Genuine Island Host                                          Total Market Readiness Program
Program Outline

Product Mentoring Session

This first mentoring session focuses on the product.  The mentor encourages the operator to see their product in the context of current industry standards (i.e. what do today's visitors typically expect of your type of business?) and challenges the operator to strive for value-added improvements to the basic product offering (i.e. how can you make your business the best and most sought-after in Eastern Canada?).  The mentor also assists the business operator with further defining their business and suggests additional resources to assist the business with strategic development.

Participants in the Product Mentoring Session examine their product from a number of perspectives, starting with general business information such as:

·        Unique selling feature

·        Product strengths & weaknesses

·        Differentiation from competitor's product

·        Impressions (signage, interior, exterior)

·        Image created by collateral

The session continues with aspects of the product that are related to hospitality and service, including:

·        Accessibility of the product

·        Staffing

·        Credit cards

·        Multilingual services

·        Evaluating customer service  

·        Providing value-added

·       Interpretation

·        Rate structure

Aspects of the product that relate to theming and packaging will also be discussed.  This would typically include:

·        Special activities/themed events offered

·        Program directly related to the product area

·        Inclination toward packaging & partnering

·        Integration into regional tourism initiatives

In addition, the following topics may also be discussed as required between the mentor and the participating operator:

·    Customer service policies & procedures

·        Operational procedures

·        Technological systems

·        Certification

·        Risk management (licensing, safety equipment, consumer protection for overseas guests, etc.)

Customized Toolbox

During the product mentoring session, the mentor identifies tools and resources to assist the operator with the successful completion of the scheduled business improvement tasks.  The tasks, timelines and tools required are set up in a table which is returned to the operator a few weeks following the session for their reference

The participating business operator works for several months to complete the tasks in the toolbox. Task completion will be monitored by the project manager.

Mystery Shop

The mystery shop is designed to capture a snap-shot of the visitor's experience of a business. Posing as typical guests, shoppers are trained to provide objective feedback on their experience from start to finish.  The shops are conducted anonymously and detailed results are provided through the sponsoring organization to each participating business a few weeks after each shop.  Shop reports detail areas of the product and service that excel as well as areas that would benefit from improvement.

The shop results are designed as a business improvement tool for participating operators.  Shops reaffirm what is being done well, reveal gaps in the service or product, and make recommendations for improvement.

Marketing Mentoring Session

The mentor starts the marketing session with a discussion of the following topics:

• Marketing plans
• Demographics
• Travel trends
• Researching potential markets
• The marketing mix
• Travel companies
• Customer database

The session continues with an examination of potential travel trade partnership opportunities with retail agents, motorcoach and receptives and the requirements of doing business with them. Topics include:

• Commissionable rates
• Rate guarantees
• Direct billings
• Vouchers
• Availability of inventory

An in-depth discussion of marketing and advertising concludes this session. Topics include:

·        Where do you advertise

·        Tracking media performance

·        Integrated web strategy

·        Joint marketing with DMO's

·        Newsletter production

·        Direct mail

·        Distributing collateral

·        Regional Tourism initiatives

·        Sector initiatives

Similar to the product mentoring session, the mentor leads the conversation through the above topics and improvement tasks are identified and scheduled.