Entrepreneurship: Business Plan for Atlassian in Sydney

Running head: ENTREPRENEURSHIP
Entrepreneurship
Name of Student
Name of University
Author Note

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ENTREPRENEURSHIP
Table of Contents
Introduction......................................................................................................................................2
Section 1: Executive Summary........................................................................................................2
Business Idea and goals...............................................................................................................2
Marketing.....................................................................................................................................2
Operations....................................................................................................................................3
Finance.........................................................................................................................................3
Section 2: Background.....................................................................................................................3
Mission Statement........................................................................................................................3
Company history..........................................................................................................................3
Business Goals.............................................................................................................................4
Section 3: Marketing........................................................................................................................4
Market Research..........................................................................................................................4
Market Analysis...............................................................................................................................5
Industry Analysis.........................................................................................................................5
SWOT Analysis...........................................................................................................................5
Marketing plan.................................................................................................................................7
Target markets..............................................................................................................................7
Customer Buying motives............................................................................................................7

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Training........................................................................................................................................8
Seasonality...................................................................................................................................8
Competitors..................................................................................................................................8
Potential Strategic Alliances........................................................................................................8
Placement.........................................................................................................................................9
Promotions and Advertising............................................................................................................9
ICT Marketing Strategy.............................................................................................................11
Section 4: Operations.....................................................................................................................11
Business name and Legal structure............................................................................................11
Insurance and Security issues....................................................................................................12
Business Premises......................................................................................................................12
Ability to Access target market..................................................................................................12
Equipments Required.................................................................................................................12
Production Process.....................................................................................................................13
Information and Communication Technologies........................................................................13
Critical Risks..............................................................................................................................13
Section 5: Financial Projections....................................................................................................14
Assumption and Information.....................................................................................................14
Income and Expenses calculation..............................................................................................14
Financing of the business...........................................................................................................14

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Analysis of financial forecasts...................................................................................................14
Recommendations..........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
The study is mainly focused on the analysis and the comparison of Blue Printings Pty Ltd
with the small company having their operations in business in Australia. The company which is
taken into consideration should be Atlassians which is located in Sydney. The enterprise is in
relation with the software industry in Australia. It is also describing the business goals as well
the objectives of the small company so that this small company could be able to develop in the
future. It should also be focusing on the products and the target market the company targets it.
Section 1: Executive Summary
Business Idea and goals
The main goal is to develop a business plan for a small company known as Atlassian which is
specialized in delivering software products and providing solutions for the software developers,
project managers as well the content management (Jones and Penaluna 2013). This comes under
the SME sector and it is located in Sydney. The services which are provided to the customers are
the software solutions and content management solutions.
Marketing
Atlassian Pvt Ltd. should be having two key target markets. It includes for the business
developers as well for the software developers. The market research tells that in Sydney there is
currently less demand in the development of the software related products which the company
should be trying to develop in the future and provide high quality products and services to the
customers. The promotion of the business is made through networking, alliances with the
partners, online website and testimonials.

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Operations
The business will be operating at the starting with the few employees and it is based on
providing solutions and does the operations from home if required. There is minimum expense
and tools are required at the start for undertaking the operations.
Finance
The business which will be started should be self funded. The owner of the company should
be injecting the initial capital of $10,000 and it should be envisaged that it should be generating
huge funds from the different operations and services they will be providing it to their clients.
Section 2: Background
Mission Statement
Atlassian is the Sydney based company exists in providing huge number of software products
and services and comprehensive software solutions for the project managers as well the software
developers (Chwolka and Raith 2012). They also developed and provide content management
solutions to the clients across the local and the global countries.
Company history
The company has been established in 2002. It is established by Mike Cannon and Scott
Farquhar. Atlassian has released its flagship product known as Jira. In 2004 it has introduced
Confluence. This is considered as the team collaboration platform which helps the users to work
in a collaborative manner in working on different projects.