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ENTREPRENEURSHIP
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Contents
Introduction......................................................................................................................................2
Jane ní Dhulchaointigh strategy.......................................................................................................3
Opportunities...................................................................................................................................6
Business risk analysis......................................................................................................................8
Systematic risk.........................................................................................................................8
Unsystematic risk.....................................................................................................................8
The major types of risks associated with Sugru business include...............................................8
Ways to mitigate risk...................................................................................................................9
Business sustainability...................................................................................................................11
Entrepreneurial critical success factors.........................................................................................14
Recommendations..........................................................................................................................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

Introduction
Entrepreneurship includes creation, launching, and conduct of a new venture that is generally a
small venture and the people who are capable and ready to create such business opportunities
into reality are known as entrepreneurs. From the case and entrepreneur Jane ní Dhulchaointigh
who had turned bad luck into the sensational DIY glue development, provide an experience that
gained lessons and case to be studied. The purpose of this report is to evaluate and analyse the
strategies, that this entrepreneur adopted and ways he gained opportunity (entrepreneur, 2016).
The report will include the risk involved in the business and critical success factors of the Jane ní
Dhulchaointigh from the case (Ahlin, 2014).
Jane ní Dhulchaointigh glue was one of the companies who have gained large number of fans
providing glue that can fix anything a customer wants, with a mission to provide rubberized glue
and to trade that product to large multinationals such as 3 M. The business did not work
successfully due to just selling of strategy of the London-based product designer. However,
through a transformation and experimenting different variation for six years and understanding
the customer needs and the correct market to be targeted from online retailing at Amazon, she
was able to work out business and double the revenue (Amabile & Rigolizzo, 2015).

Jane ní Dhulchaointigh strategy
Sugru a product created and launched by Jane ní Dhulchaointigh was followed by a business
strategy developed by Jane ní Dhulchaointigh. The strategy is planning for the long term that
includes achieving some goals considering the uncertainty and environment to work (sugru,
2019). Therefore it can be said that the high-level plan is set to be a strategy where the short-term
plan that will help the strategy to accomplish are said to be goals. In order to understand the
strategy adopted by Jane ní Dhulchaointigh poor to generate strategic model presented below
will be analysed.

According to this model, the strategy adopted can be based on two elements that is the market in
which Jane ní Dhulchaointigh would like to compete and the source of competitive advantage for
Sugru. From this model, it can be said that there are four alternative strategies that Jain could
have adopted in order to gain a sustainable competitive advantage in the market. The four
strategies include differentiation leadership, differentiation focus, cost focus and cost leadership
strategy. Since the company was the focus over single product range that is glue manufacturing,
the investment in research and time given to the product development was used which makes the
cost leadership and cost focus strategy inappropriate to be adopted (Bottani & Galli, 2017).
According to the grid, the most appropriate strategy in which Jane ní Dhulchaointigh product
launch fall In is a differentiation focus strategy. According to this strategy, the source of
competitive advantage is product differentiation that is innovation through the product launch as
it was a glue developer, which is helpful in sticking almost anything possible which was a new
concept and being research on 5000 different variants (Chou & Shao, 2016).
However, initially, the market targeted by the company was narrow and with single product
variant. From this strategy adopted by Jane ní Dhulchaointigh it can be said that the strategy was
quite suitable according to the product and opportunity, However, she could have focused over
the broad market in order to gain more customers and gain competitive advantage. Going for
foreign market strategy seems to be effective for Sugru, Which included launching products
through retail e-commerce business that is Amazon to understand the need of customer
according to the location that turns out to be the US as the most of the orders came from the
United States. Moreover, the patent protection was taken by Jane ní Dhulchaointigh across India,
US, China and Europe even after the product was only sold in America. This reflects that Jain

was a visionary leader and directed the company towards the international market (Dewald &
Osiyevskyy, 2015).
The key strength of the company identified through the case is thinking internationally, which
could increase the opportunity for the company to expand the business. Patent protection is the
strength of Sugru, which has led to restricting other companies to imitate the formula and offered
the international market with imitating Jane ní Dhulchaointigh idea. However, there was some
weakness of the business like focus over a single product that could decrease until the
opportunity for the company in near future and the success of the company will only be
dependent on the single product that is Sugru. Another weakness observed was the initial shelf
life of the product was only for six months, which is quite low and may lead to the threat of
being expired quickly (Okpara, 2017).

Opportunities
For analysing the opportunity that Jane ní Dhulchaointigh has capitalised on could be done
through an opportunity assessment model that includes three major elements that its competitors,
market statistics, entrepreneur characteristics. Since the company has included patent across the
international market the competition for entering into the industry considering the particular glue
product was eliminated, which was one of the opportunity that the Jane ní Dhulchaointigh has
capitalised. One of the competitors of Sugru will be in adhesive glue company called fevikwik
that is manufactured by Pidilite company (fevikwik, 2019). The company is offering a similar
product range than that of Sugru in India, which has also tapped by Jane ní Dhulchaointigh for
patent rights. Considering the market statistics the growth rate of the product could be static, the
reason being limited use of the product, the reason being limited use of the product. The last
element includes the characteristic of Jane ní Dhulchaointigh that includes clear vision, decision
maker, innovative thinking and precise planning. Moreover believe in herself was one of the
characteristics that led the company to transform from a bad look to a sensational product
(Nyberg et al., 2016).
Through this model it can be said that the key opportunities identified and capitalised by Jane ní
Dhulchaointigh were International expansion, product innovation, current promotional
techniques to be used like launched product use through a blog page and integrate or in gauge
customer for discussion in order to increase product and brand recognition. Another opportunity
capitalize by Jane ní Dhulchaointigh included understanding the sales data and the need of the
product according to the location that turns out to be Americans being interested in the product
and help the company to enter into that market in the US. Improvement was another report unity

that the company has considered by following up the customer feedback and repeatedly
enhancing the product according to that feedback so as to sustain in the market (Koryak, 2015).
However, the opportunities that the company has gained come with some things as well like the
threat of new entrants that is a company launching a similar product or a product fulfilling
similar needs of the customer, decrease in the use of the product as the company was solely
dependent on a single product (Miao et al., 2017).

Business risk analysis
There is an old saying higher the risk higher is the return. Every business comes with risk bearer
for Jane ní Dhulchaointigh there were two types of risk that is systematic risk and unsystematic
risk.
Systematic risk
Systematic risk is the risk that is and diversity able, which cannot be diverse or minimized, for
example, some of the systematic risks for Sugru could be fluctuation in currencies as the
company plans to expand internationally; and inflation could be one of the economic risks to the
company while investing into the international market.
Unsystematic risk
Another risk that is an unsystematic risk for Sugru included Increasing competition, Operational
risk like the inability for the product to perform well, Change in customer preference, Obsolete
technology. It can be said that unsystematic risk can be diversified through taken various steps in
the strategic decision by the company. For instance, it could be possible that in the near future
the glue could become obsolete technology for which a better technological process could be
implemented in order to stick products that are broken more efficiently (Huggins & Thompson,
2015).
The major types of risks associated with Sugru business include
Economic risk – The economic condition in a nation is one of the major cause for threat which
may affect the cost to the company, and could be responsible for reducing the sales of the
company like recession phase of economy (Read, 2013).

Operational risk – these are the risk associated with every day work and operations perform in
the organization, for instance customer service process. In case of inability to perform the task as
per the standard, this may influence the risk of task completion within the organization.
Compliance risk – the rules regulations pertaining to laws of New Zealand, may change in
future, which could be for betterment of the company, or may affect adversely in the form of
conduct of business. It also includes risk of violating regulations or occurrence of any legal error.
Interest rate risk- The rate of interest on loan or from any financial institution may increase in
near future, but this may affect the profit margin for the company, as the cost for the company
would increase due to increase in interest paid by the company (Lawrence, 2015).
Ways to mitigate risk
The unsystematic risk can be mitigated, for which some of the recommendations to Sugru would
be
1. Control strategy
Four alternative risk mitigation strategies are acceptance, avoidance, control or reduce transfer.
Among these four risk mitigation strategies, the recommended strategy for Sugru includes
control or reduction. In order to control the risk, the focus of Jane ní Dhulchaointigh must be on
the decision-making process that will include finding flaws in the product prior to the happening
of threat or risk in order to improve the product accuracy and ability to improve the product
designing that could be turned out to be obsolete. This strategy may also include mixing of
products that is increasing the number of products by the company in order to diversify the risk,
the diversification of financial risk of losing the revenue from this particular single product that
is Sugru (Hafenbrack et al., 2017).

2. Contingency plans – It is already known that the future is not certain and there could be
various acts that is uncertain and may affect the business adversely. These would include
systematic risk, which is difficult to mitigate, as discussed above. However, in such case the
company attempt to recover the loss faced due to uncertain happening. The contingency plan is
alternative plan for the risk of failure or loss to the company, that must be prepared and ready to
be implemented well before the actual happening so that quick decision can be taken at the time
of risk happening (Pappas, 2016).

Business sustainability
Figure 1: (Source: (blog.oxfordcollegeofmarketing, 2019)
In order to assist the sustainability of Jane ní Dhulchaointigh business that is if Sugru will last or
it will fizzle out could be analysed through Ansoff growth matrix. According to the matrix the
great is based on two elements that is the products that the company products and the market that
the company is offering. The strategy according to the grid that will lead the Jane ní
Dhulchaointigh business to grow in the future and to sustain in the market instead of fizzle out
would be market development and diversification strategy (Gentile, 2010). This included four
alternative strategies that this product development strategy, diversification strategy, market
development strategy, market penetration strategy. From the case, it can be said that the
company has gained opportunity through market development strategy, which included sorting
out for the best alternative markets for the Sugru and looking forward to developing the new

market by expanding the business in the international market. From this, it can be said that the
company can sustain in the market in the future as well by increasing international exposure and
expanding the business into new markets (Huggins & Thompson, 2015).
Evidence that suggests that the company could sustain in the business is the characteristic of Jane
ní Dhulchaointigh . The key characteristics that turn out to be strong for the company include
risk-taking ability, innovation and change that is transformational leadership quality, passion to
succeed, management skill and financial management knowledge, self-motivation and ability to
motivate others in the company. These characteristics can lead to making business sustain in the
market as it has been experienced suitcase that the company senior turns out to be successful and
sensational DIY product by Jane ní Dhulchaointigh (Du & Bstieler, 2016) .
Rapid innovation and change is one of the suggested ways to sustain in the industry. This will
ensure that the preference of the customer is still similar to what the company is serving. In case
of any new technology comes up the company must be a way to innovate and improve the
product in order to sustain in the market. Other that this, Performance management is another
suggested strategy for organization to sustain in the industry. Most of the risk involved with the
business were related to the performance of the company, which could be mitigating with
effective performance management approach in the company. Through this, the performance of
the employees and organization as a whole will be timely access to understand what is the key
reason and gap in competencies in the employee’s performance. Some of the tools Sugru must
use in order to make their employee perform up to the benchmark is balance score card that will
reflect the objectives, with target and performing initiates considering for elements that is
financial perspective, learning and growth perspective, and customer perspective. Competitive
risks for the company include risk of increase in competition, either through the existing brands,

or through threat of new entrant, which may enter the market, imitate the formula and offer
customers with better product and service. This may decrease the chances for the company to
sustain in the competitive industry, for which it is recommended for the company to adopt
competitive advantage strategies. Reputation is one of the major risks that may influence the
sustainability of the company. Brand reputation is one of the major causes for increase in sale
and customer retention. The risk of reduction in reputation of the brand because of any incident
like disrespectful behaviour of human resource with customers, or any case related to dishonesty
may lead to loss of customer trust in the brand. For this Jane must consider evaluation and
control by considering customer feedback, performance appraisal to assess if the reputation of
the company is not harmed, and in case of any deviation found, the control on the situation must
be immediate.

Entrepreneurial critical success factors
The key success factors that will be held as an entrepreneur to make its business success in the
market would be key characteristics of a successful entrepreneur. It includes willingness to take
action, entrepreneurial creativity, entrepreneur knowledge, entrepreneurial skills, patience,
entrepreneurial intelligence, persistence, ability to teamwork, self-confidence and self-
motivation, risk-taking. However, calculated risk, honesty, great talent, enough experience,
connections and most importantly luck. However, according to the research some of the most
important factors that are responsible for success of entrepreneur are money management,
innovation, adoption, planning (Baron & Mueller, 2016).
Among the key success factors identified, it can be said that the most suitable or similar
characteristics found in Jane ní Dhulchaointigh are innovation. The reason being she was the
one who thinks of the new idea of creation of a glue that will be helpful in sticking almost
anything especially in case of hospitals and with kids due to use of lower chemical products used
in the manufacturing of the product. The innovation turns out to be one of the reasons that have
doubled the revenue of the company that is four dollars million for Sugru (Gilson et al., 2015).
Another success factors of Jane ní Dhulchaointigh included money management that can be said
to looking up of capital in order to funding rapid growth, which was considered by one of the
step by Sugru in order to fund US expansion for Sugru. From the case, it was identified that the
equity crowdfunding campaign was run by the company in order to get help in fun Sugru asked
for one euro million and was able to achieve the goal is only four days and has been able to rise
up to $5.2 million investment. This evidence suggests that Jane ní Dhulchaointigh’s money

management ability helps the company to increase the financial capability of the company
(Biemans, 2018).
Some other entrepreneurial characteristics identified for Jane ní Dhulchaointigh included self-
motivation which has led the Jane ní Dhulchaointigh not to demotivate with the failure of the
company previously and look out for other opportunities and research and analysis to re-launch
the product and make the product safer and better for kids and hospitals as well. Moreover, this
also reflects the patience, risk-taking ability of Jane ní Dhulchaointigh that leads to the success
of Sugru in the US market (Camison & Fores, 2016).

Recommendations
After analysing the case of Jane ní Dhulchaointigh, and assessing the characteristics that lead to
key success factors for Sugru, the Recommendations include
Innovative packaging
The glue could be unable to use once open or not as effective as the bad one therefore it is
suggested to the company to include variants and packaging that is size variants. The smaller
packaging may lead to customer attention due to lower price and user friendly packaging (Bruns,
2013).
Product diversification
Since one of the drawbacks of the company is that it is solely dependent on one product that is
Sugru, it is suggested to the company that the company must diversify the product and adopt the
diversification strategy considering the answer growth matrix strategy. Through this, the
company may be able to diversify the risk that is involved in the business (Coulson-Thomas,
2017).

Conclusion
From the case analysis, it can be concluded that Jane ní Dhulchaointigh glue was one of the
company who has gained large number of fans providing a glue that can fix anything a customer
want. Sugru a product created and launched by Jane ní Dhulchaointigh was followed by a
business strategy that is differentiation focus strategy.

References
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