Northwind Traders

Business Plan
Mission Statement

• To be the leading provider of adventure vacations for 25- to 35-

year-old business professionals in the tri-county region
Products & Services

• Adventure travel packages

• Transportation
• Lodgings
• Excursions
• Travel insurance policies
• Maps and guide books
• Pre- and post-trip briefings
Key Personnel

• Heather Mitchell, President and CEO

• Jim Kim, Vice President of Sales and Marketing
• Richard Bready, Office Manager
• Amy Egert, Sales Assistant
• Jae Pak, Business Consultant
Market Research

• Economic and social factors

• Service industries are the fastest-growing sector of the economy
• General economic climate in the area is strong
• Competitive environment
• Quality of service among travel providers constantly fluctuating
• Our expertise will help attract and retain customers
• Long-term opportunities
• Tourism is on the rise
• Currently no leader in European adventure travel
Market Research (cont.)

• Geographic area and market

• Tri-county region = over 3 million people
• Half of that population falls within target market
• Target customers
• College-educated professionals
• Income over $45,000
• Ages 25-35
• Single or married, no children
Market Forecast

Destination 2005 2008 2011 2014

Europe 1.6 2.3 3.1 4.2
World forecast fot adventure travel
vacations (in million arrivals)
N. America 1.4 2.1 2.8 3.5
Rest of World .95 1.4 1.9 2.4
Total 3.95 5.8 7.8 10.1
Business Concept

• Hassle-free adventure vacations

• Customized travel itineraries
• Detailed knowledge of destinations and activities
• Full-service travel planning resource
Competition

• General travel agencies

• Wide range of destinations
• Little knowledge of adventure destinations/activities
• Other adventure travel agencies
• Cater to backpacker market
• Target cost-conscious, younger travelers
• Internet travel sites
• Few offer all-in-one planning
• Little to no customer support
Goals and Financial Forecast

• Targeted client growth

• 660 this year
• 1,400 in year two
• 2,100 in year three
• Projected profits
• $304,000 by year two
• $496,000 in year three
Advertising Strategies

• Public relations (press releases)

• Shop front (display window, with video)
• Web site
• Customer relations (repeat business and referrals)
• Press advertising