Introduction to iTrips™

1. Introduction to the company

The brand, iTrips™ travel application for kids and teenagers is a unique idea in travel industry
of Europe. This tour company will offer exclusive and independent tour packages for kids of all
ages in a group setting. This London based entrepreneurial venture will also offer vacation
packages tp foreign destinations apart from the routine excursion and study tours for schools and
universities, Technological developments and rise of smartphone usage developed a new line of
e-commerce companies that are based on the online application platforms only. This idea of
offering exclusive tour package for kids is a personal inspiration and a long term desire of
independent traveling around the world. The idea originate from observing need of teenagers and
the kids under 18 years of age who are dependent on their families for the tourism and travelling.
Also, the busy schedule of parent ion UK urban areas motivate the execution of the idea as
parents are unable to take out time for the regular kid excursion trips.

1.1 Details of Big Idea- iTrips™

This online application will start from a home based office in London and will offer trips for kids
less than 18 years of age in UK in the first year of operations. The ground staff will comprise on
the entrepreneur, office admin, and tour captains. These captains will be students and young
professionals from universities who work on project basis during their free time. The online
application will contain the tour packages, conditions and all details of the potential tour and
related requirements from client. The online communication with office admin will arrange the
most appropriate tour in view o the client requirements. The tour captains join respective tours
and share the responsibilities of the kids safe traveling and participation in secured activities. The
company will link with vendors in the transport and accommodation aspects of tour with reliable
suppliers in UK market. Hence, iTrips™ will be a online network that connect kids and parents
with a nexus of travel services and executives. The idea focuses on kids and teenagers
individuals and groups. The company offer vacation trips, study tours, and excursions to the
schools, colleges, and families for their students and children.
1.3 Mission and Vision Statement

iTrips™ mission statement is:

“To provide exciting and learning tours to kids and youth to encourage independence and
knowledge with interactive travel services with trained and qualified staff to deliver quality
services in secure environment at economical prices”.

The vision statement of iTrips™ is as follows:

“To become the world leading company in Youth and kids tourism services”

1.4 Services and packages

ITrips™ offers a wide variety of packages for kids of age group 5 to 12 years, and teenagers
group 13- 17 years. The main aim of these packages is to provide excitement, adventure, and
learning in a controlled environment to these consumers in absence of the supervision of their
elders. The product line of the company includes vacation packages, study tours, and adventure
outdoors.

Clients make their own customized packages with the assistance of their parents and with the
options available on the company mobile application and website. The choice of locations,
hotels, transport, and destinations can be selected from a wide variety of options in each
category. The interactive website of the company offers “Tour Jinni” software, in which clients
will have attractive user interfaces available through which the tour making become fun and an
activity to the teen agers.

The group packages are made by groups of students, families, and friends in their vacations and
during working days to attend any event or activity outside the hometown. One of the major
attractions of the company is its’ Discover Planet’ packages, in which travelers can visit
historical locations, national geographic sites, world wild life safaris and many other learning
adventures under the supervision of company’s trained travel guides and tour administrators.
1.5 Segmentation and Target Audience

iTrips™ will segment the target market on the basis of age group, family income,
institutionalization, and lifestyles choices. The target segments will be Kids and teenagers of
socioeconomic classes A and B, living in urban areas of UK and other parts of Europe, and have
adventurous and independent personality who wants to experience traveling on their own.
The target market of iTrips™ can be reached through online application downloadable from
Google and Apple stores to families and institutions. The other means of targeting are emails and
sms messaging, event sponsorships and participation in youth activities. The parents are targeted
through mails and personal visits of customer executives. The age group of target consumers
varies from 5 years to 17 years.

1.6 Value Proposition

The brand, iTrips™, is positioned to fulfill the independent tourism needs of kids and youth
travelers who want to discover the exciting locations independently. The unique services of the
company lie in economy travel category for consumers who are not direct customers. The
positioning statement for the consumers contains the ‘provision of most exciting, enjoyable,
and unforgettable tours to explore and learn.’ Whereas, brand position itself in eyes of
parents and education heads as a ‘secure and trustworthy tour company provides services at
economical rates

2. Theiretical Framework of Sustaible entrepreneurship

The definitions contained in literature are associated with three major areas: procedure, behavior, and
consequences (Stokes et al. 2010). According to the interpretation of Schumpeter’s ( 1934 ), certainly one
of the original and most quoted of all, describes entrepreneurship as the advanced strategy of creative
devastation, widely dealing with the three areas suggested by Stokes et al. ( 2010 ). According to the well-
known researchers Maijd and Koe( 2012 ) explain entrepreneurship as “A strategy of determining,
assessing and seeking opportunities from creativity, innovativeness, and transitions to generate brand new
items, techniques, and values which are beneficial”. Businesses signify a significant cluster of the
entrepreneurship articles primarily for their broadly acknowledged perspective to innovate, contra posing
them to huge establishments .

The sustainable Entrepreneurship

According to the Brundtland Report ( 1987 Sustainable growth can often be described as

“the development that fulfills the requirements of the present without negotiating the potential of

Future generations to satisfy their very own needs”. The article of Brundtland UN concentrates on human
development and also public justice within the structure of social equity as well as the unprejudiced
submission and use of materials. Nevertheless, regardless of identifying the breakthrough advantage of
this description, there is a lot of debate regarding its little usefulness. The reason is the concept of
intergenerational equity is not of natural formalization as per ( Lens et al . , 2014 ). Societal requirements
indeed transform from one development to another, and their forecast is not a simple forecast. An idea
was presented by Elkington In 1997 of 3P ( People, Planet, and Profit ) or the Triple Bottom Line ( TBL
), with the novel Cannibals with Forks: The Triple Bottom Line of Twenty-First Century Business.
Research on sustainable entrepreneurship has merged two various entrepreneurship branches: social and
environmental enterprise. The famous researcher Dean and McMullen ( 2007 ) provides an evaluation of
the wider idea of sustainable entrepreneurship to sustainable entrepreneurship comparing it to social
entrepreneurship. They describe that the latter is inclined to deal with mission-driven, instead

of profit-driven entrepreneurship whereas sustainable enterprise deals with

Environmental conditions without failing revenue. According to ( Hockerts and Wüstenhagen, 2010 ) the
idea of social entrepreneurship has surfaced in the late 1990s and has just recently attained the intellectual
literature. Fellnhofer et al. ( 2014 ) interpreted the idea that social enterprise is getting progressively more
aware of the technological community within the sustainable entrepreneurship area. The term Sustainable
entrepreneurship describes the invention, development, and exploitation of entrepreneurial possibilities
that lead to sustainability by eliciting interpersonal benefits of individuals in society as per (Pacheco et al .
, 2010; Hockerts and Wüstenhagen, 2010; Shepherd and Patzelt, 2011 ).
Achievements of start-ups as sustainable business owners

Just like popular entrepreneurship, start-ups are a significant grouping of the eco-friendly
entrepreneurship literature. What makes environmentally friendly start-ups prosperous ?is undoubtedly
one of the queries dealt with, from various point of views, by some scholars. Based on Gartner ( 1985 ),
for instance, new business development is a result of the nexus of people, environment, as well as
process. In reality, a few of the main ideas resolved in the SE literature are the business model invention (
e .g . Boons and Lüdeke-Freund, 2013; Bocken, 2014; Jolinkand Niesten, 2015 ) where the team
structure, individual with the qualities of sustainable entrepreneurs.( Ardichvili et al. , 2003;.

This motif answers the query: precisely what makes folks participate in sustainable entrepreneurial
pursuits? Why are the individual business owners a lot more environmentally or socially worried than
other people? Like for successful entrepreneurship, there have been numerous researchers wanting to
figure out the drivers of a sustainable enterprise for both folks and businesses. Speaking of the present
literature, it's easy to categorize the primary drivers as was developed by external and internal elements.
Internal enthusiasm that is inner values, or issues regarding interpersonal or environmental problems or
perhaps fascination with self-employment

Are internal aspects. Market problems, network, interpersonal capital and community sanction should be
regarded as external types.

According to Koe et al. ( 2014 ) the association of sustainable small and medium-sized

enterprises ( SMEs ) have between a pattern for sustainable private business: firstly the

sustainable mindset; secondly the social norms ( social stress to take on environmentally

Conscious attitudes ); thirdly the observed desirability ( a person’s conception on beautiful thing about a
behavior ); and fourthly observed feasibility ( a person’s understanding on his or her capabilities, also
connected to self-efficacy along with the wish to be ‘self-employed’ ). Koe et al. ( 2014 ) Conclude that
interpersonal norms possess a significant influence on both, entrepreneurial as well as sustainable attitude.
All four elements maintain a positive association with a pattern of sustainable entrepreneurship.

This evaluation of the literature allows the recognition of numerous study gaps in the area of long term
entrepreneurship. These types of differences provide chances for appropriate future study . Below, we
would like to accentuate the following analysis gaps. Initially, sustainable business owners are the
exception to the guideline in entrepreneurship technique. Researching their drivers was essential to know
how durable entrepreneurship attitude can be activated as well as encouraged. Nevertheless, as soon as
sustainability is recognized as a prosperous technique that may increase effectiveness, the individuals of a
sustainable entrepreneur will just no longer have to be the primary research question ( even though still
appropriate ) to carry the viable entrepreneurship discipline ahead. Regardless of accomplishments, the
connection between sustainability as well as efficiency in entrepreneurship is unclear at this time.

Segmentation and Target Audience

TripsYouth™ segmentation of target consumers market will be based on age group,

institutionalization, personality, and lifestyles choices (Kotler 2012). Teenagers’ belong to the
socioeconomic classes A, and class B from the cosmopolitan areas of Dubai will be main target
of these tour plans. The segmentation profile is given below:
Table 1: Segmentation profile of TripsYouth Customers
Segmentation type Variable Details
Geographic Region UAE
Density Cosmopolitan
Climate tropical region
Demographic Age 13 -20 years
Gender unisex
Education Secondary and High school
Occupation Students
Life Cycle Individuals, groups
Income per annum AED500K and above

Personality differentiation seekers, global choices, high

personal values, adventure
Psychographic Lifestyle Independent, SOCIALLY active, adventurous
Segmentation
The
future
target
market
of
TripsY
outh™
will be
targeted
with the
help of
sales
officers’ visits and personal visits of families and individuals through marketing on social media.
Regular Facebook campaigns, targeted e-mails to schools, and presentation of tour plans on
individual inquiries will be possible means of reaching the target market.

3.2 Customer Value through additional services

TripsYouth™ will create value for consumers in exciting and affordable travel plans with complete
security and safety in execution of these plans. The discovery of new tour locations, finalizing the stay
and activities, location maps and guidance, training of service care representatives, and complete digital
tracking of tours for parents and school management are important services to be provided in every tour
package. On the other hand, marketing and creating brand value for the company services will be a
difficult tasks as parents are the most difficult to handle stakeholders in this service (Keller 2012). The
creation of trust in minds of customers will be an added service to the target market. In order to create
value added service plans the value map of TripsYouth™ is as follows:
Table 2: Service Value Map for TripsYouth™
 Product Attribute Customer Gain Product Attribute

Concrete Consequences Values

(Psychological) (Instrumental)
Low Price Affordable Fun and activity

Adventure Independence Happiness

Knowledge Interactions High Self importance

1. Human Resource Plan

Initially, the company will be comprised on five to seven employees and the owners himself as CEO. The
possible positions in the company are client service executives, account officer, reception officer, and
marketing manger and tour planner. The CEO will look after the management of all activities of the
company and locate possible opportunities and will handle the challenges to the business. The staff will
be hired through e-recruitment with the help of online job provider portals and from persona references
(De chernatony et al 2003). The hired staff salaries will be compatible to the new and medium travel
enterprises of Dubai. Medical and casual leaves with health insurance will be important part of the
compensation plan. The employees will be offered permanent positions in the company. Salary plus
bonuses on efficient services and increase in company profitability will also be a part of performance
appraisal system.

2. Brand Elements of TripsYouth™

Creation of meaningful and memorable brand elements is an important par of creation of a start-up
company (Thorson, and Rodgers, 2000). The following brand elements are created for
TripsYouth™.

Brand Name TripsYouth™

Brand Logo Trips Youth A simple, stylish, and all
purpose logo

Brand Slogan Get ready to Explore……..

Characters College and school brand ambassadors, animals (Hawks,

Beavers), and celebrities (Justin Bieber, Milli Cyrus)

Jingles rhymes and animated movies music themes

URL www. TripsYouth.com

Packaging and Promotion Blue and Green as corporate colors

flyers, web ads, logo, and on website

staff in corporate Service uniforms

Conclusion

In view of the designed companies of this new tour and Travel Company with a unique approach to target
youth consumers, the company is expected to be successful in future. Consistent high service delivery
with regular innovation and security is offered travel and tour packages will affirm the success of the
company in Dubai.