Go Heritage Runs a Case Study on Event Based Service Supply Chains

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)

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 are 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. assigned fun tasks that help them explore and at the same time, build awareness of heritage around them.

'Make Heritage Fun' campaigns In June 2015, GoUNESCO started #makeheritagefun as a distributed series of events and distributed social media campaigns occurring simultaneously at cities around the world to draw attention to heritage. This initiative by GoUNESCO is yet another way for laypersons to engage with heritage. Experiences from across the world will be collated and amplified through social media using the hashtag #makeheritagefun. This initiative got participations from 125 cities across the globe.

Running: Gaining popularity There are wide range of running of formats that are popular among runners and organizers. The classification based on distance is the most common i.e, 5K, 10K, 15K, Half Marathon (21.1K), Full Marathon (42.2 K), Ultra (50, 75 & 100K). Other classification is based on the location i.e, Trail Runs (on unpaved grounds) and Urban (on paved roads). Run when combined with cycling alone is Duathlon and with Cycling and Swimming is Triathlon. Such distance running sport is usually classified under an umbrella called Endurance Sports.

For instance following indicates the number of planned runs world-wide in 2017-18iv:

Race type Africa Antarctica Asia Europe North Oceania South / America America Continent Ultra (50 104 1 200 1,293 1,480 154 59 / 75 / 100 Km) Full 81 3 181 1,007 1,155 128 47 Marathon (42.2 Km) Half to 69 51 1,742 572 87 20 Full Marathon (21.1 to 42.2 Km) Half 133 3 229 2,061 3,360 222 47 Marathon (21.1 Km) 10 Km to 65 67 3,880 1,033 134 22 Half Marathon 10 Km 111 212 3,311 2,995 173 44

The below infographicsv also indicates the growing popularity of running world-wide over the period of 2009 to 2014. The worldwide growth from 2009 to 2014 was 13.25%. Women are picking up faster than men with a growth of 26.90% while men’s participation rate has increased 7.80%. The biggest growth is on account of Asia at +92.43% with men at 90.40% and women at 97.80%. China’s participation rate has increased 259.47% and India is picking up with a growth of 154.78%.

The number of runners is also steadily growing, with USvi alone seeing the number of finishers at about 17 million in 2016. A conservative estimate of the rest of world pegs the number of runners at 50 million.

Some of the top reasons cited for taking up running by runners arevii:

India has been seeing rapid growth both in the number of runs and also the number of run participations in the past decade. This is also reflected in the fact that the average marathon finish times in India have reduced as shown belowviii:

Running events in India Recreational runningix is quite new to India but it is becoming increasingly popular. But the sport is growing on all parameters you can imagine, an obvious one being the growing popularity of participating in events. For example when the first Mumbai Marathon was organised the bookings were open until the day before the event, while in 2016 the marathon was already fully booked six months before the race actually took place. In addition to the amount of participants also the amount of events is growing rapidly. Every major city has a full marathon or at least a few half marathons. In 2016 over 700 events have been organised nation-wide, which is 81% more than 2015 events.

Top few races by number of registrations or popularity due to their offbeat naturex in India are:

- Standard Chartered Mumbai Marathon - Airtel Hyderabad Marathon - Chennai Trail Marathon - Bengaluru Marathon - Surat Night Marathon - Leh Marathon - Auroville Marathon - Goa River Marathon - Alibaugh Running and Living Beach Marathon - Cochin Spice Coast Marathon - Satara Hill Trail Marathon

Running Season: The running season in India is typically during monsoon and winter i.e, from June till January. India being a tropical country not many runs are planned in summer months i.e, Feb to May.

Organizers: Most runs are organized by local running groups such as Mumbai Road Runners, Pune Running, Bangalore Runners, Delhi Runners Group, Chennai Runners and Hyderabad Runners.

While it is no doubt fun to run, organizing one is a different thing altogether. The planning details are nearly as complicated as implementation of an ERP system in a mid-sized enterprise. In line with GoUNESCO’s overall Heritage outreach objective, GHR is positioned as an award winning series of fun runs organized across India at various heritage locations, all through the year. The runs are designed to be a vacation and a holistic experience that will make participants explore the scenic beauty and cultural variety of India’s rich heritage. The GHR brings together runners, travellers and heritage enthusiasts for the event and because of their common interests, participants keep seeing each other regularly and have grown into a community.

The run format of Go Heritage Runs is simplexi. These runs are conducted at heritage sites and are not timed. They are organized on a Sunday and include different run formats such as 5K, 10K, up to the distance of a half marathon (21.0975 km). The exact run distances vary from location to location.

The preparation for these runs began in July 2014 in Hampi, where a test run was arranged. About 50 people travelled from Bangalore, Hyderabad, Mumbai and Chennai, to participate in the run. In November 2014, the next test run was conducted in Bidar. On 27 January 2015, a full-fledged run was organized in Hampi, Karnataka which saw a decent turnout of runners traveling from a number of Indian cities. Through the rest of 2015, heritage runs were conducted in cities such as Hyderabad, Ooty, Udaipur and lesser known heritage sites such as Bidar, Badami and Warangal. The numbers of runs, participants and the corresponding operational challenges have steadily increased since then as seen in Exhibit 1. Conde Nast Traveller recognized 3 of Go Heritage Runs in its list of top scenic marathons in India.

Operational Elements The planning and execution for every run happens as per the Gantt chart in Exhibit 2. The details are described in below sections.

Site & Date identification (45 days to 3 months prior - Onsite)

Identification of a site is subject to a number of criteria such as whether it is an UNESCO approved heritage site or not, is there a reasonable combination of scenic and heritage route, is there support of local tourism bodies, local partners, sponsors, the access to the location from nearest big cities, any local troubles (For example, Srirangapatnam run could not be started in 2016 due to Kaveri Water related unrest in Mysore area) and whether interest is shown by participants in informal networks. GHR team does a reconnaissance of potential sites, before accepting. Exhibit 3 shows the checklist for its newly added Gwalior site. GHR is also tying up win-win agreements with local tourism bodies for a minimum number of runs commitment in return for compensation to cover costs of organizing the run. It currently has agreement with Karnataka tourism to arrange 4 runs per year and with Madhya Pradesh Tourism to arrange one run per year. Choice of date is subject to whether if there any local festivals, local weather conditions during that part of the year, are there any major or popular runs pre-planned and announced in that part of the country and long weekends (preferred). Runs are normally organized on Sundays. If there are any popular and major runs in the previous weekend, then GHR run is promoted as a recovery run.

Local Partner (45 days to 3 months prior - Onsite)

- Obtain local regulatory and municipal permissions - Liaison with local police, healthcare and other regulatory bodies - Navigate the local administrative bureaucracy - Accommodation plan with local hotels - Local Tourism Plans (pre & post run) and guide and other arrangements - Local promotion of the event at schools, colleges and other organizations - Sign-up local volunteers

Arrange for local supplies by tying with reliable vendors

Brand Consistency & Run Collaterals (45 days to 3 months prior and ongoing –Offsite)

GHR goes a long way in ensuring that visual appeal of its entire run collaterals are in alignment with its Heritage promotion branding strategy. Thus there is a significant effort and competence in design of each of its run collaterals. GHR has partnered with one design vendor to ensure consistency. Additionally the design incorporates local art and craft, heritage symbols and material to bring out the distinct local flavour. If there is one thing that differentiates GHR with other runs, then it is the amount of localization that goes into design and development of each of its run collaterals. Exhibit 3 is the list & quantity of items required for every run and corresponding lead times. Exhibit 4 has some visuals of run collaterals of previous runs.

Runner demographics & Marketing (45 days to 3 months prior and ongoing – Onsite & Offsite)

Over the past 3 years, the demographics of GHR runners have been expanding. What began with largely Hyderabad Runners, has now reached to most of south India. The proportion of repeat runners is typically 20 to 30% for bigger runs (>500 sign-ups) and it is as much as 50% for smaller runs. In order to promote local participation, 20 to 30% of the registration fees is subsidised for local runners. As a promotion measure, frequent runners are rewarded with a free run after doing four GHR runs. Each run earns a stamp to the runner, which is stuck on what is called as a Runner Passport (not the real passport) for keepsake and as a souvenir. While the IT databases do keep track the number of runs of each participant, the passport serves the purpose of tangibilized version of runner’s experience that can be revisited. Sometimes the next run in calendar is offered at a discount to runners who have run the previous run. For example, Coorg runners (August, 2017) offered a discount, if they have also run Ooty (May, 2017). Other marketing tools employed by GHR are word of mouth, Google adwords & targeted social media advertisement and weekly mails containing heritage updates, upcoming runs and offers for travel and stay plans. As soon as the design of t-shirt, medal and route map are finalized (typically 6 to 3 weeks prior to the event), the visuals are shared in the mailing list, to further enhance the buzz around the run. The other wing of GoUNESCO, the Internship program helps create a lot of very interesting and relevant content which is posted on its own site and also shared with people in its mailing lists in the form of weekly newsletters. The mail list database and repository of local information are created and improved over a period of time and these databases are valuable marketing assets for GHR. GoUNESCO does not do any direct

Big (3 months) Vs Small (2 months to 45 days) Runs:

As can be seen from Exhibit 1, Hyderabad, Hampi and Ooty are popular among the participants, as against the other locations. The planning details differ for bigger runs in terms of number of volunteers to sign-up, time to call the sign-ups, supplies to order and the extent of local support needed. It is not conceived to increase participation levels in some locations such as Badami, Bidar etc., for the local infrastructure will not be able to scale up for a thousand visitors and their families on a single day. GHR aims to finally have a stable mix of Big and Small runs at fixed Heritage Sites, so that it can stabilize and smooth its operations. This will also help in forecasting better, given the accumulated knowledge of demand at a site and date. Additionally, unlike traditional run organizers, GHR does not aim to increase the number of participants per run beyond a certain threshold (about 1500), for beyond this number, its goal of getting participants to visit and appreciate local heritage sites may get diluted. Based on the local infrastructure capacity the maximum registrations permitted for Ooty, Badami and Hyderabad are fixed at 800, 500 & 1500 respectively.

Run Route & aid station planning (45 days to 2 months prior - Onsite)

GHR team goes on a trek to survey, distance mark and take pictures of the area to finalize the actual route. This also includes approximate locations for aid stations, route markers and positioning of photographers. The choice of run route is based on a number of criteria such as whether the route has a reasonable combination of scenic and heritage view, approval by authorities, logistical convenience i.e, can an Out and Back route be planned (i.e, starting and finishing of the route is the same location – preferred because the end point and the aid stations can be efficiently utilized i.e, visited twice by a runner, as against only once, if the route is just one single line; but the disadvantage with this kind of route plan is that runners may be bored) and avoid junctions where there is a likelihood of runners getting confused. However, once a route is stabilized, it is not generally altered.

Aggregate demand of aid station supplies such as water, fruits, biscuits, energy drinks etc, can be well estimated and procured, given the low lead-time and a better demand picture including spot registrations and drop-outs. GHR also negotiates with suppliers to return the unopened supplies back to vendors, thereby reducing the inventory risk substantially. However, the challenge with aid station supplies is inventory allocation. Generally there is an aid station planned every 2 to 2.5 Km in the run

The number of runner visits at each of these stations is as below:

Aid Station / Runner 5 Km 12 Km 21 Km type 2 Km 1*2 = 2 visits 1*1 = 1 visit 1*2 = 2 visits 4 Km 1*2 = 2 visits 1*1 = 1 visit 1*2 = 2 visits 6 Km 1*1 = 1 visit 1*2 = 2 visits 8 Km 1*1 = 1 visit 1*2 = 2 visits 10 Km 1*1 = 1 visit 1*2 = 2 visits

Depending on the number of runners in each category, and the supply consumption by each runner based on the inventory table above, the total supplies needed at each aid station are estimated and are allocated on the morning of the run day. Estimate the quantity of aid station supplies needed for a typical run. Make necessary assumptions.

Volunteers (30 to 15 days prior – onsite and a few offsite)

Depending on the size of the run anywhere between 40 to 100 volunteers may be necessary to man starting / finish, aid stations and also along the route. Most volunteers are hired from local schools and colleges, and some seasoned interns from GHR corporate office also added to the mix to ensure that the overall volunteer body is sufficiently knowledgeable about how to handle different situations. Volunteers are provided with t-shirts & caps that they are supposed to wear on pre and event day to help participants easily identify the volunteers.

During the 2 weeks before the run - Get the local partner on-board on all the tasks listed below

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. - Finalize the list of volunteers and sign them up. Form few groups of volunteers, each for start station, one for each aid station, parking and signage monitoring. - Detailed briefing of the volunteers on run instructions such as, be welcoming, cheerful, start and aid station tasks, route & accommodation and other directions, what do during emergency etc., While a walkie talkie would have been ideal, GHR has been able to manage communication among the volunteers & organizers using whatsapp group. - Meet and update local permission granting departments. Plan for alternate routes, if there are some unexpected challenges (construction, local event etc.) - Invite local dignitaries - Arrange for a store room near the start station with the help of local partner, tourism body. - Move all the run collateral, plastic water cups (GHR has done away with paper cups since past few runs to reduce costs, reduce waste and as well to sustain environment ), pain killer spray and energy drinks from Bangalore to the store room at the site - Meet and follow-up with supplies vendors and ensure no disruption of supplies of consumables such as water; biscuits and fruits. - Sign-up local photographer (fees for the event – lower cost, but quality is a challenge) and volunteer photographers (provide for travel and stay – slightly costly but better quality of photographs) - Meet and follow-up tent-house supplier for start, aid stations and route marker hardware, light and sound system. GHR came up with a solution 6x6 flex frames pre-printed with distance and GHR brand imagery on them, on which arrows can be stuck for directions. These are posted on steel weld frames. Pilferage is a challenge especially at unknown sites. - Meet and follow-up with local health care partner for ambulance and emergency services - Meet and follow-up local caterer for post run break-fast - Assemble runner kits of all common items (paper bag, leaflet, bib pins, runner passport, run stamp etc.,) - Print and keep Runners list ready

A Day or two Before the run 1. Volunteer desks for different run types to hand-over t-shirts, runner-kit (popularly called as goodie bag) and bib. Volume spurts are a challenge in bib distribution. Participants tend to arrive in waves (trains in the morning or 6 pm before closing). In such scenario ability to turn- around a participant with waiting of no more than 5 to 10 minutes, is a challenge. Pick bib, t- shirt, kit (running route), pass part, the kits are prepared a day or two earlier so that the amount of work done on Saturday (pre-work); - Spot registrations - Provide instructions related to accommodation, travel, run start time / location etc., to runners. - Route markers placed in the evening before. - Receive supplies from vendors and arrange them in boxes with aid station number marked on the box. Volunteer-in-charge of respective aid station will be part of the supply calculations team.

Run day:

Pre-Run: o All volunteers Arrive 3 hours prior to the run 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. o Groups responsible for individual aid stations travel along with supplies to the respective numbered aid stations. Usually 2 mini-trucks are employed for this transportation to cover all the aid stations. o Physically review route markers

Run: o Welcome runners, start warm-up session o Explain the run route, weather updates and any other specific instructions o Flag-off different run types with a gap of 30 minutes between each type, starting with 21k. o Monitor the run, supplies and address any glitches immediately. Specifically keep a pilot team before the first runner (especially if it is dark) and a team after the last runner. o Present medals & certificates to finishers and photograph them o Caterers serve break-fast and runners disperse

Post-Run: o Collect route markers, aid station supplies and bring them back to start station and clear waste along the way o Return unused supplies and Pay the suppliers o Transport reusable and remaining material back to Bangalore o Upload GHR water marked photographs on website and social media o Thank the local partner, dignitaries and stake-holders

A Couple of days after: - Share run report on website and on mailing list - Lessons learnt and mistakes to avoid – Internal briefing - Begin planning for the next run

Technology

GHR has implemented adhoc technology solutions to analyse registration pattern to induce higher registrations through timely interventions. However, key tasks such as, Automatic counting to promote 4 + 1 by tracking the runners, identification of drop-outs in mailing lists, check for signed-up incomplete registration to follow-up etc are mostly performed manually. GHR has built a parallel registration along with its official registration system partner www.youtoocanrun.com. GHR registration application is much more granular in decision support and can monitor registrations segment-wise during the course of registration open period or for a specific period immediately after an event e.g, after a newsletter is sent. For real-time communications, apart from emails, whatsapp groups and sub-groups are formed to share information.

Inventory Planning

While the number of registrations serves as a good baseline for initial estimates of inventory, there are some other key challenges:

- The number of registrations is dynamic over the registration period. See the segmented view of registrations graphic. Nearly 30 to 50% of registrations happen in the last 30 to 45 days leading to the run, much shorter than the lead times of some key items (t-shirt , medals,

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. certificates etc ) in the above list. This problem is more acute for small and / or new runs, where the number of registrations can be even more erratic. Added to the complexity, GHR allows spot registrations i.e, allows walk in by participants on the day prior to the run and register. While this does help in increasing registrations, it adds to uncertainty in inventory planning. For example, in the Hampi run in 2016, the spot registrations were about 100, leading to shortage of medals. The opposite of spot registrations, i.e, last minute drop-outs are also possible. In such cases, the registration fee is not refunded and GHR is free to use the unused t-shirt and medal for spot registrations, thereby adding to revenue. It has been observed that nearly 5 to 10% of the registrants drop-out in the last minute. Anticipating such drop-outs, GHR is considering overbooking to the tune of 5 to 10% to maximize the revenue and as well runner satisfaction. What information do we need to help GHR decide the optimal level of overbooking? Make necessary assumptions. - Choice of T-shirt is optional. It has been observed that only 30 to 40% of the registrants chose t-shirt. T-shirts demand is in 4 sizes (Small, Medium, Large & Extra Large) which is one level of complexity. Next level is after the t-shirt design is publicised, even the one’s that did not opt for t-shirt earlier may place requests for the t-shirts. So the spot registrations and the runners who change their minds in the last minute increase the demand for t-shirts. Given this, GHR procures nearly 20% more t-shirts than what the registration data suggests. Is there a better option? What additional data might be needed for performing this analysis? Make necessary assumptions. - Medals are given to each runner and is the most important take-away for a runner. So in a way, the number of medals ordered and in inventory can be limiting factor in terms of accepting registrations. Given the importance GHR attaches to incorporating local arts and crafts into the medals, usually not only are they costly (absorbing anywhere from 25% to 40% of the registration fees), but also the lead-time has limited scope for negotiation, and last minute order quantity changes are difficult to accommodate. Seeing the past trend in drop- outs and spot registrations, GHR has been toying with the idea of overbooking (from the number of medals perspective). Whats the optimal overbooking for GHR? Make necessary assumptions.

Other run collateral such Signage, Certificate (with partner logos), Bibs, Paper Bag, Run Route & the leaflet etc., also have a significant design component, and have lead-times to the tune of 2 months to 1 month. Added complexity is the errors that may creep in during printing. Hence proof reading after initial pilot of all run collaterals is a mandatory step performed by GHR. The pilot collaterals start becoming available from 45 days prior to the run onwards, to ensure sufficient time before printing order is given to make any minor modifications to the final design.

Go Heritage Runs conducted its 3rd run in Hyderabad on 18th June 2017. The following key data was collected for this run.

Registrations Pattern Before 4/9/2017 4/16/2017 4/23/2017 4/30/2017 5/7/2017 5/14/2017 5/21/2017 5/28/2017 6/4/2017 6/11/2017 Spot 9th April 5k 30 10 10 10 10 10 10 30 30 60 60 30 10K 60 20 20 20 20 20 60 60 60 80 120 60 21K 60 20 20 20 20 20 60 60 60 80 120 60

Bib Collection Pattern The arrivals for bib collection on the pre-race day (17th June 2017) showed the following pattern:

9~10 10~11 11~12 12~1 1~2 2~3 3~4 4~5 5~6 PM AM 160 160 160 180 160 160 160 160 200 There were 3 counters at the peak hour to distribute the bibs and the rest of the time there were two counters and during lean period, one counter. It took about 5 to 8 minutes (uniform distribution) for checking the participant name, get the bib, t-shirt, kit and receipt signature to serve one participant.

Participation Details Run Category Number of Registration Variable costs (medal, t- participants Fees shirt, bib, kit, break-fast etc 5k 270 ₹ 400.00 ₹ 200.00 10K 550 ₹ 600.00 ₹ 200.00 21K 550 ₹ 600.00 ₹ 200.00

The fixed costs for the run was Rs 200,000 towards Volunteers, Stay, Travel, Local fees / expenses, Start / Aid station infrastructure etc.,

5 aid stations were located at strategic spots along the route.

Inventory Ordering Following orders were placed for this run.

Item Quantity Units Unit Cost Ordered Date (approx) (approx) Runner T-Shirts (all 600 ₹ 120.00 3 months sizes & colors) prior Finishers Medal 1800 ₹ 40.00 3 months prior Finisher Certificate 1800 ₹ 5.00 1 month prior Volunteer t-shirt and 50 ₹ 80.00 5 months cap prior Runner Passport 1800 ₹ 5.00 1 month prior Paper Bag, Route Map, 1800 ₹ 15.00 2-3 months Run stamp, Promo for prior next run Biscuits 45 (packs of 80 / market 2 weeks prior 200) rate Water 1500 liters ₹ 2.00 2 weeks prior Reusable water Cups 200 ₹ 20.00 2 weeks prior Glucose / Hydrating 30 kgs ₹ 180.00 1 month prior drinks Fruit (Banana / 100 dozen ₹ 40.00 within 1 week Orange) Reusable Route 40 ₹ 600.00 1 month prior Markers and other signage Aid Station - - - 3 weeks prior Infrastructure 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. (Hardware)

Aid Station - - - 3 weeks prior Infrastructure (Software – Brand Imagery) Start Station 20000 3 weeks prior (Hardware – Tent house supplies) Start Station (Software 5000 2 weeks prior – Brand Imagery) Ambulances with a - - - 2 weeks prior nurse and first-aid materials

The management team felt the following were its inventory related challenges:

1. Runners often want larger or smaller T-shirt sizes than the ones they ordered on Bib Distribution day. We accommodate changes where required by placing extra orders - but this adds to cost. 2. Event slots are determined by the number of medals made, bibs printed. This requires GHR to estimate well. Lower estimate implies that GHR misses out on additional registrations that could have been sold (opportunity cost). Higher estimate implies unused inventory. 3. Ensuring expected attendance match quantity procured. If attendance is less than quantity ordered, there is wastage and leads to unused inventory. If potential attendance is greater than quantity ordered: lost potential revenue.

Project Plan The activities time-lines for this run were as follows:

Activity Date Route finalization on 1 year prior Run Announcement Made on 6 months prior Other Marketing started on 6 months prior Local Partner signed up on 1 year prior Route permission obtained on 4 months prior Design order given on 3-4 months prior Designs frozen on 3-4 months prior Caterer signed up on 2 weeks prior Volunteers signed up on 3 weeks prior Transport of material from HQ on 2 weeks prior Volunteer briefing 2 weeks prior Bib Distribution 17-Jun Run 18-Jun Closure / Payments / Photos 19-Jun upload

1. Planning: Lots of third parties involved: permission-giving authorities, police, venue owner, medical partner, volunteers, local partners, suppliers - so the challenge is to ensure all third parties deliver / provide inputs per schedule. Involves lots of follow-up in the 1 month leading up to the run. Failure to deliver directly affects runner experience on Run Day. 2. Run Weekend: Team size shoots up from less than 10 to 50 suddenly on Run Weekend. Ensuring the new volunteers are allocated roles, trained and empowered to provide a consistent, delightful experience to runners.

# Date Location # of participants 5K 10K 21K Other 1 July, 2014 Hampi 200 - 200 200 (12K) 2 November, Bidar 200 100 200 2014 1 January, 2015 Hampi 400 400 600 400 (12K) 2 March, 2015 Warangal 200 200 200 3 May, 2015 Ooty 300 400 - 300 (15K) 4 August, 2015 Hyderabad 400 500 300

5 September, Badami 200 200 200 2015 6 October, 2015 Udaipur 600 300 300 7 November, Bidar 300 300 200 2015 1 January, 2016 Hampi 400 - 600 400 (12K) 2 March, 2016 Warangal 300 300 300 3 May, 2016 Ooty 500 500 - 500 (15K) 4 July, 2016 Hyderabad 600 300 500 5 September, Coorg 250 100 250 2016 1 January, 2017 Hampi 400 - 500 600 (12K) 2 February, 2017 Khajuraho 450 300 450 3 March, 2017 Halebidu 100 200 200 4 May, 2017 Ooty 500 500 - 500 (15K) 5 June, 2017 Hyderabad 300 600 600 6 August, 2017 Coorg - - - - 7 September, Srirangapatnam - - - - 2017

8 October, 2017 Badami - - - - 9 November, Bidar - - - - 2017 10 December, Pondicherry - - - - 2017

D-120 D-90 D-60 D-45 D-30 D-15 D-7 D-2 & 1 Event Date D + 1 or 2 Task days days days days days days days days (D) days

Site & Date identification Local Partner Brand Consistency & Run Collaterals Runner demographics & Marketing Run Route & aid station planning Volunteers During the 2 weeks before the run A Day or two before the run Run Day A couple of days after

Response Location name GWALIOR Route related 1 Route type – trail, road Road 2 Possible distance options 5K, 10K, 21K 3 Type of landscape/Natural features Heritage Sites

4 Route option 1 https://www.mapometer.com/running/route_4537715 5 Description Route 1 6 Route option 2 7 Description Route 2 8 Route option 3 9 Description Route 3 10 Landmarks in 0-5km Gwalior Fort, Tansen Tomb, Jahangir Mahal 11 Landmarks in 5-10km 12 Landmarks in 10-15km Moti Mahal, Jaivilas Palace 13 Landmarks in 15-21km Heritage value 14 Type of heritage CULTURAL 15 World heritage site NO 16 WHS tentative list NO 17 Local heritage expert 1 Arvind Kumar http://in.viadeo.com/en/profile/arvind.kumar19 18 Local heritage expert 2 19 Local heritage expert 3 20 Art/craft from region 1 21 Art/craft from region 2

Run Collateral Lead-Time Quantity T-Shirt 3 months 1 (per runner) – Optional Finishers Medal 3 months 1 (per runner) Finisher Certificate 2 months 1 (per runner) Volunteer t-shirt and cap 1 month 50 ~ 70 per run Runner Passport 1 week 200 to 500 per run – Only for new runners Paper Bag, Route Map, Run 2 months 1 (per runner) stamp, Promo for next run, another goodies (For example, photo frame in Ooty kit) Biscuits 1 day 6 pieces (per runner) Water 1 day ½ litre (per runner) Reusable water Cups 1 week 50 per station Glucose / Hydrating drinks (?) 1 day 100 grams (per runner) Fruit (Banana / Orange) 1 day 2 units (per runner) Reusable Route Markers and 2 months 15 to 20 per run other signage Aid Station Infrastructure 2 days 10 to 12 per run (Hardware) Aid Station Infrastructure 1 months 10 to 12 per run (Software – Brand Imagery) Start Station (Hardware – Tent 1 week 1 per run house supplies) Start Station (Software – Brand 2 months 1 per run Imagery) Ambulances with a nurse and 1 week 2 per run (placed at middle and preliminary first-aid materials furthest points on the route)

Ooty 2016 - Medal Hyderabad 2017 – T-shirt

Hampi 2016 - Medal

Warangal 2016 - Leaflet

i https://bestculturaldestinations.com/visionaries1/ajay-reddy-founder-gounesco-interview ii https://en.wikipedia.org/wiki/GoUNESCO iii https://en.wikipedia.org/wiki/UNESCO_Intangible_Cultural_Heritage_Lists iv http://marathons.ahotu.com/ v https://runrepeat.com/research-marathon-performance-across-nations vi http://www.runningusa.org/2017-us-road-race-trends vii https://www.statista.com/statistics/558667/motivation-to-start-running-as-a-sport/ viii https://runrepeat.com/research-marathon-performance-across-nations ix http://www.indiarunning.com/race-statistics.html x https://www.quora.com/Which-are-the-top-10-marathons-half-marathons-in-India xi https://en.wikipedia.org/wiki/Go_Heritage_Run xii Decoding Marathon in India Print.pdf: A report by Eventjini

Problem Statement to Participants :

Participants are requested to address the issues and problems mentioned in this case and provide numbers and evidences to substantiate their solution.