COMPANY PROFILE A Brief History of the company ANALA OUTDOORS is a professional organization committed to create an environment conscious society through innovative outdoor-based programmes. It was an informal group of birdwatchers and wildlife enthusiasts way back in 1985. It has earned tremendous credibility and trustworthiness by performing to the utmost satisfaction of its clientele. 29 Years of continuous improvement and expansion have taken the activities to the entire state of Gujarat with programmes spread over various states and regions of India.
Anala Outdoors is a professional organization committed to create an environment conscious society through innovative outdoor-based programs.
1985- A seed begins to sprout…
2005 – making a business sense of a passion
A group of youngsters - enthusiastic about using their energies and synergies for a common goal got together to initiate a programme to sensitize the citizens towards nature and environment. They called themselves "AHMEDABAD NATURE LOVERS ASSOCIATION", which over a period of time got shortened to “Anala”. In Sanskrit, Anala means a Spark.
The “business” of nature camping was growing with new destinations, creating value additions…and the time had come for a larger organisation. Anala Outdoors established as a private limited company under Indian Companies Act with Chandresh Lodhiya, Imtiyaz Gafoorjiwala and Madhu Menon as its promoters & directors.
1990 - …and it spreads it roots
From the rich experience gained from years of conducting environment related activities and nature camps, ANALA OUTDOORS has initiated the concept of Eco-Tours in a modern way. Escorted tours to various have been made enjoyable and converted into learning experiences This programme is meant for Schools as well as individuals.
A committed group of volunteers drawn from different walks of life, representing different parts of Gujarat, got attracted to the idea of ANALA and started spreading the message of environment protection to far flung villages, schools and individuals. Doctors, lawyers, designers, businessmen, engineers, chartered accountants, educationists … each one of them was different but had a common dream…to make this world a better one. 1992 – rooted firmly, looking towards the sky Ahmedabad Nature Lovers’ Association functioned till 1992 as an informal group of birdwatchers, campers and wildlifers. It became a formal organisation, a Charitable Trust under the Bombay Charitable Trust Act. In the initial years, ANALA focused its synergies on environment awareness campaigns through public demonstrations, street plays and study classes.
Apart from the regular Camps & Tours, Anala Outdoors is also active in the field of Corporate HR and Team Building activities. OBT – Outbound Training is fast catching up with the corporate world as an alternative for their expensive indoor training activities. In this programme, Anala Outdoors utilizes the elements available in the outdoors for developing team building, inter-personal communication and risk management. Nature Lovers’ Association became part of the Ahmedabad social responsibility of Anala Outdoors and continues to play an instrumental role in making environment awareness and action a priority among city planners and the citizens of Ahmedabad.
THE OWL in their logo In many parts of the world, owl has been associated with death and misfortune, mainly due to their nocturnal activity and frightening screeching call. In most parts of India, an owl is called “ullu” – meaning dumb. Both these impressions have no scientific back ground and seem to be malicious for the wonderful creature that is Owl. Another interesting association discovered is that owl is the symbol of wealth and prosperity. The owl is considered to be the vehicle of Goddess of wealth, Laxmi and thus it is considered lucky if an owl resides near a house. Our search further revealed that the Greek goddess of knowledge Athena was always depicted accompanied by an owl and it has remained a common western symbol of wisdom. There, it is called a “wise owl”.
“We started asking ourselves, who can resist the combination of wealth and wisdom and what more can we ask for?” All the members of the company are crazy about owls and what they represent. This was very evident from all the walls and shelves of the office that were decorated with numerous collected owl artifacts!
The Design Project : Subject : Re-designing Service Objective: -To study a service in depth, analyze its various components and look for most impactful areas of intervention which can help alleviate the customer’s experience. -To explore various tools of mapping the service and select & use the most relevant tool for the selected service. Methodology The student would select one of the existing service, in and around the city, and study in detail the specific need/ demands and other factors etc., and also the scope for design intervention in terms of its redesign, improvements etc. from the perspective of its strategy and business models.
Process followed: --• Selection of service --• Study the service -- • research via semi structured interviews, end user reviews, secondary research, market study, acting as customers, review of experiences. -- • Analyze the service –• customer journey mapping, breaking down the service into its components, analyze pain and gain point and map all the available information on one chart. --• Creating design direction
Business model canvas Key Partners : • Suppliers •Advertisers •Newspaper •Travel agencies •Website handlers •IRCTC / Booking agents
Key Activities: • Resource Management •Planning & strategy •Camper’s Shop •Public relation Mgmt. •Administrative work •ANUBHAV
Value Proposition : • Adventure and Nature • All category people • Reasonable rates •Nature education & awareness • Loyalty benefits
Customer relations:
Customer segments :
• Structures and
• Students
inflexible
•Schools
• unclear feedback
•Children on summer
system
vacation
•Loyalty loop
•Group of friends
•Student discounts
•College students
•Child discounts
•Families
•Participatory approach
•Nature enthusiasts
at camp
•Travel enthusiasts
Key Resources:
•Safe and Hygienic
camp locations
• Office space
•Well Planned camps
•Social media
•Campsite locations
•Trained Personnel
•Website
•Best campsite location
Channels :
•Human resources at
•Gujarat Tourism •ATOAI
•Social media
• Snake shows
• Schools
•Anubhav
•Customer base
•Adventure sports and
•Advertisements
•Soul
•Advertising
Activities
•Seasonal Circulars
•Schools & affiliations
•Home store-one stop
•Website & social media
•Gujarat Tourism
solution
•Word of mouth
•ATOAI
•Loyal customers
Cost Structures :
•Location rent
Revenue streams :
•Employee salaries
•Labor cost (cooks, cleaners)
•Group and school camps
• Overheads – Electricity , gas,
•ERP
•In –House Store
water , internet
•Transport costs
•Individual Bookings
• Office Rent
•Travel cost
•Human Resources •Tax
•Adventurers •Camping gear shoppers
Stake Holders Mapping
• Labor • cleaners • management • Transport • Human resources • Trainees and volunteers
Customer Touch-points • The ANALA Camps Circular (Seasonal) • Word of Mouth • Ads in the Newspaper • Office Space • School Programs • Social Media • Website • Money Transfers • Ads & Leaflets in Newspapers • Telephonic Inquiries • People of ANALA
• Gujarat Tourism • ATOIA • Income tax dept. • Licensing Agencies • IRCTC • Local authorities
• Social Media • website • Google • Circulars • Newspapers
Employees • Owner • Manager • Planner heads Owners
Authorities
Ad Agencies
Customers
Suppliers • Food • Water • Store items • Adventure Sports equipment
• Families • Friends • Corporates • Individuals • Students • Schools
Customer Journey chart Customer Journey
Pains & Gain points
Service Component
Stakeholders
Touch Points
Value Proposition
Pre engagement
Decision Making
Transaction
Engagement
Impression
Customer views ad– checks out Brochure /website— checks Dates and Pricing – calls the company to inquire
Once the inquiries are made—customers tries to find an appropriate time off from work—and ask family and friends for accompaniment
Once the customer decides to go through with the deal—he has to register and pay the required amount to the company via checks/DD.
Sometimes the customer is not convinced and has to physically go to the office and be talked to about the camp – the camp itself would be an engagement where experience will be handson
If the customer liked the camp experience they will speak about it to others and may also engage in other such camps, their memory will be refreshed by the circulars sent out by the company
The website is informative about the dates and pricing It does not show if the seats are full or not
Often due to the long period of the camps adults cannot find the time to participate there are no camps for winter if the batches are full then the company just says they are, but does not give alternatives
The transaction is fairly smooth and simple. the policy on cancellation and refunds are fair The office space is a bit cramped The interiors of the office compliment the core of the company.
Many customers have tough time coping without certain amenities that are not possible to provide for at camps. The camp staff is supportive but firm. Many customers do not go back for the camps due to lack of time or luxury.
no structured means of keeping in touch with new friends made on the trip
Website , advertisements and Brochures
Telephonic conversations
Office & inquiry center
Campsites, and Basic facilities
Photo sharing
Advertisers, newspapers , ANALA, Schools
Customer
Banks, Anala, Administration, ANALA Store
Suppliers, human recourses, management, Travel agents, IRCTC
ANALA
-Brochure - website - ads - word of mouth -- social media
-Website -- telephonic inquiries
Office, Banks, ANALA Store
Camps
-Escape -- adventure & nature
- Spend precious time
-Moderate rates -- Shop all camp store
-- safe and hygienic -Trained staff
Website lacks customer feedback
ANALYSYS GAPS :
Opportunities :
• The absence of a method telling about the number of seats left
• Considering the current business status of the company , that is doing fairly well, it can be suggested that the company take advantage of their steady business and grow innovatively in the sector of Travel and business.
• Lean period of 6 months during the winter season • A majority of the customers comprise of students looking for adventure and activity for their summer holidays. • Working professionals and other Adults find it difficult to get leave for such a long period of days (10-15 days) and cannot leave their responsibilities at home. • Many potential customers turn away or do not return to camp because they cannot adapt well to the basic nature of the facilities lack of luxury provided at the camps. These are people who prefer the comfort of civilization. • Camping in nature is an over saturated idea with dozens of competitors vying for good spots and activities over the same old spots.
• Redefining of the meaning of camping and travel and coming up with a unique thought would help the company grow into a world wide phenomenon. • There is a whole segment of potential customers waiting to be catered to, that no one has yet found a way to do so successfully, while keeping true to the company’s originality. • Customer relationships and post camp experiences can also be revised.
Adopted Strategic Inspiration: 270 Degree Head turn : Owl eyes are fixed, so they move their entire head to change their field of vision (and they have a tremendous range of motion in their neck compared to humans). But when they move their head sideways while staring at a single spot, they are attempting to triangulate the location of a sound. It is part of their hunting technique.
• 270 Degree Vision
• Echo-Location
Heightened Senses: Owls have tremendously sensitive hearing, and their ears are actually located asymmetrically on their heads. The ear on one side is higher than that on the other (you can't tell because the ears are under the feathers - the tufts many owls have are not ears, just feathers). They can interpret the minute differences in how the sound reaches their ears to determine distance with great accuracy. That's how they can hunt in darkness, or find rodents hidden under snow.
• Precision Flight
• Adaptation and evolution
• Heightened senses • Sight
• Focusing and Re-focusing • Hearing
Past
Present
Next!
• Camouflage
Translation : Customers are changing. What about market studies following the same pace as your customers’ changes? What about turning to a 360-degree approach to anticipate consumer habits and new motivations? Knowing that a customer is neither qualitative nor quantitative, we offer a wide range of services. The challenge is now to combine tools and methods to anticipate all aspects of consumer needs better
270 Degree Head turn = 270 Degree Perspective
ECHO-Location = 45 Angle Feedback System
So far ANALA Outdoors is operating only to half of its capabilities and vision. The 270 Degree head turn of the owl can represent the scope of furthering or even adding to the VISION of the company. Adopting this strategy would mean that there is a need for something extra, something Disruptive and yet Unique and profitable.
Owls have a special feature in which they can send out sonar signals into the night air and read the feedback that is bounced back from possible prey. This is how they manage to catch prey in pitch darkness and survive. Like this, there is a need for a 45 angle Feed back system that ensures that the company is aware of what is going with their customer experiences and how they can :
360° - 270° = 90° Room for NEXT Possibilities
Heightened senses = Heightened Experience The Owl has evolved to make up for its missing abilities to embrace the all round senses in order to experience its surroundings better than any other predator , as a result is rewarded by excellent results. Similarly the next strategy should strive to elevate the experience of the senses in a what that is imprinted in the minds of the customers.
•Provides performance data from multiple points of reference • Use it like a compass, or a navigational tool •Have a more powerful, reliable and accurate feedback as compared to traditional, single source feedback processes
Precision Flight = Precision Actions The Purpose of the 45 Angle Feedback loop would be to maximize on the creative possibilities of the data and use them to create accurate strategies , that will amplify the success of the company and its brand image, and also elevate the Vision and Core purpose of the company.
URBAN CAMPING EXPLORE EXPERIENCE ENJOY
What is URBAN CAMPING? Urban camping is a great way for travelers who want to spend the night outside while still being close to the amenities and culture a new city offers. Setting up camp in an urban location, be it a rooftop, a derelict building, a doorway or other urban space. The same type of bedding is used as camping in a tent - a sleeping bag, a rollmat etc, except that the intention is to use our existing urban environment as a location within which to sleep. It is a spreading trend all across the world, many people from many backgrounds, cultures, and tax brackets are finding the urban nomad lifestyle an interesting alternative to the backwoods adventure.
UNIQUENESS Forget what you know about camping. Sleeping next to a babbling brook and watching the sunset through your tent door are overrated. Unfortunately, the outdoor industry has been a little too successful romanticizing camping—or at least making it synonymous with alpine lakes and granite peaks. If you’re looking for an original adventure, try camping in landscapes defined by concrete, abandoned shopping carts, and a scarcity of vegetation. Typically avoided by those who eschew a love for camping, urban areas are the next frontier. Urban camping promises adventure and is also a great way to save time and money at the same time!
Details Why Urban Camping? There are many reasons for Urban Camping, with saving money the most obvious one. Other reasons include saving time, saving the environment and experiencing a connection with the urban environment.
How can I get into Urban Camping? There are many ways to ease yourself into Urban Camping. Take a friend, take your car, take a pet, Urban Camp in your back yard, Urban Camp in your friends back yard. Start with one night, then one week and then one month, one season and so forth.
How would ANALA conduct such a camp? ANALA being run by Travel enthusiasts and experienced Tour and camp planners will have little difficulty in setting straight the logistics that would be needed to get this venture into action.
WHERE ?
-Initially In the City of AHMEDABAD or near by cities such as SURAT BARODA , JUNAGADH etc. - On High-rise Roof tops , Parks, Abandoned Mansions, Monuments , River fronts etc.
Who ?
-People who do not want to leave the comforts of the city. - People who cant take long holidays due to work or other responsibilities. - Young explorers who want a change from nature exertions, and want to gain new experiences.
Doing?
-City walks and explorations - Star Gazing and Astronomy - Campfires - Live Music / local artisan shows - Traditional foods -Relaxing & Mingling
WHEN ?
Winter Season , where the weather is pleasant and campfires are welcome.
Where is the magic?
DOING THINGS YOU HAVE NEVER DONE , EXPERIENCING A CITY LIKE NEVER BEFORE IN JUST ONE WEEKEND!
URBAN EXPLORERS
BECOMING TRENDSETTERS OF THE TRAVEL WORLD!
URBAN EXPLORERS
Rooftop camping
Rooftop camping
Public spaces
Higher ground
Derelict buildings
Tunnels
Abandoned stagecoaches
Beneath Flyovers
Beneath water supply lines
Under river bridges
Sports stadiums
Institutes