This report discusses the process of launching a new venture with Mr. Happy's Cafe in London. It covers target market analysis, competitive analysis, identification of resources, skills and capabilities needed, and promotional activities.
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Unit 28 - Launching a New Venture Table of Contents
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Introduction......................................................................................................................................3 P1 Elucidatenewventureanddetermineprecisetargetmarketsaswellascarryout competitive analysis...............................................................................................................3 P2 Identification of tangible & intangible resources needed by Mr. Happy’s Cafe to launching new venture............................................................................................................................4 P3 Construct credible proposal for launch of new venture....................................................6 P4 Assess skills and capabilities needed to launch a new venture along with how individual can develop it..........................................................................................................................7 P5 Distinct promotional activities as well as channels that supports launch of venture........8 P6 Formulate adequate promotional activity plan for launch as well as pre launch of new venture....................................................................................................................................9 P7 Furnish itemised monthly cash budget to pre-launch phase of venture and initial 12-18 months preceding launch for venture...................................................................................11 P8 Recommend legal form for venture................................................................................13 Conclusion.....................................................................................................................................14 References......................................................................................................................................15
Introduction At present scenario, individuals are looking forward to have their own businesses within any industry and for this they carry out research as well as analysis of market for identification of appropriate sector. This will enable individuals to feel confident, independent and engender employment options to others(Adcock and et. al, 2020). Person can launch new venture wither in international or domestic markets with rationale to have their own enterprise for satisfaction as well as attainment of requirements of customers. In this, report a new venture named Mr. Happy’s Cafe will be launched in market of London. This report provides target and competitive analysis along with chosen resources. Furthermore, certain skills as well as capabilities that are needed within cafe as well as ways in which they can be developed will be illustrated. It also involves details related with promotional and budget activities. P1 Elucidate new venture and determine precise target markets as well as carry out competitive analysis Mr. Happy’s Cafe is new venture within food & beverage industry that will be launched in market of London. They will be offering quality along with wide range of variety like flavoured coffee, espresso, fresh baked breakfast, hot chocolates, continental dishes and many others. There are several services that are liable for attracting wide range of customers towards Mr. Happy’s Cafe like establishment of small library for book lovers in which they can place multiple novels, have a space for indoor games for adults and children are some instances but there many more(Bujor and Avasilcai, 2016). In addition to this Mr. Happy’s also plans to have some programmes like poetry, singing, etc. so that they can make people aware about what is being offered by them and they exist within market. This is a small business with less than 50 employees. In UK there are many small businesses but makes a huge contribution within economy of country. Business associate of business, carry out assessment along with scrutiny of market according to which launch of cafe is planned by identification of desired and probable customers. After identifying probable consumers managers of Mr Happy’s formulate plan as well as develop strategies for attracting them in efficient way and for this accordingly promotional strategies will be formulated for targeting their audiences(Crawford, 2016). There are essential entities which
have to be evaluated as they will enable them to attain their targets and goals within best possible way. They are specified below: Identification of peculiar target market:Target market denotes identification of group of consumers from focus market in which firm is going to render their services. Determination of target market will aid organisation within identifying group of people who have identical features like gender, preferences, taste, lifestyle, income, etc. Before launching business in London, analysis is being conducted of target market(Jäger, Symmes and Cardoza, 2020).This will enableMr. Happy’s Cafe within identification of target audiences. Target market is males and females who are book lovers, people who belong to middle & high income group, children and anyone up to age of 45 years who like spend time in cafe as well as read books. Along with this, focus will also be laid on business class people who have to carry out discussion or meeting and need a space. When firm make analysis they can identify culture of London and can accordingly formulate their strategies. Analysis of competitors:Competitive analysis is crucial portion within formulation of plans for businesses. With respect to this, firm will identify their competitors along with evaluation of strategies and plans for identification of strengths as well as weaknesses associated with services and products offered by them. This analysis will enable organisation to compare their affirmatives and pessimistic along with identification of threats & opportunities and accordingly formulate strategies for being successful within the market(Khan and Arbi, 2020). Mr. Happy’s Cafe can carry out competitive analysis before they launch business in London to acknowledge their customers and identify their competitors. In London, there are many coffee cafes which imply that competition will be high. This will enable them to execute their operations in market in an efficacious way. P2 Identification of tangible & intangible resources needed by Mr. Happy’s Cafe to launching new venture Various aspects are crucial for establishment as well as execution of business some of these are intangible that can be only felt by providers and customers. Along with this tangible aspects are customers. Venture need to maintain as well as develop both their resources as both are equally essential for retaining as well as attracting customers(Lekovic, Vojinovic and Milutinović, 2020). This is liability of management for carrying out regular analysis along with
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research through which update as well as innovation of resources is carried out on regular basis for captivating more customers. When person is looking forward to new venture then it is crucial that all the resources are identified that are needed for executing business in an effectual way. Thus, management of Mr Happy’s Cafe have to analyse both tangible as well as intangible resources for developing as well as running their business in an effectual way. Tangible resources:They are those assets which exist in physical form and this comprises of both currents assets like copyrights, inventory, patents, etc. and machinery, building, table, land, etc are fixed possessions(Mazzarol and Reboud, 2020). Tangible resources aids firm within establishment as showcase themselves in front of others. ForMr Happy’s Cafe tangible resources will aid them to convince and captivate people to spend on their offerings. This involves three major aspects, they are:Human Resource:It will aid them within accomplishment of their goals as well as objectives by acquisition of adequate workforce who will leadMr Happy’s Cafe to accomplish their goals. Human implies both customers and employees.Financial Resource:This will aid firm to ensure that all their operations are carried out in efficient way. Through this,Mr Happy’s Cafe can enhance their operations in international markets. Physical:These are associated with staff, high quality espresso machines, building, refrigeration system, books, coffee grinders, toasters, luxury sofa, various other elements or devices for cooking and many others. Intangible resources:They involves those entities which are not in a physical form but comprises of patent rights, leasehold interests, trademarks, goodwill, services offered by firm, environment, quality of offerings, etc(Moorman and Day, 2016).As they are denoted by term intangible, this implies that they cannot be touched by anyone but can be felt. They are responsible for attracting customers by providing enhanced quality, creating brand awareness, having impelling environment and many others. For Mr Happy’s Cafe intangible aspect is their locality or surroundings in which cafe is situated, innovative services, etc for captivating customers.
P3 Construct credible proposal for launch of new venture When a person has decided to start a business they need to carry out adequate analysis and assessment of market for analysing market and target audience. If research is carried out in appropriate way then result attained will be affirmative and they can also identify opportunities for attracting investors and clients(Morris and Kuratko, 2020). The proposal for Mr Happy’s Cafe has been designed below: Executive SummaryMr Happy’s Cafe is establishing their venture in London, UK for offering quality services. This report will cover analysis along with evaluation of target market, competitive analysis and resources. It will also analyse skills & capabilities that are required within employees of cafe and ways to develop them. Furthermore, budget and promotional activities will be formulated.Marketing strategies are conducted for evaluation & designing marketing strategies. Company DescriptionMr Happy’s Cafe is new venture that will launch in London. They offer various products like iced coffees, espresso, flavoured coffee, continental dishes and various others. There exists number of services for attracting customers such as establishment of library, space for indoorgames,etc.Differenteventsarealsoorganisedbythem (Nguyen, 2020). Market AnalysisMr Happy’s Cafe carries out market analysis that will enable them to determine target audience and formulate strategies through which profitability can be enhanced. For this they can conduct PESTLE & SWOT analysis for conducting market analysis in adequate manner. This involves micro and macro environments for respective firm in efficacious way. The rationale behind this is that it will enable firm to acknowledge market and their potential customers for captivating more audiences(Sallah and Caesar, 2020). Marketing StrategyMr Happy’s Cafe can frame their business plan by formulating overall business plan. This will enable them within identification of customers
and clients for carrying out marketing in enhanced manner. Through development of marketing strategies customers can be attracted by carrying out promotional activities for attainment of their goals. Financial StatusHere, financial status of firm is crucial to launch new venture within any country. Mr Happy’s Cafe has done financial analysis before launch of cafe in London by evaluation of factors like viability and financial position to understand economical situations(Tuten and Solomon, 2017). If their status is not good then they can borrow money from distinct sources like financial institutes, banks, etc. Mr Happy’s Cafe needs to have $10,000 funds to launch new venture in London. P4 Assess skills and capabilities needed to launch a new venture along with how individual can develop it When individual plans for launching new business they need to have various capabilities and skills for doing this. When Mr. Happy’s Cafe is looking forward to start their business, they need to possess certain skills and capabilities, they are mentioned below: Skills: Marketing Skills:When person is launching their venture it is essential to possess basic as well as core skills for attracting target audiences and market in an efficacious way. This is crucial forMr. Happy’s Cafe to possess adequate marketing skills as it will assist them within market segmentation, positioning of services, targeting customers, and evaluation of customer behaviour, brand management and many other aspects(Adcock and et. al, 2020). For developing marketing skills effectual analysis have to be conducted and then formulate design plans accordingly. In order to do so, they can attend classes for marketing and have adequate suggestions from experts. Public speaking skills:If individual need to succeed within business they need to possess outgoing skills, positive attitude, develop interest in communication with people, public speaking skills, so on. It is necessary for individual who is looking forward to have new venture needs to have skill to interact with public as well as be comfortable when they are being addressed as it
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plays crucial role within attracting customers(Bujor and Avasilcai, 2016). It is essential for owner ofMr. Happy’s Cafe to have public speaking quality by which individuals can be convinced in an appropriate way. For this they can connect with more people, avoid same conversation with same people, tell stories, understand topic, and make peculiar messages, etc. Capability: Identification of strengths & weaknesses:Owner of business must have capability for understanding their potency as well as flaws within themselves as well as company by which they can design strategies as well as plans in an adequate way(Crawford, 2016). This aspect will aid them to formulate decisions through which adequate profitability can be acquired as well as growth. For development of strengths, founder can have proposition fromexperts and carry out research with respect to strengths as well as weakness by having relevant guidance. P5 Distinct promotional activities as well as channels that supports launch of venture When business owner have established new venture they need to emphasise on selection of relevant promotional channels and activities as it has critical role for attracting as well as reaching their customers. There exist endless options for promotional channels for founder of business but this is their duty to choose adequate for their business. The reason behind this is that it will enable them to capture huge crowd towards their offerings. There are number of channels, some of them are specified below: Social Media Contests:With digitalisation, huge population is on social media like Instagram, snap-chat, Facebook, LinkedIn and various others. Social media marketing aids firm within captivating as well as reaching huge portion of crowd in an effectual way(Jäger, Symmes and Cardoza, 2020). Thus,Mr. Happy’s Cafe must make use of social media for conducting their promotional activities that will aid them within reaching huge audience. This is time effective as well as inexpensive process for promoting cafe. This will aid them to advertise their assets to customers in an effectual way. Websites promotions:Before customers goes for buying any product they look into service providers then check out their website to analyse their profile. Effectual website comprises of all critical data related with company’s profile their offerings, address, articles and blogs related with them and many other. Thus, owner ofMr. Happy’s Cafe needs to develop as well as design efficacious website for their venture that comprises all the information which
individuals look forward for(Khan and Arbi, 2020).Like, they can have unique logo in their website for captivating customers. Illustration1: Logo of Mr Happy's Cafe Furthermore, it must be updated on continuous manner and it has to be innovated which will catch eyes of their potential customers. Print material promotion: When individual launch their own venture then it is necessary to promote it so that people are aware about them. It can be done by making use of print media like fliers, newspapers, posters, giveaways, brochures and many more. This can be expensive media and sometimes may be wasteful. Thus, it is liability of owner for printing small number of posters with striking images and content. This will lead firm to reach people of different ages at enhanced number(Lekovic, Vojinovic and Milutinović, 2020). Therefore, owner ofMr. Happy’s Cafe need to chose adequate print media through which they can have enhanced profit, growth by which they can captivate enhanced number of people. Pricing Strategy:Mr. Happy’s Cafe carry out evaluation along with formulate pricing strategies accordingly to launch their venture in London. After analysis has been done they chose premium pricing strategy that is efficacious for new venture. Here, they will formulate prices for their services by taking into consideration pricing strategies of competitive presents within the market. P6 Formulate adequate promotional activity plan for launch as well as pre launch of new venture When individual plans for launching new venture they need to plan strategies as well as process as per situation that is pre-launching time as well as launching of plan that will aid them
within conducting as well as running their business smoothly. With respect to this, owner formulates a design strategy that begins form market along with product analysis for execution of peculiar strategies(Mazzarol and Reboud, 2020). Administration of Mr. Happy’s Cafe needs to design adequate plans for enhancing business profitability, they are specified beneath: Pre-launch process:- Market Analysis:With respect to this owner of new venture conducts market analysis of identifying market along with their audiences as per services offered by them. This process is qualitative as well as quantitative that can be used for conducting research as well as evaluating market. Administration ofMr. Happy’s Cafe carries out market analysis that enables them to their market and audiences. Through this they can formulate strategies through which overall profitability can be increased. Product design and positioning:After target audiences have been administered for design as well as development of services which are being offered to audiences (Moorman and Day, 2016). With respect to this they can decide how they will position their offerings so that they can captivate customers and impel them to spend on their services.Mr. Happy’s Cafe strategies as well as plan to develop services for audiences like healthy breakfast, playing zone, coffee and various others.It will aid them to effectively display services for convincing them. Design promotional activities:As per this, administration of firm formulates design plans for making strategies related with brand development as well as promotional activities. Owner of firm can opt for adequate promotional activities from distinct media that directly aids them within enhancing overall brand awareness as well as goodwill (Morris and Kuratko, 2020). Administration ofMr. Happy’s Cafe can opt for adequate promotional activity through which their brand awareness will be enhanced. This will enable them within creation of brand awareness within market and reach ample number of audiences by utilising print media.Implementation:After carrying out above steps, individual can execute strategies along with plans in an effectual way.Mr. Happy’s Cafe can choose adequate strategies through which they can attain their objectives and goals in an effectual way. Launch process:
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Product analysis:After carrying out pre-launch process business owner conduct product analysis in which they will evaluate their offerings with reference to services liked by their customers. In addition to this, they will also identify what offerings met complete expectationsofcustomers.AdministrationofMr.Happy’sCafeconductsproduct analysis to acknowledge whether their services satisfied their target audiences in an effectual way. Evaluate responses:Within this stage, target audience will be analysed as well as evaluated by venture as it will aid them to formulate plans and establish new strategies per needs(Nguyen, 2020).Mr. Happy’s Cafe can have feedback from customers to evaluate response given by them and accordingly they can have innovative strategies. Conduct modification:After evaluation has been done, administration of firm plan strategies and accordingly carry out modifications along with innovations that will aid venture to acknowledge requirements of customers in effectual way. Owner ofMr. Happy’s Cafe can alter their plans and strategies as per feedback attained. Execution:Here, administration ofMr. Happy’s Cafe will implement strategies that they havedesignedfromresponseattainedfromaudiences.Itwillaidthemwithin accomplishment of requirements of customers in an impelling way. P7 Furnish itemised monthly cash budget to pre-launch phase of venture and initial 12-18 months preceding launch for venture Pre-launch Cash Budget ($):
Post-launch Cash Budget ($):
The cash budget has been illustrated above and it can be said at this moment it will be suitable to have a new venture. The reason behind this is that, cash outlay as well as inflow illustrates condition for firm’s liquidity in adequate manner(Sallah and Caesar, 2020). Cash budget with respect to both aspects is compared and it has been identified it seems apt to launch a new venture. P8 Recommend legal form for venture Legal Structure:When individual have decided to launch new venture it is essential to acknowledge legal structure which they will using. This is also denoted by form of business or ownershipstructure.Thiscanbeofdifferentkindslikepartnership,non-profit,sole proprietorship and co-operative. Some of them have specified below: Partnership:It is kind of agreement which occurs among two or more parties who come together within a legal manner for operating as well as managing business. In partnership, partners will share liabilities and profits equally. Sole Proprietorship:This is also referred to as individual or sole entrepreneurship. This implies a enterprise who executes their operations independently or a single person handles everything by themselves(Tuten and Solomon, 2017). There is no difference among business entity and firm.
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The legal structure that is opted by Mr. Happy’s Cafe is sole proprietorship as in this owner will be solely responsible for all the profit and liabilities. Along with this, all the decisions and strategies will be formulated by them. Conclusion Form the above mention it can be concluded that launching new venture is not an easy task, owner need to carry out market analysis and evaluate each and every aspect associated with this to acknowledge their market and target audiences. There exist different resources in terms of tangible and intangible aspects that are crucial to launch business in efficacious way. For this, owner needs to have adequate skills and capabilities through which they can understand requirements of business and accordingly formulate business plan for captivating customers. Newventureneedsadequatesupportandpromotionalactivitiesbywhichpeoplecan acknowledge services which are being delivered to them. Cash budget illustrates liquidity positioning of business that is required for attracting stakeholders as without them venture cannot exist.
References Books & References Adcock, C.T. and et. al, 2020. Resources from Water-Rock Interactions for Future Human Exploration of Mars. Bujor, A. and Avasilcai, S., 2016. The creative entrepreneur: A framework of analysis.Procedia- Social and Behavioral Sciences.221. pp.21-28. Crawford, T., 2016.Business and legal forms for illustrators. Simon and Schuster. Jäger, U., Symmes, F. and Cardoza, G., 2020. Phase I: Negotiating Impact for Resources. InScaling Strategies for Social Entrepreneurs(pp. 39-72). Palgrave Macmillan, Cham. Khan, A.A. and Arbi, K., 2020. Impacts of Print Advertisement on Indian Society.Studies in Indian Place Names.40(64). pp.207-214. Lekovic, B., Vojinovic, Z. and Milutinović, S., 2020. Cooperation as a Mediator between EntrepreneurialCompetencesandInternationalizationofNewVenture.Engineering Economics,31(1), pp.72-83. Mazzarol,T.andReboud,S.,2020.SurvivingtheEarlyYears.InSmallBusiness Management(pp. 69-93). Springer, Singapore. Moorman,C.andDay,G.S.,2016.Organizingformarketingexcellence.Journalof Marketing.80(6). pp.6-35. Morris, M.H. and Kuratko, D.F., 2020. The fit between type of venture and entrepreneur. InWhat do Entrepreneurs Create?. Edward Elgar Publishing. Nguyen, T., 2020. Impact of entrepreneurship environmental support factors to university students’entrepreneurshipself-efficacy.ManagementScienceLetters,10(6),pp.1321- 1328. Sallah,C.A.andCaesar,L.D.,2020.Intangibleresourcesandthegrowthofwomen businesses.Journal of Entrepreneurship in Emerging Economies. Tuten, T.L. and Solomon, M.R., 2017.Social media marketing. Sage.