Launching a New Venture: Between the Brew

Turning a vision into
action launching a new
venture

INTRODUCTION....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Explain a new venture identifying specific target markets and undertaking competitive analysis 3
P2 Specific tangible and intangible resources that would required for launching new venture..........4
TASK 2....................................................................................................................................................5
P4 Skills and capabilities required for launching new venture............................................................5
TASK 3....................................................................................................................................................5
P5 Different promotional activities and channels that will support launching....................................5
P6 Develop appropriate promotional activity plan for both launch and pre-launch............................6
TASK 4....................................................................................................................................................6
P7 Cash budget for pre-launch phase of venture and first 12-18 month preceding launch.................6
P8 Appropriate legal form to venture stating why it has been chosen.................................................9
CONCLUSION......................................................................................................................................10
REFERENCES.......................................................................................................................................11

INTRODUCTION
In present scenario, individual want to launch their own business within any industry in which
they have interest. Before launching business individual do market research and after that identify
sector in which their business can survive for long term (Scarborough2016). Along with this,
launching new venture has wide impact on economy in positive manner as it results in providing
employment opportunities. Individual can launch their business at any place which can be domestic or
international and main motive behind this to satisfy needs and wants of customers in effective manner.
New venture for this assignment is Between the Brew which will going to be launched in
market of London. This report will, going to analyse target market, competition analysis as well as
chosen respective cafe. In addition to this, it will also highlight skills and capabilities that are needed
for conducting daily operations of cafe and how it will develop. Along with this, explanation as well
as justification related to promotional activities and budget of Between the Brew will also give.
TASK 1
P1 Explain a new venture identifying specific target markets and undertaking competitive analysis
Between the Brew is new venture which will going to launch their business in London, United
Kingdom. It offers organic coffee and some snacks items like burger, sandwiches, Pizza and so on.
Along with this, there are several services which help respective cafe in attracting large number of
customers such as little library for books lovers and also have open play area for indoor games which
help in entertaining adults and children both (Nagyet.al., 2012). It is small scale organisation which
have less than 300 personnel and in London there are several small business which are around 98% of
all business. Moreover, there are some elements which are evaluated and determined by Between the
Brew for achieving their objectives in effective manner explanation are as follows :-
Identifying particular target market – Target market refers to group of customers to whom
company will going to offer their products. Identifying target market will provide assistance to
company in determining group of customers who have same features like age, gender, income, taste,
preferences, location, lifestyle and many more (Kariv, 2013). Between the brew conduct target market
analysis before launching their business in London. Thus, target customers will be male and female
both, books lovers, middle and high income people, children and people up to 45 years. Along with
this, respective cafe also focus on business class people who want to conduct meeting in cafe.
Analysing of competition – Between the Brew conduct competitive analysis before launching
their venture in London through which they will be able to understand customers as well as identify

strength and weakness. Thus, in London there are several coffee cafe so for Between the Brew level of
competition will be high. So it is important for respective cafe to design strategy in such manner
which assist them in long term sustainability and run business in effective manner.
SWOT analysis of Company – Here SWOT stands for Strength, weakness, opportunity and
threats (Chrismanet.al., 2012). Explanation of in relation Between the Brew are as follows :-
Strength
 Knowledge – major strength for Between
the Brew is that they have proper
knowledge about market.
 Relationship selling – respective cafe get
to know their customers one by one.
Weakness
 Brand power – Between the Brew is small
company as not able to match
competitors. Respective cafe don’t have
national brand name.
Opportunity
 Training – Most of the stores don’t
provide training but as system become
more complex and training in greater
manner.
Threats
 Larger price oriented store – when they
advertise low price in newspaper
customers of Between the Brew think they
are not giving them good values.
P2 Specific tangible and intangible resources that would required for launching new venture
For launching new venture there is requirement of several tangible and intangible resources
explanation of these in relation of Between the brew are as follows :-
Tangible resources – These are the resources which have physical presence such as
machinery, land, buildings, chairs, table and many more. Between the Brew tangible resources help
them in attracting large number of customers (Hmieleski and Lerner, 2013). Explanation of tangible
resources are as follows :-
 Financial resources – It is most important part of company because through financial
resources Between the brew will able to conduct their operations in effective manner.
 Organisational resources – It is formal reporting structure of company and its formal
planning, controlling as well as coordinating systems.
 Physical resources – It include chair, table, staff, machines, other cooking equipments or
utensils, security system etc.
 Technological – It involves Trademarks, copyrights, patents and Trade Secrets.