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OCR for page 88
SECTION 6 Summary of Guidance The results of both the literature search and the case studies suggest that there are specific mar- kets that respond well to ferry services and, as a result, these ferry services provide economic and social benefits to society. During the course of this study, it was found that most ferry operators, or ferry sponsors, approach the decision to initiate or expand ferry service in a systematic manner, in order to develop useful and economical services. The common themes of these approaches include the following: Identification of goals and desired outcomes. Understanding of the market. Development of service criteria. Development of an operating plan (including labor and equipment availability). Development of a financing strategy. Incorporation of a business plan. These steps lead to an overall suggested process of analyzing, considering, and then imple- menting ferry service (if justified), by working through a strategic planning process and then a specific business plan for the proposed service. This process is illustrated in Figure 6-1. Sections 7 through 9 focus on specific areas of this development process. Section 7 focuses on the strategic plan issues of developing goals and objectives and establishing and assessing crite- ria. Section 8 provides an introduction to ferry service operation and management issues, notably logistics (personnel, deploying equipment, and other more technical and day-to-day issues) that will ultimately have to be addressed in the business plan. Section 9 presents and dis- cusses the components of a ferry service strategic plan and business plan and provides examples. 91

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92 Guidelines for Ferry Transportation Services Problem Identification Assessment of All Transit Alternatives - Incorporation of Goals, Criteria, and Measures Strategic Plan Process Analysis of Ferry Alternative Assess Economic and Determine Efficiency Financial Impacts and Effectiveness Go/No-Go No-Go Decision Decision Go Decision Develop Finance and Capital Plan Select Procurement Model Business Plan Process Direct Operation Publicly Sponsored Contract Select and Procure Vessels Select Contract Operator Develop Operating Plan Develop Contract Contractor Develops and Budget Management Plan Operating Plan for Approval Develop Marketing Plan Develop Marketing Plan Initiate Operations Initiate Operations Figure 6-1. Transportation/ferry service development process.