Green Stay: Entrepreneurship Business Plan for Eco-Tourism in NZ

This business report outlines the Green Stay venture, designed to provide eco-friendly tourism experiences in New Zealand. It addresses environmental concerns and the increasing number of tourists. The plan includes an executive summary, idea overview, market opportunity analysis, marketing mix (product, price, place, promotion), financial projections, management structure, operational strategies, and risk mitigation. The report highlights the business idea, objectives, and mission of Green Stay, emphasizing the need for sustainable tourism practices. Market research explores advantages, competitors, and industry trends. The marketing mix details product offerings, pricing strategies, distribution channels, and promotional activities. Financial sections include start-up expenses, sales forecasts, and funding sources. The management section defines organizational structure and responsibilities. Operations cover partnerships, technological implementation, and timelines. Finally, risk mitigation strategies address legal considerations and potential challenges, aiming to provide a comprehensive overview of the Green Stay business plan.

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Entrepreneurship
Name of the Student
Name of the University
Author notes

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Executive Summary
This is the business report for the new business venture by Green Stay that is designed to
provide eco-friendly stay for the tourists who visits New Zealand. The environment concerns
are a huge problems in recent days. The number of tourists in New Zealand is increasing
every year. The studies say that tourism increases the economic stability of the country but at
the same time this effects the environmental stability of the place. Hence the environment
friendly means of travelling and tourism is the main concern for the present world. This
business strategy is planned to give an overall conception of how this going to be
implemented with different functional and operational attributes.

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Table of Contents
1. Idea Overview............................................................................................................2
Overview....................................................................................................................2
Business Idea..............................................................................................................2
Objectives and Mission..............................................................................................2
2. Market Opportunity and Industry Research...............................................................3
a. Advantages.............................................................................................................3
b. Competitors............................................................................................................4
3. Marketing Mix...........................................................................................................4
Product/service...........................................................................................................4
Price............................................................................................................................4
Place...........................................................................................................................5
Promotion...................................................................................................................5
4. Finance.......................................................................................................................5
5. Management...............................................................................................................6
6. Operations..................................................................................................................7
7. Risk Mitigation Strategy............................................................................................8
Legal Consideration...................................................................................................8
Risks...........................................................................................................................8
References......................................................................................................................9

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Part 1
1. Idea Overview
Overview
The treaty of Waitangi is based on three basic principles- partnership, protection and
participation. The business idea for Green Stay service is based on the protection and
participation principle of the treaty of Waitangi. The environment concerns are a huge
problems in recent days. The number of tourists in New Zealand is increasing every year. The
studies say that tourism increases the economic stability of the country but at the same time
this effects the environmental stability of the place. People are becoming aware of the effects
that they are casting in the environment while travelling.
Business Idea
New Zealand is a country that welcomes huge number of foreigners and students every year.
Most of them are here for temporary stays and they usually stay in rental houses, hotels or in
University hostels. There are students who travel to the country for higher studies as well.
The problem is that, these people often find it difficult to get the eco-friendly staying or food
options. They travel and trek in places where the use of plastics becomes unavoidable. The
Green Stay will give them the opportunity have all the eco-friendly products for use all along
their journey. This way the idea is unique and impressive for the tourists and tourism
students.
Objectives and Mission
The short term objective of the company is to provide an eco-friendly travel options
for the tourists and the tourism students. They will have the products for their usage which
are totally eco-friendly. In long term, the Green Stay in intended to make New Zealand free
from the environmental challenges in future for the tourism business. This is the business
idea that is designed for social enterprise and have a commercial angle to it as well.
The idea of the service by Green Stay is not totally unique. The concept of green
tourism is there in the context but at the same time, there is no overall package from staying
to food, from trekking to relaxing, from having adventurous sport option to having an eco-
friendly packaging for foods. This is why the idea is a mixture of the existing and new one.

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2. Market Opportunity and Industry Research
a. Advantages
The service idea is really useful for the modern tourism condition. New Zealand is the
country that earns a major part of its GDP revenue through the tourism business. The number
of tourists in the country was 3,775,000 by the end of 2018 February (Dedeke, 2017). This
massive number of travelers are the reason that some beautiful parts of the country are being
affected by the plastics, wastages and many other harmful products for the environment. The
tourism industry is in dire need of the solutions that will provide those profits with minimum
harm on the environment.
At the same time the customers are also searching for more eco-friendly options while
travelling. They sometimes face problems as there are no one stop options for them where
they can have an eco-friendly stay and food or travelling options. Hence, customers have the
tendency to buy this service if they get it in reasonable price.
Target Customers
Green Stay will be targeting to the tourists of all age group especially from 18 to 55.
The youngster as well as the environment enthusiast will be encouraged to use this services
while they travel in the country or outside (Stumpf, Sandstrom & Swanger, 2016). Both the
local and international customers will be in the list of target customers. The service will target
the customers irrespective of their gender. The family travelers, business travelers, tourists,
tourism students and the solo travelers will be the target customers (Wood, 2017).
Value proposition
Main value proposition of the service is that this is effective for the environment and
gives satisfaction to the travelers at large. The service idea of Green Stay will provide with all
eco-friendly staying options to the customers with reasonable price (Buijtendijk et al., 2017).
The customers will not only pay for their stay at the same time they will be happy as they can
contribute to the social and environmental cause.
Competitive Advantages
There are thousands of travel agencies in New Zealand who offer the travelers with
multiple facilities of staying and having an exotic experience. These are the travel agencies
having the highest reviews in their websites. Green Stay has a competitive advantage as it
adds the environment friendly aspect to the whole travelling experience.

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b. Competitors
Two main competitors of Green Stay would be Monograms and Haka Tours. The idea
of Green Stay is different from these companies for the basic environment friendly approach.
Monograms mainly designs the adventurous tours and sports ion the country and abroad but it
is not environment friendly. While Haka Tours have some environment friendly options in
their tour planning but this is not completely devoted to the cause.
Industry Trends
The government of New Zealand has spent a huge amount of money for the
beautification of the famous tourist spots in the country. The country GDP depends hugely on
the tourism business (Hamid & Isa, 2018). At the same time, over tourism is another
problems for the country. Therefore, there is an ongoing trend of sustainable and responsible
tourism in New Zealand (Wehrli et al., 2017). The tourism market customers are also looking
for the options that will have less impact on the environment. The Green Stay services is the
answer to their concerns.
3. Marketing Mix
Product/service
The service providers of Green Stay will be providing staying and travelling option
along with the food. The responsibility of the foods for the travellers will be on the hotels
under the project scheme. The company will be in partnership with the hotel and restaurants
that have environment friendly services and food options. At the time of travelling, the
customers will be provided with the packaged foods with easy dispensable green packaging
(Botha et al., 2016). This way the roads to trekking paths will not be polluted. At the same
time, the tourists do not have to think what they are going to eat or how they going to
commute during the tours. Basic amenities that the Green Stay is going to take care of are –
accommodation, transport, Food and beverages, Attraction planning and activities for fun.
Price
Price for the service will be designed in a way that will be friendly in the pocket of the
customers. For pricing the company will be using the differentiation technique. As the target
customers for the Green Stay will be the tourists from all social structures, the price will be
moderate but the service will definitely fulfil the value proposition of the same.

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Place
The business model for Green Stay will require partnership with some hotels and
restaurants along with the home stays. The main focus will be the home stays and making
them accessible for the tourists from outside the country. The food and transportation
channels will be selected from the prime locations of the country (Reinhold, Zach & Krizaj,
2017). The tourist’s spots and the hospitality business that are eco-friendly will be main
operational point for the business. Suppliers and distributors of the environment friendly
products will be within the country only.
Promotion
Promotional ventures will be done mainly through the online platforms. The Search
Engine Optimisation will be given priority. Other than that Facebook, Twitter and Instagram
would be the platform for advertising (Evans et al., 2017). Traditional advertising will be
done using hoardings and social events organisation will be done in the scheme. Along with
these, the company will invest and sponsor in different environment awareness programs for
promotion as well.
4. Finance
Start-up Expense
Rent for office $700
Maintenance of the office $200
Office electronic equipment – Computer, printer, scanner, etc. $120
Promotions- Design and print – logo, business card, poster,
documents.
$300
Website $50
Promotion expenses $2000
Partnership expenses $40000
Legal – Business license, document, etc. $1000
Intellectual property – Trademarks, patent, certification. $3500
Insurance $500
Service development $10000
Technological development $20000
Total: $78370
Table: Start-up Expenses for Green Stay

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(Source: created by the author)
Sales Forecast for 2020
By the first half of 2020, i.e. June 2020, the estimated sales figure is $60,000. After the
business gets some boosts from its previous business results, by the end of 2020, targeted
revenue would be $13, 00,00.
Period Revenue
June 2020 $60,000
December 2020 $13, 00,00
Profit and Cost forecast for 2020
Cost- $78370
Revenue- $13, 00,00
Net profit- $(13, 00,000- 78370) = $51630
Funding Sources
 Angel investors
 Partner companies
5. Management
This project of Green Stay has a number of partner companies who will also invest in
the venture for their sale. The management of the whole process would be done by several
departments. The main departments would be Marketing, Finance and human resources
Department (O'Higgins & Zsolnai, 2017). The CEO will be the head of the whole project.
There would be territory managers who would be reporting to the Chief Manager. Finance
department would have the responsibility to manage the financial resources and accounting
for the Green Stay project. The Human resource would be a small department as most of the
work will be managed through online resources. The human resource will take care of the
employees and their problems within the organisation.

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6. Operations
The operations of Green Stay will be depended on the companies that are related to it.
The restaurants and hotels, the home stays and the adventurous sports organisers- all will be
the part of company operations teams. The main aim of the operations team will be to
maintain the communication within the departments and the partners (Adekola & Sergi,
2016). The companies for the partnership will be selected depending on their CSR and
environment friendly projects (Hardy & Maguire, 2017). There are hotels who provide only
eco-friendly products to their customers. The tour organisers who have sustainable objectives
will be the part of the adventurous activities arranged for the consumers.
The operations of the company will be managed through technology. Company will
be developing a software that will have the models of operations arranged and organised in it.
The employees would be able to report to their respective mangers through this application.
Finance department would be given the instruction to maintain their calculations in the
company records regularly through cloud services (Storey, 2016). In the tourism business
regular promotions are the main USP and therefore, the operations team will also take care of
the frequency of promotions along with all other parts.
Implementation Timeline

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7. Risk Mitigation Strategy
Legal Consideration
There need to be business registration at first for starting the business legally. Some
consultation would be needed to understand the legal needs and complications while starting
the business in full-fledge (Nambisan, 2017).
First legal thing that the company needs is the patent. For any business patent is
statutory privilege provided by the government. Next as the business will be running through
partnerships with a number of organisations, there need to be some legal contracts about the
partnership and working conditions.
Risks
Competition
Though there are less companies who provide eco-friendly travel packages, the
company might have to face some challenges from its competitors to survive the market.
Suppliers
In tourism business, the suppliers play a crucial role. It is necessary that consumers of
Green Stay gets the right kind of service at the right time. The number of suppliers of eco-
friendly food and accommodation are not huge in number. Hence managing the supplies
properly is a big challenge here (Kuratko, 2016).
Technological risks
Hazards can be there because of the use of computers and electronic money
transferring system. The payments of the consumers will be mainly managed by the
technological support. Hence, there can be some hindrance in the system and the whole
process could be disrupted.
The process operations can be run smoothly of the risks are mitigated and the hazards
are kept in continuous check. The operations team have to keep communication with the
technical support team and finance team. There need to be a legal team appointed to manage
the legal risks for the company.

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References
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perspective. Routledge.
Botha, T., Van Rensburg, M., Du Toit, G. S., & Motlatla, M. D. C. (2016). Introduction to
business management. B. Erasmus, J. W. Strydom, & S. Rudansky-Kloppers (Eds.).
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sustainable tourism transitions as a process of collaborative co-production: The case
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Wehrli, R., Priskin, J., Demarmels, S., Schaffner, D., Schwarz, J., Truniger, F., & Stettler, J.
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