- $1,500 per trip.

IMPORTANT ELEMENTS OF THE TRIP:

Wilderness setting, wildlife viewing, hiking/trekking.

MOTIVATIONS FOR TAKING NEXT TRIP:

Enjoying scenery/nature, new experiences/places.

POTENTIAL MARKET: Growing at 10%-12% per annum in the international market

Ecotourism Statistical Fact Sheet. The International Ecotourism Society, 2000


6) SUPPLY ANALYSIS

KIDEPO NATIONAL PARK MURCHISON FALLS

NATIONAL PARK LOCAL COMMUNITIES (eg. Wawoto, Mt. Elgon) WILDLIFE (lions, crocodiles, buffalo…) BREATHLESS SCENARY CULTURAL SITES (ruins, temples, tombs…)

THE MAIN ATTRACTIONS OF NORTHERN UGANDA

According to the Desk Analysis, the most important attractions in Northern Uganda are:


The Murchison Falls and Kidepo Valley are two of the most attractive parks in Northern Uganda.

The Kidepo is the less

touristic park. This represents a competitive

advantage for our package.

6) SUPPLY ANALYSIS


7)COMPETITOR ANALYSIS

We analyzed more than 30 websites and we found out that: • Many tour operators offer “Africa” as a product but not many are specialized

in the offer of community based tourism in Uganda

TO BE DIFFERENT WE HAVE TO

LEVERAGE ON LOCAL COMMUNITIES AS WE CONSIDER IT AN INNOVATIVE MARKET


8)LOCAL COMMUNITIES

In order to develop our Community based product we decided to focus our attention on two communities :

We think that the Wawoto community could be the right incentive to sensitize the tourist on delicate matters while the Mt Elgon community could help the tourist to develop personal skills in different ways.


8)LOCAL COMMUNITIES

WAWOTO COMMUNITY

THE WAWOTO COMMUNITY BELONGS TO THE DISTRICT OF GULU. NUMBER OF MEMBERS: 130 women comprising of members and employed staff. AGE AVERAGE: 25-45 years old MAIN PROBLEMS: Health disease, HIV, malaria, malnutrition, skin and eye infections are on the increase, lack of safe water, latrines, and good food


Main Activities:

8)LOCAL COMMUNITIES

WAWOTO COMMUNITY

EMBROIDERY TAILORING WEAVING TIE AND DYE

CASSAVA SOY BEANS FINGER MILLET SORGHUM

Local food:


8)LOCAL COMMUNITIES

MT. ELGON COMMUNITY

MISSION To improve the quality of life of rural people affected by poverty, natural disasters, conflicts and diseases, to support them through capacity building, income generation, self-help groups and benefit people and environment

WHICH TYPE OF PROBLEM THEY HAVE : Sick people with a few well-equipped hospitals. Major diseases: Malaria, water born diseases, AIDS EDUCATION LEVEL : Over 20% of the children do not go to school


8)LOCAL COMMUNITIES

MT. ELGON COMMUNITY

LIVESTOCK REARING

HUNTING HONEY GATHERERS

LATER PASTORALISTS

LOCAL ACTIVITIES


PROGRAMS developed inside the Mt Elgon community 1. Producing Solar Panels to provide energy for rural Population in

Uganda 2. Empowering rural women with Income Generating Projects 3. Supporting Orphans and Vulnerable Children and Youth through

clubs 4. Provision of Shelter for Poor families 5. Provide energy for the rural population in Uganda 6. Construction of Bumbo Community Library

CONTACT www.mt-elgonproject.org

P.O BOX 425, Mbale Uganda. Tel: +256782401711

[email protected]

MT. ELGON COMMUNITY

8)LOCAL COMMUNITIES


THE WAWOTO COMMUNITY IS SKILLED AT:

Embroidering

Tailoring

Weaving

Tying and dying clothes and school uniforms

Production of jewels made of beads and greeting cards made with banana leaves

WAWOTO SKILLS

9)SKILLS, NEEDS AND

TRAININGS


THE MOST IMPORTANT NEEDS THAT WE IDENTIFIED ARE:

Fighting against AIDS/HIV Improving hygienic conditions

To understand the importance of an adequate diet

To be economically self-sufficient

WAWOTO NEEDS

9)SKILLS, NEEDS AND

TRAININGS


TRAININGS COMMUNITY BENEFITS TOURIST BENEFITS

IMPROVING HYGIENIC CONDITIONS

• Reduction of diseases

• Better overall experience

WOMEN SUCCESSFUL BUSINESSES

• Local empowerement • New source of Income • Equality

• Authentic hand craft souvenirs and wider choice of products

ENGLISH COURSE • Better communication

• Better communication

TRAINING WOMEN ON HOW TO TEACH TOURISTS

• Self development

• Better knowledge exchanging

TRAINING ON SOCIAL MEDIA • Acquiring innovative

knowledge

• Easier access to the community information

WAWOTO TRAININGS

9)SKILLS, NEEDS AND

TRAININGS


PEOPLE LIVING IN THIS COMMUNITY ARE SKILLED AT:

FARMING of both subsistence and cash crops to sustain their livelihood. The main crops grown are maize, beans and coffee.

HONEY GATHERING ENTERTAINMENT, young people have developed songs, plays,

poems and games that teach and counsel them to live positive lives

MT. ELGON SKILLS

9)SKILLS, NEEDS AND

TRAININGS


THE MOST IMPORTANT NEEDS THAT WE IDENTIFIED ARE: Improving overall hygienic conditions

Youth education Employment

Women and men empowerment

MT. ELGON NEEDS

9)SKILLS, NEEDS AND

TRAININGS


TRAININGS COMMUNITY BENEFITS TOURIST BENEFITS

IMPROVING HYGIENIC CONDITIONS

• Reduction of diseases

• Better overall experience

PRIMARY SCHOOL • Education • Knowledge acquisition of

how to write and read

• Cultural exchange

CULTIVATING FIELD FOR MEN • Local empowerement • New source of Income • Equality

• Experiencing authentic local activities

• Eating fresh vegetables

WOMEN EMPOWERMENT • New source of income • Self reliance

• Interesting cultural exchange

ENGLISH COURSE • Better communication and

mutual understanding • Better communication and

mutual understanding

TRAINING ON SOCIAL MEDIA • Acquiring innovative

knowledge

• Easier access to the community information

MT. ELGON TRAININGS

9)SKILLS, NEEDS AND

TRAININGS


• Online social media course for a tour operator employee in order to keep the website updated (150 dollars)

• The social media coordinator will also maintain the social platforms, especially Facebook page, Twitter, the blog (happiness blog), and will also have the task to create relationships with other on line communities

SOCIAL MEDIA MANAGEMENT COURSE FOR T.O.

9)SKILLS, NEEDS AND

TRAININGS


A training for tourist is needed in order to get to a better mutual understanding between tourists and the communities

It will be a meeting before leaving in a city that has to be established

TOURISTS BRIEFFING

9)SKILLS, NEEDS AND

TRAININGS

Tourists should approach to them with RESPECT

They should leave imperialistic clichés at home and feel free to enjoy the stories, legends and values of the local communities

During the travel these values will be repeated by the guide


IN ORDER TO DEVELOP THE TOURIST PACKAGE THE COLLABORATION OF LOCAL COMMUNITIES AND

OTHER ACTORS IS NEEDED:

MATOKE TOURS – Tour operator and ground partner. TREKKING ITALIA & VIAGGI SOLIDALI – Distribution channels in Italy. The pilot project (first year) will be distributed in Italy. AVSI – Leader of the development program (community awareness and training). FONDAZIONE CARIPLO & USAID – Philanthropic partners.

10)STAKEHOLDERS DESCRIPTION


THE HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA IS BASED ON 2 MAIN ASPECTS:

11) EXPERIENTIAL CONCEPT

“HAPPINESS IS A POSITIVE STATE OF MIND THAT INCLUDES EXCITEMENT, EUDAMONIA, OPTIMISM AND PEACE OF MIND

CAUSED BY EXTERNAL FACTORS THAT CAN CHANGE YOUR APPROACH TO LIFE AND MAY LEAD TO ELATION ”

HAPPINESS

“RELATIONSHIP AND INTERACTION OF PEOPLE WITH SPECIFIC NEED BELIEVES AND DIALECTS WHO SHARE COMMON VALUES AND COOPERATE TO REACH THEIR HAPPINESS”

COMMUNITY


11) EXPERIENTIAL CONCEPT

THE HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA:

Northern Ugandan population attitude offers a deep sense of happiness

We hope it will make the travellers become conscious of their own identity through many different experiences

We would like the travellers to remind the essential values of life (such as family, friendship, sense of community)

a great opportunity to escape from the stress of ordinary life and recharge the batteries

It should be based on INTERACTION, RESPECT and KNOWLEDGE


12) TOUR PACKAGE

«HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA»

15 DAYS TOUR

VISIT TO NATIONAL PARKS

LOCAL COMMUNITIES

The final program and its activities must be decided together with the communities


1 Arrive at Entebbe AIRPORT at

13.00

2 Crazy Boda Boda in Kampala

3 Meet the Wawoto community

in Gulu

4 Day spent with the community



7 Heading to Kidepo valley

8 Kidepo Park

9

Return to the community

from the Kidepo park

After a short visit in Kampala the tourists will go to Gulu to meet the Wawoto community where they will spend 4 days experiencing the local culture and the traditional activities, such as embroidery, weaving, hair braiding, making traditional jewels, storytelling, local cuisine

They will then visit the Kidepo Park where they will experience a camp fire. They will spend the first night in a tent, while the second one will be spent in a hotel

12) TOUR PACKAGE


10 Journey to the Murchison Falls

11 Heading to Mt. Elgon


13

Day spent with the community

and visit the National Park

14

Touring the park, visit national

park

15 Return to Entebbe airport

On the 10th day the tourists will leave the Wawoto community in order to go meet the Mt Elgon community. They will spend with them a couple of days where they will be involved in the construction of solar panels, cultivating the fields and storytelling. They will have the chance to visit the Mt Elgon National Park where we will do bird watching, wild tours, see crocodiles and chimpanzees in their natural habitat

On the last day a little local market will be organized to give the tourists the opportunity to buy souvenirs

12) TOUR PACKAGE


13)MARKETING STRATEGY PLAN

TO POSITION OUR PRODUCT PROPERLY, IN ORDER TO EFFECTIVELY SELL IT, WE NEED TO IDENTIFY A SUITABLE MARKETING STRATEGY PLAN. CONSEQUENTLY WE HAVE TO:

Decide a correct pricing strategy Understand how to distribute our product Develop a plan of action regarding the promotion and the

communication on the web


It is a skim strategy since the product is not mass-market

The markup goes from 22% to 25%

In order to define a suitable pricing strategy we also took into

consideration our competitors’ prices: (from US $ 1590 for 10 days to US $ 2960 for 14 days)


PRICING STRATEGY


Our product can be considered a NICHE product, for this reason our

distribution strategy cannot focus on traditional distribution

channels. On account of this, we chose two different way to spread our

product:

1. Direct sell: Matoke Tour will sell the package directly on its website

2. Indirect sell: Viaggi Solidali and Trekking Italia will sell our product in Italy. If we sell our product through these channels we will have to give them 40% of our revenues


DISTRIBUTION STRATEGY


Owned Media: Directly controlled by the T.O. Package website, blog,

facebook page, twitter account and a youtube channel

Earned Media: Controlled by the online communities. Objective: become a leader of thought Blogs, forums, facebook pages and

youtube channels dealing with sustainability and self development.

COMMUNICATION CHANNELS



RELATIONSHIP WITH ONLINE COMMUNITIES

In order to promote our package we can use different channels.

The web is the best solution because it is cheap and reaches a wide market: an example of a good channel is online communities.

The following are examples of communities that reflect the general needs and interests of our tourist profile:

Kaya Responsible travel: Kaya’s mission is to promote sustainable, social, environmental and economic development, empower communities and cultivate educated, compassionate global citizens through responsible travel Ecofriendlytourist: They offer information and opinions to help concerned tourists plan holidays that are greener so they can do their bit.


http://en.wikipedia.org/wiki/List_of_social_networking_websites http://www.ecofriendlytourist.com/index.php/about

www.kayavolunteer.com



A BLOG TO INTERACT WITH THE WEB: Our plan is creating a specialized blog on the two chosen communities, Wawoto and Mt. Elgon, in order to keep the followers updated with the latest news. The blogger will be a member of Matoke who will have followed a social media manager course. Objectives: •creating contacts with important influencers of other blogs •creating important relationships and acknowledge tourists of the existing package and communities.


14) SUSTAINABILITY PLAN

Promoting donation programs Buying local products A part of Matoke’s profit will

be given to the community

Maintaining unexploited area Compensate the tourist impact Minimizing the use of paper

Involve the community in the creation of the package

Empowering local communities Enhancing human capital

development Promote equity

The sustainability plan must take into consideration the three main aspects of sustainability:


Profit sharing mechanism Ex. 25 for

accomodation: 5 goes to the community See COBATI

DONATE

TOUR OPERATOR

SOUVENIRS

W

E

B

ON SITE

ACCOMODATION

MEALS


PROFIT SHARING MECHANISM

THE PROFIT SHARING MECHANISM TAKES INTO CONSIDERATION ALL THE STAKEHOLDERS INVOLVED:




Knowing the number of arrivals and the general expenditure for the year we calculated the average individual expense for souvenirs . Assuming that 50% of this is destined to the community we can suppose that they have an approximate income of $ 37,58 per tourist.

EXAMPLE OF REVENUE FOR A COMMUNITY


HERE WE SEE HOW MUCH THE WAWOTO COMMUN ITY GAINS PER YEAR IF THE TOURISTS:

Sleeps, Eats, Buys souvenirs, Participates in the courses, Makes a donation.

YEAR

NUMBER

OF

TOURIST

SOUVENIRS ACCOMODATION

(5 night )MEALS DONATION

TOUR

OPERATOR

DONATION

TOTAL PROFIT

1 7 263,06$ 1.050,00$ 70,00$ 140,00$ 175,00$ 2.223,06$

2 21 789,18$ 3.150,00$ 210,00$ 420,00$ 525,00$ 6.669,18$

3 35 1.315,30$ 5.250,00$ 350,00$ 700,00$ 875,00$ 11.115,30$

4 49 1.841,42$ 7.350,00$ 490,00$ 980,00$ 1.225,00$ 15.561,42$

5 63 2.367,54$ 9.450,00$ 630,00$ 1.260,00$ 1.575,00$ 20.007,54$

1.575,00$

2.625,00$

3.675,00$

4.725,00$

FORECASTED PROFITS $ FROM THE DIFFERENT SECTOR FOR THE WAWOTO COMMUNITY COURSES

( for all the

days of stay)

525,00$




HERE WE SEE HOW MUCH THE MT ELGON COMMUNITY GAINS PER YEAR IF THE TOURISTS:

Sleeps, Eats, Buys souvenirs, Participates in the courses, Makes a donation.

YEAR

NUMBER

OF

TOURIST

SOUVENIRS ACCOMODATION MEALS DONATION

TOUR

OPERATOR

DONATION

TOTAL PROFIT

1 7 263,06$ -$ 70,00$ 140,00$ 175,00$ 1.068,06$

2 21 789,18$ -$ 210,00$ 420,00$ 525,00$ 3.204,18$

3 35 1.315,30$ -$ 350,00$ 700,00$ 875,00$ 5.340,30$

4 49 1.841,42$ -$ 490,00$ 980,00$ 1.225,00$ 7.476,42$

5 63 2.367,54$ -$ 630,00$ 1.260,00$ 1.575,00$ 9.612,54$ 3.780,00$

COURSES

( for all the

days of stay)

420,00$

1.260,00$

2.100,00$

2.940,00$

FORECASTED PROFITS $ FROM THE DIFFERENT SECTOR FOR THE MT ELGON COMMUNITY




15) OPERATIONAL PLAN

THIS IS THE ACTION PLAN OF THE START UP OF THE PROJECT:

ACTIVITIES 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1

CONTACT THE LOCAL COMMUNITY

AGREEMENTS WITH TOUR OPERATOR

CONTACT THE DONOR

MARKETING ACTION

SETUP WEBSITE AND SOCIAL MEDIA PLATFORM

TRAINING ON SOCIAL MEDIA FOR THE COMMUNITY

TRAINING ON SOCIAL MEDIA FOR THE TOUR OPERATOR

SOCIAL MEDIA ACTION

TRAINING FOR CULTIVATION OF FIELD FOR YOUNG MAN

PRIMARY SCHOOL FOR CHILDREN

ENGLISH COURSES ( for the cultural mediator wawoto )

ENGLISH COURSES ( for the cultural mediator mt. elgon )

TRAINING WOMEN ON HOW TO RUN SUCCESFUL BUSINESSES

TRAINING FOR IMPROVING HYGIENIC CONDITIONS

TRAINING WOMEN ON HOW TO TEACH TO THE TOURISTS

TRAINING ON INCOME GENERATING PROGRAM

TRAINING FOR THE TOURISTTOURIST FEEDBACK

FEEDBACK IMPROVEMENT

7 6 5 1

NUMBER OF MONTHS NEEDED BEFORE THE TRIPTRIP AFTER

4 3 2


DAY OF THE TRIP 15

KM 1817 la macchina fa 5 km a litro

CAR RENTAL PER DAY 170,00$ www.clicktripz.com

FUEL (1,40 $ PER L * KM) 508,76$ WWW.numbeo.com

GUIDE COST PER DAY 150,00$

16) ECONOMIC & FINANCIAL

PLAN

In this table we show the package cost of our Community Based Tourist package

INDIVUDUAL EXPENSES (NO MATTER THE NUMBER OF PARTECIPANTS) $ACCOMODATION 476,00$

FEES FOR ACTIVITIES 230,00$

VISA (FOR 3 MONTH) 50,00$

INSURANCE 50,00$

FEES FOR ACTIVITIES INSIDE THE COMMU NITY 120,00$

MEALS 150,00$

TOTAL 1.076,00$

COLLECTIVE EXPENSE TO BE SHARED AMONG PARTECIPANTS 7COSTO COLLETTIVO COSTO INDIVIDUALE

FUEL 508,76$ 72,68$

CAR RENTAL 2.550,00$ 364,29$

GUIDE SALARY 2.250,00$ 321,43$

GUIDE ACCOMODATION, MEALS AND FEES FOR ACTIVITIES 1.076,00$ 153,71$

COST FOR THE BRIEFING BEFORE LEAVING 100,00$ 14,29$

TOTAL 926,39$

N. OF PEOPLE -->

TOTAL COST OF THE TOUR PACKAGE 2.002,39$

MARK UP 25% 500,60$

TOTAL PRICE FOR THE TOURIST 2.502,99$

DAY OF THE TRIP 15

KM 1817 la macchina fa 5 km a litro

CAR RENTAL PER DAY 170,00$ www.clicktripz.com

FUEL (1,40 $ PER L * KM) 508,76$ WWW.numbeo.com

GUIDE COST PER DAY 150,00$ $ 2502,99



PLAN

In this table we show the forecasted Tour Operator revenue and the amount given to each community per year.

YearNumber of

trips per year

Total

number of

tourist

Trip sold

directly

by

Matoke

Trip sold

through

other

channels

Cost of the

trip for the

T.O.

Turnover for the

T.O.

Money for each

community per

year (25 $ P.P. )

% To

distribution

channels

Net profit for

Tour Operator

1 1 7 0 1 14.016,73$ 17.520,93$ 175,00$ 1.261,68$ 1.892,52$

2 3 21 1 2 42.050,19$ 52.562,79$ 525,00$ 2.803,36$ 6.659,24$

3 5 35 2 3 70.083,65$ 87.604,65$ 875,00$ 4.205,04$ 11.565,96$

4 7 49 3 4 98.117,11$ 122.646,51$ 1.225,00$ 5.606,72$ 16.472,68$

5 9 63 4 5 126.150,57$ 157.688,37$ 1.575,00$ 7.008,40$ 21.379,40$

cost of the trip 2.002,39$ 2.502,99$ price of the trip

*Turnover for the T.O. --> we intend the amount of money invoiced by the Tour Operator

*Money for each community per year --> we intend the amount of money that each community receive from the sale of the tourist packages


MARKETING COSTS 1 2 3 4 5

WEBSITES CREATION 450,00$

SOCIAL MEDIA COURSE 150,00$ 50,00$ 50,00$ 50,00$ 50,00$

MARKETING SOCIAL MEDIA MANGAER ( PART TIME) 550,00$ 550,00$ 550,00$ 550,00$ 550,00$

DOMAIN 50,00$ 50,00$ 50,00$ 50,00$ 50,00$

ADD WORDS ON GOOGLE 200,00$ 200,00$ 200,00$ 200,00$ 200,00$

VIDEO AND MULTIMEDIAL FILE PRODUCTION 400,00$

TOTAL 1.800,00$ 850,00$ 850,00$ 850,00$ 850,00$

YEAR

IN THIS TABLE ARE SHOWN THE MARKETING COSTS THAT THE TOUR OPERATOR HAS TO SUPPORT DURING THE NEXT FIVE YEARS


PLAN


IN THIS TABLE ARE SHOWN THE TRAINING COSTS THAT OUR PHILANTROPIC PARTNER HAS TO SUPPORT

EXPENSE FOR LENGTH DAYSEFFECTIVE

HOURESTOTAL PRICE

MAX N. OF

PEOPLEMADE BY

TRAINING FOR IMPROVING HYGIENIC CONDITIONS (wawoto) 5 weeks 10 20 1.000,00$ 20 local doctor

TRAINING FOR IMPROVING HYGIENIC CONDITIONS (mt elgon) 5 weeks 10 20 1.000,00$ 20 local doctor

TRAINING WOMEN ON HOW TO RUN SUCCESFUL BUSINESSES (wawoto) 2 weeks 10 10 500,00$ 15 volunteer

ENGLISH COURSES FOR THE CULTURAL MEDIATOR (wawoto ) 10 weeks 30 60 3.000,00$ 1 volunteer

ENGLISH COURSES FOR THE CULTURAL MEDIATOR ( mt. ellgon ) 10 weeks 30 60 3.000,00$ 1 volunteer

TRAINING WOMEN ON HOW TO TEACH TO THE TOURISTS ( wawoto) 10 days 10 10 500,00$ 12 guru of the community

PRIMARY SCHOOL FOR CHILDREN 10 weeks 50 150 7.500,00$ 15 local teacher

PRIMARY SCHOOL FOR CHILDREN 10 weeks 50 150 7.500,00$ 15 local teacher

TECHINIQUE FOR CULTIVATION OF FIELD FOR YOUNG MAN ( mt elgon) 4 weeks 20 40 2.000,00$ 10 local expert farmer

EMPOWERING RURAL WOMEN ( mt elgon ) 1 day 1 3 150,00$

TRAINING ON SOCIAL MEDIA FOR MT ELGON 2 weeks 4 12 600,00$ 2 t.o.

TRAINING ON SOCIAL MEDIA FOR WAWOTO 2 weeks 4 12 600,00$ 2 t.o.

TOTAL 229 547 27.350,00$


PLAN


17) CONCLUSION

The tour package is INNOVATIVE, based on a new EXPERIENTIAL CONCEPT

The approach is COOPERATIVE: because it is based on the RELATIONSHIP between the COMMUNITIES and the STAKEHOLDERS (MATOKE, TREKKING ITALIA, AVSI, FONDAZIONE CARIPLO)

The tour package has a lot of POTENTIAL in the ECO-TOURISM MARKET and it follows the SUSTAINABILITY STANDARDS

This project could represent a MODEL for the SUSTAINABLE AND RESPONSIBLE DEVELOPMENT that can be applied to other communities, not only in Northern Uganda but also in the rest of AFRICA


THANK YOU FOR YOUR KIND ATTENTION

Master in Tourism Management MTM IULM University

Via Carlo Bo, 1 Milan [email protected]

www.mtm.iulm.it