Go Heritage Runs a Case Study on Event Based Service Supply Chains
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Case Title: Go Heritage Runs A Case Study on Event Based Service Supply Chains Case Authors: Prof Kalyana C Chejarla (IMT, Hyderabad) Mr Sandeep Chatterjee (KPMG) Copyright © 2017 Faculty of IMT – Hyderabad and Industry Practitioners of KPMG. No Part of this Publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by means – Electronic, Mechanical, Photocopying, Recording or otherwise without the permission of Case Authors. Contents Introduction ............................................................................................................................................ 4 Travel Challenge .................................................................................................................................. 4 Go Heritage Runs (GHR) ...................................................................................................................... 4 Internship Program ............................................................................................................................. 4 'Make Heritage Fun' campaigns .......................................................................................................... 5 Running: Gaining popularity ................................................................................................................... 5 Running events in India ....................................................................................................................... 8 Running Season: .................................................................................................................................. 9 Organizers: .......................................................................................................................................... 9 Go Heritage Runs Operations Planning ................................................................................................ 10 Operational Elements ....................................................................................................................... 10 Site & Date identification (45 days to 3 months prior - Onsite) ................................................... 10 Local Partner (45 days to 3 months prior - Onsite) ....................................................................... 10 Brand Consistency & Run Collaterals (45 days to 3 months prior and ongoing –Offsite) ............ 11 Runner demographics & Marketing (45 days to 3 months prior and ongoing – Onsite & Offsite) ...................................................................................................................................................... 11 Big (3 months) Vs Small (2 months to 45 days) Runs:................................................................... 12 Run Route & aid station planning (45 days to 2 months prior - Onsite) ....................................... 12 Volunteers (30 to 15 days prior – onsite and a few offsite) ......................................................... 13 During the 2 weeks before the run ............................................................................................... 13 A Day or two Before the run ......................................................................................................... 14 Run day: ........................................................................................................................................ 14 A Couple of days after: .................................................................................................................. 15 Technology .................................................................................................................................... 15 Inventory Planning ........................................................................................................................ 15 GHR Hyderabad (18th June) – Case in Point .......................................................................................... 17 Registrations Pattern ........................................................................................................................ 17 Bib Collection Pattern ....................................................................................................................... 17 Participation Details .......................................................................................................................... 17 Run Route.......................................................................................................................................... 18 Inventory Ordering ............................................................................................................................ 18 Project Plan ....................................................................................................................................... 19 Copyright © 2017 Faculty of IMT – Hyderabad and Industry Practitioners of KPMG. No Part of this Publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by means – Electronic, Mechanical, Photocopying, Recording or otherwise without the permission of Case Authors. Exhibit 1: GHR Runs Statistics since inception ...................................................................................... 21 Exhibit 2: Project Plan (Gantt Chart) ..................................................................................................... 22 Exhibit 3: Route selection checklist ...................................................................................................... 23 Exhibit 3: Inventory items and lead times ............................................................................................ 26 Exhibit 4: Some previous run collaterals ............................................................................................... 27 Copyright © 2017 Faculty of IMT – Hyderabad and Industry Practitioners of KPMG. No Part of this Publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by means – Electronic, Mechanical, Photocopying, Recording or otherwise without the permission of Case Authors. Introduction One winter morning in Hyderabad in 2012, Ajay Reddy, an Engineering Graduate, ex Infoscian and a serial entrepreneur received a friendly tweet of a photo from a World Heritage Site that asked how many people he knew who had been to the different heritage sites whose photographs were printed at the back of the entry pass. As he himself did not know many of these sites, curiosity got better of him and he made a personal travel challenge to visit 9 out of these 28 World Heritage Sites spread across Indian Sub-Continent in 2012. While doing so he has invited some of his friends to also visit these sites along with him or independently. Toi make the idea interesting he introduced a point system which adds up every time a friend completes a heritage visit and acquires cultural proof. The participant who makes most points at the end of the year wins the Travel Challenge. And thus the idea for GoUNESCO as start-up was born. The iipurpose for GoUNESCO was simple – To create an umbrella of initiatives that help promote awareness of and provide tools for laypersons to engage with heritage. This start-up has the support and blessing of UNESCO, New Delhi. In line with its objective, in its 5 years of existence, GoUNESCO has launched the following initiatives: Travel Challenge Participants can choose to participate in different country challenges such as the GoUNESCO India Challenge, GoUNESCO Germany Challenge, GoUNESCO South Africa Challenge. Everyone automatically is enrolled into the lifetime challenges - GoUNESCO Culture Challenge and the GoUNESCO Epic Challenge. A country-specific challenge such as The India Challenge mandates participants to visit all the World Heritage Sites located in India within one calendar year. The first person who visits all the world heritage sites, or the person with the most points at the end of the year, wins the challenge. There are 316 intangible cultural heritage elements listed in the UNESCO list of Intangible Cultural Heritageiii in Need of Urgent Safeguarding and The Representative List of the Intangible Cultural Heritage of Humanity. Every participant entering the Cultural Challenge has to experience cultural heritage elements and capture proofs in the form of pictures, videos and personal notes. Every proof of experiencing an intangible cultural heritage element can earn the participant points and, in turn enable him/her to learn about the unique aspects of cultures from across the world. The Epic Challenge, like The Culture Challenge is a lifetime challenge – meaning all the proofs from a participant's travel any time will be eligible even if a participant takes a lifetime to visit all the 1,031 Heritage Sites in the world. Ms Jai Bharathi from India, was the winner of the first ever travels challenge. Go Heritage Runs (GHR) GHR began as an offshoot of GoUNESCO in 2014. These fun runs have been organized at famous World Heritage Sites such as Hampi, Ooty, Udaipur and also at lesser known heritage sites such as Bidar, Warangal and Badami. Internship Program In January 2014, GoUNESCO started a student program in which students are chosen from throughout the world through an open application process. The 6 month program is held in two sessions every year - January through June and July through December. Once chosen, the students