Business Plan Development for New Venture

This assignment delves into the process of creating a business plan for a new venture. The student outlines the acquired skills and knowledge throughout the process, including financial planning, marketing strategies, and time management. They also discuss challenges encountered and solutions implemented. The document provides insights into the practical application of business development principles.

Business Plan
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Table of Contents
EXCUTIVE SUMMARY.....................................................................................................................6
CHAPTER 1 INTRODUCTION..........................................................................................................7
1.1 Introduction................................................................................................................................7
1.2 Rationale of the concept............................................................................................................8
CHAPTER 2 BUSINESS CONCEPT..................................................................................................9
2.1 General business description.....................................................................................................9
2.2 Products and services.................................................................................................................9
2.3 Vision and mission...................................................................................................................11
2.4 Goals and objectives................................................................................................................12
2.5 Target market...........................................................................................................................12
2.6 Value added..............................................................................................................................13
2.7 Specific features.......................................................................................................................13
2.8 Who is involved?.....................................................................................................................15
2.9 The window of opportunity.....................................................................................................16
2.10 Legalities................................................................................................................................17
CHAPTER 3: FEASIBILITY STUDY..............................................................................................18
3.1 Product feasibility....................................................................................................................18
3.2 Industry feasibility...................................................................................................................21
3.3 Market feasibility.....................................................................................................................23
3.4 Organization feasibility............................................................................................................24
3.5 Financial feasibility..................................................................................................................27
CHAPTER 4 BUSINESS MODEL....................................................................................................31
4.1 Introduction to business model................................................................................................31
4.2 Strategic analysis of the business idea.....................................................................................31
4.3 5 M’s model analysis on D’Hassel..........................................................................................31
4.4 PESTLE analysis.....................................................................................................................32
4.5 SWOT analysis........................................................................................................................33
4.6 Selection of possible strategies................................................................................................34
4.7 Development of appropriate business model...........................................................................36
CHAPTER 5: BUSINESS PLAN......................................................................................................39
5.1 Industry analysis......................................................................................................................39
5.2 Ansoff matrix...........................................................................................................................39
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5.3 Market analysis........................................................................................................................40
5.4 Key customers..........................................................................................................................40
5.5 Marketing plan.........................................................................................................................41
5.6 Organizational plan..................................................................................................................43
5.7 Production plan........................................................................................................................45
5.8 Operation plan..........................................................................................................................45
5.9 Assessment of risk...................................................................................................................46
5.10 Timetable for operation..........................................................................................................47
5.11 Financial plan.........................................................................................................................47
REFERENCES...................................................................................................................................48
APPENDIX........................................................................................................................................51
REFLECTIVE STATEMENT............................................................................................................51
Description.....................................................................................................................................51
Thinking and feeling......................................................................................................................51
Evaluation......................................................................................................................................53
Analysis.........................................................................................................................................54
Conclusion.....................................................................................................................................55
Action plan.....................................................................................................................................55
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LIST OF TABLE
Table 1 Competitors grid of rivals, their market share, prices and services.......................................15
Table 2 Start-up cost of D’Hassel.......................................................................................................27
Table 3 Operating Cost of D’Hassel...................................................................................................28
Table 4 Start-up Cost for D’Hassel....................................................................................................28
Table 5 Profit and Loss forecast for D’Hassel...................................................................................29
Table 6 SWOT analysis of D’Hassel..................................................................................................34
Table 7 Showing the type of Advertisement and its cost...................................................................42
Table 8 The number and salaries of employees..................................................................................44
Table 9 List of equipments and their costs.........................................................................................45
Table 10 Gantt chart of different operations of D’Hassel..................................................................47
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LIST OF FIGURES
Figure 1 Sample of housekeeping service............................................................................................9
Figure 4 Sample of event workers facilities.......................................................................................11
Figure 5 Sample of mobile application..............................................................................................14
Figure 6 Sample of website................................................................................................................15
Figure 7 Product Life Cycle...............................................................................................................19
Figure 8 Workforce statistics..............................................................................................................20
Figure 9 UK cleaning industry workforce distribution......................................................................20
Figure 10 Porters Five Forces Analysis..............................................................................................22
Figure 11 Porters Generic model........................................................................................................35
Figure 12 Business Canvas Model.....................................................................................................36
Figure 13 Ansoff Matrix.....................................................................................................................39
Figure 14 Sample Social Media Advert of D’Hassel.........................................................................42
Figure 15 Organizational structure of D’Hassel.................................................................................44
Figure 16 BCG Matrix.......................................................................................................................46
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EXCUTIVE SUMMARY
D’ Hassel is a start-up company, which is a sole proprietorship online business. It provides
different kinds of maid services such as office boys, servants, event workers etc. Along with this, it
also delivers the free consultations services to the target market. The location of the cited company
is in the Northern part of London, UK. This geographical location is a centre of a various business
operations. Further, the individuals living in this area belong to service class. Due to this reason,
there is a high demand of maid services in this location. So, it can be said that Northern part of
London is a perfect location for the online business. The focus market of D’ Hassel is regular
residential customers and corporate companies. In both of the target segments, the need and demand
of office boys, maids, servants and event workers increases with the time. Hiring a servant for
different purpose has been part of the culture.
Cleaning and servant industry of UK has taken minimum order from the customers with
both low and high prices therefore, many of the organizations are not able to meet the requirements
of the service users. This demand gap can be covered by D’ Hassel with his low cost of maid
services and execute right pricing strategies. Although the cleaning and maid industry of UK is
highly competitive and there are many competitors of cited organization such as MOLLY MAID,
Gumtree, Butler for You, The Lady, Prestige Maids, 2 Clean, Happy Home Staff, My Cleaners,
Good House Keeper, Handy etc.
By considering the feasibility study, it has conducted on the services, organizational,
financial, industry and market. D’ Hassel anticipated which it would be successful in the
marketplace since business will employ a Blue Ocean model to survive in the business sector. New
company will operate through online channel and to keep the expenses low, business will hire 15
skilled employees and professionals. D’ Hassel has forecasted that at the ending of the initial year,
company will generate profit before tax of £705000 from 18615 sales of service. Along with this,
the aim of the organization is to make the forecasted profit will be twice it at the ending of the
second and third year. Along with this, D’ Hassel will abolish the set utmost request of maid
services for customers. Many of the organizations believe that clientele have to come to the
industries, but the new venture will change this concept and minimize the costs of several maid
services. With the help of Blue Ocean strategy, D’ Hassel raises the set of minimum service requests
and provide free consultation to the clients to solve their problem. Cleaning and maid service
industry of UK is one of the money-making nation for D’ Hassel and so, the aim of the following
plan is to develop and organize a viable new venture project that can guide the cited firm in
execution of new commerce idea into reality.
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CHAPTER 1 INTRODUCTION
1.1 Introduction
Every business needs to innovate to stay in the competition because without changing the
strategies towards products or services, sales decrease and profit is reduced. When an entrepreneur
starts a new venture, then development of that business is based on his new idea, which is unique
and innovative in nature (Ford, Bornstein and Pruitt, 2010). In the present time, there are lot of new
concepts emerging. Needs and wants of consumers change with the time and in this context, it is
essential for the firms to respond towards the changing desires of end users. If enterprise does not
take the steps very quickly in this direction, then customers will switch to competitors products
satisfying their needs and wants. It has been noticed that many people believe in starting a business
is a mysterious process. The have the urge to start the business but at the same hitch to take daring
steps (Barrow, Barrow and Brown, 2012). Before riding on a business, it should be clear to a person
as in which area he wants to begin a venture and an idea for this. So, in this context, entrepreneurs
look towards to developing a new and unique business plan that delivers value added
reimbursement for the community. By taking this into the concern, we intended to set up a new
thought of doing business.
The present business pitch is about transforming an excellent design into a victorious
enterprise. The arrangement is to set-up an online website which works on just click and hire
services under the name of D’ Hassel. In this new course of action, an online gateway will prepare
where variety of catalogue of maids, servants, office boys and event workers will display next to
their prices. This price list will be based on both per hours and per day basis (Mullins and Komisar,
2010). Clients will have an option to select the person as per their requirements. For the same, they
have to place a request online of company website, select modes of payments and enter the time
when they will require services. The request shall be fulfilled to the clients at their given time and
date. With the help of this, customers will able to book the maids, servants, event workers and
office boys by online without searching them in the market or contact it to other relatives and
friends for maids. Hence, it is a complete new concept for the business (Bell, 2010).
The plan is positioned in northern part of London. It comes under the most cultured city of
UK. Initial investigation of this area shows that the market of e-commerce has risen with
exponential rate in the current environment (Amiri, 2010). This technology has been become more
essential for the busy scheduled people. They do have not enough time to spend out in the market
and search those things as per their requirements. In this situation, they have looked to those
websites from where they can purchase or hire the things by just a single click at anytime and
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anywhere. Hence, the demand for online services is increasing on a regular basis and for this; the
dependency of people on Internet raises with this. So, it is the good opportunity for new venture to
grow the business in Northern part of England. It is also expected that this exponential growth will
be continuing in future also.
1.2 Rationale of the concept
Introduction of a new business always has some strong reason behind existence. Being a
student of MBA, it was my aim to become an entrepreneur and open my own business. Before
transforming this idea into the action, individual has to take a 6 years e-commerce industry
experience. From this, knowledge can be easily gained that how a good website and it services can
attract the customers. Along with this, entrepreneur has to also know that how to run an online
portal and sell the services and products to the end users. It is a sign of entrepreneur that at initial
level individual do not completely involve into the business and with this time. After doing all kind
of research, individual can analyse and concluded that whether new business can be established or
not. With the motive to full fill the dream, entrepreneur has to invest his all savings and efforts for
it. Hence, it can be said that developed objectives related to development of present business
proposal will be completed in the right manner. To start an online business of providing maid,
servant, event workers and office boys to the clients’ business idea is a viable opportunity. Evidence
shows that market trends of use of online services by the local people of UK is increasing with the
time. This is only because of the reason of e-commerce which raises the sales of the business and
provides the facility to the users to buy products and services through online medium (Simoneaux
and Stroud, 2011). People are increasingly depending on the internet technology with the aim of
getting services faster. It demonstrates that new idea is totally beneficial and unique as servant
requirement of different type of individuals can be fulfilled with the help of online platform
developed.. Many online companies have entered into this business area and they have started to
provide various innovative maid services with good quality. On the basis of this, it is expected from
the entrepreneurs that they will introduce a unique and experimental idea to open a new venture in
this area with the application of internet. With the help of this concept, it will be easy to identify
how customers experience can be improved with new services (Schutz, Rezg and Léger, 2013).
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CHAPTER 2 BUSINESS CONCEPT
2.1 General business description
D’ Hassel is a new online website situated in Northern part of London. The focus of this
business is to deliver maids, servants, office boys and event workers facilities to the clients as per
their needs. It is a sole-proprietorship business that delivers different kinds of maid services in
North London among diversified customers. Organization focuses on both part time and full time
servant services. This new business offers variety of maid facilities to individual, institutions and
organisations from consultation to service request to its delivers. E-com merce industry in London
has taken maximum orders from the customers at low prices and holds capability to meet with their
requirements. In the same context, D’Hassel aim to fulfil demand of clients related to servants at an
affordable price. It is a culture of Northern London to hire event workers and other kinds of servant
within the organization on both permanent and temporary basis. After identifying needs of
customers, D’Hassel decided to provide these services to various sectors. On the other hand, in
many of the families, both parents are in working and to manage home along their children is
difficult. So they look for a maid and servants for assistance. By analyzing the needs, firm take
decision to deliver this type of facilities to the customers. Therefore, it is expected that D’Hassel
will also attain its objectives and purpose in appropriate manner and this will build an excellent
image in the mind of end users.
2.2 Products and services
Figure 1 Sample of housekeeping service
(Source: Teece, 2010)
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Figure 3 Sample of housekeeping
services
(Source: Hiduke and Ryan, 2013)
Figure 2 Sample of how D' Hassel manage its
work
(Source: Burns, 2010)
)

Figure 2 Sample of event workers facilities
(Source: Bell, 2010)
Following services will be delivered by the online portal of D’Hassel. This website will
serve various kinds of maid services such as maids, servants, event workers, office boys etc. These
services will be available for the different time duration and several purposes. For example, a
customer needs help of a maid and servant to arrange the house at the time of shifting. In this
situation, client can contact with D’Hassel through online and company can arrange the services as
per the need of the end user. On the other hand, to organize event, ceremony or corporate
conference, there is a need of event workers. For this, firm will also provide such type of services to
the customers. All maid services will completely customize and meet the requirements of the
clients. They will get right services every time along with high class facilities. They are not required
to wait for a long time to receive services from the firm side. Along with this, customer will get
their requested facilities on time at an affordable cost. Issues such as cancellation of request because
of delay, miscommunication etc at the time of order initiation and completed will be avoided.
2.3 Vision and mission
A business is incomplete without a mission. It defines what a company needs to do in
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present by conducting its overall activities (Wessel, 2012). It is stating about how venture will reach
to that stage where it wants to be. In other words, mission statement states about present leading to
the future. Mission of D’Hassel is to establish a highly comfortable, economical and flexible online
maid services to the customers. Through this business, end users will get very good services and
this will meet the requirements of target market. Consumers will not have to wait for too long to
receive the facilities at their destinations. These will be delivered to them on time by minimizing
several issues delay, cancellation of services etc. Therefore, it is expected from D’Hassel mission
statement that business will strongly focus on rendering overall services.
On other hand, vision statement of a company defines that where business wants to be in
near future. It communicates both aim and values for the business to the employees and customers
(Vignali, Vignali and Ryding, 2010). So, it is important for the organization to state its vision in
appropriate manner to achieve the success. The vision of D’Hassel is to become a most consumer
centric maid online websites in London. The motive behind this is to develop a platform for itself in
the e-commerce market where clients can buy the services as per their flexibility and comfort.
2.4 Goals and objectives
A goal is a desired outcome that a person or an organization wants to achieve it within the
set time limits. It is important that goals must be measurable and achievable (Engelsman, Quartel,
Jonkers and van Sinderen, 2011). The goals of D’Hassel are to serve the individuals, institutions
and organisations through maid services and to be one of the top companies in London who delivers
this kind of facilities. To achieve this goal, company will focus on developing and maintaining long
term relationship with the clients and deliver them excellent quality of services at affordable prices.
Along with this, another goal of D’Hassel is to assist the consumers to obtain maid facilities with
maximum reliability and efficiency. On the other hand, to accomplish aim of company, some
objectives are as follows:
 To capture 40% market share at the time of starting 1 year of company,
 To increase the customers by 20% every year for the upcoming next 3 years,
 To generate 30% profit and revenue by the end of first year of business,
2.5 Target market
Target market is a group of customers to which company decides to market its products and
services (Gheorghiu, Gheorghiu and Spanulescu, 2010). It is a first stage of marketing strategy
development. With the help of this, organization can prepare a marketing plan. For D’Hassel, there
are two target markets which are as follows:
Regular residential customers: In this segment, those customers will approach who
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regularly requires maids and servants to manage their daily works. For example, to handle small
child at the home, cleaning, and maid etc, females needs a servants or maid on regular basis. For
this, they may be contact to their relatives or friends to hire servant or search into the market or give
ads in newspaper or magazines. So, to solve this problem of regular customers, D’Hassel targets
this segment.
Corporate organizations: In the present time, the number of corporate events increases with
the time. For this, companies look for some event workers. For this, they enter into contract with the
event management firms or give ads in the newspapers. On the other hand, to perform daily tasks
small workers in office such as watering plant, printing, photocopy scanning of documents etc,
every company needs office boys. In this context, they give ads through various sources. To meet
this requirements, D’Hassel has targeted the corporate organizations where event workers, office
boys, maids needed on daily basis.
2.6 Value added
To add value in the services, D’Hassel will use ERRC (eliminating, reducing, raising and
creating) grid. It is one of the blue ocean tools which move a company in order to eliminate, reduce,
raise and create a new value with the aim to crack a blue ocean (Kim and Mauborgne, 2014). With
the help of this tool, the organization will raise the minimum number of order request from the
client side and can eliminate the already set maximum number of order request of customers. In this
concept, D’Hassel aims to reach to the target market and fulfil their purpose by meeting the needs.
Along with this, another aim of firm is to reduce cost of services by improving quality. By offer
more services to consumers such as suggesting the right maid services on a particular occasion will
add a value in the existing services of D’Hassel for the clients. The aim of company behind this is to
add various kinds of values in the services with the aim of make a blue ocean.
2.7 Specific features
D’Hassel services will be easily access by the customers via company website and mobile
application. Below two images are showing the sample of new venture services in both website and
Smartphone application.
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Figure 3 Sample of mobile application
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Figure 4 Sample of website
2.8 Who is involved?
The housekeeping and domestic cleaning industry is highly competitive in London and
therefore D’Hassel has to gain enough knowledge of the major competitors involved. MOLLY
MAID, Gumtree, Butler for You, The Lady and Prestige Maids are the main rivals of cited
organization. Other competitors are Maid 2 Clean, Happy Home Staff, My Cleaners, Good House
Keeper, Handy etc
Competitor grid
Table 1 Competitors grid of rivals, their market share, prices and services
Name of rival Services Prices Services/ Value added Market share
MOLLY MAID Domestic cleaning
Spring cleaning
Summer cleaning
Higher House, institutes,
organizations
45%
Gumtree Housekeeping and
cleaning
Baby sitting and
Nannies
Hospitality catering
Homer care
High House, Hotels, restaurants,
event, organizations
20%
15

The Lady Gardeners
Live-in
Housekeepers
Butler
Matrons
Moderate Home, hotels, resorts,
organizations
15%
Butler for You Housekeeper
Nanny
Domestic couple
Female butler
Butler services
Private chef
Chauffeur driver
Personal assistance
Moderate House, restaurants, hotels,
resorts, events, parties,
organizations
10%
Prestige Maids Domestic cleaning
Commercial
cleaning
Ironing services
Moderate House, restaurants, hotels. 12%
2.9 The window of opportunity
By going back to the history of domestic and cleaning industry of UK, it has found that
appointing online maids, servants, baby sisters, event workers, office boys etc trend has increased in
2014. Everyone wants convenience in their life and to achieve this, each and every person does
some efforts. In the past time, people gave ads in newspapers to hire an office boy or a servant who
could arrange such kind of persons for them. But in the world of digitization, the searching style of
people for maids has changed. Technology simply allows services users and services providers to
connect easily with each other. For example, booking taxies by customers via online are getting
increasingly used to having whatever they want, where they want, when they want etc. In the UK,
appointing domestic cleaning and housekeeping helper, event workers etc services start at around
£10-£13 per hour. It is not exactly too much expensive and it is not required any kind of ongoing
commitment. This is the reason why these services attracts people who otherwise have not booked a
cleaner or a maid in the past. From the study, it has determined that in 2012, the European cleaning
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market has got £60 billion annual turnover. By seen this statistics, it can be said that the trend of
hiring helping people via online has increased by the time (Brinckmann and Kim, 2015). It is a
good opportunity for D’Hassel to enter into domestic cleaning market with new innovative idea and
services. Rivals inflexibility on prices of services and not able to fulfil the requirement of customers
serves as an opportunity for D’ Hassel. Along with this, its competitors charge high prices and this
thing will deliver a good advantage to the cited firm to provide different domestic services to the
services users at low prices. Although, it is related to cost intensive, D’Hassel will work hard to
attract more and more customers in order to raise sales of services because it will help in survive in
the market. From a PESTLE analysis, some opportunities for the company has determined such as
change perception of people related to hiring of helpers or maids, flexible laws and policies of UK
government, development of technology etc.
2.10 Legalities
With completing all legal procedures, it is not possible a new venture to run it business in
the effective manner. In this context, it is important for D’Hassel to ensure about all legal
procedures and its essentialness for the business. Therefore, firm will research regarding all
important legal requirements and be familiar with them to avoid any kind of issue. Along with this,
business licences, copy rights, taking patents of company name and website, safety of staff etc will
be considered thoroughly.
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CHAPTER 3: FEASIBILITY STUDY
Uncertainty is a constant which every business faces on daily basis. To increase the footfall
of the customers, encourage them to spend on buying services and finally generating profit by this,
are some objectives of each and every kind of organization. To achieve this, firm bring the changes
in the services by making some modifications or introducing a new product in the market. But the
success of incorporating alterations or services ideas into the business remains uncertain. To resolve
this issue, it is essential to conduct a feasibility study. It is a process which is used to decide the
feasibility of a plan. The purpose of this project is to make sure that the following action plan
should be legally and technically viable and economically reasonable. Along with this, it also tell us
the organization that either a new innovation is worth full for investment or not (Mukund, 2012). To
judge feasibility of a project, there are two criteria considered: cost required and value to be
delivered.
In the context of D’Hassel, it will be important for its business to conduct a feasibility study.
It will help in determining if new business idea is sustainable and viable or not. The end outcome of
this study will enable the cited organization to know about the market niche, target customers,
market share, current competition level, expectations of customers, costing of rival services, labour
availability etc. So, for this, D’Hassel organize feasibility study with the help of secondary data by
using different kind of sources such as articles, journals, government websites, previous market
surveys etc. The following feasibility research plan for D’Hassel is conducting in service, industry,
market, organization and financial aspects.
3.1 Product feasibility
To survive in the market, D’Hassel has to require gather the data regarding the justifying that
the selected services for the target market are attainable or not. Journals, newspapers, commercially
published data government statistics etc can be used by the organization to make this more justify.
Along with this, firm can consider product life cycle model for service feasibility study.
3.1.1 Product /service life cycle (PLC)
PLC starts with an introductory phase then go to the growth stage till its maturity stage and
finally entre at decline step. Once a product or service develop and establish in the marketplace, it
passes via an expansion era where people become more aware towards new commodity and it leads
to increase sales. After this, the product goes to a maturity arena where demand and growth aspect
equally balance until it gets to its decline state (Golder and Tellis, 2010).
Cleaning industry of UK is a most booming one sector which always widely contributed in
nation GDP (Monks, Pitt, Stein and James, 2014). The introductory stage of cleaning and domestic
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and industrial housekeeping services history was successful. In the context of the PLC of services,
cleaning and helper services such as office boy, event workers, maids etc in North London grew
from its introductory stage to maturity phase. This maturity will be stabilized until people hire
helpers to various purpose and companies deliver those services at low to moderate prices which
make customers to prefer cheaper housekeeping and other related services.
Figure 5 Product Life Cycle
(Source: Drost and Chaney, 2014)
From the data reveals by Annual Business Survey (ABS), it has found that more than 14,694
firms engaged in maid and its related service providing industry. In this context, the majority of the
companies operate in the residential segment in order to provide maids and servants to the
households for cleaning, child care, old people care, cooking etc. Till 2013, the number of such kind
of firm was 8299. 3753 companies have delivered different services such as facilitate services of
office boy, event worker, and butler etc. 2643 organizations have involved in other building and
industrial cleaning activities (Cleaning industry, 2016).
At the time of economic downturn in 2008, the number of maid services providing firms
dropped by 5.6% between 2008-2010 duration from 14,409 to 13,596. But after over this period, the
number of organizations in this sector has increased which has 2% higher as compare to pre-
recession level. Along with this, it has also determined that till 2013, about to 447,000 people
employed in cleaning industry and its subsectors. It has represented about 2% of total UK
employment. Between the duration of 2008 to 2009, the percentage of employed personnel in this
sector has become decreased. But in 2013, the decreased employment percentage has recovered by
3% (UK Market Synopsis, 2015).
The cleaning sector workforce is characterised by low rates of pay and high level of part
time employment. From the survey of ONS Business Register and Employment Survey 2013, it has
found that approximate 65% people are doing part time jobs in sub sectors of cleaning industry such
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child or old age person care, cooking in a house, cleaning, event worker etc. The Annual Survey of
Hours and Earnings, 2014 shows that average gross salary per week of cleaner, domestic and
commercial helpers and maids is about to £155.60 (WOODS, 2015). If workforce statistics of the
following industry takes into the consideration then it has found that the percentage of 35-44 years
people has higher as compare to other age group percentage.
Figure 6 Workforce statistics
Figure 7 UK cleaning industry workforce distribution
From the above gather data of cleaning and its sub sector industry, it has found that
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D’Hassel services is viable since its aim satisfy the needs of the regular and corporate clients by
delivering various kinds of maid and servant services.
3.2 Industry feasibility
Cleaning industry is one of the elderly industries of UK but its olden times show that it was
victorious after facing various difficulties and drawbacks. It is a strong and fastest growing industry
which has effectively contributing in the GDP of UK. Along with this, it provides employment to
the local, regional and nation communities. From the above figure, it can be easily seen that how
different kinds of cleaning industry workforce distributed in entire continent (Wirtz, 2010). The
following industry cannot be deteriorated because it will never be dead. This is the one of the reason
of surviving of D’Hassel in the market. To determine the feasibility of cleaning industry for new
business, two aspects can be used. One is the realities of the cleaning industry and its sub sectors
and second one is Porter’s Five Force Model.
3.2.1 The realities of the cleaning industry
There is a no doubt that domestic cleaning and its respective sub sector market in the UK
and its other states is expanding with high exponential rate. Cleaning market was introduced into
the UK in 1985. With the time, the needs of hiring the maids by household and corporate people for
different purpose have changed with the time. Cleaning industry has the largest share of the
professional domestic and industrial helpers and servants’ services make which represents about 5%
of the total market (Hiduke and Ryan, 2013). The main reason of growth in the following sector is
change in socio- economic factor. By increase income level of people, dual income households,
increase number of working women, shifting in family precedence’s, focusing of leisure over
household jobs etc increases a better social reception of having help in the house and in corporate
world. So, this revolution raises the need of hiring maids, servants, office boys, event workers etc
brings the development in the industry. Therefore, this reality of cleaning industry of UK helps
D’Hassel to survive in the market.
3.2.2 Porter’s 5 Forces
Porter’s 5 Forces investigation is an agenda which assists in examining the height of
opposition in an industry and business development strategy. It is use for assessment of micro
environment to contrast it with macro environment. It includes five forces: Threat of new entrants,
Threat of substitutes, Bargaining power of buyers, Bargaining power of suppliers and Industry
rivalry (E. Dobbs, 2014).
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Figure 8 Porters Five Forces Analysis
(Source: Finch, 2013)
Threats to entry
Cleaning and its sub sector industry have the stage of maturity in the UK. In the past time,
there was less number of companies in this area to deliver maids services to the customers at high
prices. But now, the number of such kind of service providers increases with the time. There are
some companies whose strong brand name is enough for attracting the customers. Along with this,
some domestic and international organizations also plan to enter in cleaning sector of UK. So, it is a
high threat for D’Hassel to operate the business in the following market (Wegelin and Jacobs,
2013).
Bargaining power of customers
The five major competitors of the cleaning industry in UK deliver similar kind of services
with same quality. But there is an only difference in their prices. However, demand of
housekeeping, office boy, event workers, and maids’ etc services in North London has high. Along
with this, customers have many options to buy such kind of services. Therefore, for D’Hassel,
bargaining power of customers is high. It is work as threat as well as opportunity for the
organization to meet the high demand gaps and raise minimum order request level (Finch, 2013).
Bargaining power of suppliers
For D’Hassel, the suppliers are those people who will work for the company on the contract
basis. If in case, organization not give them right amount of wages or not meet the requirements of
them then they will shift to the other firms for contract. So, as a new venture, there is a high
bargaining power of suppliers for D’Hassel.
Threat of substitutes
In the cleaning industry of UK, there are many of the organizations who provide similar
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services to the North London customers. It is a high threat for D’Hassel because if company not
able to provide the maid services on given time then client will surely not use its services next time.
He will switch to the substitutes of particular services. It will increase the switching cost of the
customers and it will lead to raise the threat of substitutes.
Competitive rivalry
A business sector like the cleaning industry is one of the most cut-throat industries in the
globe. With the time, the changes in the social factors increase the needs of maids and servants in
the community (Brinckmann and Kim, 2015). So, the demand this kind of facilities is too much
high. There are five major competitors in the market which facilitate maids, cleaning, and helper etc
services to the customers on different prices. These are competing with each other in order to gain
high market share and increase sales of services. But the small firms in cleaning and its sub sector
industries compete with the major competitors on pricing, services and flexibility of services basis
in North London. However, affects of pricing of service and gives powers to the customers to join
increase the competition in the market of cleaning of UK. Therefore, the competition of rivalry
becomes high for D’Hassel and to become a market leader, firm needs to compete with unique
services which no one organization serve to the customers in the present time (Burns, 2010).
The above Porter’s Five Force analysis on the cleaning industry and its sub sectors of UK
shows the condition of the trade in relation to end users, dealers, competitors, alternatives and the
barriers to entry. Regarding this, D’Hassel is ensuring to survive in the market and gain good
market share by its unique and innovative business idea. Along with this, it will use suitable tactics
to fulfil the wants and requirements of its market shares.
3.3 Market feasibility
Market feasibility study defines the depth and condition of a particular market and its
outcomes supports a development of an organization. At the time of conducting market feasibility, a
company consider various elements such as description of the industry, current market analysis,
competition level, potential buyer and sources of revenues, future market potential and sales
projections. To determine the market feasibility of new business idea of D’Hassel, size of potential
customers and target customers aspects take into the consideration.
3.3.1 Size of potential customers
The cleaning industry is a huge market with several sectors such as maids, servants, office
boys, event workers, old age people care workers, female butler, chef etc. It is a kind of market
which never dies because the needs of hire a servant for various purpose always alive. The demand
of these services increases with the time where customers always willing to buy these services on
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low prices. In North London, the working family numbers are high. Along with this, the income
level of the people also raises. For the same, the requirement of a person who can handle all kind of
household work in effective manner is higher. On the other hand, in North London, the number of
corporate business has been increased. To perform daily small workers like preparing teas, cleaning
the floors and tables, watering the plants, transferring the documents etc, a responsible person is
require. So, these are some facts that show the demand of maid services in the market.
3.3.2 Target customers or key customers
A business exist in the market because of its customers and without it, it is not possible to
survive into the market. So, it is important to know or identify the target customers. As per the
present era, it has clearly seen that the nature of competitive market has encouraged the
organizations to specify the target markets. From the research, it has found that factors such as
geographic, culture, income level, status in community etc affects the decisions of companies at the
time of selection of their target market. D’Hassel has knowledge about various drawbacks that
affect its market feasibility.
From the published data of UK government, it has determined that there are more than 100
online businesses which are registered for providing online maid and its related services to the
customers. This data makes D’Hassel market feasibility more effective to determine the target
markets. The reason of it is the demand of various kinds of maid services in different areas such as
corporate, event, domestic work, child and old age care etc is increasing with the time in North
London. Therefore, the aim of D’Hassel is to reach out these customers with proposed services to
suit the requirements of the end users.
The regular customers and corporate organizations are the major targets that are currently
using online maid and its related services. This is because most of the people of North London are
in the service lines and there are also huge small to big corporate companies and institutes which
are demanding maid, office boy, servants and event workers services. So, it can be said that
D’Hassel chosen target market is feasible because these two markets demand related to several
maid services are high and in future, it will not vanish. Moreover, the buying habits of customers
are good and their bargaining power is high as it was found in the Porter’s Five Force Analysis at
the time of industry feasibility.
3.4 Organization feasibility
The aim of organization feasibility is to define the lawful and commercial configuration of
the company. It is also including expert background data about the organization owners; principles
of the venture and which type of skills add to make the business more successful. In simple words,
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it can be said that the success of every company does not depend on not only the development of a
service or a product but also on the structure of the organization and how disciplined its operations
are. It is seen that some of ventures are not willing to maintain their firm structure and for this, they
transfer the responsibilities to the other external organizations. But in reality, they end up their
business by failing or loosing profit and market share. D’Hassel finds the way of success by valuing
and recognizing its employee’s contribution in the success of the company. Along with this, the
cited firm also make sure that its HR policies execution should be best since the configuration of the
venture is an essential asset.
3.4.1 Ownership Structure
D’Hassel is a sole proprietorship online company and has 2 business associates whose
shares in business are not more than 10%. Organization will engage both business partners in
various day to day activities such as ensuring clients needs, giving advice related to the business
management, preparing future objectives, setting of mission and vision etc. But these business
partners will not be a part of board of directors. There will be a CEO (Chief Executive Officer), GM
(General Manager), Operation Manager (OM), Accountant, Secretary, Software Engineers, IT
officers, Marketing Manager and other staff members include in board of directors. These members
will be highly skilled, knowledgeable and experienced.
3.4.2 Required Qualifications and Skills
D’Hassel is online maid services provider demanded various skills and qualification from its
employees. This is very important for the firm because skills of the staff decide the success or
failure rate of the company. At the time of selection of employees, organization needs to remember
the mission, vision, objectives, values and goals of the business. The amount of require staff needed
by D’Hassel in the initial year of beginning of business is as follows:
 CEO (Chief Executive Officer)
 One GM (General Manager)
 One Operation Manager (OM)
 One Accountant and Secretary
 Three Software Engineers
 Two IT officers
 One Marketing Manager
 Five Other staff members
Chief Executive Officer
 He will be responsible for taking all personal decisions for D’Hassel.
 He will execute tactics to transform the vision into the reality.
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 He will arrange entire important and required resources.
 He will maintain the performance of company.
 He will make and execute strategic plans represents the organization at different levels.
General Manager
 He will be responsible for communicate all kind of information from CEO to employees.
 He will assess conditions and take right decisions.
 He will accountable for looking all managerial functions.
 He will lead entire workforce with the aim of attain business objectives.
Operation Manager
 He will look entire process of website development and functions of new website.
 He will supervise the working of employees.
 He will assess contracts and resources which will needed.
 He will accountable for selection of equipments and their maintenance.
Accountant and Secretary
 They will collect other companies’ financial data and forecast the sales of maid and other
related services of D’Hassel.
 They will conduct internal audit and prepare financial report of the company.
 They will give legal advice and assess the reasons of mismanagement of finance.
Software Engineer
 He will be able to give attention to details which will make the online website of D’Hassel
more improve and user friendly.
 He will already get the experience in the area of development of website and able to analyse
the loopholes in the existing work.
IT officers
 They will good technical skills to solve the errors in the system.
 They will monitor and maintaining computer systems and networks.
 They will provide maps and written instruction to fix a fault or set up of a system.
Marketing Manager
 He will able to analyse situations and develop marketing plan in order to promote the new
online website of D’Hassel.
 He will good analytical skills to assess problem and solve it.
 He will excellent technical skills to increase the engagement of the customers.
Other staff members
 They will research the requirements of the clients by establishing contact with them.
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 They will work as a team which help the service users to take right decisions at the time of
selection of maid services.
The above listed qualifications make it evidential that D’Hassel is feasible because it will
able to create a good organizational structure to run the business in quite effective manner.
3.5 Financial feasibility
Financial feasibility defines how much money will come and leave from the organization,
for which purpose money will use, amount of cash available for the business and forecasting
position of the organization. It can be short or long term foundation for the company with the aim of
control over the budget and assist in prevention from financial drawbacks. For D’Hassel, financial
feasibility will include start-up capital, operating cost, sales forecast, profit and loss and breakeven
analysis.
3.5.1 Start-up Capital
Before starting a new venture, D’Hassel will estimate start-up cost of business. The amount
that will be invested by owner is £25,000 and looking for a 3 year loan i.e. £45,000 from the bank.
Along with this, investors who are ready to invest in new venture will be included. Below table
shows the start-up cost of D’Hassel.
Table 2 Start-up cost of D’Hassel
Expenses Amount in pounds (£)
Salaries 18000
Rent 10000
Equipments 320000
office expenses 8000
Advertising 120000
Business Registration, License and Legalities
Cost
10000
Insurance 8000
Other Expenses 4000
Total 498000
3.5.2 Operating Cost
D’Hassel will payoff it entire its loan by the 3rd year of working. In this context, a three year
operating budget of organization is as follows:
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Table 3 Operating Cost of D’Hassel
Expenses 2017 £ 2018 £ 2019 £
Salaries 18000 18000 18000
Rent 10000 10000 10000
Equipments 320000 320000 320000
office expenses 8000 8000 8000
Advertising 120000 120000 120000
Business Registration, License and Legalities Cost 10000 10000 10000
Insurance 8000 8000 8000
Other Expenses 4000 4000 4000
Total 498000 498000 498000
3.5.3 Sales Forecast
D’Hassel has forecasted itself in order to determine the growth within the upcoming first
three years of operation and enhance sales. The assumptions will take to achieve the business
objectives and meet the customers demand in Northern London. D’Hassel capture 5000 customers
across the selected geographical area in the initial year of business, 10,000 in the second and 20,000
in the third year of function.
Table 4 Start-up Cost for D’Hassel
Years 2017 2018 2019
Services Customer per
year
Customer per
year
Customer per
year
Maid 110 220 440
Servants 150 300 600
Office boys 200 400 800
Event workers 250 500 1000
Total customers per
year
710 1420 2840
Price per service £ £ £
Maid 50 50 50
Servants 60 60 60
Office boys 80 80 80
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Event workers 100 100 100
Total sales per day
Maid 8 16 32
Servants 10 20 40
Office boys 15 30 60
Event workers 18 36 72
Working days per year 365 365 365
Yearly sales
Maid 2920 5840 11680
Servants 3650 7300 14600
Office boys 5475 10950 21900
Event workers 6570 13140 26280
Total yearly sales 18615 37230 74460
Total revenue per year 1460000 2920000 5840000
3.5.4 Profit and Loss
The below forecasted profit and loss demonstrates that D’Hassel is expecting to generate a
gross profit of £1095000, keep its expenses at a minimum of £498000 and gain £528750 as a profit
after tax. Organization expected the profit will increase on yearly basis and by the end of the third
year, it will be £2992500.
Table 5 Profit and Loss forecast for D’Hassel
Year 2017 (£) 2018 (£) 2019 (£)
Total revenue per year 1460000 2920000 5840000
Cost of sales 365000 730000 1460000
Gross profit 1095000 2190000 4380000
Total expenses 390000 390000 390000
Profit before tax 705000 1800000 3990000
Net profit after 25% tax 528750 1350000 2992500
3.5.5 Breakeven Analysis
On the basis of the above financial analysis, D’Hassel will make a monthly sale of 500 maid
services to achieve breakeven point. It will only achieve if the fixed cost will be £30,000 and it will
be maintained at least three year of operations.
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30

CHAPTER 4 BUSINESS MODEL
4.1 Introduction to business model
From the study, it has clearly revealed that strategies have the backbone of a company that
assist in taking competitive advantages over the year. But with the help of business model, it gives
sustainable advantage in the future. Basically, business model is creating an outline that defines the
functioning of a business. Along with this, it gives answer of various questions such as who are the
customers, what are the values of business, how values deliver to the end users etc. Customer value
proposition, profit strategies, key resources and processes are the four components of the business
model. So, D’Hassel foresees its core strategies, business models canvas etc. These all will be
achieved through SWOT analysis, blue ocean model, 5M‟s model, porter’s generic, pestle analysis
and business model canvas.
4.2 Strategic analysis of the business idea
A planned examination of D’Hassel business design is aim to develop online website which
help the customers to book their maid services for different context. A SWOT investigation
framework is used to identify the potential, weakness, threats and opportunities of new business
ideas (Drost and Chaney, 2014). It will assist the organization to understand those aspects which
lower down performance of business in the competitive market. By doing this, it will easy for the
firm to take advantages of existing strengths and opportunities in order to minimize the threats and
weakness to establish the position in the market place. To determine the strengths and weaknesses
of D’Hassel, 5 M’s model analysis will used and PESTLE model will use to explore the
opportunities and threats of the new venture.
4.3 5 M’s model analysis on D’Hassel
It is assumed that a victorious organization management is most effectual to attain 5 M’s
money, manpower, methods, materials and machinery. Each and every 5 M play an essential role in
a business. Explanation of these 5 M’s in the context of D’Hassel is as follows:
Money: By considering financial feasibility of D’Hassel, the owner has devoted his own
cash and also taken a credit from bank. It will give good contribution to run the business.
Repayment of loan will be given within the 3 years after beginning of venture. From the market and
industry feasibility of D’Hassel proves that the taken amount can be settled within 3 years. It leaves
organization wealth control very powerful under the 3 years of running business and its tactic plan
will help in increase profit on annual basis.
Manpower: Without having skilled employees, it is not possible for an organization to run
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day to day operations. It is essential for D’Hassel to select right person for the right position to
achieve the business objectives in effective manner. Human resource policies of the organization
ensure that it will appoint hardworking and committed employees for the position. In the context of
organization feasibility, D’Hassel has the workforce to construct online business since its boards of
directors and management of the organization have necessary skills, knowledge, experience and
abilities.
Methods: Without a chain of process, it is impossible to create and deliver a service or
product to the customers for an organization. D’Hassel has setup a procedure for the customers by
which they can book several kinds of maid services easily and effectively. It shows that
organization is having the sufficient knowledge about the methods and process to satisfy the needs
of service users. For this, D’Hassel has acquired an office space where online business will take
place. Along with this, appropriate supply chain strategies have also followed to develop and deliver
maids, office boys, event workers, servants etc services to different areas of North London.
Materials and machines: From the above discussion, it has clearly understood that machine,
manpower, materials and methods are more important for an organization. Same as, material is also
an essential for a business because it is a key part of operation. D’Hassel has brought the different
kind of machines and equipments to prepare the website and deliver the different maid services to
the target customers.
4.4 PESTLE analysis
Political: Political aspect of every country has different and it influenced the organization
operations and functionality. The cleaning industry and its sub sectors in North London has
influenced by political factors. Changes in local and national government policies affect the existing
process and other aspects of the industry (Wirtz, 2010). The following industry gives huge
contribution in development of nation and therefore, policies are imposed to help the business
sectors. North London is one of the geographical areas where local communities are involving in
the service sector and it is also a hub of corporate organizations. Therefore, D’Hassel is free from
political war situations.
Economic: Changes in economic conditions of a country affects the operation of a business
either in negative or positive way. The past big economic recession in UK has affected North
London and this thing may affect a start up of a new business like D’Hassel in terms of prices of
materials, import tariffs and other start-up expenses. In case, if the organization outsources its some
activities then it will make the business more expensive and increase the final prices of services.
Therefore, economic is a threat for D’Hassel.
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Social: The lifestyle and behavior of people is changing with the time. In the present time,
many of the people think that doing a household work by themselves is a bad thing and against their
reputation. For this, they look for maid services for different purpose. On the other hand, in the
corporate culture, the need of office boys in the office is increasing day by day (Teece, 2010). So,
these changes encourages firm to adopt the changes when the social lifestyle and attitudes of people
of North London becomes changes with the aim of fulfill the desires and requirements of
community. D’Hassel thinks about the culture of the clients at the time of development of maid
services. If, the company is not considering social changes then it will affect the business in
negative manner. So, social factor is threat and opportunity for the firm.
Technology: In the 21st century, the use of technology is increases with the rapid speed. In
present era, people cannot be live without it and it gives huge contribution in the success of an
organization. D’Hassel needs to use modern technology in order to develop online website. It
should be more users friendly and attractive which can be able to beat the competitors. Its various
rivals utilize different technology to deliver maid and its related services to the customers. This is
the major problem to D’Hassel if it lacks the needed technology to run the business. So, technology
is a threat for organization at the early stage of business but in the future, it wills opportunity to take
competitive advantage.
Legal: Every nation and company is bound by some legal frameworks. Different laws of UK
and North London is an advantage to D’Hassel. But, in case company outsourced its activities in
other nations then its business will be affected by some different government policies. Legality is
therefore a threat and opportunity to D’Hassel.
Environmental: The stage at which the globe is growing has inclined the countries to show
their concern towards the surroundings. Small to big organizations are creating hug amount of
pollutions in the atmosphere. D’Hassel may partly affected by environmental issues and it will
follow various local and national environmental regulations. So, this factor will work as a
opportunity for cited firm to create a business design in unique way which can minimize the impact
of operations on environment.
4.5 SWOT analysis
SWOT analysis is an important aspect of to develop an effective strategic business planning
process. It assists the management to create organizational objectives, goals, vision and tactics. In
the context of D’Hassel, SWOT analysis will help in determines internal strengths and weaknesses
with respect to external opportunities and threats.
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Table 6 SWOT analysis of D’Hassel
Strength
 An eager organization with a strong and
infectious leader.
 An excellent designed training program
to share and capture intellectual capital
for the company.
 Dedicated and skilled staff.
Weaknesses
 Labour intensive industry.
 Long time lag between developing and
maintaining good will and trust as well.
 Hard to establish good brand equity in
the market because of new start up
corporation.
Opportunities
 A huge proportion of marketplace which
is still not conscious D’Hassel.
 Shifts in consumer habits related to
hiring of maids, servants, office boys,
event workers etc are increasing
utilization of maids’ related services.
 Good business models which is easily
scalable.
Threats
 Employee turnover.
 Threat of entrance of strong competitors.
4.6 Selection of possible strategies
In order to gain competitive advantages, an organization takes various strategic decisions
over the rivals. Selection of right strategy plays an important role in success of a business. At the
time of choosing of right tactic, it is essential to consider the availability of resources within the
company such as materials, funds, capabilities of manpower and enterprise etc.
4.6.1 Porters Generic
The following framework spotlight on three types of strategies: cost leadership, focus
leadership and differentiation leadership. This model assists the organization to gain competitive
advantage. Explanations of different strategies are as follows:
Cost leadership: In this strategy, a company defends itself from external factors and create
difficulties for the other organizations to enter into a market. To become a cost leader, it is important
for a firm to lower down the prices of products as compare to the competitors. But reducing the
final cost of a commodity may affect the quality of end outcome (Okolocha and Ile, 2011).
D’Hassel selects this strategy in order to minimize unnecessary expenses and offer low cost services
to the customers to win the competition.
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Differentiation strategy: An organization which choose differentiation strategy, delivers
services and products in unique manner as compare to competitors. The reason of adopting this
strategy is to take competitive advantage and become a market leader. This tactic is not only
differentiating goods but also differentiated values that deliver by the commodities to the customers.
In the context of D’Hassel, it will require to conduct a deep research to ensure that produce various
kinds of main services able to deliver unique values to the target market as compare to its strong
rivals.
Figure 9 Porters Generic model
(Source: Monks, Pitt, Stein and James, 2014)
Focus strategy: This tactic only emphasizes on a selected group and this may be either
related to cost leadership or differentiation. D’Hassel will fragment its target clusters into low and
high classes and then emphasise on to deliver low cost maid services to different segmented classes.
By doing this, it will easy to satisfy the needs and requirements of each and every types of
consumers.
4.6.2 Blue Ocean Strategy
Blue Ocean Strategy is always being used in the business world. Strategy is just all about the
competition in which a company drawing its opponents to the table and push him into the
battlefield. The following model is based on the concept of low cost and differentiation strategy. It
eliminates and minimizes different factors on industry in which an organization competes, raise
market share by increase and creates values by a product that has never being offered by any other
company in the industry (Amiri, 2010). With the help of ERRC grid, D’Hassel can analyse the
factors and develop a blue ocean in the industry.
Abolish
 D’Hassel aims to remove the already set maximum number of order request of customers.
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 D’Hassel will also abolish the fact that customers have to go to the industries.
Reduce
 D’Hassel will decrease the price of services by improving quality
Raise
 D’Hassel will raise the minimum number of order request from the client side.
Create
 D’Hassel will create services to customers by suggesting those right maid services for a
specific purpose and this will add a value to the current services of company.
4.7 Development of appropriate business model
4.7.1 Business Canvas Model
The following framework improves logical ideas and decisions and it enables organizations
to understand innovation and competition. It helps in make better decisions regarding the
investments in different areas key partnership, key activities, key resource, value proposition,
customer relationship, cost structure, channel, customer segment and revenue stream are the major
elements of Business Canvas Model.
Figure 10 Business Canvas Model
(Source: Simoneaux and Stroud, 2011)
Key partnership:
Many of the ventures cannot survive by themselves and for this; it is needed to come under
the partnership with the other organizations in order to take help in various operations. D’Hassel
will also require making partnership with the some associations which are still at start-up stage or
maturity stage to take some benefits.
Key activities:
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Key activities of a venture are performing day to day operations and complete the
responsibilities regarding meet the expectations of the customers. In this context, D’Hassel key
activities are conducting a market research, design maid and relevant services for consumers and
suggest clients best solutions for their servant related issues. Along with this, another activity of
company is to reach out to the regular customers, organizations, institutes and other firms in order
to deliver maids, office boys and event workers etc services as per their requirements. Rather than
this, giving free consultation to the customers is also a key activity of D’Hassel. Moreover,
marketing, promotion, market research, advertisement, environment analysis etc are some other key
activities of cited new venture.
Key resources:
Resources are the major assets of an organization which either own by a business itself or
gain from its business partners or suppliers. In the context of D’Hassel, technical, financial,
personnel and physical are main resources which are require to run the business in more effective
manner. Along with this, firm will require some intangible resources rather than tangible resources.
In the terms of human resource, D’Hassel will hire some qualified employees and they will be
Operation manager, Accountant, Secretary, Software Engineers, IT officers, Marketing Manager and
other staff members. For the same, in terms of physical resources, organization will require some
computer systems, office space, machines, license to run a new business, warehouse to store
customers’ data etc for various operations. Apart from this, D’Hassel will necessitate huge amount
of financial resources so that new business can be run in more effective manner. Enterprise has to
pay salary for employees, funds for administration work, advertisement and promotion context etc.
These all will require financial resources to survive in the market.
Value proposition:
Value proposition is relating to the benefits which customers gain from the purchasing of a
product or a service. D’Hassel will give quality maid services to its different clients at economic
price. Along with this, organization will give free consultations to the service users at the time of
selection of services. This strategy will add value to services of new venture in order to gain
competitive advantages over competitors.
Channel:
It covers sales and distribution networks, communication media with the customers and
employees etc of an organization because it helps in ensure that deliver value proposition are as per
the expectations or not. D’Hassel will require assure that there should be a good communication
between the venture and customers. To accomplish this objective, organization will develop various
strategies for effective communication network. Along with this, cited firm will also focus on
37

supply chain management with the aim of deliver the services to the end users at right time.
Customer relationship:
To make profit and survive in a market, an organization needs to meet the customers’
requirements and maintain good relations with them. This is the only reason why D’Hassel gives
priority to a good relationship with service users. Motto of the organization is “Your problem, our
solution and its maid services”. To achieve this, company will use appropriate communication
channels so that customers can easily communicate with firm representatives. For this, the cited
venture will use social media, mobile applications, creating own websites etc. Along with this,
company will know requirements of its target market along with their issues by suggestion boxes,
survey techniques, questionnaires etc.
Customer segment:
In the era of the competitive market, it encourages the organizations to find out the target
markets for their business. For D’Hassel, customer segments are regular customers and corporate
organizations. This is because of increase demand of maids, servants, office boys and event workers
in different areas. In this context, the aim of the cited organization is to reach out to the customers
with proposed different kind of maid services that suits the purpose and needs of the end users.
Cost structure:
Aim of D’Hassel to deliver various maid services to the customers at minimum affordable
costs. The services which will provide by the company contain some fixed cost which cannot be
minimized or eliminated. They will be remained constant all the time.
Revenue stream:
Current cash flow and revenue streams shows whether an organization sustain its operations
or not. For D’Hassel, major source of revenue stream will sells of numerous maid services to its
target customers. So, if the company achieve expected sales of each month then it will be sustain
and generate more revenue.
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CHAPTER 5: BUSINESS PLAN
5.1 Industry analysis
In the world of globalization, new innovations in technology area are growing with the
exponential speed. This thing makes every business industry more competitive. Cleaning and maid
services industry cannot be said an old trade which has run from the long time ago ( Ford, Bornstein
and Pruitt, 2010). Although, the need of different maid services still in the past but in that time, it
was not developing as business. But the time, this thing becomes develop as a business and now has
been taken a form of industry. At present time, cleaning and maid services industry is growing with
the high speed. It also contributes UK GDP and provides large employment to the local
communities. Because of increase demand of different kinds of maid services in entire world will
help D’Hassel to survive in the market. Although cleaning and maid service sector is now becoming
a more competitive but a right strategy of company will assist in beat the competition. D’Hassel is a
startup venture in the cleaning and maid services sectors and firm will deliver various kinds of
servants’ services to the target customers.
5.2 Ansoff matrix
The following model helps organization to take decisions regarding its market and growth of
products or services by emphasizing on as either they are existing or new. With the help of Ansoff
matrix, D’Hassel with analyze the growth of its services in the current and new market.
Figure 11 Ansoff Matrix
(Source: Burns, 2010)
Market Penetration: Services of D’Hassel are already in existence and providing by its
rivals. In this context, company will adapt market penetration strategy to add some new features in
39

the services and use various promotional activities such as discounts, offers, cash back etc.
Product Development: To develop more effective maid services, D’Hassel will use this
strategy. For this, company will try to make services more appealing and higher quality level via
adding more features in the existing services which are still not deliver by its competitors to
customers.
Market Development: D’Hassel will expand its new venture in new markets such as various
locations of UK. An effective pricing strategy and service quality will help in new market
development. It will assist the company to gain good reputation and set new branches in other
geographical regions on the basis of franchising strategy.
Diversification: By taking inspiration from the other companies, D’Hassel will diversify its
services in the area of maids, servants, office boys and event workers. It will create a unique image
in the market and make the organization diversified from its competitors.
5.3 Market analysis
Within the UK, there are 4 regions, England, Wales, Northern Ireland and Scotland. England
divides into 9 regions and these are divided into sub regions where various social economically
groups link together. In entire UK, the numbers of corporate organizations are increasing with rapid
speed. To perform small day to day work and activities, they needed a person who can perform all
kind of office works. Along with this, the changes in social values with the time, customers prefer a
person who can do all kind of household work (Mullins and Komisar, 2010). These all things
encourage D’Hassel to deliver various maid services to the target population within the UK. The
demand of such kind of services increases with the time in entire nation. D’Hassel target market is
feasible because demands in regular customers and corporate organizations are high it will not
diminish in the future. Along with this, the buying habits of service users in high as it was determine
in Porters Five Force analysis at the time of industry feasibility. But majority of the customers are
very considerate with prices of various maid services since the market is flexible because of
different pricing strategies of each and every organization.
5.4 Key customers
Organizations of cleaning and maid service industry in UK are targeting two main
customers. The reason of doing this is because of high demands of servants for several purposes
such as office work, events, child and old age people care, domestic work, cleaning work etc. In this
context, D’Hassel aims to reach out the target customers with the proposed solutions for their issues
and problems.
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5.5 Marketing plan
It is generally believe by the organizations that easiest and best way of marketing is word of
mouth and it is not difficult. Along with this, marketing plan needs to be design well before the
implementation of marketing activities. In the context of D’Hassel, to gain competitive advantage,
organization will develop a good and effective marketing plan by complete market research and
analysis. It will show whether the cited organization able to achieve strategic objectives via
different marketing activities or not. Along with this, the right selection of marketing tools such as
branding, advertisement, promotions, and public relations will added value in cited firm brand and
its services. It is very well known that D’Hassel is a start-up company and it requires huge
promotions in the starting stage. With the help of STP strategy, enterprise will segment the market,
select right target and create position of services by adding value.
5.5.1 Marketing strategy
It is the mission and vision of D’Hassel to establish itself as a reasonable and consistent
online maid services in North London. To accomplish this, some suitable marketing tactics will
require and it will only start with generate awareness in the public regarding the services and gain
their attention. “Bring maid services to your door step by a click” will be the message of company
to customers. Along with this, another message will be “customer service is our first priority” or
“get the best solutions of your hiring maid services problem”. Social media, websites, posters,
websites etc will medium of marketing of new cited venture. The tag line of D’Hassel also states
“Your problem, our solution and its maid services” where the “Your” defined customers.
5.5.2 Marketing methods
Marketing is a method that is relating to the promotion, pricing, distribution, public relation,
advertisement of a service or a product. D’Hassel will follow this strategy in order to meet the
requirements of the target customers.
Pricing: Marketing standards of UK will influence pricing of D’Hassel because it will be an
amount of money that will pay by a customer in return of buying maid services. For this,
organization will use different pricing tactics such as penetration, skimming, cost based,
psychological pricing and competition prices. Selection of right pricing strategy will depends in life
cycle of D’Hassel several maid services. Another goal of the company is to capture huge market
share in the first year of business start-up and for this, it will follow penetration pricing strategy.
The reason of chosen this strategy is the offer services will contain low cost to attract more and
more customers. At the maturity stage, D’Hassel will adapt the cost based strategies because till that
time, clients will know services.
5.5.3 Marketing communication
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For creating the awareness in the customers of North London, D’Hassel will use marketing
media for communication. The marketing communication toll will direct marketing, sales
promotions, public relation and advertisement. In the context of advertisement, D’Hassel will give
ads in television and radio stations. Along with this, social media will be used by the firm in order
to convey message to the target customers. Further, a website will create by company which display
different maid services. Magazines, fliers, posters, newspapers and catalogues will share to the
target customers in North London. An example of social media and a budget of advertisement cost
for D’Hassel are as follows:
Figure 12 Sample Social Media Advert of D’Hassel
Table 7 Showing the type of Advertisement and its cost
Type of advertisement Duration Cost in £
Media Advertisement (Television and Radio) 5 months 8000
Printed Advertisement (Posters, fliers, Bill board,
brochure)
1 year 3000
Others 1 year 1000
Total 12000
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On the other hand, D’Hassel will invest amount in gain attention of the customers via press
statements. On the maturity stage of business, the cited organization will provide charity,
sponsorship, scholarships etc to make the public know that firm is giving back to the community.
Apart from this, direct marketing will also use by D’Hassel to attract the service users. For this, new
venture will use mail, telephones etc in order to directly communicate with the target market.
5.5.4. Distribution system
D’Hassel will use direct sales strategy and it will help in deliver the maid services to the
customers without any kind of intermediaries. For the same, cited firm will unwrap for service
users’ suggestions and other tactics will be executed after few years of business start-up.
5.5.5 Life cycle changes in the use of marketing mix (Forecast)
D’Hassel is now at introductory stage and to make the organization successful in this stage,
some changes in the use of marketing mix will require which are as follows:
Price: D’Hassel will follow a new pricing strategy that will completely cost based.
Organization will also consider the amount of money that spent in different business operations. At
the time of adapt cost based price tactic, company will lower down the pricing of services by
eliminating and minimizing certain factors.
Product: At the growth stage, D’Hassels will bring some modifications in the existing maid
services to survive in the market for the long time.
Promotion: For promotion, D’Hassel will use different promotion strategies modern and
traditional communication medium. By thing, it will be easy for the company to draw more and
more attention of new service users.
Place: D’Hassel will transfer, start to encourage and sell its different maid services in other
areas of entire UK with the aim of business expansion. .
5.6 Organizational plan
5.6.1 Ownership structure
D’Hassel is a sole proprietorship business and it has two associates who will assist in giving
advice and has not more than 10% share. The below figure demonstrates the organizational
structure of new venture:
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Figure 13 Organizational structure of D’Hassel
5.6.2 Management team background
Including owner of the company, D’Hassel has few members in board of executives who
will assist the owner of new venture to manage and take some judgments for the business. The
owner is also knowledgeable and skilled in the e-commerce industry and holds a MBA course. The
members of board of directors are highly expert, educated and experienced in the business world.
The CEO will take all private decision for D’Hassel while the GM will converse information from
CEO to employees. OM will look all production process, Accountant and Secretary will collect and
supervise the financial data and other information of D’Hassel. The Software Engineers will designs
the website and mobile application to display the maid service of the company. Founder or CEO
may or may not pay off the start loan taken from the bank in the first year of operation. Number and
salaries of employees is showing in below table.
Table 8 The number and salaries of employees
Position Number of
employees
Salary per month
in £
Total salaries per
month in £
CEO 1 0 0
GM 1 3000 3000
Operation Manager 1 2200 2200
Accountant/ Secretary 1 2000 2000
Software Engineers 3 1400 4200
IT officers 2 1500 3000
Marketing Manager 1 1000 1000
other staff members 5 520 2600
Total 18000
5.6.3 Human Resource Management
D’Hassel believes in the fact that by introducing effective HR strategies and policies, the
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success of the organization can be ensure. But it is very important to look welfare and well being of
the employees. For the same, venture will develop and execute some HR policies in order to
personnel development and their motivation. Health benefits, reward benefits etc will be organized
to promote healthy environment at the workplace for staff.
5.7 Production plan
5.7.1 Service development process
D’Hassel will develop its services and take customers order by own. The Software
Engineers will create website and mobile application to deliver right information to the customers.
Operation manager will evaluate the website and mobile application designs and suggests the ideas
to make them more effective.
5.7.2 Machines and equipments
At the time of development of D’Hassel, company will need various machines and
equipments. These will assist in run day to day operations and perform other activities. Below, a list
of equipments with respect of costs that will be needed purchase to enhance smooth operation is
given which is as follows:
Table 9 List of equipments and their costs
Equipments Quantity Amount Total amount
Furniture 12000 12000
Desktop Computers 3 20000 60000
Laptop Computers 5 22000 110000
Printers 4 30000 120000
Router 3 6000 18000
Software
Total 320000
5.8 Operation plan
5.8.1 Location of D’Hassel office
In the starting of first three years of operations, D’Hassel will take an office space on rent
that will be situated in the North London, UK. It is an ideal site for the trade because it is the hub of
all kind of businesses, surrounded with residential areas etc.
5.8.2 Flow of orders for services
The customers place a maid request on the website where D’Hassel company representatives
45

receive the request of the clients. On the basis of the service users needs, a specific deadline decides
to deliver the services. On the particular date, day and time, maid services delivers to the
consumers. Data of the client stores in the equipments and its backup stores in the warehouse.
5.8.2. Technology utilization
D’Hassel purchase equipments that will use electrical energy and ecological, save energy and
made less impact on the environment. Along with this, the new venture will utilize software to book
the request of the clients. Apart from this, for generating invoice, accounting etc, other software will
use. For communication purpose, voice mail, message notification, fax machine etc will utilize.
5.9 Assessment of risk
D’Hassel will contain different kinds of risk such as service and operation risk, financial
risk, market risk, technology risk, human resource risk etc.
5.9.1 BCG matrix
This model will enable D’Hassel to plan portfolio of its services. In star stage, company will
invest more amounts for growth purpose in order to maintain cash flow balance. If organization
gains more income in cash cow stage them it will need to devote small in the trade and take out
returns for other savings. At question mark stage, D’Hassel will think again on its asset related
decisions and discover different marketplace. But in dog stage, organization will diversify into
related or unrelated ventures.
Figure 14 BCG Matrix
(Source: Barrow, Barrow and Brown, 2012)
5.9.2 Exit strategy
If D’Hassel face any kind of crisis in future then it should be adopt exist strategy. This will
be diversifying risk by entering into new markets and deliver new maid services to the customers. It
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will that time adapt when the crisis will go beyond its strengths.
5.10 Timetable for operation
Aim of D’Hassel is start its full operations by the end of year 2017. Gantt chart of different
operational activities of company is as follows:
Table 10 Gantt chart of different operations of D’Hassel
Task Name Week 1 week 2 week 3 week 4 week 5 week 6
Registration of new venture
Purchase of workplace Equipments
Set-up of Office
Recruitment and Selection Process
Full Business Operation Begins
5.11 Financial plan
5.11.1 Sources of finance
The proprietor is spending £25,000 and takes a three year credit of £45,000 from bank.
Along with this, D’Hassel allows the investors who are interesting to invest in new venture.
5.11.2 Major suppositions or assumptions
To carry out a new venture, some assumptions needed to be taken into the consideration. In
the context of D’Hassel, few financial assumptions are as follows:
 Increasing demand of maid services as it is estimating that sales of D’Hassel will increase
by 2% on annual basis.
 Number of operational time for new business will be 30 days per week.
 Figure of online wishes will calculate on the average basis.
 By considering the current inflation rate of UK, involve costs on maid services will be
constant.
 Assumed tax rate will be 25% on profit.
 Salary will give to staff on yearly basis by 6% growth.
 Interest charged at loan i.e. 7.52% will be waged on the amount taken as a loan from bank.
 Downgrading on fixed assets at 5% every year on straight line method.
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APPENDIX
REFLECTIVE STATEMENT
Gibbs reflective cycle
Reflective statement is a kind of report which represents opinions on a past experience on a
particular subject. These assertions are used to understand the previous events in order to learn a
lesson. This type of learning is most essential because it educates how the gain experience from the
past work can help in development of\ various aspects. The following declaration is related to a new
business development with proposed title “D’Hassel”. It is all about the setting of a completely
online business whose concept is based on the select, click and places the request for the maid
services. The new venture is located in Northern part of the London. The present reflective
statement will show the type of learning and skills that have been gained by the scholar while doing
the entire assignment.
Description
Beginning of a business is always based on a logical aspect. Every person has a dream to
start own business as an entrepreneur. The journey begin from business development to its success
is very complex and requires more efforts of the owner on several areas. For the same, the entire
voyage of a new venture development proposal has very helpful and rational for me. During this
phase, I have learned various things from this course of project. In this context, first thing which I
have gained is enough knowledge about the e-commerce industry. By visiting many websites, it has
found that the following sector is growing with the high speed. Organizations which are dealing in
the e-commerce sector are completely depends on the technology. For the same, because of busy
schedule, people are looking those businesses which are providing products and services online and
deliver them directly to their home. Hence, demands of online services are increasing over the time
and raise the dependency of individual on the internet. This opportunity is very fruitful for those
persons who really want to start their own business in the area of e-commerce.
Thinking and feeling
During the entire research I undertook different areas where I felt that my knowledge level
was not up to the mark. Another thing which I have learned is about the demand of maid services
among the people of UK. Different statistics which I have searched for the business development on
internet show that there are many small to medium size firms in the UK that are providing several
kinds of maid services to different target markets. With the rise in knowledge level my thinking
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level became positive. In addition to this, some are completely depended on the internet, few of
them are running offline business and some of them are using both offline and online concept for
their venture. Therefore, it has been confirmed that there are huge possibilities for new venture to
survive in the cleaning and maid industry for the long time.
Apart from this, I have also gained learning about how to start a venture. Beginning of a new
business is not an easy task and it demanded lots of things such as efforts, funds, time and different
skills. Along with this, a focused approach is also needed to ensure that all business activities are
executing according to the pre-decided plan. In addition to this, it requires lots of research related to
the respective industry such as identification of target market, targeting, segmentation, positioning
etc. At the time of development of business proposal, study related to the target market is very
important. The entire things are to be developed and finished as per the set action plan. For
evaluation of various business problems, several feasibility studies require to be conduct.
The following new business development proposal has awarded me different kinds of
employability skills which will be very helpful in my personal and professional development in
future. In this context, I have gained cognitive skills that develop my innovative skills. The current
new business development plan is evidence that to make the action plan for effective and efficient,
it was required to adopt some strategic approaches. On the other side, I have also learned about the
application areas of different business models such as Product life cycle, PESTLE, SWOT, Porter
Five Forces, Blue Ocean model, Business Canvas Model etc. These all frameworks have increased
my knowledge and helped me to understand how to apply the models in the particular situations.
Therefore, it can be said that now I am very innovative and cognitive itself as per the demand of the
situation.
Further, I have also developed different problem solving skills that assist me in solving the
several issues at the time of new business development proposal work. For example, at the time of
doing feasibility analysis, I was not known about which tool has to be used for market or
organizational feasibility analysis. Along with this, from this course of project, I have brought the
improvement in my decision making skills because at the time of development of new business
proposal, I was required to take some essential decisions such as from where to take loan, how to
keep constant the expenses during the three years of operations etc. Apart from this, I have gained
some time management skills from this entire present research work. It is very well known that
make enquiries is a very time consuming process and require high level of dedications. But for me,
it was very difficult to save time at the time of research on whether the selected business industry
suitable for my new business idea or not. But after completion of the plan, I have realized that how
to assign the time for working priorities so that action plan can be completed within the given time
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frame. On the other side, I have also improved by budget estimation skills. At the time of doing
business development plan, I was very weak in how to calculate the sales, expenses, profits level,
assets values etc for a venture. But after finish of the following proposal, I have able to predict the
different financial aspects to a new business. So, these are the some learning which I have learned
from the new business development proposal.
Evaluation
Gain learning from the past experience is not an easy task for anyone. Same thing has
applied on me at the time of development of new business proposal. During this course of project, I
have faced various problems that create barriers in my learning process. First is how to apply
different business models such as Product life cycle, PESTLE, SWOT, Porter Five Forces, Blue
Ocean model, Business Canvas Model etc on the proposed business plan. There are several
situations on which these frameworks apply. But less understanding of application of models was
unable me to impose right model on a specific situation. Another barrier which is a kind of bad
experience I have faced at the time of following course is determining the critical success and
failure factors which affect the success of new business development plan. The reason of
identification of these elements is very important for me because it assist me to know how the
things will work at the time of developing business plan. Some of the main positive aspects such as
good experience were enhanced knowledge level linked with starting up of new business. Further, I
gathered knowledge in relation with setting up of new business in the market along with identifying
major opportunities.
Apart from this, I have encountered with another problem i.e. unable to manage the time.
The entire process of developing a new venture plan was more time consuming and in this, I was
face problems related to allocation of right and effective time frame for different activities. Along
with this, another problem that I have deal during business development plan is unable to find the
authentic and valid source of data collection. A good content plays an important role in increase the
understanding of the readers in actual manner. For this, I was actually needed some reliable sources
which can help me to produce valuable outcome.
The main focus of the researcher behind the development of D’Hassel online business plan
is to deliver the good maid services to the target markets on a low cost. In doing so, there were
several sections that assisted me to enhance my professional skills that will help in get employment
in the future. At the initial stage of business plan, I was under confident to carry out the entire
project and its outcome. But after executing the different section of business plan, I got confidence
that I can use my theoretical knowledge on a practical platform and generate the desired results. In
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addition to this, I was assessing the UK market for an opportunity them I came to know about the
demand of different maid services. There are many reasons for which people like to hire servants.
However, analyzing this gap, it was determine that there are not any online organizations which are
providing office boy, maids, servants and event workers facilities to the customers. All maid
services are either relating to the cleaning, baby care, old age care or for housekeeping. So,
analysing of market helped me to develop a suitable concept for the current business plan. Further,
doing the research, I have gathered some authentic information to compute a good financial budget.
This information includes tax implications, interest rates, bank loan repayment, sales growth of
online business etc. Apart from this, some other professional skills that I have gained from the
course of work is leadership skills, ability to manage and raise funds, to become more productive,
ability to hire skilled people, modes to which connecting with the customers etc.
Analysis
Overall situations being faced by me during this research were favourable where i was able
to obtain positive results. Apart from this there were some personal objectives behind doing the
current business plan. I have expected certain things from this plan such as raise in knowledge level,
gain suitable new skills, improvement in the existing skills etc. The major objectives towards
working on the following business plan were to acquire suitable theoretical knowledge related to the
cleaning and maid industry of UK. On the basis of this, I can develop some strategies to carry out
the operations and generated desired outcomes to transform the ideas into the reality. Another
personal objective was to develop management skills from the development of online business plan
proposal. From the planning stage to execution of the entire program has been done in the following
plan. Findings from the entire course work; it has beneficial for business plan. In addition to this,
whole new venture business plan has been undertaken in order to generating a feasible outcome. For
this, the researcher has focused on effective application of different models and frameworks. From
this, I was able to enhance my skills such as decision making, conceptual, conflict management,
understanding skills etc. Further, my objective related to the current business plan was to enhance
my knowledge level about the resources and its utilization in order to achieve desired outcomes.
From the resource planning strategy, the existing resources can be effectively utilized for a new
venture in the start-up stage.
On the basis of the working experience, I have able to enhance by financial skills to evaluate
the feasibility of investment at the time of entering into the e-commerce business. From this, I have
gained the knowledge regarding the best suitable funds for a sole proprietor. Along with this, I have
identified the sources from where owner of business can raise their funds. Moreover, I have
acquired the knowledge regarding the marketing strategies for a new business. By analyzing the
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theoretical aspects of marketing and its strategies, it has acted as a best source for me to carry out
my entire study on business development plan. Apart from this, another objective that I was
expecting to complete from the business plan is time management skills. To manage my time and
perform the work within the given time limit, I was dividing the entire work into the different
sections and allocate the specific time frame for them. From the end of the business development
plan, I have understand the process of time management and how to priorities the task in case of
availability of less time. On the other hand, I have employability development skill aim from the
following new venture development plan. From the whole work, I have developed various skills
that assist me in the future to get a good job. So, at the end, I want to conclude my views that from
the entire business plan, I have learned various skills and knowledge. Along with this, I have faced
some barriers during the work but I have found the solutions to solve them.
Conclusion
By summing up the business plan, it can be concluded that my skills and knowledge level has been
enhanced as compare to the previous time. From this, I have learnt the various skills and raise my
knowledge level regarding the different topics and subjects. Along with this, I have learned that
how to solve the issues with right strategies. Along with this, I also made some positive efforts for
learning each and every aspect of business plan for a new venture in an appropriate manner. Hence,
such positive attitude helped me in accomplishing the business plan within the suitable time frame.
Action plan
In this, I have framed a list of about the factors that will assist me in doing another business
plan in the near future. On the half of this, I require to build a focus on getting better my data
collection and analysis skills. For the same, I also want to work on developing different kind of
marketing plan and research. All these aspects are the vital part of my research by which I require to
performing better.
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