Captify Business Growth: Planning, Funding Sources, and Succession

This report provides a comprehensive analysis of growth strategies for Captify, a UK-based SME specializing in data-driven display advertising. It evaluates growth opportunities using Porter's generic strategies and explores options through an analytical framework, including PESTLE analysis. The report also applies the Ansoff growth matrix to identify suitable strategies such as market penetration, market development, product development, and diversification, recommending diversification as the most beneficial. Furthermore, it examines various funding sources for business expansion and outlines the essential components of a detailed business plan. Finally, the report discusses succession planning options to ensure the long-term sustainability of Captify. Desklib offers a wealth of similar solved assignments and resources to aid students in their studies.

Planning for growth

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Consideration through evaluation with growth and opportunity............................................3
M1 Options for growth through analytical framework................................................................5
P2 Ansoff growth matrix.............................................................................................................6
P3 Sources of funding..................................................................................................................7
M2 Evaluate source of funding....................................................................................................8
P4 Business growth plan............................................................................................................10
M3 Suitable formwork of detail business plan..........................................................................11
P5 Succession option.................................................................................................................13
M4 Succession plan option plus exit plan.................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Planning process is much effective methodology that will leads to increased more profit
generation for company. It is mainly associated in terms of strategic business format. It will
conduct some kind of business facilitate ownership of business in appropriate plan through
organic plan to generate revenue with proper growth of the business with aid of planning that
linked with optimum allocation of all resources for more profitability. The suitable planning will
track the record for fulfilling goals of company (Bi, 2017). This will conduct to handle proper
allocation of resources that will contribute most limited resources which reflects upon brand
image of company. This will facilitate proper ensure through digital face through proper with
disturbance with differentiation effort within competitors. Planning for long and short term will
extend to achieve target of respective industry. It will raise more effective positioning while
competing. This will refers as more important step to stand out and build unique selling
proposition. The chosen company in this report is Captify . This is leading SME of UK
launched in 2011 by Adam and Dominic. This deal in data driven display specialist in search
intelligence as well as media decision. The report include consideration that contribute growth
and opportunities. Report involve options for growth within competitive edge. This report also
highlighted Ansoff model. It also covers topic such as potential funding sources, plan of business
advancement and succession options.
MAIN BODY
P1 Consideration through evaluation with growth and opportunity
Planning process is much linked and contributed towards proper defining with appropriate
evaluation in terms of variation that is essential for company achievement to fulfill objective.

This process in company is much important for balancing their preferences towards desire at
specific time (Todorović and et.al., 2019). Here this Captify SME is much concerned with
appropriate development with expansion of business in terms of country. As Higher level of
competition deliver more advantage with help of this framework that is mentioned below
Porters generic
This will count as effective and optimization strategy in order to identify suitable options
that reflects upon competitive edge in market. It will contribute effective kind of strategy as it is
much effective for Captify so that they can implement these strategy to create to opportunity for
business.
Porter generic strategy
This strategy is effective one that will direct proper direction so that easily reflect it
analysis of competitive advantage while competing with other competitors by building their
strong ability. It will count 4 best strategy which consists of appropriate direction while
developing strong position to stand out from other competitors (Bautista and et.al., 2019). This
will consider proper achievement to gain higher competitive edge. That's why porter generic will
reflect better kind of fascinating facilities for useful of business in Captify.
Cost leadership- The strategy is highly linked with company benefits that deals in
product offerings as well as service. This will consider minimum category for effect of price. It
will provide most suitable support to fulfill vision in order to complete proper target to beat thi
competition level. Captify is associated by implementation of this strategy to boost it's loyal base
of consumer by providing them most higher standardized quality level in range of products and
services to face competition level.
Differentiation - This consists high range of optimum kind of strategy that will introduce
aspects of innovation and creativity to contribute product and service (Ingley, 2017). Here it will
reflect upon specific target to capture market share so that they can easily enhance volume of
sale. While adopting this strategy Captify will develop own products or services in current
market with this effective strategy. This will gain maximum advantage while facing higher
competition. Here they can develop own base of loyal consumer so that it can uplift limit to
maintain consumer.
Cost focus- It will reflect upon effective strategy that is used by organization in order to
cover niche market. This will facilitate proper range of product and service by allowance of

differentiation with minimum or moderate range of price. It will develop proper expansion in
organization through ultimate analyze to capture highest growth of market. It will satisfy
optimum needs as well as desire through effect or base of consumer as they will provide
standardized quality of goods with low range of price.
Differentiation focus- This will count as effective approach that is adopted by Captify as
it will deals in standardised level of products range with features of diversified so that they can
easily target their respective industry to develop own consumer. It will ensure proper range of
company that will counter exclusive kinds of over with unique features in its products and
services. The proper utilization in terms of long terms achievement for greater success towards
overall goal. This will captured more market development (Casas and et.al., 2019). This will
boost the level of loyal consumer. Captify is premium competitive range so that with this
strategy they will conclude offerings range with loyal consumer. It will contribute premium
range within revenue level to uplift level of sale within this process to tackle hindrance of
environment issue of company.
Capabilities -
Capabilities are the manner of the power by which the business might gain competing
benefits at the field of the market. The Capabilities of Captify is that they functions and manage
their consumer with high term of standards as with high services to attracts individuals who like
their key role of facilities. The basic set of Captify is to meet the wants and needs of consumers
by offering services and facilities as per to their demands.
Core Competencies -
The management should determine their core competencies in respect to present the term
of the competition in the field of the market. The core competencies of Captify are the abilities
and experiences of its force that will create them specific and assorted from challengers. By the
manner of the power of the management that might gain contending boundary and contend with
its challenges in Market.
M1 Options for growth through analytical framework
The ultimate framework through proper analysis with highly liked with environment
through aspects of macro that impact upon performance of Captify. This will explore more
optimum options with high expanding of competition. The differentiation forces contribute
measure of analysis in below

Political- It will represent interpretation among stage of government in UK. This will
reflect upon appropriate instructions or laws uplift by government (Tinits, 2020). They need to
be followed by company with Higher standardised opportunity through optimum level of
development. Captify will linked through variation benefits of UK Government by introducing
acceptability with aid of certainness.
Economic- This combined of several factors which connects with economic
circumstances, inflation rate, country foreign exchange. This will reflect entire value of
economic in UK. This is much associated with developing stable and valuable opportunity in
country specific. It will count of premium level towards business expansion.
Social- this will reflect as greater share for believe through optimum standard within
society perspective. This linked directly through effect of Captify with standardised quality range
to influence high base of consumer. It will aid comps by balancing familiar consumer satisfied
with high quality.
Technological- In Captify they focus to high level of technology with features of wifi in
order to improve their services with changing taste and prefence of consumer so that they gets
attached with most attracting service through proper allocation of resources. This will contribute
most highlights upon talent to attract consumer.
Legal- Legal factor is connected will fulfill legal formalities within company. It will reflect
to understand or handle some aspects of safety and security to uplift consumer base. This will
accomplish proper effect while updating high quality version.
Environmental- It is linked with proper application towards ecological balance of
conversion for overall protection with ultimately substance through application of products and
services. The sustainability in environment will reflect some basic elements of benefits within
kind of Beverage Company.
P2 Ansoff growth matrix
Captify has to manage competitive edge in their SME industry that is why they focus upon
Ansoff model which is given below
Market penetration- In this strategy it will present some model that showcases their
product offerings and services in existing market through advance level of sharing (Haleem,
2019). This will turn around more benefits in case of Captify so that it will linked with abundant

share market. The quality attached with individual changed process in company so that it will
reflect upon optimum kind of offerings while managing it's competition level.
Advantages-
The management can disapprove other management to come into same section by the
manner of high competition.
Disadvantages-
The disadvantage for adapting such plan of actions is that the management may take in
low edge earnings as they are providing goods and facilities in present field of the market.
Market development- It is properly attached with the deal in current market and industry
range of products. Through proper allocation of funds will manage suitable range and
requirements of market that is essential for investment to accomplish market needs. In Captify
they adopted diverse technology through advertisement with premium range to contribute more
profits.
Advantages-
The advantage of market development plan of actions is that the business is to gain new
consumers by which the development of the management gets maximised.
Disadvantages-
The Disadvantage of market development plan of actions is that the business will need
high term of investment for enlarging the management in field of market with present goods.
Products development- This will uplift some assistance in terms of launching some
exclusive kinds of products through optimum unique procedure (Lecerf, 2020). They can easily
compete with its competitors. It will reflect upon some useful terms and conditions to ensure
proper range for long term sustainability to raise profit. It will utilize in Captify for proper
development of company to boost sales ratio. It will uplift more revenue to balance competitive
advantage.
Advantages-
The advantages of goods growth plan of actions that are that the business to create a
culture of invention by executing new thoughts to create new goods for consumers that influence
high term of individuals.
Disadvantages-

The Disadvantage of goods growth Strategy is that the new goods can also fail in
impressiveness and gaining the loyalty of consumers.
Diversification- This reflect optimum representation by launching aspects of innovation
and uniqueness with help of market sentiments. This will choose to reduce risk level with
premium portion towards the struggle that is highly impact with their performance so that they
can manage high competition.
Out of the above strategy in Captify they must implement some useful strategy of
diversification as it will generate some positive aspect towards business perspective. This will
raise overall financial position of the organization by generating maximum interest in front of
mass audience. It will assist and maintain reputation of the building brand image.
Advantages-
Management can utilise the approach of new market and new customers that supports in
enhancing the effective and efficient manner of business.
Disadvantages-
The disadvantage of diversification plan of actions is that the business might face high risk
by to the happening of sustaining in the field of the new market.
P3 Sources of funding
As finance is important for business in establishment and expanding it to new business
areas. Finance is needed to purchase various furniture, material and building to ensure smooth
running of business functions (Olesen and Carter, 2018). Organisation can collect funds from
various sources to run business functions properly. Some sources are defined below:
Personal savings: Personal saving is defined as the funds that are saved by the
entrepreneur. It is being by the owner of organisation, business partners as well as shareholders
to perform business operations and functions efficiently. Entrepreneur bring their personal saving
in the form of real estate, stocks and funds. Captify organisation can raise funds through selling
these assets and lending money on them as well. These saving can be used in organisational daily
functions as a working capital. Benefits and drawbacks are mentioned below:
Benefits:
 Personal saving facilitates the business to perform daily operations and there is no legal
formalities are done by entrepreneur to get funds.
 The funds are easily available and there is no interest is paid that reduce cost.

Drawbacks:
 Through personal saving, entrepreneur can-not get high amount for perform large
business operations. There is no legal documentation is done to raising funds through personal saving, so
owner can demand for fund on short notice.
Financial institutions: It is the most efficient and popular source of getting finance for the
purpose of starting and expanding business. There are various legal formalities and
documentation or meet the criteria of eligibility by Captify organisation (Pinnegar, Randolph,
and Troy, 2020). Business can get long term loan for large scale business operations. Benefits
and drawbacks are defined below:
Benefits:
 Financial institutes provide long-term funds at reasonable interest rate that reduce overall
cost of organisation. There are defined time period to repayment the loan that reduce burden on Captify.
Drawbacks:
 To acquire funds from financial institutes, organisation give some assets as a collateral
security. There is fix amount of interest is paid by the organisation on loan that enhance business
cost.
Bank loans: Loans form bank in the source of funding that provides finance to Captify
organisation at defined interest rate and the amount is repay after specific period of time (Wang,
2020). There are various policies and schemes are formulated by the government to encourage
SMEs. Benefits and drawbacks are discussed below:
Benefits:
 It is cost effective option because funds are available at lower interest rates. Different tax benefits are provided on loan.
Drawbacks:
 Bank lone contains lengthy legal procedure that consumes too much time to take loan.
 Collateral security is provided to bank for granting loan.

M2 Evaluate source of funding
Captify utilise some effective sources of funds with proper utilisation so that they can raise
profit of company.
Bank Loan- This will count of some unique benefit that contribute company funds from
bank. They will include some useful result while paid sort of ownership within given time frame.
The common kind of sources is much associated with market segment of individual. This will
ensure proper availability of funds which is required in given time frame. It is most useful tips
that facilitates common kind of sources (Cosenz, 2021). This will belongs to proper uplift to
accomplish long and short term goal in country specific. In Captify involves appropriate rate of
interest.
Advantage Disadvantage
● Captify will leads to consider some
huge range of business with loan
bank as they provide some banking
facility so that they can compensate
in given time of specific level of
interest through proper planning.
● The company is attached with form
of equity with reference of loan as
per banking reference. Venture
capital as well as angle investor
have to manage highly needed and
proper payment
● Captify has to face some
difficulties as it conclude proper
range of loan that is much highly
satisfied through proper assets. It is
linked with proper banking
undertaking with settlement of
security paper so that it will try to
assure some kind of money. The
proper conduct of payment will
reflect overall payment in return.
● The proper receiving bank loan is
highly extremely connected with
banking so that they will attached
with extensive paper work that is
highly complicated through quick
process as compare to other process.
Overdraft- The additional terms of overdraft with proper arrangement towards bank with
specific consumer base in banking sector that spread additional amount of boundary with

identification through extension and withdrawal of company (Antoncic and et.al., 2018). The
facility of overdraft will included some extension of credit that give permission of account holder
to withdraw average money by allocation of proper funds which counter insufficient amount of
fund that reveal some withdrawal.
Advantage Disadvantage
 It will consider some sort of
flexibility towards efforts of
comfortability by Captify with
reference of additional liberty to
withdraw funds of finance.
● In Captify will compensation to
uplift standardise quantity in return
through overdraft.
● The proper arrangement of money
will be addressed through effect of
overdraft which counter some low
along with personal loan. The
appropriate amount of fees with
interest towards charge the overdraft
with highly sentiments.
Angle funding- This is much applicable through optimum source of fund that is obtained
in terms of NGO through application of angle funding source. This involve some kind of family
relatives within friends that is much interested to tackle undertaken interest. It will expand some
updated business through emotional range of attachment as per owner of company.
Advantage Disadvantage
● In Captify they are much attached
with proper expansion through
maximum advantage as a result it
will reflect upon some effective
capable source of information
develop some trust with reference
● Catify are collecting some
drawback towards perspective of
overall stock in terms of sales and
some kind of separately splitting
some sale in business segment
category with aspect of return.

of investor in company.
● The maximum benefit towards
business count of optimum angle
investor through their higher level
of funds is attached with business.
It will facilitates few amount of
loan in their business so that they
can easily pay back with angle of
higher range of investor through
suitable funding and transfer for
equity financing.
● The disadvantage through higher
investor with help of angle investor
that is occurring in part of business
by raising some part of income
along with business that has been
sold through effective image,
preferences with particular
consumer.
Crowdfunding: Crowdfunding is defined as efficient source of funding in which small amount
of capital form huge number of individuals for the purpose of gathering fund for starting up new
venture. Through social media and various websites funds are raised for organisation.
Benefits: It can raise funds at fast rate through various online platforms as well as gain
feedbacks of various investors.
drawbacks: Failed in project may damage the reputation of organisation.
Invoice factoring: Invoice factoring is defined as the source of funding in which
organisation purchase various invoices of the total percentage of organisational value as well as
takes responsibility to collect the payment of invoices. Factoring is the alternative of business
funding that provides finance from high street banks.
Benefits: Provides immediate finance without consideration. There is no security is
required fir lone.
Drawbacks: High interest is charges for loan than other traditional banking
facility.
P4 Business growth plan
The proper planning growth of business is much linked with company task orientation with
strategic process. Company is highly capable for proper follow in process of further growth by
aid of proper allocation of efforts and resources to handle business level (Eniola, 2017). The
digital disruption conduct some aspect of differentiation while competing with other higher