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Steps to Success (Strategic Plan)

Introduction:

Federally incorporated in June 2024 the Travel-ING On Tourism Cooperative was formed to collaboratively, economically and efficiently market travel services and tourism opportunities while engaging, and educating the public with local and regional history.

Our goal is to make exploring fun and educational, while supporting and marketing our members in the travel & heritage industries. Our initial marketing tool will be an award-winning, searchable, map-based, travel and heritage app. It will be released in Alberta, our first chapter, and then expand across Canada.

Our start-up 'year' began with our incorporation. The goal is to have a strong, and varied, membership base for our first AGM, in the late fall of 2025. A board of directors will be elected from this group of people. Other business matters and decisions on dividends will be made through the democratic process by this diverse membership base.​

The following is a summary of the steps the founding members will be taking to establish and present a successful co-op to the members at the first AGM. 

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Travel-ING On Tourism Coop Strategic Plan Summary

Pre-Incorporation to 2nd AGM (October 2026)

The below steps summarize the completed tasks and those currently identified as needed while the Travel-ING On Tourism Cooperative (TOTC) works through setting the foundations during its first year of operations. Additions and adjustments will be made as needed.

Our Purpose: To cooperatively, effectively, and economically market travel services and attractions along with small or rural businesses, while telling the stories of communities and their histories using the Travel-ING On Mobile app as its main marketing tool.

Pre-Incorporation  

  • Due to challenges faced by her previous business partner, Sheila Willis became the sole owner with all rights to the History Check App. Considerations for a new business structure included her initial long-term goals to economically and cooperatively promote travel to rural areas, to support their economical viability, support small business owners with limited budgets, and to share the history across the province. 

  • Had a think tank session on releasing the app to representatives from Community Futures & Business Link along with economic development officers, sales professionals and others with long-term experience in the travel and heritage industries. 

  • Contacted Cooperators First to discuss the viability of the concept and if it would be in compliance with the Cooperative Act. Sheila made the decision to form a cooperative and release the app to it.

  • It was determined that 3,000 advertising members at $250 annually are needed to sustain an annual budget of $750,000. This covers all expected expenses and needed HR. It does not include income from additional keywords and site listings, nor membership fees. 

  • With approximately 10,000 restaurants in the province, 500 hotels, 4,000 private campgrounds, and 300 museums. This does not include other services such as fuel stations, pharmacies, gift shops, tour guides, recreational rental companies, and other service related industries. Obtaining 3,000 advertisers by June of 2026 is an achievable goal. 

  • Three founding members familiar with the mobile app were found, and the decision was made to incorporate federally for expansion across Canada and eventually, internationally. 

  • Sheila Willis is not a founding member but will continue to work with the cooperative to promote and improve the mobile app.

  • Incorporation documents were submitted via Cooperators First on June 20 and received in mid-July 2024.

July to December 2024

  • Sheila Willis & the founding members agree to details for a purchase agreement of the app that will be re-evaluated and legalized prior to the first AGM. This includes:

    • Willis will receive $1 from each Lifetime Membership fee, and $20 from each advertising fee into perpetuity. Another $10 is set aside to go to her former business partner with conditions. If the conditions are not met, these monies will go to the Project assistance Fund.

    • $2 from each Lifetime Membership Fee, and $15 from each initial advertising fee (currently $250) will go towards a Member’s Assistance Fund to help low income members with advertising costs through an application process.

    • $2 from each Lifetime Membership Fee, and a minimum of $5 from each initial advertising fee will go towards a Projects assistance Fund to assist with approved projects that meet the goals of the cooperative, yet may have been unable to obtain adequate funding from other sources. 

  • Draft Bylaws were completed with the aid of Cooperators First.

  • Pricing, policies and procedures were discussed and put in place.

    • Lifetime Membership $25

    • Annual advertising fee for placement on mobile app and website is set at $250 annually. As rebranding the app is in progress, the first year for advertisers will end on September 30, 2026 to ensure they receive ROI and encourage early advertisers.

  • The website was updated to reflect new ownership, policies, procedures, Lifetime Membership details and advertising costs for the cooperative, with the expectation of changes as the Board works through additional details and marketing tactics.

  • Bank account was established in August, 2024.

January 2025

  • Released poster for registration of potential app users to be notified when the app is available for download. It is advertised as ‘Coming for the Summer of 2025.’

  • Initiated ‘Hang It Up” contest for February, March, and April. Businesses are encouraged to hang the registration poster. A Premium Advertising Package, valued at $250 is awarded to a winner drawn from each month’s entries. The contest is an introduction to create name recognition through an email campaign.

  • Initiated standard weekly meetings of the founding members for strategic planning, policies, procedures, and other cooperative business.

​February 2025

  • Started to internally discuss, finalize and document the changes needed on the app for the app development company. This document is the working copy for details, completion order etc. 

March 2025

  • Initiated sponsorship program in $500, $1,000, $2,500, $5,000 & $10,000 amounts. Sponsors' benefits include website, app and printed material exposure, Target DMO’s, municipalities and service industries with multiple locations.

  • Completed and submitted the Co-operative Development Program (CDP) grant application.

Hang it Up Contest 1.png

April 2025

  • Begin the conversation with the app development company to work on the technical side of app upgrades and improvements. The work will be in 2 or 3 stages. Our first priority is to get the app reloaded with corrected information and several new features. We can then do other specified improvements to enhance and update the app. The specifics of the requirements are subject to change, as the app development company and Travel-ING On work through the app rebrand and development. The focus is to rebrand, improve user convenience and access to information, and to add features that allow membes to edit their site listings.​

  • Internally begin to verify and update each of the 4,000 site listings currently on the app.

  • Internally begin to create or update all files needed to support app data.

  • Consult with legal counsel to ensure compliance with Cooperative Acts, and all Travel-ING On Tourism Cooperative & mobile app rights are protected. Complete any needed documentation or rectification of any compliance issues prior to AGM in October.

  • Work with website professional to ensure the best operations and SEO of the website, and add options Lifetime Memberships and Advertising to be purchased via the website with deposits to the Travel-ING On accounts.

  • Actively seek and obtain a sales / customer service representative or company to contract for a long-term partnership based on commissions. Our goal is to find a suitable candidate that will work with TOTC as we expand across Alberta, Canada & internationally. We are offering a 25% commission from sales for first year advertisers. Re-evaluate if needed to ensure customer service is in place for app release.

  • Seek volunteers or contracted labour according to available funds to complete data verification requirements for app release. A trained volunteer pool is available from former volunteers.

  • Sheila to speak at Two Hills Tourism Conference & Trade Show April 30.

May 2025

  • Change all app related accounts related to the History Check app to reflect new ownership in preparation of the launch of the mobile app.

  • Get a Dunn’s Number to support above.

  • The priority this month will be app release with necessary changes, allowing for additional improvements over the summer.

  • Prioritize contracting customer service if not completed.

  • Enlist a qualified financial expert to prepare books for the first fiscal year.

  • Prepare marketing package for all new business members, advertisers and other marketing partners in preparation of app release. This will include printable posters, business cards, and other materials available for their clients. Target goal is to have materials in 500 locations across Alberta.

  • Prepare a social media campaign to encourage downloads using the Travel-ING On mobile app platforms. Schedule posts as per time platform allowances. This is a continuing task.

  • Prepare social media campaigns to attract advertisers and business members using the TOTC platforms.Schedule posts as per time platform allowances. This is a continuing task.

  • Hire an auditor for the first fiscal year, if needed.

June 2025

  • Launch the Travel-ING On Mobile App on the App Store & Google Play. Goal is June 1.

  • Send alerts of download availability to the 3,000 people who had downloaded the app as History Check, all mailing lists, and any who registered for notification from the poster and social media campaign. Estimated campaign reach = 10,000.

  • Utilize our members and partners to cross market the app by sending an updated poster with download links.

  • Begin evaluating additional human resources to add to the team based on available and projected income.

  • First fiscal year ends. Ensure all necessary actions are taken.

  • Apply to speak about TOTC at the following, and any other applicable, conferences and conventions:

    • Power Up North (October)

    • Rural Municipalities of Alberta (November)

    • Alberta Municipalities convention (November)

    • Grow the North (February)

    • Alberta Association of Agricultural Societies (February)

    • Two Hills Tourism Conference (April)

July 2025

  • Begin preparations for requirements and soliciting potential board members in preparation of AGM in October and prepare a list for future correspondence regarding positions.

  • Evaluate, after fiscal year end, if contracted labour is working well for the cooperative or if in-house hiring with payroll obligations is necessary.

  • Created marketing materials, and procedures, then initiate contact with heritage societies, historians, First Nations and cultural groups to begin the process of documenting history where it happened on the mobile app.

August 2025

  • Based on member numbers determine a venue and/or online service for AGM in October and set the date.

  • Post available AGM details and board position invitations and details on the website.

September 2025

  • Compile data from incorporation to August 31, 2025 in preparation of AGM. Data will include:

    • Membership List & numbers.

    • Advertising Numbers 

  • Compile and release questions / issues that will go to vote by members at the AGM.

  • Accept nominations for Board of Directors.

  • Ensure compliance with all AGM details.

  • All advertisers who purchased ads to Sept. 30, 2025 have a year end of annual advertising of Sept. 30, 2026. Target goal of 1,000 advertisers to this date.

October 2025

  • First members meeting to pass by-laws, and other necessary motions prior to AGM.

  • First AGM

    • Elect board of directors

    • Put information and other requirements to the vote of members

  • Potentially speak at Power Up North (October)

  • Advertisers from Oct 1 begin standard one year advertising in accordance to annual advertising fees. 

November 2025

  • Potentially speak at Rural Municipalities of Alberta convention regarding tourism and cooperative benefits.

  • Potentially speak at Alberta Municipalities convention regarding tourism and cooperative benefits.

December2025

  • Evaluate needs.​

​​January 2026

  • Evaluate needs.

February 2026

  • Potentially speak at Grow the North conference regarding TOTC benefits.

  • Potentially speak at the Alberta Association of Agricultural Societies conference regarding tourism and TOTC benefits.​

March 2026

  • Evaluate Needs​

April 2026

  • Speak at Two Hills Tourism Conference & Trade Show​

​May 2026

  • Prepare for fiscal year end.​

​June 2026

  • Fiscal Year End.

  • Goal: 3,000 advertising members to satisfy the draft annual budget.

July 2026

  • Evaluate Needs

August 2026

  • Based on member numbers determine a venue and/or online service for AGM in October and set the date.

  • Post available AGM details and board position invitations and details on the website.

September 2026

  • First year advertising extension ends. Advertising renewals sent out. Our target for advertisers by Sept. 30 2025 was 1,000. 

    • 100% renewals of 1,000 advertisers = $250,000

    • To account for business closures and attrition, 75% = $187,500.

  • Standard annual advertising begins with monthly income from renewals.

October 2026

  • Second AGM

Establishing a Membership Base

Membership in the cooperative is open to any individual, business or other entity that has an interest in, or is a stakehplder in the travel or heritage industry. Lifetime Membership is $25.

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We are approaching 100 members. Promotions have begun to attract members, both travellers and businesses. Membership will grow exponentially as name recognition and awareness increases.

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To see our business members list, Click Here.

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To apply for a Lifetime Membership ($25) Click Here.​

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Silhouette with Mountains

Human Resources - Creating the Team

We are actively looking for a customer service & sales rep. This person will have or start their own business and be contracted on a commission basis at 25% of first year sales of Premium Advertising Packages. As the fees are annual, a commission for renewals can be negotiated. Our goal is to find someone who wants to grow with us, and potentially have their own team that expands with us as we move into other provinces and countries. 

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As we grow we will be adding people in executive roles, and to assist with marketing, accounts receivables and to ensure the accuracy and presentation of data. Our prelimary budget, based on 3,000 advertising members, allows for and initial team to effectively operate the cooperative & ensure its success.

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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: 

  1. Cooperatives First

  2. Open Alberta - Consumer Tips - Cooperative Act 

  3. Province of Alberta - Cooperatives Act (The Act)

  4. Guidance Notes from International Cooperative Alliance 

  5. Cooperatives in Canada​

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All Rights Reserved - ©History Check App, ©Impact Tourism,  ©Travel-ING On; Alberta Edition & All Other Editions, ©Sheila's Shenanigans

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