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 Walking Peru – Product Concept

The Concept
Tourism is undergoing constant innovation. Our company appears as a consequence of the need to provide complementary activities to better satisfy the needs of travelers visiting Peru. Recreational tourism creates an opportunity to show visitors Peru’s best sites through entertaining, environmentally-friendly activities no previous training is needed to use hang-gliders, triscooters, jet-skis and other means. Not many companies offer these services. An investment opportunity has therefore opened up in a foreign tourist market that grows at an average 29% annual rate. Meanwhile, local travel has expanded in recent years as a consequence of an improved economic and social climate.

The Company
Walking Peru will be organized as a corporation in August 1997. The concept was developed at the Graduate MBA Program at the Lima Graduate School of Business (ESAN). A course participant proposed to share his experience in adventure sports. In Peru these sports are generally practiced on an individual basis since their exacting demands put them out of reach for most people. The team suggested to combine a passive form of these sports with tourist attractions to create a new way to practice recreational tourism in close contact with nature. A new market niche could be carved nationwide with a clear business vision. Market research findings point to five business line options to be implemented according to the tentative schedule below. The alternatives will be subject to individual timely evaluations.

LINE DESCRIPTION LAUNCH
1. AIRWALK HANG-GLIDING August 1997
2. SEAWALK JETSKI, PARASAILING November 1999
3. RIVERWALK KAYAKING March 2001
4. SANDWALK SANDSCOOTERS March 2003
5. SNOWALK SNOWSLEDGES June 2005

The following sites are included in the proposed options:

  • Seawalk: Cabo Blanco, Punta Sal and Mancora (Northern operations area; to be implemented)
  • Riverwalk: Urubamba, Santa and Canete (Cuzco, Ancash and Lima operations areas)
  • Sandwalk: Paracas and Lomo de Corvina (Ica and Lima operations area)
  • Snowalk: Huascaran National Park (Ancash operations area)

Walking Peru
Table of Contents Appendices
0. Executive Summary
1. Product Concept
2. Tourism Industry
3. Market Analysis
4. Competitive Advantages
5. Products
6. Marketing Plan
7. Operations
8. Organization
9. Financial Results
Perus’s tourist calendar
Survey and Results
Letters
Operations schedule
Investment budget
Capacity expansion
Revenues first year
Most likely scenario
Contingency scenario
All information herein is confidential and belongs to Walking Peru.

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