Tourism Scaling & Distribution

By: Adam Lackner

United States Marines, Iraq

Alaska Guiding Dall Sheep Hunt

Son Triston

Andrea, Presley, Lily, and Adam Lackner

Amber Peters Adam Lackner

Ezra Peters

Presentation Overview & Purpose

● Discuss How To Scale Your Business Through

Cloning Yourself○ Staff Training Program

○ Recruiting & Keeping Staff

○ Standard Operating Procedures

Presentation Overview & Purpose

● Technologies That Organize Your Business○ Building Your Business In the Cloud

○ Customer Relationship Management (CRM) Program

(Salesforce)

○ Cloud Based Accounting/Payroll/Operations Programs

Presentation Overview & Purpose

● Distribution Channels ○ Organizing Your Business For Sales Volume

○ Self Promotion Distribution

○ Sales & Marketing Agencies For Tourism Based Businesses

Presentation Overview & Purpose

● Understanding Capacity○ Building Your Product Line

○ Booking

○ Forecasting For Administration & Operations

Staffing

● How to recruit and keep

competent staff.

○ Newspaper ads/online

recruiting

○ Make the workplace fun

○ Graduate earnings.

○ Scout competitor pay & stay

competitive.

○ Bonuses

Making the Workplace Fun!

Chicken Poop Bingo Bowling

Making The Workplace Fun

● Bounties○ Sales goal bounties

○ Hat draw at each meeting for a

prize

○ A company bounty item - when

someone finds it they get the

bounty!

Making The Workplace Fun

● Jokes○ We tell new guides they’re guiding a VIP- Bill Gates’ son, “so be on

your “A” game”.

○ Hiding an arrowhead from your pocket for guests to find.

○ Moving a co-workers car and tell them “it got towed”. Careful with

this one, some people can’t take a joke.

Graduate Earnings

● Advantages○ Employee thinks they’re going places, and they are!

○ Negotiating tool (start a 1st year on a 2nd year etc)

○ All the staff knows the rules, therefore pay issues are less of a

problem.

● Performance Bonuses○ When the business is doing good, bump them up.

○ Bonuses can be company performance based and can be

withheld where as wages usually never can go down without

layoffs.

Staffing: Standard Operating Procedures

● Process BIBLE○ Printed delegations/duties

○ Delegate, delegate, delegate

○ Training

● Advantages○ Teams can reference book

○ Accountability

○ Scalability: now you can be replaced

through a competent person

Technologies That Organize Your Business

● Build Your Business in the Cloud○ Why? You can be anywhere in the world and work.

○ Your entire team can be anywhere in the world and work.

○ Sharing/communication/data protection are all better by having your

business in the cloud.

○ Sub-contracting can be done anywhere in the world

Do’s and Don’ts of Working In The Cloud

● Do’s:○ Names, emails, phone numbers

○ Pictures

○ Plans

○ Online Meetings

○ Task setting & Organization

Do’s and Don’ts of Working In The Cloud

● Don'ts:○ Social security numbers

○ Credit card numbers

○ Medical records

○ Bank account numbers

○ Anything that might land you in jail (not a nice place)

Programs To Launch Your Business

SalesForce

● Customer Relationship Management Program○ Salesforce can have apps downloaded into it like mailchimp for

example to send out mass emails so it molds to your business.

○ Scheduled emails & tasks pop up as scheduled.

○ Tasks can be set for oncoming staff or employees

○ Anything, anytime, can be seen in your phone/tablet/laptop

or desktop with wifi or 3G.

○ Build S.O.P’s for using CRM.

○ GET A CLOUD BASED CRM, they will change your

business/LIFE!

Gmail & Google Drive

● Web based email/file sharing○ Gmail works easily with all google products like Drive.

○ Google Drive is for files/pictures/data sharing

○ Google Drive has Google Sheets/Docs/Photos

○ Build a folder, share it with team, get opinions/changes

Phone/Tablet/Laptop Applications

- Best use is in phone

-We use for wildlife

sightings

-Lots of users can be in it

-Better than text

-Free

- Everyone’s On Facebook

-Best for international

communication (Africa)

- Instantly reach anyone and

get quick answers

- Free

-Lots of international

users

-operates like text

- Great for out of country

meet-ups where phones

don’t work

-Free

Viber was mispronounced, it should be VIRUS!

-If you have wifi, both users have it, you can

call each other anywhere in the world

-Works if others have it downloaded (not many

do)

-Spotty service

-My experience- viruses, viruses, viruses.

● Very good for combining several people.

● Share data easily while talking through email or text.

● Really clear, well run service.

● Subscription based, not free.

Email Marketing

● Blast emails to 10,000 or more

customers

● Send discounts to fill in last minute

seats

● Keep in touch with customers for

holidays or business updates etc.

● Track who’s opening, who’s clicking

● Call 5 star rated customers first, send

follow up emails of the product they

are clicking on.

Accounting Programs

● Daily revenue setup

● Ready for CPA

● Easy to use

● Links with payroll

● Good program

● Automatically takes

taxes out

● Links with quickbooks

● Login anywhere

● Direct deposit to

employees account

Distribution Channels

● Organizing Your Business For Sales Volume○ How do I really grow my business? BIG question!

1. Great Product

2. Website up to date with easy navigation and purchase portals

3. Technology programs like CRMs, Telegram, Gmail, Google Drive

4. Equipment for operations

5. Sub-contractors in place and ready

6. Staff to handle the volume. Office staff and operations staff

7. Distribution channels like Expedia, Viatours, Virtuoso, Groupon all

COME LAST.

Distribution Channels (Tourism)

Self Promotion Distribution

● Trade Shows for F.I.T’s

● Trade Shows for Business to Business

● Local Hotels (cookie campaign)

● Video

● Social Media

● Google Adwords (church choir “Hallelujah”)

Business Video

● Can enhance website experience

● Clearly communicates to customer exactly what

your product is.

● Lets customers see ins and outs they can’t without

being there.

● Links FANTASTIC with social media.

Social Media For Distribution

● Best for keeping a following

● Continuity is paramount

● Do not expect very much revenue from social media

● Millenials love to stare at their phones- delegate

● Do not worry if you’re not using these much. IMO

you are better off chasing a true distributor.

● Track clicks

● Turn budgets up and down daily

● Best return on investment in business advertising

● Drop ALL paper ads- give that budget to Adwords

● Combined w/website & reviews- Holy Grail

Understanding Capacity

● Hotels are GREAT at understanding capacity.

● Sliding scale of 100% / 80% / 60% / 40% and

Bankruptcy % for monthly & annual revenues

● How much is your capacity?

This directly ties into forecasting budgets and staffing.

Building Your Product Line

● How can you sell it, if you don’t know what you

have?

● Get your quality product line up, understand it, train

your sales office, train your ops, and distribute.

● Mold your product line around what people buy &

what you want your company to be.

Forecasting

● Many ways to forecast, tailor to your business.

Adam’s way-

1. Get monthly revenues for 2-3 prior years, compare.

2. Look at indicators like park or COC estimations

3. Have a pulse on the economic outlook

4. If up say, 15%, secure equipment and hire

Questions?

Thank YOU for Attending