GlobalStoryConsultants

Cultural Tourism Development Specialists……

“Turning Ideas into Commercial Reality”

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Information Brief IT BEGINS WITH AN IDEA…. Most successful businesses start with great ideas usually formulated on the back of a serviette in a noisy café. And that’s exactly how I started a multi-million dollar business 25 years ago Hi, my name is Mike Tamaki, principle founder of Tamaki Heritage Group, Tamaki Brothers, Tamaki Tours Ltd and Global Story Tellers. With more than 30 years in business start-up experience, planning,

strategy designing, marketing, sales, Operations, administration,

community tourism, Indigenous business development, Government

and Indigenous leader negotiations, commercial planning, tourism

product and attractions creation, retail, hospitality and service

industry knowledge and experience, I am well equipped along with a

team of highly skilled specialists in all aspects of successful business

planning and building to offer you the very best in successful project

guidance and consultation.

From disciplines of Story & Concept Creation, through to Product Design, Multi-Media Integration to

Quality Control and Risk Mitigation, the Global Story Consultants team have the capacity and

capability to “turn ideas into commercial reality”.

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THE JOURNEY – Our Story So Far.... In 1987 the building of the Tamaki business began with a foundation of grand ideas, incredible passion and steely resolve to make it all happen. While sweat equity was in great abundance, real capital was sadly lacking and so too was any interest from lenders in the banking world. So from the proceeds of the sale of a treasured Harley Davidson motorcycle, a 16-seater mini bus was purchased to start what was to become a multi-million dollar, award winning business that was to change the landscape of New Zealand’s iconic cultural tourism sector.

From Concept to Conquer.…. My goal for change was first realizing a strategic point by point Indigenous integration strategy into commercial tourism, mapping out the balance between economic viability, commercial realities, sustainable success, individual business development, community involvement, R.O.I, promotion of pride in cultural integrity and values through cross section educational delivery. The objective was to establish an overarching strategy of consistent quality delivery yet maintaining a balance of integrity with much of the programs and experiences driven through custom built and managed ‘quality benchmark’ platforms in Staff training, customer satisfaction and fulfilment, product delivery and partner relationships. Laced throughout the strategic planning we incorporated a sense of pride; place and belonging with staff and extended family through committed workshops for community and staff, promoting understanding, input, support and buy in. The ‘Ripple Effect Program’ (REP) we designed specifically allows us to engage, include and monitor the immediate and broader community impact on commercial tourism. In the 30 years plus being in the tourism industry, my entire work, research and developments have been selfishly focused on Indigenous, eco and cultural sustainability through ‘no-nonsense’ progressive action planning with positive results. Outcomes The challenge was to succeed in delivering five strategic points:

1. Generate State Government, regional council and tourism Industry Organisation’s interest and support

2. Foster Indigenous Tourism incubation program 3. Create a platform from which to launch businesses 4. Strategic ability to manage promote and market an awareness of Indigenous Tourism

experiences from a unique point of difference 5. Integration of Indigenous tourism offerings into existing established brands with integrity

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OUR PHILOSOPHY…. GlobalStoryConsultancy prides itself on measured balanced deliveries injecting creativity, sound knowledge and a passionate spirit into a unique and distinguished approach to project management. Our recipe for success comprises:

One part Creative Spirit One part Businesses Know-how One part Authentic Story Telling Style

OUR SERVICE OFFER…. We draw from a group of highly qualified professionals with a mix of proven business experience and specific tourism skill sets in order to deliver the following 8 key components which make up our integrated approach to Business & Cultural Tourism Development:

“We understand the importance of brand reputation and strive to present world class services to protect and strengthen specialised tourism product offers”

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MARKET RESEARCH

Market research has an important role to play in improving business strategies. We are able to

undertake complete market research, providing greater understanding of product & service launches,

and assists in growth development plans for new/start-up businesses. All market research undertaken

will provide a richer understanding of the demands of the customers thereby furnishing necessary

information regarding the demand of your products, thus helping you undertake important decisions

on how to improve sales and revenue

Market Intelligence

Industry Publications

Tourism Industry email and print collateral

Research publications

Market statistics/trends

Market Research

Competitor Analysis

Benchmarking and Best Practice Studies

Market Evaluation

Market and Consumer Trends Analysis

Forecasting and Statistical Analysis

Training and Capacity Building

Facilitating Workshops

Capacity Building for Community Organisations

Training of small, medium enterprises (SMEs) Attractions / experiences

Conducting Marketing training of key marketing personnel in the public and private sectors

Competitor Analysis

SWOT Analysis

Competitor Profiling

Offensive & Defensive Strategy

Segment Strategy

Tactical planning

Positioning

Brand Strategy

Pricing Strategy

Traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and

competition)

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SALES PLANS AND FORECASTS Sales Plans and Sales Forecasts are the lifeblood of your business. We will work with you in your

business, to assist in developing annual Targeted Sales and Activity plans, including strategic planning

and activity mapping in the areas of:

Market Segment Strategy / Outcomes

TOP LINE FOCUS Market research

Product / experience Launch

Awareness Campaign Planning (Domestic, national, international)

Group based Distribution / supplier relationship building

Seasonal Marketing / Sales Programs MICE Regional Tourism Convention Bureau relationships

and membership

MICE Trade shows

Sales Calls

Identify opportunities

Set targets EDUCATION Develop Curriculum Linked Education Programs

Coordinate/Implement communicate educational component to Primary, secondary and tertiary schools and throughout distribution

Email/database communication to Schools and learning institutions (collateral linked to website/s)

FIT Market Increase online DIRECT bookings

Travel Agents sales plan development

VFR Campaigns LOCAL AWARENESS CAMPAIGN Promotions

Local Events

Advertising

Local Businesses

ACCOMMODATION SALES PLANS Targets set

‘How to’ relationship building

Yearly planner

Overall strategy GROUP SERIES Overall understanding of segment

Design and Implementation of targeted marketing plan

Trade Show representation

Implement Strategies to win Business

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Market Segment Strategy / Outcomes

IBO/WHOLESALE IBO Sales Call plan

Hosting Famils in this segment BACKPACKERS Increase preferred status and supply levels

Secure Backpacker Supply

Rate setting

Hosting famil’s in this segment CRUISE Develop innovative programs to win Cruise business

Coordinate Collateral to boost on board Selling WEBSITE Monthly Newsletter

Maintain Daily Website updates

Training for edit, upload, and update INTERNATIONAL Sales Calls planning

Retaining Business levels/Supply

Quote responding, program development

Relationships building

Database creation

Leveraging trade shows COLLATERAL Brochure design and distribution

Product Portfolio and Trade Collateral

Education Collateral design and distribute

Cruise Marketing collateral PUBLISHING PROJECTS ( if applicable) Ensure up to date/Read developments within the

Project arena REPORTS/MEETINGS AND COMMUNICATION Weekly Planning meetings

Team communication

Focused targets

WEBSITE DEVELOPMENT & MARKETING Design webpage

Coordinate online marketing strategy

Taking advantage of online social media

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A PORTFOLIO OF SUCCESS Below is a summary of the current and planned projects in the Tamaki Heritage Group portfolio. All projects were developed and scoped from ideas creation, conceptual drawings, detailed architectural design and 3D animated fly-through to full building & site construction.

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Interactive Cultural Educational Programs

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BRINGING LEARNING TO LIFE INTRODUCTION GlobalStoryTellers collection of acclaimed Tourism products combined with knowledgeable trained staff promise quality learning experiences, richer understanding, and memorable encounters for primary, secondary and tertiary students enrolled in any school or learning institution. The programmes and experiences we create provide hands on, interactive encounters that serve only

to enrich the Curriculum Framework within which you exist, and provide quality learning experiences

for students outside the classroom environment. The practical learning supplied in authentic historical

contexts only serves to enhance the theoretical learning that teachers provide inside the classroom.

We guarantee students will remember their time with us long after their visit.

Our mission is to bring history and culture to life. And by providing these experiences for students – we also bring learning to life.

Our commitment to enriched learning experiences is enhanced by the offer of pre- and post-visit support information supplied via email or hardcopy, along with interactive discussions/feedback

between teachers and our staff to support effective learning.

Our cultural education programs are carefully crafted to deliver three vital outcomes:

• Effective teaching

• Family and community engagement in education

• Assurance we are a Quality provider

EDUCATION PROGRAMMES All education programmes are designed to embrace five competencies that existing education Curriculum identify as key to learning:

1. Thinking

2. Using language, symbols, and texts

3. Managing self

4. Relating to others

5. Participating and contributing

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Themed Accommodation

Traveller trends change, the need to diversify and expand was always top of mind As part of the southern move, Tamaki Group purchased three existing businesses and also established the next chapter of the story “Lost in Our Own Land” – the Chronicles of Uitara. This bold expansion was the first historical re-enactment of colonial life and New Zealand’s civil War (including an early settler’s town & fully restored steam train) and was a fitting compliment to Rotorua’s pre-European product.

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A PROFILE OF SUCCESS – The continual growth soon established the company as one of the most successful, private owned Indigenous businesses in the Tourism Industry, delivering cutting edge, innovative and authentic cultural experiences. Perfecting the balance between cultural integrity and economic viability in the delivery of cultural tourism experiences also grabbed the attention of tourism learning institutes, tourism and travel academies, and lead to the development of start-up cultural business workshops and keynote presentations at major economic forums. The company’s success featured in a number of T.V documentaries eventually leading to the creation of our own highly rated 7-part television series ‘Tamaki Brothers in Hog Heaven’ promoting destinations, experiences, scenery, local characters and budding entrepreneurs looking at starting their own businesses. One of the pillars to our success has been our ability to continually innovate and indentify new concepts in the delivery of experiences and therefore maintaining the WOW factor appealing to both Domestic, International and Educational markets. We have also acquired various tourism businesses to diversify our mix of visitor excursions ranging from adventure trails and treks to themed accommodation and major cultural events. Mike now residing in Queensland Australia yet works extensively with indigenous people around the world including projects, tourism workshops and presentations with Cree and Blackfoot in Leithbridge, Val Dor and Vancouver Canada, Polynesians throughout the Pacific, Aboriginal mobs in Perth WA, Brewarrina NSW, South East Queensland and Maori in New Zealand.

Formal Appointments: Director – New Zealand Tourism Board, Maori Sub Committee and Judge 2001-2006

Director – Tourism Industry Association of NZ 2001-2003

Aotearoa Maori Tourism Board Member 1992-98

NZ Tourism Advisory Board Member 1992-97

U.N.E.S.C.O Tourism Sub Committee member 1999-2001

Ploytech Bay of Plenty Tourism Board (Chairman) 2001-02

Tourism Committee Rotorua District Council, New Zealand 1995-97

Awards Achieved: Christchurch Heritage Award 2009

Golden Backpacker Awards (Australasian Best Indigenous Award 2011-2012

Overall Supreme Tourism Award – New Zealand Tourism Board 1998/2012

Ernst Young Entrepreneur of the Year award 1998

Prestigious NZ tourism award for heritage and culture 1995-1999

Maori Tourism Award – New Zealand Tourism Board 1999

Award of Distinction for Contribution to New Zealand Tourism 2005

Recipient of the Sir Paul Harris Award (for contribution to tourism) 1999

Recipient for British Airways International Tourism Awards

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A PORTFOLIO OF KEY PROJECTS – GlobalStoryConsultants….

KEY PROJECT, CLIENT, TIME & LOCATION PROJECT NATURE & DETAILS

Manukua City Council (2002, Auckland, NZ) Polynesian Centre Development (Concept Design & Plans)

Waitomo Caves (2001 -2003, Waikato, NZ) Development of a Marketing and Joint Venture Strategy

Ngati Manawa Tribe (2009, Rotorua, NZ) Product Development Strategy for Tourism Venture

Auckland University of Technology (2009, Auckland) Undertake a Tourism Product Audit & Presentation

Banff Economic Development (2010, Banff, Canada) Develop a Tourism Product Design for Banff Organisation

Cree Nation Youth Council (2010-2011, Val-D’Or, Quebec, Canada)

Undertake Product Development Workshops for the Cree Nation Youth Council

Dreamcatcher Charitable Foundation (2009) Lethbridge, Alberta Canada)

Undertake an assessment of Tourism experience and Product Development opportunities for DCF – Alberta

Dreamcatcher Charitable Foundation (2010) Vancouver, Canada)

Undertake and assessment of Product Development opportunities for DCF – Vancouver

Tahiti Tourism (2001 - 2002, Tahiti) Undertake a new product critique

French Polynesia Tourism Board (2000, Tahiti Islands) R.T.O infrastructure South Pacific Trail

Cook Island Tourism (2000, Rarotonga) Undertake Product Development critique

Fiji Tourism Board (1999, Fiji) Undertake Product/Infrastructure development critique

Brewarrina Community (2006, Brewarrina NSW) Develop a Regional Tourism & Product Design Concept

Yanguwah Night Experience – Currumbin Wildlife Sanctuary (2011-2012, Gold Coast, Aust)

Design a Sales & Marketing Strategy and undertake a New Product Assessment

Old Beenleigh Town (2012, Beenleigh, Aust) Undertake a new product critique

O’Reilly’s Vineyard Estate (2011, Gold Coast, Aust) Undertake Product Development & Marketing critique

Camelot Cottages (2011, Mt Tamborine, Aust) Undertake a Product Critique & Business Overview; Develop a new pricing model and Priority Action Plan

Kalwun Development Corporation (2011-2012, Gold Coast, Aust)

Undertake Product critique; Develop a new business plan & marketing strategy; Develop a new pricing model, admin & ticketing system for Jellurgal Cultural Centre

Nunukul Yuggera Aboriginal Dance Troop (2011-2012, Gold Coast, Aust)

Undertake Product Development & Marketing critique; Develop new opportunities strategy

Tourism Queensland Approved Tourism Specialist and Business Mentor for the Tourism Mentors program

Department of Employment, Economic Development and Innovation (Queensland State Government)

Approved Tourism Specialist and Business Mentor for the Jobs Assist and Tourism Benchmarks programs

BI-LATERAL WORKING RELATIONSHIPS

Department of Maori Development Qantas (New Zealand)

Tourism New Zealand Air Tahitinui

Tourism Industry Association (NZ) Tourism Rotorua (RTO)

Aotearoa Maori Tourism Federation Tourism Auckland (RTO)

ATEC (John King, Australian Tourism Export Council) Tourism BOP (RTO)

South Pacific Tourism Organisation (NZ Division) TVNZ (series / Documentaries)

Air New Zealand (Corporate) Brewarrina Business Community (NSW)

Tourism Queensland Gold Coast Tourism (RTO)

Tourism Australia Queensland State Government (DSDIP & DTSB)

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Companies formed

Tamaki Group Holdings (holding company)

Tamaki Tours Limited (operations / attractions)

Tamaki Brothers (TV brand)

Tamaki Maori Village (Rotorua Attraction)

Tamaki Heritage Village (Christchurch re-enactment)

The Realm of Tane (Theatre)

Cultural Tourism Business Creators PTY (consultation / advisory)

Globalstorytellers.com (booking retail/ wholesale)

GlobalStoryConsultants.com

Grab-a-Pass (online live booking)

Te Maori Art Gallery (Retail)

Volcanic Safaris’ (Rotorua NZ)

Mobile Travel Technology

Meet some of the people we work with…

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PAULA JONES: Accomplished Film Maker, Journalist and Story Teller

Specialty Areas: Research, Script Writing, Film and Television Production and Storytelling Based in New Zealand, Paula has been in the television industry for 14 years working in all facets of TV production. Her first directing role was for the

highly acclaimed documentary “Gang Girls” and has since directed a number of social issue documentaries including “Street Kids”, “Missing Out’ and “Lost Boys”. For the past five years she has been researching and directing the Maori TV series “Tatai Hono” and she is also directing the first co-production with Australia’s SBS, in a series “Once Bitten”.

JOHN SERENI – Experience Development Expert, Tourism Professional and Story Teller Specialty Areas: Experience Development, Market Research, Brand Development and Storytelling Based in Hawaii, John spent the past three years working for Tourism Queensland and is one of the region’s leading tourism and experience development experts – particularly in cultural tourism. He has a Masters Degree in Tourism Marketing and has lead Experience Development Programs

for Tourism Noosa, Tourism Sunshine Coast and Tourism Queensland. John also chaired the Australian Regional Tourism Network for a number of years and was involved in shaping the industry at a national level. Over the years, John shaped his craft in management roles in Ski Resorts around the world and has also managed the development of beach resorts wholly owned and operated by indigenous Fijians. His work philosophy is centred on ensuring a match between participant needs and experience delivery.

TE HORIPO KARAITIANA – Senior Executive and Leader of Indigenous Peoples Specialty Areas: Indigenous Economic Development, Education, Multi Media and Strategic Leadership Based in New Zealand, Te Horipo has strong leadership in Indigenous Economic Development, with a particular focus on cultural, social and economic transformation. Over the past 22 years, Te Horipo has taken on a wide range of senior management and governance roles in the Education,

Technology, Graphic Design and Multimedia sectors. With a strong commercial background, Te Horipo holds a Masters of Business Administration Degree, Post Graduate Diploma in Corporate Management

and is a member of the Institute of Directors. NADINE TOETOE – Experience Tourism Manager and Story Teller

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Specialties: Indigenous Economic Development, Strategic Leadership and Storytelling Based in New Zealand, Nadine has worked as National Sales Manager for the Tamaki Heritage Group since 2005. Previously she has held senior management roles in a number of New Zealand Tourism Organisations including Hells Gate and Waiora Spa and Tourism Rotorua (Marketing Division). Nadine has gained considerable Marketing, Sales and operational tourism management experience and has built extensive relationships across the NZ Tourism Distribution Chain and Tourism Operator Networks. Nadine also has strong national operator connections having worked with the Maori Tourism RTO and holds a Bachelor or Management Studies Degree, with a double major in Marketing and Human Resources Management.

GlobalStoryConsultants use a vast array of experts from around the world specifically matched to your need, environment and location giving a local and international perspective on solution solving. It has never been about ' one glove fits all' with us, we take the time to go the distance in treating each challenge in its unique environment and cultural setting to creating the best roadmap going forward ... Drawing from our pool of global external expertise, we cover the following fields:

Construction, Building, Landscape and Architectural planners and specialists

Financial positioning, planning and strategy

Marketing / sales strategizing and implementation

Business structure and governance

Brand and awareness development

Community involvement and consultation

Private / public sector relationship development

Cultural Education program creation

Product development

Brainstorm facilitation

Existing business assessment

Product delivery evaluation

Customer appraisal

Because we know that every story is different, every project requires local input from experienced and gifted experts in various fields to bring you the best results. Even in times of adverse economic disadvantage; it’s about taking your business, your product, your brand to the next level

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Investment Structure…. Our investment and fees structure is highly flexible and dependent upon the nature of the project, timeframes available and resources involved. All project scoping, assessments and estimation processes are undertaken at no cost and carry with them no obligation hooks or pre-commitments. We will commit to adding value to your business, only when we are both comfortable with all arrangements and you are convinced that we have the capability to turn your concepts and ideas into commercial reality. NO SET FEES: As we understand the complex nature of the “concept to product” process (particularly in the Tourism Industry), we have no set fees, daily or hourly rates per-se. We do however provide an estimate of the total investment required, on a project by project basis. This approach should help to protect you by ensuring that you get value for your investment through a clear scope, parameters and key milestones basis. ALL-INCLUSIVE PRICING: We prefer the all-inclusive approach as we discuss your needs, and agree upon one set fee for service on a projectised basis. A letter of agreement is then drawn up, stating your needs and our scope, including key milestones, timeframes, payment process and a final cost. Some costs (such as travel for example) may not be included in the initial agreement or may vary (depending on availability etc.). This approach should ensure that there are no surprises for you or us at billing time. ESTIMATES: We do appreciate that sometimes you may want some idea of what things might cost, so we have included below some ‘ball park’ costs for specific services that we provide on a regular basis.

Tourism Training Workshops - Past projects have averaged $1,000-$1,500 per day (incl GST and the cost of training

materials) but may not include full travel expenses which may involve great distances.

Tourism Business Planning, Scoping, Concept Design, Product Development and Marketing - No set fee; we discuss your needs and then agree upon time frame and one all-inclusive fee - On average hourly rates are between $80 - $120 per hour * All quotes in Australian dollars

“Owning and operating multi award winning successful cultural / heritage businesses gives us the edge over many proponents who work in this space as we are genuinely experienced, pull no punches and totally understand what is required to captivate a persons interest through unique and rich cultural

heritage”.

CONTACT DETAILS: For further inquiries, formal quotes and project scoping please contact; MIKE TAMAKI Global Storytellers ABN: 362 826 830 64 Email: mike@globalstorytellers.com Mobile: +61 4 1959 5093 Ph.: +61 7 5530 8064 Fax: +61 7 5530 8064 Web: www.globalstoryconsultants.com Website Locations: www.tamakimaorivillage.co.nz www.globalstorytellers.com www.globalstoryconsultants.com www.grabapass.com