Get Your ING-On In Alberta! ​
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Stategic Plan (Summary)
The Travel-ING On Tourism Cooperative was federally incorporated in June 2024 and entered into a purchase agreement with Sheila Willis, the creator of the app platform. (To see the app's history click here)
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The first step in the successful operation of the business is to create a base of both Lifetime & Premium Advertising Members. The income from these memberships allows the cooperative to move on to its next steps.
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A preliminary budget that ensures the financial security of the cooperative and its longevity can be viewed here.
App Updrade, Reload & Marketing
The first, and one of the most important steps, is to rebrand the mobile app. This will take an estimated 8 to 12 weeks after we reach our goal of 100 advertising members.
The name will be changed to the Travel-ING On mobile app, and the cooperatives ownership recognixed. It will be reloaded onto the App Store & Google Play under the cooperative accounts.
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Marketing the app, using in part the 'Get Your INGON" theme, will be begin once the app upgrade begins. $20,000 has been set aside in the budget for marketing & conferences.
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Human Resources - Creating the Team
The first of our team members will be added as we approach 100 premium advertising members. As our membership grows and finances allow other team members will be added including the executive director, member's services representatives, data entry clerks, accounts receivable / payables. Our prelimary budget, based on 3,000 advertising members, allows for a complete team to effectively operate the cooperative & ensure its success.
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Future Upgrades & Features
We have included $15,000 as an estimated annual cost to ensure IOS and Android compatibility of the mobile app, and to fix any bugs that may arise. Examples of other features that can be included at a future date are:
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Audio story telling
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User created itineraries
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User interst alerts
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Site submissions (auto load onto app by approved members, reviewed submissions from app users)
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Background
In 2017 Sheila Willis created the History Check mobile app. In 2023 she realized that her resources would not allow the app to grow to its potential and began searching for another business model. Forming a cooperative was the perfect fit. It aligned with her goals of using the app as a social enterprise where all people & organizations could benefit from it.
As a cooperative, collaborators from stakeholders in the heritage & tourism sector can work together for the benefit of all. As member owners they can drive the direction of the business and expand it in other ways that supports the industries.
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Prior to ownership by the Travel-ING On Tourism Cooperative the app received numerous awards and mentions, including an 'Outstanding Achievement in Heritage Awareness' award and the 'Marketing Award' for Growing Rural Tourism; both from the province of Alberta. It was also short-listed for a Governor General's award in community programming. (To see the basic functions click here.)
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When Sheila sold the app to the cooperative her efforts had generated 3,000 downloads. As a cooperative, with the app marketed by each advertising member, it is positioned to go viral in Alberta and to expand across Canada, North America and beyond.
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As the cooperative is in its infancy, changes may be made to thie information provided as the board works through the business plan and bylaws, and input is received from members. ​
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More About Cooperatives
In short, cooperatives are owned by their members and they have a say in how the cooperative progresses. They are made up of people or organziations with the same goal - in this case those with an interest in heritage and tourism.
Resource Links:
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Open Alberta - Consumer Tips - Cooperative Act
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Province of Alberta - Cooperatives Act (The Act)
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