Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 P1 A new venture identifying specific target markets and competitive analysis........................3 P2 Specific tangible and intangible resources that required for a new venture..........................4 TASK 2............................................................................................................................................6 P3 Produce a credible proposal to launch a new venture............................................................6 P4 Skills and capabilities required to launch a new venture.......................................................6 TASK 3............................................................................................................................................6 P5 Different promotional activities and channels for launching new venture............................6 P6 Develop an appropriate promotional activities plan for both launch and pre-launch............6 TASK 4............................................................................................................................................6 P7 Monthly cash budget for the pre-launch phase......................................................................6 P8 An appropriate legal form for the venture.............................................................................6 CONCLUSION................................................................................................................................6 REFERENCES................................................................................................................................6
INTRODUCTION Launching a new venture is a complex process that involve number of interrelated activities to be performed by the entrepreneur. Entrepreneur is an individual that come with new and fresh idea to start a business with an aim to earn high profits. As business environment is dynamic in nature which keeps on changing therefore, it is necessary to carry out the work process accordingly. The report is based on skylight cafe that is going to launch in London, UK. They will offer different types of food items such as Chinese, Italian, continental in order to satisfy the needs and wants of customers. The report will highlight various types of skill and capabilities that is required to launch a new venture. Apart from it, distinct types of promotional activities that is carried to support the new cafe that has been launched. TASK 1 P1 A new venture identifying specific target markets and competitive analysis In contemporary time, opening a restaurant or cafe is trending as it is profitable and suits lifestyle of customers in the target market (Simon and Shrader, 2012). Skylight cafe is launched keeping in view of this aspect. It offers number of varieties of food that include Chinese, non vegetarian, Italian, continental as well as beverage items. It is launched in mid place of London so that it can be easily accessed by the consumers. It will be located in the area of 2500 square feet at Peter street at London, UK. It has been taken on lease for 3 years so that initial start of cafe could take place and do not face problem related to place. Finance is also required as a important resource in launching a new cafe. Owner have to arrange significant amount of fund by taking loan of€4,36,896 from bank. The main purpose and aim to start this venture are as follows: To present high quality products to consumers. To gain continuous growth and development. To earn significant amount of profits. To be among best cafe in London. Mission:“ To deliver high quality food items to their consumers by satisfying their desires in affordable price.”
Target market segment:This is a essential decision that must be taken by entrepreneur regradingchoosingthetargetmarket.Itprovidetheframeworktoformulatedecisions accordingly so that needs and wants of target people gets satisfied in conducive manner. There are number of basis on which single market can be segmented that include depending on type of customers, income level, gender, preferences and many others. Skylight cafe is targeting the young generation as they are foodie in nature. This is a part of plan that must be properly taken up by entrepreneur as all further decision will be in accordance to it. Therefore, proper attention must be delivered to it (Scarborough, 2016). Competitive analysis:There are number of competitors that are already present in market place. Therefore, before staring a new business it is essential to analyse the strategies of rivalries and make plans or decisions considering it. Little wonder cafe, blight cafe, regency cafe are the competitors that may give a huge competition for skylight cafe. Thus, it is incumbent to analyse the policies and strategies of all the rivalries as they have already earned high market share. Skylight have to work with some uniqueness and creativeness in order to stand apart from others in market place. P2 Specific tangible and intangible resources that required for a new venture To start anything new and fresh there are number of resources which are needed to operate it in successful way (Robb and Watson, 2012). Similarly, to launch a new venture entrepreneur require different type of resources that could satisfy the objective for which it is constituted. There are number of resources which are present in environment hence, decisions have to be constructed to deploy it and use it in optimum manner. New venture of cafe require resources in relation to food items, beverages as well as services of tangible and intangible nature that are described below: Tangible resources:It refers to the material that can be felt, touched physically. It include number of equipments, tools, plant and machinery and other items. Funds are consider most crucial resource as other material can be purchased by giving sufficient amount of funds. To start a new cafe the tangible resources that are required involve land, furniture, initial capital, electronic items for baking food items, refrigerator, oven and many others. Hence, proper decision must be taken to make arrangement of these tangible resources effectively. Other tangible resources involve interior designs, items
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used in furnishing, number of employees that will be appointed in cafe other staff members of different departments (Read and et. al, 2016). Intangible resources:It is opposite of tangible resources as it cannot be touched physically. Hence, it involve all types of resources which do not exist in tangible way like patent rights, trademarks, corporate culture, building customer relation. All these play a significant role in carrying out particular business organisation. Skylight cafe will have its own identity, symbol, brand and other attributes that in involved in this type of resources. It is important for opening a new venture to build prospective relationship with their customers and employees so that final aims could be attained in set period of time (Curley and Formica, 2013). It is essential at initial stage to attract more and more customers towards them and deliver high quality services so that they could be retained for longer period of time. Entrepreneur will going to full-fill number of legal formalities that is required to start a new business which involve developing a brand name, getting it patent so that no other individual can make use of it. From the above discussion, it has been concluded that there are number of resources that is required to carry out the series of activities in effective and efficient manner so that positive outcomes could be realised. TASK 2 P3 Produce a credible proposal to launch a new venture Planning is a initial step that involve number of steps that has to be taken to carry out activities in corrective style. This is a starting step in which entrepreneur make decision regarding number of important process which include quantity of capital required, resources etc. It provide the basic framework on which future steps are based on it. Launching a new venture require formulating proposal so that all actions must be in accordance to it. It deliver the correct path which need to be followed in order to accomplish ultimate intent and objectives of the business organisation. Therefore, to start a skylight cafe it is required to frame a prospective plan which consist of number of relevant data or information that is described below:
Executive Summary:Skylight cafe is offering varied foods products of different nature that involve Chinese, Italian, continental, vegetarian and Non- Vegetarian. Apart from it, there are beverages which involve shakes, juices, soft drinks (Morris, 2015).Description of Venture:An entrepreneur develops an idea of establishing a new cafe in market of London, UK. Individual have taken the land on lease of 2500 square feet. The location which is chosen in mid of the city where customers can easily approach and they will not find any difficulty. Cafe provides attention on supplying goods at best quality of services to customer so they could be satisfied with the performance and become their regular consumers.Analysing the Marketplace:Before launching a new business it is required to perform market analysis so that proper knowledge is known about the present conditions that is taking place so that effective decisions could be made. There are several techniques that are available through which market analysis can be performed, it include SWOT, PESTLE methods that assist the entrepreneur to know about various factors that are available in external business environment which pose a direct impact on functioning of business (Baron and Tang, 2011).Financial Decisions:Finance is a basic resource that have to be optimally utilised so that finalaimcouldbeearned.Skylightrequirelotsoffundstoruntheirbusiness successfully, for this budgets are prepared that involve how capital have to be allocated in different sections. Setting up of Standards:In this, benchmarks are set by entrepreneur hence, standards are defined properly so that actual work process could be conducted according to it. Deviations could be identified so that corrective actions must be formulated. P4 Skills and capabilities required to launch a new venture Every individual could not start a new venture, there are some requirements that must be present in entrepreneur to launch a business (Kuratko and Hornsby, 2017). There are some skills, features, characteristics, knowledge and qualities that must be present in individual to become a successful entrepreneur. As individual that is focused upon opening of new cafe there are number of capabilities that must be possessed in order to start new venture in efficient mode. There are different types of capabilities and qualities are require to launch a new venture. It is
necessary to observe, analyse and evaluate various kinds of factors that impacts on process of launching a fresh venture. The owner have to build several qualities and earn needed knowledge about the concept on which new product is based. It should be necessary to understand about success of desired idea or thought so that an appropriate outcome can be achieved. This can be done through putting more effective as well as efficient efforts by Skylight cafe to launch a new venture properly and attain desired growth of business. Some of skills and abilities are required that are discussed below: Presentation of proposal: - This can be described as to generate better self confidence and gain require knowledge about the particular idea or concept. It will facilitate to present an effective as well as efficient presentation amongst desired people so that they get impressed and convince to consider the concept for implementation (Bijker and et. al, 2012). Skylight cafe have to generate an appropriate skills to present proposal of new venture properly to gain desire result. Optimistic and visionary: - This can be explained as to have an efficient employees who are able to conduct an accurate method to achieve pre determined goals or objectives. It is necessary for the Skylight cafe to recruit an effective staff member having an appropriate ability to make desired visions or targets and set proper direction to put required efforts. This will helps to attain desired outcomes and complete setted goals on needed period of time. Must contain leadership skills:Leaders are consider building block of any business organisation as they have to coordinate the activities of each and every individual so that final purpose and objectives could be realised (Klotz and et. al, 2014). Facing Risks:Risks are consider part and parcel of business life, thus it is necessary to b prepared well in advance about the risks that may come across while carrying out operations and transactions. Owner of Skylight Cafe have to make plans for their contingencies so that overall growth do not get hinders. TASK 3 P5 Different promotional activities and channels for launching new venture It is necessary to carry put the promotional function in order to promote the product and services of business in effective way so that more and more customer are attracted towards it. There are several activities and strategies that is required to be formulated so that proper promotion function can be performed (Burns, 2017). Owner of Skylight have made framed several tools and techniques so that proper promotion function can be performed. Some of the
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strategies are adopted by owner considering the requirement of modern time are described below:Blogging and articles:It is consider modern method through promotion activity is performed by posting relevant information in articles and blogs. As Cafe target young generation, hence, this method is consider most suitable.Use of social media sites:Making use of social media sites that is most trending in moderndays.Instagram,Facebook,twitteraresomeofthewaysthroughwhich promotional activity can be carried out. Skylight can post information about their new arrival on Instagram so that large portion of generation get information about this.Promotion through personal factor:this is a old method of promotion that can be adopted by small and medium sized business organisation. Under this, the member of business organisation himself visit to interact with people and render information about the new openings (Caselli and Negri, 2018). Use of Mobile Billboards:In this type of method of promotion distinct type of symbols, logos, punch lines that can be posted at various place in order to attract the interest of customers towards it. This can also be adopted by new cafe. From the above discussion, it has been observed that there are number of options that are present with the venture. Owner have to examine all these alternatives including budget available so that most appropriate option can be selected. Blogging, articles and promotion through social media can be adopted. As the cafe is newly launched therefore, proper attention is required in this regard so that target customers can be properly focused in order to work in accordance to set objectives and purpose. Basically, promotions are concentrated to develop interest among customers so that proper outcome could be realised. This is very much important to examine all options correctly so that best and most effectual one could be adopted. P6 Develop an appropriate promotional activities plan for both launch and pre-launch Plans need to be drawn in corrective way so that all actions that is included in developing appropriate promotional activities is carried out in effective and expeditious style. Action plans have to be created at pre and post launch of promotional activities so that set
objectives can be accomplished in corrective manner (Fernhaber and Li, 2013). More description are as follows:Pre- Launch promotion action:This is executes before carrying our promotional function hence, decisions have to be taken in regards of analysing all options in consideration of its benefits so that best method can be selected for the same. Skylight cafe have formed tag line that says “Healthy Food Best food”. It is the responsibility of owner to frame such strategies so that initial start must be effective in nature. Apart from it, budgets are also defined well in advance so that all activities can be conducted adhering it. During Launch time:In this phase, plans that has been set out before carrying out the promotional activity is implemented in practical mode at this stage. In this customer are focused upon properly and effectively in order to induce them to visit that place. As discussed above Skylight have adopted Blogging and articles as well as social media sites to promote their business. Here, proper attention is also given that complete budgets must be allocated as according to the set plans (Hmieleski, Cole and Baron, 2012). TASK 4 P7 Monthly cash budget for the pre-launch phase Below is a cash budget that has been formulated to launch a new cafe in London city,UK: Year 2015JanFebMarAprilMayJun Opening cash balance0-30852-22015-141083604266856 Food Sales amount04256343526435684412444325 Beverage Sales01245115000134521452815574 GROSS SALES (Total)05501458526570205865259899 Cost of Goods Sold Raw Food purchase02500028000260002500030000 Beverage purchase035005000336336325000 Total cost of goods sold02850033000293632863235000 Gross profit02651425526276573002024899 Cash Flow After Financing100001000010000100001000010000 Total cash inflow (A)100005662135112354976062101755
General and Administrative Workers Salaries1547613754139961425514663175 Management Salaries340034003400340034003200 Advertisement800800800800800300 Bookkeeping150150150150150200 Insurance250250250250250150 Legal and Professional Fees100100100100100200 Misc. Other2502502502502501200 Total Gen. and Admin. (Fixed)20426187041894619205196135425 NET PROFIT OR LOSS-204267810658084521040719474 Drawings200030001600250035003000 Total cash out flow (B)4285213894139661325312706-11049 Net Cash Flow (A-B)-32852-523211451279666856115804 Year 2015JulAugSepOctNovDec Opening cash balance115804165175210899247977278168351241 Food Sales amount446584521045325462516600090000 Beverage Sales154871642116251174523500040000 GROSS SALES (Total)60145616316157663703101000130000 Cost of Goods Sold Raw Food purchase350004000038000450007000080000 Beverage purchase6800700018000200003000035000 Total cost of goods sold41800470005600065000100000115000 Gross profit18345146315576-1297100015000 Cash Flow After Financing100001000010000100001000010000 Total cash inflow (A)144149189806226475256680289168376241 General and Administrative Workers Salaries149751503615408153941592615893 Management Salaries340034003400340034003400 Advertisement110211061128112811601158
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Bookkeeping800800800800800800 Insurance150150150150150150 Legal and Professional Fees599601616616637636 Misc. Other250250250250250250 Total Gen. and Admin. (Fixed)212762134321752217382232322287 NET PROFIT OR LOSS-2931-6712-16176-23035-21323-7287 Drawings800060003000500080009000 Total cash out flow (B)322073405540928497735164638574 Net Cash Flow (A-B)165175210899247977278168311241398278 P8 An appropriate legal form for the venture There is some systematic structure that need to be followed by new venture so that smooth functioning could take place (Kariv, 2013). UK government have drawn some norms and policies that need to be taken into consideration while carrying the overall work process. They have drafted number of legal rules and regulations that must be adhere by cafe Skylight. Non- compliance of it will result in generation of several problems in front of them. Different types of forms of venture are illustrated below:Sole Trader:In this, individual have their own business and take all decisions related to it. He is responsible for carrying out all types of activities that is required to run the business in successful manner. All small scale organisation is involved in this category.Public organisation:It is a government based organisation which is totally focused upon serving quality services to people of society. It is operated and under control of government and their basic aim do not involve earning high profits but to serve quality services to people. Partnership Form:This is another method to carry out the business organisation, in which two or more individuals come together to run the single business. It is governed by partnership act that involve all guidelines that need to be followed while running it. It has been observed that Skylight cafe have launched its cafe while considering all rules and regulation that have been set by government so that business activities is perform in smooth manner.
CONCLUSION From the above report it has been concluded that ventures play a important role in the society as it serves to satisfy the needs and wants of people. Individual that come up with new and innovative idea to run business is known as entrepreneurs. The report have thrown light on launching of a cafe in London city that offer number of varied food products to their customer. It is necessary to utilise all resources that is necessary to start a new venture. There are number of promotional activities that are also taken up to promote the existing business. All this is considered by owner to achieve set objectives and aims in correct time period. REFERENCES Books and Journals Scarborough, N.M., 2016.Essentials of entrepreneurship and small business management. Pearson. Curley, M. and Formica, P., 2013. The experimental nature of new venture creation.Springer, 10, pp.978-3. Baron, R. A. and Tang, J., 2011. The role of entrepreneurs in firm-level innovation: Joint effects ofpositiveaffect,creativity,andenvironmentaldynamism.JournalofBusiness Venturing.26(1). pp.49-60. Bijker, W. E. and et. al., 2012.The social construction of technological systems: New directions in the sociology and history of technology. MIT press. Burns, P., 2017.New venture creation: a framework for entrepreneurial start-ups. Palgrave. Caselli, S. and Negri, G., 2018.Private equity and venture capital in Europe: markets, techniques, and deals. Academic Press. Fernhaber, S. A. and Li, D., 2013. International exposure through network relationships: Implications for new venture internationalization.Journal of Business Venturing.28(2). pp.316-334. Hmieleski, K. M., Cole, M. S. and Baron, R.A., 2012. Shared authentic leadership and new venture performance.Journal of Management.38(5). pp.1476-1499. Kariv, D., 2013.Female entrepreneurship and the new venture creation: An international overview. Routledge. Klotz, A.C. and et. al., 2014. New venture teams: A review of the literature and roadmap for future research.Journal of Management.40(1). pp.226-255. Kuratko, D. F. and Hornsby, J. S., 2017.New Venture Management: The Entrepreneur's Roadmap. Taylor & Francis. Morris, M. H., 2015.Entrepreneurship as experience. John Wiley & Sons, Ltd. Read, S. and et. al., 2016.Effectual entrepreneurship. Taylor & Francis. Robb, A. M. and Watson, J., 2012. Gender differences in firm performance: Evidence from new ventures in the United States.Journal of Business Venturing.27(5). pp.544-558. Simon, M. and Shrader, R. C., 2012. Entrepreneurial actions and optimistic overconfidence: The roleofmotivatedreasoninginnewproductintroductions.JournalofBusiness Venturing.27(3). pp.291-309.