t

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 Provinceof Sorsogon
ECOTOURISMBusinessPlanningWorkshop
LIKAS-RIDGE,Irosin, Sorsogon
June11-112008

r| List of Participants
I| Name Office

I 1. DanteJ. Bonos
2. Ari G. Grajo
ProvincialLGU
LGU-kosin

r| 3. NoelMercado
4. EstrellaFortes
5. VictorBarberan
LGU-lrosn
LGU-lrosn
IDTRODA President
t 6. ZosimoGamba
7, AlbinoEspano
LBFBulusan
LGU-Bulusan
8. PhilipBartilet AGAP- Bulusan
I 9. ReynaldoFulleros
10.Ruben Gonzalas
AGAP-Bulusan

r| 11.Veronica
12.Salvador
Gallanosa
Jao
AGAP-Bulusan
AGAP-Bulusan
LGU-Casiguran

r| 13.ArlieCoranes
'14.Eduardo
Tejada
LGU-Casiguran
Casiguran Water Distdct- General
Manager
I 15.RobertoDerla
16.NormaEmata
'17.
PNAGSAMAFederationPresident
LGU- PrietoDiaz

t JoanDeticio
18.ChitoDomina
19.JobVillarin
LGU-PrietoDiaz
LGU- PrietoDiaz
LGU- Pilar
r| 20.JoelNavora
2'1.JikiriJohnLtanera
LGU- Pilar
LGU- Pilar
22.Samuel
Siao LGU- Pilar(SBmember)
I 24.

I 25.

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Il Provinceof Sorsogon

tT
ECOTOURISMBusinessPlanningWorkshop
LIKAS-RIDGE,Irosiry Sorsogon
June11'13,2008

I DAY,

I
r|
- facilitated
l. Arrivaland Registration byassigned
secretariat
members
ll. OpeningCeromonies

r| Thethree-dqyworkshopslorledol 10t30in lhe morningwjth Ms.EdnoLocso's(LIKAS

AssocioteDirectorjrecognizinglhe podiciponlsfrom lhe municipolilies of Cosiguron,
lrosin,
Bulusonond lhe ProvinciolLGU.PorticiponlsfromPrieioDioz,pilorond Sorsogon
I City hod not yet crnivedot this poini. The oper'lingproyer ond the singingof ihe
Philippine
NotionolAnihemimmediqlely foilowed.

r| OpeninoMessoge

r| Ms. Joji Royel"Orbose,

welcomedlhe
Execulive
podiciponts
Directorof L|KA5,
comingfromihe different
gove the openingmessoge.
municipoiilies
of Sorsogon
She
ond ol

r| the sqmetime expressed

her hoppinesson iheirpresence.

Ms.Orbosegove o shoribockgroundon the bosisond purposeof conduciingthis

workshop.Theprovinceof Sorsogon shesoidisveryrichin ecotourism
I presentiouris'ts
ihesevisitors.
flock onlyin Donsolfc,rthe wholeshorks.
siieshoweverot
Asit is,only Donsolbenefiisfrom
In fqci, ii is Alboyihot goinsmore becouselourists cominglo Donsol
would preferio polronizelourismfociliiiesond servicesin Alboy rotherihqn lhose
l| operolingond presenlin Sorsogon.

It wos in 2005thoi ihe Foundoiionfor the Philippine Environmeni (FpE)come to

l| Sorsogon ond mode o ropidsiteossessmenl
mulii-seciorol
IniegroiedEcoiourismPlonning
of ihe
Workshop
province.
Shementjonedthot o
wqs conducledon June2005,
speorheodedby LlKAs,whereinihe resullsof lhe FpEsile ossessmenlwere presenlecl.
I Outpulsfrom lhe workshopwere lhe formulolionof lhe provinclolVision,Missionond
Siroiegic Gools on Ecoiourism;exisiing,emerging ond potenliol ecotourismsites

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I mopped oui; ond proposediour pockoges.One concern ihol come oul wos
insuficienldoio on ecotourismthot shouldbe ihe bosisfor o sound ecotourism

I progrom.

Shefurlherexplqinedthot wqs becquseof this need fhof LIKAS, in coordinoiionwith

I threeof lhe biggeslfundingogenciesin ihe Philippines,

Environmenl
ond Equity
{FPE),the
Foundotion
Foundotion
{PEF),
for o
conducied
Susloinoble
o
TheFoundoiion
sociely,
porticipolory
Inc
reseorch
foro Philippine
{FSSI) lhe Peoce
ond
in 2007lowords

r| developing o comprehensiveSorsogonEcolourism
componenls;{l) sile ossessmenl * physicqlossessmeni
plon, Tle study hod three
of ihe differeniecoiourism
producisin Sorsogonprovince;(2) morkeireseorch- studyof ihe iourjsis'profile,trovel

I behqviourcnd moiivoiionsof visiiorsto selecied iourislsiiesin Sorsogon; ond (3)

seciorql onolysis-qssessmenl
servicespresent in Sorsogon.
of the supportservicessuch os focililiesond lourism
Theresullsof the reseorchwere presentedond vqlidoied
r| losl Augusi200/ duringo mulii-sectorol
Vision,Mission
workshop.
ond SlrolegicGoolson Ecotourism
ll wqs duringthisqctivitythot ihe
wos reviewedond revised.
ouipul wos o cleor ecolourismfrqmeworkfor the province oi Sorsogonwhich is
Themojor

r| overorching.ll wos specificof whoi ecoiourismis,whoi on ecotourismprogromis,thol

it shouldbe morkeibosedond susioinoble
olsofromil.
ond lhoi lhe communilies shouldbenefii

r| Losily,she hoped thoi the poriiciponisore the righi perons to be presenlduringthis

workshopbecousethisisveryimpodontond lhe invitedresourcepersonison expert.
Sheolsolookedforwordlhot ihe porliciponts con sloyond finishihe wholedurotionof
I theworkshop.Onceogoin,sheexlendedhergrotitudeto everyone.

r| of Porticiponts
lnlroduction

Ms,EdnoLocsoinfroducedthe resourcepersonfor lhe business plonningworkshop.Mr.

I ChrjsiopherG. Lomboyholdso Moslers
degreein Developmeni
Asioninsiiiuieof Monogemenl(AlMlond is presen'ily
Monogemenifromlhe
lhe Execuiive Direclorof Punloso
Too Foundolionol LosBonos,Logunq.He is o fovourilefocilitolorqnd resourceperson
I by big corporolions.

Mr.ChristopherLomboyexploined ihe HumonBingogomeond cord (referio onnexA).

I The gome's mechonics isverymuchlikelhe usuolbingogame bui in fhislnsfoncethe
porlicipontshove io rememberihe nome ond foce of his/herco-porticiponts. Thefirsl

r| one lo form
minules,
qn X, leiler L, inveried L ond 2 odjocent rows wins the
Mr.BuddyJooof Cosiguron wqsdecloredihe winner.
gome. After 5

t The porlicipontswere oskedto introduceindividuollyofter the gome by stolingtheir

nome qnd fromwhoi ogency,office or orgonizolionthey come from.

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Poge4 of 58
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T Mr. Lomboycommented fhol the combinotionof lhe porticiponlswos good. He is
optimisiicthe groupwillbe oble lo developecolourjsmprogromsfor Sorsogonbeyond

I
t'
Donsol.

Mr, Chris:Do we know how much revenueis generoledtrom-G wnofesno*slgiltings

II' ond inlerociionin Donsol?Hosqnyonefromihe groupbeen in o guidedtour loteiy?

Porficipontlweni on o guidedlour lo Togoyloy.

It' Mr-Chris:Sowhot wos yourilinerorv?

Porficlpqnl:We weni 'lo lhe coffee productionoreo ihen to lhe Swlzerlondspoi.After

I lhoi we proceededto ToolVolcono& Lokeihen ol the picnicGroveond ihe polocein
t- the sky.
I Mr. Chrls:Yes.lf we con nolice, tourslikelhiswould bringyou to olmostoll plocesof
interesl.ino porticulororeo. At preseni,Boholhosincreosingrevenueon loudsm,lf you

T visil Bohol, even the von drjverscon oct os your tourisi gujde. They ore yery
knowledgeobleond the customerserviceis reollyfell. Sonogoncioimsro nqve mony
tourislsiles.We shouldhorness ihosepotenliols.

T Exoeclotion
Seiiinos
I Mr.Chrjsoskedlhe porticipontsio wriie down lheirexpeclolionson the followingoreos:
workshop, qnd venue.Ihe porticiponts
co-porticiponls
.focilitofor, would write lheir
T responses
.individuolly{broinwriting)
ihen discuss t'hemwilh omong groupmembers.
Consolidoiedgroupoutpulswillbe wriitenon monilopcpersfor pres6niorron.

I ectotionCheckOul

PRIETO
DIAZ
Co.PorficiDonls

! To be obte
identifu
to Melhods must be
simple ond good
opportunitiesot the enough 'lo use to
Conducive io the
ociivities

I locol level in ierms leorn

of sustoinoble
morkei
ond
bosed

I ecolourSm
BULUSAN
Resulls
odenied -helpful porlicipoiive -conducive

I -sysiemolic&
orgonzed
-comprenenstve
Jriendly
-experi
-open-minded
Jriendly
-oclive

rl tRosrN
-knowledqeoble oriicipoiive

l| Poge5 of 58

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I works
-noi "ningoscogon" -giveshisbest -procticol

I -reolistic
olpul
CASIGURAN
10leqm how 10
-withtime lirnii

lo impqrt new TOSnore Conduciveto

T mqkeq syslemolic
plonfor
business
ecolourismihol is
knowledge,
opproocnes ono
experiencesreloliYe leorning

ideosreloiiveto lhe moller

tT oitoinobleand
susloinoble

of Workshoo
Presenloiion
prepqroiion of o

Obiectives
ond Flowof Aciivilies

r| Mr. Lomboypresenledond exploinedihe workshopobjectives.Ai the end of ihe

porliciponts
workshop,lhe ore expectedto:

I l. Lisl ihe different externolond internolfoctors lhot influence ecoJourismin the

orovlnce
2. ldentifythe opproprioteeco-iourismproductsor senr'icesfor ihe iqrget mqrkel
I 3. ldenlifyoreosof cooperotion
4. Prepareo drofl business
ond colloborolionon eco-lourism
plon on their eco-tourismprogromsfor ihe provinceond
iheirtowns
I 5.Submilqn octionplonof progromimplementoiion forthe next6 monlhs.

Mr.chrls:Whyore peoplenot goingbeyondDonsol? go to Molnog?

Whydon'l lourists
I Whol con we offerthol people con reollyfind ONLYin Sorsogon?
ihe irip to Sorsogonoiher lhon Donsol?ls it possible
Whotmokesit worth
lo moke odjoceni iowns
colloborote?
I Philip:I would like to suggestthoi for objeciivenumber l, lei us odd "ond ils
ofterthe phrose"in the province".
municipoliiies"
I Mr.Chrls:ll'sokov,we willoo kom the orovincedownlo ihe diiferenilowns.

I Theflow of oclivilieswos oresenledos:

I QuoVod;s- Whereorewe no\

_/
Whot is ihe end we wl--\
----\\
o c n t e v e( /
I r/ )

I \\
l

----.j
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Poge6 of 58
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Wholthe morketneeds? Whoore your

I sel your
Whot isyourorgonizotionol
co_ 7 now ore you

T iorgelmorkel?
produci or service

I How ore you going lo fin

yourprogrom?
\
Who wifl deliver ihe

T to your lorget mqrket ?

I Pu'iiing
il ottiogelher= BUSINESS
pLANpREpARATtON

I
I ACTION
PLANNING

I Mr.Chrls:Inplonnjngwheredo.ffi

I Ms.Norms:We sloriwith the objeclives.

Mr. chris:ln pronningwe need to know lhe objeciives,so

I Visionond Mission.Whyislhe morkelimportqnt?
we go bock ono rev*w the

I $:,I::Tj'.
ousrness f:gl""rismshouldyieldbusiness
to succeed.
so ihe morkeiis veryimporroni
for our

Mr.Chrb:.lfyou hove the produci but if nobody buysyourproduc.lyour

I ihrive.tf thereis no buyer,ihere isno business.
All pi"n*i^<i U.gi;;il
hove 1o know who your morkei ts ond whoi lheir needs
busrness
the
wjllnot
morket. you
operolionolneeds,ihe humonresourcerequiremenls ore. Afier thot ore the
I tvlr.Joo: WithLGUS,
ond lqsflyisfinonca.
we sforlfirstwifh.thefinonciolospecf.Thisisbecousethis
fhe bosison how ond ihe exfeniof wnq, we cqn do. would be
I
I Pqge 7 ot 58

I
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I Mr. Chris:I thinkthot would be on policy.Let'ssiort firsiwiih policyreseorch.Firsiyou
hqve on issue,then you conduci policy reseorchofter which on ogendo will be

I formed. Thisogendo would be lhe groundworkfor your policy whereino resolu'iion

would be bqsed.lt is belween the policy reseqrchesqnd coming up wilh on ogendo
thoi business plonsore imporfqniqnd needed. gusiness plonswould olsobe relevontin

I ihe formulotion of resolJtions

in lhe Songgunion.

Mr.Joo:AsI seeil, iourismisnol o priorityof the LGU5,

ihe benefilsore not yei seen.

I Mr. Chris:The LGUSore very busyond iied up wiih other prognf,msond projech. lt is
good thqi 'lheresre NGOslhoi are involvedin ecotourismprogroms.Are lhere tourism

I officesin the municipolities?

Mr. Bonos:None, even o provincioltourismoffice is locking. Whot we hove is o

t ProvinciolTourism of which ore privoieeniiiies

Council,the composiiions

Mr, Chrb:Who ihen tqkescore of lourismin the municipolilies?

In the province?The

t MunicipolPlonning

Molorily:Yes.
ond Developmenl Council?

t Mr.Chrls:Howoboui tourisiguides?Do the townshove ihese?

t Ms.Norms:We hoveguidesin PrietoDioz.

Mr. Chds:Are lheretroiningfor HRM?How io enierloinyourguests? Do you hove lhe

t customerservicecullure?Upon enieringony business esloblishmenlin Botongosyou

will oulomoticollybe greeted "Good Morning,sk/modom".Theyeven hove leedbock
formsfor visiiorslo occomplish.Sometimesii is lhe serviceihot lhe people go fo, the

I level of servicebeing offered-Thereore instoncesthol ii is not ihe produci but the

experiencethot ihe morkei is willing10 poy for. Ecolourismis nol o product bui o
SERVICE. l'tispossibleio hove o superiorstrolegywith inferiorresourceslikefinonce.The

t bestsourceof finoncingsiroiegyis OPM-olher people'smoney.Peopleore oftrocied

to good business. Suchisthe cosein Borocoythot iswhy ii isovercrowdedolreody.I om
helping CongressmonChoto of ComorinesNorte right now. We hove this BIDA-

t BorongoyInitioiivesfor DevelopmenlAclion progrom.Thisis for borongoy officiolsio

come up wiih theirown borongoydevelopmeniogendo.Theoblectiveof the progrom
islo help borongoyofflciolslo be creoiiveond lhjnkof oiherwoysio sourceoui funds.

t If vourbusiness is willcome lo you ond offerfo flnonceit.

I Houseruleswere discussed
ruleS:
for everyoneio obide io. Thebody come up wilh lhree

t I . Beon iime.Momingsessions
stodol 8:30ond oflernoonsessions
end oi 5:30.

t Page 8 of 58

I
 inrirent
modecorlsmovbeiokenouiside
ortherroinins
;r,?"t'ii#;:t#lbe
3. Additionol
houseruleswi be oddedosihe needorises.
:he momingsession
'esumedqt l:30pm. ended ot r2:z-o.pm.
Affero heorrylunch,the offernoonsession
Mr.Lomboyrc ronspkedberore
;reoenerir
orinJf;ii"."i, irit;ili?,?*who thelunch breo[roi
'$i3XT::JrTiil3 Eoch
o'hemuniciporiries
iffJi#::13 il1-shown were srouped
inecopy (Preose
rerer
io nnne^
ortnJausr*,iir,j#"g"e."J3li:"J:,:,""1""0-o' eto.

*a"O n*u,
His/her
moyor
movor ondrhp
ond rhe.^,,n^ir^ft,
counciro^ .^ ^ ," ,^
rore;s ]nq9. Fo. orientotion
resisroiion
is mor6on ousrness. The
scorecoro Arrheendor";;;.;"# i:ir".,ii,io.ilji,ll;ili
H:"r::,x..::::J theyeoirnuJo"rnllii|.oro|.
isqssessed
We will iry 10clorifysome of lhe lerr

:i's*r##j""1ffi:,:
*:l*i':;-*Hlixi'ijililiiiL:,"Jffi1;ffi'
'""x.,fi
:;ij:ff."TiJ;$i["J:;[ffi
m:*i";j;;:m$;il.",rlffi : J"#
[I^7ifHlS"lH]H,ff.3H3 bariers
::J';*.:l?:T?,ffi ?;5'ig weneed
ro
We olsoneedio knowourcomo:iitiol..Li-kg
in Sorsogon,
youwillturetourists
to go
ii ir,..",,iJ"ir;;,il; ;:l ihey
3:X5:r:i,n:fij:f;*"J,?J,".g",r, hove
rhe
ln everybusiness
mere cre risks.so we need lo idenlifyihem qlso
nece55 con ond come up wiih

ActivifvI - ldenlifvingTorgetMorket

tt d;videdinto 4 groups.One representotive

lIT. l-11U odverlisemenl
ewspaper clippinq.
Using
from eoch group selecied o
rorgelmorket rne c,iopingilne group ideniifiedwho the
wostoreochodverliement.

Aclivi out uls:

Groub/.r.lvArrl.-*=J
Torgelmortef- Chorocferislic
GroupI - BMWcor -Middte io nigh
=nd -symbolizesquoliiy
ond
Poge9 of 58
 Chqrocierislic
Group/odverlisement eleqonce
morket
- ClossA ond B -uolue odded feolures
shown like GPS
sYsTen0-
novioo'iionol
-clossA, B,C ond D lhowed differeni kind of
E-roup2_ LGcetlPhones cellphonesfrom low io high
-low rsles ond vqried
-Gtl moDfie Pnonel ulrrrv
G r o u p 3 - m o be
communicqlionnetwork the netwo{k {cunent serv€es
subscribers)
-otfordobility
servicesof Globeond TMwith -oll mobile Phoneswilh
CesorMontonoond Michoel
V osendosers openlines
,.-r^.. ^ Frr. ^nd n
-Closs
A, B,Cond D -heollhconcems
Group4- oo'tmeol -orgonicfood
-wiih beneiits-

Processing:
the, ott
Group I - The BMW cor odverlisement - iorgeis. !lSf-.-"i9^:mltk""n"
nqviqotionol syslemis olreodyo s'onOo'O feoiire in othercouniriesBecouse this'
of
;ilH;i#;;il'l.rirtt"erieo peoprJwoutaoe tomitiqrwithitsuseond ottributes'
TheliBt cellphoneiswilh FM
Group2 - TheLGod showedseverolmodelsof cellphones
tneiu teotures'lhe iorgei morketfor the
i.iJli*im ipt"t"'prrone, isstimoni ligilt wiin
to tistenio music ond enioyshoving
flrst cellphone model is the youl; ;h; ilfes the cellphonemodelhosihe QWERry
interchongeoble cororedpnonenousinq: O4eof
totgelsexeculives-ond
rno cerrp-non"e ihe-highend mo'ket'
kevoodond with o stylus.
feoiures The odvertisemenlotlrocts
The other cellphonemodelsolso no"u-Oltfu.r"nt
-ortlt ooseoon ine feoluresof theirproducis'
network ClossA ond B would hove
Group 3 - Globe ond TM belong to ihe some ond^Dmorkei Forihe A ond B
oosiooidmobllephone occounrs,to tn" "O torgeh C forthevouth'
N.:;#,"ii;#;;; lno.n cun"to-osLndorsei ond Kc.concepcion
il;; ;"- ii" pr;;o, ru ,"*lt"t lt'tit text'oll text'eic ) is cheoperlhonthe some
bosedon the
con]ce's":l ,cllr..?<l^dv
services offeredby Globern" *oi["i segmenl
i"|,"oir"ii""]r-,"r.ir lorgetsctoso-piomo *nireGlobetorgetsc morkel.Globe's
oniL"ero\M
services beforewos gpgn for TMio TM ond
SIMhos biggercqpocity thoi rus
only
Globe to Globesubscrrbers rne ;e* promo h now ovciloblefor TMlo Globe ond
;i"o;i;becquse lomuineo
iM.-Th. ihe
'n*Hg:n';ll;:?e?UJ:#,?:?'$:E
compe 1ffi"'.il*:
morkel Smod,

'10
Poge of 58
Group4- the oqtmeolodveriisemenlfqrgefsbofh heolthconsciousond olderpersons.
Theod ls expliciion lhe benefrisof ihe product.Theinclusionof broccoliin the piclure
denoiesfreshness ond vilomin-pockedproduct.

Mr.chris:Whol do you thinkisihe imporlonceol lhisoclivily?Whydo thisoc'iivi'ty?

Philip:Sowe cqn qnolfzeihe mqrkeiof difterentproducis.

Mr.Joo:Tohelpusideniifythe differentmorkel.

Ms.Norms:Tohetpusdeterminethe .ightmorketingstrotegy.

Thisisimportontso we
Mr. Chris:Our frome of mind shouldolwoysbe morkef-focused.
willknowhowwe con posiiionour producisond how we willsellour products.

Aclivity2- Quo Vodis?{ PresenlSituolionl

Mr. chds osked the body io group themselvesper municipolity.The resulisof ihe
reseorches(siieossessmeni,
morketreseorchond sectorolonolysis)
were distribuiedfor
review.Thegroupwill discussomong themselves lhe results
of the studiesusinglhe
followingguidequestions:

Reviewof reseorches:GuideQuestions-ldenlifywho the torgei morkelis?

. Whoido iheyneed?
. in youroreo?
Whol ore ihe opporluniliesond chollengesfor eco-fourism

ChollGnga!ior Gcolou 3m

- orokco
CASIGURAN
-Domeslic ond ' developmenl -nofurql qnd cullurol -how to develop lhe
the resorl feotures
- o|]oges -flowing,springwoter
(345liters/sec2]
-foresfirekki
- rivercruisinq,
PILAR nds{demo& honds-on
Tourislsfrom -Eco-foudsm -ivmp-off polnt io -slokeholdeE'
io go lo Pilor odventuresites Visoyosond Mosbote commtTmenT
-neorDonso -politicolwlll to prevent
"securiiy" -lorgest shoreline in dynomitefishing
-focilities ond Sorsogon province -susioinobiiityof tourist
occommodotion -snorkelling& diving otlroclions
-nlghtlife stTes -shoreline-dump-sitefor
excessfish(low-low)
heollh ond
Pogel1 of 58
h
I TorgelMorkel Cholleng* tor ecofoudrm

T DIAZ- mq
PRIETO
-'omilies
ve ond fishsonci
-ploce for
sonilqlion

-guides ond lrdnsport -mqintendnce of the

t -cdulis

educotionol
retoxol|on
-more informotion
ond oboul
{broodcost &
siles
print
drivers o|e
odented
iourhi- mongTovereserye

-noturol ond histo-

culturolfeoiures

t medioJ
-bqnking focililies
-hqndicrofts
she lcrofls
-obundont
ond

morine

I supply
-locolfood

focilities for
I occommodcltion ond
other lourism reloted
estob lshments

I ond
- Buluson
BUIUSAN VolconoNqturolPorK
-domesfic= nqture
educoiiono
-syslems & -locol
monqgement of lonomorKs
hlstoricol -secunry
-bonking
focilities

I iour/sfudents,
r9seorcners,
ecotrekkers
rounsmprogroms -no'lurol
-inforrnqilon ll-!6^-ha(
-Bosic requirement wqterfqlh,
feotures
l^16

minerol
-roodcondiiions

peope/troining/customer

I for tourism sprlngs,resorls,rivers)

foreign=bockpocke|s -Tourism mosler -BVNP,
side trip, noi pad of pron -ExtensTve
troils
riversystem
service

t
rT!n
- Eco
IROSIN osedVo ViewPorkBolosC iolS
-env[onmenl Jmprovement of odded income to how to (:llroct more
conscious fociliiies supporr s-ArvcesTOUNSTS
slrondedlrovellers -occommodolion prov|oers
: -vocotiontourisis infrqsifuclure for
vqllevvlewresort

t comments
Queslions, ond clorificotions:

t ForCqsigurongroup

I lrt. Chris:Youhove to hremorespecific,whol morketsegmenidoesyourproduci coler

io? Whatdoesihe studysoidfor OrokspringJ?

I Engr.Ieiodo:We don'l hove doio yei. Cosiguron

reseorchstudy.
wos not included the morkei

t Air.Chris:okoy.I ihinkyou moy requestio usethe lool used;n the reseorchin orderto
iner n dqio. You hove io be if i'lis domesticmorket.who ore 2

I Poge 12 of58

I
Are lhey youngprofessionols?Or sludenis?Amongfomilymembers,who decidesio go
where?Who is lhe unservedmorkei?Evenin your brochures.it shouldreflecl okeody
your torgel morkei.Forexomple,Colombo ond LosBonosis knownfor hot springs.Bui
even dudngsummermonlhspeople slillgo 10lhese hoJspringsbecouseii is declored
people swimin ice cold wqter for 100metersbecouseit
io be "theropeutic".ln Russio,
cloimslo hove on invigorolingeffecl to lhe sysiemin our body.

Thereore olso morketsegmeniihoi likesunderdevelopedoreoswilh noturolsetfings.

We hove to considerwhot ihe morkeineeds.tf you visifthe "LonelyPlonet"websiteor
buy their mogozines,you would nolice thot they coter to budget touristsihot preler
simpleoccommodotionrond nolurolseflingr.Beforedeveloping,I suggesiyou mokeo
ihisdevelopmentmightnot be whol your
reseorchfirst-Yourinveslmentmoy be useless;
morketwonls,

tor Pllor:

Mr. chrk: Withregordslo your brochure,il feoluresdifferentsifes.ll even hospockoges

ond proposedilineroryolreody.Whereore thesebrochuresovoiloble?

Office.We plonio mokeihem ovoilobleol

PoslorJob:Theyore ovoilobleoi ourTourism
AirlineOffices.

Mr. Chrk: We shouldbe specificon our lorget morket.Moybe we con moke specific
brochurefor specificmorkel.Evenif we do internelbrowsing,we usuollyseorchfor the
specificoctivilylike"birdwoiching","mountoinclimbing"or "snorkelling"
ond lhe likes.
Soourwebsites shouldolsobe specific.

Ms. Norms:I would like lo reocl on 'lhe piclure in the brochure.I lhink lhose ore cul
mongroves.Cutiingof mqngrovesiso morlallin in PrieioDioz.

Mr. Chrls:Yes,we shouldbe consisleni.Sincewe ore pursuingecoiourismprogrom,we

shouldbe environmenl-friendly. The brochurefeolured o mix of services;we should
olwoysgo bock lo our lorget morkel.We musilhinkof woyshow to otlroct visilors from
Legospilo go lo Pilor.Youolreodyhove brochuresond mogozinetitsgood, but where
do you disploylhem? lt shouldbe mode ovoiloblefor torgel reodersnol only to the
sponsors.lt isincludedherethol Pilorhosdivingsites.Do you hove divingfocililies?lsit
on occredileddivingsiie?

ForPrieloDiqz:

Mr. Bonos:Thereore reolly migro'torybirds sighted in Sorsogonproyince. Theycon be

seenot Buluson.PrieloDioz, Donsol.Gubol, PilorondBorcelono- Thotis the reosonwhy
Sorsogonis identifredwiih bird flu. In foct, Sorsogonis included omong lhe regulorly
moniioredprovinceson bird flu.

Mr, Chris:You olsohqve o brochure,but it is o bii u con Seporole

Pogel3 of 58
eoch feqlurebosedon youriorget per specificmorkel.

ForBuluson:

Ms,Chqvez:One of lhe problemsexpressed by visiiongoing lo Buluson.qsidefrom the

rood condilions.wcs the avoilobilityof publicironspori.especiollyofter5 PM.

Mr.Ch s: Moybeyou con oronge forshuiilebusor servicewhereinihereore scneoutes

for pick-upond tronsfers
io ond fromsirolegiclocolionsor poinis.

tor lrosln:

Mr. Chris:Are you reollytorgetingonly slrondedlrovellers?So ihen you would olwoys

proyfortyphoons solhol youwillhoveclienisol yourproposedVolleyViewpork?

Mr, Grojo:We qre qlsotorgelingothervisitorsosidefrom sirondedirovellers.Bqsedon

experience,Moinog con no longeroccommodoleol{sirondedpossengers. We ore jusi
Jhlnking
thoi moybewe con hove o shoreof ihismorkelsegment.

Mr.Chrls:Butlei uslhinkcorefullybeforemokingimprovemenls. Do slrondediroveliers

hqvethe moneyond lime lo go, visitond enjoythe services offeredoi yourproposed
volleyview resorl?Youreollyhove to be specificos to who youriorgel morketis.

Foroll:

Mr.Chris:lsihe exhousifromvehicles
noton issuehere?Foreigners
do nol likethis.
Ms,Norms:Whenvehiclesqre registeredoi ihe LTOihey mus.tpossthe smokeemission
testing.

Mr. Chris:Con we reollysoylhol ihe smokeemission

teslingisproperlyond slricilybeing
implemented?

Mr. Eonos:Beforethe cleon energyond globolworming,oll ihe lricyclesin the province

nove fwo-strokeengines.Becouseof the topogrophicfeoturesof .iheprovince,lhere is
.eolly o lol of smoke being emiiied from ihese tricycles.Now mojoriiy,if not oll, of
"rcyclesore olreody4-sirokeengines.Iwo-strokeenginesore beingphosed-out.
M/. Chris;Theuniqueculturolfeotureslikefeslivols
were noi mentioned.Asfor iroditionol
'.edicine, ihere isbig demond for thol. Moybe'lheho'iond cold springscon be utilized
3s o spo treoimentwilh lhe differentmossogesbeing offeredoi CIMED.Thelownsore
::.ering olmosithe someproducfs.Buiuscnhosbeoches.so does pilorond prietoDioz-
:-,usonhqs hoi springslikelrosin.We musilhinkof somethingdifferen.t. Whol is the
r=erence of one iown wilh ihe ofhen?Whoi con we offerihot isuniqueond exclusive
l-v in ouriown?

Poge'14of 58
t
I Mr, Bonos:Our problemis thqt we do nol hove o iourismoffice ond siructure.Alboy
provincecelebrotestwo festivolso yeor, lbolong ond Mogoyon but they ore more

I populor ihon our Kosonggoyohon.For loudsm,whot is cruciol is ihe people who

hondleslhe progrqms.

I ^,lr.Chrl3:Whotore we goingto offer?

Mr. Bon6: Sorsogon

hoslolslo offer

T Mr. Chris:Whot mokesyou differenthom other plocei? Agoin it is the "positioning"

irsue.Likefestivols,it is being held io rhowccse lhe cultureof ihe iown. Bul isn'i il o

I woste if you would hold o festivol,spendingo big omouni of money just to oltroci
lownmofes?

T Mr.slm: I would liketo shorethe BoloyBuhoyin SonRoque,Buluson.

ecolourismsile. All the plonls
11iso home-bosed
o.e orgonicollygrown;lhere is o colomonsiorchord,o
honeybeeform ond herbolplonis.Thereis muliipurposeholl for seminorsond troining.
Smollcobonosore olsopresenlfor smollgroup gotherings.Lodgingoccommodoiions
ond coteringservicesore ovoiloble.Foreignvisilorshove been visitingthe ploce for
sometime now.

Mr. Chris:Whotisyourproductpositioning?

M( Slm:A noturolenvironment?

Mr. Chris:Moybe o wellnessond heolingcenter?We musldevelopsomeihingdifferenl

ond uni.quethol we con offerto visitors. go to therebecouse
ln Phukef,Thoilond,visilors
when you oyoil of the mossogoservice,lhe mossogerbecomesyour peBonolvolet.

I We hove to thinkof offeringo differentcomplemenloryproducl.

Mr. Eorberdn:Herein lrosinduringihe time of Moyor Doroton,the trodilionolheolers

were orgonized.Thofiswhy lrosinbecome knownos o "trod-medtown". Howeverlhi!
progromwos disconlinued.

Mr. Chrb: ls ecotourismbeiler monoged by lhe LGUor privote seclor? ls lhere q

continuityissue?Moybe due io ihe chongesin the leodership?Whereis lhe LGUon
olly? Where is lhe privote sector on olly? The governmentis usuollyvery good in
promotionond infrostruciure developmentrolherthon in monogingbusiness. We hove
to identry where our stokeholdersore good ot. In Bohol.fheir ecotourismis reotly
booming. Bu1 mosl of lhe lourisl sites ore privolely-owned,the tGU ius't moke
ordrnonces.

Agoin,we hove io considerwhot is innovoiivein whol we ore offering.ThePhilippines

con be positionedos shoppingcopiiol. Shoppingis very cheop here in our couniry,
evenfor brqndedproducls,comDoredlo olhercounldes.

Pogel5 ot 58
 in businesslonnin . let usstortwith the end.
we wlllbe uidedwith visionond misslon

vlslonqnd Missionon Ecolourism

TheSorsoqonProvince's

Ms. Joji Orbosepresentedlhe provinciolvisionon ecolourismto the body. The soid

ecolourism
vision ond missionwos formuloted during lhe Multisecloroi-iniegroled
workshop conducledlostJune2005,

9/tston
Wou t&,n $*togon pta,rtrtrr. 6 c ktat foc ea tLvtend eohglral{ tL4dttrlr.t,
.4ltAral4nlguLd.c, t ntatlr. tt4rltm, pzctlattg lolu* ead.nabLlwry.zb!@ to
bth hql ett/ t,Jf,rt zttt 4l tp4rlstt 4td, cott .tletw to tl6 taeltd.&rpmla gro*h
4t d. tAt lo.d,I corutunltbl.

Afier the vision,the missionwos olso presenled.However,Ms. Orboseinformedthe

group ihol lhe missionwos revisedduringlhe ecolourismreseorchpreseniotionond
wos:
volidotionworkshopheld lostAugusl2007.Ihe originolond revisedmission

Orioinol
Mission Revised
Mission

To develop lhe lourism cqpqcity of To develop+he ecotouristnpotentiolsof

Sorsogon provincEthroughr Sorsogonprovincuthrough the following
strqtegic6ools stro+egicaoolsr
l.Sustdinobleresource |nonogelnentond l.Eoch L6U developsiis own unique
ehterpriSes;
econornic ecotourishProducl;
z.Preservqtionof culturol heritoge ond 2.Econonicenterprise supportiveof or
indigenousproctices; eInohotingfrom ecotourisn;
3.Multi-sectorol cooperotion, community3. Preseryoiionof culiurql heritoge ond
porticipoiion qnd humon resource indigenous practices;
developnent; 4. Multi-sectorol andcommuniiy
cooperotion
4,fmprovemenf of physicslinfrostruclures, porticipotion;
supporlfocilities:ond improvement of ihe 5. Developing ecotouristn-relqtedHR
qnd
peoce ordersituotion coPocities;
6. Developmeni of innovqtive
productsond
services;
7. fnprewment of oppropriaie physicol
infrostructuresupport focilities with low
inpoctonthe hqturolervironmenl; ond
8. Inprovetleni of peace qnd order
siiuotion.

Poge 16 of 58
Anotheroulpul of ihe soidpreseniotionond volidoiionworkshopwos the formulotionof
ihe provinciolfromeworkfor ecolourjsm.Whol ecoiourismis ond js nol wos cleorly
definedosfollows:

Wholecofourism is- Whol ecotourisnis not-

-5upporting locolproducts - Jusi ociiviliesor producls
-Coteringlo both localondforeignmqrkel - Tolol anfrostruc+ure development
-A leffningexperience - Construclion of infrq or onyesloblishhenl
-Encouroges porticipofion of vorious noi oppropriote in +heeco-si+e
ecotourism octors/sfokeholders -'Umuunlod qt hokikinobong iilonlong"
-Host cornnunities benefilting sociolly, - Activities ore desfructive to
the
cullurqlly,
Economicolly
ondenvironmeniolly environmentj hozordousto the peopleond
-Noture-bosed environment (sinisiroonglikosnoyornon)
-Pronotes environmentolprotection qnd - Totolly chongingihe noturol londscope.
conservoTron sffectingecosys+ems
-Respects,preservesond promoteslocol -Anythingthot chongesfhe
foce of God's
history,voluesculiureqndtroditions creolron
-Uniqueecotourismexpe(ience(bosedon -fhproperwostedisposql
the cohtex+ -Sex+ourism(oslinkooeindust

Thefocililotor
remindedlhe pqriiciponis
lo come eorlyt'henextdov soihe session
con
slortoi 8:30AM. He olsosoid thol ihe 2nddoy session moybe extendeduntil6 pM
becouseos il wos, the workshopwos okeodybehindschedule.Hovingno further
queslions,commenlsond reoctions fromlhe body,the In doy session
end;d ot S:00in
lhe ofternoon.

Day2

Theseconddqy storledoi 9:20AM wilh o recopiiulotion of the octiviiies

lhe orevious
doy.Evenbeforelhe siorlof ihe session,
Mr.Bonosof Sorsogon povinceLGUrequesied
lhoi ihe Governor
be furnished o copy of the lhree-doyworkshop documeniolion. Mr.
ChrisLomboysoidthot he willreloysoidrequesito the LIKAS
ExeculiveDrrector.

Stokeholder
Anqlysls
.r'i. -omboysicded ihe seconddoy with on inpul on siokeholder
'-e soidocliviiyisoimedof: onolysis.He soidihot

-
. ceniifyinginlereslsof differentgroupsond ossess
lheir importqncelo qnd influence
]r€r on eco- tourismProgromin the provinceof Sorsogon;

Poge17of 58
 2 ldenlifyingpotentiolofionces(incfividuols
or insliJutionsl
ond processesuponwhich lo
build;ond
3- Providingo foundotionond sirotegyfor porticipolionof slokeholders.

;he stokeholders of SorsogonEcoiourism ore (tJ peopte,groups,instilutions

ond ofhers,
ilkelyio be qffected by o proposedinlervention(eiihern;goiivety positivety)
or ond lij
people.groups,insiitulionsond oihers,who con offeci the ;utcome oi qn inlervenlion.
Mr. Lomboyidentifiedond differentiotedlhe lypesof siokeholders os:
. key 3lokeholdeF- ore ihosewho con significonilyinfluencethe
successot on
ocfivily
. primorysfokeholders- ore those who ore ultimoiely
offecied by on ocfiviiy,
eilheros beneficiories{positively}
or dis-beneficjories
(negotively);
ond
. secondorysfqkeholdeF-ore ihosewilh o stoke, inlereslor inlermediory
role in
on octivily.

Thefocililatorpresenledthe fromeworkfor lhe stokeholderonqlysis

os:

Trrget recipients
ofyour ser.vice Adds value
to your
service

Decreases
the value of
your service

Suppliersore thoselhol help lo deliverthe servjce.Complemenlorc

ore thosethoi odd
volue lo your servjceond compelltorsore ihose ihol decreose the volue of your
service.

Ine
why
ond
Tne
iso

Poge 18 of 58
 srepisidenrirvins
n7:'ffi"::1"f"'JlJ:itrffli::iri',,fl,?i:l'*';,I'r,rsr thekey
Step1: tdenlifykey slokeholders
. Whoore ihe polenliolbeneficiorjes?
. wno mightbe odverselyqffecled?
. wno ore ihe vulnerqblegroups?
. wno,oreihe suppone,s qnd
. wnot ore the relolionshipsopponenls?
omonglhe slokeholders?
*, gnr'r'*no o*
nol tenced so lhoi lhe public hove
occess.

yff"il"ff#i,"#?j""ff;T,j*,:",,S
"#,1i
"''"y,i:#?83?:"';ff16ff
tnt supporten
ond the opponents?
whot ore lhe rerorionships
,&alnXokl$rtr omong

't"ntifiedtheircustomers,
suppliers,
compremenrors
^5&y:tjiffI ondcompeiirors.
Cuslomers
P | | or-rlvercrulse
Siudenis - lfud -Donsol
lourforrivercruise
Jishermen inlo
omite fishin
9--g! ls u r q n - c o l d
Locol tourislsond -Rizol Beoch G
iourisis from
neiqhbouring
lowns

ffi
i-nountolneers lrosin ond other
-€co-reseorchers municipolilies ihol
lrosln-Hof sunoundthe loke
ondTrodltionot
HeoiErs
rocottourisls
,Yodilionol wellness Buluson
ieekers
-'rrounlotneerS
Prieto D i o z - coYes
':ciJ{615 from
So6ogon Ciiy, pilor Ropu-ropumining-:Mongroves
er)d other poris of mlnerol
woste

Poge19of 5A
PoslorJob: We should qnd developwho'i ispreseniin our ploce even if whol
we otferisnol unique.

ti.. Chrls:But thot is the chollenged,io look for someihinguniqueond develop il to

somelhin ihqt would ollroci lhe tourisls.

slokeholderinlereslsond lhe polenliollmpocflo q proposedinfervenlion

Slep 2: Assess
Whoi ore lhe siokeholders' expectolions?
whol ore lhe benefitsfor the stokeholders?
Whotresources isihe slokeholderwillingio mobilze?
Whoislokeholderinterertsconfliciwith yourgools?

slokeholderInlluenceond imporlonce
Slep3: Assess
Foreochstokeholdergroup,ossess iheir:
' Powerond stoius(poliiicol,sociol,economic)
. Degreeof orgonizotion
. Conirolof slrolegicresources
. lnformol
influence
. Powerreloiionswilh oiherstokeholders
. lmporlonceto otloinmentof yourgool

Sfep4: oulllne o StokeholderPorllclpotlon

Sholegy
Plonstokeholder involvementoccordingto:
. lnteresls, importonceond influence
. Porticuloreffortsneededto involvelmporlontstokeholderwholock influence
. Approprioteformsof porlicipolion

Thelypes of Porflcipollon
were enumeroiedosfollows:
. lnformotion Shoring {One- Woyl
. Consultotion{Two- Woy}
. Colloborolion{Shoring control& decision- moking}
. Empowerment coniroloverdecisionsond resourcesl
lTronsfer
Strotegiesfor differenttypes of slokeholdersoccording to lnfluenceond lmporionce
were summorized os:

Poge20 of 58
 Eigh
Ensurethat Activelyseek
needs are rnet their
and participation involvement
are lf|€aningful and support
Requlre no Keep well
special iBforrr|€d to
particapation avoid conltict
strategles or oppC'sltion

fnffuence

4 : Siokeholders
Anolvsis

ill':*"::i^"t,.,ffi:fl::JffsitjlldF:][:J#::,i",,"^"J
-irr oe
,1"nr::?'nj:"#porronce/inrruence
-s,.oo!i'"Jlll"i,l.
'i?il.,
moderore.
'r'r'orkshop
o
Slokeholdef Inleresfin Eflectot tmpodonce
Eqotourlsm inleresl(postive Oegree?
reqollvcl Influence
C A s IG Ui A-N _lr
Eorongoyfolk- FrontlineI rosnve
envtronment
p4)teciion
Eorongoy Infroslructure Posiiive
Officlols supporl
PRIETO D_i
Fishery
sector Moin sourceof Posilive
livelihood ona criticol Some
Eusiness negolive
secioi Addilionot posilive
source sr9nmconl Significoni
of
rncome
People's Addiiionol_-
Orgonizoiion ir(.)stTtve moderote
source of criticol
ncome
t'ton-governmenl
Additionol posiiive
Orgonizolion source moderole criticol
of
_]!qome
B U tU S A N
LGU-Buluson Locol revenr.re
Poslirve Criticot
source Criiicol

Poge2l of 58
 $ltF.

Slqkeholder InfeJeslin lmporlonce Degreeol

Ecolou.ism lnfluence
:: -.n uniiy source of signlficont Significoni
odditionol
Income
: ,' Society Advococy Significani
\3Cs, POs,
:::'oro qrouos
3overnmeniLine
r gencies (DOT,
l : \ R o n dD T I
rRostN
Scring resort Addilionol criticol Significonl
:c-Aroiors coslumers
-'cdilionol
Source of posilive criticol
_eo ers income
acnloy Gubot -Source of moderole
-embers incomeos lour
guides
-5TeWCrOs
--onsol TourismSource of significonl Significonl
:1Jice tourist
-3U lrosin Econornic Criticol Criticol
develqprngnl
-ccol community Source of positive significoni
oddiiionol
income
PII.AR
lcnsol Tourism-Source Posilive ond significont Significont
^cuslry tourisls negolive
-compelilor
:15herrnonusing
significonl Moderoie
eqol meons
-curism
siles' Source of significont
: rners/operolors oddi'lional
tftcome
:eod hondlers Source of posilive significonl Moderole
oddilionql
income

Poge22 of 58
SociolMorkelinq

Thenexiinpulwos givenogoinby the fociliiolor.

Hesoidthol morkeiingiso chqnging
behoviour. geiling
li rneons coslumers to:
. Switchbronds
. Tryo. buy .rewproducisor 5ervices
. Buymoreproductsorservices
. Buyproducisorservices ogqinond ogoinond ogqin
Componentof Behaviour:
. Knowledge - whol otherpeoplenowoboutourploce
. Atiitude firstimpression qboui the ploce {ex. In Mindonoolhere is
romponikidnqpping)
. how do o cerlqinproduciorservice
Proclice- ispui intouse
TheMorketing
Mixof 4P's

l. Prodvctiswhoi we ore offeringpeople.tt con be on ideo,commodities

{o tongible
good or service),otlitudes,behoviouror service.A productmuslbe o solulionlo o
probiemond isreol.ll shouidgivebenefits,
isuniqueond compeiitive.

Whenwe lolk qboul moneioryit is usuollythe

2. Pfce is monelqryor non-monetory.
oricelessexoeriences.

3, Ploceor Chqnneliswherelongibleproductsore purchosed.li iswherepeopleore in

rlghifromeof mindsio receivethe messoge.
Theploceiswhereserviceisprovided.lt is
wherepeoplewillocl. lmporlonlconsiderqtions
for plqceincludesovoilobiliiy
(eosyto
find),eosyio use,qppropriote,
timely,convenienl
ond point
of decision-moking.
4. Prcmotionis the creqiion of messqgelhoi is memorobleond persuosive.
Usingthe
medioisone woy io reochthe lorgetmorkef.Exomples of medioihot con be usedfor
promolionqre prinl,Televislon,
rodio,elecironicmedioond person10Derson.

Thereore elements
of ihe messqgedesign.Thetype of oppeolshouldbe precise,
ihe ioneshouldbe convincingond ihe spokesperson
shouldbe credibJe.
Peopledo not buy produclsor services.
Theybuy lhe expectoiionsof iheirbenefils.
Wedo nol sellwhotwe woni,we shouldsellwhotthey (torgetmorket)wont.

Advertising
is on imporlonlospectof promoiion.Inleresls in on od ore influenced
by surprise
{somelhing lhqt excilesyourclienl},informqlion
ond benefits.
Sociql/tlqrketingmeons sellingbehoviour,ideos,beliefsclnd oftiiudes.li enioilslhe
processof chqngingoltitudesond mindsels. Sefl,ngis ihe oct of sellinglhe qciuol
produciwhilemorketingissellingthe produciusingthe combinqiion of the 4p,s.
Process
of Sociolmorkeiing:

Poge23 of 58
:. identifybehoviour/ociions o problem.
thoi couldreduce/eliminole
2- Definethe morket,segmenl the iqrgetmorket
ond onolyze.Knowyourmorket.
3.Sirolegize usingthe 4P'sio odjusiyourpositioning
to lorgelmorkelneeds.

lhe gool of SociolMorkelingis lo chongelhe behoviourof customeG

intosomething
ceneficiql.

induslrv
Anolysis

Ihe indusiry wosmodelhroughq plenoryquesiion

onolysis ond onswerprocess.

Ql: whoi ore ihe enirybarriers?

Ms.Norms: of ihe people.

Loboror leve of skills
Mr.Mercodo:Peoceond Order

Mr.Albie:Policyor reguloiions

energycosi I nol enoughpowersupply]

Mr.Chris:
- Whoore ihe serviceor productproducers?
Q2q: On Supplyond Disiribuiion

Mqjorily: LGUond privotebusiness

Q2b:Howdo iheydeliverihe services?

Answer:The
tourisls to visitihe ploce,ihroughpromotions
ore invi'led

fociors-lslechnologyusedforthisbusiness?
Q3:Technologicol

Answer: (ex.Cellsites),
Communicqtion WIFI

Q4: Seosonolily- Are there miiigoiing foctors 'ihoi contribuie or minimizelo the
performonce
on lowond peokseoson?

of the presenceoi wholeshorks

Answer:Yes,likeihe seosonolity in Donsol.Alsoihe
potterns
migroiory of birds.

Q5;Economic{nfluences Are therefoctorsin the economythol conlribuleor diclote

lhe success
or foilureof ihe hrusiness?

Answer:Summervocotionusuollyis the peok seosonfor visils.

Theexchqngeroie of
dollors.

Poge24 of 58
Cl5:Regulotorylssues Are lhere relevontregulolionsthot qqn help/impedegrowth
Itte b6iness?

Ajrswer:Yes, lhere ore. An exompie is when qiert ievel 2 on the Buluson Volconois
'6sued
by Phivolcs.This{imitsthe octivitiesof people wilhin the 4 kilomelerrodiusoround
t e BulusqnVolconolhql isconsidereddonoerzone.

ServiceDesiqn

;he servicedesignshould breoppropriqte to lhe lorget morket.

INPUT PROCESS
OUTPUT

Focilities: Jroiningof guides

qovenlure
-ploce{hotelsl -orgonlzingcommunities
educoiion
-people{guides) -culinoryprocess
reseorch
Jood (GoodMonufociuring
Process)
we ness
-geors
lssues
on Operolions:

L Quoliiy- Whotdoesthe 10r9eimorkelwonl?

- Con theserviceprovider
2. Delivery io deliverthe service
whenneeded?
-
3. ProductivityHowore you 9oin9to designlhe serviceto foctorin velocityor during
lowseosonto increosesoles?

Theseconddoy ended ond wos odjournedoi 5:00pm. Thefocilitoiorremindedthe

groupihot the schedulefor the 3rdond flnoldoy would be ihe presentotion
of ihe
executivesummories pionsper groupin the morningond plonning
of ihe business
session
in lhe ofternoon.

Poge25 of 58
I
t Day 3
Thelosl doy of lhe workshopstortedwiih the presenlcrlion of lhe executivesummories
* of lhe corresponding businessplcns of podicipojing municipolities.Mr. Lomboy qsked
the bocly io porticipotein criiiquingeoch of the business plonslo be presenled.Eoch
businessproposolwillbe clssessecl bosed on the clorilyof lhe followingospecls:

I .
.
.
Tqlgel mqrkel/mqrkel segmenl
Producf/servicesoffered
Anolysis of lhe competition

J .
.
.
Uniquesellingproposilion/volueproposilion
Viobililyof the pton- mokessenseqnd mokesmoney
Areqslor cooperotion/collaborolionwith othersites/progroms/instituljons

I Theguide queslions
for feed bockingwere:
l. Whotweni well? {conientond presentolion)

I
2. Whqt con be improved?{confenlqnd presenlolion)

Worksho Out Execulive

Surn of Business
Plonso| Ecolourismer munrcl
ExeculiveSummory: IROSIN
L Business
Concepf
. Wholbusinessore youin?
. Descriplion
of theservices(volueproposifion)
; Wellness-Heollh
Tourism:
Theropeuljc HoiSpringsond Troditionol
Heolers
> BulusonVolconoNoturolpork{BVNplforesttrekking-biking
> Herbolproducis,
orgonicfoodond iocolcuisine
Volueproposiiion

- TherapeulicquoJi'ty
of immersingin hot springs
i Allernotlve/iroditionol
heolingfromtroinedond occreditediroditionotheolers
> Physicol
fitness
hryengogingin oerobicoctivilies jn
ltrekking/biking)BVNp
2. OrgQnizolion
or Compony
. Stotelhe nome of yourcomponyor orgonizolion
. Giveo briefbockgroundoboul yourhisfory,mission,
objectivesond trock
record
- LoccrlGovernmeni Unitot lrosin
- Mission:Themunicipoliiyof lrosiniscommittedto promoieihe generolwelforeof
Irosiniqns
ond developoll humooresources ihroughcomprehensive qnd
integrotecl
deliveryof basicservices, enhoncement of multiseclorol
S!4fpql9lr S!d .r!!!lel]rgli4}sourcesiowordssusioinobte
Poge 26 of 58
 oeveropmenl
> Tourism
promotion
isidentified
osone slrolegyto promoieeconomic
development

3. MqrketPotenticll
' Whoisyourtorgel morket?Chorocteristics?
preferences?
. Howlorgeisthe torge' morkel?
. Whotisihe incomepolenliot?
. Whoiisthe revenueond incomepoteniiol?

> Theiqrgel mq*ei ore lourisls(boihforeignond domeslic)comjngfromor going

to well-knowndesiinotions
suchos Donsol,BVNp,ComorinesSurWotersports
Complex(CWC), Themoinchorqcterisllcs of .lheiorgetmorketore:heqtfh
conscious,physicolly
oclive,seeksouidoorociivilies
4. Mqnogement Teom
. Whowillrunyourenierprise
or business?
. Whoireloledexperiencedoesyourmonogemenlteomhove?
> Themonogement ieom wilicomefrom:LGU,LIKAS-Cenler
forintegrotjve
Medicine,
Bqnioycubol

5. DisiinciCompetencies
. Whotexperiisedoesyourorgonizotionhove lo mokeyourventure
successlul?

z LIKAS-CIMED hoson existingprogromon integrotive

medicineond moinloins
o
nelworkof lroditionolheolers
; BonloyGuboipersonnel hosextensjve
experience on BVNpb;odiverslly
monitoring

6. Required
Funding
ond iisUse
. Howmuchisneedecitooperotionqlize thisbusiness?
' Forwhotpurpose? Infroslruclure,
iroining,
copitolexpendilures,
morketing,
eic.
; Ihe requiredinfrqsiructure isolreodyin ploce:
- san ed.o.,rosin
C l M t D-. l K A s - R i d g e . D
- MoieoHolond ColdSprings Resorl,
Monbon,lrosin
- MoposoSprings, Monbon,lrosin
; Forfunding:lroiningon ecoiourguidingfor BqnloyGubot,morkeiingond
promoiion,compinggears,devejopmeniof tour pockogesond ilinirories

/. 5usioinobiliiy
Slrotegy
' Howdo you iniendlo suslointhisbusiness?
Cqn you exiiin thisbusiness?
Whot
cosls?

Pqge27 of 58
Commenlsfeedbock:

Ms.Norms:Ihe presentotion prepored,conlenl-wise.

wos comprehensively

Mr. Philip:lrosinfocused on hqvjng o we{lnesscenier. Alihough they hove limiied

copoci'ties.unlikemosiof lhe other municipolitie!thoi. but they were oble to come up
ond designo uniqueproductbosed on complemenloryproducisexstingin lhe lown.

,'15.Chqvez:lt wos nice thot they menlionedthe problemon the conyingcopocily.

Mr. Chris:Thelrosingroup wqs oble to identifyo core producl ond ihey were oble io
estoblishcolloborotion.Theyolsoconsideredfhe externolond iniernolenvironment.

Mr. SIm:Mr. Mercodomeniionedthol ihereis developmenlbeingmode in Moposo

Sprlngs.
We ore tolkingoboui ecolourismond bosed on ihe guidelinesof whoi
ecolourism
is,wouldlhe developmeni
beingmodeio Mapososuitoble?
Mr,Mercodo:I heordthe ownerswilljustbuildpooJsfor swjmming.

Mr.Chrls:Forecolourism, ihe lourisiproduclshouldbe os noiurolos possible. WEshould

go
olwoys bock to ihe guidelines of whoi ecotourism is.In lligonlhey olsohove hot
springsbui ihe woier is from Mo. CrisiinoFollsond it is coscodingwoier. Theydid noi
impede the flow, so there is no effecl on lhe upsireomor downsireomflow of ihe
woier.lt wouldbe good to studywhoieverstrucfure lo pul or construci. lf it iso pool
moybetheycon usepebbiesor rocksfromthe river,nol tiles.

Mr. Rene:I suggestthol there be complemenlotjonof ihe produclsfrom the different

10wns.

Mr. Chris:lt wos menlioned lhot lrosinwilJinieroci wilh ComorinesSur Wctiersoorls

Compiex(CWCJ VolconoNoturolpork{BVNp).
ond ihe Buluson

Mr.Joel:Howoboutmossoge services?
li wosnol menlioned.
Mr. Chris: Acupressureond ocupunciure ore consideredtrodilionol medicine or
heoling,
somossoge isincluded.

How obout compeiiiion? Who elsehosthiskindof product?you need to knowif

onyonewiihinihe provinceor in Bicolregionhosthiskindof produclin oroerTomqKe
benchmork.How do you promolethisprocjuct? you con mqke o brochurespeciflcio
ihe "wellnesscenler" ond moke il ovoiloble ot CWC ond other iourislsiies.AS for
susloinobilily,
how con you guord your producl from oiher compefilion?Moybe you
con collqborotewiih Cosiguronond Bulusonso you con hove ,'hol ond cold springs".
Cr moybe moke it o fronchisemodelsinceyou hove ihe expedisein wellness ond
,reolihmodei.li wouldincreoseyourmorkeiond odd volueio yourproduci.ll iswhol
we coll "bundling".
Sincethereis no wellness cenierin Donsol,pilorond olheriowns.
con hove o fronchisein these'owns

Poge28 of 58
 ExecutiveSummqry: PRIETO
DIAZ
l. Business
Concepl
We ore in Ecolourism.
*A.pockage of
mqngrove foresl ond cclve exploroljonwjih speciol lrips io o
. raeiy of beoches10choosefrom locotedjustwithinthe municipolily.
. Hondicroflsond lood producis
such os binunfog,rimcrscnips,tinoblo,dcrngil
J-d olher seofoodslike ononoklcr,kopopct,lclrukog otoiloble lor pqsotubong
or for
:onsumplion.
- Hondson
experience for shellcrofi moking

2. Orgonizolionor Compony
T UT
"MUNTUPAR,
PrietoDioz,Sorsogon

Bemordino
Mo.nJggL.yos
oppoinred cob;rnqdorc-itoof Sorsogon in
379.:ryi":-l!
he nomed, , u u lhe
,,,s p u j ,MUNTUpAR,
r u L v qs
ploce r v r u \ r u r A K titr o
being
e t n g tlocoted
o c o l e d Iin peni
no p e n i n s u l ol i k e p l o c e
.,-erepeopie usuoliy
,vvv,e uruu reer. ,,Tupoi,in
ry meel. ihe ototecl
upor n rne diolectmeons
m-eons .,,io
meet,,in
To meet" Enqttsh.
in Enqlish.
Thelown wosgivenilspresenlnomein honorof the two gicoion; mi
no morlyrs,Rev.
"s. Gqbriel Prietoond SeverinoDioz,when ii become indepencJenl from lhe
^-,iicjpolityof Boconin Ociober
12,1903by virtueof pubticfow no.pAO
--rck
Record
.Ecoiourism owor,aness ond promoiionin the locolilyhos officiolly oegunIn lhe
:c. 1996 when Ord 96-03 possedoecior|ng
wos pcrsseq
zo_\rrwus decloring ihe
Tne yi hqs
hos Mongrove
Mongrove
'::erved' preserved Forestos
Forest
ond protected oreo. Aside fiom the Mongrove-Foresi Reserve.
'-::e wereslillJwoolher
'- 3 seogrqss morineailrclclions thoi weregivenmuci alientton,lheseore
BedReserve and MqrilogMorineReserve composedof threeco[qrreels.
Duringlhe succeedingyeors,odded oitroctionswere oJsotdentitied
--:'eby promoied jusr potentior ond
not os iouristdestinoiionsb'uiossureprqcesforfunond
:r;:.iure. To nclme,we hove BokowctnBeoch,Tolen Beoch,'Lebonon
'.l3srrok ond Pincinclon Beoch,
coves.Alongwith thesewe cllsopromolebird wolching
::,3aiure.
roooy,overo thousondtrovelers,
-rle visitedthe LGUforthesepieces reseorchers ond sludenishod been recoroed
of porodise
-:. MorketPotentiol
:.4 Who isvorrrlor.
- .',,,crjne
Explorersctnd siudeniswho wish to know qnd experienceihe beouty
-:c"ing of morineecosyslem. ond
' '\::ure
odvocoiesond loverswho simplywoni to hove q communion withnqlure.
j,: icw lorgeh the lorgel morkel?
71ends beyond ihe notionol mqrket fherefore coversinternq.lionql
bouncts.
Poge29 of 58
 3.cl Whotislhe incomepolentiql?
* Enironcefees for
coves; renlol fees for equipmeni like binoculoB,floshlights,
boots, life yest, elc; fees for lhe lour guides, coiering servrces,
souvenirilem,
efllerloinmenlbuslness,restourontsorKrrnns.

. Business
permjh, inspeclionond soniioryinspeclionsfees. Olher
toxes chorged
ogoinslincomefrom enlroncesfeesond reniols,etc. Environmeniolfee.
4. McnogementTeom
4.o)Whowillrunyourenieroriseor business?
SEAMANCOR
in podnershipwith the LGU
4 . b )w rl
* knowshow to hondtepeofG
" wilh good communicolionskills

5. DislinctCompelencies
)i experli
' N e e d s lo knowprociicoy
everythingooouttne proa;t G lsGffi its
seoson.
. Knowslhe desired
sei of servicesneededby ihe cuslomerond cqn provroe
it on reol iime bosis.
. Hosknowledgeon quolily
conlrol

6. RequiredFundingond ilsUse

6.b)Forwhoi ouroose?
Infrosiruciure,
lroining,copitolexpendiiures,
morkeiing,eic
7. SusloinobiiityStrotegy
*Keepingobreosiwith
ihe lotestirendsond innovoiionsin rour pockoging
ond fociliiies.
*Moinlenonce oi exisiing
rourporophernolio suchoslifevest,boo.s,etc.
rompetencyot stokeholders in termsof lourjslenlerioinment.
comperil;vein slyle.services.
produclsond iispromoiion.
--Remoins
-Mo,ntornedquolilyond uniqueness in everything.
7.bJCon voq€x'lin ihisbus;ness? Who.cosis?
"N.o.We inlendnoi io exil becor-rse
we olreodyir nvesled
muchfinonces,
time
ond elforl venJLring inio ihisbusines5

Poge30 of 58
I
I Commenis/feedbock:

r| Mr. Philip:Thereporiis conciseond direcl,they justskippedsomeexplonoiion.

Mr. Chrls: The use of visuols,iike piciures in ihe presentoiioft wos good. They were
specific in lhejr highlighied products which were the morine ond mongrove reserveond
I inleni lo proteci ihem. The iorget morkel is cleor ond lhey were oble lo give o
breqkdownof the income poleniiois.The group wos oble to choose o core produci

t qnd developexisiingcomplemenioryproductsoroundil.

Bored on the guidelineson ecoiourism,lheir business concepl is okoy. Bui more

t emphosis should be mode on highlightingthe environmentolproteciion ond

conservolion.On susioinobiliiy,
conlinuouseducoiionond compeiencyof personnel is

rl
imporloni.We shouldnoi fofgetmoinlenonce ond improvemenf, let usbe innovotive.
Forcompetencies, well highlighledwos quoliiycontrol,knowledgeqnd customer
service.Letuslookfor the "wow" foctor.

i
Ms. Chovez: PrieloDlozdid noi mentionlheir mongroveond fishsonciuoryprogrom
hqvingbeenowordedoso modelprogrom.I thinkll shouldbe included.

+
+
Mr. Eorberon:
soncluory?
How much moneyis neededfor the iour to thesemongroveond fish

Ms.Norms:We olreodyhove severolpockogesfor iourisisto choosefrom,however,we

werenot obleto bringlhe brochure

i Mr. Chris:lt is noi olwoyson how muchyou spend.Letuslhinkof "voluefor money".

Thereore lhingsor experiencesthoi moybe you jusl spend 20 pesosbul you feel ii is

+
worlh 20,000oesos.

Mr.Phillp:
Moybewe con complemenl
witheochof oursiles.

+ Mr. Chris:Definilely.Ihol would coll for monogingyourresources

you would reollyprevenlenvironmenlol
ond oi ihe someiime
degrodoiion.1nBorocoy,the numberof iourists
going lhere ore okeody beyond the corryingcopocity. New lourisldestinofions,

t
like
Comiguinond Misibis, ore now beingfovouredby visiiorsbecouseof this.

ta
Mr.Philip:Oneissueon overcrowded
iourisisiiesissolidwqsiemonooemeniond thisis
reloledlo ecotourism.

I|t. Sim:Solidwoste mqnogemenlshouldbe includedin ihe susioinobilily

componenl.
in the progrqm-
li shouldbe inlegrqted

lllr. Chtls:In PuetJoPrinceso,lhe sdjd wosle mctnogemenlond c)eonlnessb inlegroted

h lEi ecolourjsmprogrom.Theyore very sirict in ihe implementotionof lheir onti
Seirq compoign,o 20 pesosfineislhe penoltyfor firsttin e offenders.Evenm

Poge3l of 58

t
t
t mqrksql lhe roodsfromtruckscomingfromthe formswouldbe immediotely
cleoned.

I 1wouldlikePrieioDiqzto iookon ihe volumeof potenliolmorkeiond iorgetmorkel.

You have 10 reseclrchhow mony ore professionols,foreign,locols,li lhey ore sludenfs,
how mony ore high school sludents,in coliege? You qlso hqve to loilor fit your
presenlolionor morkelingmoterlalsto yourtorgel morket.
I It would be nice10focusonlyon o cenlrolproduct,nol the "smorgosboord" type

r| where you hove mqny things'to offer ond so the visitorsgei confusecl.Focuson
resourcemonogemenl jf the fishond rnongrovesqnctusrywillbe yourcore producl.

rl Howdo you observetheseogross

Ms.Norms:Duringlowtide,
bed?

t Mr. Chris:Don'lforgello include"DOsond DON'Ts"

reoson.
in yourmoleriols.
Thisisfor sofely

t Agoin,you hove10improvethe viobilityof yourproduct.lf you hove cleoriorget

+
morkelond morkeisegmeniso you con hove cleorprojecfion. Likeyou con include
dendrology{clossificofion of irees)in your oclivitieslor Highschoolcnd eiemeniory
students. You moy olsoincludehow lonninis producedfrom lhe bork of irees,thot
ionnin is used in leoiher crofls lo sofien lhe skinof onimols.Theseore exomplesof

I whichyoumiohluseto complement
ociivilies yourcoreproducts.

i
+
I
+
+
+
tt Poge32of 58

{
 Irl l.Business
Concepl
' Wholbusiness
ExecutiveSummdry: CASIGURAN

ore youin?

t o Operqtion
' Description
of OROKSpringResorl
of the services{volueproposilion)
o Cold,freshwoler
o Horsebockriding
il o MountoinTrekking
o ExoiicFlowers ond Orchids
o Portof the Entroncefee goeslo wolershedproieclion
t 2.Orgonization
or Compqny
. Stolethe nome of yourcomponyor ofgqnizolion

t o CosiguronWolerDisirict/LGU
. cive o briefbcrckground
record
Cosiguron
obouiyourhistory,
mission, ond trock
objeciives

t o Acquired2006throughcouriseltlemeni,
deveioped
sincelhenihe plocewos

l| 3.MorkelPoieniio
. Whoisyourlofgelmorket?Chorocleristics?
professionols
fomilies,
Preferences?
(youngond old),teen'ogers,
differenl
o students,
t| orgonizolions
. Howlorgeislhe lorget morkei?
o Approximotely20,000 to 30,000peopleperyeor
t ' Whotisihe incomepoteniiol?
o substontiolly
high
. Whotisihe revenueond incomepoientiol?

l| o Oneyeorof operotion
o Succeeding yeors
- P 200,000.00
to increose by 15%

4.MonoqemeniTeom
|| ' Whowillrunyourenlerprise
or business?
o Wiilcreoleo Tourism
Deporlmenl
l| . Whotreloledexperience
o HumqnResource
doesyourmonogemenl
Monogement
teomhove?

I| { nicti^-t a^6nata..ia(
. doesyourorgonizoiion
Whoiexpertise hoveto mokeyourventure

r| successful?
{wotersolesjfor20yeors
o Hosbeenrunningond monogingo business

r| 6. RequiredFundingond itsUse
. Howrnuchisneeded'lo operotionolize
' l-o'whotpurpose? InkoslructJre.
ihisbusiness?
iroining, morkeling.
c opilolexpendilures,

r| Poge 33 of 58

r|
{

i eic.
o 1 0M i l l i o n

t o Infroslruclure,

,.Susioinobility
Strotegy
iroining,
copifolexpenditures,
morkeiing,
etc

t . Howdo youinlend10susioin

' Con exit

thisbusiness?
. Co-linLoulpro.no'io.
you in this business? Whoi cosis?

rl Yes,we con selllhe plqce ond eorn 20 Millionor more

Commenls/feedbqck;

t Mr.Chris:Youhoveo colchypresenlaiion.
Bicol"isgood.
Eventhe useof the phrose"Coolno cool sc1

t they qre implyingo woid clossresort

groupisfuiure-looking,
PoslorJob:TheCosiguron
of lhe future.

t Mr.Philip:Whotwos nicewos thot ihe produciemergedoul fromthe wcJter

likejusio bonus.Thisison exompleof moximizing
resources,
supply.li

t Mr. Chris:lt wos good thol they mentionedlhe qwcrrdsrecelvedoncl the speciol
feoluresof the 1own.Theprojectis colloborotion
belweenlhe WoterDislriclond the
wereconnected.Doyou hqveq figureof
LGU,sothe rolesof the differenlslokeholders

t howmqnyvisitors lhereqre?Bosedon ihe income?

Engr,Teiodo:We chorgelen pesosper heodfor entroncefee. ForFebruory

to Juneof

t li islhe peokseoson.
2008we collecledPhp20,000.00.

Mr. Chris:Are you soyinglhoi Oroksprings only duringo podiculor

will hove visitors

t seoson?

Engr.Teiodo:Nolso,bui thereiscrnon-goingroodconstruciionond onceihisisfinished

t lherewillb'eon increose
in lhe nurnberof visitors
and revenues.

I thinkyouneedto mqkemorkeisegmenlotion.
Mr.Philip:

I Mr,Chris:Youneedolsoto knowthe buyingpreferences

feedbocks.
of yourvisitors.
Youmoy solicil

I PoslorJob: Yourqreq issmollercomporedwiih Buclngol TobocoCity.Moybe you cqn

ge'i idecrsfrom them. Theyhove fishingoreo, swimmingqreo ond oiher focililiesthere.

t Thisis10moximizeyourresources.

Mr. Chris:Cosiguronond Buluson bolh foces PqcificOceqn.You moy highlighlihis

r| informcriion.Thisis importontbecousePocificOceon hos biggercunenlond bigger

wovesso ii ispoientioloreo for wind surfinq.

t Poge34 of 58

r|
I
I ExecutiveSummory: SULL,SAI.I
-,1,s'-ess
Concept
. Whoibusinesscre youin?
c Eco-Tourism
. Descriplion
of lhe seryices
{voluepropositionl

I o Fco-Adventures
_ Mounloineering
_ Koyoking

I
- Comping
- Spelunking
- Hjking/Trekking

I o
o
o
o
o
KeSeOrch
NolureTripsleducotionol
Agri_iourism
Cullurol& Historicol
Culinory
lours

Tourism

I
..:'gonizoiionor Compcny
. Slotethe nomeof your
componyor orgcrnizolion
^. o Butuson Municioq,Fco-+ourisrr
Council
' urve

II
o briefbockground
obouiyourhisiory,
mission, qncrrrock
record objeciives

j '/orkeiPoleniicll
. Whoisyourlqrget morkel? preferences?
Chclrocieristics?

I
o TorgeiMclrket:LocolcrndForeignTourjsts
o Chorocieristics:
o preferences:

I . Howlorgeisihe lqrgetmorket?
- Foreign=
- Local =

I . Whoiisihe incomepotentjol?
. Wholjsihe revenueond
incomepotenfiol?
',aonogemeniTeom
. WhowiJlrunyourenierprise
or business?
o MunicipolEco_Tourism
. Wholrelatedexperieoce Council
doesyourmonogemenlieom hove?
o Aovococyond promotionol Moleriols
developmeni
o Ecoexpjoroiions
o Eco_Trekking
o Spelunki

Poge35 of 58
It Koyoking
tutqbJishmenlof eco-villoge

+
5. DistinclCompeiencies
. Whotexperlisedoesyourorgonizolionhove io mokeyourvenlure
sUCCesstUl?

t
o Expedisein eco-lourismpromolionql moteriols
devejopment
o Experience in odvococyond mossmedio
o Experience in tourguiding
o Fluencyin orollqnguqgefor lour lolks
5.Required
Fundingond itsUse
* . Howmuchisneeded.tooperotionolize

t . Forwholpurpose?
elc.
Infroslruclure,
ihisbusiness?
lrqining,
copiiolexpenditures,
morkeling,

t o Troiningof tourguides
o Morketing
o Capitolexpenditures
o Advococycost

* T.Sustoinobilily
Skoiegy
. Howdo youinlendlo susiqin

t
ihisbusjness?
. PeriodicAssessment/evoluoiion
. Sirenglhening of odvococyond morketing
strotegies
-
. Con youexilin lhisbusiness?

t
Wholcosls?
Commenls/teedbock:

PoslorJob: Thepresenlolionwoswell prepored.

t Mr.Mercodo:Bulusctn
hosdiverseproducls.

t Mr. Chris:Bulusonhos mony pqckogesbeing offered.Aboui monqgemenlond

compelencies,
conlinuous
the monogementtecm hos relqtedexperiences.
leomingundersustoinobiljly.
Theycltsoodded

t Mr.Rene:Moybewe con olsoincludelegisloiive

policies
undersustoinobiliiy.

+ Poslor
Job:lslhereon ordinonceon lhe mergingof AGAPond the LGUof Buluson?

t
Mr.Albie;Thereore Memorondums
of Agreemenlon specificprojecls.
PoslorJob: ClviJ
.SocietyOrgonizofion,s
progromond project
{CSO)porticipqiionis reolly very cruciot for
impiemenlotion.

I Mr. Phili : The 1i--- belweenSEMANCOR

ond LGU-prieto
Dicrzis ooclolso.

Poge36 of 58

I
I
I Mr. Chris:Thereore LocotChiefExeculives(LCES)
who ore ofroid to engogewith CSO5

I becouselhey connoi hondleif. LCE5usuollywoni io defineeveryth;ng.

moreol engqgement nol empowermenT.
Theissueis

r| ForBulusonyou hove lo separoleqdvococy fromrnorkeljng.Foryourpqckoges.you

need lo _deiineii. Definepockogescrccordingto offorclobiliiy;
ql9 nS of the pockogestol differenlgroups.Likefor Cosiguron,
you hove io moke
they cqn chorgeo
t differeniomount for q differentsenr'ice.The Orok springreiort cqn hove o seporote
spocefor higherpoyingmqrker.lr isokoy io pqy odditionoromounrfor certoinruxuries.
Jnthe serviceindustry,you do nol soy ,,no".Whenyou designo producl il shouldbe

t segmenlotion.
q specifictorgeisegmenl.lf youhovediverse
offordqble.for froducls.wnotyouneedn
Developvery specificmorketingmoieriolsfor specificiorgel group.
Brondrecollis veryimporlonl.LosBonosmeonshol springs,

t
when you soy Boguioii is
the peonui britileqnd ube jom, NcrgqCity hc|sthe CWC. Findsomeihingihoipeople
con eosilyossocioleyourproducl,

I
t
r|
t
t
a
lI

Poge37 of 58
I
I ExecufiveSummory: PIIAR

I l.BusinessConceol
TheMunicipolily of Pilorhosmonyiourismpoienliqldeslinoiions suchos beoches,
ruins,fqlls crnd whoie shorkwoiching or interociion.However,omong other lourisl

I deslinations of the municipalily,the RIVER

pockoge islhe ecolourismbusiness
noiionoliourism industry.
RIVER CRUISE
CRUISING,SPELUNKING

on PuliooRiver,SPELUNKING
ond BIRDWATCHING
thot the lown con offer1oihe provinceond io the
ADVENTURE lNBrgy.
t SonJoseond BIRD Wotchingin Brgy.Socnongqn
wiih nqtiveond/or exoticcuisineis o four-hour
eco-leisure tounrsm pockoge.
wilh the visiilo one or,lwofishponds
fuilpqcked odventureond octionof

I Thefloro ond founo iogetherwi'ihdifferentmqngrovesqnd morineproductswill

ihe rivercruise.Theuphillond downhillexercise,
highlight one ond o holfhoursinside

I the covewolkingin o two-inchof moggots,

onyone plus
wotchingdiffereniinsecls
lhe feorfoctorin ihe dorkwillsuitthe odveniurous
ond boh willihrill
mindof on individuol.
Theviewingof migrolorybirdsos they nestond Jlybock home,ond os lhe sunviewsits
r| wonderfulfoce behind ihe clouds eoseslhe mind. Moreover,ihe inlerociion with
noturewilllellwe ore port of il.

r| 2.Orgonizoiion or Compony
TheMunicipolTourism Officeiscreotedihroughon Execuiive Order,Ihiswos one
of lhe concepts of former Monny T. Sio when he poved the woy of creoting Pilor
r| Heriiogeond Tourism Councllunderlhe MunicipolOrdinonce004Seriesof 1997os one
ot hisflogshipprogroms.ln 2005,TourhmCore Groupwos utilizedond the responsible
groupon ioppinglhe Deportmeni of Tourjsm,PhilippineAssociotion
of Diven,lnc ond

I the olherstokeholders
desiinotions
progroms
for hovingo propervisitond documentoiion of touristpoieniiol
on lhe oreo.ThePoroufesiivolis one octivityinlegrotedwiih lhe iourism
lhoi showcosesthe cullureond herilogeof the municipoliiy.

3.MorkelPoientiol
{

t
Thisecotourismproject lorgetsthe 30%of ihe Donsoliourisiswho inieroc'iedwilh
the wholeshork.Ihus,offeringihem o uniqueproductin ihe neores'i locolitywillhold
iourisifrom geiiing oul of lhe oreo ofier whole shorkinteroction.Likewise
ihe project
iorgeis ihe incoming ironsientbusinessmen ond odvenlurousindividuolsfrom other
placesutilizingPilorporl ond tronshipmenlporl of the souihernlip of Luzongoing io
lhen Vizoyosislondsto stoy o littlelongerin the municipolityhovinglhe beyond usuol
experience.Asstorters,ihe projecl is iorgeiinglhe minimumof Php 40,000.00 revenue
peryeor.

4.Monogernenl Teom
The mqnogementond supervision of the proiect liesin the honds of responsible
personnelfrom the LGUPilor,lhe TourismCore Groupheoded by 'lhe Moyorond fuily
supporiedby ihe personnelwhoseexperiencein ihe business is not lesslhon five {51
yeqrs will ensureihe conlinuoussuccessof the progromsond projectsof iourism
induslry.Thecooperoiionond oclive DariiciDoiion
of lhe slokeholders isnot discounled
Poge38 of 58
thot willhelpmoreensuringihe properflow of iourismoctivilies.

5. Dislinci
Compelenc:es
Governmenlsupporliso plusfoclor. Polilicolwilliso mcdorcomponenlin successtul
implemenloiionof ony governmenl progromsqnd projecls. On the other hond,
iechnicol expertisecon be southnoJonly from experiencebui throughlhe qssistonce
of DOT,NGO,POwilhihe samelineof ioroelon ecoJourism.

6.Required Fundingond itsUse

Ihe 20%CountrisideDevelopmentFund is one sourceol funding thot con be
utilizedfor lhe conllnuingmuniclpollourjsmindustry.Theomount will depend on ihe
budget allocoiioniniendedfor the immedioteprogromsand projecis.

T.Sustoinobility
Stroiegy
TheLocolChiefExeculiveiso mojorkeyin qnymunicipolEcoJourism indusiry.
The
understonding
of the imporionceoi conservotionond preservolion of noiurol
resources,
whileofferingecojouristdestinotions
willgive the insurobility
of the projecl.
lf in cosethe LGU-Pilor
intenito ceoselhe hondlingthe iourism
indusiry,o ironsition
iimeof preporing o worthyossociotionor councilthot con monogeond underloke the
romsond proiechon eco-lqurism, o properond formqllronsiiionshqllbe done.
Commenls/leedbock:

Mt.Chris:
TheBulusangroupideniifiedrivercruise,
spelunkingond birdwotchingosiheir
core product.
Theyore veryspecificon ihis.Theiriorgei morkei,30%of Donsoliourists
wosolsomeniioned.lt wosveryspecificlho.itheywillcolloborote
wilh Donsol.
For ihe producl or servicesit is okoy, rolher lhon hoving o mixtureof different
products,you chose o disiincl product ond nonowed down io river cruisjngwhich
Donsoldoesnot offer.lwould likelo shoreihot in LokeCebuthe tourguideweqrsihe
T'bolicoslume.they evenuseo porioblesoundsysiemwhiledescribing the ploceond
iis speciolfeoiures.On the otherhond in Bohol,ihe boot driverwould sinqfor the
iouris'is
whilenovigoiing lhe boof.Theseore odd-ons.

Forcompelifors,I lhinkrivercruisingisunique.I doft't ihinkI hove heordof the some

product here in Bicolregion.With regordsto viobili.ty, ihe group needs to compuie
whol yourinvestmeni requiremenisore.I suggesiihoi the visitorspoy one entroncefee
only.li lurnsoff visitors
if theyhoveto poy severoifees.Theseieesshouldbe pockoqed
o reodyond o onelirrepqyr'ten'.

Mr. Joel:ln Donsolvisitorspoy only ot ihe Tourism office o onetimepovmeni.lncluded

olreodyisthe registroiion
fee. bool rentol,fee for ihe butondinginieroctionofficer,eic.

Mr. Chris:How did you orrivewiih youriorgel of 30%of Donsol,s

tourists?
Why nol 4O%?
Whoiwoslour bosisor logic in orrivingot fhot figure?

Poge 39 of 58
 Somesoy thot our pockogesin lhe
PqsforJob: We would like1o torget conservqlively.
brochureore q bii high,we intenclto lowerthem.

Mr. Chris:"Affordqbilily" is relqlive. Moybe you need no1put the prices in the brochure.
Thisinformolion con be mode ovoilob,lefor the tour operqlors only. Or lhey con texl or
coll lhe iourismoffice. lhe conlocl numbers of which ore pdnted olso in the brochures,
if they clrereollyinleresied.

Mr. Sim;Or you mightiusi pul ihe pricesin o seporolesheelon inserllhem. You should
nol includeihe pricesin lhe moin brochureespeciollyif there mighi be chongesin your
orices.

Mr. Chris:lsit possiblelhot one cellphonenumbercqn be usedio onswero I ihe queries

regordinglourisidesiinotions in Sorsogon?Thisnumberis o common morkelingunii for
oil. All queslionswill be onsweredlhroughtexi or col. ll would be nice if ihe number
would be eosylo remernberlike:
09r_ - soRsoGoN176776466)

ActionPlonnino
ond ldentifvino
AreqsforColloborqtion/coooerqiion

commendedeveryoneon the presenloiions

Thefqcilitqlor ihot ihey mode.Therewere
monydevelopmenls ond monyideosihot come up. Hefurtheroddedthqi ihe business
plclnpreporedcon be submiliedio fundingogenciesif theywishto. Theyonlyhoveto
plqnpreporolion.
followthe oullineforbusiness

if you ore olonemosiproboblyihe cosiwouidbe ioo highor

Hesoidlhol in morkefing,
mighlbe ihe some.lt isgood thot thereison instituiion
the lorgetmcrrkel or unillo loke
coreof lourism.

Al ihispoiniihe fociliioloroskedihe grouplo preporeon implemeniolionplonof ihe

ecolourism plqn
business thoi they conceptuolize. The guidequestions
for ihe ociivily
wete:

. Howoreyougoinglo mqkeyourbusiness
piono REALITY?
. How con you COLLABORATEor COOPERATEwith oiher silesor inslilutions
lo
mokeyourbusiness
plono SUCCESS?

Poge40 of 58
I
I a.linn Pl.innino O
Aclivity Oulpul Resources Time Person

r| Environmenlol Community
PRIETO DIAZ
Brochur--s,
in eoflels
|.1€eded From€

luly lo
Sepi 2008
ReEoonsible

Office
Moyor,
of fhe

t aworeness cdmpolgn/ podicipqtion

IECper borongoy ecolourlsm Borongoy
Coptoins, POs,
NGOs

I Legislolive
odopling
ecotourlsm
octlon Officiol ond formol Ecolouism
the recognition of lhe businessplon
buslness pon by the LGU
.Juy
2008
7, SB

t oldn
PromolTons/ods nlroto the morket Medio,
brochure,
Augusl
2008
Medlo, Office of
the Moyor, POs

r| Linkoge wilh
municipollties
o'ther Ties ore estobLhhed
ond slrenglhened
leofets onworos & NGOS
Sepl.2008 Moyorsof torgel
LGUs, lnvolved

r| Perlodic evoluoion Progroms, Proiecls

ond ossessmeni of ond ocls ore
NGOsond POs
Offlce of ihe
Mqyor, NGOS

r| octivitles monLToreo ond POs

rR o s'lroveLling
tN
Mqrkel reseqrch -Tourism dqlq June-.Jrlly Ari,Victor,Noel
2008

r| coliecied. expenseS
-Morkef size, growth
irends, torget
segment,

I chorocierlstlcs ond
needsidentified.
-Competition
idenfified.

I Linkoging wilh Servicesor or-^osol Trovelling

oiherslte/insiitutions complementolion expenses
identified
JUne-Jrrry Ari,Viclor,Noel
2008

t Creotion of MuniciPol Municipol Tourlsm Execulive

To!rismCouncll Councilformed Ofder or
resoullon
5B
July2008 LGU-lrosin

t Convene
Tourism
Municipol
Councl
presenlolion,
fino izotion ond
August
2008
MLrnicipal
TourismCouncl

t
odopilon of the
Business plon
-Tnonogemeni leom
idenlified
Developmeni of -brochures, fiers, Printing Augusl Municipol
liinerories ond lour weDsIe sUpplres 2008 TourismCouncil
-oroduct oricino
Troiningof ProvideB Semlnor
copobility of service Septembe Municipol
oTovoers suppltes r 2008 TounsmCouncil
CASIGURAN
Poge41 of 58

l
Il
I Activity Outpul Resources
Needed
Time
Frqme
Person
Resoonsible
ll Sourcingout of funds Acquired necessory Flnonciol
funds
3 monihs Locol Chief
Execulive iLCE),

t
SB, Cosiguron

DiskicilcMl

+
Trolnlngof personnel AcqUired necessory Competenl 3 months
skilsond knoweclqe Trornor otficer
Coordinolion with Memorondum of Poicies ond I monlh LCE/ CWD-
Agreemenl

+
GM/Borongoy
where the projecl is Coptoln
ocoled
Concluct ossemby or Goined flondouls,fliers I month tCE/GM/constit

+
"pulonq-pulonq' Acceotobilltv UENTS
Ulilizotion ol existing Revenue Operqtlonql Llnll ihe Pfesenl resort
fociliiiesond ovoiob e fund opprovol personnel
TeS0uTces & releose

t Pron-rotions
odverlisemenls
ond olher of

+
funds
Ptt
Tourism Cenlefs y
Brochures ond June-lu Tourism
personnel
semlnoT louTsm cenTer lounsm 2008 consullont/

+ personnet slondqrds Tourism Center

D O O KE T S persoanel(Joe,
Jonice, Albert,

t
JOOt
Tourism siokeholders'-Tourisrr shored Tourism JUNE. Tourkm
seminor/wofkshop sTonooros A!gusl Consultoni,
-Orgonlzed pooKeru

+
2008 Tourlsm officer
slokehoders P 50.000.00 ond stoff
Mqrkel reseqrch Dolo on lourism Dolq frorn June to Jqnice, Job,
goihered Donsol, DOT, AUgUSI Joel, Ad, Brgy.

t oncl
prospecTve
nurnber of
2008 Ofiicios, Tourism
oFfice.s

t
torgels, &
number of
p oces oI
potentiol

t ecolounsm
stles
FomiliorizotionToLrrsof -Knowledge ond P 25,000.00

+
Art,sonny,.loe,
rour operoTors qrq ossessment of 2008 Job,Jikiri
3rner rour orongers lourisrnpotenliols
-Recommended

+
t
viobiliiy of
tourismpotentiols
lhe

Poge42 of 58

+
 I

Resources
Needed
BULUSAN LGUond AGAP
ond
Finolizo'tlon Dolo bonk sel uP Office
SupPlies Inc.
Buluson,
Presenlollonof Business ond funclioning
-Fundlor
Plon
-Conductmoreln- Reseorches
-Humon
depth reseofchon
EcoToursm Resource
. TourhtArrlvos n
Buluson
. lnvenlory/Proflling
ol
Ecolourlsm
Deslinollons
. Volidotionof Dolo

Ecotourism
Desiinoiions LGU.MDC
Oclober
Gc-orporoion ot the Business
Plon HUMON
2008 (Moyor)
Plqn10The
Business odopled in Resourc--
mojorp onsof the SB(Vice-Moyo0
mojorpons of LGU
. Annuo Inveslmenl
Plqn
. Comprehensive
DeveLoPmenl
Plon
TermPlon
-Numon On golng IGU qnd AGAP-
Linkoging/Networkjng Eslqblishednelworks Buluson,lnc
. Promolron ond linkog'os Resource
>DOT -Fundtor
. FundSoufcing
. Stokeholders >NEDA
. Complemenlory >ODA pfeporollon
Sites >Conservotionnil.

>PEF
>FPE
>elc
Projecl ProPosols
submlitedto funding

ociiviliesin
Bosedon the oulpulsihe followingmunicipoiiliesh ove similclr/common
iheiroctionplons!
lrosn
l.Trolninqof oersonnel Pilor,Cosiquron,
2-HrOmOllon -siguron, lrosin, Prieto Dioz,
Buluson
3.Linkoqinq Buluson.PrleioDioz,lrosin
4.MclrketReseorch Pilor,lrosLn
Poge43of 58
 5.LegislotiveActio; PrieloDiaz,Cosiguron,.uiuson-
lrosrn
AL-Cfuis:lhere or. .o
r-hesecould be yourpointsof "coltoborotronl
would be cheoper so rit" i" preporotron, il
if you oll would "Jr.ilr'"r"."ii,
in
wourd
woutd be
be odvonroseous ifyou
o.Jvoni^d.^," _ wourd
.,^,,,..^,.,f:oJ,togeiher._Aiso
ber"s;h"r.
lobbying
ifir,.i"i"?"Ji
for policy issues
il
otrot you so rhqrrherewi ,YrElr:ffiU::,fi,]
::19_":J"d.i?,
nornrng/workshop ,be o sinste hope thor ihis
wi notjustendherebut'rother ";i;rr"iir;
thoti-nere
*Juji ol"o rolo* tnrouqn.
-. M5.Jojiand I hod oheodydiscussed,this
eoriierond she ogreed on my proposition.

i!ru:&"i?f i!^'i?,:;*"'H.'r"fl
ffiFiity*#:,,3'r#"s""!#
ifliliFi!:fi x'Jil',:"f i?Fliql'Hlff'ffi."*;*:i;fi.fltrti
:,tri3lf;j;,#"ff:i".jfj'r*n"ro,rr",""ii"[Jn"io*,i?i"'ocor.o,.X
munrc,po,iiies
Thevwirl
:ii,j,hC:i-Jlii":#'J:;"ffi:#Til','i,"ill'iliit
*';;.';'*il.'+il:"'ff
1'ffJ'l',"?:rff
ili:m**':*.1eu9rooofi llirgi
.omoprmbuenreni;;i.w;ffi";iT,""i&!i.t:"if,jilTIff
:^:i,""..,1€iglHffi
:,H:t":?;yfi"" '; no sooo i
tnor
3ioff:lT:ilf :?:,fl
[][l l * i;]tgi$i"o
l*r. Rene:Whoi isthe lime fromeforAGAp
io do ihis?
l r. Chrls:Ihis is urgent. AGAPwiltconsojidoJe
croposorwirh the heJpof LrKAs,of-course. ihe oction plonsond pockoge if into o
proposor
cgencies. Thjs *ir o"lrii,rtro io funding
Ecotourism insorsogon nos tnepoteniiots
tnl *" tilr,ilirr m meons
joks.
*,:il:J:,1:Y;lTtr5lt'jn#Jtl,ff
"#fi:ffi**:i:ul,giu*ey;
,rt, Sim:We ourselves
shouldexperjencewhal oiheriownsore
offering,
,$s.Veron:Inler-visiloiion?
Or lmmersion?

1"t'i$,li:tJ';.ffi3,J:'.',JJi:l:^"1:t^know howvouwourd dothor.

Movbe
invour
-re 're rnerecny more suggeslions? b ecee tokingo;
cho enge?

onbusiness
XJj|J?,'l;l';17,flJ;T:i3,?#,:r^j"lus..The,inpuis pronnins
ondrhe
-^ere
o consensus? u,sls this okov wifh everybody?ls
Ar€|wa -^i^^ r^""1t.:,^-Sy!99t,"
l;:i',;tF,ffi
:3:"?J"'ff :ffi,:;
.':mffi:ii:;"0i",o,.-,v.*"i,i;ui];;l:ffi
Poge44 of 58
I
I
I
l*-
::
:--
NormsiwE need ro moke these.pJcrns
-:. wi jt
woutdbe difficutt
^tr vs io supporl for
into o reolity.But we know lnor wiihour
us.we,tnrrerorccnJiiJng""i,ao"s[,o,_oy, ou ,n"*
uson lechnicolmqllersc|ndorrirf"nJ"
*: -eeo netpio lobby nelJ"j. MostespecjolJy

I to our corresponding
M.. Chris:Moy we requeslMs.Jojiof IIKAS
LGUS.

for o response?

I Mi. Joji: lnsiiiuiionqlly,

,.-.:--e:orocus
lhere ctre n
ou,pios-n,oii!"i:#T::h:ir'JT,:fl,f;fl?::.:Il, hosrosenie
.' -:3we
: _' c.cgroms.I would nol likemok€
srorred
rti,u"rr..,rJ"o#;ln:X,*l#,g#!iiT,?ff,ff,l;,$:
I :- :-rv co'n.r'+:nqssi5+j'.rg
::::-eod thr5.Thebusiness
yo , ir insrotr,ng
ptonsshould
sysr";;.ilr;;;;
6e'co"r"iiJ.r"J ";d"p?ooory
r-eedsro

I ,:::e cndsulrmitted io funding

ogencies. Thisproposot
,"o?Jo.ooro, ,nou,ob"
."" o.i.6iliifiro ro Fssl,pEF
or

?^""*:l io uswhorherpyouneed.Theprovrnce
: t""'F":,::r?:."";"n^:1"^y:o
ii'"'""-.;JtJi'J'
...;L3:,ililnf:T:?':0fl
:".:"."''o'u i;*il;
;ffi'ffi T:
: ' : ; r c e . M o y b et h e i o c ko f a i o u r i s , , r | u rr u r K s w l l rnn e
isonoiherprobjem.Duringlhe reseorch
:'::entotion
:,::enrolron on.j crndv^ti.-J^ii^h
rv,vu,,u,, ,.,^.,_-^]:,Ir.trru
vcrtidoiion workshop,
wurKsnop, it
|l _"1i.io
was sqld thol
-: - - cockoge. ti"t eoch lown will hove iheir own
Theinslollolion of svst. :ms rseqsybul lhere"J.XlJ"r"
:-:oucls ol eoch fown. isihe need lo
to deyelop
devFtn^ft.r firstil.^
the

Pl'l?:1t_l?iocA-p
ihe enthusiosm-is
ihere.bur
ry: we oreor present
finonciolty
droined.
,,:,:,",":ffitff.i%f".;f:"fillg ocrvtres weloic;;ii ili howobourihe
- ' orion
phose.This
wo.r r.i,iri'",1ilffi:.Um?f sourceoui
runds
rorthe
j|lr.
""t,iili
Chris:Whot you need to do is^io cgnsoljdaie
fjrstthe pJcrns
ond then submil o
phose
:.-:i""Ji: HS[t"i33133j;tli.:'g:nizine *ouroou'oiti"'i'premenrolion
pushingis forlhe communllyro go hlo
:::-enrerpnsedevelopment.whot']^l::.-"!"
osslslqnce
-: :ose,.noybe do you need?lsit justlogistics?
lithot is
Icon helpyou.
Vr. Joji:PEFcon help;i con tolkwiihjl?r
De,veJoprneni
Associole
lo hetpusdevelopo
jlli*l';,:ij
i _j:;i;'J::l?:, p tnoioecouse
rneielie"no'iunos
orouoserl
B,:: t,"qr
.-::;rnor
nqv;to
;;,*j;;#i'HffJ?e?.TJSlfl?S
::l?u|.iffi,",;4iffi,
r&. Ch s: Is lhe concepl
occeptolf,le for,everybody? Or would
_l:ll''i]'j!!J!i,:Xi:r"i:i,f
;:i'j,.T:'::;in:,ryii::*i,;b"',.
...'- -1e concept,il isokoy.
il be more okoy if you

s!q1Yq!U ]!g!qg rlhefo owin

Pcrge45 of 58
r|
r| L Orgonizing

+ 2. Additionolmorketreseorchfor specificmorket
3. Producideveloomenl
-Rivercruisefor Pllqr

T
-eco-odvenluretor Buluson
-Educotionol odveniureforPrieloDioz
-heolihqnd wellness for lrosin

I
-swmming esodforCosiguron
4. lmolementolion

+
5. Moniloringond Evoluolion

Youhqvelo ihinkobouiihisond if youthinkit isokoy,you moy conloclond inform

+
LIKAS.Thebusiness plonsvou hovemode hqslo be consolidoled becouseil wouldbe
the bosisof the proposol,
Youhoveto thinkond decideif youwouldformo consorlium
or on ollionce.

+ Foro closingmessoge. moy I shoreo slory:Therewos once on Americonboy who

dreomlof becomingo fighterpiloi.DuringWorldWorll, he decidedfo enlistol ihe Air
Force,but sincehe wosjustl6 yeorsold ihen,he wos not odmilted.Thefollowing yeor,

t he ogoinenlisled ond he wosfinollyodmitted.Hewossentlo ihe Pocificond become

on excellentfighterpiloi.One doy duringon operotionogoinsiJoponeseforces,he

+
wosobleio down l0 Joponese zeroplones.Heihenproceededio relurn10the oircrofi
conier,bu'ithe problem wos thol he londedon the wrongship;il wos 'iheJoponese
oircroftconier.Thelesson wos thol il isnol olwoysihe flyingthot isimporioni,but olso
the londing.

I I hopethoi whoieveryou decidewith regordsto youriown'secolourism

willreollvbenefitthe communitv.OtheMiseoll our efforiswillbe worlhless.
progrom

Thonkyou,I hopeihol lwos oblelo coniribuleond be of helolo vou.

t The porticipontswere oworded with certificolesof porlicipotionbefore deporiing

home.Ihe workshop session
endedol exoclly4:00in lhe oflernoon.

t
t
Poge46 of 58
AnnexA. Ihe HumonBingo

B I N G o
Hasvisiteda Hashosteda Enjoys
sin9ing Hasjoineda Hasstayedin a
forcigncountry groupof tourists guidedtour hotelrecently

Haspartidpated
in
Workingfor 5 Hasvasited
a FREE a planning Wentswimfiing
years pla€e
scenic worKsnop thissummer

Knowshowto Lovesto read Hasclimbeda Lovesto travel Knowshowto

onvea car oooKs mountarn s€ubadive

Lovesto watch Anenvironment Hastakenan Hasconducted

a Hasconducteda
rnovies activist promotion
recently Product
airplane training
campaign

Poge 47 of 58
 o CompetitiveWeaknesses
. Whatmakesothercompetitors
betterthanthem?
. FutureCompetitors
o Whodo youseeas possible competitors?
o wny aretheyenteringthe market?
o howstrongarethey?Why?
. Marketingand Sales

. Productsor ServicesOffered
o Whatis the productor serviceoffered
o Describe to thetargetmarket?
the coreproductand,uppt.renturypr.oarJlZ
. Pricing
o Howmuchis the productor servicegoing
to beoffered?
Distribution
o ca.nthetargetmarketavailof the product
l-.19w
. ylruF is yourproductor serviceavaitable? or service?
o vvnarmeanscantheypayfor the product
or service?
Promotion
o Advertising andpubliciw
o TradeShows
o Partnerships
o Discounts andIncentives
SalesForce
o Whowillbe sellingyourproducr
or service?
o nowmanyarethey?
o Howaretheygoingto sellyourproduct
or service?
SalesForecasts
o Howmuchof yourproductor serviceyou
projectto sellin theflrst6, 12,
18,24 months?
W. Operations
I
I
. ProductDevelopment
o DevelopmentTeam
o DevelopmentCosts
o DevelopmentRisks

Poge55 of 58
III. MarketAnalysis
. MarketSizeandGroMh
o Howbigis the market?
o Whatis the groMhprojection?
. MarketTrends
ofthe targetmarketin the pastyears?
o Whatis the direction
o Arethereemerging needsor pattern?
. MarketSegments
o Whoareyoutargetingasclients?
. I o' gclEv rEgrrr lr
whoareyoutargetingto serve?
o Fromthe differentmarketsegments,

. Customer
Characteristics
thisgroupor groups?
o Describe
. Needs
Customer
. Whydidyoudecideto targetthem?
o Whatcustomer
needscanmeetor exceed?
. Purchasing
Decision
Process
o Whatfactorsmakethemdecideto buyyourproductor service?
. Product
Positioning
o Howdo youwantyourproductto appearfromyourcustomers?

IV. Competition

. Profiles
of PrimaryCompetitors
o Whoareyourcompetitors in thisindustry?
. Competitors'
Products/Services
& lvlarket
Share
o Whataretheyofferingto theircustomers?
o Whatis theirestimated
sharein the market?

Competitive
Evaluation
of Product
o DistinctCompetitive
Advantage
. Whatmakesthembetterthanothers?
. Whataretheirstrenoths

Poge 54 of 58
I
I lII. MarketAnalysis

I . MarketSizeandGroMh
o Howbigis the market?
o Whatis the groMhprojection?
I MarketTrends

t ofthe targetmarketin the pastyears?

o Whatis the direction
o Arethereemerging needsor pattern?

+
t
MarketSegments
o Whoareyoutargetingasclients?
Ter^ata.l ca^mantc
whoareyoutargetingto serve?
., Fromthe differentmarketsegments,

+ Characteristics
Customer
thisgroupor groups?
o Describe

+ Customer
Needs
o Whydidyoudecideto targetthem?

+ o Whatcustomer

Purchasing
needscanmeetor exceed?

Decision
Process

+ o Whatfactorsmakethemdecideto buyyourproductor service?

ProductPositioning

I o Howdo youwantyourproductto appearfromyourcustomers?

IV. Competition

+ Profiles
of Primary
Competitors
o Whoareyourcompetitors in thisindustry?

ir| Products/Services
Competitors'

o Whatis theirestimated
& MarketShare
o Whataretheyofferingto theircustomers?
sharein the market?

Competitive
Evaluation
of Product
I o DistinctCompetitive
Advantage
. Whatmakesthembetterthanothers?
. Whataretheirstrengths
t
Poge54 of 58
||

I|
 l. CompanyDescription
. l'lissionStatement
, Summary of Activ\ty
to Date
. Competenc\es
.Product or Service
: Description
-. Beneflts
to customer
^, . Differences
fromcurrentofferlngs
. Objectives
. Keysto Success
. Location andFacilities
IL IndustryAnalysis
. EntryBarriers
Whatconstraints
or balrrerscompanles
havefromenterjngthisindustry
or business?
. SupplyandDistribution
., Whoaretheserviceor productproviders?
() Howaretheydeliveringthe prodr.t, oi s".i.e, to thetargetmarket?
Technologjcal
Factors
,, Is technology
usedforthisbusrness?
, Howtheyareemployed?

Seasonality
. Whenis thepeakandlowseason/
Whatfactorscontributedto the peakandleanseason?
mitieatins
or pump_primins fu.to".;;;;;;;;
]Llat
rmprove performance to minimize
risksor
durjnglowor peakseason?
Economic
Influences
, yr?"r,Js$""intheeconomy
contribute
or dictate
success
or fajture
ofthe

Regulatory
Issues
Arethererelevant
regulations
thatcanhelpthebusiness?
that wi impedegrowth? Regulations

Poge53 of 58
+
+ ExecutiveSummary

+ B. Business
Concept
. Whatbusiness areyouin?

+
. Description (valueproposition)
of the services

9. Organization
or Company
. Statethe nameof yourcompany or organization
I . Givea briefbackground
recoro
aboutyourhistory,mission,
objectives
andtrack

t 10.lvlarket
Potential
r Whois yourtargetmarket?Characteristics?
Preferences?

t r Howlargeis the targetmarket?

. Whatistheincome
. Whatis the revenue
potential?
andincomepotential?

I 11.Management
Team
' Whowillrunyourenterprise
or business?
t . Whatrelatedexperience
doesyourmanagement
teamhave?

t 12.DistinctCompetencies
. Whatexpertisedoesyourorganization
haveto makeyourventuresuccessful?

t 13.Required
Funding
anditsUse
. Howmuchis needed
. Forwhatpurpose?
to operationalize
Infrastructure,
thisbusiness?
training/capitalexpenditures,
marketing,

r| etc.

14.Sustainability
strategy
r| . Howdo youintendto sustainthisbusiness?
r Canyouexitin thisbusiness?
Whatcosts?

r|
r|
t
i Poge52 of 58

I
 Ix. Developmentand Milestones

t rin'e.rnayoespecified
mayinclude
on a relativescaleratherthanspecific
someor allofthefollowing:
dates.l4ilestones
calendaf

.l . FinancingCommitments
. ProductDeveloDment
o Prototype
o Testing
Milestones

t o Launch
. Signingof Significant
. Achievement
Contracts
of Break-even Performance
I . ExDansion
. AdditionalFunding
. Anyothersignificant milestones
I x. Risksand Continoencies
risksinclude:
l| Somecommon
. Increasedcompetition
. Lossof a keyemployee
I . Suppliers'
. Regulatory
. Change
failureto meetdeadlines
changes
in business conditions
t XI. FinancialProiections
. Assumptions (Startdate,commissions, tax rates,salesforecasts,
etc)
t . FinancialStatements
. BreakEvenAnalvsis
(Balance Sheet,Income Statement, CashFlow Statement)

(quickratio,currentratio,D/E,D/A,ROE,ROA,working
. KeyRatioProjections
I capital)
. FinancialResources

I . FinancialStrategy

XIL Summarvand Conclusions

t ADpendices

N4ay
include:
: . Management Resumes
. Competitive
Analysis
t . SalesProjections
. Anyothersupporting
documents

I roge ct orto

t
J
+
I
IV, Comoetition
. Profiles
of Primary
. Competitors'
Competitors
Products/Services
& lvlarket
Share
. CompetitiveEvaluation
of Product
t o DistinctCompetitive Advantage
o CompetitiveWeaknesses

r| . FutureCompetitors

V. Marketinoand Sales

r| . Products
. Pricing
Offered
. Distribution
. Promotion
I o Advertising
o TradeShows
andPublicity

t o Partnerships
o Discounts
. SalesForce
andIncentives

I . SalesForecasts

VI. Operations
I . ProductDevelopment
o Development Team

r o Development
o Development
. KeySuppliers
. Produci
Costs
Risks

Delivery
/ Service
I . Customer Service
. HumanResource
andSupport
Plan

T VIL
. Facilities

Manaoement and Oroanization

I .
.
.
N4anagementTeam
OpenPositions
Boardof Directors
. KeyPersonnel
. Organizational
Chaft

VIII. Capitalizationand Structure

. LegalStrudureof Company
. PresentEquityPositions

P0ge50 of 58
Tableof Contents

ExecutiveSummary
1. BusinessConcept
2. Company
3. MarketPotential
4. Management Team
5. DistinctComPetencies
6. Required anditsUse
Funding
7. ExitStrategy

MainSections
L CompanvDescriotion
. Mission
Statement
. Summary of Activityto Date
. competencies
. Productor Service
o Description
o Benefits to customer
o Dilferencesfromcurrentofferings
. Objectives
. Keysto success
. LocationandFacilities

U. Industrv Analvsis
. EntryBarriers
. Supply andDistribution
. TechnologicalFactors
. Seasonality
. EconomicInfluences
. Regulatory
Issues

III. MarketAnalvsis
. MarketSizeandGroMh
. MarketTrends
. MarketSegments
. TargetedSegments
. CustomerCharacteristics
. customerNeeds
. Purchasing
DecisionProcess
. ProductPositioning

Poge49 of 58
.Annex B.The Businessplqn Booklel

Eco-tourismBusiness
Plan

Nameof company
Contactinformation
Date

Poge48 of 58
tt
{

. KeySuppliers
o Whoprovideyourrawmaterials or inputsfor yourproducls
or services?
o Howorganizedandreliablearethey?
aretheyin providing
o Howexperienced inputs?

t . Product
/ Service
Delivery
o Howareyougoingto deliverthe productor serviceto thetargetgroup?
o Whatarethe processes
involvein deliveringthe productor services?
I . Customer
Service
andSuppod
o Howdo youdefinecustomer satisfaction?
I o Howdo youintendto providecustomer
o Howdo youhandlefeedback?Positive
serviceandsuppot?
andnegative

t . HumanResource
o How are
Plan
yougoingto havethe bestpossible
peoplein yourbusiness?

I o Whatis yourrecruitment
areyou
process?
9oin9to findyourpeople?
o Whatis yourhiringprocess?
Whoareyougoingto recruit?Where

Firing?
I o Whatis yourperformance
o Whatis yourcareer
management
developmentand
andevaluation
plans?
system?

o Whatis yourcompensation andbenefitpackage?

I . Facilities
o Whatarethe facilities thatyouhaveto produce
/ infrastructure the
I nr^.1".i ^r <a^,i.a?

o Whatfacilities doyouneedfor yourbusiness?

or infrastructure
o Howdo youintendto sourceyourlackingequipment or facilities?
I VII. Management
and Organization

t . Management Team
. Boardof Directors

t . KevPersonnel
. Organizational
Chaft

+
-f
-
VUI. Capitalizationand Structure
. LegalStructure
of Company
o Whereareyouregistered?

+
-
q
. Present
EquiwPositions
o Whoprovides to yourcompany
financing or organization?
Pqae56 of 58

t
IX, Developmentand Milestones

Timemaybespecified on a relativescaleratherthanspeciRc
calendar
dates.Milestones
mayinclud€someor allof thefollowing:
. FinancingCommitments
. ProductDevelopment lvlilestones
o Prototype
o Testing
o Launch
. Signing
of Significant
Contracts
. Achievementof Break-even Performance
. Expansion
. Additional
Funding
. Anyothersignificantmilestones

x, Risksand Contingencies
. Whatarethe possjble
risksyoumayfacein yourbusiness?
. Howdo youintendto mitigatethe effectof the differentrisks?

Somecommonrisksinclude:
. Increasedcompetition
. Lossof a keyemployee
. Suppliers'
failure
to meetdeadlines
. Regulatorychanges
. Change in businessconditions

Poge57 of 58
XL FinancialProjections

(Startdate,commissions,
Assumptions tax rates,salesforecasts,
etc.)

Financial (Balance
Statements Sheet,IncomeStatement,CashFlowStatement)
yourcurrentandprojected
o Present financial
statements
. BreakEvenAnalysis
o Whendo youprojectthatyourbusiness
will reachbreak-even?

(quickratio,currentratio/D/E,D/A,ROE,ROA,working
KeyRatioProjections
capital)

Financial
Resources
o Whatcurrentfinancial doyouhave?
resources
. Financial
Strategy
o Howdo youintendto flnanceyourbusiness?

XIL Summaryand Conclusions

o Statewhydoyouthinkthisis a goodbusiness
foryouto pursue

Appendices

l{ay include:
. Management Resumes
. Competitlve
Analysis
. SalesProjections
. Anyothersupporting
documents

Poge58 of 58