The Franchise Coach

Project Partners

Geoff Burns - B.Com, CA.
Fernmade Limited
Geoff Burns

Geoff Burns is the principal and the primary consultant of Fernmade Limited and is experienced in business performance improvement, specifically in the Tourism sector in New Zealand.

Geoff’s well rounded skill base focuses on providing services to decision makers in the existing and start-up small and medium businesses and organisations that are predominant in the Tourism sector. These services include assessing existing performance, advising on ongoing governance and strategic options, and facilitating improvement activities.

Fernmade Limited commenced operations in 2002 as a Tourism and Business Development focused consultancy.

His current commercial clients are sector leaders within Tourism in New Zealand, with his role as Board Chairman of NZAX listed Jasons Travel Media Limited, The Rees Ltd and Magic Memories Limited.

Recent consultancy and facilitation roles include:

  1. Strategic Planning: Development for Venture Taranaki and Tourism Waitaki ( both newly established combined Economic Development agencies (EDA) and Regional Tourism organisations (RTO)), of 6 year strategic ( including brand development ) plans for their respective Tourism sectors.

  2. Assessment: Establishing and implementing the comprehensive assessment and subsequent recommendation process for a proposed Auckland Cultural Tourism MRI (Major Regional Initiative), on behalf of the Steering Group. These studies and other projects have involved the understanding and development of franchise models as a mechanism to export New Zealand origin initiatives.

  3. Facilitation: Facilitator, for both New Zealand Trade and Enterprise and the applicant region (Northland), of a significant (total $4m) Major Regional Partnership Initiative (MRI). The project is based on capability improvement for SME’s in Northland, with a tourism focus. The application was successful after an 8 month consultation (regionally and nationally) and business case development process. Facilitation of a wide range of projects and forums related to regional tourism development and structure on behalf of RTOs in Auckland, Taupo, Taranaki, Nelson, Waitaki and the 8 RTOs that make up the Great New Zealand Touring Route.
    Strategy Director, on behalf of Tourism New Zealand , The Ministry of Tourism and the Tourism Industry Association , of the 2015 New Zealand Tourism Strategy.

  4. Cluster Management: as Manager of New Zealand’s inbound Golf Tourism cluster that Geoff initiated in 2003 to grow the interest in and product development elements of the golf experience for first time visitors to New Zealand. The cluster has a well established governance structure, a membership funded budget, Qualmark endorsement criteria , a detailed business plan and marketing programme.

  5. Other recent Tourism industry engagement (e.g. member of the Tourism Research Council ,“Business Class” tourism TV series editorial management)

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