INTRODUCTION
Entrepreneurship is the process of an individual with the ability to take risks starting a
business venture. Entrepreneur is described as an individual who takes risks and has a business
idea that is turned into a reality. They attract a wide range of people and contribute to the nation's
economy (Ahmed, Liñán and Kokkalis, 2020). The person is still knowledgeable of and attentive
to what is going on in the world, which aids in their success. This report is based on Candy
Magic Factory that was founded in 2016. The organisation is established in Birmingham, United
Kingdom. It has launched first 3D printer for the gummy candy. In less than 5 minutes, one can
make shapes, write messages, and even draw their own personalised candies and watch them
come to life in front of their eyes using a magical design tool. The candies are formed with
vegetable based gelling agent and fruits as well as vegetables that helps to create them natural as
well as delicious. It is seen that this printer helps to reach wide range of customers. In the present
report there is discussion related to the concept is of entrepreneurship. There is discussion related
to the characteristics, behaviour as well as motivation that helps the enterprise to work. Along
with that there is discussion related to the business model that help in suitability in contemporary
business pressures. In the end of the report there are recommendations that help to ensure
sustainability of the organisation as well as the entrepreneurial nature of the venture.

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Candy Magic Factory: Entrepreneurship, Characteristics, and Business Model

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