The Company's Planned Operations
General
The company will be strictly an Internet operation. There will be no walk-in customers, nor will there be a marketing area limited by geography. Operations will take advantage of modern electronic and telephonic communications. The company's office will be minimal, functioning as a communications center housing the company's agent and computer systems.
Operations
Initially operations will consist of two agents dealing with the public and travel industry professionals and one management member specializing in marketing and Internet technology. A typical transaction would take place as follows:
- The agent will contact a potential customer obtained through the TripBlaster site or from the company's site. The agent will have all relevant information needed to assist the customer derived from Internet site questionnaires.
- Consulting the company's data base of available cruises containing relevant data such as departure data, prices, availabilities, and port visits, the agent can match the customer with an appropriate cruise.
- The booking information is e-mailed to the cruise line or cruise agent.
- Confirmations are sent to the customer.
Preliminary Procedures
Training
The company has retained a travel industry professional to train the initial agents. The trainer will be at the company's facilities for approximately five days. During this period the consultant will:
- Train agents on basic cruise industry procedures and regulations
- Train agents on sales techniques
- Review office systems
The company believes that this training period and the company's computer systems will assure efficient operations as soon as possible. (Additionally, the industry professional has agreed to work with the agency on a consulting basis.)
Industry Licensing and Registration
Cruise Line International Association
Membership in the CLIA is essential for the operation of any cruise line business. Cruise lines and agents require membership before dealing with travel agents. The company will apply as soon as possible. The requirements for membership are:
- Application
- $300 fee
- Two-day training program for agents
Cruise Line Registration
Registration with cruise lines is required in order to be able to book cruises and receive commissions. Cruise lines require:
- CLIA certificates
- Business references
- Business cards
- Business license
- Taxpayer identification number
- W-9 form
This process generally takes at least two weeks. The company plans to register with as many cruise lines as possible.
Marketing
The company plans to market their services utilizing a web page, Internet advertising, and public relations activities. Below is a description of each activity.
The Company Website
Management's expertise in website design and Internet technology will result in an effective website presentation. It is anticipated that the site will be similar to the TripBlaster web page. In addition to attractive color graphics, the emphasis will be on interactive features. The information gathered by interactive customer questionnaires will assist sales efforts as well as developing a database for future marketing efforts. The site will also list available cruises as well as discussing the company's ability to find a cruise to meet anyone's travel needs. It is estimated that the site will cost $3,500 to implement.
Internet Advertising
Internet banner advertising along with text-based listings on major search engines as well as other noncompeting travel websites will be an ongoing marketing vehicle. These banners or small advertisements appear throughout the World Wide Web usually at the top of various related Internet sites. The company will position their advertisements at travel related areas with links to the company web page. MLC will also retain a banner on the Infoseek search engine. The Infoseek search engine banner will be viewed by 200,000 persons monthly. TripBlaster has agreed to pass its 15 percent agency commission along to Memory Lane Cruises to facilitate growth.
Public Relations
MLC will promote its services using tradition public relations methods, as well as Internet related activities. In the traditional area, public relations activities include:
- Press releases
- Promotional events
- Magazine articles
In the Internet arena, the company may provide online travel news or produce an online newsletter.
The company's operating philosophy is to emphasize marketing while providing efficient service using technology and a limited number of personnel.
