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EXECUTIVE SUMMARY For the past five years Karen Kehoe has been a founder director of a very successful outdoor clothing shop in Bristol, Adventure Works. Last year that business made £120,000 profit on sales of £850,000 and employed seven people. Adventure Works recently took on an agency from European Adventure Holidays, one of the largest and most respected tour operators in the market. With virtually no marketing effort some 200 adventure holidays have been sold by Karen in the past six months, netting £40,000 in commissions. Sales of insurance policies and other services have added to this total, and could potentially add much more. From desk and field market research carried out on 300 clients, Karen is certain that there is considerable potential in the adventure travel business. In particular one important segment of that market, the professional, 25- to 35-year-olds who want to adventure travel in Europe, is not having their needs properly met. These adventure travellers find it difficult to get good reliable and authoritative advice on destination and activities.
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