Roger, I realise your question relates to the establishment of your own guiding service, and in that regard, I would say that experience with the endeavour is the number 1 criterion.

Hello Jerry in South Africa.
My question was more related to understanding marketing related to choosing an operator to provide Mt Kilimanjaro treks.
I wanted to understand why trekkers would consider using foreign owned and based companies when they could deal directly with locally owned and operated companies and thus cut out the middleman and provide additional sustainable benefits to the local community. All foreign owned companies are not TALA or BRELA licenced in East AFrica and merely sub contract their climbs to a local operator, though who they sub contract to is not shown on their websites in the vast majority of cases.
I already have a successful Mt Kilimanjaro, Mt Meru Trekking, Serengeti Safari company that is based in East Africa, read locally owned and operated. Next time you or your trekkers are in Arusha, please do drop by and say hello.

I think the extra money buys peace of mind.

It is far easier dealing with someone in the UK or America, than somebody in Africa, as you never know what you will find when you arrive, or whether there will be anything at all. Unfortunately, Africa has earned a reputation for scams, which will definitely cloud a consumer's thinking. It is unfortunate. because, as you well know, there are lots of honest, reliable and fantastic operators in Moshi and Arusha.

Will definitely pop in Roger, as have to take my daughter up soon.