Cornelis NathalieDe Andrade M. RubenLegros NicolasLootens LaraSchaekers Mike

Our Concept

Retro Tourism

We offer to The tourists who come to Brusselsthe opportunity to Discover the city by riding a Retro car or

a Retro motocycle in an ecological way

Models of cars and motorcycles

Austin MINI Fiat 500 VW Beetle Vespa

Our Concept

Two Different formulas available

Free Tour‣ Freedom

‣ Suggested Route by Satellite Navigator

Full day rent or half-day rent

Other things that we sell in our POS

Books about Brussels

Gift Shop

Our Concept

Our ConceptPrices of our different formulas

Full day rent

‣ 7h

‣ 239€ VAT Included

‣ 7h

‣ 139€ VAT Included

Half day rent*For all Models of cars

‣ 3h

‣ 119€ VAT Included

*For all Models of cars

‣ 3h

‣ 69€ VAT Included

*For all Models of Vespas

*For all Models of Vespas

Our Competitors

Retro Cars Rental Companies

Vespas Rental Companies

Car Rental Companies

Bus tour Companies

Substitution Services

Tourism Market in Brussels

0

0,5

1

1,5

2

2,5

3

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

1,51,7

1,61,8

2,1 2,15 2,18 2,222,34 2,4

2,5

Evolution from 1999 to 2009 in Millions

Numbers of visitors (leisure)

5%

95%

Group without KidsGroup with Kids

4%13%

83%

Short stay (1-4 nights)5-8 nightsLong stay (9+ nights)

Composition of visiting groups

Longer of the stay

Our TargetForeign customers (on holiday)

35-55 years

35-55 years40%

55+ years18%

25-34 years22%

0-24 years20%

Age of foreign Visitors in Brussels

‣ Sensitive to Retro and cultural Tourism

‣ Former drivers or Parents owners

Customers insights

‣ Torn between the need of freedom and guided cultural tours

‣ Need of unique holiday experience

‣ Nostalgia

‣ Importance of green project

‣ Feeling of missing a lot of important touristic things at the end of the stay

Our Quantitive SurveyTechnique : Facte to Face

When : 9th october 2010

Where : Down Town Hotels (Brussels)

MEthod : Quota Method

Quotas : SEXE, AGE, Origin

70-80€2%

59-69€41% 49-59€

57%

No26%

Yes74%

No30%

Yes70%

How much are you willing to pay for renting a vespa for half a day?

How much are you willing to pay for renting a retro car for half a day?

Are you interested in our Project?

Are you interested in the Vintage trend?

12%8%

Mini30%

Fiat 50028%

Beetle22%

Which models are you interested in?

110-120€7% 100-110€

11%

90-100€13%

80-90€30%

70-80€39%

Our PositionningElements of

positionning

TargetTargets a foreign audience wanting

to experienced nostalgia while

visiting Brussels

Targets an audience eager to discover Genk while driving a Vespa

Targets a foreign audience (or not) wanting to relive moments of nostalgia while visiting Paris

Targets an audience needing a car for a short or long term

Targets a foreign audience wanting to visite and explore Brussels

Consumer’s

benefits

- Back to Basics (Rooting)

- Customised Service

- Feeling Special

- Back to Basics (Rooting)- Customised Service - Feeling Special

- Back to Basics (Rooting)- Customised Service - Feeling Special

- Facilitators (booking and online payment)- Wide choice of cars /Suvs/retros

- Facilitators (Enter and exit the bus at different places)- Have an explanation in his own language

Product /

Service

Category

Rent of retro car or motorcycle Rent of a retro motorcycle

Rent of retro car Car rental Bus tour

Ways and times

of

consumption

During a city trip to visit and explore

the cityWhen weather allows it

During a city trip to visit and explore the city

When you need a car for fixed time

During a city trip to visit and explore the city

Price LevelThe price is not an element of

positioning

The price is not an element of the positioning

The price is not an element of the positioning

The price is highlightd because very competitive sector

The price is highlightd because very it’s cheap (18€/day)

Company

identification

(Logo)

Relevant with the products / services

offered by the company

Not relevant with the products / services offered by the company

relevant with the products / services offered by the company

Relevant with the products / services offered by the company

Relevantwith the products / services offered by the company

Retro And the city

Nostalgia Unique adventure Culture

Our Communication

0

12,5

25

37,5

50

2009Fame Touristic BrochureInternet Media (TV, Radio, Papers)Others

Information Sources of persons visiting Brussels

Always new clients =>Low Loyalty

Emailing

Bannering, SEO, SEA

Street Marketing Actions

Touristic Brochure

Communication Tools*CROSS MEDIA*

Internet

Our Communication

Means Jan. Feb. Mar. Apr. May Jui. Jul. Aug. Sep. Oct. Nov. Dec.

Emailing

Touristic

Brochure

Bannering, SEO,

SEA

Internet

Street

Marketing

Media Plan

Low Frequency / Importance

Med Frequency / Importance

High Frequency / Importance

Our Catchment Area

Brussels AntwerpNumber of visitors

(30)27 21

Cultural areas (25) 23 20

Accessibility (20) 18 15

Number of hotels

(15)12 12

Other services (10) 8 8

TOTAL 88 76

Our project targets foreign buyers who dont have personal means of transport. It seemed appropriate to choose the «City Center» of Brussels and Antwerp. Indeed, this type of urban location is best served by public transport.

Hotels Public

transport Our Catchment

Area

Our Location Rue du Lombard, Brussels City center

Our Potential TurnoverOur Potential market share and our maximum «N»

Bus Tours41%

Car rentals39%

Retro & The City20%

0,73 / (0,8+0,77,0,8+0,6+0,6) = 0,2045 => 20,45%

0-24 years20%

25-34 years22%

55+ years18%

35-55 years40%

2.537.366 * 40% * 7 % = 70 766

Our Potential TurnoverBy Analysing the demand (NPQ and Quanti Survey)

Maximum capacity = 6 vespas + 5 carsPrice : Vespa = 59€ VAT inc. / half day

Cars = 119€ VAT inc. / half day

Weighted average price

= 86,27€ VAT inc.

= 71,3€ VAT exc.

Maximum number of potential costumers

Number of potential costumers according to quantitative survey (70%

interested)

N max = 70 766

N quanti = 49 536

Frequency = once a yearbut 1 car/vespa = 1person

1 car = 3 persons max1 vespa = 2 persons max

=> (1/3)+(1/2) = 0,8333===> 0,8333/2 = 0,4167

Q = 0,4167

Maximum potential market = 70 766 * 71,3 * 0,4167 = 2.102.508,1

Potential market according to Quanti Survey = 49 536 * 71,3 * 0,4167 = 1.471749,73

Maximum potential

market = 2.102.508,1€

PM Quanti Survey =

1.471.749,73€

Optimistic TURNOVER 300.972,82 € VAT exc.

Pessimistic TURNOVER 150.486,41 € VAT exc.

Maximum Potential

Market * Market Share

2 102 508,1 * 20,45% =

Optimistic Turnover

Potential Market Quanti

* Market Share / 2

1 471 749,73 * 20,45% / 2 =

Pessimistic Turnover

Our Potential TurnoverType of

competitor

Turnover

(2008)156.201 €156.201 € 204.429 €204.429 € 8.244.770 €8.244.770 € 3.281.367 €3.281.367 €

Important

Facts

Antwerp = half

of tourists

numbers than

Brussels

Paris => 23 millions

of tourists / year

More fame,

Experience,

Numerous POS

More fame,

Experience,...

We offer retro

cars and vespa =>

More potential

during Winter

=Tourists have same

origins than our

target

Maximum Capacity

way higher

Maximum Capacity

way higher

USP = SOS

We offer more

models of retro

cars and Vespas

USP = Rooting, Back

to basics, Unique

adventure,....

USP = Rooting, Back

to basics, Unique

adventure,....

Usp = SOSCommunication

Budget way Higher

Communication

Budget way Higher

little

competition =>

Opportunities to

diversify

ourselfs

little competition

=> Opportunities to

diversify ourselfs

High competition

=> few

Opportunities to

diversify ourselfs

little competition

=> Opportunities to

diversify ourselfs

Optimistic TURNOVER 204.000 € VAT exc.

Pessimistic TURNOVER 156.000 € VAT exc.By comparing the offer

Thank You