Business plan for the wilderness guide cooperative Äes

Abstract

Thesis in Finnish is opinnäytetyö, a word that can be translated as "showcasing of what has been learned". Firstly, this business plan is written to apply, as versatilely as possible, what I have learned in the University of Applied Sciences for Engineering and Economics Berlin's Bachelor in International Business program and later in the Polytechnic of Leiria's Master in Sustainable Tourism Management program. Secondly, the business plan utilises my experience and networks in organising up to three week wilderness tours, which I have done in more or less wild environments in Finland, Portugal, and Russia. The reasoning and justifications in this plan are possibly more thorough than a regular business plan would have, since this one is done partly for academic purposes. Despite the academic approach, the business plan is still a functional and flexible decision making tool. One of the goals was to write a plan that can be easily understood and followed by the internal stakeholders of the business. The business plan is for a company that offers one to two weeks guided, self–sustained wilderness tours in the Finnish Lapland, which are done by hiking, paddling, or skiing. The business is sustainable by practice, not just by policy. The tour packages are all inclusive, with first and last night with indoor accommodation, while the rest are spent camping. Food is cooked and enjoyed out in the wild as well. The natural environment is the main attraction of the tours. The tours are planned and organised by professional wilderness guides, using the service development framework created for the business. As described in the plan, the Finnish Lapland has optimal natural environment for multiday wilderness tours, and the business environment is favourable as well. The operation area of the business can be conveniently expanded to Sweden and the rest of the Finland. Potential markets for wilderness tours in Lapland are primarily in Europe, in Germany, France, and the United Kingdom, not forgetting the domestic tourists. The value based, relatively high price of the tours limits the potential market, but according to the market research, sustainable and experiential nature tourism service is considered something worth paying for by a modern traveller.