TABLE OF CONTENTS 1. Executive Summary 1.1.
The Problem
1.2.
Mission and Vision
1.3.
Objectives
1.4.
Theory of Change
1.5.
Social Impact
2. Company Summary 2.1.
Competition
2.2.
Market analysis
2.3.
Social Marketing
2.4.
Management Team
2.5.
Partnership
3. Strategy and Implementation Summary 3.1.
SWOT analysis
3.2.
Implementation Plan
3.3.
Impact Monitoring and Evaluation
3.4.
Marketing Plan •
e-Marketing
•
Promotion Display
•
Promotional Material
4. Financial Plan 4.1.
Important Assumptions
5. Appendix 4.1.
Management Scheme
4.2.
Projected Profit and Loss Cash Flow
4.3.
Balance Sheet
4.4.
Personnel
4.5.
Proposal Letter model
4.6.
Received Partnership Confirmation Letter
4.7.
Interview script
4.8.
References
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1. Executive Summary T-bridge is a profit-based organization that promotes the tourism business in Guizhou by empowering farmer's in dealing with the international market.
1.1. The problem Given the fact that China is fast becoming urbanized, its agricultural sector seems to be dwindling. There are 3 main problems that we are trying to solve: 1. The diminishing status of farmers and farming in China. Due to the lack of land management and marketing strategies the farm industry has been replaced by the continuous migration from the rural areas to the cities. 2. Agricultural ethnic minorities are in danger because they cannot promote their cultural methods of farming in the international market. 3. Tourism business in Guizhou lack of environmental and cultural sustainability and are currently damaging the natural resources of the region. The spectacular growth in visitors to rural villages encourages the private-sector investment and economic benefits may accrue disproportionately to the private-sector which sacrifices environmental and heritage conservation for financial gain
1.2. Vision and Mission We believe that agriculture in China has a long-term benefit and, therefore, it should take a more important role in the openness of China to the outside world. The goal of T-Bridge is to adopt a humanitarian approach to increase the level of mutual knowledge and understanding among farmers and visitors between China and the West. By doing this, we aim to show the potential of the Chinese agriculture
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and the ethnic traditions within the Guizhou’s local context and with a global extent. Our mission is to raise the economic levels of farmers by promoting cultural exchange in the farm stays. We would like to use the existing local culture tied to tea planting as a niche for promoting tourism.
1.3. Objectives The company's objectives are: 1. To penetrate the international market within Hong Kong during the first three years. In this first period, T-bridge will contact international associations to reach the market target: Westerners living in Hong Kong. Other business relations are planned to be established with global teahouses and farm studies schools during the second period. Thus, T-bridge will gradually reach the main target: to bridge western cultures into the Chinese traditional lifestyle. 2. To assure the sustainability of our business we aim to cover a four season’s eco-tourism by dealing with tea plantation and elaboration activities that take place throughout the year. 3. To increase the community impact. Once Fenggang farmers show a grasp of the marketing and infrastructure after 3 years we let them monitor the project by themselves with the condition that 25% of the surplus will go to the next farm stay we will set up in Guizhou.
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1.4. Theory of Change If we succeed in implementing our business model, the farmers living standards will not only increase, but they will have gained valuable business experience. A new market will be created for their products through volumes of people visiting and experiencing not only quality tea but unique cultural features that set Guizhou apart. Our solution to the fast diminishing practice of cultural organic farming in China is to set up a home-stay program where foreigners can experience true Chinese culture, while at the same time enjoying healthy food and a fun vacation. We believe that if we can provide a place for foreigners to stay while they receive such an experience, the profits can be used to be an augment the incomes of the local farmers and create a sense of dignity in their work.
1.5. Social Impact 1. Increased living standards of farmers, through bringing their homes to a point where they can receive guests. 2. The Home-stay component of our project will lead the qualitative effect of cultural awareness and exchange, while the fees that we will charge will provide the necessary quantitative income to continue the project. We will set quarterly income targets in order to measure of quantitative success and the enrollment of new farmers and visitors into our program will be the evidence of our qualitative success. 3. International awareness of Chinese ethnic minorities. Our target market will mainly western foreigners interested in Chinese culture. While they vary in
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age we believe that they represent the eagerness to learn and will be good vehicles to spread awareness of Chinese traditional farming to future generations. The fact that they can form groups makes their stay a little more cost efficient.
2. Company Summary T-bridge is based on the Environment Resource Management (ERM) Guizhou's studies (2007) to protect the natural setting of an ancient culture. By collaborating with both Asian and overseas companies T-bridge is capable of introduce a new sense of eco-tourism in the Chinese environment. Starting with the Hong Kong international market T-bridge aims to target the global market.
2.1. Competition T-bridge eco-tourism business model shows little competition in China. Few tourism enterprises produce a social benefit outside entertainment. There are four features of T-Bridge that combined together makes it completely different to the existing enterprises: •
Empowerment of farmers: through developing a community-based rural tourism like T-Bridge, we can empower the farmers by giving them the chance to interact with foreigners and therefore, being updated in the current globalized market’s situation.
•
Cultural exchange: we provide a channel for two cultures to have a better understanding of each other by engaging tourists into a real experience within
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the innermost China’s traditions and the tea culture. In this sense, ethnic minorities will exchange their traditional craft-making and farmers will share their work in the tea collection and elaboration without perturbing the natural setting. •
Environmental protection: during the past decades, farmers in the area have utilized very little pesticides and chemical fertilizer, making Guizhou an ideal natural area for "green, ecological, safe and healthy" tea products. Tbridge aims to profit all these practices while maintaining the natural landscape and causing the least impact on the environment. Showing this eco-friendly farming nature to foreigners will enhance their trust in Chinese agriculture as well as reminding them to consider that persevering the natural tea production intact is part of the environmental protection itself.
•
Education: for farmers and T-bridge staff, there is also education available provided by our future partner “Hong Kong Ecotourism & Travels Professional Training Centre”. This is based on performing better in the Eco-tourism management. Since the province aims to emphasize the quality, and the green and ecological edge of its tea products to establish the brand image of Guizhou's famous tea products around the world, seeking tea farming upgrading in ecological terms will make Guizhou a world-wide tea manufacturer.
In searching our possible competitors, the team has found similar initiatives but with different market targets. Therefore, we plan to partner with those initiatives in order to strengthen our marketing strategies. These are the following:
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•
Network of Volunteer Development in Asia (NVDA)
This NGO non-profit based organization connects volunteers around the world in different Asian undeveloped areas. Due to the non-profit nature, NVDA has designed a different marketing strategy. During our enterprise planning NVDA has collaborated with us in the volunteer recruitment design. •
World Tea Tours (WTT)
This enterprise has a very limited market. It organizes one tour every two years and its marketing is mainly based through The Tea Hose Company. World Tea Tours is an entertainment-oriented initiative and does not count with a social impact in the Community. Our team has contacted Dan Robertson, the chairman, who is currently one of the T-bridge advisors. •
World Tea Party (WTP)
After contacting Bryan Mulvihill, the Artistic Director of WTP, to enquire about the nature of this enterprise, T-bridge has engaged in an assistance partnership to cooperate with the Tea Party Society.
2.2. Market analysis Tourists Arrival Growth Rates for each Scenario
Source: ERM 2007: 8 -7-
From the above graph it is clear that tourism in Guizhou has a long-term prospect in the following years. According to the China Tourism Industry (2007) the total inbound tourists is 131 million in which about 26.11 million are foreigners. T-bridge’s market is focused on foreigners from Western countries because we seek the cultural exchange which is greater between the China and the West. Tbridge aims to join the international market. In the first period, we will attract the foreign market within the Hong Kong local context. Secondly, we will initiative further marketing through e-Marketing with companies operating overseas (E.g. The Tea House, United Nations World Tourism Organization, etc.). Once this target is achieved, the team will set up its own web-based marketing. Regarding to the Guizhou’s local farmers we require the following conditions for the selection: •
Minimum of living conditions: electricity, water and hygiene infrastructures for the home-stay host family.
•
Interviews with farmers to consider the host’s disposition, responsibility and availability in taking visitors.
•
Farmers have to deal with the tea plantation/ elaboration during the planned dates. The visitors market is not limited by age except for minors below 16. If this is
the case, parent’s consent in addition to insurance is required to join the tour group. Visitors also have to meet several obligations such as:
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•
Do not disturb the natural setting of the host family and the traditional Collaborate with the farmer in the tea plantation/ elaboration during the estimated hours.
•
Do not introduce any element or waste against the established Code of Ethics.
2.3. Social marketing T-bridge Social Enterprise is inspired by the Corporate Social Responsibility (CSR) principles and it collaborates with the Environmental Resources Management (ERM). The first social marketing that T-bridge plans is through these two advisor companies. Therefore, the company can reach out the market by maintaining its social image. As T-bridge is promoted by the HKSEC competition, it is expected to have a public recognition through the Media. This would merely be the starting point of the Media Marketing of the company. The team also would arrange other Media support such as the South China Morning Post (SCMP) because its major public while being foreigner readers, they are mainly placed in the China region and most often interested in the Chinese culture. We believe that our enterprise can generate a social impact as well as the social impact can lead T-bridge to a better image in its social marketing.
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2.3. Management Team Our team is an international team since our teammates have different nationalities, for example, Mainland China, Hong Kong China, America and Spain. Consequently, we are able realize of the importance and scope of T-bridge’s cultural exchange. We hope that we hold a tour which can be help the foreigners to more understand the Chinese culture (Refer to Appendix 1). Team Member Angela de
Position Executive
Francisco
Director Languages Spanish, English, French, Mandarin, Cantonese and Korean
Experience/ skills/ relevant information
She is a current undergraduate student at the Asian and International Studies Department, the City University of Hong Kong. Years of experience in Hong Kong inspired the idea of providing T-bridge services to foreigners interested in the Chinese culture. In 2008 spring she took an internship at CSR ASIA in Hong Kong where she worked
Kakiu Wong
China Human Resources
for an environmental benchmarking project. She is a current undergraduate student at the Asian and International Studies Department, the City University of Hong
Languages Cantonese, Mandarin and English
Kong. As a participant she has joined a school trip to Guizhou where she had a chance to interact and get to know the needs of the farmers. She has developed
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networks with the United Christian College in Hong Kong, who had about 7 years for holding the study tour trip in the China poor regions, such as, Guizhou and Liannan. Currently she is taking a CSR in Asia course. Miss Wong is the PIC for contacting with our Travel agency partner OCT and dealing with the China organizations within Mahluli Dube
Public Relations and Financial
Guizhou. He is a current graduate student at the Asian and International Studies
Secretary Department, the City University of Hong Languages English, Zulu and
Kong. Graduated from Ave Maria
Spanish
University, Florida he has worked for Insurance and Annuities Sales. Gifted with several social networks in the US, Mr. Mahluli is one of our bridges to promote the Tea culture. In his position of Financial Secretary he reviews the feasibility of our
Skyla Li
Marketing Director Languages Mandarin, Cantonese, English, French and Spanish
project. She is a current undergraduate student at the Media and Communication Department, the City University of Hong Kong. She is confident in Marketing areas in which she develops in her major: English for Professional Purposes. - 11 -
Miss Li designs and foresees marketing strategies for the T-bridge development. She is our intermediate connection with the Jane Lee
Promotion Sales Manager
Guizhou’s Government. She is a current undergraduate student at the Asian and International Studies
Languages
Department, the City University of Hong
Cantonese,
Kong. Experienced in study tour
Mandarin and English
organizing. She is charge of designing Promotion strategies to maintain our flow of visitors constant.
External Collaborato
Position
Experience/ skills/ relevant information
r Anna
Department Manager
Cheung
in China Travel
Miss Cheung has worked in the OCT travel agency for many years. Her duty is about
Service OCT that manage the tours between Hong Kong Wong Wai
Vice-principal of
Ming
United Christian
to China and Macau to China. Holding similar ventures trips for high school students (Refer to Appendix 8).
College Vina Go
Summerbridge accountant
She has worked for several years at Summerbidge, Hong Kong. This provides her with a long experience in NGOs
Kammy
e-Crucades Marketing
financial accounting. She is currently advising T-bridge e-
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Cheung
officer
Advertising strategies on the Internet.
Nakagaki
Member of the Japan
Miss Makiko has established a national
Makiko
NICE organization
Leslie
working for it as a full time staff. Official member of the Miss Zhang has committed to provide us a
Zhang
World Tea Expo Chin
network Center for eco-tourism and is
space of marketing under the China Ethnic
a Belinda Hau
Human Resources Manager
Bryan
ERM, Hong Kong Ltd. Artistic Director
Mulvihill
World Tea Party
Minorities in the Tea World Expo 2009. Miss Hau has confirmed her availability to support T-bridge through the ERM Mr. Bryan would like to collaborate with Tbridge in the internal Management Team.
Society He has previously thought of similar Dan
World Tea Tours
Robertson
The Tea House
enterprises for the Tea Party Society. Mr. Robertson is experienced in organizing tea tours. He is available to provide advice for T-bridge.
2.5. Partnership By constitution, T-bridge is a networking agency that links or bridges cultures. Therefore, partnership is essential since it is the nature of our enterprise. Counting with the main collaboration of the Hong Kong travel agency OCT (深圳特区华侨城中国旅行社) T-bridge not only connects different cultures but also different perspectives of tourism. OCT’s partnership is providing the touring around the Guizhou’s sightseeing so to satisfy the entertainment nature of tourism. On the other hand we assure the environmental protection in partnering with ERM and we plan to benefit from the tourism association of the China government as well.
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3. Strategy and Implementation Summary •
Strengths 1. Wide Management Scheme willing to collaborate due to the immense social need. 2. Increasing market as Chinese tourism is ranking the number four in tourist destinations. 3. Confident Team with international networks in Hong Kong and overseas. 4. Great support from recognized institutions such as the ERM and the World Bank.
•
Weaknesses 1. Due to the lack of time there is little collaboration with the Guizhou’s Administration and government officials in China.
•
Opportunities 1. If our project is elected, further trips to Guizhou and collaboration with the government can be achieved.
•
Threats 1. Funding request may be denied if partnership is not developed.
3.2. Implementation Plan •
We aim to request funding for our start-up from the World Bank. We plan to send a grant proposal for the following reasons: - 14 -
1. The World Bank has strongly supported Environmental Resource Management in the Tourism Development in the Province of Guizhou. In its report on Strategy Environmental Assesment, ERM concludes and recommends to the Wolrd Bank an environmental friendly Tourism. T-bridge has followed closely the ERM suggestions so we can implement this project under the International Bank for Reconstruction and Development (IBRD) and International Development Association (IDA) sponsorship. 2. The Bank also distributes grants for the facilitation of development projects through the encouragement of innovation, cooperation between organizations and the participation of local stakeholders in projects. T-bridge works with local stakeholders in an innovative and unique enterprise that has no competitors.
•
Once funding is requested we would organize a field trip with the City University of Hong Kong’s collaboration. As the whole team is studentbased we can request funding from the Student Development Service together with the Chinese Civilization Centre. Even more, we have contacted Mr. Roger Fung, the Director of the Quality Campus-Life Funds, and he has approved our field trip as an quality enhancing activity for Asian and International Studies Department students.
3.3. Impact monitoring and evaluation
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To assure that our objectives are achieved, Guizhou local partnership and Tbridge staff should remain in the village to control those visitors and farmers to fulfill the respective duties.
3.4. Marketing Plan
e-Marketing Strategy Online Banner Ad.
Description Animated banners in less
Cost forecast It costs 10k up
populates forums (more affordable) Blog/Website
Design of online blog for T-
This costs $0 - few
bridge exclusively. T-brdige
thousands(hire freelance)
related interactive audio/ video included to attract Chinese culture lovers Networking
among the readers. The networking in the internet is more powerful than what is thought. Community network in the Internet, like facebook, twitter. Through these tools, we may promote your blog as well as your business.
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$0~
•
e-Marketing
Nowadays, there are many ways to sale our product and promote our services to all over the world. This team is going to set up a user-friendly website to introduce our tour to our customers. In our website, we will provide at least three languages to advertise our tour to our future customers. They are Spanish, English and French. In the website, we will explain the philosophy of our establishment and the future contribution to the Guizhou society. We will provide the basic information of the tour, such as the fee, sightseeing spots and the pre-tour photos gallery for our customers. Also, we will set up different links to the most popular foreign website to promote our website. On the other hand, we expect more foreigners to search about us through common search engines such as Yahoo and Google. Besides, we will link to Chinese tradition related websites, in order to attract future customers from the cultural sector. Nonetheless, we will set up a facebook group to promote our tour and a mailing list to all foreign associations interested in China field trips. Not only this group can promote our company, but also it can gather more people who are interested in the tea-culture and the Chinese traditional culture. By doing this, we expect a snow-ball effect in which when visitors have a better understanding on our business they can help us to promote our tour to others by sharing their own experience in post-trip activities. Thus, we will be able to build common supporters and stakeholders for future tours. By using the website development and the blog sharing, we can become stronger to develop our business in Guizhou, especially in the visitors’ recruitment.
•
Promotion Display - 17 -
The promotion will display on our website poster and the leaflet in our company. Also, there will be different types of promotion according to the different seasons and festivals of our market. For instance, we take advantage of the World Tea Expo 2009 which will be held in Las Vegas, the USA, where T-bridge Public Relations can star recruiting volunteers for the first Package Tour. Our main promotion is online. We will update any advertisement and information as soon as we can. In our website, we will state all our tour information, from tour fee to the resident. Also, we will provide the e-resource of the poster and the leaflet.
•
Promotional Material
Besides the e-marketing, we will also contact different institutions, organizations and the associations both in Hong Kong and overseas. In the first period, we will contact the foreign parties within Hong Kong as much as we can. We would like to test the reaction of our customer from Hong Kong and we will adjust the tour materials and the fee time by time. Firstly, we will contact the education institutes in Hong Kong, starting from our own University as a trial. There is a certain amount of foreign exchange students each semester. We can try to organize a student tour first. Thus, we can offer them a treasurable opportunity for visiting Guizhou and have a real taste of the Chinese culture that otherwise they would not appreciate in Hong Kong alone. Besides the Universities exchange students, we will contact international schools in Hong Kong, such as the Delia School of Canada, the - 18 -
English schools Foundation and the other international schools in Hong Kong. We found that there are only a few travel agency provide eco-tourist tour exclusively to the foreign sector in Hong Kong. We could be the very first agency to provide the kind of tour to our customers.
4. Financial Plan 4. 1. Important Assumptions •
The financials for our project assume that the set quota of twelve guests a month will be met throughout the life of the enterprise. Setting a maximum of twelve guests a month is in line with our aim to preserve the culture in Guizhou. Through perusal of a strong advertising and marketing campaign, we believe our set number is reasonable and achievable. In a scenario where the demand for visits outstrips our capacity to host, we have decided to create a waiting list and not compromise on our initial purpose. In an instance, where the number of group bookings falls below twelve, we have agreed to accept walking-ins who may not have booked three months in advance.
•
Cost of toiletries and other incidentals will be covered by the farmers out of the salary we pay them. We, however, will not compromise on standards and will ensure that a certain level of hygiene and cleanliness is maintained by the homes involved in the home-stay. By deferring the responsibility of toiletries and miscellaneous expenses to the farmers we believe we will be making them have an active stake in ensuring that resources are not used wastefully.
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•
All net profit will be re-invested back into the community through monetary and material donations to causes that the farmers and the directors of T-Bridge deem fit at the end of the fiscal year. We will accept proposals and requests for assistance for all interested stakeholders. We believe or two tier systems of vetting requests for funding from the profits of our enterprise will ensure financial and social accountability.
•
We can lock our travel agent partner into a yearlong agreement on a set price for tours.
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Appendix 1 – Management Scheme Angela Chief Director
Mac Public Relations/ Financial Secretary
Skyla Marketing Director
Xenia Vives Tourism Manager
World Tea Tours
UNWTO
Vina Go Accountant
Kakiu China Human Resources
Kammy Cheung e-Marketing Manager
Network of Volunteer Development in Asia
Nakagaki Makiko Eco-tourism cooperator
Environment Resources Management
Bryan Mulvihill Tea Tours organizer
Jane Promotion Sales Manager
Vicky Wong T-bridge reporter
Overseas Chinese Tours INCLUDEPICTURE "http://www.erm.com/erm/website.nsf/gfn/glogolg.gif/$file/glogolg.gif" \* World Tea Expo 2009
Hong Kong Ecotourism & Travels Professional Training International Forestry Guizhou Administration CityU Chinese Civilization Shanghai Expo 2009 Centre Student’s Association Centre INCLUDEPICTURE "http://en.expo2010china.com/images/shouye/00028122.jpg" \* MERGEFORMATINET INCLUDEPICTURE "http://www.gznw.co
INCLUDEPICTURE "http://www.ettc.hk/image/TM_001/hd_top.gif" \* MER
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Appendix 2 – Projected Profit and Loss
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Appendix 3 – Balance Sheet
Appendix 4 – Cash Flow
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Appendix 5 – Balance Sheet - 24 -
Appendix 6 – Pending Proposal Letters
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To the United Nations World Tourism Organization: We are a group of students from the City University of Hong Kong seeking your affiliation for our business. We plan to set up a Social Enterprise based on eco-tourism in Guizhou, China. We need to design our business plan and we would like to know if you would join efforts with us. Firstly, I will briefly describe the content of our enterprise. T-bridge offers a new experience of holidays in China because it involves visitors in the real Chinese life by living with farmers in a home-stay basis and learning from the tea plantation and elaboration. Why is this socially needed? Simply because Guizhou’s natural resources are being threaten by massive tourism while farming is being despised. With this enterprise, we hope that farmer’s status can be reconsidered by foreigners coming to experience their untouched richness. As you may notice, this is a difficult task. This is why we need to value concepts such as cultural and environmental sustainability while maintaining profits. Mainly we are seeking for some source of venture capital that would foster our start up. As confirmed participant of the Shanghai Expo we would be glad to collaborate in the theme: “Better city, better life” by also considering the issue o the massive number of rural Chinese migrating to the cities. T-bridge aims to enhance the social harmony in enforcing a better tourism in the rural areas. Since we are joining a competition on Social Enterprise we have a deadline to meet (29 of Dec) and we would be contented if you could just approve our business idea to engage in further partnership in the future. Sincerely yours, Angela de Francisco T-bridge Executive Director Appendix 7 – Received Partnership Confirmation Letter - 26 -
London UK 28 Dec. 2008 Dear Angela De Francisco and associates. Thank you for your note regarding the establishment of an Eco Tourism program concerning tea farmers and tea production in Guizhou, China. It sounds like a well thought out project and World Tea Party would be most interested in developing this project with you. World Tea Party is in the process of hosting a series of World Tea Tours visiting famous sites of tea culture and tea production around the world and I think we could develop a working relationship with your proposed program in Guizhou. Please keep me informed as to the development of your plans. I would be happy to be of assistance in any way that is suitable. I wish you all the best in your endeavors. Yours sincerely Bryan Mulvihill Artistic Director World Tea Party Society
Appendix 8 – Interview with Miss Wong Wai Ming, Vice-principal of Hong Kong United Christian College - 27 -
• How to plan the budget? Transportation the most expensive (take the plane) Take the plane from Hong Kong or Shen zhen??? - accommodation connect to the local village - meal - visiting fee - salary (stuff) - other fee 怎麼去計劃預算? 首先，我們把支出分為 6 個大點 1) 旅行的交通費 - 飛機 (最要是由深圳飛住貴州) 每人約 1400 元 - 車 (在貴州當地的交通) 一團人 約 300 玩 2) 住宿 - 我們會住在當地居民的家約 400-500 元 *雖然民宿會比酒店平，但為了實踐社會企業的精神，我們會以酒店的價值計算。 3) 餐飲 - 每人約 200 元 4) 景點的費用 -每人約 30-50 元 5) T- Bridge 職員的薪金 6) 雜費及其他費用 -
• How can we connect to the secondary school? Actually, my teacher suggested that our target group should be the student, since student have less interested in TEA….. But also, the western can be our target, since many western want to understand the Chinese culture more. two target groups of the western…. - 28 -
1) the group who like Chinese Tea very much 2) the group who want to understand the Chinese culture for the group1: just do anything about tea for example: buy the tea product, “drink” tea, visit the process of making tea product and so on also, out tour may invite the tea expert to follow our tour. for the group 2: visit different type of cultural activity ( Tea is one of the element, but still our focus) we can visit some historical view spot • 怎樣接觸香港的中學? 老師提議我們應把我們的客人組群由學生轉到外國人，因為中學較少喜歡了解中國文化，特別是茶文化。但，由於外國近年興起 一股「中國熱」，很多外國人都想了解多一些中國的文化，所以我們應集中在外國人的組群而非在學生身上。 又，外國人的組群可以分為兩組: 1) 只對茶文化有特別濃厚的興趣 2) 想了解更多中國文化 所以，針對「只對茶文化有特別濃厚的興趣」的 外國人的組群: 在我們的行程，我們提供的所有活動都關於茶，如：品茶，買茶葉，教沖茶等… 此外，還可以邀請一些茶專家隨團講解有關茶的資料。 針對「想了解更多中國文化」的 外國人的組群: 我們會提出有關中國文化不同的活動，如：觀賞當地的名勝古蹟，而「茶」只是我們其中一個的原素。 we can set up a website and cooperate with some large website. The large website must be relate by our target group. For example: some website which promote and talking about the Chinese culture
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為了更加容易去接觸我們的外國人的組群，我們會設立一個有關 T- Bridge 的網站，而我們的網站會興一些大型網站連繫，加上， 我們會連繫一些關於中國文化的外國網站，從而提高我們的知名度及客源。 Appendix 9 – Designed poster for the Tea Expo and Hong Kong advertising
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