Visitglutenfreeitaly.com is a proposed information website for celiac travelers visiting Italy that will provide directories of certified gluten-free suppliers and travel itineraries. The website will generate revenue through listing and advertising fees from suppliers. It will target key markets like Germany, the US, and the UK based on celiac disease rates, tourism spending in Italy, and size of national celiac associations. The website will partner with organizations like the Italian Celiac Association and regional tourism groups to promote certified suppliers and destinations in Italy for celiac visitors.

1. www.visitglutenfreeitaly.com BUSINESS PLAN MTM 6° edition TEAM: Shola Babb, Irene Di Raimondo, Alberto Guffanti, Veronika Rauch, Elisa Trezzi, Aizhan Uvalyeva TUTOR: Raffaella Caso, GreenStep Consulting

3. Outline

4. Vision To be the comprehensive , multilingual point of reference and opinion leader website for international celiac travellers coming to Italy

5. To provide information to celiac travellers before and during their trip to Italy . Mission

7. What is visitglutenfreeitaly.com

8. Market Analysis Disabilities Market analysis

10. Disabilities Market Analysis 2/3 Physical Issue Supply Demand Institution Mobility Well known and improving. It implies a big involvement of governments EC regulations defend the right of the disabled when using public transport (e.g. EC reg. no. 1107/2006 for air transport) (source: eur-lex.europa.eu on 26/06/2010) 10 % of the population in Europe (source: Eurobarometer 2001, ec.europa.eu 26/06/2010) European Disability Forum Visual There are some suppliers (tour operators, travel agencies, museums..) but not so many to create the need of an information website. Visual impaired worldwide in 2009: 314 million, of whom about 45 million blind. 87% in the developing countries (source: www.who.int 26/06/2010) European Blind Union; American Foundation for the Blind Hearing impairment Little known Suppliers may accept written notes. In 2005, about 278 million people had moderate to profound hearing impairment. 80% of them live in low-and middle-income countries. (source: www.who.int on 26/06/2010) European Union of the Deaf Speech impairment Little known Suppliers may accept written notes No information on the number of person affected. No

13. Market Analysis Travel Demand to Italy

15. Tourist Expenditure and International Arrivals in Italy by country of origin 2008 Source: TourisMonitor2010, Touring Club Italiano, 2010; www.ontit.it (28 th June 2010) Our demand targets will be the western countries that generate the most tourist expenditures and arrivals in Italy.

17. Countries Market Profile Notes: Data have to be considered approximate . Some website do not provide numerical data (e.g. Austria, Belgium). Some websites have reserved areas for members that are not accessible (e.g. Germany, France) Sources: www.newmediatrendwatch.com , www.celiachia.it , www.go.to.zoeliakie/ , www.coeliakie.be/sbc/ , www.celiac.ca/ , www.dzg-online.de/ , www.afdiag.org/ , www.celiacosmadrid.org/ , www.coeliakie.ch/ , www.coeliac.org.uk/ , www.csaceliacs.org/ , www.celiac.org/ , www.celiac.ca , www.ontit.it/ visited on 28° June 2010 Country Arrivals2008 (thousands) Incidence of celiac / population Association website Members Info on Italy Itineraries Other websites Internet Penetration DE 11598 1:250 Dzg.online.de 32000 YES NO YES 75,3% USA 2580 1:133 Gluten.net 25000 NO NO YES 78% F 10144 1:265 Afdiag.org 6500 NO NO NO 69,3% U.K. 4133 1:250 Celiac.org 50000 YES NO YES 76,4% CH 12199 1:100 Celiachia.ch n.a. NO NO NO 75,5% A 6613 1:138 Zoliakie.org.at n.a NO NO NO 72,3% ES 2762 1:100 Celiacosmadrid.org 7000 NO NO YES 71,8% NL 2251 1: 545 Glutenvrij.nl 11.000 YES (few) NO NO 85,6% B 1270 1:300 sbc.asbl.be n.a. YES NO NO 70% AUS 543 1:100 Celiacsociety.com.au 21000 YES NO NO 79,6% I 11796 1:100 Celiachia.it 56000 YES NO YES 51,7% CA 514 1:133 Celiac.ca n.a. NO NO NO 74,9% RU 438 n.a No national ass. n.a. NO NO NO 32,3%

19. Competition Analysis

20. Competition Analysis 1/3 Company/Website visitglutenfreeitaly.com glutenfreetravelsite.com gluten-free-onthego.com glutenfreeroads.com Country of Origin Italy U.S.A U.K. / Australia / U.S.A. Italy Link to Associations X X X No Associations’ support X No No No Travel Itineraries X No, just links travel websites No, just links to travel websites No, allows visitor to create own Itinerary. Booking X Links to booking agents Link to booking agents Links to booking agents Suppliers’ Directory X X X- no separation between hotels and other locations X Certification of locations X No No No Reviews by customers X X X X # of Languages offered 6 languages: English, Italian, German, French, Russian and Spanish English only English only 3 languages: English, Italian, and German

21. Competition Analysis 2/3 Websites visited on 28/06/2010 Company/Website visitglutenfreeitaly.com glutenfreetravelsite.com gluten-free-onthego.com glutenfreeroads.com Detailed Information on Italy X No, some locations No, some locations X Blogs available X X X X Travel Tips X None available None available X Profit/Non Profit Organization For Profit Organization For Profit Organization For Profit Organization Used for advertising Website ease of use X X Layout not user friendly X Advertising available X X X No Support Staff X Reached by email X Reached by email Institutional Support X No just a listing No just a listing No just a listing

25. Website Screenshot Visitglutenfreeitaly.webnode.it

28. Suppliers subscription options Free Subscription Gold Subscription (€ 150 Annual fee) Platinum Subscription (€ 250 Annual fee) Description Up to 150 words Unlimited Photos 3 Unlimited Location (Google Maps) X X X Menu X Community Reviews X X X Price Range X X X Link to website X Contacts X

29. Marketing Strategy

44. Appendix 1 Regional Websites Analysis Area Website Info on gluten free suppliers Italia www.italia.it No Abruzzo www.regione.abruzzo.it No Basilica www.basilicatanet.it No Calabria www.regione.calabria.it No Campania www.regione.campania.it No Emilia-Romagna www.emiliaromagnaturismo.it No Friuli-Venezia Giulia www.turismofvg.it No Lazio www.regione.lazio.it No Liguria www.turismoinliguria.it No Lombardia www.turismo.regione.lombardia.it No Marche www.turismo.marche.it No Molise www.regione.molise.it No Piemonte www.regione.piemonte.it No Puglia www.viaggiareinpuglia.it No Sardegna www.sardegnaturismo.it No Sicilia www.regione.sicilia.it No Toscana www.turismo.intoscana.it Yes Trentino www.regione.taa.it No Alto Adige www.suedtirol.info No Umbria www.regioneumbria.eu No Valle d’Aosta www.regione.vda.it No Veneto www.veneto.to No

45. Appendix 2 Balance sheet