david weekes and associates inc 2011 all rights reserved · pdf filerihanna, roc nation, other...
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© David Weekes and Associates Inc 2011All Rights Reserved
Not to be reproduced without the written permission of the author
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Presentation to Samantha Rock
on ** 2011
CTRMCredit To My Nation
What is the
Credit to My Nation Programme
Rihanna - Performer Par Excellence
To do Credit to my Nation wherever I may go……
To do Credit to my Nation wherever I may go……
EnhancedRole Explained
1. Rihanna “Interests” stated/synchronized2. “Imaging” promoted3. Commensurate Agency “courted” 4. The “other side” ofRobyn broadcast viaappropriate media etc.
To do Credit to my Nation ……a la Rihanna
Effect Institutional Outreach Activities e.g. representations for women/children issue
Champion specific “causes” based on need and/or synchronicity with Rihanna’s goals/aspirations
Promote Personal philantropic and/or “anonymous” charitable gifting
Other CTMN structured outreach
andBarbados
CTMN
Deploys an effective, pro-active , CTMN targetingprogramme which easily“harvests” varied markets,COOs, industries and otherqualifiers ..
How CTMN works
CTMN Elements1.Rihanna “Encounters”2.Influencing “Purpose ofVisit”3.Indigenous Nichemarkets á la Rihanna
IP Elements1.Introduce the P.E.T.R
How CTMN works (continued)
CTMN integrates proprietary COO specific ACORN information with CTMN niche target marketing
CTMN facilitates revenue generation by COO, county, city of origin, zip-code, and, by using POI/AOIs, even @ house level
Credit to My Nation
at a Glance
Major CTMN Outputs
CTMN attracts subscribers with “greater discretionary” spend and “POI” leverage
CTMN inherently possesses “greater AOI” leverage
CTMN will impact major Goods & Services sectors e.g.accommodation used, sea/air/ground transport used, venues required for “POI” attractions, food being consumed etc.
CTMN & Tourism Service Providers
Measurable monetary benefit for any subscriber enrolling in CTMN’s targeted marketing programme
CTMN can help hoteliers(a) Identify a potential visitor(b) “Convert” said person to a guest(c) Replicate said “system” on demand and potentially secure clients at the hotel, year round (d) Show how each $ spent in CTMNmeans income to the enrolled hotel
CTMN Macro Benefits to Governments
Barbados MOT may nowinquire, and immediatelyascertain, what is its globalmarket share via “Real-Time” CTMN TransientMarketing Modules
CTMN’s planned expansionwith other regionalgovernments, will bolsterCTMN Regional TourismMarketing campaign whilegenerating foreign exchangeearnings for Barbados et al.
FinancialBenefits
Credit to My Nation
Programme
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1. What is the Potential Opportunity? 2. What is required to make CTMN happen?3. Structure through which CTMN can happen?4. What is CTMN’s scope – its Modules?5. What is the best collaboration option available?6. Revenue Sources of CTMN?7. Financial benefits to Stakeholders?8. What is the cost to implement? 9. Sources of Funding10.Summary11.Next Steps
Critical CTMN Issues
What is the Potential Opportunity
Foreign Exchange Earnings $ 5.3B 2008, $ 2.2B 2010
Government Revenue $ 2.3B 2008, $ 2.2B 2010
Expenditure $ 2.5B 2008, $ 2.9B 2010
Manufacturing and Agricultural exports down Tourism Receipts contribute 50 % of FE 2010 Unemployment Rate 10% Tourism employs 10% of population
It is 4th largest employment sector
What is Required for CTMN to happen ?
What is required for CTMN to happen? (con’t)
1. Discuss & obtain a formal approval of the CTMN proposal
2. Devise an appropriate mechanism to effect stakeholder collaboration
What is required for CTMN to happen? (con’t)
(i)Structure of entity
(ii) Purpose –career options, nation/region building, (Possible) RN buy-out*
What is CTMN’s Scope
Major Modules of CTMN
Revenue Sources of CTMN
Creating loyalty programs e.g. amenity usage, heritage tourism subscription, restaurant access, duty free shopping, water sports amenity sampling, etc.
Entity/activity specific market penetration initiatives e.g. global marketing of goods and (tourism) services/products –conventions, ecotourism initiatives, performances
Revenue Sources of CTMN (continued)
Access to CTMN“Business Intelligence” platform tailored for various clients in varied sectors e.g. CTO etc
“Real-time” trend analysis revenue projections, using CTMN sub-modules
Revenue Sources of CTMN (continued)
Fee-based participation in CTMN pro-active marketing platform across private sector, and/or regional governments
CTMN targeted marketing mechanism analyses cost/benefits for “active-mining” activities vis-a-vis extrapolations
“Free Standing” Service Contract1
Rihanna & CTMN2
“Public” Company3
ROC Nation Approved Contract1b
What is the best Collaboration option available
CTMN Modules x 8
Encounter Sessions
CTMN P.E.T.R
POI/AOI/Hybrids
Good/Services ProvidersGovernment Subscribers
Acorn Subscribers
https:www.credittomynation.org.bb
CTMN Oversight CRM groupware
What is the best Collaboration option available
What is the best Collaboration option available
What are the Revenue Sources ?
What are the Revenue Sources ?
What are the Revenue Sources ?
Financial Benefits to Stakeholders
Costs to Implement
Costs to Implement
Sources of CTMN Funding
CTMNICT
Architecture
Approval ofa. Pilot orb. National offer
Source of FundingMOT fundsPublic Equity **Other IFIs Government, NIP Balances etc
FINANCINGISSUES
POI/AOI pilot**
CTMN P.E.T.RDeployment
G&S MatrixDeployment
GovernmentSubscribers
Www.CTMN.orgIntegration
CTRMImplementation
Agency Meetings
CTMNImplementation
Plan
Source 2: CTMN Governments Enrollments $11M plus FE, FDI & job creation
Rev. Source 3 CTMN P.E.T.R C&E “facilitation” and fiscal enhancements $7M
Question: How will CTMN compensate Rihanna, Roc Nation, other shareholders?
CTMN proactively targets high discretionary spend persons/activities and “facilitates” their conversion to guests
CTMN “augments” Rihanna’s career options
Will position our Indigenous Ambassadoron the World stage
Rev. Source 1: Conservative Estimates. Fee based CTMN branded “matrix” POI, AOI, G&S providers, $38M Gross!
Summary
Addresses several economic issues e.g. Tourism Arrival Statistics FE Unemployment Agriculture, Manufacturing and Financial sectors
Facilitates the identification, development and preparation of specific tourism policies and incentive/investment programs
CTMN tracking of discretionary spend, tourist experiences and demand patterns. Quantification of resultant foreign exchange inflows and outflows etc
Fee-based Program for Tourism Goods & providers strengthening linkages between governments and the private sector
CTMN Tourism “Business Intelligence” platform that seamlessly integrates development, targeted marketing, research and planning across various sectors.
CTMN creates the matrix for a cross-jurisdiction, regional tourism marketing programme for the benefit of CSME
Platform provides (i) “real-time” statistics, (ii) CTMN generated arrivals, (iii) facilitates pro-active monitoring of all “initiatives” applied to the sector
Summary
Next Steps
Next Steps
11 Agreement on the Collaboration
22 Inter-Entity MOUs & Collaboration Agreements between stakeholders: MOT & CTMN** (ROC Nation)
33Request for Implementation Plan & CTMN pilot
1. Overview – top level document – how it will work2. Functional model – Functions and processes, User needs, ITS
map3. Physical Architecture – Specifications and diagrams of
components4. Communication Architecture – Comm. Requirements/Links5. Organizational Architecture – business relationships, intra,
inter and extra, revenue generation/distribution, data ownership, procedures per data integrity and transfer
6. Implementation – suggested CTMN pilot – to thrash out marketing, management and operation issues
Next Steps - Detailed
1. Role of Stakeholders ‐The Ministry of Tourism (Barbados), Rihanna, CTMN, other CTMN “enablers”.
2. Intellectual Property – Parties to effect written IP contracts
3. Funding & Sources of (Seed) funding for nationally supported CTMN – (i) private sector – business and/or equity shareholdings (ii) government ‐ competitive funding/ grants
4. Mobilization Fee (i) Implementation Plan (ii) CTMN pilot
5. Compensation Modalities for (i) implementation Plan and (ii) CTMN Pilot or national programme
6. CTMN Pilot (optional) – suggested Pilot commencement date, Pilot duration – 4 months
7. Immediate Income Sources – CTMN P.E.T.R immediate $$
© David Weekes and Associates Inc 2011. All Rights ReservedNot to be reproduced without the written permission of the author
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