MTB Destination Development Canvas
Is the development of mountain biking tourism among your New Year’s resolutions? Well, then you need a good plan, and the basis for any such plan is a sustainable business model.
Luckily, effective tools for business modeling such as Business Model Canvas (BMC) are around for quite some time now and have helped numerous organizations around the world to develop lucrative businesses and projects. Even though these models can be also used to plan the development of mountain biking destinations, they are not perfectly suited for such a task.
That is why we have decided to review existing canvases, models for destination branding as well as unique characteristics of mountain biking tourism and create a destination development canvas suited especially for mountain biking destinations.
Hopefully, our model will help you to develop mountain biking tourism in a more structured and efficient manner.
We look forward to getting your feedback and suggestions for further improvement.
How MTB Destination Development Canvas works?
IDENTIFY & ASSESS
Identification and assessment of the existing environment, resources, and target segments are a prerequisite for brand identity creation in the second phase.
IDENTITY CREATION
The process of identity creation will help to recognize the unique functional and emotional values of your destination, and to help you create a competitive edge.
ESTABLISH & DEVELOP
On the basis of the previous two steps, you will be able to propose the development that will enable you to reach the desired goals.
SUSTAINABILITY ANALYSIS
Assess whether the costs and benefits of the envisioned development are maintained during the projected lifetime, along with its impacts on society and the environment.
START WITH A VISION
Vision is the start of everything; without a vision, there is nothing. What are your aspirations, purpose and aims that you want to achieve with the development of mountain biking tourism?
IDENTIFY & ASSESS
ATTRIBUTES
List unique natural and cultural assets and other key attributes of your destination that will help you to create a competitive edge. Do they support the development of envisioned MTB destination?
TARGET SEGMENTS
Review motives want, and needs of different segments of mountain bikers and identify a segment(s) of mountain bikers that fits best into the attributes of your destination. Do not forget about the market potential!
KEY STAKEHOLDERS & PARTNERS
Identify key stakeholders and partners needed for the development of MTB tourism products for selected segments. Also, add the roles they will have in the development process.
COMPETITORS
Which destinations are your closest competitors? Why is your destination different?
BARRIERS
Which are the main constraints (legislation, land ownership, regulations, etc.) for the development of mountain biking tourism in your destination?
IDENTITY CREATION
Don’t forget that the identity should be compelling not only to stakeholders but also to selected segments of mountain bikers!
VISION
You have started with a vision, however, since then you got some new insights. Is there anything you would like to change or adapt?
VALUES
What values does your destination instill? Focus on enduring values that derive from the local culture, history, and geography.
PERSONALITY
How would you describe your brand if it were a human? It relates to the main traits and ways of life of locals.
DISTINGUISHING PREFERENCES
Which functional or psychological attractions and attributes position (or will position) your destination as unique in comparison to its main competitors?
BENEFITS
What rewards (can be a result of functional or psychological attributes) can (will) your destination offer to mountain bikers?
EXPERIENCES
Which experiences can (will) your destination offer to mountain bikers?
UNIQUE VALUE PROPOSITION
What are the unique functional and emotional values that your destination can or will be able to offer to mountain bikers?
ESTABLISH & DEVELOP
TRAIL INFRASTRUCTURE
What scope of trail infrastructure development is needed in order to meet your goals?
SERVICES & AMENITIES
Which services & amenities should be adapted/developed to suit the wants and needs of mountain bikers?
CHANNELS
How do you plan to reach selected segment (s) of mountain bikers?
KEY METRICS
How will you track the performance of your development? What are the key KPIs?
SUSTAINABILITY ANALYSIS
COST STRUCTURE
Identify the most important costs and the most expensive resources/activities needed for the envisioned development.
SOCIAL & ENVIRONMENTAL IMPACTS
Will the development of mountain biking tourism in your destination cause negative social & environmental impacts?
FUNDING & REVENUE STREAM
Define key funding that will support the envisioned development. Define key revenue sources.
SOCIAL & ENVIRONMENTAL BENEFITS
How will the society and environment in your destination benefit from the development of mountain biking tourism?
LEARN MORE, OR SHARE YOUR INSIGHTS NOW
Interested to learn more? We would be happy to share our experiences with you and help you to develop a perfect model for your destination! We also look forward to getting your feedback and suggestions for further improvement. Contact us.
