法勒琳茶館 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 sit. y. Nat. 法勒琳茶館. n. al. er. io. Valerine’s Herbal Tea House. Ch. engchi. i n U. v. Student: Danielle Weekes Advisor: Professor Andrew Chu. 中華民國一〇八年五月 May 2019. DOI:10.6814/NCCU201900194.

(2) 法勒琳茶館 Valerine’s Herbal Tea House Student: Danielle Weekes. 研究生：柯以真. Advisor: Andrew Chu. 指導教授：朱時龍. 國立政治大學. 學. ‧ 國. 立. 政治大. 商學院國際經營管理英語碩士學位學程. y. sit. Nat. A Thesis. ‧. 碩士論文. er. io. Submitted to International MBA Program. n. National Chengchi Universityv a. i l C n in partial fulfilment h e n gofctheh Requirements i U for the degree of Master in Business Administration. 中華民國一〇八年五月 May 2019. DOI:10.6814/NCCU201900194.

(3) Acknowledgements First, I would like to thank the almighty God, for blessing me with the skills and knowledge required to take on this very important challenge in my life. I would also like to thank my family and friends for the constant love and support throughout this entire journey. Thank you for always encouraging me and helping me to realize my full potential. To my daughter Da’Janique, leaving you behind to come here was a huge sacrifice and challenge for me, but I knew successfully completing this degree would open doors for me, which would allow me to provide. 治政 a better life for us. I thank you for understanding and for 大 being an outstanding child; I am surely 立 bless to call you my own. ‧ 國. 學. I would also like to extend my most sincere gratitude to the Taiwanese Government and ICDF. ‧. for granting me a full scholarship, which afforded me the opportunity to further my studies and obtain a Master’s degree. The journey to complete this IMBA degree has given me a different. y. Nat. io. sit. perspective on life and will definitely open many doors for me. In addition, I was able to gain. n. al. er. valuable experience by living and travelling on a different continent and immersing and. Ch. i n U. v. embracing a very different culture. I have learnt to appreciate and enjoy life and has emerged a. engchi. new person from this experience, for this, I am eternally grateful. This journey also afforded me the opportunity to meet new people from different cultures and back ground who I was able to gain so much knowledge and inspiration. I was also able to make some amazing friend, who I have created long life experiences and memories. I just want to say thank you for being my family and support system in Taiwan, this journey would not have been the same without you. As we all go on with our lives, I wish you all the best in your future endeavours and I know you would be major assets to whatever field or organization you will gain employment in.. i. DOI:10.6814/NCCU201900194.

(4) To my advisor, I would like to thank you for accepting my request of being my advisor. Throughout this process, you have provided me with substantial advice, support; guidance and direction to successful complete my thesis business plan, a plan that I am very proud and excited to implement it in the not too distant future. Once up and running, I look forward to hosting you and your family at my Tea House in St. Kitts. I would also like to thank all my professors who were able to share their wealth of knowledge and experience with us as students, because of you we are equipped with the tools to be an asset to our future place of employment.. 政治大. Lastly, I would like to thank the entire team at the IMBA office. Thanks for being our guardians. 立. in Taiwan. Your constant support and nurture created a smooth transition into this new. ‧. ‧ 國. io. sit. y. Nat. n. al. er. in line.. 學. experience. Thanks for all the notices and reminders, which really helped to keep us focus and. Ch. engchi. ii. i n U. v. DOI:10.6814/NCCU201900194.

(5) TABLE OF CONTENTS 1. Executive Summary ..............................................................................................................1 2. Terminologies ........................................................................................................................5 2.1. Tourism ............................................................................................................................5 2.2. Heritage and Cultural Tourism definition ........................................................................5. 政治大. 3. About St. Kitts and Nevis .....................................................................................................9. 立. 3.1. Tourism Industry in St. Kitts and Nevis .........................................................................10. ‧ 國. 學. 3.2. History of St. Kitts .........................................................................................................13. ‧. 4. General Company Description ..........................................................................................15. y. Nat. er. io. sit. 4.1. Mission Statement..........................................................................................................15 4.2. Objectives ......................................................................................................................15. al. n. v i n Ch 4.3. Tour Description ............................................................................................................ 16 engchi U 4.4. Future Plans ...................................................................................................................23 4.5. The Location ..................................................................................................................23 4.6. The Project .....................................................................................................................25 5. Business Model ....................................................................................................................28 5.1. Business Model ..............................................................................................................30 6. Facilities ...............................................................................................................................34. iii. DOI:10.6814/NCCU201900194.

(6) 7. Management and Organization .........................................................................................37 7.1. Employment ...................................................................................................................37 8. Products and Services .........................................................................................................42 8.1. Tour ................................................................................................................................42 8.2. Pricing ............................................................................................................................42 8.3. Sales Forecast.................................................................................................................43. 政治大 8.4. Suppliers ........................................................................................................................46 立. ‧ 國. 學. 9. Competitors Analysis ..........................................................................................................49. ‧. 9.1. Main competitor .............................................................................................................50. sit. y. Nat. 10. Customer Analysis ............................................................................................................51. n. al. er. io. 10.1. Customer Segmentation ...............................................................................................51. Ch. i n U. v. 11. Marketing...........................................................................................................................53. engchi. 11.1. Market Analysis ...........................................................................................................53 11.2. Targeted markets ..........................................................................................................54 11.3. Distribution Channels ..................................................................................................55 11.4. Marketing Strategies ....................................................................................................55 12. SWOT Analysis .................................................................................................................61 12.1. Strengths ......................................................................................................................61. iv. DOI:10.6814/NCCU201900194.

(7) 12.2. Weaknesses ..................................................................................................................62 12.3. Opportunities................................................................................................................62 12.4. Threats..........................................................................................................................63 13. Financial Plan ....................................................................................................................64 13.1. Start-up Financing Options ..........................................................................................64 13.2. Expectations: ................................................................................................................66. 政治大 13.3. Financial Statements ....................................................................................................68 立. ‧ 國. ‧. io. sit. y. Nat. n. al. er. 學. 14. References ..........................................................................................................................71. Ch. engchi. v. i n U. v. DOI:10.6814/NCCU201900194.

(8) List of Figures and Tables. Figure 1: Heritage Tourism Diagram ..........................................................................................7 Figure 2: Map of St. Kitts and Nevis ........................................................................................14 Figure 3: Map of Old Road Village ..........................................................................................24 Figure 4: Artist Rendition of Tea House ...................................................................................35. 政治大 Figure 6 .....................................................................................................................................45 立 Figure 5: Tea House Floor Plan ................................................................................................36. ‧ 國. 學. Figure 7 .....................................................................................................................................45. ‧. Table 1: Heritage Tourism table ..................................................................................................7. sit. y. Nat. Table 2: St. Kitts and Nevis Air and Sea Tourist Arrival 2014-2018 ........................................12. io. er. Table 3: Valerine’s Herbal Tea House Business Model Canvas ...............................................28. al. Table 4: Pricing Table ...............................................................................................................43. n. v i n C hForecast .......................................................................... Table 5: Estimated Five Year Visitor 44 engchi U Table 6: Travellers Demographics ............................................................................................51 Table 7: Initial Capital Investment ............................................................................................67 Table 8: Valerine’s Herbal Tea House Yearly Estimated Five-Year Income Statement ............68 Table 9: Valerine’s Herbal Tea House Yearly Estimated Five-Year Cash Flow........................69 Table 10: Valerine’s Herbal Tea House Yearly Estimated Five-Year Balance Sheet ................70. vi. DOI:10.6814/NCCU201900194.

(9) . 1. Executive Summary St. Kitts is a tiny island in the Eastern Caribbean, twenty five hundred miles south of the US. The island has very rich culture and heritage, which dates back to as early as the 1400’s. The very fertile soil and perfect weather ignited battles between the English, French and Spanish who fought for the land for many years. However, in the end, via treaty, the English was victorious and ruled the country for years before our independence in 1983. During their settlement on the island, the Europeans established the Sugar industry in St. Kitts and imported. 治政 thousands of West African Slaves to work in the Sugar fields 大 until the 1830s when slavery was 立 abolished. ‧ 國. 學 ‧. The island continued to prosper for many years from the sugar plantation but was forced to close the industry in 2005 due to the inability to provide enough sugar to compete in the world. y. Nat. io. sit. market. As a result, to diversify the economy the leaders of the day turned to Tourism. The. n. al. er. tourism industry continues to grow and has become the main revenue generator for the island,. Ch. i n U. v. employing over 30 percent. Of the workforce. As of our 2019, the island receives direct flights. engchi. to the destination from a number of US cities including Miami and New York, also, Toronto and London. In 2018, St. Kitts received its one millionth-cruise ship passenger; this was a main achievement for the tiny island as it shows growth and progression in the Tourism industry on the destination.. The primary goal of developing the heritage and cultural tourism industry in St. Kitts is to create, preserve and enhance our cultural resources, and use it to attract visitors, which will contribute to sustainable economic gains, through increased diversity and sale of viable cultural tourism. 1. DOI:10.6814/NCCU201900194.

(10) . services.. To contribute to the development of the Heritage and Cultural Tourism Sector and diversifying the tourism industry in St. Kitts, I will like to propose a business plan for Valerine’s Tea House. . Valerine’s Herbal Tea House is a traditional Kittitian style Tea House located at Wingfield Estate in the historical village, Old Road, St. Kitts, just six miles away from the city of. 政治大. Basseterre. My grandmother and guardian Valerine who passed away five years ago inspired. 立. the Tea House concept, therefore giving it a personal touch.. ‧ 國. 學 ‧. The desire for consumption and education of herbal teas for natural health benefits is a growing. sit. y. Nat. trend as the general population are moving away from traditional medicines and are choosing. io. er. natural teas for its proven health benefits. In addition, visitors' interest is changing, and they are looking to experience more than sun, sea and sand. As a result, they are becoming more. al. n. v i n C hof the different countries intrigued in the heritage and culture e n g c h i U they visit and are willing to travel. to these destinations to experience and embrace in the local customs. The experience offered at the Tea House will highlight the African heritage and connection that has influenced the lives of the citizens of St. Kitts and Nevis after full emancipation from slavery in the 1800s up to the late 1900s.. The Tea House structure will replicate an old traditional wooden house structure on stilts with hooked windows and doors, and porch similar to the homes that were built and occupied by the citizens of St. Kitts in the olden days. The facility will include a Demonstration Room, small. 2. DOI:10.6814/NCCU201900194.

(11) . Museum to display local artefacts and a small Gift Shop for purchasing environmentally friendly packaged teas and local products. In addition, there will be a tea farm in the back yard of the Tea House, which will display a variety of tea leaves, which will be labelled, and feature information on the health benefits of each the plant. The bathroom facilities will be on the outside.. At the Tea House, the guest will receive a brief tour of the tea garden, a demonstration through. 政治大. storytelling on how tea was made in the olden days and the sample some of the teas with. 立. traditional treats.. ‧ 國. 學. Taxi Operators will be contracted to transport guests who booked the tour in advance, whether. ‧. on the cruise ship or via our website, to the Tea House from the cruise ship port or hotel, until. Nat. sit. y. the company can afford to purchase a vehicle for guest transportation. All other guests will be. n. al. er. io. required to make his or her transportation arrangements to the Tea House, which is quite easy. i n U. v. if they refer to the information desk at the Cruise Ship Terminal or with the concierge at the hotel.. Ch. engchi. This company has the potential to succeed as it provides a new product and a very different experience for a growing market of travellers who travel for historical and cultural experiences. Due to the influx of visitors, and space limitations, the company is expected to receive request from more guest than it can accommodate, therefore management will need to create ways of accommodating more guest or providing additional activities and experiences. I am predicting the construction of a second Tea House after the fifth year of operations. By this time, the Tea House would have increase its brand recognition, through the reputation and image and have 3. DOI:10.6814/NCCU201900194.

(12) . generated enough revenue and profits to do so. Also by this time, we would have solidified our relationships with our key partners, which can create new opportunities for the company. In addition, in order to stay relevant and fresh, management will create and develop new experiences for our guest, such as a cooking class where guest can learn to make some of our local cuisines etc.. The Tea House will be owned and managed by myself, Danielle Weekes along with a small. 政治大. team of employees/partners, as they will be called, who will assist with the daily operations at. 立. the facility.. ‧ 國. 學. To encourage entrepreneurship and develop businesses in the tourism industry the government. ‧. of St. Kitts and Nevis have set up funding program to provide revenue and access to land. Nat. sit. y. through the local Development Bank for Small and Medium Enterprises through concessionary. al. n. this program.. er. io. loans at very low interest rates. Therefore, I will seek startup funding for the Tea House through. Ch. engchi. i n U. v. Through good marketing and customer experience, the company is expected to break even and generate profit in its first year. This will be possible due to low operation cost and high revenue due to anticipated demand of readily available visitors to the island.. The Tea House is anticipated to open in July during the slow season. This will allow management to have a trial and error period. During this time, errors and flaws can be identified and rectified before the high, busy season in October. The Tea House can be set up and ready for business within 18 months. 4. DOI:10.6814/NCCU201900194.

(13) . 2. Terminologies 2.1. Tourism According to UNWTO "Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes." "Tourism is a collection of activities, services and industries which deliver a travel experience. 治政 comprising transportation, accommodation, eating and 大 drinking establishments, retail shops, 立 entertainment businesses and other hospitality services provided for individuals or groups 2.2. Heritage and Cultural Tourism definition. Nat. y. ‧. ‧ 國. 學. travelling away from home.". io. sit. According to the National Trust for Historic Preservation; cultural and heritage tourism, can be. er. defined as "travelling to experience the places, artefacts and activities that authentically. al. n. v i n represent the stories and peopleC of the past and present. “It includes cultural, historical and hengchi U natural resources.". Visitors want to learn about the history and culture of the destination through immersion experiences including local cuisines, art and craft, music, indigenous entertainment, and meeting and interacting with the local people. Cultural heritage tourism is essential for various reasons; it has a positive economic and social impact, it establishes and reinforces identity, it helps preserve the cultural heritage, with culture as an instrument, it facilitates harmony and understanding among people, it supports learning and helps renew tourism (Richards, 1996).. 5. DOI:10.6814/NCCU201900194.

(14) . There are several factors that any stakeholder should ensure when promoting a heritage and cultural tourism product or service this includes: Maintain Authenticity The commercialisation of living culture poses challenges and threats to the viability of that culture. Care must be taken so that the product is not overly commercialised, commodified, or contaminated beyond recognition. The needs and requirements of the "host participant" must always be carefully considered.. 政治大. Balance education and Entertainment. 立. The best experiences strike a balance between education and entertainment and often. ‧ 國. 學. education through entertainment. Increasingly, the post-modern mind set desires immersive, hands-on experiential learning.. ‧. Nat. sit. y. Seek long-term rather than short-term gain. n. al. er. io. The key here is to create a program that is sustainable and that provides enduring benefits to. i n U. v. the community. Programs, which exploit local communities and their cultures usually, sacrifice. Ch. engchi. long-term viability for short-term gain. They often damage the environment, create conflict among stakeholders, and frequently do little to develop measurable economic development. Heritage Tourism is both tangible and intangible, and the local community must know all sites, experiences and activities, should provide an experience that can be consumed and embraced and offer exciting and unique experiences. Each can be broken down in two categories:. 6. DOI:10.6814/NCCU201900194.

(15) . Intangible Heritage: practices, expressions, knowledge, and skills that communities and individuals recognise as part of their cultural heritage. Transmitted through generations and constantly recreated, they provide humanity with a sense of identity and continuity. Tangible Heritage: This includes physical structures, which can be both natural and built.. Table 1: Heritage Tourism table Intangible Heritage. 立. Natural Heritage Built Heritage. Marine Parks. Oral and Sacred traditions. Festivals and Carnivals. Museums. Indigenous practices. Cultural Events. Monuments. Culinary. Forts. Performing and Visual arts. ‧. Dive sites. Popular Culture. ‧ 國. Natural reserves. Indigenous knowledge. 學. Caves. 政治Tangible 大Heritage. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 1: Heritage Tourism Diagram. Heritage and Cultural Tourism also help destinations to differentiate themselves from other countries as it helps to build brand impact and performance by: 7. DOI:10.6814/NCCU201900194.

(16) . v Creating Customers Trust v Stakeholder value v Brand recognition and reputation v Destination branding v Media value v Intellectual property value. 政治大. The National Trust states that heritage and cultural tourism activities have many benefits, which includes:. 學. ‧ 國. 立. v Creation of employment v Creation of business. ‧. v Increase tax revenues. Nat. sit. y. v Diversify the local and tourism economy. n. al. er. io. v Encourages the preservation of attractions and local traditions. i n U. v. v Creates opportunities for partnership with foreign investors. Ch. engchi. v Attracts visitors with a particular interest in history and culture v Builds community pride v Increase awareness and perception/image of the site or area’s significance. 8. DOI:10.6814/NCCU201900194.

(17) . 3. About St. Kitts and Nevis St. Kitts and Nevis also known as the Federation of Saint Christopher and Nevis is an island country in the West Indies. The islands are of volcanic origin, with large central peaks covered in tropical rainforest. The islands are located in the Leeward Islands chain of the Lesser Antilles. It is the smallest sovereign state in the Western Hemisphere, in both area and population. The country is a Commonwealth realm, with Elizabeth II as queen and head of state. The capital city is Basseterre on the larger island of Saint Kitts. The smaller island of Nevis lies. 治政 approximately 3 km (2 mi) southeast of St Kitts across a shallow 大 channel called "The Narrows". 立 Both island has a combined population of approximately fifty thousand people. The main ‧ 國. 學. industry is Tourism and the official language is English. The country has a federal parliamentary. ‧. constitutional monarchy government system.. St. Kitts and Nevis allows foreigners to obtain the status of St. Kitts and Nevis citizen by means. y. Nat. io. sit. of a government sponsored investment programme called Citizenship-by-Investment.. n. al. er. Established in 1984, St. Kitts and Nevis citizenship by investment programme is the oldest. Ch. i n U. v. prevailing economic citizenship programme of this kind in the world. However, while the. engchi. programme is the oldest in the world, it only catapulted in 2006 when Henley & Partners, a global citizenship advisory firm, became involved in the restructuring of the programme to incorporate donations to the country's sugar industry. According to Henley & Partners, the requirements are as follows: v An investment in designated real estate with a minimum value of US$400,000, plus the payment of government fees and other fees and taxes. 9. DOI:10.6814/NCCU201900194.

(18) . v A contribution to the Sugar Industry Diversification Fund of at least US$250,000, inclusive of all government fees but exclusive of due diligence fees which are the same for the real estate option St. Kitts and Nevis also boast a high literacy rate of 95 percent. The 2019 estimated GDP (PPP) For St. Kitts and Nevis is a v Total- $1.758 billion. 立. 3.1. Tourism Industry in St. Kitts and Nevis. 學. ‧ 國. v Per capita- $31,095. 政治大. ‧. Development of the tourism industry in St. Kitts and Nevis began in the late 1970s; it was the. sit. y. Nat. fourth primary industry on the island after the Sugar, Agriculture and Manufacturing Industry.. io. er. However, in 2005 the government decided to close the Sugar industry after years of struggling to produce enough sugar to sell and compete on the world market and encountering significant. al. n. v i n Ctook loss year after year. This industry both agriculture and parts of the manufacturing h edown ngchi U industry with it, as they were substantial subparts of the Sugar Industry. As a result, the. government decided to diversify the economy and made tourism the primary industry economic engine for the St. Kitts and Nevis economy. The government created many projects and initiatives to prepare the island for the transition. Hospitality schools and programs were added to the education curriculum. Residents were encouraged to become tourism stakeholders, such as taxi and tour operators through extensive training offered by government institutions. Tourism stakeholders received access to loans, land and duty-free concession to start up their. 10. DOI:10.6814/NCCU201900194.

(19) . businesses, and many residents took the opportunity to venture into this new industry embraced these opportunities. Today tourism is the second largest employer after the public sector. The Tourism industry in St. Kitts is booming, according to the 2018 OECS Business Focus online magazine “Tourist Arrivals by air and sea breaks record in St. Kitts and Nevis” Article goes on to state that some 149,871 passengers came through the Robert Llewellyn Bradshaw (RLB) International Airport in 2018, compared to 140,338 in 2017.” "Our Administration must. 政治大. seriously determine the next steps in the modernisation and expansion of the RLB Airport," Dr Harris said.. 立. ‧ 國. 學. “Regarding cruise tourism, SCASPA reports cruise passenger arrivals of 1,103,571 in 2018 versus 1,058,662 cruise passengers in 2017. Cruise tourism continues to boom, necessitating a. ‧. second cruise pier at Port Zante, which is presently being constructed. He said a factor is. Nat. sit. n. al. According to FCCA BREA. er. io. access direct flights.”. y. “record-breaking arrivals, the increase in airlifts and new destinations from which we now. v i n C hfor the CaribbeanU Cruise study engchi. Analysis for cruise season. 2017/2018 the average tourist spent in St. Kitts and Nevis was US$149.28 St. Kitts had the seventh highest cruise tourism expenditures, with $149 million. It also ranked seventh in combined passenger and crew onshore visits with 1.14 million visits. These visits generated an average total spending of $130.86 per visit across all passenger and crew visits. The $149 million in direct expenditures, in turn, created an estimated 2,065 jobs paying $17.6 million in wage income during the 2017/2018 cruise year.. 11. DOI:10.6814/NCCU201900194.

(20) . According to the World Travel and Tourism Council (WTTC) World Economic 2019 report “Ethiopia, Ecuador, St Kitts and Nevis, Egypt and Turkey led the world for Travel & Tourism GDP growth in 2018.” Table 2: St. Kitts and Nevis Air and Sea Tourist Arrival 2014-2018 Year. Air. Sea. Total. 2014. 140,422. 701,434. 841,856. 2015. 152,362. 2016. 150,917. 1,086,185. 1,058,662. 149,871. 1,199,050 1,253,442. y. 1,103,571. io. n. al. 4,712,051. 5,446,011. er. 733,960. sit. ‧ 國. 140,388. Nat. Total. 935268. ‧. 2018. 立. 1,065,478. 學. 2017. 政治 913,116 大. i n U. v. As illustrated in the table above, St. Kitts and Nevis are struggling with its air and stay over. Ch. engchi. visitor arrival in comparison to tourist arrival via sea. (Excursionist). The diagram illustrates that the island receives ten times more passengers via sea than air. As a result, the St. Kitts Tourism Authority in collaboration with major Stakeholders are currently working together on joint ventures to increase the stay over arrivals number as these tourist spends more and can contribute more to the economy. In comparison tourist visit by sea is steadily increasing, hence the decision by the government to construct a second pier.. 12. DOI:10.6814/NCCU201900194.

(21) . In summary, all of the above reports and articles are confirming there is potential and bright tourism future in St. Kitts and Nevis. The onus is now placed upon the citizens, government and private sector to partner and work together to ensure that this continues to be an ongoing and upward trend for years to come.. 3.2. History of St. Kitts Christopher Columbus allegedly discovered St. Kitts and Nevis on his second voyage in 1493.. 政治大. Upon discovering the island, Christopher Columbus met a population of over two thousand. 立. Amerindians; Caribs to be exact who had already settled on the island. The island was first. ‧ 國. 學. called Liamigua, which means fertile soil. However, Christopher Columbus renamed the island St. Christopher, as he was very fond of the tiny island.. ‧. sit. y. Nat. The first English colony was established in 1623, followed by a French colony in 1625. The. io. er. English and French briefly united to massacre the local Amerindians and then partitioned the island, with the English colonists in the middle and the French on either end. In 1629, a Spanish. al. n. v i n C h settlement seized force sent to clear the islands of foreign e n g c h i U St. Kitts. The English settlement was rebuilt following the 1630 peace between England and Spain.. The island alternated repeatedly between English (then British) and French control during the 17th and 18th centuries, as one power took the whole island, only to have it switch hands due to treaties or military action. Parts of the island were heavily fortified, as exemplified by the UNESCO World Heritage Site at Brimstone Hill and the now-crumbling Fort Charles. Finally, the Treaty of Versailles (1783) ceded St Kitts to Britain, until the island gained its independence on September 19th 1983.. 13. DOI:10.6814/NCCU201900194.

(22) . The island originally produced tobacco; upon intrusion by the European, this changed to sugar cane, as this was deemed more profitable. The sugar industry required heavy labour-intensive cultivation; as a result, large amounts of African slaves were imported to work in the sugar fields. The importation began almost immediately upon the arrival of Europeans to the region. As a result, majority of the population is from African descendants. In 1807, an Act of Parliament in the British Empire outlawed the purchasing of enslaved. 政治大 by four years of apprenticeship, put in place to protect the planters from losing their labour 立 Africans As a result, slavery was abolished on 1 August 1834. This emancipation was followed. ‧ 國. 學. force. August the 1st is now celebrated as a public holiday and is called Emancipation Day.. Sugar production continued to dominate the local economy until 2005, when, after 365 years. ‧. of having a monoculture, the government closed the sugar industry. This was due to huge losses. Nat. n. sit er. io. al. y. and European Union plans to greatly cut sugar prices.. Ch. engchi. i n U. v. Figure 2: Map of St. Kitts and Nevis. 14. DOI:10.6814/NCCU201900194.

(23) . 4. General Company Description 4.1. Mission Statement To provide an experience, which reflects the heritage and culture of St. Kitts and Nevis, offering our guest a glimpse of the past.. 4.2. Objectives v To introduce a new business product offering in the Tourism industry. 治政 v To promote Heritage and Cultural Tourism in St.大 Kitts 立 v To operate a successful and profitable Tea House ‧ 國. 學. v To educate visitors and locals about the traditional tea culture in St. Kitts. ‧. v To attract a minimum of 300 visitors per week v To gain a reasonable profit in the first two years. sit. y. Nat. n. al. er. io. Valerine’s Herbal Tea House is a start-up business in the Heritage and Cultural Tourism sector. v. in the Tourism Industry in St. Kitts and Nevis. Our Tea House will offer a glimpse into an. Ch. engchi. i n U. authentic, educational and experience which our African ancestors in their daily traditions and lifestyle created after full emancipation of slavery in the 1800s. Africans were brought to St. Kitts and Nevis by the Europeans as slaves to work in the very profitable sugar and tobacco industry. This project will specifically highlight the herbal tea consumption tradition, and the display some of the many tools and equipment utilised in the homes in their daily lives, which were passed on to the future generations in St. Kitts and Nevis. The herbal tea consumption ritual and the use of some of these materials were widespread up to the early 1990s but has seemed. 15. DOI:10.6814/NCCU201900194.

(24) . to disappear as the younger generation are receiving and adapting to outside cultural influence, and leaving their traditions behind. At the Tea House, our guest will experience a piece of our local culture and tradition, through our herbal tea education, demonstration and entertainment experience and the display of our local artefacts at our museum.. 4.3. Tour Description. 政治大 The tour will be a three-hour tour, and will be in three parts, tour of the western side of the 立. ‧ 國. 學. island on the way to the Tea House, Tea House experience and tour of the eastern side of the island on the way back to pick up location. (Cruise Ship Port or Hotel). Due to cost constraints. ‧. associated with starting a new business, the company is unable to purchase a tour bus for. sit. y. Nat. transporting the guest to the Tea House in the first few years of operation. Therefore certified. io. al. n. vehicle.. er. taxi operators will be contracted to transport guests until the company can afford to purchase a. Ch. engchi. i n U. v. The first part of the tour will include a scenic drive along the island’s main road on the Western side of the island on the way to the Tea House. This will include: v The guest will be met and greeted at the Cruise Ship Arrival Hall by a staff of the Tea House, who will be holding a sign displaying the Tea House logo, who will then lead them to an air-conditioned, comfortable tour bus. While on the bus the guest will receive a very detailed and beautifully designed brochure which will provide in depth information about the Tea House experience. The accompanying staff member will use this opportunity to browse. 16. DOI:10.6814/NCCU201900194.

(25) . through the brochure with the guest and get them excited and eager about what they are about to experience at the Tea House. v They will depart the Port for a scenic, guided tour of the western side of the island on their way to the property. v This tour will include information and brief stops at main attractions such as the Bloody Point River, where over two thousand local Amerindians were attacked and slaughtered by. 政治大. the Europeans who fought them for the land. After the viscous act, it was said that the River ran blood for a few days.. 立. ‧ 國. 學. v Next brief stop will be in Historic Old Road, where the guest will view and take photos of old churches and historical buildings in the village. ‧. v The guest will then be dropped off at the entrance of the Tea House. er. io. sit. y. Nat. al. n. Second part of the Tour will include the Tea House experience. Ch. engchi. i n U. v. v Upon arrival, the guest will be greeted at the reception hut by the receptionist, who will welcome them and offer each guest a complimentary locally made straw hat to protect him or her from the sun and a bottle of water and keep him or her hydrated during the outdoor Tea Farm tour. Due to the beautiful tropical climate in St. Kitts and Nevis, we enjoy sunshine all year round, hence the reason for the hat and water. v The guest will then be escorted to the Tea Farm at the Back yard of the Tea House where they will be educated by our Herbal Tea Farmer. He will provide information on over thirty different herbal "tea bush" this includes both the local and scientific names, health benefits,. 17. DOI:10.6814/NCCU201900194.

(26) . demonstration on how to plant and care for these plants. The guest will receive an opportunity to plant tea bush as a part of the experience. Each plant will be labelled with the names of the plant and the list of health benefits.. v After the tea farm activities, the guest will be lead into the main building, all empty water bottles will be collected and recycled, and all hats will also be collected at the door, because. 治政大the demonstration room and kitchen each receive a cold towel to freshen up before entering 立. according to African superstition; "it is bad luck to wear a hat in the house." Guests will. area. This area is where the guest will experience a demonstration and entertainment. ‧ 國. 學. experience, which will include the tea making process, which will be demonstrated by our. ‧. tea makers, dressed in traditional wear, who will tell a story through song and dance to old. y. Nat. folk songs. The story will include information on a typical day in the life of our ancestors;. n. al. er. io. sit. how they lived, how they ate, their many beliefs and practises.. i n U. v. An example of the stories told will include how our ancestors believed in the power of herbal. Ch. engchi. teas. As a child my grandmother would always make a pot of herbal tea and leave it on the stove for us to consume. If she gets home from work and the tea is still there she will get upset and say no one call her when we faint or pass out in school, because for her drinking tea at mornings helps to prevent Another story that will be told is; when mothers wanted to go out to parties at night and there was no one to watch the children they will boil soursop bush to make a tea and give it to the children to drink. This will put the children in a deep sleep causing them to sleep until morning.. 18. DOI:10.6814/NCCU201900194.

(27) . v After the demonstration, the guest will then receive the opportunity to sample the different herbal teas which will be paired with some of our local treats such as, Johnnie cakes, fried dumpling and cassava bread to name a few. These treats were main staples in the household, as people had very little money; they had to find affordable ways to provide food for their families. Most of these treats are made from flour and requires very minimal ingredients, they are also very filling easy to make and can be stored for a long time without refrigeration and preservatives.. 政治大. v Our guest will then be led into the museum; the room will be decorated with paintings by. 立. local artist illustrating everyday activities on the island from the early 1900s. There will. ‧ 國. 學. also be mannequins dressed in folklore outfits so that guest can feel and even try on if they so desire. Mostly the room will be filled with local artefacts which were used by our. ‧. ancestors during their daily lives. They will be labelled with their names and function and. Nat. sit. y. displayed for our guest to view. Our staff member will give the tour and provide. er. io. information on each of the artefacts displayed. Some the artefacts that will be feature are:. al. n. v i n The metal goose iron-, C which used to iron or remove wrinkles from clothes. In h ewas ngchi U. a.. order for the goose iron to work, charcoals were placed on the inside and lit with oil and a match to start a fire inside the goose, which will heat it up. This was method was used because most homes in the early 1900’s did not have electricity so the people of that time had to be creative. b. The enamel basin-, which was used for urinating in at nights. Most homes did not have indoor bathrooms, therefore an enamel basin was kept for household members to urinate in during the night time and emptied and washed at mornings. Etc.. 19. DOI:10.6814/NCCU201900194.

(28) . c. Kerosene lamps- this was used to provide lightening in the homes at nights due to lack of electricity. d. Coal pots- this was used as a stove to prepare meals. It was a round copper design, which was filled with wood, and charcoal, which was dipped in kerosene oil and lit to create a fire for cooking. Many people couldn’t afford stoves, so this was one of their alternatives. 政治大 to name a few. These people had to be resourceful and creative to ensure they had the necessary 立 Some other artefacts will include, enamel cups, homemade knives, clay pots and utensils, just. ‧ 國. 學. equipment and tools required to make everyday living easier.. v The Guest will exit the museum and head straight into the gift shop. The gift shop will. ‧. feature local craft, packaged herbal tea leaves from the Tea Farm, local products such. Nat. sit. y. as hot sauce, rum and local sweet treats to name a few. All items will be available for. n. al. er. io. purchase by the guest. Guest will then exit the Tea House via the gift shop bring them to the end of the tour of the Tea House.. Ch. engchi. i n U. v. The Third part of the tour will include:. v The guest departing Tea House and return to their tour bus. They will enjoy a scenic and guided tour of the eastern side of the island on their way back to pick up location. This will include a brief stop at: a.. Brimstone Hill Historical Park. This Park is a must see and the most famous attraction on the island. It is UNESCO World Heritage Site, which was designed by. 20. DOI:10.6814/NCCU201900194.

(29) . the British and built by the African Slaves. It was used as a fortitude by the British to protect them from attacks by the French and Spanish in the 15th and 16th century. b. Next Stop will be at Black Rocks. Black Rocks illustrates evidence of volcanic eruption on the island many years ago. After the volcano erupted, the lava flowed down into the ocean and as it cooled it formed sharp, tall rocks which sticks out of the ocean.. 治政 capital and main city. It was named after the 大 French who settled their in the 16oo’s. 立. c. Lastly, the guest will receive a driven tour of Historical Basseterre, which is our. Basseterre is home to many historical buildings and monuments such as the. ‧ 國. 學. Independence Square, which was a slave market, and the Berkeley Memorial Clock. ‧. at the Circus, which depicts a replica of Piccadilly Square in England.. n. al. er. io. sit. y. Nat. The Guest will then be transported back to their pick up location and our tour will end.. Sample Tour itinerary:. Ch. engchi. i n U. v. 8:30am/12:30pm Pick up from location. 8:35am/12: 35 pm Scenic and guided tour on the way the Tea House 9:00am/1: 00 pm Arrival at the Tea House 9:10am/1:10 pm. Tea Farm educational tour. 9:45 am/1:45pm. Demonstration and entertainment experience. 10:30am/2:30pm Museum tour. 21. DOI:10.6814/NCCU201900194.

(30) . 10:50 am/2:50 pm. Gift shop tour upon exit of the main building. 11:00am/3: 00 pm Depart Tea House for scenic and guided tour back to pick up location. Operation Hours of the Tea House. During the peak tourism season, November-May, the Tea House will be opened daily from 8 am -4 pm, guests will be welcomed from 9am-3pm. Tours at Tea House will begin at 9 am and. 政治大. 1 pm. The Tea House will be closed from 11:30am-12:30 pm for lunch break.. 立. ‧ 國. 學. v Morning tour 8:30am-11:30am v Afternoon tour 12:30pm-3:30pm. ‧. sit. y. Nat. These times are very accommodative to cruise ship passengers as cruise ships make calls to our. io. er. port every day of the week during the high season and majority of the cruise ship docks in St. Kitts at 8 am and departs at 5 pm.. n. al. Ch. engchi. i n U. v. In addition, during the high season priority will be given to pre booked cruise passengers. The cruise line provides a list of all pre booked guest at least 24-36 hours in advance. Therefore, all other guest will have to make a reservation in order to experience the tour. Unfortunately this will be on none ship days or on days when non-affiliated cruise ships or in port. Due to the seasonality of the industry, during the slow season June-October, the hours will be adjusted to accommodate visiting tourist and we will use this time to do maintenance work on the property and the garden.. 22. DOI:10.6814/NCCU201900194.

(31) . 4.4. Future Plans In the future, we plan to expand by offering cooking class tours, sunset and sunrise yoga and meditation sessions along with Sunday brunch, which will feature the local cuisine. The property will also be available for hosting religious activities and small events. In addition, we will offer sip and paint activities where guest will sip tea while creating art directed by a local artist. In addition, within five years once all goes well the company will purchase a 24 seater coaster bus to transport our guest.. 立. 政治大. In addition, once the number of guest begins to increase, building a second Tea House will be. ‧ 國. 學. considered in the future to accommodate the increasing number of guests.. ‧. 4.5. The Location. sit. y. Nat. The Tea House will be located at the Wingfield Estate in the historic Old Road Village. The. io. er. estate majestically sits amidst the lush, green vegetation of the Wingfield Rain forest, known as the most fertile area on the island. It is at an elevated altitude and thus commands breath-taking. al. n. v i n C h and the coastline views of the mountain in the background e n g c h i U in the foreground.. Along with the. Tea House experience, our guest will also enjoy the scenic view and the cooling breezes. This beautiful setting creates the perfect ambience and environment for the Tea House operation.. Old Road Village is, six miles west of the capital city Basseterre, and approximately 20 minutes’ drive. The site boasts a rich history of being the residence of the Carib Indian Chief Tegreman, the leader of the original inhabitants of St. Kitts and it was the first town to be settled by the English in the Caribbean in 1623. During the 17th Century, Wingfield Estate was used as a sugar estate where African slaves toiled the fields daily and became one of the most productive estates. 23. DOI:10.6814/NCCU201900194.

(32) . in the Caribbean. Over the years, the village has seen some development; however; the town is committed to maintaining its rural environment and historic charm. Its authenticity and historic appeal has made it one of the most popular tourist attraction and destination on the island.. The Tea house will be located close to two of our main attractions on the island; Romney Manor – Home of the Caribelle Batik which is adjacent to the tea house and Brimstone Hill Fortress. 政治大. UNESCO World Heritage site which is approximately two miles from our location. The facility. 立. also lies close to the significant ecotourism attractions, the Sky Safari and the Rain Forest Tours.. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 3: Map of Old Road Village. 24. DOI:10.6814/NCCU201900194.

(33) . 4.6. The Project The project will be completed in three phases, which will span over 18 months. Phase 1 Phase one of the project will include the acquisition of the land through leasing and designing and construction of the Tea House Facilities. This phase will take approximately nine months with an approximate cost EC$100,000. Land Acquisition. 立. 政治大. At least 30 per cent of the land at Wingfield Estate is privately owned and the government owns. ‧ 國. 學. the other 70 per cent. Presently, the Government of St. Kitts and Nevis have created several projects and initiatives to encourage locals to become entrepreneurs in several fields such as. ‧. Tourism and Agriculture. These initiatives include affordable access to funds and land for. Nat. sit. y. Tourism and Agriculture purposes. Therefore, I will tap into this available resource to obtain. n. al. er. io. and lease twenty-four thousand square feet/half an acre of land for my operation. This amount. i n U. v. of land will allow me enough space to construct the main building, bathroom facilities, a tea. Ch. engchi. farm and extra space for future developments and expansion.. Design and Construction of the facility After acquiring the land, I will begin construction of the facility. The design of the building will be a wooden structure on four stilts, with wooden hooked windows and doors, wood floors and a porch at the front of the building. The structure will also house four main rooms, which will be separated by wooden partitions, this includes:. 25. DOI:10.6814/NCCU201900194.

(34) . Main Building v The Demonstration Room v Museum: v The Gift Shop: v Office. Outside: v Bathroom Facilities. 立. v Team Farm. 政治大. ‧ 國. 學. v Reception Hut. Family members will be contracted to create the design and construction of the facility, as I. ‧. have a brother who is an architect and family members who work in building construction.. Nat. sit. y. Recruiting my family will allow me to complete this part of the project at a minimum cost. This. n. al. er. io. practice is prevalent in St. Kitts and Nevis as family members are close knitted and we believe in building each other up.. Ch. engchi. i n U. v. Phase Two This phase will include heavy promotion and marketing of the Tea House through a partnership with the St. Kitts Tourism Authority, building a partnership with hotels on both St. Kitts and Nevis, taxi operators and local tour operators and companies. In addition, connections will also be made with the cruise lines to include and sell our tour on their tour line up for St. Kitts. Developing the Tea Farm will also be a part of this phase. This phase will take approximately six months and cost approximately EC$60,000. 26. DOI:10.6814/NCCU201900194.

(35) . Phase three During this phase, employees will be interviewed and trained to fill available positions, all appliances, equipment and artefacts will be sourced, and discussions will be held with all agroprocessors who are interested in having their products sold and featured in our gift shop. The entire main building will be set up and ready for business during this time. This process should take approximately three months to complete and cost approximately EC$30,000. 政治大. The company will aim to open the Tea House around June, which is the beginning of the slow. 立. season, which results in very low cruise ship and tourist visits. Therefore, this time will be ideal. ‧ 國. 學. for the company to host visiting locals, taxi operators visiting journalist and press groups hosted by the St. Kitts Tourism Authority and media house etc. All tourist visiting during this period. ‧. will be asked to give feedback on his or her experience for a discount on the tour price. This. Nat. sit er. al. n. io. season.. y. time will be used to identify flaws and fine-tune the entire process making it perfect for the high. Ch. engchi. 27. i n U. v. DOI:10.6814/NCCU201900194.

(36) . 5. Business Model. Table 3: Valerine’s Herbal Tea House Business Model Canvas Key Activities. v St. Kitts. v Construct and. Tourism. design facility. Authority. v Educate guest on. v Cruise v Secure. benefits of. 立. herbal teas 政治大 v Provide a unique. v Hoteliers. v Locals. y. v Connect with the. i n U. tourism product. engchi. children. sit. experience to our. Ch. guest v School. ‧. producers. visitors. reviews. cultural tour. n. and marketing. experience. provide customer. heritage and. io. v v Local. a Promotion l. ship. money. v Introducing a. tea garden. v Cruise. service. v Request and. v Plant herbal. v Visitors. Segments. v Provide value for. to tourist. Nat. Operators. Relationships. v Hotel. tour experience. v Tour design v Taxi. Customer. 學. ‧ 國. financing. Customer v Manage Customer. the health. v Sell an experience. Lines. Value Propositions. er. Key Partners. v Increase tourism. v. guest through the experience. product offering v Source artefacts. 28. DOI:10.6814/NCCU201900194.

(37) . v Family members v Local. Key Resources. v Maintain. v Experienced. authentic. v. SKTA website. experience. v. Business website. v. Business social. staff. Channels. government. v Residents. v Traditional. v Increase Brand. artefacts. recognition. media pages v. Trade and travel shows. v Variety of. v Creation of. tea leaves v Location. v. Cruise shows. employment for. 治政local community 大. 立. members. ‧. ‧ 國. 學. Cost Structure. Revenue Streams. Nat. v Entrance fee. sit. y. v Facility construction cost. io. al. n. v Operational cost. v Appliance and equipment cost v Lease Fees. v Gift shop sales commission. er. v Promotion and marketing cost. Ch. engchi. i n U. v. v Acquisition of museum items cost. 29. DOI:10.6814/NCCU201900194.

(38) . 5.1. Business Model As illustrated in the business model canvas above: Key Partners Our key partners will include all the establishments and individuals we collaborate with to get this project up and running, such as our marketing and promotion partners, tourism stakeholders, local producers and the local community and the Government. It is crucial to get the support of the local community members, as it will encourage their acceptance of the operation.. 治政 Partnership services will be solicited and contracted to ensure 大 the smooth flow of the operations. 立 ‧ 國. 學. Key Activities. ‧. The key activities are the most critical process in the business model as it includes all the physical aspects, which will make the plan a reality. These activities will consist of design and. y. Nat. io. sit. construction of the Tea House and Tea Farm, securing funding, marketing and promotion,. n. al. er. design and layout of the tour etc. These activities are the main characteristics of the operation. Ch. for it to function and be successful.. engchi. i n U. v. Key Resources Fortunately, our key resources are readily available to us. Our employees will be specifically employed due to their wealth of knowledge, experience and skills. Old Road Village is very rural, and many of the residents have experienced the practices and traditions that will be displayed at the Tea House. Therefore, we will employee preferably able-bodied retired elders to work as the demonstrators and gardeners as these people will have firsthand experience to this tradition, which they will be able to share with our guest. Our location is one of the most. 30. DOI:10.6814/NCCU201900194.

(39) . fertile areas on the island. Therefore, we will have no issues with our garden and vegetation at the property, and also it is a very historical area which will set the scene and the ambience for our operation. Customer Segment The Tea House will target tourist, mainly the cruise passengers as cruise ships visit the island every day with an average of two cruise ships bringing over six thousand guests to our shores daily. We welcome every type of guest; however, we would mostly target guest that are. 政治大. interested in learning and embracing local cultures of different destinations as they are the ones. 立. who will most enjoy and appreciate the experience. Also, we will target the schoolchildren and. ‧ 國. 學. local people, as it is our social responsibility to ensure that the local adults are reminded of the local culture and practices, which could stimulate their interest. More importantly, the. ‧. schoolchildren will be introduced and educated about our traditions, as this will assist in the. Nat. sit. n. al. er. io Value Proposition. y. revival and sustainability of our local heritage and culture.. Ch. engchi. i n U. v. One of our primary objective of creating this tour is to assist in diversifying the tourism industry in St. Kitts by introducing a product that promotes and educate our guest about the heritage and culture of the destination. Our value proposition is to utilise our heritage and culture to differentiate the island from other islands making the destination more attractive and improving the destination brand recognition through our efforts at the Tea House. The guest will not leave with just an experience but also will valuable knowledge that they can use to improve their health through natural remedies. We also propose to collaborate with locals to source and purchase artefacts for the museum and create an outlet through our gift shop for local suppliers to feature and sell their products in exchange for a small commission towards the gift shop. In 31. DOI:10.6814/NCCU201900194.

(40) . addition, employment preference will be given to persons from the local community, who is qualified and trainable to improve their lives through income generation. Also, Taxi operators will be contracted to transport guest to and from our location and will be compensated for their services. All of these aspects can position Valerine’s Tea House as a social enterprise.. Cost Structure Due to this being a startup, the company will incur some expenses to get the ball rolling. These. 政治大. expenses will include material and construction cost, recruitment and training fees, marketing. 立. fees, legal fees, landscaping and gardening fees, purchasing of equipment and furniture,. ‧ 國. 學. acquisition of artefacts fees, marketing, promotion etc. All of this is necessary to get the business up and running. The startup capital will be solicited by the manager acquiring a. ‧. concessionary government loan from the local Development Bank at 7.5% interest instead of. Nat. sit. n. al. er. io. repay this loan.. y. the usual 11%interest charge on regular business loans. The company will be given a period to. Revenue Stream. Ch. engchi. i n U. v. Revenue will be generated, from daily entrance fees and gift shop sales commission. For prebooked tours, cruise line, hoteliers and tour operators on behalf of the company will collect all monies then transfer to the company daily. In the case of the Gift Shop sales, the company will receive a 20% commission on all items sold at the gift shop. This commission will cover maintenance and assist in providing a salary for the gift shop attendant.. Channels The Tea House will be promoted via attractive brochures, which will be available at every 32. DOI:10.6814/NCCU201900194.

(41) . hotel's tour desk, air and sea arrival halls, cruise ships and cruise ships that visit the destination. It will also be featured in the local magazine and map, destination website and the company's website, and at every significant tradeshow and cruise, shows attended by the St. Kitts Tourism Authority in the source market. Also, as the Tea House becomes more popular and starts attracting more visitors, the company will also encourage guest to rate the tour on the Trip Advisor website. This website is the most visited websites by travellers who seek information about tours before visiting any destination.. 立. Customer relationship. 政治大. ‧ 國. 學. The design of our tour will allow our customer to be immersed in our culture through the experience provided. We are allowing them to embrace and relate to the locals, resulting in a. ‧. connection to the people and the destination.. They will also receive information and. Nat. sit. y. knowledge about the plants and how they could improve their health and well-being. In the case. n. al. er. io. of the residents, some will be newly introduced while others will be reintroduced to their local. i n U. v. culture, the part that is not being taught in school or being taught by modern parents. Our aim. Ch. engchi. will ensure that our visitors not only receive value for their money but also to ensure that they leave our establishment more educated about holistic and natural remedies giving them a more natural alternative to traditional medicines and leaving a positive and fulfilling lasting impression on every guest who walks through our doors.. In addition, there will be a section on our website, which will allow our guest to make comments and leave feedback about their experience, for other potential visitors. This information will assist with the transparency of our operation and promote the Tea House through word of mouth and experiences. 33. DOI:10.6814/NCCU201900194.

(42) . 6. Facilities Land Lot size: 24,000 square ft. Main Building-1500 square ft. Will house four rooms, the information provided below The Demonstration Room: This will be the largest room in the building; it will have a small kitchen space, which will be equipped with counter area, small stove, medium size refrigerator, a sink, a pantry and a glass cabinet displaying all the antique dishes. There will also be a few. 政治大. stools and benches for sitting. The rest of the space will be for standing.. 立. ‧ 國. 學. Museum: This room will house artefacts that were used in the olden days such as kerosene. ‧. lamps, the urine basin, enamel cups, goose iron etc. The walls of the museum will be decorated with paintings from local artist, which depicts everyday life in St. Kitts. There will also be. y. Nat. sit. mannequins dressed in local folklore costumes, such as Masquerades, Clown, Bull and Mocko. n. al. er. io. Jumbies outfits. Guest will be allowed to try on the outfit and take photos or a small fee.. Ch. engchi. i n U. v. The Gift Shop: This room will display eco-friendly packaged herbal tea leaves that are grown at the Tea House farm along with locally produced items such as, local hot sauce, rums, sweet treats, gluten-free flour etc. All things will be available for sale to our guest.. Office: This office space will be provided for the manager, with desk, chair and office equipment.. 34. DOI:10.6814/NCCU201900194.

(43) . Bathroom Facilities – 530 square ft.: The Bathroom facilities will be detached from the main building similar to olden days, and it will be a wooden structure. There will be three separate bathrooms, one for each gender and one for a disabled guest, which will be equipped with a ramp and handlebars to accommodate their needs.. Team Farm: The tea farm will be located in the back of the main building and will feature over 30 variety of herbal “tea bush.” Each plant will be labelled with the name and health benefits.. 立. 政治大. Reception Hut- 50 square ft.: This hut will be located at the front entrance before entering. ‧ 國. 學. into the main building. The guest will be met and greeted by our receptionist who will issue them a brochure of the Tea House after entrance fee payment.. ‧. sit. y. Nat. Storage Hut- 120 square ft.: This hut will be located in the back yard, and it will house all of. io. n. al. er. the gardening tools, landscaping equipment etc.. Ch. engchi. i n U. v. Figure 4: Artist Rendition of Tea House. 35. DOI:10.6814/NCCU201900194.

(44) . 立. 政治大. ‧ 國. 學. Figure 5: Tea House Floor Plan. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 36. i n U. v. DOI:10.6814/NCCU201900194.

(45) . 7. Management and Organization Danielle Weekes will be the manager and sole proprietor of Valerine’s Herbal Tea House. Danielle Weekes has over ten years of experience in the tourism industry and holds an International Master's Degree in Business Administration from National Chengchi University in Taipei Taiwan. Danielle is well equipped with the skill, knowledge and experience to manage this operation successfully.. 7.1. Employment. 立. 政治大. Persons from Old Road Village and the surrounding areas will be given the first choice for. ‧ 國. 學. employment at the Tea House once they are qualified and deemed trainable. Providing. ‧. employment will help to boost the economic empowerment of residents of this area and build capacity with unique skills set which can be transferrable to other areas.. io. sit. y. Nat. n. al. er. Our staff will be carefully selected and trained to offer the most authentic experience to our. Ch. i n U. v. guest. We are aware that lack of authencity and naturalness can skew and disrupt the product. engchi. offering which can be a turn off to the guest. The staff needs to be genuine and buy into the vision of the owner and the Tea House concept in order for the company to grow and be successful. The company’s future success will depend on its reputation; therefore, major efforts will be made to protect the brand and its image.. To maintain and sustain relationship with the employees, management will ensure that they are treated well and will consider them as partners instead of just employees. All major decisions and changes will require their input, they will receive annual bonuses and after five consecutive. 37. DOI:10.6814/NCCU201900194.

(46) . years of service and loyalty to the company, the employees will be allowed to acquire shares in the business. These actions will illustrate the company’s appreciation to the employees for their dedication and hard work and gives the employee a sense of ownership, which will be in their best interest to protect. Positions will be opened for: 1. Job Title: General Manager: Duties:. 政治大. v Manage and oversee all functions at the Tea House (Finance, HR, PR, Marketing). 立. v Create marketing campaigns to promote Tea House. ‧ 國. 學. v Good communication and negotiation skills v Ability to effectively manage a team. ‧. v High attention to detail. Nat. n. al. Compensation: EC$5,000 per month. Ch. engchi. 2. Job Title: Two Demonstration staff. er. io. v Create employee work schedules. sit. y. v Manage all reservations. i n U. v. Duties: v Prepare and set up tea demonstration and tasting area v Demonstrate tea making process and give information through storytelling, song and dance v Manage kitchen area v Prepare local snacks for sampling Compensation: EC$1,600 per month. 38. DOI:10.6814/NCCU201900194.

(47) . 3. Job Title: Two Gardener/Landscaper/Maintenance Duties: v Knowledgeable about plants and their benefits v Good communication skills v Plant and maintain the tea garden to ensure it meets expectations. v Perform essential maintenance such as cutting the grass, emptying bins, managing weed control and leaf raking.. 治政 v Plant and nurture new trees, flowers, and大 various plants. 立 v Guide management on matters related to the garden. ‧ 國. 學. v Ensure a safe environment for staff and clients by adhering to safety and health. ‧. regulations.. v Maintain property through general repairs when needed. sit. y. Nat. n. al. er. io. Compensation: EC$2,000 per month 4. Job Title: One Museum director/Greeter Duties:. Ch. engchi. i n U. v. v Conducting museum tours v . Good communication skills v Greeting and welcoming tour groups upon their arrival at the cruise ship port v Manage and organise the museum v Assist at reception hut and gift shop v Ability to multitask Compensation: EC$1,600 per month 39. DOI:10.6814/NCCU201900194.

(48) . 5. Job Title: One Gift shop attendants/receptionist Duties: v Manage and organise gift and reception hut area v Greeting and welcoming tour groups upon their arrival v Ability to multi-task. v Good communication skills. v Assist guests with their purchases v. 治政大 Proper cash handling procedures 立 .. ‧ 國. 學. Compensation: EC$1,600 per month 6. Job Title: Cleaner. ‧. Duties:. y. Nat. er. al. n. v. io. etc.). sit. v Clean, facility areas (dusting, sweeping, mopping, cleaning restroom cleaning. C hsafety regulations U n i Follow all health and engchi. v. v Ability to Multitask. Compensation: EC$1,400 per month Due to the business being in its infant stage and has limited resources, the company can only afford to employ a limited amount of employees; therefore, all employees will be crossed trained.. In addition, during the slow season June- October staff will be encouraged to take vacation and will be scheduled to work when required. Staff will also be encouraged to attend annual training 40. DOI:10.6814/NCCU201900194.

(49) . hosted by the St. Kitts Tourism Authority and the Ministry of Tourism to improve their skills and knowledge required to successfully work in the industry. These training includes; customer service and etiquette training, destination information training etc. The Tea House will also host in house training to target special areas that require improvement.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 41. i n U. v. DOI:10.6814/NCCU201900194.

(50) . 8. Products and Services At Valerine’s Herbal Tea House, the products we offer is an authentic and educational experience through our tours, demonstration and products available for sale at our gift shop. Our tours intend to provide the service and knowledge a special interest traveller seeks while on vacation, to see and appreciate the heritage and culture of the destination while receiving substantial value for their monies.. 8.1. Tour. 政治大. 立. ‧ 國. 學. v Herbal tea garden educational tour. v Tea making demonstration and storytelling through song and dance. ‧. v Tea tasting. sit. y. Nat. v Tour of the museum. n. al. er. io. v Items for sale at the Gift shop. Ch. engchi. i n U. v. 8.2. Pricing The price discrimination pricing strategy will be implemented at Valerine’s Herbal Tea House as different customer segments will be asked to pay different prices for the tour experience.. 42. DOI:10.6814/NCCU201900194.

(51) . Table 4: Pricing Table Guest Type. Tour Price. Residents under 17 years of age. Free. Residents. US$10 per person. Walk in tourist Family of four or more. US$45 per person US$40 per person. Pre-booked tourist Family of four or more. US$75 per person US$65 per person. v Contracted Taxi operator will receive US$30 per guest transported to the Tea House. 政治大. v All pre-booked guest will pay in advance through a booking agent (cruise line, hotel,. 立. tour operator). ‧ 國. 學. v All booking agent will agree to a 10% mark up on the price of each guest as his or her commission for booking the tour.. ‧ y. Nat. 8.3. Sales Forecast. value for money and to avoid dilution of experience.. n. al. Ch. The following assumptions are made:. engchi. er. io. sit. Forty persons can be accommodated on tour daily, twenty persons per tour to ensure comfort,. i n U. v. v Pre-booked tourist will represent approximately 60% of our annual visitors v Walk in tourist will represent 30% of our yearly visitors v Adult residents will represent 5.1% of our yearly visitors v Children will represent 4.9% of our annual visitors v We expect constant growth for pre-booked visitors annually, as the tour reputation and popularity will increase through our marketing initiatives.. 43. DOI:10.6814/NCCU201900194.

(52) . Table 5: Estimated Five Year Visitor Forecast Customer. Year 1. Pre booked Tourist. Year 2. Year 3. Year 4. Year 5. Total. %. 4000. 5000. 6000. 7000. 8000. 30000 0.60344828. Walk in Tourist. 500. 500. 500. 500. 500. 2500 0.30172414. Residents. 300. 300. 300. 300. 300. 1500 0.05172414. 250. 250. 250. 250. 250. 1250 0.04310345. 5050. 6050. 7050. 8050. 9050. Residents under 18 Total. 立. 35250. 1. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 44. i n U. v. DOI:10.6814/NCCU201900194.

(53) . Estimated Visitors Forecast 5.10%. 4.90%. 30% 60%. Pre Booked guest. 立. ‧ 國. y. sit. al. n. $300,000. er. $400,000. Figure 6. FiveYear Sales Forecast. io. $500,000. Residents under 18. $200,000 $100,000. ‧. $600,000. Residents. Nat. $700,000. Walk in guest. 學. $800,000. 政治大. Ch. engchi. i n U. v. $0 Pre booked Tourist. Walk in Tourist. Year 1. Residents. Year 2. Year 3. Residents under 18 Year 4. Year 5. Figure 7. 45. DOI:10.6814/NCCU201900194.

(54) . 8.4. Suppliers Museum Artefacts All items at the museum will be sourced locally. Fortunately, many of these artefacts still exist as persons have inherited these items from grand and great grandparents. Negotiations will be conducted to encourage these people to part with these items for a fee. In addition, we will guarantee the seller that each item will be well taken care of and maintained to ensure the longevity of the product.. 立. 政治大. ‧ 國. 學 Kerosene Lamp. n. al. er. io. sit. y. Nat Metal Goose Iron. ‧. Enamel Urine Basin. Ch. engchi. i n U. v. Coal Pot. Fish Scaler. 46. DOI:10.6814/NCCU201900194.

(55) . Gift shop products At the Tea House, an outlet via the Gift shop will be available for local producers to feature and sell their local products. The Tea House will agree with these producers who will supply their products to be sold at the gift shop and the company will receive a commission on each sale. Therefore, the Tea House will not own any of the inventory. Some of these items will include, hot sauce, rums, locally made souvenirs, crafts, sweet treats, dried fruits, brown sugar and gluten-free cassava and breadfruit flour. Tea leaves from the tea farm will also be packaged and sold at the Gift Shop.. 立. 政治大. ‧. ‧ 國. 學 sit. n. al. er. io Dried Fruits. y. Nat Local Hot sauce. Ch. v. Local Brinley Gold Rum. engchi. i n U. Coconut and Milk Fudge. 47. DOI:10.6814/NCCU201900194.

(56) . Local Craft. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 48. i n U. v. DOI:10.6814/NCCU201900194.