Entrepreneurship and Business Development

Entrepreneurship and
Business Development

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
The rationale for launching the business and its vision and mission..........................................3
Macro/micro analysis of the market place- PESTEL Analysis..................................................3
Competitor analysis and highlight the competitive advantage- Porters' five forces...................5
Segmentation analysis, providing market statistics (size and growth) to support your selection
of the target segment/s................................................................................................................6
Marketing strategy- marketing mix analysis...............................................................................7
Market growth strategy- Ansoff model.......................................................................................8
Resources required for the venture including the source of finance...........................................8
Risk analysis and how those risks will be treated.......................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Entrepreneurship is the activity which involves setting up the business by taking into
account the financial risk with a hope of earning profit. It is a concept which involves
development and management of the business venture. It is commonly called the willingness to
start a new business enterprise. Business development is the activity of pursuing the strategic
opportunity for the particular business (Indrasari and et. al., 2018). This is a thought of a
marketing tactic. The main function of this is to utilise the partners in selling the offering to the
right customers. This report is based on the business idea which includes introduction of a new
business with its vision and mission, porter's 5 forces for market analysis and competitive
analysis. Further it will include segmentation, targeting and positioning, marketing mix, market
growth strategy, sources of funds and the risk analysis.
MAIN BODY
The rationale for launching the business and its vision and mission.
The business plan proposed is Fort cafe, which will be located in London, UK. The cafe
will be rooftop, where the customer can enjoy the fresh environment with beauty of London.
There will be a variety of dishes which will be served in silver service in which guest can order
and a waiter will assist the customer. It will be multi cuisine cafe which offers different type of
food that can satisfy the customer across the London. It offers a mocktail which is infused with
lime juice and mint with the garnish of lemon. This will be the unique product of the cafe and
guide every waiter to offer that mocktail. It will help in increasing the sale of the product.
Mission of this cafe is to attract the large market in the London and earn maximum
revenue in the business. It also aims to provide the better customer service to maintain the good
relationship with the customer (Faghih, 2019).
Vision of this business to build a good customer base and expand their business in large
market and sustain in the market by providing better customer experience and quality services.
Macro/micro analysis of the market place- PESTEL Analysis.
In order to analyse the macro market, PESTEL model is being applied which contains 6
factors which affect the working of the business. In context to Fort cafe, the PESTEL analysis is
illustrated below-

 Political- The Fort cafe must comply with governmental policies and regulations so that
it can avoid any hardships. Further political stability plays an important role for its
establishment in the country. Economic- It is important for the Fort cafe to ensure that there is no inflation in the
economy otherwise the profitability of the business will be affected as purchasing power
of the people will reduce. Social- The changing trends of the customers and the needs and preference of the
customers must be taken into consideration so that the Fort cafe can attract new
customers from the market. Technological- The Fort cafe must ensure that it inbuilts or ensures advance technologies
in to its operations so that it can serve the customers with the best. This will help in
increasing the market share for the business. Environmental- The Fort cafe must ensure that it does not include plastic bags or other
resources which degrade the environment other the business can face hardships.
Compliance with environmental regulation is very important.
 Legal- The Fort cafe must comply with food and safety regulations and other legislations
so that there is legal consequences faced by the business. The compliance with the laws
ensures smooth functioning and attract customers.
Micro analysis- SWOT
It is a model which is used to identify the strength, weakness, opportunity and threat of
the company so that it can use its strength to overcome weakness and threats (Martynova and et.
al., 2019). In context to Fort cafe, the SWOT analysis is illustrated below-