Business Revitalization Strategy for Byarugaba's African Adventures
Launching a comprehensive plan to help Byarugaba's African Adventures bounce back from the pandemic, focusing on rebranding, niche markets, online presence, and growth strategies. Recommendations include emphasizing African safari experiences. Addressing fierce competition and regulatory challenges, the strategy aims to future-proof the business and enhance brand recognition amidst reduced travelers and testing concerns. Financial analysis shows the need to adapt and respond effectively to crisis-induced fluctuations.
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BYARUGABAS AFRICAN ADVENTURES local. authentic. real. smart consulting
Agenda Introduction & Analysis Jon Butler Alternatives & Recommendation Kaitie Collins Implementation Aidan Moores Financials & Risks Belle Steinhauer What Success Looks Like Jon Butler smart smart consulting consulting
Challenge How does Byarugaba bounce back from the pandemic and grow his business? smart smart consulting consulting
Key Issues Fierce Competition Fierce Competition Restrictions & Regulations Restrictions & Regulations Reach & Visibility Reach & Visibility Brand Recognition Brand Recognition smart smart consulting consulting
Key Objectives Niche Focus Niche Focus Future Proof Future Proof Online Presence Online Presence Growth Growth smart smart consulting consulting
Recommendation Tony Byarugaba rebrand as Byarugaba's African Adventures to be the go-to African safari adventure. smart smart consulting consulting
Analysis JON BUTLER smart consulting
Analysis Building the Building the Story Story The Internal Review The Situation Competition smart smart consulting consulting
The Situation Reduced Travelers Border Restrictions Testing Concerns smart smart consulting consulting MUST FUTURE PROOF BUSINESS TO RESPOND TO CRISIS AND CHANGE
The Situation: Financial Position Revenue: Woodland Lodges (USD) $120,000 $100,000 $80,000 $60,000 $40,000 $20,000 $- 2016 - 2017 2017 - 2018 2018 - 2019 2019 - 2020 2020 - 2021 Revenue smart smart consulting consulting STRONG BEFORE PANDEMIC
The Situation: Financial Position Revenue: Mamaland Safaris (USD) $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 $- 2016 - 2017 2017 - 2018 2018 - 2019 2019 - 2020 2020 - 2021 Revenue smart smart consulting consulting HIGH REVENUE, BUT LOWER PROFIT GROWTH
The Situation: Financial Position Mamaland Safaris Woodland Lodges NET PROFIT MARGIN 34% -26% NET PROFIT MARGIN 8% -54% YEAR YEAR 2016-2020 2020-2021 2016-2020 2020-2021 smart smart consulting consulting FOCUS ON WOODLAND LODGES
Internal Review: Capabilities Experience & Capacity to Learn Resilient & Adaptable Focus on Traveler Care Local Knowledge of Africa Connection smart smart consulting consulting YOU ARE THE CORE VALUE PROPOSITION -> GROW YOUR BRAND!
Internal Review: Challenges Limited Resources & Scalability Marketing Expertise Simple Packages smart smart consulting consulting NEED TO FOCUS ON CAPACITY BUILDING AND STREAMLINING
The Competition Crowded landscape European-based US-based African-based Gorilla Tours + Matoke Tours 45% profit margin smart smart consulting consulting EXPLORE PARTNERSHIPS TO GROW
Alternatives & Recommendation KAITIE COLLINS smart consulting
Alternatives Invest in new lodging facilities Invest in Mamaland Tours Rebrand as Byarugaba's African Adventures smart smart consulting consulting
Alternative #1: Invest in new lodging facilities Pros Cons Grow Footprint No brand recognition High capital costs No differentiation No focus on Mamaland Tours smart smart consulting consulting
Alternative #2: Invest in Mamaland Tours Pros Cons Grows Safari Capacity No brand recognition Capital costs needed No differentiation No focus on Woodland Lodges smart smart consulting consulting
Alternative #3: Rebrand as Byarugaba's African Adventures Pros Cons Brand recognition No footprint growth Expand business Online presence Minimal capital investment smart smart consulting consulting
Decision: Presenting...Byarugaba's African Adventures! Key Objectives Invest in Lodges Invest in Tours Rebrand Niche Focus Future Proof Online Presence Growth smart smart consulting consulting
Recommendation Tony Byarugaba rebrand as Byarugaba's African Adventures to be the go-to African safari adventure. smart smart consulting consulting
Implementation AIDAN MOORES smart consulting
Implementation Rebrand and restructure Enhanced marketing efforts Subcontractor to European tour operator(s) smart smart consulting consulting
I believe there is more I can do." -TONY BYARUGABA smart consulting
Rebrand Launch Byarugaba s African Adventures identity smart smart consulting consulting
BYARUGABAS AFRICAN ADVENTURES local. authentic. real. smart consulting
Immerse yourself in African culture smart consulting
Lodging Remains Unchanged Locations maintain existing identity under new corporate brand As business grows, opportunity to grow local employment smart smart consulting consulting
Established Reach Why Matoke Symbiotic Consistency smart smart consulting consulting
Activity Plan Introduce new brand Communicate plan with existing staff Hire digital expert (immediately) (immediately) Reorganize business structure Launch online offering Introduce new packages (within 3 months) (within 3 months) Evaluate uptake on packages Evaluate uptake on packages Continue to enhance online presence Continue to enhance online presence Grow local employment Grow local employment (within a year) (within a year) smart smart consulting consulting
Tour Packages Byarugaba's Big 5 + Zebras & Giraffes + Mountain Gorillas $900 $1,100 $1,400 Byarugaba s Birding Add-on $250 smart smart consulting consulting
Custom Virtual Tour Options Byarugaba's Big 5 + Zebras & Giraffes + Mountain Gorillas $30/pp $40/pp $50/pp Byarugaba s Birding Add-on $25/pp smart smart consulting consulting
Digital Expert Responsible for online presence Build out of website Equip and train staff on equipment for virtual tours smart smart consulting consulting
Implementation Budget Total Cost of $57,500 to $126,500 smart smart consulting consulting
Financials & Risks BELLE STEINHAUER smart consulting
How much will this cost? TASK COST Digital Expert $12,000 15,000 Rebrand $30,000 50,000 IT Infrastructure $10,000 20,000 Legal $5,500 11,500 HR $0 30,000 TOTAL $57,500 126,500 smart smart consulting consulting
Where will the money come from? Internal funding Cash Additional investment from existing business partner smart smart consulting consulting
Financial Projections Additional Revenue $800,000.00 $700,000.00 $600,000.00 $500,000.00 $400,000.00 $300,000.00 $200,000.00 $100,000.00 $- 2022-2023 2023-2024 2024-2025 Revenue smart smart consulting consulting
Risks & Mitigations Risk Risk Level Level Mitigation Mitigation Business partner rejection Competitive consolidation offer High Pandemic resurgence Medium Medium Online offering Rejection by consumers Flexible offering, niche Flexible offering, niche market market Medium Medium smart smart consulting consulting
What Success Looks Like JON BUTLER smart consulting
What Success Looks Like Local. Authentic. Real. Local. Authentic. Real. Niche Focus Virtual Tour Option Virtual Tour Option Future Proof Instagram, Instagram, Youtube Websites Websites Youtube, TikTok, Facebook, Travel , TikTok, Facebook, Travel Online Presence Improve Profit Margin Improve Profit Margin Growth smart smart consulting consulting THE SMART WAY FORWARD
Questions? THANK YOU smart consulting
Contingency Plan Build New Lodge Build New Lodge Near Near Airport Airport Been here Been here before before Growth Growth smart smart consulting consulting
Financial Assumptions All profits have been retained as cash Value of UGX relative to USD is stable 1 USD = 3,500 UGX smart smart consulting consulting
