1.

Business Plan
The nature of the business is travelling, tourism and entertainment which will be
service based. The name of the business will be ‘Thar Safari’. It is a thrilling
experience travelling through a region known as Thar Desert, which till date
remains virtually isolated from the rest of the world. A completely different world
altogether waits for the traveler, young adventurist and is a complete place for
leisure amongst group of friends.

All over the Desert tour of Thar, the sun-rising and sun-setting scenes, camel
caravans, grazing and traveling herds, big and small sand dunes with thorny
bushes, traditional dresses and jewelry of women, folk music and dances may
attract you for their richness and originality. One encounters typical lifestyles,
culture, desert safaris, customs, stories and experiences.

The business will be a new venture and the nature of the Business will be private
limited. The Directors of the company will be equally responsible for the profit and
loss sharing. Any profit will be shared at the end of the year when the books will be
closed.

The Directors of the company are friends and are graduates from the SZABIST. Mr.
Aurangzeb holds a Bachelors and Masters degree in Finance. Mr. Talha, also hold a
Bachelors and Masters Degree in Marketing and Mr. Musavir hold a Bachelors and
Masters Degree in HR. They do not have much experience in this business but
possess good management skill. They have the experience of doing some
successful projects in their university like re-launching of Mr. Burger outlet, Student
Biryani and etc. They belong to the business families which have their own family
business running.

2. Product and Services

‘Thar Safari’ will be service based and will be selling different packages to cater
wide variety of market. The packages would include travelling to the desert, food
and other entertainment activities. Additional services include providing tour guide

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and a superior offering that includes access to better than average terrain and
activities, accommodations, and entertainment such as dune bashing and camel
safari. The value added offering is its knowledge and expertise, specialty focus on
adventure travel, which translate into increased satisfaction for the customer.

The way it is unique from other safari is that there is no need to travel to other
countries like Dubai to enjoy safari experience and you could easily have a better
experience being in your homeland. The other difference is that Thar is full of
cultures and history loving people could easily explore it through our experienced
travel guides. Our customer will be our first priority giving them the best service at
affordable price.

3. The Market
3.1 The Market Summary

Although it is not the right time to launch this business because of global economic
crisis the assumption is that by the year 2011 when the business will be started all
conditions will be restored to normal. The market for tourism and entertainment is a
growing market. According to TDCP (tourism and development corporation Pakistan)
it is anticipated that by the year 2018 the tourism industry will surpass all the other
industries, in revenue and employment generation.1 Leisure travelers are classified
according to the types of trips they take, income, or age.

The Three primary leisure travel groups are:

1. Adventure, Special-Interest, Honeymoons & Sightseeing Trips.

2. High-Income Travelers.
3. Families & Students

So according to the emerging market and being a leader it can capture a huge
market share in this business.

1www.tdcp.gop.pk/tdcp/AboutTDCP/WhatTDCPisdoing/DevelopmentProgram/tabid/535/Default.aspx

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3.2 Market Need

Travel and entertainment activities are a part person lives they need some leisure
and entertainment for relaxation. Many potential customers are unsure of desert
safari and this business can be more attractive through better promotion. Thar
Safari is confident in its ability to do so. Thar Safari also known as TS can save the
customer time and money, as many of them spend thousands to enjoy desert safari
and it will also help to ensure that customers are satisfied with their vacation.

3.3 How the setup will be developed?

The setup will be developed by making an office in the Karachi in the area of
Shahrah-e-Faisal for reservation purpose. Then as we will be providing food,
accommodation and other entertainment activities in the desert an attractive place
in the desert will be acquired with the permission of the government or the
concerned authority so in future to minimize the losses. Then there is a need for
vehicles which will be needed for transportation purpose. These vehicles would be
not normal ones like Toyota Corolla; they would be 4 x 4 SUVs such as Toyota Surf
or Toyota Hilux that could be used for a smooth drive in the desert sand. In the start
we would be purchasing 8 of them and would include more in the future as our
business would be expanding. The experienced divers would be hired who could
handle the driving in the sands as there are many chances of the vehicle to turn
over if not handled properly. A partnership ship will also be formed with the people
of Thar who have camels so that camel safari could also be provided to the
customer. Other workers and professional staff would be hired as per requirement.
As being the leader in the industry we would be getting a trade mark of our design
so that no one else could copy it and we would minimize the possibility of entering
new entrant in this business.

4. Main Analytical Techniques

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4.1 SWOT

Strength

• Market leader: As being the first one to explore this business most of the
population would be targeted and other entrants would be the follower or
challenger to follow.
• Location: It will be ideally located where the culture of Thar could also be
observed and desert safari could be enjoyed.
• Experienced Drivers: Our drivers are professional and licensed drivers and
are trained in First aid, to help them in case of any accident.
• Popularity of the business: These types of Entertainment are becoming very
popular, such as sand skiing, Camel rides and dune bashing have been
popular ones in other deserts.

Weakness
• Start-up: As a startup there could be chances of odds thing to occur although
care would be taken.
• Limited Pay: During the first year of the business the workers will be given a
very little pay so there could be chances they might not turnover or get de
motivated.
• Financing: The cash position of the company in year one would also be
vulnerable as cash outflow would be more than the cash inflow.

Opportunities
• Become a premier service provider in this field of business as se have the
better management.
• Expand to national level that it is currently in the province of Sindh and would
be difficult for people from other provinces to have this experience so same
set up could be arranged in Punjab province near Thal Desert and in
Balochistan province near Cholistan Desert.

Threats
• Economic Downturn: The current economic situation could pose a threat to
the business as people would save more and spend less toward these types
of activities.

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 • Political Instability and uneven law order situation. This instability can cause
the fear in the mind of people to use this service.

4.2 Macro Environment Factor

Political Factor

The political factor in the country Political unrest, military action, and other issues
determine availability to many customers. These situations affect the entertainment
industry as people will develop the fear and will not travel to far places. Permission
from Thar would be taken on legal basis where government would be briefed about
the new business in the industry.

Economic Factor

Due to an economic downturn, entertainment is affected. Purchasing power has

declined due to which less are willing to spend as prices of almost all the
commodities have inflated.

Social Factor

In this era where every person is busy Leisure time is limited and is in competition
by other responsibilities and recreation options.

4.3 Competitor analysis

Thar safari does not faces any direct competition as there is no one in this business
rite now but however for leisure time for group of friend there are some indirect
competitors who have many to spend for the whole day like dream world, farm
house and amusement parks such as Aladdin water park, Sun Way lagoon and etc.
In other words all those would be consider as indirect a competitor who offers
entertainment and traveling, but as mentioned earlier Thar safari will create a
customer delight by giving them, unique and exclusive packages that will also
minimize these indirect competitors.

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5. Strategy and Tactics
5.1 Vision

To make Thar safari a preferable entertainment world wide by giving the unique
experience ever.

5.2 Mission

Thar Safari is a company that specializes in providing desert experience. We

provide custom packages according to the budget. TS mission is to become the
foremost provider of desert safari to the target market. TS employees and owner
are devoted to the work. TS seek to connect expert with service providers,
entertainment activities, and accommodations that fit the client's desires and
budget.

5.3 Objectives

Marketing Objectives
• Achieve an annual growth rate of at least 5-10%.
• By the end of year three, achieve 15% of sales through the corporate sector.
• Become the market leader of Desert Safari in the Karachi.

Financial Objectives
• Generate sales of approximately Rs 2,000,000 in year one and increase sales
10% annually.
• Capture and maintain a Prominent and greater Market Share than others in
the industry.

Strategy
• Develop brand awareness through the use of effective advertising, marketing
communications and promotion.
• Successfully position ourselves as specialists.
• Communicate the differentiation and quality of our offering through personal
interaction and media

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 • It will create such an experience that customer will repeat the purchases and
spread a positive word of mouth about the service. So viral marketing will be
a part of the campaign.
• It will also perform CRM where a database is setup to keep a track of loyal
customers.
• Effectively segment the market and target them.

6. Marketing Plan
6.1 Marketing Mix

Product/Services

The service includes different packages to cater wide variety of market. The
packages would include travelling to the desert, food and other entertainment
activities.

Different packages according to the purchasing power of the customer

A/C Camps

These camps would be air conditioned for those are willing to spend more and are
more interested in having dinner and relaxing at the camp. This package would be
exclusive for the upper-upper class whose disposable incomes are high.

Luxury Camps

These camps would be ventilated with air cooler. This could be the excellent camps
for the groups of friends and families who contribute to have these entertainments
and recreations. This package would be for upper class.

Deluxe Camps

These camps would be for the upper-middle class who would like to spend on these
activities but in relatively few amounts.

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The Package includes
• Welcome Drink On Arrival
• Camel Ride For Sunset (02 person On Each Camel)
• Evening Tea/Coffee & Snacks
• Food of all kinds
• Camp Fire (In The Winters Only)
• Thar Folk Music & Dances
• Tented Accommodation For Night Stay
• On The Following Day Breakfast

Additional Services
• All kind of drinks.
• Camel Ride ( Beyond The Package)
• Cocktails at Dunes
• Gala Dinner at camp (Minimum 10 Persons)
• Dinner On dune

Extra Activities Can Be Arranged

• Conference/Seminar
• Quad Riding
• Jeep Safari/Camel Polo/Camel Race
• Sand skiing
• Special Gala Evening
• Mobile Camping’s
• Sunset photography
• Sheesha (Flavored)
• Cultural Ride

Price

A/c Camps *

Two People 9999/-

Single 8999/-

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 Luxury Camps*

Two People 7999/-

Single 6999/-

Deluxe camps*

Two People 6999/-

Single 5999/-

*On booking for groups of more than twelve special discounts (30%) would be
given.

* Children’s below 15 will be charged 3500/-

Additional cost of other services

• All kind of drinks. Rs 50 to 175/-

• Camel ride ( Beyond The Package) 350/-
• Cocktails at Dunes 200/-
• Gala Dinner at camp (Minimum 10 Persons) 1000/- Per head
• Dinner On dune 1500/- per head

Place

The Distance

Thar between
Karachi
Karachi
and Thar is
247.06
kilometers.
The

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approximate travel/road distance can be around 284.12 km to 308.82 km. It would
take around 4 to 5 Hours at an average speed of 80 km/hr. An office would be
physically located in Clifton and/or Shahrah-e-Faisal. Other than the entire setup
would be arranged in Thar Desert. We would require a large place for this because
of the safari experience. The area we would require is approximately 5 acres. Most
of the area will be allotted to safari experience.

Promotion

TS will keep an opening ceremony as a part of promotion. The offering for different
packages will be promoted through providing information. The medium that it will
use most will be electronic media, print media and internet marketing as a tool for
promotion. During a grand opening it will offer a special discount for the first month
of it startup.

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6.2 Target Market

The target Market would be from the upper-middle to upper class because larger
segment could be segmented. The middle income group could opt for less
expensive packages.

6.3 Market Segmentation

Geographic Segmentation
Country Pakistan
City Karachi
Climate Moderate Temperature

Demographic Segmentation
Age Above 18
Gender Male and Females
Family life cycle Bachelors, married, new couples, married with children
Income Above Rs 35,000 per month
Education level Primary, Secondary, Under Graduate and Post Graduates

Psychographic Segmentation

Outdoors, enthusiast, status seeker, adventurist and all of them who would love to
travel and better spend their holidays and vacations.

Psychological Segmentation
Personality Social and extrovert
Involvement High because people involve themselves most for selecting
the right place for entertainment they would evaluate the
worth they are paying and the amount of service they are
getting.
Attitudes Positive attitude towards entertainment

Socio Cultural Segmentation

Cultures Pakistani and tourist
Religion Mixed
Social classes Elite, upper and upper – middle class

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Use related/ Situation Segmentation
Time Leisure
Objective Have fun
Awareness Status Are aware of desert safari but this form of entertainment is
not available in Pakistan.

Benefit Segmentation

The customers are getting the extent of quality service with the amount of money
they are paying for this activity.

6.4 Competitive Advantages

The competitive edge of Thar Safari is its focus, passion, dedicated work, and in its
superior product with Exciting packages. Thar safari provides a differentiated
offering with creative management and commitment.

7. Organization Plan
7.1 Management and organization

The initial management team depends on the founders of Thar Safari. Initially there
would be 3 Directors of the company for different departments. A board of directors
will be formed and additional employees will also be added in Operation, Finance
and marketing respectively.

7.2 Organizational Structure

Thar safari will begin operations with full-time positions and will hire contractual
employee for sales and field operations. It will also hire the permanent managers for
Marketing, Finance and Operation under their supervision will be others

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subordinates and each manager would be under the supervision of the Directors of
their respective departments.

• Director Marketing : Mr. Talha

• Director Finance: Mr. Aurangzeb
• Director Operation and HR : Mr. Musavir
• Line Managers and other employees.

7.3 Departments
• Human Resource
• Finance
• Marketing
• Operation

7.4 Organization Hierarchy

7.5 Recruitment and Selection

There would be proper hiring for the drivers with assessing their driving skill in the
desert. Trained employees will be hired who will be selected through formal
procedure held by the HR Department.

After the selection the desired numbers of employees they will be trained according
to the company’s goal and objectives. They will be given above salary above the
market rate so that they could remain motivated and better serve the customer.

8. Financial Plan
8.1 Sources of Finance
• Four wheeler will be bought on lease from banks which is the one of the
major cost
• Short term loans from bank

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 • Initial investment by the partners

8.2 Capital Required

Asset Per Amount Total*

(approx)
8 four wheeler 2,000,000 each2 16,000,000
10 quad bikes 90,000 each3 900,000
Setup 1,250,000
Miscellaneous 600,000

Expenses Total*
Rent 80,000
Fuel 4000 per trip + 60,000
2000 (Varies)
Camel rides 150/ ride 9,000
(Varies)
Lease 80,000
payments
Interest 5,000
payments
Advertising 50,000
*tentative

8.3 Assumption
• Economic condition will improve in the country and favorable for the
company.
• Political situation in the country will also stabilize by 2011.
• Entertainment Industry will grow.
• Other factors remain constant.

8.4 Forecasts in the business plan

2 Price 2,000,000 from cardeals.com

3 Price from internet varying ¥ 500,000 to ¥ 750,000

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The sales during the first year will be less as it will be in the introductory stages and
as a new it will have to heavily promote itself through marketing so its marketing
and other overhead expenses will be too high. Hence low sales and high expenses
will lead to minimum profit in the first year but as the business will grow it net profit
will also increase if condition remains constant.

9. Exit Strategy
In case we have to finish off the easiest approach is to sell the asset that we have
purchase to any tourist industry because they are the one who can utilize these
very effectively. The asset like four Wheels car will be from bought from bank on
lease. If the company fails to pay the lease payment the bank has the every right to
take back the vehicles.

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