Business Plan - SME Tourism Venture (Tourism Industry Management)

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Katrina Stephens
TOUR 6685 / 6985 Tourism Industry TOUR 6685 / 6985 Tourism Industry Management Management
2010
Business Plan Assessment Two
Taupos Tourist Shuttle Ltd. 03/11/2010

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Katrina Stephens
Table of Contents
1.0 Executive Summary ........................................................................................................................... 4 Chart: Highlights.................................................................................................................................. 5 1.1 Mission .......................................................................................................................................... 5 1.2 Vision............................................................................................................................................. 6 1.3 Keys to Success ............................................................................................................................. 6 2.0 Legal Requirements .......................................................................................................................... 7 3.0 Company Summary ......................................................................................................................... 10 3.1 Company Ownership/Management ............................................................................................... 11 3.2 Projected Future ............................................................................................................................. 11 4.0 Services ........................................................................................................................................... 11 5.0 Market Analysis Summary .............................................................................................................. 15 5.1 Market Segmentation ................................................................................................................. 16 Table: Market Analysis ...................................................................................................................... 16 Chart: Market Analysis ...................................................................................................................... 17 6.0 Strategy and Implementation Summary ......................................................................................... 17 6.1 Sales Forecast.............................................................................................................................. 19 Table: Sales Forecast ......................................................................................................................... 19 Chart: Sales Monthly ......................................................................................................................... 19 Chart: Sales by Year .......................................................................................................................... 20 7.0 Management Summary .................................................................................................................. 20 7.1 Personnel/Human Resource Management Plan......................................................................... 21 Table: Personnel / Human Resources ............................................................................................... 21 7.2Task Analysis ................................................................................................................................ 22 7.3 External Advisors to the Business: .............................................................................................. 24 8.0 Physical Resources .......................................................................................................................... 25 9.0 Financial Plan .................................................................................................................................. 26 Start up budget & Capital budget: .................................................................................................... 26 Cash flow forecasts: .......................................................................................................................... 28 Budgeted revenue statement: .......................................................................................................... 29 Budgeted balance sheet: .................................................................................................................. 30 Loan Calculator ................................................................................................................................. 31 9.1 Break-even Analysis. ................................................................................................................... 32 Chart: Break-even Analysis ............................................................................................................... 32 2
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Table: Break-even Analysis ............................................................................................................... 32 9.2 Projected Profit and Loss ............................................................................................................ 33 Table: Profit and Loss ........................................................................................................................ 33 Chart: Profit Monthly ........................................................................................................................ 34 Chart: Profit Yearly ............................................................................................................................ 34 Chart: Gross Margin Monthly ........................................................................................................... 35 Chart: Gross Margin Yearly ............................................................................................................... 35 9.3 Projected Cash Flow .................................................................................................................... 36 Chart: Cash ........................................................................................................................................ 36 Table: Cash Flow ............................................................................................................................... 37 10.0 Marketing Strategy and Plan......................................................................................................... 38 11.0 SWOT and Risk Minimisation Strategies ....................................................................................... 42 Task Analysis Job Matrix ................................................................................................................ 45 Appendices............................................................................................................................................ 45 Job Description Small Business Owner / Manager ........................................................................ 46 Job Description Office Receptionist / Administrator ..................................................................... 47 Job Description Tour Guide ............................................................................................................ 48 Job Description Shuttle Driver ....................................................................................................... 49 Bibliography .......................................................................................................................................... 58
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1.0 Executive Summary

In 2011 Taupos Tourist Shuttle Ltd plans to transport over 4,000 passengers. To accommodate these passengers, we plan to purchase a brand new 12-passenger Toyota Hiace Mini-Bus. This new mini-bus is one of the top rated, most reliable commercial passenger van on the market, offering superior safety features for example 3-point ELR seatbelts for all passengers, air bags, side door impact bars, front and rear bumpers, a security system, rear window guard, bag safety barrier and Anti-Lock Braking (ABS). Its innovative square-form styling of galvanised sheet steel reduces the potential for rattles and shakes - making it very stable and secure while on the road and also cuts down wind noise for passengers. The Toyota Hiace Mini-Bus has a very fuel efficient diesel motor and its emissions are the lowest in the van and mini-bus criteria/range. Toyota also guarantees its quality and performance - backed by their Five Year Platinum Warranty, customer support and service 24 hours - 7 days a week. This mini-bus will provide our customers with the best safety standards and comfort, as well as the need to reduce our impact on the environment - through less carbon emissions, travelling as a group - instead of individually, reducing our carbon footprint with Toyotas cleaner diesel motor - which is fuel efficient and cost efficient to run. Taupos Tourist Shuttle Ltd will provide day tours to some of Taupos most popular tourist destinations, Monday through to Saturday - departing 9:00am from the Taupo Visitor Information Centre, with accommodation pickups prior to this. By providing accommodation pickups we aim to bring our service straight to our customers/clients - providing them with convenience. The day tour will include destinations/attractions including Lilliput Farm and Animal Park, The Honey Bee Hive, Huka Prawn Park, Huka Falls and the Taupo Bungy. The Day Tour will finish at approximately 3:00pm - with drop off options at the Taupo i-site or the tourists accommodation in Taupo. During the Day Tours we will also provide a very knowledgeable tour guide/commentator to educate and inform our customers, sharing knowledge, recommendations and the ability to answer any questions regarding the trip, area, history, attractions and other shuttle providers in New Zealand. By 2013 we have planned to expand our business by purchasing a second mini-bus which will cater to two half day tours per day, six day per week. Tours will depart from the Taupo Visitor Information Centre at approximately 8:50am-with accommodation pickups prior to this, and finish at approximately 12:00pm-drop offs at the Taupo i-site or the tourists accommodation. Then the second half day tour will depart at 12:50pm, and finish at approximately 4:00pm.
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Taupos Tourist Shuttle Ltd will operate from the managers premises to start with, where a small office will be located for the Office Administrator/Receptionist to take phone and email enquiries, confirm online bookings and direct these to the Shuttle Manager. By operating the business at the managers premises this will allow the business to keep costs down during the set-up and first year or two of operations.
Taupos Tourist Shuttle Ltd will have contacts/relationships with all accommodation providers to encourage and provide potential customers/clients to book with us. This will be beneficial to accommodation providers, as the tourists/clients overall experience will be increased - by taking a day tour to Taupos most popular tourist attractions, providing them with accommodation pick-ups and air-port transfers. These tourists/clients will be encouraged to return to the Taupo area to stay in the future to enjoy what Taupo has to offer and to use our service again. The manager/owner of Taupos Tourist Shuttle Ltd will invest in the purchase of the first van. The manager will also secure a long-term commercial loan.
Chart: Highlights
Highlights
$350,000.00 $300,000.00 $250,000.00 $200,000.00 $150,000.00 $100,000.00 $50,000.00 $0.00 -$50,000.00 2011 2012 2013 Total Sales Gross Margin Net Profit
1.1 Mission
The mission of Taupos Tourist Shuttle Ltd is to assure the highest safety standards, convenience, education and a quality service to every customer while taking the environment into consideration.
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1.2 Vision
To be the number one shuttle company in the Taupo Area and hold market share by 2020.
1.3 Keys to Success

Taupos Tourist Shuttle Ltds shuttle tour drivers are friendly, professional and commercially certified drivers. The office administrator/receptionist is professional, friendly and helpful going above the call of duty for all of our customers / clients. Taupos Tourist Shuttle Ltd is a customer focused business that is always looking to increase the customers overall experience and doing its part to reduce the effects on the environment by using recycled paper for the production of our brochures, paper from sustainable forests for large posters/adverts, and our mini-bus which is very fuel efficient and emits less carbon emissions into the atmosphere than any other commercial van / mini-bus on the market. Also by travelling as a group we reduce our carbon footprint if we were to travel individually. Taupos Tourist Shuttle Ltd will also provide our service to school/sports groups during off-peak seasons providing our tour guide/commentator to educate students on the Maori History, interesting facts, interactive fun and group bonding activities such as prawn-fishing, interacting with animals and bungy jumping.
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2.0 Legal Requirements

Legal structure with justification: Taupos Tourist Shuttle will operate as a Limited Liability Company. A Limited Liability Company can be registered (incorporated) for $160 with the Companies Office, and will allow Taupos Tourist Shuttle to provide protection to the owner or shareholders - as the business is regarded as a separate legal entity from its owner/shareholders. A registered company has limited liability, therefore if the company is unable to pay its debts and a liquidator is appointed - the owner/shareholder is not personally liable to pay for the business debts with their own personal assets. Whereas if a sole trader or a partnership structure was unable to pay its debt, the individual or partners in the structure will be personally liable to pay for business debts that cannot be met by business funds/assets with their own personal assets.
A registered company also attracts funds and investment easier - with investors becoming shareholders. This is because a registered business is credible because it has limited liability, and has a professional image in the market compared to operating as a sole trader.
A registered company also has the advantage of continuity of existence, and will exist as a company until it is removed from the Companies Register. This will ensure the company continues into the future, even if ownership/management changes occur or the owner passes away. This will ensure that the benefits of this company will continue on into the future, and employees are confident that they have a stable job and work environment. If we were to run as a sole trader or partnership, the business would cease to exist if the owner/trader stoped operating, retired or passes away.
A registered company is also easier to sell as a separate entity when the owner wishes to sell the business or retire. A registered company can easily sell or transfer shares onto the owner/shareholders dependents/children. A partnership would not be able to do this, as the business cannot be assigned or transferred - ending the partnership.
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The only disadvantage of operating as a Limited Liability Company is that the owner/shareholders may need to provide personal guarantees to lenders or creditors to borrow funds/investments. Key Registrations/licences/concessions required: Company Name reserved/registered with the Registrar of Companies (New Zealand Companies Office). The company name Taupos Tourist Shuttle Ltd is currently available on the Register Search. At least one owner, one shareholder (small business), one director/manager and a physical address. A registered office where the company records are kept. An address for service for legal documents to be sent. (Managers premises). An address for the Registrar of Companies to contact the shuttle business. (Managers premises). License - Passenger Endorsement. Keep and report in log book - on how many kilometres we travel each day (to account for travel/fuel costs). Ensure Passenger Vehicle Safety-inform passengers of rules, and the need to always wear your safety belt until the motor is turned off. Follow guideline set by Land Transport New Zealand. Register under the NZ Taxi, Limousine & Shuttle Association. Register for GST, Personal/Company Tax.
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Employment Relations Act 2000 - Employment Agreements and Entitlements, Health & Safety in Employment Act 1992 and ACC, Human Rights Act 1993, Parental Leave and Employment Protection Act 1987, Privacy Act 1993, Injury Prevention, Rehabilitation and Compensation Act 2001 and time off work for bereavement.
Consumer protection under the Fair Trading Act and Consumer Guarantees Act. Resource Management Act (RMA) - Taupo District Council. Positive - sustainable practices using recycle paper for pamphlets, and paper from sustainable forests for large print adverts/posters. As well as a commercial mini-bus that emits low carbon emissions into the atmosphere. Less vehicles on the road - as we travel in a group, instead of individually. Negative - some air pollution. Because we are using the land, we increase traffic which can lead to traffic congestions.
Certificate of Public Use (Form 15) Code Compliance Certificate Application (Form 6)
Marketing Follow the Code of Practice under the Market Research Society of New Zealand.
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3.0 Company Summary

Business Concept
Name:
This photo screenprinted across vehicle.
Location: Taupo Area. Pickup will be from tourists accommodation and the Taupo Visitor Information Centre (i-site). To start off with, the Tourist Shuttle business will be run from the managers own premises/home address and as business grows a booking office and souvenir store could be relocated centrally in the Taupo Town Centre.
Contact Details: Phone: (07)376-0008 Free Phone: 0800-CALL-US or 0800-2255-87 E-mail: taupostourist.shuttle@xtra.co.nz Website: www.taupostouristshuttle.com Tourists/Clients/Customers can also make enquiries and bookings at the Taupo and Turungi Visitor Information Centres (i-sites).
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3.1 Company Ownership/Management

The manager of Taupos Tourist Shuttle Ltd is the primary owner of the company. Once the company starts to make a profit, increased sales and expands we may look into outside investment to increase market share and growth.
3.2 Projected Future

Taupos Tourist Shuttle Ltd aims to start up business in January 2011. We plan to conduct six Day Tours per week, and provide Air Port Transfers from our clients / customers accommodation to the Taupo Airport seven days a week Monday to Friday between 4:00pm -6:30pm, Saturday and Sunday between 4:30pm 6:30pm.
4.0 Services
Main Products and/or services provided:
Taupos Tourist Shuttle provides a transportation and tour guiding service to tourists (land based), specifically backpackers and adventure tourists and business and conference clients, with the opportunity to cater to school and sport groups during off-peak seasons. Taupos Tourist Shuttle Ltd would also provide their transportation service to domestic tourists, and local residents/customers who wish to travel to some of Taupos most popular tourist attractions, as well as airport transport service from the clients accommodation to the Taupo Airport. The Taupo Airport Shuttle will provide transport from the Airport to their accommodation 24 hours, 7 days a week for all incoming flights. Our shuttle will bring our service to our customers and clients by offering pickup from their accommodation and the Taupo Visitor Information Centre for the Day Tours to Taupos most visited and favourite tourist attractions.
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Our shuttle service will allow our customers/clients to participate in feeding farm animals at Lilliput Farm and Animal Park, view how honey is made and taste and test honey products, beauty products, wine tasting, natural honey ice creams and other variety of natural New Zealand made ice-creams at The Honey Bee Hive. Participate in catching a prawn at the Huka Prawn Park and the opportunity to gain some awesome photo/video opportunities of the power of the Huka Falls. Then theres also the option of completing an adrenaline filled Bungy Jump above the Waikato River at the Taupo Bungy or just taking in the scenery and caf is a breathtaking experience.
Tourists will also have the opportunity to enjoy morning tea or early lunch at the Honey Bee Hive, the Prawn Park or the Lilliput Farm and Animal Park Caf, and the option of enjoying Lunch at the Taupo Bungy Caf - taking in the beautiful views and scenery, as well as the gift store which highlights the Taupo Area.
Differentiation: Our competitors in the Local Taupo Area include: 1. 2. 3. Lake Taupo HOTBUS - (also referred to as the Tongariro Taupo HOTBUS). Shuttle 2 U Taxi Operators
To differentiate our business from other shuttle businesses - we will market/advertise our businesss strengths, branding/image, quality service and our tour guide/commentator being environmentally considerate and using sustainable practices in the production of pamphlets/brochures, posters and print adverts. Our tours would also encourage our customers/clients to be environmentally friendly, and the reasons to look after the environment for future generations. Taupos Tourist Shuttle Ltd will provide an informative tour guide/commentator service on all of our tours.
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This differentiates us from our competitors who do not provide a tour guide on any of their shuttle tours. Our shuttle business will be competitively priced, offer value for money and we will insure every customer/client has a great experience with us. Our Tour Guide/Commentator will also be able to greet and farewell guests, and understand the basics language of Indian, Chinese and Japanese - as middle-class international tourists from these countries have increased over the years.
This will ensure that our international guests feel comfortable, welcome, and involved in the tour and surroundings - with the confidence to interact with the group, attractions/activities and the confidence to ask questions. It will be one of our businesses core values to insure that all our customers/clients leaves our service with an excellent impression of the area, taking in the warm and welcoming nature of Kiwis, so that they refer us onto their friends, relatives and others they come into contact with, and also to ensure they consider Taupo as place theyd like to visit again in the future - benefiting positively on the Local Community.
Taupos Tourist Shuttle Ltd will look to continually improve its service - to ensure a quality service and value for money for our customers/clients.
Day Tours will run from Monday to Saturday 313 days of the year. Airport Transfers will run Monday through to Sunday 364 days of the year (excluding Christmas Day).
Departure Times for the Day Tours (Monday to Saturday): 8:40 am 8:55 am 9:00 am Pickups from customers accommodation in Taupo. Departs Taupo Visitor Information Centre (i-site) on the corner of Tongariro Street Phone (07)376-0027 for enquires Appr. 3:00 pm 3:10 pm Returns to Taupo i-site All drop offs to customers accommodation completed
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Departure Times for Airport Transfers (Monday to Friday): Between 4:00 pm and 6:30 pm Pickups from clients / customers accommodation Departure Times for Airport Transfers (Saturday and Sunday): Between 4:30 pm and 6:30 pm Pickups from clients / customers accommodation
Fares: Adult Child (Up to 13 yrs)
Full Day Tour (2011 onwards) $45.00 $35.00
Airport Transfers (2011 onwards) $10.00 $10.00
Half Day Tour (2013 onwards) $30.00 $20.00
To limit dropping our prices too low, we would advertise the benefits we offer to clients/customers/tourists (tour guide, environmental friendly)-using recycled paper/paper from sustainable forests for our business pamphlets and brochures, as well as a vehicle that is more fuel efficient with less carbon emissions into the environment. As well as highlighting that by travelling as a group we eliminate the number of vehicles on the road required to visit these attractions as individuals. We can also advertise this superior image to maintain customer numbers and revenue/profits, without having to drastically reducing our prices.
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5.0 Market Analysis Summary

Main Benefits to the consumer of your product/services:
Taupos Tourist Shuttle provides a convenient service for completing / going to some of Taupos most popular tourists attractions in a one day tour in a group, with no hassles of looking for directions, running a vehicle, renting a car or paying for fuel costs. We also provide a very knowledgeable tour guide/commentator who will engulf you with the areas history, interesting facts of each attraction/activity answer any questions, refer other shuttle companies in New Zealand and places/attractions not to miss. Our service will provide a hassle free experience, with tours running Monday through to Saturday accounting for those who are too busy or working during the week. These individuals/families will see the Saturday Day Tour as a bonus - and will more likely influence them to purchase our service over competitors. Our business also contributes positively on the local community and environment as a whole, through our sustainable practices, and low environmental impacts of operation.
Summary of Benefits: Competitively Priced and a Friendly Service. Offer Day Tours six days a week - Mon-Sat and Airport Transfers seven days a week. Able to visit all of Taupos Most Popular Tourist Attractions in one day. Be educated, informed and share knowledge with our very knowledgeable tour guide/commentator of the Taupo areas Maori history, beginnings, interesting facts of each attraction and the ability to answer your questions and make suggestions of other shuttle companies in New Zealand they can use on their travels. We take our environmental impact seriously - and meet those individuals who are environmentally conscious.
Why is it a viable reason to set up business? The Taupo City is growing, attracting new investors, events etc - increasing the number of business/conference clients to the area. Tourists want a convenient, hassle free experience where they can take in the best attractions in Taupo. Tourism is expected to grow in the future, with foreign visitor numbers rising as New Zealand becomes more widely known as a top visitor destination, especially from countries such as China, Japan and India. (Statistics New Zealand, 2010).
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The Rugby World Cup next year will also encourage a large inflow of tourists to the Taupo Area, with future flow on effects as tourists return in the future and as they tell their friends and relatives - leading to them travelling to New Zealand - and potentially to Taupo. Potential to gain market share over competing shuttle companies in the Taupo Area as we promote ourselves as being environmentally conscious and using sustainable practices by promoting this on our website, pamphlets and in our image/branding. Our tours will also be very educational and informative - as we have our own tour guide/commentator - which we can use to differentiate ourselves from our competitor the Taupo Hot Bus and Shuttle 2 U who do not offer a tour guide on their shuttle tours.
5.1 Market Segmentation

Target markets: Taupos Tourist Shuttle Ltds main target markets are backpackers and adventure tourists, as well as business and conference clients. Taupos Tourist Shuttle would also provide a transportation service to all tourists travelling to/through Taupo who wish to engage in and take in the sites/scenery and visit some of Taupos favourite attractions, we could also take educational/group bonding and outdoor appreciation trips on the areas history and reducing our impact on the environment for school groups to these attractions if approached by schools to do so.
Table: Market Analysis

Market Analysis 2011 Potential Customers Backpackers Adventure Tourists Half Day Tours Business/Conference Clients + Airport Transfers Other Total Growth 0.80% 0.80% 3.43% 4.95% 4.68% 2.93% 1,582 1,582 0 900 250 4,314 2012 1,592 1,592 0 950 260 4,394 2013 1,602 1,602 7,000 2014 1,622 1,622 7,200 2015 1,633 1,633 7,488 CAGR 0.80% 0.80% 3.43% 4.95% 4.68% 2.93%
1,000 1,050 1,092 280 290 300 11,484 11,784 12,146
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Chart: Market Analysis
Market Analysis (2011)

Backpackers
Adventure Tourists
Business/Conference Clients & Airport Transfers Other
6.0 Strategy and Implementation Summary

Taupos Tourist Shuttle Ltd will develop a close relationship with accommodation providers in the Taupo City where our service can be provided to their customers to increase their overall experience in the area and provide them with a convenient service that provides pick up service from their accommodation.
We would also need to have a close relationship with the Taupo and Turangi Visitor Information Systems where our customers will be able to book their day tour or airport transfer from their accommodation in Taupo to the Taupo Airport. For every sale completed at these i-sites we will pay a 5% commission on every ticket sold to the sales person who completed the sale.
It would also be beneficial to our business and to our future success if we build relationships with other shuttle providers in New Zealand, so that they would refer our service to their clients/customers and in doing so we would refer their service to our clients/customers. Benefiting our shuttle company, but also other shuttle companies throughout New Zealand, building a relationship with Inbound Shuttle/Tour Operators nationwide.
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We would also keep in close contact with the Taxi, Limousine and Shuttle Association of New Zealand to ensure we maintain and comply with the industrys regulations and aim to continually improve our service and standards to ensure value for our customers and the wellbeing of the environment. As well as hold this accreditation of membership of this association which will indicate to our potential customers that we are a trusted and recognised operator.
Our company also aims are to gain the Qualmark Accreditation of Enviro-Green award and logo. Qualmarks Enviro-Green award and logo is awarded to businesses that are/promote: Energy Efficiency Reduce Waste Management Water Conservation Community Activities Conservation/Sustainability Initiatives
I believe our company will reach these goals within 3-5years to promote sustainability, promoting our business as being environmentally friendly, reducing our carbon foot print by travelling as a group, using sustainable practices with recycling and paper from sustainable forests. Using a very clean diesel engine which is fuel/energy efficient and emitting very low amounts of carbon emissions into the atmosphere (waste management). Our business would not use any water in its operations to run tours/airport transfers, and we would promote to our clients/customers to try and reduce their impacts on the environment through our very educational and informative tour guide/commentator. This
award/accreditation and logo on our shuttle vans would defiantly act positively towards potential sales and enable us to gain more market share in the shuttle/transport provide in the Taupo Area.
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6.1 Sales Forecast

The following is the sales forecast for the next three years.
Table: Sales Forecast
Sales Forecast 2011 Sales Forecast Day Tours Half Day Tours Airport Transfers Other Total Sales Direct Cost of Sales Shuttle Tickets Other Subtotal Direct Cost of Sales $126,560.00 $0.00 $9,000.00 $10,000.00 $145,560.00 2011 $17,467.20 $0.00 $17,467.20 2012 $127,360.00 $0.00 $9,500.00 $10,400.00 $147,260.00 2012 $17,671.20 $0.00 $17,671.20 2013 $128,160.00 $175,000.00 $10,000.00 $11,200.00 $324,360.00 2013 $38,923.20 $0.00 $38,923.20
Chart: Sales Monthly
Monthly Sales 2011

$16,000 $14,000 $12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Sales
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Chart: Sales by Year
Sales by Year
$350,000.00 $300,000.00 $250,000.00 $200,000.00 $150,000.00 $100,000.00 $50,000.00 $0.00 2011 2012 2013 $145,560.00 $147,260.00 Total Sales $324,360.00
7.0 Management Summary

The manager is the primary owner of Taupos Tourist Shuttle Ltd, where they perform management duties and will also cover the duties of a full-time shuttle driver for the Day Tours, and Airport Transfers. The Office Administrator/Receptionist will work in the businesss office located at the managers premises, taking phone and email enquiries and confirming bookings. The Receptionist will also be contacted and receive enquiries from clients/customers through their accommodation providers and the Turangi and Taupo i-sites where they will direct/report these bookings to the manager. The manager will have day to day contact with the Office Administrator/Receptionist before commencing tours and after each tour every day. The manager will also be able to be contacted via their hands free cell phone, and at approximately 12:30pm when the tour group stops for lunch at the Honey Bee Hive or the Huka Prawn Park the manager will be able to take urgent phone calls from the Office Administrator/Receptionist. In 2013 the business aims to employ another full-time shuttle driver and tour guide/commentator to complete the Half Day Tours as well as a part-time shuttle driver who will be on hand to cover any of the full-time shuttle drivers work if they are on sick or injury related leave, bereavement etc
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7.1 Personnel/Human Resource Management Plan

The staff for Taupos Tourist Shuttle Ltd is as follows: Shuttle Manager/Owner/Full-Time Driver Office Administrator/Receptionist Tour Guide/Commentator Full-time driver/s Part-time driver/s
Table: Personnel / Human Resources

Personnel Plan Shuttle Manager & Full Time Driver Office Staff/Receptionist Tour Guide/Commentator Full-time drivers (extra) Part-time drivers Total People Total Payroll 2011 $ 45,000.00 $ 26,900.00 $ 33,000.00 0 0 3 $ 104,900 2012 $ 45,000.00 $ 26,900.00 $ 33,000.00 0 0 3 $ 104,900.00 $ $ $ $ $ 2013 45,000.00 26,900.00 66,000.00 29,000.00 15,000.00 5
$ 181,900.00
People Task Analysis:

Shuttle Business Owner/Manager Office Administrator / Receptionist Tour Guide / Commentator
Full-Time Driver
Part-Time Driver
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7.2Task Analysis
Key Roles within the Business: Shuttle Manager/Owner is responsible for the day to day running of the shuttle business/tours and airport transfers. All bookings which are made will be directed from the Office Receptionist/Administrator to the Manager so that the Manager can organise and schedule clients/customers pickups from their accommodation or the Taupo i-site.
The Manager will also be responsible for going over all the accounts at the end of each month with the businesss accountant and/or bank manager. All employees will report to the Manager regarding any employment issues, sick/injury or bereavement leave, and customers/clients enquiries which need the attention of the Manager.
The Manager will also be involved in the day to day running of the business as a full-time driver of the Day Tours and Airport Transfers. The Manager will ensure the safety and wellbeing of all their employees and clients/customers. They must insure a OSH policy is in place first before business starts.
In 2013 we have aimed to expand the business by purchasing a second mini-bus to cater fully on half-day tours twice a day, six days a week. In this instance, the Manager will be hiring a full-time driver and another Tour Guide to cater to the halfday tours and a part-time driver to cover sick, injury, bereavement leave etc for the Full-Time Driver, and possibly the Managers duties on Day Tours on rare occasions. Therefore it will be the Managers responsibility to train these new drivers and Tour Guide to ensure high standards are maintained over the whole business, as well as high customer service and satisfaction is exceeded. (This training can be completed on the job, with these new drivers going on one of the Managers Day Tours, or on a day or low-season period to give them a fare idea of what standards are expected.
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The Shuttle Manager / Owner will be responsible for all Employment Relations Issues and Human Resource Management responsibilities, such as: Human Resource Planning Human Resource Requirement: The business will employ three employees at first (set-up). 1) Manager/Owner & Full-Time Shuttle Driver (1) 2) Office Receptionist / Administrator (1) 3) Tour Guide / Commentator (1) The business will expand in 2013 with the purchase of a second mini-bus, therefore the manager will employ a further three employees to accommodate the half day tours: 1) Full-Time Shuttle Driver (1) 2) Tour Guide / Commentator 3) Part-Time Shuttle Driver (1)
The Manager/Owner will also be responsible for recruiting, selecting, organising the orientation, training processes and development and evaluate performance through customer satisfaction surveys etc, and staff rewards such as holiday pay, bonuses and incentives to wage/salary increases. Office Receptionist / Administrator the office receptionist will be responsible for taking phone calls and emails, answering customers / clients enquiries. As well as enquiries from accommodation providers and bookings from the Taupo i-site. They will have close contact with the Manager/Owner directing enquiries that they cannot personally answer onto the Manager, and directing booking numbers and details onto the Manager so that they can make/schedule clients/customers pickup arrangements etc The office receptionist will be able to contact the Manager during Day Tours on their lunch break at 12:30pm on the Managers hands free cell phone. Tour Guide The Tour Guide will be responsible for insuring that all the businesss customers feel welcomed and involved in the tour. They will be able to greet and farewell our customers in English, Indian, Chinese and Japanese as there are a large proportion of tourists from these nationalities that travel to New Zealand and to the Taupo Area. This will ensure that our service is friendly, caring and that our
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customers feel at ease to ask questions and be involved. Our tour guides will also be very knowledgeable on local history, surroundings and attractions, as well as on environmental issues and impacts and the need to use sustainable practices and be environmentally friendly. The Tour Guide will report to the Manager/Owner at the start of each day at the managers/owners premises where the Shuttle Vans will be securely stalled. Shuttle Drivers (Full & Part Time) - The Shuttle Drivers will be responsible for insuring the safety of themselves, the tour guide and their passengers. They must ensure that all passengers are made aware of the safety precautions before each tour commences and that safety belts must be worn at all times when the vehicle is turned on, that large items/bags can be put in the rear boot (as our shuttle vans have rear window guards and bag safety barriers installed), and that no one should put themselves at risk by hanging out the windows/doors. All Shuttle Drivers will be responsible for completing a log book before and after they complete each tour so that costs can be taken into account for accounting purposes.
7.3 External Advisors to the Business:

Taupos Tourist Shuttle Ltds External Advisors would include: Accountant / Accountancy Firm. Bank Manager for borrowing funds, and seeking investment/investors. Business Advisor to give advice and support to Manager. Market Research / Advertising / Web Design Firm who could assist in setting up website and forms of marketing/advertising so that we follow the Code of Practice set by the Market Research Society of New Zealand. NZ Taxi, Limousine & Shuttle Association. NZ Transport. Taupo Council / Destination Lake Taupo. Qual Mark (Tourism New Zealand).
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8.0 Physical Resources

Premises: The businesss office will be firstly set up and run from the Managers Premises - this will enable the business to keep costs down, and once the business has sufficient funds to lease/rent - we would open up an office and souvenir store in the Taupo Town Centre.
The office located at the Managers premises will be open if consumers wish to book themselves in the Day Tour and/or Airport Transfer. The Office Receptionist will be able to make the booking on the booking system, and payment can be made by credit card, eftpos or cash. They will also be able to make enquiries here - where the Office Receptionist will be able to answer any questions. Or enquiries can be made via phone, fax and email.
To meet customers / clients needs we have made it more convenient for our customers to book online (Ecommerce Booking System - payment by internet banking / dps payment or debit/credit card. They can also book at the Visitor Information Centre in Turangi and Taupo if they do not have access to the booking system online. Our service would also advertise with pamphlets/brochures at the Taupo and Turangi i-sites and accommodation providers in Taupo. We would provide a convenient service by offering pick-ups and drop-offs from our customers accommodation in Taupo ands the Taupo Visitor Information Centre (i-site) for Day and Half-Day Tours and Airport Transfers from our customers accommodation to the Taupo Airport.
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Key Equipment Requirements: Taupos Tourist Shuttle Ltd will purchase a Toyota Hiace 12 seater Mini-Bus to cater to the Day Tours and Airport Transfers transportation of our clients/customers. A brand new MiniBus, with seats fitted, safety features, platinum five year warranty and our branding/image of the lake and mountains and name screen printed on the vehicle will cost approximately $71,590. We will also purchase a second mini-bus in 2013 to expand our business, catering fully to two Half-Day Tours per day.
Our business will also require for set up office equipment including a computer, with booking/accounting system software, fax, phone, internet, filing cabinet, petty cash deposit safe, office furniture and stationery costing approximately $6,500.
9.0 Financial Plan

The following is the Financial Plan for Taupos Tourist Shuttle Ltd.
Start up budget & Capital budget:
BUSINESS TYPE: BUSINESS NAME: NO OF SEATS: START-UP CAPITAL EXPENDITURE COMPANY SET UP /REGISTRATION OWNERS CAPITAL FINANCED FINANCE RATE OTHER EQUIPMENT OWNERS CAPITAL FINANCED FINANCE RATE OPENING BANK BALANCE OWNERS CAPITAL START UP REVENUE EXPENDITURE ADVERTISING INSURANCE 26
Shuttle Company Taupo's Tourist Shuttle Ltd. 12
$ $ $ $ $ $ $ $
160.00 43,500.00 21,590.00 10% 6,500.00 6,500.00 10% 50,000.00 50,000.00
$ $
5,000.00 1,500.00
TOUR 6685 / 6985 RENT STATIONERY ON-GOING REVENUE RATE PER DAY TOUR RATE PER AIR PORT TRANSFER SUMMER OCCUPANCY RATE (%) WINTER OCCUPANCY RATE
Taupos Tourist Shuttle Ltd. $ $ 100.00
Katrina Stephens
$ $
40.00 (Average) 10.00 80% 65%
ON-GOING EXPENSES OPERATION EXPENSES CLEANING PRODUCTS (clean ourself) ACCOUNTANCY ADVERTISING PER MONTH BANK CHARGES INSURANCE OVERDRAFT INTEREST RATE LIGHT AND POWER - FIXED LINE CHARGE - VARIABLE SHUTTLE TICKET PRINTING RATES VEHICLE MAINTENANCE TELEPHONE AND TOLLS - FIXED LINE CHARGE - VARIABLE OWNERS/MANAGERS WAGES PER MONTH
60% OF INCOME $5 PER DAY $200 PER MONTH 750.00 $50 PER MONTH $400 PER MONTH 18% 1% OF INCOME $41.28 PER MONTH $800 PER YEAR $200 PER MONTH $100 PER MONTH 1% OF INCOME 3,750.00 $
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Cash flow forecasts:

Cash Flow 2011 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Long-term Liabilities Capital Investment Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending (Diesel) Bill Payments Subtotal Spent on Operations Additional Cash Spent PAYE Taxes to IRD Long-term Liabilities Principal Repayment Purchases Long-term Assets Subtotal Cash Spent Net Cash Flow Add Opening Bank Balance Cash Balance 2012 2013
$145,560.00 $145,560.00
$147,260.00 $147,260.00
$324,360.00 $324,360.00
$0.00 $21,590.00 $50,000.00 $217,150.00 2011
$0.00 $0.00 $0.00 $147,260.00 2012
$0.00 $71,590.00 $0.00 $395,950.00 2013
$7,200 $121,100 $128,300
$8,000 $121,100 $129,100
$16,000 $204,100 $220,100
$17,557 $1,324 $71,590 $218,771 -$1,621 $0 -$1,621
$17,557 $1,463 $0 $148,120 -$860 -$1,621 -$2,481
$29,663 $1,616 $71,590 $322,969 $72,981 -$2,481 $70,499
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Budgeted revenue statement:
Taupo's Tourist Shuttle Ltd. BUDGETED INCOME STATEMENT FOR THE YEAR ENDED 31 JANUARY 2012 REVENUE Income from Day Tours Income from Airport Transfers LESS COST OF GOODS SOLD Operation Costs (Tickets and Diesel) Salaries/Wages
$ 136,560.00 $ 9,000.00 $145,560 $ 17,467.20 $ 104,900.00 $122,367 $23,193
LESS EXPENSES Accountancy Advertising Bank Charges Insurance Light and Power Motor Vehicle Printing Rates Telephone NET PROFIT
$ $ $ $ $ $ $ $
2,400.00 9,000.00 600.00 4,800.00 1,200.00 2,400.00 495.36 800.00 $1,200 $22,895 $297
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Budgeted balance sheet:
Taupo's Tourist Shuttle Ltd. BUDGETED BALANCE STATEMENT AS AT 31 JANUARY 2012 EQUITY Opening Balance Capital Introduced Net Profit Less Owners Drawings
$ $ 50,000.00 $ 297.44 $ 50,297.44 $ $ 50,297.44
THIS IS REPRESENTED BY: CURRENT ASSETS Bank Accounts Receivable LESS CURRENT LIABILITIES Accounts Payable GST Payable WORKING CAPITAL PLUS NON CURRENT ASSETS Mini-Bus Other Equipment Company Registration
-$ 18,377.00 $ -$ 18,377.00 $ $ 11,793.37 -$ 30,170.37
71, 590.00 $ 6,500.00 $ 160.00 $ 6,660.00 -$ 23,510.37
LESS NON CURRENT LIABILTIES Long-Term Loans Mortgage
$ $ 21,590.00 $ 21,590.00
NET ASSETS
-$ 45,100.37 -$ 95,397.81
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Loan Calculator
Loan Amount (pv) Interest Rate (rate) Total # of Periods (Nper) Payment per Period Total Interest Paid
$21,590 0.83% 120
$285.31 $ 12,647.61
Period
Payment Amount
Interest
Cumulative Interest
Principal
Principal Paid
Balance
$ 21,590.00
1 2 3 4 5 6 7 8 9 10 11 12
285.31 285.31 285.31 285.31 285.31 285.31 285.31 285.31 285.31 285.31 285.31 285.31
179.92 179.04 178.15 177.26 176.36 175.45 174.54 173.61 172.68 171.74 170.80 169.84
179.92 358.96 537.11 714.37 890.73 1,066.18 1,240.71 1,414.33 1,587.01 1,758.75 1,929.55 2,099.39
105.40 106.28 107.16 108.05 108.95 109.86 110.78 111.70 112.63 113.57 114.52 115.47
105.40 211.67 318.83 426.89 535.84 645.70 756.48 868.18 980.81 1,094.38 1,208.90 1,324.37
21,484.60 21,378.33 21,271.17 21,163.11 21,054.16 20,944.30 20,833.52 20,721.82 20,609.19 20,495.62 20,381.10 20,265.63
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9.1 Break-even Analysis.

The following table and chart show the break-even analysis for Taupos Tourist Shuttle Ltd.
Chart: Break-even Analysis
Monthly Break-even Analysis

$15,000.00 $10,000.00 $5,000.00 $3,096.00 $-$5,000.00 -$10,000.00 -$15,000.00 -$20,000.00 Airport Transfers Day Tours $9,313.00
Table: Break-even Analysis

Break-even Analysis Airport Transfers $3,096 Day Tours $9,313
Monthly Revenue Break-even
Assumptions: Average Percent Variable Cost Estimated Monthly Fixed Cost
16% $2,599
4% $8,939
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9.2 Projected Profit and Loss

The following table and charts are the projected profit and loss for three years.
Table: Profit and Loss

Profit and Loss Sales Direct Cost of Sales Other Production Expenses Total Cost of Sales Gross Margin Gross Margin % Expenses Payroll (Including PAYE) Sales, Advertising, Marketing & Other Expenses Depreciation (Diminishing-Value 30%) Electricity + Phone (Office at Owners Premises) Insurance Payroll Taxes Other Total Operating Expenses Profit Before Interest & Taxes EBITDA Interest Expense Taxes Incurred / Tax Credit Net Profit Net Profit/Sales 2011 $145,560.00 $17,467.20 $0.00 $17,467.20 $128,092.80 88.00% 2012 $147,260.00 $17,671.20 $0.00 $17,671.20 $129,588.80 88.00% 2013 $324,360.00 $38,923.20 $0.00 $38,923.20 $285,436.80 88.00%
$104,900.00 $10,000.00 $21,477.00 $2,400.00 $3,600.00 $17,557.00 $0.00 $159,934.00 -$31,841.20 -$10,364.20 $2,159.00 -$8,915.54 -$25,084.66 -17.23%
$104,900.00 $10,000.00 $15,033.90 $2,400.00 $3,600.00 $17,557.00 $0.00 $153,490.90 -$23,902.10 -$8,868.20 $2,159.00 -$6,692.59 -$19,368.51 -13.15%
$181,900.00 $10,000.00 $10,523.73 $3,600.00 $7,200.00 $29,663.00 $0.00 $242,886.73 $42,550.07 $53,073.80 $9,318.00 $11,914.02 $21,318.05 6.57%
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Chart: Profit Monthly
Profit Monthly (2011)

$1 -$1,000.00 -$2,000.00 -$3,000.00 -$4,000.00 -$5,000.00 -$6,000.00 2 3 4 5 6 7 8 9 10 11 12
Chart: Profit Yearly
Profit Yearly
$30,000.00 $20,000.00 $10,000.00 $0.00 2011 -$10,000.00 -$20,000.00 -$30,000.00 2012 2013
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Chart: Gross Margin Monthly
Gross Margin Monthly

$14,000.00 $12,000.00 $10,000.00 $8,000.00 $6,000.00 $4,000.00 $2,000.00 $Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Chart: Gross Margin Yearly
Gross Margin Yearly

$300,000.00 $250,000.00 $200,000.00 $150,000.00 $100,000.00 $50,000.00 $0.00 2011 2012 2013
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9.3 Projected Cash Flow

The following table and chart is the projected cash flow for three years.
Chart: Cash
Cash
$80,000 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $0 -$10,000 2011 2012 2013 Net Cash Flow Cash Balance
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Table: Cash Flow
Cash Flow 2011 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Long-term Liabilities Capital Investment Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending (Diesel) Bill Payments Subtotal Spent on Operations Additional Cash Spent PAYE Taxes to IRD Long-term Liabilities Principal Repayment Purchases Long-term Assets Subtotal Cash Spent Net Cash Flow Add Opening Bank Balance Cash Balance 2012 2013
$145,560.00 $145,560.00
$147,260.00 $147,260.00
$324,360.00 $324,360.00
$0.00 $21,590.00 $50,000.00 $217,150.00 2011
$0.00 $0.00 $0.00 $147,260.00 2012
$0.00 $71,590.00 $0.00 $395,950.00 2013
$7,200 $121,100 $128,300
$8,000 $121,100 $129,100
$16,000 $204,100 $220,100
$17,557 $1,324 $71,590 $218,771 -$1,621 $0 -$1,621
$17,557 $1,463 $0 $148,120 -$860 -$1,621 -$2,481
$29,663 $1,616 $71,590 $322,969 $72,981 -$2,481 $70,499
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10.0 Marketing Strategy and Plan

Target Market Segments -Target Market 1: Backpackers/Adventure Tourists. Backpacker/Adventure Tourists are primarily individuals aged between 18 and approximately 35yrs of age who travel around New Zealand without their own transport. They spend very little on their accommodation, and usually spend more on activities/attractions. They tend to stay at bed and breakfasts/hostels/backpacker accommodation central to town centres. They are always on the look out for activities/attractions that offer them value for money, so that they can stay within their spending limits.
Our service would meet this target market, as our service will provide them with a Day Tour to some of Taupos Most Popular Tourist attractions in one day and provide them with transportation, an educational/informative tour guide etc and they will not have any hassles of locating directions, maps, transport means etc If they were to hitchhike, it would be difficult to travel to all attractions, and usually people travelling through/out of Taupo, are travelling onto other towns/cities therefore they are less likely to give hitchhikers a ride to these attractions, wait for them and take them to another attraction. -Target Market 2: Business/Conference Clients. Business/Conference Clients are aged from 20-50 Yrs of age, and either have business affairs in Taupo and/or looking to invest or participate in a business event in Taupo. These clients require airport transfers from their accommodation to the Taupo Airport to catch flights to Auckland, Wellington or Whanganui. We would offer a competitively priced service, that is cheaper than catching a taxi and also competitively priced/value for money compared to our competitors Hot Bus and Shuttle 2 U - with our Airport Transfers priced at $10.00 per passenger, and offered seven days a week for all flights departing Taupo between 4-6:30pm (4-5 flights per night).
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Marketing Strategy
To avoid rivalry between existing competitors (Shuttle 2 U and The Hot Bus):
To limit dropping our prices too low, we would advertise the benefits we offer to clients/customers/tourists (tour guide, environmental friendly-using recycled paper/paper from sustainable forests for our business pamphlets and brochures, as well as a vehicle that is more fuel efficient with less carbon emissions into the environment, as well as highlighting that by travelling as a group we eliminate the number of vehicles on the road required to visit these attractions as individuals. Our service also offers convenience, as we offer accommodation pickups and drop offs and we have a very knowledgeable Tour Guide on all of our tours. We can also advertise this superior image to maintain customer numbers and revenue/profits, without having to drastically reducing our prices. Our customers will distinctively remember our image/branding from the view of the lake and mountains screen printed across the mini-bus. We would also maintain high customer service standards, and continually look to improve our service to our customers and clients to ensure they return in the future to use our service again, and to refer our service onto others.
Intensity by shuttle businesses may increase, as businesses battle each other to gain customers, revenue, profits and market share, and there is also potential for price wars to develop. Therefore it is important to highlight and portray to our potential customers our differentiated product/service over our competitors, so that we can maintain sales and influence customers to return in the future (loyal customers).
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Tactics Pricing Strategy -Competitive Pricing - we will look at our competitors prices on a regular basis to ensure that we a competitive with then in the market - and so that we can benchmark our pricing close to our slightly above our competitors. I believe our average pricing of $40 is very reasonable, taking into account the benefits we offer our customers the highest safety levels, airport transfers, accommodation pickups and drop offs (convenience), tours on Saturdays, booking options online or at the Turangi & Taupo i-sites and a very knowledgeable tour guide on every tour. We also take the environment into consideration - with sustainable practices and low carbon emissions.
Distribution Strategy
Brochure / Pamphlet -Size - A4 - 3 fold brochure. -Colour - varied shades of blue. -Photo - photo of lake and mountains in the background - which links the brochure to the shuttle van, so that customers can quickly link the service to business through our image/branding. Also photos of attractions that the Tours will Visit, and a map and photo of the Taupo i-site - where pickups will be made and where tickets can be booked. As well as a photo of the Taupo Airport - to indicate Airport Transfers to the Airport. -Information - Prices/Fares, Where to Book, Pickups at Taupo i-site, Airport Transfers, Caption and Small Description of each attraction, ability to test/taste, try products, interaction and amazing/thrilling experiences. -Contact Details - Phone, Email, Website. -Type of Map - Taupo Town Area/Township and where our office is situated at the Managers Premises, and also bookings and pickups at the Taupo i-site on the corner of Tongariro Street. -What will make it stand out - Lake & Mountain Scenery - Photo on front cover, and as a faded background/foreground for other brochure sides. This image will be screen printed on the mini-bus, so that potential customers can link this
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service/product in the brochure to the mini-bus that they see out and about in the Taupo Area/Township - and gives them the desire to try our service. -Distribution of Brochure - We will provide brochures to all Accommodation Providers in the central Taupo, as well as to the i-sites in both Turangi and Taupo, and as well as at the destinations/attractions included in the Day Tour.
Web Marketing -Web Site - Taupos Tourist Shuttle Ltd will have its very own website, where potential customers/clients can book online using our e-commerce booking system, ability to pay by debit/credit card and internet banking, make email enquiries, read about attractions/activities, services, airport transfers, pricing, location, contact details, times, photos, read comments and feedback from those who have been on a tour or used the airport transfer service, pickups options (convenience and a service that is devoted to its customers bringing the service to you (accommodation pickups)), links to attractions/destinations websites that we will visit on the tour and accreditation/logos from AA and Jasons as we also advertise with the (Web2 marketing). Once we gain an award/accreditation from QualMark (Tourism New Zealand) for Enviro-Green, we will also be able to promote our recognition and this logo on our website - to influence customers to book with us. -Jasons Travel Website - We will have a business advertisement with Jason Travel on their website. -A.A Travel - We will have a business advertisement with AA Travel on their website. (Enable us to reach a wider market of people who search online at accredited travel providers for travel information. This will make more people aware of our business, and will highly likely increase sales/profits in the future.
Advertising -RTO Publications - contact Destination Lake Taupo - and maybe they would write up a review / article on our new business which promotes sustainable and environmentally conscious operations. (Act as advertising and publicity). -Local Radio Stations - More FM and the Rock to promote the opening and advertise our business on the radio for the first few months - until the business is established.
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Publicity -Taupo Times - may be willing to write up an article and put a photo of the new shuttle service that promotes sustainable and environmentally conscious operations and captures the image/branding of the Taupo Area/Community in the local new paper - gaining free advertising and awareness in the community. -Taupo & Turangi i-sites- pamphlets and posters/adverts on display at i-sites. -In-Bound Shuttle Operators throughout New Zealand - by creating a business relationship and bond with other shuttle/tour providers in New Zealand, they can refer their clients/customers to use our service, and in return we would refer their services onto our clients/customers who are travelling to their region/area and travelling around New Zealand.
11.0 SWOT and Risk Minimisation Strategies

Strengths Educational commentator/tour guide included in all tours. Convenient Service - Accommodation Pick-ups and Drop-offs.
Weaknesses Operational efficiency - relatively new business with limited capital. Brand awareness - relatively low, and hold low market share in the shuttle sector in Taupo. Opportunities New Technology - E-commerce Booking system to increase booking numbers and convenience to our customers. Market Trends - growth of tourism, as film industry/production and Rugby World Cup attracts tourists to New Zealand. There is also a larger inflow of foreigners from India, China and Japan over recent years (Statistics New Zealand, 2010). Threats Two very competitive shuttle firms, with one holding market share and dominance at present time. Economic environment - inflation increasing the general prices of all goods and services, therefore there may be less people willing to travel - pushing ticket sales down.
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Weaknesses Operational efficiency - relatively new business with limited capital. Brand awareness - relatively low, and hold low market share in the shuttle sector in Taupo. Strategy to Lesson Risks: -We could possibly loom at leasing a shuttle vehicle for a year or two instead of purchasing another vehicle in 2013, and could possibly provide a variety of tours - to increase tours during winter months we could provide tours to Ruapehu, National Park and the Waiouru Museum. -To increase brand awareness, we could promote and advertise our business on the Local Radio to get our name out in the local community, contact Destination Lake Taupo and the Taupo Times to see whether they would be interested in writing up an article on our new business in Taupo that uses sustainable and environmentally conscious practices, and a service that puts its customers first - always looking to improve our service.
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Threats Two very competitive shuttle firms, with one holding market share and dominance at present time. Economic environment - inflation increasing the general prices of all goods and services, therefore there may be less people willing to travel - pushing ticket sales down. Strategy to Lesson Risks: -Price our tours and airport transfers competitively against competitors, but dont drop prices too drastically (as to lose profits) - accomplish this by marketing our key benefits and differentiate through our website, brochure and posters - and promote through the sales staff at the Turangi and Taupo i-sites. -To make it through recessionary times, we could provide more half-day tours where individuals will have the opportunity to complete a quicker tour for at a lower fare/price. This will encourage more people to take half-day tours as they are quick and more affordable - therefore they can still schedule their other duties/hobbies/commitments into their day. When we do experience peak sales, revenue can be put into a business account that can help/aid the business to get through seasonal fluctuations to cover expenses/costs/employees wages/salaries. To insure sales are kept at stable levels or to increase sales, we could look at marketing to families, and large groups and offer them a group discount booking, or market to a new segment for example school/sports groups who could use our service during off-peak season to complete educational, interactive and group bonding tours with a small class/year group and their school teacher/coach/PE teacher assisting with the tour.
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Task Analysis Job Matrix Appendices

Position Number of workers needed Skill Requirements Shuttle Business Owner / Manager 1 Small Business Owner/Manager & FullTime Shuttle Driver. Be organised and have good communication skills Understand business set-up problems, market values & trends, business management systems legal requirements, marketing, management, administration, finance, budgeting and accounting. $1,875 (F.N) $45,000 (P.A) F.N = Fortnight P.A = Per Annum $1,120.83 (F.N) $26,900 (P.A) Full-Time (1) Completed a course in Business Administration, Retail or Customer Service. Salary or Hourly Wage Full, Part, or Flexi-time Full-Time (1) Qualification in retail, management, marketing, tourism or finance would be beneficial. Experience in a SMEs. Qualifications
Office Receptionist
1 Receptionist.
Good communication and listening skills, computer and word processing skills, planning and organisational skills, and knowledge of administration policies, systems and procedures.
Tour Guide
1 Tour Guide for set-up. Another Tour Guide in 2013.
Knowledge of the route to be covered and tourist attractions, knowledge of Taupos and New Zealands culture, history, society and geography. Customer Service Experience. First Aid Certificate.
$1,375 (F.N) $33,000 (P.A)
Full Time (2)
A Certificate in Tour Operations & Guiding and First-Aid.
Shuttle Driver
2 extra drivers will be hired in 2013.
Full-Time: $1,208.33 (F.N), $29,000 (PA). Part Time: $625 (F.N) $15,000 (P.A)
Full-Time (1) Part-Time (1)
Class 4 driver's licence and a 'P' (Passenger) endorsement on their licence, and held fulllicense for 2 years prior.
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Appendices
Job Description Small Business Owner / Manager

Job Title Purpose of Job Shuttle Manager/Owner. Small business owners run their own businesses, selling a service. The Manager will also be a Full-Time Driver providing the service, and the ability to work alongside the businesss employees. Close relationship with all employees, especially the Office Receptionist / Administrator. Employees report to Manager. Business Relationships with the businesss accountant, bank manager, investors etc To full all seats during peak-season- in summer, school holidays etc, and promote and ensure stable growth in off-peak seasons where more airport transfers can be done. Sales can also be met by providing educational and interactive tours for school/sports groups to complete. (Sales Outcome). Maintain high quality customer focused service, which takes the environment into consideration (Service outcome). Prepare and review business plans and annual budgets. Analyse the market to decide when to introduce new products or services. Ensure prices are competitive. Market and promote goods or services. Monitor cash flow and debts. Keep a record of sales and orders, and log book of kilometers travelled at the start and end of each tour. Order stock and replace equipment. Hire and train staff. Process government taxes and levies. Courses in retail, management, marketing, tourism or finance would be beneficial. Experience as a Small-Business Manager. There are also workshops and courses for small business owners who are interested in ongoing training and development (T&D). First-Aid Certificate/Certificate in Occupational Safety & Health. Customer Service Skills. Certificate in Business Administration. Personal Qualities Small business owners need to be dedicated, hard-working, practical/realistic, adaptable to changes, a quick thinker and able to make good judgments. 46
Reporting Relationships Expected Targets & Outcomes
Key Tasks and Responsibilities
Person specification
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Appendices
Job Description Office Receptionist / Administrator

Job Title Purpose of Job Office Receptionist / Administrator (Works in office at Managers Premises set up primarily for business purposes). Receptionists greet visitors, clients or patients and deal with telephone enquiries. They may also schedule appointments and do administration tasks. Reports directly to Shuttle Manager/Owner regarding ticket sales and enquires which need to be directed to the manager to handle. Provide the highest customer service standards. Aid and be helpful to all clients/customers needs. Keep in contact with accommodation providers and the Taupo i-site to increase sales. Greet visitors, clients/customers. Complete booking and direct booking onto Shuttle Manager/Owner to delegate. Answer and reply to telephone calls and emails (enquiries and bookings), direct enquiries to Shuttle Manager if they cannot be met by Office Receptionist. Administrative tasks like typing, filing, photocopying and sorting mail and faxes. Order office supplies with the approval of the Shuttle Manager. Look after a petty cash account and do the banking with the Managers Approval of all direct income. Good communication and listening skills, computer and word processing skills, planning and organisational skills, and knowledge of administration policies, systems and procedures. Completed a course in Business Administration, Retail or Customer Service. Need to have a pleasant and efficient manner on the phone, email and in person, multi task and work well under pressure, and be sensitive to the needs of people from all ages, cultures and lifestyles.
Reporting Relationships Expected Targets & Outcomes
Key Tasks and Responsibilities
Personal Qualities
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Appendices
Job Description Tour Guide

Job Title Purpose of Job Reporting Relationships Expected Targets & Outcomes Shuttle Tour Guide. Tour guides escort people on sightseeing, educational or other tours and describe points of interest. Tour Guides report directly to Shuttle Manager first before each tour commences. Then they will report to the Shuttle Driver/s to complete the tour guiding on the Day or Half-Day Tours. Insure the highest customer satisfaction and experience to encourage customers to return in the future and refer our service onto others (Service Outcome). Involve customers in the Tours, and Wow them by informing them of interesting facts and history. Have the ability to greet and farewell customers in English, Japanese, and Chinese and in Indian if they belong to these nationalities/culture increase customers overall experience. Continually look to improve the customers experience. Describe and explain points of interest on the tour/s, inform customers of history and beginnings, answer questions, market their business and act as an interpreter / or the ability to greet and farewell customers in the national language. Need to have knowledge of the route to be covered and tourist attractions, knowledge of Taupos and New Zealands culture, history, society, geography, and possibly its flora and fauna. Research skills, to collect information about the tour route and/or destinations and attractions, leadership skills, communication and public speaking skills and problem-solving skills. Need to have knowledge of safety procedures, and crisis and risk management skills and the Health and Safety in Employment Act 1992. As well as planning, organisational, time management and sales skills. A Certificate in Tour Operations & Guiding, and a First-Aid Certificate would be beneficial.
Key Tasks and Responsibilities Person specification
Personal Qualities
Need to be friendly, outgoing and able to put people at ease, polite and patient, responsible and trustworthy. They need to be helpful and perceptive of visitors' needs, able to remain calm in an emergency and able to relate to people from a wide range of cultures and backgrounds. 48
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Appendices
Job Description Shuttle Driver

Job Title Purpose of Job Reporting Relationships Shuttle / Mini-Bus Driver (Full and Part-Time). Shuttle drivers drive vans / mini-buses and passengers pay fares/ticket to take day tours / airport transfers. Shuttle Drivers need to report directly to the Shuttle Manager at the start of each day, and at the end of the day. Part-Time Shuttle Drivers will report firstly on request from the Shuttle Manager to cover for the Half-Day Tours or the Managers Full-Day Tours. Part-Time Shuttle Driver will run directly under the Full-Time Driver, and the Shuttle Manager/Owner. Service outcome make customers/clients feel welcomed. Maintain high quality customer focused service.
Expected Targets & Outcomes Key Tasks and Responsibilities
Collect passengers, drive passengers to attractions (Tours) and/or the Taupo Airport drop off at their accommodation / Taupo isite. Make sure passengers wear their seat belts, ensure passenger safety, provide child safety seats to passengers with small children, keep records of rides and fares. Keep a log book of kilometers travelled for each tour and airport transfer or travelled each day for accounting purposes. Keep the vehicle clean and tidy in between half day tours (after each day the shuttle driver will clean down all surfaces and shine up outside of van for next day. Mini-bus driver of a passenger vehicle needs to have a Class 4 driver's licence and a 'P' (Passenger) endorsement on their licence, which shows they can carry passengers. Drivers need to have their full licence for at least two years before they can get the P endorsement. Customer Service Experience. First Aid Certificate. Need to be punctual and honest. They also need to be friendly, polite and able to relate well to a wide range of customers. Shuttle drivers need to be responsible, alert and patient - as they often drive along busy and heavily congested roads and are responsible for the safety of their passengers.
Personal Qualities
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Sales Forecast 2011 Jan Sales Day Tours Airport Transfers Other Total Sales Direct Cost of Sales Shuttle Tickets Other Subtotal Direct Cost of Sales 0 % 0 % 0 % $12,80 0 $900 $1,100 $14,80 0 Jan $1,776 $0 $1,776 $12,00 0 $750 $850 $13,60 0 Feb $1,632 $0 $1,632 $11,50 0 $750 $800 $13,05 0 Mar $1,566 $0 $1,566 $10,50 0 $700 $750 $11,95 0 Apr $1,434 $0 $1,434 $8,00 0 $650 $700 $9,35 0 May $1,12 2 $0 $1,12 2 $9,000 $850 $750 $10,60 0 Jun $1,272 $0 $1,272 $8,00 0 $650 $700 $9,35 0 Jul $1,12 2 $0 $1,12 2 $8,50 0 $650 $750 $9,90 0 Aug $1,18 8 $0 $1,18 8 $10,00 0 $700 $800 $11,50 0 Sep $1,380 $0 $1,380 $11,50 0 $750 $800 $13,05 0 Oct $1,566 $0 $1,566 $11,80 0 $750 $850 $13,40 0 Nov $1,608 $0 $1,608 $12,96 0 $900 $1,150 $15,01 0 Dec $1,801 $0 $1,801 $126,56 0 $9,000 $10,000 $145,56 0 Total $17,467 $0 $17,467 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
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Taupos Tourist Shuttle Ltd. Taupo's Tourist Shuttle Ltd. Appendix
Katrina Stephens
Personnel Plan 2011 Shuttle Manager & Full Time Driver Office Staff/Receptionist (Full-Time) Tour Guide/Commentator Full-time drivers (extra) Part-time drivers Total People Total Payroll 43% 25% 32% 0% 0% Jan $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67 Feb $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67 Mar $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67 Apr $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67 May $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67 Jun $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67
Jul $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67
Aug $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67
Sep $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67
Oct $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67
Nov $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67
Dec $ 3,750.00 $ 2,166.67 $ 2,750.00 $ $ 3 $ 8,666.67 TOTAL $ 104,000.00
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Taupos Tourist Shuttle Ltd. Revenue / Salary Month Fortnight $ $ 3,750.00 1,875.00 $ $ 2,166.67 1,083.33 $ $ 2,750.00 1,375.00 $ $ 2,416.67 1,208.33 $ $ 1,250.00 625.00
Katrina Stephens
P.A Shuttle Manager & Full-time Driver Office Staff/Receptionist Tour Guide Full-time Drivers Part-time Drivers $ 45,000.00 $ 26,000.00 $ 33,000.00 $ 29,000.00 $ 15,000.00
Weekly $ 937.50 $ 541.67 $ 687.50 $ 604.17 $ 312.50
Taupo's Tourist Shuttle Ltd. Appendix General Assumptions 2011 Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other Jan 1 10.00% 10.00% 28.00% 0 Feb 2 10.00% 10.00% 28.00% 0 Mar 3 10.00% 10.00% 28.00% 0 Apr 4 10.00% 10.00% 28.00% 0 May 5 10.00% 10.00% 28.00% 0 Jun 6 10.00% 10.00% 28.00% 0 Jul 7 10.00% 10.00% 28.00% 0 Aug 8 10.00% 10.00% 28.00% 0 Sep 9 10.00% 10.00% 28.00% 0 Oct 10 10.00% 10.00% 28.00% 0 Nov 11 10.00% 10.00% 28.00% 0 Dec 12 10.00% 10.00% 28.00% 0
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Profit & Loss 2011 Sales Direct Cost of Sales Other Production Expenses Total Cost of Sales Gross Margin Gross Margin % Expenses Payroll Sales, Marketing & Other Expenses Depreciation (Diminishing Value 10%) Insurance Payroll Taxes Other Total Operating Expenses Profit Before Interest & Taxes EBITDA Interest Expense Taxes Incurred Net Surplus/Deficit Jan $ 14,800.00 $ 1,776.00 $ $ 1,776.00 $ 13,024.00 $ 8.33 Feb $ 13,600.00 $ 1,632.00 $ $ 1,632.00 $ 11,968.00 $ 8.33 Mar $ 13,050.00 $ 1,566.00 $ $ 1,566.00 $ 11,484.00 $ 8.33 Apr $ 11,950.00 $ 1,434.00 $ $ 1,434.00 $ 10,516.00 $ 8.33 $ $ $ $ May 9,350.00 1,122.00 1,122.00 Jun $ 10,600.00 $ 1,272.00 $ $ 1,272.00 $ 9,328.00 $ 8.33
$ 8,228.00 $ 8.33
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 45.50 $ 1,744.25 $ 179.92 -$ 1.06 -$ 224.35
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 1,101.50 $ 688.25 $ 179.92 -$ 25.70 -$ 1,255.71 53
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 1,585.50 $ 204.25 $ 179.92 -$ 36.99 -$ 1,728.42
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 2,553.50 -$ 763.75 $ 179.92 -$ 59.58 -$ 2,673.83
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 4,841.50 -$ 3,051.75 $ 179.92 -$ 112.97 -$ 4,908.45
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 3,741.50 -$ 1,951.75 $ 179.92 -$ 87.30 -$ 3,834.11
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Net Surplus/Deficit % Jul 9,350.00 1,122.00 1,122.00 Aug 9,900.00 1,188.00 1,188.00
-1.52% Sep $ 11,500.00 $ 1,380.00 $ $ 1,380.00 $ 10,120.00 $ 8.33
-9.23%
-13.24% Oct $ 13,050.00 $ 1,566.00 $ $ 1,566.00 $ 11,484.00 $ 8.33
-22.38% Nov $ 13,400.00 $ 1,608.00 $ $ 1,608.00 $ 11,792.00 $ 8.33
-52.50%
-36.17% Dec $ 15,010.00 $ 1,801.20 $ $ 1,801.20 $ 13,208.80 $ 8.33
$ $ $ $
$ $ $ $
$ 8,228.00 $ 8.33
$ 8,712.00 $ 8.33
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 4,841.50 -$ 3,051.75 $ 179.92 -$ 112.97 -$ 4,908.45 -52.50%
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 4,357.50 -$ 2,567.75 $ 179.92 -$ 101.67 -$ 4,435.74 -44.81%
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 2,949.50 -$ 1,159.75 $ 179.92 -$ 68.82 -$ 3,060.59 -26.61%
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 1,585.50 $ 204.25 $ 179.92 -$ 36.99 -$ 1,728.42 -13.24%
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 -$ 1,277.50 $ 512.25 $ 179.92 -$ 29.81 -$ 1,427.61 -10.65%
$ 8,666.67 $ 750.00 $ 1,789.75 $ 400.00 $ 1,463.08 $ $ 13,069.50 $ 139.30 $ 1,929.05 $ 179.92 $ 3.25 -$ 43.86 -0.29%
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Cash Flow 2011 Jan Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Long-term Liabilities Capital Investment Subtotal Cash Received Expenditures Expenditure from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Sent PAYE Taxes to IRD Long-term Liabilities Principal Repayment Purchase Long-term Assets Feb Mar Apr May Jun
$ 14,800.00 $ 14,800.00
$ 13,600.00 $ 13,600.00
$ 13,050.00 $ 13,050.00
$ 11,950.00 $ 11,950.00
$ 9,350.00 $ 9,350.00
$ 10,600.00 $ 10,600.00
0.00%
$ $ 21,590.00 $ 50,000.00 $ 86,390.00 Jan
$ $ $ $ 13,600.00 Feb
$ $ $ $ 13,050.00 Mar
$ $ $ $ 11,950.00 Apr
$ $ $ $ 9,350.00 May
$ $ $ $ 10,600.00 Jun
$ 725.20 $ 11,279.75 $ 12,004.95
$ 666.40 $ 11,279.75 $ 11,946.15
$ 639.45 $ 11,279.75 $ 11,919.20
$ 585.55 $ 11,279.75 $ 11,865.30
$ 458.15 $ 11,279.75 $ 11,737.90
$ 519.40 $ 11,279.75 $ 11,799.15
$ 1,463.08 $ 105.40 $ 71,590.00
$ 1,463.08 $ $ 55 106.28 -
$ 1,463.08 $ $ 107.16 -
$ 1,463.08 $ $ 108.05 -
$ 1,463.08 $ $ 108.95 -
$ 1,463.08 $ $ 109.86 -
TOUR 6685 / 6985 Subtotal Cash Spent Net Cash Flow Cash Balance
Taupos Tourist Shuttle Ltd. $ 73,158.48 $ 13,231.52 $ 13,231.52 $ 1,569.36 $ 12,030.64 $ 12,030.64 $ 1,570.24 $ 11,479.76 $ 11,479.76 $ 1,571.13 $ 10,378.87 $ 10,378.87
Katrina Stephens $ 1,572.03 $ 7,777.97 $ 7,777.97 $ 1,572.94 $ 9,027.06 $ 9,027.06
Jul
Aug
Sep
Oct
Nov
Dec
$ 9,350.00 $ 9,350.00
$ 9,900.00 $ 9,900.00
$ 11,500.00 $ 11,500.00
$ 13,050.00 $ 13,050.00
$ 13,400.00 $ 13,400.00
$ 15,010.00 $ 15,010.00
$ $ $ $ 9,350.00 Jul
$ $ $ $ 9,900.00 Aug
$ $ $ $ 11,500.00 Sep
$ $ $ $ 13,050.00 Oct
$ $ $ $ 13,400.00 Nov
$ $ $ $ 15,010.00 Dec
$ 458.15 $ 11,279.75 $ 11,737.90
$ 485.10 $ 11,279.75 $ 11,764.85
$ 563.50 $ 11,279.75 $ 11,843.25
$ 639.45 $ 11,279.75 $ 11,919.20
$ 656.60 $ 11,279.75 $ 11,936.35
$ 735.49 $ 11,279.75 $ 12,015.24
$ 1,463.08
$ 1,463.08
$ 1,463.08
$ 1,463.08
$ 1,463.08
$ 1,463.08
56
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Taupos Tourist Shuttle Ltd. $ 112.63 $ $ 1,575.71 $ 9,924.29 $ 9,924.29 $ 113.57 $ $ 1,576.65 $ 11,473.35 $ 11,473.35 $ 114.52 $ $ 1,577.60 $ 11,822.40 $ 11,822.40
Katrina Stephens $ 115.47 $ $ 1,578.55 $ 13,431.45 $ 13,431.45
57
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Bibliography
Books/Texts Collier, A., & Monique Brocx, B. (Ed.). (2004). Tourism Industry Management. Auckland: Pearson Education Ltd. Baidwood, B., Boyce, S., & Cropp, R. (1996). Start and Run a Profitable Tour Guiding Business. Canada: International Self-Counsel Press Ltd. Stewart, F. (2008). Survive in Business with Business Wise - A Practical Guide to Success in Business. Auckland: Readingit Corporation Ltd. Articles New Zealand Companies Office. (2010). Choosing a business structure. Wellington: Ministry of Economic Development. New Zealand Companies Office. (2010). What is a company? Wellington: Ministry of Economic Development. Toyota New Zealand. (2010). Toyota Hiace. Retrieved October 9, 2010, from http://www.toyota.co.nz Websites Career Services. (2010). Quick Find Jobs. Retrieved October 25, 2010, from http://www.careers.govt.nz Inland Revenue. (2010). Income tax rates for individuals. Retrieved October 15, 2010, from http://www.ird.govt.nz/how-to/taxrates-codes/itaxsalaryandwageincometaxrates.html Inland Revenue. (2010). Depreciation Rate Finder. Retrieved October 16, 2010, from http://www.ird.govt.nz/depreciation-rate-finder.html Inland Revenue. (2010). Company Tax. Retrieved October 16, 2010, from
http://www.ird.govt.nz/company-tax.html Land Transport New Zealand. (2010). Passenger Vehicle Safety. Retrieved October 10, 2010, from http://www.ltsa.govt.nz New Zealand Companies Office. (2010). Register a Company $160. Retrieved October 10, from http://www.companies.govt.nz/cms/how-do-i/form-a-new-zealandcompany.html Statistics New Zealand. (2010). Hot off the Press Statistics. Retrieved October 20, 2010, from http://www.stats.govt.nz
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Business Plan - SME Tourism Venture (Tourism Industry Management)

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TOUR 6685/6985

Taupos Tourist Shuttle Ltd. 03/11/2010

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Taupos Tourist Shuttle Ltd.

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Taupos Tourist Shuttle Ltd.

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Taupos Tourist Shuttle Ltd.

1.0 Executive Summary

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Taupos Tourist Shuttle Ltd.

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Taupos Tourist Shuttle Ltd.

1.3 Keys to Success

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Taupos Tourist Shuttle Ltd.

2.0 Legal Requirements

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Taupos Tourist Shuttle Ltd.

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Taupos Tourist Shuttle Ltd.

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Taupos Tourist Shuttle Ltd.

3.0 Company Summary

This photo screenprinted across vehicle.

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3.1 Company Ownership/Management

3.2 Projected Future

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Fares: Adult Child (Up to 13 yrs)

Full Day Tour (2011 onwards) $45.00 $35.00

Airport Transfers (2011 onwards) $10.00 $10.00

Half Day Tour (2013 onwards) $30.00 $20.00

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5.0 Market Analysis Summary

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5.1 Market Segmentation

Table: Market Analysis

1,000 1,050 1,092 280 290 300 11,484 11,784 12,146

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Chart: Market Analysis

Market Analysis (2011)

Business/Conference Clients & Airport Transfers Other

6.0 Strategy and Implementation Summary

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6.1 Sales Forecast

Table: Sales Forecast

Chart: Sales Monthly

Monthly Sales 2011

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