Service portfolio

The mission of Envisioning Tourism 3.0 is to integrate the Marketing 3.0 concepts within the destinations or business models. This may actually be done through a basic Marketing Plan, although depending on the dimension and ambition of the client, it may require a project with greater scope. The key idea is to position the destination or business as a contributor to the issues that concern to the stakeholders community, by generating positive impacts in the social and environmental areas, and getting these stakeholders to contribute in the business collaborative marketing, the most effective and efficient way not only to gain awareness and customers, but also to boost innovation and product development.

The Service Portfolio may be structured in the following areas:

Marketing Planning. The current fast changing market environment requires innovative marketing to set destinations apart from competitors. We propose to develop the Marketing 3.0 approach, as we envision it to be the most effective and efficient strategy, at least on the long term basis. Look at our ideas and methods in the Marketing 3.0 blog section and Whitepapers on tourism marketing.

Strategy planning. Destination success nowadays needs thoughtful planning in many areas: clustering to wisely structure the layout of tourist attractions, positioning to determine its identity and value proposition, business portfolio to determine investment priorities, targeting to identify the most attractive markets and segments, communication to draw attention from our targets and sales to materialize such interest into business. Look at our ideas and methods in the Strategy blog section and Whitepapers on Strategy Planning Methods.

Competitiveness planning and product development. Destination success is ultimately based on its capacity to deliver memorable experiences to its visitors without demanding excessive efforts. Competitiveness Plans are therefore based upon innovative product development and cross-destination programs to enhance the sensational experience and reduce barriers, discomforts and insecurities of the visitors. Look at our ideas and methods in the Innovation blog section and Whitepapers on Innovation, Competitiveness and Marketing.

Market intelligence design and research. As a key input for successful strategy and marketing planning, we work on rigorous and insightful market intelligence projects with both primary and secondary sources, elaborating research studies, surveys and market intelligence system design for tourism destinations. Look at our ideas and methods in the Tourism trends & Intelligence blog section and the Whitepaper Envisioning Destination Intelligence 3.0.

Business model design and innovation. Any business idea needs a model structure before drafting a business plan, encompassing its key partners, key activities, key resources, marketing channels, customer relationships, market segments and value proposition. The balance between these building blocks is to be found through insightful market research, design and testing, and may need to be changed over time, so long as the stakeholders do. Look at our ideas and methods in the Collaborative business modelling blog section and Whitepaper Envisioning Destination Models 3.0.

Content marketing & storytelling. As it is explained in many articles of the blog and the Whitepaper “Marketing destinations through storytelling“, the new marketing is based  on stories, and so crafting and telling compelling stories about the destination is the key to attract new tourist flows. Further, this is to inspire the visitors to live and tell their own story in the destination, for it is necessary to empower and motivate them to do so.

Mentoring for entrepreneurs. Based on the lean start-up method, we help entrepreneurs in finding out the optimum business model to exploit their idea spending the minimum time and money, to craft a business plan based upon a truly profitable and even scalable model.

Lecturing and training. Adapting the methodology to the audience and learning goals, we usually choose a combination of theoretical and case study based lecturing or a coaching based method where students are given guidance on “how to do” and are then supported on a “learning by doing” approach. We work both in-person and online, offering courses and seminars on the following disciplines:

  • Strategy planning
  • Strategic & operational marketing
  • Market intelligence & monitoring systems
  • Business model design & innovation

Beyond the proposed service portfolio, we are open to listening to the prospect’s needs for other ad-hoc projects. Furthermore, we offer many possible collaboration formulas to accommodate to the clients needs in terms of budget, desired risk assumption, vision clearness and other factors.

Flexible collaboration formulas

Depending on your needs, vision, budget and time availability, it is possible to work through various collaboration formulas:

Standard flexible project: the full project is contracted, structured with intermediate deliverables and meetings, where it is possible to reorient the work in accordance with newly detected needs, as well as extending the scope of the initial deal. The overall cost is lower than through the phases or modules framework.

Phase-based project: structured in phases with different levels of idea development. Starting with a complete but synthetic document in the first phase, the client decides what part of the document (which ideas) should be further developed in detail at the end of every phase. The client can abandon the project at the end of any phase.

Module-based project: structured in sequential modules (diagnosis-strategy-action plan) in a way that the project can be redefined or abandoned at the end of every module. As in the phase-based formula, this is adequate when the client does not have a clear idea about the desired scope of the project or about the affordability of the whole project in the short term.

Monthly fee-based project: the project is developed with a minimum dedication of 16 hours per month. This is adequate for projects with low available budget in the short term and little urgency, or when the characteristics of the project require a dedication extended in time. It is also possible for the client to stop the project for a period of up to two months.

Mentoring: ongoing advisory service on how to carry out a specific project (elaboration and implementation) with a minimum dedication of eight hours per month. In this formula the client carries out the bulk of the work, and the consultant directs the client on what to do and how to do it, monitoring also the results obtained. This formula has the lowest cost.

Furthermore, it is possible to change the formula in some cases once the project has been started, as long as the change goes from a low commitment formula (2 or 3) towards a higher commitment formula (formulas 1 and 4) which are also more cost-effective.

Should you have any query, please do not hesitate to submit your queries using the contact form.