Innovation and Entrepreneurship: A Case Study of Mish Guru

This report analyzes the innovative business of Mish Guru, a company that operates in the industry of analytics and software. It includes a business description, market and environment analysis, stakeholder analysis, competitor analysis, SWOT analysis, and evaluation of the innovative business.

INNOVATION AND ENTREPRENURSHIP

Contents
Introduction:...................................................................................................................................................................2
Task 1:.............................................................................................................................................................................2
A. Business description:.........................................................................................................................................2
B. Market and environment analysis:....................................................................................................................3
Consumer analysis:.................................................................................................................................................3
Stakeholder analysis:..............................................................................................................................................5
Competitor’s analysis:.............................................................................................................................................6
SWOT analysis:........................................................................................................................................................7
C. Evaluation of the innovative business:..............................................................................................................8
Task 2:.............................................................................................................................................................................9
Business proposal:......................................................................................................................................................9
Business canvas model...............................................................................................................................................9
Conclusion:....................................................................................................................................................................11
References:...................................................................................................................................................................11
Bibliography..................................................................................................................................................................11

Introduction:
Innovations in business are very important thus it is required by the business to innovate their
products or process in order to be competitive. This is the report that focuses on one of the most
innovative business that is Mish Guru. It deals with analyzing the strengths and weakness of the
business along with its opportunities and threats. The later part of the report evaluates the
innovation of the business and the business canvas model is designed to develop new products in
the business.
Task 1:
A.Business description:
Mish Guru is the company that operates in the industry of analytics and software. It is the
company that allows the users to use the application of Mish Guru as the marketing tool that
helps in posting, tracking and engaging on snapchat (Christensen & Christensen, 2003). It is just
like the other marketing tool but it is developed to engage only with the activities that snapchat
for branding of the products and the services. It has been analyzed that most of the features that
are not offered by snapchat itself can be used or availed by using Mish Guru. The business was
founded on 1st may 2014 by Ashok Fernandez, Jacob Duval and Thomas Harding in New
Zealand. The company is the for profit organization that operates with seed funding type.
Mish Guru is the easiest and the simplest way to manage the content of snapcaht. It is a web
based dashboard that has been designed to manage the snapchat content easily. As far as the
products and the services offered by Mish Guru are considered, it has been analyzed that there
are four types of services that are available such as uploading, scheduling, reporting and tracking
or data capturing (Making Memories With Mish Guru- Museum Hack, 2018).
Uploading: it is the service that allows the user to upload their own designed features on
snapchat with the help of Mish Guru. It does not allow the users to upload the content that are
having the features of snapchat but the users can themselves design their own features in order to
do brand marketing on snapchat and upload the content there.
Scheduling: Scheduling is the process that allow the users to organize their content by using their
storyboards and different other tools. This allows users to use the features such as specifying the

time and data of the post in advance so that the activities can be synced automatically with the
social channels.
Receive and repost snaps: it is the tool that helps in automatically capturing incoming snaps and
share on the snapchat story. This facility helps the clients to capture the pictures and report the
same pictures again and again so that the customers can get attracted to the products and the
services marketed.
Track snapchat analytics: this is the feature of the service that is provided by Mish Guru that
helps in analyzing the overall reviews, snaps, screenshots, etc (Mish Guru, 2018).
Many businesses are using social media network for promoting their brands and using the
networks for marketing purpose. It has been analyzed that most of the businesses the days are
based on online marketing techniques and social media marketing. Snapchat is one of the social
media marketing tool that helps in posting the stories on the on the portal or the account but
restricted to the features that the snapchat provides Mish Guru has given birth to a new and
innovative way of using snapchat for posting the uploads by different brand features that are
designed exclusively for the purpose of marketing (Mish Guru | Crunchbase, 2018). It is the
company that has initiated its functions and operations with the team of 3 members. It has been
analyzed that innovation is the basis of this business.
B.Market and environment analysis:
Consumer analysis:
Consumer analysis is the very basic step that has been identifying conducted when the business
plan is made. It has been analyzed that consumer analysis helps in the needs of the customers in
the market and target them as per their behavior and other similar chartertics.in order to target
the customers; it is required to segment the customers as per the similar characteristics they share
(Mish Guru breaks the States, 2018). It has been analyzed that customer analysis results in
providing the different types of behavior of the customers in the market. As far as Mish Guru is
considered, it has been analyzed that Mish Guru is the company that is not directly associated
with the general public but it offers it services to the companies or the brands who wants to

promote their products with the help of snapchat. It has been analyzed that following are some of
the elements that helps in analyzing the customers of the company on different basis:
Demography: it is the component of the customers analysis that deal with analysis of the
customers on the basis of their gender, religion, geography, marital status etc. it has been
analyzed that most of the customers of Mish guru are business customers and not the individual
customers. Demography is the component that cannot be easily described in this case. This is
because business customers do not have any gender or marital status (Mish Guru, 2018). It has
been analyzed that the brands that are bidding or wants to promote their products to the people
who are of young age preferably use the services of Mish Guru. This is because most of the
young age people use snapchat and get addicted to it (NZME partners with Mish Guru, 2018).
They can easily be targeted by the promotion and snapchat as they spent a lot of their time on
that.
Psychographic: Psychographic segmentation or customer’s analysis helps the companies to
segment the market on the basis of their values, taste, attitude towards the market or the brand
etc. it has been analyzed that most of the companies these days use this component of
segmenting the customers because different customers have different taste and different
expectations from the brand (R & C, 2001). As far as the case of Mish Guru is considered, it has
been analyzed that it is the company that has divided its market on the psychographic basis as
per the products the business clients sell. For example, the brands that are for youth are given
more importance that the brands that are for general public or for all age groups. This is because
snapcaht is the application that has been used by the young age people and there is sense
branding the products that are popular in old age people or kids. Vodafone is the customer that
has used the services of Mish Guru at the time of Music Awards of New Zealand in 2015
(Rosenbloom & Chesbrough, 2002).The company has partnered with Mish Guru to produce a
live snapchat to TV broadcast. Vodafone is the company that serves the customer of all age and
thus Mish Guru has supported the company to do the same.
Behavioral: it is the component that identifies the relative importance of the factors that the
customers choose over others. Most of the time the price of the products or the service and its
quality act as the major factors that the customers focus on. It has been analyzed that in case of

Mish Guru, the behavior of the customers the quality of the features available and the range of
the people targeted by the brand promotional techniques (Teece, 2010). Most of the companies
try to add their features in the snapchat so that people can use the features and their brand get
promoted. The chance to target millennial has been in Mish Guru’s thinking since the platform
took shape during the 2014 Lightning Lab accelerator. After the original app, the team worked
on a Snapchat app that helped friends capture and share joint adventures or missions (hence
‘Mish’ for short), but morphed into a content management and performance tool when market
validation revealed businesses were lacking these services. The venture has also been part
of Creative HQ's incubation program.
Stakeholder analysis:
Stakeholder’s analysis is the process that helps in gathering and analyzing the information to
determine which of the stakeholders of the company has what interest and who are close to the
companies and who are not. Stakeholders are the one who are directly or indirectly associated
with the company and get affected by the company’s decisions (Zimmerer, Scarbourough, &
Wilson, 2005). It has been analyzed that there are different types of stakeholders and following
are some of the stakeholders of Mish Guru.
Customers: Customers are the stakeholders of the company that are very close the company and
get affected by the company’s activities and decisions. In case of Mish Guru, the customers are
basically the business clients that want to promote their brands through social media. They are
the one who are not involved in decisions making of the company but get affected by each and
every decision that the company make.
Shareholders: As far as the shareholders of the company is considered, it has been analyzed that
they are the one who have their shares in the company and invest in the company for provide
capital for the same. It has been analyzed that Mish guru is the company having three founders
who are Ashok Fernandez, Jacob Duval and Thomas Harding (making cash from the social mish
mash, 2018).
Employees: employees are the one who works for the company and perform all its operations.
Although the company like Mish Guru has less than 20 employees work for it but they are the
most important part of the company.

Power versus interest grid has been used to analyze the interest of the stakeholders in the
company as compared to their power of making decision in the company.
Above is the power interest grid that has been made in context with the company “Mish Guru”. It
has been analyzed from the grid that shareholders are the stakeholders of the company that has
very high power in the company but low interest and they also get less affected by the daily
process change in the company. The second right grid is about high power and high interest and
management is the one that falls under this category. It has been analyzed management has the
highest power in the organization and they are one who have all the interest in improving the
processes of the company (Mish Guru, 2018). Next is about low interest and low power section
in which employees have their space. This is because the employees have low power of making
the decision and hardly take interest in the change process management of the company. They
just have to follow what they have to be asked for. The last section is about low power and high
interest. Customers are the one who do not have any power but have interest in what the
companies are doing and how they are changing.
Competitor’s analysis:
Competitors are the companies which operate in the similar industry with different or same
patterns of work. It has been analyzed that Mish Guru is the company that operates in the

industry of analytics and help the clients to promote their brands through social media. It has
been analyzed that there are various competitors for Mish Guru such as Casper, Snaplytics,
Delmondo etc. the major and the immediate competitor for Mish Guru is Snaplytics whose
features are compared with Mish Guru in following discussion:
Comparison has been made in both the companies on the basis of some the components:
Scheduling and posting content: both of the companies provide the clients with the function or
the feature of uploading the designed content in the form of pictures or videos to snapchat. Bot o
the may have different types of filters bit the feature is available in both the applications. In
addition to it, Mish Guru also deals with supporting the clients by offering time the different
templates that can be used by them (Christensen & Christensen, 2003).
Mish Guru has some of the specific requirements for the content that are being posted by the
application. Still snaps that need to be posted by the application should have the width of 1080px
and height of 1920px. The files must be of jpeg. in extension and the size of the file should be
less than 5 mb. The video snaps should be of width 376px and height of 668px.
As far as the comparison is considered, it has been analyzed that Snaplytics have many bugs
while Mish Guru was found to be very perfect in its processes.
SWOT analysis:
SWOT analysis is the tool that helps in analyzing the various strengths, weaknesses,
opportunities and threats for the company. Below is the SWOT analysis of Mish Guru.
Strengths The major strength of the company is that it serves the clients with the
features that are perfect and does not have any bugs in the software or the
application. The client companies can use all the available features that are
offered by Mish guru.
Weaknesses The major weakness of the company is that it is restricted to snapchat and
it does not include other social media tools in it. It has been analyzed that
most of the companies prefers to be linked with the platform that allow
them to promote their brands on every social media tool or network and
not just snapchat.

Opportunities The major opportunity for the company is to associate with other social
networking sites as well so that its clients can easily promote their brands
on other social networking mediums as well.
Threats The major threat for the company is its competitors and especially
Snaplytics. This is because it is the most immediate competitor of the
company.
C.Evaluation of the innovative business:
It has been analyzed that businesses have to innovate their processes or products in order to be
competitive in the market and compete with the other competitors in the industry. It is required
to analyze the business so that its competitive advantage can be identified. There are many
methods that can be used in order to analyze and evaluate the business and its capabilities in the
environment. The major thing that needs to be evaluated should be resources of the company.
This is because it is one of the most important parts of the company’s processes. VRIN is the
framework that and can be used to do so. It helps in analyzing the activities and products of the
business on several basis. It has been analyzed that conducting VRIN framework helps in
providing the information about the resources of the company and also helps in identifying the
competitive advantage of the company. Following are the components that are included in VRIN
framework:
V: Valuable
R: Rare
I: Inimitable
N: Non-substitutability
Above four elements of the framework helps in categorizing the resources of the company as per
their usability and characteristics.
As far as Mish Guru is considered, it is amongst the most innovative firms in New Zealand and
thus it is required to implement the VRIN framework to evaluate its innovations.
Valuable: this is the component that discusses about the resources of the company that allow the
company to create some value to the customers. It has been analyzed that Mish Guru is the
company that are mainly dependent on the online resources and its employees, it has been

analyzed that the team of Mish Guru that is the CEO or the other members of the company are
themselves software engineers and work for the organization at every small scale. This is the
component of VRIN framework that deals with explaining the resources that are valuable for the
company.
Rare: As far as this component is considered, rare is the component that describes about the
resources that can be accessed or used by only few of the companies. There is nothing rare in this
innovative business of Mish Guru. This is because the online social networking sites and the
platforms are used and accessed by all and it is not rare (Rosenbloom & Chesbrough, 2002).
Inimitability: this is the component that deals with the degree of imitablitlty of the products or
service. In this context, the business of Mish Guru is not easy to be imitated but it is imitable.
There companies can also imitate the similar business or process with skilled employees and
knowledge of software. It has been analyzed that there are many other companies who are doing
the similar business like Mish Guru.
Non-substitutability: This is the concept that deals with the resources of the company that cannot
be substituted by any other resource. The resources that can be substituted by any other resource
do not result in competitive advantage for the company. In the case of Mish Guru, it has been
analyzed that most of the resources are non-substitutable. This is because the functions and the
processes of the company are dependent on the employees and their skills and the skill sets of the
employees is the biggest resource for the company’s success.

Task 2:
Business proposal:
Business canvas model
Business canvas model is the basic template in the strategic management to lean startup of the
business. It is the visual chart with different elements that discusses about the various aspects of
the business. The below business canvas model is made in order to introduce a new product or
service in Mish Guru. All the elements that are discussed in the business model canvas are the
most basic elements of the business. These elements include key partners, activities, customers,
value of the business, financial aspects, revenues etc. Mish Guru is the company that is already
engaged in marketing activities for the other businesses but dependent on snapchat as the
platform for performing marketing activities.
The new product that can be introduced in the above business would be to design the own
application that provides the marketers or the clients to make their products and services on the
platform. This application should act as the social media platform only for the purpose of
marketing through the various filters and features just like snapchat.
Business canvas model:
Key partners:
 Other social
media
platforms
 Skilled
employees
 Business
clients
 Marketers
Key activities:
 Marketing of
the products
or services
 Post uploads
 Tracking of
the post
 Feedback of
the customers
Value
proposition:
 Core
value is
the
exclusiv
e
marketi
ng
platfor
Customer
relationship:
It is required
to satisfy the
business
clients
regarding their
marketing and
also require to
satisfy the
clients by
Customer
segment:
All the
business
clients who
wants to
promote their
products and
services

m providing
them
customers
feedbacks
Key resources:
 Skilled
employees
 Online
platforms
 Access to the
market
Channels :
Through
online
platforms and
direct selling
Cost structure :
Most expensive key resources are space on the
clouds and skilled labor along with systems
Revenue schemes:
The marketing schemes and features
available on the application for
marketing
Conclusion:
It has been concluded from the report that Mish Guru is the company that operates in the
industry of analytics and software. It is the company that allows the users to use the application
of Mish Guru as the marketing tool that helps in posting, tracking and engaging on snapchat. It is
an innovative firm but still have opportunities to cater the new market by developing their own
application with exclusive filters that eliminate the integration of snapchat in the business.

References:
Bibliography
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