Discover the Midlands Heritage: Eco-tourism Service

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Discover the Midlands Heritage: Eco-tourism Service
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Introduction
Eco-tourism refers to tourism with an emphasis on exotic and often threatened natural environments with efforts channeled towards observation and conservation of wildlife (Jarvis, Weeden, and Simcock). The aim of eco-tourism, therefore, is to conserve the existing wildlife and heritage sites while at the same time, earning from their existence. Britain is among the countries in the world with a unique and rich historical heritage dating as far as the medieval times of the Kingdom of Mercia. England's Midlands, for instance, is home to some of the oldest English cultures that shaped British history. However, with recent developments, Midlands heritage sites are increasingly under pressure as developers are targeting some of the sites for developments (Historic_England).
Consequently, two problems have arisen. First, these sites are at risk of being phased out, and therefore, the English heritage is under threat. Secondly, the existence of these heritage sites is a source of income and employment as tourists' sights. Therefore, this business proposal seeks to conserve the heritage sites while earning from the opportunities of eco-tourism. 
History of the Midlands
The Midlands is the area encompassing the central part of England sandwiched between Northern and Southern England regions, a cultural area with a broad correspondence to the early medieval Kingdom of Mercia. The Midlands consists of Warwickshire, Worcestershire, Derbyshire, Herefordshire, Staffordshire, Rutland, Shropshire, Northamptonshire, Nottinghamshire, and Lincolnshire counties. The major cities within this region include Birmingham, Leicester, Stoke-on-Trent, Nottingham, and Coventry. The region is divided into two areas; West-Midlands and East-Midlands. West Midlands consists of both heavily industrialized cities as well as rural areas where agriculture remains a critical economic sector.  
Stoke-on-Trent is a middle-sized town in the Midlands. The town, together with other small towns around and close, are referred to as the Potteries. The name came as a result of the region being home to pottery making for centuries. Examples of its potteries culture are the bottle-shaped brick kilns that still exist eclipsed by cleaner and newer technology (Editor). The area has extensive coverage of coal and clay in the ground contributing to its specialization in potteries. Apart from potteries, the town has established channels of canals that were constructed in the mid-18th century. The development of the town and the small towns around it were a result of thriving potteries industry, hence, the name; 'The Potteries.'
The Midlands also consists of England's second-largest city, Birmingham. The city began as a Saxon village in the 12th century. In 1116, Peter De Birmingham was given the right to hold a weekly market in the area by the King. These activities attracted craftsmen and merchants, some of whom settled, leading to the development of the village into a town. Medieval Birmingham became prominent because of its wool industry, metalwork industry, and leather industry (Lambert). Examples of important heritage sites here include, but not limited to, The Lace Guild, Himley Hall & Park, Red Glass House, and the Museum of Carpet. The Birmingham Museum and Art Gallery, opened in 1885, is a classic example of Victorian Buildings that are part of the British history (Editor).
Today, it only takes a 25-minutes train ride from Birmingham to Coventry. Coventry is among the cities whose heritage sites have been destroyed. The city's medieval abbey was destroyed at the onset of Reformation. To Date, only a few remains can be viewed at partial excavations. However, the city still boasts of St. Michael's Church, the Wollaton Hall, an Elizabethan country house constructed in the 1580s, and the Nottingham Castle. The city is also home to the legend of Robin Hood and the Sherwood Forest, which has a 1,000 years old Oak Tree (Editor). 
Therefore, an overview of the history of the Midlands shows numerous heritage sites, including buildings and structures that embody British culture. For many years, these heritage sites have been instrumental in attracting both local and international tourists who are fascinated by British history. The Midlands is a key destination for tourists not only because of the region's history, but its modern development as well. Developments in recent decades, however, are threatening the existence of these heritage sites. Furthermore, contemporary tourism practices do not prioritize the conservation of heritage following modern society's need for sustainable development. Through eco-tourism, this business proposal provides an alternative to tourism in Midlands by providing efficient and reliable access to Midland's historical heritage sites while at the same time, channeling efforts towards the conservation and restoration of these sites.   Business Niche
With some of Midland's heritage sites under threat, there is a need for increased efforts towards conservation. Conservation efforts require resources and funds. Moreover, conservation efforts create employment opportunities while encouraging people, both visitors, and locals, to contribute towards conservation. The proposal appreciates the need to have funds generated by the heritage sites as tourism sites into conservation efforts while contributing towards the economic development of the local population. The proposal is, therefore, to provide access to Midland's heritage sites through the integration of transport, communication, and logistic technologies. It is expected that the proposal will increase access to these sites and, therefore, generate revenue, some of which will be channeled to conservation and renovation/restoration efforts.
Therefore, the implementation of the proposal will require an office set-up, a website, a fleet of vans, and man-power. West Midlands is home to heavily industrialized cities and a large population and, therefore, ideal for hosting headquarters. The large population provides a large market for the potential business. Projections indicate a minimum of three daily trips for an estimated number of minutes, each consisting of five customers. With each trip costing £1,500, it implies that the business will have a total income of £547,500 for the first. Further, it is expected that rechannelling some of the funds into the business will lead to increased revenue annually. For the first three years, therefore, the expected total income will be £1,642,500.
Market Analysis
 An analysis of the market indicates that the business proposal is an investable entrepreneurial opportunity in several aspects. First, the business proposal suits customer needs. Research suggests that inadequate access options to these sites are among the key reasons many people do not visit the sites. Thus, there is a need for customers to be informed about the sites, their importance, and their contribution to conservation efforts. Furthermore, there is a need for customers to be provided with pick-up and drop off services that are flexible depending on the needs of the customer at a cost-friendly price. The proposal will also provide customers with options to stop and enjoy free time for lunch, further enhancing their experience of the Midland's rich heritage.  
In 2018, the West Midlands attracted an estimated 131 million visitors destined for cultural carnivals, small screen smash-hits, and sporting spectacles (Editor). The figure represents a 2.6% increase from 2017 and set a new record high in the history of the region. A report which was released by the West Midlands Growth Company in 2019 shows that spending by tourists visiting the area accounted for £12.6 billion to the West Midland's economy, a 6.7% increase since 2017. The majority of the tourist, however, do not get an opportunity to visit some of the heritage sites that the Midlands offers. Out of the 131 million visitors, 16.7 million came from overseas. In Warwickshire, estimates indicate that overseas visitors spent over £100 million visiting castles only in 2015(Warwickshire). Moreover, Shakespeare heritage in Stratford received 835,000 overseas visitors in 2018, while nearly ten million people visited the Lichfield Cathedral in the same year.
Statistics indicate that between 1980 and 2018, the number of inbound visitors to the UK increased by 205% (Foley and Rhodes). The business, therefore, will be strategically positioned to benefit from the growing trend towards its growth. Furthermore, tourism activities by UK residents have been on the rise since 1980. See Item 1 in Appendix I for graphical representation of the trends.
By age, statistics indicate that the most dominant group of overseas visitors was aged between 35 and 44 years, recording 8.7 million visits a year followed by tourists aged between 45 and 54 years at 8.3 million (Luty). Such demographics will help the business tailor trip activities to age preferences as data will show. The figures are relatively the same for local tourists with these groups (35 – 55 years) showing a greater affinity to interact with nature and the need to understand the Midland's history (Visit_England). 
 Lastly, market reports indicate that various institutions and organizations have plans in place to increase the number of visits to the Midland. In September 2019, West Midlands Regional Tourism Strategy, which seeks to grow the regional tourism sector by more than £1 billion, was launched (WMGC). The strategy will focus on increasing the regional economic impact of tourism by spreading awareness of the Midlands, its tourism assets, and key themes (WMGC).   
Meeting the Market Gap (Lean Business Model Canvas)
 The success of this business proposition depends on several key aspects. These aspects include key partners, core activities, value proposition, customer relations, market customer segment, essential resources, channels, cost structure, and revenue streams & pricing model. Each of the elements has had a significant role in effective and reliable services.  
Key Partners
 Statistics included in the 'market analysis' section indicate that the Midlands is a destination of choice for millions of people. There, there are already established businesses, organizations, and institutions in the tourism sector. This business proposal will rely on the business' collaboration with such key partners. Investors will provide the necessary funding for business operations. The business will seek the services of creditors for loans that will enhance the stability and growth of the business. Since visitors who come to the Midlands seek hotels and restaurant accommodation, the hotels are critical strategic partners because they will provide the business with customers. The business will also partner with environmental organizations and institutions that will provide insight on how best to run the business with respect to conservation.  
Key Activities (Customer Experience)
 The business will provide a website along with an application that will allow customers to book for a trip. Following a registration process, customers will be required to give additional information such as sites of interest, the number of people in the trip (friends, family, etc.), potential health complications, special needs, and type of vehicle required (van or business class car). The customers then will schedule a trip and book a vehicle that will pick and drop them from the hotels or home. The main activities will be to visit some of the heritage sites the Midlands has to offer. Shakespeare's Birthplace, Lichfield Cathedral, Black County Living Museum, Warwick Castle, and Worcester Cathedral & King John Tomb will be the key destinations of the business in the initial stages.
 Marketing and promotions are part of the key activities. Marketing will be done on social media and mainstream media. Notably, social media platforms will be vital for the business because they provide easy access to customers. The business will seek avenues to advertise in hotels, at the airport, and in major events taking place in the Midlands. As part of the promotion strategy, the business will identify key local events in which to be involved in promoting itself. The business will also encourage the development of women guides whose presence in the industry is yet to be realized.  
Value Proposition Canvas
 Therefore, the business proposes the development of a tourist's mobile application that will ease access to services, as explained in the previous section. Furthermore, there will be other options through which customers can initiate orders for a trip. Use of USSD codes, messaging, and Direct Massaging (DM) on all social media platforms. These options will be available to increase the convenience with which customers can access our services. The business also proposes the use of electric-powered cars instead of fuel-dependent vehicles because of the eco-friendly features they possess. The choice is part of the efforts required for the sustainability of the environment. Moreover, trends indicate that electric vehicles will define the future of road transport, and therefore, it is a strategic position for the business. The choice of smaller vehicles is to allow access to more destinations because conventional transport carriers have limited access to some of the heritage sites.   The design of the business's system will allow customers to choose between instant and bookings to allow for both flexibility and pre-planning. The bookings will be categorized depending on the services demanded by the customer upon booking and during the trip. The categories will be private, VIP, and group bookings. Through the application or the website, customers will navigate their trips on the map so that they always know where they are. The ability to manage all the trips (and trip activities) on a single platform will provide customers with a new user experience where nature intersects with the power of technology. All activities from ordering trips, navigating trips, additional information about sites, customer care access, emergency services access, and payments will be made through the website or the mobile application. 
 Furt...