OLAGI AMBOSELI CAMPSITE 3
PRODUCT DESCRIPTION 3
Location & Setting: 3
Public Areas: 3
Food & Beverage: 3
MARKETING PRODUCT ATTRIBUTES 4
Purer Interaction with Natural Africa. 4
Cultural interactions 4
Target market 4
PROMOTIONAL TOOLS 5
Amboseli Game Scouts Association: 6
Private Sector Partner Vehicle: 6
Smart & Responsible Business: 6
Demand Absorption: 6
Economies of Scale: 6
Financially Efficient: 7
African Conservation Center: 7
Balance Sheet Values: 7
Fixed Assets: 7
Current Assets (Working Capital): 7
Income & Expenditure Account Values: 7
Direct Business Measures 8
NEXT STEPS 8
WORKPLAN:- FRIDAH MUENI 9
OLAGI AMBOSELI CAMPSITE
New scouts joining the Amboseli & Tsavo Game Scouts Association are selected from a new age-set or 'rika. These new moranis that would ordinarily spear lions for demonstration of bravery but instead now become the protectors of wildlife. The Maasai word for age-set is 'Olagi' this could be a good and simple new name for the campsite.
Location & Setting:
Among trees on eastern side of the road towards Amboseli National park from the Oloitoktok road. Semi-arid acacia savannah ecosystem, in a 60 acre scouts owned plot, neighboring the privately owned Kilitome Conservancy and with spectacular views of the Mt. Kilimanjaro.
Four 4 spacious tents on plinth platforms; quality mattresses beds and linen ; simple furnishings; flush toilet, sink and hot and cold water running shower; lighting by independent solar and kerosene lamps.
One open walled kitchen, mess and dining area with thatched roof; simple dining and lounging fire place; open fire place outside mess. Two ablution facilities for both gender. Camping areas available for self camping
Food & Beverage:
No clear menu was indicated as there is no manager on site. Possibly three course, single choice, international menu lunch and dinner; full English breakfast; morning tea and coffee served in room; full bar service and wine with meals.
All hosting and front of house service would be provided by local ‘Moran’ Maasai warriors.
• Community Based: Bush Walking: Cultural Village, Traditional Dances, Bush Meals, Horse Riding, Camel Riding.
• Park Based: Game Drives.
By road from Emali to the junction off the Oloitoktok road. Twenty two kilometers from the main road
MARKETING PRODUCT ATTRIBUTES
Purer Interaction with Natural Africa.
An overnight accommodation experience that allows guests to experience the true natural elements of the African wilderness – which is not possible when staying in a conventional bedroom, no matter how well appointed; but at the same time making sure that standard comforts are still available: hot and cold running water, flushing lavatories, top grade linen and bedding etc.
Hosting only by local and traditional African peoples. Again emphasizing the true and natural African experience; but again making sure that standard expectations are still made available e.g. full bar service, international quality cuisine.
Consumer; the tourist
Retail Travel Agent
Local Ground Operator
Prices will be flexed between three levels – premium, high and green (normal). Green season per person rates will be US$55 per person per night. There will be a US$25 supplement for the premium season (August 1st – September 15th and December 24th – January 3rd) and of US$ 50 in the High Season (June 15th to October 31st (apart from premium season) and December 1st to March 31st (apart from premium season)) Discounted rates will be apply to children between 5-16 years at all times and to Kenya residents outside the premium season.
• Networked databases of travelers, operators and trade agents e.g. GO PLACES, Yellow interactive: EAT OUT, SLEEP OUT, JOVAGO etc
• Online adverts
• 'Olagi' Amboseli Campsite website
• ACC website
• Olagi paper brochure
• Olagi e-brochure
• ACC e-factsheets
• Electronic Image Library
• Tour Operators Database
• Social media marketing--face book, twitter, instagram
• Familiarization trip
• Press trips
• These will be integrated with those of the private operator. Principal focus will be on:
• Partnership tie-ups with strategic / complimentary partners.
• Leveraging an international network of sales representatives (through partnership with select travel agents).
• World-class brochure design, production and distribution.
• Targeted distribution of CD ROMs with Factsheets and Image Library to strategically valuable third party sales agents.
• Leading Trade Shows – UK (WTM), Germany (ITB) and South Africa (Indaba).
• Aggressive yet targeted Fam-Trip program for strategically valuable third party sales agents.
• Aggressive pursuit of travel trade media copy.
• The following ‘standard crew’ will be required to operate the campsite at any one time. Provisions will need to be made however for ensuring that replacements are available to cover for illness and leave.
o 1 manager/marketing manager
o 1 Stewards / Room Service Personnel
o 1 chef
o 1 Guide
o 1 Security Guard
• Ultimately, it is planned that all staff will be sourced from the local community and hence all positions will require capacity development. This will require not only specific training for the individual jobs concerned but initiations into the machinations of the tourism industry as a whole, financial management etc.
Initially the operator's trained staff will occupy the principal positions with local community members taking up work shadow positions. Scouts will also work shadow within the main partner operations
There will be three key partners:
Amboseli Game Scouts Association:
As owner of the land and principal target beneficiary of the enterprise.
Private Sector Partner Vehicle:
As operating partner vital to functionalizing the business opportunity through provision of training, markets and marketing, complimentary product, financial management etc. As a professional tourism management entity, will also employ all employees within the business and assume all profit and loss and working capital risk within the business. The following are the principal reasons for a private operator entering into this partnership venture:
Smart & Responsible Business:
Developing sound relations with the scouts is responsible
The increased available bed-night inventory will increase the ability to absorb market demand in high seasons at what tends to be high margin occupancies / prices. Essentially increases ability to develop greater and more profitable Market Share.
Economies of Scale:
The campsite will create a wider operating base across which fixed costs can be defrayed.
Being involved in a successful private sector / local community enterprise partnership will generate gravitas both at a local political level and in terms of marketing power through the development of cause related marketing potential.
All of above will be achieved at zero incremental capital investment costs
African Conservation Center:
As both honest / independent broker and provider of legal and technical support services within the development phase of the project and in ongoing governance.
Balance Sheet Values:
All buildings and related fixture, fitting and equipment costs at the campsite facility will be owned 100% by the Scouts Association. This equity will therefore be the Scouts responsibility for maintaining these buildings and all other capital additions / improvements.
• It is not possible to separate the ownership of buildings from the ownership of the land upon which they are based.
Current Assets (Working Capital):
All working capital (Cash, Debtors, Creditors and Stock) will be financed by the operator in return for the management rights accorded over the facility. This will be governed by a Management Contract.
• The Scouts Association does not have the capacity or resources to manage this project in the short to medium term. Consequently, giving them exposure to working capital management responsibility would be counter intuitive from a risk management perspective.
• It would also require the Scouts to be involved in day-to-day decision making which they are not qualified to do and moreover, even if they were, would paralyze the very ability to make efficient day-to-day decisions anyway.
Income & Expenditure Account Values:
Income Risk will be shared between the operator and the Scouts Association. In other words the operator will keep all income after deducting and paying to the Scouts Association Bed-Night and Guiding Fees. This will be governed by the Management Contract.
• Having an equity structure whereby the community derive their income from top-line rather than bottom line dynamics is far more transparent / simple from an audit perspective.
• It also creates a stronger perceived link between visible performance of the facility and benefit creation.
• Finally, it also does not expose the community to the risk that is presented by having a stake in the lower levels of the profit and loss account which in itself would be inappropriate given that they have no direct say in its management.
o Given that the operator will be responsible for all working capital requirements, expenditure risk will be borne entirely by themselves. This will be governed by the Management Contract.
Direct Business Measures
o Occupancy by category (adult, child, resident, non-resident etc)
o Total Combined Fee Income (Bed-Night & Conservation Fees)
o Reconciliation of Occupancy to Fee Income
o Total Development Distributions by ATGSA by activity
o Total Salaries Paid to Local Community Employees
o Total Number of Employees from Local Community
o Staff Turnover Indicators
From the site visit conducted on 24th October 2014, there a few touch -up items that must be looked into including ;
• Paving the walkways to reduce mud in the wet season
• Campsite maintenance
• Kitchen and Public areas refurbishment
• Signage and repainting
Most of the items above can be resolved by proffering a management contract to an insightful tour operator. Other items e.g. paving the walkways and campsites ought to be attended to immediately to avoid further deceleration of the product experience.