THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN
IP 2008 Sucha Struga, Poland
RED TEAM
Ina Ertel
Janika Nurminen
Patricia Felicissimo
Margot Weber
Klaudia Naporka
Chloe Hanston
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN
1 Executive summary…………………………………………………………………………………………………..1
2 Business Idea………………………………………………………………………………………………………….. 2
3 Current Situation …………………………………………………………………………………………………… 2
3.1 Basic corporate information………………………………………………………………………………… 2
3.2 Mission of the Green Travel Agency……………………………………………………………………. 2
3.3 Vision of the “Green Travel Agency”…………………………………………………………………. 3\\
3.4 Value of the “Green Travel Agency”………………………………………………………………….. 4\\
3.5 Goal of the“Green Travel Agency”……………………………………………………………………. 4\\
3.6 History of the “Green Travel Agency” ……………………………………………………………….. 4\\
3.7 Business organization of the “Green Travel Agency” …………………………………………… 5\\
3.7.1 Function of the departments of the “Green Travel Agency” …………………………… 6\\
3.7.2 Co-operation partners of the “Green Travel Agency” ………………………………………7
3.8 Services of the “Green Travel Agency”………………………………………………………………. 7\\
3.8.1 Gain Valley Nature Tour……………………………………………………………………………….7
3.8.2 Tondula Nature Tour……………………………………………………………………………………. 8
3.8.3 Nature Sport and Beach Tour…………………………………………………………………………8
3.8.4 Nature Spa Pyrenees Tour…………………………………………………………………………….. 9
3.8.5 Old fashion nature Tour ………………………………………………………………………………. 9
4 Law regulations………………………………………………………………………………………………..………9
4.1 Starting up a business in Vorarlberg (Austria)……………………………………………………….. 9
4.2 Subsidies…………………………………………………………………………………………………………. 10
4.3 European Union……………………………………………………………………………………………….. 10
5 Business strategy …………………………………………………………………………………………………..10
5.1 Five Forces………………………………………………………………………………………………………10
5.2 Sixth force: The government………………………………………………………………………………11
5.3 Reliability……………………………………………………………………………………………………….. 11
5.4 Growth plan……………………………………………………………………………………………………..11
5.5 Customers………………………………………………………………………………………………………..12
5.6 Geographical location ……………………………………………………………………………………….12
5.7 Developing targets……………………………………………………………………………………………. 12
5.8 Developing programs……………………………………………………………………………………….. 13
6 The Project……………………………………………………………………………………………………………13
7 Certificate…………………………………………………………………………………………………………….. 13
8 Marketing plan…………………………………………………………………………………………………….. 14
8.1 Concept…………………………………………………………………………………………………………… 14
8.2 STP………………………………………………………………………………………………………………… 14
8.2.1 Segmentation…………………………………………………………………………………………….. 14
8.2.2 Target ……………………………………………………………………………………………………….14
8.2.3 Positioning………………………………………………………………………………………………...15
8.3 Competitors………………………………………………………………………………………………….…. 16
8.4 Marketing Objectives………………………………………………………………………………………..16
8.5 Communication Objectives……………………………………………………………………………….. 17
8.6 Marketing Mix…………………………………………………………………………………………………. 17
8.6.1 Price…………………………………………………………………………………………………………. 17
8.6.2 Product ……………………………………………………………………………………………………..17
8.6.3 Place ……………………………………………………………………………………………………..….17
8.6.4 Promotion…………………………………………………………………………………………………. 18
8.7 Promotion mix………………………………………………………………………………………………....18
8.8 Logo ……………………………………………………………………………………………………………….18
8.9 Slogan……………………………………………………………………………………………………………..18
8.10 Advertising…………………………………………………………………………………………………….19
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN
8.10.1 Direct Marketing ……………………………………………………………………………………… 19
8.10.2 Magazines……………………………………………………………………………………………….. 19
8.10.3 Merchandising/gifts………………………………………………………………………………….. 19
8.10.4 Direct marketing……………………………………………………………………………………….21
8.10.5 The Website…………………………………………………………………………………………….. 21
8.10.5.1 Youtube…………………………………………………………………………………………….21
8.10.5.2 Myspace ……………………………………………………………………………………………21
8.11 Public Relations……………………………………………………………………………………………... 21
8.12 Communication plan for 2009………………………………………………………………………….. 22
9 Risk analysis………………………………………………………………………………………………………….. 24
9.1 SWOT-analyse ………………………………………………………………………………………………… 24
9.2 Critical success factor……………………………………………………………………………………….. 26
10 Financial analysis………………………………………………………………………………………………….34
Appendix ………………………………………………………………………………………………………………… 35
Sources …………………………………………………………………………………………………………………….35
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN 1 (36)
1 Executive summary
“Green Travel Agency“ is a new limited company, in the tourism and service sector, that will
organize sustainable congresses for big and small companies from all over Europe. These
business meetings will be combined with ecological trips, encluding sport activities and
relaxation, to make businesswomen and businessmen aware of the environment. There will be
five different programs in Germany, Italy, Austria, Spain, France and Portugal. The customers
will stay in sustainable hotels, that use natural energy, recycle their waste, use enveriomental
products etc. and who are recommended by “Green green world”. These programs will be
explained further in the business plan.
The core mission of “Green Travel” is to present a new work program experience to the
world. By using agencys services the clients take part for a charity project. The company’s
clients will receive a certificate and they will be aloud to put the companies logo on their
website to prove their efforts on sustainability. For the clients we offer the opportunity to have
their own congresses, have a vacation, learn about the environment and make their own
company more sustainable through travelling with us. And because 50 % of the profit that the
company makes goes for its own charity project the clients are doing charity at the same time.
The company´s office will be situated in Voralberg in Austria, because of its beautiful
environment and Austria is known as a whealthy country with a high leveled industry.
“Green Travel” will use half of its profits to support an own project. The company will buy
photovoltaic panels and install them on the roof of local schools to provide them natural
energy and teach children about the environment.
The company doesn´t have any direct competitors, because it has an innovating business idea,
but it has many undirect competitors. These are congress centers, sustainable hotels, travel
agencies, etc. That’s why it needs a good marketing plan to convince the customers to use
their services in stead of those of their competitors. The marketing plan consists of direct
marketing, mailings to all the big companies, artikels in online and business magazines in
different countries, a website, newsletters, gifts with the company´s logo, a little video on
Youtube, a blog on Myspace about sustainability, etc. The establishers are six businesswomen
who will finance the company together with 200.000euro of their own money and they will
still need a loan of 300.000 euros.
The Agancys business plan consist the stratergies, markating plan, risk analysis, financial part
and all the important facts and figures.
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN 2 (36)
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2 Business Idea
The business idea of the “Green Travel Agency” is to organise meetings/guided tours
combined with nature information for small and big companies. And at the same time the
agency will include business people in nature guiding tours organised by them. 50 % of the
money the agency will earn is going into its own charity project named “Green Classroom”.
3 Current Situation
3.1 Basic corporate information
The name of the business is “Green Travel Agency”, it is located in Vorarlberg (Austria). The
adress of the business is Lustenauerstrasse 56, in 6850 Dornbirn (Vorarlberg). The business
sustain the status of an organisation and cooperation.
To set up the agency the six establishers will put some of their capital resources into
the business. The head office will be in Voralberg and is lead by Margot Weber and
Janika Nurminen. The agency consists of ten business people. For detailed business
information and the contingent of the “Green Travel Agency” people will get the possibility
to visit the agency´s website: www.GreenTravelAgency.at.
3.2 Mission of the Green Travel Agency
“Green Travel Agency” is going to present the business world a new work program
experience. The agency is offering businesswomen and businessmen the opportunity to
develop their individual skills and take part in organized nature trips. It is a combination
between working, getting to know the environment, relaxing and giving profit to a good cause
“Green Classroom Project” at the same time.
The agency “Green Travel Agency” will organize meetings and conferences for different
kinds of companies. Enterprises only have to contact the “Green Travel Agency” and will be
informed about five locations where the agency is going to organize meetings for them,
including time shedules and information about several nature guided tours.
The conferences will be set up in hotels recomended by“Green Green World”. Green Green
World provides sustainable eco-friendly hotels all over the world like New Zealand, Asia,
Bahamas, Australia and Europe, etc.. These hotels / logings take care of the environment
because they use environment friendly products and serve organic food.
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN 3 (36)
The whole organisation is working in an eco-friendly way. From the office equitments to the
transportation vehicules. Clients of the organisation will be picked up by cars with less
emission output. Driving back and forth to the airports and the hotels, people will be picked
up by environment friendly cars and while they fly they will sit on special seats called
“Greenseats”.
The agency builts up an own project called “Green Classroom” . 50% of the profit that the
agency makes during its business is put into photovoltaic panels. The travel organistaion will
instal the photovoltaic panels on the roof of schools in whole of Austria . The idea behind the
project is to achieve a better way of producing electricity and support the schools in thinking
more environment friendly. In Austria there are more than 706 schools and the organisation
know that themes like electricity and nature aren´t that popular in schools. Foster schools will
help to reduce the output of fuel, and schools will produce clean electricity out of sun energy.
That is helping the nature and schools will also get the possibility to save money for other
important thinks, such as school materials.
3.3 Vision of the “Green Travel Agency”
The vision of the business is to become the best known Charity-Travel Organisation in the
European zone during the next ten years. During the first years the “Green Travel Agency”
concentrates on the European countries. Later, in the future, the agency will spread its
services to other countries in the world.
“Green Travel” is going to make European companies and their employees aware of the
nature and the human impact of it. And to make them clear that the world they live in will
never be the same if human beings don’t take care of it. The “helping hand” of the company
is to install and deliver photovoltaic panels to schools in Austria.
Investing in a project like the “Green Classroom” is a huge value of the company. With this
“helping hand function” the agency is able to give a sign to others, and to start a
communication process in Austria. Inhabitants of Austria including students, teachers and
parents will become aware of the environnemt and figure out solutions how they can save it.
With a winning profit in every further year “The Green Travel Agency” is able to invest in
future projects and innovations. The agency wants to reach a sustainable proftit after the third
year. The agency expects a profit of around 50.000 Euro after the third year.
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN 4 (36)
3.4 Value of the “Green Travel Agency”
The agency is going to co-operate with two other businesses. With these two co-operators the
agency wants to share a huge success in the Tourism and Service market. The business is
looking forward to work together with these companies because they almost have the same
philosophy as the agency.
What is mportant for the agency is that they keep a friendly work-climate, and that the people
stay behind their idea namely to make the world more environment friendly. The agency
wants to share their business vision with their clients. The agency promises their clients that
the guided tours won´t destroy the nature. And the food the hotels will serve is free of any
preserving substances and poison substances. The agency wants to bring people and nature
closer to each other. The agency´s philosophy and slogan is: “We care about you!”.
3.5 Goal of the“Green Travel Agency”
The benefits “Green Travel” offers to their clients are that those will have a reputation when
participating in the program. They will also widen their social responsibilty and their business
skills. At the end of the program they will get a “Nature Certification” by supporting the
