• ATI's grand opening event will take place in the first quarter. This will be a combined effort with a local rock gym, one of ATI's strategic alliances. The event will be hosted by a local radio station and will include a prize giveaway of an adventure travel package.
  
• ATI will begin its corporate account marketing in the first quarter and hopes to secure at least one corporate account during that time.
  
• ATI's website should be operational by the middle of the second quarter of operation. The website will be capable of online transactions with secure site protections. ATI banners will be placed at several World Wide Web locations.
  
• Tracking of ad exposure will begin in the first month of operation. ATI has a designated 800 number that is only used in advertising.

INTERNET AND PRICE COMPETITION: When the airlines were deregulated, price competition increased. Further, the Internet has provided a sales medium for consolidators who compete on price, and has also given consumers the ability to plan and arrange trips for themselves. Thus the traditional agency faces greater competition. ATI plans to compete with other firms on the Internet by having its own website on which to conduct communications and sales. Price competition is a problem in any industry. ATI will not compete on price, mainly because it cannot win doing so. ATI will continue to communicate the benefits of its offering. It will attempt to remain competitively priced but will not defend its price structure.

LOCAL COMPETITION (EXISTING AND POTENTIAL): There are no agencies in the Woodville area that specialize solely in adventure travel. However, any one of the approximately 30 agencies can book an adventure trip. Moreover, additional adventure travel specialists may follow ATI's lead. Competition is already present. It is likely that additional agencies may begin to present themselves as adventure travel specialists. It is also possible that new agencies will enter the Woodville market with a similar offering. ATI will attempt to establish itself as a market leader and maintain that position if new competitors emerge. Additional safeguards include ongoing analysis of additional segments of the travel market in which ATI might successfully participate. In addition, opportunities for vertical and horizontal integration will be examined.

ECONOMIC DOWNTURN: The strong domestic economy has been good for the travel and tourism industry. Continued growth is anticipated. However, unforeseen or unanticipated economic recession would reduce disposable income and threaten ATI's sales. In the event of an economic downturn, ATI will continue to promote and likely expand its offering. ATI already operates on a skeleton staff, and aside from small budget cuts, there is little that can be done financially.