Company Name: eThekwini MunicipalityHeadquarters: DurbanProducts and Services: Public serviceWebsite: www.durban.gov.za

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uSHAKA MARINE WORLD

OOVERVIEW

FUN OR BUSINESS

FISHING FOR INFORMATION

eThekwini Metropolitan Municipality is a

metropolitan municipality created in 2000 that

includes the city of Durban, South Africa and

surrounding towns. eThekwini is one of the 11

districts of KwaZulu-Natal province of South Africa.

The majority of its 3,090,126 people speak Zulu. It

was formed from seven formerly independent local

councils and tribal land. The eThekwini Municipality

Area consists of 2297 km, of which 36% is rural and

a further 29% is peri-urban. The municipal area

stretches from Umkomaas in the south, including

some tribal area in Umbumbulu, to Tongaat in the

north, moving inland to Ndwedwe, and ends at

Cato Ridge in the west. eThekwini realized that it

wanted to make Durban a liveable city not only for

its inhabitants but also for tourists. It came up with

a strong vision statement, “By 2020, eThekwini

Municipality will be Africa’s most caring and

liveable city”.

eThekwini realized that one of its key focus areas

would be the creation of structures which support,

house and associate other actions and activities–

the building blocks around which actions take

place. This essentially meant that eThekwini would

focus on using land management to increase

densities and to reduce sprawl, bridge the digital

divide and enable ecological and related tourism

towards sustaining its abundant natural resources,

to create a better economy and to offer its people

quality living conditions.

As a result of this vision, uShaka Marine World was

launched on 30th April, 2004. Durban, KwaZulu

Natal has a great climate, gorgeous beaches and

warm waters of the Indian Ocean. It was also

becoming a commercial wasteland till uShaka was

launched. Today over 3,000,000 people head out to

uShaka Marine World, a theme park area that

combine shopping, rides, sea and beach

experiences. World-class uShaka Marine World is

a key attraction for tourists offering a world of

entertainment, excitement and fun.

With an initial investment of R750 million, uShaka

Marine World belongs to eThekwini Municipality

which monitors the key performance indicators for

uShaka through a structured performance

management framework.

Extending its vision from fun to business,

eThekwini’s other entity, a more formal one, is the

International Convention Centre Durban, a focal

point of Durban’s business district. Equipped with

one of the most advanced conference facilities in

the world, the ICC is a purpose-built, fully

air-conditioned center with three convention halls

that are interlinked but separate. Moveable walls

allow for a number of different venue configurations.

The halls can be opened up to form one large venue

with a seating capacity for 5,000 delegates, or

7000m sq ft of column-free floor space. Together

with the adjacent Exhibition Centre, the ICC can

double its capacity to accommodate 10,000

conference delegates.

eThekwini monitors the KPIs of ICC and manages it

through a structured performance management

framework.

To ensure that both these hugely popular entities

continued to remain profitable and manageable,

eThekwini wanted to roll-out a Performance

Management System. This computerised system

would be part of the larger enterprise-wide roll-out at

eThekwini. Thus, the system would not be a

stand-alone one but it should necessarily have the

OGRAMCO DECISONWORKS -WORKS WELL FOR ETHEKWINI

capability to integrate with its larger resource

management system.

Secondly, eThekwini wanted the system to offer a

single dashboard view of the key performance

factors of both these entities. It did not want to

laboriously sift through tonnes of data to

understand these businesses. It simply did not

have the time or bandwidth. eThekwini’s

authorities wanted the data to be presented in a

simple, holistic, single dashboard view.

This they believed would help them to plan and

structure future growth plans for these two entities. To

enable this, they wanted access to analytical reports.

DecisionWorks can provide business intelligence

through the use of dashboards, key performance

indicators, and a balanced scorecard framework.

Leveraging pre-built business services assets used

in application assembly, Ramco DecisionWorks

provides a ready-made reporting and analytics

capability for business applications. Ramco

DecisionWorks can help the organization deliver

the responsiveness it needs to stay competitive.

Ramco DecisionWorks is comprised four functional

capabilities: Business Decisions, Business

Integrator, Planning & Budgeting and Analytical

Workflow.

Business Decisions companies rely on scorecards and

dashboards for a window to operational effectiveness.

In addition, operational reporting capabilities are

critical to making daily business decisions and

process adjustments. Finally, business analysts

rely on analytic capabilities to provide new insights

for the organization. These capabilities work

together to form a core performance management

framework to fulfil the strategic, tactical and

operational goals of the organization.

Business Integrator Ramco can extract, transform,

and load data with sophisticated data cleansing

and profiling capabilities that will enable the

company to examine information across the

enterprise, not system by system.

Planning & Budgeting Ramco leverages a familiar

spreadsheet metaphor for planning and budgeting

that is instantly familiar.

Analytical Workflow can build process maps that

enable Ramco’s model-driven platform to generate

applications directly from these representations of

core processes.

Ramco Business Analytics implemented

scorecard-based performance management for

uShaka and ICC covering all areas of its

businesses.

The Key Performance Indicators for these entities

included:

• Merchandise, Food and Beverage Actual vs

Budgeted Sales

• Merchandise, Food and Beverage Cost of Sales

• Footfall - number of people visiting the theme

park

• Cash Flow, Employment Equity, Debtor Days,

Creditor Days

eThekwini could now monitor its entities in a drill

down fashion. It could in a single view understand

how uShaka’s business was functioning, profit and

SUMMARY

GGloss with access to cash flow and accounting

information.

eThekwini could now automatically extract data

from multiple sources across different networks as

uShaka and ICC had their own independent

networks. This meant one integrated view of two

stand-alone and diverse businesses.

It had access to insightful analysis through

interactive reports and multicharts for sales and

merchandise analysis at uShaka

High levels of user and management involvement at

uShaka and their eagerness to have a system to get

an insight into their operation, together with our

team's great efforts, proved to be a clincher in

getting this reasonable complex project off ground

within a stipulated time and budget.

BEN

EFIT

S

• Merchandise, Food and BeverageActual vs Budgeted Sales

• Merchandise, Food and Beverage Cost of Sales• Footfall – number of people visiting

the theme park• Cash Flow, Employment Equity,

Debtor Days, Creditor Days

SOLUTION

• Business Integrator• Business Decisions• Analytical Workflow

• Planning & Budgeting• Cash Flow planning &

Analysis• Balance Sheet Analysis

HIGHLIGHTS

• Automatic extraction of data from multiple sources—across networks

• Insightful analysis • High level of user and management

involvement at uShaka and their insight into the operation

• Complex project completed within a stipulated time and budget

CHALLENGES FACED• Two different entities to attract tourism

• Had limited view to the profitability of these two

entities• Found it difficult to

measure and monitor KPIs• Had no visibility into

business analytics

CUSTOMER BACKGROUND

Incorporated in 2000• Controls 11 districts of

KwaZulu-Natal province ofSouth Africa

• Visionary organization

QUICK FACTS

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