Entrepreneurship: Key Strategies and Values for Success

Running head: ENTREPRENUERSHIP
Entrepreneurship
April 15
201
9

ENTREPRENUERSHIP 1
Table of Contents
Introduction................................................................................................................................2
Introduction of Real Business (Alvarado Street Bakery).......................................................2
Introduction of Dummy Business (Jolly's Java and Bakery).................................................3
Comparison of Alvarado Street Bakery and Jolly's Java and Bakery....................................3
Market analysis of United States Bakery Industry.............................................................4
Market analysis for Jolly's Java and Bakery......................................................................5
Macro Market Analysis..........................................................................................................5
Scope of Competition in the Industry................................................................................5
Customers...........................................................................................................................6
Degree of Vertical Integration...........................................................................................7
Technology and Innovation................................................................................................7
Product Characteristics.......................................................................................................8
Key Business Plan Strategies supported Alvarado Street Bakery in its Success...................9
Recommendations....................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................11

ENTREPRENUERSHIP 2
Introduction
Entrepreneurs are very important for a free market because they are the one who supports the
market in reacting to the altering preferences of the customers and prices. For instance, with
the increase in internet use, an entrepreneur may consider the potential to establish a new
service of home delivery which makes use of an application for the customers to buy
(Westhead and Wright, 2013). Without entrepreneurs, the market can be static and slow to
the alterations in trends and technology. An entrepreneur is not always thinking about profit
and price. An entrepreneur can be encouraged to take entry in the industry to provide ethical
services to society (Thérin, 2014). The intent of this report is to highlight some of the key
strategies and values of successful businesses or entrepreneurship that has supported it in
attaining the success heights in the market. With this, the report is also comparing the real-
life business with a dummy business plan presented in the bplan website.
Introduction of Real Business (Alvarado Street Bakery)
Alvarado Street Bakery is one of the known local worker-owned bakeries placed in
California that produces specialized organic whole grain bread and bagels. Alvarado was also
highlighted in the documentary of Michael Moore in 2009 with title, Capitalism: A Love
Story (Alvarado Street Bakery, 2019a).
Alvarado is established as a worker cooperative and every worker gets one share in the
business. The shares provide every worker an equal right of the vote on the matters of the
business, comprising salaries, reinvestment of profits, and employee benefits. As per the
reports of 2009, half of the workers of the business were attached with the business for over
15 years and average employees earn between $65,000 and $70,000 yearly (Alvarado Street
Bakery, 2019a).

ENTREPRENUERSHIP 3
Introduction of Dummy Business (Jolly's Java and Bakery)
JJB is a coffee shop and a bakery handled by two main partners. The business is located in
Southwest Washington. The motive of the business is to get the attention of the regular local
consumers with its range of pastry products and coffee. According to the planning of the
company, it is focused on building a strong position in the market, with the support of
experienced partners of the industry and trivial competitive climate in the region. The aim of
the JJB is to provide its services and products at very competitive prices in order to fulfill the
demand of the middle and higher class income market (B-Plans, 2019).
Comparison of Alvarado Street Bakery and Jolly's Java and Bakery
Alvarado Street Bakery is generally said one of a kind. The business is involved in making
organic bread from the time period of the 70s when the word organic was not even well
known in the market (Alvarado Street bakery, 2019b). The bakery is moving ahead from the
time in order to manufacture all the products free from GMO ingredients. On the other side,
JJB provides espresso and coffee products along with bakery provides manufactured with
high quality of Columbian grown imported beans of coffee. JJB offers its products to every
consumer by serving espresso and coffee products made according to the preference of the
consumer. The bakery offers fresh pastry and bakery products to the customers at business
operations time. The business produces around eight batches of pastry and bakery products in
one day in order to ensure the freshness and quality of the goods.
Objectives of Alvarado Street Bakery
The key objective of Alvarado Street Bakery is to make use of high-quality ingredients in the
manufacturing procedure of a variety of bakery products in order to ensure the safety and
health of the customers who are placed at the major priority of the business (Salniker, 2015).