Masters in Business Administration

Middlesex University Business School

Academic Year: 2013 2014
SHOAIB KHAN
M00435609

Business Plan to Start

Adventure Sports Company in Kashmir, India

Supervisor: Dr. Simon Speller

Submission: 17th Jan 2014
Word Count: 13,268

Project Submitted in Part Fulfillment of the Degree of Masters in Business

Administration
MBA4800

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DECLARATION OF ORIGINALITY
I hereby declare that this project is entirely my own work and that any additional sources of information
have been duly cited.

I hereby declare that any internet sources, published or unpublished works from I have quoted or drawn
references have been referred fully in the text and in the contents list. I understand that failure to do
this will result in a failure of this project due to plagiarism.

I understand I man be called for a viva and if so must attend. I acknowledge that it is my responsibility to
check whether I am required to attend and that I will be available during the viva period.

Signed:
Shoaib Khan
Date: 17th January 2014

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ACKNOWLEDGEMENT
This project would not have been possible without the kind support and help of many individuals and
organizations. I would like to extend my sincere thanks to all of them.

I am highly indebted to Dr. Simon Speller for his guidance and for being a wonderful coordinator and
also for providing necessary information regarding the project and also for his support in completing the
project. I really appreciate his dedication towards the course and his help for completing the course.

I would like to express my gratitude towards my parents, friends and faculty and staff of Middlesex
University, London for their kind co-operation and encouragement which helped me in completion of
this project.

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Table of Contents
1.

EXECUTIVE SUMMARY .................................................................................................................... 7

2.

BUSINESS BACKGROUND ................................................................................................................ 8

2.1.

Introduction: ........................................................................................................................... 8

2.2.

Kashmir An Economic Overview: .......................................................................................... 8

2.3.

Infrastructure Development in Kashmir: ............................................................................... 11

2.4.

Tourism Growth in Kashmir: .................................................................................................. 11

2.5.

Adventure Sports Current Trends and Status: .................................................................... 14

2.5.1.
2.6.
3.

4.

Motivational Factors and Attraction for Tourists to Participate in Adventure Sports: ....... 16
Political Instability and Militancy as a Risk Factor: ................................................................ 16

METHODOLOGY AND DATA COLLECTION ...................................................................................... 17

3.1.

Introduction: ......................................................................................................................... 17

3.2.

Research Design: ................................................................................................................... 17

3.3.

Research Tool: ....................................................................................................................... 17

3.3.1.

Secondary Research:.......................................................................................................... 17

3.3.2.

Primary Research: .............................................................................................................. 18

3.3.2.1.

Questionnaire Method: ................................................................................................. 18

3.3.2.1.1.

Sampling for Questionnaire: .......................................................................................... 18

3.3.2.2.

Face to Face Interview Method:..................................................................................... 18

3.3.2.2.1.

Sampling for Face to Face Interviews: ............................................................................ 19

3.3.2.3.

Pilot Test: ....................................................................................................................... 19

3.4.

Data Analysis: ........................................................................................................................ 19

3.5.

Issue of Reliability and Validity:............................................................................................. 19

MARKET AND BUSINESS ANALYSIS AND APPRAISAL ..................................................................... 20

4.1.

Business Background: ............................................................................................................ 20

4.2.

Market Appraisal: .................................................................................................................. 21

4.3.

Management Record: ............................................................................................................ 21

4.4.

Business Model: .................................................................................................................... 21

4.4.1.

Product: ............................................................................................................................. 21

4.4.2.

Price:.................................................................................................................................. 22

4.4.3.

Place: ................................................................................................................................. 22

4.4.4.

Promotion: ........................................................................................................................ 23

4.4.5.

Physical Evidence: .............................................................................................................. 24

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4.4.6.

People: .............................................................................................................................. 24

4.4.7.

Process: ............................................................................................................................. 24

4.5.

Sales Strategy: ....................................................................................................................... 24

4.6.

Operational Details: .............................................................................................................. 25

4.7.

Financial Details: ................................................................................................................... 28

4.8.

Risk Management Strategy:................................................................................................... 29

4.8.1.

Resource Risk:.................................................................................................................... 29

4.8.2.

Poor response to Service Offerings: ................................................................................... 29

4.8.3.

Service Quality:.................................................................................................................. 29

4.8.4.

Militant Attacks ................................................................................................................. 29

4.8.5.

Economic Volatility: ........................................................................................................... 29

4.8.6.

Causalities: ........................................................................................................................ 30

4.9.

5.

Performance Management and Measurement: .................................................................... 30

4.10.

Prospects: .......................................................................................................................... 31

4.10.1.

Sales Forecast: ................................................................................................................... 31

4.10.2.

Profit & Loss Forecast: ....................................................................................................... 32

4.10.3.

Balance Sheet Forecast: ..................................................................................................... 33

4.10.4.

Cash flow Forecast: ............................................................................................................ 34

4.10.5.

Break-even Analysis:.......................................................................................................... 34

FINDINGS AND CONCLUSION ........................................................................................................ 35

5.1.

Introduction: ......................................................................................................................... 35

5.2.

Primary Data Analysis:........................................................................................................... 35

5.2.1.

Demographic Analysis: ...................................................................................................... 35

5.2.2.

Travelling Behavior: ........................................................................................................... 36

5.2.3.

Travel Package Buying Behavior: ....................................................................................... 36

5.2.4.

Preferred Leisure Activities: ............................................................................................... 36

5.2.5.

Preference to visit Kashmir region ..................................................................................... 36

5.2.6.

Perception and Attitude towards Adventure Sports: ......................................................... 37

5.2.7.

Pricing Expectations:.......................................................................................................... 37

5.2.8.

Preferred Mode of Buying the Adventure Sports Package: ................................................ 38

5.2.9.

Expectations from Adventure Sports Services: .................................................................. 38

5.2.10.

Motivation to Participate in Adventure Sports: ................................................................. 39

5.3.

Macro Environment Analysis: ................................................................................................ 39

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6.

5.3.1.

PESTEL Analysis: ................................................................................................................ 39

5.3.2.

Porters Five Forces: .......................................................................................................... 42

5.4.

Key Findings: ......................................................................................................................... 44

5.5.

Conclusion: ............................................................................................................................ 45

ACTION PLAN ................................................................................................................................ 46

6.1.

Specific: ................................................................................................................................. 46

6.2.

Measurable: .......................................................................................................................... 47

6.3.

Attainable:............................................................................................................................. 47

6.4.

Realistic: ................................................................................................................................ 48

6.5.

Timeframe: ............................................................................................................................ 49

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1. EXECUTIVE SUMMARY
The new business concept is to open an adventure sports company in Kashmir region. Kashmir is one of
the most attractive and intensive tourists place in India. Tourism is the major source of income for
Kashmir and there is lot of opportunities for the new adventure sports business in the city. Kashmir is
located at Northwestern region of Indian subcontinent. Until 19th century Kashmir was geographically
donated as valley between the Pir Panjal mountain region and great Himalayas. Presently it is donated
as large area covering the Indian administrated state of Jammu and Kashmir. Target customers for the
business would be tourists of age 14 to 35 years who visit Kashmir for leisure purpose and local
residents. There is a good potential exist for the business in the region. The services offered to the
customers include rock climbing, bungee jumping, free fall, and rafting, kayaking,

mountaineering, paragliding as key adventure sports. The Kashmir region has major tourist inflow
during the winter season. As per the statistics published by the directorate of J&K, 80% of the hotels and
house boats were occupied in month of January 2013. The Kashmir tourism department is expecting the
overall growth of 2 million inflow of tourists in summer 2014.During the past couple of decades, the
international tourists arrival has been grown up from 435 million to approximately 1 billion with an
annual average growth rate of 5.4%.It has been observed that there is a good growth expected by the
Tourism Ministry of India. It has been predicted that the number of tourists would increase by 15%
every year which is currently standing at 432,890, referred to table 2.3. The projected number of
tourists in 2014 and 2015 is 14734445 and 15829895 respectively and this would be the potential
customers for the new business.

In order to check the business feasibility and viability, primary and secondary research has been
conducted. In primary research questionnaire and interviews are conducted among general consumers
to understand their views and attitude towards adventure sports. Based on the analysis and key findings
obtained, it can be concluded that there is a good opportunity exist for the new business in Kashmir
region. The business need to focus on various aspects of marketing and sales to overcome from
competitive challenges at the initial stage of the business. Excitement, thrill, fun, mood change, stress
buster, enjoyment and relax would be the key motivational factors for tourists to participate in
adventure sports.

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Initially the business will be opened up as a sole proprietorship which would be 100% funded by owners
capital. Minimum capital investment required to start the business is estimated as INR 5 million. The
total sales revenue for the first year is expected to be INR 7.4 million and would reach up-to INR 9
million for the third year. The forecasted profit in the first year of the business is expected to be
approximately INR 1,423,604 and would reach up-to 2,254,113 in the third year. The business is
expecting to reach the break even in 1.8 years.

Potential risks identified for the business includes resource risk, poor response to service offerings,
service quality, militant attacks, economic volatility and causalities.

2. BUSINESS BACKGROUND
2.1. Introduction:
The new business concept is to open adventure sports in Kashmir, as one of the most attractive and
intensive tourists place in India. Tourism is the major source of income for Kashmir and there are lot of
opportunities for the new adventure sports business in the city. Tourism impacted the city at three
different levels namely economic impact, social impact, and environmental impact(Economist.com,
2012). There are various destinations which are the attractive places for adventure sports to tourists.
The tourism industry has significant role in the development of Kashmir and near-by
regions(jktourism.org, n.d.). This literature therefore provides the facts to support the feasibility of the
new business to be opened in Kashmir and background information to develop the business plan for the
new business.

2.2. Kashmir An Economic Overview:

Kashmir is located at Northwestern region of Indian subcontinent. Until 19th century Kashmir was
geographically

donated

as

valley

between

the

Pir

Panjal

mountain

region

and

great

Himalayas(jktourism.org, n.d.). Presently it is donated as large area covering the Indian administrated
state of Jammu and Kashmir. The current population of the region is approximately 4 million out of
which 95% population belongs to Muslim religion and 4% population belongs to Hindu religion(BBC,
2013). In ancient times, the region was known to the world due to the export of Cashmere Wool to
other region and parts of the world(University, 2012). The economy of the region was badly damaged by

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the earthquake in 2005 which resulted over 70,000 deaths(BBC, 2013). There has been considerable
growth in the GDP of the region as presented in figure 2.1.

Figure 2.1 - Kashmir GDP, Source: (Knoema, 2012)

The following table 2.1 shows the GDP of Kashmir region for last 12 years and annualized growth.

Table 2.1 GDP of Kashmir

Source: (Knoema, 2012)

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The population growth in the region is also significant as presented in figure 2.2 and table 2.2.

Figure 2.2 Kashmir Population, Source: (Knoema(b), 2012)

Table 2.2 Kashmir Population

Source: (Knoema(b), 2012)

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Depending on the different socio-economic indicators the state ranked at 8th place. Per capita income of
the region is INR 24,414 however this figure is quite low as compared to the national figure of INR 33,
283(Knoema(b), 2012). The most attractive aspects for the new businesses in the region are local
government policies and incentives such as 100% excise exemption for 10 years, 100% income tax free
for 5 years, subsidizing the capital investment with the maximum limit of 3 million rupees, land
availability for the period of 90 years on lease basis, a host of incentives for capital goods, loan,
branding, working capital and transportation and finally the insurance premium reimbursement to the
extent of 100% on the capital investment for a period of 10 years to the new business units(BBC, 2013).

2.3. Infrastructure Development in Kashmir:

For every business, it is important to have the infrastructure development in the region as it ensures
people have access to roads, transportation, electricity, safe drinking water, proper sanitation, and
health and communication facilities. The state government in Kashmir has come up with several
initiatives to develop the infrastructure in the state(Sharma, 2011). Approximately 8 Billion rupees are
announced by the state government to invest into road development and transportation in Kashmir
being a prime mode of transportation. The state of Jammu and Kashmir has been granted with huge
hydro-electric energy and if the state exploit it with full of potential then it could be a great thrust to the
economy. The local government has taken initiatives in past few years to use such potential and support
the local businesses. This is extremely important for the region to provide electricity support to the
business in the sense of their development and catalyst to boost their growth(Sharma, 2011).

2.4. Tourism Growth in Kashmir:

Tourism is one of the major revenue generation industry for the region. Kashmir is known as paradise of
the earth due to its amazing scenic spots which are most favorite and attractive to tourists and pleasant
weather. Another attraction for tourists to visit Kashmir includes the existence of monasteries, temples,
caves, and shrines(Gadoo, 2012). There has been a great potential for the tourism sector to grow in the
region. It has the good potential for forward and backward linkages in terms of both employment and
income which can contribute significantly towards the economic growth of region as well as country. It
is a well-known fact that valley of Kashmir has been one of the most travelers destination from time
immemorial (Jain, 2012). The western people called it as Asias Switzerland. There are certain factors
which are driving the overall satisfaction among tourists in Kashmir and finally ensure the good potential
and opportunity for growth of new business.
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The behavior of employees reinforces tourists confidence

Experienced and competent tour and hotel escorts
Employees are credible and courteous with tourists
Willingness to help tourists and advice on how to use free time.
Cultivation of friendly relationship with tourists
Understanding specific tourists needs.
Destinations are visually aesthetically attractive
Unspoiled nature
Appealing accommodation facilities
Overall cleanliness of the destination
Availability of information documents and notes
Physical appearance of tour and hotel escorts (tidiness etc.).
Modern and technologically relevant vehicles
Personal safety and security
High-quality meals
No sudden increase in tour cost
Performing the service/s at the promised time
Insisting on error-free service
Performing the service/s right the first time
Provision of adequate information about the service delivered.
Meeting the tour schedule
Sincere interest in problem-solving of tourists
Tourists are being served quickly by the appropriate personnel.
Sponsors act on participants suggestions
Provision of information on local events/entertainment

The indicator for tourism growth in the Kashmir region is info of tourist during the past 60 ears. The
hotels based in Pahalgam had more than 40% occupancy during the winter season of 2012. The
following table 2.3 shows the inflow of travelers in Kashmir valley since last 60 years.

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Table 2.3 Travelers Inflow in Kashmir Valley

Year
1951
1955
1960
1965
1969
1974
1978
1980
1985
1995
1996
1997
1998
1999
2000
2001
2000
2001
2002
2003
2004
2005
2012

Number of Tourists Coming in Kashmir Valley (in '000)

Indian
Non-Indian
Total
9.33
1.25
10.58
48.19
2.83
51.02
63.37
11.19
74.56
35.7
7.43
43.13
129.75
19.95
149.7
148.32
19.3
167.62
443.34
59.32
502.66
548.49
46.03
594.52
465.6
38.02
503.62
0.32
8.2
8.52
0.37
9.59
9.96
7.02
9.11
16.13
99.64
10.25
109.89
199.9
15.99
215.89
104.34
7.58
111.92
66.73
5.86
72.59
104.34
7.58
111.92
66.73
5.86
72.59
24.67
2.69
27.36
182.21
8.96
191.17
358.1
18.63
376.73
585.7
19.68
605.38
412.88
20.01
432.89

Source: (Jain, 2012)

The Kashmir region has major tourist inflow during the winter season. As per the statistics published by
the directorate of J&K, 80% of the hotels and house boats were occupied in month of January 2013. The
Kashmir tourism department is expecting the overall growth of 2 million inflow of tourists in summer
2014(Jain, 2012). All the hotels, houseboats and guest houses are 100% booked for the same period.
The local government is encouraging the guest houses to get registered and large numbers of guest
houses are registering themselves for the same. Tourism department is providing basic facilities to guest
houses and houseboats so that they can deliver good service to the tourists. The department has also
authorized the hotel owners and guest houses to assemble tents in the open areas without
compromising the environment. In the down town area also the hotels are fully booked. This ensures
the promising business for the new adventure sports entity. The following table 2.4 shows the
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percentage of different business segments operating in tourism sector. The new business will use this
information in its sales and marketing approach to attract the tourists by coordinating these business
segments.

Table 2.4 - Different Business Segments Operating in Tourism Sector in Kashmir

Different Business Segments in Tourism Sector
Handicraft shopkeepers
Hoteliers
Houseboat owners
Restaurant owners
Shikara owners
Tour operators
Travel agents
JKTDC
J&K Tourism Department

Percentage Break-up
9.09%
18.18%
18.18%
9.09%
9.09%
9.09%
9.09%
9.09%
9.09%

Source: (Jain, 2012)

Another key focus area for the new business growth is rural tourism as it is recognized as important
instrument for growth of rural economy. Within the Kashmir valley, the scope and need of rural tourism
diverging the growth of the economy as well as rural people. People from rural areas in Kashmir are
engaged in the multiple livelihood activities in which agriculture is one of the most important activity.
The art work in Kashmir is famous across the world. This is also the attraction for tourists to view and
buy such arts. It is always worth for visitors to visit these places to understand the process, people
engaged in creating these arts and their socio-economic conditions. Rural tourism around the villages
satisfy the curiosity of the tourists for both the domestic and foreign places. This would be an added
advantage of the new adventure sport business (BBC, 2013). Considering the above factors from tourism
sector in Kashmir, it can be concluded that there is a good potential for the new adventure sport
business since if the tourists inflow will grow in the region the obviously it gives the opportunity for the
new business attract them and finally leads the growth to the business.

2.5. Adventure Sports Current Trends and Status:

The adventure sport in Kashmir is backed by 30 years old heritage however it did not flourish in the
region due to the lack of resources and available facility since past few years. Skiing, water skiing,
kayaking, mountain biking are the most popular adventure sports in the region (koausa.org, n.d.). The

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participation in these sports is considered to be very expensive due to the high cost involvement of
trained professionals and expensive gears & equipment. The adventure sport is more appealing to
teenagers and youth. Also most of the companies take their employees on regular tour for these sports
to encourage them and increase their confidence to work as a team in difficult situations. If the right
prices are offered then the local residents can also participate in such sport and phenomenally boost the
industry growth in the region. During the past couple of decades (1990-2012), the international tourists
arrival has been grown up from 435 million to approximately 1 billion with an annual average growth
rate of 5.4% (Chauhan, 2012). The following table 2.5 shows the growth projects for tourists coming in
Kashmir region.

Table 2.5 Tourists Projection

Year
2014
2015
2016
2017
2018
2019
2020

Projected Number of Tourists

14734445
15829895
17009148
18278954
19646661
21120269
22708506

Source: (Jain, 2012)

The international receipts also registered record growth from USD 262 billion to USD 900 billion. Looking
at such trends for international and domestic tourism, there is a good potential of growth for adventure
sports in the region. The state government has also proposed the investment project in Kashmir region
to develop the better infrastructure as one of the initiatives to support the adventure sport in the
region, please refer to annexure 1. Adventure sports also provide adrenaline rush feeling in the human
body which gives amazing experience while participating. Adrenaline is a natural hormone in the body
which is produced and secreted throughout the body whenever an individual undergoes any traumatic
experience (Fitday.com, n.d.). There are certain motivational factors which encourage the tourists to
participate in the adventure sports. The following section 2.5.1 describes the same.

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2.5.1. Motivational Factors and Attraction for Tourists to Participate in Adventure Sports:
There have been several researches conducted in the past to study the sports behavior however very
few are focused towards the motivational aspect to participate in sports. These researches have
demonstrated that the motivation for a given sport i.e. the perceived benefit is not only the physical
health of an individual but number of other aspects such as mood management, enjoyment, fun, weight
control, stress, appearance and excitement(Ottevanger, 2007). There are certain differences between
the perceived benefits of an individual which are helpful to explain the differences in sport participation.
Some factors such as age and gender influence the perception of benefits or motivation to participate in
adventure sports. The researches in the past concluded that there are eight factors which motivates an
individual to participate in the adventure sports namely excitement, thrill, fun, mood change, stress
buster, enjoyment and relax(Fitday.com, n.d.). Few essential reasons for participating in the adventure
sports are improving skills, learning new skills, having fun, be physically fit and be challenged.
Researchers have cited three common threads in their research to analyze the motivation. The first,
several factors yielded the common but consistent factors such as team aspects, competition, fun,
fitness competence and affiliation. Second, children and adolescent are more inclined towards the
adventure sports participation, finally third, there were minimal age, gender and experience to sport
activity (Ottevanger, 2007).

2.6. Political Instability and Militancy as a Risk Factor:

Kashmir has been experiencing high political instability since its partition between Pakistan and India
after independence. It has been caused due to the conflict and high tension between these two nations.
India occupied Kashmir follow the same constituency as followed by rest of India and the government is
elected by the democracy (BBC, 2013). However continuous attack from the Pakistani Militants has
made the situation highly stressed in the Kashmir region and India is forced to appoint regular military
across the border and inside the region which disturbs the local residents and tourists. This could be a
potential threat for the new business (Gadoo, 2012).

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3. METHODOLOGY AND DATA COLLECTION

3.1. Introduction:
This chapter describes the methodology to check the market feasibility and validity of the proposed
business plan and approach of data collection. It provides the important information of type of data
collected, different topics covered and process of collecting the relevant information useful to check the
feasibility of the business concept.

3.2. Research Design:

Quantitative research design has been used in this research since this is useful where a lot of
quantitative information required and statistical inference is needed to analyze the results and draw the
conclusion (Saunders, et al., 2007). The new business concept is to open adventure sport business in
Kashmir region, it requires lot of quantitative information to validate the assumption of starting the new
adventure sport business in the region. Hence the quantitative research design has been used in this
research.

3.3. Research Tool:

There is lots of information available in the published format however some of the information such as
view of individuals, potential customers and tourists is essential to understand the scope of adventure
sports, competitive offerings, need and perception. With this view, researcher has used both the
primary and secondary research methods for data collection.

3.3.1. Secondary Research:

The secondary data has been collected using a combination of authentic websites such as Kashmir
Government, news articles, web articles, government publications and India census website. It helped
the researcher to gain the background information about the economic environment of Kashmir,
adventure sports scope and opportunities, risks and potential threat and literature around the research
topic. The key advantage of using secondary data is ease of access, valid information, easy availability,
cost effective and quick to analyze.

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3.3.2. Primary Research:

In order to validate the hypothesis about the new business concept, it is essential to understand the
opinion of tourists who are the potential customers of the business about their needs and perception
towards adventure sports. Hence primary data has been collected to validate the hypothesis.
Researcher has used both face to face interviews and questionnaire surveys to collect the primary data.

3.3.2.1. Questionnaire Method:

Questionnaire method has been used to identify the tourists opinion about adventure sports, consumer
trends, and their perception towards participating in adventure sports, attitude, behavior, likes and
dislikes. The questionnaire has been administered among general consumers who would like to visit
Kashmir for leisure. Questionnaire has been created in survey monkey and distributed by social media.
A close ended questionnaire has been designed as presented in Appendix 2. Some of the key benefits of
using questionnaire method are systematic data collection, large sample can be covered in a short time,
quick and easy.

3.3.2.1.1.

Sampling for Questionnaire:

For this research, the target universe is general population of age more than 18 years who belongs to
middle class income group (household income more than INR 25,000) and lives in semi-urban and urban
cities in India. Considering the universe random sampling methodology has been used to select the
samples as it allow equal chance to each person to get selected in a sample. Since the sampling is
random and individual consumers were selected, there are no biasness in the questionnaire response
(Saunders, et al., 2007). The researcher has collected opinion of about 200 respondents.

3.3.2.2. Face to Face Interview Method:

Face to face interviews have been conducted to get detailed insights of consumers about the adventure
sports, their thinking pattern, and change in behavior, preferences and their expectations. Some of the
benefits of using face to face interviews includes in-depth information, acquire first knowledge about
the business, probing techniques can be used to address specific topic, re-design or change in the
interview guide depending on the target respondent. Face to face interviews have been conducted in
Delhi-NCR region in a quiet restaurant. Respondents were called in a small restaurant and interview
questions were asked over light snacks and hot drink. It allows the researcher get hold off the

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respondent for a longer period of time and discussed the desired topics during the interview in a relaxed
and peaceful environment.

3.3.2.2.1.

Sampling for Face to Face Interviews:

Researcher has used snowball sampling to find out the target respondents for face to face interviews. In
snowball sampling researcher has identified one respondent who wishes to visit Kashmir region for
leisure in next six months and willing to participate in adventure sports. Respondent has further asked
the respondent to share the references of like-minded people in his circle and developed the database
in the similar way. Researcher has completed 15 face to face interviews.

3.3.2.3. Pilot Test:

In order to effectively execute the questionnaire surveys and face to face interviews, researcher had
pre-tested the script of both the questionnaires and interviews before fully executing it. For
questionnaire, researcher has conducted a small pilot of 15 surveys and for face to face interviews
researcher has conducted small pilot of 2 interviews among its friends. Based on the pilot it was found
that the flow of questions and language was a bit incorrect which was rectified then and there.

3.4. Data Analysis:

Data which has been collected through questionnaire surveys, analyzed using excel by preparing the
graph and generating the consensus out of the results. It was appropriate since the data was
quantitative in nature. Interviews have been analyzed by preparing the transcripts from interview notes
and presented in the form of discussion in the analysis.

3.5. Issue of Reliability and Validity:

The researcher has been conducted to check the feasibility and validity to set-up and open a new
adventure sports in Kashmir region. Looking at the criticality of the research problem, it is extremely
essential for the researcher to use the authenticated and reliable data sources to collect the
information. Researcher has used only authentic data sources such as government websites, published
news articles, web articles from renowned websites as key source of information. All information
sourced has been referenced properly in the Harvard referencing style as per the guidelines of the
university in order to maintain the validity of the data (Churchill, 2009). Further researcher has used
Chronbachs Alpha to test the validity of the questionnaire using the SPSS software with the sample size
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of 15 as standard practice. According to (Churchill, 2009), if the Chronbachs Alpha score is more than
0.6 then the questionnaire is reliable and acceptable. In the current questionnaire, the Chronbach Alpha
score was 0.78 which shows that questionnaire is reliable and not bias.

4. MARKET AND BUSINESS ANALYSIS AND APPRAISAL

4.1. Business Background:
The new business concept is to open a new adventure sports company in Kashmir region offering a
range of adventure sports. The new business will be opened up as a private limited company with two
directors which would initially be 100% funded by owners capital and later would use bank loan for
further expansion. Profits therefore generated from the business will be distributed among the director
of the company. The business will hire trained professionals who will assist tourists to take part and
perform adventure sports. The new business will be opened at the center location in Kashmir region.
The timing for the office hours will be 9 AM to 6 PM. A short website will also be opened to spread out
the online presence for the business. Target customers for the business would be tourists of age 14 to
35 years who visit Kashmir for leisure purpose and local residents.

The new business will follow the necessary requirements to obtain the license to offer adventure
sports company. In order to ensure the safety during the sports participation of tourists, the new
business will adhere to guidelines laid down by tourists department and obtain the certificate for
professional service from the local government. Some of the legal requirements laid down by the
Ministry of Tourism and Government of India to set-up adventure sports business includes the following:

Minimum paid-up capital INR 300,000

Minimum office space 100 square feet
Minimum four qualified staff with at least one employee should have the diploma/degree in
tourism and travel from recognized university
Owner of the firm should be one of the qualified staff
Owning the adventure sports equipment
Adhering to the safety guidelines laid down by the ministry
Source: (Government of India, 2012)

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4.2. Market Appraisal:

It has been observed that there is a good growth expected by the Tourism Ministry of India. It has been
predicted that the number of tourists would increase by 15% every year (referring to table 2.5) which is
currently standing at 432,890, referred to table 2.3. It signifies that the market would appraise the new
business by 10% if it able to attract 50% of the tourists from the projected growth. Further the Ministry
of Tourism in Kashmir region has taken several initiatives such as security, better facilities, hotels
development in the region and other activities to attract more and more tourists to ensure the tourism
development and growth in the region.

4.3. Management Record:

Researcher and its partner would be the owner of the business as both have quite a good experience in
adventure sports. Currently the researcher is pursuing Masters of Business Administration from
Middlesex University UK which would enable the researcher to understand the various business and
management concepts such as marketing, finance, human resource etc. It would help the researcher to
develop and execute the successful business strategy. Before pursuing the MBA course, researcher has
worked as tourist guide in its home country to gain professional experience in the field. In total research
has one year of experience in tourism business and would be solely responsible for managing the
operations. On the other hand, the other partner has vast experience in tourism and worked as
freelance tourist guide and very good knowledge about the trekking route, enthusiastic, adventurous
and treks very often.

4.4. Business Model:

The new business would be opened up as a private company in Kashmir region. All the initial capital
requirement will be funded by its owner and he would be responsible for the overall management and
operations of the business. In future the business will expand through franchise model in other parts of
the country. Further to explain the business model, researcher has described all the 7Ps of marketing for
the new business

4.4.1. Product:
Being into the adventure sports, the business will sell its service instead of any physical product. The
services offered to the customers include rock climbing, bungee jumping, free fall, and rafting,

kayaking, mountaineering, paragliding as key adventure sports. It will attract people who are
21 | P a g e

enthusiastic towards these sports, people who want to try these sports as recreation and
business corporates for weekend getaway for their employees.

4.4.2. Price:
Since the business is new and it would need good efforts to attract the customers and remain
competitive in the marketplace. Therefore the new business would offer both customized and standard
packages to customers. The bare minimum price for a particular activity would be ranging from INR 500
to INR 1000 depending on the sports selected. Various promotional offers will be run as described in
the promotion section to attract the customers and pass on the cost benefits depending on which
promotional offer they choose.

4.4.3. Place:
The key competitive advantage for the business would be its online presence in terms of place. A
comprehensive and attractive website will be created to promote the business and create the
awareness. However, the new business will set-up the physical office at central location at Sonmarg. The
business will increase its virtual presence than the physical presence. As a part of strategy, the business
will tie up with hoteliers, shikara owners, houseboat owners and travel & tourism companies to
promote its services among the target customers. These would be the best place to create awareness
and attract the customers. In addition to this website will be the key means of communication where

22 | P a g e

the tourists/potential customers can visit and know about the sports activities, related prices, packages,
discounts, promotional offers and many more.

Rock climbing INR 600 per person

Bungee jumping INR 900 per person
Free fall INR 700 per person
Rafting INR 500 per person
Kayaking INR 750 per person
Mountaineering INR 1000 per person
Paragliding INR 1000 per person
Skiing INR 1000 per person
4.4.4. Promotion:
The services will be sold independently and in collaboration of various other tourist service providers
such as hotels, houseboats, shikara, tour & travel agencies in Kashmir. There will be several promotional
offers to be run to attract more and more tourists. Customers will get exclusive discounts if they will
select the independent package. Some offers are highlighted below:

Independent Packages:
1. Selecting any one sport INR 500 INR 1000 depending on sport selected
2. Selecting more than 2 sports Discount 10% on total price
3. Selecting all sports Discount 15% on total price + 1 complementary gift

Collaborative Packages:
1. Selecting any one sport INR 700 INR 1300 depending on sport selected
2. Selecting more than 2 sports Discount 8% on total price
3. Selecting all sports Discount 12% on total price + 1 complementary gift

There will be additional discount of 5% will be offered if more than two person in a group participates in
the sport activity.

23 | P a g e

Promotional activities will be marketed through social networking sites, YouTube videos, and search
engine optimization, pamphlets to be placed on reception of hotels, shikara owners, boathouses and
billboards around the Kashmir region.

4.4.5. Physical Evidence:

The physical evidence for the business would be the videos to be published on the company websites,
hotel websites and websites of tour & travel operators. It will give the idea to the target customer to
aware of how the adventure sport activities are executed, and give them a feeling of fun and
excitement. Also the business will collaborate with travel guides to bring the tourists on sight as part of
their sightseeing so that they can see the live activities and if required, sample demos can be arranged
on request.

4.4.6. People:
As per the guidelines and regulations of Ministry of Tourism, only experienced professionals will be
hired for the sports activities and will assist the tourists and supervise them during the adventure sports
activities. Profile of key staff will be published on the website so that it gives the confidence to the
customers that the company has experienced staff and they are safe & secure during the activity.

4.4.7. Process:
In order to book the packages, few options will be offered to the customers. They can book the package
online directly from the company website or bundle the package with other tourists services online
from the facility provided by hotels, tour & travel companies like makemytrip.com, yourtravel.com,
yatra.com etc. Once the package is booked, email confirmation along with the activity timing, reading
manual and other information will be sent to the customers on their desired email id. Based on the
timing schedule they can avail the package and participate in the sports activity on given date and time.
A demo process will be mentioned on the company website itself so that the customers are fully aware
and there should not be any lack of communication.

4.5. Sales Strategy:

There will be multiples channels to be used to sell out the services to the target customers. First and the
foremost channel of selling would be the direct selling through online. The new business will promote
the offerings though social networking sites to create the awareness and attract the customer to visit
24 | P a g e

the website. The business will provide an option to select the preferred and suitable package online and
make the online payment. Online chat option and 24 hours toll-free helpline service will also be
available to the customers for any query. Another mode of selling would be through collaboration with
hotels, shikara owners, boathouse owners and tour & travel companies to promote its adventure sports
service in their service package. The new business will pay appropriate commission to these partners for
each successful sale. The new business will also tie-up with the local taxi operators to get the contact
information of tourists and sell the services.

It has been observed that the key competition for the new business is limited in the region. Some of the
major competitors are Snow Leopard, Wonder Lust and Adventure Sports. None of these companies
have published proper information on website and their fee is too high for adventure sport activities.
The new business will utilize this information to make the website more comprehensive and provide as
much detail as possible to give the comfort to the customers. There will be the following unique selling
points to be used to promote and sell the services:

Highly competitive price offerings

Loyalty points to customers for repeat purchase
Reference discount
Qualified, skilled, trained and experienced staff highlighting the safety features
Snacks and light breakfast availability
Pick and drop facility at no extra cost
Gift coupons
Group discounts
Low price accommodation on request
Discounting on online purchase

4.6. Operational Details:

In order to operate the business, there will be the following functional skills required:

Human Resource
Administration Support
Trainers
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Information Technology
Driving
Finance

The new business will hire the following staff to run the business operations.

Table 4.1 Human Resource Description

Job Title

Admin Manager

Number of
Staff

Salary per Month

(In INR)

15,000

Trainer

25,000

IT Executive
Driver

1
1

20,000
8,000

Job Responsibilities
Receive the bookings
Preparing weekly MIS
Documentation
Attending customer calls/enquiries
Explain the activities to the customers
Guidance, instructions and supervise the customers
Ensure the security and safety
Equipment testing
Managing the website update and maintenance
IT Maintenance and support
Search Engine Optimization
Online content management
Pick and drop for customers and other transportation

The sales and finance function will be managed by the owner itself. The business will hire the above staff
from experienced human resource consultancy. It will ensure to find out the desired skills in time and
cost efficient manner and right set of people will be hired for relevant job. In addition to this some of
the job portals will also be used for hiring such as Naukri.com, timesjobs.com, monster.com etc. A
robust screening and interview process will be conducted for hiring which will include the written test
followed by couple of rounds of detailed interviews.

On the job training will be provided to each employee to make sure they comply with their job
responsibilities and carry forward the organizational value to achieve higher level of customer
satisfaction. The following table shows the daily pro forma roaster of each employee.

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Table 4.2 Pro-Forma Roaster

Staff Description

Start Time

End Time

Owner
Admin Manager
Trainer
IT Executive
Driver

8:30 AM
9:00 AM
9:30 AM
9:30 AM
8:00 AM

9:00 PM
6:00 PM
7:00 PM
7:00 PM
8:30 PM

Owner will be the sole decision maker of the business and all the employees will report to the owner
directly. The following figure shows the organization chart of the business.

Owner

Admin Manager

Trainer 1

Trainer 2

Trainer 3

IT Manager

Trainer 4

Trainer 3

Driver

Figure 4.1 - Organizational Chart

In terms of equipment for adventure sport, it has been observed that business would need at least INR
10 million of investment. Therefore in the initial years of operations, the business will hire the
equipment on rent.

A comprehensive website will be designed to ensure the online presence. In addition to the company
pages will be crated on social networking sites such as Facebook, LinkedIn, Twitter and regularly update
them to create the awareness among potential customers.

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4.7. Financial Details:

The business will be 100% funded by the owners capital. If required, a small loan will be availed from
the bank though it would not be needed at the initial stage of the business. The total start-up budget for
the business is INR 5 million. The following table shows break-up of start-up capital requirement for
setting up the business.
Table 4.3 Start-up Expenses Break-up

Start-up

in INR

Start-up Expenses
Salaries

2,016,000

Marketing and Advertising Expenses (20% of Budget)

1000000

Stationery etc.

50,000

Rent

240,000

Equipment
Internet Web page

1200000
10,000

Other Miscellaneous Expenses

100,000

Total Start-up Expenses

4,616,000

Start-up Assets
Cash Required
Total Requirements

400,000
5,016,000

Salaries are calculated as below:

Table 4.4 Salaries Description
Job Title

Number of Staff

Salary per Month (In INR)

Total Yearly Salaries

Admin Manager

15,000

15,000 x 12 = 180,000

Trainer

25,000

25,000 x 5 x 12 = 1,500,000

IT Executive

20,000

20,000 x 12 = 240,000

Driver

8,000

8,000 x 12 = 96,000

Total

2,016,000

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4.8. Risk Management Strategy:

For any start-up business, it is essential to develop risk management strategy to deal with the potential
risks which could have likely impact on the business operations. Considering this view, the current
section outlines the potential risk and suitable risk management strategy for the new business.

4.8.1. Resource Risk:

There is always a possibility that the potential risks such as trainers can left the organization. It will be a
significant risk for the business since they are the people who will deliver the service to the customers.
In order to reduce this risk, the new business will keep the back-up plan ready by developing good
relations with the human resource consultancy so that immediate replacement can be available as and
when required.

4.8.2. Poor response to Service Offerings:

The new business will offer range of adventure sports activity. It might be a possibility that response to
the service offering is poor. In order to keep the excitement and feel the customer happy, locations of
the sport activities will be rotating and new locations will be explored.

4.8.3. Service Quality:

The business will maintain high service standards by certifying its process and services. Some of the
certificated to be obtained to ensure better service quality includes ISO 9001, ISO 20252 and ISO 27001.

4.8.4. Militant Attacks

Kashmir is a highly tense area due to the continuous terrorism attack and military actions. It has
significant impact on the economic development of the region over past 50 years. Local businesses and
residents are much affected from such activities. In order to reduce the potential loss from such
activities, the business will start the operations in other parts of India such as South India, East India etc.
Further the business will take insurance to cover the losses.

4.8.5. Economic Volatility:

It is difficult to predict the economic volatility in the near future. There could be a possibility that
economy encompasses through some downturn and in such case it will impact the consumer spending.

29 | P a g e

In order to mitigate this risk, business will use discounting and promotional strategies to encourage the
customers to spend within their budget.

4.8.6. Causalities:
There is always a risk of causalities and life danger during the adventure sports activities specifically
while doing skiing, freefall and mountaineering. In order to mitigate the risk, the rescue operations will
be prepared before start of each sport activity on the spot. Also the casualty insurance will be taken to
recover the losses, if any.

The potential risks and associated strategies underlined in the previous section will be prepared in
advance by analyzing the business environment on regular basis and identify the areas impacted by such
risks. Based on the findings, relevant action will be taken to protect the business from such unseen
event.

A contingency plan will be prepared to successfully implement the activities of business plan. All the
activities will be taken care of by the owner itself. In order to track and monitor the business
performance, weekly sales report will be generated and accordingly undertake the action. Monthly
meetings will be conducted with the hoteliers, Shikara owners, houseboat owners and travel & tour
companies across the region to ensure regular inflow of tourists towards the participation in sports
activities and generating sales.

4.9. Performance Management and Measurement:

In order to track the business performance, the following key performance will be monitored and
tracked.
Customers Foot Fall: Owner will maintain excel based tracker which will be updated every
week. It will help the business to analyze the trends, number of repeat purchase and new
customers coming in.
In order to ensure the business profitability, owner will keep the track on expenses and revenue
on monthly basis and identify the reasons for increase or decrease of the profitability and
accordingly appropriate actions will be taken.
Marketing expenses will be monitored and tracker on monthly basis and analyze its impact on
the revenue growth
30 | P a g e

Customer satisfaction is extremely important for the business to ensure customer loyalty and
generating new business through reference. Hence the business will design a short
questionnaire and ask the customers to fill it after completing the sport activity.

4.10.

Prospects:

4.10.1. Sales Forecast:

The following table 4.5 shows the sales forecast for the period of three years.

Table 4.5 Sales Projection

Sports Activities

Expected Units Sold

Total Expected Sales (In INR)

Price per Person

Year 1

Year 2

Year 3

Year 1

Year 2

Year 3

Rock climbing

600

750

825

908

450,000

495,000

544,500

Bungee jumping

900

600

660

726

540,000

594,000

653,400

Free fall

700

1,200

1,320

1,452

840,000

924,000

1,016,400

Rafting

500

2,500

2,750

3,025

1,250,000

1,375,000

1,512,500

Kayaking

750

2,200

2,420

2,662

1,650,000

1,815,000

1,996,500

Mountaineering

1,000

750

825

908

750,000

825,000

907,500

Paragliding

1,000

1,000

1,100

1,210

1,000,000

1,100,000

1,210,000

Skiing

1,000

1,000

1,100

1,210

1,000,000

1,100,000

1,210,000

10,000

11,000

12,100

7,480,000

8,228,000

9,050,800

Total

It has been expected that the new business will generate total revenue of INR 7.4 million in the first
year, INR 8.2 million for the second year and INR 9 million for the third year. It shows good growth for
the business in the coming years.

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4.10.2. Profit & Loss Forecast:

The following table 4.6 shows the profit and loss forecast for the three years.

Table 4.6 Profit & Loss Projection

Profit & Loss Account
Sales
Cost of Goods Sold

Year 1

Year 2

Year 3

7,480,000

8,228,000

9,050,800

748,000

822,800

905,080

6,732,000

7,405,200

8,145,720

Sales &Marketing Expenses

850,000

935,000

1,028,500

Web Promotion

150,000

165,000

181,500

1,000,000

1,100,000

1,210,000

Utilities

7,480

8,228

9,051

General and Causality Insurance

74,800

82,280

90,508

Rent

240,000

240,000

240,000

Equipment

1,200,000

1,200,000

1,200,000

Salaries

2,016,000

2,016,000

2,016,000

Stationery etc.

50,000

50,000

50,000

Internet Web page

10,000

10,000

10,000

Gross Margin
Operating Expenses
Marketing & Sales Expenses

Total Marketing & Sales Expenses

General and Administrative Expenses

Other Miscellaneous Expenses

100,000

100,000

100,000

Total General and Administrative Expenses

3,698,280

3,706,508

3,715,559

Total operating Expenses

4,698,280

4,806,508

4,925,559

Profit Before Interest & Tax

2,033,720

2,598,692

3,220,161

610,116

779,608

966,048

1,423,604

1,819,084

2,254,113

Taxes Incurred
Net Profit

The forecasted profit and loss statement shows that the business would be able to generate profit in the
first year of the business with approximately INR 1,423,604, 1,819,084 for the second year and
2,254,113 for the third year.

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4.10.3. Balance Sheet Forecast:

The following table 4.7 shows the forecasted balance sheet for the business for next three years.

Table 4.7 Balance Sheet Forecast

Balance Sheet

Year 1

Year 2

Year 3

5,984,000

6,582,400

7,240,640

119,680

131,648

144,813

6,103,680

6,714,048

7,385,453

Long-term Assets

374,000

411,400

452,540

Accumulated Depreciation

11,220

12,342

13,576

Total Long-term Assets

385,220

423,742

466,116

6,488,900

7,137,790

7,851,569

Current Liabilities

648,890

713,779

785,157

Accounts Payable

973,335

1,070,669

1,177,735

Current Borrowing

324,445

356,890

392,578

1,946,670

2,141,337

2,355,471

Paid-in Capital

2,733,406

2,753,627

2,775,869

Earnings

1,423,604

1,819,084

2,254,113

Total Capital

4,157,010

4,572,711

5,029,982

Total Liabilities and Capital

6,103,680

6,714,048

7,385,453

Assets
Current Assets
Cash
Inventory
Total Current Assets
Long-term Assets

Total Assets
Liabilities and Capital

Subtotal Current Liabilities

Long-term Liabilities
Total Liabilities

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4.10.4. Cash flow Forecast:

The following table 4.8 shows the forecasted cash flow statement for the business for next three years.

Table 4.8 Cash Flow Forecast

Cash Flow Statement

Year 1

Year 2

Year 3

Cash Sales

5,984,000

6,582,400

7,240,640

Sub Total Cash From Operations

5,984,000

6,582,400

7,240,640

New Current Borrowings

1,496,000

1,645,600

1,810,160

New Long Term Liabilities

Sub Total Cash Received

1,496,000

1,645,600

1,810,160

Cash Spending

359,040

394,944

434,438

Bill Payments

119,680

131,648

144,813

Subtotal spent on operations

478,720

526,592

579,251

Sales Tax VAT Paid Out

935,000

1,028,500

1,131,350

Principal Repayment of Current Borrowing

149,600

164,560

181,016

1,084,600

1,193,060

1,312,366

Net Cash Flow

411,400

452,540

497,794

Cash Balance

411,400

452,540

497,794

Cash Received
Cash from Operations

Additional Cash Received

Expenses

Additional Cash Spent

Sub Total Cash Spent

4.10.5. Break-even Analysis:

The following break-even analysis has been conducted to understand when the business would be able
generate profits.

Break-even = (Contribution margin * 100)/fixed cost

Where, contribution margin = sales variable cost

Break Even
Total Sales = 7,480,000
Variable Cost = 1,232,280
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Contribution of Margin = 6,247,720

Fixed Cost = 3,456,000
Break-even = 1.80

Based on the calculation, it has been observed the break-even point is 1.8 which mean the business
would be able to earn income after meeting all expenses and cover the cost in 1year and 8 months
time.

5. FINDINGS AND CONCLUSION

5.1. Introduction:
This section presents the analysis of the data which was collected through primary research using
questionnaire and interview methods in aggregate manner. Based on the analysis, findings are
presented and finally the conclusion is drawn.

5.2. Primary Data Analysis:

Primary research has been conducted among general consumers using both the questionnaire method
and in-depth interviews to understand their views, attitude and behavior towards the adventure sports.
Consumers have shown good interest to participate into adventure sports activity and they are highly
excited to do such activities during their leisure trip in Kashmir region. The detailed analysis is presented
in the following sub sections.

5.2.1. Demographic Analysis:

Researcher has received approximately 200 completed responses through questionnaire and 15
completed responses through in-depth interviews. Only middle to upper income class people were
targeted as these are the potential customers for the new business. 45% of the respondents belongs to
age group 18-23 years, 40% of the respondents belongs to age group 24-28 years and remaining 15% of
the respondents belongs to age group 29-35 years. 65% of the respondents were male and 35% of the
respondents were female. 50% of the respondents have household income INR 25,000 to INR 40,000,
30% have household income INR 41,000 to INR 65,000 and remaining 20% of the respondents have
household income more than INR 65,000.

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5.2.2. Travelling Behavior:

Respondents were probed to understand their travelling behavior of consumers. It has been observed
that 50% of the people travel at-least once in six months for leisure purpose, 35% of the people travel at
least once in a year and remaining 15% of the people travel at-least one in three months. Interview
results also revealed that they usually prefer to go hill stations and destinations where they can enjoy
nature spots. 85% of the respondents preferred to go out to visit hill stations and nature scenic views.
On the other hand only 15% people preferred to visit places other than hill stations. Since Kashmir is a
rich place to visit scenic nature, it would be a best location for the business.
5.2.3. Travel Package Buying Behavior:
Respondents were asked to understand their buying behavior for tour packages. It was observed that
about 17% of the people buy the travel package through tour and travel agent and 83% of the people
buy the travel packages online. It signifies that online is the most favorable and preferred mode to buy
the travel packages. Respondents were further asked what they expect while buying the travel
packages. 60% of the respondents replied that they want to include everything starting from pick and
drop facility till sight-seeing. It means that respondents wanted to include pick & drop, hotel stay, food
service, sight seen and tour guidance. On the other hand, 45% respondents replied that they want
adventure, spa and other leisure activities in the package. Remaining 15% of the respondents replied
that they only want hotel stay and food service in the package and rest they want to customize on the
spot. It signifies that majority of people like to include sports activities to be included in the package
which shows that there is a good potential for adventure sports.

5.2.4. Preferred Leisure Activities:

Respondents were asked to share their preference towards different leisure activities. 38% of the
respondents replied that they prefer to do adventure sports, 40% respondents replied that they prefer
to do recreational activities and remaining 22% of the respondents replied that they would like to do
sight seen, spa and relax during their travel. There is a decent proportion of people who would like to
participate in adventure sports. It means a good potential for growth exist for the new business.

5.2.5. Preference to visit Kashmir region

Respondents were asked to share their preferences towards place they would like to visit in the near
future. 10% of the responses were received for Kerala, 20% of the responses were received for Goa, 15%
of the responses received for South India, 5% of the responses were received for Western part of India
36 | P a g e

and remaining 50% of the responses were received for Northern region of India which mainly includes
Kashmir, Leh and Laddakh. It signifies that there is a tremendous opportunity exist for the new business
and hence the business will develop robust sales strategy to acquire such customer segment.

5.2.6. Perception and Attitude towards Adventure Sports:

Respondents were asked to provide responses around what they perceive and to understand their
attitude around adventure sports. 98% of the respondents replied that they would like participate in the
adventure sports while only 2% of the respondents replied they dont know as of now and will take the
decision only when they will be travelling.

Also respondents were asked which adventure sport they want to participate. 15% respondents replied
for Bungee Jumping, 20% replied for water sports, 10% replied for sky diving, 25% replied for
paragliding, 5% replied for rock climbing, 10% replied for free fall and rafting and remaining 15%

replied for kayaking and mountaineering. It shows that the consumers have positive attitude
towards the adventure sports and they would like to enjoy most exciting sports during their travel.

Respondents were probed further to understand their experienced from adventure sport if they
participated in the past. It has been observed that respondents have high motivation and excitement.
They replied that adventure sport is one of the ways to get out of stress and it was amazing experience
in the past from adventure sport activities. 55% of the respondents replied that they had a very good
experience in the past and would like to repeat that experience again, 30% of the respondents relied
that they never participated in adventure sports however they have viewed other trying this and
remaining 15% of the respondents replied that they had a moderate experience in the past. It shows the
majority of respondents have already experienced the adventure sports in the past and they would like
to try this again in the future and hence proves that there is a good opportunities available for the new
business in the market.

5.2.7. Pricing Expectations:

In order to develop the robust pricing strategy, respondents were asked to share their views about
pricing and how much they are willing to pay for different adventure sports. About half of the
respondents replied that they are willing to pay INR 600 to INR 1000, 20% replied that they expect the
pricing should be in the range of INR 400 to INR 1000, 5% replied that the pricing they expect should be
37 | P a g e

INR 250 to INR 700 and remaining 25% replied that the pricing should be more than INR 1500 depending
on the different sports. It signifies that consumers have a well mind set to pay good amount for
participating in the adventure sports. Based on such observation, the minimum price is kept at INR 500
as referred to section 4.15.2.

Further respondents were probed around whether they would attract to avail the service directly or to
be included in the package. About 90% of the respondents replied that they would like to pursue this
service in their package itself and remaining 10% replied that they want to buy this directly from the
provider and should be independent from their travel package.

5.2.8. Preferred Mode of Buying the Adventure Sports Package:

Researcher would like to determine the optimal channel of selling the services and asked the
respondents about which mode the want to prefer to buy adventure sports services. 45% of the
respondents replied that they want to include this service in their travel package specifically booked it
online. 20% of the respondents replied that they would like to buy it directly from the provider. 25% of
the respondents replied that they want to buy it through travel agencies and hotel reference. Remaining
10% of the respondents replied that they do not have any preference and can buy it from any channel.

5.2.9. Expectations from Adventure Sports Services:

In order to design and deliver best services to the customers, researcher asked from respondents to
provide their views on what they expect from the adventure sports services. It has been observed that
respondents are more concern with the safety features while participating in the adventure sport. 40%
of the respondents replied that the expect safety to be in place as the foremost expectations from the
service. In addition to this respondents mentioned that equipment, accessories and trainers should be
the best so that they are comfortable and get full enjoy while playing the adventure sports. On the other
hand, 20% of the respondents replied that they want excellent spots for the adventure sports and
guiding material as the key expectations from such services. Considering the expectations of
respondents, the business will mainly hire experienced and certified trainers. The business will follow
the safety guidelines laid down by the Ministry of Tourism and obtain the service quality certificates
from ISO to ensure high end and standardized services are delivered to the customers.

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5.2.10. Motivation to Participate in Adventure Sports:

It was essential to understand what it motivates the tourists to participate in adventure sports so that
the business can take care of such motivational factors while delivering services to the customers. 32%
of the respondents replied that physical health is the biggest motivational factors for them. 17%
respondents replied that excitement and fun is the motivation for them. 29% replied that they want to
reduce stress and it is the best way to do it. Remaining 22% of the respondents replied that adventure,
enjoyment and entertainment are the motivational factors to play adventure sports. The new business
will focus on such motivational factors so that customer should have utmost experience and develop the
loyalty and satisfaction.

5.3. Macro Environment Analysis:

There are certain macro environmental factors which would have likely impact on the new business.
Researcher has used PESTEL framework and Porters five forces to see which all factors can affect the
business and likely strategy to minimize their impact.

5.3.1. PESTEL Analysis:

Political Factors:
Government policies
Safety guidelines are more stringent
Political risk
Corruption
Taxation policies
Employment act
Pressure groups and lobbying
Government restriction to some spots

Economic Factors:
Cost of living
Interest rates
Inflation rate
Seasonal factors
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Service tax policies

INR foreign exchange fluctuation

Social Factors:
Lifestyle trends
Change in demographics
Rise in disposable income
Changing travel needs of consumers
Buying behavior
Price sensitivity
Online purchase behavior
Influence of social media
Peer group influence
Cultural shifts, beliefs and values
Oil prices (Petroleum)
Militant attacks

Technological Factors:
Internet penetration
E-commerce development
Online travel portals growth
Mobile internet trends

Environmental Factors:
Environmental regulations
Carbon effect
Energy conservation

Legal Factors:
Ethical business
Fair business practices

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Health and safety issues

Travel and tourism regulations
Investor relations

It has been observed that political, economic and environmental factors would have large impact on the
business. Within the political factors taxation, government policies and safety guidelines have greater
impact on the business(Chowdhary, 2011). Travel and tourism in Kashmir region is highly sensitive due
to the militant attacks and regular military actions. It might be possible that government could change
its regulatory policies to safeguard the tourists and citizen from such risk factors. The local and state
government policies towards the taxation system is highly instable in the country(Navlakha, 2009). If the
taxation policies are revised then it will directly impact the business profitability. In addition to this, if
the government changes the safety regulations, then there is a possibility that the business need some
major investment to comply with such regulations.

The economic factors which could have greater impact on the business includes inflation rate, interest
rates and rupee versus dollar fluctuation. Over the period of one year, there has been significant change
in the inflation rate. Last year in the same month of January, the inflation rate was 7.74% which have
been fluctuated month by month and currently at 7.52%(Trading Economics, 2013). The fluctuation can
be seen from the following bar graph. Inflation rate can impact the consumer spending power.

Figure 5.1 India Inflation Rate, Source: (Trading Economics, 2013)

Interest rate fluctuation can also impact the long term profitability of the business. As far as the future
expansion plan for the new business is concerned, the capital funding need will be fulfilled through bank

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loan. Interest rate on bank loans are continuously increasing. It might impact the debt cost if the
business would expand using bank loans.

Government is very strict for every business to comply with the environmental regulations. In order to
protect the nature as well, strict regulations are imposed by the government and some of the spots are
restricted or penalties are levied to potential harm the nature (Srivastava , n.d.).

5.3.2. Porters Five Forces:

Industry Rivalry:
There is a good competition in adventure sports business in Kashmir region.
Some of the major players include Royal Saffari, Kashmir Tours, Shahnama
Tours, Gaffar Kashmir, Kousa and Travel Kashmir(Economist.com, 2012). Apart
from this, there are many local operators who provide adventure sports services
in the region. Hence the industry rivalry power is high in the industry. However
the new business will use robust marketing and sales strategies to quickly grab
the market share and become a leading provide in the adventure sport business.

Buyers Power:
There are several choice available in the market at the doorstep and consumer
can conveniently chose either of them. The services are not high involvement
purchase and therefore immediate decisions can be made. In addition to this
the cost of purchasing the service is not very high(Research Matic, 2012). There
are many options available in the market place to choose from Therefore the
buyers power in the industry is very high.

Suppliers Power:
Suppliers for adventure sports business are only those who provide the
equipment. There are limited number of suppliers in the industry and the
business in planning to hire those equipment on rent. These equipment cannot
be simply used in any other way. Therefore the suppliers power is relatively
weak(Infobanc, n.d.).
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Threat from New Entrant:

As described in section 4.1 that setting up the new business would need paid
capital only INR 300,000. This is a not very large amount however there are the
some other operational challenges i.e. resource availability, cost of equipment,
experience and high competition. Therefore threat from new entrant is
moderate.
Threat from Substitute:
There are several options available for the consumers to have fun, excitement
and adventure apart from adventure sports. Some of the options are in-door
gaming, recreational activities, clubs, sight seen etc. in addition to this there is
also international travel packages available at highly competitive price which
simply gives better choice for consumers to visit and have fun. Therefore threat
from substitute is very high.

5.3.3. SWOT Analysis:

Strengths:
Wide range of service offerings for adventure sports
Collaborative sales approach to sell services (partnering with Hoteliers, Shikara owners,
Boathouse owners and Tour and Travel agencies)
Experienced, skilled and trained staff
Pre-experience in adventure sports
Strong hold on safety and compliance regulations

Weakness:
New entrant
Limited resources
Limited capital investment
Equipment are rented

Opportunities:

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Increasing disposable income

Changing social lifestyle trends and demographics
Attitude towards travel
Growing number of tourists in Kashmir region
Business diversification into other tour & travel services

Threats:
Highly fragmented market
Intense competition
Militant attacks
Medical causalities
Resource bargaining

Based on the SWOT analysis, it has been observed that the business has enough strength to get hold of
the market and grow with opportunities exist in the market place. A strong marketing and sales
approach can help the business to overcome of its weaknesses. The key competitive advantage for the
business is that both the partners have good experience in travel business and they can quickly grow the
business and establish it as a competitive market player. Further the collaborative approach would help
the business to attract more and more customers which ensure the regular flow of business. Another
benefit to the new business is its experienced staff. It will help the business to provide great comfort
and high level of satisfaction among its target customers and deliver the best to increase the customer
loyalty and get repeat business. Also the satisfied customers would help the business to get new
customers through word-of-mouth marketing.

5.4. Key Findings:

There are the following findings obtained from the analysis.
Travelling to hill stations are the preferred destinations for the consumers. Being a rich place for
scenic nature and hill stations, Kashmir is the best location for the business
Consumers want to include adventure sports activities to be included in the package which
shows that there is a good potential for adventure sports.
Adventure sports and recreational activities are the preferred things to do while travelling
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Kashmir, Leh and Laddakh are the preferred places to visit

Majority of people would like participate in the adventure sports
Bungee Jumping, water sports, sky diving, kayaking and mountaineering are the main adventure
sports
Adventure sport is one of the ways to get out of stress and consumers would like to try this
again in the future.
Consumers are willing to pay good amount of money for adventure sports
Online portals are the preferred mode of buying adventure sports package and should be
included in their travel package.
Safety, best equipment, accessories, experienced trainers and guiding material are the key
expectations from adventure sports service.
Adventure, enjoyment and entertainment are the motivational factors to play adventure sports
Political, economic and environmental factors would have large impact on the business.
Industry rivalry, buyers power and threat from substitute is higher while threat from new
entrant and suppliers power is low in the industry

5.5. Conclusion:
Based on the analysis and key findings obtained, it can be concluded that there is a good opportunity
exist for the new business in Kashmir region. The business need to focus on various aspects of marketing
and sales to overcome from competitive challenges at the initial stage of the business. It would also
require for the business to have collaborative and robust partnership approach with other providers for
travel and tourism services such as hoteliers, Shikara owners, boathouse owners, travel agents and tour
& travel agencies. It will help the business to attract customers and get reference of new customers.
Being a preferred and attractive place for scenic nature, Kashmir would be the optimal location for the
business. There is a robust pricing strategy to be adopted to attract more and more customers and
remain competitive in the market place. Since the buyer power is high in the industry, the business
would need to offer various promotional offers and discounts. One of the potential risks and threats for
the new business would be from militant attacks and consequently the regular military actions in the
region. Due to such threat and attack, there is a usual shutdown of the region during that period and it
could incur potential loss for the business. This is uncontrollable factor and its impact cannot be
minimized.

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6. ACTION PLAN
This section of the business plan describes the action plan to implement and execute the successful
business strategies. The action plan has been described using SMART approach.

6.1. Specific:
In order to establish the business and run it successfully, there are certain goals developed to be
achieved by the business as listed below.

Short Term Goals:

Increase the trainee staff from 5 to 10 and hire two sales people within two years from the start
of business operations.
Constantly include more service lines into the business such as tour guide, short route taxi
service and cab facility and online portal for tour and travel services
High customer satisfaction and develop customer loyalty by taking their constant feedback and
improving the processes

Long Term Goals:

Increase the revenue by 50% within five years from start of the business
Increase the profitability by 20% within five years from start of the business
Reduce the cost of operations by 10% within three year from start of the business
Capture 20% of the market share by end of five years from start of the business
Start diversifying the business into other tour and travel services such as hotels, boathouse and
online portal development for tour and travel package booking etc.
Reach the target valuation of INR 30 million by end of five years of the business

Business owner would be responsible to run the operations and keep track on both short terms and long
term goals. Meeting all the short term and long term objectives, the business would reach in a
competitive position and reach its expected valuation of INR 30 million.

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6.2. Measurable:
In order to track and monitor the progress, a robust management information report will be created.
The report will include weekly and monthly sales information to help the owner to identify the sales
growth, trends and pattern. Accordingly the suitable sales and marketing strategy will be developed to
boost the sales and meet the defined sales targets. The second MIS report will include the customer foot
fall and source of information to know about the sources as well as mode of buying the adventure sport
package. This information will help the business to design the sales strategy focused towards a particular
channel to attract more and more customers and finally boost-up the sales.

Monthly meeting will be conducted with the trainee staff to understand how customers responding to
the services, their satisfaction and if the staff is facing any operational challenge. Depending on the
meeting, the short goals will be set to overcome from operational challenges and deliver the best
services to the customers.

A short survey will be designed and executed from each customer who availed the service to understand
their feedback and satisfaction. The data will be analyzed on monthly basis to understand the gaps in
services, level of dissatisfaction, attitude, behavior and trends. Depending on the analysis and findings,
appropriate action will be taken to achieve high customer loyalty and satisfaction. In addition to this,
analysis will be used to compare the satisfaction results and set the benchmark.

6.3. Attainable:
In order to attain the define goals, there will be few skill sets that needs to be developed within the
internal staff and hire few skills sets.

Content Writing Skills Owner will develop the IT sills and content writing skills to develop the
marketing material for the firm. Newsletter is an important and effective tool for the adventure sports
business as t increase the awareness and excitement among customers to avail services as well as new
development within the organization. A monthly newsletter will be designed and published on the
company website. Further the newsletter will be distributed via emailing and social networking. Other
contents will be developed to be published on social networking sites, company page and keep the
website updated. Owner has the management and business skills, therefore it would be essential for the
owner to acquire content writing skills.
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Customer Relationship and Hospitality Skills - Customer relationship and hospitality skills will be
developed among admin manager and trainers to ensure customer feel happy and satisfied and respect
during their visit and participation in the adventure sports. Owner will also develop those skills to
increase the customer satisfaction at every step of the service.

Sales Skills In order to achieve the revenue targets and profitability, couple of new sales people will be
hired. Only experienced sales people in the industry will be hired so that they start selling the services
from day one and no need for training. Owner will also nourish such skills over a period of time.

Data Analysis Skills In order to get effective use of information from customer satisfaction surveys and
feedback analysis and develop the benchmarking reports, owner will develop the data analysis skills.
Further experienced data analyst will be hired after five years when further expansion is needed and
huge set of data base is developed.

Marketing and Sales Strategy Development Skills In order to develop effective marketing &
communication plan and design robust sales strategy, it is essential for the sales people to understand
the various management concepts. Hence the owner will initially use the management concepts related
to marketing and sales and execute them I practical. Later it will be transferred to the new hire sales
staff.

Apart from the above skills, the business would design the marketing and amend such plan in every six
months to increase its efficiency. Sales plan will be developed every quarter to ensure annual sales
targets are achieved. The business will also acquire few software such as SPSS for data analysis, CRM for
effective customer service and benchmarking to improve the process.

6.4. Realistic:
In order to achieve the underlined goals, all the resources are planned. Sales and revenue related goals
will be achieved through developed sales skills and hiring sales staff. Business operations will be run
mainly by the owner while the key people responsible for the operations include trainees and admin
manager who are already in the plan and will be hired immediately. Further, the expansion of the
business would lead to more workforce and it is already planned to increase the trainers from 5 to 10.
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6.5. Timeframe:
The following Gantt chart outlines the different activities to be performed by the business and
estimated timelines for completion.

Strategy Development
Selection and Closing
Strategy
Market Research
Data Analysis
Business Plan
Marketing Plan
Business Registration
Completing Legal
Formalities
Account Books
Development
Establishing Suppliers
Relationship
Office Equipment
Purchase
Inventory Purchase
Employee Hiring
Business Opening

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Week 4

Week 3

Week 2

Week 1

Sep-14

Week 2
Week 3
Week 4

Week 1

Aug-14
Week 4

Week 3

Week 2

Week 1

Jul-14
Week 4

Week 3

Week 2

Jun-14
Week 1

Week 4

Week 3

Week 2

Week 1

May-14
Week 4

Week 3

Week 2

Week 1

Apr-14
Week 4

Week 3

Week 2

Tasks

Week 1

Mar-14

REFLECTIVE LEARNING
Reflective learning in my opinion provide the clear view of individual in terms what skills he/she
acquired and improvement made after completion s particular task. I am presenting my reflective
learning after completion of business plan to open a new adventure sports company in Kashmir region.
This includes the areas of improvement, skill acquired and challenges faced by me during the
implementation and execution of business plan development.

Before started the business plan, I had a concept in my mind about the business but nothing else. My
researching skill was a bit weak and I was not very sure of how to structure the plan. In addition to this
writing a business plan was my first experience as I never done such tasks in the past. My planning skills
were also poor which could have troubled me during the completion phase of the project. I was aware
of the various sources to get the information about the adventure sports business but I really did not
know how to structure the approach to get all the information and how to fill the gap in the information
if it exist at all. My professional writing skill was also weak as I did not have the idea about how to write
a research report. This was one of my weakest points which I want to overcome since I have to write the
report by my own.

My intellectual skills and personal skills were even though good enough. I had a good knowledge about
secondary research and primary research but had a limited knowledge of executing it into practical. In
order to improve my skills sets and areas where I was weak I had taken several steps.

In order to learn the professional writing, I started reading research related books, management
journals and research reports. It enabled me to gain the knowledge about various research methods. I
have also taken guidance from my supervisor and faculties to gain understanding about the approach as
well as right set of books to read further. I also started reading previous research report from previous
scholars to understand the structuring of sentences in the report, paragraph formation, formatting,
writing style etc. I referred journal articles which contain lot of information about the research
methodologies and approaches and steps that need to be taken care of before starting any research
work. Now I was clear in my mind about how to start the research work. I had taken help from my

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seniors in the college and guidelines provided by university to understand how to design a basic
framework for research for a particular topic.

In order to improve my writing skills I have gone through various research materials, past research
reports, business plans, journals and books. It gave me the confidence to learn professional writing
report. I had amazing experience during the project completion phase.

I used my interpersonal skills to carry out secondary and primary research. I learned various techniques
in both secondary and primary research. In secondary research, I was able to figure out how to extract
the relevant information and I improved my reading skills, vocabulary and analysis skills. In primary
research, I was able to learn project design, sampling approach, and survey design and data analysis
skills.

I improved my intellectual skills through increasing my interaction with general public in Delhi-NCR
region during the interviews. I also listened to conversations on youtube.com which helped me probing
and interviewing the individuals.

Honey and Mumford (1982) presented a framework to describe the learning styles of individuals. The
author stated that, learning process is nothing but a way of acquiring new skills and knowledge by
various means. According to the author, an individual can be activist, theorist, pragmatist and reflector.
Based on the characteristic of learning style, my style of learning is activist. I have learned several things
in this dissertation using problem solving technique and was actively engaged in discussion with my
peers, friends and supervisor. I acquired the knowledge about research methods in this research by
practical implications such as questionnaire designing and executing the questionnaire among target
respondents, collect the primary data and conduct the analysis from the data to draw the conclusion. I
sought new opportunities through created new ideas and more of experience based knowledge. I
learned the writing skills by reading and discussing with my peers.

After completing my business plan, the first knowledge I acquired was how to write a report. It was a
great experience writing a research report which consists of introduction, methodology till data analysis
and conclusion and recommendation. I was able to understand different research methods and I have
improved my researching skills significantly. I was also able to improve my intellectual skills which would
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helpful to me in interacting with people in my professional career. Biggest advantage and knowledge I
gained by completing this business plan is the importance of market & business analysis which is highly
valuable in the professional career path and improved the decision making in a real business situation. I
got good familiarity of various components of business plan.

I had a little knowledge about the business plan and its components. I learned the depth of each
component of business using a role play where I asked my friend to conduct a brain storming session
and generate the ideas to start a business and discussion around various components of business plan
such as marketing and sales strategy, macro environment analysis, human resource strategy, hiring and
selection, financial planning and implementation. In marketing and sales strategy, I was aware of the
theoretical concept such as Marketing 4Ps, Consumer Behavior as studied during my coursework
however I really unfamiliar with applying such concepts in real life situation. While developing the
business plan, I gained the understanding of applying such concepts in real life situation. Similarly I
studied the various components of macro environment analysis such as PESTEL framework, SWOT and
Porters Five Forces but really not applied these concepts in real life situation. In human resource
planning, I acquired the knowledge about recruitment and selection process, how to develop the pro
forma roster, designing the compensation structure, reporting and organizational chart development. I
developed the knowledge further to understand how to prepare the comprehensive financial reports
such as profit & loss account, cash flow statement and balance sheet statement. Finally from the
implementation part I was able to understand how to develop the plan and timeframe design for
completion of each activity. I was able to develop the comprehensive business plan step by step as per
the guidelines provided by university which helped me to gather detailed knowledge for each and every
components and its importance.

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REFERENCES:

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Knoema(b), 2012. Jammu & Kashmir, Key Regional Socio-Economic Indicators, 2012. [Online]
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koausa.org, n.d. Adventure Sports in Kashmir. [Online]
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Practice, March, pp. 152-166.
Navlakha, N., 2009. Kashmir: The Clash of Identities. [Online]
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[Accessed 19 December 2013].
Ottevanger, H.-J., 2007. Sport Tourism: Factors of influence on sport event visit motivation, UK:
Bournemouth University.
Research Matic, 2012. Consumer's Personality Traits And Buying Behaviour. [Online]
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[Accessed 13 December 2013].
Saunders, A., Lewis, P. & Thornhill, L., 2007. Research Methodology. 2nd ed. London: McGraw Hill.
Sharma, S., 2011. Jammu and Kashmir: The State Profile , New Delhi: PHD Research Bureau,
PHD Chamber of Commerce and Industry.
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[Accessed 11 November 2013].
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[Accessed 2 November 2013].

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Annexure 1 Investment Project Proposal for Infrastructure Development

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