Entrepreneurial Strategy for ROLI: Overcoming Premature Market Challenges

ENTREPRENEURIAL
STRATEGY

EXECUTIVE SUMMARY
This report is written in context with ROLI which is London based medium size company
offering musical instruments to their customers. This company is established in the year of 2009
and founded by Roland Lamb. Main product manufactured by the company is seaboard. Main
issue which is discussed in this assignment is working of ROLI in premature market due to
which sales of company is less. To overcome this problem different stages of growth are
mentioned so that current strategic issue can be resolved properly. At last, recommendation to
gain growth is also discussed.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background of the company...................................................................................................1
Current strategic issue faced by the concerned organisation..................................................1
Appropriate model for growth of entrepreneurial business ...................................................1
Growth strategies for business ...............................................................................................1
Key links between theory and practice of entrepreneurial strategy making..........................1
CONCLUSION ...............................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Entrepreneurial strategy is referred to the procedure of creating new products and
formulating approaches in constrained working environment. Entrepreneurs are those individuals
that take risks so that a unique and innovative product can be offered to customers that will allow
them to earn high profits (Buwule and Mutula, 2017). This assignment is prepared on ROLI
which is a UK based music technology, offering innovative musical instruments to their
customers, mainly seaboard. This firm is founded in 2009 and headquartered in London. This
assignment will mention about the current strategic issue faced by concerned company and
linkage between practice& theory of entrepreneurial strategy making.
MAIN BODY
Background of the company
ROLI is a medium sized musical instrument manufacturer, headquartered in London, UK.
Instruments which are prepared by company are used by high scale musicians like A.R. Rahman,
Hans Zimmer etc. First prototype of Seaboard instrument is designed by company to overcome
the mechanical interface limitation of piano keyboard. Products of company are sold in around
40 nations (Shan, Song and Ju, 2016). First instrument of ROLI is a seaboard which is a
synthesizer controller based upon piano keyboard. Instrument posses surface made from pliable
silicon due to which musicians are able to play in between keys of a standard keyboard of piano.
Other products of company is BLOCKS which is a customer-oriented control system able to
connect with Bluetooth. Company has also developed some software like NOISE app and the
Equator software synthesizer. All of these products are innovative and new for common
customers due to their innovative features (Fadda and Sørensen, 2017).
Current strategic issue faced by the concerned organisation
ROLI offers innovative musical instrument such as Seaboard and Blocks to their
customers along with software like Equator software synthesizer and Noise app. Other services
associated with company are social music sharing platform named Blend and virtual instrument
developed Fxpansaion. Products of company are very innovative and overcome the limitations in
existing musical instruments. In this context, company has also received some awards like
designer of the year, 2015 product of the year etc. But still, company is not gaining wide
popularity in marketplace. There are different business issues which are faced by the company
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