Managing Human Capital and Entrepreneurship: Food Court Presentation

This presentation outlines the business plan for a food court startup, 'Belly Topper,' in the Maldives. It details the nature of the business, operational strategies, and a customer-driven approach targeting tourists. The presentation includes a PESTLE analysis evaluating political, economic, social, technological, legal, and environmental factors, and a Porter's Five Forces analysis assessing the competitive landscape. It covers segmentation, targeting, and positioning strategies, alongside recruitment, selection, performance management, and motivation techniques. The presentation also identifies potential challenges, such as investment risks and reliance on key employees, and proposes mitigation strategies, like budget development and market research. The conclusion summarizes the key aspects of the startup, emphasizing the investor's engagement and the target demographic. The presentation is supported by academic references and a bibliography.

M A N A G I N G
H U M A N C A P I T A L
A N D
E N T R E P R E N E U R
S H I P
( P R E S E N T A T I O N
O F S T A R T I N G U P A
F O O D C O U R T I N
M A L D I V E S )

EXECUTIVE SUMMARY
• The presentation will highlight the operation strategy
and nature of the business.
• The study will opt for the PESTLE analysis and
Porters five forces analysis to evaluate the Macro
environment of the business.
• The presentation will focus on the segment Targeting,
positioning, selection and recruitment, motivation
and performance management in this study.
• The challenges and mitigation strategy will be
visualized in the risk in this presentation.

TABLE OF CONTENTS
• Nature of Business and Operational Strategies
• Situation Analysis – PESTLE
• Situation Analysis – Porter’s Five Forces Analysis
• Segmentation, Targeting and Positioning
• Recruitment and Selection
• Performance Management and Motivation
• Challenges and Mitigation Strategies
• Conclusion

NATURE OF BUSINESS AND
OPERATIONAL STRATEGIES
• Category of business: Food Court
• Name of the Business: Belly Topper food court
• Nature of business: Start-up
• Size of business: Small-scale
• Location: Burevigas Magu, Maldives Male
• Capital amount of startup business: MVR 20,000
• Operational strategies:
Customer-driven approach
Targeting tourists
Employing well-trained employees, experienced chef and financial expertise
Maintaining healthy communication
Focusing on competitive priorities
Quality foods and unique services

SITUATION ANALYSIS – PESTLE
Political factors:
• The government makes a significant economic
contribution to the hospitality industry.
• Due to the political stability the business, Belly
Topper Food Court and the entrepreneur will not
face any political issues.
Economic factors
• 15% tax on annual income over MVR 500,000.
Social factors
• Modernised society, westernized in demand,
concern for health and food but open religious
practices not allowed.

SITUATION ANALYSIS –
PESTLE (CONTD.)
Technological factors
• Use of social media platforms.
• The country is advancing in the technological aspects that is heling the small-scale businesses to achieve growth.
• Social Media platform will help Belly Topper Food Court to promote itself.
Legal factors
• The Belly Topper Food Court will have to maintain the rules and laws that are imposed by the government
regarding Food and Drug Security.
• Environmental factors
• The nation is currently facing various environmental issues such as coral mining, beach erosion and biodiversity
loss.
• The company will have to maintain the environmental aspects to achieve success in the market.

SITUATION ANALYSIS – PORTERS
FIVE FORCES ANALYSIS
• Bargaining power of suppliers: Medium
• Bargaining power of buyers: High
• Threats of new entrants: Medium
• Threats of substitution: Low
• Competitive rivalry: Very high

SEGMENTATION, TARGETING
AND POSITIONING
• Customer segmentation:
Demographic Segmentation (age,
family size, income)
• Target customers: Age group of
18-25 and 35-45
• Positioning: Pricing and designing
products based on customers’
choice.
Belly Topper Food
court

RECRUITMENT AND SELECTION
• Priorities to the qualified and experienced
applicant
• Calculation of the benefit and cost of hiring
• Engaging Freelancers
• Hiring potential employees with prior
experience of startup
• Strengthen the brand of the existing employee
by using their expertise
• Referral

PERFORMANCE MANAGEMENT
AND MOTIVATION
• Maintaining healthy communication
• Regular interaction with staffs
• Setting weekly goals
• Use of performance management
software
• Giving incentives
• Recognition
• Work as a team

CHALLENGES AND MITIGATION
STRATEGIES
Challenges
• Investment due to risk of high costs
• Scarifying personal capital
• Failure in estimating popular interests
• Trust on main employees
Mitigation strategies
• Developing a realistic budget by expertise
• Fund capital from an interested and passionate person
• Proper market study
• Not completely depend on staffs especially for managing
financial department

CONCLUSION
• Startup business of Food Court with small
capital in Burevigas Magu, Maldives Male
• An investor is engaged for funding
• Targeting tourists (age group of 18-30 and 31-
45)
• Demographic segmentation
• PESTLE analysis
• Porter’s five analysis
• Challenges associated with staffs and budgeting

REFERENCES
• An, J., Kwak, H., Jung, S., Salminen, J. and Jansen, B. (2018). Customer segmentation using online platforms: isolating behavioral and
demographic segments for persona creation via aggregated user data. Social Network Analysis and Mining, [online] 8(1). Available at:
https://link.springer.com/article/10.1007/s13278-018-0531-0 [Accessed 23 Oct. 2019].
• Bingemer, S., Grimme, W. and Maertens, S. (2019). Are the Maldives, the Seychelles and Mauritius dependent on the Bosporus-Gulf carriers?
– Dependency Analysis and Mitigation Measures. Transportation Research Procedia, [online] 37, pp.274-281. Available at:
https://www.sciencedirect.com/science/article/pii/S2352146518306082 [Accessed 23 Oct. 2019].
• MFDA (2019). Law and Regulations. [online] MFDA. Available at: http://www.mfda.gov.mv/English/index.php [Accessed 23 Oct. 2019].
• Ogunyomi, P. and Bruning, N. (2015). Human resource management and organizational performance of small and medium enterprises (SMEs)
in Nigeria. The International Journal of Human Resource Management, [online] 27(6), pp.612-634. Available at:
https://www.tandfonline.com/doi/abs/10.1080/09585192.2015.1033640 [Accessed 23 Oct. 2019].
• Russell, S. and Brannan, M. (2016). “Getting the Right People on the Bus”: Recruitment, selection and integration for the branded
organization. European Management Journal, [online] 34(2), pp.114-124. Available at:
https://www.sciencedirect.com/science/article/abs/pii/S0263237316000037 [Accessed 23 Oct. 2019].
• Turner,, S. and Endres,, A. (2017). Strategies for enhancing small business owners' success rates. International Journal of Applied
Management and Technology,, [online] 16(1), p.3. Available at: https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?
article=1231&context=ijamt [Accessed 23 Oct. 2019].
• Zimmerhackel, J., Rogers, A., Meekan, M., Ali, K., Pannell, D. and Kragt, M. (2018). How shark conservation in the Maldives affects demand
for dive tourism. Tourism Management, [online] 69, pp.263-271. Available at:
https://www.sciencedirect.com/science/article/pii/S0261517718301201 [Accessed 23 Oct. 2019].

BIBLIOGRAPHY
• Boxall, P. (2015). Human Resource Strategy. Wiley Encyclopedia of Management, [online] pp.1-5. Available at:
https://journals.aom.org/doi/10.5465/AMBPP.2017.14606abstract [Accessed 23 Oct. 2019].
• Caliendo, M. (2016). Start-up subsidies for the unemployed: Opportunities and limitations. IZA World Of Labor. doi: 10.15185/izawol.200 [Accessed
23 Oct. 2019].
• Chwolka, A., & Raith, M. (2018). The value of business planning before start-up — A decision-theoretical perspective. Journal of Business
Venturing, 27(3), 385-399. doi: 10.1177/0266242616673421 [Accessed 23 Oct. 2019].
• Dutra, A., Ripoll-Feliu, V., Fillol, A., Ensslin, S. and Ensslin, L. (2015). The construction of knowledge from the scientific literature about the theme
seaport performance evaluation. International Journal of Productivity and Performance Management, [online] 64(2), pp.243-269. Available at:
https://www.emerald.com/insight/content/doi/10.1108/IJPPM-01-2014-0015/full/html [Accessed 23 Oct. 2019].
• Hatak, I. and Snellman, K. (2016). The influence of anticipated regret on business start-up behaviour. International Small Business Journal, [online]
35(3), pp.349-360. Available at: https://journals.sagepub.com/doi/10.1177/0266242616673421 [Accessed 23 Oct. 2019].
• Rocketspace (2019). 6 Key Steps to a Startup Growth Strategy That Actually Works. [online] Rocketspace. Available at:
https://www.rocketspace.com/tech-startups/6-key-steps-to-a-startup-growth-strategy-that-actually-works [Accessed 23 Oct. 2019].
• Sambajee, P. and Dhomun, M. (2015). Government and SMEs in the Maldives and Mauritius. International Journal of Entrepreneurial Behavior &
Research, [online] 21(6), pp.778-795. Available at: https://www.emerald.com/insight/content/doi/10.1108/IJEBR-12-2014-0230/full/html [Accessed
23 Oct. 2019].
• Song, J. and Tsai, W. (2017). Performance Consequences of Seeing Opportunities in Competition: The Role of Industry Analysis. Academy of
Management Proceedings, [online] 2017(1), p.14606. Available at: https://journals.aom.org/doi/10.5465/AMBPP.2017.14606abstract [Accessed 23
Oct. 2019].
• Zimmerhackel, J., Kragt, M., Rogers, A., Ali, K., & Meekan, M. (2019). Evidence of increased economic benefits from shark-diving tourism in the
Maldives. Marine Policy, 100, 21-26. doi: 10.1016/j.marpol.2018.11.004 [Accessed 23 Oct. 2019].