4.1                Our Target Market.

The target market is both local and particularly overseas tourists.

The initial local market will be provided from tourists wanting something different to do over weekends. The project is only one and a quarter hours drive from Durban and is close enough for a morning or whole day outing.

The overseas market will be provided from amongst other groups – Steam Train enthusiasts as well as tourists wishing to see where Alan Paton spent his formative years and to travel along the railway line that he used from his home at Carisbrooke to Ixopo.

4.2                Market Positioning.

The project is ideally situated to provide for a wide range of interests namely: Hiking, Historical, Wildlife viewing, Mountain bike riding, 4X4 trails fishing and many others.

 One of the aims is to supply a simple, yet affordable experience to the tourist markets. A wide range will be catered for: a midlands meander type of experience including traditional restaurants, stick fights and re-enactment of elephant hunts using the numerous remaining elephant pits, a steam train ride through Paton’s Country, a hike, a taxi ride – local mini taxi’s to be used to enjoy Paton’s view, bird watching and relaxed rural accomodation

4.3                Quantity of Clients.

Consultations with tour operators and research into the Internet have indicated wide Interest in what the project has to offer.

There are over 1500 enquiries per month from international tourists looking for a Paton experience.

 The initial weekly number of clients using the experience is estimated at 400.

4.4                Client and Tourist Response.

Each telephonic, fax and Internet response to the Paton Project advertising requesting information will in turn be sent an information leaflet outlining the Project with emphasis on the varied attractions.

The leaflet will include a brief section for tourists / clients to comment on the service offered and also to make suggestions for improvements.

A visiter’s book at Allwoodburn station will be available for tourists completion.

It is only by listening and responding to the needs of the tourists and clients that the service will constantly improve, providing satisfaction and pleasure.

4.5                The Competition.

The African Hospitality/Cultural and narrow gauge railway experience is a niche market with growth potential within the vast and growing South African tourism market.

The nearest narrow gauge complimentary organisation is the “Banana Express” operation based at Port Shepstone and further afield the Port Elizabeth based “Apple Express”.

The KwaZulu-Natal operations will through co-operation and positive interaction add value to the respective ventures. It will also be a tourist based operation with a low maintainence budget.

4.6                Competition Price Comparison.

The price of the railway experience will be kept to an absolute minimum so as to act as a tourist draw card and form a basis for favourable competition with other general tourism ventures.

The prices of the African hospitality and cultural parts of the overall package will be influenced by tourist demand.