This document outlines a business plan for developing an experiential community-based tourism product in Northern Uganda. It involves collaborating with two local communities, Wawoto and Mt. Elgon, to create a 15-day tour package that immerses tourists in the local culture through activities like crafts, storytelling, and farming. The plan also addresses providing training to the communities in areas like hygiene, business skills, and English language. Market analysis shows potential among eco-tourists interested in nature, culture and volunteering. The tourism package and collaboration with communities aims to deliver happiness and community-focused experiences for tourists while supporting sustainable development.

1. BUSINESS PLAN OF AN INNOVATIVE
EXPERIENTIAL COMMUNITY-BASED
TOURISM PRODUCT IN
NORTHERN UGANDA
THE TEAM: Ilaria Battistella, Myriam Granozio, Martina Marcucci, Ritwik
Patil, Giuseppe Pistone, Alessia Simula, Stefania Tedesco.
FACULTY SUPERVISOR: Andrea Rossi
31st July 2013
IN COLLABORATION WITH: Dario Ferroni, Francesca Oliva, Cristina Toscano,
Enrico Marletto, Massimiliano Franceschini.

2. 1) Goal
2) Objective
3) Methodology
4) Sustainable and
community based
tourism analysis
5) Market analysis
6) Supply analysis
7) Competitor analysis
8) Local communities
9) Skills, needs and training
10) Stakeholders
description
11) Experiential concept
12)Tour package
13) Marketing strategy plan
14) Sustainability plan
15) Operational plan
16) Economic and financial
plan
17) Conclusions
CONTENTS

3. 1) GOAL
The Business Plan will focus on the development of
an innovative tourism product for Northern
Uganda, based on the community-based
experiential concept developed in the laboratory
of Tourist Experience Design (TED), and all the
marketing, training and sustainable activities to
implement the whole product

4. 2) OBJECTIVE
In the Business Plan we will define:
 A tourism product based on the experiential concept
developed in the TED laboratory
 The marketing strategy of the product (distribution, supply
chain, price, traditional and web communication)
 The operational plan for implementation and training
 The sustainability plan
 The economic and financial plan

5. 3) METHODOLOGY
METHODOLOGY OF THE RESEARCH
INTERVIEW TO:
 Dario Ferroni (Viaggi Solidali)
 Francesca Oliva (AVSI)
 Cristina Toscano (Fondazione Cariplo)
 Enrico Marletto (Viaggi solidali)
 Massimiliano Franceschini ( Trekking Italia )
 We also had the opportunity to interview via mail the two
communities of Wawoto and Mt. Elgon
PRIMARY RESEARCH

6. 3) METHODOLOGY
Blogs and websites analysis
Literature analysis
Statistics analysis
SECONDARY RESEARCH
METHODOLOGY OF THE RESEARCH

7. ONE OF THE MOST COMPLETE SUSTAINABLE TOURISM DEFINITION IS
THE ONE OF WTO (2005)
SUSTAINABLE TOURISM:
 makes optimal use of environmental resources
 respects the socio-cultural authenticity of host communities, conserves
their built and living cultural heritage and traditional values
 ensures long-term economic operations, providing socio-economic benefits to
all stakeholders that are fairly distributed
 maintains a high level of tourist satisfaction and ensures a meaningful
experience for the tourists, raising their awareness about sustainability issues
4) SUSTAINABLE AND COMMUNITY
BASED TOURISM ANALYSIS

8. The major concept that
comes out from the previous
definition, is that
SUSTAINABLE TOURISM
runs around three pillars.
CONCEPT OF THE THREE PILLARS OF
SUSTAINABILITY
Source: WTO (2005)
4) SUSTAINABLE AND COMMUNITY
BASED TOURISM ANALYSIS

9. One of the most comprehensive COMMUNITY BASED TOURISM
definition is the one of APEC:
• CBT Is generally small scale and involves interactions between visitors and
host communities
• It is a form of local tourism, favoring local services providers and suppliers
and focused on interpreting and communicating the local culture and
environment.
• It has been pursued and supported by communities and non-governamental
organizations
Effective Community Based Tourism.
A BEST Practice Manual June 2010, APEC Tourism Working Group
4) SUSTAINABLE AND COMMUNITY
BASED TOURISM ANALYSIS

10. Community Based Tourism can provide important
BENEFITS:
1. support local economic development through diversification of employment
2. respect and encourage equitable participation of local community
3. being ecologically sustainable
4. conserve and promote living cultural heritage and welfare
5. educate visitors about culture and nature
6. demonstrate good management practices
7. ensure a quality and safe experience for all of individuals involved
Effective Community Based Tourism.
A BEST Practice Manual June 2010, APEC
Tourism Working Group
4) SUSTAINABLE AND COMMUNITY
BASED TOURISM ANALYSIS

11. The trend of tourists who visit
Uganda is considerably growing.
It might be profitable to invest in it.
5) MARKET ANALYSIS
ECONOMIC IMPACT OF TOURISM
IN UGANDA US $ 778 MILLION
Source: ITC_ Opportunity_ study_ Uganda – October 2011
Own Elaboration- Source UBOS

12. 5) MARKET ANALYSIS
Source:“Tourism Investment Opportunities in Northern Uganda”. www.visituganda.com
We can find these interests in the SEGMENT we will target :
ECO TOURIST

13. 5) MARKET ANALYSIS
ECO TOURIST MARKET PROFILE
AGE: 35 - 54 years old
GENDER: 50% female and 50% male
EDUCATION:
82% were college graduates. Those with a higher level of
education are also more interested in eco tourism.
TRIP DURATION: 50% preferred trips lasting 8-14 days.
EXPENDITURE:
The 26% stating they were prepared to spend $1,001- $1,500
per trip.
IMPORTANT ELEMENTS OF THE
TRIP:
Wilderness setting, wildlife viewing,
hiking/trekking.
MOTIVATIONS FOR TAKING NEXT
TRIP:
Enjoying scenery/nature, new
experiences/places.
POTENTIAL MARKET: Growing at 10%-12% per annum in the international market
Ecotourism Statistical Fact Sheet. The International Ecotourism Society, 2000

14. 6) SUPPLY ANALYSIS
 KIDEPO NATIONAL PARK
 MURCHISON FALLS
NATIONAL PARK
 LOCAL COMMUNITIES
(eg. Wawoto, Mt. Elgon)
 WILDLIFE
(lions, crocodiles, buffalo…)
 BREATHLESS SCENARY
 CULTURAL SITES
(ruins, temples, tombs…)
THE MAIN ATTRACTIONS OF NORTHERN UGANDA
According to the Desk Analysis, the most important attractions in Northern Uganda are:

15. The Murchison Falls
and Kidepo Valley
are two of the most
attractive parks in
Northern Uganda.
The Kidepo is the less
touristic park. This
represents a
competitive
advantage for our
package.
6) SUPPLY ANALYSIS

16. 7)COMPETITOR ANALYSIS
We analyzed more than 30 websites and we found out that:
• Many tour operators offer “Africa” as a product but not many are specialized
in the offer of community based tourism in Uganda
TO BE DIFFERENT WE HAVE TO
LEVERAGE ON
LOCAL COMMUNITIES
AS WE CONSIDER IT AN
INNOVATIVE MARKET

17. 8)LOCAL COMMUNITIES
In order to develop our Community based product we decided to focus our
attention on two communities :
We think that the
Wawoto community
could be the right
incentive to sensitize
the tourist on delicate
matters while the Mt
Elgon community
could help the tourist to
develop personal skills
in different ways.

18. 8)LOCAL COMMUNITIES
WAWOTO COMMUNITY
THE WAWOTO COMMUNITY BELONGS TO THE DISTRICT OF GULU.
NUMBER OF MEMBERS: 130 women comprising of members and employed staff.
AGE AVERAGE: 25-45 years old
MAIN PROBLEMS:
Health disease, HIV, malaria, malnutrition, skin and eye infections are on the
increase, lack of safe water, latrines, and good food

19. Main Activities:
8)LOCAL COMMUNITIES
WAWOTO COMMUNITY
EMBROIDERY TAILORING WEAVINGTIE AND DYE
CASSAVA SOY BEANS FINGER MILLET SORGHUM
Local food:

20. 8)LOCAL COMMUNITIES
MT. ELGON COMMUNITY
MISSION
To improve the quality of life of rural people affected by
poverty, natural disasters, conflicts and diseases, to
support them through capacity building, income
generation, self-help groups and benefit people and
environment
WHICH TYPE OF PROBLEM THEY HAVE :
 Sick people with a few well-equipped hospitals.
 Major diseases: Malaria, water born diseases, AIDS
EDUCATION LEVEL :
Over 20% of the children do not go to school

21. 8)LOCAL COMMUNITIES
MT. ELGON COMMUNITY
LIVESTOCK REARING
HUNTING
HONEY GATHERERS
LATER PASTORALISTS
LOCAL ACTIVITIES

22. PROGRAMS developed inside the Mt
Elgon community
1. Producing Solar Panels to provide energy for rural Population in
Uganda
2. Empowering rural women with Income Generating Projects
3. Supporting Orphans and Vulnerable Children and Youth through
clubs
4. Provision of Shelter for Poor families
5. Provide energy for the rural population in Uganda
6. Construction of Bumbo Community Library
CONTACT
www.mt-elgonproject.org
P.O BOX 425, Mbale Uganda.
Tel: +256782401711
admin@mt-elgonproject.org
MT. ELGON COMMUNITY
8)LOCAL COMMUNITIES

23. THE WAWOTO COMMUNITY IS SKILLED AT:
 Embroidering
 Tailoring
 Weaving
 Tying and dying clothes and school uniforms
 Production of jewels made of beads and greeting cards made with
banana leaves
WAWOTO SKILLS
9)SKILLS, NEEDS AND
TRAININGS

24. THE MOST IMPORTANT NEEDS THAT WE IDENTIFIED ARE:
 Fighting against AIDS/HIV
 Improving hygienic conditions
 To understand the importance of an adequate diet
 To be economically self-sufficient
WAWOTO NEEDS
9)SKILLS, NEEDS AND
TRAININGS

25. TRAININGS COMMUNITY BENEFITS TOURIST BENEFITS
IMPROVING HYGIENIC
CONDITIONS
• Reduction of diseases • Better overall experience
WOMEN SUCCESSFUL
BUSINESSES
• Local empowerement
• New source of Income
• Equality
• Authentic hand craft
souvenirs and wider choice
of products
ENGLISH COURSE • Better communication • Better communication
TRAINING WOMEN ON
HOW TO TEACH TOURISTS
• Self development • Better knowledge exchanging
TRAINING ON SOCIAL MEDIA
• Acquiring innovative
knowledge
• Easier access to the
community information
WAWOTO TRAININGS
9)SKILLS, NEEDS AND
TRAININGS

26. PEOPLE LIVING IN THIS COMMUNITY ARE SKILLED AT:
 FARMING of both subsistence and cash crops to sustain their
livelihood. The main crops grown are maize, beans and coffee.
 HONEY GATHERING
 ENTERTAINMENT, young people have developed songs, plays,
poems and games that teach and counsel them to live positive lives
MT. ELGON SKILLS
9)SKILLS, NEEDS AND
TRAININGS

27. THE MOST IMPORTANT NEEDS THAT WE IDENTIFIED ARE:
 Improving overall hygienic conditions
 Youth education
 Employment
 Women and men empowerment
MT. ELGON NEEDS
9)SKILLS, NEEDS AND
TRAININGS

28. TRAININGS COMMUNITY BENEFITS TOURIST BENEFITS
IMPROVING HYGIENIC
CONDITIONS
• Reduction of diseases
• Better overall experience
PRIMARY SCHOOL
• Education
• Knowledge acquisition of
how to write and read
• Cultural exchange
CULTIVATING FIELD FOR MEN
• Local empowerement
• New source of Income
• Equality
• Experiencing authentic local
activities
• Eating fresh vegetables
WOMEN EMPOWERMENT
• New source of income
• Self reliance
• Interesting cultural exchange
ENGLISH COURSE
• Better communication and
mutual understanding
• Better communication and
mutual understanding
TRAINING ON SOCIAL MEDIA
• Acquiring innovative
knowledge
• Easier access to the
community information
MT. ELGON TRAININGS
9)SKILLS, NEEDS AND
TRAININGS

29. • Online social media course for a tour operator employee in order to keep
the website updated (150 dollars)
• The social media coordinator will also maintain the social platforms,
especially Facebook page, Twitter, the blog (happiness blog), and will also
have the task to create relationships with other on line communities
SOCIAL MEDIA MANAGEMENT COURSE FOR T.O.
9)SKILLS, NEEDS AND
TRAININGS

30.  A training for tourist is needed in order to get to a better mutual
understanding between tourists and the communities
 It will be a meeting before leaving in a city that has to be established
TOURISTS BRIEFFING
9)SKILLS, NEEDS AND
TRAININGS
 Tourists should approach to them with
RESPECT
 They should leave imperialistic clichés at
home and feel free to enjoy the stories,
legends and values of the local communities
 During the travel these values will be
repeated by the guide

31. IN ORDER TO DEVELOP THE TOURIST PACKAGE THE
COLLABORATION OF LOCAL COMMUNITIES AND
OTHER ACTORS IS NEEDED:
MATOKE TOURS – Tour operator and ground partner.
TREKKING ITALIA & VIAGGI SOLIDALI – Distribution channels
in Italy. The pilot project (first year) will be distributed in Italy.
AVSI – Leader of the development program (community awareness
and training).
FONDAZIONE CARIPLO & USAID – Philanthropic partners.
10)STAKEHOLDERS DESCRIPTION

32. THE HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA
IS BASED ON 2 MAIN ASPECTS:
11) EXPERIENTIAL CONCEPT
“HAPPINESS IS A POSITIVE STATE OF MIND THAT INCLUDES
EXCITEMENT, EUDAMONIA, OPTIMISM AND PEACE OF MIND
CAUSED BY EXTERNAL FACTORS THAT CAN CHANGE YOUR
APPROACH TO LIFE AND MAY LEAD TO ELATION ”
HAPPINESS
“RELATIONSHIP AND INTERACTION OF PEOPLE WITH SPECIFIC
NEED BELIEVES AND DIALECTS WHO SHARE COMMON VALUES
AND COOPERATE TO REACH THEIR HAPPINESS”
COMMUNITY

33. 11) EXPERIENTIAL CONCEPT
THE HAPPINESS COMMUNITY BASED EXPERIENCE IN NORTHERN UGANDA:
 Northern Ugandan population attitude offers a deep sense of happiness
 We hope it will make the travellers become conscious of their own identity
through many different experiences
 We would like the travellers to remind the essential values of life (such as
family, friendship, sense of community)
 a great opportunity to escape from the stress of ordinary life and recharge
the batteries
 It should be based on INTERACTION, RESPECT and KNOWLEDGE

34. 12) TOUR PACKAGE
«HAPPINESS COMMUNITY BASED
EXPERIENCE IN NORTHERN UGANDA»
 15 DAYS TOUR
 VISIT TO NATIONAL PARKS
 LOCAL COMMUNITIES
The final program and its activities must
be decided together with the
communities

35. 1
Arrive at Entebbe AIRPORT at
13.00
2
Crazy Boda Boda in Kampala
3
Meet the Wawoto community
in Gulu
4 Day spent with the community
5 Day spent with the community
6
Day spent with the community
7 Heading to Kidepo valley
8
Kidepo Park
9
Return to the community
from the Kidepo park
 After a short visit in Kampala the tourists will go
to Gulu to meet the Wawoto community where
they will spend 4 days experiencing the local
culture and the traditional activities, such as
embroidery, weaving, hair braiding, making
traditional jewels, storytelling, local cuisine
 They will then visit the Kidepo Park where they
will experience a camp fire. They will spend the
first night in a tent, while the second one will be
spent in a hotel
12) TOUR PACKAGE

36. 10
Journey to the Murchison Falls
11
Heading to Mt. Elgon
12
Day spent with the community
13
Day spent with the community
and visit the National Park
14
Touring the park, visit national
park
15
Return to Entebbe airport
 On the 10th day the tourists will leave the
Wawoto community in order to go meet the Mt
Elgon community. They will spend with them a
couple of days where they will be involved in the
construction of solar panels, cultivating the fields
and storytelling. They will have the chance to
visit the Mt Elgon National Park where we will
do bird watching, wild tours, see crocodiles and
chimpanzees in their natural habitat
 On the last day a little local market will be
organized to give the tourists the opportunity to
buy souvenirs
12) TOUR PACKAGE

37. 13)MARKETING STRATEGY PLAN
TO POSITION OUR PRODUCT PROPERLY, IN ORDER TO EFFECTIVELY
SELL IT, WE NEED TO IDENTIFY A SUITABLE MARKETING STRATEGY
PLAN.
CONSEQUENTLY WE HAVE TO:
 Decide a correct pricing strategy
 Understand how to distribute our product
 Develop a plan of action regarding the promotion and the
communication on the web

38.  It is a skim strategy since the product is not mass-market
 The markup goes from 22% to 25%
 In order to define a suitable pricing strategy we also took into
consideration our competitors’ prices: (from US $ 1590 for 10 days to US
$ 2960 for 14 days)
13)MARKETING STRATEGY PLAN
PRICING STRATEGY

39.  Our product can be considered a NICHE product, for this reason our
distribution strategy cannot focus on traditional distribution
channels.
 On account of this, we chose two different way to spread our
product:
1. Direct sell: Matoke Tour will sell the package directly on its website
2. Indirect sell: Viaggi Solidali and Trekking Italia will sell our product
in Italy. If we sell our product through these channels we will have to
give them 40% of our revenues
13)MARKETING STRATEGY PLAN
DISTRIBUTION STRATEGY

40. Owned Media:
 Directly controlled by the T.O.
 Package website, blog,
facebook page, twitter account
and a youtube channel
Earned Media:
 Controlled by the online communities.
 Objective: become a leader of thought
 Blogs, forums, facebook pages and
youtube channels dealing with
sustainability and self development.
COMMUNICATION CHANNELS
13)MARKETING STRATEGY PLAN

41. RELATIONSHIP WITH ONLINE COMMUNITIES
 In order to promote our package we can use different channels.
 The web is the best solution because it is cheap and reaches a wide market: an
example of a good channel is online communities.
 The following are examples of communities that reflect the general needs and
interests of our tourist profile:
Kaya Responsible travel: Kaya’s mission is to promote sustainable, social,
environmental and economic development, empower communities and cultivate
educated, compassionate global citizens through responsible travel
Ecofriendlytourist: They offer information and opinions to help concerned tourists
plan holidays that are greener so they can do their bit.
13)MARKETING STRATEGY PLAN
http://en.wikipedia.org/wiki/List_of_social_networking_websites
http://www.ecofriendlytourist.com/index.php/about
www.kayavolunteer.com

42. 13)MARKETING STRATEGY PLAN
A BLOG TO INTERACT WITH THE WEB:
Our plan is creating a specialized blog on the two chosen communities,
Wawoto and Mt. Elgon, in order to keep the followers updated with the
latest news.
The blogger will be a member of Matoke who will have followed a social
media manager course.
Objectives:
•creating contacts with important influencers of other blogs
•creating important relationships and acknowledge tourists of the existing
package and communities.

43. 14) SUSTAINABILITY PLAN
 Promoting donation programs
 Buying local products
 A part of Matoke’s profit will
be given to the community
 Maintaining unexploited area
 Compensate the tourist impact
 Minimizing the use of paper
 Involve the community in the
creation of the package
 Empowering local communities
 Enhancing human capital
development
 Promote equity
The sustainability plan must take into
consideration the three main aspects of
sustainability:

44. TOUR
OPERATOR
SOUVENIRS
W
E
B ON SITE ACCOMODATION
MEALS
14) SUSTAINABILITY PLAN
PROFIT SHARING MECHANISM
THE PROFIT SHARING MECHANISM TAKES INTO
CONSIDERATION ALL THE STAKEHOLDERS INVOLVED:

45. 14) SUSTAINABILITY PLAN
PROFIT SHARING MECHANISM
Knowing the number of arrivals and the general expenditure for the year we
calculated the average individual expense for souvenirs .
Assuming that 50% of this is destined to the community we can suppose that
they have an approximate income of $ 37,58 per tourist.
EXAMPLE OF REVENUE FOR A COMMUNITY

46. HERE WE SEE HOW MUCH THE WAWOTO COMMUN ITY GAINS
PER YEAR IF THE TOURISTS:
 Sleeps, Eats, Buys souvenirs, Participates in the courses, Makes a donation.
YEAR
NUMBER
OF
TOURIST
SOUVENIRS
ACCOMODATION
(5 night )
MEALS DONATION
TOUR
OPERATOR
DONATION
TOTAL PROFIT
1 7 263,06$ 1.050,00$ 70,00$ 140,00$ 175,00$ 2.223,06$
2 21 789,18$ 3.150,00$ 210,00$ 420,00$ 525,00$ 6.669,18$
3 35 1.315,30$ 5.250,00$ 350,00$ 700,00$ 875,00$ 11.115,30$
4 49 1.841,42$ 7.350,00$ 490,00$ 980,00$ 1.225,00$ 15.561,42$
5 63 2.367,54$ 9.450,00$ 630,00$ 1.260,00$ 1.575,00$ 20.007,54$
1.575,00$
2.625,00$
3.675,00$
4.725,00$
FORECASTED PROFITS $ FROM THE DIFFERENT SECTOR FOR THE WAWOTO COMMUNITY
COURSES
( for all the
days of stay)
525,00$
14) SUSTAINABILITY PLAN
PROFIT SHARING MECHANISM

47. HERE WE SEE HOW MUCH THE MT ELGON COMMUNITY GAINS
PER YEAR IF THE TOURISTS:
 Sleeps, Eats, Buys souvenirs, Participates in the courses, Makes a donation.
YEAR
NUMBER
OF
TOURIST
SOUVENIRS ACCOMODATION MEALS DONATION
TOUR
OPERATOR
DONATION
TOTAL PROFIT
1 7 263,06$ -$ 70,00$ 140,00$ 175,00$ 1.068,06$
2 21 789,18$ -$ 210,00$ 420,00$ 525,00$ 3.204,18$
3 35 1.315,30$ -$ 350,00$ 700,00$ 875,00$ 5.340,30$
4 49 1.841,42$ -$ 490,00$ 980,00$ 1.225,00$ 7.476,42$
5 63 2.367,54$ -$ 630,00$ 1.260,00$ 1.575,00$ 9.612,54$3.780,00$
COURSES
( for all the
days of stay)
420,00$
1.260,00$
2.100,00$
2.940,00$
FORECASTED PROFITS $ FROM THE DIFFERENT SECTOR FOR THE MT ELGON COMMUNITY
14) SUSTAINABILITY PLAN
PROFIT SHARING MECHANISM

48. 15) OPERATIONAL PLAN
THIS IS THE ACTION PLAN OF THE START UP OF THE PROJECT:
ACTIVITIES 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1
CONTACT THE LOCAL COMMUNITY
AGREEMENTS WITH TOUR OPERATOR
CONTACT THE DONOR
MARKETING ACTION
SETUP WEBSITE AND SOCIAL MEDIA PLATFORM
TRAINING ON SOCIAL MEDIA FOR THE COMMUNITY
TRAINING ON SOCIAL MEDIA FOR THE TOUR OPERATOR
SOCIAL MEDIA ACTION
TRAINING FOR CULTIVATION OF FIELD FOR YOUNG MAN
PRIMARY SCHOOL FOR CHILDREN
ENGLISH COURSES ( for the cultural mediator wawoto )
ENGLISH COURSES ( for the cultural mediator mt. elgon )
TRAINING WOMEN ON HOW TO RUN SUCCESFUL BUSINESSES
TRAINING FOR IMPROVING HYGIENIC CONDITIONS
TRAINING WOMEN ON HOW TO TEACH TO THE TOURISTS
TRAINING ON INCOME GENERATING PROGRAM
TRAINING FOR THE TOURIST
TOURIST FEEDBACK
FEEDBACK IMPROVEMENT
7 6 5 1
NUMBER OF MONTHS NEEDED BEFORE THE TRIP
TRIP AFTER
4 3 2

49. 15
1817 la macchina fa 5km a litro
170,00 www.clicktripz.com
508,76 WWW.numbeo.com
16) ECONOMIC & FINANCIAL
PLAN
In this table we show
the package cost of
our Community Based
Tourist package
INDIVUDUAL EXPENSES (NO MATTER THE NUMBER OF PARTECIPANTS) $
ACCOMODATION 476,00$
FEES FOR ACTIVITIES 230,00$
VISA (FOR 3 MONTH) 50,00$
INSURANCE 50,00$
FEES FOR ACTIVITIES INSIDE THE COMMU NITY 120,00$
MEALS 150,00$
TOTAL 1.076,00$
COLLECTIVE EXPENSE TO BE SHARED AMONG PARTECIPANTS
7
COSTO COLLETTIVO COSTO INDIVIDUALE
FUEL 508,76$ 72,68$
CAR RENTAL 2.550,00$ 364,29$
GUIDE SALARY 2.250,00$ 321,43$
GUIDE ACCOMODATION, MEALS AND FEES FOR ACTIVITIES 1.076,00$ 153,71$
COST FOR THE BRIEFING BEFORE LEAVING 100,00$ 14,29$
TOTAL 926,39$
N. OF PEOPLE -->
TOTAL COST OF THE TOUR PACKAGE 2.002,39$
MARK UP 25% 500,60$
TOTAL PRICE FOR THE TOURIST 2.502,99$
DAY OF THE TRIP 15
KM 1817 la macchina fa 5 km a litro
CAR RENTAL PER DAY 170,00$ www.clicktripz.com
FUEL (1,40 $ PER L * KM) 508,76$ WWW.numbeo.com
GUIDE COST PER DAY 150,00$ $ 2502,99

50. 16) ECONOMIC & FINANCIAL
PLAN
In this table we show the forecasted Tour Operator revenue and the
amount given to each community per year.
Year
Number of
trips per year
Total
number of
tourist
Trip sold
directly
by
Matoke
Trip sold
through
other
channels
Cost of the
trip for the
T.O.
Turnover for the
T.O.
Money for each
community per
year (25$P.P. )
% To
distribution
channels
Net profit for
Tour Operator
1 1 7 0 1 14.016,73$ 17.520,93$ 175,00$ 1.261,68$ 1.892,52$
2 3 21 1 2 42.050,19$ 52.562,79$ 525,00$ 2.803,36$ 6.659,24$
3 5 35 2 3 70.083,65$ 87.604,65$ 875,00$ 4.205,04$ 11.565,96$
4 7 49 3 4 98.117,11$ 122.646,51$ 1.225,00$ 5.606,72$ 16.472,68$
5 9 63 4 5 126.150,57$ 157.688,37$ 1.575,00$ 7.008,40$ 21.379,40$
cost of the trip 2.002,39$ 2.502,99$price of the trip
*Turnover for the T.O. -->we intend the amount of money invoiced by the Tour Operator
*Money for each community per year -->we intend the amount of money that each community receive from the sale of the tourist packages

51. MARKETING COSTS 1 2 3 4 5
WEBSITES CREATION 450,00$
SOCIALMEDIACOURSE 150,00$ 50,00$ 50,00$ 50,00$ 50,00$
MARKETING SOCIALMEDIAMANGAER( PARTTIME) 550,00$ 550,00$ 550,00$ 550,00$ 550,00$
DOMAIN 50,00$ 50,00$ 50,00$ 50,00$ 50,00$
ADDWORDS ON GOOGLE 200,00$ 200,00$ 200,00$ 200,00$ 200,00$
VIDEOANDMULTIMEDIALFILEPRODUCTION 400,00$
TOTAL 1.800,00$ 850,00$ 850,00$ 850,00$ 850,00$
YEAR
IN THIS TABLE ARE SHOWN THE MARKETING COSTS THAT THE TOUR
OPERATOR HAS TO SUPPORT DURING THE NEXT FIVE YEARS
16) ECONOMIC & FINANCIAL
PLAN

52. IN THIS TABLE ARE SHOWN THE TRAINING COSTS THAT OUR
PHILANTROPIC PARTNER HAS TO SUPPORT
EXPENSE FOR LENGTH DAYS
EFFECTIVE
HOURES
TOTAL PRICE
MAX N. OF
PEOPLE
MADE BY
TRAINING FOR IMPROVING HYGIENIC CONDITIONS (wawoto) 5 weeks 10 20 1.000,00$ 20 local doctor
TRAINING FOR IMPROVING HYGIENIC CONDITIONS (mt elgon) 5 weeks 10 20 1.000,00$ 20 local doctor
TRAINING WOMEN ON HOW TO RUN SUCCESFUL BUSINESSES (wawoto) 2 weeks 10 10 500,00$ 15 volunteer
ENGLISH COURSES FOR THE CULTURAL MEDIATOR (wawoto ) 10 weeks 30 60 3.000,00$ 1 volunteer
ENGLISH COURSES FOR THE CULTURAL MEDIATOR ( mt. ellgon ) 10 weeks 30 60 3.000,00$ 1 volunteer
TRAINING WOMEN ON HOW TO TEACH TO THE TOURISTS ( wawoto) 10 days 10 10 500,00$ 12 guru of the community
PRIMARY SCHOOL FOR CHILDREN 10 weeks 50 150 7.500,00$ 15 local teacher
PRIMARY SCHOOL FOR CHILDREN 10 weeks 50 150 7.500,00$ 15 local teacher
TECHINIQUE FOR CULTIVATION OF FIELD FOR YOUNG MAN ( mt elgon) 4 weeks 20 40 2.000,00$ 10 local expert farmer
EMPOWERING RURAL WOMEN ( mt elgon ) 1 day 1 3 150,00$
TRAINING ON SOCIAL MEDIA FOR MT ELGON 2 weeks 4 12 600,00$ 2 t.o.
TRAINING ON SOCIAL MEDIA FOR WAWOTO 2 weeks 4 12 600,00$ 2 t.o.
TOTAL 229 547 27.350,00$
16) ECONOMIC & FINANCIAL
PLAN

53. 17) CONCLUSION
 The tour package is INNOVATIVE, based on a new EXPERIENTIAL
CONCEPT
 The approach is COOPERATIVE: because it is based on the RELATIONSHIP
between the COMMUNITIES and the STAKEHOLDERS (MATOKE,
TREKKING ITALIA, AVSI, FONDAZIONE CARIPLO)
 The tour package has a lot of POTENTIAL in the ECO-TOURISM MARKET and
it follows the SUSTAINABILITY STANDARDS
 This project could represent a MODEL for the SUSTAINABLE AND
RESPONSIBLE DEVELOPMENT that can be applied to other communities,
not only in Northern Uganda but also in the rest of AFRICA

54. THANK YOU FOR
YOUR KIND ATTENTION
Master in Tourism Management MTM
IULM University
Via Carlo Bo, 1 Milan
Master.turismo@iulm.it
www.mtm.iulm.it