Table of Contents INTRODUCTION..........................................................................................................................3 TASK 1............................................................................................................................................3 P1. Investigate and explain a new venture identifying specific target markets and undertaking competitive analysis...............................................................................................................3 P2. Determine specific tangible and intangible resources that would be required for the launch of a new venture.....................................................................................................................4 P3 Produce a credible proposal to launch a new venture.......................................................6 TASK 2............................................................................................................................................7 P4 Assess the skills and capabilities required to launch a new venture and how they are acquired or developed.............................................................................................................7 TASK 3............................................................................................................................................8 P5 Explain different promotional activities and channels that will support the launch and justify their choice..................................................................................................................8 P6 Develop an appropriate promotional activity plan for both launch and pre-launch........10 TASK 4..........................................................................................................................................11 P7 Produce an itemised monthly cash budget for the pre-launch phase of the venture and the first 12–18 months preceding launch...................................................................................11 P8 Suggest an appropriate legal form for the venture stating why it has been chosen........13 CONCLUSION.............................................................................................................................14 REFERENCES..............................................................................................................................15
INTRODUCTION Launching new venture is a tedious and risky task which is undertaken by business owners and entrepreneurs with specific motives and perspectives (RJ, 2020). An entrepreneur is an individual who enters the market with an innovative idea and establishes their business by bearing all risks and responsibilities of the actions needed to perform and undertake. This report is inclusive of a business plan for a new venture launch. The venture is a retail store offering vegan food products and related services for pet dogs and cats. The new venture will be dealing in retail industry and offering vegan food and services like a nutritious daily vegan food plan for pets. The report is consisting of a in depth business plan required to showcased in-front of investors for rendering them clarity about the activities in which their funds are being used and assuring them success of business. TASK 1 P1. Investigate and explain a new venture identifying specific target markets and undertaking competitive analysis. INTRODUCTION TO NEW BUSINESS IDEA: The new business idea is to launch a retail store offering products and services for pet dogs and cats. The idea is to offer vegan food items and services like a detailed vegan food plan for cats and dogs. The entrepreneur is planning to open the store in London first and then expand further globally with potential success in operations. The store will be named and known as “Pets Only”, offering solution to the health issues of pets and reliving the stress of their owners. The store idea is inclusive of organic and vegan goods which is a sustainable option for the environment as well(Reyad and et. al., 2019). AIMS AND OBJECTIVES / FEATURES OF NEW PRODUCTS AND SERVICE: To deliver best dog and cat food in London made of organic and vegan raw materials. “Pets Only” is available in market for 5 days a week making online and offline services and deliveries. On weekends the store will be accessible through online platforms making deliveries of food products. The firms objective is to cover up for their debts and have 5-8% higher profits form all the expenses in initial 6 months period.
SPECIFIC TARGET MARKET: Target audience and market is the customers group who are potential present and future buyers of the organisation. The offerings of “Pets Only” is for animals and specifically for cats and dogs. Therefore, target group of “Pets Only” is those families or individuals who have cats and dogs as their pets and which to live a healthy and sustainable life on the basis of Psychographic dimensions. On the monetary sides and basis the company's main target group is those with middle class and higher class status in society on the basis of affordability. COMPETITOR ANALYSIS: Industry analysis is a major part of launching a new venture as the entrepreneur is suggested to have all the required knowledge about the existing and up coming competition who can influence their business. “Pets Only” is offering a new innovative product to customers therefore, the business do not have any direct competitor(Mazzarol and Reboud, 2020). But the existing pet stores offering goods and specifically food items are indirect competition of the firm. “Pets Only” is bringing new goods to the market but their offerings can be easily copied and their competitive edge will be diluted. This is why the competition is high on the basis of existing and new entrepreneurs as well as threats of substitute goods is moderate too. SWOT ANALYSIS: StrengthsWeaknesses Uniqueandsustainableproduct offerings. No existing rivalry. Lackofinformationandknowledge about market. Easily substitutable goods and services. OpportunitiesThreats Attractandacquirethemarketwith good faith and trust. Expansion and growth is an opportunity which is always available. Unstable economy of UK. Fluctuating market and social trends.
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P2. Determine specific tangible and intangible resources that would be required for the launch of a new venture. Resources are the tangible and intangible goods and services that an entrepreneur needs while making arrangements for their venture at the time of launch and while performing business actions. These resources are divided into two categories that isTangible Resourceswhich are physical in nature and can bee seen and touched. Another isIntangible Resourceswhich can be felt but can not be touched. There are some specific resources which“Pets Only” requires to for launch and useful in future as well. A list of five resources is presented below inclusive of both tangible and intangible. RESOURCEDESCRIPTION Tangible Resources WorkforceThe employees and experts that are engaged in the firm and are going to performtasksinfutureaswellarethemajorresources.Asthe workforce is known as pillars of the organisation. At the time of launch for instance, marketing team and experts are required for making promotional plans, deliveries executives are needed to showcase the potentials of the firm to offer whatever is needed by people by making fast deliveries(Wannamakok and Chang,2020). FinancesMoney is the basic resource that business needs, at the time of launch as well “Pets Only” will be requiring money for making arrangements that are mandatory for setting up the business and for completing the actions which are claimed. PropertyThe “Pets Only” is a retail store and for launching the store an appropriate property is required. Moreover, there are other small fixed assets which are needed too such as furniture, electrical goods and many other. These properties will make the store to function properly and enable staff to work. Intangible Resource Business idea forA new venture opening and launching is a regular activity that is being
Launchperformedanentrepreneur.Theideasbehindtheventureisthe resource as it will make them stand aside and ahead in marketplace. Therefore, a strong and potential business idea is a tangible resource that is needed by “Pets Only”(Gloor and et. al., 2020). Skill sets of staffThe employees needs to be skilled and their expertise can not be touched they can just be felt by their performances. This is another intangible resource that is necessary for “Pets Only” for launching and entering the market potentially. P3 Produce a credible proposal to launch a new venture. PROPOSAL FOR LAUNCHING A NEW PRODUCT BASISDESCRIPTION Executive SummaryA new venture is being launched with the purpose of aligning the market and social trends with the needs of the individuals and with offering a new innovative commodity to consumer's. The “Pets Only” is entering the market with a unique offering for cats and dogs with concerns about sustainability. ProblemTheproblemwhichisbeingsolvedisforthosewhocarefor environmentandareoptingmoreorganicandveganoptionsfor themselves. These people are offered the same for their pets in taking care of their healths(Dzomonda and Fatoki, 2019). Company Description/ Product Description The new venture will be known as “Pets Only” a very different brand for pets and their well being. The firm is opened for rendering food products and related services for cats and dogs. The product offering is food where ingredients used are all vegan and organic. Also, personal care services are provided too where the food plans are customized according to health of pets after proper check up's. Time PlanningGantt Chart:
Price PlansThe pricing plans of “Pets Only” are simple and affordable. The companyisplanningtoadoptpricepenetrationstrategy,initially services and goods are charged at lower cost and eventually prices will rise according to growth(Nuscheler, Engelen and Zahra, 2019). Market and Competition Analysis The market is dynamic and fluctuating but on the same side number of opportunities are available too for “Pets Only”. This renders a balance to firm. On the other hand competition is also going to be fluctuating between moderate and high as substitution rate is high. TASK 2 P4 Assess the skills and capabilities required to launch a new venture and how they are acquired or developed. An entrepreneur works in several different roles for availing their aims and objectives, once they act as marketer and the other time they act as managers and leaders. This implies that there are number of skills required by an individual for becoming a successful and growth
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entrepreneur. In the same, manner the entrepreneur of “Pets Only” also need to hold certain abilities to offer the best quality products to consumers but before that for launching the brand potentiality and effectively in the marketplace(Chen and et. al., 2020). Some of them are as follows: Management and Leadership Skillsare the fundamental and compulsory skills which entrepreneursrequiretodevelopforattaininghigherlevelofstaffperformances. Management is an art of making thing done in right way and right time and leadership is a style of making people work with their will and potentials in creative manner. The entrepreneur need to have both the abilities for entering into the market and successfully running their operations. There are number of training programmes which are helpful in acquiring and appropriate implementation. Risk Seeking and Bearing Skills, is one characteristic of leadership and referred as a skill for entrepreneur(de Miranda Oliveira and et. al., 2019). If the entrepreneur wishes to potentiality launch “Pets Only” it is necessary to take some risk and properly handle them for growth and obtaining all goals. These risk bearing skill and attitude enable the entrepreneur required confidence to make the firm a success. Effective Communication Skills, is another important and necessary ability which an entrepreneurwhoisworkinginthemarketplaceanddevelopingshouldhave. Communicate is a tool which allows people to exchange all information and messages with one another. Effective communication skills allows entrepreneur to send and receive credible information that enhances the value of messages. With potential communication skills and channels entrepreneurs are supported with better leadership and management actions performed while launching “Pets Only” and after it. TASK 3 P5 Explain different promotional activities and channels that will support the launch and justify their choice. Marketingis a promotional action that is performed in order to renders all required information to public and potential long term buyers in relation to goods and services offered. “Pets Only” is a new retail store which is coming up in the market and for launch it is mandatory
that the brand is pre marketed for attracting people and their attention easily. The suggested marketing tool is omni-channel marketing. OMNI-CHANNEL MARKETING: The channel is a cluster of eight potential ways of marketing that involved physical and virtual sector both. The omni channel marketings eight streams areSocial Media,Public Relations,Content Marketing,Websites,Email Marketing,DigitalAdvertising,Affiliate MarketingandPrintadsandCatalogs. Illustration1: Omni-channel Marketing Strategy, 2019 (Source: Omni-channel Marketing Strategy, 2019) From these some are useful for “Pets Only” and are mentioned below: Social Media-The world is evolving and with it technology is becoming revolutionary too bringing new tools and solutions for many operational problems of businesses. Social media is a contribution of technology to marketing. It is the most commonly used method by businesses to market their goods rendering them accessibility to vast range of customers and public. “Pets Only” will be placing its presence in virtual world through social media and market the offerings(Favarel-Garrigues, 2019). Email Marketing-It isa marketingtoolin which potentialbuyersand existing consumers are directly contacted through mails for providing them information about any new development or innovative offering is being placed in the market. In case of “Pets Only” email marketing will be used to send mails to potential buyers for making them inform about the new store opening and the goods offered along with the solution being provided for the problems people were facing.
Digital Advertising-Technology here as well plays a major role enabling in making most attractive advertisements and with digital tools and graphical equipments. “Pets Only” should be present in the market and TV advertisement are best tool to do so. Print ads and Catalogs-This is a physical tool of marketing in which posters will be stuck on different place which are attractive and eye catching. These poster with graphical pictures bring attraction of people and enable them to remember the brand with eye catchy colours and images used(Li and et. al., 2019). P6 Develop an appropriate promotional activity plan for both launch and pre-launch. MARKETING MIX: This a marketing tool which has seven elements used for developing a professional and evident marketing plan for the firm in order to market the new or old offerings. The entrepreneur of“Pets Only” is using this tool for making promotional plan by in depth evaluation of every related aspects of market and public. 7P's OF MARKETING DESCRIPTION ProductThe product of “Pets Only”is organic and vegan food items for cats and dogs. The store will be open from Monday to Friday and on weekends deliveries will be made to online purchase orders. Another service offering is a proper daily food chart customized for the respective animal by professionals or experts. PriceThe pricing strategy adopted is of price penetration according to which “Pets Only” will offer their goods in lower prices in the beginning and with passage of time and success of company prices will be frequently evaluated and reconsidered in period of time(Lekovic, Vojinovic and Milutinović, 2020). PlaceThe distributionchannelswhich“PetsOnly” will adoptare both physical and online. That is company is available in both panels and customers can make purchase form online and offline mediums. PromotionThe promotional plans will be developed for which Omni-channel Marketingphenomenawillbeused.Socialmedia,digital
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advertisements and Print media is opted for making promotions and attracting people towards the offerings of the brand and keep them engaged with the firm for longer period. PeopleEmployees, personnels, workforce, workers etc. are the names used for addressing the people of company. The required people in“Pets Only” is the delivery executives, professional expert in animal health and food sector and other major employee’s. The company needs engagement of experts and professional with utmost knowledge and skills who will make the firm a success and run smoothly. ProcessThe processes involved in“Pets Only” are through online and offline methods. Technology is a potential tool which will enable “Pets Only” in making its processes efficient(Lin and Nestarcova, 2019). Physical EvidenceThe physical retail store and marketing ads will be the most basic proff of existence of“Pets Only”. As well as other factors such as its logo and linked marketing strategies will also work as proof of its presence in market. TASK 4 P7 Produce an itemised monthly cash budget for the pre-launch phase of the venture and the first 12–18 months preceding launch. PRE-LAUNCH CASH BUDGET: Pre launch cash budget Cash Flow budget ParticularsJanFebMarAprMayJune Cash Inflows Investment8000 Credit sales200030003000450015003500 Total Inflows1000030003000450015003500 Cash outflows Fixed : Equipment’s200025001500200012001500
Variable : Direct material300300200300150500 Total Outflows230028001700230013502000 Net cash flow7700200130022001501500 Opening balance07700790092001140011500 Closing balance770079009200114001155013000 ParticularsJulyAugust Septembe rOctober Novembe r Decembe r Cash Inflows Investment Credit sales42001000200080012001500 Total inflows42001000200080012001500 Cash Outflows Fixed : Equipment’s800200300100600300 Variable : Direct material300400500100100400 Total outflows1100600800200700700 Net cash flow31004001200600500800 Opening balance130001610016500177001830018800 Closing balance161001650017700183001880019600 POST-LAUNCH CASH BUDGET: ParticularsJanFebMarAprMayJune Cash Inflows Investment8000 Credit sales120020007500300050006500
Total inflows920020007500300050006500 Cash Outflows Fixed : Equipment’s250012001500250011001500 Variable : Direct material350300250150100500 Total Outflows285015001750265012002000 Net cash flow6350500575035038004500 Opening balance063505850116001195015750 Closing balance6350585011600119501575020250 ParticularsJulyAugust Septembe rOctober Novembe r Decembe r Cash Inflows Investment Credit sales120032001500820012503210 Total inflows120032001500820012503210 Cash Outflows Fixed : Equipment’s12006005005001200700 Variable : Direct material5002504502501300500 Total Outflows170085095075025001200 Net cash flow-50023505507450-12502010 Opening balance202501975022100226503010028850 Closing balance197502210022650301002885030860
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P8 Suggest an appropriate legal form for the venture stating why it has been chosen. Business is a wide term which incorporates multiple types and forms of operations with different sizes and scopes. In order to manage these number of businesses with variable business sizes some are small some are enormous, government have made rules and regulations. These renders a legal structure to different types of businesses according to their scope and nature. Some of the legal structures are as follows: Sole Tradersare the business owners who on their own develops their business and manage them independently. The sole trader can also known as an entrepreneur who enjoys all the profits form functions and also bear all risks(Barrios, Hochberg and Yi, 2020). Partnershipis a legal structure of business in which two or more parties are involved make their business work together. In a partnership a agreement is made in which capital sharing ratios of partners are mentioned according to which profits and losses are divided. Also, there are multiple types of partners which is also mentioned in the business. For“Pets Only” the legal structure which is best suited isSole Traderwhich is also known asSole Proprietor. A entrepreneur enters the market with new offering like “Pets Only” it is best for the firm to opt for sole traders as the decision-making authority will be in hands of entrepreneurs. As well as the profits are enjoyed independently but risks are borne by the entrepreneur entirely. The entrepreneur will be making all decisions and make the best use of their skills to make firm a success and a leading brand. Also, if sole trader wish to then they can convert their business into partnership or a joint venture or any other business type whenever required and feel the needs to make changes. Thus, for “Pets Only” sole proprietorship is the best form of legal structure according to current scenario. SWOT ANALYSIS: StrengthsWeaknesses
Sole proprietorship is a legal structure offeringfullindependencetothe entrepreneur.Thedecision-making power and other related authorities are in hand of the sole trader(Fatma and et. al., 2020). The weakness of the option is lack of creativity and productiveness. As after a particular period of time individual losetheircreativethinkingapproach and work with same old ways. OpportunitiesThreats They have the opportunity to make any changes in their business according to their will without consulting or being liable to others. A major threat is of risk and losses whichtheentrepreneurorthesole traderhastobearbythemselves. Sometimes major losses or risk may lead to closure of business. CONCLUSION The above report concludes the need for entrepreneurs to develop effective business plans showcasing their unique idea before launching in the market for holding a airtight and potential operative ideas and actions outlined. In the report a business plan is developing with step-by-step covering all required aspects pre and post launch. The market analysis is conducted, budgets are developed and potentials are showcased for rendering an idea and clarity to investors about their investment being used in a potential idea or not.
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Wannamakok, W. and Chang, Y. Y., 2020. Understanding nascent women entrepreneurs: an exploratory investigation into their entrepreneurial intentions.Gender in Management: An International Journal.