Every year hundreds of travelers across the world visit Kenya and Maasai Mara to witness this animal phenomenon as savor nature as they watch large mammals in natural environment
Our company intends to tap this huge travel market by carving a niche of luxury and exclusive nature safaris in a hidden wilderness area reputed for high aggregations of predators like lions, cheetahs and other large mammals
Team
Julie Vasbinder - founder Ankaa Safari
From a young age Julie has always had a deep love of the magic of the African savannah. She knew from a young age that she wanted her life work to be in conservation of the land, wildlife and people of Africa.
Julie is also the founder of Ankaa Women’s Empowerment. Ankaa Women's Empowerment Ltd’s mission is to provide intervention for struggling women, children, and those who have been impacted by Gender Based Violence initially in Kenya but expanding to other countries around the world. We foster global partnerships through networking with other nonprofits, educational organizations, businesses, and food banks to enrich, support, and enhance the lives of disadvantaged individuals and communities through mentoring, raising awareness, and providing tangible assistance to relieve suffering and to increase individual abilities to become self-sustaining.
As a career woman, Julie has found significant success within the electric utility industry. Today, she is with one of the largest civil substation engineering companies in the states and manages large-scale projects spanning $50k to $400m seeing the projects through from beginning to end and monitoring the project lifecycle, health, schedule and budget to ensure a successful, safe build.
Daniel Njaga is based in Nairobi. A scientist by training with over 15 years in tourism marketing and management as well as consultancy on nature based enterprises.
Daniel is the founder of SIMPLY AFRICA SAFARIS (www.simplyafricatravel.com) and also FRONTLINE ECOSYSTEM AND MANAGEMENT SERVICES.
He has worked at the helm of Kenya’s tourism as an executive member of Kenya Association Tour Operators and also Kenya Tourism Federation.
Daniel previously worked as a senior manager with a leading safari and travel company which owns a chain of safari camps.
Daniel brings vast expertise to our project and will be instrumental in laying a foundation for our operations and guide the company in developing:
Human resource policy
Customer service policy
Cost control systems
Marketing and operations strategic plan
Problem
Study after study shows that Travel and Tourism industry is a fundamental pillar for the world economy.
In 2018, for instance, the sector accounted for over 10 % of global GDP and created employment opportunities for some 319 million people with the figure expected to rise to 421 million people by 2029.
In Africa, the sector accounted for 7.1 % of Africa’s GDP in 2018 generating some $168 billion to the continent.
In Kenya, the sector is a major contributor to the country’s economic development and growth contributing over 10% to the country’s GDP.
There is problem of mass tourism that emphasize quantity over quality
Mass tourism leads to destruction of environment and exploitation of communities as it doesn’t protect fragile resources or give back to the people
Mass tourism also keeps away discerning travelers who have good income to spend but who value better experience
Solution
Our project identifies a specific niche of the safari and travel market within secluded and community owned wildlife areas in Kenya
We are investing in one of the leading wildlife conservancies in the Maasai Mara
Conservancies are conservation areas owned by the local communities
The communities give up their land for wildlife which in turn attract wildlife and nature enthusiasts
Income from visitors to these conservancies is shared between investors and the communities are compensated for allowing their land to be used for conservation
The conservancies also offer exclusive accommodation away from mass market areas because their focus is on quality stay at a high premium for the high-end travelers
We solve the problem by setting up an exotic safari camp of not more than 20 cottages
This camp can only accommodate a maximum of 40 guests at any given time. This optimizes wilderness experience and makes the camp appeal to wealthy clients who pay food money to experience luxury in the wilderness
Business Model
We shall contract experts to construct a luxury tented camp in Lemek Conservancy
The camp will be equipped with a modern kitchen and bar and spa
We employ staff from the local communities
We shall market the camp to high end travelers in the top tourists’ markets in USA, UK, Australia and also regionally in East Africa
Visitors to the camp will pay for accommodation and game drive
The income from the visitors will pay for the lease of the land, the staff wages and licenses
The difference between amount paid by visitors and spending one lease, salaries and other overheads will be the business income
Competition
Different reports show the conservancy tourism market is still virgin
There are different national and international companies targeting the same niche
Many have prospered and expanded over the last couple of years
The location identified for investment is formerly owned and operated by one of the pioneer safari businesses in Africa, attracting high number of visitors from overseas markets
The collapse of their marketing systems led to decline
The conservancy has only one similar business model in a location that previously had 4
The competing companies with similar properties have different market catchments
The US is a huge market which is not well tapped and we are confident we shall draw a good client base from the US through our marketing efforts
Vision
We have researched on the tented safari accommodation styles in East Africa
We are in the process of developing a unique and distinctive style of luxury
We shall establish a cordial and mutually fulfilling relationship with the local communities and get the best to work for us
This will enable us offer exemplary service that will be unmatched in the safari sector in East Africa
Then we shall set up a marketing office in the US and recruit commission-based sales agents in major locations like UK and Australia where we hope to draw
We shall attend major travel and trade fairs in the world for 3 consecutive years. These are:
We shall also attend and market the camp at regional fairs in East Africa in Kenya and Tanzania
The combination of strategic and aggressive marketing superimposed on a world class luxury lodge and top-notch customer service will enable us capture a part of the large market within 3 years or so
Traction
We have identified one of the most pristine locations for setting up the camp
We have started negotiations with the land owners towards signing a lease agreement for 15 years
We are developing a business and marketing plan
We have identified a consultant to assist in rolling out our operations
Projections
First year
We give a promotional rate whole year of 600 USD. And assume we shall register occupancy for all rooms only half of the month
600 USD per room x 15 days occupation x 12 rooms = 1,296,000
Average total expenses = 800,000
Second year
Assume we can raise the rate to 800 and increase occupancy to 20 days in a month
800 USD per room x 20 days occupation x 12 rooms = 2,304,000
Average total expenses = 800,000
NB – the operating expenses are projected to be much higher because of costs of setting up. This cost should go down and average to 650,000
(see confidential operating expenses of a similar company)
From third year
high season – 1200 x 25 days x 4 months = 120,000
Peak season – 1400 x 25 days x 5 months = 175,000
Low season – 800 x 20 days x 3 months = 48,00
Total = 343,000 x 12 rooms = 4,116,000
Average total expenses = 700,000
Travel and Tourism industry is a fundamental pillar for the world economy. The sector accounted for over 10% of global GDP and created employment opportunities for some 319 Million people as of 2018 with the #gure expected to rise to 421 Million people by 2029. Regionally, the sector accounted for 7.1% of Africa’s GDP in 2018 generating some $168 Billion to the continent.
