Modern Home Furnishings and Home Decorations -

Strategic planning
STUDENT DETAILS
STUDENT DETAILS

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Table of Contents
Introduction................................................................................................................................3
Potentially achievable objectives through this action plan........................................................4
About entrepreneur.................................................................................................................4
Achievable..............................................................................................................................4
Business objectives................................................................................................................4
Overview of the business model............................................................................................5
Time frame.................................................................................................................................6
5W1H.........................................................................................................................................8
Brand name, Strapline and targeted market.............................................................................10
Brainstorming...........................................................................................................................12
Logo for the business...............................................................................................................14
Blue ocean concept..............................................................................................................15
Other similar business and their concept with implied changes..............................................16
Packages for clients..................................................................................................................17
Gold package membership...................................................................................................17
Silver package membership.................................................................................................18
Bronze package membership...............................................................................................18
Common factors and challenges faced by the potential audience in terms of stress and anxiety
issues........................................................................................................................................20
SWOT Analysis.......................................................................................................................21
PESTLE analysis......................................................................................................................22

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Measures to attract potential audience.....................................................................................23
Conclusion................................................................................................................................25
References……………………………………………………………………………………26

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Introduction
An action plan is an important portion of the business plan. It consists of business operations,
measures, marketing and tactics to set the business to fascinate the targeted audience (Yan,
2018). It also helps a business owner to forecast the financial and sales goals. An action plan
should be made by keeping a track of data and budget so that a business owner can
implement effective changes in order to establish their business effectively and efficiently
(Wilhide, 2016). In this report, action will be made for setting up a home furnishing business
in London. The demand for home furnishing products or ideas increases day by day, not only
in the United Kingdom but in all world. People are becoming more conscious about the
potential of their living space and people desire to adopt a well-defined lifestyle by investing
in their home decorations, homes furnishing, home furnishing accessories, products, etc.
People focus on homes furnishing in for improving their lifestyle values. Apart from this,
since the 2015 business of home furnishing becomes very competitive and it creates extreme
challenges for the business owner to fascinate the customers towards themselves. Nowadays,
customers have plenty of options in the field of home furnishing. The market for furniture
and home furnishings is growing at a rate of 8.5% and the current value of home furnishing
business can be estimated at around €19.1 Billion (Busing, 2019). In this report, an action
plan for establishing the business of home furnishing will be made. This action plan will
incorporate the forecasting of initial achievable goals, targeting the market, strapline,
brainstorm ideas, discussion about other similar business, internal and external analysis.

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Potentially achievable objectives through this action plan
About entrepreneur
Entrepreneur studied MSc Strategic leadership, BSc Health Science, Executive coach (ILM 7
cert), RN, Diploma in specialist Nursing, Price 2, Green Belt (Six Sigma). She has the
experience of over 25 years in the NHS and management consultant. She is thinking of
establishing the business of home furnishing because according to her home is the place
where people stay comfortably and home is heaven for the people. Thus, she thinks that home
furnishing is an effective way through which people can design their homes with all the
comforts and this will also enhance their lifestyle values. The fundamental idea behind
specifically thinking for establishing home furnishing business is to design a lifestyle through
which people can manage their stress and brings positive changes in their mind. According to
her, home furnishing will enable people to feel much more relaxed in their homes because of
a more comfortable atmosphere and unique decisions. She will process great home furnishing
ideas to the people so that their search for grace, elegance and class ends. Apart from this, my
values and principle will help me to establish this business effectively and efficiently.
Achievable
To achieve annual growth of 10%. In the initial year, the target will be to make 200
prominent customers for generating regular business revenue. Apart from this, below
business objectives and business models will contain detail of the achievable and usefulness
of this action plan. In 3-5 years, through this action plan, this business will effectively
establish in the market of London and it will also gain a reputable position in the home
furnishing industry (Busing, 2019).
Business objectives
Following are the objectives of this action plan:

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 This action will help the entrepreneur to establish a home furnishing business, until
March 2020.
 To incorporates, the norms of product-focused designs and product-driven design.
 Clients will have options for consulting and choosing a wide range of home designing
products.
 This action will find out the potential targets for the audience and their demands.
 This plan will also analysis the potential threat through the study of the external and
internal business environment.
Overview of the business model
This business model will involve product-focused designs and product-driven designs. This
will enable clients to have both the options either they can opt for home furnishing
consultancy or they can opt for choosing the selection of products as per their own idea of
home furnishing or they can opt for both (Syrjälä and Norrgrann, 2019). As per this business
model, when clients opt for a product-focused design or for consultancy about methods
through which his/her home can incorporate better home furnishing then this will drive 80%
profit in the business. This profit percentage is computed out of the amount, the business will
receive from the client. For example: 7 sessions with 1 follow up session for one hour each
(personal session) with the client, will cost the client around £2450* + Vat. Out of this 80%
amount will be the profit that means, £1960 will be the profit. The remaining 20% amount of
£490 will be transferred to expenses such as travel costs, brochure costs, etc. Product focused
design or product consultancy will be the most profitable segment of this home furnishing
business because, under consultancy, the entrepreneur will share with views and creative
ideas for home designing. Thus, this home furnishing consultancy will only cost of traveling,
brochure or other expenses (Cieraad, 2018).

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Apart from this, another segment will be product-driven designs or designers' product
selection. This is the second part of this business model. In this industry, it is noted that many
times clients have their own designs or it can be said that clients think themselves for the
creative designs (Cieraad, 2018). In such a case, clients approach the home furnishing houses
for the product selection, they effective look for those products which can match with their
own ideas. Thus, this action plan will suggest measures through which the entrepreneur can
select creative designer products that can fascinate clients. When a client approaches the
designer product then roughly it can be calculated that this will drive 30% to 40% profit in
the business. Here, profit will be equal to the margin in which the entrepreneur will be set for
their products (Goodchild, Ambrose and Maye-Banbury, 2017). For example: when a
particular selects a particular product for his/her home furnishing then it will drive 30% to
40% profit in the business. This profit percentage is computed on the following calculations:
The original cost of the product + showcasing 50% higher price (margin) = Cost price
(display price). When the client will pay cost price or display price then variable and fixed
expenses will de be deducted, let say 20% of the amount more is deducted. After that
remaining about will be computed towards the profit amount. Later on, this action plan will
also suggest that it is required to keep a certain portion of the profit towards retaining earning
(Goodchild, Ambrose and Maye-Banbury, 2017).
Time frame
It is estimating until the end of March 2020, this business will establish. In this period, the
main areas of focus will be
 Methods for fascinating potential audience
 Methods for gaining competitive advantage
 Selecting a source for advertising

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 Analyzing the demand of clients
 Searching for competent staff members
 Finding out space for office (Blunt and Sheringham, 2019)
 Analyzing the tactics that are being utilized by other similar business
 Product selection (Howes, 2015)
 Creatively making home furnishing designs
 Printing brochure or pamphlets (Hymers, 2016)
 Conducting a primary search for knowing the requirements or expectations of clients
that they keep while approaching to the home furnishing store.
All the above activities will be completed before this time frame. Before opening the store, it
is important to make sure about each point that is stated above (Graham, Gosling and Travis,
2015). All the points are effectively needed to monitor because any loophole in major activity
can create a major challenge for these business operations in the future. Thus, this action plan
has already given enough time to properly manage and implement each activity, in order to
avoid unnecessary challenges in the future (Khanna and Kaur, 2016). For example: in this
time frame, it is important to search for a competent workforce in order to give premium
class hospitality to the client. Before appointing the workforce, it is necessary to give them
effective training about client hospitality. If the workforce fails at giving good hospitality to
the client then it can put an adverse impact on the reputation of the business (Ismail and
Hassan, 2017).
Thus, through this action plan, it is suggested that to effectively follow each and every step so
that future complications can be avoided. Apart from this, the model for customer feedback
will also construct in this time frame. Through this customer feedback system, clients can
effectively provide their views about the growth of the business. Making time frames is a
critical part of the business because it is connected with the norms of time management. The

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mentioned steps in this time frame analyses are critical and every step holds specific
importance. It is important to complete each task within the specified deadline. It can also be
estimated that in future some activity may take longer then usual in this case I will have to act
patiently. For example: searching for office space and searching for an efficient workforce
may take a long time than usual (Kinley and Brandon, 2015).
5W1H
This model of 5WIH is the abbreviation of six questions – What? Who? Why? When?
Where? How? These 5W1H will demonstrate the answers to the business plan. “What” will
explain the reason behind the entrepreneur’s motivation for conducting this home furnishing
business. “Who” will explain about the targeted audience. “Why” will explain the reason
behind establishing this business. “When” will tell about the business incorporation data.
“Where” will tell about the place of business operation and “How” will state about methods
for setting up business operations (Lakämper, 2015). This 5W1H will answer the questions
regarding this business model. It is important for an entrepreneur to clear about the 5W1H of
their business plan in order to set up their business effectively and efficiently.
WHAT?
-Inspired
Living
Who?
-
Healthcare
profesionals
WHY?
- For
reducing
stress and
enhancing
comfort
level
When?
- March,
2020
Where?
- London
How?
- Through
workshops
and throgh
1-1 meeting
with client

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This process of 5W1H is knowns as the critical and constructive analysis process which
drives the compile exhaustive quality data results. This 5W1H also improves the business
penetrating strategies and it also helps an organization during the brainstorming process.
Apart from this, the strength of the 5W1H method lies in four major key attributes that are
simple, systematic, versatile and comprehensive. Apart from this, this model has stated that
the entrepreneur's reason behind setting up the business of home furnishing arises from the
inspired living, it means to give people more comfort and to enhance their lifestyle. This
business model will mainly focus on healthcare professionals (Leach, 2017). The
fundamental reason for developing this business idea is to reduce stress and enhance a more
comfortable level in people's lives by making their homes more comfortable and decorates
place through creative designs. An entrepreneur is estimating that this business will start by
March 2020. The place of incorporation of a business is in London. The suggested method
for the fascinating targeted audience is to conduct a workshop and arranging one on one
meetings with clients (Lewis, et. al., 2018).
This 5W1H model states the answers about the business setting up data, location, targeted
audience, the reason behind developing the business idea, etc. All these answers will help the
entrepreneur to conduct level 2 study for setting up their business operations. After all these
questions, an entrepreneur can think for appointing an efficient workforce, can start the
search for a place in London for setting office space, marketing study methods, measures to
implement the business idea, determining the need of a targeted audience, etc (Lyons, 2016).
Thus, it can be said that 5W1H is the part of level 1 study, after conducting this study it
pushes the entrepreneur towards level 2 study. In the initial phase, it is important for the
business owner to stay clear on these questions. After that, it is important to focus on level 2
study in order to establish effective and efficient business operations (Manovich, 2017). This
5W1H is not the final stage, these are the part of the initial stage which empowers an

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entrepreneur to conduct a study on further stages. However, this is an important part of this
action plan because it answers the important question regarding setting up the business of
home furnishing (McCormack, 2015).
Brand name, Strapline and targeted market
The selected brand name for the business of home furnishing is “Home Titan – Home
Décor”. This brand name incorporates the idea about the business operations, thus even by
listening to the name of the business for the first time, clients can understand that this
particular brand operates in the home furnishing industry. In the future, this brand name can
also be used by mouth-to-mouth publicity by clients (Fehérváry, 2012). According to the
view of marketers, brand name plays an important role in engaging the interest of the clients,
if clients do not show their valuable interest in the brand then it can be concluded that
business fails at selling the brand. In the field of home furnishing, over 40% of the clients
only focus on purchase products and take consultancies to which they can effectively
recognize because of their reputable state in the market (Miller, et. al., 2016). Thus, it can be
concluded that brand name plays an important role in convincing the interest of the clients.
However, it is also important to advertise the brand name before March 2020, so that
customers become familiar with the business operations.
People who belong to health care professionals will be the targeting audience in this action
plan. London will be the targeting location. It has been noted depression and anxiety are
common issues among all the age groups and among the majority of the working population.
Depression and anxiety-related problem creates adverse challenges for the people and it also
affects the mental health of the people in an adverse way (Muninger, Hammedi and Mahr,
2019). The entrepreneur has thought the idea of home furnishing business because this will
be the appropriate solution for that people can feel comfortable and relax in their homes.

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Apart from this, the fundamental reason behind targeting the healthcare professional is that
the entrepreneur itself belongs from this field and she is familiar with the challenges people
faces who belong from this profession. This action plan will suggest the measures through
which the entrepreneur can create the strategies through for fascinating the targeting audience
in an effective and efficient way. The entrepreneur is selecting the audience who belongs
from the age group of 30 to 80 years. People who are looking for interior designers and home
furnishing products. Apart from this, people who enjoy social gatherings and people should
have value for comforts at home. These people will be the targeted audience (Munnukka,
Karjaluoto and Tikkanen, 2015).
In London, various firms sell the online home furnishing products including textiles,
upholstery and accessories for decoration. In the UK, the industry of home furnishing is
incorporating an annual growth of 8.1% from 2015 to 2019 (Researchandmarkets.com,
2019). Currently, in the UK's market, the home furnishing business is valued at €19.1 Billion.
Apart from this, the entrepreneur can incorporate the advertising strategy to promote their
ideas or business in the major lifestyle magazines of London. The famous lifestyle magazines
of London are TNT Magazine, Absolutely Magazine, The Resident, etc. in these famous
lifestyle magazines, the entrepreneur can use attractive strapline for fascinating the interest of
consumers (Robinson, 2019).
However, this action plan is only focusing on healthcare professionals but by having a name
in any of these popular magazines, clients from all categories can be effectively fascinated.
Through this analysis, it is also suggested to approach the popular healthcare magazines for
advertisement. Popular health care magazines in London are: HSJ – Health Service Journal,
The BMJ, etc. In these magazines, an entrepreneur needs to advertise their brand with the
core values that home furnishing ideas will bring stress to relieve changes at your home

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(Ruppert-Stroescu, et. al., 2015). In this way, a large number of consumers can be fascinated
effectively and efficiently.
“Home Titan – Home Decor” – Brand Name
Brainstorming
Brainstorming is a group activity that is conducted to discuss creative ideas or to discuss a
possible solution for a specific problem. In this context, the entrepreneur can conduct the
brainstorming activity for getting the relevant solutions or measures about her business. Here,
the entrepreneur wants to start her own business of home furnishing while targets healthcare
professionals (Ryan, 2015). Brainstorming activity can help her in both the ways, first, it can
help her in figuring out about the primary focus reason for starting this business. From the
perspective of this action plan, these reasons will keep her motivated throughout the process.
Secondly, brainstorming activity can also help her in figuring out about the measures or
solutions that can help her in establishing this business idea (Shantz, 2017). Apart from this,
through this action plan, it can be said that brainstorming is an effective way because this
A Moments of Best Creation
Giving your Home a new Style Every Style
A life full of Design Secrets
Good Design for Good Moments

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activity will not only help the entrepreneur to figure out about the relevant solutions for the
specific business problem but this activity can be conducted after the establishment of
business for the benefits of clients. As, this activity can also be conducted for finding out the
creative home furnishing design suggestion for the clients.
Brainstorming – Diagram
(Source: By author)
Through this brainstorming, it can be concluded that fundamental reasons behind focusing on
the business of home furnishing business are that it will influence the life of people who
belongs from the healthcare professional. People who belong from the healthcare professional
experience a lot of stress from their work pressure (Silvester, 2017). Through this business of
home furnishing, the primary focus will be on making their home a more comfortable place

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through effective ideas and by establishing more decorate with useful products. For example:
it is noticed that healthcare professional has a comfortable bed in their home but they do not
have a massaging chair. Through the product-driven method, a variety of massaging chairs
will be present in the store so that people can choose as per their needs. These kinds of the
chair will give them comfortable rest timing and they will feel relax because of the massaging
chairs (Sondhi, et. al., 2018).
The entrepreneur has already experience in the field of the healthcare industry. So, she can
understand the perspective of the health care people. In this brainstorming method, it is also
concluded that London is a suitable place for operating this business. As per the statistics, in
2018, the market of furniture and home furnishing valued at €19.1 Billion. A study was
conducted in the year 2017, which states that over 24.1% of the UK consumers engage in the
home furnishing consultancy and they brought home furnishings products through online and
offline channels (Mordorintelligence.com, 2020). Apart from this, through this study, it is
also found that over 33% of consumers engage in searching for home furnishing ideas over
the internet. Thus, it can be concluded that this business is experiencing exceptional growth
because lots of consumers are focusing on the creative home furnishing medium. Apart from
this, the entrepreneur has the opportunity to expand their market share by establishing this
business in other parts of the country.

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Logo for the business
This logo will grab the attention of the viewers and this logo will communicate the core
value of the business. When anyone will view this logo for the first time, then their mind will
automatically assume then this logo translates the business of home furnishing. This logo is
the short attention that will help the clients to judge function by its appearance. Apart from
this, it can also be said that a logo is the company’s first introduction to consumers. Thus, the
design of this logo will fascinate the clients and this will create the urge in clients to learn
more about the business operations. However, it is important to know that only those
consumers will be attracted who are looking for home furnishing ideas. This is part of the
successful branding because the logo is the point of identification that will use for
recognizing the brand. Afterward, this action plan will suggest effective promotion methods.
In the promotion cycle, logo and business name both will be displayed to fascinate the
potential audience. This logo will also separate the business from its competitors because this
logo will translate about the unique and core values of the business (mordorintelligence.com,
2020).
Blue ocean concept
This action plan will also discuss the blue ocean strategy. This strategy is the pursuit of
differentiation and low-cost strategy that helps in setting up the business in a new market and
this strategy implies creating new demand. In other words, creating and capturing
Home Titan –
Home Decor

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uncontested market space is part of the blue ocean concept. This strategy implies that market
boundaries can be re-construct with the actions and beliefs of the business owner. While
creating new demand, the logo plays an important role in fascinating customers because they
grab the attention of the customer and translate the uniqueness of the company's core values
(Spivey, 2015).
However, as per this concept, the business should imply creating new demand by
empowering customers to focus on the concept of the home décor and home furnishing.
Apart from this, creating new demand from this business context indicates that it is important
to create an urge in customers about the idea of home furnishing. Here, the positive news is
that all the competitors are advertising their own brands for home décor and home furnishing.
This will help the entire market to create the urge in customers about home décor and
furnishing. Now, the important point is that all the competitors are focusing on influencing
customers towards themselves, so here customers first notice the logo of the business because
the logo is the first introduction which translates about the uniqueness of the company and its
core values. The important criteria of blue ocean strategy are to create demand in the market.
It is an analogy to describe the wider and unexplored market space. A blue ocean is vast,
deep and powerful in terms of profitable growth (Teo, et. al., 2015).
Other similar business and their concept with implied changes
Home Titan – Home Décor will face immense competitors because of big market players in
London such as Unique Home London Limited, Mint Shop, Pentreath & Hall, etc. Every
business house as pe their own strategy and concept to run their own business. Unique Home
Limited London was founded in 2015 and they adopt the marketing strategy of premium
price products to target high-profile customers. Since the business incorporation, they are
utilizing this business strategy to focus only on high-profile customers. For fascinate high

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profile customers, Unique Home Limited London set their product price higher than the
usual. Through this business concept, they are able to capture low sales volume but their
profit percentage is higher than usual (Ueasangkomsate, 2015).
Mint Shop was established in 1998 in London by Lina Kanafani. They incorporate the
strategy of supply chain management; through this strategy, they manage to deliver creative
products to the clients at the lowest possible cost. In this way, they target that audience who
have a low budget but a strong desire for home décor and home furnishing products. This
supply chain management strategy enables the company to effectively engage all its major
pillars such as suppliers, manufacturers and distributors so that they can incorporate the
products at the lowest possible cost. According to the management of Mint Shop, the major
benefit for driven the supply chain strategy is that it empowers the management with the
opportunities to outsources areas that do not belong to their core competency. Through this
business strategy, they able to fascinate and influence even those customers who have a low
budget for their home décor and home furnishing (Wilhide, 2016).
Apart from this, at the global level, the industry of home décor business operates the strategy
to focus on the press releases because getting the attraction of press releases is an effective
way to influence the customers towards the business profile. Even popular lifestyle
magazines in London always include columns and articles about creative ideas and lifestyle
methods for home décor and home furnishing even though they also promote existing
business houses. Customers always approach to such magazines for getting an idea about the
current ideas for home décor and home furnishing (Yan, 2018). Popular magazines in London
are Luxury Lifestyle Magazine for London, The London Magazine, TNT Magazine, Little
London, Heart London Magazine, Fashion-to-go Magazine, etc. These are popular magazines
that operate in London, for Home Titan Home Décor it is suggested to be in highlight of these
magazines so that a large number of targeted audiences can be fascinating. As this plan is

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focusing on the health care professional, this is it suggesting to approach to popular health
care magazines. For example: HSJ – Health Service Journal, The BMJ, etc. In this way, a
large number of consumers can be fascinated effectively and efficiently (Busing, 2019).
Packages for clients
An entrepreneur can offer three packages to their clients: bronze, silver and gold.
Gold package membership
Clients who will sign up for this package will receive individual coaching sessions. Under
this, a team of Home Titan will itself go to the client's place and then they will analyze the
creative homemaking ideas for the clients. Apart from this, in this membership client will
receive 7 personal sessions with 1 follow up session. This package will also include personal
planning sessions.
Cost: £2450 + Vat
Terms & condition: 50% deposit amount is required within 24 hours. This amount will be
non-refundable.
Silver package membership
This package comes will 5 hours of intensive planning. In which, a team of Home Titan will
analyse the living space of clients and will suggest them effective measures regarding home
furnishing. This membership will include the MBTI questionnaire and personal planning
success
Cost: £1,497 + Vat. Pay withing 24 hours and price will be reduced to £1,397 + Vat.
Terms & condition: 50% deposit amount is required within 24 hours. This amount will be
non-refundable.

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Bronze package membership
This package will offer will 4 days program. The program will be conducted at a specific date
and location with max 35 people.
Among these three packages, clients can choose a suitable package that will suit their needs.
The validity for the gold and silver plan will be 365 days and the bronze plan is a one-time
valid plan. After selecting a suitable membership package, clients have to fill a customer
questionnaire. Team of Home Titan will analyse the questionnaire and they will judge the
requirements for their clients.
(Source: By author)

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This questionnaire will help the team of Home Titan to understand the requirements of the
clients in an effective and efficient way. All these questions are related to understanding the
perspective of the clients and their primary purpose behind approaching the home furnishing
store. Apart from this, after analysing the answers, the management team will decide the type
of home décor products that will suit the client's needs. The team will take the time of 24
hours to critically analyse the client’s approach behind home décor. In the personal
counseling session, the team will approach the client's space for analysing the area and
suitable home décor products (Habitat.co.uk, 2019).
Common factors and challenges faced by the potential audience in terms of stress and
anxiety issues
Nowadays, a challenging work environment creates stress among people who deal with the
health care industry. Later on, it is observed that stress is transformed into depression and
anxiety issues. People suffer from workplace stress because of increasing work pressure. The
stress put the negative effect and give rise to various problems in people such as fatigue,
trouble concentrating, sleeping problem, social withdrawal, muscle tension, headache, etc.
According to the experts, a little bit of stress is not bad because it helps the people in staying
focused and energetic but today’s workplace environment is seeming to be an emotional
roller coaster. The targeted audience of the business also incorporates major challenges
related to workplace stress. The fundamental reason behind these challenges is the fear of
being laid off, no job satisfaction, the pressure to effectively perform at an optimum level, etc
(Mordorintelligence.com, 2020).
These are the common reason which is giving rise to stress-related activity in the targeted
audience. Apart from this, Home Titan will provide them the solution to make their home a
more peaceful and comfortable place with creative ideas and designs. For example: people

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who experience stress at their workplace can set up a massaging chair at their home so that
they will feel relax after spending the hectic day at the office. The entrepreneur has spent
over 25 years in the healthcare sector as a nurse and senior manager. Thus, she has the
experience of the kind of stress this professional feels at their workplace. She can effectively
incorporate the medium of the comfortable and well-defined designs that will help their
targeted audience to feel relax (Researchandmarkets.com, 2019). From March 2020, clients
will have the option to choose membership plans from three categories. Apart from this,
Home Titan will also have a wide range of home décor and furnishing products.
SWOT Analysis
Strength:
 An entrepreneur is a registered nurse and she has over 25 years of experience in the
health care industry.
 She is also Myers Briggs certified.
 She also worked as a project/program manager
 She works for 13 years as a management consultant.
Opportunity:
 In the UK, people are becoming more conscious about health & wellbeing.
 The entrepreneur has an existing network in the health care sector because she spent
25 years in the healthcare industry.
 Entrepreneur has her own creative designs.
Weakness:
 She has to take a decision after critical analysis because she has a minimal budget.

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 The entrepreneur has no knowledge of marketing.
 In the targeted market – London, the brand has no reputation yet because the brand is
in the developing phase.
Threats:
 There is an intense competitor in the market of home furnishing in London.
 She can face intense competitors through CHER DUYZER, INDIA JANE,
PARADISE ROAD, etc.
This is the personal SWOT analysis, which demonstrates the qualities and weaknesses of the
entrepreneur. Through this SWOT analysis, it is concluded that her major strengths mainly
incorporate that she has experience in the health care field and she already has the network in
this field. From the weakness analysis, it is obtained that she has a minimal budget and she
has no experience in the sales and marketing segment. Advertising is an important part of the
business because effective advertising and marketing catch the attention of the clients
(Robinson, 2019).
In the above section, it is suggested that entrepreneurs should target health care magazines
with lifestyle magazines for promoting their brand with an effective strapline. From the
opportunity section, it is obtained that people of the United Kingdom are starting becoming
more conscious about their wellbeing thus it conveys great opportunity for the brand. Apart
from this, the threat section conveys that existing big market players can create various
challenges for the brand. Although the entrepreneur should not keep her motivation down and
she should act with positive beliefs (Ryan, 2015).

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PESTLE analysis
Political analysis: The role of the monarch in the legislative process is largely ceremonial.
There is strong political stability in the country. While incorporating business operations, the
company has to fulfill various legal requirements for starting the business and for consumer
protection. Such as: Consumer Credit Act, Sales and Supply of Goods Act, Trade description
Act, etc (Sanghani, 2019).
Economic analysis: the UK is the 5th largest economy in the world. The current inflation rate
in the United Kingdom measured at 1.7% (September 2019). For setting up the business, the
UK's economic analysis provides a great opportunity for the brand. Through the economic
analysis, it can be concluded that the UK's economy is strong and businesses can expect a
growth of 10% annually (Sanghani, 2019).
Social analysis: The UK the big consumer market and London are counted among the top 10
cities with most of the educated population. The success of the Home Titan depends upon the
factor that people should be more lifestyle conscious. From the social context, the
opportunity lies here is that UK’s market is more lifestyle and well-being conscious. The
lifestyle choices and their perspective will bring many opportunities for the business (Shantz,
2017).
Technological analysis: London is a great hub for financial and technological institutions.
Home Titan can emerge the utilization of Artificial Intelligence and Machine learning in their
operations, this will engage the reliability and accuracy in the business operations (Silvester,
2017).
Environmental analysis: The brand has to take care of the environmental aspects.
Management of the business needs to pay attention to utilizing environmentally friendly
measures that will not put adverse effects on the environment. The business should

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incorporate its operations under the guidelines issued in the Environmental Protection Act
1990 (Sondhi, et. al., 2018).
Legal analysis: This is the last element in examining the PESTLE analysis. The business
needs to follow the guidelines issued by the legal administration. Such as The Employment
Act 1996, The Equality Act 2010, etc (Spivey, 2015).
Measures to attract potential audience
An entrepreneur should focus on creating a creative designing idea about home furnishing. In
this industry, it is extremely important to have creative ideas and effective suggestions for the
clients. While thinking for creative ideas, the fundamental foundation should be comforting,
not a luxury because the brand is targeting that audience who are currently experiencing
stress and anxiety due to various issues. Thus, it is suggested that fundamental focus should
be lies in giving the comfort living then providing luxury foundations. Apart from this, the
brand should focus on the digital medium of promotions and promotion in popular
magazines, both lifestyle and health care magazines (Spivey, 2015). Advertising is an
important pillar because it will help the Home Titan to influence customer behaviours.
Moreover, the entrepreneur should decorate their office with creative ideas and designs
because it will also influence the perspective of the clients. The design of the office should
catch the attention of the clients and office design should explain the uniqueness of the brand.
Apart from this, it is also suggested that entrepreneurs should appoint an experienced
workforce instead of appointing those freshers (Teo, et. al., 2015). It is also suggested that at
the initial level she should incorporate the norms of democratic leadership so that employees
can also independently participate in the planning process. Late on, she has the option to
switch the leadership style from democratic to autocratic or to any other leadership style.
Moreover, the entrepreneur itself has the experience of 13 years as a management consultant.

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These recommendations will help the entrepreneur in establishing effective and efficient
business operations (Ueasangkomsate, 2015).

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Conclusion
It is concluded that the entrepreneur is focusing on the health care professionals and the
targeted location is London. The action plan of starting a home furnishing business is
discussed in this study. It is suggested that entrepreneurs should start both, consultancy of
home furnishing ideas to potential clients and offering them a wide range of products so that
clients can choose products as per their own comfort level. Apart from this, in this study, it is
also concluded that the entrepreneur is estimating to setting up the business till March 2020.
In this time frame, she has to search for office space in London, workforce planning, thinking
for methods that will help the business, etc. In this study, it is concluded that entrepreneurs
should incorporate democratic leadership at the initial stage and the brand should recruit only
an experienced workforce. In this study, a brand name with a brand logo is also suggested.
This logo will display about the uniqueness of the brand and logo of the brand is the first
introduction profile for the clients. Conducted SWOT analysis is done on the basis of the
personal analysis of the entrepreneur.

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