Digital Technology's Impact on Small Business Growth & Innovation

This project examines the impact of digital technology on supporting small business growth and innovation, focusing on the case study of Ontraport, a small UK business. The project outlines aims and objectives related to improving market growth through digital technologies, including mobile services, tablets, and online data entry. A project management plan details actions, costs, timelines, and risk management strategies. The research employs qualitative and quantitative methods, including interviews with managers and surveys of employees, to gather data on the implementation and impact of digital technologies. Data analysis and communication strategies are discussed, leading to recommendations for successful implementation. The project also reflects on organizational performance and the overall effectiveness of digital technology in driving growth and innovation for small businesses. Desklib offers this solved assignment and many other study resources for students.

THE IMPACT OF DIGITAL TECHNOLOGY IN SUPPORTING
SMALL BUSINESS GROWTH AND INNOVATION
1

Table of Contents
Table of Contents.............................................................................................................................2
Introduction.....................................................................................................................................3
TASK 1 ...........................................................................................................................................3
LO1The aim and objective of the project........................................................................................3
P1 Linking objectives with the case study...................................................................................3
P2 Producing a project management plan....................................................................................4
P3 Gantt chart projection and work breakdown structure ..........................................................5
TASK 2 ...........................................................................................................................................7
LO 2Collecting information for project specifically.......................................................................7
P4 Applying qualitative and quantitative research methods in the given project........................7
TASK 3..........................................................................................................................................10
LO 3 Presentation of the project based on proper communication strategies and data analysis...10
P5 Analysing of the research by using appropriate data and techniques...................................10
P6 Communication of accurate recommendation for successful evidence................................11
TASK 4 .........................................................................................................................................12
LO 4 Reflection on the organisational performance.....................................................................12
P7 Reflection of the project ......................................................................................................12
Conclusion.....................................................................................................................................13
References ....................................................................................................................................14
Appendix 1....................................................................................................................................16
Appendix 2....................................................................................................................................17
2

Introduction
Digital technology is a type of process that brings out multi-channels for innovation of the
current situation of the organisations. In order to make the customers feel comfortable and easy
it is necessary to use digital marketing processes for better improvement of the business
organisations. Digital marketing is very easy, fast and comfortable process that gives full
satisfaction to the business companies in operating their management services. This assignment
focuses on the impact of digital marketing technologies in a small business organisation in UK.
This current study has drawn the attention of the readers towards the business innovation process
of Ontraport Company. The number of employees in this chosen organisation has been found to
be 72 and its annual revenue income is below $5 million (Ontraport.com, 2017).
TASK 1
LO1The aim and objective of the project
P1 Linking objectives with the case study
The aim of this project is to focus on the impact and importance of digital technologies in
improving the current market growth of the company. This current study has focused on the
small business of UK such as Ontraport Company for the purpose of innovating their operation
systems and management. Since, it is an email operating service industry, therefore, the use of
digital marketing technologies is highly essential for their development. It is a small business
organisation that has 72 employees and their annual revenue is $3 million. As a management
consultant for this company, it is the duty to implement digital technologies such as mobile
digital services, use of tablets and IPads for developing fast and rapid speed programs in the
company. The main purpose of Ontraport Company is to provide and develop customer
relationship management and for that, they need to develop their digital technological processes
for developing their marketing and service management process (Ontraport.com, 2017).
Aim of study is to identify the significant and impact of digital technologies in improving
market growth of organization.
3

The objective of this project plan is to develop and implement different suitable digital
technologies in the business operations of Ontraport Company. The objective of this current
project is also to collect information regarding the best and suitable digital technologies for the
innovation process of the company. As stated by Barnes and Hunt (2013), the rapid speed
developmental process helps in developing rapid growth in the productivity of the organisation.
In case, it is a relationship management process and for that, they need to play a decisive role in
implementing the accurate digital technologies. The proper and successful digital technologies
that can help in developing the operating system of Ontraport Company include mobile, tablets,
digital calculators, internet facilities, laptops and online data entry functions. Therefore, the aim
and objective of this project highlight the project management plan for developing the service
functions of Ontraport Company. On the other hand, it also focuses on the performance review
functions of the company in order to measure the performance ratio.
P2 Producing a project management plan
Actions Cost Time Quality Communicatio
n
Risk Resources Supervisor
Internet
accessibilit
y
$15,000 1
month
Multi-
channel
approach
Email,
messages
Loss of data Social media CEO
Mobile
service
operations
$20,000 2
months
Omni-
channel
facilities
Tracking
mobile service,
phone calls
Loss of
mobile
phones and
data hacking
Advertisement
s
Digital
manager
Online data
entry
systems
$30,000 3
months
Rapid
growth in
the
service
operations
Verbal
communication
and face to face
interaction
Loss of
confidentialit
y and security
Online
reviews
Marketing
manager
Table 1: Project management plan
(Source: Self-developed)
4

The above-presented table has focused on the project development plan that is highly
essential for Ontraport Company to develop their functions as a small business organisation. The
table has described the time, cost and resources of the digital technologies in order to focus on
their rapid growth developmental process (Aitamurto and Lewis 2013). The supervisor here is
required to monitor the process and measure the improvement ratio after implementing the
resources and technologies. The communication systems help in getting in touch with each other
in order to develop and make proper decision for the digital technology innovation. According to
Alshamaila et al. (2013), the risk factors have also been mentioned in the above table in order to
prioritise the risk factors and develop strategies for overcoming it. Thus, the project management
plan is highly essential for evaluating the correct technologies for the innovation of the company.
As in this case study, the company is based on customer relationship management and thus, they
have an opportunity to develop their actions according to the digital technological implications.
P3 Gantt chart projection and work breakdown structure
Task
Mode Task Name Duration Start Finish Predecessors Cost
Auto
Scheduled Research proposal 45 days Fri 07-
06-19
Thu 08-
08-19 $500.00
Auto
Scheduled Aims and objectives 15 days Fri 09-
08-19
Thu 29-
08-19 1 $650.00
Auto
Scheduled
Research
methodologies 15 days Fri 09-
08-19
Thu 29-
08-19 1 $1,000.00
Auto
Scheduled Data collection 14 days Fri 30-
08-19
Wed 18-
09-19 1,2 $1,500.00
Auto
Scheduled Data analysis 30 days Fri 30-
08-19
Thu 10-
10-19 2 $1,700.00
Auto
Scheduled Data interpretation 10 days Thu 19-
09-19
Wed 02-
10-19 3,4 $650.00
Auto
Scheduled
Finding and
conclusion 28 days Fri 11-
10-19
Tue 19-
11-19 5 $700.00
Auto
Scheduled Recommendations 10 days Fri 11-
10-19
Thu 24-
10-19 5,6 $800.00
Auto
Scheduled
Conclusion and
Submission 2 days Wed 20-
11-s19
Thu 21-
11-19 7,8 $500.00
5

Figure 1 Gantt Chart
6

Work break down structure
7
Research Proposal
Aim and objective
Research
methodologies
Data collection Data Analysis Data
interpretation
Philosophy
Research
strategy
Research
ontology
Primary
Secondary
Bar chart
Table chart
Finding and
Recommendations
conclusion and
Suggestion

8

This particular table has highlighted the actions and timeframes for the development of the
service functions of Ontraport Company. Moreover, it has also reflected on the digital
technological improvement process that helps in better communication and service management
functions. The above table has been projected to signify the better procedure for developing the
actions of the company in order to develop their profit income as a small organisation. The work
breakdown structure has also been provided to develop suitable steps for innovation process of
the digital technologies. As stated by McCann and Barlow (2015), in current times, it has been
found that digital technologies are making the lifestyle of people more developed and highly
modernise. As stated by Kalman (2014), digital life has become the pathway of success and thus,
it is necessary to improve the condition and implement the plan successfully.
TASK 2
LO 2 Collecting information for project specifically
P4 Applying qualitative and quantitative research methods in the given project
In order to conduct the interview, the researcher has considered three managers to express their
views based on the questions asked to them. The three managers have been selected such as
general manager, marketing manager and finance manager.
1. Is the implementation of the digital technologies essential for the development of the
company?
In order to answer this particular question, the general manager opined that digital
technologies are furthermore developing and modernise technologies for the innovation of the
organisation. The implementation of accurate digital technologies has helped in better
modification and rapid growth in the sales production.
The marketing manager is of the opinion that digital technologies have played an
important role in developing the marketing policies and processes of the organisation. It has
increased the number of customers and developed the online delivery processes for a better
attraction of the customers. Moreover, marketing manager also stated that in order to maintain
the customer relationship process, digital technologies are highly essential such as mobile,
emails and social media communication.
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Finance manager is of the opinion that though the digital technologies are essential for
developing good communication strategies, however, it needs large investment during the
implementation process.
2. What improvement process has been evaluated after implementing digital technologies?
Marketing manager stated that digital technologies have developed the process of
marketing facilities of the organisation. The use of tablets and mobile phones has made the
process very comfortable and easy for the customers to develop their relationship approach.
The general manager also agrees with the marketing manager's views and opined that the
implementation of digital technologies has improved the innovation process of the company. In
order to maintain good communication systems with the customers, the need for internet and
digital resources are highly essential. Email, calls and chats via online systems have developed
the way to communicating with the customers and established a good relationship.
In order to answer this question, finance manager stated that development of digital technologies
has evolved the overall functioning of the organisation. However, it has deteriorated the financial
development. In current times, in order to implement digital technologies, the organisation is
facing financial crisis. The training and development of the employees for better accessibility of
the digital technologies also develops high amount of investment.
3. What are the possible risk factors for implementing digital technologies?
Finance manager is of the opinion that financial risk is the major factor that has affected
the organisation in implementing digital technologies. Finance manager also added that due to
the financial crisis the organisation is facing difficulties in implementing digital technologies.
The marketing manager here opines that the risk factors that are highly affecting the
growth of the company are a security risk, a risk of data loss and confidentiality risk. In addition
to this, marketing manager also added that there are several strategies to overcome the risk and
digital technologies are highly essential.
In order to answer this question, general manager mentioned that the risk factors are not a
burden for developing the digital technologies. The general manager also continues and stated
that with the help of modern technologies like security lock systems and fingerprint scanner the
risk factors can be managed. Therefore, digital technologies are the best way of developing the
business operations towards success.
10

In order to conduct the survey, the researcher has considered 25 employees to express their
views.
Research Onion-
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 Research philosophy: it is basically assumption about the way investigation can be
executed. There are basically two types of research philosophy these are interventism
and positivism. In relation to the present study researcher will apply the interpretive
research philosophy as it will enable them to develop new theory using the data collected
from the primary and secondary sources.
 Data collection: It is a type of data gathering method for collecting the important
information about the research project which significantly showing the relevant
information regarding the project.
Researcher will use the primary data collection by using questionnaires to identify the
opinion by respondent.
 Research type: There are two different research type such as qualitative and quantitative
research.
Researcher will use qualitative research type to identify the relevant information
about the project.
 Research approach: it is based on procedure and plan that consist of various assumption
uses for data collection, which being to address nature of approach.
Researcher will use interpretivism approach that help for interpreting element in
case study. In this way, it assumes that access to reality. It helps to focus on different
method in order to reflect various issues in research study.
 Data analysis: It is a process of analysing the data or information about the case study
that need to understand the views of respondent through employees. It can be divided
into two types: Thematic and statically.
Researcher will choose thematic analysis for collecting the information about the
research project.
1. How much of you agree with the continuous developmental process of digital
technologies?
Satisfactory rates Number of employees
Strongly agreed 15
Agreed 5
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