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MAKERERE UNIVERSITY

SCHOOL OF FORESTRY BIODIVERSITY AND TOURISM DEPARTMENT OF BIODIVERSITY AND TOURISM BACHELORS OF TOURISM

NAME
NAYIGA ROSEMARY NAMBAYO BARBARA NAIGA SHAMIM NAMPEWO CHRISTINE

REGNO
09/U/6264/EVE 09/U/5943/EVE 09/U/6244/EVE 09/U/6259/EVE

SIGNATURE

NNASSINDE MARIA SSEWAYA 09/U/6270/EVE NAKACWA DOREEN NAZZIWA ESTHER RESTY AMOIT RITA NABASSA PENELOPE OKECH COLLINS MAGRETH THOMAS RWAMUKAGA LEILA MIGAMBA PEACE JULIET SSEBUUMA SHAFIK 09/U/6247/EVE 09/U/6265/EVE 09/U/6204/EVE 09/U/6239/EVE 09/K/18165/EVE 09/T/17165/EVE 08/U/16984/PS

TABLE OF CONTENTS Executive summary.. 3 Our vision..4 Mission..4 Our role..5 Strengths of the company....5 Weaknesses of the company...................................................................5 Opportunities6 Threats..6 Factors for the success of the business.7 Objectives.7 Company history...9 Company and industry profile...10 Market strategy.10 Pricing.12 Distribution Competitor analysis.......13 Description of management team.....14 Plan of operation17
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Loan proposal..18 Estimated budget expenditure19 Accounting equations for transactions made.19 Statement of financial position..22 Marginal income costing statement....23

ECOGUIDE ACADEMY.
EXECUTIVE SUMMARY.
INTRODUCTION

Eco guide academy is a professional-field oriented training centre to produce skilled and knowledgeable tour guides with a touch of professionalism. The boom of the tourism industry has indicated a vivid gap between visitors and tour personnel. They dont seem to possess adequate information about their destinations and services. They dont express themselves eloquently and articulately. They dont have confidence and what better way is there than to show confidence, eloquence and skill in the eyes of a tourist! Eco guide academy believes in professionalism in all services delivery. In Eco guide academy, we considered this as the business model. Internal management consisting the management team, marketing departments that will embark on intensive marketing and publicity, instructors who are well exposed in the field with adequate skills and confidence, financial controllers who will expose the assets and liabilities of the academy in both the short and long run. The mission and vision of the eco guide academy both project long term ventures that will require commitment, dedication and sacrifice to allow kick off of the business and growth. The academy plans on numerous branches of training centers in almost all locations of tourist attractions and natural resources with major emphasize on remote and natural attractions.

The functional structure/ management team is part of the internal competitive advantage that is fully qualified with skills and training in the said field. Our team doesnt only have the knowledge but also the strong commitment and dedication will make this project a practical dream that will eventually cut across national borders. Each member of our team has been allocated the position that best spells out his personality and uniquely fits with his or her skills and qualifications. With the market already studied and identified, marketing strategies have been devised and polished to achieve the projected vision of the business. The financial managers have thus projected the companys finances over a period of 5 years from the start date. With the 10 million investments, after a period of 2 years, eco guide3 academy should be in position to generate 6 million annually (we are a small firm that is still new). We intend to focus only on 60% of our intended investment in capital and maintain the 40% as owners equity which will cover any other business. The academy is willing to start on loan repayment after the first business/economic year and it will be in position to pay 10% of the debt annually at the interest rate of 2% p.a. since ours is a service company, we intend to make it as tangible as possible, so, alongside the training centre is a fully stocked information centre on books, maps and a gadget shop. This is where we intend to make our first shilling and thus this explains our strategic location so as to capture those ill-equipped tourists for our first shilling. OUR VISION To become a professional learning field academy for professional tour guides.

MISSION To produce professional field tour guides and make tour guiding a recognized profession in Uganda.

OUR ROLE Uganda is a fast growing tourism destination due to its natural endowment as a country gifted by nature together with its stability and hospitable communities, therefore professional tour guiding is a necessity in the tourism industry because from the time a tourist arrives in to the country to the time he/she leaves, he is left in the care of a tour guides, our company intends to provide qualified, skilled and field oriented tour guides. STRENGTHS OF THE COMPANY We have educated, well equipped and a professionalized training team for tutoring the trainees. We have a well equipped and updated library to provide information about the tourism destinations. We have safety equipments and gadgets for both students practicals and also to hire out to tourists and tour companies.

WEAKNESSES OF THE COMPANY Some trainers are not fit for field work.

Disagreements among the staff members staff which affects the performance of the company. Absenteeism and late coming of some companys members which delays decision making.

OPPORTUNITIES Located near tourist destinations thus being accessible to both tourists and the trainees for carrying out field work. The uniqueness of the tourist destinations, the un spoilt wilderness, and the special combination of both nature and rich culture acts as a training and practical field for trainees Partnership with the stakeholders like the ministry of tourism wildlife and heritage, tour companies and the local community who control the tourism development process. Local community participation in the decision making process of the company since they are the hosts of tourism destinations.

THREATS Stereotypes as ladies may not buy the idea having a belief that tour guiding is only meant for men. Negative attitudes towards education on tour guiding since it has not been in existence.
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Increasing effectiveness of competitors like PROTS in Tanzania, tour operators in Uganda. Global economy causing inflation and currency is losing it value making it hard to raise enough income from students tuition and also gadget hire.

FACTORS FOR THE SUCCESS OF THE BUSINESS Cooperation, determination, commitment and hard work of the companys members. Our academy is field based making our academy more practical as students acquire more practical skills. We get funds from donors thus sustaining our academy financially and operationally. OBJECTIVES GENERAL OBJECTIVE To provide professional and practical tour guides with adequate information about the tourism sector SPECIFIC OBJECTIVES To improve the image of tourism through training tour guides both theoretically and practically. To provide advanced knowledge and tactics about tour guiding. To provide useful equipment for tour guiding

To provide skills and confidence among tour guides.

COMPANY HISTORY We began our discussions as a group in our first academic year (2009/2010) when we had just joined the university. Since then, we have managed to keep our friendship together even though we have different personalities and most of the time we do coursework and other class assignments together. This has made us realize the importance of teamwork hence we have learnt how to stand each other quit well and support each other through thick and thin. This has made us realize that teamwork is important for the success of any business venture when we were given this project by Deus our Entrepreneur lecturer, we sat down as a group and came up with so many ideas which were all constructive, some of the ideas we each came up with include Sports, butterfly rearing , Chameleon rearing by Nnassinde Maria Sewaya , tourism gadgets by Nazziwa Esther Resty, developing MUK as tourism destination Naiga Shamim, fish pond by Amoit Ritah, Beach by Nabaasa Penelope, Airport by Nakacwa Doreen, Information Resource Centre , Earthworm keeping by Nampewo Christine , Bird keeping by Migamba Peace, Mountain biking by Nayiga Rosemary, political history by Nambayo Barbara and industrial tourism by Okech Collins until we finally decided to do a training school where Nakacwa Doreen and Nnassinde Maria came up with the name ECOGUIDE ACADEMY came from ecotourism

which conserves the natural environment, all the members in the group were in favor of the ideal so we took it up and started this wonderful project.

COMPANY AND INDUSTRY PROFILE Tourism is the worlds largest industry in the world. Uganda is endowed with plentiful natural and cultural resources which can be basis for very lucrative tourism industry creating employment and generating income. In the Lonely planet magazine Uganda was voted as the best destination in the world 2011/2012; however Uganda is competing on the world market and to penetrate that market it is necessary to provide quality services. To achieve the quality services there is need for trained persons therefore professional tour guiding has a great role in the tourism industry because of the fact that from time to time tourists arrive in the country and in doing so, they are left in the care of the tour guide many of which in Uganda are not trained and lack practical skills. On the other hand tourists are becoming more sophiscated and understand that they need value for their money. We then came up with the idea of a tour guiding institution because of the rising need of the industry and the tourists themselves. Name: Eco Guide Academy Report Name date: 15th October 2011 Location: Uganda Primary category: S4 and S6 leavers and already existing persons under trained guides.

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Secondary category: Tourism students interested in the field work. A business strategy is designed to assess clients needs, develop a product or service to meet those needs, communicate to the customer the attributes of the products and services, establish distribution channels to make products available to consumers and to ensure that the company makes a profit. It looks at who, where, what, goals, how, why, and the challenges of the business. WHO- Eco Guide Academy. We need to have the knowledgeable and educated members of the community concerning tourism and Tour Guiding in particular areas of the country. These can help our students locate these places and provide information which we shall make more practical while in the field. WHAT (the product) Training school for professional Tour Guides. GOAL. To produce professional and practical Tour Guides with adequate information about the tourism sector. WHERE. We shall have branches in areas near tourism destination in the country in order to ease our field work. HOW. We shall provide field equipment for field work with the help from funding from the Government and the ministry of Tourism Wildlife And Heritage. WHY. We realized that there was a missing gap of well trained Tour Guides in the country and therefore came up with the idea to improve on Tourism as a sector.
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MARKET STRATEGY
Customer knowledge. We are going to study our customers both final consumers and the trade through continuous marketing research and intelligence gathering Long term outlook. Take time to analyze an opportunity and prepare the best product, commit our academy for the long run to make our academy a success. Quality strategy. Design products of above- average quality. Once launched, the product is continuously improved. Line extension strategy. Produce brands in several sizes and forms to satisfy varying consumer preferences Brand extension strategy. Use strong brand names to launch new products Multi- brand strategy. The art of marketing several brands in the same product category. For example produce brands that meet different consumer wants and that compete against specific competitors brands. Heavy advertising. Make as many of these advertisements about your product to attract a larger market. Competitive toughness. We are going to out compete new competitive brands and prevent them from gaining a foot hold in the market. PRICING Student charges: 530,000 @3months
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Gadgets Hired gadgets Mountain climbing Nature walks Bungee jumping Maps Books Gadgets for sale Mountain climbing Nature walks Bungee jumping Maps Books

Time/ duration

Charges

24hrs 24hrs 24hrs 24hrs 24hrs

10,000shs 15,000shs 10,000shs 6,000shs 10,000shs

100,000 80,000 100,000 11,000 5,000- 40,000

Guides for hire will range from 50,000-150,000


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Destination National parks/ Reserves Forest reserves Mountain sites Cultural/ historical sites

Duration 24hrs 24hrs 24hrs 24hrs

Charges (UgShs) 60,000 50,000 80,000 100,000

COMPETITOR ANALYSIS Existing competitors, Tour companies like Great lakes safaris. Education institutions like Nkumba University, among others who offer skills in tour guiding. STRENGTH OF THE COMPETITORS The popularity they have gained because of their long time existence in the field of tour guides training. They offer additional courses on top of the he tour guiding skills. WEAKNESSES OF THE COMPETITORS Many of them are not accessible; they are located far from the destinations. They do not provide practical skills because they lack the equipment. POTENTIAL COMPETITORS In the long run, tour companies may and education institutions may acquire some of the skills that we offer and improve or diversify the products or services that they offer.

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DESCRIPTION OF MANAGEMENT TEAM DIRECTOR

PRINCIPAL

VICE PRINCIPAL

ACCONTS/ BURSAR GFTG

HUMAN RESOURCE

INSTRUCTORS

STORES ST MANAGER

s
PUBLIC RELATIONS
SECRETARY LIBRARIAN SECURITY

MARKETING MANAGER

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Director. The biggest share holder in the company. Has the final say in the decisions made in the company. Directs the work of the company that is to say gives the general direction of the company and also approves and introduces new products. Principal /manager. Monitors, motivates and controls the companys activities to make sure the set goals and objectives are accomplished. Coordination and supervision of other employees, protection of the companys assets and records to ensure the growth of the company. Vice Principal. In the absence of the principal, the vice must be in position to take charge of her duties. In addition she is to help the principle in making sure the company goals and objectives are attained, ensure growth of the company and also the values and principles are upheld. Accounts / Bursar. Responsible for all company finances, receipting and giving out of money in the company. She is also in charge of balancing the books of accounts, and interpreting them. Also enforcing financial policies like taxes. Human resource. In charge of recruitment and selection of employees, welfare, employee training, salaries and dismissal / demotion and promotion of employees. Instructors. These are well trained personnel who will be in charge of training and guiding the students in their training, they will also be in charge of the practical field lessons. Public relations. Is in charge of keeping a good image of the company to its different publics. This she will do through media representation and other diplomatic function.

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Stores manager. In charge of the equipment ensuring they are well kept and maintained, their numbers delivering them and ensuring those rented are returned in their right numbers and safely. Sales manager. Increasing awareness of the companys products and services, ensuring the right kind of advertisement is used for the right target markets to increase the companys sales. Librarian. The librarian is in charge of organizing and maintaining the books in the library, providing consultation services about the literature in the library to the clients updating the books and literature with rising innovations. Secretary. In charge of all forms of registration, management of companys information, in the company, biodata and that of its clients typing documents and receiving clients, offering information to clients who may need it. Kitchen management. She is to provide meals to the students and the staff; these include breakfast, lunch and evening tea. Security. With the rising terrorism threats there will be need for security. He will be in charge of visitor registration, checking people coming in, and take of the general security of the company.

PLAN OF OPERATION
Form of ownership. The company is limited by shares because its formation was through the efforts of thirteen group members, thus the best way to reward individual efforts.

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Decision making. This will be done by all share holders. However, the individual with the highest shares in the company will make the final decision. Compensation and benefits. For the clients, the company the company will base on the guarantee method, a client who withdraws their money 30days after payment will be given full refund, within 15days half the payment made, and below that 2% of half the price. For the staff members, compesation will be made in form of dividends that will be shared according to the shares held by each individual member. In the long run the company will provide other incentives like transport, and other allowances. Working schedules. Working days will Monday to Saturday 8am-6pm. Sunday 9pm -12noon. We will also have weekly meetings on Fridays 4pm to review performance for the previous week and set targets for the next week. We also will have board meetings twice a year to discuss the companys performance, another issues that may rise up however abrupt meeting maybe held in case of emergencies.

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ECO GUIDE ACADEMY PO Box 5234, KAMPALA. UGANDA. To Muhwezi Deus Kamunyu College of agriculture and environmental sciences Makerere University Po Box 7062 Kampala RE: APPLICATION FOR ALOAN TO START ABUSINESS. On behalf of Ecoguide academy we request for a loan of ten million shillings to facilitate our business venture. Our company deals in training of tour guides, safety equipment rental to tourists and information centre for information provision. The loan will be used in the set of the project, purchasing of equipment and facilitation of other company activities. Our collateral security is the transfer of ownership. It will give us great pleasure if our request is granted.

Yours faithfully

Nambayo Barbara. Director, Eco guide Academy.

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Estimated Budget for Ecoguide Academy for the month ended 31st October 2011 Equipment Stock Rent Furniture Computer/Photocopier Salaries 1,500,000 1,500,000 60,000 1,500,000 1,500,000 1,420,000

The loan payment will be made in intervals of 500,000 per month for a period of one year. Our income will be gotten from fees paid by the students, renting of safety equipment, and also from the information centre facilities as the charges are stated in the pricing.

ACCOUNTING EQUATIONS FOR EACH TRANSACTION MADE FOR ECOGUIDE ACADEMY FOR THE MONTH ENDED 31ST OCTOBER 2011 i. Assets Ecoguide Academy started the business with 10 million shs cash = Liabilities + owners equity + capital 10,000,000

Cash 10,000,000 = ii. Assets

Used business cash to buy furniture at 1,500,000shs = Liabilities + owners equity = + capital 10,000,000

Furniture 1,500,000 Cash 8,500,000 10,000,000

10,000,000

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iii. Assets

The Academy buys equipment of 1,500,000 using business cash = Liabilities + owners equity = + capital 10,000,000

Furniture 1,500,000 Equipment 1,500,000 Cash 7,000,000 10,000,000 iv. Assets

10,000,000

The Academy purchases machinery at 1,500,000 using the business cash = Liabilities + owners equity + capital 10,000,000

Furniture 1,500,000 Machinery 1,500,000 Equipment 1,500,000 Cash 5,500,000 10,000,000

10,000,000

v. Buys stock of gadgets and library books at 1,500,000 Assets = Liabilities + owners equity Furniture 1,500,000 Machinery 1,500,000 Equipment 1,500,000 Stock Cash 1,500,000 4,000,000 10,000,000 10,000,000 + capital 10,000,000

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vi. Assets

The Academy will buy office stationery at 400,000 = Liabilities + owners equity + capital 10,000,000

Furniture 1,500,000 Machinery 1,500,000 Equipment 1,500,000 Stock Stationery Cash 1,500,000 400,000 3,600,000 10,000,000 vii. Assets Motor van 15,000,000 Furniture 1,500,000

10,000,000

The Academy will purchase 2 company vans on credit at 15,000,000 = Liabilities loan 15,000,000 + owners equity capital 10,000,000

Machinery 1,000,000 Equipment 1,500,000 Stock Stationery Cash 1,500,000 400,000 3,600,000 25,000,000 25,000,000 25,000,000

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STATEMENT OF FINANCIAL POSITION ASSETS NON CURRENT ASSETS Motor van Machinery Equipment Furniture CURRENT ASSETS Stock Stationery Cash TOTAL ASSETS EQUITY AND LIABILITY Capital Owners Equity Liabilities Noncurrent liabilities Loan Total liabilities 15,000,000 15,000,000 25,000,000 10,000,000 10,000,000 1,500,000 400,000 3,600,000 5,500,000 25,000,000 15,000,000 1,500,000 1,500,000 1,500,000 19,500,000 Shs Shs Shs

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MARGINAL COSTING INCOME STATEMENT FOR THE PERIOD ENDED 31ST OCTOBER 2011 Student sales (530,000*30) Sales of equipment and gadgets (25,000*20) Less marginal cost of production Direct material Direct labor Gross contribution Less fixed costs Rent Net profit 60,000 60,000 20,000 19,400,000 1,420,000 20,820,000 80,000 15,900,000 5,000,000 20,900,000

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