ETS: Report on Launching a New Technology Service Business

This report provides a comprehensive analysis of launching Enterprise Technology Service (ETS). It begins with the rationale for the business, focusing on providing technical support and consumer services. The report then delves into market and industry analysis, including PEST analysis to understand the external environment. Competitor analysis highlights ETS's competitive advantages, followed by a segmentation analysis to identify target markets and provide market statistics. The marketing strategy utilizes the 4Ps/7Ps marketing mix to outline product, people, place, promotion, and other relevant aspects. The report also covers market growth strategies, resources required for the venture, and risk analysis, including mitigation strategies. The report concludes by providing a detailed plan for establishing ETS within the competitive market.

Entrepreneurship and Business Development
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Contents
Rationale for launching a new business...........................................................................................3
Review market and industry analysis, understanding of macro analysis........................................4
Competitor analysis and highlight the competitive advantage of product as well as service..........5
Segmentation analysis, providing market statistics (size and growth) to support your selection
of the target segment/s.................................................................................................................6
Marketing strategy by using 4P’s or 7P’s, with marketing mix analysis....................................7
Market growth strategy................................................................................................................9
Resources required for venture including source of finance.....................................................10
Risk analysis and how will be treated........................................................................................11
REFERENCES..............................................................................................................................13
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Rationale for launching a new business
By focusing on the current strengths, key consumers and underlying valued they need a
better information management system. Therefore, ETS will provide the technical support,
consumer service for different organisations (Gharib, 2020). The scope of this type of service in
order to expand the importance of desktop support, application development.
Rationale of Enterprise technology service (ETS) will increase sales steadily in first-second
years while also maintaining the gross margin on sales, with focus on cash management and
working capital. Enterprise technology service will sell service but also consider as digital office
information, with focus on the enterprise communities.
ETS will try to successful in better ways increasing capacity of major service which offers a
minimum budget, staffing level have stayed relatively stable condition. There are various kind of
service management approaches used in service delivery process. This will help for managing
the disaster recovery capabilities, improved through innovative partnership.
Vision: -
 Building and maintaining an effective strategic alliances with manufacturers and other
industry related business partners.
 Consideration of consumer and market focused sales.
 Managing the various business implementation.
Mission: -
The Mission of ETS with quality of brand-name information technology as business
solution. It became reliable for giving the better professional technical support, consumer service
through application of principles.
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Review market and industry analysis, understanding of macro analysis
ETS will focus on the local markets, including home offices and small offices. This is the
best way to target the competitive markets. Usually, company will focus on market segmentation
scheme and fairly straight forward, concern on their local enterprises.
There are lot of information gathered as per consumer analysis. Usually, start-up business is
overlooked by potential competitors because they want low end buying habits (Hanák and Grežo,
2020). That’s why, ETS will target the niche market with value added or affordable business
solutions easily customised with unique needs. Therefore, it will offer the best quality of service
and technical support with affordable price or cost.
PEST analysis-
The purpose of pest analysis which means analysing the external environment of start-up
enterprise. PEST stands for political, economic, social and technological, purpose evaluation in
which complete external analysis. This will help for identify the macro-environmental factors
considered by enterprise.
Political- different kind of political factors which directly impacting ETS as start-up
enterprise. The overall budget of enterprise note, continued emphasis on legal compliances as
well as regulatory. Moreover, substantial ambiguity with respect to perform the significant roles
and responsibilities. On the basis of political aspect, start-up enterprise has gained the authority
with respect to procurement.
Economic- in this factor, start-up enterprise will concern about the rate of development, cost
recovery is major aspect in the economic factor which always influencing ETS. Whenever,
changing the business needs (Klante and Thiex, 2020). it has been schedule a proper restriction
and inhibits ETS ability to predict future expenditures or revenue. Sometimes, a lack of ETS
which means that scale of service offering and difficult to adjust overall structure enterprise
accordingly.
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Social- it has been rapidly changing the trends as needed to demonstrate a better IT service
in marketplace. In this way, it reflect the desire of potential consumers, who have been controlled
entire IT services. ETS start-up can drive the need of new technologies so that provide the
consumer service, technical support.
Technological- one of factor that has a great deal of impact on ETS operations. Therefore,
it can easily examined the modern technology change along with associated cost or price. This
type of technological factor is constantly moving forward and increase the performance of
service delivery by ETS.
Competitor analysis and highlight the competitive advantage of product as
well as service
In ETS, business decision makers and other kind of finance manager should have focused
on understand the concept, value of technical support, consumer services. It is likely to pay for it
when offering the better service at affordable price or cost. Targeted consumers are generally
considered reactive, reach out because they need help or resolve queries of client (Panaitescu
2020). Therefore, Enterprise technology service business has potential way to convince existing
consumers through strategic approach. It is right way to handle the power and increase brand
loyalty, consumer advocacy, revenue. Through this way, ETS will gain more competitive
advantage within existing marketplace.
Competitor analysis-
There is no doubt that increasing the competition level on regular basis. There are lot of
other competitors who have already provide the technical support, consumer services. Therefore,
it is always attracted the potential consumers against the service provider. At that time, it should
require to compete against with innovative idea. So as ETS (Start-up business) should buy a
better information platform and then provide the ongoing technical supports for their potential
clients.
On the basis of higher end targeted segmentation, there are different competitors such as
Xerox, Lanier. Another secondary based competitors such as Office machines and other kind of
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business equipment’s. Therefore, it has been recognised the competitive strategy that will
support for ETS start-up to handle the competition level. Alternative competitors of technical
support provided organisations, which is always tried to give the similar kind of service. So as
potential consumer can easily shift from one enterprise to another.
Traditional office equipment, industry has been dominated by few other manufacturers
such as Canon, Oce and Xerox etc. Nowadays, it has been rapidly emerging the digital
information business and its convergence product which are likely to dominate by similar
participants (Passaro, Quinto and Thomas, 2020). An efficient technical support service is
always encouraging the potential consumers especially in digital age of social media. A positive
experience are likely to share a greater competitive advantage. Therefore, ETS will try to
establish as stable position of brand so that it automatically create or develop a loyalty, trust
among existing consumers.
Segmentation analysis, providing market statistics (size and growth) to support your selection of
the target segment/s.
Market segmentation is based on the process or method of analysing appropriate consumer
to which an IT support service should be targeted. It is all about the dividing board target market
into subsets of client with similar kind of needs. Segmentation analysis is helping the ETS start-
up enterprise to understand its client demographics and their motivation for buying the particular
items.
Enterprise Technology service (ETS) intends to win and maintain potential consumer by
providing products as well as services. Sometimes, it is also added more value, safety and always
supported by well-trained professional team with commercial expertise. It is very important to
become as successful implementation of entire strategy. It also needs for ensuring that all
divisions or functions in the organisation.
ETS has been developed the plan to focus on the proactive, market seeking organisations
that want to ensure all kind of efficient and efficient IT support system. It will assist in the
organisation to the realization of specific business goal and objectives. Enterprise technology
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service based start-up will target the different companies, who want an enough need to maintain
high quality of IT management services. Usually, it offers to small which have a separate
computer or hardware management staff members. In most of cases, it is important for ETS to
target group of potential consumers. Therefore, different business executives in applicable for
large, small and medium corporations. As per selection of targeted business such as education
institute, healthcare etc. ETS target these type of vendor in order to give best quality IT technical
support. This is always inspiring or motivating individual people to achieve desirable goal or
objective.
There are different marketing managers, general managers, sales manager and other
decision makers who often need to access enterprise data or information in their business
decisions. Individual’s people will not try to waste their money and time in regards of bargain
information, cheap hardware. There are different kind of IT related equipment’s which always
supports for attracting the potential client (Priftis, 2020). Generally, it offers an attractive
development which alternative aspect of start-up enterprise, unable the address opportunities in
new markets. The segmentation of audience is majorly depends upon the business aspects which
become consider as reliable information technology. Moreover, Enterprise technology service
(ETS) business can use the computer for complete a wide range of different functions,
bargaining with a proper information regarding administration such as accounting,
communication, record entry and other kind of personal productivity.
Marketing strategy by using 4P’s or 7P’s, with marketing mix analysis.
A marketing mix refers to set of different actions, tactics that start-up enterprise use to
promote the brand and IT support service in marketplace. Usually, marketing mix is basically
include different areas to focus as part of comprehensive plan. This will help for representing as
common framework to examine the product, place, promotion and distribution etc.
Product-
In ETS start-up, it is basically provide the technical support service for different
organisation. The primary reason for client to engage with brand. Product is related to the
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Information technology related technical support, which become consider as centre of marketing
mix strategy.
Therefore, it is an essential aspect to represent or show technical support value
proposition and unique selling point. Besides adding new features in service, devote focus on
updating versions, making as technical support service because secure. Moreover, it is also
helping to create or develop accurate documentation. Whenever, consumer has been taken as one
priority which making a user’s experience of interacting with service in proper manner.
Advantage of technical support service that offers a better facilities and service. Sometimes, it is
also build up as item in stages and easily fix or improve in newer versions. It also provided better
opportunity to engage with potential consumers.
People-
Technical support service can only be as good when individual staff members who has
been developed. For ETS start-up, it is an essential aspect to attract the right talent as they can
rely on quality. It might have only an individual person as per department (Passaro, Quinto and
Thomas, 2020). Sometimes, start-up enterprise will create suitable strategy around the position
that face potential clients.
Support engineer in ETS have been performed the different roles and responsibilities. This
can provide the better expertise and advice to potential clients. It help them to success in their
goals as well as objective. Moreover, it also influencing the technical supports development by
bringing in client feedback. It can easily enhance the marketing by utilising as build to target
potential audience.
Place-
It is another important element of marketing mix where ETS (Start-up) will deliver
technical support services to the targeted users. When start-up enterprise can operate technical
support service by online. It means that provide the better opportunities for selling a service in
global marketplace. Start-up business will focus to provide the information and data through
distributed channels. It is the best way to promote the importance of technical support services.
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Usually, it would consider the different online platform such as website, email, social media and
newsletters etc. these are the best way to interact or communicate with potential consumers.
Promotion-
It is a key element of marketing mix, with which is basically represent the technical
support service to the potential audience. It means that ETS start-up will invest a time in
designed for promotional strategies. In this way, it will support for improving the strength of
brand and achieve desirable long term success in marketplace.
When creating the promotional content, it is needed to interact with place and share
appropriate information or data regarding technical support services.
Market growth strategy
A market growth strategy is based on the plan and procedure of action that allows them to
achieve a higher level of market share. It is also belief on growth strategy which is not essential
focused on the short term growth plan. It is completely focused on the achieve long term success
of ETS start-up enterprise. Whenever, growing business which become consider as challenging
situation of start-up enterprise. So as it will try to accurate way for improving current business
performance. Moreover, it would try attempt to expand business operations as quickly.
On the other hand, market growth strategy should acquire a lot of opportunities, which
needs to be handled or controlled by efficient manner. Therefore, it is an essential part of ETS
start-up to perform necessary actions while achieving desirable results.
ETS will be considered an appropriate market growth strategy in which support for
expanding the business in global marketplace.
Expand business by developing an online presence- it is usually the primary goal when a
ETS start-up expand upon a rapid growth program or event. Owner of enterprise technology
service business which means that launch online presence so that it will gain access to market
and clients. This will help for organisation to increase sales and something tapping into existing
market. it brings more change as fund for next venture expansion.
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Diversify technical support services- it is also consider an important aspect of growth
strategy in start-up enterprise. When a company launch an online presence and also open a
physical location. It will provide the access to new markets by diversifying technical support
service with include innovative features. It offers the access of potential consumers to take
service and choose them accordingly.
Analysis of Competition- it is becoming consider as vital consideration of enterprise at all
time, in regardless of start-up business expansion. But at certain level, it does not have required
to understand what competitions are. Usually, start-up enterprise should look for what are
competition is appealing, whether it is overlap with a proper consumer base. Afterward, ETS will
easily achieve the desirable target while attempting as penetrate to gain more business success.
Track or monitor the result- All kind of efforts will be nothing when start-up does not have
knowledge about the current business plan. Therefore, it is an essential aspect for ETS to identify
the specific demand of consumers and then implementing innovative features in technical
support service. This will help for gaining more business success.
Resources required for venture including source of finance
Starting a business that needs to be identified all essential resources. Therefore, company
will do success typically spend significant time in order to increase capital, doing R&D a
realistic business plan.
Financial Resources- Funding
It is the one of important resource of ETS (Start-up), even the most important aspect to
calculate the overall budget, price or cost. Generally, start-up enterprise can be obtained the
money from different resource such as personal loan, investors, relative, friends etc. On the other
hand, many grants are offered from public as well as private source.
To get started, it need an initial capital investment which are equivalent to the total
amount of money. Therefore, start-up enterprise is especially focus on the financial resources
because it plays important role. Sometimes, a lack of funds is become top reason for business
failure.
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Physical Resources
Whether Enterprise technology service as start-up business will consider as suitable
location where they can establish or build. It should require proper work space, adequate
information system. Physical resources are expectation needs for ETS, when they are majorly
focused on the online presence. But at certain level, ETS should start to develop a physical
existence where consumer can easily interact or communicate. Therefore, technical staff member
can resolve their queries regarding technical support services.
Emotional Resources
Starting ETS can be consider as extremely stressful for business owner. It is an essential
aspect to maintain sanity, always motivated. Usually, it is supported the staff members,
influencing towards technical support service to include special features (Passaro, Quinto and
Thomas, 2020). Emotional resources are consider as important aspect, if owner of start-up want
to expand their business. In this way, it will try to inspire or motivate the staff members so that
they provide the better information to their potential consumers.
Risk analysis and how will be treated
Risks are become consider as unavoidable in ETS (Start-up) venture, it cannot anticipate
all possible risks, threat. It is only way to face any kind of challenge in order to prepare or reduce
the harmful effect of adverse events. When manage or control the risk in start-up business which
must need to take some assessment on the basis of risk analysis.
Usually, ETS (Start-up) face many kind of risks, threat. According to the analysis, it will
more chance to fail stat-up business. Therefore, it is an essential part to understand certain kind
of risk, threat involved, which can help to improve business capabilities or abilities. Owner of
ETS (start-up) has been face the different Risks such as No market, lack of capital and a poorly
assembled team.
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Market Risk – there is no matter how a properly well designed a service, if potential
consumers are showing a positive interest, it won’t sell in marketplace. Therefore, start-up fail
because of competitive market level. Before launching a business which requires to do R&D,
identify the demand in global marketplace. In this way, it will be treated market risk in proper
manner.
Capital Risk- ETS (start-up) needs more money to grow their business. Initially, it will
come from different investor’s purpose of funding. But at certain point, it will increase the
capital and not enough for start-up to keep gain competitive advantage. Therefore, it will
increase risk or threat, which directly affecting on the start-up.
This type of risk would be treated if owner of start-up will create accurate budget, setup
financial goals. This will help for keep track or monitor the business and also shifting towards
right direction. Moreover, it will inspire or motivate the staff members.
Employee Risk- A start-up team is consider as crucial in which survival and success of
ETS. It often create the best ideas, founding members of team have a strong stake in business
success. Employee risk will increase when develop conflict among individual people. This type
of employee risk will be treated by implementing equal opportunities approach. In order to give
best option for staff members where they can share their innovative idea and opinion.
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REFERENCES
Book and Journals
Gharib, H., 2020. Integration of a start-up company into its market.
Hanák, R. and Grežo, M., 2020. The effect of entrepreneurial experience on the quality of a
business plan proposal in applying for angel investment. International Journal of
Entrepreneurial Venturing. 12(6). pp.617-647.
Klante, M. and Thiex, M.A., 2020. The Role of Business Plan Competitions and Start-up
Success Drivers in New Venture Development.
Panaitescu, M., 2020. Strategic Management Solutions-Accessing the Start-Up Financing. EIRP
Proceedings. 14(1).
Passaro, R., Quinto, I. and Thomas, A., 2020. Supporting entrepreneurship policy: an overview
of Italian start-up competitions. International Journal of Entrepreneurship and
Innovation Management. 24(1). pp.1-30.
Priftis, S., 2020. Establishment of Start-up Laboratory Facility in Romania Market.
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