Launching a New Venture: Cafe Corner

This report discusses the process of launching a new venture, focusing on Cafe Corner, a cafe and food outlet that offers healthy and organic food products. It covers topics such as identifying target markets, determining tangible and intangible resources required for the launch, proposing a credible plan, measuring the skills and competences needed, and developing a suitable publicity activity plan. The report also includes an itemized cash budget for the pre-launch phase and suggests an appropriate legal form for the venture.

Launching a New
Venture

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
P1 A new venture classifying specific goal markets and responsibility competitive analysis
................................................................................................................................................3
P2 Determining specific tangible and intangible resources that would be required for the
launch of a new venture.........................................................................................................5
P3 A credible proposal to launch a new venture....................................................................6
P4 Measuring the skills and competences required to launch a new undertaking and how
they are learned or developed an individual..........................................................................7
P5 Explain different publicity activities and stations that will support the launch and justify
their choice.............................................................................................................................8
P6 Developing an suitable publicity activity plan for both launch and pre-launch...............8
P7 Producing an itemised scheduled cash budget for the pre-launch phase of the
undertaking and the first 12–18 months previous launch......................................................9
P8 an appropriate legal form for the venture stating reasons why it has been chosen........11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13
Books and journals...............................................................................................................13

INTRODUCTION
Innovation can be defined as an activity which is done by an individual which is
directly related to developing a new product with some innovative idea so that services and
products can be improved by increasing the satisfaction of the customers and helping them to
achieve their personal needs. Due to changes within the business environment there is also
development of innovative ideas within different individuals and increasing the opportunity
for new business in global environment. In this report, there is discussion about cafe corner. it
is a newly opened adventure which is dealing with the business of cafe where the major
product of the organisation are based on organic food as well as health related ingredients
which can help the customers in maintaining their health issues. It is a fast food serving outlet
which also provides their services to individuals (Burns, 2017). The innovation within the
organisation is that it will provide healthy food to the people by serving delicious taste. In
this current report there is discussion about the newly venture and identification of some
specific target market for competitive analysis within the organisation. There is also
discussion about some tangible and intangible resources which are required to launch the
business and a credible proposal with it. In middle of the report there is this question about
various skills and capabilities which are required to launch the new business and explanation
of different promotional strategies and channels which will support the launching. There
Discussion about the proper launching program and activity for the business. In the end of
this report this discussion about a cash budget which is required for the pre-launch and post
launch purpose and suggestion of the proper legal structure related to the organisation which
can be used as a identity of the business.
MAIN BODY
P1 A new venture classifying specific goal markets and responsibility competitive analysis
In current time it can be identified that there is front towards the fitness and health
within different individuals which also shifting the mind of individuals from fast food and
unhealthy items towards healthy food. This is a big opportunity for cafe corner to attract large
number of customer by providing healthy food products and cafe facilities to different
customers (Kuratko and Hornsby, 2017). This is because it is an innovative form which is
providing organic food as well as no cholesterol and healthy fast food to its customer where
they can get tasty food without harming their health. Organisation is using different kind of
spices from various Nations like India and Africa which helpful to the organisation in

managing the bad fat within the food as and provide healthy food to its customers so that they
can satisfy their needs related to health and fitness.
Target market
It can be defined as that area where the organisation want to implement its product
and services and has maximum chances to improve its performance as well as gain maximum
competitive advantage. In relation to cafe corner, organisation is targeting the diet conscious
as a health conscious person who pays more focus on their health. Here organisation will
provide tasty and healthy food to the customer as well as cafe services by which they can
satisfy their needs for space as well as for tasty food without harming their diet plan.
SWOT Analysis:
It is important for organisation to clearly identify its different strengths weaknesses
opportunities and threats so that it can formulate effective strategy and can take decision
according to it for achievement of goals and objectives in timely manner.
Strength Weakness
 Organisation is providing healthy
food to customers which are a major
strength for the organisation by which
it can attract large number of
customer toward the firm and
increase its market share.
 Prices are also important factor for
the organisation extension strength
for the firm because organisation is
providing healthy and organic food at
cheaper prices in comparison to its
main competitive as well as it
providing proper cafe space to its
customer so that they can manage
their personal work (Villani, Linder
and Grimaldi, 2018).
 Location is major problem within the
organisation actors and weakness for
cafe corner because there is no proper
location which can be used by the
organisation and it has to pay high
rent.
Opportunities Threats

 There is a great opportunity in front
of organisation to use ads business
and expand its operation to global
level so that it can increase market
operations and profitability within the
firm.
 Competition is a major threat in front
of organisation because it is operating
in cafe services where there are a
large number of sellers selling
different kind of product with better
infrastructure than organisation as
well as huge capital investment.
P2 Determining specific tangible and intangible resources that would be required for the
launch of a new venture
Identification of various resources is important for the organisation to perform its
various functions and manage profitability and productivity within the firm operations. There
are two kinds of resources which can be classified as tangible and intangible resources. brief
description of both kind of resources given below:
Tangible resources: It includes that kind of resources which can be touch and seen by the
individual and are important for working within the organisation so that profitability can be
achieved. Different kind of resources some of these are mentioned underneath:
 Financial resources: It can we define a those kind of resources which are related to
financing different activity and attracting capital to the organisation so that it can
perform various functions. Financial resources are those tangible resources which
impact organisation directly because they act as a backbone of the organisation while
performing business operations (Muegge and Mezen, 2017). In context of cafe corner,
it can arrange and acquire its financial resources by issuing equity share, debentures,
taking commercial loans from commercial banks and other institute and government
grants. This will help organisation in financing other activities and achieving its goals
and objectives and target market.
 Human resources: It include total workforce within the organisation which will help
form in achieving these goals and objective performing various kinds of operation. In
relation to cafe corner, organisation has to arrange skilled human resources by the
help of proper hiring process so that it can achieve specialisation in different
operations as well as manage success through increased productivity. Also used
training and development program so that human resources can be managed and
worked at higher productivity so objectives and profitability can be achieved.

 Physical resources: That kind of resources which are directly related to the premises
equipment and other working items of the organisation which can be seen touch and
used by the firm to perform it different operation. In relation to cafe corner,
organisation of various kinds of physical resources like tools tables chairs cafe space
machineries utensils and many more. These all are important part of organisation and
will help for me in achieving its business objectives while performing its various
operations (Xie and Lv, 2016).
Intangible resources: Intangible resources are those resources which are useful for the
organisation but they can't be seen or touch. It includes different kind of resources and some
of these are stated below:
 Patent: It is better intangible resources which are directly related to the performance
of the organisation and save in its interest from being copied by its competitor. kaise
coronavirus providing a unique and innovative services to its customers and it is
important for organisation to get patent of its product so that other computer cannot
copy its products and it will provide a unique to the organisation within the
competitive market for attracting large number of customer.
 Goodwill: It can be defined as that intangible asset of the organisation which help for
in increasing its market share by the use of its image within the market. Goodwill can
be both in positive and negative sense for a business organisation. Positive good will
always help organisation achieving its market objectives in relation to cafe corner it
has to build a positive Goodwill within the market so that it can attract customers and
increase its market share (Allen, 2016). This can be achieved by the organisation by
performing different kind of operations related to increasing its status within the
society by fulfilling corporate social responsibilities and social liabilities of the
organisation.
 Technology: It is one of those intangible resources which is required by the
organisation to perform its various functions related to market operations and business
operations. In relation to cafe corner, this resource can be achieved by the
organisation by performing a proper research and development within the firm so that
it can identify the trend within the society and market where it is trading and use it to
achieve its business objectives.

Evaluated from the above-mentioned information that there are various kinds of
tangible and intangible resources with their important for the organisation like every corner to
identify, allocate and used for achieving its business objectives and maintaining the business
activity properly.
P3 A credible proposal to launch a new venture
Executive summary: Food production and cafe business is continuously increasing
within the market this is because there is trend towards the health and safety which help this
kind of business is to innovate and bring in new product which is related to low calories low
cholesterol and proper impact on fitness of individual. there are various kind of trailer within
the industry was telling different kind of food and allied products and the scope for new
entrant is low within this industry but by the use of innovative product new business venture
can launch itself and achieve the maximum profitability because of its new and innovative
idea. cafe corner also have a new and innovative idea which is directly based on health of
individuals by providing low cholesterol and using various kind of spices which will help in
maintaining health and fitness as well as helpful for individual to maintain body fitness and
shape by use of this product (Anglin, McKenny and Short, 2018).
Company description: Cafe corner is it cafe and food outlet which provide specialised
food products based on health and fitness of individual and are helpful to improve the body
shape by use of these products. the key ingredient within this products are the spices and
other minerals which help in fulfilling the requirement of body and prevent different diseases
like obesity, high blood pressure, diabetes and many more. Due to mass spread of various
kind of diseases and the pandemic covid-19 this product is also focus on increasing the
immunity of the individual so that they can deal with different kind of diseases like covid-19
and can increase their immunity to deal with them as.
Industrial analysis: Food production and cafe industries full of competition because
there is various kind of competitive with this industry selling the product at larger level as
well as have a better infrastructure in comparison to cafe corner. Some of the major
competitor of the organisation is Coca-Cola KFC CCD and many other were selling their
products at larger level by attracting large number of customers through effective marketing
and planning decisions.

Strategy and goal: Major strategy adopted by the organisation is to to promote the
product within the market by attracting large number of customers as well as increased the
market share in first year but 30% and next year but 20%.
P4 Measuring the skills and competences required to launch a new undertaking and how they
are learned or developed an individual
There are various challenges in front of entrepreneur while launching a newly formed
business. This is because the business environment is continuously changing which require
different kind of skills and abilities to be developed by the individual for attaining the
maximum competitive advantage and increasing the welfare. Some of the skills are
mentioned below:
Financial management: finances important part within the organisation because it actors and
backbone of the form for financing different activities within the organisation in arranging
the money for them. In relation to cafe corner, proper arrangement of finance is mandatory
for the organisation to achieve its business objectives and gain maximum competitive
advantage. It is also required by the firm that have to produce of financial management
program so that it can arrange finance for different activities and ensure success within its
business operation. This skill can be acquired by the entrepreneur within the organisation by
performing various activities related to the finance and studying these area of finance so that
it can arrange money to work within the organisation. it also have to build trust between the
stakeholders so that they can provide adequate money to form for fulfilling their financial
need (Watson, Stuetzer and Zolin, 2017).
Communication and negotiation skill: it is important for individual to communicate and
negotiate with different stakeholders and party is related to the organisation. Skill helps the
division in attracting the investment within the organisation as well as performing different
activities in an appropriate manner so that productivity and profitability can be achieved.
Negotiation skills are also important because there are various situations within the
organisation where the manager has to negotiate with different kind of person for increasing
the profitability of the organisation and achieving the interest in an appropriate way. this can
be acquired by the individual through effective training and development where it can learn
about different communication and negotiation skills to successfully achieved the
organisation goals by reducing the chances of conflict due to lack of information (Mullins,
2017).

P5 Explain different publicity activities and stations that will support the launch and justify
their choice
Promotion is the key of success for every business organisation and newly launched
business because it helped organisation in providing information about the goods and services
which organisation is going to launch within the market for satisfaction of the customer. this
will help the organisation in strategic analysis as well as implementation of the product
within the market so that it can achieve maximum competitive advantage within the market
where it is going to trade some of these methods are discussed below which will be used by
cafe corner.
Sales promotion: Sales promotion is an effective strategy which can be used by the
organisation while promoting its product where it will provide some discount or additional
benefit on the purchase of the product from the outlets of the organisation. Cafe corner will
use the strategy for providing a discount on purchasing first time from the organisation by
which it can attract the customer and can retain them by providing quality services (Liu and
Wang, 2018).
Merchandising: It is a popular approach which is used by various kind of
organisation for promoting the product. In relation to cafe corner organisation is providing
organic foods as well as cafe services to customer where merchandising will help the
organisation in providing information about their product by using it. Company can use
printing off cup, chairs and other promotional activities under merchandising which will help
in achieving the business objectives related to promotion.
Exhibition and trade fair: This method can also use by the organisation to promote its
product before launching. Under this, cafe corner can use various kinds of exhibition and
trade fair within the locality so that it can promote its product prior to launching. Therefore,
news technique related to establishment of stalls within various trade fairs and exhibitions it
can provide a free sample of its product. This will help organisation in providing information
about the launching as well as quality of the product to the potential customers where it can
attract the targeted customer prior to launching and can make it launch event effective (Jiang
and Tornikoski, 2019)
.

Advertisement: It is also effective tool which can be used by the organisation for
promoting its product where it can use different kind of advertisement tools such as TV
advertisement, newspaper advertisement and many more. This is the cheapest method and
attract class member of customer and can be used pre and post launch activities of promotion.
In reference to cafe corner, use local newspapers TV channels for advertising ads unique
selling price to the customer so that it can attract large number of customers as well as cover
wider market.
P6 Developing an suitable publicity activity plan for both launch and pre-launch
Promotional activity for launching program: promotional activity can be defined as
that set of plants which is used by the organisation to increase its market share and cover
wider market so that it can promote the product and attract large number of customer towards
the organisation and achieve effective start. In context of cafe corner, It will also use a proper
promotional strategy which is consists of various advertisement tools and techniques so that
organisation can attract large number of customer. Firstly organisation will develop a proper
program related to the launching event which should be at working place of the organisation.
For this, celebrities from the Hollywood will be hired which will help organisation in
attracting large number of customer because of promotional activity done by them. On the
beginning of launch event organisation will use a proper strategy of sales promotion where it
will provide discount to the first customers of the product and services offered by
organisations. Under this sales promotion organisation will provide one for one scheme as
well as discount of 20% to first thousand customers. Organisation will also provide other
schemes related to attraction of customer toward the organic food supplied by the
organisation as well as different services (Hale, 2018).
There is also use of different social media platforms which will help company in
attracting customers because this platform has large number of user which will cover the
target population of the organisation. For this major social media platforms like Facebook,
WhatsApp, LinkedIn and Twitter will be used where some advertisements and blocks will be
created according to the need of the page and requirement of customers by which good and
sound image of products and services offered by organisation can be provided to the
customers.
Post launching promotional activity: post launching emotion activity is also
important part of promotional activities within the organisation because it will help

organisation in maintaining and attracting new customers so that it can increase its market
share and growth within the competitive environment. In reference to cafe corner, for post
promotion organisation will use techniques like branding and promoting their organisation
will establish a proper brand so that it can maintain the Goodwill within the market and
attract large number of customer. Also focus on sponsorship where it will sponsor with
cricket and football team of England by which it can increase the brand image within the
market as well as attract large number of customer by providing information about the brand
(Del Bosco, Chierici and Mazzucchelli, 2019)
P7 Producing an itemised scheduled cash budget for the pre-launch phase of the undertaking
and the first 12–18 months previous launch
Pre-launch Cash Budget ($):

P8 an appropriate legal form for the venture stating reasons why it has been chosen
It is important for every business organisation to choose a proper legal form which will
help organisation in fulfilling the needs and requirements of the legal institute situated in the
area where it is going to start its business. In relation to cafe corner it should adopt structure

of the company which will help organisation in various kind. Company can be defined as that
structure which have separate legal entity in the eyes of law and has separate liability than its
owner. There are some benefits of registering as a company which are discussed below:
Long existence: the major benefit of registering as a company is that it has a long existence
within the market because after the death or resignation of founder company exist without
any legal liability because it is separate from its owners (Greene and Hopp, 2017).
No personal liability: choosing company as structure also provide a benefit of limited
liability of the owner and founders of the organisation because it is a separate entity in eyes
of law which also make it different from its owner and the liabilities and assets are part of
organisation and no owner and founding member of the organisation has personal liability to
pay the liability of organisation.
So from the above it can be seen that choosing company structure is best for cafe
corner because it has various kind of benefit to the organisation and health organisation for
running its business operation for long period of time.
CONCLUSION
It can be concluded from the above that there are various kind of tools and techniques
which can be used the organisation for launching a newly pond business. But it is also
important that entrepreneur development skills for achieving the different kind of resources to
run the business smoothly. It can also be seen the promotional activity is also important part
of new and innovative business where it has to perform a proper promotional plan by the
identification of proper interim cash budget so that it can improve its performance in the
market as well as supply the information regarding services offered by organisation.

REFERENCES
Books and journals
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Burns, P., 2017. New venture creation: a framework for entrepreneurial start-ups. Palgrave.
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innovative business model to link innovation and new venture creation. Review of
Managerial Science, 13(3), pp.561-574.
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Startup for Launching Successful Initial Coin Offering, raising Venture &
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