1.      Davie and Bawazir need $19,000 to finance their business opportunity: A campsite targeted at the international budget tourist. After examining their financing options, they have determined that soliciting funds from the micro-financing organization COOPEDU-Kigali would be their best-preferred method. In order to convince this organization to lend them the money they know they need to prepare a compelling business plan. When preparing the plan they hope to include the following elements & key analysis:

a.      Identification of the key factors for success for the International budget tourism industry.

b.      A list the risks associated with this industry that need mitigation, from both an operational and the consumer perspective. How will they mitigate these risks?

c.      A summary on how their initiative will positively affect the community, the economy, the government.

d.      A break-even analysis. Based on the numbers presented in the case, what is the number of backpackers necessary to break-even on this initiative? Do a comparison of this break-even point relative to the projected figures found in Exhibit 4. What are the key observations given this comparison?

 

2.      A critical element of the overall business plan will include a marketing plan. How will the partners exceed their break-even point in order to be profitable?

a.      Write a brief description of your target audience (refer to the case)

b.      What should be the point of difference of their service/experience relative to other alternatives? Why? (Hint: Demonstrate how this point of difference is meaningful, credible and unique in the eyes of the target audience).

c.      Position the service/experience in the target audience's mind. Create a perceptual map using two main criteria that the target audience would use when selecting this service or experience. 

d.      Show the target audience journey from beginning to end of the decision making process (to actually choosing this experience/campsite).

                                                              i.     Identify the touchpoints (this is not limited to social media touchpoints), actions and activities of your target audience 

                                                            ii.     Once the touch points and activities are listed, plot them as a table with the target audience touchpoints/channels as rows and buyer journey action/activities as columns. Now identify on the chart where the target audience's touchpoints intersect with their actions and activities that potentially lead to a purchase decision and to their post purchase behavior.

e.      Given the above (ii), what will/should be the main goals/objectives of your marketing plan? Why?

f.       What marketing options should you choose (this does not need to be limited to what is listed in this case)? Justify your answer using concrete evidence gathered from the case and your analysis.

 

3.      Given the assessment in 1 & 2, do you believe that the COOPEDU-Kigali should lend Davie and Bawazir the $19,000? Why or why not? Use the information and analysis from question 1 & 2 to answer this question. 

4.      If COOPEDU denies them the loan, what do you recommend as their next best option?