Executive Summary

Adventure Excursions Unlimited (AEU) was formed to provide hard-adventure sport/travel packages with upscale accommodations, gourmet food, and celebrity service providers to wealthy clients. AEU hard adventures include helicopter-skiing, kayaking, white-water rafting, and mountain biking. The founders of AEU are Jordan Stephan (MBA/JD), Jillyn Certo (MBA), and Loren Harlo (MBA). In addition to their MBA status, they are passionate about the activities AEU will offer.

An opportunity exists for two reasons:

1. Tourism is a growing industry (4% annually), and within the industry adventure travel is growing at 10%.
2. There are few providers of hard-adventure travel to upscale clients.

Virtually all companies that provide “hard” adventure activities appeal to a lower income client. Companies that appeal to a wealthier clientele generally provide “soft” adventure packages. Hard-adventure activities involve difficult physical requirements. They carry a higher level of risk than do “soft” activities. Soft adventure activities may involve some physical exertion, however they involve a low level of risk and can be engaged in by non-athletic people.

The company’s target customers are high income (min. $75,000 for single person), health-conscious individuals interested in popular hard-adventure sports. These are lawyers, bankers, executives, doctors, etc. The major purchasers are located in urban areas within major United States cities. Our customers are more likely to be married. 51% are men and 49% are women.

In addition, more niche markets are evolving. Initially, it will be difficult to compete with experienced providers, especially market leaders. However, AEU’s target market is an exploitable niche and our service is differentiated. AEU’s target market members will have similar activity interests, more disposable income and less sensitivity to price.

AEU will price its services at the top of the market. We will provide a luxury service with prestige value. Our prices will be out of reach for the majority of adventure travelers. Service will be priced based upon luxury competitor prices and the value added of our offering. Providers that offer luxury services similar to ours do so at similar prices. We are competitively priced in the luxury market. Because we appeal to a smaller market, volume will be limited. However, we will be able to capture a higher gross profit margin.

1.1 Objectives

Adventure Excursions Unlimited’s objectives for the first three years of operation include:

• To create a service-based company whose #1 mission is exceeding customers’ expectations.
• Capturing 25% market share of the high-end hard-adventure travel space.
• To develop a sustainable, profitable business.
• To achieve a 35% return rate of customers within the first three years.

1.2 Mission

Adventure Excursions Unlimited’s mission is to provide customers with the highest quality outdoor adventure. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place.