Documente Academic
Documente Profesional
Documente Cultură
market
readiness
assessments,
professional
digital
content,
online
payment
gateways,
mul6ple
channels
to
market,
booking
systems,
allotment
management,
commissioning,
product
quality,
sustainability,
links
to
commercial
providers....
The
SME
Challenge
Market
access
should
not
be
the
last
step
in
a
tourism
development
project.
It
should
be
the
first.
The
market
is
the
prime
driver
of
business
success,
so
building
market
access
early
and
using
market
signals
to
inform
the
rest
of
the
development
process
is
the
only
way
to
ensure
the
long
term
success
of
a
tourism
project.
This
is
an
important
point
that
is
widely
overlooked
in
interven6ons
targeted
at
suppor6ng
the
development
of
the
tourism
SME
sector.
Our
experience
in
20
countries
and
in
12
emerging
des5na5ons
shows
some
common
mistakes
in
working
with
tourism
SMEs
within
development
projects:
A
wide
gap
exists
between
an
SME’s
expecta6ons
versus
the
amount
of
tourism
business
actually
generated.
A
wide
gap
exists
between
traveller
expecta6ons
and
the
actual
product
on
offer.
A
real
weakness
in
integra6ng
customers
into
the
development
process,
whether
these
are
tour
operators
interested
in
selling
packages
to
the
region
or,
increasingly,
independent
travellers
who
use
the
Internet
to
plan
and
book
their
travel
directly.
Poor
“bang
for
buck.”
No
effec6ve
priori6sa6on
of
areas
of
interven6on
to
achieve
the
quick
wins
needed
to
win
SME
support
whilst
also
genera6ng
medium
term
sector
improvements
and
long
term
reform
of
the
business
environment.
A
lack
in
planning
of
longer
term
financial
sustainability
needed
to
underpin
community
development,
conserva6on
and
poverty
reduc6on
objec6ves.
This
is
a
major
threat
to
a
project
when
donors
start
to
phase
out
their
involvement.
The
Approach
WHL
Consul6ng
solu6ons
leverage
from
our
unique
experience
both
as
one
of
the
largest
online
marke6ng
and
travel
distribu6on
services
in
the
developing
world,
combined
with
wide
experience
in
capacity
building
ac6vi6es
designed
specifically
to
meet
the
needs
of
the
market.
This
mix
of
exper6se
posi6ons
us
well
to
provide
prac6cal
customer‐oriented
solu6ons
built
upon
market
reali6es.
We
level
the
playing
field
for
SME
tourism
providers
in
the
developing
world
wan6ng
to
become
part
of
the
global
market.
The
WHLC
approach:
Improves
the
overall
compe66veness
of
tourism
SMEs
and
begins
with
a
hands
on
market
readiness
assessment
Allows
SMEs
to
par6cipate
directly
with
Internet‐based
marke6ng
and
distribu6on
intermediaries
by
providing
professional
digital
content
Strengthens
the
marke6ng
outreach
of
SMEs
and
builds
linkages
to
commercial
providers
via
market
access
training
seminars
and
one‐on‐one
consulta6on
services
Introduces
allotment
management
services
and
payment
gateway
facili9es
to
SMEs
without
sophis6cated
interna6onal‐standard
procedures
and
systems
in
place
Leverages
from
construc6on
of
a
commercially
viable
and
sustainable
locally
owned
and
operated
e‐
marketplace
which
can
con6nue
to
grow
and
develop
beyond
the
project
comple6on.
Case
Study:
Livingstone,
Zambia
Tourism
SME
Market
Access
WHL
Consul6ng’s
work
in
Zambia
came
under
a
Na6onal
programme
targeted
at
achieving
sector
reform
and
improved
returns
to
SMEs
in
all
economic
sectors.
The
programme
was
financed
through
a
World
Bank
credit
to
the
Government
of
Zambia,
known
locally
as
SEED.
We
designed
and
executed
a
market
access
programme
specifically
for
the
tourism
SME
sector
based
on
previous
similar
engagements
in
Lesotho
and
Tanzania.
PROJECT
OBJECTIVES
Create
a
comprehensive
picture
of
the
current
status
of
the
tourism
SME
market
segment
in
terms
of
size,
quality,
business
prac6ces,
market
access
(analyze
the
firm
level
compe66veness
of
the
sector)
Strengthen
the
marke6ng
outreach
of
local
tourism
SMEs
and
empower
them
to
access
the
global
tourism
economy
Provide
a
professional
online
e‐marke6ng
and
accommoda6on
booking
service
to
a
large
number
of
SME
accommoda6on
and
ac6vity
providers
who
have
not
been
able
to
par6cipate
effec6vely
on
the
Internet
Create
the
booking
service
as
a
commercially
viable,
locally
owned
and
operated
e‐marketplace
which
can
con6nue
to
grow
and
develop
beyond
the
project
comple6on
Iden6fy
priority
areas
for
medium
and
long
term
interven6on
for
achieving
sectoral
improvements
and
ul6mately
reform
of
the
business
environment
for
SMEs
Project
Implementa6on
Snapshot
The
total
project
cost
was
$139,000
The market access programme reached over 140 SMEs in Livingstone
All ac6vi6es were implemented within 8 months of project incep6on
The
project
costs
worked
out
as
an
investment
of
under
US$
1,000
per
SME
Stakeholder
Consulta6on
and
Project
Planning
SME
Market
Readiness
Assessments
(Developed
a
Quality
Assessed
Database
of
SMEs)
Phase
1
Digital
Content
Collec6on
Exercise
WHLC
Ac6vi6es
WHL
Livingstone
Online
Booking
Portal
(E‐
Short
Term
Marketplace)
Development
(Mar‐Nov
2008)
Capacity
Development
of
SMEs
(Market
Access
Training
Seminars
and
Independent
Consul6ng)
Public
E‐Marketplace
Launch
Event
Increased
Business
Linkages
Project
Outputs
SME
Booking
and
Feedback
System
Phase
2
Traveller
Feedback
System
for
SMEs
Short
to
Medium
Improved
Returns
to
SMEs
Phase
3
Project
Outcomes
Business
Sector
Reform
Medium
to
Long
Ac6vity
1:
Market
Readiness
Assessment
The
first
ac6vity
in
the
programme
was
to
carry
out
an
assessment
of
the
tourism
SMEs.
The
MRA
is
a
proprietary
tool
developed
by
WHL
Consul6ng,
to
give
a
rapid
assessment
of
a
business
in
terms
of
product
quality,
business
prac6ces,
current
market
access
and
other
criteria
which
can
be
customised
according
to
client
needs.
The
MRA
then
uses
a
scoring
system
to
categorise
the
SMEs
into
Market
Ready,
Nearly
Market
Ready
and
Not
Market
Ready
clusters.
The
key
deliverable
from
this
component
to
the
client
was
a
comprehensive
updatable
database
of
121
audited
SMEs.
Deliverables
were
also
provided
to
each
SME
visited.
Market
Ready
Nearly
Market
Ready
Not
Market
Ready
40%
‐
49
SMEs
22%
‐
27
SMEs
28%
‐
34
SMEs
Sample
Available
Data
Number
of
Par6cipa6ng
SMEs
Number
of
Visitors
Number
of
Enquiries
Number
of
Bookings
Total
Value
of
Bookings
toSMEs
Bookings
By
SME
Quality
Improvements
Geographic
Visita6on
SME
Traveler
Feedback
Data
comparisons
over
6me
Project
Sa6sfac6on
Due
to
the
nature
of
WHL
Consul6ng
market
access
projects
a
high
level
of
client
sa6sfac6on
is
generated.
The
two
quotes
sent
to
us
upon
comple6on
of
the
project
demonstrate
the
visible
enthusiasm
generated
by
the
project.
The
end
product
is
a
state
of
the
art
booking
website
where
a
wide
selec6on
of
the
SME
product
is
enabled,
through
receiving
quality
digital
content,
and
empowered,
through
undertaking
the
training
seminars,
to
par6cipate
and
become
bookable
online.
SME
Perspec5ve
“All
sessions
were
educa9onal…many
great
topics
that
are
cri9cal
to
my
business
that
no
one
has
ever
shown
me.
All
of
my
colleagues
here
in
Livingstone
agree
this
is
the
best
training
session
that
has
been
organized
by
the
Ministry.
Thanks
a
great
course,
I
really
learnt
a
lot!”
Ministry
Perspec5ve
–Alex,
Owner,
Stone
Guesthouse
“Working
with
the
WHL
Consul9ng
team
was
rewarding.
The
launch
of
the
final
result—the
WHL
Livingstone
Website:
victoriafallszambia.travel
–was
thrilling
and
exci9ng,
‘it’s
the
talk
of
the
sector.’
…this
was
and
is
a
great
project
and
a
kind
of
its
own
in
the
for
MSMEs
in
Zambia
and
Livingstone
in
par9cular.
While
we
await
to
monitor
the
impact
of
this
project
on
tourism
for
the
MSMEs
in
Livingstone,
we
are
bubbling
with
confidence
that
this
project
was
a
great
success
and
has
surely
and
definitely
improved
the
business
environment
for
MSMEs
in
Livingstone.”
—Andrew
Chilufya,
SEED
Project
Manager
…building local capacity
www.whlconsul6ng.com
info@whlconsul6ng.com