Logo - A SWOT Analysis is a list of your busine

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A SWOT Analysis is a list of your businesses strengths & weakness and a list of external opportunities and threats that may impact you.

South Australian Tourism Commission

Business Plan Template

    Version 2.3


This template will assist tourism enterprises to develop an effective business plan.

What is a business plan?

    There is nothing magical about a business plan. It is a written outline of the steps a

    business needs to take to achieve its objectives. In its simplest form, a business plan


1. A vision of what owners/managers seek to achieve

    2. A summary of all the issues and factors that impact on the business

3. A plan for marketing the products offered by the business

4. A plan for the operations of the business

5. A financial plan

By covering the above points, a business owner or manager will gain a better

    understanding of the issues and realities that face their business operation. They will

    also build a structured ‘blueprint’ by which to gauge their progress over the following 12 months to 5 years.

A business plan should be seen as an evolving document. It is appropriate to change

    and update it as circumstances change. It should be able to cope with new opportunities

    that may not be predicted in the planning stages of a business.

    The simple process of re-reading and reviewing this plan will highlight where actions have been missed, where issues have not been addressed, where time is being spent


This template is a simple version of a tourism business plan. It relies on honest,

    thoughtful input. It relies on accurate and timely information. It relies on review and

    revision. It is appropriate to remember that ‘you will get out of it what you put into it’!

    ? 2006 South Australian Tourism Commission Page 1


    While the South Australian Tourism Commission and the authors believe this publication will be of assistance to intending or existing tourism operators, it should not be relied upon as a substitute for obtaining professional advice. The accuracy of each statement is not guaranteed, and accordingly, the South Australian Tourism Commission and the authors disclaim any liability for errors or other consequence which may arise from any person relying on any information in this publication.

    It should be noted that the examples given in this template are fictitious for the purposes of illustration. No detail contained within this template document should be relied upon as actual content for a business plan. It is recommended that you consult your accountant or business advisor in the business planning process.

? 2006 South Australian Tourism Commission Page 2

Tourism Business Plan

    This business plan contains the following headings.

    1 Title Page

    2 Executive Summary

    3 Contents Page

    4 Vision and Mission

    5 Business Profile



    6 Market Analysis

    Market description

    Competitor analysis

    7 SWOT Analysis

    8 Marketing Plan

    Marketing Action Plan

    9 Operational Plan

    Operational Action Plan

    10 Financial Plan

    Financial Action Plan

    11 Appendices

How to use this template

    1. Familiarise yourself with the template layout

    2. Save As: Save another version of this template on your hard drive

    3. Delete the example text from the template as you replace your own information.

? 2006 South Australian Tourism Commission Page 3

1. Title Page

    ? Name of your business

    ? Period of time that this plan relates to

    ? Who produced it

    ? Logo?

2. Executive Summary

    A one page (maximum) summary of the issues that have been identified in this business

    plan and what resulting actions will take place. It should be a very brief statement that

    encapsulates the essence of this business plan. The Executive Summary should be

    written last.

3. Contents Page

4. Vision and Mission


    A one or two sentence vision that you have for your business.

    What is your ultimate objective for the business?


    ? To provide profitable, reliable, safe, entertaining and informative

    sightseeing tours to destinations within South Australia.


    What are the 4 or 5 key things you will do to achieve your vision?


    ? Maintain clean, safe and world class facilities

    ? Ensure that our customers enjoy accurate, timely, professional service at

    all times.

    ? Develop strong relationships with all aspects of our industry

    ? Provide a profitable return to shareholders ? 2006 South Australian Tourism Commission Page 4

    5. Business Profile

Business Description

    Write one page covering the relevant point listed below.

    ? A brief history and description of what the business does or might do and where it

    will do it.

    ? How many years has the business operated. What experience do the

    owners/managers have?

    ? Describe the products that the business offers (or will offer)

    ? Describe any unique features of your products or about the business generally ? Describe recent successes

    ? How many employees and what organizational structure?

    ? Outline why the owners are pursuing this business/opportunity. What is the objective

    of the business financial or other

    ? etc


    For existing businesses, some background about the business to date is useful.

Provide these details:

    ? What has been invested in the business to date in terms of time and money

    ? What is the future investment commitment to the business

    ? What is the turnover and profit for past three years

    ? Show recent sales patterns (graph)

    ? Describe any seasonal influences experienced or expected

    ? Where does/ where will most of your business come from? What market or client ? Sales forecasts

    ? Other factors affecting the performance of the business

? 2006 South Australian Tourism Commission Page 5

6. Market Analysis

Market description

    It is necessary to understand the market conditions under which the business will


Target Markets

    ? Who are the people who currently buy the products you sell or plan to sell?

    Describe them in specific terms:

    o Where they come from (where they live)

    o Their ages

    o Their tastes

    o Their needs

    o Their spending habits

    o The timing of their purchasing

    o The frequency of their purchasing

    o Any trends in their spending habits

Remember that your target markets must be definable, relevant and measurable.

    See the Target Market Matrix on the next page . . .

Market Life Cycle Stage

    ? Are there any gaps in the current market?

    ? Is the market mature? Or is it new and still developing?

Market Size

    How many people visit your region? How many people are potential purchasers?

The Customer

    ? Why do they travel? What motivates them to take a holiday and consider your

    destination? [Hint: People usually travel for intangible reasons such as to refresh and

    rejuvenate, to explore and learn, to relax and getaway etc]

? Do customers have particular perceptions/expectations?

? How do customers source information about your category of products before they


? Do they pre-purchase (book) or purchase upon arrival?

? 2006 South Australian Tourism Commission Page 6

Target Market Matrix add columns as necessary

    Target Market 1 Target Market 2 Target Market 3

    Name of target market (to identify the segment)

    Market source (where they live)

    Age range (youngest to oldest)

    Disposable income (high, med, low)

    Life stage (single, married with kids/working/retired etc)

    Likes (eg souvenir shopping, talking about the

    grandchildren, value-for-money)

    Dislikes (eg loneliness, getting lost, hard vegetables,

    steps, showers in baths)

    Mode of travel (car, bike, bus, fly)

    Accommodation preference (motel, b&b, caravan pk, hotel, etc)

    Length of stay Length of whole trip

    Method of booking eg phone, email, agent, tour operator

    How source tourism information (tour guide/driver, Visitor Information Centre,

    internet, referral, brochure etc)

    My products of interest to this segment

    General market characteristics (what else defines this group of people)

You may require more columns if you have identified more than three significant target markets.

    ? 2006 South Australian Tourism Commission Page 7

Competitor Analysis

    ? How many competitors sell similar products to you:

    In your local region? = In South Australia? = In Australia? =

    ? Complete a Competitor Analysis Chart with the following headings (add extra columns/rows as necessary):

     Your business Competitor 1 Competitor 2 Competitor 3 Name of business Name of product No of staff Approx turnover Price of product Years in business How active in marketplace

    Approx market share Product positioning eg premium/budget

    Age of vehicles/building/assets

    Product features, especially unique ones

    Product distribution (who sells their


    Competitive Strengths

    Competitive weaknesses

    Advertising or marketing activities

    Available resources Eg small/med/large


? What other indirect competition could affect your products? eg a hire car competes with a conducted tour, a night at the movies

    and supper competes with a B&B experience. A ride on the Cockle Train competes with a day at Greenhills Adventure Park.

? 2006 South Australian Tourism Commission Page 8

SWOT Analysis

    A SWOT Analysis is a list of your businesses strengths & weakness and a list of external opportunities and threats that may impact you.

It will identify the broad issues that affect your business positively and negatively. A

    strategy may emerge from the issues listed. It is important to be honest and open in your


1. Strengths & Weaknesses

    These are issues that relate internally to your business. Things over which you have

    some control.

For every strength and weakness identify the implication to your business by linking the

    ‘Which means that . . .’ column.

Complete a chart similar to the following:

    Strengths Which means that . . . eg

    1. location of B&B on main road 1. Good public awareness of property 2. past experience in . . . 2. Able to adapt to change quickly 3. particularly skilled at . . . 3. Big advantage over competition


    Weaknesses Which means that . . . eg

    1. location of B&B on main road 1. Resistance to staying in noisy location 2. little financial experience 2. Need to pay others to assist expense 3. No spa 3. Clients prefer a spa may lose bookings 4. Owner works full time as well 4. Difficult to take immediate bookings etc

? 2006 South Australian Tourism Commission Page 9

2. Opportunities & Threats

    These are issues that are outside your control. These issues occur in the outside world that may have an impact on your business. The purpose of this analysis is to be able to

    take steps to ‘harvest’ an opportunity or ‘minimise’ a threat if recognised in time.

For every Opportunity and Threat identify the implication to your business by linking the

    ‘Which means that . . .’ column.

Complete a chart similar to the following:

    Opportunities Which means that . . . eg

    1. low cost of the Australian 1. My international marketing dollar goes further

    dollar makes us competitive

    in international markets 2. My target market will grow 2. aging population will increase

    the size of certain markets 3. Market growth = higher yield 3. Darwin-Alice Railway will

    deliver more customers to my



    Threats Which means that . . . eg

    1. environmental legislation Increased expense = decreased profit

    makes it costly to provide my


    2. Deregulation means more


    3. cost of Public Liability

    Insurance makes my product



? 2006 South Australian Tourism Commission Page 10

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