UAE Mini-Park - Business Plan Example

TABLE OF CONTENT Executive Summary 2 Customer Need & Business Opportunity 3 Business Opportunity 3 Business Strategy & Key Milestones 5 Business Strategy 5 Key Milestones 5 Operation Plan 7 Technologies 7 Manpower 7 Product Description, Development and Timeline 8 Management Team  10 Ownership 10 Professional Support 10 Board of [Advisors] 10 Marketing Plan 12 Basic Need and Company Solution 12 Ideal Customer and Value Proposition 12 Market Segmentation and Size of Markets 13 Strategic Partners 13 Business Model 14 Branding Plan and Marketing Initiatives 14 Positioning, and Competitive Advantage 15 References 17 Exhibits  19 Executive Summary 2 Customer Need & Business Opportunity 3 Business Opportunity 3 Business Strategy & Key Milestones 4 Business Strategy 4 Key Milestones 4 Operation Plan 6 Technologies 6 Manpower 6 Product Description, Development and Timeline 7 Management Team 8 Ownership 8 Professional Support 8 Board of [Advisors] 8 Marketing Plan 10 Basic Need and Company Solution 10 Ideal Customer and Value Proposition 10 Market Segmentation and Size of Markets 11 Strategic Partners 11 Business Model 12 Branding Plan and Marketing Initiatives 12 Positioning, and Competitive Advantage 13 References 14 Exhibits 15 Executive Summary The UAE Mini-Park is a new creative idea in the UAE that pursuing to influence the tourism sector in UAE by gathering the attractive locations in whole country and display them in one location called “UAE Mini-Park”. The park will display the attractive locations as miniature buildings and models with oral and written presentation of each model with the tourist’s language. This park will also reflect the culture and the heritage of the country. The built models in the park of course will reflect the soul of country’s past at the same time as the modernity of the country. UAE Mini-Park will be developed as recreational and tourist attractions as well as educational and entertainment location. The students will be able in this park to study the architecture and civil of the UAE attractive buildings as well how they were built. Moreover, this park will be one of the best ways to help achieving the 2030 vision of Abu Dhabi in attracting high number of tourists and visitors to the country. Many marketing plans will be used in order to attract the tourists, schools’ pupils and universities’ students this park. The park will be promoted with the travel and tourism agencies in order to navigate the tourist the park location. As well, the hotel will of course encourage their residents to visit the park by the park’s brochures. Moreover, the park will be advertised in the local newspapers and the famous people visits to the park. The park will cover encompass large-scale miniature landscapes indoors. Attractive plants will be planted there in order to give it charming scene. The design of the park will be creative rather than traditional, and will include the main features of the country like buildings, bridges, universities, mosques, museums, and so on. It will be a combination of modernity and antiquity. We will seek to finance this park by the government of Abu Dhabi and Sheikh Khalifa Bin Zayed Al Nahyan Fund as well the Abu Dhabi Tourism Authority. Customer Need & Business Opportunity Business Opportunity There has been significant development in the region of Abu Dhabi with regards to the urban planning and development and catering to the heritage of the region. The UAE region has also experienced a surge of economic growth which has been partly been supported by the increase in destination tourism in the region. These developments have been reflected in the architecture of the region over the period of time making it a hub for cultural heritage and modernism. The region of Abu Dhabi is strategically located near other cosmopolitan states like Dubai in the UAE thus having access to the influx of tourists through the free port of Dubai. There exists an opportunity in the region to provide an avenue for recreation and tourism which can educate the visitors about the heritage of UAE and its cultural and architectural background while displaying the modernistic outlook for the future. In this regard the proposed business plan seeks to build on the opportunity and develop a mini park in the region which gathers the most symbolic and heritage oriented landmarks of UAE displaying them as large scale miniatures in a recreational mini park. Business Strategy & Key Milestones Business Strategy The business seeks to attract the inflow of tourists coming into the UAE region, especially those coming in to Dubai to the region of Abu Dhabi. The UAE Mini Park project will be taken as a joint venture with the collaboration of the Abu Dhabi government. It will be following up on the vision of the plan for Abu Dhabi titled Abu Dhabi in 2030; he business venture seeks to develop a recreational park for local residents as well as out of the region tourists that educates the visitors about the culture, history and heritage of the region while providing a unique experience. The unique value proposition provided to the visitors would be to experience and mock visit the main cultural and heritage landmarks of UAE in one place. The park will act as a museum of culture and heritage with small scale miniatures of the landmarks all accumulated in one place providing the visitors with a unique recreational and learning experience. Key Milestones The milestones for the business will be spread over the following phases. Phase 1: Registration and licensing for business operations through the Abu Dhabi Municipality Organization and Abu Dhabi Urban Planning Council Phase 2: Accessing funds for operations and development Phase 3: Forming collaborative associations with the local tourism board and government for development of the UAE Mini Park Phase 4: Initiation of landscaping with filling, infrastructure and architectural development Phase 5: Finalization of mini landmarks from across UAE, commissioning of their development and set up in the park Phase 6: Marketing and advertisement of the park through the multiple channels of marketing Phase 7: UAE Mini Park corporate and commercial launch Operation Plan Technologies The development of the UAE Mini Park will require advanced technology for architectural development and the landscaping of the park. The two main elements of the park will be out door based recreational park and indoor housed mini cultural heritage based landmarks from across the UAE. For this digging, rigging, landscaping and gardening equipment will be required. Aside from this specialized construction equipment for the construction of the small scale landmarks will be required that can be used to build them to a high level of detail as depicted on the original which will be patented. In addition to this technology for the restoration of the models will be requires as well that would be employed from time to time for constant repair and restoration of the models. Manpower The UAE Mini Park will require significant capital equipment and technologies along with the supportive manpower and labor. Construction of the park would require specialized skill labor that will be hired for the purpose of the infrastructural construction and landscape development. The man power hired will be contractual as well as full time. The contractual manpower would be that hired specifically for the construction, while the full time staff would include those required to support the operation, monitoring and continuous landscaping of the park. Builders, carpenters, and gardeners would be amongst the manpower hired. For the construction of landscape models, specialized architects would be commissioned to undertake the models and build them on a small scale for the park. For the business operation of the park administrative staff will be required along with marketing personnel to undertake promotion initiatives. Product Description, Development and Timeline The UAE Mini Park would be supporting the tourism sector in UAE by gathering the attractive and prominent cultural heritage landmarks from across the country in one location. The park will house large-scale miniature landmarks indoors with landscaping to provide a charming scene depicting a combination of modernity and antiquity. The park will display the attractive locations as miniature buildings and models with oral and written presentation of each model with the tourist’s language. The design of the park will be creative rather than traditional, and will include the main features of the country like buildings, bridges, universities, mosques, museums, and so on. The development of the park will be divided as per the 7 milestones mentioned earlier. These milestones will cover the registration, development, and launch of the park. The time for the development of the park from initiation to launch will span a period of 12 months. The first two months will be employed in the registration and licensing of the business venture along with forming collaborations with business partners. Six of the twelve months will be used up in the construction, development and landscaping of the park. The next three months will cover the final construction and set up of the models in the park along with the required staffing administrative activities for operations. The last month will incorporate the implementation and roll out of the marketing plan and collaborative associations with business partners ultimately resulting in the corporate PR launch and the commercial launch of the park. Management Team  Ownership The UAE Mini Park will be a joint venture between the local government and the business managers. The mini park will be financed by the government of Abu Dhabi, the Sheikh Khalifa Bin Zayed Al Nahyan Fund as well as the Abu Dhabi Tourism Authority. These will be the main stakeholders in the UAE Mini Park business venture. Professional Support As mentioned the UAE Mini Park will be a joint venture between different collaborating parties. In this regard professional support will be required from the Abu Dhabi government, the tourism board of UAE and the local culture and heritage societies when it comes to the development of the large scale models of significant cultural landmarks from across UAE. Support about their comprehensive history and their significant importance for UAE will be required. Similarly reference based and collaborative marketing programs will be launched in connection with the local hospitality and tourism industry to promote the park as a prime tourist destination in the region. Board of [Advisors] The UAE Mini Park will need the support of a board of advisors for its development and operations. The supporting board of advisors will include senior management of the park, representatives from the Abu Dhabi Urban Planning Council, Abu Dhabi Tourism Board, the Municipal Department of Abu Dhabi, Abu Dhabi Urban Planning Council, and representatives from the hospitality industry. These advisors will provide useful insight and information for the operations and sustainability of the park. The various strategies for marketing and the planning of the park will be conducted as per the information gathered through the advisors of the business. Marketing Plan Basic Need and Company Solution The rapid progression of the city of Abu Dhabi as a cosmopolitan city has distanced the local people from their cultural heritage. The social orientation of the region is rooted in its historical and cultural heritage which is attractive for tourists. The UAE Mini Park will address this disparity and opportunity by building a recreational park in the city of Abu Dhabi that houses the main architectural and landscape landmarks of UAE in one location. Through this park, the local residents will be able to relive and learn about their cultural heritage while the tourists will be informed why Abu Dhabi and UAE is unique as a region and a tourist destination. The soul of UAE will be depicted through the cultural heritage it depicts for the different states that come under the flag of UAE. Ideal Customer and Value Proposition The ideal customer of the UAE Mini Park would be an individual seeking intellectual knowledge and insight about the history and culture of the UAE region. They would be aesthetically oriented seeking a unique cultural experience. Those with a limited budget of funds, or a limitation in terms of time would be the ideal customers for the park as well as the value proposition would best suit to their needs. The value proposition that would be provided to the customer would be a unique experience where the visitor will be able to gain comprehensive knowledge of the regional culture and heritage. In this regard they will be able to visit the various prominent landscapes and landmarks of UAE in one location thus being comprehensively catered with a holistic tourist perspective. Those visitors that face a shortage of time, or a restricted budget would be able to visit the various landmarks of UAE through replicate large scale models all in one location without investing significantly on traveling the entire state. Market Segmentation and Size of Markets The target market for the UAE Mini Park would take the form of two types of visitors. One would be tourists that are visiting Abu Dhabi from foreign and external locations. The other will include visitors that are local to Abu Dhabi. The tourists would be seeking local cultural and heritage oriented experience, while the local residents of Abu Dhabi including the schools’ pupils and universities’ students would be seeking a recreational retreat with an educational experience. Both the markets will be significant in size, with the peak tourist seasons experienced by UAE depicting a much larger concentration of tourist visitors to the park as compared to the local resident visitors. Akin to a museum the UAE Mini Park would be providing comprehensive education to the visitors regarding the culture and heritage of UAE while pulling in tourists into the region of Abu Dhabi as per the 2030 vision of the government. Strategic Partners The UAE Mini Park will be a joint collaborative venture between different stakeholder parties. These will be the main strategic partners for the business venture of UAE Mini Park. The supporting board of advisors that include the senior management of the park, representatives from the Abu Dhabi Tourism Board, the Municipal Department of Abu Dhabi, Abu Dhabi Urban Planning Council, and the local Abu Dhabi government as well and representatives from the hospitality industry and these will be the strategic partners of the business. These will play an instrumental role in the formation of the business as well as its sustained progress for the future. The strategic alliances with these partners will provide marketing as well as business opportunities for the UAE Mini Park. Business Model The business model of the UAE Mini Park will be based on the visitor based revenue generation. The visitors to the park including the local resident visitors and the tourist visitors would be charged an entry fee into the park. This fee would be a standard flat fee for all with special discounts for senior citizens and groups that are organized by schools and universities visiting the park. A 30 percent discount will be provided to the senior citizens, while the 25 percent discount per visitor will be provided to groups organized by the schools and universities. The revenue generated through the sale of the entry tickets would be the main source of revenue for the UAE Mini Park and it will be used to fund the business operations and maintenance of the park. The local businesses like souvenir shops and eateries hosted by the UAE Mini Park will be the second main source of revenue for the park. These businesses would be providing a percentage share of commission on their sales to the UAE Mini Park as rent and commissioned income. Branding Plan and Marketing Initiatives The UAE Mini Park will be branded as the Ultimate Heritage Tourism Destination in Abu Dhabi providing a unique and comprehensive experience for the visitors. A combination of marketing initiatives will be used to market and promote the UAE Mini Park. BTL strategies involving promotion of the park through public relations and a corporate and commercial launch would be employed. Simultaneously the strategic partners of the business including the partner hotels, and representatives in the tourism board will market the park through referrals and word of mouth promotion. The strategic travel and tourism agencies in order to navigate the tourist the park location and the hotels will of course encourage their residents to visit the park by the park’s brochures. Brochures and pamphlets advertising the park will be provided to the strategic partners who can disseminate them to their customers as cross marketing references. A website for the promotion of the park will be developed that will provide details of attractions, seasonal changes as well as information about the park as well as its opening and closing timings to prospective visitors through the online medium. The local Newspaper as well as those circulated in Dubai will host advertisements for the park. In addition to this through associative and celebrity based branded marketing initiatives the park will promote itself to prospective visitors. Positioning, and Competitive Advantage The UAE Mini Park will be positioned as a prime destination for a unique and comprehensive UAE culture and heritage experience. There exist different types of theme parks in the region for recreation purposes, but the UAE Mini Park will combine the recreation and education experience together as a unique proposition through the use of a museum style proposition that is more open and enjoyable to the public. The UAE Mini Park will be able to attain strategic competitive advantage in the market through its unique proposition of a collection of different landmarks and landscapes in one location as large scale models, and through the collaborations that its forms with its strategic partners. 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