摘要 本商业计划书意在建设一家名为 trips2get 的在线旅游网站。该网站的出现将填补 旅游市场的缺口。这将是一个创新性的公司，为客户们提供一种选择，帮助他们通过 互联网安排行程，从而节省时间并提高效率。该项目书将从背景介绍开始，了解市场 现状和项目进展情况。然后研究当前国际上领先的技术手段。在学术调研部分将进一 步阐述旅游业和科技领域的情况，以搭建公司成立的基础。 其后将分析行业竞争力，了解其他同类公司的经营情况，以找到行业缺口并制定 相关战略决策。决策制定后，将介绍公司的组织架构，法人代表，董事会成员及人员 构成等。 在市场营销计划部分将描述预期目标、分销渠道、各种战略措施等，以实现预期 目标。其后的执行计划部分中将介绍公司运营的具体措施及管理流程。 最后是财务部分，考虑到成本结构和一些假设情况的影响，预期在第一年达到 5%，第二年 8%，第三年 12%的市场占有率，IRR 和 MIRR 分别为 36%为 31%。因此， 这是一个对投资者具有一定吸引力的项目。 关键词，网络, 在线旅游设计,哥伦比亚，数字营销，商业计划III Abstract This final project corresponds to a Business Plan proposal of an Online Travel Agency named trips2get. It will be a company created in order to close a gap identified in the touristic market. It will be an innovative company that brings an option to customers to arrange trips through internet spending less time and with more effective results. This project will start with a presentation of the background to understand how is the market in the present and the current status of the project. Them a research will be made to know more about the technological options that are existing and leading the world. The literature review will be made to know more about the touristic and technological sectors in order to have basis to structure the business. After the research, the competence will be analyzed in order to know what they are offering and detect the gap in the industry and define the strategy to close it. Once the strategy will be defined, them the company will be described including its legal structure, ownership, advisory board and personnel structure. To continue with the developing of the project, the marketing plan will be described, defining the target, the channels of distribution and different strategies to approach the target. Them the operational part will be described defining the operational and administrative processes to run the company. At the end, the financial part will be developed considering the cost structure and different scenarios making suppositions. Reaching a market share of 5% in the first year, 8% in the second year and 12% in the third year, the IRR is 36% and a MIRR of 31%, therefore, it is an attractive business for investors. Keywords，Internet, Online Travel Agency, Colombia, Digital, Business Plan.Contents Acknowledgments..................................................................................................................I 摘要....................................................................................................................................... II Abstract ................................................................................................................................III Chapter 1 Introduction ........................................................................................................... 1 1.1 Background .................................................................................................................. 1 1.2 Current Status ...............................................................................................................2 1.3 Research Implications .................................................................................................. 3 1.3.1 Theoretical Implications ........................................................................................ 3 1.3.2 Practical Implications ............................................................................................ 5 1.4 Research Contents and Methods ..................................................................................5 1.4.1 Research Contents .................................................................................................5 1.4.2 Research Methods ..................................................................................................9 Chapter 2 Literature Review................................................................................................ 10 2.1 Literature Review (applied to the new venture)......................................................... 10 2.1.1 The Tourism Industry .......................................................................................... 10 2.1.2 The Internet Era ................................................................................................... 11 2.1.3 World Digitization............................................................................................... 13 2.1.3.1 How to success in the digital era......................................................... 15 2.1.3.2 Millennials’ Generation ...................................................................... 16 2.1.3.3 The Digitization of the Tourism Industry ........................................... 18 2.2 Models/Concepts/Frameworks................................................................................... 18 2.3 Application of the relevant models/concepts/frameworks ......................................... 19 2.3.1 The Cloud ............................................................................................................ 20 2.3.2 Mobile.................................................................................................................. 20 2.3.3 Internet of Things ................................................................................................ 20 2.3.4 Social and Sharing Economy............................................................................... 21 2.3.5 Success Case Analysis......................................................................................... 21 Chapter 3 The Opportunity .................................................................................................. 26 3.1 The Opportunity ......................................................................................................... 263.1.1 Market Research ..................................................................................................26 3.1.2 The Gap ............................................................................................................... 34 3.2 Industry Analysis ....................................................................................................... 34 3.2.1 Current Situation of the Touristic Sector .............................................................35 3.2.2 The Online Travel Industry ................................................................................. 38 3.2.3 Benchmarking...................................................................................................... 39 3.2.4 Current Competitive Situation............................................................................. 40 3.2.4.1 PESTEL ..............................................................................................40 3.2.4.2 Porter’s 5 forces model .......................................................................45 3.2.4.3 SWOT Analysis .................................................................................. 46 3.2.5 Projected Strategic Moves by current players ..................................................... 48 3.2.6 Changes brought to the competitiveness of the industry by the new venture ..... 49 3.3 Innovations brought to the industry by the new venture............................................ 49 3.3.1 Intellectual property/patents ................................................................................ 49 3.4 Strategy ...................................................................................................................... 50 3.4.1 Sources of differentiation and competitive advantage ........................................ 52 3.4.1.1 CANVAS MODEL .............................................................................52 3.5 Ethics and Sustainability ............................................................................................ 55 Chapter 4 The Company and Team ..................................................................................... 57 4.1 Legal Structure ........................................................................................................... 57 4.2 Ownership .................................................................................................................. 57 4.3 The advisory board..................................................................................................... 58 4.4 The Management Team.............................................................................................. 58 4.4.1 Expected contributions by each team .................................................................. 60 4.4.2 Expected Salary ................................................................................................... 61 Chapter 5 Marketing Plan .................................................................................................... 62 5.1 Identification of Customers ........................................................................................62 5.2 Number of potential customers and potential sales revenues .................................... 63 5.3 Requirements of various customer segments ............................................................. 65 5.4 Appropriate Sales and Promotion Approaches .......................................................... 665.5 Analysis of how purchases decisions are made, and how / if this behavior can be changed. ........................................................................................................................... 70 5.6 Customer Price Sensitivity ......................................................................................... 72 5.7 Cost of Acquiring and Retaining Customers ............................................................. 73 5.8 Strengths and weaknesses of competitors and ways that competitors are likely toreact when the company enters to the market ...........................................................................74 Chapter 6 Operating and Financial plans............................................................................. 78 6.1 Conversion of inputs into outputs that customer value .............................................. 78 6.2 Financial plan ............................................................................................................. 81 6.2.1 Cost Calculations .................................................................................................81 6.2.2 Projected Break Even Point and Cash Flows ...................................................... 85 6.2.3 Analysis of Risk .................................................................................................. 86 6.2.4 Analysis of possible scenarios............................................................................. 88 6.3 Contingency plans ...................................................................................................... 92 Chapter 7 Conclusions