Our marketing strategy will be based mainly on making the right service(s) available to the right target customer. We will ensure that our services’ prices take into consideration organizations’ and peoples’ budgets, and that these people know that we exist, appreciate the value of our services, and how to contact us. The marketing will convey the sense of quality in every picture, every promotion, and every publication. Our intension will be to target those individuals and groups looking for leisure activities and places to visit. We realize the need to focus our marketing message and our service offerings. We need to develop our message, communicate it, and make good on it. The decision to establish strategic alliances with several hotels, lodges and travel agencies is aimed at tapping our target market effectively and efficiently.
We have identified competing companies, some firmly established, that fill the same needs as Sephats Tours. We intend to market ourselves in such a way that with time competitor customers will choose our service over competitors’ on the basis of our higher quality and informative excursions. A more thorough outline of our main competitors including their strengths and weaknesses follows:
Upon closer analysis of the above competitors it may be observed that the majority of these are offering safari excursions, and this represents an opportunity to be realized by us. According to the Central Statistics Office there are approximately 81 travel agents, tour operators and safari operators in Botswana at present, the majority of which have a South African background either in directorship or actual origin.
Our advantages are best described as our strengths:
The keys to Sephats Tours success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Along these lines the company intends to implement advertising, personal selling and direct marketing strategies to the target markets. Our personal selling marketing strategies will rotate around keeping in touch with hotels and travel agencies for major customers, and advertising for more individual customers. Hence our key success factors will include the following:
Marketing plan.
One core element of our strategy will be that of differentiation from our competitors. In terms of marketing we intend to ensure that our name and services are marketed on an extensive basis so that customers are aware of our existence. We will have a Social Media Strategy. We will be in Twitter, on Facebook, and on LinkedIn. We will run promotions and sales and have our customers tell us their favorite vacations, and experiences and they will talk to each other. In price, we intend to offer reasonable and competitive prices in comparison to competition and we need to be able to sustain that. Our service marketing will strive to ensure that we establish long relationships with clients.
For the short term at least, the selling process will depend on personal selling/networking and advertising to lure and inform potential customers about the services we offer and the benefits of utilizing our services. Our marketing does not intend to affect the perception of need as much as knowledge and awareness of the service category.
At present the company offices are located at Plot Number 28338, Block 3, Belabela road opposite Gaborone Television Station, near Hill Crest Primary School. However, as time progresses the intention is to move into more accessible and attractive offices in a prime area. This regardless of the fact that our type of business is not too dependent on office location and size.
Sephats Tours will strive to ensure that it contains the latest, or extremely recent personal computer including relevant software so as to ensure that the company is continuously at the forefront in our market arena. The one certainty in our industry is that technology will continue to evolve and develop, changing what we market as well as how we market it. Our aim will be to be aware of the implications of this new technology and utilizing it in our existing framework where possible. However it should be noted that as we are new on the market it will take some time before we have in place our own website and other multimedia presentations. With time we also intend to have the latest and most efficient software in place to enable smooth operations.
Key metrics.
Our Key metrics are:
Sephats Tours is a Private Limited company incorporated at the Registrar of Companies through the foresight and vision of Mr. X and Mrs. Y. It is a 100% wholly owned Botswana firm.
The founders of Sephats Tours are passionate about the activities it will promote and offer on the market. Management style will reflect the participation of the directors/shareholders. The company intends to respect its community and treat all employees well. We will develop and nurture the company as community. However we realize that we are not fully conversant in tourism and as such intend to engage experienced staff as well as undergo a training course from a reputable institution.
The Managing Director’s experience in public commercial transportation and government will assist in the establishment of good networks. He also has attended a course in Auto Mechanics at X Centre that will assist in servicing the vehicles. However acknowledging the importance of continuous training and improvement the Managing Director intends to undergo a course in Travel and Tourism so as to be fully conversant in the field, as well as obtain knowledge of the latest developments in the industry.
2020 | 2021 | 2022 | |
---|---|---|---|
Accountant | P30,000 | P33,000 | P36,300 |
Tourguide | P24,000 | P26,400 | P29,040 |
Sales and Marketing | P21,600 | P23,760 | P26,136 |
Driver | P18,000 | P18,900 | P19,845 |
Personal Assistant | P14,400 | P15,840 | P17,424 |
Cleaner (2) | P14,400 | P15,120 | P15,876 |
Nightwatchman (2) | P14,400 | P15,120 | P15,876 |
Mechanic (0.67) | P15,000 | P17,000 | |
Totals | P136,800 | P163,140 | P177,497 |
Key assumptions.
Some of the more important underlying assumptions are:
Expenses by month, net profit (or loss) by year, use of funds.
Thus far we have purchased a Mercedes Benz mini bus to run tours for our customers, for P167,00, which was purchased with P32,000 down and the rest on a 5-year 6% loan. Other start-up expenses covered include legal costs, business plan compilation, license costs and related expenses.
START-UP REQUIREMENTS
Start-up Expenses
TOTAL START-UP EXPENSES P5,000
We have 2 investors, investor 1 is investing P100,000, investor 2 is investing 102,000.
2020 | 2021 | 2022 | |
---|---|---|---|
Revenue | P678,000 | P802,000 | P916,000 |
Direct Costs | P325,440 | P384,960 | P439,680 |
Gross Margin | P352,560 | P417,040 | P476,320 |
Gross Margin % | 52% | 52% | 52% |
Operating Expenses | |||
Salaries & Wages | P136,800 | P163,140 | P177,497 |
Employee Related Expenses | P27,360 | P32,628 | P35,499 |
Rent | P14,400 | P14,400 | P14,400 |
Sales and Marketing | P101,700 | P120,300 | P137,400 |
Insurance | P12,000 | P12,000 | P12,000 |
Travel | P1,800 | P1,800 | P1,800 |
Miscellaneous | P2,400 | P2,400 | P2,400 |
Maintenance | P12,000 | P12,000 | P12,000 |
Startup Expenses | P5,000 | ||
Total Operating Expenses | P313,460 | P358,668 | P392,996 |
Operating Income | P39,100 | P58,372 | P83,324 |
Interest Incurred | P7,451 | P5,978 | P4,416 |
Depreciation and Amortization | P16,700 | P16,700 | P16,700 |
Gain or Loss from Sale of Assets | |||
Income Taxes | P2,242 | P5,354 | P9,332 |
Total Expenses | P665,293 | P771,660 | P863,124 |
Net Profit | P12,707 | P30,340 | P52,876 |
Net Profit/Sales | 2% | 4% | 6% |
Starting Balances | 2020 | 2021 | 2022 | |
---|---|---|---|---|
Cash | P25,365 | P46,323 | P57,282 | |
Accounts Receivable | P43,500 | P40,100 | P45,800 | |
Inventory | ||||
Other Current Assets | ||||
Total Current Assets | P68,865 | P86,423 | P103,082 | |
Long-Term Assets | P167,000 | P167,000 | P167,000 | |
Accumulated Depreciation | (P16,700) | (P33,400) | (P50,100) | |
Total Long-Term Assets | P150,300 | P133,600 | P116,900 | |
Total Assets | P219,165 | P220,023 | P219,982 | |
Accounts Payable | P26,085 | P22,827 | P25,820 | |
Income Taxes Payable | P2,242 | P1,360 | P2,355 | |
Sales Taxes Payable | P0 | P0 | P0 | |
Short-Term Debt | P23,869 | P25,342 | P26,905 | P28,564 |
Prepaid Revenue | ||||
Total Current Liabilities | P23,869 | P53,669 | P51,092 | P56,739 |
Long-Term Debt | P111,131 | P85,789 | P58,885 | P30,321 |
Long-Term Liabilities | P111,131 | P85,789 | P58,885 | P30,321 |
Total Liabilities | P135,000 | P139,458 | P109,977 | P87,060 |
Paid-In Capital | P202,000 | P202,000 | P202,000 | |
Retained Earnings | (P135,000) | (P135,000) | (P122,293) | (P121,953) |
Earnings | P12,707 | P30,340 | P52,876 | |
Total Owner’s Equity | (P135,000) | P79,707 | P110,047 | P132,923 |
Total Liabilities & Equity | P0 | P219,165 | P220,023 | P219,982 |
2020 | 2021 | 2022 | |
---|---|---|---|
Net Cash Flow from Operations | |||
Net Profit | P12,707 | P30,340 | P52,876 |
Depreciation & Amortization | P16,700 | P16,700 | P16,700 |
Change in Accounts Receivable | (P43,500) | P3,400 | (P5,700) |
Change in Inventory | |||
Change in Accounts Payable | P26,085 | (P3,258) | P2,993 |
Change in Income Tax Payable | P2,242 | (P882) | P995 |
Change in Sales Tax Payable | P0 | P0 | P0 |
Change in Prepaid Revenue | |||
Net Cash Flow from Operations | P14,234 | P46,300 | P67,864 |
Investing & Financing | |||
Assets Purchased or Sold | (P167,000) | ||
Net Cash from Investing | (P167,000) | ||
Investments Received | P202,000 | ||
Dividends & Distributions | (P30,000) | ||
Change in Short-Term Debt | P1,472 | P1,563 | P1,659 |
Change in Long-Term Debt | (P25,342) | (P26,905) | (P28,564) |
Net Cash from Financing | P178,131 | (P25,342) | (P56,905) |
Cash at Beginning of Period | P0 | P25,365 | P46,323 |
Net Change in Cash | P25,365 | P20,958 | P10,959 |
Cash at End of Period | P25,365 | P46,323 | P57,282 |
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