LSC UoS BA in Business: GreenPath Expeditions - An Eco-Tourism Company

University of Suffolk

LSC UoS BA in Business

Course/Programme:	BA Business
Level:	5
Module Title:	Entrepreneurship and Business Development
Module Leader:	Mervyn Sookun
Assignment titles:	Individual Business Plan
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Executive Summary

GreenPath Expeditions is an eco-tourism company based in the United Kingdom that focuses on such ideas as adventure travel combined with hands-on conservation efforts. The high demand for sustainable tourism is being met with business expeditions that offer unique experiences where reforestation and wildlife monitoring are merely aspects of the activities. At the same time, the company interacts with local communities and conservation organizations around the world and lets the travelers make worthwhile environmental contributions while staying in eco-friendly accommodations and experiencing cultural immersion.

GreenPath's business model engages in sustainability, environmental stewardship, and community empowerment. Therefore, the company will achieve growth through strategic partnerships and digital engagement strategies by holding a unique value proposition in a very competitive market. On a long-term financial projection, profitability for GreenPath is realized after five years with diversified revenue streams from bookings, rentals of eco-friendly gear, and educational programs. GreenPath Expeditions, therefore, believes in the principle of safe risk mitigation measures and responsible tourism so that it really marks its presence upon nature while it is making adventure memories for the clients.

1. Introduction

GreenPath Expeditions is a responsible travel business to combine adventure tourism with conservation efforts. A world alarmed by climate change, deforestation and biodiversity loss or depletion urged most travellers to seek meaningful interactions with nature while doing well for the environment. To keep up with this demand, GreenPath Expeditions offers immersive expeditions where participants experience hands-on reforestation and wildlife conservation programs while exploring the natural beauty of those destinations (Azeem et al., 2021).

GreenPath Expeditions, an organisation based in the UK, seeks to align itself with local communities and conservation groups globally. In exchange, the business offers a unique experience of planting trees and tracking wildlife habitats by travellers during their stays in eco-friendly accommodation. This business plan will explore the concept and target market, structure of operations, viability, risk assessment and potential mitigation of risks related to GreenPath Expeditions. GreenPath Expeditions stands ready as the torchbearer for sustainability, adventure and community engagement, in a position to capture the growing market of environmentally conscious travellers who want to make a difference with their travels (Roblek et al., 2021. p.12829).

2. The Business Concept

GreenPath Expeditions combines tourism adventure and hands-on conservation. This company has different experiences for an eco-sensitive tourist who will be involved in reforestation projects to monitor wildlife habitats while staying in nature-friendly accommodation. Immersive travel meets sustainability through interaction with the local culture through guided tours and tracking through its dedicated tracking app, with a positive and lasting impact on the environment (Thommandru et al., 2023. pp.2901-2904).

2.1. Product/Service

GreenPath Expeditions offers adventure tourism tour travels that join hand in hand with environmental conservation activities. Each expedition offers a reforestation project, wildlife conservation and cultural immersion as an adventurous journey with all seriousness of consciousness over the environment. Participants will be involved in afforestation, wildlife monitoring and regeneration of their habitats among others, besides exposure to culture through interactions with local or indigenous peoples.

Among the distinguishing features of GreenPath Expeditions is the "GreenPath Tracking App, through which travellers can monitor trees that have been planted during every tour (Haid and Albrecht, 2021. p.7957). For the service, guided educational tours from local experts are provided, as well as eco-friendly accommodations and renting possibilities of sustainable gear, such as devices powered by the sun and refillable containers for water. GreenPath Expeditions' unique selling point will emerge from the rich experiences it provides to visitors. It seeks to leave a tangible, long-lasting mark on the destination environment of the traveller while enjoying an educational and adventurous travel experience (Syah et al., 2023. pp.e03030-e03030).

2.2. Target Market

The target market for GreenPath Expeditions will be conscious travelers who are lovers of nature and seek adventure; in the age range of 25 to 50yrs old, these would be folks with a passion for sustainability and conservation. Educational groups, schools and universities offering programs in environmental sciences or sustainability and corporate clients seeking environmentally responsible team-building activities will also be targeted as the set audience.

Psychographic characteristics of the market would be differentiated by what a customer values as relevant when making lifestyle choices since this customer is going to focus on sustainable lifestyles. Geographic segmentation would target customers in the UK and Europe for the first phase, with further expansion in North America and Asia (Tasavori et al., 2020. pp. 75-100). GreenPath Expeditions should be positioned as a premium ecotourism product with a unique mix of adventure travel combined with active environmental conservation. The company will attract high-impact travellers looking for an experience more than typical tourist experiences because it will offer unique packages that bring together adventure with sustainability.

2.3 Core Values

Sustainability, environmental stewardship, cultural exchange and community empowerment form the fabric of GreenPath Expeditions. These guiding values will shape all aspects of the business, from destination selection to the design of the travel experience. The focus is on responsible tourism, operations that minimize harm to the environment in addition to benefiting local ecosystems and economies. GreenPath Expeditions will promote eco-tourism operations in which human well-being and the environment are considered together. Ethical practice and openness in operations with customers and partners shall help keep trust and thus ensure long-term relationships (Mayer, 202. pp.887-901).

2.4. Scope of the Business

GreenPath Expeditions offers adventure and ecotourism holiday packages in conservation areas worldwide with headquarters in the UK. The company will begin by directing its operations in areas of biodiversity, where reforestation and wildlife-conservation works are to be undertaken. The operation shall largely focus on expeditions within the tropical rainforest, wildlife reserve and other ecologically sensitive regions. GreenPath Expeditions shall eventually, expand its operations by offering various kinds of conservation experiences, such as marine-based conservation projects. The company will service individual and group bookings including educational institutions and corporate teams (Thande, 2020).

2.5. Location

Headquartered in the UK, GreenPath Expeditions will take advantage of the strategic position the country holds on travel routes across the world. Besides, the UK is keen on sustainability and ecotourism. This gives a good strategic base with easy access to leading international travel hubs. Accessibility has made it even easier for customers all around to book and participate in expeditions. Although the expeditions will take place in some of the world's most protected conservation hotspots-for example, in the Amazon, African wildlife reserves and Southeast Asia UK headquarters will manage all logistics, customer relations and partnerships with local conservation organisations (Keeble, 2022).

2.6. Key Stakeholders

The main stakeholders for GreenPath Expeditions comprise of local communities, conservation organisations, travellers and business partners. The source of engagement with local communities shall be drawn from the local people living in destinations' areas of operation, which are to lead cultural interactions and knowledge provision of local ecosystems. The stakeholders also include conservation organisations that work with GreenPath to ensure expeditions fall within the environmental scope of accomplishing goals. Also, critical stakeholders comprise the customers of travel companies' customer's eco-conscious travellers who are vital for their participation as it generates fund conservation efforts. Lastly, there will be consumers such as the accommodation providers that are eco-friendly, transportation service and gear suppliers that will drive the business operations to success and all services will go along with the company's sustainability ethos (Galparsoro et al., 2020. pp.2061-2079).

3. Viability Analysis

GreenPath Expeditions has high potential for success as it can exploit the rising demand for green travel. The adventure as well as the conservation packages will be of appeal to the niche but growing market. With strategic partnerships, proper digital engagement and clear environmental impacts, this business looks set to be truly viable for the long haul.

3.1 Macro Analysis (STEEPLE)

STEEPLE analysis: the factors that could influence GreenPath Expeditions.

Social: With growing awareness of climate change and environmental degradation, the demand for sustainable tourism is high. Today, most prefer an eco-friendly experience.

Technological: A rise in mobile app development will allow travellers to view updates on reforestation, therefore increasing engagement. Besides, transportation and sustainability in accommodations will help augment the appeal of the brand (DRÁŠILOVÁ and POKLOPOvá, 2020).

Economic: Economic conditions can have an impact on the travel demand, especially in a recession. Nevertheless, niches of ecotourism are more resilient to recessionary trends since they serve niche constituencies of conscious consumers.

Environmental: The core mission is in alignment with the world's efforts at reducing climate change, deforestation and biodiversity loss. Consequently, any business keeps in alignment with the appropriate environmental goals of today.

Political: Political stability of operation regions will be required to offer safe and secure travel. A partnership with the government in conservation areas will be required.

Legal: GreenPath will operate within international tourism laws, environmental regulations and agreements regarding conservation and indigenous rights.

Ethical: Respecting Indigenous communities by proper work engagements and ensuring no harm to the local ecosystems or economies through conservation activities (Kuznetsova, 2020).

3.2. Industry Analysis (Porter's Five Forces)

A Porter's Five Forces analysis will evaluate the competition and sustainable opportunity available in the ecotourism industry.

Threat of New Entrants: The thereat is moderate as it has barriers due to tourism industries needs expertise and eco-friendly infrastructure. The threats include a lack of conservation expertise and partnership with other local or international organisations. Erecting eco-friendly infrastructure also involves a lot of costs that prevent the new entrants.

Bargaining Power of Suppliers: The threat is moderate due to eco-friendly services are specialize by the company Suppliers include local accommodations, guides, etc. Suppliers can be said to have average bargaining power. For this, GreenPath Expeditions is looking at long-term partnerships with suppliers to avoid such hectic bargaining..

Bargaining Power of Buyers: In the ecotourism sector, travellers are generally choosy, drawing comparisons both on and off the environmental impact there. GreenPath must provide distinct, high-quality experiences to stay ahead. It has High threat due to Bargaining Power of Buyers since eco-conscious travelers have many alternatives (Isabelle et al., 2020).

Threat of Substitutes: Alternative tourism is a substitute, but since the experiences offered at GreenPath are unique in their conservation focus, the threat of substitutes is lowered. It would attract those customers looking to affect society beneficially. It has moderate Threat because of traditional tourism as a less impactful option.

Competition Rivalry: Ecotourism is an industry with widespread competition because of many players who offer sustainable travel experiences. However, the experience has elements of adventure and "hands-on" environmental protection that make it unique in the market; it also has moderate threat because GreenPath’s unique conservation focus provides differentiation (Mugo, 2020. pp.30-49).

3.3 Financial Projections

Year	Revenue (£)	Expenses (£)	Net Income (£)	Key Drivers
Year 1 (Setup)	£80,000	£160,000	-£80,000	Initial setup costs, limited bookings
Year 2 (Growth)	£240,000	£200,000	£40,000	Increased marketing, growing bookings
Year 3 (Break-even)	£400,000	£320,000	£80,000	Expansion of services, brand recognition
Year 4 (Profit)	£560,000	£400,000	£160,000	Streamlined operations, repeat customers
Year 5 (Maturity)	£720,000	£480,000	£240,000	Strong market presence, diversified offerings

This means GreenPath's initial investments in infrastructure, the development of its applications, marketing and partnerships. In Year 1, high costs in setting up the venture and limited booking will trigger negative cash flow. For Year 2, there will be high exposure of marketing, brand recognition and 20% increase in sales. The setup is expected to break even for Year 3 with an increase in booking and services.

Revenue streams will be expedition bookings, eco-friendly gear rental and conscious traveller certifications. The cash inflow will keep growing with the further partnership of GreenPath with educational institutions and corporations. In the 4th year and the 5th year, GreenPath will be profitable as it expands into other products like marine-based conservation expeditions and large group bookings (Rogers et al., 2020. pp.56-78).

The company will seek sponsorship deals, conservation grants and partnerships with corporate sponsors committed to sustainability initiatives as supplementary revenues.

4. Scrutinizing the Business Idea

The business idea is effective since it takes into the rising demand for sustainable tourism, through which travellers get to connect meaningfully with conservation. By packaging adventure with hands-on environmental activities, GreenPath Expeditions provides a package that generates long-term value for its customers while developing positive, beneficial environmental impact.

4.1. Value Chain Analysis

By using Porter's Value Chain model, primary and support activities that help create value for GreenPath Expeditions can be identified:

Value Chain Analysis

Inbound logistics: GreenPath will source environmentally friendly accommodations, such as lodges using renewable energy and sustainable transportation options, such as electric vehicles or low-emission vans (Dubey et al., 2020. pp.177-183). It will be working with the local conservation groupings, forest management teams and wildlife experts to ensure that all the resources used are aligned with the goals of the environment. Long-term relationships with local partners will be established to ensure that a firm delivers consistent quality of service and also becomes an active participant in contributing to the local ecosystem and communities. In doing so, these partnerships will provide cultural insights adding value to the overall experience of travel.

Operations: The main part of the operations will involve designing and administering conservation-oriented tourism packages. This will be the tree planting program, wildlife habitat regeneration and community outreach projects. All these operations will be properly planned to affect the least possible environmental damage while involving most of the travellers (Kohnová and Salajová, 2023. p.35). GreenPath will also provide training programs for guides and employees to stay abreast of information on such conservation efforts and ensure quality educational provision. Coordination with local organisations, if efficient enough, would facilitate both the execution of conservation activities and cultural exchange programs.

Outbound logistics: As part of its value proposition, post-trip engagement is something that GreenPath takes very seriously. The company will keep travellers abreast of the long-term impact of their conservation efforts through the GreenPath Tracking App app which continuously shows travellers' progress in reforestation and wildlife monitoring. This allows the travellers to remain connected with the project, thus encouraging a repeat visit. Increased frequency of updates will help garner trust and let consumers feel that there is a serious commitment from the brand to effective, long-term positive change in the environment.

Marketing and sales: GreenPath will aggressively utilize digital marketing strategies, including social media ads, email marketing, as well as affiliations with travel influencers (Chatterjee and Mohanty, 2024. pp.337-367). Their target will be environmentally conscious travellers and institutions for educating the young since it is a novel experience that directly contributes to the saving of projects during adventurous experiences. Content marketing, including experiences of other travellers and updates regarding conservation, will be the foundation in creating the credibility of the expeditions as a means to real impact. Furthermore, university and companies associating sustainability will help the brand reach out to the rest of the potential customers.

Service: Ensuring exemplary customer service would enable the company to ensure their customers are satisfied and retain their clients. GreenPath Expeditions shall assure its support for each customer before, during and after the expeditions. This will include supporting customers in choosing the correct travel packages, offering information on sustainable practices and offering assistance during real time for the actual expedition (Kalaiarasan et al., 2023. pp.5228-5243). This post-expedition service may include regular conservation update status as well as continued engagement through the GreenPath Tracking App and follow-up communications to encourage repeat bookings. Long after the trip ends, travellers will have to feel valued and connected to the conservation projects for loyalty and longer relationships to be built.

4.2 Business Model Canvas

The Business Model Canvas is a strategic management tool that defines and visualizes the core elements of a business. It is divided into nine essential building blocks of any business. It outlines GreenPath Expeditions operations and value creation process as follows:

Business Model Canvas
Key Partners	Key Activities		Value Propositions	Customer Relationships		Customer Segments
Among those will be conservation organisations, local communities and eco-friendly gear suppliers. All these partners will help GreenPath Expeditions in the smooth running of an operation right from sourcing travel accommodations that are sustainable to organising impactful conservation activities.	The Company will be involved in base activities such as conservation expedition organising logistics management and environmental sustainability education. Effective post-expedition engagement will also be realized through the GreenPath Tracking App.		The Company offers ecotourism experiences characterized by the active involvement of travellers in making environmentally sustaining contributions. Such activities as tree planting or wildlife habitat monitoring can have permanent impacts on the environment.	GreenPath will leverage strong, individualized connections with customers based on continuous updates regarding ongoing conservation efforts, personalization in customer service and engagement via social media and through a mobile app.		These are ecologically sensitive adventure tourists, educational parties focused on sustainability and corporate clients keen on responsible group activities.
	Key Resources			Channels
	This encompasses partnerships with conservation groups, local experts, eco-friendly accommodations and transport services.			The target market will be achieved through the website and social media, among other travel agencies
Cost Structure				Revenue Streams
This covers running expenses in the expeditions, marketing and technology development for the app.				The firm derives revenue from bookings of expeditions, gear rentals and certification for sustainable travellers.

5. Risk and Mitigations

There are several risks associated with the business, ranging from environmental to operational to market. GreenPath Expeditions needs to address them if it is going to stay in business for the long term.

Environmental risks: Natural disasters like wildfires, floods, or hurricanes could impair expeditions. The company will develop contingency plans for every place and obtain travel insurance for the customers.

Operational risks: Running logistics in rural locations is challenging in terms of transportation and communication. The reducing strategies are partnering with responsible local partners and always having an efficient network of communication in place in case the situation deteriorates.

Market risks: There is a possibility of recession and health crisis that may alter travel demand, thus resulting in decreased bookings. Expansion of the target market to include corporate and educational clientele will minimize over-reliance on individual travellers (Saglam et al., 2021. pp.1224-1244).

Reputational risks: A failure of any of these conservation projects to deliver the promised results will be at a cost to the business reputation. Continuous assessment and clear reports on the implementation of conservations projects will help in being answerable and responsible for customers' trust.

Legal risks: As a result of carrying out its business in multiple nations, GreenPath will need to satisfy all applicable regulations. To work towards that, the firm will engage and coordinate with legal advisers to ensure adherence to international, national and local laws relevant to preserving the environment, tourism and labour practices (Girling, 2022).

6. Conclusion

GreenPath Expeditions offers a new niche in the ecotourism industry as it marries adventure travel with tangible efforts to better the environment. The business idea rests on sustainability, community engagement and experiential travelling as it appeals to the consciousness of sensitive tourists to leave a legacy. It has been found that the viability analysis is detailed enough to illustrate that the external environment is friendly to the business. Moreover, it finds that Porter's Five Forces and STEEPLE analyses indicate a competitive yet fairly promising market for ecotourism.

The Business Model Canvas and Value Chain Analysis highlight that, within its operational strategy, GreenPath generates substantial value for customers, partners and the environment. By thus stating mitigation strategies for such risks, GreenPath sets itself up for success. The financial pro forma further shows that the company will turn profitable in five years if conservatively managed and grown strategically. Therefore, GreenPath Expeditions goes beyond just travel and offers an actual opportunity to give back to the greater good of global conservation efforts while having the most unforgettable experience.

7. Reference

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