Leadership and Management Skills for Workplace: Space Dog Report

This report presents an executive summary of an innovative business idea, "Space Dog," focusing on providing pet-related products and services through an e-commerce platform. The report details how the business will attract and target customers using various marketing techniques to maximize market share and revenue. It explores the application of the Bono model and PESTLE analysis to inform decision-making and strategic planning. Additionally, it outlines the e-commerce processes, including marketplace selection and software-as-a-service (SaaS) implementation. The report also addresses data protection protocols and concludes with recommendations for the business's success. This report provides valuable insights into the strategic planning and operational considerations for launching and managing an e-commerce business in the pet industry.

LEADERSHIP AND MANAGEMENT
SKILLS FOR WORKPLACE

EXECUTVE SUMMARY
This project report aims to bring an innovative business idea through which customer
they offer customer services which will be helpful in meeting the demands of the customers. This
project report is based on an innovative business idea and how e-commerce helps the business to
attract and target maximum numbers of customers through which they can cover wide market
share. The business venture will use different marketing techniques which will help them in
targeting customers and positioning their products at right time and right location though which
they can generate higher revenues and maximum profits. There are various data protection acts
and protocols are defined below which will be followed by the company through which they can
secure all important information from malicious and unwanted users.

Table of Contents
EXECUTVE SUMMARY...............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
(A) INNOVATIVE PRODUCT/ UNIQUE SERVICE PROPOSITION....................................4
(B) E-COMMERCE....................................................................................................................7
(C) MARKETING STRATEGIES USED BY SPACE DOG...................................................10
(D) PRIVACY AND DATA PROTECTION............................................................................14
CONCLUSION AND RECOMMENDATIONS..........................................................................16
REFERENCES..............................................................................................................................19
Books and journals....................................................................................................................19

INTRODUCTION
Innovation is an important force in creating and sustaining organization growth. Effective
innovation can mean the difference between leading with particular product, process, or service
and simply following the pack with the resulting risk of stagnation and decline (AbuJbara and
Worley, 2018). Innovation transforms mediocre companies into world leaders, and ordinary
organizations into stimulating environment for employees. This report, will be discussed the
innovation and creativity of product and service and applying the models of innovation to
explain the process and the creativity of the product and service that I chose to do for this
project. The idea I had is to create app and ecommerce of product/ service for pets. The name of
the app is the “Space Dog”. The app will provide foods for the dogs, dogs collars, clothes, anti-
tick to kill the ticks on the dog’s or cat fur, shampoo and toys for them to play around. My app
will also provide the taxi dog to go pick up the pets at home to give them wash at our local store
when the owners does not have time during the week to do wash at home, the app will have the
option for the customers to call the taxi dog to pick the pets at home and bring to us to wash and
we also will bring home.
MAIN BODY
(A) INNOVATIVE PRODUCT/ UNIQUE SERVICE PROPOSITION
Innovation is a process to bring new ideas, new methods or new products to an
organization. From this process of involving all employees in continuous improvement will
come daily improvements in quality and productivity and miraculously great commercial ideas
will also “pop” out. The concept of innovation is to show the process of your creativity, defining
innovation goals, describing the process goal of the innovation and defining the mission and
vision of the innovate idea process (Alzghoul and et.al, 2018).
The business venture “Space Dog” and the company will focus on targeting middle class
and high class customers through which maximum services can be provided and the business
venture can earn high profitability with the help of generating higher revenues. This ecommerce
business will offer products and services to our customers who has pets at home and do not have
time during the day to go shopping or forgot to buy the main necessities for their pet. The Space
Dog app will provide these services to our customers. We also will offer through app taxi dog

services to collect the pet either cat or dog to wash them up in our store and bring them home
after the washing up. The mission and vision of the company is to bring the best quality pet
service to our customers who has pet at home and meet maximum customer satisfaction. The
business venture will focus on services to the public through which they can meet utmost
customer satisfaction and demands.
Bono model
The Bono Model was introduced by Dr. Edward De Bono. This model helps in forming
quality decisions through which the efficiency of the business can be enhanced. This technique is
also known as ‘Six Thinking Hats’ which emphasis on the thinking and ideas and such ideas will
be implemented and how plans will be executed through which maximum productivity can be
accomplished. This model helps the business explore problems from different perspectives and
use diverse styles and approaches to resolve such conflicts (Anthon, 2017). This model helps in
enhancing collaboration which will help in reducing conflicts and thus, represents six different
hats which are:
White Hat- This hat is the information hat which is essential for seeking factual
information through which knowledge gaps and deviations can be identified and better decisions
can be formed.
Red Hat- The red hat focuses on the emotion, intuition and gut feeling and seeks to
understand the response of people and their role of thinking and decision making.
Yellow Hat- This hat defines the benefits which can be gained by the business though
innovative thinking and constructive decision making. This helps in maintaining positivity and
enthusiasm for facing challenges in different stations.
Green Hat- This hat depicts creativity and identification of different possibilities and
ideas which will help the business to form effective decisions through which they can form
effective decisions for the growth and profitability of the business (Armstrong, 2016).
Blue Hat- This hat is the organizing hat which defines the objectives which need to be
accomplished clearly and plan implementation process through which innovative ideas can be
executed in the organizations for meeting the desired performance standards and objectives.

Black Hat- This hat depicts the judgment and what negative outcomes can be faced by
business by their decisions. Therefore, this hat helps in avoiding mistakes and highlight
weakness of the pan through which corrective and innovative changes can be made (Bolli and
Renold, 2017).
From the above explained Bono Model, it can be seen that the company Space Dog have
applied this technique through which thy can form effective decisions which are helpful for the
company to attract more customers and gain maximum profits from their operations. This
technique helps the company in meeting the customer demands by taking innovative and
constructive decisions which will be helpful in attracting and retaining maximum customers.
PESTLE Analysis
This is a marketing technique which helps an organisation in analysis h external factors
which can influence the operations of the business, such factors which are analyzed with the help
of Pestel analysis are explained below:
Political factors- These factors are based on government interference in the business
which can affect the function of the company. Such factors involve government policies, tax
policies, trade restrictions, laws, financial budgets and environmental laws which can create an
impact on the continuous functions on the business. Political instability can also create huge
impact on the operations of business and thus, the continuity of the services offered by the
company can be affected (Bratton ed, 2020).
Economic factors- The economic factors such as inflation and interest rates, fiscal
policies, foreign exchange rates and other economic trends can create an impact on the
contribution of business in the economy and thus the operations of the company can also be
affected through the sales and revenues of the business venture can be directly influenced.
Social factors- The socio-cultural factor which can create an impact on the functioning
of tee business involves, customers, their values and beliefs, customers and heir culture through
which they can directly influence the functioning of the company. The business venture must
focus on all social and religious trends which will help in identifying the opportunities and
threats which can be faced by the company.

Technological factors- Due to rapid change in technology, this external environment
factor can create a huge impact on the functioning of the business. These factors involve
development in IT sector and technologies which are used by the company to operate. Such
factors influence the growth and expansion rate of the business and also affects the productivity
of the business.
Legal factors- Due to any change in legal environment, statutory factors, international
laws and policies and other legislature which is framed by the government can create an impact
on the operations of the company and thus, it can create a barrier for the company to regularly
perform all managerial functions (Bush, Bell and Middlewood eds, 2019). Such factors which
can influence the operations of the company includes consumer rights, health and safety rights,
ethical standards and other guidelines which have been regulated by the government and the
company must ensure that they are following all the rules and protocols which are implied on the
business.
Environmental factors- As due to rapid increase in the consumer awareness regarding
the environment and environment safety, customers prefer more environment friendly products
through which they can minimize the negative impact of such products in the environment and
by ensuring corporate responsibility is meeting all standards, it will help the business in facing
such challenges effectively and by using constructive ideas.
Comparison of bono model with Gate model
The stage gate method is an approach which is applied to new product development
projects which will be helpful in creating more value to the products. This approach also helps in
continuous flow of innovation and new product creating which can be maintained. The Bono
model helps the business to form effective decisions through which they can attract and retain
maximum customers which will be helpful in sustaining for a long period of time in the industry
and gain maximum competitive advantage. Whereas, Gate Model focuses on product
development which will be helpful in adding more value to the products (Chang, 2016).
(B) E-COMMERCE
The technological advancement is taking place daily and the upgradation of technology is
one of the major factor which affects the managerial activities of the business. E-commerce is

one of the medium though which many business ventures can get a platform to sell their products
and services which will be helpful in meeting customer demands and gain competitive
advantage. Due to incline in technology and digitalization in the industry, e-commerce has
covered wide range of market, as this creates a platform for the sellers to sell their products and
services. Through e-commerce the business can sell their goods and services to more customers
through which they can generate higher revenues. Such platform helps the business to
continuously function through which they can regularly offer their products and services and
meet the demands of the customers at right time (Cumberland and et.al, 2016). E-commerce
business platform helps the business in online selling of their products and services. In relation to
Space Dog, the company will offer their services through e-commerce platform which will help
them to connect with numerous customers and promote their services which will be helpful in
attracting customers and in increasing sale of the products through which maximum profitability
can be achieved and business can sustain for a longer time span in the industry. Therefore, the
company will provide a medium to their customers with the help of e-commerce medium
through which they can connect with the business. There are several processes which are
followed by the company, such e-commerce processes are explained below:
Using marketplace
By identifying the accurate marketplace for offering the products and services is one of
the important factor which must be kept in mind while operating a business as the growth of a
company varies on such factor only. By effective analyzing and monitoring the marketplace, it
helps the business in marketing and promoting their products and services. Space Dog will
collaborate with big supplier, such as Shopify which will help in supplying and distributing the
products and services to different customers and meet maximum customer satisfaction. With the
help of collaborating with Shopify, card and PayPal method of payments will be accepted
through which the digital payment methods can help in easier and effective transactions in the
digitalization era (Edwards and et.al, 2015).
Software as a service
It is a pattern of software authorization where software is licensed and used on the basis
of subscription. In other words, it is known as ‘On-demand’ which can also be known as
“software plus services”. Space Dog will also develop a software as services though which they

can make it easier for the customers to gain insight of the products and services which are
offered by the company. With the help of software, Space Dog can increase their market share
and with the help of Shopify the performance of the company can be enhanced. The e-commerce
medium will be helpful in offering products and services by using online platforms (EL-Annan,
2015). Through offering products and services, it will help the company to create and maintain a
link between the customer and the company through which maximum customer satisfaction can
be gained.
Content creation, including copy and photograph
Content creation is one of the important function of the business which helps them in
promoting the goods and services which are offered by the company. Content creation plays a
crucial role in attracting customers with the help of using online platforms. The company must
provide full description of the product which must also include photographs through which they
can ensure customers regarding the quality and authenticity of the products and it will be helpful
in attracting more customers, as this will help in building trust among the customers. In relation
to Space Dog, the company is using various approaches through which they can attract and retain
more potential customers, such approaches are defined below:
 Easy checkout process and methods- One of the feasible process which can be offered by e-
commerce medium is easy checkout process which can be used by many companies through
which they can attract huge number of customers and offer tem quality services through which
maximum customer satisfaction can be accomplished. The checkout process and ease of the
customers is the main target of the organisation through which they can retain maximum number
of customers. In relation to the business venture, Space Dog the company will follow easy and
feasible checkout process and use different techniques of payments through which they can make
it easier for customers to pay for the products and services which are offered and thus, it will be
helpful in meeting the customer demands and utmost customer satisfaction can be met (Ghosh,
2015).
 Analysis of customer review- Customers plays a crucial role in the growth and success
of the business and companies must focus on analyzing the reviews of the costumers
through which they can make corrective product development ideas which will be helpful
in meeting the demands of their customer. By taking regular feedbacks and analyzing the
customer reviews, the performance gap of the products and services can be observed

through which business can form strategies which will be helpful in improving the
services of the company. In relation to the business venture Space Dog, it will be helpful
in valuing customer review through which they can improve the quality of their services
and can effectively sustain in the industry for a longer time span.
 Creation of page for every product- This is one of the effective strategy which helps the
business in making the webpage more attractive and easier for customers to operate through
which they can easily differentiate among the products (Kerrin, Mamabolo and Kele, 2017). By
creating a webpage which showcase all information related to the company, their vision and brief
information of the product will help the company in creating a strong interaction with their
customers through which more customers can be attracted and through using effective strategies
for creating and maintaining the webpage, it will be helpful in covering higher market reach.
Through creating a page for each product, it will be helpful in defining the difference among the
products and better clarity can be offered to the customers.
(C) MARKETING STRATEGIES USED BY SPACE DOG
Digital media marketing
In order to promote the goods and services of the company. Space Dog company uses different
digital media platforms in order to deliver the marketing offerings to the customers. With the
increasing demand of technological advanced tools where people put reliance towards digital
platforms via internet. Digital media platforms are the most effective media channels that helps
to engage with the target customers within the limited time frame. Digital media platforms not
only help to engage with the large number of customers but also helps the business to save the
cost incurred to advertisement activities (Adams and Bryan, 2021). The target customers of the
company include the youth segment from the age group of 22-35 who are pet lovers. Setting
youth as the target group and using the digital media marketing goes hand in hand as the
Instagram is been overwhelmed by the user from the age group of 22-34 where 30.1% are people
from UK. Thus, choosing digital marketing for the target segments is been justified. The digital
media marketing uses by includes social media, email marketing and search engine optimisation.
Space Dog uses social media platforms like Facebook and Instagram to promote the goods and
services of the company. Space Dog creates social accounts on these social media accounts and
timely post pictures and videos about the products and services the company offers, the number
of customers the company reaches help to show the effectiveness of the market campaign by the

company. Moreover, using Instagram and Facebook helps to find the target customers more
easily. Other digital platforms used by the company includes the email marketing which involves
delivering messages to the selected target customer about the product and service of the
company. Space Dog delivers the marketing messages includes the new product development,
effective pricing strategies in the existing product of the company like discounts, coupon code,
disclosing the sales prices for the particular period of time. Email marketing also helps Space
Dog to build customer engagement by timely contacting the customers, storing information of
the customers who have taken the services and attracting theme to continuously take the services
of the company, email marketing helps to collect the feedback from the target customer which
helps the company to identify the areas of improvement where the company should implement in
the current marketing strategies (Ariratana, Sirisookslip and Ngang, 2015). Another marketing
strategy implemented by Space Dog includes search engine optimisation, wherein the business
work with the search engine companies like Google on order to customize the search results.
These helps the business in a way that when customer searches for the related products and
services in search engine like Goggle, the search results of the company get pooped up in the top
results in the screens of the customers. Using this kind of advertising technique, the business can
get noticed and reach to large number of target segment. Space Dog spends large sum of money
in for search engine optimisation.
Role of customer journey
Customer journey is the visual presentation of determining the customer touch points wherein
the business can improve and make changes in the existing market offerings in order to rightly
address the customer needs and desires. The role of customer journey involves their experiences
which can influence their decisions which will be formed on the basis of their past experiences.
For a business, it is crucial to identify the customer preference and demands through which thy
can meet customer satisfaction and retain maximum number of customers (Holland, 2019). One
of the approach which can help a business to meet the demands of the customers is through
customer mapping, which will help the business in meeting all demands and identifying all
reviews of the customers regarding the products and services which are offered. Further, the role
of customer journey is being discussed below:

 Identifying the customer pain points- Analyzing the customer touchpoints helps to
analyse the what are the communication and service gaps offered to the customers. It also
helps to analyse that what the levels of the services offered to the customers. with the
help of customer journey, Space Dog, identifies that what are the improvement that needs
to be taken in order to bring effective changes in the market offerings of the company.
 Increase customer engagement- With the help of customer journey shapes out that what
are the way in order to improve communication with the customers. Space Dog deliver
quality product and services to the customer and collects timely feedbacks from the
customers (Khan and Wajidi, 2019). Collecting feedbacks from the customer further
helps the business helps to determine the customer experience. Space Dog plan out the
marketing offerings by continuously bring changes in the products and services to deliver
quality of the market offerings to improve customer experience and collect positive
feedbacks from the customers.
 Loyal customer and employee satisfaction- Where company improves the customer
experiences, it helps the business to earn loyalty of the customers. On the other hand, the
employees get to know how the engage with the target customer which further improves
efficiencies and satisfaction of the employees where they do the work which that exactly
suits the organisational objectives and customer needs and desires.
Building pre-launch marketing campaign
Before launching any product, it is important for the business to aware the customers about
the marketing offerings that the company is going to deliver which helps to make the launch day
successful (Kiser, 2015). The pre-launching marketing campaign used by Space Dog involves:
 Collect emails through coming soon pages- The most important technique of pre-
launch marketing campaign involves using collecting emails of the customers by creating
coming soon in the page. E-mail is one of the easiest and reliable approach through which
the business can connect with their customers and ensure the products and services which
are offered by the company are reliable and are manufactured and delivered with the help
of authentic sources only. Space Dog collects the emails of the customers by delivering
the marketing message in the mobile application of the company in the by delivering the
message about coming soon messages which excites the customers and attracts them to