BUS302 Entrepreneurship: Atlassian Business Plan Analysis Report

This case study provides a comprehensive analysis of Atlassian's business plan, comparing it with a sample business plan. It covers various aspects, including the company's background, mission statement, business goals, marketing strategies, operational details, and financial projections. The analysis includes a SWOT analysis, target market identification, and a discussion of potential strategic alliances. The report further examines the company's products, pricing policy, organizational structure, and staffing. The study concludes with recommendations for Atlassian's future development and sustainability in the software industry, highlighting the importance of innovation and strategic marketing. Desklib is a valuable resource for students seeking solved assignments and past papers related to business and entrepreneurship.

Running head: ENTREPRENEURSHIP
Entrepreneurship
Name of Student
Name of University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Section 1: Executive Summary........................................................................................................2
Business Idea and goals...............................................................................................................2
Marketing.....................................................................................................................................2
Operations....................................................................................................................................3
Finance.........................................................................................................................................3
Section 2: Background.....................................................................................................................3
Mission Statement........................................................................................................................3
Company history..........................................................................................................................3
Business Goals.............................................................................................................................4
Section 3: Marketing........................................................................................................................4
Market Research..........................................................................................................................4
Market Analysis...............................................................................................................................5
Industry Analysis.........................................................................................................................5
SWOT Analysis...........................................................................................................................5
Marketing plan.................................................................................................................................7
Target markets..............................................................................................................................7
Customer Buying motives............................................................................................................7

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Training........................................................................................................................................8
Seasonality...................................................................................................................................8
Competitors..................................................................................................................................8
Potential Strategic Alliances........................................................................................................8
Placement.........................................................................................................................................9
Promotions and Advertising............................................................................................................9
ICT Marketing Strategy.............................................................................................................11
Section 4: Operations.....................................................................................................................11
Business name and Legal structure............................................................................................11
Insurance and Security issues....................................................................................................12
Business Premises......................................................................................................................12
Ability to Access target market..................................................................................................12
Equipments Required.................................................................................................................12
Production Process.....................................................................................................................13
Information and Communication Technologies........................................................................13
Critical Risks..............................................................................................................................13
Section 5: Financial Projections....................................................................................................14
Assumption and Information.....................................................................................................14
Income and Expenses calculation..............................................................................................14
Financing of the business...........................................................................................................14

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Analysis of financial forecasts...................................................................................................14
Recommendations..........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
The study is mainly focused on the analysis and the comparison of Blue Printings Pty Ltd
with the small company having their operations in business in Australia. The company which is
taken into consideration should be Atlassians which is located in Sydney. The enterprise is in
relation with the software industry in Australia. It is also describing the business goals as well
the objectives of the small company so that this small company could be able to develop in the
future. It should also be focusing on the products and the target market the company targets it.
Section 1: Executive Summary
Business Idea and goals
The main goal is to develop a business plan for a small company known as Atlassian which is
specialized in delivering software products and providing solutions for the software developers,
project managers as well the content management (Jones and Penaluna 2013). This comes under
the SME sector and it is located in Sydney. The services which are provided to the customers are
the software solutions and content management solutions.
Marketing
Atlassian Pvt Ltd. should be having two key target markets. It includes for the business
developers as well for the software developers. The market research tells that in Sydney there is
currently less demand in the development of the software related products which the company
should be trying to develop in the future and provide high quality products and services to the
customers. The promotion of the business is made through networking, alliances with the
partners, online website and testimonials.

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Operations
The business will be operating at the starting with the few employees and it is based on
providing solutions and does the operations from home if required. There is minimum expense
and tools are required at the start for undertaking the operations.
Finance
The business which will be started should be self funded. The owner of the company should
be injecting the initial capital of $10,000 and it should be envisaged that it should be generating
huge funds from the different operations and services they will be providing it to their clients.
Section 2: Background
Mission Statement
Atlassian is the Sydney based company exists in providing huge number of software products
and services and comprehensive software solutions for the project managers as well the software
developers (Chwolka and Raith 2012). They also developed and provide content management
solutions to the clients across the local and the global countries.
Company history
The company has been established in 2002. It is established by Mike Cannon and Scott
Farquhar. Atlassian has released its flagship product known as Jira. In 2004 it has introduced
Confluence. This is considered as the team collaboration platform which helps the users to work
in a collaborative manner in working on different projects.

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Business Goals
The business goal for the short term is to provide high quality products and services to the
clients across Sydney. The next goal could be the development or generation of operating profit
of at least $20,000 so that all the operating expenses should be met for the future development of
this company. The long term goal the company is to expand their services and develop wide
range of software related products in the market (McKenzie 2017). The generation of maximum
returns for the shareholders could be the next goal. The next could be the development of
innovation in the solutions and the products they might be delivering it to the customers.
Section 3: Marketing
Market Research
There are various sources which are provided to develop the business plan and they are given
as follows
 Australian Bureau of Statistics
 Sydney Small Business Advisory Network
 Personal interviews of various business enterprise centres located at Sydney.
 Brief survey of SMEs
 Software Management Consultancies
 Software Agencies
 Australian Business Software Industry
 Relevant IT literature
 Telephonic Conversation with the some enterprises.

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Market Analysis
Industry Analysis
It is seen that the software industry market in Australia is very low and poor. There is no
rising demand for the software products and services in the market of Australia. The scope, size
and the level of activity are really very low as the software is not booming at all in Australia.
Australia has failed to foster the growth of the software industry in Australia (Stutely 2012).
Australia has great universities as well the smart young people but they still lacked the creation
of new services and products which will be influencing the performance of the software industry
market in Australia (Chwolka and Raith 2012). It is seen that the Australian software sector does
not contain or develop a proper master plan for the development of new technology and software
or the tools which will help in influencing the performance of the software solution companies
operating across Australia.
The technology sector in Australia should be representing around 5.1 percent of the total GDP
and it will be developing around 22 percent of the workforce in accordance with the Deloiitte
Access Economics report.
SWOT Analysis
Potential Strengths
 The development of the Jira software product and the development of Confluence which
is the user based platform have been the main products of strengths for Atlassian
operating in Sydney.
 They have the talented and the best of the technical staffs that have the potential of
providing high quality services to the clients across Australia.

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 The implementation of the user friendly software solutions and products which are easily
accessible by the customers.
Potential Weakness
 The less demand in the software products now in Australia tends to make the company to
focus more on innovation in the products they will be developing in the future.
 They do not have the traditional sales team and all of their products and the services were
placed on their official website only (Fernández-Guerrero Revuelto-Taboada and Simón-
Moya 2012).
 The low innovation in their products and solutions they will be providing it for the
project managers, software developers and the content management.
Potential Opportunities
 The company is organizing potential events, seminars and special conferences around the
world to make the clients more aware of the product development and providing easily
accessible solutions in using their products (Chwolka and Raith 2012).
 They have the incredible and talented teams working in specialized projects around the
world to get the global exposure and it will be enhancing the sustainability of the
company (Chwolka and Raith 2012).
 They have the opportunity of becoming a brand in the coming future with their ability of
having skilled and professional team having high technical expertise.
Potential Threats
 The start- up capital for the company to invest and start their journey in 2002.

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 The sensitivity of the SMEs due to the economic downturns.
 The rise of the competitors in the software market.
Marketing plan
Products and target market
Business Planning
The preparation of the business plan which has covered the various parts of the activities
Target markets
 SMEs having 10 to 100 employees
 Sydney Metropolitan area.
 Established companies
 There is approximately 250,000 firms
Customer Buying motives
 SMEs often need the specialist expertise which helps them to run their firms
 It is difficult for them to do it.
 The high quality of the product and services to be given to the clients.
 The easy and user friendly solutions to be achieved by the customers.
 The pricing of the products and the solutions they deliver it to the clients shows the
buying motives for the customers (Maurya 2012).
Small Business Development books
Sales of the various book, titles which is best done in conjunction with the training courses.

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Training
 There should be mentoring services to be given to the employees of Atlassian
 There are the seminars and workshops to be considered important for the training of
the employees.
 The need of the conduction of training programs in order to gather knowledge on the
product domains and the technical flaws to be reduced for the expertise.
Seasonality
It is estimated that the deadlines for the business is basically on February and March and
during the summer holiday period in Australia.
Competitors
The business competitors for the company has been highlighted below
 Management Consultants
 Software Agencies
 Commercial Training Institutes
 Software Companies located in Australia
Potential Strategic Alliances
The potential strategic alliances for the firm has been given below
 The accountants who want to develop business plans but they do not want to offer the
service to the clients.

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 The management consultants who are trying to develop managerial practices and want to
provide the managerial solutions to the clients.
 The business enterprises who want the training courses to be developed or the assessment
of the business plans.
 The software agencies who are providing software related equipments and materials for
the development of the tools and software.
 The software enterprises who are adopting the strategies in order to develop the tools and
software done by Atlassian (Maurya 2012).
 The alliance with the government who are providing funds for the company to develop
innovative software tools and products for the future development of the software market
in Australia (Maurya 2012).
Placement
It is seen that as this has been the home based business which is dealing directly with the clients
at the premises, so there are no distribution arrangements are to be done.
Promotions and Advertising
It is seen that for the development of the trading, the business has already the various contracts
which is in places. It is not useful in promoting the business to the general community. There are
various types of promotional tools are required for the promotion of their products and services
they provide it to the customers (Stutely 2012). The promotional tools has been given below
 Webinars
 Seminars and Workshops