Rainbow lands

  1. Preamble

The vision of rainbowlands came about after years of travelling with the rainbow family around the world. In 1996 the world rainbow family was born in Portugal.

Our mission was not only to promote the ethos of the rainbow warrior and rainbow family of living light (see welcomehome.org)-but also to eventually build” islands of light “all over the planet which would be a beacon for humanity in its search for enlightenment and harmony with the Earth and each other.

(We currently have rainbow communities or “crystal lands ” in Portugal,Spain,Costa Rica, Brazil and Colombia -and many other places)

All of that came out of one vision circle in Portugal in ’96. This desire is a strong lifelong one.

As a traveller I fell in love with a rainbow girl and we started a family. Once reality set in we were suddenly thrust into the cold hard facts of keeping a family together.

We needed a home to raise our children. But we didn’t want to live in the city and send our kids to be brainwashed by the government schools. It was so clear what we had to do. But were alone. No support. No support at all.

We didn’t want to do meaningless jobs for minimum wage. Just so we could spend the summers in a rainbow gathering or in the nature with our friends.

We tried to create rainbow communities in Greece-South Africa and Israel and we visited numerous existing communities. After 12 years our search failed and our marriage collapsed. We divorced and as a result our children suffered and ended up being brainwashed by materialism and state control. The dream like the rainbow was there for a second…but gone in a moment.

Some time later after a festival in Glastonbury I met up with someone else who had the same aspirations. To live on the land. To become self sufficient. To educate our children to be free thinkers. And it was in the summer of 2014 that the vision of a reformed ” rainbowlands” was born. We would use the tools at our disposal to achieve our dreams.

Initially ; we thought the world wide rainbow family needed a legal instrument to buy land. Land that could be utilised by other rainbow families to build their dream home or earth ship or yurt or tipi. So we registered a limited company in the tax haven of Gibraltar with the sole purpose of buying land.

We then opened up several facebook groups we called : RAINBOWLANDS. (see rainbowlands portugal ). We realised however after trial and error that the structure of any intentional community was so diverse that individual sovereignty had to come first. Each one had to get off the fence and take that leap of faith. Nobody could be coerced. It was each person’s sovereign decision. But we could help each other to make that decision…and support them as a wider interlinked community of free thinkers and rainbow warriors.

  1. The Vision

Our vision now…as it always was is to empower anyone with a belly button to live this incredible dream.

To Dare to dream and to BE the dream!

To be the support mechanism for the dreamers all over the world who want to RETURN to the land…TO RECONNECT. TO HEAL.

Because ALL the land is rainbowlands.

It is ALL our promised land …this beautiful wonderful Earth. These lands are all rainbowlands. It’s all Rainbowlands!

Since 2015 that is the message we have been promoting through social media and in our many gatherings all over the world.

Today many young at heart adventurers have taken that leap of faith. Most have bought their own piece of land and are implementing permaculture principles and are reconnecting with our planet. And each other.

Lives have been radically and dramatically changed and there is a quiet revolution taking place all over the world as people” realise the real lies through real eyes!”

As we see how fragile this planet and our Babylon society is… we need to find ways to live differently. It wont be a radical revolution from one day to the next…it will be the new in the shadow if the old. An international open source mycelium network that connects and feeds each node..each island of enlightened beings …decentralised…autonomous and SIVEREIGN.. yet intertwined by a common vision to save this world from ourselves through self determination. But FIRST, the land.

A better, saner greener future for all. Especially,the next generation…the 7th generation.

And this is our vision.

How we get there will depend on if we can replace fear with faith…faith with Hope and Hope with unconditional Love.

It’s an incredible and amazing yet difficult journey. But its not impossible. It can be done amigos.

I thank you

Rainbowheart

Solidarity.fm

Synergiehub.ch

Faith.coop

  1. Our purpose.

If we can by our efforts save just ONE family from being destroyed , we will have been successful!”

To do this we needed to give hands and feet to our dreams. Our purpose is simple. Rainbowlands needs to buy common land. “La Vega“…

  1. A business plan.

This is just one of our many business plans. We have others. A mobile theatre. Festivals. Crypto currency. An alternative sailing community. Business hubs. Markets. Specialised farming. Workshops. Rainbow Academies of Living light. Free schools of unlearning. Redesigning the internet.Themeparks. The list is endless…And as infinite as your imagination. And if it can be imagined, it can be created.

Heres an example of one possibility :

  1.  

 

RAINBOWLANDS International Ltd

1.Business Overview/Executive Summary

Overview:WikiDefinition:Glamping

Glamping (glamorous camping) is a growing global phenomenon that combines camping with the luxury and amenities of a home or hotel.[8] Its roots are in the early 1900s European and American safaris in Africa. Wealthy travellers accustomed to comfort and luxury did not want to sacrifice either, and their campsites and pampered wilderness lifestyles reflected it.

Glamping is its modern equivalent, combining both yesterday’s amenities and today’s technology.[9] Also called boutique camping, luxury camping, posh camping, or comfy camping, today’s glamping features such structures as yurts, tipis, pods, bell tents, safari tents, tent cabins, and tree houses.[10] Glampsites range in price from as little as $50 per night to thousands of dollars per night, depending on amenities, which can include fresh bed linens, en suite washrooms, food service, and private verandas.

Glamp camping can exist on its own or encroach on traditional forms. In mid-2014, the City Manager of Black Rock City, Nevada described Burning Man, an annual event at nearby Black Rock Desert, as having “jumped the shark,” when the 2014 event — which had been previously noted for core values of radical self-expression and self-reliance — featured incongruously posh VIP lounges, cell phone towers, and private jets.[11]

Glamping:A form of camping involving accommodation and facilities more luxurious than those associated with traditional camping: glamping is likely to satisfy any city slicker seeking a little refuge in nature—without foregoing any of life’s luxuries

Our business:

Rainbowlands International is a business that offers a “ glamping “ or glamorous camping experience designed to fit any budget; and to bring the amazing beauty and healing properties of nature right to your fingertips.

We want to change the way you experience travel and tourism by offering affordability and comfort in an ethical, environmental and most importantly an enjoyable way.

Glamping is nothing new. Indeed African safari holidays in air-conditioned tents and treetop houses have been popular amongst the jet-set for some time- (going as far back as Elizabeth Taylor and Richard Burton on honeymoon in Botswana and Humphrey Bogart in the 1950’s when he filmed African Queen in the Congo ). But now it’s not just the rich and the famous that have the chance to enjoy the wonders of nature… you can too!- In fact anyone can.

– In the 90s we had many young travelers embracing the backpacking experience and we saw a giant leap in budget tourism and cheap flights as well as the information revolution taking off.

Now the new trend is to camp out..BUT- In style!

And that’s what we offer at Rainbowlands Int. – The ultimate camping holiday minus the sore back– the fatigue and the hassle…and the dirtiness…

Our “ glamps “ will have all the amenities of regular hostels or hostels but with the experience of being in the nature… in a temporary camp.

The difference is that we will target the budget end of the market ie the backpacker and independent traveller rather than the high end tourist.

In time we will upgrade some of our facilities to include mid to high end – but this is not our focus.

Rainbowlands intend to offer great glamping holidays all over Europe and further afield. We also will offer specialised “glamps” for retreats – team building – festivals- training camps etc. We also will offer online sales of our products and peripheral services eg car rental tours- yoga sessions- massage – personal training etc. We will also offer local property for sale or rent.

Our mission is to change the way you travel. Instead of booking in a five star hotel or a noisy backpackers hostel- you can have the option of booking a “glamping” or as we call it a “glam-packers” holiday that will rejuvenate and energize you with the simplicity of the experience and the majesty of nature…but with all the glam.

Our key specialty in this business is not just our experience in tourism ; its understanding the experience itself!- We have more than 25 years’ experience in organising group camping experiences of up to 2000 people. We know how it works and more importantly-why it works!

With the industry always on the lookout for new things ; we believe that this is it. There is an unlimited potential market and we feel we can break in at this time when the demand is growing.

To summarise:

* Rainbowlands is a company offering a glamorous camping experience at budget prices for backpackers and independent travellers.

* The market is always looking for something new. This is it. We can offer what people want at a good price. Every year hundreds of thousands of people go camping-backpacking or travelling- if we can offer the crossover between camping and backpacking without going too upmarket – we will have an unlimited potential of new business for the next 10-20 years.

We are talking a multi-million pound business!

* How we will address the demand gap is by supplying what is required… Good, affordable holidays in good -unique and beautiful one of a kind locations. This is the key. Niche. Our experience with organising gatherings of people in nature has equipped us to handle what the challenges ahead in terms of sanitation- ablutions-environmental impact and outdoor activities.

* Our business will address the gap in the market by offering something that people want – a rustic- natural one of a kind experience – but with ALL the comforts of “ normal” accommodation establishments.- WIFI- Comfortable bedding-hot shower- toilet and running water as well as food and drink if required…at a good affordable price.

* Our model will be successful because our overheads will be lower than normal tourism establishments. We don’t have high rents to maintain or the infrastructural costs associated with a permanent establishment that needs plumbing- electricity- pipes- maintenance throughout the year- regular staff etc. In fact many “ fixed” establishments simply close down on the off season -but continue to pay expensive overheads- it is because it is a seasonal business dependent on the whims of the industry…and this is its greatest weakness…a weakness thankfully we do not share. We are not beholden to political or environmental uncertainty or sudden market fluctuations. The beauty of this business is that … we are adaptable!

Our main costs will be in purchasing /manufacturing the kinds of habitation that will be used eg tipis- hobbit homes-gypsy homes- treehouses-yurts-tents etc. Whilst the glamping experience has already grown over the last 10 years from nothing- we see there is an increasing opportunity to expand the market across the board…particularly in the budget tourist sector.

Glamping doesn’t have the normal costs that established hostels and hostels have as our business is focused on creating a temporary camp during the season. We only need rent the ground for 6 months – or less….And because we are NOT reliant on an existing infrastructure – we don’t pay those infrastructural costs. We dont need to spend large amounts of money developing infrastructure that will last for years… or expensive buildings or land that eats into our working capital.

But…we will in time have permanent camps- “Glamstels”…”Glamtels..”.

-We are not tied down with all the red tape and taxes associated with running regular tourism enterprises. We will offer a great service to our customers at a fraction of the prices that others do. Because we are focusing on what we know ie the backpacking industry-As a startup- this is our greatest advantage.

Price. Service. Quality…but most of all our knowledge of the industry will give us the edge to be successful. Knowing the hospitality business through years of service in the tourism industry means that we know how to adapt and when to adapt.

1. Relevant Experience

Overview

My personal experience in the tourism industry goes back to 1993 when I started my first backpackers in Victoria Falls and later another hostel in Johannesburg in 1994. Shoestrings backpackers grosses around $60 000 USD per month on bar, accommodation,tours,gifts,etc. It began as a simple idea and a broken down old hosue 20 years ago. Zoo Lodge was the same and it too still exists in Johannesburg today and turns over around $30 000 per month. I got my hosteling experience from being a backpacker myself –

I backpacked around the world for over 12 years before I started my first backpacker hostel. In the old days in Africa there existed only pensions- as they were called in the 80s.- but that soon evolved into the hostel and it is again evolving into something new as the market demands something new.

Both hostels I started in the 90’s and sold on are still operational today. Both represented the trend of the time which was independent travelers wanting to socialise with other likeminded people. Not in a guesthouse or hotel. The hostel offered a great service at a great price and I started these businesses with very little capital. I also have experience in the hotel industry having run as manager my mother’s hotel in Burgersdorp South Africa in 1995.

Travel over the last 30 years has been revolutionised and is continuing to evolve.

Today people are more discerning. They want the retreat experience. They want originality not conformity and homogeneity. They are looking for the “ WOW!” factor-something different…

We are in the business of creating ambassadors not end users…!!consumers- friends not ATM machines- circuits…

More people these days want to know about their carbon footprint and their impact on the environment. How they can take responsibility for the world they live in… It is this kind of people we wish to cater for. Ethically minded people who care about the planet they live in.

With this form of hostelry or hosting we identify what people need and want. My personal experience as an independent traveler of more than 100 countries around the world and experiencing all forms of accommodation – I see that we can blend in both kinds of experience and still offer a good- affordable service. And-the “trend” is always your friend.

I have experienced what it is like to be on both ends of the scale- 5 star accommodation ( which has its place)and budget( which also has its place) … plus I have had experience in the tourism media and marketing so I am confident I can sell this idea to the public at large and be successful at getting enough customers to make it feasible. I started up two magazines in South Africa associated with tourism in 2002-4 the first called “ Africa Tourism” and the second “ Africa Alive! “ – as well as an IPTV channel called iAfricatv – all 3 were my attempts to market Africa as a tourist and business destination.

In the UK in 2005 I ran several sharehouses in London. I also understand how to work with different dynamics- age groups, traditions and cultures.

I have developed my people skills and life skills over this time and feel pretty confident I can make this current project work. Glamping and “glampstels” are the future. Low impact tourism that brings the traveller right to the crest of the wave- the cusp of nature…

I have also run a boutique guest house in Zanzibar in 2012 in Jambiani Beach and know how to ensure my guests are feeling at ease… ( even when the political situation was not conducive to tourism)

Finally , I have good language and communication skills so I feel at ease with most cultures and understand their needs. I speak enough reasonable Spanish- Portuguese and Dutch – as well as some Flemish , French,Afrikaans- German – and a little Swahili,Arabic and Polish. I am a social person and love meeting new people.

I have done a course in Finances with the Open university and Understanding Management from 2010-2012- so I feel that I have enough skills to make this project work. I am also good at marketing and promoting my product and feel confident that I can create enough interest in this one. I am passionate about nature and about doing something positive for the planet. I feel glamping can bring people closer to this beauty whereas other forms of hotelier cannot. …I have also experience at trade shows such as the London ITW . The Berlin ITB and the Durban Indaba ( which I’ve attended regularly over the years to network with other operators) I also know how to communicate with other stakeholders in the industry and speak the same “ lingo”/jargon of the tourism industry.

I have a handle on how to market my business and develop a strategy to make this concept appealing to potential clients and operators as well as to market myself online.

So this is my resume in the tourism industry ; I also have many contacts who I know will support my new endeavor. I have already the experience of organising over 10 temporary camps or rainbow gatherings all over the world and successfully. Thousands have attended and no one went away with a negative experience.

I was the first to do these camps in the Sinai desert ( 600 people) and in Wadi Rum National Park ( 400 people) – as well as the Altai Mountains in Russia ( 100 people) – Yorkshire ( 2000 people), The Transkei Wild Coast ( 600 people) etc. My only drawback at the moment is a lack of funding to purchase the necessary tents, tipis and yurts,hobbit homes- as well as other equipment needed to create the right “Glamosphere”!

2.Product/Service Description

Overview

Glamping or glamorous camping is the 21st Century way to travel. It allows the intrepid traveler to experience close up the majesty of nature and its beauty – in fact million dollar views for a fraction of the price and still retain all the creature comforts expected in any hotel or tourist establishment. In the last 10 years since its inception it has become a multimillion dollar/pound/euro industry.

And the beauty of it is that it can only get bigger and take greater market share because it is still in its infancy. It is where backpacking was in the 90s – and over the next ten years it will be everywhere.

Rainbowlands International ( Ltd) have recognised the potential demand and have seen where it is going in the future. It is not just for the rich tourist – or the well to do that glamping is ideal… but it has the potential of a far greater market- that of the backpacker and independent budget traveller. We call this glampacking or simply glam travel. Our sites we have chosen to name “ glamtels”- or “glamstels”. But what is the difference between normal backpacking hostels or guest houses or hotels?

What has glamping got that other tourist experiences don’t have?

To answer that one must ask oneself – why do people travel?

What is the motivation for travelling?

…What does glamping have to offer the market now– and why?

Its simple. People travel for a change of scene. For rest. Relaxation. For recovery from the stresses and strains of a modern world. People travel for curiosity sake.

– To experience new cultures and ways of thinking. People travel to view natural scenic beauty. They travel for many reasons and for many attractions…which may include- food- religion- history- events… But why is glamping so popular now? First of all it isnt because it’s cheap. The average glamping holiday costs more than regular hotels or hostels. It’s mainly because people want something different- special…not run of the mill. … Something original and something that they will remember for a long time .

A glamping holiday can also work out more cost effective when a small group books together. If for example a family of 5 books two hotel rooms for a week in Spain OR Cornwall- its more expensive than a glamp- or glamstel experience.

I will go into price structures shortly.

So the other thing is that there are specific generic platforms with which a client can choose and book. The level of service delivery can also be rated on these sites and can at the same time give greater confidence in the market- especially as its very new to most people.

And glamping is not simply just a tent. Or a tipi. It can be many things. It can be a gypsy wagon- a hobbit home- a treehouse- a yurt- a mudhut- … anything out of the ordinary- any dwelling that is not your regular bog standard bricks and mortar. The key to understanding it is to understand the experience.

Its staying in a tipi or a yurt – A Bedouin marquee- a geodesic dome. – but without the expected discomfort associated with it.

In other words you have comfort- warmth- ease-… but the shell is what it is… and this opens a whole new frontier that was never imagined before… we can now go to places that before were totally inaccessible. Places that had no infrastructure…and were unlikely to get it either.

And this is our unique selling point. We can offer genuine originality of product. We can go places where no other hotel or hostel operator can. And we can do it for less without losing comfortability.

An Example:

A 4 person tipi costing around £800 pounds – complete with poles and ropes. We can put this up almost anywhere. In a forest – a desert- a mountain top – wherever- and associated with this tipi we can also erect a compost toilet that is completely biodegradable and has very little impact – if at all on the land – we can also rig up solar and wind powered electrical generators that can heat water – power lights- etc. a shower – a washbasin – a complete eco friendly self-sustaining unit that leaves no trace that it was there when it’s disassembled.

Like Glastonbury. We return it to its original state once the camp is over. Normal glamping costs around £100 per day. That’s around £25 quid per person per day. Our costs per day a fraction of that. In fact around £15. We can then afford to drop our prices to £15 per person per day – which is around £ 60 per day. Our key to doing this is all in the numbers. We get more people it works out cheaper to run. Like Easyjet…

The size of the tipi starts from a 3 person and works its way up to a 10 person – depending how you fit the people in. If you cater for more upmarket customers you may want to design it accordingly for space and comfort.

What is good about booking through the internet is that you can offer different options to your clientele in advance and tailor it to their needs.

In terms of bedding- sometimes all you need is a futon and sheepskins on the ground- other times you may have a fold-up bed or an air mattress or even a bunk bed. In hobbit homes – which are on fixed sites you will have normal beds as with tree-houses… ( in fact in some safari camps one night in a tree-house runs to around £1500 )- it’s all in the detail.

In yurts which are ideal for family groups – it’s easy to place fold-up beds inside and adjust them accordingly during the day. The camps are always erected beforehand and rigged up so that those coming will have maximum comfort and minimum discomfort.

We have good manufacturers of canvas tipis of all sizes ranging from £ 600 for small 2 person tipis to £1400 for larger 10-12 person tipis. Yurts are more expensive because there is more canvas used and more work involved in stitching them together. They run at around £1500 and can hold up to 6-8 people comfortably. Geodesic domes are easy to set up and can hold any number of people and do not necessarily have to use canvas as a covering. Many are transparent and this can add to the glamping experience.

Then again there are the regular safari/army canvas tents – which many people still use on fishing safaris… and they come with two beds inside and mosquito netting. We have sources around the world that can supply us with any kind of ethnic dwelling including a genuine Bedouin tent – an African grass and mud rondavel- or a tree house. The more permanent the structure , the more costly it is to erect. A hobbit house can cost around £2000 -£10000 , a tree house around £1000 to £5 000 and a Hoosha ( a grass hut) about £ 1000 . It’s all depends on what the client wants. We intend to begin with 3 styles only- 1. the tipi- 2. the yurt and 3 . the Bedouin tent.

Initially, our model will run only with the first two- tipi and yurt until we have enough capital to invest in more complex structures – and this of course will enhance our portfolio of what we can offer our clients.

Our first glamp site will have around 10 tipis and one yurt. This model is sustainable and marketable and we feel that it is enough to make the venture pay for itself and give us a return on our investment.

This will be our first service delivery. Each tip will be able to house around 4 people comfortably. In total if full we should be able to handle around 40-50 people on our first site.

There will be a site manager on hand to ensure the needs of the clients are catered for as well as two cleaners to ensure the site is kept clean and tidy. We feel that we can offer the same service as our competitors but at a better price because of our experience in this business over the years. We know how it works… and we are pretty confident that we can attract enough customers to ensure it is sustainable as well as profitable.

Our staff of course will be minimal – and the business need not require more than temporary staff to run the day to day operations- the main business will all be online as booking will be done beforehand. Of course to ensure everything runs smoothly I shall have to take personal control of it from day one as make sure that everything is working right. But I don’t foresee more than 3-4 people needed to handle 40 people. If we take on extra musicians – yoga teacher etc- we can always do that on a donation based pay rate plus a stipend.

We will of course offer additional services to our clients to ensure their stay with us is not boring. We hope to offer tours- activities – outings- workshops-yoga sessions etc. Because we have the rainbow ethic which is based on the care of our planet and ourselves we hope that this too will inspire the people that come to visit us. It will be an entire experience…and at the end of it we will “ reward” our “ ambassadors by making them Honorary “ Rainbow Warriors”(HRW)- around the great sacred fire( Complete ceremony etc)…which will also have at times live music played at night – some dancing – storytelling etc…

This will add value to our clients experience and make it more memorable to them when they return to “ Babylon”…!- something they will never forget!

The journey of “ educating” our clients will begin from the moment they read through our ethos and see what we have to offer them. It is our hope that it won’t just be an entertainment business but also an “edutainment” experience. We intend to market B2B as team building and adventure camping is still very popular – and of course we can hire the extra staff to rig out obstacle courses or paint gun fields. This all depends on who and how many people will rent out the site at any given time.

But beyond all the logistics we want people to have good – wholesome fun…This is what it’s all about. By developing a greater love for the Earth and its environment by camping out – in style of course… we begin to wean our clients from the consumerist doctrines that are entrenched in the capitalist self-gratification ideals. The vision of Rainbowlands International is to create a greater awareness of Nature and its beauty and healing properties …and of course to make a sustainable profit to purchase land for communal usage of those who love it.

We feel that this is a good business model that will at the end of the day be sustainable, successful and profitable all round. Furthermore, we believe two weeks glamping out will give our clients the vitality and the restoration of health that they are looking for. And that’s why they’ll be back!

There’s not much more I can say about the product except that people live in a stressful world today and need to unwind…they need peace and quiet… they need the calming effect of the great outdoors …and that’s why I believe this business will work.

3.Logistics

For the first “GLAMPSTEL” we will need the following items:

1. 5-10 tipis with poles, groundsheets and ties @ £1000 each ( £5000)

2.2-3 yurts with pop-up frames @1500 each (£4500)

3.3 x compost toilet @ £1000 each (£3000)

4. 3 x gas /solar powered shower units @ £150 each (£450)

5. 40 Fold-up futon beds @£100 each ( £4000)

6. Fold-up tables/chairs/grills for outdoor cooking/ utensils £500

7.Pots/pans/gas bottles/wash basins/lighting miscellaneous equipment for kitchen £ 500.

8. Sporting equipment- /adventure games /Outdoor Lighting £ 500.

9.Outdoor furniture, sheep skins covers, blankets, sheets , cushions etc. £500

10. Second hand van / minibus for transportation of goods/people £2000.

11. Office supplies/ cards/pamphlets /maps etc £ 200

12. Internet marketing/social media/ website design,advertising

£ 2000.

13. 1 x 250 Litre container – £100

http://www.tanks-direct.co.uk/250_litre_water_tanks

14. water filter system- range in price from £100-£400

http://en.wikipedia.org/wiki/Portable_water_purification

15.Generator,pipe tubing,wiring etc £500

16.Kitchen equipment,utensils,tarpaulin etc £250

17. Industrial Sewing Machine- Cotton Canvas stock-work table £500.

( I have researched best prices for cotton canvas on www.ebay.com, www.alibaba.com and www.indiamart.com as well as in Turkey through personal connextions).

These of course are estimates and prices may change accordingly. I do have friends that manufacture tipis and yurts and can get them around 25% cheaper than average prices.

Approximate costing : £25 000- additional funds available will be used to purchase more tipis/yurts to accommodate more people.

4. Market Research

Primary & Secondary research:

1. Primary Research:

a. The Internet :

I’ve checked out sites for glamping as well as sites that offer glamping facilities at their specific venues. I’ve looked at these sites and seen the majority of those sold out are what is known as “ duo ‘s “ – I site here Festival No 6. In Portmeirion , wales in September, 2015. This festival is aimed at the high end of the market and those that want to experience it want comfort- but they don’t mind spending …wait for it… £ 500-£600 for 3 nights …in a tipi… amazing!- here’s the link:

http://www.festivalnumber6.com/content/view/136#filter=.cat-overview

-but it doesn’t stop here. We also see it in Glastonbury Festival.

In 2015, the Tipi Village at Glastonbury Festival will once again be offering pre-erected 18ft Tipis on the Southern slopes of the Festival site – leaving you with nothing to carry home but your bags.

Each Tipi can house up to 6 adults. The price of a Tipi for Glastonbury Festival 2015 remains unchanged and will cost £950 to hire (Festival tickets not included).”

It should be noted here that each tipi can house 6 people comfortably- and costs £1000 each. There are approximately 100 tipis on site… and these tipis do not have anything except a groundsheet and rain catcher. NO bedding is provided.

There IS a communal shower, toilet and fire -as well as a kids play area – but NO bedding and virtually NO staff – except for daily cleaning. This is the next level down from glamping- but it IS in the glamping bracket. The person running this project- Tiran is today a millionaire from just renting out tipis at Glastonbury. I have sourced these same tipis out and can have them made for £1500 including the poles.

Here is the link:

http://www.glastonburyfestivals.co.uk/information/accommodation/tipis/

But it’s not just festivals that are cashing in this new and exciting tourism phenomena… there are dedicated sites that give clients choices … here’s a few of them:

http://goglamping.net/- this site labels “GLAMTELS”– at a whopping £110 quid a night… and yurt living from £32 a night. All mattresses are memory foam and the yurts are built on dedicated platforms. They also include what activities are available in the area – from fishing to cycling…

By far the biggest on the web and the most refined is www.glamping.com they hold a standard – that trip advisor must give a 4 star rating or higher to every site. And its international too. Other sites that offer glamping holidays are :

1. http://www.classicglamping.co.uk/

2. ( For more budget traveller) – http://www.haven.com/accommodation/glamping.aspx

3. ( For hen parties and smaller groups)

http://www.jollydaysglamping.co.uk/

4.( for scottish upmarket travellers)- but starts at a only £ 50 a night per person!

http://www.lochnessglamping.co.uk/

5.- and if you needed any convincing that this is a global trend…

http://www.canopyandstars.co.uk/glamping

6. But this is the market we plan to hit…

www.hostelworld.com

an Irish hosted site- Dublin- which is the site for backpackers looking for accommodation. Our idea is to not to compete with what’s already happening but to set our own trend- this is what we call- “ “GLAMPSTELS”. Our research shows that glamping is already making big inroads in the tourist industry and if we are to keep up we need to specialise on the budget – independent traveller. Hence the GLAMSTEL concept.

b. WIKI:

WIKI HOW- this is a step by step guide on how to go glamping – by wiki…heres the link-

http://www.wikihow.com/Go-Glamping

The 21st ORIGINS OF THE INDUSTRY – It started here in the UK- 2006 and in the US- 2007. The industry is literally only 8 years old! At least this is when it went mainstream!- its originated in AFRICA!- Probably with the first explorers to Egypt – then later on to film stars who wanted to camp in style… its only recnetly trended and gone mainstream… probably as a result of the Rainbow Family movement- a global eco movement .

http://en.wiktionary.org/wiki/glamping

2. Secondary research :

Mori polls on why people travel shows that 70% want to enrich their understanding of the world and are looking for a unique experience. This proves that glamping has what people are looking for. Why? Because a. it’s an outdoor experience that challenges perceptions. b. it’s usually in a unique location that places the individual in proximity with the location- which is normally unique!

https://www.ipsos-mori.com/researchpublications/researcharchive/3454/Seven-out-of-ten-travellers-want-to-enrich-their-understanding-of-the-world-and-have-unique-experiences.aspx

But there’s another reason why glamping has been so popular since 2008. Its price. People get a better deal – and save money. Consumer confidence is still dropping and this in fact will push people to look for more cost effective holidays… recession in fact is good for glampers!-

Here’s the Nielsen report on consumer confidence:

http://www.nielsen.com/us/en/insights/reports/2015/q4-2014-consumer-confidence-report.html

Here are some other sources again referring to the increase of glamping as a trend worldwide…

https://www.pitchup.com/news/article/2013/jan/02/glamping-top-trend-2012/

There’s even books out now that explain step by step how to start your own glamping enterprise:

http://www.inspiredcamping.com/category/business-tips/

Not everyone agrees- this report says its out…but that was published in 2010!…( its more of a satirical article on the trend)

http://www.independent.co.uk/travel/news-and-advice/sarah-barrell-glamping-is-gone-now-brace-yourself-for-the-greycation-1960096.html

Here is a camping website that explains camping is on the up…

https://www.pitchup.com/about/media/

This site gives an overall view on glamping in the UK

http://www.country-cabins.co.uk/the-glamping-market.html

 

And this is what the FT – financial times has to say:

http://www.ft.com/cms/s/0/b3314016-c43c-11e0-ad9a-00144feabdc0.html#axzz3TXRgb7Mn

This research only proves that the industry is on a consistent upswing and can only improve and overtake conventional methods of camping- and traveling. Of course people will always use hotels and hostels- but this industry will continue to grow until it hits peak…it hasn’t done so yet.

In the hosteling world – young and adventurous travellers want something different and new… and they want to socialise with other like minded people… this is where we come in with our take on the industry itself.

GLAMPACKING” in “ GLAMSTELS”or pop-up hostels we believe is only beginning to shine. Once it becomes formalised into a business it will show a completely new alternative to the city to city backpacking trend of the last 20 years.

Here is a good report on the backpacking industry as it works in Australia.

http://www.crctourism.com.au/wms/upload/resources/110017%20evolbackpackermarket%20web.pdf

Here is more info on the subject of hosteling globally.

http://www.stikkymedia.com/blog/social-media-statistics-hostel-travelers-and-backpackers

Research on terminologies:

More definitions:

1. What is a Tipi? Originally a Native American Dwelling but later used by other nomads. It is like an upside down icecream cone IN SHAPE AND MADE OF CANVAS. Originally buffalo hide was used to construct the outer form. It is easy to disassemble and a fire can be burned in its centre. Its warm and dry and easily moved. It is erected using poles usually made of pine.

http://en.wikipedia.org/wiki/Tipi

2. What is a Yurt?- a round dwelling originating in Central ASIA and Mongolia . It is erected in about 2 hours and again is warm and protective of wind. It can be moved easily and placed on camels or yaks.

http://en.wikipedia.org/wiki/Yurt

3.What is a Hostel? an affordable shared accommodation which has communal space and usually attracts people of all classes and statuses.- It is a modern phenomenon which has exploded in the last 30 years with the travel and information revolution – internet. Many are affiliated with associations but it is not necessary and many are known as “ independent hostels… not all are buildings either and the form of the shelter is not important. It is usually cheaper than a hotel and rooms are usually shared.

http://en.wikipedia.org/wiki/Hostel

4. What is a Hobbit House? Its a fixed dwelling made of mud – clay- wood – and grass and straw… it’s cheap and easy to make and can last for up to 50 years and costs only around £1500 to make.

http://www.simondale.net/hobbit.htm

5. What is Backpacking? Backpacking involves carrying a backpack and travelling normally independent of group travel companies and over a longer period of time. As an industry it has grown in the last 20 years as more and more people want to swee the world and travel independently of organised groups. Many follow the hippy trail that goes to south east asia and India- but as a culture it has spread all over the world and supports the hostelling phenomenon.

http://en.wikipedia.org/wiki/Backpacking_%28travel%29

Further points of primary research :

A. The environment surrounding your business –

The current environment is ripe not just economically – but also philosophically. Many people are asking questions about their world and how it is governed. Travelling is not just about partying or self-gratification…it is also about introspection.

It is about being inspired and looking within for a vision of one’s destiny or purpose. In nature we have the time to do that- away from the stresses and strains of normal everyday living. Glamping is a vehicle for that inner journey- for those seeking answers.

By integrating the hosteling concept we can also incorporate this fresh social phenomena. The areas under consideration locally are Scotland( The Clyde)- Wales ( near tipi valley), Cornwall,The Scilly Isles Kent and the Lake District.Abroad we already have potential sites in Switzerland ( Mont Soleil)- Morocco ( Sidi Kaouki)- La Palma ( Gran Canarias)- Barao de san joao- Happy Valley- Portugal- Sinai- Blue Lagoon- Wild Coast , South Africa etc.

B. Potential Customers:

Our customers are everyone who is fed up with every day humdrum life… -young and old. It matters not the age or the social or economic status.

We want this not just as a retreat experience available to all- but also as a holistic – healing- rejuvenating and enjoyable – even adventurous experience where people can find each other…get connected with the Earth – its Nature and the environment around them – free of artificial distractions. This is the secret of why and what our potential customers will be those who are genuinely looking for another kind of authentic experience.

C. Market Analysis:

I’ve already been doing the market research over the last 15 years. I’ve organised gatherings of people – camping out in the wilderness and know what people are looking for. I’ve successfully catered for their needs- and know that its single students- families- successful business people- divorcées- newly retired people… its everyone who wants to find something new- original and unique- and get reconnected with nature and with themselves in REAL Time.

In total over the last 8 years I’ve created a platform for 4000 people so I think already I have a network of potential clients interested in this concept.) Here are a few links ( there are numerous of some of the gatherings I’ve successfully organised around the world.)

1. https://groups.yahoo.com/neo/groups/englandcaravan/info

This was a gathering of nearly 5000 people over a 6 week period that took place in Northern England; in Yorkshire in 2006. We rented a farm for £4000 and hosted these people on it.

http://www.beneficiofamily.com/new/showthread.php?10-RAINBOW-gathering-IN-ENGLAND-2006

2. https://groups.yahoo.com/neo/groups/worldrainbowhealingretreat/info

3.https://groups.yahoo.com/neo/groups/rainbow-holy-land/conversations/messages/1388

4. http://www.zivzeira.com/rainbow-gatherings

Some pictures and further explanations of what a Rainbow Gathering is… in short it is all about camping out in the nature.

5. http://www.welcomehome.org/rainbow/events/1997global.html

My main network is the Rainbow- of which I am already well-established as a “ focaliser”- but my main clientele I hope to be from the backpacking industry and the networks I’ve created over the years in the tourism industry. I intend to use those websites and networks which I’ve used already successfully in the past.

Eg www.hostelworld.com / www.bootsnall.com /

My main target market is people living in the UK as well as the rest of Europe- America,Israel and Australia. This in itself is a potential of around 200 million people. I will also look at targeting China and emerging economies such as Brazil- Russia- South Africa- India.

5. Competitor Analysis

In any emerging market there will be small and big operators. Some of the bigger operators will become bigger as they take market share – other times the smaller operators have to focus on niche to stay in the game.

It is already too late in the game to compete on an equal footing with some of the bigger operators in Britain. But thankfully, they haven’t covered everything and they certainly haven’t properly looked at the backpacking industry closely.

In the festival market there is still scope for creating glamping sites – but most of that pie is already taken. There are still some smaller festivals that have a growth potential. Here are some of them:

Competitor stakeholders

1.http://www.theglampingclub.co.uk/glamping-club-member-sites.php

These people come with the angle of joining their club.- Its free to join – its mission is to improve the standards of glamping. They don’t compete on a one to one basis but simply provide the service to facilitate the industry. I wouldn’t classify them as competitors as such but they offer a standard of service and wish to improve the industry – so I could probably work with them…and I’ve joined them already to get on their mailing list. They would help to disseminate information about my glamstel concept.

2.http://www.thepopuphotel.com/glastonbury-festival?view=default

The pop-up hotel is a great concept and has already a big market share – including glastonbury festival… and is a 5 star commercial glamping service. We can learn from them but we will not be them. We want to provide a service that is more friendly and affordable. They also cater for weddings and other large events and offer services anywhere in the world.

3.http://www.yippeeyurts.co.uk/

Yippee yurts provide a bell tent service and partner with Zooloo and power room who provide portable toilets and showers. They are already in the business for a long time and are well established as service providers.

4. http://cosyundercanvas.co.uk/pricing/

This company are also quite large in the industry – but offer more comprehensive glamping experiences – their prices range from £200 -£600 per week. They specialise in hen parties, family holidays and adventure kayaking. They have a 5 star trip advisor rating and seem quite established in the glamping world.

They don’t seem to focus on festivals…and again… like the others…not on independent budget travelers.

5.http://www.canopyandstars.co.uk/?gclid=CNTA1Mntk8QCFSsKwwod5awAcg

This company again focuses more on the upmarket range of consumer and not on mid-range like the previous company or the budget tourist. They offer quire a varied range of luxury holidays with hot tubs in treehouses etc.

6..https://www.pitchup.com/rent-a-tent/?gclid=COKu7I7uk8QCFYvnwgoddS0Aiw&gclsrc=aw.ds

This company offers more mid-range customers an opportunity to experience glamping holidays all around the UK and you can book and browse on their sites quite easily. Their prices range from around £50 and up a night. And those providing it are anyone from farmers to other landowners looking to make a few extra pounds during the warm season.

7. http://www.glamping.com/

This site offers glamping anywhere in the world. It does the same kind of services as hostelworld.com and other hotelier provider sites. It is still expanding its portfolio and hasn’t got too much stock. However, it looks set to become in time an international service provider of note. ( Especially as its IP address is unique)

8. http://www.deepdalebackpackers.co.uk/yurts/index.asp

This is probably the only close glampstel site I’ve seen on the web. But it offers other kinds of accommodation as well. The standard backpackers hostel- as well as the yurt- and calls it glamping. The prices start from £ 50 per night – and go up to £ 80 over the weekend and demand you stay for 2 nights!…again-not what we are doing with our glamping concept.

9. Other use glamping as a catch phrase but actually only offer camping…all they offer is a wooden hut for £40 a night! – they call them “ pods”

http://www.blackwaterhostel.co.uk/tariffs/

10. This site actually targets “foot weary “ backpackers but hit them with a min of £ 25 if they are members and if they aren’t…£35. In season it goes up to £60 a person if you aren’t a member!

http://www.campingandcaravanningclub.co.uk/ukcampsites/club-glamping/camping-pods/pods-at-hayfield/

11. This site again focuses on family holidays. Not on the backpacker.

http://www.hiddenvalleyyurts.co.uk/?gclid=CP2z-e3yk8QCFQQFwwod4pcANA

12. AND THIS SITE USES IT-GLAMPING AS A GIMMICK…To promote other products:

http://www.buyagift.co.uk/Short-Breaks/One-Night-Glamping-Break-for-Two-BR-10918851.aspx?tmcampid=8&tmad=c?tmcampid=8&tmad=c&cm_mmc=google-_-HTLS+-+Glamping+-+Phrase-_-Glamping-_-1_glamping&mkwid=sWkmiAFim_dc&pcrid=21182177214&pkw=glamping&pmt=p&gclid=CNuEs5Hzk8QCFQoKwwodTZUAwA

Again… whilst the glamping phenomena has hit British consciousness in a BIG way…no one seems to have looked at the independent traveller – . There are openings for small groups- and the pop up hostel is a good concept – but again…everyone is looking for the big kill rather than giving value for money to the client.

Final Competitor Analysis

The above are NOT my rivals… but IF I were to grow to their level – they would be. I can see how the concept of pop-up hostel could bring more niche to the market – as much as the pop-up hotel has- using glamping as the wave to activate interest. It is a multi-million pound business and doesn’t have much competition at all. But its upmarket and very chic. And not everyone can afford their services.

I intend to create my own market niche and thereby offering something different – a different angle on the market. But I also want to expand into the Africa market – which many of my competitors have overlooked – especially- South Africa- Tanzania-Kenya -Egypt -Jordan and Morocco. I have vast experience in this field and can attract many clients through my networks in sub Saharan Southern Africa & the Middle East

Tour operators from the UK can book through us- or the client can book direct on our site – we can also do deals with other service providers who are already in the market of offering product. My USP is that I am reaching out to the younger traveller who will always recommend what we do and stick with us in future. We also have a large network in the alternative healing world and can offer what other providers don’t… yoga lessons- re-birthing- meditation workshops – angel walks etc.

Here is a short summary of my competition:

A. Competitor Strengths:

My main glamping competitors have a larger marketing budget and more capital but I believe I can surpass that by offering more for less.

Also with a good INTERNET platform and using networks that haven’t been used ; I believe I can take more market share. I don’t expect to get into festivals until Ive a major player in the game. However, my business is numbers and offering a social experience in nature- which others haven’t really done because they don’t have that background.

What is likely to happen when you come in: I think once my competitors see what I’m doing they will either do one of three things:

1. Ignore me because they are in the luxury – upmarket realm- And I’m no threat to their business.

2. Copy me – or try to and integrate what I’ve done in their business model and put me out of business.

3. Work with me /Join me and see how we can franchise the concept. – Which is what I’m hoping will happen as I see opportunities to franchise the brand once its up and running. A Rainbowlands glampstel franchise product- this is a long term plan over 10 years.

How I’ll price myself in the market:

The minimum price for glamping per night is £25 Per person. That is way too much for the independent traveler to afford. However, what most of these operators figure on is that each tipi or yurt will only house around 2-4 people- even up to 6. Thats not what they can easily house. The bigger tipis and yurts can house up to 10-12 people and the smaller ones easily can keep around 3-4 people.

But even so- I plan to manufacture my tipis and yurts and tree houses and hobbit homes… and my costs will work out cheaper as I will look at out of the way locations- locations that backpackers don’t mind walking to.

Also if I do small groups I know I can still compete effectively and profitably with my competition and outstrip them- why? Because they offer something else – and what I’ve discovered in the backpacking industry over the years…compared to the guesthouse and hotel industry is that GREED is what kills the golden goose. In a recession- you have to have an edge…- you need to downsize -but you need something that marks you as different to your competition. Something that will put you at the forefront of what’s happening. Something that will grab media interest and create magnetism or excitement around your product or service.

What could that be?

In this case it’s the fact that I can pop-up anywhere in any terrain and create a living space…a camp- a glamp- a glampstel- for as long or as short as I need it or its sustainable and then leave it as I found it…pristine. I can offer more for less. Any range of sites for my clients – but focus on one or two in the beginning for regular independents. If I can book groups anywhere – a minimum of 10 people – its as easy as one two three to erect and maintain a site for as long as it is needed. This flexibility not only reduces my overheads in the long run but also gives me more to offer my clients for less…

And what else?

If people love your place- love your service and your hospitality – your clients will spread the word and you will ALWAYS be fully occupied… many of those offering glamping holidays aren’t full – except in a high demand season.

However, if it’s an exclusive client we can price it accordingly – eg a special retreat or a wedding or a weekend team building adventure camp.

What are my competitors doing on social media?

A lot of what’s happening on the net today is through Facebook. Products are bought and sold through dedicated facebook pages.. Eg BUY & SELL IN BRISTOL.

I’ve looked on social media and seen most of their advertising is done on related sites such as couchsurfing. Pop Hotels and Hotelworld seem to have targeted that site. Internet advertising is usually the norm and companies pay to get “ likes”-

But the best advertising is clients reviews in TRIP ADVISER. If customers in the industry – whether it be a restaurant or a hotel give a bad review in trip adviser it’s like toxic waste to a service industry… if clients on the whole give it a 4 star rating then you can be assured that business for them will be good!- so it is in a way a self-regulating industry- if you are good in what you do – you will succeed – if not – you won’t.

Other sites which I’ve checked which are related to this industry are www.travelblog.org which was started by an ex stock broker who became a travel junky- lived at his mums house and then developed a travel blogging site …and it went viral. ( I supported his site from inception) –

Most of what my competitors are doing on the print side is what is called in the industry…” publicism” – usually a story is created and then printed in a travel mag or newspaper and then it promotes the product. Nowadays most publicism is accompanied by advertorials – and there are many travel mags and newspapers about that publish travel stories eg The Guardian, TNT mag, The Telegraph et. ( It depends on how big the pocket is- )

However, generally most businesses have dedicated facebook page where photos and current events are uploaded. Some use twitter – but it’s not that common as it requires constant updating. The main thing is to drive traffic onto your website and to push your site up the ranking so anyone that types in keywords- eg glamping , providers, will show in the first 5 service providers. Google of course charge a lot of money to push you to the top 3.

Then here are travel forums. Lonely planet have the famous Thorn Tree. – And there’s Gumtree… but most of the travel forums are usually people trying to find answers to their questions or find people to hook up with. Some of the feedback you will find on these forums and it’s good to engage with your clients online – again which interests them in your service and website.

I believe that I can use many of these platforms that my competitors are NOT using at the moment to drive traffic to my website. (www.rainbowlands.com) -I’ve already registered the site with godaddy.com but it’s still under construction. Beyond this I can only progressively build my Internet platform with the tools and funds I have available- organically or with progressive investment- either through selling off franchises or crowd-funding or angel investment.

Since once the concept takes off many investors will want to jump aboard and invest.

Regarding branding and promoting myself- I intend of course to visit the main travel shows and network- and get new ideas on what my competition – and the industry is up to. I find these shows very useful in staying ahead of your game and knowing where the industry is going year by year. Many of these promotional ideas come up at these shows- as well as on the internet – sometimes travel holiday competitions in newspapers help to brand their product…and those that can afford it usually advertise on the underground -as this method is usually quite effective.

Again it helps if your product or service is easily recognizable and you have a good brand that identifies with the market you intend to enter. In this case I intend to aim for younger – adventurous people from 18 to 35 – as well as the older market who wish to have holistic holidays – or wellness retreats- this too is another growing trend.

Regarding costs- that will all depend on the service provided. I don’t want to be nailed to the floor with cost. Some people can afford little and some can afford more. If for example I am offering specialised meditation and wellness retreats with teachers and masseuses – or fitness instructors- then I have to adjust the prices accordingly. However, if it just a stay and pay mobile hostel – I can come in cheaper than my competitors- many of whom are creaming the market at what I think is way over the top prices.

I believe I can easily compete and charge an affordable price that will give value for money to my clients. I’m pretty confident of that. I’ve already checked out what my competition is charging and its 50 % – 500%more than what I intend to charge for the same service. Most of what I see is not value but greed.

Regarding the festival market- this is usually a buddy system- in other words – people who know each other – and because it’s a captive market- everyone is creaming it. There are a few festivals I could get in to once I have the necessary stock- ( eg Sunrise- Boom – Shambala) – BUT- the bigger ones like Glastonbury are very hard to break in to. It’s all on a first name basis and you need years to work your way in.

However, I do believe that once I am established over the next 3 -5 years I will be in a position to approach these outlets and others. Many of these providers visit the ITW show at Excel in London or the ITB show in Berlin…

Part of what I’ll be doing in my marketing strategy is offering product as well as service… and through my worldwide network of contacts I hope to franchise out the concept internationally.

Competitor Information :

Glamping has become very competitive for a new industry on the tourism market – in a very short space of time- only 10 years- since its birth. I’ve listed the main competitors already- but why are they successful?

Most of them are based in the UK and most of them have a lot of money behind them…but not all. One operator started out his business as a hippy making tipis…and then he started supplying accommodation to people at the Glastonbury festival… and today …hes a multi-millionaire…hippy!

His success lay in three things. One: dedication. Two: the right product – on hand at the right time. Three: A captive market. He not only had something to sell which he made with his own hands… but he had somewhere to sell it at a very good price… he was at the right place – at the right time with the right product… and he was dedicated..and committed to it…he believed in what he was doing.

Others have simply seen the trend and thrown lots of money at it… it’s not rocket science… they were simply smart operators.. and others had property – farms and thought..o – thats a good idea… and simply bought the tipis and erected them and marketed the product instead of selling eggs,apples and tarts on the side of the road… again…they saw the chance and they capitalised on it.

Glamping first took off in this country – Britain before it hit America- but America has been quick to catch up on it..and of course it’s a huge market over there. Loads of students- summer camps- holistic retreats etc. Other countries with an existing wilderness -outdoor industry such as Australia, New Zealand and South Africa have all followed suite and the industry has grown from strength to strength- especially now as people can’t afford to fly to far off destinations as they did before the recession- ( and of course the issue of carbon footprint is also a big one- saving the environment).

But the majority of my competition do as most of the business does these days…they book online. That why a good online presence will always ensure you have heads on beds. So yes- hard work- yes- good product at the right place and the right time…but yes too…a good online platform.

But the main unique selling point in my business is that … its social…its new …and its temporary. We can pop up anywhere. I will speak about this more in my marketing strategy. What’s more- if I can give a better service based on my experience to my clients …at a better price… of course they will book with me… – who wouldn’t? Online young people look for value. They aren’t idiots..they will shop around. Compare prices and of course they will interact on social media and find out whats cool- so this is how we do it… simples.

Price- Service- Coolness…Ambiance…Atmosphere-VALUE-

But most of all …VALUE FOR MONEY!.

( AND A GOOD WEBSITE WITH LOADS OF HAPPY SMILING FACES)

Combined all of this is geared to give our clients an experience- a Rainbowlands experience of another reality… another way of life – of cooperation – of living and learning together…and of appreciating our wonderful nature that the creator has given us freely.

And one thing’s for sure…as much competition as I will have… I can still offer one of a kind views at one of a kind prices…!

6.Marketing Strategy

Overview:

The key to creating this business from scratch is getting out of “ non-existence”- NO ONE KNOWS who I am or what I want to do or what the business is.. so how will I do this?

Seeing is believing. I need to create the first site – Without a product /service to sell – I am blowing bubbles.. But here is my strategy once I’m up and running:

1. INTERNET MARKETING PORTFOLIO:

a. Creating as much Facebook Pages with Glamping/glampacking/ glamstels/ backpacking hostels and joining as many Facebook page groups to network with other operators and potential clients.

b. Branding my logo and name – registering and designing a good customer friendly website – ( I’ve already registered it- www.rainbowlands.com )- Ive got a good web designer in South Africa who has designed sites for me before and will give me a good price. I have a budget of £ 1000 for social media creation and website design.

c. Visiting trade shows where the main operators have stands ( ITB- ITW & Indaba) – ONCE I’ve established my corporate logo and brand then it’s just a matter of networking it through existing – and free platforms. The glamping club is one of them- hostelworld another- Of course I intend to have professional photos taken of the world first glamstel and this will be used on the main backpacking sites and glamping platforms- there are glamping communities on facebook. All of these can book clients in advance –

d. Open up a virtual office with 24-7 online chat – these can be rented quite cheap ( £35 per month) – this helps to reduce costs and gives clients more product confidence. Questions can be preprogrammed by the online chat operator. It doesn’t need a full time human answering questions.

e. Internet giveaways and viral ads . There’s a company that promotes companies by doing crazy things like walking on ropes above a high canyon- stuff like that… stuff that appeals to Adrenalin junkies- then when you click on it – it drives traffic to your site. – Viral ads are a good way – YouTube/ daily motion- it all gives you market presence.

And it costs little to produce these video films – just imagination and creativity. My target customers are these adventurous types – Adrenalin junkies- fitness freaks- nature lovers etc… people who have the disposable income to spend on adventure holidays – sometimes associated with sports like kite surfing- abseiling- free climbing- BMX- photography- walkers- etc.

Today my target market all use – Facebook- YOUTUBE- Couchsurfing- Twitter-Instagram- SNAPCHAT- Wassup- Viber- SKYPE-Dailymotion and more

Games are also part of the internet generation- forums- chat rooms- eg Candycrush- Call of Duty- GRAND THEFT AUTO, FIFA,Saints Row.

f. Google adwords also form part of this marketing strategy. There is a site that details how many hits each word has got.( this helps in designing how to script your primary lines on your site)-

These along with meta tag words are useful for cross linking with other sites and also pushing traffic to your site…as well as bumping you up on the internet ranking when a search is made by a potential client. People spend large amounts of money to experts in these fields so that more traffic can be driven to their platform.

My strategy is all related to cross-linking and networking with other websites. TRIP ADVISOR is the Holy Grail of the hospitality industry because it is driven by customers themselves and many people use it to make decisions on where they will eat out – where they will stay – Getting GOOD reviews is a vital aspect of this or any marketing strategy.

Timescales for pushing INTERNET traffic to my website is all dependent on both my budget and when the site is up and running. Schematically, a mocked up website can be uploaded – Facebook pages and photographs can be compiled to add visual impact to the product- but the ranking will be driven by how many views you get on your site. So this process usually takes around 3 months. A basic site can be created and then of course updated and improved as time goes by and you become more established in the marketplace.

The important thing is to work with what you have. Wix and Weebly have been good internet platforms whereby new startups have begun their journeys to stardom. Your product is only as good as the interest you generate with it. The investment is all dependent on the demand for your product. If my potential client hates the concept – it won’t go anywhere. Cross advertising of other related companies can assist in growing your platform.

I aim to cater for 40 people per site. My average per person will be from 10-15 Euro per night. Peripheral sales of other products and services such as alcohol- food- tours- training etc should double that revenue.

This is the approximate formula used in the backpacking industry.

Accommodation x 2 per person per night.

Eg 10 euro x 2= 20 euro/pounds/dollar x 40 ( if its a full house) =800 euro/pounds /dollar per night.

Your occupancy should never fall below 40 % or you are losing money. I have always maintained 80% in high season and 60% overall. If you aren’t full then you need to promote your business more – and this is where we get into the next form of marketing…

2. REALTIME MARKETING PORTFOLIO

a. PRINT. There are many ways to reach your market without the internet today. In fact real time advertising should drive traffic to either your website or to your door. Print media is the first and foremost aspect of this strategy. Leaflets- publicism of your product- hard copy advertising- journalist exchange ie a story for free accommodation- it’s all good. If you have the budget- advertising on the underground- billboards- posters etc . Psychologically people like to touch- feel and hold something tangible in real time which adds credibility to what they see on a computer screen. Its human.

b. Festivalsnew trends always come out of festivals. Its what’s most current . Glamping came out of Glastonbury because people with money wanted to slum it in style…so hey presto…up popped the glam tipi at £ 100 per night. There are numerous festivals each year in Britain and beyond – all of these festivals are opportunities to network and to advertise to your potential clients- who themselves will be camping out for a few days anyway-

c. ACTIVISM: This kind of marketing is also sometimes called “ guerrilla advertising” – protests-flash mobs- green stencils pressure washed onto the pavement- publicity stunts… something real- exciting and fresh. Giveaways – music – pop-up glamstels which people can see – feel- touch… experience and imagine… and with that you again- drive them to your website. Offer a 10 % discount / one night free …

You can also interact with other service providers such as kite surfing instructors- divers- climbers- yoga teachers etc. As they say in Arabic… “One hand washes the other !” You could also include this form of marketing in your travel shows and demonstrate what a glamstel is. It could also be at outdoor summer events and trance events – Ibiza- Boom – Split- Roskilde- Burning man- Woodstock – there’s so many outdoor events all over Europe which could be used as venues to promote this product.

d. WORD OF MOUTH:

The best form of marketing of any product is word of mouth. Your customers are your best advertisers – your best ambassadors…if they are happy they will tell others…if they are not …they will say so to others too. Another way of keeping your clients is through social media and introducing them to the “glamping community”… this can also include going on joint or group glamping holidays for the purposes of group retreats or parties – or even solar eclipses… your customers should come back to you again and again…and again…people need to get connected with each other because this information has led to a physical disconnect between each other- we need more face time – more real time… and less face book time… we need to write our own story instead of watching others write theirs…we need to participate – to activate and to conjugate!….

And visiting a glamstel site it should never be a one off- but a residual business – even if it’s just a referral- if for example a first timer refers another first timer after he’s been to a glamstel – then he should get one night free on his loyalty account.

Part of the marketing budget will not only go towards promoting freebies but also towards promoting loyalty points from existing clients.

The marketing conversion for sales should always be around 3 persons – one sale. It all depends on the method of marketing.

Word of mouth is the spoken word. It’s what you say to others and what others say about you… in this case – your business. If you canvas new clients over the phone after an inquiry then every 3 people from one lead should convert into 1 sale.

Its NOT a hard sale. You are selling a product that people already are interested in. They have contacted you. It could be through an INTERNET inquiry form or by referral- a postcard – a phone call inquiry from an advertorial or an article written by a friendly journalist.

Of course when answering or speaking to any potential client you need to have a script that explains what a glamstel is and glamping is all about- what it provides– why its revolutionizing the tourism industry and why it’s a great way to socialise and connect with new friends. It’s not difficult to convince someone to try it out… especially if it’s at an affordable price and the offer is NOT just about accommodation – but also about DOING!… ( whether that is through fitness- healing- walking- partying- outdoor adventure activities- paintballing etc.

The main picture we want to project is this… FUN… FUN …FUN!

If as Sir Richard Branson says you’re not having fun in your business- it’s not worth doing…

As soon as it becomes a machine that needs to be oiled – it’s time to move on to something else. The entrepreneur always does it first as a creator and second to make money…- the act of creating and being rewarded for it is what being an entrepreneur is all about. Entrepreneurs are artists first… businessmen second. The magic and the magnetism you create in your business is what makes it to be successful… being enthusiastic and passionate for your business is what drives it and is the best marketing strategy of all…all the money in the world and NO enthusiasm and vision or understanding for a business will only lead to mediocrity and stagnancy.

Any pioneer in business does what he or she does because he or she is passionate about it. Once a business becomes a machine it no longer becomes fun. Starting a new business with the right attitude is the best marketing strategy of all.

What you say- what you proclaim to be – it’s all part of what is your “ word of mouth” marketing portfolio and strategy.

e. FRANCHISING

Duplication of a successful formula by franchise is how we plan to grow and market this business beyond one site. One glamstel. We will offer the brand-” RAINBOWLANDS “and the brand itself will be for sale in the form of a franchise. Example : You have a site in Cornwall in a small village – It’s in or near St. Ives. The operator will show the brand ( Rainbowlands)- guaranteeing standards and price and displaying its branding- colours- as an identifiable point of contact and reference. But it may have its own original name like Happy Valley- Rainbowlands (Glampstel)- St. Ives, Cornwall. It all helps to create customer confidence in our product and also furthers our reach and footprint in the marketplace. Just like any other normal hotel establishment- Premier Inn – Holiday Inns – Travel Lodge etc.

And; by selling franchised glampsels we will be able to market this concept faster and further than anyone else in the market currently.

For example- someone has a property in Portugal or Morocco- or Egypt- but they don’t know how to set things up and market their site… we sell them the kit…everything they need to get going…and we obviously take residual revenue from their turnover- like any Macdonalds or Holiday Inns does. To achieve this we will need to have and own our first 3 sites before we can start franchising it. We will also look into investors from crowdcube and other investment crowd sites.

There are also shows that where you can promote your own franchise to potential investors. The potential market for these future glampstels globally is enormous and we are literally at the cusp – the germination of this new industry in its infancy.

…………………………………………………

Marketing formula:

The process of how this business works is …

1. Attraction.

2. Interest.

3. Action.

The attraction of what glamping is the key to attracting interest in the product. It is ALL about getting people out of their comfort zones… out of their brainwashing programmed regime of what is thought to be the best holiday… it’s about making this industry cool. That is what I believe I can do…and thereby convert that interest into a booking..into action.

Our combined strategy to market Rainbowlands International is to show people there’s a whole new world out there just waiting to be discovered…all one has to do is get out there and live it!

7.Key Risks

Overview:

A. Financial risk : This business will be financed both by this startup loan and by monies raised by private investors and crowd funding. We need £25 000 pounds to set this FIRST glamp site up. We intend to be in control of every part of this business from the production of the tipis and yurts- treehouses and hobbit houses to. We will not just offer accommodation, food, drink and other peripherals to our clients…we will offer what we make for sale. By creating products to sell from the outset – we can finance the development of our business and pay off our creditors as early as possible.

B.Strategic risk: The strategic risk is this business – the tourism business is low because we are living in an industry which has consistently grown over the last decade despite recession. Destinations change and prices change as well as what is in and what is out …but one thing’s sure… people will travel for whatever reason ; and they will always need accommodation when they travel.

Since 2008 long distance destinations have suffered and since 2011 many North African destinations eg Sinai- Jordan have also suffered as a result of political upheavals. But this vacuum has been filled by local tourist destinations within Britain and in Southern ,Central and Eastern Europe eg Canaries, Latvia, Switzerland etc.

Strategically this trend will probably continue and the local tourist market will only increase as people learn to discover their own back yards as a destination.

Glamping is becoming more acceptable and no longer the freaky alternative to the staying in a hotel or B& B. Young travellers with disposable income have fueled this latest trend. And they will continue to do so as more and more people become more environmentally conscious of their personal carbon footprint and impact on the Earth.

With glamping it is only the beginning of the trend and it has a graph which hasn’t peaked yet – as hotels worldwide have done in the last decade. Yet new hotels are still built every day. Nowadays we see an upswing in more budget lodges such as travel lodge- premier inn etc. and of course the bed and breakfast and guest houses… but all of these require a large initial investment- as do backpacker hostels. One cannot hope to enter the market for under £100 000 unless one leases or rents the business form the landlord.

This is a good time to enter the market. Regarding the other glamping providers- they are NOT much of a risk to my target market as they are mostly focused on the mid to upmarket range and their pricing structures begin from £25 a night per person and up. Once we have proven this concept we intend to sell each franchise for at least £50 000 per site.

No company yet is focusing on the budget traveler and the independent backpacker. That will be our niche. Strategically this will be the key to getting our foot into the marketplace.

C. Compliance risk :

According to government regulations any camp sites that are not operated as clubs need a license if being occupied for more than 42 consecutive days . Here is the link :

https://www.gov.uk/camping-and-caravanning-site-exemption-certificates-know-the-rules-and-how-to-apply

But no planning permission is required from the local council for tents/ tipis etc as its regarded as a temporary dwelling- and this is the GREAT advantage that glamp sites have over regular hotels and other bricks and mortar constructions.

Regarding Health & Safety compliance- this is NOT a problem and guidelines are given on numerous sites eg.

http://www.healthandsafetyclick.net/topic_hs.cfm/Camping_and_Caravan_Sites/78/

http://www.ctc.org.uk/files/microsoftword-3camping.pdf

http://www.pembrokeshire.gov.uk/content.asp?nav=1626,110,150,194

It appears that a tented site can be used for 60 days in a year – OR 42 consecutive days without any licenses … after that proper licensing has to be applied for.

Compliance with local authorities essentially goes no further than this. Glamping falls under camping regulations and not under caravaning making it even easier to comply with local and national regulations.

I have rented an entire farm for two months for £4000 ( in Skipton,Yorkshire) and had no problems whatsoever with local authorities or compliance to required health & safety rules. We successfully hosted over 2000 people during this period in 2006.Again by being adaptable to new regulations and laws we intend to always have a plan b to ensure our risks do not outweigh our rewards.

D. Operational Risks

IT IS ALWAYS GOOD TO PLAN AHEAD WITH A PLAN B…

Our stock is our tipis and yurts. It is always possible that some of them may get damaged or stolen… it is always possible that we may have a tsunami or hurricane… it is always possible that political or economic changes may happen quite suddenly- an act of God… and that’s why we must plan for these kind of things. There are two ways to protect yourself from any kind of operational risk…

1. Get insured.

2. Invest in your business with everything you can spare.

The first is operational insurance that insures you against risks… theft- damage- fire etc. and this is good to have and must be included in the budget. The second is what happens if. You invest in yourself by investing in your business. Make it stronger by investing in additional stock or equipment which can easily replace equipment that is broken, damaged or stolen. Also if things go wrong at one site – for whatever reason- you always have an alternative site you can offer your clients. This is forward planning- forecasting and being prepared as the scout motto goes.

The best ideal to apply is this one

FAIL TO PLAN AND YOU PLAN TO FAIL!

If you have a backup plan in case something breaks down or is stolen- this is part of being a skillful operator- it’s being resourceful and adaptable at all times.

Some companies specialise in insuring the leisure industry :

https://www.peacockinsurance.co.uk/leisure-industry-insurance.aspx?ForceSource=5

http://www.campingandcaravanningclub.co.uk/insurance/tent-insurance/

http://www.quoterack.co.uk/CampsiteInsurance.aspx

E. OTHER RISKS

Cashflow risk is the main risk involved in this business. I do not foresee any other major problem- EXCEPT finding the right site . Insurance can cover any operational risk involved in the running of the business- eg fire- theft- damage etc. I’ve looked at the business plan and seen it in 3 stages .

1. Planning Stage: The business has to have a skeleton. What it offers- what it does – what it needs to operate. Whats the plan?

This also includes the raising of the seed capital to start the business. I’ve looked at the risks involved if lack of investment. I’ve mitigated this by looking at the business organically. I will let this business grow organically if I’m not successful in raising these startup funds. I have looked at www.crowdcube.com and other crowd funding opportunities as well as simply starting with a site and making each dwelling myself. This will take more time but with patience and perseverance I will prevail as I believe that this product will work. I am now in this stage of the business.

2. Preparation Stage: Once the business plan has been completed I intend to prepare how I will make it work. I can do this by doing small steps – which Ive already begun… one of them is to register a website which will host all the information relating to the products for sale.

I’ve registered the site and I have registered the company. Now I need to scout for sites that are both beautiful and open to this business plan. By looking at this in small bites I can eat the elephant. So the next step will be to buy and make my first tipi by myself. If I can make 10 tipis that is enough stock to start the first site.

I can also get FREE advertising on the net through generic websites that will sell my product. One of them is www.hostelworld.com another site is

http://www.hostelbookers.com/?&gclid=Cj0KEQjwifWnBRCB5PT57KSVw-kBEiQASV7aRItgO9kL-WH7AJjSfF5sW0gLQhe__rFs0T9O0egwTsYaAgUQ8P8HAQ

www.hostelbookers.com

also www.bootsnall.com

these 3 sites all accept newcomers with NO money upfront. Then there are many glamping sites and facebook pages and other free sites.

These are the things I can do to prepare myself with what little capital I have at hand. It will just take me longer to achieve my goals without the capital I need. In this case I will prepare myself according to the plan I’ve set out here above. I am confident that I will be successful in my business plan because I KNOW THIS BUSINESS and have over 25 years’ experience in the tourism trade and 35 as a traveler…I know what people want.

3. Execution stage:

This is the part of the plan which we execute the actions required to make it all happen. This means we have the money and we can act with that capital to purchase what is required to establish this business.

It is the doing stage of the business. It’s the make or break point. Its where it works…or it doesn’t. But failure is NOT an option here. We know our market well and we know it will work.

Glamping is an industry that is here to stay and is growing by the day!

There is a lot of scope for expansion in this industry and we have only just begun to expand our consciousness when it comes to this form of tourism. I have NO doubt in my mind that this will be an astounding and resounding success and we will make lots of money and live happily ever after!This is NOT simply a seasonal business but it has the potential of being an all year round business because people in Europe love to travel…and love new and exciting destinations…and Europe and North Africa have what it takes to provide that for decades to come. We plan to see a humongous return on our investment in a very short space of time. I have no doubt about this based on my personal experience and knowledge of this industry. OF COURSE WE WILL MONITOR RISKS AS WE DO WHAT IS REQUIRED TO MAKE THE BUSINESS WORK. This is not a hit or miss business ..there is a huge demand for this product and all it takes is a good marketing strategy and plan and good follow through and commitment.

The level of risk involved in this business is minimal. The greatest risk is NOT doing it soon! why? Because sooner or later someone will be clever enough to do it. This is the BIGGEST risk of all!

The worst thing that can happen to my business is of course that I can’t put heads on beds… but there is enough demand for the experience that unless I choose a very bad site to put my first glampstel- then I can’t see it going wrong. Of course with any new thing- theres always a risk that it wont take off… BUT based on what we have seen in recent years… the demand for glamping sites is only growing…

Our worst fear is that we will NOT have enough money to market our product … and not enough to build a good website that is attractive to our consumers… – but this is small in comparison to the business model overall.

So this ends my synopsis of my business strategy. I am pretty confident that this idea and vision will work. I feel it will work even more when it works in conjunction with a popular activity eg surfing- birdwatching- naturalism . I will now focus on my financial analysis. This ends my business plan for Rainbowlands International. Thank you.

I might also end off by saying that we intend to be an ethical trade company and we will look at offsetting carbon footprint, social and environmental responsibility and empowering local communities where we operate in.

Thank you for reading this business plan.

Sincerely,

RainbowHeart