Comprehensive Business Plan for ACA Travel Agency in Chatswood

This comprehensive business plan analyzes ACA Travel Agency, located in Chatswood, New South Wales. It begins with an executive summary outlining the company's objectives, budget (AUD$500,000), and a 3.02-year breakeven point, alongside promotional strategies like premium and economy services. The plan details the company's description, structure, products (premium and economic packages), mission (sustainable tourism), vision, and goals. It includes a location analysis of Chatswood, a SWOT analysis highlighting strengths (knowledgeable agents, global recognition), weaknesses (market adaptation), opportunities (social media promotion), and threats (natural disasters). The plan covers the target market, legal requirements, WH&S, communication strategies, production plans, risk management, KPIs, policies, staffing, and financial projections (profit and loss, cash flow, break-even analysis). Finally, it outlines a detailed marketing plan encompassing product, price, place, promotion, marketing objectives, tactics, and a marketing budget. The report concludes with a bibliography.

Running head: BUSINESS PLAN
Business plan
Name of the Student
Name of the University
Author note

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1 Executive summary
The report focuses on maintaining a business plan on ACA Travel Agency, located in
Chatswood, New South Wales. A SWOT analysis is presented that highlights mostly the
opportunities and threat in the market of ACA Travel Agency. The objective of the company
is to provide excellent quality service to the customers. The budget set for the company is
about AUD$500,000 and the breakeven point is set at 3.02 years. The promotional tools
required for the proper service of the company includes the premium and economy services
for the customers.

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Table of Contents
2. General business description.......................................................................................................8
Company description...................................................................................................................8
Officeholders...............................................................................................................................8
Structure.......................................................................................................................................8
Product overview.........................................................................................................................9
Mission........................................................................................................................................9
Vision...........................................................................................................................................9
Company goals..........................................................................................................................10
3. Location.....................................................................................................................................10
About Chatswood......................................................................................................................10
Things to do in and around Chatswood.....................................................................................11
Distance from ACA Travel Agency..........................................................................................11
Property and facility information...............................................................................................11
Advantages and disadvantages of the location..........................................................................12
4 SWOT analysis of the organization............................................................................................12
Strengths....................................................................................................................................14
Weaknesses................................................................................................................................15
Opportunities.............................................................................................................................15
Threats.......................................................................................................................................16
5 Target market:.............................................................................................................................16

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6 Licenses, insurance and legal requirements:..............................................................................17
Licensing:..................................................................................................................................17
Insurances:.................................................................................................................................17
Legal Requirements:..................................................................................................................17
7 WH & S......................................................................................................................................18
Advantages of WHS in workplace............................................................................................18
Fair employee recruitment.........................................................................................................19
Consumer protection..................................................................................................................20
Contract and receipts.................................................................................................................20
8 Communication and consideration:............................................................................................21
Communication:........................................................................................................................22
Management:.............................................................................................................................22
Managers:..................................................................................................................................22
Customers:.................................................................................................................................23
Key stakeholders:.......................................................................................................................23
Suppliers:...................................................................................................................................24
Investors:....................................................................................................................................24
Society:......................................................................................................................................24
8 Communication consideration:...............................................................................................24
Stakeholder category:............................................................................................................24
Data theft:..............................................................................................................................25

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Cost:.......................................................................................................................................25
9 Production plan:..........................................................................................................................25
Key Prouction issues:................................................................................................................25
Steps of production planning:....................................................................................................26
Contingency plans:....................................................................................................................27
11. Risk management.....................................................................................................................36
13. Key Performance Indicator (KPI)............................................................................................37
14. Policies and procedures...........................................................................................................38
Financial....................................................................................................................................38
Human Resource........................................................................................................................38
Purchasing..................................................................................................................................38
Recordkeeping...........................................................................................................................38
Total Quality Management........................................................................................................39
15 Record keeping:........................................................................................................................39
WHS risk mangement:...............................................................................................................39
Employee documents:................................................................................................................40
16. Company staffing.....................................................................................................................40
17. Finance.....................................................................................................................................40
Important Assumptions..............................................................................................................40
Start-up cost...............................................................................................................................41
Profit and Loss Statement..........................................................................................................41

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Cash Flow Statement.................................................................................................................42
Break even.................................................................................................................................43
18 Marketing..................................................................................................................................44
Purpose of Marketing Plan........................................................................................................44
Marketing Strategy....................................................................................................................44
Product...................................................................................................................................44
Price.......................................................................................................................................46
Place.......................................................................................................................................46
Promotion..............................................................................................................................47
Marketing Objectives.................................................................................................................47
Tactics........................................................................................................................................47
Affordable pricing.................................................................................................................47
Behavior driven marketing message......................................................................................48
Website personalization.........................................................................................................48
Highly targeted market segmentation....................................................................................48
Target Market............................................................................................................................49
Advertising and Communication...............................................................................................50
Newspaper and Magazine Advertisement.............................................................................50
Mass Media Advertisement...................................................................................................51
Social Media Advertisement..................................................................................................51
Pricing........................................................................................................................................51

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Marketing Plan per Year............................................................................................................52
Marketing Budget......................................................................................................................52
Bibliography..................................................................................................................................55

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2. General business description
Company description
ACA Travel Agency provides premium and economic quality services to people in
the locality. The company was established in Australia in the year 1999. The company was
first set up in Chatswood in the New South Wales. The company was started by Robert with a
starting capital of about AUD$50,000. Robert’s friends, Samuel and Adam were the investors
of the company. The company even rented a loan of 6% from ANZ to stabilise the financial
condition of the company. In this regard, the officeholders of the company can be identified
that have contributed greatly for the cause of the company.
Officeholders
The major officeholders that have helped in setting up the company consist of Robert
and his two friends Adam and Samuel. The initial funding for the company was provided by
Robert who had developed the company in New South Wales keeping in mind the success of
travel agency in the country. The ownership of the company was based upon the signing of a
legal contract set up between the owner and the investors. The company was registered under
the guidelines mentioned in the ASIC and relevant fees were paid based on the legal laws
governing the company.
Structure
ACA Travel Agency is registered under the Registration of the Company Act. There
are mainly two ways of registering a company. One method is by establishing contact with a
private service provider and the other is by lodging a paper form with the assistance from the
ASIC (Asic.gov.au 2018). ACA Travel Agency selected Registered Company business to

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gain certain advantages that include minimising tax liability and avoiding conflict with
founders.
Product overview
ACA Travel Agency provides opportunities to the customers by giving them various
deals from which they can register their travelling experience in the city. The products of the
company include Premium Business Package, Economic Business Package, Premium
Sightseeing Package and Economic Sightseeing Package. The Premium Business Package
helps the company to earn revenue of AUD$550,000. The annual maintenance of the
company is estimated at 3% capital equipment with the annual tax rate of 30%. Analysis have
shown that the cost of goods sold per year AUD$220,000.
Mission
The mission of ACA Travel Agency is to provide the customers with an authentic and
enjoyable tourism experience while maintaining the sustainability of the environment. The
sustainability factor plays an important part in the development of a successful business
entity. The company tries to provide experience to the customers that they will cherish for life
and retain their loyalty to the customers.
Vision
The vision of ACA Travel Agency includes:
 Being a leading travelling agency in the country
 Provide excellent customer service
 Lead holidays towards the eco-friendly environments within the country
 Maintain sustainability and environmental tourism
 Establish a strong and recognisable brand within the domestic market
 Built more competence and recognition in the international market

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 Develop youth tourism
 Support the local people and workers by collaborating with them
 Set up partnership with the youth food movement
Company goals
In 20 years, ACA Travel Agency aim to attain certain goals that have been set up by
the company. The goals include:
 Building a brand awareness and reputation along with a good image in the tourism
industry
 Improve the relationship with the customers so that the company can maintain its
success in the market
 Develop a website as in the modern world, people tend to follow the details provided
in the website for the betterment of the organisation
 Provide quality services so that the loyalty of the customers can be developed
3. Location
About Chatswood
Chatswood is located in New South Wales and is a major business and residential area
in the Lower North Shore of Sydney. The place is located 10 kilometres north of the Sydney
central business district and is the administrative centre for the local Government of
Willoughby (Airbnb.co.in 2018). The business district of Chatswood reflects the high-rise
building and crowded shopping centre. Thus, setting up a travel agency in this location can
help in developing the area as well as help in gaining reputation of the tourism sector.

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Things to do in and around Chatswood
Chatswood attract tourists from all around the world and from the neighbourhood
cities. Some of the exciting places that people can visit in Chatswood include Chatswood
Golf Club, a sports centre set up mainly for the playing golf, Willoughby Museum that helps
in with holding the natural history of the country and city, Lane Clove Tennis club that
provides opportunities to be witness to some tennis matches. These places enlighten the
importance of the place and try to develop a rich cultural heritage.
Distance from ACA Travel Agency
The distance of the above-mentioned places from the ACA Travel Agency ranges
from walking time to travelling by bus or car. The local attractions, shopping centres and the
museum have different ways following which the agency can be reached. Guests coming to
the city from Sydney can board flights and reach the city by making contact with the travel
agency. At 2.9 per square kilometre, ACA Travel can complete the entire tour of city within a
day.
Property and facility information
ACA Travel had been set up in 1999 and the company have evolved since that time.
The renovation of the company was done a couple of years ago to remain aligned with the
new technologies in the business. The fact that the company uses bus and local trains to help
the customers travel from one place to another provides an opportunity for attracting tourists
looking to travel in a pocket-friendly price.
Advantages and disadvantages of the location
The advantages provided by the location are the fact that Chatswood is one of the
places that offers great scenic beauty. The existence of the museum provides opportunities for
children and other tourists to learn about the history of the city. The infrastructure of the city

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is beautiful and it provides easy connection of roads to other cities in the country. However,
certain disadvantages exist such as the renovation costs of the roads and railways. The fact
that the city is located at a fair distance from the major cities makes it expensive to hire
workers from the outside. The low population rate and the less opportunities for growth in
career make most of the citizens’ travel to other parts of the world.
4 SWOT analysis of the organization
In this section of this report a swot analysis of ACA Travel agency is performed. It is
a matter of fact that when online ticket booking and hotel reservations were introduced,
various business heads predicted that the travel business and the travel agents’ business is
going do get deeply affected by this. The introduction of online ticketing and room booking
has been under public access for more than 20 years now and the travel business have not
been affected that much. A swot analysis is being done for ACA travel agency whose
management is looking forward to establish a new branch in Chestwood in New South
Wales.