Travel Agency

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Table of Contents
EXECUTIVE SUMMARY1
DESCRIPTION OF THE COMPANY1
MISSION STATEMENT1
PRODUCTS AND SERVICES1
FINANCIAL FORECAST2
FINANCING REQUIREMENTS2
HISTORY AND POSITION TO DATE4
THE COMPANY'S MISSION4
MANAGEMENT TEAM AND KEY PERSONNEL4
SERVICES6
TRANSPORTATION7
COMPANY HISTORY7
GUARANTEES AND WARRANTIES8
BUSINESS STRUCTURE8
MARKET RESEARCH8
ECONOMIC AND SOCIAL FACTORS9
COMPETITIVE ENVIRONMENT9
LONG-TERM OPPORTUNITIES9
GEOGRAPHIC AREA10
MARKET DESCRIPTION10
TARGET CUSTOMERS10
MARKET DEFINITION10
MARKET OPPORTUNITIES11
COMPETITIVE ANALYSIS12
COMPETITIVE ADVANTAGES13
COMPETITORS' POSITIONS14
POTENTIAL FUTURE COMPETITION14
BUSINESS STRATEGY15
CUSTOMER INCENTIVES15
ADVERTISING AND PROMOTION15
SALES AND MARKETING16
COMMISSION17
OPERATIONS17
PREMISES17
CHOICE OF LOCATION AND PREMISES17
HOURS OF OPERATION17
EQUIPMENT18
STAFFING18
FORECASTING18
SALES FORECAST18
CASH FLOW PROJECTIONS20
INCOME STATEMENT20
BALANCE SHEET21
PERFORMANCE RATIOS21
BREAK-EVEN21
FUNDS REQUIRED AND TIMING21
FUNDING OPTIONS22
BUSINESS CONTROLS23
ACCOUNTING SYSTEM23
QUALITY CONTROL23
NEW TOUR OPERATORS23
CAPACITY23
LONG-TERM GOALS24
STEPS FOR ACHIEVING GOALS24
POSITION25
RISKS ASSOCIATED WITH GROWTH25
APPENDIX 1: MARKET RESEARCH26
APPENDIX 2: FINANCIAL FORECASTS35

EXECUTIVE SUMMARY

Description of the Company
Northwind Traders, Inc. provides travel-planning services for European adventure vacations to residents of the Greater Seattle area. The service industry, including travel agencies, is one of the fastest growing business sectors of the economy, and Northwind Traders intends to capitalize on the success of this industry by taking advantage of travel planning opportunities in the Pacific Northwest.

President Heather Mitchell and Vice President of Sales and Marketing Jim Kim currently hold the company's stock. Prior to starting the Northwind Traders travel agency, Ms. Mitchell cofounded, co-owned, and operated the Northwind Traders clothing store. She has selected a small team with extensive travel, sales, and computer skills, all of whom will be invaluable to the new venture. Her coworkers bring a combined total of 35 years of travel industry experience to the agency.

Mission Statement
The mission of Northwind Traders is to become the premier provider of adventure vacations for 25- to 35-year-old professionals. Northwind Traders is dedicated to building long-term relationships with customers through quality training and customer support, and wants to be recognized as the leading adventure vacation company in the Greater Seattle area. The company's goal is to grow steadily, becoming profitable by the second year of operations.

Products and Services
Northwind Traders recently became the appointed agents for Margie's Travel, one of the largest and most respected tour operators in the market. With virtually no marketing effort, Northwind Traders has sold some 200 adventure vacations in the past six months, netting $66,800 in commissions. Sales of insurance policies and other services have added to this total and could potentially add much more. Northwind Traders offers a comprehensive range of services to support the adventurous traveler, including pre- and postvacation briefings, travel insurance, and a directory of services specific to each destination and activity.

From desk and field market research carried out on 300 clients, it is clear that there is considerable potential in the adventure travel business. Research indicates that Northwind Traders' target market finds it difficult to obtain reliable and authoritative advice on destinations and activities. Research also suggests that the customers in this market are unlikely to purchase their vacations again from the firm who provided their last vacation due to a lack of informative sales personnel. Northwind Traders will cater to these needs and develop a strong...
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