BUS302 Case Study: Business Plan Analysis of Elias Recruitment

This case study provides a comprehensive analysis of the business plan of Elias Recruitment Pty Ltd, a legal recruitment consultancy operating in Sydney, Australia. The analysis includes a comparison with Blueprints Business Planning Pty Ltd, focusing on business ideas, goals, marketing strategies, operations, and financial projections. It covers the company's mission, vision, history, and short-term and long-term goals, along with a detailed market analysis, including competitors, scope, and potential strategic alliances. The study also examines the company's marketing and product policies, operational aspects such as legal and licensing requirements, organizational structure, insurance, security issues, and required business premises and equipment. Furthermore, it addresses critical risks and contingency plans, presents financial projections, break-even analysis, cash flow forecasts, profit and loss statements, and balance sheets for a two-year period. The document concludes with recommendations for business plan strategies to enhance the company's success. Desklib provides access to a variety of solved assignments and past papers to assist students in their studies.

Running head: Entrepreneur
Entrepreneur

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Contents
Executive Summary.....................................................................................................................................2
Business ideas and goals..........................................................................................................................2
Marketing................................................................................................................................................2
Operations...............................................................................................................................................2
Finance....................................................................................................................................................2
Description of the plan................................................................................................................................3
Mission and Vision Statement.................................................................................................................3
History of the Company..........................................................................................................................3
Business goals.........................................................................................................................................3
Marketing....................................................................................................................................................4
Market Research.....................................................................................................................................4
Market Analysis......................................................................................................................................4
Marketing Plan........................................................................................................................................5
Operations...................................................................................................................................................5
Legal and licensing requirements............................................................................................................5
Organizational Structure and Staffing......................................................................................................6
Insurance and Security Issues..................................................................................................................6
Business Premises and equipment required.............................................................................................7
Information and Communication Technologies.......................................................................................7
Critical risks and contingency plans........................................................................................................7
Financial Projections...................................................................................................................................8
Financial assumptions..............................................................................................................................8
Break-even analysis.................................................................................................................................8
Cash flow forecast (2 years)....................................................................................................................9
Profit and Loss statements (2 years)......................................................................................................10
Balance sheets (2 years)........................................................................................................................13
Comparison between the two plans...........................................................................................................14
Recommendations regarding the business plan strategies which enable the company to become
successful..................................................................................................................................................15

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Conclusion.................................................................................................................................................16
References.................................................................................................................................................17
Executive Summary
The goal of this business proposal is to study the business plan of ‘Elias Recruitment Pty Ltd. ‘an
existing legal recruitment consultancy company which is operating in Sydney. It would further
be compared with Blueprints Business Planning Pty Ltd. a provider of management
consultancy services company operating in Sydney.
Business ideas and goals
The main goal is to provide the recruitment services to the job seekers in the legal sector in the
corporates all over Australia. It further assists its clients to find jobs in other disciplines such as
finance, HR, IT, admin etc. (Carr, 2018).
The company has a team of 6 professionals which specializes in the domain of professional legal
placements. The business intends to generate revenue of AS$ 150,000 and a profit of AS$ 25,000
in its subsequent years.
Marketing
The clients of the company are the small and medium sized companies operating in the legal
and other sectors in Australia.
Operations
The business operates through its corporate office in the state of Sydney. As it operates in its
corporate office, it requires sufficient amount of computers, laptops, furniture and other
equipment to execute its activities.
Finance

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The business operates through a mix of debt and equity. It would be requiring funds amounting
to AS$ 1, 50,000. The company is borrowing loans through banks and financial institutions.
Description of the plan
Mission and Vision Statement
The mission and the vision statements of Elias Recruitment Pty Ltd is related to becoming one
of the best recruitment organizations in Australia (Araoz, 2014).
History of the Company
The company started its operations in May, 2000. It was started by Mr. Jason Elias whose focus
is on professional legal placements across Australia. The team of Elias Recruitment Pty Ltd
comprises of 6 professionals who are dedicated to provide legal professionals to the
organizations all over Australia.
Business goals
The short term business goals for the company are to generate more revenues. It wants to
increase its revenue of about AS$ 200000 in the FY 2019-2020.
The long term goals of the business are to establish its branches in the other states of Australia.
For the expansion of its business, it has to hire 6 more people in its branches and head office.
A future exit strategy had been agreed upon by the directors of the company, in case of any of
them wants to liquidate their interest in the business in the later years. It had been further agreed
that in the fourth year of its incorporation, the shareholders can get the assets of the business
revalued . The director who wants to quit can sell his /her business to the other directors or
shareholders. In case if the directors do not wish to exercise their rights, he/she can sell it to other
parties outside the business (Employment agency, n.d.) .

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Marketing
Market Research
The following sources are used for this business plan:
1. Mahlab Report 2017 (Mahlab Report, 2017).
2. Reports of the Department of Education, Training and Employment.
3. Personal interviews with the personnel of Elias Recruitment Pty Ltd.
4. Australian Bureau of statistics.
Market Analysis
Following conclusions are drawn after reviewing the industry:
(a) Competitors: The competitors of the company include the other recruitment firms
operating in the legal sector in Australia. They also provide the recruitment consultancy in the
field of technology, ICT/Digital, Legal and Accounting services. There are 1023 employment
agencies operating in Sydney itself (IBIS World, 2018).
(b) Scope: The scope of the recruitment industry is to provide a competitive and productive
labor market by aligning the interests of the recruiters and the job seekers.
(c) Industrial Analysis: With regards to the employment industry in Australia, the legal
framework in these sectors is relatively less with low barriers of entry and exit. There were
around 6900 recruitment agencies with a revenue generation of $11 Billion in 2015-16. Also,
there are small and medium sized recruitment agencies operating in Australia (Department of Job
and Small Services, 2017).
(d) Potential strategic alliances: The revenue is generated through the permanent and
temporary placement of employees in the law and other firms. Generally, the commission
received by these firms’ amounts to 10 % to 30 % of the annual salary of the employees. Also, it
is also generated through registrations of the job seekers (KPMG, 2016).
(e) SWOT analysis: The Potential strengths of the company pertain to its goodwill in the
market and the professional expertise of the personnel employed in the company.

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The potential weaknesses of the company are its limited number of personnel to cater to the vast
market of job seekers and the lack of capital to expand itself in the market.
The potential opportunities attribute to the increasing demand of the legal jobs in the Australian
market and its economies of scope.
The potential threats relate to the larger recruiter websites and companies who have a greater
access to the job seekers and companies. Besides this, the larger companies have great market
share as compared to Elias Recruitment Pty Ltd, so it is facing the threat of losing its identity in
the Australian market of employment agencies (Australian Public Service Commission, 2015).
Marketing Plan
Pricing Policies of the company: The Company charges 10-15% of the gross annual salary of the
permanent employees whereas in the case of temporary employees, it charges 10 % of the hourly
rate paid to them. The terms of payment would be 7 working days and the accounts will be
adjusted on the day when the services would be provided (Ekwoaba, Ikeije and Ufoma, 2015).
Product Policies of the company: The product policies pertain to the planning of the target
market which is the small and medium sized organizations requiring candidates related to the
legal field.
Promotions: According to Mohammadi and Jafarpanah (2014) the ICT marketing is being used
in the company to promote its services. The use of internet, social media, direct mail, telephonic
calls and messages has been used for marketing.
Place: The Company conducts its business in Sydney to provide the recruitments to the
companies operating in legal and other domains.
Operations
Legal and licensing requirements
Elias Recruitment Pty Ltd. is a proprietary limited company registered in Australia. It is
established with three shareholders.

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ABC (30% shareholding)
DEF (30% shareholding)
GHI (40% shareholding)
The company is subjected to the Private Employment Agents Act 2005 which comprises
of the Private Employment Agents Code of Conduct (Employment agency, n.d.) . It is
further subjected to Work Health and Safety Act 2011 and Private Employment Agents
(Code of Conduct Regulation 2005.
Organizational Structure and Staffing
The commercial activities executed by the managing director of the company are conducting
interviews of the personnel to be hired, keeping the board enlightened about the statement of
affairs of the company, monitoring the bookkeeping and overall administration of the
organization. His remuneration amounts to AS$ 30000 per year (Cushway, 2015).
The senior consultants are appointed for managing the daily activities of the office. They are
responsible for the sales and promotion services also. They are dealing with clients and
comprehend their needs. They are qualified in Law, business administration and have a vast
experience of handling firms in the legal sector. Their annual salary is AS$20000 per year.
Apart from this, training sessions of the employees are also conducted on regular basis to
enhance their skills on the matters related to law and other domains so that they can deal with the
clients in an efficient manner (Sugden and Moulson, 2015).
Insurance and Security Issues
The Professional Indemnity Insurance for Recruitment Consultants, Management Liability
Insurance which includes the cover for liabilities related to the directors, officers and the
employment practices required by the company. Also, it is required to insure itself by public
and products liability insurance which includes the hedging of risk related to the office, general
business operations and the acts, onions and commissions committed by the employees
(Karthiga, Karthi and Balaishwarya, 2015).

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It is calculated that the premium amounts to AS$ 4500 per year. Also, the provisions related to
the back up and security of the data and the security of the office documents amount to AS$500
per year.
Business Premises and equipment required
The business is conducted at the Suite 901, Level 98 4 Pitt Street situated in Sydney, New South
Wales. The premises is on rent, hence the company pays an annual rent of AS$ 15000 . The
employment agent license will have to be obtained from the Chief Minister, Treasury and
Economic Development Directorate.
The equipment required for the business is:
 6 telephone lines
 6 mobile phones
 6 computers and laptops
 high speed internet access
 6 scanners and printers
 10 chairs
 10 tables
 12 filing cabinets
The total cost of these items is AS$ 80000.
Information and Communication Technologies
The software used by the company are Clear Company HRM, Jobvite and Paycor Perform
(Mindia and Hoque,2018).
Critical risks and contingency plans
The critical risk confronted by the business are the liabilities related to financial loss faced by
the company in the event of any negligible acts committed by the employees or the
management . The professional indemnity insurance pays the legal cost to compensate the same
(Harris et al., 2015).

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Financial Projections
Financial assumptions
The following are some of the financial assumptions for Elias Recruitment Pty Ltd:
 The recruitment charges charged by the customer have been assumed to be AS$ 500.
 The operating expenses have been assumed to be 5% .
 The tax charged on profits would be 30%.
 Additional Equipment would be purchased in 2019.
 Depreciation for computers would be 50 % on diminishing value basis and 100 % on
laptop on diminishing value basis (Australian Tax Rates and Information, 2018).
Break-even analysis
Sales per unit = AS$500 @ 200 candidates
Total sales =AS$ 100,000
Fixed cost = AS$ 30000
Variable cost =AS$ 200 per unit
Contribution per unit= Sales per unit –Variable cost
Therefore Contribution per unit = 500-200= 300
Break Even Point = Fixed cost/Contribution per unit
= AS$30000/300 = 100 units
Breakeven point (in sales) = fixed cost / contribution margin ratio
Contribution margin ratio = (sales per unit – variable cost per unit)/sales per unit

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(300/500)*100 = 60%
BEP (in sales) = A$30000/60% = A$50,000
Cash flow forecast (2 years)
Cash Flow Statement
Amount (AS$)
2019 2020
Cash Flow from Operating Activities
Cash sales 150,000 170,000
Realization from Debtors 50,000 80,000
Payment to Creditors (35,000) (25,000)
Expenses paid (6000) (7500)
Total 159,000 217,500
Cash Flow from Investing Activities
Furniture Purchased (30000) (45000)
Equipment Purchased (50000) (50000)

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Total (80,000) (95,000)
Cash Flow from Financing Activities
Equity capital 300,000 356,000
Borrowings 150,000 50,000
Total 450,000 406,000
Cash surplus/ deficit 529,000 528500
Opening balance 20000 549,000
Closing balance 549,000 1077500
Profit and Loss
statements (2 years)
Profit & Loss Statement
Amount (AS$)
2019 2020
Sales 200000 250,000
Miscellaneous income
A. Total 200000 250,000
B. Cost of Sales 45000 55000
C. Gross Profit (A-B) 155000 195000
D. Operating Expenses
Salary 40000 50000
Rent 15000 20000
Utilities 5000 10000
Insurance 5000 7000
Depreciation 25000 12500
Marketing 10000 15000
Maintenance & Repairs 5000 10000
Total 105000 124500
Operating profit 50000 70500

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Balance sheets (2 years)
Balance Sheet
Amount ($)
Assets 2019 2020
Current Assets
Cash 549,000 1077500
Debtors 70000 90000
Fixed assets
Furniture 30000 45000
Equipment 50000 50000
Total Assets 699000 1262500
Liabilities
Current Liabilities
Creditors 150000 350000

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Short term loans 90000 150000
Other short term liabilities 9000 56500
Long term liabilities
Long term Loans (Borrowings) 150,000 50,000
Other long term liabilities - 300000
Owner’s equity
Equity 300,000 356,000
Total Liabilities & Equity 699000 1262500
Comparison between the two plans
The business plan of Blueprints Business Planning Pty Ltd consists of
establishment of a small private proprietary limited company for providing management and
consultancy services for small and medium scale enterprises whereas the business plan of Elias
Recruitment Pty Ltd. consists of providing the recruitment services by an existing company to
the job seekers in the legal sector in the corporates all over Australia .
The business plan of Blueprints Business Planning Pty Ltd begins with
employing one full person who is also the shareholder of the company and it plans to employ
3-4 people in the near future for the expansion of it operations. Elias Recruitment Pty Ltd. has

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employed 6 senior consultants for hiring appropriate personnel for the law firms and it plans to
employ 6 more people for the expansion of its operations (Lorincová ,2015).
Blueprints Business Planning Pty Ltd plans to generate sales revenue
amounting to AS$ 100000 and a profit of AS$ 2000 by the end of its initial year of
incorporation. Elias Recruitment Pty Ltd intends to generate revenue of AS$ 150,000 and a profit
of AS$ 25,000 in its subsequent years.
The Breakeven point of Blueprints Business Planning Pty Ltd is $101362
whereas Elias Recruitment Pty Ltd has a breakeven point of A$50,000.
Recommendations regarding the business plan strategies which enable
the company to become successful
In order to assure growth and success in the business operations, Elias Recruitment Pty Ltd
should adopt the following marketing strategies:
 Control: For long term growth and development of the company, its operations should be
continuously monitored to examine the loopholes and eliminate them (Hardison, Lim and Keller,
2015).
 Innovation: In order to compete in this competitive world, it has to innovate new methods
to conduct its operations and ad on new services which differentiate itself from its competitors
(Khatri et al., 2015).
 Quality: The Company should maintain quality in its services in order to grow and excel
in its domain. It must provide quality services to its clients which assists it in long term growth
and development (Chungyalpa and Karishma, 2016).

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Conclusion
Hence to conclude, it can be said that in order to implement an appropriate business plan, it is
necessary to evaluate the various internal and external factors affecting the business. The
company has to develop strategies to have a competitive edge in the market. Hence to compete
some strategies have been evaluated by the company to succeed in the market and expand its
operations.

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References
Araoz, C.F. (2014) It's Not the how Or the what But the who: Succeed by Surrounding Yourself
with the Best. Harvard Business Press.
Australian Public Service Commission (2015) Capability Review : Department of
Employment[online] Available from:
https://www.apsc.gov.au/__data/assets/pdf_file/0005/70736/department-of-employment-
capability-review.pdf [Accessed 17th April 2018].
Australian Tax Rates and Information (2018) Depreciation of Computers [online] Available
from: https://atotaxrates.info/tax-deductions/ato-depreciation/depreciation-of-computers/
[Accessed 17th April 2018].
Carr, J. (2018) Careers for law graduates in banking and financial services [online] Available
from: https://gradaustralia.com.au/law/careers-for-law-graduates-in-banking-and-financial-
services [Accessed 14th April 2018].
Chungyalpa, W. and Karishma, T. (2016) Best Practices and Emerging Trends in Recruitment
and Selection. Journal of Entrepreneurship & Organization Management. 5(2),pp. 1-5.
Cushway, B. (2015) The Employer's Handbook 2015-16. Kogan Page Publishers.
Department of Job and Small Services (2017) The Australian Recruitment Industry – a
comparison of service delivery 2016 [online] Available from:
https://www.jobs.gov.au/news/australian-recruitment-industry-comparison-service-delivery-2016
[Accessed 16th April 2018].
Ekwoaba, J.O., Ikeije, U.U. and Ufoma, N. (2015) The Impact of Recruitment and Selection
Criteria on Organizational Performance. Global Journal of Human Resource Management.
3(2),pp. 22-33.

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Employment agency (n.d.) Employment agency industry overview [online] Available from:
https://ablisfiles.business.gov.au/queensland/resource/employment%20agency%20business
%20start-up%20guide.pdf[Accessed 14th April 2018].
Hardison, C.M., Lim, N. and Keller, K.M.(2015) Recommendations for Improving the Recruiting
and Hiring of Los Angeles Firefighters. Rand Corporation.
Harris, M.S., Loxton,D., Wigginton,B. and. Lucke, J.C.(2015) Response to Invited
Commentary. American Journal of Epidemiology. 181(10), pp. 750-751.
IBIS World (2018) Employment Placement and Recruitment Services - Australia Market
Research Report[online] Available from:
https://www.ibisworld.com.au/industry-trends/market-research-reports/administrative-support-
services/employment-placement-recruitment-services.html [Accessed 16th April 2018].
Karthiga, G., Karthi, R.and Balaishwarya, P.(2015) Recruitment and Selection Process.
International Journal of Scientific and Research Publications. 5(4),pp. 1-4.
Khatri, C., Chapman, S.J., Glasbey, J., Kelly,M. , Nepogodiev, D., Bhangu ,A. and Fitzgerald,
J.E.(2015) Social Media and Internet Driven Study Recruitment: Evaluating a New Model for
Promoting Collaborator Engagement and Participation. Plos One . 10(3), pp. 1-11.
KPMG (2016) The Australian Recruitment Industry: A comparison of service delivery [online]
Available from:
https://docs.jobs.gov.au/system/files/doc/other/the_australian_recruitment_industry_accessible_v
ersion_august_2016_final.pdf [Accessed 16th April 2018].
Lorincová , S.(2015)The Improvement of the Effectiveness in the Recruitment Process in the
Slovak Public Administration. Procedia Economics and Finance. 34(2015),pp. 382-389.
Mahlab Report 2017(2017) Recruitment [online] Available from:
http://www.mahlab.com.au/files/editor_upload/File/Mahlab-Reports/Mahlab-Report-2017-
Private.pdf [Accessed 14th April 2018].

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Mindia, P.M. and Hoque, K. (2018) Effects of E-recruitment and internet on recruitment process:
An Empirical study on Multinational companies of Bangladesh. International Journal of
Scientific Research and Management (IJSRM).6(1), pp. 1-6.
Mohammadi , V. and Jafarpanah , I.(2014) Marketing Strategies in Knowledge-Based
Companies of ICT Services. Journal of Management and Sustainability. 4(3),pp. 199-207.
Sugden, N. and Moulson, M.C. (2015) Recruitment strategies should not be randomly selected:
empirically improving recruitment success and diversity in developmental psychology research.
Frontiers in Psychology. 6(523), pp. 1-11.