Key Points to Developing a Nature Tourism Operation

Texas Cooperative Extension Nature Tourism Program http://agfacts.tamu.edu/~mphillips

Goals

1a) WRITE DOWN YOUR GOALS FOR THIS OPERATION IN DETAIL. First Year & Five Year & "Long Term". Just one short paragraph each but include your financial goals, time involvement and any personal goals that are important to you but may not be measured financially, ie preserving the quality of your land & wildlife etc. Create a folder for your written plans, notes, contacts, invoices etc.

1b) Complete a very basic financial analysis of your proposed operation to start developing a sense of the revenue and costs projected for an operation that will meet your goals.

Research

1c) Research the basics of the nature tourism and ecotourism markets, both local, national and international. This includes Who, What When, Why, Where, of what people are spending there money on.

1d) Research existing operations in your area and in other regions to get a sense of products, prices, seasons, resources etc. The Internet is a very good way to do research. Also the state tourism guides, visitor centers and recreational sites. Pick up free travel newspapers and look in the back of magazines for travel adds. Don't forget the phone book.

1e) Attend tours and programs of other operations, take notes and keep a lookout for appropriate partnership opportunities.

Inventory

2a) Inventory the natural features, wildlife, the facilities, and history of your site. The knowledge gained in your research will help guide you and alert you to special items in your inventory.

2b) Inventory the nearby attractions, history, facilities

2c) Inventory the human expertise and interests of your family, friends neighbors and any other potential sources of interesting information, volunteers or workers that may help make your operation successful.

Product

3a) Select the primary market and product that best matches the combination of your resources and the market. Be specific with you primary target market.

3b) Recreate the basic financial analysis for your selected product and market (Use only one product and market to start)

3c) Does the financial analysis projection meet your stated goals. If yes then continue, If no then based on your level of confidence in your research and financial analysis you make decide not to initiate this type of operation at this time. You may also need to evaluate adding multiple products and markets in order to meet your goals. At this time it may be appropriate to utilize more professional help in evaluating your potential opportunity. You may need to evaluate the investment in additional resources that would make your operation feasible.

3d) Evaluate the compatibility of the proposed operation with your existing operations. What conflicts exist, can they be handled. Don't forget to evaluate potential conflicts between multiple proposed products & operations. Ie hunting lease and trail riding etc

3e) Don't forget about RETAIL. Have something to sell to your guests so they remember their trip or can get last minute equipment, snacks, drinks, books, fun gifts etc

A Business Plan

4a) Write your business plan. (For resources please go to Extensions Nature Tourism Extension Program site at http://naturetourism.tamu.edu or call Miles Phillips at 361 265 9203) Creating a written business can be a very helpful process and give you a method of recruiting support and help for your operation. It can also be difficult and frustrating when desired information is hard to find. If you need a loan it will be probably required and it may be required depending on the legal form of business you establish. It also helps you to keep focused on those tasks and expenditures that you already identified as most likely to produce the results you want, thereby making you more efficient.

4b) Your business plan will include sections on:

*The Existing Nature Tourism Market & your competion

*A Financial Plan, most likely with a "Break Even Point Analysis"

*Description of your planned accounting process

*An Operational Plan (How you will actually conduct your operation, including a safety plan)

*An Marketing Plan

*Description of the Legal form of your business,

*Insurance and required permits

(Note: Incorporating your recreational enterprise as a separate business may help reduce your liability risk)

Remember this plan is meant to be used as your own guide and reference point in addition to helping others understand your business. This means it will change with time.

Partnerships

5a) Examine your needs and look for potential partners. When approaching potential partners first find out what they need and look for ways you can help them. You will get a better response. Partners can include hotels, group tour planners, restaurants, other operators, and especially independent nature and history (Interpretive) Guides etc.

Sales & Advertising

5a) Some forms of advertising are very expensive and do not yield the desired results. You must evaluate how best to reach your target market. The following promotional methods have been used with success. Remember to keep a customer list so you can offer specials and create and repeat business. Repeat business is cheaper to get than new business.

*Web Site (Basically a must have!!!)

*Brochures, Radio, TV, Newspaper Adds, Classified Adds, Special Events, ie "Christmas Bird Count", or festivals, billboards, kids education days, t-shirts, placemats etc.

*Travel Writers

*FAM Tours (Familiarization Tours, where you bring in people that will promote your site, like travel writers and group travel planners, bus companies etc)

*News Releases & Public Service Announcements. Utilize free media by doing something special or just by letting the media know you exist.

And ALWAYS Word of Mouth! This is generally your strongest and most important advertising.