Golf Business Plan

The Golf Travel Store
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Deice Travel Services

INTRODUCTION
This business plan has been devised having assessed the tourism industrys internal and
external environments. Golfing breaks are of major importance to the tourism industry in
Ireland and I have analysed the golf tourism sector and researched the current and future
trends in the industry. Extensive research was carried out in order to identify our target
audience.

BUSINESS DESCRIPTION
The Golf Travel Store (GTS) is a tour operator, based in the South East of Ireland that
specialises in golfing holidays. GTS will provide customised golf packages. Our aim is to
become the premier golfing holiday tour operator in Ireland. GTS's employees and owner are
golfing holiday enthusiasts as well as tourism industry professionals. GTS will seek to
connect golfing holidaymakers with service providers and accommodation. Our clients
desires, any budget or skill level, will be met.
(www.bplans.com, 2014)

The Golf Travel Store will have a seating area with large screen T.V. where the visitors can
watch DVDs of the Hotels Golf Courses and facilities of their choice. We will have HD Golf
Simulators in another area of the store where our Manager, who was a semi-professional golf
player, will give lessons or you can just play a round yourself. You can also have a cocktail
(non-alcoholic) at the 19
th
hole. The interior dcor will reflect Ireland and its golfing
tradition.


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THE OPPORTUNITY
GTS research has revealed that women golfers are unhappy with the facilities at golf hotels
and golf courses. GTS will fill this gap in the market by satisfying their needs. For this
reason we believe that GTS has a unique, niche market.

TRAVEL INDUSTRY TRENDS
According to the World Travel Monitor the outlook for world outbound travel in 2014 is
forecasts a growth of 4 5% for the worldwide international travel market in 2014.
(www.itb-berlin.de, 2014)

World travel trends (change (in %) over respective previous year)

2010 2011 2012 2013 YTD 2010
2013
cumulative
Outbound
trips
+7% +5% +4% +4% +22%
Outbound
nights
+5% +4% +2% +4% +16%
Outbound
spending in
US$
+7% +8% +4% +5% +28%

The travel and tourism industries future is in technology.
Smartphones
More and more tourists will use smartphones to make reservations and check-in to hotels as
well as getting all the information they need and directions. This includes the golf travel
industry. (www.thegolftravelguru.com, 2013)

Social Media
Twitter, Facebook, Blogs and other social media are being used more by tour operators it
means they can put a greater emphasis on interacting with their clients to keep them up-to-
date on special packages, trips and events. (www.thegolftravelguru.com, 2013) The worlds
first golf specific search engine launched this year. Google of Golf, GolfBoo.
(www.globalgolfermag.com, 2013)


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Mobiles
It has been widely predicted that 2014 will be the year when mobile internet usage overtakes
the use of desktops. Travel enquiries will come from mobiles. Already many travel
companies have mobile apps, for example Premier Inns and Monarch Airlines.
Bloggers
Over the past four years the rise of professional bloggers means there is a new independent
breed of businesses that travel organisations can do business with. Many travel companies
now work commercially with bloggers, paying them a daily rate to work on campaigns.
YouTube There is a serious growth in programmes being created just for YouTube. In
March of last year the number of users visiting you tube hit one billion every month. Travel
businesses no longer just need put up an advert they now show a time-lapse video. For
example you can interview the chef, video clients first reactions to your wonderful new
venue. Broadcast yourself!
(www.thepangaeanetwork.com, 2014)

Content marketing
Consumers today want to be informed, entertained and inspired. Travel companies own the
media that distributes their messages so they have complete control over content and create
original messages, to meet this need. (skift.com, 2014)

GOLF TRENDS

Ireland Golf Stats
Golf tourism brings over 202m into our economy. In 2012 there were 163,000 golf visitors
to Ireland, a golf tourist spends on average 1200, which is more than twice that of an
average tourist. Visitors from the U.S. spend the most, on average about 1,800. The
research also tells us that Golf tourism has been growing 6% per year between 2009 and
2012. (www.failteireland.ie, 2013)
90% of overseas golfing holidaymakers are male and wealthy. (www.failteireland.ie, 2013)


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Global Golf Statistics
There was a growth in golfing holidays between 2011 and 2012 according to the IAGTO.
European sales grew by 9.4%, the global average was 9.3%. There was also a growth in sales
from North America at 13.5% and Asia Pacific at 5.1%.
The report also shows that 38% of IAGTOs golf tour operators sell only golf holidays. The
remaining 62% also sell special interest and leisure, meetings and business travel services.
(www.iagto.com, 2013)

Multi-Generation
More extended families are taking golfing holidays together for example in 2013, 40% of
families went on a holidays together, this includes grandparents holidaying with the family.
(www.thegolftravelguru.com, 2013)

More Women Golfing
Golf is becoming less male as the amount of women playing the sport is increasing
dramatically. The game is likely to become more unisex, with mixed games and younger
people are also taking up the sport. (thefuturescompany.com, 2012)

Emerging Destinations
Turkey: The Turkish Riviera 14 golf courses and over 30 four-star and five-star
hotels.
Sweden: Sweden has over 300 golf courses and recently received the "Undiscovered
Golf Destination of the Year 2014" from IAGTO. (www.thegolftravelguru.com, 2013)
Malaysia: It has more than 200 golf courses and spectacular resorts in the mountains,
by the sea and in the rain forests. (www.thegolftravelguru.com, 2013)
Bulgaria: The Cape Kaliakra area has 3 magnificent courses, Lighthouse,
BlackSeaRama and Thracian Cliffs. There are inland courses in the Sofia area.
(www.thegolftravelguru.com, 2013)
China: More and more wealthy Chinese men and women are taking up the sport.
(thefuturescompany.com, 2013) There are many resorts by famous designers and many more
in the development stage (www.thegolftravelguru.com, 2013)


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Vietnam: Vietnam is an up and coming golf destination. Many of their projects are
still in development but with 25 golf courses and first class hotels at beautiful destinations, it
is certain to attract a new golf tourism industry. (www.thegolftravelguru.com, 2013)

S.W.O.T. Analysis for Golf Travel Store
Strengths Weaknesses Opportunities Threats
USP Discount Websites New Technologies Economy
Location Lack of Reputation Niche Product Competition
High Quality
Product
Equipment Cost Collaborations Long-Term
Financial Needs
Industry Knowledge
& Experience
Start-up Finance Grants Disintermediaries

STRENGTHS

1. Our Unique Selling Proposition (USP) is that we will focus on the female market.
Golf has always been considered a male sport but women who want to play, have different
requirements, which we have identified. Also the store will have a training facility with a
semi-professional golfer on hand to direct and inform.

2. The store will be located on the N25 Rosslare Road, Co. Wexford. This is an ideal
location as tourists pass en route from the ferries that come into Rosslare from Pembroke, and
Fishguard and from Cherbourg and Roscoff in France and is the gateway to the rest of the
country.

3. The Golf Travel Store will have the most up-to-date reservation systems where we
can access the latest rates and reserve hotels and golf courses for our clients. In-store we have
hi-tech interactive games and T.V.s. An HD Golf simulator will distinguish the business
from the competition and generate loyal clients (www.hdgolf.com, 2012?) We will set the
business apart by offering an exciting, unique store.


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4. The manager and I both have degrees in Tourism Marketing. The manager is also a
semi-professional golf player and knows all the best golf courses and golf hotels in the
country. The owner/travel consultant, has qualifications in customer service and GDS
reservation systems.

WEAKNESSES

1. Discount Websites
We offer a far superior experience than travel and tourism websites. One of our core
competencies is that we will be customer centric and will develop their holiday with personal
care. People do not want to spend on luxuries during this global recession. The internet has
many golf holiday websites which may seem cheaper. Therefore we need to keep our high
standards and work to reduce costs and the cost to the client also.

2. Lack of Reputation
As GTS is a start-up business we have not yet built a reputation for excellence. The size of
the business, at least to begin with, is small in comparison to the big brand tour operators.
However, our marketing strategy will help build brand awareness and develop relationships
with our clients.

3. Equipment Costs
The cost of HD Golf simulators and large screen T.V.s is extremely high. We will be
installing two up-to-date computers with the latest GDS, which will also require installation
and maintenance fees and we will also require tech support.

4. Start-up Finance
We are a new business which will affect the amount of money we have to spend on many
aspects of the business. Advertising the new business will be of vital importance or
otherwise may have a negative impact on the entire business, image and sales.
(www.ehow.com, 2014)


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OPPORTUNITIES

1. ICT
There are many media options now available to businesses and new products are developing
all the time.
We will focus on social media sites such as Facebook and Twitter. Social Media will be used
extensively by the business to promote our tourism products
The new online trend is for agencies to use bloggers to sponsor business campaigns. We will
use a professional blogger to assist us with our online marketing campaign and write
editorials and give feedback about GTS.
You Tube is used by many businesses to broadcast themselves. We will have a video of our
products and services where potential clients can see what we off and give us feedback.
We will also have our own website and have advertisements on Golf Hotels and Golf Course
websites.
A business App is of vital importance as these are seen as the future of technology in
marketing.
Media will be discussed in further detail in our Promotions section.

2. Niche Product
The Golf Store is offering a unique product. We specialise in golfing holidays but we
actually build the customers holiday to suit their needs and wants. Our store is also unique as
the customer can view all hotel golf courses, while sipping a drink at the 19th hole. If they
are in need of lessons our manager will take the client through some lessons at our HD
Simulator area.

3. Collaboration with Hotels and Golf Courses
The Golf Store has an agreement with the Golf Hotels and Golf Courses throughout Ireland.
When our clients visit the store they can look at the hotels courses and facilities, before they
decide on the package they wish to purchase. The hotels recommend our store and advertise
our product and if available guarantee tee times for our clients.


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4. Grants
Grants are available from Enterprise Ireland for start-up businesses. Innovation Vouchers
worth 5,000, (www.enterprise-ireland.com, 2014) County and City Enterprise Boards
(www.businesspost.ie, 2011) Priming grants are provided to businesses within the first 18
months. (www.smallbusinessfinance.ie, 2014) Udaras na Gaeltachta and employment grants.
(www.djei.ie, 2014)

THREATS

1. Economy
Reuters (2013) has reported that public deficits on both sides of the Atlantic means global
recession remains a real risk in 2014. It is expected that governments will declare that their
debt is not credible anymore and they can't finance themselves (www.newagebd.com, 2013)
However, The Economist (2014) and The Irish Times (2014) are expecting growth.
Global growth will probably exceed last years pace of 3% (www.economist.com, 2014) and
the Irish economy is expected to grow by 2.1% (www.irishtimes.com, 2014)

2. Competition
GTS will be in competition from other golf stores and golf tour operators in the country. As
they have established companies, have available finance, experience and perhaps new
marketing strategies and tactics. Many of the well-known golf courses are in the West of
Ireland, so, there is a possibility of being bypassed as tourists just go straight to the West.
Scotland is a rival as it is the oldest and along with Ireland the most popular golf destination
in the world.

3. Long term financial needs
The start-up financial needs of The Golf Store are being met. In the long-term, however, due
to a variety of external and internal factors, the long-term costs and revenue is uncertain. A
lot depends on the global and Irish markets.


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4. Disintermediaries
Travel agencies and tour operators have been closing their doors for the past several years
due to the increasing popularity of the internet and people organising their own holidays
online. Some people still like the personal experience that you get from a travel agent and
most travel outlets are now online and have apps, as will the Golf Travel Store.
Travel Agents and Tour Operators remain popular for customers planning small groups,
customised trips and small ship and river cruises. This is because they incorporate complex
itineraries and tailored features. (www.travelmarketreport.com, 2013)

P.E.S.T. Analysis for Golf Travel Store
This P.E.S.T. analysis will analyse the external environment in order to assess conditions in
the travel and tourism industry.

Political
The European commission is to put in place four Tourism Quality Principles that will ensure
that all tourists get the same standard of tourism experience. The 4 voluntary principles will
be of great benefit to small and medium size businesses, such as the Golf Store, as potential
customers will know that these principles are being adhered to. There will be staff training
under the supervision of a quality co-ordinator. To ensure consumer satisfaction, there will
be training in dealing with complaints, cleanliness and maintenance and ensure the
correctness and reliability of information is given in the most relevant foreign language.
(ec.europa.eu, 2014)

The new EU Directive for Package Travel means more benefits for the customer.
They are entitled to a refund or repatriation if there is a problem at their holiday destination.
There is a 10% cap on price increases. There is better understanding of who is liable in case
of a crisis. It has been clarified that this is now the organiser and complaints are made to the
travel agent. For the tourism businesses and the clients the rules are clearer. (europa.eu,
2013)


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The tourism industry is a key to economic recovery. The Irish Government continue to
introduce measures to help make Irelands tourism industry competitive on a worldwide
scale. The aim is to develop, implement and influence a range of policies and programmes
with the help of Tourism Ireland, Failte Ireland and with other industry partners. The
Government Jobs Initiative includes: reducing VAT on certain tourism services to 9%,
introducing the Visa Waiver Programme and halving employers PRSI for those on modest
wages. (www.dttas, 2014) (www.transport.ie, 2014) This results in reduced costs, for tourists
and for tourism businesses. The government intend on minimising the costs of doing business
and ensuring the quality of the product is maintained. The Tourism Marketing Fund is used
to support international marketing and advertising programmes. (www.dttas.ie, 2014)
(www.transport.ie, 2014)

Economic
Interest rates, disposable incomes, minimum wage and many other aspects of the economy,
will affect the Golf Travel Store.
The central statistics office reported the inflation rate in Ireland was 0.20 % in January of
2014. The consumer price index records recreation and culture at 8%. The interest rate in
Ireland currently is 2.5% and is forecast to remain stable.
(www.tradingeconomics.com, 2013)
Change in taxes in the 2014 Budget will have an effect on the business such as:
Capital gains tax 33%, exemption 1270
VAT standard rate 23%.
Stamp duty on the commercial property is 1%
PRSI 7.8% ceiling 18512
Self-employed and directors 4%; Employees 4%
(www2.deloitte.com/ie, 2014)

In 2013 the average hourly rate of pay was 21.40 and weekly was 675, so these figures
have to be considered when hiring staff.
(www.cso.ie, 2013)

The expected expenditure on Domestic Travel is (Euro Million) 1345


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Length of stay 2.9 nights. (www.cso.ie, 2013) these are important figures to the business as
we will be tapping into the domestic market.

The Employment Investment Incentive Scheme (EII) enables a company to attract investors,
by way of tax relief for the individual investor. The scheme involves the study of tourism
applications on behalf of the Revenue. The business can apply to the Revenue for tax relief
for investors under the EII scheme on receipt of a Certificate of Approval.
(www.failteireland.ie, 2014?)

Social
The European Union is huge demographic changes. Populations are getting older, people are
having less children and the nuclear family is no longer the norm. Therefore, current
policies in Europe and Ireland need to be reviewed. (ec.europa.eu, 2014) This trend is
worldwide which may cause problems in some countries if they have a very low percentage
of young workers. (www.ey.com, 2014?)

Lifestyles have changed in recent years due to economic pressures. People have less
disposable income and are more conscientious when choosing a holiday. There is more
demand for new tourism products and the desire for sustainable holidays is on the rise.
(www.cbi.eu, 2014)

Sustainable tourism is always a socio-cultural issue and this year is the 6th Sustainable
Tourism Conference in Croatia. It will aim to achieve a greater understanding and
collaboration between scientists and social science experts, practitioners and policy makers.
They will discuss how sustainable tourism should be managed, the principles of sustainable
tourism, economic, social, environmental impacts and what the future holds.
(www.wessex.ac.uk, 2014)

Technological analysis
Travel Agent GDS Media is one of the latest advances in GDS. Screen Preferencing ensures
an increase in sales by up to three and a half times according to Travel Click. There is also
Travel Agent Advertising which helps to target your specific audience.
(www.travelclick.com, 2014)


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There are huge technological innovations in the tourism industry such as travel apps, social
media, travel auctions and gamification of travel. (www.cbi.eu, 2014) But beyond the mobile
phone, 2014 will bring some very interesting new technologies. The popularity of 3D
printing is already on the rise and it is reported that this year it may become cheaper as
product will be produced in countries other than China, resulting in a dramatic fall in costs.
(www.forbes.com, 2014)

KEY SUCCESS FACTORS
GTSs core competency is its excellence in customer relations. The manager and I both have
excellent customer service skills, we have both studied customer care, communications and
interrelationship studies, but for both of us it is a natural core competency.
Integrated with this is the size of the business. We are a small business and we aim to focus
fully on our client. We give more in-depth care and full attention to our clients and suppliers
also. Our aim is to offer a great price, high quality and customisation. Our aftercare and
contact with our clients is of utmost importance to GTS.

MARKET TESTING
The market was tested by inviting members of a female tour group, who were visiting golf
resorts throughout Ireland, to play a round of golf at St Helens Golf Club. It had been
arranged for them to play just 9 holes, enjoy the spa facilities in the hotel and give feedback
about what they experienced, what improvements could be made and their opinion of our
travel services.

RESEARCH AND ANALYSIS
Secondary research was used to determine what is already known about golf tourism and
specialised tour operators. The research was conducted using the C.S.O., Government
Statistics, trade journals, magazines and research reports.
Primary market research has been carried out to ensure there is a viable market for the
product that the Golf Travel Store has to offer and to gauge what players were willing to pay.
Firstly, we conducted a focus group. The group consisted of a group of 8, over 35 year old
women. They were selected from golf clubs throughout the South East, using stratified
sampling.


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The female golfers gave some discerning information about what they need and want
from their golf hotel experience. They find that hotels that include golfing in their packages,
are too expensive. Therefore, they did not want to pay the same fees as golfers who would
play a longer course. They want to play a shorter course and have time to enjoy the other
hotel facilities as well.
They also found that because golf hotels are upmarket establishments, the facilities
for children were quite often fairly limited. They regard it as of huge importance that the
children are well cared for and entertained while the parents play the golf course.
They feel their golfing needs are currently not being met.

The overall results of the focus group was as follows:
Sets of tees no longer than 4,500 yards.
A golf shop supplying ladies golf clothes and equipment.
Male and female staff members.
Good signage throughout the golf course.
Welcoming staff at entrance to course.
Availability of drinking water.
Female golf instructors.
Childcare facilities.
(www.golfwithwomen.com, 2012)

The golf facilities managers from hotels in the South East were invited to personal
interviews and these led to some insightful information. The interviews were done to assess
what feedback they had had from guests and to discuss their views on female golfing needs.
They showed willingness to provide childcare and be more welcoming of female players and
to satisfy their specific needs.

Personal interviews were conducted with private club managers which will help to
guide the business and means we are able to offer our clients more venues to choose from.
Email surveys were sent to every hotel and golf course in the country to assess the
potential of having them as our associates in the business of facilitating female golfers.
E-mail surveys were put on Twitter and sent to golfers worldwide, clients and prospective
clients can leave feedback and it builds awareness also.


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COMPETITION ANALYSIS
Evaluation of direct marketing was used to ascertain if there were any other companies
offering the same products and services, to the same market as we do. It showed that there
are less than 20 other golf tour operators in Ireland. These are located in the West of the
country and Northern Ireland. Our indirect competitors are the loyal clients of the golf
hotels, non-specialised tour operators and the internet. Our integrated marketing mix will
highlight and deal with these issues. Review sites were researched to find out what was
being said about other golf tour operators.

TARGET MARKET
The Golf Travel Store will target the Female golfing holiday enthusiast.
Our clients will be Irish and International golfers.
They will female, 35 years and older. They will be from medium and high income
households. They will have high level occupations that come with the need for leisure
activities.
Our market position provides a competitive advantage as we have an image that is unique,
differentiated and definable.
(www.smallbusinessbc.ca, 2014)

Female Golfers
We will target female golfers in Ireland, who would love a golfing holiday that is arranged
with their specific needs in mind. Female golfers prefer to play shorter courses and pay less.
They would play regularly and enjoy an enhanced overall experience, while rewarding
course operators with better financial results and pace of play, according to a survey
conducted by golfwithwomen.com. (www.golfwithwomen.com, 2012?)

SALES ANALYSIS
The Global Golf Tourism Report 2013, highlighted a 9.3% growth in global golf tour
operator sales in 2012 over 2011. (www.irishtimes.com, 2014) According to Peter Walton,
Chief Executive of IAGTO, this trend is set to continue in 2014. (www.traveldailynews.com,
2013) Though Failte Ireland do not present expected sales specifically for golfing holidays in


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Ireland for 2014, they are expecting that overall tourism will be as good as last year,
(www.irishtimes.com, 2014)

MARKETING PLAN
GTS is at the introductory stage of its life cycle, this effects the composition of the marketing
mix.

Product
GTSs experienced staff will take the hassle out of organising a golf break and we will ensure
a highly satisfying experience. We have the knowledge that the client needs, such as, a
remote but excellent golf course, hotels within a short distance of golf courses. If a client
wants to play several courses within a geographic region, they may well think they could do
them all on the same day but we will be able to tell them if it is possible or not and we can
guarantee your tee time at the private clubs. As well as planning the holiday, we can organise
transport, give recommendations about hotels, nightlife and information on surrounding
areas. We can organise a luxurious trip or a basic golfing holiday package.

Price
The price has to be considered as good value by our clients if the business is to succeed. GTS
will be competitively priced until our services are well known. However, this means we need to be
extremely careful with our own costs ensure we achieve our financial goals.
(www.bplans.com, 2014) The costs from our suppliers are seasonally adjusted. Hotels, for
example, charge more during high season and this will be reflected in the cost of our
packages. Our promise to our clients is to guarantee tee times and again this means a slightly
higher charge at the hotels but we have negotiated a price for this with most golf hotels in the
country. There will be special offers and discount prices available to anybody that books a
package with us at the Grand Opening. These will run throughout the year also.
GTS Tours Prices start at 2,200 pp. This would be a week-long tour, including golf,
accommodation, meals, and transport.


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Place
The unique service that we offer to our clients will position us as a premier golf travel
operator in Ireland. We provide affordable luxury. Our competitive advantage will be our
customer care and friendly, helpful staff who shall exceed expectations to ensure the
customer is served and fully satisfied. (www.bplans.com, 2014)

Promotions
Promotions will inform our target market and potential clients of the existence of our store
and services. Our objective is to promote brand awareness.

Grand Opening
The Grand Opening of GTS will announced on radio stations throughout the South of Ireland
in the 2 weeks leading up to the opening. Advertisements will also be placed in local
newspapers. We have hired a local PR company to help promote the new business. They are
reasonably priced, audience specific and credible. They will issue a press release for the
grand opening of GTS and will be employed by us for the foreseeable future.

Padraig Harrington will officially open The Golf Travel Store in April 2014.
The Golf Travel Store uses a variety of media options.
There are many benefits for using Facebook in our promotion of GTS. On Facebook we have
communicated with our potential clients. Our name, address, telephone and email are there
for any queries and we describe in detail our products and services. There is information
about staff and their roles in the business and you can talk to them. It is ideal for our small
business as we have a limited marketing budget.
We have uploaded pictures and videos of the business. This allows prospective clients to
virtually visit the store and is a great way to communicate to our clients. We will post
pictures of our clients on their golfing holiday and ask them to tag themselves in the picture,
this means their friends will see it and this means free advertising for GTS. Management and
staff will be available to answer any queries, before or after their holiday. And there is a link
to our GTS website.
(www.business.qld.gov.au, 2014)


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We have researched bloggers that deal specifically with golfing holidays and have negotiated
with them to assist in our promotional campaigns. Consumers believe bloggers are more
trustworthy as they are also consumers.

We have created a programme specifically for You Tube. It is a time-lapse video of our
product featuring the hotels and golf courses that we liaise with. Our next video will be
images from our opening day.

We will use the GTS app to constantly promote and update information. It will include a
helpdesk, golf games and email marketing software.

We have launched the GTS mobile responsive website, where potential clients can contact us
and we can build their golfing holiday for them, online. They can ask questions, leave
feedback, have a virtual visit to hotels and golf courses. Clients will be notified of future
promotions and events.

Inbound tour operators have been informed about the GTS and we have negotiated rates with
approximately 50 operators so far. These are mainly from the United States.
E-newsletters have been sent to prospective clients and also to golf clubs and hotels.

GTS is a registered member of Failte Irelands (Promotions Ireland) which allows the business
to take part in events organised by Failte Ireland. We will be present at workshops, seminars
and promotions, overseas promotions and business tourism events. GTS has a listing on
Failte Irelands consumer website.

We are a registered member of The IGTOA, Ireland Golf Tour Operator Association. The
IGTOA have affiliations with the Irish Region PGA, the European Tour, the Ladies European
Tour, Ryder Cup Travel Services, Visit Scotland, Visit Wales and the Global Golf Tourism
Organisation- IAGTO. (www.igtoa.com, 2013?)

GTS is listed on LinkedIn and we have set up unique company pages. Clients can link in
with our staff, read articles about our business. This will raise awareness of our product and
services. It will also us informed about industry developments. (sproutsocial.com, 2011)


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Our Google+ page has announced our arrival and has provided product information on
Search, Maps and Google+ so that customers can get in touch. It connects us with customers,
whether they are looking on Search, Maps, Google+ or mobile devices. (www.google.com,
2014?)

Our brochure will be supplied to the main travel agents throughout the country as well as
being placed in hotels nationwide. There is an editorial about the Golf Travel Store in the
Discover Ireland Golf Guide 2014.

Events will be held throughout the year to keep the store in the media and in the minds of our
clients. They will consist of charity golf days which are being sponsored by Elvery Sports
Some events will take place in high season though we will be focussing on autumn/winter in
order to keep bookings coming in.

Jan Feb March April May June July Aug Sept Oct Nov Dec
Start
seasonal
promos
Press
Release
TV and
Radio Ads
Newspaper
Interviews
Website
launch

Grand
Opening
Trade
Show
Padraig
Harrington
Charity
Event
Charity
Event
Xmas
Charity
Event
Discounts
available

TV ads
New
YouTube
video

LOCATION ANALYSIS
GTS is located on the N25, Rosslare to Wexford road in Co. Wexford. The location was
chosen because of its proximity to Rosslare Europort which is the gateway to the South East
and the rest of the country. The Store is situated on the main road, before the New Ross
Roundabout, outside of Wexford Town, It is important to be located before the roundabout as


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it is where people turn off to Dublin, Waterford and Cork. We are there for the tourists
before they head off to other destinations.

DAY-TO-DAY OPERATIONS
Day to day we will have a cash float of 500 and a safe float of 1,000. This is to ensure the
smooth day to day running of the business, for clients and suppliers and for any unexpected
costs.

SUPPLIERS
We are in collaboration with golf hotels and public and private golf courses throughout the
country. They will supply us with up-to-date DVDs of their facilities, accommodation and
guaranteed tee times.

The store has HD Simulators installed and a local software engineer will be supplying
maintenance in the event of breakdown or accident.

Security will be supplied by a local company, who will install CCTV inside and outside of
the store.

Our hi-tech GDS System is supplied by the International Travel Academy at Waterford
Airport.
Supervalu will supply the soft drinks for the 19th hole in the store, at a very reasonable
discount.

LEGAL STRUCTURE
Mr Harper and Ms Kehoe will be partners in the business. The partnership agreement will be
drawn up by the company solicitor. The partners are jointly responsible for running the
business and if it fails, all partners are jointly responsible for the debt.
(www.citizensinformation.ie, 2014)

Ms Kehoe holds 51% of the business and put in 150,000 of her own money. Mr Harper
holds 49% having put 150,000 into the business.


Page | 20

Mrs M. OSullivan, partner in Foley OSullivan Solicitors in Wexford Town, will be working
on behalf of The Golf Travel Store and shareholders. Ms M. Meyler, accountant, will be
working in tandem with Ms Kehoe, who will take care of the day-to-day accounts. The
business is insured by Coghlan & Co Insurance in New Ross.

MANAGEMENT & KEY PERSONNEL
Owner/Travel Consultant
Owner/General Manager
Interns (2 Positions)

Mr Harper and Ms Kehoe do not foresee the need for an increase in staff in the first year of
business.

The owners name is Helen Kehoe, 28. She has a BA (Hons) in Tourism Marketing and a BA
(Hons) in Travel Consultancy. She has worked in the hospitality and tourism/travel
industries for 10 years. She worked as a Travel Consultant with Aer Lingus until deciding to
branch out on her own. Her role within the business will be as Travel Consultant and will
assist her manager with marketing the business. She will also do the accounts for the
business.

The general manager is John Harper, 37, a former semi-professional golfer player. He played
throughout the U.S. for 12 years. He has completed a New Frontiers Entrepreneur
Development Programme at C.I.T and has a HC in Communications and Customer Care. He
has previously worked with one of our competitors in Northern Ireland as Marketing
Manager. Mr Harpers role at GTS will also be a Marketing Managers role and he will deal
with the golf courses and hotels. He will also provide golf information in the store and
lessons if requested.

Fas Intern #1: Judy Waters has a background in tourism. She has worked at various tourism
attractions throughout the South East and has excellent communication and interpersonal
skills. Ms Kehoe has arranged for Judy to do a travel consultants course with the
International Travel Academy at Waterford Airport, before she commences her employ at
GTS.


Page | 21

Fas Intern #2: James Shannon worked for many years as a travel agent until he was made
redundant 2 years ago. His role at GTS will therefore be as sales person/travel consultant.
He brings 5 years travel agency experience and excellent customer relation skills to GTS.
Though our interns are paid 50 as per Fas, as soon as the manager is happy with their work
and GTS is proving successful, they will be paid an appropriate wage, with bonuses.
Uniforms and any training required will be supplied by GTS.

Year 1
Owner/Travel Consultant 20,000
General Manager 20,000
Intern #1 10,500
Intern #2 10,500
Total Year 1 Wages 61,000

CRITICAL RISKS
Capital availability- one of the threats to GTS in the future is its long-term financial needs.
However, if necessary, we will look for investors through Enterprise Ireland.
Should Inflation and Interest rates rise, we may have to adjust our prices slightly to cope with
this.
Supply Risks- our suppliers may decide to supply another business instead of ours. In this
case, we would have to offer more money or benefits for staying with us. If this did not
work, we would have to seek a new company with the same attributes as our previous
suppliers.

FINANCIAL SECTION

FUNDING
Ms Kehoe has 150,000 of her own money invested. Mr Harper has also 150,000 invested.

We have received a payment of 15,000 from a JobsPlus initiative. The Jobsplus initiative
gives a business 7,500 if they employ somebody off the live register.
(www.citizensinformation.ie, 2014)


Page | 22

We also have received Innovation Vouchers worth 5,000 from Enterprise Ireland.

Start-up Expenses
Legal 700
Stationery etc. 400
Brochures 100
Insurance 500
Rent 450
Research and Development 400
Website Development 500
Office Equipment 5,000
HD Simulators 2,500
Total Start-up Expenses 10,550
(www.bplans.com, 2014)

BREAK-EVEN ANALYSIS
Break-even calculations assume a 20% gross margin.


Page | 23

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