Comparison of Fast Eddy and Blueprint Pty Ltd Business Plans

This report includes a detailed comparison of two business different business plans including the organization Fast Eddy and Blueprint Pty ltd. The industry in which the organizations run its operation is different than each other. However, the business plans includes extending elements in the business plans.

Running head: ENTREPRENEURSHIP
Entrepreneurship
Name of the Student
Name of the University
Author’s Note

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Executive Summary
This report includes a detailed comparison of two business different business plans including
the organization Fast Eddy and Blueprint Pty ltd. The industry in which the organizations run
its operation is different than each other. However, the business plans includes extending
elements in the business plans. The goal of Fast Eddy business plan is to launch a new fast
food item to attract new customers as the purpose its customer base development plan. Unlike
Fast Eddy, the goal of Blue print’s business planning is to aim at the small and medium size
organizations and provide them with advanced consultancy services. The comparison helps to
understand that Fast Eddy’s marketing plan is more effective because their plan includes is
more specific with respect to promotional activities and target market areas while Blue print
is not specific about its market and customers. The business planning of Blue print Pty
requires more a little more attention.

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Table of Content
Introduction................................................................................................................................3
1.1 Background to the report......................................................................................................3
Mission Statement..................................................................................................................3
Company History...................................................................................................................4
Business goals........................................................................................................................4
2.0 Marketing.............................................................................................................................5
2.1 Marketing Research.........................................................................................................5
2.2 Market Analysis...............................................................................................................5
SWOT analysis of Fast Eddy.................................................................................................6
3.0 Marketing Plan.....................................................................................................................8
Products and services and target market................................................................................8
Business planning...................................................................................................................8
Target market.........................................................................................................................8
Promotion and advertising.....................................................................................................9
ICT marketing strategies......................................................................................................10
Evaluation of the marketing plan.............................................................................................11
Conclusion and Recommendation............................................................................................11
References................................................................................................................................13

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Introduction
This piece of writing is review of a marketing plan which is compared with the
marketing plan of “Blueprint Business planning Pty ltd”. The major goal of the Blueprint
Business planning was to develop Consultancy Company for the small and medium size
organization in Australia. However, this business plan of Fast Eddys is about launching new
product in Australian market. Fast Eddys is fast food retailer and it runs its operation across
Australia. On the other side, major target markets for of Blue Print Business plan is small
business managers holding managerial positions in the SMEs in Sydney and New South
Wales of Australia. So, the organizational functions and operation of Blueprint Pty ltd and
Fast Eddys is different. However, the marketing approaches for both the plans are little
similar which will be compared in the flowing sections.
1.1 Background to the report
Mission Statement
The mission of Fast Eddy is to serve people with innovative food items and help
people to live a healthy and tasty life. On the side, the major mission of Blue print Pty ltd is
to provide proper management education and programmes to the small and medium size
organizations in Australia. The mission statement of the two plans help to observe that
Blueprints’ mission statement is more realistic and achievable compared to the mission
statement mentioned in the business plan of Fast Eddys. This is because small and medium
size firms are in the need of proper business guidance to fulfil their marketing objectives
while Fast Eddys products and services are already introduced by many others in the sector.
Fast food market is competitive and thereby, it could be difficult for the organizations to
achieve its mission.

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Company History
It is identified that Fast Eddys is family friendly, nostalgia themed 24 hours
café that delivers real food to meet any taste or appetite anytime. The first established in 1979
but in 2003, the organization’s former owner Mark took possessions of round remaining
outlets in Western Australia. The 7 days open policy helped the firm to rapidly grow in the
Australia market (Fast Eddys Perth 2018). Conversely, Blue print’ Pty ltd is a recent business
that has been founded to fulfil the growing needs of proper marketing approaches of small
and medium size organizations. According to Mullins, Walker and Boyd Jr (2012), if a
business plan has to achieve its goals and provide positive return, it has to pay attention to the
current affairs and recent marketing issues. Thereby, it is worth mentioning that Blueprint’s
business plan follows the right track of processes.
Business goals
When it comes to business goals, it is identified that the short term business
goals of Blue Print is to employ at least one individual with the salary of approximately
A$42000 p.a to satisfy all operating expenses to create a total profit of at least A$2000 for the
future investment. On the other side, the long term goal of Blue print Pty ltd is to establish a
consultancy firm employing up 5 people belonging to Sydney and deliver the consultancy
service. On the other side, the major business goal of Fast Eddy is to serve community across
Australia with more than 2100 restaurants so the customers can find the outlet even in
Airports, mall, college campus and each downtown of cities in Australia (Fast Eddys Perth
2018). The business goals mentioned in the plan of both companies seem to be realistic and
achievable because the goals are specific in figures and numbers.

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2.0 Marketing
2.1 Marketing Research
In order to conduct the market research, the some key data sources have been used in the
business plans. To conduct the business plan of Blueprint Pty ltd, the sources such as
Australian Bureau Statistics, NSW Small Business Advisory network and interviews with
several business entrepreneurs of small and medium size organizations. On the other side, to
conduct the market research for the business plan of Fast Eddys, the major data sources such
as Australian Bureau statistics, Annual report of Fast eddy, morning star data and
organizational blogs and newsletter of fast food organizations in Australia.
2.2 Market Analysis
The review of scenarios of fast food industry in Australia, it is identified that fast food
industry in Australia has been dynamic and competitive. It is transparent that demand of fast
food products and services are rapidly increasing because customer is heading towards the
innovations in food items which means the demands of more new items at the reasonable
price (Morgan 2012). Moreover, Australian Bureau of Statistics indicates that consumption of
technology such as internet is increased to 89% in Australia; thereby, the business are
adopting technology to speed up the operation and provide a more convenient services to the
customers. This means that fast food firms are trying to start online selling to reach the
customers in the remote areas and this helps them to increase their customer base
(Abs.gov.au. 2018). In addition to this, the review of fast food market in Australia also
indicates that fast food organizations face a constant threat of new entrants because the cost
of entering the fast food market comparatively less than establishing a proper consultancy or
manufacturing organizations.
On the other side, the market analysis of Blue print indicates than there is a growing
and proper demand for generic management consulting services even though the sector is not

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fully developed. In addition, the services are usually provided aiming at the large
corporations because the micro or the small organizations are too small to afford the cost of a
business plan. According to Australia Bureau of statistics, the small and medium size firms
need more training and guidance to understand and deal with business challenges. When it
comes to competitors in market, it is identified that the competitors seem to be similar to its
potential strategic allies such as some management consultant groups working for SMEs
training.
SWOT analysis of Fast Eddy
Strength
 Strong positioning strategy including
the presence of reputable celebrities
in the outlet
 Large variety of products ( chicken
items) (Fast Eddys Perth 2018)
Weaknesses
 Limited market share despite the
increasing demand of fast food
products
 Poor engagement in digital media
(Heasman and Lang 2015)
Opportunities
 Fast Eddy can adopt digital media
channels to reach remote areas in the
country to enhance customer base
and market share
Threats
 As the cost of establishing a fast
food business is less, existing
organizations tend to face the
challenge of new enters in the
market.
Table 1: SWOT analysis of Fast Eddy
(Source: Heasman and Lang 2015)
Conversely, in the business plan of Blue Print Pty ltd, SWOT analysis of the firm
indicates that organization has a substantial SMEs advisory experience which links to NSW

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small and medium size organizations but the potential weakness is one person operating at
present in the external consultancies. However, it is certain that organization experiences
potential growth opportunities because there is an increasing growth in the external training
programs and the growth of ongoing training services. In addition to this, the consultancy
industry does not have high presence of competitors but the market is very sensitive to
fluctuation of economy. However, Australian Bureau of Statistics implies that The Sydney
Yellow Page listed almost 123 management consultancies, 3000 accountancy practices, 20
public agencies as well as 34 commercial training provides in the city. This figure ensures
that the demand of consultancy services are gradually increasing in the sector, which is a
good news for the consultancy firms like Blue Print consultancy group.
The market research data and process in the business plans of both Blue print Pty ltd
and Fast Eddy helps to state that market research approach of Blue Print Pty is more effective
and appropriate with respect to competitors’ analysis, strength and capabilities and business
challenges analysis. However, it is important to note that Blue Print’s business plan did not
talk about the political and economic environment impacting the consultancy sector in
Australia. Conversely, Fast Eddy plan implies that the plan the talks about the importance of
adopting digital media channels or online selling practices which could be one of the major
ICT initiative. The business plan of Fast Eddy’s business plan did not highlight the political
insights and facts because it is certain that fast food sector in Australia do not experience any
significant barrier in the political environment. So, Fast Eddy pays attention to a wide
external market environment for conducting the market research. Therefore, it is worth
mentioning that market analysis approaches used in the business plan of Fast Eddy is little
more effective than the approaches used by Blue Print Pty ltd.

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3.0 Marketing Plan
Products and services and target market
Business planning
According to the business plan of Fast Eddy, the organization mainly provide large
variety of chicken items, burgers and other chicken snacks. As the purpose of its business
plan Fast Eddy is determined to launch a new product in the market. The goal of the planning
is to acquire new market by lure customers and providing them with different varieties of
chicken items.
Target market
When it comes to target market or target customers, the business plan of Fast Eddy mentions
about the small and scattered market places in Australia such as college campus, large
shopping malls, airport platforms and downtown of the major cities of Australia. According
to Wognum et al. (2011), target market selection has to be specific and reachable. This means
the target market should be selected on the basis of reaching criteria. On the other side,
Badia-Melis, Mishra and Ruiz-García (2015) mentioned that market selection is not the only
task that marketers consider while designing the target market strategy; the marketers have to
think of the people who they are going to approach for the product, Thereby, in the case of
Fast Eddy, the target consumers include the young people such as high school teenager and
college goers. Moreover, fast Eddy also thinks of targeting the urban families of the large
cities in Australia, who often go out for short meal and snacks.
Conversely, in the business plan of Blueprint Pty Ltd, the products include all small and tiny
parts of firm activities. Hence, the major target market of Blue print is small and medium
size firms with 10 to 100 employees. The organization emphasize on the Sydney’s
metropolitan areas and some established firm with the sustainability of two years. However,
Cross, Belich, and Rudelius (2015) mentioned that organizations with limited sustainability

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periods are hardly able to implement a broad marketing plan because such organization
suffers due to limited internal resource such as finance and human resource. In addition to
this, Müller and Hamm (2014) mentioned that the needs of the consultancy services are
rapidly increasing because the medium and large organizations are also haunting the market
consultants to enhance and innovate their businesses. Therefore, it can be mentioned that the
target market strategies mentioned in the business plan of Blue Print requires more attention
if it is compared to strategies of Fast Eddy.
Promotion and advertising
As put forward by Maehle and Supphellen (2015), marketing remains as the bridge
between the product and the customer and it is rather a combination of all sorts of
communication to the customers including advertising as well as public relations. Hence, the
marketers’ job is to find the best or suitable form of promotion for the target market audience.
According to the business plan of Fast Eddy, the application of 4p’s marketing mix may
appear to be effective as this framework is covering all relevant aspects of marketing.
Product: Fast Eddy is determined to launch a new product called “Chicken Finger Box”, the
box contains three chicken stripes, two crispy boneless chicken and crispy potato and tomato
pickle.
Price: The fast food market has become competitive due to the presence of several
competitors in the sector. In order to acquire new customers in the existing market, the
organizations prefers penetrative pricing strategy.
Promotion: The fast food organization is determined to implement digital media in its
advertising strategy. The organizations will use some popular social media channels such as
Facebook, YouTube and Tweeter to publish its advertising content to the mass media and
audiences.

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Place: According to the plan, Fast Eddy is supposed to place its products in malls, outlets,
college campus and other part of the market such as the downtown of the cities.
On the other side, in order to promote the services, the organization Blue Print
promotes the enterprise and its services to the general community. Nonetheless, it would be
useful for the organizations to make key clients aware of Blue Print’s presence in the market.
In order to implement this, organization tens to use the business cards and letterheads, direct
mail followed up by the telephonic contacts, some promotional literature and the Sydney
Yellow Page under the management consultants. Blue print is also using the testimonials
which a file of positive testimonials from the clients are taken into the account which can be
used for the future marketing approach.
ICT marketing strategies
ICT is a significant aspect of today’s modern business organisations (Adamopoulos and
Todri 2015). Understanding the importance of technology, Fast Eddy is determined to
develop its websites and digital media channels. This means that the organization is supposed
to utilize the digital media channels such as YouTube and Facebook for promoting its
products and services. Such forms ICT helps the firm to create the maximum market
exposure to its present and new market. On the other side, as the purpose of ICT initiatives,
Blue Print is supposed to create its internet website which would display the inbound links
from the other referring entities such as the government information agencies and online
directories. As a part of its business plan, the organization is supposed to seek expertise to
make sure that website is search engine optimized; thereby, the small business could seek
advice in Sydney.

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Evaluation of the marketing plan
The evaluation of the business plan of Fast Eddy will be done on the basis of a set of Key
performance indicators. Hence, the KPIs help to measure the performance of the plan. The
following are some of the KPIs.
 10% increase in sales in first 6 months of launch of the new products
 5% increase in the customer base in the first 6 months of launch
 5% of sales generated through online selling channels
Conversely, the business plan of Blue Print mentions that effectiveness of the business plan
will be measured on six months basis of sales data to identify what actually drives company’
work. For instance, if a major proportion of sales are coming from the distributional
approach, the distribution will be considered as effective channels of sales.
Conclusion and Recommendation
In conclusion, it can be mentioned that the business plans of both the organisations need more
attention. The business plan of Fast Eddy does not provide much details about the products
about the use of technology, which is highly required. Fast food industry is highly
competitive now; thereby, to remain sustainable, the organization must use technology in
promoting their products and services, so that they reach the customers. On the other side,
Blueprint needs to pay attention to its advertising strategies to reach their target clients
because small organizations does not have adequate information about the approaches of
consultancy services.
Recommendation
The business plan of Fast Eddy can be further extended by being more specific about the
promotional elements. The organization needs to show why Fast Eddy is different than others
in the sector. This can be done by using the social media channels in which the organization

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has to convey how delicious fast food items can create positive spirit among people. On the
other side, Blue Print needs to promote its services in some particular business development
websites where marketers seek for suggestions. By creating content on those sites, the firm
can receive the segmentation information of clients.

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References
Abs.gov.au. (2018). 8153.0 - Internet Activity, Australia, December 2017. [online] Available
at: http://www.abs.gov.au/ausstats/abs@.nsf/mf/8153.0 [Accessed 17 Apr. 2018].
Adamopoulos, P. and Todri, V., 2015, August. The effectiveness of marketing strategies in
social media: Evidence from promotional events. In Proceedings of the 21th ACM SIGKDD
International Conference on Knowledge Discovery and Data Mining (pp. 1641-1650). ACM.
Badia-Melis, R., Mishra, P. and Ruiz-García, L., 2015. Food traceability: New trends and
recent advances. A review. Food Control, 57, pp.393-401.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Fast Eddys Perth. 2018. Fast Eddys Perth. [online] Available at:
https://fasteddysperth.com.au/ [Accessed 17 Apr. 2018].
Heasman, M. and Lang, T., 2015. Food wars: the global battle for mouths, minds and
markets. Routledge.
Maehle, N. and Supphellen, M., 2015. Advertising strategies for brand image repair: The
effectiveness of advertising alliances. Journal of Marketing Communications, 21(6), pp.450-
462.
Morgan, N.A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science, 40(1), pp.102-119.
Müller, H. and Hamm, U., 2014. Stability of market segmentation with cluster analysis–A
methodological approach. Food Quality and Preference, 34, pp.70-78.

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Mullins, J., Walker, O.C. and Boyd Jr, H.W., 2012. Marketing management: A strategic
decision-making approach. McGraw-Hill Higher Education.
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