Business Development Plan for Let's Go Tanzania - Desklib

The purpose of the project is to develop a comprehensive business plan for a new travel management company that will prove to the one stop solution to all the travel plans of the people who are planning to visit Tanzania. The organisation will be called let’s go Tanzania and it will promote the tourism of the country as well as celebrate its rich culture and heritage. The methodology of the project is as follows: the first chapter introduces the business idea followed by understanding and explanation of the business concept. The literature review section is an analysis of the industry and the external business environment which is important to understand before commencing on the business. The feasibility and the methodology section have secondary research and references which prove the prospect of the business and in the last two chapters the business plan that has been made is analyzed with the help of various academic tools.

Running head: BUSINESS DEVELOPMENT PLAN
Business Development Plan
Name of the Student
Name of the University
Author’s note

1Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Executive Summary
The purpose of the project is to develop a comprehensive business plan for a new travel
management company that will prove to the one stop solution to all the travel plans of the people
who are planning to visit Tanzania. The organisation will be called let’s go Tanzania and it will
promote the tourism of the country as well as celebrate its rich culture and heritage. The
organisation is a partnership venture, there are three partners of the firm and in the initial stages
the people associated with the organisation are the only ones who will serve as the main
resource.
This report has six chapters in which the business idea, business model, business concept,
business scenario, industry etc has been analyzed in order to understand the prospect of the
company in the future. This document with help the entrepreneurs gather fund for the venture as
well.
The methodology of the project is as follows: the first chapter introduces the business idea
followed by understanding and explanation of the business concept. The literature review section
is an analysis of the industry and the external business environment which is important to
understand before commencing on the business. The feasibility and the methodology section
have secondary research and references which prove the prospect of the business and in the last
two chapters the business plan that has been made is analyzed with the help of various academic
tools.
The business idea is viable and is quite possible considering the resource that the owners have as
well as the ones that are required by the company are available.

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Contents
Chapter 1: Introduction....................................................................................................................6
1.1 The rational of the business opportunity...............................................................................6
Figure 1: Total contribution of travel and tourism to GDP.....................................................7
1.2 Scenario chosen.....................................................................................................................8
1.3 The Mission of the company.................................................................................................9
1.4 The Vision of the company....................................................................................................9
1.5 The Aim of the project...........................................................................................................9
1.6 The objective of the business plan.........................................................................................9
1.7 Structure of the business plan................................................................................................9
Chapter 2: The Business Concept..................................................................................................11
2.1 Introduction..........................................................................................................................11
2.2 Description of the Business Concept...................................................................................11
2.3 The product or service description......................................................................................12
2.4 The Target market................................................................................................................13
2.5 Positioning strategy.............................................................................................................14
2.6 Value Added........................................................................................................................15
2.7 Who is Involved...................................................................................................................15
2.8 The window of opportunity.................................................................................................15

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2.9 Chapter summary.................................................................................................................16
Chapter 3: Literature Review.........................................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Industry analysis..................................................................................................................17
Porter’s five force analysis........................................................................................................18
3.3 Chapter summary.................................................................................................................20
Chapter 4: Feasibility/Methodology..............................................................................................21
4.1 Introduction..........................................................................................................................21
4.2 Market Research..................................................................................................................21
4.3 Market Analysis...................................................................................................................24
4.4 Product/Service Feasibility..................................................................................................27
4.5 Organisation feasibility........................................................................................................30
4.6 Financial Feasibility.............................................................................................................31
Figure 2: Break-Even Analysis..............................................................................................34
4.7 Chapter summary.................................................................................................................35
Chapter 5: Analysis of the business model....................................................................................36
5.1 Introduction..........................................................................................................................36
5.2 Strategic analysis of the business idea.................................................................................36
Figure 3: Porter’s Value Chain model...................................................................................38
5.3 Competitive advantage and sustainability...........................................................................44

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Figure 4: Porter’s Generic Strategies.....................................................................................45
5.4 Selection of strategies for success.......................................................................................47
5.5 Chapter Summary................................................................................................................47
Chapter 6: Evaluation of the business plan....................................................................................49
6.1 Introduction..........................................................................................................................49
6.2 Overall assessment of the business plan..............................................................................49
6.3 Business plan schedule........................................................................................................52
6.4 Is the business viable?.........................................................................................................54
6.5 Discussion of critical success or failure factors...................................................................55
6.6 Chapter summary.................................................................................................................56
Reference List................................................................................................................................57
Appendices....................................................................................................................................63
Appendix 1:...............................................................................................................................63
Appendix 2:...............................................................................................................................64
Appendix 3:...............................................................................................................................65
List of Figures
Figure 1: Total contribution of travel and tourism to GDP.............................................................7
Figure 2: Perceptual Map...............................................................................................................15
Figure 3: Competition in the Travel and tourism Industry (SMEs)...............................................22
Figure 4 :Break-Even Analysis......................................................................................................36

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Figure 5: Porter’s Value Chain model...........................................................................................40
Figure 6: Porter’s Generic Strategies.............................................................................................48
Figure 7: Business model Canvas..................................................................................................52
Figure 8: Gantt chart......................................................................................................................62
List of tables
Table 1: Start-Up Requirements....................................................................................................32
Table 2: SWOT Analysis...............................................................................................................44

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Chapter 1: Introduction
1.1 The rational of the business opportunity
The industry that is going to be discussed in this report is related to the travel and tourism
industry. And the country that has been chosen is Tanzania. Tanzania is an east African country
that has gained popularity owing to the natural beauty and the diverse wilderness found in this
region. 6 world heritage sites and exotic beaches in the world are some of the major attractions of
the country. Some of the industries that have resulted in the economic growth of the country are:
mining, natural gas and construction business have resulted in 6.8 percent growth
(Standardmedia.co.ke 2018). Tourism on the other hand, has gained importance in the country
during the 1990s, it has been reported that the industry has contributed 13.3 percent of the total
GDP of the country which amounts to TZS13, 097.8bn (USD5.9bn), in 2016. It is predicted to
rise in the future. The figures fundamentally reflects the financial activity generated by industries
in the travel and tourism sector like other passenger transportation, hotels, travel agents and
airlines as well as restaurants and other activities which are directly or indirectly associated with
tourists (Standardmedia.co.ke 2018).

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Figure 1: Total contribution of travel and tourism to GDP
Source: (Wttc.org 2018)
Therefore, it can be said that the industry is lucrative and has an opportunities for new
business enterprise. For adventure loving tourist this country offers some of the world’s greatest
safari tours. The tourism industry not only contributes to the economy of Tanzania it
significantly impacts the rate for employment as well (Wttc.org 2018). Technology has enabled
tourism industry to offer their customers with user friendly customization and features, tourists
do not go to a travel agency and plan a trip, rather such travel management websites provides a
plethora of facilities all at the same place. It is regarded as an opportunity as the tourism industry
is flourishing in Tanzania and the industries that are associated with the tourism management
industry like hotels and resorts are developing rapidly. Safaris are a major attraction of Tanzania,

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with the help of authorities and the government prospect of an organisation in this industry is
lucrative (Wttc.org 2018).
1.2 Scenario chosen
The scenario that has been chosen is a travel management company in Tanzania. As has
been discussed the tourism industry the name of the organisation is “Let’s go Tanzania”. With
the advancement of technology and increased know-how of cutting edge devices, the world has
become a familiar place; the organisation takes advantage of these aspects of the macro
environment and uses the internet platform to provide the customers with services that are not
only organized and planned but also at a reasonable cost. The layout of the website is in sync
with the adventure and trill that Tanzania has to offer. Apart from a website the organisation will
also have a mobile application which is developed to further make the process easy for the
consumers. The main office will be situate in Dar es Salaam and there will be three other
branches of the company over the years. The company will highlight the destinations of the
country as well as promote the culture and the traditions which is a major part of Tanzania. The
company will also promote small scale local business in order to keep up with the sustainability
theme of the business model (Wttc.org 2018).
As a brand new business there are some of the most important functions that has to be
performed before commencing the business: firstly intensive research and data base collection
process, gathering first hand new data regarding the hotels and the safaris is a good idea is it will
provide valid data and information that can be further used in the website content. It would also
add to the creditability of the company (Lueg et al. 2014). Secondly, the company has to build a
brand image in order to gain respect and valuable consumer relationship with the consumers.

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Investment in items such as whitepaper, brochures, posters etc are a part of this image building
process which will help the organisation develop operational base (Lueg et al. 2014).
1.3 The Mission of the company
The mission of “Let’s go Tanzania” is to contribute towards the popularity and tourism of
Tanzania.
1.4 The Vision of the company
The vision of the organisation is to provide the customers with memories to cherish and
experiences to induce customers to come back again.
1.5 The Aim of the project
The aim of the project is to analyze the feasibility of the business idea of a tourism
management company in Tanzania. It will provide insights regarding the steps that have to be
taken during the inception of the company.
1.6 The objective of the business plan
 To ensure the organisation establish a favorable brand image
 To plan the process of earning profit in the third year of starting up
 To promote the platform first as a website and then develop a mobile phone application
that is user friendly
 To ensure at least ten mentions of the services of the organisation in the best travel and
tourism media.
 To increase the traffic in the pages of the website and the downloads of the application
(Jones and Penaluna 2013)

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1.7 Structure of the business plan
A business plan is a report that helps an investor organizes an idea in order to achieve the
objectives of the organisation. It is in the form of a formal statement or report that states the
goals of the business and a plan to achieve these in the short run or the long run. The structure of
this report also follows the approved format of a business plan which begins with an introduction
to the business and discussing about the rational of the opportunity, this helps the reader to
understand the prospect of business and the perspective of the entrepreneurs. This is followed by
the business concept and the literature review of the industry which will further provide insights
regarding the business and the opportunities that the company has at its disposal. These segments
are followed by the feasibility or methodology of the business is discussed in this chapter there
are: market research, product or service, organisation, financial feasibility is discussed in the
methodology section. The business is analyzed in the next segment where the strengths and
weakness along with the opportunities and threats are described which will help build the
policies and create a business model for the organisation. The last chapter is the evaluation of the
plan; this segment focuses on the prospects and the challenges of the plan that has been
developed.

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Chapter 2: The Business Concept
2.1 Introduction
The purpose of this chapter is to understand the details regarding the business and the
business idea. This chapter will ensure to clarify the plan and ideas that the entrepreneurs have
for the business. The product or service offered by the company is accumulated in this chapter in
a comprehensive way, details are provided to the reader to have an understanding of the idea.
Any business runs on the objective of either profit making or non-profit making depending upon
the mission and vision of the company. The organisation that is chosen is a travel management
company the idea is to offer the customers a one-stop solution to all the travel challenges in one
place. The services that are offered by the organisation are unique as it can be customized
according to the need and requirement. Tanzania has recently received a lot of popularity and
prominence in the travel and tourism industry owing to the natural beauties of the nature as well
as the rich cultural heritage of the country. In this chapter a comprehensive discussion regarding
the aspects such as product description, target market, positioning strategy, value added aspects
etc are included.
2.2 Description of the Business Concept
There has been rapid growth in the tourism industry owing to several economic and non-
economic factors in past few decades. Technology and internet has a significant role in this the
spreading of the popularity of this industry. East African regions are no exception to this
opportunity the safaris and the adventure offered by South African region countries offer an
experience of a lifetime. The idea of Let’s go Tanzania is built on the edge of entering a
rewarding market in a rapidly growing industry like tourism. The concept of the business is built

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on the present trend that suggests an increase in the number of tourists entering the country
presents an opportunity for the organisation to provide the consumers with all the information
and services that are required. As the tourism of Tanzania is growing the government is also
supporting the industry and has recognized the capability of the industry. The organisation is a
travel management company it will provide the consumers with discounts and rebates on the
prices of flights, transportation, hotels, safari packages etc.
2.3 The product or service description
Website service: The service that will be provided by the organisation is a one-stop
solution to all the travelling challenges of the tourists face while planning a vacation to Tanzania.
First the website of the company will be launched; this website will be designed in such a way
that navigation through the pages will be easy and self-explanatory for the visitor. One of the
major objectives of this business plan is to increase the flow of traffic in the website. The main
office of the organisation will be set up in Dar es Salaam, and other branches of the organisation
will be in Zanzibar, Arusha, Mwanza (Khan 2014).
Assistance in planning a trip: The layout of the website is planned to be in the theme of
Tanzanian culture and the natural beauties of the place. The design will be attractive in order to
engage the customers who visit the website. The content will play an important role in building
the website, detailed information regarding the hotels, flights, transportation and destination will
be provided in the website so that the customers can easily choose their package according to
their preference (Khan 2014). The content that will be used in the website will be written with
the help of the research that will be conducted. Apart from the promotion of the Tanzania’s
wildlife resources, some of the point of focus of promotion includes the Serengeti Plain, the
Ngorongoro Crater, and Africa’s highest mountain Kilimanjaro. These are some of the

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destinations that the project will focus at the beginning. the customers can create an account in
the website and can easily avail the services as per the requirements, the website also helps in
arranging booking flight tickets, hotel rooms at discounted rates, visa assistance etc. The website
is designed to enlighten the visitors regarding hotels, resorts, transportation options and travel
destinations (Khan 2014).
Holiday packages: One of the major attractions of the website is the holiday packages
that are arranged for the ones who are interested. The packages are divided in two segments one
is according to the days of the tour and the other is according to the nature of the trip. There are a
lot of tourist attractions in the country therefore the days of the trip are an important aspect of the
program hence the company has come up with three options of 5days, 10days and 15days trip
program (Khan 2014). According to the number of days the number of destinations has been
included. There are also three packages depending on the nature of the trip that the customer
wants to undertake all the travel packages in this segment have dedicated 7 days trip planned for
these packages, the three themes are beach, wildlife safari and luxury. Based on the locations
and the tourist destinations of Tanzania these segmentations have been done.
The details of the packages will be stated chapter 5 of the assignment.
Mobile Application platfrom: A major aspect of the service is the mobile application which
will be available both in IOS and android platform. The layout and the design of the application
will be aligned with the website keeping up with the Tanzania theme. The customers have to sign
in the application portal with the same account name and password that is used in the website in
order to avail all the services offered by the company. The application will be launched a few
months after the website (Armstrong et al 2014).

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2.4 The Target market
With the help of market segmentation the target market of the company is explained
below:
Demographic segmentation: The people who are targeted are people who fall under the medium
to high income group. The age group of the target market is from 20-50, who have the
knowledge about the beauty and the wonders of the country (Cross 2015).
Geographic: As the services that are provided by the organisation are based on internet the
geographical boundaries are not a factor (Cross 2015), anyone with a working internet
connection can visit the website and avail the services.
Behavioral: The behavioral patterns of the target market are people who are aware of the country
and the cultural heritage of the place that is people who are knowledgeable as well as educated;
the people are looking for thrill as well as clam and tranquil vacation as Tanzania has to offer
best of the both worlds (Armstrong et al 2014).
Psychographic: Fun and dynamic people who are looking for adventurous thrill, people should
be used to the internet and web surfing in order to understand the process of availing the services
(Armstrong et al 2014), though the website and the application is easy to use people must have
access to the internet services and devices that will assist them (Cross 2015).
2.5 Positioning strategy
Let’s go Tanzania is a one stop travel solution to all the issues and challenges related to
the tourist and tourism in Tanzania, the service will provide the visitors of the website valuable
information regarding the country and the culture of the people. The company will position the
brand as a website that is informative as well as useful, the idea of making the website

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High quality
Low quality
Low brand image
High brand image
Let’s Go Tanzania
informative is to induce excitement for people who are looking for a place for vacation and the
organisation will ensure that the website is filled with enticing exclusive photographs of the
landscapes and the beaches (Shakhshir 2014). The culture and tradition of the country will be a
major highlight of the website ensuring that the people are enlightened and interested. As the
service will cater to a diverse group of people the images of the website is welcoming and
uphold the essence of Tanzania (Armstrong et al 2014).
Figure 2: Perceptual Map
(Source: Author’s creation)

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2.6 Value Added
For the first time users of the services, the company will offer exclusive 10 percent
discount on the first purchase and then the benefits will keep increasing on the basis of the
scheme that has been chosen (Armstrong et al 2014), all the information and the advantages of
the packages will be stated in the website as well as on the application which will ensure that the
customers are aware of the scheme (Armstrong et al 2014).
2.7 Who is Involved
Direct stakeholders: the people who are directly associated with the operations of the
organisation are the entrepreneurs, the employees; the management of the organisation and the
most important stakeholder of the company are the consumers or the visitors who will ensure
flow of money. People who will be investing in the venture with finances are also direct
stakeholders of the organisation. The services like the hotels, resorts and flights etc that are going
to be listed on the website are also direct stakeholders.
Indirect stakeholders: the factors who are indirectly associated with the company are the
government of the country; local communities etc are the indirect stakeholders (Armstrong et al
2014).
2.8 The window of opportunity
As discussed in the previous chapter the opportunity of the business are based on the
increased popularity and knowledge regarding of the tourism in Tanzania and the growth
prospects in the industry, increased use of internet by common people and the facilities provide
by the government to promote tourism in Tanzania (Worldbank.org 2018).

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2.9 Chapter summary
The idea of the business is to build a consumer friendly website and mobile application
which will help the visitors to manage and plan their vacation in Tanzania. Some of the focal
point of the website is going to be the content and the photographs along with the packages that
are curate for the customers. The company is focused on building an image that will solve all the
challenges and the issues of the tourists who are planning to visit the country. It can also be
concluded that the company has opportunity as the government policies and other factors such as
growth prospect and the technological factors act as opportunity for the company.

18Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Chapter 3: Literature Review
3.1 Introduction
This chapter includes an analysis of the industry in which the organisation is going to
operate. With the help of academic models such as Pest analysis and Porters five forces the
industry will be examined closely in order to understand the prospect of the business in the
country. Pest Analysis will provide with an understanding regarding the market growth or fall,
therefore help the company decide on the position, capability and the course of the business. On
the other hand Porter’s five force analyses will help in understanding the way the company
should enter the market as well as prepare the company for the industry and its challenges.
3.2 Industry analysis
PEST Analysis
In order to understand the prospect of the business the macro environment in which the
business is situated has to be analyzed in order to determine the opportunities and threats that lie
ahead of the organisation. Situated in East Africa, the United Republic of Tanzania is situated in
the African great lakes region. A Pest Analysis will help in understanding the dynamics of the
tourism industry and the forces that will impact the operations of the business:
Political: In Tanzania the political scenario is stable and the government with the help of policies
and regulations encourage trade and business, even international trade is also encouraged so that
the economy can develop. Tourism is viewed as an opportunity for growth by the government as
it introduces jobs, encourages foreign exchange earnings as well as help in elevating poverty.
The government is encouraging the private player to enter the tourism business the National

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Tourism policy of Tanzania is a major legislation that has encouraged business and trade in this
industry, some of the objective of the government has been to increase the awareness regarding
the Tanzania tourism, expanding the scope of business for the service related to this industry etc
(Gupta 2013).
Economic: As discussed in the first chapter the tourism department plays an important role in
the economy of the country. The economic growth of the country in the past decade has been
impressive and has shown a positive growth over the years the growth percentage can be said to
be around 6-7 percent in a year (Worldbank.org 2018). Therefore, the prospect of a business in
this industry is full of opportunity in terms of growth. Tourism industry has contributed 13.3
percent to the GDP of Tanzania in 2016. According to the World Bank, the inflation rate has
remained relatively low and near the authorities’ medium-term target of 5% (Deloitte.com 2018).
Society: Over the past decade with the improvement in the economic condition of the country,
the rate of education has improved along with a decrease in the rate of poverty from 60 percent
as recorded in 2007 to 47 percent in 2016. The livelihood of the society is still low Tanzanians
on an average earn US$0.60 per day (Worldbank.org 2018).
Technological: The company is based on the internet industry hence technology and use of
technology plays a major role in the prospect of the business, though the people that are being
targeted as potential consumes by the company are not only from the geographical boundaries of
Tanzania. Technology has received a boost with the development of the economy as well
(Tanzaniainvest.com 2015).

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Porter’s five force analysis
This is a tool that is used to analyze the competition in the market as well as understand
the profitability of the company in the industry. This framework was developed by M. Porter in
1979. Business organisation uses this analysis to build policies and make decisions regarding the
expansion or the attractiveness of the industry. Let’s go Tanzania is a brand new venture hence
this analysis will help the management in taking important decisions (Ho 2014).
Threat of new entry: There are no legal barriers in Tanzania regarding an organisation that want
to invest in the tourism industry; rather the government encourages trade and business as
discussed previously. The opportunities surrounding the industry are lucrative therefore it can
attract new investors. The initial capital that is required is large hence that is a major barrier.
Therefore it can be said that the threat of new entry is high in this industry (Deloitte.com 2018).
Intensity of the competition: There is tough competition in the market in tourism industry; there
are a number of tourism websites and travel agents in the market. The government also helps the
tourist as travel guide therefore pose as a major threat to the company.
Power of the supplier: There are a large number of suppliers in the business model that the
organisation is building the people. Over the past decade the tourism industry has grown
exponentially in Tanzania providing an opportunity for the organisation to develop a business
model like this organisation. The switching cost of the suppliers in this industry is low (Ho 2014)
.
Power of the buyer: The customers have a larger switching cost as there is intense competition,
if they do not like the packages that are offered by the company they can easily choose some

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other travel company therefore the power of the customers are high in the case of this industry
(Tanzaniainvest.com 2015).
Threat of substitute: This is an organisation that has developed the business model on the basis
of the services of the internet, the substitute of the business are physical travel agents who
arrange for travel details of tourists. Credibility of the physical presence of the travel agents is
one of the barriers of the organization (Deloitte.com 2018). Examples of such substitutes present
in Dar es Salaam are Flying Zone Travel & Tours, Rickshaw Travels: Travel Management,
Tours & Logistics.
Another substitute is when a tourist arranges and manages the travel plans by themselves
without using the help of any agent physical or on the internet when people take the charge
themselves this situation ensures a substitute for the company (Deloitte.com 2018).
3.3 Chapter summary
The purpose of this chapter was to analyze the tourism industry in Tanzania, academic
models such as PEST analysis and Porter’s five forces framework is used, it can be conclude that
the industry is attractive and has prospective growth and profitability in the future, challenges
like initial capital investment as well as overcoming the intense competition are also associated
with the industry.

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Competition in the Travel and tourism
Industry (SMEs)
Flying Zone Travel & Tours
Souloftanzania.com
kearsleys.com
Let's Go Tanzania
Figure 3: Competition in the Travel and tourism Industry (SMEs)
(Source: Author’s creation)

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Chapter 4: Feasibility/Methodology
4.1 Introduction
This chapter includes research and analysis to determine the feasibility of the
organisation in the tourism industry. Let’s go Tanzania is a travel management company that will
help the tourist to plan their vacation and their stay in the country. With the help of market
research the attractiveness and the requirement of the tourist are going to be considered while
formulating the policies and the packages of the service. The research methodology is going to
be discussed comprehensively along with the analysis of the research. Furthermore, product,
organisation and financial feasibility of the company are also discussed in this research. The
purpose of this chapter is to establish the business in a more comprehensive manner.
4.2 Market Research
Market research is the process by which organisations or individuals gather information
in order to come to conclusion regarding the variables associated with the research, in order to
perform a research it is important to develop a proposal and then proceed with the study, in the
proposal the research question, aim and objective along with the problem statement of the
research. The market research follows a methodology which is rationally structured to make sure
that the process of study is concrete and the information is processed in a organized way. For a
business organisation there are two options for conducting a market research; they can either
conduct the study using the resources that the company have or they can use the same resource to
heir a third party research organisation to help them. For a start up like let’s go Tanzania, the
company can proceed with the process of market research on their own. While investing in
market research the management of the company should ensure that the variables of the research

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are focused in order to get the desired result. Let’s go Tanzania is going to base polices and
major decisions on the result of this market research.
The purposes of market research are can be explained in two folds: firstly the aim of an
organisation is to understand the consumer behavior and consumer requirements in order to meet
these requirements and build a valuable relation in between the organization and the consumer.
Competition is another reason for an organisation to undertaken any kind of market research.
Analyses of the trends of the market along with the prevailing intensity of the competition are
important to understand in order to strive to become a market leader (Zikmund et al 2013).
Following is the methodology that will be followed in order to undertake the market research.
Title of the research: Analysis of the attractiveness of a new travel management company in
Tanzania
Research aim:
The aim of the research study is to understand the growth prospect of Let’s go Tanzania
Research objective:
 To understand the dynamics of the industry
 To determine the profitability of the business in the long-run
 To understand the requirement of the target market
 To determine ways to promote the business
Data collection: There are two ways in which data can be collected firstly new information
regarding the variables of the study can be gathered with the help of various tools like survey,
focus group, experiment etc. these tools are chosen on the basis of the subject of the research as

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well as the resource that are at the disposal of the researcher. Another method of collecting new
information is analyzing and reading the previous work of authors and e-documents regarding
the subject and the variables of the study this is called secondary research. In order to conduct
the research secondary data collection process will be undertaken. Information will be taken
from e-documents, journal articles, government documents, news articles and books in order to
be thorough with the information, secondary research.
Sampling method: As the process of data collection is based on secondary information no
sampling method has been undertaken.
Advantages of Secondary data collection:
 The process is economical as the data that is collected is from documents that are already
available; this is one of the major reasons why this process is chosen for the company, as
a start up organisation it is important to work smartly.
 Secondary data collection process is fast and does not involve any waiting time, primary
research is time consuming as the researcher has to wait for the responses and then follow
the process and the steps in analysis.
 It lays an complete understanding of the problem and the aims of the research so that the
purpose and the objectives can be easily established at the conclusion of the research
 The process also ensures that the fundamental understanding of the variables of the
research is understood so that the analysis of the data is insightful (Silverman 2016).
Limitations of secondary data collection:
 The researcher has to be careful to ensure that the data and the information that has been
collected in the process is authentic and is relevant, for example: in this research facts and

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figures of most recent events has to be used as the figures 10 years ago are irrelevant to
the research
 Information cannot be taken from any source, the documents that are authenticate should
be used like articles that has been published in some relevant journal or government
documents etc, the limitation is sometimes it is difficult to find relevant information and
that forms a gap in the communication (Silverman 2016)
4.3 Market Analysis
Secondary analysis
In a report issued by Deloitte, the economic growth of Tanzania coupled with increase in
consumer and credit demand provides the company with opportunity (Deloitte.com 2018).
Tanzania’s economic growth is expected to average 6.2% between 2017 and 2026. The growth is
calculated by infrastructure development and a growing consumer base. The tourism industry has
also grown exponentially with the government supporting the private players to invest in the
industry and add to the promoting the industry. The country is blessed with natural beauties and
attraction, the natural contrast of the vast wildlife and the clam beaches make, Mount
Kilimanjaro is another major attraction of the country making Tanzania a unique vacation
destination (Wttc.org 2018).
Tanzania has been reported and promoted by many travel as one of the best affordable
travel destination of 2018. Zanzibar is the place that has been recommended by Forbes (Talty
2017). Adorned with white sand beaches and intriguing coral reefs, this island is ranked in the 7th
position in the list published by Forbes (Talty 2017). The idea of the organisation is to highlight

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and promote lesser known places of Tanzania; Zanzibar Island is a celebration of culture and
beauty of the country and will be included in the list of the packages.
There are some popular destinations as mentioned above but one of the recent tourist
favorite is the Mafia Island. This is a quaint yet a culturally rich place to visit for the visitors
who are looking for a place to cut away from the world. The destination will be added to the
packages as the magnificence of the captivating aura of the place will interest the tourist.
E-commerce in tourism sector is regarded as a device to broaden the market and to reach
out to consumers who beyond geographical boundaries it helps in the development of the
efficiency and effectiveness of business operations (Chang et al 2015). Therefore, the business
model is developed on the fundaments of e-commerce. The government of Tanzania as discussed
in the previous chapter has implemented suitable policies to assist e-commerce and investors
who are interested in investing in the tourism sector. The government has eliminated all taxes
and duties on computers and peripherals. One of the major challenges faced by the investors in
this industry are the yearly operating cost of e-commerce is high in Tanzania. The reason for this
high cost is because data communications service providers together with internet bandwidth
have remote initiatives for connecting their points of presence (PoPs) to the global internet
backbone. As a result, Tanzania lacks low-cost and high-capacity connections to the global
Internet. The business model that has been conceptualized by the entrepreneurs of the
organisation is based on technology so that international tourists are guided and supported with
information as well as assistance to manage their travel plans in Tanzania (Wttc.org 2018).
Tourism is a major source of income for the economy and is view by many as an
instrument for elevating the economy (Chang et al 2015).

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Therefore it can be concluded from the above information and the analysis in the
previous chapter regarding the industry, the organisation has to gather initial capital to set up the
venture along with the cost of internet there is cost of initial set up as well as research.
Unconventional places like Mafia Island will be given importance along with some of the regular
tourist spots; the company has a scope of prospect owing to the benefits allowed by the
government (Deloitte.com 2018).

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Figure 4: Expected positive tourist arrivals
Source: (BMI research 2018)
4.4 Product/Service Feasibility
Let’s go Tanzania is an organisation that will be based on the e-commerce business
model, the company will help the customers plan and organize their trip to Tanzania with the
help of this website. The idea is to promote the tourism in places which are less known and to
encourage people to come to Tanzania. The company will provide the people with one stop
solution to their travel requirement in Tanzania, the platform will not only provide in-depth
information regarding the locations with exclusive photographs, and it will also provide
information regarding the hotels and resorts in the location along with transport options (Huang

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and Sarigöllü 2014). The headquarters of the company will be situated in the commercial capital
of Tanzania Dar es Salaam and there will be offices situated in Zanzibar, Arusha, Mwanza for
the tourist who want to visit us and book services and not fall back on the online services.
Some of the services assistance that the company will provide the customers is as follows:
 Flights
 Accommodation
 Holiday Packages
 Safaris in Tanzania
One of the most important service that the company will ensure is the 24*7 hassle free
customer care service, we understand that the people who might be booking our services are
from around the world and to match with the difference in time we have undertaken this
initiative, trained and skilled customer care professional will solve any queries and issues of the
customer. The consumers will be supplied with a number where they can call at any time of the
day and there will also be a live chat service where people can drop a message in order to
communicate with the executives. Apart from these an official e-mail address will also be
created where the consumers can drop a mail. If a visitor has booked a service a telephonic
confirmation will be conducted in order to maintain a valuable relation with the consumer.
The company will collaborate with airlines to list their services on the website of Let’s go
Tanzania so that the customers can chose form one site while buying the tickets, it will at the
same time help the people compare several airlines, without baring the hassle of individually
searching for the time and fair. This is possible with the help of strategic communication and
contracts between the organisation and the management of the airline. Similarly for

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accommodation, the company will collaborate with hotels and resorts in order to provide
information regarding accommodation in the location of preference in Tanzania. The website
will list the cost and the availability of the rooms in the website which the customer can book
through the website (Huang and Sarigöllü 2014).
Apart from this the website will also have curate packages based on the type of vacation you
are looking for (example: beach vacation, adventure trip or cruise trip) and the price of the
package (there is going to be a range of options starting from reasonable price to luxurious travel
plans). Hence it can be said that the service that the company is providing are feasible and are
rational, they can be easily arranged. The services are on the internet hence the focus of the
company should be in building a brand image and reputation in the market as well as in the
minds of the consumers, the layout of the website as well as of the theme will be based on the
culture and heritage of Tanzania, the website will provide in depth content regarding the places
and its cultural or heritage importance of the site (Armstrong et al. 2014).
The company also needs to list airlines and transport facilities for which they need to contact
the airline companies and arrange a meeting, before that they need to draw a proposal plan .

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4.5 Organisation feasibility
Let’s Go Tanzania is a start up and hence the organisation feasibility of the company can
be determined with the help of two factors: the management ability of the company and the
resource availability. The entrepreneurs have individual investment and investors along with
loan to start the operations of the business. One large aspect of the service is creating the website
along with the research. The initial process of the business development and management will
depend on the entrepreneurs and a business development professional. Both the creation of the
website along with the research will be undertaken by the owners and later with development
and growth of the business people are going to be recruited in order to run the operations of the
business (Fiore 2013).
The business is a partnership of four investors who are young and dynamic and have the
resources and skills to develop the initial operation of the business. Resource in terms of asset,
capital and expertise are sufficient with the entrepreneurs to start the process of building the data
base and creating the website which is the two most important things in starting the business
(Piazza and Castellucci 2014). The owners have to buy the domain and have to heir some
expertise if needed otherwise, the company also have own expertise to build a professional
website. The website that as discussed will be based on Tanzanian culture and heritage and will
be developed with the help the content that will be gathered for the primary research. The owners
of the ventures are self motivated and will ensure that the process is rapidly growing. It can be
therefore concluded that the organisational feasibility also has rationality in the business idea
(Piazza and Castellucci 2014).

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The business structure that has been decided to follow in the organisation will be
hierarchal as this would ensure that the employees of the organisation know who will be hired in
second or third year of operation. The company will also ensure that the organisation has
facilities for the employees and create a healthy and fun working environment. The people who
are already associated with the initial stages of the operation have management, research as well
as website and content development skills which is mainly what the skill set of the employees
who will be hired in the future will also require for running the operations of the business (Piazza
and Castellucci 2014).
4.6 Financial Feasibility
The paid-in capital that the company is planning to raise is $100,000 USD to start the
venture. The price of the website and the expenses of travelling to locations and gathering
information will require monetary resource (Nanda. and Rhodes-Kropf 2013). The source of the
capital will be the investors or the owners of the company the amount will be equally divided
among the entrepreneurs. Some of the requirements of a startup venture are:
START-UP REQUIREMENTS
Start-up Expenses Amount
Legal $5,000
Stationery etc. $500
Cash required $20,000
Consultants $2,000
Insurance $2,000

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Assets (long term) $5,500
Research and development $40,000
Expensed equipment $20,000
Other $5,000
Capital required $100,000
Table 1: Start-Up Requirements
Source: Author’s creation
Based on the requirement of the business the plan has been developed, the website and
creating the data base is the most important aspect of the business in the initial days hence
research and development has been allotted the maximum amount of money. The company is
expected to earn profit by the end of third year of inception. The process of promotion will play a
major role in the finance from the second and the third year where as the first year is dedicated to
development and organisation the enterprise. The break even analysis that has been shown below
is for the second year as the company is expected to start earning profit from the third inception
(Nanda. and Rhodes-Kropf 2013).
The revenue points of the organisation is commissions from the third parties who will be
listed in the website as their service will get another platform to show case as well as they will
also get another platform to promote their services, depending upon the people who visit the
website and the social media handles also will draw revenue. One of the major sources of
revenue is the holiday packages and the safari tours that would be conducted by the company

35Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
(Nanda.
and
Rhodes-
Kropf
2013).
Figure 5: Break-Even Analysis

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Particulars Year 1 Year 2 Year 3
Inflation Rate 2.50% 2.50%
Sales Growth Rate 7% 7%
Sales Volume 400000 428000 457960
Selling Price Per Unit $5 $5 $5
Total Sales Revenue $2,000,000 $2,193,500 $2,405,721
Cost of Goods Sold per unit:
Raw Material Consumed ($1) ($1) ($1)
$0 $0
Total Cost of Goods Sold ($1) ($1) ($1)
Total Cost of Goods Sold ($400,000) ($438,700) ($481,144)
GROSS PROFIT $1,600,000 $1,754,800 $1,924,577
Variable Manufacturing Overhead p.u ($650) ($666) ($683)
Website maintenance cost ($12,000) ($12,300) ($12,608)
Rates & Taxes ($6,500) ($6,663) ($6,829)
Salary of Office Staffs
Cleaning Charges ($500) ($513) ($525)
Website domain charges ($15,000) ($15,375) ($15,759)

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Telephone & Internet
Total General Administrative Expenses ($34,000) ($34,850) ($35,721)
NP before Tax $1,566,000 $1,719,950 $1,888,856
NP after Tax $1,566,000 $1,719,950 $1,888,856
Gross Profit scope 80.00% 80.00% 80.00%
Net Profit scope 78 % 78.41% 78.52%
Table 2: Cash Flow Statement for Three Years
4.7 Chapter summary
It can be concluded from the above discussion that the company has a plan to churn
revenue by the end of the third year of inception as the expertise in terms of skill and
management are present with the owners the recourses are mainly allocated to the expenses that
will be occurred in buying the domain and conducting the data collection process. It can also be
conferred that the company is planning to have a hierarchal organisation structure as it will
ensure a smooth flow of communication and business operation in the future, the market analysis
has shown prospect for the business idea as people are willing to visit new and exotic locations
of Africa and Tanzania and they prefer an online travel management company to a travel agent
or by planning the trip by themselves. One of the major advantages of the business idea is the

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support from the government to encourage the private business as well as acceptance of the
target market of the concept.

39Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Chapter 5: Analysis of the business model
5.1 Introduction
A business model is a plan of operation that helps the company to set a framework for the
operations of the business to ensure that the process is carried out as planned. To be more
specific a business model shows the ways and means a business enterprise can earn revenue and
in the future make profit. Depending on the type of endeavor of the enterprise the model is
selected. In this chapter the business model of Let’s go Tanzania will be discussed in a
comprehensive manner (Werani et al. 2016). With the help of academic theories and model the
analysis of the business model undertaken by the company will be conducted, which is followed
by determining and recognizing the competitive advantage of the company along with the
polices of sustainability that will be undertaken by the company. This chapter also includes a
section that discusses strategies for success. A proper business model will be developed at the
end of the chapter along with a concluding segment to sum up all the process.
5.2 Strategic analysis of the business idea
Let’s go Tanzania is a business enterprise that is going to set up to ensure that people
around the world are aware of the tourist attraction and the beauty of the country. The business
idea that has been discussed before is setting up an organisation that will be a one-stop solution
to the all the issues and barriers that are faced by the tourist who are visiting the country or are
planning to visit the country, the services that will be offered by the company are arranged
keeping in mind the needs and requirements of the tourists.

40Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
The company will provide both online and offline services to the tourist, the company
will focus on the development of the website and the mobile application as most people with the
help of the available technology prefer using internet services over retail services. One of the
most important advantage of internet services are that it is not bound with geographical
limitations which is important for a company that is looking forward to help the tourist, who can
be anywhere in the world (Talpau 2014). The company is a travel management organisation that
will help the tourist to manage their travel plans in Tanzania, apart from this the organisation will
also feature have travel packages and safari tours preplanned for the customers who would like
the avail the services. As discussed previously the packages will be depending on the type of
vacation the people are looking for as well as the budget of the consumers. The company will
have a brick and mortar offer which will be situated in Dar es Salaam along with three other
branches in Zanzibar, Arusha, Mwanza, which is going to be opened in the course of time (Khan
2014).
In order to understand the prospect of the business idea value chain analysis and SWOT
analysis will be conducted.
Value Chain Analysis
Value chain corresponds to the in-house actions taken by the organisation which results
in the output offered by the company to the customers. The analysis of the Value chain
concentrates on understanding the internal activities of an enterprise so that the costs can be
identified, it helps in recognizing the actions undertaken by the organisation which add the
maximum value and it also helps in the identification of the competitive advantage the company
have over its prevailing competitors. The value chain analysis has been developed by Michel

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Porter; in the model he provides a framework for fundamental business activities called primary
activities and another that provides support called the support activities. Primary activities
include operations, distributions, sales etc. On the other hand, support activities include research
and development, technology, human resource etc (Song et al. 2013).
Figure: Porter’s Value Chain model
Figure 6: Porter’s Value Chain model
Source: (Porter 2001)
For Let’s go Tanzania is an organisation that operates in the tourism industry and hence
the value will be developed accordingly. There are sections in this industry that are heavily
dependent on one another. For example: a travel management company is in touch with the
accommodators, transportations facilities etc. Therefore the primary activities of the company
are:
Primary activity

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Inbound logistics
The website domain and the application that is going to be developed by the company is
the main focus of inbound logistic. The information that will be collected will be analyzed and
refined and then will be published in these platform so that it can reach out to the consumers
easily. Internet bandwidth and service providers are one of the important aspect of the inbound
logistics as most of the operations of the company will be conducted with the help of internet
connectivity.
The main office at Dar es Salaam is important as this will serve as headquarter of the
branches in the future, as planned there are three more branches that will be opened in the future.
All the operations of the business will be undertaken in the office.
The company will provide travel package option for the customers who are willing to
take the service for this the company need to seek partnership with transportation services,
accommodation facilities as well as sightseeing services.
Operations
The operations of the business will include website development, content generation,
image editing, customer care, business development. The company will be focused in generating
profit at the end of the third year of establishment and also open three other branches in several
parts of the country. This will help the company to expand the business and grow in terms of
scale and economy. The website and the mobile application will ensure that the organisation get
business form international customers as well. The company will start with a few package deals
but in the long run the operations will develop several packages so that the customers can choose
from the options and are relieved form the hassle of managing their own tour.

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Outbound Logistics
The company is based on the service industry and the services that will be provide will
help the tourist in planning and managing their travel plans in Tanzania, there are no
intermediaries in the process, there is procurement but the process
Marketing & Sales
The promotion of the website and the services of the company will be mostly held in the
digital space as the services are focused in the internet platform. The company will have its own
social media presence in order to capture the attention of the consumers as well as understand the
requirement of the customers. Audiovisual ad films will be created and these will also be used as
non-skipable or skipable ads in the digital promotion. There will also be OOH as well as print
advertisement in the future. Apart from this in order to expand the business the company will
build a team of business development and sales executives (Walas-Trebacz 2015).
Services
Booking of flights: Transportation is one of the biggest barriers faced by the tourist the website
and the mobile application will compare and show all the ticket fairs. At the beginning the
company will only list the flight services then slowly there are also be local bus services as well
as rail transportation added to the service.
Accommodation: As the company helps in managing the travel plans in Tanzania the website
will list a range of hotels and its availability according to the prices quoted as well as their
availability. In places like

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Safari tours and holiday packages: To begin with the company will arrange for safari trips for
the consumers in the following places:
Relax and unit with nature: 3 Days 2 Nights package which will include accommodation and
food along with transportation. 4 days 3 nights package which will include a trip of Mikumi.
Tranquil sunsets: This package is the good for the ones, who are looking for a quaint get away
with the nature for 3 days and 2 nights. There is accommodation and food in the package along
with a tour plan in the Serengeti national park, Ngorongoro Crater.
Living among lions: This is a four days trip for the customers who are looking for both adventure
and calmness of the nature and wilderness. In this package it is important three places are
included Lake Manyara National Park, Serengeti National Park, Ngorongoro Crater
The blue islands: 3 days and 2 nights package of Mafia Island and islands of Pemba.
Characterized by white sand beaches and blue water bodies these islands attract a lot of tourist.
4days and 3 nights package in private islands of Fanjove island, adventure sports,
accommodation, food and all necessary itineraries will be fulfilled in this package.
These places are not the only safari options in the country the company will expand in the
future.
Visa assistance is some of the other services that the company will offer and the services will
begin in the first three years of establishment (Yılmaz and Bititci 2006).
Secondary activity

45Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Infrastructure
The operations of the business will be initially maintained by the people who are
associated with the venture and later on as discussed in the earlier chapters the company will
follow a hierarchal structure in the organisation there will be distinctive division of departments
such as content, IT, human resource, marketing, sales, research and development etc. the
company will have offices in several cities as well as have website domain and mobile
applications.
Human Resource management
The Company is a startup and for during the time of establishment three partners will be
the only people who are working for the initial development of the data base and website, later
with success the company will recruit employees based on their skill and knowledge. The
management of the organisation in the future shall employee a human resource manager who
will look after the employees and help the company align the interest with that of the employees
(Walas-Trebacz 2015).
Technology Development
Aforementioned, the focus of the company is on the services that are providing with the
help of internet, therefore technology is an important aspect in the value chain of the company.
The company will have its own website domain and will also develop its own IOS and Android
mobile application.
Procurement

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The company is a start up and at the establishing stages there will be no procurement or
acquisitions, later if the management of the company analyzes the need off any kind of
procurement then decisions will be made accordingly (Walas-Trebacz 2015).
SWOT Analysis of the business idea
Any business organisation operates in two environments one of internal as the aspects in
this environment is directly under the control of the management of the enterprise; on the other
hand is the external business environment the factors of which are not under the control of the
management. SWOT analysis give a closer look at the possibilities of the company, the strength
and weaknesses are based on the internal environment where as the opportunities and threats are
based on the external factors, the company used their strengths along with the opportunities to
overcome the weakness and the threats (Rothaermel 2015). The SWOT Analysis of Let’s Go
Tanzania is as follows:

47Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Strength
The target market of the company is beyond the
geographical borders of Tanzania
Tanzania is rich is culture and heritage and the
company focuses on this aspect and brings a rustic
yet charming essence
Reasonable cost of the services
Focused on consumer satisfaction
Driven by accumulated facts and figures
The company has unique set of packages for the
customers which is intriguing and cost effective
The company focuses on the experience of the
consumers than on the destination
24*7 customer care service to deal with any kind
of issues or grievances as well as to maintain a
valuable relationship with the customer
There are experienced people behind the venture
whose skills and expertise will help the company
gain success
Weakness
The company is a start up and hence it has to
build a reputation in order to get a positive
feedback from the target market the brand is
new in the market hence the organisation has to
build an image and goodwill
The service are limited in the initial stages of
establishment
limited funding is another issue that has to be
faced by many star-up companies
The people who are responsible for setting up
this enterprise do not have business experience
Opportunities:
As a new company, the organisation scope to
build reputation and place in the market, if the
quality of the services are up to the mark then
the company will make its name in the market
easily
Many travel and tourism websites and
magazines are promoting tourism in Africa and
Tanzania is one of the popular destination
The company will undertake primary research
in the future to understand the requirement of
the people and design the website accordingly
The company has an opportunity to align the
essence of the company with the cultural
heritage of the country
The government of Tanzania encourages trade
and business and has been concentrating on
implementing policies for private players to
invest in the tourism industry (Bah and Fang
2015)
Threat:
There is intense competition in the market are
kearsleys.com, Souloftanzania.com are some
of the direct competitors of the company
Changes in the visa or government policies
can impact the tourism industry and the
business prospects of the company (Kew and
Stredwick 2017)

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Table 2: SWOT Analysis
(Source: Author’s creation)
5.3 Competitive advantage and sustainability
Competitive advantage of a company is the one aspect of the strategies that the company
has undertaken in the operations of the business that will provide the company to have an edge
over the competitors. Providing the customers with greater value, with the help of lowering the
prices or by offering them with greater benefits and service that explains the higher prices these
are some of the ways in which a company can gain competitive advantage. This strategy can be
in any of the operational department. In order to understand the competitive advantage of Let’s
go Tanzania, Porter’s generic strategies framework will be used. Michel Porter developed four
"generic" business strategies that companies can adopted in order to gain competitive advantage.
The strategies relate to the extent to which the scope of a business' activities are narrow versus
broad and the extent to which a business seeks to differentiate its products (Tanwar 2013).

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Cost Leadership
Differentiation leadership
Cost Focus
Differentiation Focus
Cost DifferentiationSource of competitive advantage
Broad Narrow
Markets where business competes
Figure 7: Porter’s Generic Strategies
(Source: Author’s Creation)
The two direct threat of the company has been identified in the SWOT Analysis are:
kearsleys.com and Souloftanzania.com.
Cost leadership: The Company is a start up and hence there is a lack in funding of the venture.
The company is in the inception stages and hence it is not feasible for the company to adapt to
strategies that would lead to cost leadership. The organisation does not have the option to
become the low cost producer in the industry. Therefore the company cannot choose this option.

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Focus: there are two types of focuses that are explained by porter one of based on cost and the
other on differentiation. These are the narrow competitive scope within the industry in which the
organisation is operating. Groups or segments in the industry are targeted by the company to gain
popularity and in turn gain competitive advantage, this is possible for companies who are dealing
in exclusive and luxury products or services, as the organisation is not based on these concepts
focuses of any type is not suitable for Let’s go Tanzania to gain competitive advantage (Salavou
2015).
Differentiation: to be unique in the industry is one of the most challenging tasks that a company
can take upon itself differentiation strategy is when a company develops an idea associated with
the product or service that is unlike anything in the market. This not only increases the value of
the company it also helps the company to find an edge over the competition, as a start up in the
tourism industry Let’s go Tanzania requires one such strategy which will draw the consumers
towards the website over others. (Teeratansirikool et al. 2013).
The company is a travel management company what makes it unique that helps you
customize your trip, there are packages available but for the ones who are not looking for a
package they can easily customize their trip with the help of the settings in the website. The
flights accommodations safaris, adventure trips etc all can be booked with the help of one single
platform. It is truly going to be a one stop solution to all the queries and problems of tourist in
Tanzania. The 24*7 customer care service is associated features that will help the company gain
an edge over the competitors (Aziri and Nedelea 2013).

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VRIO Model
Valuable: The fact that the website will have packages and will also allow the consumers to
customize and personalize the package is unique feature of the company as stated above.
Rare: The expertise, skill and experience of the owners cumulatively serve as the rare resource
of the company as they are the ones who are looking after the initial operation of the business.
Imitable: The resource that is stated above is costly to imitate as other companies will not have
the same person to expedite the operation process.
Organized: The organisation is organized to use the resources as the plan and the strategies are
made by the skills and the resources that have been stated.
Concept of triple bottom line
According to the traditional concept of business model all business activities were
surrounded in achieving economic growth and development of the organisation and the business,
the concept of triple bottom line challenges the idea and sets 3Ps as equal priority for a company:
Planet, People and Price. The concepts recognize the responsibilities that companies have
towards the environment and the society. Let’s go Tanzania is a company that is set to strive
towards a sustainable future. The services of the company do not impact the environment gravely
and the company will advocate for environmental conservation and fight against environmental
degradation that is caused due to tourism (Alhaddi 2015).

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5.4 Selection of strategies for success
 Research is the key to develop a data base which will help the company build its
credibility as the information that will be provide in the website will be authentic and not
fabricated for promotion
 The company will use the culture and traditions of the country to design the website and
mobile application. The company will also promote the cultural aspect of the country in
the social media and in the promotional strategies (Mgonja et al. 2015).
 Let’s go Tanzania will feature customizable tour packages for the customers in order to
draw more attention from the target market
 Skill and talent acquisition strategy of the company in the future is another success
strategy, the company is sure to recruit employees who have skills in order to ensure the
operation process is running smoothly (Alstete 2014).

53Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
5.5 Business Model
Key partners
 Three
Owners
of the
company
Key activities
 Launch of the
website
 Market research
 Listing of services
 Preparing for the
mobile application
Value proposition
 Culture based
 Looks and
design
 Luxurious and
reasonable
Custome
r
relations
hip
Departme
nt of the
company
Customer segment
 Mid level
to high
income
group
 Accustom
ed with
travelling
and is
interested
in the
cultural
aspect
Key resources
 Manufacturing unit
 Employees
Channels
www.lets
gotanzani
a.com
Cost structure
 Domain rent
 Salaries
 Collaboration
Revenue structure
 Sales
 Collaboration
Figure 8: Business model Canvas
(Source: Author’s creation)

54Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
5.6 Chapter Summary
One of the biggest strengths of the company are the skills of the people associated with
the business and together with the opportunities like government support the organisation can
reach its objective of earning profit by the end of third year. Funding is an issue but the company
has the potential to convince the investors to finance the venture as the competitive advantage
that has been identified is surely unique in the Tanzanian tourism business. Hence it can be
concluded from the above discussion that Let’s go Tanzania has the scope to earn revenue and
also become the market leader in the long run, the company is set to run on a data base that is
authentic. The design of the website along with the content is the main attraction to the
consumers, the pictures and the content that will be used will convince the consumers to come
and enjoy their experience in Tanzania.

55Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Chapter 6: Evaluation of the business plan
6.1 Introduction
The previous chapters deal with the business model, business idea, understanding the
aspects of the business environment in which the company is going to be established, application
of various academic models to analyze the business environment and study the prospects of the
industry. This chapter on the other hand is going to be like a concluding exercise. In this chapter
the business plan that has been discussed in the previous chapters will be evaluated with
respected to the prospect of the business. As a start up business idea the prospects of the business
in Tanzania is analyzed to be promising. This chapter will also include stage by stage key events
of the venture planned out. The variability of the business idea will be answered. Limitations and
barriers to the venture will be explained.
6.2 Overall assessment of the business plan
Business idea: Let’s go Tanzania is a travel management company which will offers services to
the customers with the help of internet based platform, the idea is to launch a website followed
by a mobile application that will be running on both IOS and Android platform. The company
will have its main office in the commercial hub of Tanzania Dar es Salaam followed by three
other branches which will be opened in the future. The idea is to promote the culture and
tradition of the country and to encourage tourism in places which are lesser known to the tourist
like Zanzibar and the Mafia island. The business idea that the company has undertaken is
promising as the economy of the country and the governments of the country both are
encouraging tourism as it has been identified as one of the major source of income for the
country. The success of the idea is in the simplicity of the plan, technology has permitted the

56Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
execution of the idea as tourist nowadays prefer using internet booking services than go to a
physical travel agent. There are several advantages of booking and managing travel plans online,
the procedure is quick; all the information is at one place which makes it easy for the customer to
choose and manage their travel plans. One of the major disadvantages of having an e-commerce
website is the credibility and trust, as a start up the company has no goodwill or reputation in the
market which can be a major hindrance to the business plan. The organisation will have to use
tactful and strategic marketing plans in order to deal with the brand image (Botha and Robertson
2014).
Summary of the company: The Company is a start up endeavor which is why the company
does not have any employees in the beginning the basic operations will be started by the partners
as they have the expertise to build a website and conduct research. Gradually the organisation
shall heir people with expertise and skills in various departments. The company has to focus on
building two aspects for the future success of the business. These two aspects are research and
brand image. The website of the company will furnish authentic and insightful information about
the country with accredited pictures; research will involve physically going from one place to
another in order to make arrangements with the hotels and resorts along with understanding the
place and the culture and making the place attractive for the tourist. As the company will have a
virtual presence the geographical boundaries of the company’s target market is absent, anyone
with a working intent connectivity and visit the portal. As discussed above the company will
have to invest in creating and maintain a brand image which will help in earning goodwill.
Service plan analysis: The services that will be offered to the customers are travel assistance
with the help of flight booking services, accommodation assistance with the help of listing
resorts and hotels in popular tourist destinations, apart from this the company will list a number

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of holiday packages and safari tours for the people who are not managing their own travel plans.
The company will also provide visa assistance services for the international tourist. These are
some of the services the company will provide at the beginning of the venture and slowly with
success and expansion the services will also increase.
The transportation only includes flights which is an in complete solution to the
transportation problem which is a drawback of the company. The process of listing so many
services will take a lot of time and physical movement form one place to another which is again
time consuming hence the three years mark is short. The company must have three years
preparation time before the establishment process.
Marketing plan analysis: the company has decided to initiate the promotion and marketing
process with the help of digital marketing tools as the company is an e-commerce set up the
target market of the company are people who use internet extensively in their daily lives hence
the adoption the digital marketing strategies may be helpful for the organisation. The company
will also have business development team who will help the company to expand and list more
and more hotels and resorts in the future there will also be a restaurant recommendation and the
BD team will help in that case as well. Marketing plan also includes building a brand image and
the company wants to adopt the essence of the culture and tradition of Tanzania as their image.
The company has also made it an objective to be mentioned by recognized travelers and
publications around the world. This will help in the international publicity of the company and
will also ensure the people who are interested know about the company and the presence of the
services (Chaffey et al. 2013).

58Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
SEO, search engine optimization will also be used by the company in order to be listed at
the top of the list produced by any search engines while looking for tourism options in Africa or
Tanzania. The idea is to develop key words and use in the content so that the search engine
locates and directs the people to the website. As an e-commerce company this is important as the
popularity of the company is directly responsible for the credibility in the minds of the consumer.
Usually if a consumer finds that the website is listed at the top of the search engine they
automatically think that they are reliable and credible, hence the marketing and promotional
strategies of the company is to the point simple and effective (Mata and Quesada 2014).
Financial plan analysis: the company plans to earn revenue at the end of the third year, this is
only possible if the investors and the people associate with the company invest three or at least
two years of time in preparation and research as discussed above. The research aim and objective
that the company has planned will only be successful if time and effort is dedicated towards the
process. Funding is an issue with every start up but the amount that is discussed is fair enough to
begin the venture with. The financial plan should have been discussed in two parts preparation
phase and post establishment phase.
6.3 Business plan schedule
A plane is only successful when it is executed at the right time hence a time schedule of
the process is important in case of developing a business plan. The time span of the schedule that
has been discussed is three years, but there is preparation time as well. The research and
development will require a lot of preparation time. The role of the entrepreneur in a start up is
crucial as in this set up the initial work will be done by the partners and then people will be
employed to join the team. The passion and the effort of the entrepreneurs are the reason of
success for any start up business.

59Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Raising of capital: this is one of the greatest challenge for any start up, the capital that the
company needs in the initial establishment time is for the research and the infrastructure purpose,
the company needs the office space in Dar es Salaam which is offered by one of the partners so
that expense can be ruled out but the domain and the android and IOS platform will have to be
bought along with the research and development expense.
Incorporate procedure: before calling the business endeavor a company the partners have to
ensure that all the legalities associated with the incorporation if a business enterprise is fulfilled.
Depending on the rules and laws of Tanzanian government the company has to follow the
procedure to incorporate the business. The business will in from of partnership.
Building the website: One of the partners of the business is a website developer so he can begin
the process and later two others can be employed to assist him the procedure. The website will be
launched at the end of first year and the announcement will be done with the help of social
media, the local media will also be sent press releases to announce the launch.
Research and development: If the company follows the plan and begins the process after
establishment then two of the partners will require going around collecting photographs and data
as well as building a list of clients who will agree to list their services with the website. The
research and development process of this company will be an ongoing process once the data that
is collected is enough to get the business going the company will launch the website.
Employment: At the end of the first year the company will employee 11 people out of which 2
will help in the website development, 5 will be working on the mobile application 2 people will
be in the business development team and the other 2 will be in the content team. This is apart
from the three people who are the partners of the organisation.

60Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Marketing and promotion: The company will first launch its website officially at the starting of
the second year of operation and before the launch the company will open the social media pages
and will start promoting in Facebook, twitter and the company will also have its own YouTube
channel which will feature exclusive footage from the tourist attractions of Tanzania, later the
videos can be used for advertising purpose as well. The target market can be easily recognized
form the people who have liked similar pages on the websites.
Mobile Application: the company has thought of launching the mobile applications on both the
Android and IOS platforms. On the end of the third year of business operation the mobile
application will be launched on IOS platform and shortly later that year the Android version will
also be launched. This will help the customer browse through the services of the company
without any hassle.
Setting up the second branch office: the office in Zanzibar will be the next physical office which
will be established by the end of the third year when the company is a little stable as far as the
operations of the business are concerned. This place is been given priority over other locations as
Zanzibar is slowly gaining popularity in the tourism industry and to keep up with the changing
dynamics of the industry the company has to be in sync with the industry.
6.4 Is the business viable?
The business plan that has been developed is backed up with evidences of prospect of the
venture. The business environment analysis that has been discussed in the literature review
chapter the industry analysis section shows how the external business environment of the set up
encourages the idea. The industry in which the company will be operating is the tourism industry

61Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
which is a major source of income in Tanzania. Therefore, the government has taken several
steps to encourage private players to invest in this industry (BMI research, 2018). Tourism has
both direct and indirect contribution to the economy. Internationally recognized and reputed
publishers like Forbes and Conde Nast has identified Tanzania as one of the most intriguing
tourist destination. It is one of the objectives of the company to be mentioned in the publications
in the three years.
From the consumers prospective, the internet has made the life of the normal human
being easier; e-commerce has reduced the hassle of travelling from one place to another to avail
a product or service. People even buy groceries with the help of e-commerce sight; therefore the
idea of making the organisation an e-commerce set up is good idea. It has not only broadened the
geographical horizon of the company from the perspective of the target market it has also made
the range of services varied and diverse. The viability of the business lies in the fact that all the
aspects of the business idea are sorted with the help of this business plan (Okello and Novelli
2014).
Another important aspect of the company is the information that it is going to provide the
tourist will be nothing like they will find on the internet. The information that will be used as
content in the website will be informative, there is very little useful information on the internet
about the country or the places to visit, the website will help in bridging the gap. This will also
help the company build its reputation and brand image. The information will be help people get
interested in the place; and in turn promote tourism in the country as whole (Fang et al. 2014).
Therefore it can be said that the business idea is viable.

62Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
6.5 Discussion of critical success or failure factors
The factors that could bring about success to the business plan are:
The competitive advantage: The websites that are available in the market all provide information
regarding the tour and how the tourists can use it in order to manage their own travel plans. on
the other hand the substitute companies are all situated in the country hence they miss oout on a
number of international clients. Let’s go Tanzania will offer customizable travel management
opportunity this is something unique it will offer the company an edge over not only the direct
threats but also over the substitutes that are available in the market. This service will be available
after the three years completion as this feature has to have loyal customers and only then the
publicity of this scheme is possible.
Brand Image: The image that the company will try to build with the help of the website and other
aspects like color scheme logo and layout is Tanzanian culture and tradition. This will not only
ensure creditability it will also help the company capture the attention of the people. As the
culture of the country is prominent and rich in terms of variety and flavor the image of the brand
will be impactful in establishing the brand recall value. Most of the tourists while visiting a new
place looks forward to enjoying and experiencing the culture of the location this will in turn help
the company attract target market.
The failure factors of the company are as follows:
Lack of sufficient fund: The capital that has been discussed in the finance section of the report
may not be sufficient. As the company is research driven the process includes a lot of money and
capital in order to deliver the tourist as per the business plan that has been developed. This is also
related to the advantage that is stated above the competitive advantage of the company will be

63Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
initiated with the help of funds if the funds are lacking and it will take around three years to
develop the competitive advantage it is a major loss of opportunity for the company.
Lack of experience: None of the people who are involved in the business have experience in the
field, all the people are from different background and have very less knowledge about business
and management. Business management is a skill that is either in born or is acquired over a
period of time with the help of training and practice, since all the people associated are not from
a business background it may be a major disadvantage for the company as they will not
understand the dynamics of the market or implement effective business strategies. The people as
they do not have business knowledge they can hire someone with business experience in order to
deal with the business dynamics in the future.

64Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Task Year 1 Year 2 Year 3
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Planning
Raising of capital
Incorporate procedure
Building the website
launch of the website
Market research
Employment
Marketing and promotion
Setting up the second branch
office
Mobile Application development
Mobile Application
Figure 9: Gantt chart
(Source: Author’s Creation)
6.6 Chapter summary
It can be concluded form this chapter that apart from the issue of funding the company
has a window of opportunity of successes in the tourism industry of Tanzania. The company
welcomes and promotes the tourism of the country as well as provides a platform for interested
traveler to make their travel plans. Let’s go Tanzania is an organisation that has potential to
become the market leader as well because of the sustainable and well organized business plan.

65Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
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Appendices
Appendix 1:
Figure: Direct contribution of tourism industry to the economy of Tanzania
Source: (Wttc.org 2018)

72Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Appendix 2:
Figure: Expected positive tourist arrivals
Source: (BMI research 2018)

73Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN
Appendix 3:
Figure: Comparisons of the evolution of the tourism industry in Tanzania
Source: (BMI research 2018)

74Chapter 6: Evaluation of the business planBUSINESS DEVELOPMENT PLAN