Green Travel Agency: "We Care About You"
Green Travel Agency: "We Care About You"
Green Travel Agency: "We Care About You"
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
Table of Contents
Executive Summary...............................................................................................................3
1. Business Idea........................................................................................4
2. Current Situation...................................................................................4
3. Law regulations.....................................................................................7
4. Business strategy...................................................................................8
5.2 Reliability....................................................................................................................9
5.4 Customers..................................................................................................................10
6 Marketing plan..................................................................................................................12
6.1 Concept......................................................................................................................12
6.2 Segmentation.............................................................................................................12
6.3 Target.........................................................................................................................12
6.4 Positioning.................................................................................................................13
7 Marketing Mix...............................................................................................................14
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
7.1 Price...........................................................................................................................14
7.2 Product.......................................................................................................................14
7.3 Place..........................................................................................................................14
8 Risk analysis..................................................................................................................16
9 Financial analysis.............................................................................................................19
Conclusion...........................................................................................................................20
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
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 Africa. These
business meetings will be combined with ecological trips, including sport activities and
relaxation, to make businesswomen and businessmen aware of the environment. There will
be five different programs in Kenya, Uganda, South Africa, Tanzania and Rwanda. The
customers will stay in sustainable hotels, that use natural energy, recycle their waste, use
environmental products etc. and who are recommended by “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 agency’s 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 company’s 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
Nairobi in Kenya , because of its beautiful environment and Kenya is known as a wealthy
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 instead of those of their competitors. The marketing plan consists of direct
marketing, mailings to all the big companies, articles 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 businessmen
who will finance the company together with 200.000 ksh of their own money and they will
still need a loan of 300.000 ksh . The Agency’s business plan consists the strategies,
marketing plan, risk analysis, financial part and all the important facts and figures.
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
1. Business Idea
The business idea of the “Green Travel Agency” is to organize 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 organized by them. 50 % of the
money the agency will earn is going into its own charity project named “Green Classroom”
2. Current Situation
3.1 Basic corporate information
The name of the business is “Green Travel Agency”, it is located in Nairobi- Kenya. The
address of the business is 345-00100, kimathi street, Nairobi-Kenya. The business sustains
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 Nairobi,
Kenya
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
African zone during the next ten years. During the first years the “Green Travel Agency”
concentrates on the African countries. Later, in the future, the agency will spread its services
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
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
What is important 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!”.
when participating in the program. They will also widen their social responsibility and their
business skills. At the end of the program they will get a “Nature Certification” by supporting
the project.
organisation important advantages due to the fact that being organized helps to stay
sustainable for a longer period of time and their work will be more effective in the end. The
structure “Top-Down” involves less flexibility for the employees, because decisions will be
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
The agency includes five departments which will be led by each of the establishers. The
departments will be; Head of border, Sale, Finance, Marketing, and Organization and
Service. The last department, Organization and Service will stay in regular contact with the
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
Manager
Tour leaders
3. Law regulations
the authorities involved to establish a company the agency needs a provident certificate of
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
4. Business strategy
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
The government
Kenya has a very good social state. They have no wars. The public is satisfied and they are
part of the African Union. Their currency is ksh. Ksh makes it easier for customers all over
5.2 Reliability
The Company “Green Travel Agency” is reliable because they are working for a good
cause. 50 % of the profit goes into a charity project. The clients can relay on that because the
profit is used on photovoltaic panels which are installed on schools in Kenya for them to be
able to use environmentally friendly energy. The clients can see pictures of these panels in
our catalogues or go and see them their selves. Companies internet pages are made
professionally what gives the clients the picture of a reliable company. All of the marketing
shows the agency´s professionality which also shows how reliable the company is.
environment. As a conclusion to that the whole company is more socially responsible and
because of the charity project they get the certificate for helping a good cause. After a couple
of years there are going to be companies with the certificate telling other companies about
that and they want to combine fun, benefits and charity as well. Year after a year the
company reaches more and more clients from different areas and countries through
There are also spending money for effective marketing to reach a higher level of knowing
the company. After they have conquered Africa they can move further to and maybe someday
to the whole world. The African countries can tell their co- operation companies all over the
world about the company to. In time it can also increase its project to several other countries
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
by having more profit. The plan for the next five years is to get its name known by the big
African companies. It will start with Kenya but by the time, its name should be on
everybody’s lips. Within the project it will try to provide photovoltaic panels for at least 70
schools.
5.4 Customers
We try to reach big Africa corporations. At the beginning we concentrate more on the
Kenyan companies – both small and big ones – but further on our services are open for all
Africa countries.
The companies that have used it ones can use it many times more after the first one. By
seeing how well organized and useful it is, they want to take more and more of their
employees to our trips. Among that, the companies tell about our enterprise to their co-
portioning companies and as a result they will want to use us too. Because every day new
companies are established, we have the opportunity to achieve more and more clients.
Companies are getting even more aware of the environment and that’s why they feel even
What makes ‘‘Green Travel’’ better than competitors? / key success factors
Not only that travelling through it is environmentally friendly, the client’s employees get
more information about nature. And in addition to that they also work for a good cause
because the profit goes to the project. When the clients are choosing between the company
and its competitors, they can see the project and the certificate that they get as a competitive
advantage. Because their prices are pretty much the same than those of their competitors the
clients will choose them because by using them, they can help environment and get a
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
possibilities to arrange trips to the beautiful areas near. Kenya is known as a wealthy country
with all the high levelled industry. By placing the company into a country such as Kenya the
Also, there are many big companies at the area of Nairobi so we immediately have a big
group of potential clients in the area. It is easier for a beginning company to start with the
clients in its own surroundings. The expenses are not too high and all the schools that they
help with their Green Class project at the beginning are in Kenya.
know about its project and about its selection. Some companies may not have interest in
putting effort into environmentally friendly travelling and getting their employees aware of
the environmentally friendly way of living so it might be hard to get those companies as
clients.
try to get the potential clients to get to know their strategy and the benefits that they get by
using them. The agency´s tries to make the potential clients to understand the importance of
environmental travelling and that by getting the certificate because they help the project and
at the same time, they can show that they are also socially responsible.
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
6 Marketing plan
6.1 Concept
Sustainable tourism is an industry which attempts to make a low impact on the
environment and local culture, while helping to generate new employment, and the
conservation of local ecosystems. (It´s responsible tourism that is both ecologically and
culturally sensitive). It´s important to have education; training programs to improve and
The company “Green Travel” has innovating services that will change the mind of their
“Green Travel” offers relaxing moments after a tiring congress with walking, cycling, bird
watching, organized walking, climbing, mountain bike, swimming, tennis, wellness, diving
and ski in some countries. The customers will stay in the best sustainable hotels, Kenya and
other selected countries. People from all over the world could contact “Green Travel” to
organize their congress in one of the five countries where the agency work in.” Green Travel”
would like to extend its market to other countries in five to ten years. The “Green Travel
Agency” wants to provide quality employment to its community residents and a link between
the local business and tourism. It´s important for the company to help people in need.
6.2 Segmentation
“Green Travel Agency” is a services section which implements the best sustainable tourism
in Africa. This company will be built up in Kenya and will work with other countries
6.3 Target
The company wants to attract big and small corporations all over Africa who want to support
the environment and relax after a congress. It will have a very active program for the age
group of 20 to 40 years old people. For an older public there will be more relaxing activities
than for the younger ones, such as wellness or an ecological trip with a sailing boat.
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
6.4 Positioning
“Green Travel Agency” wants to change the world’s way of thinking. It’s the first Africa
business that links working, the environment and wellness. Customers who choose to travel
by airplane should help the environment with ‘Green seat’. The conservation and
management of natural resources is also important for the agency. The “Green World Hotels”
temporize water, and have a lot of windows to have natural light, a lot of green places to
relax. In the next 5 years “Green Travel Agency” wants to be the first and best tourism
service all over Africa and become one of the market leaders.
expectations need to cover all expenses to satisfying customer needs. During the first year
there’s going to be 55 trips/companies. Every year the number of clients rises with
approximately 10 because of the effective marketing and the clients like our services so they
of all, the business needs to present its company, so that it would get known by their future
clients. If their advertisement is successful people will start to like their offer and travel with
them.
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
7 Marketing Mix
7.1 Price
The Prices will be between 60000ks – 65000ks per person for whole week, which includes
full board hotel, with activities and spa. If companies need to travel by plane the costs will be
7.2 Product
The term “product” refers to tangible, physical product as well as services. In this case,
“Green Travel” consists of sustainable services business which is directed for the big and
small companies. The main objective of the “Green Travel Agency” is to change the
conscience of their customers so that they appreciate more the world they live on. This
meetings in one of their hotels and so they can exercise the body and the mind. Green Travel
Agency’s partner is a set of hotels that is called “Green World". The provider “Green World
“offers hotels with special services such as: Diving, Ski, Tennis, Golf, Spa, Swimming,
Mountain biking and meeting rooms. The provider “Green World” guaranties 100% quality
7.3 Place
Place is about getting the products to the customers. The distribution of the “Green Travel
Agency “is going to be done through the Internet, sending mailings to present and future
clients in the whole world. In Kenya, the agency is going to build up its office. The agency´s
employees are going to communicate straight with several enterprises to spread out their
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
7.4 Promotion
In the context of the marketing mix, promotion represents the various aspects of marketing
communication, which is the communication of information about the product with the goal
of generating a positive customer response. The “Green Travel Agency” will do promotion to
make sure that all its services will get known. The company starts to communicate in the first
year by doing some advertising, direct marketing, merchandising, Public Relations and
promotions. Five years later, the “Green Travel Agency” could support events about
sustainability, as a Patron.
“Green Travel Agency” will make communication below the line in order to use some of
the means of communication mix for example: merchandising offering some gifts,
advertising with banners on the internet and some announcements in magazines, public
relations in travel/tourism events, direct marketing with direct mail, cultural sponsorship to
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
8 Risk analysis
8.1 SWOT-analysis
Opportunities Threats
New business which incorporate work, wellness and Many travel agencies competitors;
nature all in one; Lack of places with all-natural
Higher interest about sustainable development resources and spa;
A lot of indirect competitors, the
agency has to convince companies to
organize congresses with them and not
with their competitors.
Strengths Weakness
When the agency will get popular it can expand Only 5 hotels in Africa countries to
their trips to outside Africa work with;
Good conditions for costumers, everything is Maybe not enough vacancies in the
prepared by Green Travel Agency hotels;
Costumers from all over Africa should/could use The first 2 or 3 years the agency won´t
‘Green Travel’ services; have a lot of profits to use for their
Possibility to practice cultural and sports activities; project.
Employee’s motivation: to be able to guarantee an People don´t believe the money will be
environmental protection, in form to guarantee an used for good cause.
environment management orientated. The clients will have to pay for a green
Good prices; seat and this is a little bit more
expensive.
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
The Company Green Travel Agencies possesses much more strengths and opportunities than
weaknesses and threats. This is very positive for its growth. It will probably make a good
One of the main strengths of the company is that it tries to reach people all over Africa. In a
few years it will even organize trips all over the world. Another one is that clients will have
the possibility to practice many relaxing and sportive activities while they are getting aware
of natural beauty. The customers of ‘Green Travel’ will not have to worry about organizing
their trips or reserving hotels, etc. because the company will take care of everything, for a
reasonable price. Last but not least: the firm will use existing sustainable hotels of the hotel
group ‘Green hotels. These are hotels that score very well on sustainability: they use natural
energy produced by photovoltaic panels, recycle their waste, reuse the water, serve organic
food and so much more. ‘Green travel’ will not have to build new hotels what reduces the
The customers will have to pay an extra fee above the airplane fee, to help reducing the
pollution. This fee is called a ‘Greenseat’. With the money the Greenseat company collects,
they plant trees to purify the air. This extra cost might bother some people because airplane
tickets are already very expensive and they will not want to pay more. Another weakness of
‘Green Travel’ can be that a lot of charity groups already exist. This is a good thing, but the
risk is that a lot of people don’t believe these groups really use the money they‘ve collected
for a good cause. The company wants to buy photovoltaic panels and install them on the roof
of local school in order to supply green energy. A weakness is that they will not have a lot of
profit the first few years, and will not be able to buy many panels. After a few years the
agency hopes to have enough profit to start a ‘tree planting project’ as well.
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
Because Green Travel will rent rooms of existing hotel there might be a vacancies problem.
The hotels might have less vacant rooms so that reservations have to be made in advance.
Another weakness in the beginning: is that the company will only work with five different
that it is a new business which incorporates work, wellness and nature in one unique concept.
It is probably the only congress centre that also wants to offer their customers peace for their
The company has many indirect competitors such as sustainable travel agencies, congress
centres and sustainable hotels, but it doesn’t have any real direct competitors because a
company with the same concept doesn’t exist yet. Clients might not see the added value of
organizing congresses with ‘Green Travel’. Its marketing strategy must be very effective to
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
9 Financial analysis
our products to customer`s expectations and we will offer competitive prices. Thanks t the
fact of good promotions our sales will be increasing during the next five years. The present
and future focus on ecology, saving of energy and cooperation only with friendly
environments hotels and realization our own ecological project we expect, that customers will
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THE GREEN TRAVEL AGENCY BUSINESS PLAN
Conclusion
The Business Plan for the “Green Travel Agency” includes a detailed
marketing strategy and of course a lot of information over important
financial facts.
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