- The concept : Retro and the City - The competitors - The tourism market in Brussels - The Target - The positioning - The communication - The catchment area - The location - The turnover figures The presentation was Friday 22/10/2010 in London (University of East London)

1. Cornelis Nathalie
De Andrade M. Ruben
Legros Nicolas
Lootens Lara
Schaekers Mike

2. Our Concept
Retro Tourism
We offer toThe tourists who come to Brussels
the opportunity to Discover the city by riding a Retro car or
a Retro motocycle in an ecological way

3. Our Concept
Models of cars and motorcycles
Austin MINI Fiat 500 VW Beetle Vespa

4. Our Concept
Two Different formulas available Other things that we sell in our POS
Full day rent or half-day rent
Free Tour Books about Gift Shop
‣ Freedom Brussels
‣ Suggested Route
by Satellite Navigator

5. Our Concept
Prices of our different formulas
Full day rent Half day rent
*For all Models of *For all Models of
cars cars
‣ 7h ‣ 3h
‣ 239€ VAT Included ‣ 119€ VAT Included
*For all Models of *For all Models of
Vespas Vespas
‣ 7h ‣ 3h
‣ 139€ VAT Included ‣ 69€ VAT Included

6. Our Competitors
Retro Cars Rental Vespas Rental Car Rental Bus tour Substitution
Companies Companies Companies Companies Services

7. Tourism Market in Brussels
Numbers of Composition of Longer of the
visitors (leisure) visiting groups stay
3
2,5
2,5 5% 4%
2,34 2,4 13%
2 2,15 2,18 2,22
2,1
1,8
1,5 1,7
1,6
1,5
1
83%
95%
0,5
Short stay (1-4 nights)
Group without Kids
0 5-8 nights
Group with Kids
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Long stay (9+ nights)
Evolution from 1999 to 2009 in Millions

8. Our Target
Foreign customers (on holiday)
35-55 years Customers insights
‣ Sensitive to Retro and
cultural Tourism ‣ Torn between the need of
freedom and guided cultural
‣ Former drivers or tours
Parents owners
‣ Need of unique holiday
Age of foreign Visitors in Brussels experience
‣ Nostalgia
0-24 years
20% ‣ Importance of green project
35-55 years
40% ‣ Feeling of missing a lot of
25-34 years important touristic things at
22% the end of the stay
55+ years
18%

9. Technique : Facte to Face
When : 9th october 2010
Where : Down Town Hotels (Brussels)
Our Quantitive Survey
MEthod : Quota Method
Quotas : SEXE, AGE, Origin
Are you interested
in our Project?
How much are you How much are you
willing to pay for willing to pay for No Are you interested Which models are
30% in the Vintage
renting a vespa for renting a retro car trend? you interested in?
half a day? for half a day?
70-80€
2% 80-90€ No Beetle
Yes 12% 22%
59-69€ 30% 26%
70% 8%
41% 49-59€
57% 90-100€ Mini Fiat 500
Yes
70-80€ 13% 30% 28%
74%
39% 110-120€
7% 100-110€
11%

10. Our Positionning Nostalgia Unique adventure Culture
Elements of
positionning Retro And the city
Targets a foreign
Targets a foreign audience wanting Targets an audience audience (or not) Targets an Targets a foreign
eager to discover wanting to relive audience needing audience wanting
Target to experienced nostalgia while Genk while driving a moments of a car for a short to visite and
visiting Brussels Vespa nostalgia while or long term explore Brussels
visiting Paris
- Facilitators (Enter
- Facilitators
- Back to Basics (Rooting) - Back to Basics - Back to Basics and exit the bus at
Consumer’s (Rooting) (Rooting)
(booking and
different places)
- Customised Service - Customised Service - Customised Service
online payment)
- Have an
benefits - Feeling Special - Feeling Special - Feeling Special
- Wide choice of
explanation in his
cars /Suvs/retros
own language
Product /
Rent of a retro
Service Rent of retro car or motorcycle motorcycle
Rent of retro car Car rental Bus tour
Category
Ways and times During a city trip During a city trip
During a city trip to visit and explore When weather When you need a
of the city allows it
to visit and explore
car for fixed time
to visit and explore
the city the city
consumption
The price is The price is
The price is not an element of The price is not an The price is not an
highlightd highlightd because
Price Level positioning
element of the element of the
because very very it’s cheap (18€/
positioning positioning
competitive sector day)
Company Not relevant with relevant with the Relevant with the Relevantwith the
Relevant with the products / services the products / products / services products / products / services
identification offered by the company services offered by offered by the services offered by offered by the
the company company the company company
(Logo)

11. Our Communication Always new clients =>Low Loyalty
Communication Tools
Information Sources of persons *CROSS MEDIA*
visiting Brussels
50
Emailing
37,5
25
Bannering, SEO, SEA Internet Touristic Brochure
12,5
0
2009 Street Marketing Actions
Fame Touristic Brochure
Internet Media (TV, Radio, Papers)
Others

12. Our Communication Media Plan
Low Frequency / Importance
Med Frequency / Importance
High Frequency / Importance
Means Jan. Feb. Mar. Apr. May Jui. Jul. Aug. Sep. Oct. Nov. Dec.
Emailing
Touristic
Brochure
Bannering, SEO,
SEA
Internet
Street
Marketing

13. Our Catchment Area
Our project targets foreign buyers who dont
have personal means of transport. It seemed Brussels Antwerp
appropriate to choose the «City Center» of
Brussels and Antwerp. Indeed, this type of urban Number of visitors
27 21
location is best served by public transport. (30)
Cultural areas (25) 23 20
Public Our Catchment
Hotels transport Area
Accessibility (20) 18 15
Number of hotels
12 12
(15)
Other services (10) 8 8
TOTAL 88 76

14. Our Location Rue du Lombard, Brussels City center

15. Our Potential Turnover
Our Potential market share and our maximum «N»
0-24 years
20%
35-55 years
25-34 years 40%
22%
55+ years
18%
Retro & The City
20%
Bus Tours
41%
Car rentals
39%
0,73 / (0,8+0,77,0,8+0,6+0,6) = 0,2045 => 20,45% 2.537.366 * 40% * 7 % = 70 766

16. Our Potential Turnover
By Analysing the demand (NPQ and Quanti Survey)
Maximum capacity = 6 vespas + 5 cars Weighted average price
Price : Vespa = 59€ VAT inc. / half day = 86,27€ VAT inc.
Cars = 119€ VAT inc. / half day = 71,3€ VAT exc.
Maximum number of potential
costumers
N max = 70 766
Number of potential costumers N quanti = 49 536
according to quantitative survey (70%
interested)
Frequency = once a year Maximum Potential 2 102 508,1 * 20,45% =
but 1 car/vespa = 1person Market * Market Share Optimistic Turnover
1 car = 3 persons max Potential Market Quanti 1 471 749,73 * 20,45% / 2 =
1 vespa = 2 persons max Q = 0,4167 * Market Share / 2 Pessimistic Turnover
=> (1/3)+(1/2) = 0,8333
===> 0,8333/2 = 0,4167
Optimistic TURNOVER 300.972,82 € VAT exc.
Maximum potential market = 70 766 * 71,3 Maximum potential
* 0,4167 = 2.102.508,1 market = 2.102.508,1€ Pessimistic TURNOVER 150.486,41 € VAT exc.
Potential market according to Quanti PM Quanti Survey =
Survey = 49 536 * 71,3 * 0,4167 = 1.471749,73
1.471.749,73€

17. Our Potential Turnover
By comparing the offer
Optimistic TURNOVER
Pessimistic TURNOVER
204.000 € VAT exc.
156.000 € VAT exc.
Type of
competitor
Turnover
156.201 € 204.429 € 8.244.770 € 3.281.367 €
(2008)
Antwerp = half
More fame,
Important of tourists Paris => 23 millions More fame,
Experience,
Facts numbers than of tourists / year
Numerous POS
Experience,...
Brussels
We offer retro
Tourists have same
cars and vespa =>
More potential = origins than our
target
Maximum Capacity
way higher
Maximum Capacity
way higher
during Winter
We offer more USP = Rooting, Back USP = Rooting, Back
USP = SOS models of retro to basics, Unique to basics, Unique
cars and Vespas adventure,.... adventure,....
Communication Communication
Usp = SOS
Budget way Higher Budget way Higher
little High competition
little competition little competition
competition => => few
=> Opportunities to => Opportunities to
Opportunities to Opportunities to
diversify ourselfs diversify ourselfs
diversify diversify ourselfs
ourselfs

18. Thank You